You’ve written a blog post. Now what?
How do you turn your blog post into a work-winning asset?
We’ve all been told that blogging helps you win clients.
But exactly how?
Plus do you need to be an internet marketing ninja to turn your blog into a client-winning asset?
Most professionals I meet (lawyers, accountants and consultants), if they blog regularly (and that’s a big if) spend a significant amount of time and effort on their blog posts.
Then, after the blog post is written, very little then happens. It’s probably posted up to Twitter and LinkedIn. As a result, failing to get the most amount of value out of their blog post. Meaning that they limit their chances of truly monetising their blogging efforts, and winning new clients with their blog post.
In this post, I am going to look at exactly what you need to blog about and then DO with your blog post in order to get the most amount of value (and client wins) out of your blog post. The advice I have given in this blog post is based on how my clients have successfully used their blogs to win business.
Being an SEO genius or internet marketer is not required
Firstly, you don’t need to think like an internet marketer. Of course, you can win lots of clients through an in-depth knowledge of keywords and SEO. But, you don’t need to know how to do this if you want to win clients through every single blog post you write. Yes, seriously. Let’s leave the technical aspects of internet marketing to the internet marketing folk. Everything I am going to tell you in this blog can be done by any lawyer, accountant or consultant who can use Microsoft Word and Outlook.
It all starts with writing the right content
As the saying goes, garbage in, garbage out. If you just rush off 500 words without much thought as to WHY you are writing the blog post and HOW it will help your business development efforts, then you are limiting your ability right from the start to win clients. WHAT to blog is as important as WHAT you do with your blog post after writing it.
So, when you are thinking what to blog, what type of content works best?
It all depends on your route to market, how “distressed” a purchase your service offering is and the buying journey your clients need to go on to buy from you (or your competitors). For example, if you are in insolvency, often articles with a topical or strategic focus work very well. E.g. Insolvency trends, articles based on recent headline news.
Regardless of your route to market OR the nature of your service offering, articles that educate your potential clients to realise that they do have a problem which they NEED to fix often work very well. Consider it the professional form of ambulance chasing. One of my former clients who are specialist auditors get the best results when they scare their readership into realising that they do have a problem which needs to be fixed.
Another way of deciding on the right type of content is looking at your business development process. Where are prospects dropping out of your funnel? Or are they not getting in at all? Or where are there common objections to working with you? Then create some content to address these problems. For example, one of my clients often lost potential clients because his prospects were concerned about damaging important relationships if they used his services. So he built a raft of content around this to allay his prospects fears. As a result, he stopped losing prospects for this reason. If you want more help to generate business via your blog, then download our blogging made easy guide.
Take the time to properly distribute your blog content
As I mentioned at the top of this article, most professionals don’t take the time to properly distribute their blog article after they have written it. It doesn’t matter whether you plan to blog weekly, fortnightly or monthly, you need to get the most bang out of your buck for writing your blog post.
Let’s assume that you’ve done your homework and you’ve decided on what to blog. In other words the content of your blog post is pitched in the right place to make a difference to your business development efforts. Now what?
- Add your blog post to your social media channels (Linkedin, Twitter) and ask your colleagues to help you distribute your content. Don’t just stick up a link, think about some introductory sentences to compel people to click on your link. After all, there is no point in posting up a link if no-one can be bothered to click it. Consider creating multiple pieces of copy for the link so you can post up the link multiple times on Twitter and LinkedIn.
- Go through your contact list and identify who the content would be valuable to. If you have lots of contacts who would find it valuable, prioritise the main people; the people you really need to or want to stay in touch with. Think: intermediaries, key clients, internal firm contacts, prospects. Then, write a personalised note to each person (and I really mean personalised) with a link to the post. You could ask for their thoughts on the post, see how the information in the post affects them. You get the picture!
- Create some email copy for the blog post which you then send to your contacts in the firm who have clients who would find the blog post useful. Remember it doesn’t always need to be you who has to send out the blog post to people.
If you blog more than once a month, then cherry pick the best of your content or the most relevant parts of your content to send to your contacts. If you want more help to generate business via your blog, then download our blogging made easy guide.
Sometimes it may take time for a blog post to turn into a client-attracting asset. Consistency is the answer when it comes to blogging to win new clients. As one of my clients found. If he stopped blogging, his pipeline started to empty 3-6 months later. Need more clients? Then join our Go-To Expert System Programme to never have to worry about winning clients again.
This article originally appeared in a different form on the How To Make Partner website.
About Heather Townsend
Heather Townsend helps professionals become the The Go-To Expert. She is the author of the award winning and best-selling book on business networking, the ‘FT Guide To Business Networking’, Poised for partnership and the co-author of ‘How to make partner and still have a life’, and ‘The Go-To Expert’. Over the last decade she has worked with over 300 partners; coached, trained and mentored over 2000 professionals at every level of the UK’s most ambitious professional practices.