You’ve decided to write a blog for your small business. Music to my ears. But you’re the kind of person who wants to know how this stuff actually works. It’s all very well thinking of ideas you want to write about, but how does a blog post help you take someone from a casual reader to a new customer? Marketing works in three ways. Firstly, it helps people find you. Secondly, it lets them know what you stand for and builds trust. Finally, it helps you make a sale.
Let’s have a look at how that works in practice.
Attracting potential new customers
Google still loves a good blog, so every new post you write increases your chances of turning up in a search. The important thing is choosing a topic or question that your ideal customer will search for. Every time you answer a new question, you create new gateways that help the right people find your website, come in, and look around.
You can also answer multiple questions in a single post. For example, I’ve written posts about health insurance where the title suggests a general guide, but the subheadings answer questions like ‘how does health insurance work?’ and ‘how much does health insurance cost?’ so the subheadings turn up in search results as well as the main topic.
Building trust
When you bring a new visitor to your website, you’re inviting them into your world. You can share your knowledge and let them get to know you without spending any money, so it’s risk-free. It also means they can access your knowledge whenever they need it, not just when you’re available. Your blog posts can be the equivalent of a conversation at a networking event or a WhatsApp or Messenger chat. Your future customers can find an answer to the question they’re worrying about at midnight when you’re fast asleep or have turned your phone off.
The most important thing is that your posts can show people you’re trustworthy and know your stuff. If they eventually meet you in person, it can feel like the conversation’s continuing rather than just getting started.
Making a sale
The idea of making a sale can make your skin crawl, can’t it? We’ve all seen those shouty adverts and wondered who on earth is buying based on something that feels like you’re being told off. Making a sale isn’t about convincing someone that they need you when they don’t. It’s about showing people how you help them. Your potential customer will find your blog because they’ve already gone looking for an answer to a question or a solution to a problem you can help with. Your blog could offer self-help ideas, explain their options, and describe how you can help them if they want a paid option. I hope my free stuff helps you write your own blog posts, but I can also do it for you if you struggle to find the time or if writing isn’t your thing.
You can also write posts that explain your process or answer questions your readers might see as silly, so they’re more likely to contact you.
Creating a chain
I’ve talked about attracting new customers, building trust and making sales as three separate things, but really, they work together. The right topics attract people to your website and encourage them to keep reading. That builds trust in you and your business, helping people understand how you help them and persuading them to buy. When you write a regular blog, you can share it on other platforms, but it also gives people lots of information to explore when they find your website.
Ready for a chat?
If you’re ready to write your business blog but you’re wondering where to start, let’s have a chat. Maybe a brainstorming session would help you get your thoughts in order and focus on what your customers need? Perhaps you love the idea of a blog but are wondering when you’ll have the time to write. If you’d rather hand the whole thing over, I can help with that.
When you work with me, I’ll get to know you and your business, and write content that showcases your best self, helping you connect with your ideal customers and talk about what matters most to them.
You can email me to arrange a chat or book a Zoom call to find out more.
Alternatively, sign up for my mailing list, and I’ll send you a free copy of my eBook with fifty (yes, 50) topic ideas for your marketing as a thank you. It also includes hints and tips to help you structure your posts if you’re currently writing your content yourself.
