I wasn’t a fan of blogs. There are some awful ones out there, and as a writer, I have to produce something of decent quality. Quality takes time and for freelancers, time really is money. So, if blogging is eating into my chargeable hours, why do I bother? I bother because blogging is one of the best ways to generate leads.
Bloggers get more leads
It’s true. Statistics show that companies that blog generate 67% more leads per month than companies that don’t. My own clients have seen impressive improvements in all their website stats after I’ve started working with them.
People ask around before buying a good or service – they pop a question to their friends on Facebook, they Google for reviews, they pick up on the Twitter chat. And they buy from businesses that they trust.
If people like you, they’ll listen to you, but if they trust you, they’ll do business with you. (Zig Ziglar).
To gain that trust, a business needs: fair pricing, quality product or service, great customer relations, plus:
They need to be an expert in what they are selling.
After all, who would you prefer to cut your hair – someone who has trained for several years in hairdressing, or someone like me, who trims her fringe with nail scissors? Both choices will end up with your hair being shorter, and I’ll be much cheaper, but . . .
How to get known as expert
If your website is useful: if it has accurate and helpful information and if people revisit it, then it’s the sort of site that gets bookmarked and shared. The search engines will like this, and reward you in the search results, plus word-of-mouth will associate your name with your speciality. When someone wants a VAT expert, or a lawyer specialising in trust funds, or a seller of specialist green tea, and they ask around for a recommendation – your name is going to be the first that comes back.
So keep your website up to date (stale websites sink in the sea of searches), and keep adding new and interesting content in your lively, thought-provoking, and useful blog.
What can blogging do for your firm?
Blogging is here to stay, and it’s a comparatively cheap way to market your services. When done well, blogging can:
- Boost your SEO
- Refresh your site’s content
- Give site visitors something to share
- Give you something to promote
- Establish your reputation
- Build relationships
But what do you write about?
Every blogger wails this from time to time. You are not alone! I started blogging very reluctantly, and some days, still find it hard to write articles for my own site. I struggle to write every week (let alone every day!) about writing. It’s a specialist niche and only other writers are likely to be interested – and they should know what I am talking about already!
But – I don’t want to appeal to other writers, my aim is mainly legal and financial firms. So I try to make my blog a useful resource for anyone who is faced with business writing, as well as firms who want to improve their business communication. Judging from the shares my blog posts get, I am doing ok.
You might find this article on how to create a great blog useful, but if writing really isn’t your thing, you can always hire a copywriter to do it for you. I offer discounts on bulk orders for blog posts.