Starting up a business blog is a simple, low-cost way to reach out to your customers and deliver them a personal experience online. Here are some tips on what to consider when blogging:
- Set a goal – Before you begin your blog, ask yourself what you want to get out of it: new customers, stronger relationships with current customers, or a greater web presence? By setting a goal, you can reflect back after six months to see what you’ve achieved. Determine how often you want to update the blog and set up a schedule.
- Check out the blogosphere – Read other blogs to find out what type of blogging styles appeal to you (that is, a serious versus a light tone, layout, font, etc.)
- Blog with your brand – Bear in mind that your business blog represents your shop. Double-check your spelling and keep the site looking professional. Try to match the colours to your shop’s signature hues or use your logo on the page.
- Keep it personable – Don’t use your blog simply as a means to blatantly promote your shop. Introduce your staff on the blog and give your customers a look at the fun things that can occur in the back room or cooler of a florist. Let your employees rotate as bloggers.
- Remember that your blog is still a selling tool – You can still use your blog (subtly) as a way to drive sales. When you reference a certain flower, link to a picture on your website of a design. Include educational posts about caring for blooms and leave your reader with extra tips. Share the story of how happy you made a customer that day.
- Create hype – Use your blog to highlight what’s new in the shop, what’s coming soon or to inform customers of any exciting changes to your business. It will make your readers feel as if they are getting the inside scoop.
- Check before you publish – Never use the names of clients or customers unless you have absolute permission from that person. Make sure your staff members are comfortable with being mentioned on the blog – one option may be to go with first names only.
- Respond to comments – A blog is all about generating an online conversation with readers. Make your readers feel valued and respond to any comments or e-mails that you receive regarding the blog.
- Add a visual – Don’t forget to show off your beautiful flowers! Add photos to your blog whenever possible. It could be snapshots from around the shop or pictures of designs on your selling floor.
- Promote! – Let your customers in the shop know about your blog. Create a promotion like a coupon giveaway to drive traffic to the blog or tell your customers to mention your blog at the cash register to receive a small discount or an extra stem.
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