Bill Caskey is a sales trainer. People pay his company good money to help them sell more. He advocates blogs as one tool to engage clients- his post has many gems- but I thought this part is something most people who think blogs aren’t for business should read:
BillCaskey: How Social Media Affects Sales People
While there are 40,000,000 blogs, most companies don’t see them for what they could be. If you have a website and not a blog, then you’re missing a great way to lead people to your website. But make your blog a rigorous conversation about the industry. DON’T make it about you and only you.
Ask questions. Pose opinions and ask for feedback. Create controversy by being honest. Blogs should be written by people–not by some faceless company PR person.
You can also use blogs to create Case Studies on ways you’ve solved problems for your customers. Have a new product? Take a pic of it and post about it. But be honest about it’s strengths and weaknesses. Don’t tell one side of the story. If you do, it’ll sound like it came from your marketing department–more blah-blah-blah.
People use the internet to solve problems- and the first thing they do is a search: if they come up with you as the expert on your subject- you will have the opportunity to make the sale. If they don’t find you- you may as well not exist.