How a Blog Can Increase Your Professional Presence Online
My grandfather taught me when I was young that the only thing in life that will give you security is real, tangible assets that you own. Of course he meant real estate but I’ve taken this belief with me through every action I do in the online world.
Any business or professional that wants to get real, tangible benefits online needs to think about their assets. What do you own and control online?
The only answer, really, is your website and blog. This should be the central marketing hub of your online presence for one good reason: it’s yours.
This doesn’t mean you should abandon Facebook, Twitter and LinkedIn – quite the opposite – you need to be using these social tools to drive traffic to the one place on the Internet where you call the shots.
Position Yourself as the Expert
The first step is obviously creating the blog and getting it branded to speak directly to your ideal client. Instead of naming it “Jane Doe’s Accounting Blog”, call it something that your potential clients are actually searching for.
A great example of this is BusinessGrowthStrategies.ca by Kelowna accountant Ken Davidson. Not only is the site name itself something his target market might search in Google, the second you arrive there you see his tagline, “Business Growth Strategy + Decreased Taxes = MORE PROFITS!”
The content of Ken Davidson’s blog (see right) is all geared to providing solutions to the problems his ideal clients face. Many businesses get stuck in the trap of trying to sell their products or services with their blog and every single one of them fail because they are not client-focused, they are just thinking about themselves.
Finding Your Voice
Let me start out by saying that if you are struggling with finding a rhythm or “groove” when writing content for your blog, you are painfully normal. There is a strange learning curve with finding your voice when blogging and the irony is that it is actually really simple.
Most professionals and businesses that aren’t used to writing content will revert to instincts engrained throughout school. Thankfully, you can abandon those reflexes in favour of a much easier and more natural approach. To get specific:
Write in a conversational style
Avoid formal or technical jargon
Be authentic (people can see right through you online)
Break the rules you learned in school about essay writing
What is boring and second nature to you is interesting to your prospects
The last point is especially important because most business owners will try to say they don’t know what to write about. You are dealing with clients everyday (hopefully) that need help solving problems. Drawing from personal experiences for content is truly one of the best (and easiest) ways to get the ball rolling.
High Value Content Creates Instant Credibility
I’ve spoken to many business owners and professionals and a concern that comes up often is they think if they give away all their advice free on their blog, no one will actually pay for their services. Thankfully I can laugh this off with them because it is the polar opposite of the truth.
When a prospect lands on your site, they should be able to deduce within seconds that they are in the right place. If your content speaks to their needs, you won’t need to jump over many more hurdles by the time they reach out to you – they already know you are an expert because you proved it with your content.
When you are ready to get started with blogging here (see left) are 10 easy steps to follow to write great blog posts.
By Melonie Dodaro
Melonie Dodaro, founder of Top Dog Social Media helps business owners, entrepreneurs and professionals use social media marketing to boost their visibility, attract new customers and increase their revenue. Dubbed by the media as Canada’s #1 LinkedIn expert and social media strategist, she’s also a highly sought after social media speaker and trainer. To download your free report called Stop Wasting Time & Start Getting Results With Social Media visit TopDogSocialMedia.com