Which platform can promote a business by keeping its customers constantly engaged and entertained? If we were to quickly identify the nominations for the “most effective social media”, Facebook, Twitter, Reddit, Linkedin etc would be the obvious ones. But a recent survey by Ascends2, awards “Blogs” to be the natural winner which score much higher over the ones mentioned above as it actually converts the readers into buyers.
Blogs come amongst the top three for an effective marketing platform- audio/ visual content and white papers being the other two contenders. However, their effectiveness is countered by the difficulty of good execution. Hence, a website with the compelling good quality content has the highest probability to win customers.
What goes on in the mind of the customer when they wish to purchase something? It all starts with a thought. This thought is then researched as an idea and various options are considered. Then comes into play the big decision to buy, wait or drop. If the decision is an affirmative for buying, it is generally associated with a brand with which they trust, can identify with and which meets their expectations at all levels.
So where do blogs come in the picture? Blogs are the most important sources of information and are particularly relevant in the research stage as they can influence the purchasing behaviour of the customers. They can have a powerful effect and can not only engage but influence their audience. Comments and inputs from the other users and other options can mould the thought process of a prospective buyer. If a potential customer has an inclination towards buying and is comfortable with the blog, then the site definitely has some brownie points for sale. More and more people refer to blogs these days for guiding them on whether or not to go for the purchase of the product in question.