How Does Christian Business Blogging Actually Generate Sales?
June 17th, 2008 Categories: Christian Business Blog
Well, it’s time to talk shop for a little while here on the Kingdom 2.0. So far, it’s been all pithy little articles about how much good a blog can do for your Christian business or your Church. Now, we’re going to get into the nuts and bolts of what makes a blog better than a static web site for generating leads (people who want to buy your shiny red widget, or people who want to attend your church, etc).
To kick off the session, we need to identify what it is that creates sales to begin with. If two hardware shops with identical inventory sat side by side on a city street, which one would people shop at and why?
There are actually several factors that would play into that decision, but I submit to you that the two most important factors to me would be trust and personality.
Trust. One of those two hardware store owners is a personal friend of mine. I’ve known him for years. That makes it an easy decision for me, and probably for you as well. I trust that he’ll give me a fair deal, and that he’ll shoot me straight about what I really need to purchase. I know that he won’t take advantage of me because we know one another, and people who know one another simply don’t take advantage. Or so the saga goes.
Personality. Lets say that I don’t know either shop owner, but that the guy in store number two always has a smile on his face or a joke when I line up at the checkouts. My perception is that, all things being equal, I’ll have a better time doing business with this guy, so that’s where I end up spending my money.
SEO is just a junk drawer full of nuts and bolts. You can do something with it in a pinch, but it’s never going to be enough to build something lasting. For that end, you need to leverage your “voice” to convey your trustworthiness and personality.
The fact that blogs work more effeciently in search engines than static web pages is academic at this point. If you don’t believe me, just google it. Google never lies. But that being said, getting web traffic isn’t the end game of the Christian business. Getting sales is.
Most people who responded to my call to action on my real estate blog and became clients eventually said something to the effect of “I feel like I’ve known you for years, and I just really wanted to deal with somebody I could trust.” That’s something that could never have been accomplished with a static page and my resume. It takes voice. It takes a blog.
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