Post by Blog Manager Robbi Hess
Does your business need a blog? There are still some industry professionals who believe that they are in a field for which a blog “will not help them grow.” Nothing could be further from the truth. Without a blog, how will you share our knowledge, expertise, promote new products and build a relationship with potential clients?
Having an online presence means you will have a way to interact with clients 24/7 and a blog is also a way to share your expertise and build integrity in your unique niche:
- Increase SEO and thereby drive traffic to your site
- Promotes you to the position of thought leader
- Grow customer relationships with potential clients and cement relationships with current clients
How will a blog drive traffic to your site? Because blogs are, by their very nature, updated on a regular basis it helps amp up your Google searchability. Most websites are built, then not worked with or changed frequently so they lose their search rankings. Having that blog, and updating it, will assure you stay top of mind in the search engines. That being said… you need to know your SEO (search engine optimization) “stuff.” What does that mean? You need to know how you want your clients to find you. If you’re a “female business owner” or a “virtual accountant in Duluth, Minnesota” or a “manufacturing consultant in Arizona” you need to use those terms judiciously through out your blog posts as that will help your SEO.
It may make sense to ask your clients or potential clients what terms they use to search for you. If you promote yourself as “diva writer” chances are no one is searching those terms, but if you promote yourself as “internet marketing writing expert” you may have a better chance to be found in a Google search.
Become a thought leader. How can you do that? Through the topics you blog about. When you blog about your area of expertise you are showing clients that you know your stuff and that you are the go-to expert in your niche. A blog that shows your expertise without being salesy will show your potential clients they are dealing with a “real” person; it’s been shown that people want to do business with people they “know, like and trust” and you can build those three through your blog posts.
Build, and enhance, your client relationships. While it’s true that your clients can find you on your Facebook or LinkedIn pages, they will get to know you better through viewing your website. Because you have a website, it’s best to drive traffic there and you can do that through your blogging. Be aware that even if a potential client finds you on Facebook, he or she will come to your website to poke around and discover what it is you truly do and whether you have a solution to any of their pain points. Make sure the experience at your site is an easy one to navigate and that it gives the visitors the information they need.
Bottom line: If you’re not blogging you’re missing out on potential sales because chances are the competition does have a blog and they are using it to their best advantage. What’s holding you back?