Every month we expand on our Ultimate Checklist (if you’re not sure what this is, click here) that focuses on a certain area of marketing. This month, following on from our most recent focus on content marketing, we’re honing in on one of content’s most popular forms – blogs.

‘Blog’, derived from the words ‘web’ and ‘log’, describes a website that includes chronological entries made by individuals or businesses. (Source: BusinessDictionary)

Why write blogs?

Many traditional firms think blogging is for teenagers. That’s not the case. Blogging has branched out from simply a personal online diary, to something that a huge number of businesses leverage to demonstrate their authority and expertise within their industry, and ultimately generate leads.

Small businesses that embrace blogging see 126% more growth in terms of leads than those that don’t blog.” (ConvertWithContent)

So, why blog? Well, as evidenced by the statistic above, blogging has a very positive effect on lead generation and business growth. 57% of companies with a blog have acquired a customer through it (HubSpot), which means that businesses who choose not to blog regularly – or even at all – are putting themselves at a disadvantage when competing against those who do.

Consider these questions when beginning and perfecting a blog for your firm:

Have you identified your target reader audience?

When starting a blog for your business, the first and most important thing to consider is who you’re targeting. To attract the right readers, your blogs must be tailored around their interests and/or needs. Blogs can be both interesting and educational, but avoid hard-sell sales approaches, as they deter readers.

Have you decided on the purpose your blog serves?

Most businesses that blog do it to generate leads and interest in their firm. However, successful bloggers don’t sell their services. Instead, they write about their clients’ needs and relevant industry issues their clients face, ultimately tying back the topic to a service their firm can offer or an area of expertise their firm specialises in. By sharing thoughts and understandings on relevant industry matters, they position themselves as leaders in the industry, therefore becoming more appealing to their target audience.

If you sell accountancy services, for example, chances are your clients’ won’t want to read about accounting in great detail, but rather how hiring an accountancy firm (namely your firm) will help them run their business better. Give them results and examples to help them understand the benefits of hiring an accountant (you). By referring to results and case studies your firm has generated for previous clients, you’re promoting your services, without being too ‘salesy’.

Have you decided on your tone of voice?

Once you’ve identified your target audience, you’re then able to determine the tone of voice and amount of familiarity or formality you want to use. It’s important to understand the relationship you wish you create with your readers; do they want to read casual blogs or formal and professional styled blogs?

Once you’ve decided on your tone, stick to it! Consistency is key.

How frequently will you post and how long will each blog be?

The more you post, the more results you’ll see. At a minimum, try and post 5 times a month, that can range from a short 200 word blog, to a longer 1000 word blog. Be sure to vary the length of each blog you create as well. This will help to ensure you appeal to a wider audience.

Implement these points when starting or growing your firm’s blog and you’ll see a positive shift in the number and quality of new business enquiries your firm receives.

And for more client attraction insight, download our free guide where we discuss breaking the feast/famine cycle and generating a list of qualified prospects.

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