How to Use Your Blog in Building Relationships

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Did you know that businesses who have blogs get 62% more leads than those who don’t? People always search online on how to improve sales performance, sales management trainings on how to get more leads, etc. And guess what, it could be as simple as – the more you blog, the more leads you get. This is a great tool for businesses to use to increase their reach. But what is even better, is the way in which a blog can be used to develop relationships. In other words, nurture your leads (and we all know that nurtured leads make 47% larger purchases than non-nurtured leads).

Lead nurturing (the essence of building relationships and authority) is all about using your content to draw people in and showcase your ability. Importantly, the information needs to be relevant and useful but beyond that, to stand out, it needs to add value for the people you are talking to. The challenge with most businesses is then developing the content and knowing what to blog about to nurture these leads. It’s not just pulling things out of thin air like subjects on how to improve sales performance and sales management trainings but it’s actually providing relevant content.

Here are some tips to help you get creative with some great content:

  • Know who you are talking to (golden rule) – what are their biggest challenges and how can you help them? Give some great content which will show the best way to overcome challenges which are relevant to what you are offering.
  • Be consistent – make sure you are consistent with your tone, your audience message and how you can help. This will build a stronger authority and build you more credibility.
  • Speak with the sales team – as they spend so long with your leads, they will know the most common questions they are asking. Make sure you use this intelligence to feed back into your blog posts and make it relevant.
  • Calls to action – have a clear call to action. A download or a comment is usually a great way to build engagement.
  • Don’t be pushy – remember, this is about building relationships, not going in with a hard sell. Create value for your leads in the blog posts and they will come to you when they are ready to buy. Don’t force sales messages to them through blog posts.

Blogging and lead nurturing are some of the components in the inbound marketing process. If you would like more information about how to implement inbound marketing into your business, call us at +44 (0) 203 368 6606 for a free consultation. You may also drop us an email at