How to Use a Blog to Sell Software

Over the past two years, we’ve provided basic information on how to deal with the mass media. As useful as we believe that advice to be, there is one key media where a different set of rules applies: Web logging or blogs. Since an increasing number of sales reps are now using blogs to help keep in touch with their customers and to develop new opportunities, we thought it would be useful to provide a set of rules that should be followed when using this new and unique form of mass communication.

Be personal. While it’s critically important to keep “on message” during mass media appearances, that’s a big mistake when using a medium that’s this intimate. If you approach a blog with the attitude that it’s a traditional media outlet, your customers will probably start wondering why they’re working with a company that’s hired such a windbag.

Focus on your audience. Before writing anything in your blog, have a solid idea of the type of customers that you want to attract. Remember that you’re writing the blog for customers, not for your colleagues and friends. Make sure everything that you include is something that will interest your audience.

Be reasonably literate. Don’t make the mistake of assuming that blogs should be breezy chats similar to the average peer-to-peer email. While it’s true that blogs are informal, the ones that actually get read are always reasonably well written. The very best are subtly crafted to appear casual and yet communicate clearly and effectively.

Avoid industry jargon. This is last place where you want to put marketing gobbledegook and technology folderol. If you fill your blog with yada-yada-yada about the wonders of your company and the marvels of your product’s features, no customer or prospect is going to read past the first sentence. Instead, fill your blog with useful how-to information, stories that are told with wit and personality, or commentary on major industry issues.

Don’t get controversial. The most popular bloggers outside of the business world write primarily about hot political issues. Those blogs aren’t good role models for sales-oriented blogs, though. Political blogs are specifically written to be controversial and even to make readers angry and offended. While your blog may have an opinion about an industry issue, it’s best to steer clear of anything that could actively annoy a potential customer.

Provide useful links. People read blogs partly to be entertained but also to find links to other information and Web pages that might interest them. Ideally you want your blog to become a portal through which potential customers view your industry or your product category. That’s only possible if you have good and useful links. The trick to doing this effectively is to think like a customer, not like a sales rep.

Promote your blog. Needless to say, you should give your customers a heads up that you’re doing a blog and email them a URL link. You’ll also want to promote the blog in all your outbound communications, so put it into your email signature. If you’re feeling particularly ambitious, create and publicize special programs like prize giveaways that will draw people to the blog.

Support your corporate image. This is important. Your blog impacts your corporate image because your customers will naturally believe that every word that appears on the blog reflects your company’s official position and corporate culture. As you move forward, you’ll need to make certain that the blog adds, rather than detracts, from your corporate brand.