Blogging: Powerful marketing tool or total waste of time?

You’re at a business expo. An Enthusiastic-Young-Pup offering a new service hits the stage and delivers a faultless presentation. You like the cut of his jib.

There’s potential there for his business to help your business. He takes a bow to a round of enthusiastic applause and just as you stand to make your way over, he strides out the exit doors and into an awaiting car.

That’s it! He’s just pitched his wares then legged it? No meet and greet. No getting to know you. No mingling. Just ‘here’s what you can buy, here’s how you can buy it, see you at the checkout’.

As a prospect, you’ve just gone from lukewarm to ice-cold in the time it took him to cross the room.

So much potential gone in a flash.

Just a little more warming and you might’ve been ready to talk business or at least hand over your email address.

But Enthusiastic-Young-Pup (EYP) has got work to do and clients to service. He can’t while away his hours chatting with a room full of strangers. Maybe you would’ve become a client, but he’s got clients who need his attention right now.

But wait! What’s this in the goodie bag under your seat?

A book. A free book. A free book written by Enthusiastic-Young-Pup. A free book filled with useful information and witty anecdotes, offering the perfect combination of value and personal insight. You can take the book home, read it at your leisure and get to know EYP better while he’s off looking after his business.

At the end of the book, you like the cut of his jib even more.

You think your businesses will be a good fit, and you’re ready to schedule an appointment to discuss options.

You’ve finished the book, so you pass it onto a friend who might find it useful, who may also warm-up to EYP. Who may also book an appointment, and pass the book onto a friend and so on and so on and so on.

That book is like your blog. The perfectly delivered presentation is your website.

When new visitors are finished reading your website content and are starting to get their heads around what you do and how you can help them, they’re hungry for more information. They’re not ready to pick up the phone or drop you an email yet. They want to silently stalk around your business, absorbing whatever information they can to help them determine whether you are a good fit for them.

Your blog provides a platform for you to demonstrate your credibility as an expert in your field AND bring your brand to life with a clear, distinctive voice. Your blog gives your audience the opportunity to get to know you better, from a safe distance, without directly taking up any of your time.

But better than a book…

…you don’t need to invest hundreds of hours writing and editing before you hit publish. Just an hour a week is all it takes to start building a catalogue of blog content that reflects the expertise and personality of your business.

What about you?

Do you have a blog on your website? And if so, is it helping potential clients get to know and trust you better?

Laura Robinson

Laura Robinson

Copywriting & Content Strategy

With an Award in Direct & Digital Marketing under her belt, Laura uses her knowledge and skills to help small business owners create customer relationships using the words on their website and blog.

2 Comments

  1. Anna

    Love it. I need more of this!

    Reply
    • CatTownsend

      Thanks for the feedback Anna. Leave your email address in the box above if you’d like to be notified when we add new content. We’ll treat it with respect. Promise!

      Reply

Submit a Comment

Your email address will not be published. Required fields are marked *

Is your website letting your business down?

Like a well-loved pair of jeans that’s gone saggy in the bum, a tired, outdated website isn’t doing you any favours. Beware these 5 warning signs.

Read More

Find someone to hold you accountable

As a solopreneur you have a lot of things on your plate. And things like marketing can fall by the wayside if you don’t have someone to hold you accountable. 

Read More

I know why you’ve got writer’s block

There is a cure for writer’s block, but it starts with understanding exactly why you’ve got it in the first place.

Read More

Are you trying to bed your clients on a first date?

Pitching for the sale is the business equivalent of asking someone to sleep with you. Here are some dos and don’ts for building lasting client relationships.

Read More

Remember me? A case study in neglected marketing.

The life coach with more emotional issues than her clients. The web designer with the butt ugly website. Sometimes it’s hard to prioritise your own needs…

Read More

We don’t speak religion or politics

We don’t speak religion or politics. But are we doing ourselves and our businesses a disservice by ignoring what is going on in our world?

Read More

Ditch the social media buttons on your website

With a healthy social media following you’ll have much more luck directing people to your website. But the very last thing you should do…

Read More

Be yourself!

Because no matter how hard you try, you are never going to be Marie Forleo. 

Read More

Myths of authenticity

Authenticity isn’t something you do. It’s what happens when you make a commitment to stop pretending, avoid fakery, and get real.

Read More

How to ask for a testimonial

You’ve finally wrapped up the job; you’ve tiptoed around the uncomfortable issue of getting paid. But you still don’t know how to ask for a testimonial.

Read More

Need help with your brand?

Schedule an obligation free call, to see if we’re right for you.

Book now

You're almost there!

Leave your details and we'll send you a super special link to all the tools and services we use to run our business. And to grow our client’s businesses too!

Yep. That will do it. The toolkit is winging it's way to your inbox as we speak!

Psst! Sorry to interrupt...

We thought you might be interested in the apps and tools we set our clients up with, along with a run down of how and why we use them. If so, pop your email in the box and we'll send it straight to you. Oh, and you're welcome! :-)

Awesome. We'll be in touch soon!