Whether you're a small business, a law firm, or a growing entrepreneur, you're probably looking for new ways to pull in clients. But traditional advertising can be expensive and rarely works the way we hope - especially if you're not selling a traditional product.
If you provide an extremely specific service - such as legal counsel - your advertising efforts need to put your information right in front of your target audience at exactly the time they need you. Commercials, traditional ads, and newsletters rarely accomplish this.
But with inbound marketing, including blogging, you can create content that is available whenever and wherever your ideal client needs it.
How can blogging help you pull in new clients?
Each time you post a new blog on your website, you may not consider how it will really benefit your business. You may be thinking of the SEO efforts that a blog post can give you or that your marketing team told you it needs to be done, but you rarely can see the chain of events that leads a client from your blog to your office.
But blogging can be one of the most beneficial online practices for your company. Here are a few of the ways that having a company blog can lead to new clients.
1. It creates a wide sales funnel.
Just like a company looking to sell a product, service providers need to have a sales funnel that attracts potential leads and converts them into loyal clients. The wider the top of the sales funnel is, the more potential leads you can collect.
Using your blog as a piece of your sales funnel is a great way to grab a lead's attention and show that you're worth connecting with. If you include a call-to-action at the end of your blog to connect with you, read another blog post, or join a mailing list, they move further down your sales funnel.
Blogging can also help you see what information your audience is looking for. With these insights, you can create more targeted plans to push them closer to making a sale.
2. It's welcoming.
Imagine your website the same way you would picture a brick and mortar business location. Individuals may walk by frequently, but if they don't choose to walk in your door, they won't know anything about you. Coming inside and saying hello is the first step any potential customer must take before they can become a lead.
But what do you do if you don't have a brick and mortar business? What if your physical location actually is an office? What if you don't have a physical location at all?
Well a blog can serve the purpose of welcoming potential customers in to say hello. Blogs that are frequently updated show that your website is active, you're interested in making new connections, and that you want to meet more customers.
3. It provides educational tidbits.
Whenever a potential customer comes your way, you want to let them know that you understand what you're talking about. You're an expert in your industry and you're worth their time (and their money). But with so much business done online, you may not truly know of all the potential clients wanting to know more about you.
Your blog gives you an excellent opportunity to share some of your knowledge. While you don't want to give away so much information that you will no longer be useful to your clients, you do want to prove your expertise.
Allow yourself to be a resource for potential clients and customers. The more comfortable they are going to your blog to get information, the more likely they will contact you when they're ready to make a purchase or need your services.
4. It's cheaper (and more effective) than traditional marketing.
Traditional marketing focuses on putting your details in front of potential leads at any time of the day. It's disruptive and aims to grab attention. Unfortunately, your potential leads don't want to be interrupted. Blogging isn't a traditional form of marketing. Instead, it's a form of inbound marketing.
With inbound marketing, you focus your efforts on a much smaller but much more targeted group of listeners. Instead of sending your message out to the masses, inbound marketing is designed to pull in the right audience members right when they need you or your service. This means that your return on your investment is much higher than with traditional marketing.
Because blogging plays heavily into your SEO strategy, one of the biggest contributors of inbound marketing, you can see more benefit from your marketing budget than you would with commercials, flyers, and jingles. Blogging allows you to save money while also reach your target audience at more appropriate times.
Having a well maintained blog is crucial for any business, no matter the size or industry. If you're looking to pull in a new pool of clients, you should first consider how strong your blogging efforts are.
If you need help creating a blog strategy or staying on top of the strategy you've already created, send me an email to talk about what I can do for you. As a professional blogger for law firms, entrepreneurs, and small businesses, I can help you realize, define, and achieve your content marketing goals.