I started my blogging adventure back in the days when blog spot was a newbie in the business of blogging platforms. I started with a personal journal-like posting and soon after I had 25 followers which I thought was wow-acknowledgement at the time. I did not realize the potential or the impact of what I was doing back then. Blogging was a novel concept and internet was just beginning to find its wings.
Fast forward nine years, I am today a consultant with a diverse portfolio of seasoned skills as a copywriter, communication consulting and public relations expertise. Today business blogs are a common feature in business operations and considered a great way to talk about the business on the web.
Why you should never sell directly on the blog
Now I run my own business that offers content, copywriting and design services to clients all over the world. When I set up my consulting business, I started another blog. This one is nothing like what I have ever done before.
In fact, this one is a knowledge sharing initiative with the aim to enhance and enrich the experience of readers on my business website. I do not talk about my products. I do not sell my services through the blog. In fact, I have never pitched to a client on the website.
And yet I get high quality clients who contact me for various jobs all the time. Why do they do that – simply because I offer them knowledge and experience without asking for a charge through my business blog.
It may look free but in a business – blogging is always an investment. Business blogs do help to convert clients especially in the case of small businesses.
Focus on trust and keep the conversation going
What I for one, am doing through my blog is building relationships of trust and credibility. This isn’t a trick. It really works. If your business values are based on building a positive and healthy services business, the positivity reflects everywhere.
In the business of perception which is also the backbone of blogging, slow and steady is the way to go. I am not by any means referring to the frequency of the blog posting here – what I am talking about are the messages you are disbursing to your readers through your posts everyday. If your messages are persistent, if what you saying makes sense and if you are able to appeal to your niche market – clients will walk over to get what they want from you.
In this respect, business blogs offer a taste of the business style, management’s outlook on the services they provide and a direct connection with the market.
Build expert opinions into your writing style
When people begin to believe what you say on your business blog and they begin to associate expert opinions to your blog, you are headed towards sales even though you never said it out loud.
I am one example. I get requests online from small and medium sized businesses who ask me to write their website copy, offer coaching classes and handle their PR activities.
Business blogs are a subtle way yet effective way to get attention and initially, you may find the workload hard to sustain but once you have the flow going, customers will convert just by visiting your business blog on a regular basis.
What makes a client believe you
Honesty is key here. I know we all hear the magic rules of keeping clients. Be honest, be forthright and deliver on time. But blogging is not like talking to a client. You are saying something and the client is evaluating your potential to work on his or her project.
Were you able to convince the client of your quality in providing the promised services on your business blog? Were you able to convey your will to help him or her out sincerely and without doubt?
Of course you charge for your services but what really gets the client to believe you is when your business blog posts have a ring of truth about them – which is why honesty in the way you write and what you write about is so important.
How your blog looks to a client
It’s important to understand the important aspects of your blog’s outlook to get a client’s attention. Have you stuffed your blog with advertisements?
Are you vying for attention through too many promotional offers? Look at your blog and analyze it from a critic’s point of view. Would you want to hire yourself if this is the way your website looks?
Have you got it right in the right places
These are important questions. The way you write and the way you manage your business blog’s outlook is closely connected to the perception you are creating for your client. If your blog is clutter free, frequently updated and has worthy, new and fresh content, clients will want to be associated with you.
Try out these pointers and I am sure, your business blogs will convert more for your businesses than you actually believed possible.
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