We all know the benefits of blogging.
It drives traffic to your website. It generates leads and establishes you as an industry authority.
But should your salespeople be blogging? With all they already have to do, should they be spending time developing and posting content?
They should, and here are a few reasons why.
Blogging Builds Credibility
Blogging is about sharing ideas.
And from a prospect’s perspective, if you’re giving out valuable information without charge, you probably believe in that information.
Salespeople have gained such a bad reputation for having a boilerplate pitch they give to every customer. Having a blog shows prospects that you aren’t rehearsed and that you’re serious about providing value.
Addresses Common Pain Points
Quick—what are the top three questions every prospect asks?
Did a few come to mind?
Those are common pain points your customers deal with, and instead of picking up the phone and re-explaining everything over and over, you can address these questions and concerns in a blog post. Then prospects can refer to the content as many times as needed without any extra effort from you.
Helps Differentiate Your Team
Do you know many salespeople that take the time to design, develop, and maintain a blog? I don’t.
Having a blog sets you apart from the competition. Sharing your thoughts and making yourself accessible to engagement builds your own personal brand, which makes customers more willing to listen to what you have to say. Overall, a reputable personal brand will help you better communicate the value of your company’s brand.
A Word Of Caution
Salespeople still represent your company, which means their words reflect your brand.
All it takes is one inappropriate comment, one controversial opinion, or one rash response to a complaining customer to create a whirlwind of brand damage. You can fire the rep, but you can’t undo what was said.
Allowing your salespeople to blog means trusting they will take the responsibility seriously.
Talk to your sales reps today about setting up a blog and see what they think.
Do your salespeople blog? Why or why not?