If you can’t afford paid advertising, blogging creates more leads for your small business.
Okay, here’s the deal.
You can grow your business in two ways. The first is by paying money to advertise, whether that’s through Google Adwords, on Facebook or privately. The other way is by paying with your time.
If you haven’t got the bucks to pay for ads you’re going to need to create another form of currency that you can use to attract buyers to your products or services.
That currency tends to come in the form of helpful, valuable content.
What you need to know before you start
Before you get down to the business of blogging, you need to know who you’re writing for.
Who are the people who buy from or work with you? Are we talking a 30 something business woman working out of a coworking space, or are they an elderly man with a serious health problem? You’ll write your content differently depending on who it’s for.
The second thing you need to know is, how you help them?
Maybe you’re a domestic cleaner spending your week cleaning other people’s messes. What does your service actually do for your clients? How does it make them feel?
People remember how you make them feel
So, how did coming home knowing that you’ve vacuumed the floor, cleaned the toilet and done the dishes make them feel? It’s the feeling that you want to represent in your content. To do this you might focus on offering organisation tips to help them keep their houses tidy or ideas for how they can enjoy the clean house feeling.
In marketing terms, these are the benefits vs the features.
The features of a clean house are a fresh bathroom or folded laundry. The benefits might be the relaxed feeling they get walking through the door on cleaning day.
Another example, you’re a Facebook ads consultant. The features of your service might be image selection and sales copy, but the benefits are improved reach and more sales.
People want to know what’s in it for them. Addressing this question in your content is key to building a team of raving fans.
How to get the most out of your blog posts
There are two ways your shiny new blog post can bring people to your site. Organically, using keywords via search engine results (SEO) or from social media.
Each blog post should be written to give your people something informative or entertaining, but that doesn’t mean it can’t also contain a keyword (or phrase) to help you rank on search engines like good.
My cleaner might write a post offering some ways for working mums to keep their kids entertained on the weekends. Because she works with clients in Brisbane she might pick a key phrase like “places in Brisbane to take kids” she’d use this phrase in her title and at least once in the content of her post.
Using a key phrase lets Google know that this might be content useful to people searching for that, or similar, terms. There are other factors that go into search engine ranking including things like backlinks (links from other sites to yours), but creating quality, optimised content in the first place goes a long way.
This is the sort of traffic you get because you’ve shared your post on your personal profile, your business page or in groups. There’s a school of thought that says you should spend more time sharing your post than you do writing it.
Your posts to social media entice people to visit your site.
There are heaps of ways you can repurpose your post for use on social media. You can share the link outright, cut and paste useful tidbits. These useful bits and pieces will help people to start to see you as an authority in your field. Someone they can come to for advice or help and eventually to buy from.
Use your post to create a short video to share on Instagram. You could also turn your tidbits into graphics using free services like Canva.
But how does this relate to improved sales?
All things being equal, people do business with, and refer business to people they know, like and trust.
– Bob Burg
Know – Each piece of content gives you a new opportunity to reach out to new people and become known for the work you do.
Like – Each time you help someone with your useful content you’re making a connection and giving them the chance to like you (or at least how useful you are).
Trust – Because you’ve taken the time to show people how knowledgeable you are and helped them with their problems, people will begin to buy from you and want to work with you.
Using the all-important call-to-action below your post and in the sidebar, you can tell your readers what they should do next. Should they sign up for updates? Buy a bracelet? This is your space to show them what they can do next.
Blogging creates more leads for your business. It’s not immediate, but done well you’ll create an amazing tribe of raving fans who’ll promote you to their friends because you’ve shown yourself as knowledgable and helpful.
Learn how to blog for your business
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12 September 2018
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