20 Mar 10 Business Blogging – 3 Groups to Satisfy

Despite everything being same, business blogging differs from general blogging in at least one important way—the target audience. The target audience of a business blog falls in three distinct categories, each with different need, wants, and desire. All of which needs to be fulfilled should your business blog wants to succeed. In this blog post, I will focus my attention not on how part of satisfaction (how to satisfy), but on whom part (whom to satisfy).

In anything you do, knowledge of your target audience will take you a long way.

Customers

Customer is king, and his satisfaction is paramount. Whatever we do that passes for corporate or marketing communication should be attuned to satisfying customers’ need. Your blog should also serve to this end. Your blog will open a direct channel for them to communicate directly with decision makers in your organization. Keep this in mind and write accordingly. Tell everything worth your customers’ while on your blog and ask for feedback as well. Your goal is to connect and communicate with your customers.

Employees

Employees are your internal customer and their satisfaction or dissatisfaction with your organization will directly result in the satisfaction and dissatisfaction of your customers because they are the ones that create and deliver value. Think for a moment—how profitable your organization will be if the value creation and delivery engine (employees) of your organization stops functioning properly? You need to keep your employees in the know of everything that’s going on in your company. They need to know about the recent changes in your HR policy, the clients that you have acquired, clients you have stopped serving, people you have hired, and people who are star among equals. You can also ask your employees to drop feedback on the stuffs that are happening to your organization. Keep them informed and make them feel insider. This will go a long way.

Investor

How can you not inform people who put their money in your company about the internal affair of your company? Do not do that and you guarantee distrust and withdrawal of fund. Investors are important for your business, and knowledge about your company is important for them. Provide them what they need and they will give you what you need—money. To be certain of return on their investment investors need to have information about your company. Use your blog to serve them information. Keep them abreast with every important update in your company.

With this, the post comes to an end. In the next post, I will talk about 3 more customer groups that you may like to target with your blog.

Tags: blog, Decision Makers, Desire, Dissatisfaction, Distinct Categories, Feedback, Groups, Hr Policy, Insider, Internal Customer, Investor, Marketing Communication, Organization, Satisfaction, Stuffs, Target Audience, Value Creation