Want more clients? Blogging for your business can be one of the most cost effective marketing methods to widen your audience and ultimately secure more clients.
Does this sound familiar:
“I’m posting regularly in Facebook groups and have tried some other social media platforms, my website is looking great, I’m offering an amazing service, but I’m struggling to get paying clients. What am I doing wrong?”
If ‘yes’ then blogging could be the answer.
Who’s the Boss? Don’t let social media control your business!
If you are solely relying on social media to get clients then this can have unforeseen consequences as these platforms are constantly changing their algorithms and the way they operate.
This puts your business at the mercy of platforms like Facebook - you do not want to become their slave! As a business you are exposed when you rely solely on one source of income. It’s time to diversify and build a sustainable business.
(P.S. To be fair Facebook can be an awesome tool to grow your business. But remember you’re the Boss!)
Building your online profile, organically.
Blogging is all about building your website content, online presence and credibility, which will ultimately lead to more readers and more sales. It’s not a quick fix but it can be extremely rewarding.
The blog content will allow search engines such as Google to identify your site when people search for your keywords, driving more readers and potential customers to your website.
In this 3 week series, #LetsBlogforBusiness, I’m going to be sharing the step by step process of how you can start writing a successful blog for your business from scratch.
Here’s what you can expect to learn from this series:
#1 How to write a successful blog for your business (this blog post!)
So why should you blog? Creating a blog for your business is important for many reasons:
1. It helps build brand awareness and establish you as an authority in your niche by sharing valuable content with your audience.
2. It can help you reach a new audience everyday (organically) and grow your mail list.
3. It can help you connect and engage with your audience.
4. It can help increase your website traffic
5. It can help you build the ‘know-like’ trust factor and ultimately make more sales because they like and trust you.
If you haven’t got a blog for your business yet, you need to get blogging now!
Even you already have a blog for your business, you may want to read on if you are not getting much traffic to your site, your mail list isn’t growing or you are struggling to get clients.
But wait! Before we get started, make sure that your website is optimized for SEO so more people can find your blogs.
Related Post: How to boost your website traffic with SEO
So let’s get down to business!
STEP 1: IDENTIFY A TOPIC FOR YOUR BLOG POST
When you write a blog post for your business, you must first think about the purpose of the blog post you are going to be writing. The main objective must be that is it interesting and useful to your reader.
Ultimately you are writing a blog to grow your business, so every post must provide you with the opportunity to gain your readers contact details or subtlety leads them to a more sale orientated page of your site.
This does not mean that your Blog posts contain a sales pitch! This is a space that provides useful advice and with some fun thrown in.
So what should you write about?
Ask yourself these questions before you start writing:
1. What value can you provide in this post that will solve your target audience’s problem or struggles
2. Will this post help you position yourself as an expert in your industry?
3. Is it going to be a standalone blog post or a series?
4. What content upgrade (free opt-in) can you create that will give extra value to this post that will help your target audience to take action?
5. What product or service will you be selling at the back of this blog post (by using the contact details collected)?
You have no idea what you want to write about?
A great way to find out is to ask your existing audience. You can do this by creating a survey (I use Typeform to create a survey form) to send out to your mail list or post in your own Facebook group if you have one. Or simply ask members in your Facebook group.
If you haven’t got a large community, ask your ideal clients in other groups (choose Facebook groups where your ideal client may be hanging out). You can also type in keywords related to your niche into the search bar in those Facebook groups. Scroll through the results and pick out frequently asked questions and problems.
Add all the answers supplied to a spreadsheet for your future blog ideas. You’ll realize that there are so many topics you can cover in your blog!
STEP 2: BRAINSTORM YOUR BLOG TITLE
Once you know what you are going to be selling and the topic of your blog post, it’s time to brainstorm a powerful keyword rich title for your blog post. (I personally love this part of the process…!)
A great tool you can use for keyword searching for your blog title is Google Keyword Planner. (You’ll have to set up your account first)
Google Keyword Planner is a free tool that allows you to find out what keywords and phrases people are using on Google to find answers to their questions.
As a general guidance, you are looking for keywords that have medium to high level of competition* and a good amount of average monthly searches. I usually go for average monthly searches around 10k.
*Competition is the number of advertisers that showed for each keyword relative to all keywords across Google.
I have a blog post called “Step by Step – How to Start an Online Business” and my keywords for this post are “start online business”. As you can see from the screenshot below, the keywords “start online business” have an average monthly search of 1-10k and medium level of competition. Therefore I can use these keywords in my blog title and within my post and I know people are interested in this topic.
Another way to find out how popular your blog topic may be is to use our favorite tool… Google. Just simply type keyword or phrase you want to use and hit “enter”. You can find out the number of results for that particular keyword or phrase. You can see from the below screenshot how many results for my keyword “start an online business”. That’s 609m results! This isn’t very scientific, but it gives an indication of the level of interest out there.
Once you decided on the keywords you’ll be using, brainstorm your blog title using your chosen keywords. The tool I’ve started using to make sure that my blog title captivates my audience is CoSchedule Headline Analyzer. You just simply type in your blog title into the box and it’ll analyze it and provide a score. The higher score you get the better. In case you are wondering what score I got for this blog title, it’s 77 :)
STEP 3: HOW TO OPTIMIZE YOUR BLOG POST FOR SEO
Now that you have your keywords, we’ll want to make sure that your blog post is optimized for your SEO (search engine optimization) to help your blog post rank higher in a search engine.
Note that SEO takes a good few months to kick in so don’t worry if you don’t see any results straight away. Do not SKIP this step though as optimizing your blog post will definitely benefit overtime! Imaging your blog post going viral in 6 months time :)
Places to add your keywords:
- In your blog title.
- In the first paragraph of your blog post.
- In the heading and sub-headings of your post. For example, you can change the font size to H1 or H2 to make a particular sentence stand out in the post. You can drop your keyword in there :)
- Throughout the post. But don’t get spammy with it – you don’t need to go crazy with keywords!
- In the URL of your blog post. You can change the URL to include just your keywords. By default, when you type in the blog title in the heading of your blog post, it will automatically create a URL for that blog post. But you can customize it – see screenshot below, from Squarespace.
- In the excerpt section of your blog.
- In your image file names and in the “alt text” of your images (example: start-online-business).
STEP 4: HOW TO CREATE VALUABLE & ACTIONABLE CONTENT
So now that you have your keywords and blog title, we can move onto an exciting bit of this process – writing the actual blog content!
How many blog posts have you seen where bloggers are just talking about their journey or experience and not giving their readers valuable content and actionable steps? It’s can be interesting to provide your story and experiences (in small doses), but it’s better to provide value!
There are some rules you want to follow when it comes to writing a blog post for your business:
1. Size is important! Make sure your blog post is at least 1500 word long. I usually aim for 2000 words! The reason for this is that not only long-form content provides value for your audience but it also benefits SEO (search engine optimization). This theory is backed up by a blog post by Google Webmaster Central Blog.
2. Value your audience’s time. Just because the long-form content ranks well in searches, it doesn’t mean that you can write rambling, fluffy content just to build the length of your posts. Your content needs to be relevant and punchy.
3. How to not What to. Provide actionable steps that actually tell your audience “how” to do things rather that “what” it is that they should do without any specifics.
4. Cut the cr#p! Don’t use too much jargon if you can avoid it. It might make you feel clever but it will turn your readers off.
5. Make it pretty. Your blog post’s layout is very important. Your posts should be a joy to read, so keep paragraphs & sentences short and use decent sized font types. Remember a lot of your content will be read on a mobile device.
6. Use bold headlines in each section (like this post). Also bullet points are a great way to make your post readable and accessible.
If you have a relevant photo or image include that too (see Step 6).
STEP 5: CREATE ‘CONTENT UPGRADE’ AND CAPTURE YOUR READERS DETAILS!
If you are writing a blog for your business, I personally think that creating ‘content upgrade’ is a must.
Content upgrade is basically a free product related to the topic of your blog post that your audience can download in exchange for their email address. The key here is to make sure that your content upgrade is related to the topic and is something that may be valuable for them. For example, it could show the next steps they can take or a workbook that has the right questions for them to brainstorm ideas and take action.
Here is an example of how you can do it:
1. Create an opt-in form (I used LeadPages* using LeadBoxes feature where you can design a pop-up form).
2. Design an image that says something like “Download Your FREE Workbook” (I used Canva).
3. Add a picture of your content upgrade.
4. Link it to your pop-up form and embed it within the blog post – just like below!
In fact, if you’d like to download a free workbook that will help you go through each step in this #LetsBlogforBusiness series, click the image below and download your free workbook right now :)
Make sure you add an opt-in form in several places in your post!
No time to create a product for your content upgrade?
If you want to write a post and don’t have any content upgrade to offer, do not miss out on the opportunity to gather your readers details by adding in an opt in form for any other free products you may have on offer and would interest your reader.
STEP 6: CREATE IMAGES FOR YOUR BLOG POST
You’ll need to create at least 2 images for your blog post.
1. Pinterest image: This is specifically for pinning on your Pinterest boards. Make sure your Pinterest image is vertical as vertical images tend to stand out more in Pinterest.
2. Feature image: This image should be set up as a feature image so that when people share your post on social media, the image display on the link posts perfectly. Recommended Facebook image size for the best display is 1200 x 630.
You can use more images for your blog post if you feel they are relevant. For example if you’d like to share some stats, you can add a screenshot of those stats in the post. Just make sure these images aren’t too big as it will slow your website down.
Don’t forget to name these image files with your keywords!
NOW, LET’S WRITE A BLOG POST FOR YOUR BUSINESS!
Download your free workbook to help you go through each step in this post by clicking the image below.
Happy writing :)
I can’t wait to share my next blog post of this #LetsBlogforBusiness series next week. I’ll be sharing each step you can take to promote the blog post you’ve written and grow your mail list!
In the meantime, if you have any questions on creating your blog content, just type in your question in the comment box below and I’ll get back to you!
*Please note that any links marked by an asterisk (*) are affiliate links and I may earn a commission if you click them and make a purchase (at no cost to you).