Every time you put yourself in front of your clients and prospects, you strengthen your total marketing strategy. One of the best ways to capture their attention is to post to your blog regularly, because it creates multiple connection points.
- Promote your blog post on all of your social media channels, including LinkedIn. Include an image and compelling copy that leads them to the post.
- Include a teaser to your blog post within a monthly newsletter. Use every angle to drive people to your website.
- Email clients and prospects with a link to the post and encourage them to sign up to receive regular notifications whenever you publish a new post. An opt-in mailing list is as valuable as gold!
Now let’s use our left brains and add it up (or review the analytics). How many clients and potential clients are in your email database? How many followers do you have through social media? How many people might see your blog post when potential and existing customers share your post? With one post, you’ve created a heightened awareness among hundreds of (and maybe more) people who have already shown an interest in your business or that type of service or product.
What Does Your Audience Want to Know?
This is where the right brain comes in, and you can be creative and intuitive as you appeal to your audience. It’s time to get inside their heads. As you’re brainstorming topics, think about their pain points and how you can alleviate them. Then consider the pleasures can you bring and how you can bring those results better than anyone else. Then say that! Be sure to include a call to action … always. Tell them clearly what to do next. For instance, “Make an Appointment,” “Get a Quote,” or Sign Up for Our Newsletter.
How Do You Start?
Think of as many possible topics as you can, and then select from those to decide what you’ll be writing about over the next 6 months, or 12 months if you’re feeling bold. It’s so much easier to sit down and write when you already know what you’ll be writing about. Consider using a blogging editorial calendar to connect topics to deadlines. When you do, you’ll find yourself thinking ahead and naturally pulling your thoughts together. You will spot what your audience cares about most and how the information you provide could make a significant impact. Creating a plan also gives you time to nail down your targeted keywords. Focus a group of posts on those keywords to increase your chances of ranking for them.
Getting into a routine will help. So does sharing the load. Here at Drio, we are two owners who can share the responsibility of blogging equally. If you are a small business, like we are, this is such an easy way to create great content, avoid writer’s block and focus on other areas of building your business for the majority of your time!
Ready to add a blog to your site? Or want to learn more about how we can help you to make blogging a reality? Contact us for a free consultation.
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