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WEB TIPS: Blog yourself a sale

Busy industrial buyers are conducting their initial research on-line, which opens up a great opportunity for a smart blogger to make a sale before the sale.


February 1, 2012
by ANDREW SHEDDEN

In industrial marketing, products are no longer sold: they’re being bought. Busy buyers are conducting their initial research on-line, which opens up a great opportunity for a smart blogger to make a sale before the sale. Here’s how:

Buyers often have similar questions about a product or service. Like the FAQs section of a typical website, a blog can be used to answer these queries, adding more detail.

Building readership
Of course, blogs need readers. One way to build readership is through two-way guest blogging.

Invite a popular blogger or a recognized authority to write a guest post on your blog. This is an implied endorsement that improves your credibility. An added benefit: your guest will plug the post on his/her blog and include a link.

Another option is to write a guest post on a popular blog. When approaching the publisher be certain you have read the blog posts to get good handle on the audience’s interests. Don’t write thinly disguised sales pitch: it must offer real value to readers.

Andrew Shedden is the president of Broadfield Consulting, a marketing consulting firm that makes it easier for companies to grow their revenues. For new media resources and services visit http://www.broadfieldcommunications.com. For free industrial marketing resources visit http://broadfieldconsulting.com.