A company’s blog is a golden opportunity to share two things: how much you know about your industry and insight into your personality. So it can be frustrating for small business owners to hear that they must start up blogs and have social media if they are in a B2B industry or any other industry that may be less exciting than consumer technology, fashion, sports, or entertainment. Everyone wants to focus on creating the right content — content that will attract positive attention, better SEO and social media viral goodness. But what if you’re selling network cables? Dumpster covers? Toilet seats? Auto Repair? What do you have to work with?
Plenty.
Solve a Problem
Get back to basics — you’re probably in business because your product solves a problem, or makes something else better. Write about the challenges and solutions that will benefit your potential customers — not just the problems and solutions that involve your product, but the other unique challenges your customers face with everything from supply chain management, logistics, global networking, web conferencing solutions, etc. This is what is meant by becoming a resource. Yes, it will take work, but there should be plenty to keep you juiced up creatively, get your foot in the door with prospects and retain your most valuable customers.
Be Relevant, Get Creative
If you’re only focused on your own product or service, you will have a relevance problem. While focusing on the little details of your product or services may be interesting to those who devote their day to day activities to this, the average consumer couldn’t care less.
Work on tying your product or services to current trends and topics that are currently prevalent in the media. By connecting the dots between what the world cares about and what your business cares about, your customers will see that your company is not dull.
For example, let us say that you own a plumbing or hardware store, you may want to highlight some of your products that were featured on a recent home remodeling show. By tying in the TV show your content is now more engaging and relevant.
Be the Media
Not mass media, of course, but your own little hyper-niche, hyper-focused version of the media. Publish on your blog or Facebook interviews with industry leaders, government regulators and experts that your potential customers look to for guidance.
Another tactic would be reviewing products. While you will look at products that you sell favorably, you might want to review items that you don’t sell that your products interact with.
Let us know what has worked for you.
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