But I’ll bet you haven’t been told why you need a blog. And, if you’re honest with yourself, you probably think that you don’t really have time for yet another thing to DO. You’ve got enough on your plate as it is.
What if I told you that having a blog can drive new clients to purchase your products and services?
What if you knew that publishing regular, fresh and high value content will build your clients’ trust in you and your offerings, as well as boosting your credibility?
Here are the three main reasons why you, as a business owner, need a blog:
1. Know what your clients want
One of the first questions I ask my clients is “Who is your ideal client?” I then ask them to describe them in detail, particularly their problems and their “pain points” – the stuff that keeps them awake at night.
Once you know those, you know not only how to solve the problems, but how to market your solutions.
Even if you know your clients’ needs, there is always more to learn and more detail to be obtained through regularly listening to what your clients talk about.
A great way to listen to your clients is by creating content for them and seeing their reactions. Sometimes those reactions will come in the form of blog comments, other times as comments and questions on social media and sometimes a client might contact you directly as a result of a blog post.
You will also learn what topics/issues resonate most with your readers. The more popular a post, the more you should write about that topic.
Similarly, you might find that something you thought was important to your clients, really isn’t, when after you’ve written about it, it doesn’t resonate with your readers.
2. Build your authority and credibility
There is a big push lately for business owners to become “published authors” as a way to boost their credibility. But you don’t need to publish a hard copy book to be a published author.
Your blog is the perfect platform to be a self-published author using your existing resources.
It’s your very own medium for showcasing your knowledge and building your credibility, without investing the significant time, money and effort required to publish a hard copy book.
The more quality, high value content you provide to your readers, the more they will get to know, like and trust you. Once they trust you, they will be more likely to purchase from you.
When writing your blog posts, make sure you provide your readers with the answers and solutions they’re looking for. Develop your understanding of Search Engine Optimisation, stay tuned to client discussions that take place online and offline, and use real life examples to connect with your readers on a personal level.
3. Drive sales of your products and service
Writing posts for your blog creates a fantastic opportunity to showcase your products and services, as well as the results that your clients have achieved using them.
You don’t need to write a “salesy” post about a particular product or service, just write about a topic and include client stories, as well as links to your offerings that can help with the specific challenge you’re writing about.
Blog posts also offer a great opportunity for list building. Offer your readers a downloadable offer, like a checklist, a “quick guide”, a template, or an audio and ask for their email address before they are able to access it. While not everyone might see every blog post, once you have their email address you can reach your clients directly with more high value content, links to blog post, product launches and special offers.