Speak to any digital marketer or user experience professional and you can quickly fall down the rabbit hole when discussing Customer Relationship Management.
In an ideal world, audiences would be neatly segmented, welcomed by personalised landing pages that catered to exactly their point in the buying journey.
However, in reality, many businesses do not have the resources to invest into a high-tech, sophisticated customer relationship management systems. This said, there is one simple thing that all businesses can do, to make customers feel cared about and catered to.
In a study conducted by the Journal of Database Marketing & Customer Strategy Management, it was discovered that creating a company blog improved how an organisation’s customer relationship management was perceived by customers.
By regularly updating the company blog, it showed that the business in question was keen to communicate with its customers.
It allowed the customers to get value from the business without committing to a purchase, which in turn led the customer to believe that the business cared about them and not just the money they can hand over.
In other words, it shows the business is making the effort in the relationship. Because let’s face it being in any relationship is no fun when you’re the only one trying.
So, let’s quickly talk about company blogs.
In relation to Customer Relationship Management, they only really work if you go in with an authentic mindset.
Your blog is your space to build relationships with customers, not another space to sell through. You have enough product pages for that already.
What you decide to blog about is up to you, but it should offer value in some form to the person reading it. The value could come from sharing knowledge or expertise, it could be delivered as humour or the good old inspirational type.
However, whilst deciding what to blog about, be brutally honest with yourself. Yes, the whole office may be thrilled that Tim from accounts has been promoted but do the wider target audience care? The people he comes into contact with on a daily basis may care, sure – but are these your target audience?
Remember when using a blog for CRM, the main aim to deliver value that builds relationships.
Building a good company blog can take time and effort, but ultimately it can be a great way to show your customers you care.
Need help with your company blog? Learn more about our content marketing services.
Written by Rebecca Cotzec