Business blogging works because it's a persuasion tool. It is the most powerful marketing tool on the planet. It works because readers have a chance to know, like and trust you. KLT is essential before people buy anything from you.
It works because of reciprocity and social proof, two powerful persuasion triggers. Reciprocity is what happens when a person gives something to another: the other person feels obliged and wants to reciprocate. When you give generously of your knowledge on your blog, and respond to people's needs, you are creating a relationship of trust and building reciprocity.
Reciprocation is the sense of obligation to "repay in kind." None of us likes to feel that we owe something to someone else. We are psychologically wired to want to pay it back in order to free ourselves from obligation.
If you have been giving freely on your blog of your knowledge, expertise, and show you're trust worthy, then when it comes time to ask readers to take action, they will be more likely to be persuaded.
Important key: this works best when you give freely out of a genuine desire to help others. It doesn't work when you're insincere or trying to use it as a marketing ploy.
Social proof is what happens when you write about the clients you’ve helped, and when you include some of their results through client stories. Readers identify with the problems your clients have, and they see how you've helped them. Then they start seeing themselves in the picture and wonder if you can solve their own problems.
Social proof works well when clients have a chance to express in their own words how you have helped them solve their problems. It's why having a testimonial page on your blog is important.
Psychology and Technology
Blogging works as a content marketing tool because of these two psychological factors. It also works for technological reasons.
Blogging works like a charm with the search engines. When you publish fresh content on your blog 3-4 times a week, focusing on the problems you solve for your clients, you are creating high probability that someone will be able to find you on the Web.
Quite simply, business blogging is the best damn marketing tool on the planet. When you are using it, you are priming the pump to attract your ideal clients, build trust with them, establish your credibility as an expert, and paving the way to sell your products and services.
Your business blog should be the primary element of an overall content marketing strategy which includes other social media, like Twitter, Facebook and LinkedIn. All roads should lead readers back to the blog where they can find out more about you, your personality, your products and services.
Do you see your blogging as a chore, with not enough time to do it right? Maybe you're not using Time Saving Tips for Smart Blogging…
I'll be talking about ways to save time and energy with smart blogging tips on a teleseminar hosted by Joan Stewart, aka The Publicity Hound, January 20, 2010 at 4 p.m. ET. Go here to find out more and to register. There's a small fee but worth it to get the handouts!