Every website I create for clients includes a self-hosted blog. I always advise my website clients to make time to blog because it is an affordable and low-cost way to position yourself as an authority and attract more perfect customers.
Attract More Perfect Customers By Blogging
But small business owners typically have two main problems that stop them from blogging:
- They have a hard time finding time to blog.
- They have a hard time coming up with content for their blog.
Every successful business solves real problems for real customers. If you aren’t providing products or services that people want and that make their lives better, then you won’t stay in business for long.
So, the place to start when writing your blog is to think about the problems your customers have and how you help your customers solve them. When your blog content provides information of real value to real people, it positions you as an authority and will help you attract more perfect customers.
With that in mind, I recently stumbled upon an excellent podcast by Chris Luck that explains exactly to create a successful blog that turns readers into paying customers.
For those of you who would rather read than listen, here are the podcast highlights. But I encourage you to listen to the podcast as well.
- Know Your Audience.
Who are your customers? What do they want and need? Why do they buy from you?
Write about your customers wants and needs and how you can solve them in language they can understand.
Before you start writing, think about the person you are speaking to — the person who is most likely to take action as a results of reading your content.
Think about their gender, profession, marital status, family composition, hobbies, interests and the problems they face.
- Select a topic that will solve a pain.
Blog topics that target precise pain points attract those people who are searching for a solution to a problem.
- Format your blog article so it can be scanned quickly.
- Write short paragraphs that have no more than 3 sentences.
- Use headlines, subheadlines and bullet lists.
- Use a large font that is easy to read on all devices.
- Insert images to break up the text.
Imagine your blog article is a road. You want this road to take your readers from one point directly to another without exit ramps, signs or billboards to distract their attention.
Make it easy for readers to stay focused on one single point that will help them solve their pain.
Don’t be promotional.
Even when your real goal is to attract paying customers, make sure that each of your blog articles provides something of value that makes it worth the readers’ time.
You can always offer something for sale at the end of your blog, but if your readers feel like they did not get something of value from the blog content itself, you are less likely to convert those readers to customers.
Use a bold call to action.
A call to action is an invitation to your readers to contact you or provide their contact information in order to access something more that you can offer them.
Your call to action might be to fill out a form to get an informative free report or access to a video with more information.
Your call to action could be a button that says “Click Here to Learn More.”
You can add a piece of retargeting code to your website that identifies just those people who have read your blog. This gives you the power to create ads that will follow your readers around the internet and invite them to come back to read another article, download a free report, or watch a free video.
Google Adwords, Perfect Audience and Facebook Custom Audiences are tools that let you set up retargeting. Retargeting is a low-cost form of advertising that can keep you visible and top of mind in your ideal audience (and potential customers) for as little as $0.50 per thousand impressions (CPM).
Need Help Creating and Publicizing Your Blog Content?
I can help you generate ideas for your blog content, write your blog for you, and promote your blog so it gets seen by the right people to keep you top of mind.
…if you would like to discuss your blogging needs or schedule a business blogging consultation.
Every year, my business blog brings in thousands of dollars in extra business from people who are searching online for someone with my skill sets. Blogging has profited me … and I believe it can profit you too.
Every website I develop for a local business comes with built-in blog functionality, so that my clients can keep their website updated regularly with fresh, useful and engaging blog content that will attract more ideal prospects and perfect customers for their products and services.
If you are not blogging about your business, you are missing out on one of the easiest ways to grow your business with a small amount of effort. The time you invest in developing blog content will reward you for years to come, when people searching online for people like you are pre-sold on your products or services after reading your blog.
The best thing about blogging is that it is evergreen content that continues working for you for years after you publish it.
How Can Blogging Benefit Your Business?
As you can see from the reviewer’s comments below, blogging can pay off big time. My kitchen design client’s blog attracts high-end clients who are seeking expert help with their kitchen remodeling.
This client won a $50,000 project as a direct result of her blog
This Houzz review is proof that a well-written, entertaining and informative blog will help your business gain:
- A stronger online presence
- Greater visibility
- More inbound leads
- Higher conversion rates for potential clients who find you via online search
- Higher perceived authority and credibility for yourself and your company
Make Your Blog Visually Engaging
If you provide a visual service, like interior design, home building, hair styling, fashion or makeup items, etc., you should make search engine optimized pictures a central feature of every blog article as well.
The top reasons most business owners don’t blog — even though they understand and recognize the benefits of blogging — is that:
- They don’t know how to generate good blog content ideas,
- They don’t like to write,
- They don’t have good writing skills,
- They have a hard time finding good pictures to illustrate their blog,
- They don’t have time (or won’t make the time) to blog.
Certainly, it can be a daunting task to come up with the copy and content needed for a lead-generating blog.
Your blog content has a direct impact on your online visibility, your social media visibility, and your search engine optimization (SEO).
Quality, well-researched, fresh content is key to the success of your blog. The absence of a blog that is integrated into your website will have a direct negative impact on your busienss’s bottom line.
In fact, statistics show that companies that blog regularly receive more links back to their websites and a dramatic increase in the number and quality of inbound leads.
While blogging is technically “free,” it requires an investment of time and expertise to create a successful blog. If you do not want to write and maintain your blog yourself, you can outsource the task to an experienced content creator and blog writer.
Herbst Marketing specializes in creating and publishing quality blog content for business owners who are serious about gaining online visibility and leveraging the power of the internet to generate quality leads for their business.
Need Help With Your Blog? Contact Us Today
We develop blog content that is original, well-written and carefully researched. We are experienced at working with clients who don’t like to write and don’t want to write.
We write blog content that is timely, useful, interesting, engaging and search engine optimized to improve your online visibility and online reach.
If you are ready to get a well-written blog and website copy that accurately reflects your business, contact us today.
Your business must have a blog to thrive and to grow, so why not make sure that it is the best that it can be?
Every business owner wants high quality leads. Your blog can help you get those leads, working on your behalf 24/7, 365 days a year to attract the perfect customers with money to buy your products or services. Here’s a case example illustrating how one of my clients is attracting high-value prospects by blogging about her work.
I Hate My Kitchen … Don’t Know What to Do
That was the subject line of an email inquiry my kitchen designer client received recently. The writer went on to say:
There is not much I like about my kitchen, and I would like to completely remodel and renovate it. I have some ideas but I believe I need help with the overall design — especially a more efficient use of space and lighting.
I have a 7.5 x 9 kitchen in a circa 1965 condominium, which puts some constraints on what I might do, but I was encouraged by the 9/9/13 article I retrieved from your web site, “Budget-Friendly Arlington Condo Kitchen Remodel.” (Emphasis added.) Your clients’ kitchen in that example looked somewhat like mine and my condo board is receptive to approving major renovations, including knocking down walls.
I am still in the initial stage of the renovation: I do not have a designer or contractor, and I have not decided on any vendors or suppliers. I have a decent budget and I am willing to make dramatic changes. Your design capabilities and offerings look like what I need.
Please call or reply if my project has potential.
The beauty of this lead is that it was generated directly as the result of an article my client had written and published more than a year earlier. It attracted the attention of this prospective client because it addressed a specific need he had at the moment he was contemplating a high-dollar purchase (kitchen remodeling services.)
Because of the way we optimized my client’s content, her article shows up high in search results for Arlington Condo Kitchen Remodeling. In fact, it is the #1 organic (unpaid) search result (out of 1,220,000 search results) for the phrase “Low Budget Arlington Condo Kitchen Remodeling”:
#1 Organic (unpaid) search result for “low budget arlington kitchen condo remodeling”
Not only does the link for my client’s article appear on page 1 of search results for this keyword phrase; but two of the photos she used to illustrate her Arlington VA Condo Kitchen Remodeling article also show up on page 1, giving her additional high-value backlinks to her website:
Blogging Establishes Authority and Trust
By writing in detail about one of her own kitchen remodeling projects and how she solved some specific kitchen design challenges for one of her own clients, my client’s blog article immediately establishes her as an expert resource for other condo owners living in or near Arlington, Virginia, who are eager to remodel their own cramped and outdated kitchens.
Blogging Pays Off
While many business owners resist putting time, energy, thought, and creativity into blogging about their business, this case example demonstrates that the investment in blogging can yield high-dollar results.
If you like the idea of having a system in place that works for you even when you are not working, a system that will funnel the right people to you at the exact moment they are ready and eager to buy what you have to offer, then a business blog is something you should consider.
Once you have eager, presold buyers reaching out to you and asking for your help, the sale itself becomes easy.
Want Help With Your Blog?
If you would like expert help setting up or structuring your business blog to attract high-value leads and more paying customers for your products and services, I can help … whether you just want a few hours of coaching, or someone to do the writing for you. I can be reached at:
(540) 729-4076 or by email at firstname.lastname@example.org.
And if you live in Northern Virginia, Maryland or Washington DC and are planning to remodel your kitchen soon, call my client: Sandra Brannock, Expert Kitchen Designs, at (703) 801-6402. She will be happy to talk with you!