A blog can be the foundation of your marketing strategy for your business. A blog can showcase your work, highlight your expertise, and connect you to your audience. If you are an author, freelance writer, or other content creator, then a blog is essential.
For the longest, I resisted the idea of adding a blog to my workload. It felt like just one more thing to do. But I finally knew I needed to have one. We began Writer’s Living a year ago under another name, before changing it to its current name in the early part of this year. The goal was to build a separate identity for it as a resource for all kinds of writers. But what I found in my blogging was that the blog also became a good resource for our primary business, RootSky Books, which provides book ghostwriting, editing, design, and other services. You see, the Writer’s Living blog, while not created to support RootSky Books, actually helped us land clients for RootSky Books!
I absolutely love blogging as part of my overall business strategy now and we have plans to introduce at least two other blogs in 2013: A blog specifically for RootSky Books, as well as a blog on my author website, www.monicacartertagore.com. I’ve gone from someone who wasn’t sure about adding blogging to her workload, to someone who absolutely believes blogging is an essential part of her work!
If you are wondering how to use a blog to get more clients, try these tips:
1. Position yourself to help. No matter what you are blogging about, if you want to use that blog to land paying clients, you must position yourself as someone who knows how to help your intended client. You do this by regularly writing on topics of interest to your target audience. Show your knowledge. I have more than ten years of experience as the owner of a writing business and have been a professional writer for even longer, having started out as a reporter. So I get to share what I know, based on my experience.
But note that showing your knowledge doesn’t mean you have to act like you know everything. You don’t. Nobody knows everything.
Blogging encourages you to learn more. You want to write the best posts, so you are always on the lookout for more information to help your readers. I am constantly learning and read something new every single day. This broadens my knowledge and allows me to better help my readers.
Positioning yourself to help means establishing your authority and sharing with your readers how what you know has helped you and others achieve a desired result. So if you have clients you’ve been able to help, then use examples from that experience. If you have been able to achieve a result in your own work, share that. And don’t be afraid to share stories about when you didn’t do something so well and figured out a better way to do it. This helps you relate to your reader. The key, though, is to show a mistake but then show how you could have done it better or how you did do it better. Don’t just leave it as a mistake. Your reader is already making mistakes. He or she is interested in working with someone who has figured out the mistakes. So make sure that even if you blog about mistakes you’ve made, you do so in a way that makes it clear to your reader that you won’t make those mistakes again because you’ve learned from them.
2. Add a ‘hire me’ tab. If you are interested in taking on new clients, add a “hire me” tab to your blog. When we add the other blogs I was telling you about and revamp this site in 2013, we’ll add a “hire us” tab to make it even easier for people to work with us. A “hire me” page lets your blog visitors know what you offer and how you can help them.
3. Include blog posts in your email signature. I add blog posts to the signature of my various email accounts. My RootSky Books signature, for example, includes a link to a recent Writer’s Living post about books. Think about all the emails you send out on a daily basis. Adding that signature is a great way to market your blog and show potential clients that you have expertise in a particular area.
4. Add a mailing list. This probably should have been the first tip I listed. Add a mailing list signup to your blog. This allows you to collect the email addresses of people who are very interested in what you blog about. So when you have a product or service that is related to that blog, you can offer it to your most loyal readers, your subscribers. Many bloggers find this to be the most effective way to grow their businesses.
5. Talk yourself up. You are your best marketing tool. So share your posts via social media. Send them out to your mailing list subscribers. Even if your posts don’t get a lot of comments, don’t be discouraged. We get way more social shares and likes than we do comments, and our blog gets us clients. Of course, we’d love to get more comments and will work to encourage this in the coming months, but know that your blog can be an integral part of your business no matter what stage it is. The key is to make sure your posts get seen by your target audience.
6. Send prospects to your blog. If you have people who contact you to express interest in what you do but they are not ready to sign up for a project, suggest they visit your blog or join the mailing list. That way, they can become familiar with your work and then when they are ready to move forward, you’ll be the ideal choice.
A blog is a low-cost marketing tool you can use to grow your business into a major player. You can start your blog on a free platform like WordPress.com or you can get a dedicated domain name and hosting, for more control and long-term use. And if you have a blog you are already using, then ramp up its effectiveness with the tips I’ve shared here.
Your blog is your online voice and it’s the place that lets you establish your authority and expertise. Do this properly and you will gain the confidence of readers, who will turn to you when they have a problem you’ve shown them you can answer.
How do you use your blog to get clients?