6 ways writing blog posts will help you attract more clients
Like many habits that are critical to the success of a business, blogging doesn’t necessarily yield immediate short-term gains. Your ability to produce engaging blog posts on at least a monthly basis will convert website viewers into clients if you are consistently informative and pay attention to keywords that prospective customers are searching for on Google that, as a result, augment your SEO (search engine optimization). Like any marketing tactic, people may need several touchpoints with your business before they decide to hire you or purchase your products.
The names of the game are patience and strategy when creating a blog that will help your business grow, but you need to also let yourself have some fun with it – satisfy your curiosity about the world and give yourself permission to play with ideas like “My Spotify List for Stressful Days” or “Best Movie Portrayals of [insert your profession].” You won’t continue it if you don’t keep it interesting.
In an upcoming post, I am going to offer some additional reasons business owners – especially solopreneurs – can deepen their relationships with their customers, increase engagement in their work and build confidence in their own skills, competence, and knowledge.
In the meantime, below are just a few reasons writing a blog will help your business grow.
1. It can help you identify (and deepen your understanding of) your target audience. Seth Godin says, “When you speak to everyone you speak to no one.” Even if you are crystal clear about the demographics and psychographics of your target clients, the performance of specific blog posts will help inform you about what they’re seeking information about and how best you can market and tailor your products and services to them.
For instance, if a massage therapist noticed on their Google Analytics that their blog posts about couples’ massage performed well in February, June, and December, this could indicate that it would be smart to offer a special on couples’ massage services not just for Valentine’s Day but also for June and end-of-year holidays like Christmas.
2. You can expand your network and reach by offering to write guest blog posts (and inviting others to write for your blog). If you know someone with experience beyond your own, inviting a guest blogger can be a great way to help people visiting your website with issues and challenges. The guest blogger will likely promote your blog in their social media and offer you more exposure and strengthen a relationship with a potential referral partner. Reach out to active bloggers you admire and offer to write a post but be sure to offer them a specific idea and do your research – read their blog extensively so you understand their audience and can offer a pitch that is helpful to their readers and yet allow you to shine as an authority in your own realm of expertise.
3. Blogging is good for your SEO, making you easier to find by the prospective clients who are searching for you. Google likes to see your website growing in size and content. Be strategic in your approach – analyze keywords with a tool like Google Keyword Planner and Keywords Everywhere. This analysis will likely also stimulate ideas for topics. I advise beginning entrepreneurial bloggers to start with seven to ten topics that are related to keywords people are likely search for the blogger hopes will lead them to their business. The topics for my blog tend to be solopreneurs, startup business challenges, resumes, job interviews, job search, LinkedIn, career transition, and quitting a job. These subjects both align with my core knowledge areas and include keywords that my prospective clients are likely to include in Google searches.
4. You can list resources that will benefit prospective clients and also boost your SEO. If you routinely refer clients to tools like books, podcasts, websites, and other resources, you could start writing blog posts that list these recommendations and then gradually transfer the information in these posts to a Resources section on your website. “Why?” you ask. Because it will convince viewers that you are well-versed in your area of expertise and improve your SEO. Google loves to see resource pages listed on websites, since directory-like pages distinguish your website as an authority in your field.
5. You can share your successes, events and updates. If you are launching an e-course or mastermind or have recently won an award, a blog is the perfect place to announce it. You can provide more context and answer any FAQs while you’re at it.
6. You could increase your media exposure, which could result in more sales. Set up an account on Medium or another high-volume blogging platform and consistently write posts that are engaging and relevant, and you could likely build media buzz. A higher profile might result in invitations to be on podcasts, speak at events, and offer quotes for news articles. This will also build your credibility and make it more likely that people will actively seek out your business (and tell others to do the same).
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Kristin Schuchman, MSW is a career counselor, small business coach, and author based in Portland, Oregon who works with creative and mission-driven professionals. She coaches fledgeling entrepreneurs through the startup phase and seasoned business owners through periods of burnout and indecision. She also consults individuals seeking support for career indecision, next steps, work re-entry, advancement, and work-life-balance. She offers a free 30-minute Zoom or phone session and presently works with clients both remotely and in person (with COVID-safe precautions). You can find her books The DIY Website Workbook and Jump Start: How to redirect a career that has stalled, lost direction or reached a crossroads on Amazon.