Unless we are in a very fortunate position, then when we start a business blog we are likely to be faced with the challenge of how to attract visitors to it, how to encourage them to become readers and then how to build their trust and confidence in us and our blog over time.
This comes through building, developing and of course maintaining a relationship with our blog readers and it’s a process that Ive been trying to represent visually for a while. Recently, I came across something that I feel comes very close while flicking through some books at home and one in particular called How to Succeed as an Independent Consultant which is written by Timothy RV Foster.
In it, I found a diagram and section entitled the ‘Ladder of Goodwill’ which the author had developed to explain the developing relationship a supplier has with its clients. The various rungs on the ladder were described as ranging from ‘Nowhere’ at the start where a customer has no knowledge of you or indeed that you even exist, through to ‘In Position’ where you have the total trust of the customer and you are the primary supplier in your area or field. The goal of course is climb as high as possible up the ladder in your relationship with each of your clients.
For me, I can see a lot of similarities with the way that we have to develop a business blog as well, particularly in the case of a small business or individual where there is not already a significant offline or online presence to act as a springboard.
First of all, it is a case of creating awareness that the blog exists and developing its visibility through marketing or word of mouth, Then you need to get people to come to read it and have their first experience of what you are writing about and what topics you cover. To get a positive first reaction you need to make sure you deliver, ideally every time. Follow up on this by providing something (perhaps a newsletter or white paper) so you have the opportunity to reinforce the first positive experience. Building on this means being consistent in your writing and content thereby encouraging people to recommend your blog to others and share their experience. From there the positive experience can be developed further over time resulting in a loyal reader and, from a business perspective, perhaps a potential future customer as well.
Each rung of the ladder represents another building block as you build a sense of confidence and trust in what you do and, at the same time, you are gaining the active involvement of your readers in your blog and your business.
Of course, for a really active blog, youll be looking to have readers at all levels, hopefully all moving upwards! So how many readers do YOU have on each rung on the ladder?
Ladder of Goodwill diagram is copyright to Timothy R. V. Foster