Every business needs a blog.
Yup. Sure, you can get sales and promote your offerings without one, but I can’t think of a single example of a business that wouldn’t be improved with regularly updated content (aka, a blog.)
Why do you need a blog? How does a blog grow your business?
It comes down to this:
Your blog is one of the first ways your audience gets to know you and your business.
When they Google for a solution to a problem, users often find an article or blog post with the answer. This is where they learn about what you do, who you are, and if you can help them.
How does a blog do this?
why your business needs a blog
Your blog can…
Educate your audience about the benefits of your products/services.
You know your products inside and out, but your audience doesn’t! Your blog is one of the places you can introduce your audience to products and services that can help them. You can show them how it works, what’s included, and results the can expect.
Note: Your sales pages should do this too, but most people will read your blog before your sales page. You want to make things crystal clear for your audience. Make it easy to say “yes” to working with you!
Answer questions potential clients have about your services (removing any objections to working with you).
Would-be clients probably have questions about your products. You could have a separate Q&A page or a section on your sales page (and you should!).
These questions are also great to address in blog posts, because A) you don’t want to be updating your sales page all the time, and B) the more places you address those questions, the easier it will be for your reader to find the answers!
Provide social proof that your methods work.
Case studies and client spotlights provide show that your methods worked for someone, which greatly encourages potential customers to buy from you. Think about it: if your best friend raves about a product that changed her life, aren’t you much more likely to buy it? Same deal here. Knowing that a product worked for someone else raises our confidence that it’ll work for us too!
Improve search rankings, bring in traffic, get eyeballs on your offerings.
Posting useful, relevant articles on your blog can drive up your SEO ranking, which means Google will send people who are looking for solutions to problems you can solve to your site!
Give your audience something to relate to and engage with.
We’re more likely to engage with a product or person when we know their story. I learned this when selling my art.
For awhile, almost everyone that bought my work was a family or friend, or someone I knew. At first, I saw this as a problem. I wanted people I didn’t know to buy my stuff too!
Then I realized they bought because they knew ME. They knew my story and what went into the work. I realized that I’d have to bring that same experience to my other buyers for them to connect with my art. This little epiphany changed the way I blogged about my art and wrote my product listings, focusing more on the story behind the work.
Tell your story. Take your audience on a journey. Show them how and why you developed your offerings. They want to see how your methods helped yourself, because that shows you can help them too!
Build trust with your audience.
People google for solutions to their problems, whether they’re looking for a birthday gift for their mother in law, container gardening tips, a meatloaf recipe, or how to feel more confident.
If they find your blog post and it solves their problem, this show them you know what you’re talking about and builds trust in you. Also, if your free stuff is super awesome, they might start wondering how amazing your paid services are!
Get people into your sales funnel.
It’s very rare for someone to discover a website and immediately become a customer, especially for big ticket items like high-end coaching.
A sale requires a relationship. If readers find your blog posts useful, they’re more likely to join your mailing list for your free optin. If they find that useful, they’re more likely to become a customer, whether that means buying a lower-priced item or jumping straight into your high-end offer.
The journey to becoming a paid customer starts with your free content: Your blog.
Your blog guides your audience through the journey of working with you, and it’s important to keep that in mind as you plan and write your content.
INCLUDE THESE THINGS IN EVERY POST!