CREATING CONSUMER AWARENESS VIA BLOGGING

Blogs are a powerful medium online. Few other tools offer the combination of technology and personality that a blog can offer to a company. A blog can be used as a tool to engage in social media and be a part of the experience with your customers.
Let’s first of all give some thought to the sale process, and let’s think of going to a professional conference. At the conference, you can do great networking. You can have great conversations with potential customers and clients. You can pass out your brochures and marketing materials.
But none of these things will close a deal.
In fact, they won’t even close the deal if you combine them all together. The thing that makes the sale is people. It’s the personality of the sales person as well as the personality of the customer working together that makes the sale.
In fact, I’ll bet that any of you have met a person so dynamic, so engaging, so professional that you said to yourself, “I’d like to do business with that person!”. I doubt any of you can say the same about a brochure, good networking, or a conversation about your product.
This is why a blog is so powerful - not because it offers great networking, marketing, or even conversation.
A blog is powerful because there is a real person behind it.
So how do you build your brand with your blog?
Of course, each brand is different, and each will require different tactics to build. But great brands have one thing in common:
They have been able to link desirable emotions to their products or services.
It’s the emotional differences that make customer willing to pay more - whether it be indulgence, power, sexy, practical, beautiful… brands are built on emotions:

BMW :: Status, performance, “The Ultimate Driving Machine”

Toyota :: Practical, Value, “Our Company Values are Just Like Yours”

So what does this have to do with Blogging?
It means that in order to influence site visitors, build your brand, create selling opportunities, and impact your bottom line, you need to have a real person or people communicating with other real people online.
You need to be genuine. You need to care. You need to want to make a difference for your customers. You need to add value. You need to be transparent.
And you need to be emotional in order to evoke emotions.
In other words, Blogging is powerful not because of the medium, but because of the real message and mission behind your business that is delivered by a real person who cares. I’m not talking about creating an online diary or being inappropriate or irrelevant - and consumers don’t want to hear your pitch anymore. They want meaning - and are demanding it from the brands in our everyday life.
Consumers want to hear from a real person. And blogs and social media are the closest thing to a real person that you can get online.