When it comes to blogging and growing a consulting business, there’s a lot of reasons why this is such a great strategy to connect with potential clients.
Many people might get a bit overwhelmed by the blogging process because they feel it’s a huge undertaking. However, if you’re writing a blog post once a week, that’s plenty of content for your audience to absorb. Putting out too much information too quickly can actually be a negative aspect of using your blog as a client generator.
You can easily start creating a blog by spending as little as 1-2 hours per week. By creating engaging and evergreen content, the information can sit on your website as long as you want, and can ultimately help you attract more clients.
So let’s get into the three main reasons why blogging is so essential in growing your consulting business and how to maximize upon each strategy.
#1 It establishes you as an expert or authority in your niche.
When creating content for your blog, you want to think about how you can help the person who’s visiting your site. Every piece of content you produce should either be focused around helping your potential client, or a subject that they would find interesting.
Using your blog to help someone with the problem they are trying to solve can ultimately lead to gaining new clients because you are seen as an expert within that particular topic.
For example, our blog on The Sales Concept focuses on helping fashion designers and entrepreneurs grow their business. So as you may guess, most of the content we write about is geared toward helping that designer and providing some type of actionable strategy.
Not only does this help you illustrate that you can actually help that person but that person sees you as an authority in that space, especially if they actually follow your advice and see results!
#2 It’s helps you get found and introduces who you are.
Now that’s obviously a very broad statement, but when I mean by this is that your blog is not only great for SEO (Search Engine Optimization), but it helps introduce yourself to that potential client.
Sure you have your contact page or about me page, but those are usually more about your qualifications and background. Your blog can focus on exactly what you know and provide great insight as to what you do, who you are, and your approach in helping them.
When you start to actually give free advice on your blog, it’s showing your audience that you know your stuff. Anyone can create an awesome About Me page and look like an expert, but if there’s no relevant content to support your expertise, how will that person know, like, and trust you?
#3 It gives you a reason to reach out to your followers
Let’s face it, no one likes to be “sold” to.
These days we’re bombarded with too many emails and social media posts. The last thing people want to do is to open up an email that says “June Newsletter” or “Newsletter Update”.
When you’re consistently creating blog content, this gives you the opportunity to reach out to your audience and provide some valuable information that they might actually want in their inbox. At the same time, you can repurpose this exact content across all of your social media channels. We’ve all had writer’s block and struggling with what to post on social media, but when you’re blogging, you can use this content over and over again to promote yourself.
The best part is that you’re no longer looking or feeling “salesy”, but focused on your client’s outcome and just providing massive value to them. They know that when they open that “newsletter”, it’ not going to contain random fluff or updates, but some actionable advice they can use.
This will ultimately lead them to hopefully booking a short call with you and for you to secure them as a client.
The bottom line is it doesn’t matter whether you are offering a service like a coach, copywriter, graphic designer, or even masseuse. Your blog will help establish your credibility. Plus, it’s a great way for you to show your writing skills and potentially guest post on other people’s sites.
Your main goal when writing your blog is to give give give, and you will receive.
Lauren Tanaka is the co-founder of The Sales Concept, a consulting agency that specializes in helping fashion designers/brands grow their wholesale business through sales, merchandising, and marketing strategies.