If you are a small business with a blog, you may feel uncomfortable about how “professional” you should appear in the “Blog” part of your website. Some businesses shy away from the word “blog,” believing the medium to be too nontraditional to carry their brand identity.
On the contrary, blogs are a great way to let your personality shine through to your customers. As you provide your brand message or product information, you should take the opportunity to connect with your audience on a more personal level. Customers feel more personally connected with your brand if they feel like they are friends with you.
You can “let your personality shine” by using an informal name or title, and by sharing some of your daily experiences running your business. When people visit your site, they will be open to hearing interesting stories about your business and industry. Use a conversational tone, so people feel like you are speaking directly to them.
Of course, this doesn’t mean you should let a day’s negativity, or bad feelings (we all have those, once in a while!), show through to your audience. Your blog isn’t an open portal to your personality: it’s a marketing tool that helps build your online image. Allow it to show some personality - but don’t feel that it has to show everything about you.
Start using your blog to build customer loyalty and trust by creating a more personal image online. You’ll be way ahead of businesses that don’t bother to connect with their online customers.
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