- If you can manage it, send an email to new posters, thanking them for participating. There is nothing like positive feedback to keep someone coming back.
- Add a Tell Your Friends link to your blog. If you sell fishing equipment, the posters are likely to be fishermen and just as likely, they will have friends who are fishermen as well. It is a great way to use your customers to help you market your site.
- Include personalization in your responses. If you are responding to Shirley, thank her by name at the end of your post or note that she asked a great question that gave you a good opportunity to discuss an important subject.
- Read posts and respond if you can. There is always a special thrill that comes with receiving proof that there is a real person behind all of the web paraphanalia.
- Link your posts. For example, if you are talking about the problems of affording medical care on your medical device site, be sure that when the issue comes up again, that you link back to your original comment as well.
- Add guest bloggers to your site. If you sell classic DVDs, you may want to ask a friend who is a Laurence Olivier or Sophia Lauren afficionado to weigh in on which were their top career movies. If you sell educational supplies, you may want to get an experienced teacher to talk about how she uses your materials in her classroom.
- Try to become a guest blogger on synergistic sites. If you sell luggage, you might want to go on someone s discount cruise ticket site and blog about how to pack for a cruise and which luggage makes the most sense.
Encourage participation by asking a question. If you sell womens handbags, ask a question like, How many different handbags do you typically use each month? or What are the three biggest items you carry in your handbag? You will get lots of responses that will both generate interest and may give you some valuable feedback.
Or, take the question format a bit further and create a survey. If you sell soaps, you can ask a whole series of questions about skin type and soap purchase, soap purchase as gifts vs personal use, effect of colors and fragrances on purchasing, value of packaging versus economy of just buying soap, etc.
You can then promise to publish the results of your survey with your commentary on those results.
- Okay, take it another step further. Offer a reward for participating in a survey. Give a discount coupon, create a raffle or give access to special information that you otherwise charge for.
As you can see, the blog is a very important way to bond with your customers, develop loyalty to your site and your products, and gain valuable market research.
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