The Social Observer

The Social Media Marketing Blog by SNHU Students

Customer Engagement – 5 Blogging Tips

You’re a small business, new to blogging, and wondering, “How can I create customer engagement with my blog audience and keep them coming back for more?” One thing to remember is social media, including blogs, should be more than selling. In fact, selling is the last thing you should do with your blog. Rather, you need to create customer engagement by making it about them, not you.

Customer Engagement Blog Success Tips Infographic

Stop talking about you………..

Start creating for your customer!

Think of that person you know who all they talk about is themselves – their job, their kids, their vacations, their pets, their experiences, and anything else that has to do with them. When you try to say something about yourself, within a couple sentences you find the conversation has turned back to being about them. When they finally ask about you, it only takes five seconds before it’s about them again. Sometimes, you want to yell, “Hey! ‘Every once in a while I wanna talk about me. What I think, what I like, what I know, what I want, what I see…I (just) wanna talk about me.‘ And not you!” (Toby Keith even sang about this.)

Non customer engagement look

This is how customers feel when all businesses do is talk (or write) about themselves on social media. They (the customer) roll their eyes, put their head down, and think, “Here we go again, you, you, you, you, you! I’m so tired of companies selling their ‘stuff’ to me on social media.”

Customer engagement is not talking about you.

But, it doesn’t have to be like this. When a company discovers their customers’ interests and needs, shares content that meets those needs and engages with the customers, those customers will shout to the world how great the company is.

Customer engagement talk about your customer

With planning and focus, companies can begin to provide engaging content for their audience. But remember, it’s easy to create content, but quality content “takes time, effort, and a certain degree of skill.” Below are five tips to creating engaging, quality content.  These tips focus is on creating customer engagement via your blog. However, they are applicable to other social media platforms too, including Facebook and Twitter.

Customer Engagement & Your Blog

5 Ideas for Engaging Content

#1: Blog with purpose.

Know your blog’s purpose and stick to it. If your blog is all over the place your reader won’t know what to expect. It won’t be useful. “If a blog post isn’t useful or worth sharing, it won’t produce much value for any reader.” Without value, readers won’t keep coming back.

#2: It’s all about your customer.

Stop talking about me, me, me. How can you help with customer engagement if all you do is talk about your company, and never truly listen to what your customers are saying? When you listen, you hear and learn who your customers are: what they are passionate about, what they need help with, what gets them excited. You can then write for them – giving them tips and tricks to make their life easier, without even mentioning your company in the blog. By your audience seeing you as a valuable resource, they are more likely to come to you when they need your product or service. After all, they have already have a connection with you.

#3: Ask questions.

Get your reader talking and sharing by asking questions at the end of your blog. At the end of one of Evernote’s blogs they pose the question (a call to action), “Do you keep a tidy or messy desk and why? We’d love to hear from you.” By listening to responses, they learn more about the reader, helping ensure their content engages with their audience.

#4: Share tips.

Help your reader be more successful. Get to know your customer (tips #2 and #3), then provide content that makes their life easier. As they say at Duct Tape Marketing, “Make it (content) genuinely useful.” An example of this is Evernote’s blog entry, “Change Your Desk, Change Your Life?” where they share tips on how to stay organized. Not once do they give a sales pitch for Evernote, rather they simply provide tips of advice on staying organized. They help make their customers’ lives easier. When companies share valuable information and tools which benefit the readers customers begin to view those companies as experts in the field.

#5: Be human. 

It’s OK for the writer to share a little about themselves. Show your personal side. Customers connect with humans, not companies.

Extra tip: Be consistent.

Be consistent with your postings. Create a calendar and plan ahead. When readers know when to expect a new post they’ll visit your blog on a regular basis to check out what’s new.

Need some examples? Check out “17 Business Blogs That Rock…” to get your ideas flowing!

Now we’d love to hear from you! What are you struggling with when writing your blog to create customer engagement?

Category: Advanced Tactics