Using a Blog to Stay Relevant to Cause Prospects
Calling and e-mailing a prospect isn’t the only way to stay top of mind to your cause marketing prospects. Another great way is a blog. A blog is an online journal that is regularly updated with the most recent entry, or post, at the top of the main page.
One cause salesman started his blog Selfish Giving in December 2004 in part because he was tired of clipping and e-mailing all the news and stories he was finding on cause marketing. Putting it into a blog was a more effective way to share it with everyone.
In addition to making sharing easier, a blog has other advantages:
A blog enhances your credibility. If your blog is well-written, has a good design, and has regular entries, you’ll impress your prospect with your leadership, creativity, and discipline.
Prospects may find you without your ever asking them to look. Search engines, such as Google and Bing, love blogs! Because blogs are frequently updated with fresh content and earn links from other active bloggers, your posts may rank higher than other types of web content. In short, if your prospect is searching the web looking for information on cause marketing, they may find you first!
Blogging plays well with other online tools. If your prospect is active on Twitter, you can share links to your most recent blog posts. Same with Facebook and LinkedIn.
For those prospects that weren’t regular blog readers, you can start an e-mail newsletter that gave summaries of recent posts with links back to the blog. Whatever online outpost you use, drive them back to your home base, your blog.
Twitter, Facebook, LinkedIn, and so on are outposts, places you hang out, but are not yours. Their purpose is to feed traffic to your home base. But they can’t do that if you don’t have a blog!