How to solve your client problems with your blog
“Creating blog 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 n might help. Yes, it is a shocking title, possibly my worst.
We march on…
How to find solutions
Look at your own online habits (god help us). 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 the people buying your stuff. Start thinking like them, and what questions they’ll have when they search on Google.
Become your client
I’m going to need you to adopt the acting techniques taught by Lee Strasberg (well, not really). The reason Brando and Pacino were (and are) such consummate actors is down to them getting inside their characters.
I’m not asking you to try a different accent but what I am saying is that you search on Google as your prospect.
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 check out the structure of the titles and descriptions. What clues do they give on how well they’re constructed? How relevant is the content to those titles? Go ahead and click those links, read that content, see how it fulfills the promises made on the results pages. My previous post on How to write an SEO friendly blog that people want to read goes into more detail.
Be the answer to their questions
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 won’t 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/pest controller/FBI agent), you can use your past client work to create blog posts that might be something your potential clients are searching for.
Use your past clients to attract your new ones.
You can create content from scenarios you’ve already experienced. Mould a client process into a post that will help attract potential new leads. So, if you’ve already got many a destination wedding under your belt, write a post that will help users find out how it works.
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, branch out, if you want. And 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.
Write for your audience
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 a thousand words or more about it, not even your mum.
Ultimately it’s 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!