Every week we put out a blog for our PMA community to enjoy, after all, we try to practice what we preach – blogging is SO important for your business. But why?
Let’s circle back to that, and first talk about how to find inspiration for your blog, because I think this is the tough part. Pretty much everyone starts the same way, the first few blogs are awesome, and then you start to struggle for content, and the posts become more sporadic, and then absent. Now, if you really hate writing, and blogging is a chore, enlist the help of someone who loves to write, it’s worth it.
What is our blogging strategy? Where do the topics come from? Here’s what we do:
1. Conversations with clients provide inspiration – Their questions (and struggles) are not unique, and often create some interesting blogs.
2. We plan our content in advance as a part of our overall social media strategy. Our blogs connect to our social media posts, which in turn connect to our Facebook live videos, it’s all interconnected, and so there is a degree of planning. Since we all have a part in the strategy, there is accountability to each other, which motivates us to not let the team down.
3. We read – a lot, and what we read is reflected in what we write. Often there is a group of us reading the same book, and those discussions on how we interpret the book for our clients, reflects interestingly in our blogs.
4. We set the time aside to do it- yes, it’s typically Sunday afternoons with a big pot of coffee.
5. We create several at a time, so when we do miss a week, we have an archive.
Now, onto why…
1. Blogs drive traffic to your website. Let’s refer to point 2 above, if you post your blog on your website, and then link Facebook/Twitter/LinkedIn posts back to the blog, then the eyes from those three sources end up on your website. Add a lead magnet pop up on your site, and you’re now collecting leads.
2. Blogs help you connect with your market. Think about it this way, today I’m blogging about something I would love to sit and tell you all about, but, that’s not likely to happen. However, having this conversation with you is important to me. It helps me share what I’m passionate about, in a different voice than what you “hear” on our website. I can tell stories on our blog, share relevant information, and show you a little more about my personality. Even in a small way, we’re connecting.
3. SEO – fresh content on your website, helps with SEO. Add to this being deliberate with the words you choose, and Google’s search engine will love you.
4. Demonstrate yourself as an industry leader – blog about what you know and what makes you unique. Relevant and timely content that is industry specific will help establish your brand.
5. Your blog is a lead generation tool. Let’s use point 1 here about driving traffic to your website, and I’m going to share with you a tip that very few use but will undoubtedly help you collect those valuable email addresses you’re working so hard for.
I’m going to assume that you’ve created a lead magnet that pops up when you have a visitor to your site, and let’s say that you’re a nutrition coach, and that lead magnet is a free downloadable worksheet for busy families looking to eat better on a budget, it’s a fantastic resource! However, the blog you just posted was for written for single foodies, that have ample time to cook, but are looking for elegant and nutritious meals that are low in fat, high in flavor. Your lead magnet pop-up isn’t going to appeal to this market, but you’re developing a program that caters to the single foodies out there.
Here’s tip. If the blog got them to your site, why not have a new link to access a download with the featured recipes in that blog. Think of it as “Just wait there’s more! And I’d LOVE to email it to you as an exclusive bonus for stopping by”. And if you really want to have fun with it, segment that list so you can tell the single foodies from the busy families.
We love sharing content with you! Keep those emails coming with topic suggestions – we’re working through them! There’s nothing more rewarding than knowing that we’ve helped you with your business.