Integrating marketing efforts across company departments is important for maintaining continuity with the brand message. Both the marketing and sales efforts of a business are essential for revenue growth, and when efforts support each other, the return on the investment is tenfold. One of the most versatile marketing channels in this digital era is the business blog. Business can use a blog to showcase the talents of the leadership team, product and services, the company culture and as a channel to deeply engage with the target audience. A blog platform is a productive community channel that can help make your business a place where clients hang out. It’s also a valuable resource tool for the sales team.
Here are seven strategic sales uses for a business blog.
#1 A digital product portfolio
On average, successful sales representatives spend a majority of the time in the field networking and soliciting customers. A blog can be a powerful marketing tool available on demand for the sales team to use during important client meetings. Link the blog articles to your online catalog and share the product development story.
#2 A customer testimonial channel
Prospective clients are interested in hearing about the experiences of other clients with your company. Use the company blog to share client success stories and testimonials that the sales team can refer to with email marketing, client meetings, and sales calls.
#3 A center for frequently asked questions
Create a blog category for the company’s most frequently asked questions. This channel will become the go-to resource when the sales team is in the field and facing a client question.
#4 Content for email marketing and newsletters
Well written blog articles can serve as valuable content for the company newsletter or a targeted email campaign. Articles that include high quality images, hyperlinks to supporting information, and videos or slideshows increase the value of the content for use across marketing channels.
#5 Inbound marketing tool
Blog articles can serve as an inbound marketing tool driving prospects to the company website through online searches. When a prospective client is searching for information about your industry, the business blog helps to connect them with your business and drive them to your website. Include strategic calls-to-action and valuable downloads in the blog articles to add value to the content.
#6 Email list building tool
One of the best marketing strategies is list-building. Blogs are subscription based which is important for capturing contact information for your prospective clients, so you can begin moving them along the customer buying journey.
#7 Customer Relationship tool
A business blog that is used to provide important and current information about the industry can serve as a strategic customer relationship tool for the sales team. When conducting follow up calls and emails, the team can include links to important blog posts as a means of staying connected with and top-of-mind with prospective clients.