Attract prospects blog, You really can’t do it.
You have a unique positioning in your market, you know your target better than anyone.
But there’s nothing you can do, your ideal client doesn’t know who you are.
In fact, he doesn’t even know you exist.
So when you don’t know how to do something, you ask Google.
It is with sadness that you asked Google how to get known on the Internet and found articles about it.
All of them conjuring up a different method supposed to solve your problems!
The truth is, there aren’t 36 ways to market yourself on the Internet.
On the Internet, you can make yourself known mainly through:
- Social media
- Natural referencing (SEO)
- Partners / influencers
- Digital advertising (Google Ads, Facebook advertising, etc.)
That’s good, a blog allows you to improve your SEO.
It also allows you to show your expertise to other heavyweights in your market.
You can also use your articles and share them on Facebook groups.
You can promote them using Facebook advertising for a few dollars a day.
At the same time, you develop a more human relationship with your readers/prospects.
What is a blog exactly?
If you are not familiar with the concept of blogging, a blog is simply a communication tool that is built by publishing articles on a specific topic.
I guess you are wondering how a simple blog is going to make you successful on the Internet.
Let me first give you some numbers to show you the importance of blogging right now:
- Almost 40% of US businesses use blogs in their marketing strategy.
- Businesses that blog have 55% more visitors than those that don’t.
- B2C companies blogging 88% more leads per month than those who don’t!
What will a blog do for you?
As I mentioned, a blog allows you to attract visitors for free to your website.
The fact of publishing regularly will allow you to appear on the search engines on certain keywords related to your industry.
Internet users will therefore discover your blog by doing a search on Google and therefore your business.
Your blog allows you to show your readers/prospects your knowledge and authority in your field of activity.
In addition to gaining their trust, they will be better able to buy your products because you have already helped them solve a few of their problems.
Finally, your blog allows you to educate and inform your website visitors about the importance of your products and services.
Take the example of a sports coach who seeks to take off his business thanks to the Internet.
Creating a blog would be a tremendous asset for him because it would allow him to show his target audience his authority in his field of activity, fitness.
He will also be able to attract more visitors to his website than a coach who “just” has a website, but no blog.
He is therefore potentially more likely to attract new clients than a coach who is not present on the Internet.
What should you write about?
The first piece of advice I can give you on this subject is not to write promotional content only, it may scare your readers away.
However, nothing prevents you from talking about your products/services at the end of your articles, as long as it is relevant to the subject of the article.
When it comes to content, blog only in your niche.
Think like an entrepreneur, not like a blogger. You are not on the Internet to write a diary but to sell your products.
You should therefore not blog about just anything, but only on what is likely to interest your prospects.
If we take the example of a sports coach, you could for example write articles like:
- 5 exercises to tone your abs
- How to do squats
- The right way to do your push-ups
- What are the best foods to gain muscle?
You have understood the principle.
I’m repeating myself, but be careful to stay consistent.
Always write for your target audience and not to attract a bigger world.
This is a mistake not to make and yet it is common.
If your target audience is women over 40 who want to get back into the sport, address them directly in your articles.
Post topics that might interest them.
For example, on this blog, I speak directly to entrepreneurs who want to use digital marketing and social networks to promote their business on the web.
I am not speaking to employees or marketers, but to entrepreneurs.
To find your positioning in your market and get a better idea of your target audience.
How to find ideas for articles?
To find ideas for articles, you can:
- Make a brainstorming alone or in groups (ask yourself the question: “What kinds of products might interest my target?”)
- Read other blogs in your theme to get inspiration from the topics they publish.
- Use autosuggestion.
We all have this friend who tries to guess what to say in advance. Google is doing the same!
- Related research .
When you enter a relatively general word, Google will add a section at the bottom of the search results titled “related searches”. When you click on these suggestions, Google will present you with the new results along with a new selection of related searches.
- Buzzsumo to find the title of the most shared articles. Useful to know if your article will be successful.
How often should I post?
Opinions differ on this subject. The truth is, there is no easy answer.
The more you blog, the more you can promote your articles and market yourself.
Personally, I write once a week on my blog.
First, because my articles take me between 4 and 6 hours . I count the research time (information, statistics, links, etc.), writing and proofreading.
It’s long and sometimes difficult to keep up.
If I wrote 2, it would take me at least 10 hours, which is way too much.
Then you have to count the promotion time.
Some advise 20/80 (20% production and 80% promotion).
I prefer a 50/50 ratio.
If your article took 6 hours of your time, be sure you will need to do at least 6 hours of promotion.
You’ve taken so long to write a great article, if you don’t promote it, no one will notice.
In the end, one very good quality article per week is the golden mean. Otherwise, it just takes too much of your time.
PS: If you post once a week, stick to your commitment to creating a habit for yourself and your readers.
Should we produce short or long articles?
When it comes to word count, I recommend that you write articles of at least 1500 words.
1500 words are the bare minimum.
I know it sounds long, but below that, your articles won’t bring anything concrete to your readers.
Personally, I prefer articles between 2000 and 3500 words.
FYI, a 3000-word article takes about 12 minutes to read if you have average reading time.
In my opinion, this is the ideal length to structure your article well with a good introduction, several arguments and the examples that go with it.
Importantly, with a long article, you can really do something for your readers (help them solve a problem or teach them something new), which is not always the case with shorter articles.
Finally, long articles (2000+ words) are the most shared and are better referenced.