How to solve your client problems with your blog
“Creating great content for your business is crucial in lead generation. Every piece of copy and content that relates to your business has to be all about the client and how you help them”
Says every-goddamn content marketer.
God, I hate all this bollocks. I mean, my eyes are rolling as I write it. I have never worked in sales and the stuff I now know about marketing is through getting it so bloody wrong to begin with. Despite hating all those marketing terms, so many of them make sense. It doesn’t mean that every strategy the ‘gurus’ spout is right for you (or even true) but still, there’s wisdom amongst the shit.
I had a moment then, like I was talking to myself in the mirror – trying to gee myself up in the morning.
I bang on about using your business blog to attract clients and generate leads. If you’re reading this you might want to know how. If you want to write a business blog all about you, you’re going to need to leave.
If you struggle with why you should blog or even with how it should read (tone stuff) then my previous post on How To Blog: Find The WHY And What Tone To Write It In might help. Yes, it is a shocking title, possibly my worst.
We march on…
How do you find solutions?
Look at your own online habits. When you want to buy a product or find the answers to a problem, you’ll type in a phrase with keywords that are specific to the subject.
That’s what your potential clients are doing
You see, this is why you need to know everything about your ideal client. Start thinking like them and what questions they are going to have when they search on Google.
Become your client
I’m going to need you to adopt the acting techniques taught by Lee Strasberg. The reasons why Brando and Pacino were/are such consummate actors is because they knew their characters inside and out – they became those people.
You don’t need to try a different accent or personality, this isn’t acting. What I’m trying to say is that you need to search on Google as them
Include the keywords that you are or want to be found for when you ‘pretend’ to be your client. Make a list of the search results. Which ones are landing on the first page of Google?
Take a look at those results and see the structure of the titles and descriptions. What clues do they give on how well they are constructed? How relevant is the content to those titles? My previous post on How To Write An SEO Friendly Blog That People Want To Read goes into more detail.
Being the answer to their questions with your blog posts
Can we all just pretend for a moment? Can we imagine that you’re a wedding photographer that specialises in destination weddings? Great, thanks.
Picture in your mind, silly (foolish) newly engaged couples excited (that wont last) and itching to find their perfect wedding suppliers. They want inspiration (yawn).
They might google:
‘Destination wedding ideas’ or ‘the best luxury wedding destinations’, maybe ‘how to create a destination wedding on a budget’.
If you’re a destination wedding photographer (or chimney sweep), you can use your past client work to create posts that might be something your potential clients are searching for.
Use your past clients to attract your new ones.
(You can steal that, it’s pretty good but credit me!)
But you’ll only know their search habits if you put in the work and spend the time, searching, as your ideal client. Have I mentioned how important I think it is to have an ideal client? I suggest you look at my post – How To Write Great Content For Your Business it’s brilliant.
Every business markets to a demographic. Once you establish your niche and start making money, you can then branch out. If you already have an established client base and ‘you’re kind of a big deal’ in your industry – good for you, some of us aren’t there yet.
Working all your blog posts back to your potential client
The skill of making all your blog posts about your potential clients will come, the more you do it. Like everything, you get less shit with practice.
If you want to write a post about receiving an award or going to an amazing place, it will exclude your potential client. It will just be all about you. You need to make them feel you care about them. You can blog about those things if you include them. And if you can’t create those kinds of posts in a way that will attract people to buy from you – don’t post about them. If you want to tell everyone that you’re an award-winning whatever, pop it in your bio. No one want’s to read 1000 words on it, not even your mum.
Ultimately its about your objective and why you create any content in the first place.
If you want to know more about what I do, hit the button below!