Do you think of your blog as a staff member of the marketing department of your business? It really is.
Here are three things you want that employee to do for you on a daily basis.
1. Provide useful information and tips to prospective ideal clients
If your blogs are random rambling musings, you are missing the marketing potential of doing a blog. And you're wasting your time in blogging as a marketing tactic. Instead, imagine a specific individual has asked you a question, and let your blog post provide a direct, immediately applicable solution to that question.
2. Develop rapport and likability between you and your niche market
A blog works best when it is a little online slice of your personality. Write like you speak. Be irreverent, if that's you. Exaggerate the absurd, if you do so in person. This is how your breathe your life-force energy into a flat, "impersonal" piece of writing. Being who you are AND speaking to your audience about their problems and easily applied solutions to their problems increases the sense of trustworthiness that blog readers need to become clients.
3. Establish you as a generous, helpful, knowledgeable, solution expert for your target market's problem
Blogs function best when they are endless sources of quick bits of education and help. Few people have time or patience to take courses or read books anymore, but we all need simple answers to our complex problems. As clinicians we know that real healing and lasting change is more complex than this. But the blog is not the clinician -- it's not supposed to provide enduring transformation, just enough help at the hungriest moment to make you the go-to solution expert for your target market niche.
Coaching question ---
To start thinking of your blog as a valued employee in your business's marketing department, what specific job description will it have? What measurable goals will you hold it accountable to achieving for you?