The great thing about an elevator speech is that it forces you to identify the one big, badass benefit of your product or service – you don’t have time to explain anything but your most meaningful competitive advantage.
So when do you get to tell the rest of the story? On your blog. Your blog is where that guy on the elevator gets a chance – on his terms – to read more. The blog is where prospects can learn about your people, your full product line, your customer service and more. It’s also your chance to demonstrate real expertise by sharing data, insights, case studies and other persuasive information.
Remember, though, that blogging is no different from the elevator speech in one important regard: Even though you may be writing about
your products,
your people,
your mission – your
anything – it should always be communicated in terms of what you can do for your prospects.
The ability to tell "the whole story" is just one reason to blog. Here are just a few others:
- Blogging improves your likelihood of being found on search engines by the right target. Companies that blog receive 55% more visitors than those that don't because their content is typically full of the keywords searchers are using to find the right site for their needs.
- Blogging is a great way to generate links to your site, and companies that blog have 97% more links to their site. Search engines translate inbound links as credibility and legitimacy.
- Blogging regularly adds fresh new content to your site, and search engines love that, too. When search engine crawlers go out looking for sites with the content a target is entering in the search bar, they're attracted to sites that are consistently adding relevant information.
Blogging is just one way to improve your SEO (search engine optimization). It gives you room to talk about the things your best prospects need to know.
