Among the various
channels of communication that reach out to potential customers, the blogging
platform is the most effective as it enables one to participate in a discussion
making it an instantaneous avenue for writer-reader interaction. Blogs allow
the author to gain trust and credibility by building healthy communication with
the readers. The author should use an interactive tone, ask questions, and
provide topics for open discussion and debates. Since opinions and needs differ,
the author should develop contents that connect immediately to the reader. This
increases the experience of readers thereby, encouraging them to initiate a
conversation in one’s blog, which will then appeal to more users to participate.
Most readers are eager to know who the owner is, hence, the author establishes
his/her reliability and “expertise” on the subject. Blogs that enable effective
conversation result in increased readership, additional knowledge, and reader
loyalty. A blog where opinions are heard and valued is an effective
communication avenue.
Microblogging tools enhance customer
feedback by advertising to their followers the product’s benefits and features.
Garnering opinions can also be done through a link to a survey, a post
autoresponder, a direct message asking for comment, social media competitions,
clients’ testimonies and stories, social media monitoring, or entering feedback
in the survey. Collecting feedback is essential so that sellers know the
current value of their product and service and how it matches with their
competitors. It creates more opportunities for revenue, promotes products and
services, and increases market demand. It also helps sellers access a diverse range
of customers and collect essential information such as needs and trends aside
from building a strong network of a customer-driven market that helps his/her
business grow and sustain profitability.
