6 Simple Tweaks To Turn Your Blog Into A Reliable Work-Winning Machine

by Heather Townsend on June 25, 2014 · 0 comments

images[8]Having a well-stocked blog of relevant articles is a great networking tool. However, so many networkers spend hours and hours writing their blog for little or no reward. In this blog post, Heather Townsend, author of ‘The Go-To Expert’, and ‘The FT Guide To Business Networking’ shows how you can replicate one of her client’s success at doubling his business, by tactically adding a blog into his networking tool kit.


How successful was this blog?

The client was struggling in Q1 of this year. His pipeline was pretty light and he had only just refreshed his website and got his blog up and running. Within 3 months it was a completely different story, as he started to get phone call after phone call, from potential clients and introducers wanting to work with them. The only thing that had changed for my client was how he tactically used his blog to keep in touch with his network of introducers and potential clients. In case you are thinking that you don’t have enough time to blog, this client only publishes a blog post monthly.

As a result of his consistent lead generation, he and I were able to ‘codify’ 6 rules of how he should use his blog with his network in order to keep the leads coming. For the rest of this article I will share with you the six rules.

The 1st five rules:

1. Focus, focus, focus

Everything has to be written for the benefit of people who will hire you or your introducers. Everything else is what I call ‘padding’ for a blog. Therefore, try not to blog about your firm’s charity efforts or what happened at the Christmas party.

2. Use a story to build credibility

Stories are a great way to help build recall, but also make your blog posts interesting for the reader. The stories we use may be very short and introduce a blog post, or could be the whole of the blog post. These stories could be a credibility story (see Chapter 4 of The Go-To Expert for more details on credibility stories) or a long case study, with key learning points pulled out for the reader.

3. Only high quality relevant content is ever published

Each blog post has a purpose and is checked to make sure it is both relevant for the targeted readership, but also helps your business development efforts. However, whilst each blog post has a clear purpose it is never self-serving. It always has to be high quality relevant content for your ideal clients and introducers.

If you want more help to think through content, download now from our Joined Up Networking kitbag a free guide to content planning.

4. Consistently publish and distribute the blog post

It doesn’t matter whether you plan to publish once a month or once a week, make sure you consistently stick to a schedule. If you make it high enough quality and relevant enough to your ideal clients and intermediaries, they will not mind being sent the blog post by email. Before you publish each blog post, know exactly what you will do with that post to help you win work.

5. Make each blog post ‘evergreen’

If you have limited time to blog, or it is not your forte than make sure that each blog post can be re-used time and time again after it has been published. For example, this could be that they attract an on-going readership on your blog who come via SEO. Or that you send them out to clients and prospects to help speed up the business development process.

The 6th rule

The 6th rule is all about the actual content of the blog post. Every blog post must fall into one of those categories if it is going to pull its weight. These categories are:

a. Help answer the questions your clients have 0-6 months BEFORE they need your services.

b. Educate future clients and intermediaries in order to overcome the common objections to using you and your services.

c. Help your clients and introducers understand the benefits of using your services and the risk of not doing anything.

d. Help make your clients lives easier, whether by helping them save time, money or emotional effort. This can be incredibly powerful if it also helps them save money with you in the long term.

e. Help your clients and introducers get a better understanding of what is involved in using you and one of your services - costs, preparation, typical process involved and any reporting.

f. Slowly help your clients understand, if appropriate, the need for using you on an on-going basis rather than for one-off ad hoc pieces of work. I stress here, that this must not be self-serving content.

g. A response to a conversation you have had with a client, introducer, competitor, industry influencer which will be valuable to your ideal client and introducer.

In summary

Blogging can very often be a black hole for your time. However, with some thought you don’t need to blog any more regularly than monthly and STILL win a significant amount of new business via your network with your blog.

If you need more help with your blog and the content you produce then buy a copy of the Go-To Expert and read part 2, particularly chapter 5, which is focused on helping you use content to sell yourself and your business.


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