Okay you finally wrote a blog, you finally appreciate that the world and his wife is writing blogs not just because they have a passion for writing as I do) but because it actually is a little god send of a free marketing tool for your business, but now what?
The fact is the world and his wife ARE writing blogs, so how is yours going to stand out?
How are you going to ensure yours does not languish in Never Read Land?
How are you going to ensure that people sign up to read it again and again?
Well let’s start with the reasons why you write a blog and they include;
To share advice, ideas and opportunities with people – it’s not about selling, it’s not about resplurging your website – it’s about giving away just the right level of advice and information (a word of caution to follow here*) that makes you useful. That gets you known as the thought leader which means you are the expert that they are going to trust, know and love – remember you can’t dictate when someone buys but you can have a say from who they choose to buy from.)
To showcase what you can do for people – again this is not a resplurge of your website – this is about sharing. Think about your favourite customer right now – the problems they talked about, the issues they faced, the solutions they needed. If they have that issues stands to reason other potential customer will have the same issue) so share posts that solve problems.
This very blog came about because a brilliantly talented makeup artist to Italian Vogue and London Fashion Week (you know who you are Michelle Court!) asked me how to get her blog seen – she actually called me Queen of Blogging – I like that!
And here’s that word of caution* don’t give everything away. Don’t write mighty long tomes of a blog that bore the pants of people. In this hyper fast world everyone wants answers fast and easy – so deliver easy to read content that answers the question succinctly – better to write 2 blog posts with a lot of material than one long one – finish the first blog with “and in our next blog we will be sharing with you…….”
People often make the mistake of not sharing really useful advice and ideas because they assume that the person reading it will go off and do it all for themselves and not need what they have to offer. Just because I know in theory how to play snooker it does not mean I can, just because I know how to paint a car it does not mean that I have any intention of actually doing it. If someone can learn from you something useful that makes their life easier they will come back for more. If you help them, they will want to work with you.
A great blog gets you known as the expert, it raises your profile and promotes your brand – and that leads to free PR, great marketing, more customers, new opportunities, speaking engagements, and so much more – I speak from experience here.
And lastly the written word is not the only kind of blog to produce. If your business is visual why are you writing 300 words? You know what they say about a picture painting a thousand words? What about a short video too? By the way anything longer than 3 minutes is not short.
Get visual, introduce sound, let people feel like they know you, so that your blog quietly answers their questions, get’s them out of tricky spots and shares some great ideas and stories and guess what? The next time they need what you do, for some inexplicable reason your name will be on the tip of their tongue. One of the most read recent blogs we produced was a 5 minute video showing you how to set up MailChimp!
In my next blog I will share with you how to ensure your blog doesn’t languish in Never Read Land. (see what I did there?)