Blogging won’t work for every business.
When I meet with a potential new client that’s one of the first things I say.
You see, I don’t work with just anyone. Of course, I want to take on new clients. The more clients we have the more money we make – and who doesn’t want more money?
But for me, business is about more than just profit.
I want clients that are thrilled with the service we provide. I want clients that will work with us for months or years, because they love what we do and can see the benefits in their business.
That’s why we don’t use long term contracts. You want to work with us? Great! You want to stop working with us? No problem.
It makes our working relationship easier – we’re both in it because we want to be, not because we signed on the dotted line.
I know this relaxed approach to contracts is unusual, and I wouldn’t recommend it for all businesses – but when it comes to providing content, I know that for the right businesses, we can keep delivering results and they will keep coming back.
When you get the right combination of an engaged target market, a solid content strategy and compelling blog content you can get some impressive results.
- More social reach
- More social engagement
- More visitors to your website
- Better conversions
- More referrals
- Easier sales
These can all be attributed to a solid blog strategy – done correctly, in the right way for the right business.
So How Do You Know If Blogging Is Right For Your Business?
Well, that’s where it gets a little trickier.
But let me break it down for you. There are 4 questions you can ask to work out if blogging is the right strategy for you.
Now, I’ll be honest. This isn’t some peer reviewed, tried and tested study – there will be exceptions! But these 4 simple questions will give you a good idea of whether blogging has the potential to catapult your business to success or whether it’s a big fat waste of time.
Question 1: Are People Searching For Your Product Or Service?
Blogging can help your website to rank higher on search engine results and show up for more search terms.
You might be thinking “Yeah but my clients aren’t searching for what I do. They don’t even know that it exists yet” and you might be right.
But that doesn’t mean blogging won’t work for you.
Let me give you an example.
I was recently searching for gifts for my son’s birthday. He’s an avid Dungeons and Dragons fan.
Now, I had NO idea that there was such a thing as an ice cube maker that creates ice cubes the shape of DnD dice. So I most certainly wasn’t searching for “DnD ice maker”.
But I was searching for “gifts for DnD fans”, “Dungeons and Dragons gifts” and “gift ideas DnD”.
If your blog posts were optimised for the keyword “DnD ice maker” you’re not going to get much traffic. But if you were to create your content around the terms your target market ARE searching for, then you can start to see some exciting results.
I’d say that almost all businesses could adopt this strategy, but that doesn’t mean that they should.
There’s a lot to consider before jumping in and committing to an SEO (search engine based) blogging strategy. It takes quite a bit of time to gain traction so you need to be sure that the search volume and sales value is high enough to make it worth your time or investment.
But when you get it right it can be awesome.
That’s part of what we do here at Strategic.
Before you start working with us we assess your business, your market and your goals to make sure you’re going to get results. Because, like I said, we want happy customers that keep coming back.
Question 2: Are Your Target Market Active On Social Media?
It could be that search engines are not the way to go – but that doesn’t mean that blogging isn’t for you.
If your target market is active on social media then your blog content can be used to engage them, inspire them and open conversations with them.
When you create the right content, people read it, share it and tag other people.
This boosts your engagement rates and gets your other social media posts shown to more of your target market.
One of my favourite examples of this was my husband’s business – a wedding DJ & dance floor hire company.
After a little research we created a blog post called “14 Questions To Ask Before You Book A Wedding DJ”. It covered all the things that a bride to be should be thinking about when choosing their entertainment.
This blog post worked so well, that we even had our competitors sharing it in the wedding Facebook groups!
You can also use your blog content on social media to overcome common myths or objections about your service, establish yourself as the expert in your industry – and show people that your business is alive and kicking!
With more and more businesses likely to go under in the coming months – thanks to the pandemic and lockdown restrictions – it’s now more important than ever to keep your social media pages alive with fresh new content, so people can see you’re still here, still trading and that it’s safe to hand you their cash.
Question 3: Do Your Target Clients Have Questions About What You Do?
Every business has to overcome objections to what they’re selling. Your blog is one way you can do that.
Answering common questions in your blog posts can make selling easier. If they’ve already seen the blogs by the time they come to you to enquire, your content will have done some of the selling for you – making it easier to push them over the line and convert to a paying customer.
But that’s not the only benefit here.
If they’re asking these questions then they are probably Googling them too.
If you create blog content relevant to the long tail search terms (eg the whole question as they’d type it) then you can show up in search results and get more traffic to your website too. Long tail keywords are usually less competitive than short tail, making it easier to get onto the first page of Google.
Question 4: Are You Trying To Establish Yourself As An Expert In Your Industry?
And finally, if you’re trying to establish yourself as the go to expert in your industry then a blog is a must. It’s a place where you can showcase your expertise, build a relationship through your content and demonstrate the knowledge that makes you the expert that you are!
With this approach you would answer common questions, give opinions and cover common topics of discussion in your niche.
It can be slower to see results from this strategy, because they tend to be less tangible than say, tracking traffic volumes, but it can be the foundation that tips the balance into making someone believe you are the expert that they want to work with.
So, Is Your Blog A Big Fat Waste Of Time?
So, now you’ve got a better idea of how blogging can be used to build your business, you’ll hopefully have an idea of whether it’s for you.
Creating high-quality and strategic content is the key to getting results – so be prepared to put the time in and do it right. A half-hearted attempt will just waste your time and fail to deliver and results.
Still not sure if a blog is right for your business? Need a little help with your blog content or blogging strategy? Check out my Content Writer Crash Course here…
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