Blogging for Your Audience
Bill Owens of Southwest Airlines sat down to write a routine blog post. It turns out that this blog post was anything but routine. 274 replies later, by unhappy, dissatisfied, and angry customers caused Southwest to take a serious look at the situation. His post was to explain why Southwest didn’t allow customers to book reservations outside of a six month time frame. To their credit, Southwest heard the cry from their customers and, blogging for their audience, posted another blog post, “I Bogged. You Flamed. We Changed.”
What an amazing example of how to reach your audience. It’s not enough to write blog posts and quickly forget after you walk away from your computer. You must consider how your audience was affected after receiving your messages. In Bill Owens’ case, he listened and followed through. This time with readers saying, “Thank you.” Thanks.” “I wonder why SW is not in Savannah.”
Whether you like Southwest or not, you have to admit that their readers felt heard. I think that this may be the single most important factor in blogging for your audience; they must feel heard.
When reading this, I quickly realized how many get this wrong. Many write for search engines and not for people. They may try to quickly explain a complaint away. When your audience doesn’t like what they hear, you must quickly let them know that you care enough to listen. After all, this is what they are doing when they read your blog.
Tell a Story – Give an Example
Are you writing something that is meaningful to your audience? If so, they will come back time after time. If not, they won’t stick around. Therefore, it’s crucial to consider what they need to hear and what they want to know when blogging for your audience. They won’t be unhappy and you can’t go wrong.
So tell a story that they can relate to. What questions are your client’s asking? As long as it’s flattering, they won’t mind you mentioning them in your blog post (no need to give a name). Do they have a question about your products? Talk about that.
Consistency Is the Key
You audience will pick up consistency quickly. It’s frustrating when you search online for information but come upon a blog that hasn’t been updated for three years. The internet is ever-changing, and those who visit your page, if it isn’t being updated, will think that you are no longer in business or that your blog has moved
What is consistency? If you blog once a month, continue to blog once a month. If you blog once a week, continue to blog once a week. If it’s three times a week, continue to blog three times a week. I think you get the idea. Consistency is the key.
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