6 – Educate Your Prospects
It’s not generally considered cost effective to market yourself to prospects who aren’t already in the market for your products or services. But with a corporate blog, the marginal costs are low enough and the opportunity to accomplish a number of objectives high enough that it makes a lot more sense. This can be as basic as helping prospects understand your profession, with posts like, “What does a wedding planner do?” and “Who should hire a CPA?” These kinds of posts help to draw in prospects who are at the beginning of their search for information, and you can educate them on the value of your services with posts about how to choose a service provider, or why it’s worth it to pay a bit more for your products.
Prospective customers aren’t the only people who can benefit from a little education. Your current customers may not know about other products and services you offer, or about the insider tips and tricks you can share with them. They may not know why they should upgrade to your newest version, or that your services can save them money. Don’t assume that just because someone’s purchased from you, they know all they need to about what you do. All of this information increases your perceived value, and can easily translate to more word-of-mouth business and increased sales to existing consumers.