Trying to figure out how to get more clients, visitors, and sales?
Well, my friend, you are not alone. There are hundreds if not thousands of businesses out there with the same struggles as you.
In this article, I am going to break down why having a blog can change everything for your business. I will also show you the best tools to use, which ones not to use, and the mistakes to avoid.
One of the best, most effective, long-term and affordable resources your business has for marketing, is the internet.
The quick answer to How to use a blog to generate more clients, visitors, and sales: Everyone seems to be looking for that big red button that offers them a quick and easy solution. I am afraid to say; it doesn’t exist.
The answer is simple, the doing is a little harder and the time it takes kills the majority of the success in blogging for business. The ones that do succeed reap the rewards.
It’s a Two-step process: Create long-form quality content, wait, share, wait. Period.
I know, it sounds a little to easy to be true, it isn’t! But I am not going to lie to you. It does take work on your part. Nothing with quality comes with a simple push of a button.
What I am going to offer you in this article isn’t a complicated to-do list or some secret sauce so many people claim to have. Just some good advice and a simple easy to understand to-do list in your hands.
The rest of this article will break down the process and help you get started with creating articles that will help your business generate clients, visitors, and sales and why it works.
What no one gives a sh@t about & why
Sorry to say, but no one cares about your business, and no one wants to be a solution to your problem. I know, probably not the best way to start this article. But it’s true.
You see it everywhere in the business industry. People are pushing content built around their products, benefits of services and how they’re services are above the rest.
They keep pushing and pushing their ads to the mass, hoping one day their advertising will click with people and create action. They believe that the best way to get someone to act is to place their ad front of potential customers as many times as possible until they see it and act on it.
This type of disruptive marketing worked great when television owned the marketing space, and people only had a few channels to chose from.
Don’t get me wrong; I am a believer in disruptive marketing to a point. I just don’t think throwing the ball down the center of the lane and hoping for the best is a good and effective strategy. It’s gambling.
You see this type of content on every social avenue from Linkedin, Twitter, and Facebook. Businesses keep pushing the same post, article or promotion hoping to create attention and attract new customers.
So with all this content and avenues to share it, why do businesses struggle so much with generating awareness and creating sales?
The truth is, no one gives a damn about what you think is important for them or their business, at least until people want or need it.
On the receiving end of ads and unwanted content, it is painfully obvious how annoying it is. The annoying and continuous ads in your Facebook feed, in your mail, and the never-ending emails that seem to of missed your spam filter.
Then you head off to work and quickly become the back side of the marketing feed of annoying Facebook feeds, overpriced Linkedin memberships and the Twitter post that offers you zero interaction. I call it the car dealership syndrome. I am pretty sure there is an actual title for it, but I’ll stick with CDS. I kinda like it.
You get bombarded with a car dealer campaign on Monday. By the end of the week, every car dealer down State Street is pounding out the same campaign. The idea is that the louder they are and more obnoxious you see them, you will hear and remember them.
“I can tell you from experience that a high percentage of these types of campaigns are flops. I should know, I ran these types campaigns for a living.”
Now they are all pushing the same content, loud radio ads, and oversize mailings. Ignored.
Years of data showing how effective brand campaigns are, you would think some of these dealerships would figure it out.
Stop Pushing Sh@t content to people who don’t care
Before shoving content in peoples faces, it might be a good idea to find people that show interest in you or at least what it is you are offering.
This isn’t a new concept, but an idea people seem to ignore.
I believe that we are all innate groupies. Some a little more extreme than others, but the anxious need to belong to something resides in most of us.
Most of us need someone advising how we are doing it wrong and how we can do it right. I once worked for a small company that hired a consultant group at $5000 a week to come in and tell him how he was doing it all wrong. In return, he would get a roadmap showing him how to do it right.
I imagine he already knew the information that he acquired from his advising friends, but there is something about hearing it from a professional that validated it even more.
Advising is obviously a profitable business and something we all need look a little more into being.
So what does this have to do with pushing crappy and useless content? Believe it or not, you have information that people want and maybe even need. So stop being so damn selfish.
If you want to grow your business, create awareness on social media or find your little group of groupies. You need to start creating content that is specific to these people. If you want people to see and acknowledge that you are worth their time and attention, you will need to create advice that helps them move forward.
People love free stuff, and people love free helpful advice in an easy and digestible format even more.
Ok, so let’s start getting into the good stuff.
So, what to write about for your business blog.
Talking about your services is not going to help anyone nor is anyone going to be all that interested in what you have to say.
This is going to be your very first step
Figuring out what your customers are searching for is a great place to start. Because when you are creating content for your potential customers, you want to be on the other end of that search.
1st step: Figuring out what people are searching for that relates or coincides with your services.
Also known as the content tilt.
Before we get into that, we need to understand that you are going to need a content theme.
What is a content theme and why do you need it? The next 25 articles that you are going to write need to be focused on this theme that you create. It’s going to help you stay focused and on task for a certain set of long tail keyword searches.
Without keywords, we will have no way of helping Google link the search query to your content. If this doesn’t happen, you have no visits, and if you don’t have any visits, you won’t make any sales.
Take my theme for example; my content focuses on helping people market their business through a business blog (website). I don’t even sell marketing; I build websites.
So now I have the theme I can find popular searches that focus on keywords related to helping businesses utilize their blog more effectively.
With a little research, I found people are struggling more with marketing their websites then they are finding a way to build a website.
With this slight tilt in my content, I was able to create a way to converse with people who found it essential to have a website for their business.
Now back to helping you build your theme. Your content theme is going to need to focus on three types of people.
Type one: The DIY person. Trying to sell to this person is going to be hard and probably a waste of money. This doesn’t mean it won’t happen and you should think long-term with this one.
Type Two: I am going to try it first before I call someone.
Type Three: Are all of our favorites types, just find someone to do it.
The majority of these people will search for your content in one form or another, and there is plenty of data that says the goto is Google.
Take for instance; I have a client that owns a massage company and instead of creating content that pushes their services and how wonderful it is. Most of the material we create relates to pain relief, aches and stress. All of our content is about problems and the solutions that the reader can control.
Any advice that we can offer to the reader we offer willingly and freely. If they are not getting advice from you, they will find it somewhere else. Moreover, I guarantee you, if it is possible for the reader to end up purchasing services from the person they found the free advice from, and they can no longer solve their own problems, they will.
2nd step: Finding your titles and keywords for your article
It is easy for most people to complicate this step. Business owners who are seeking to find the best step for this process, usually find many obstacles that will try to redirect their focus towards software to solve their problems.
We are going to simplify the process for you and make it free and easy. There are two types of research you can do. Type a couple of keywords that you believe would be part of a what your customer would search for.
We will use ‘back pain relief.’
Now you are going to go into the top 5 results and see what they are offering for content and solutions. You will see that there are a few good articles that offer some pretty good insight. However, what if you could offer the same content just better, more informative and without ads? Instead of 5 stretches, you could offer 10? Explain why and how each one works.
It is doubtful that someone will sit down and read all 10 stretches. What they will do is scan through your article titles and try to match something with their problem. You are more likely to get that match if you have more options available to the reader. Right?
And why stop at 10? You aren’t going for average articles. You are going for the kick-ass article that you, your readers and Google will love.
With a little research, you can probably come up with a good handful of stretches for back pain relief. Take your time and put them all in your article and call it ‘Need Back Pain Relief? – We Give You The Ultimate List Of Stretches.’
The second part to this is to scroll to the bottom of the page to the ‘ Searches related to back pain relief. You will see that Google offers up to 8 popular search queries with your keywords.
I do not know about you, but building my content around popular searches seems like a no-brainer to me.
3rd Step: The content of your article
The content that you put on your blog will return tenfold when done right. It will offer quality SEO, Free quality advice, and a long bounce rate. Search engines, your reader and you will reap the rewards.
Your focus on word count needs to be 2,000 or more. You can rank and offer quality with less. However, I am not here offering advice on how you can rank well. I want you to dominate in search and grow your business.
As a business to a business website, you are not going to worry about back-links. Your focus will be writing long-form quality articles that will help your readers.
Starting your articles
I like breaking my articles down with titles. I will get a rough draft of my main title then focus on subtitles that will help break down the step by step process.
Make sure that each title explains the next step. Many people will end up scrolling through your content looking for the keyword that pertains to what they are looking for. Your job is to make sure that they find the answer to their problem, whether it is the whole article or just a simple paragraph.
Within each subtitle, I will focus on direct explanations with little to no fluff. Keep your paragraphs short and to the point. You want to help them get through the article and absorb what they need. Remember, people are not there to read a book.
4th Step: The layout of your content is important
The first sentence or two needs to let the reader know that they are in the right place.
The next paragraph or two needs to let the reader you understand their problems. This will quickly be followed by your solution and promise of what the article offers to the reader.
I like to follow the promise with a paragraph that offers a quick answer to their search. Make sure you let them know it’s a quick answer to their search and bold it so that it stands out.
Break up your content with easy to read titles.
5th step: Step and Repeat
20 to 25 articles, 2,000 or more words focused on your theme. Being that they will be consistent with the same subject, creating internal links will be a lot easier.
6th Step: Your website design is going to matter
Keep your website design simple, and content focused. The color pallet, soft fonts, and background colors are going to help your reader take in and digest your content. Flying content and sliding banners offer everything to the website owner and nothing to the reader. Simply put, keep your website design out of the way of your content. Make sure your links are tastefully apparent, sign up forms are visually appealing and do your best to avoid pop-ups.
How Many Articles Should You Be doing?
If you are just starting out, you shouldn’t focus on quantity. Set yourself a goal for 1 article a month at 2,000 or more words and do not rush through it.
Don’t get caught up in thinking that you need to be pumping out an article a day bullshit. 1 good solid article could be worth 30 quick and thoughtless articles.
The next few steps are focused on the importance of your URL and Hosting.
7th Step: Host your website or not
One of your main goals is to raise your articles in the search engines. Having your site on a third party is only going to make it harder for this to happen.
It might be a pain in the arse, but you are going to need your own domain and WordPress website. With a little research, you can find plenty of free to low-cost options.
As a website designer, I want to tell you to hire a professional. But even I know not everyone out there has the budget for a custom WordPress website.
There are a plethora of tutorials out there that can help you get a URL and set up a hosting account for around $20.00 Once you have this you will have the options to 1,000’s of free WordPress templates that will work perfectly to get your site up and running.
If you can’t afford to pay a designer, the next best thing would be to reach out to a few and see if they would look over your site and offer some pointers.