Three Blogging Tips for Professional Services Marketers
Blogging as a marketing tool is all about creating value through educating your audience. By offering your insights, you build your brand and invite in leads when they’re ready to talk further about your services.
Blogging is so effective as a branding tool that nearly 74% of Visible Experts℠ use blogs as a part of their marketing strategy and rate blogging as the fifth most impactful marketing tool.
These Visible Experts are industry leaders whose visibility and reputations make them brands unto themselves, giving their firms and ideas a leg up in the marketplace. These high profile professionals know what they’re doing—and most of them are blogging.Not blogging yet? If all you’re waiting for is a few helpful blogging tips, let’s get you started. Or if you are blogging and not seeing results, read on and learn how to make the most of your professional services blog.
1. Be predictable.
Inconsistency gives the impression that you’re disorganized or disengaged. Predictability not only keeps your readers coming back, but it helps you to build a loyal following.
Following a regular schedule will provide your professional services firm with an internal rhythm. And if you’re offering calls-to-action (like you should be), blogging will help you produce steady flow of conversions.
Be cautious to not overcommit your resources, though. If you can’t handle multiple blog posts a week, don’t set yourself up to fall short. Be realistic. And plan ahead—got a busy season coming up? Produce a couple of posts ahead of time to keep you on track when you hit bumps in the roads.
2. Amplify your content.
If you haven’t yet built a loyal following (and even if you have a large readership), you should always be working to get more eyes on your blog. Promote and amplify your content to increase your impressions and the exposure you’ll get.
Publishing blog posts and letting them be won’t get the results you want. Your content will quickly go stale and your efforts will have been wasted.
Share your posts on social media to drive website traffic. Have your marketing partners promote your content as well (and kindly return the favor to keep online relationships strong). Last but not least, leverage your existing contacts. You’ve got existing contacts who are likely interested in what you have to say. So, promote your blog posts through all the channels you use to reach prospects and clients, including through email, newsletters, webinars, and more.
3. Develop an outreach strategy.
Simply put, contribute quality, compelling posts to relevant blogs or publications in your industry or your niche. Think of it as a link building campaign combined with a PR campaign. This will help you develop relationships with influencers in the blogosphere — and provide you with readers who might otherwise not find their way to your blog.
To get started on your blogger outreach campaign, come up with a targeted list of blogs with content that overlaps yours and pitch them ideas. Once your posts make it onto their sites, you’ve gained visibility, credibility, and also a natural link back to your blog.
These blogging tips should get you started—or help you start seeing more traffic on your blog. A solid blog with a committed audience may seem secondary to your business goals, but sharing valuable, engaging content is a powerful way to reach interested parties and potential clients. A successful brand is all about visibility and reputation, and an educational blog is a great way to do both.
Developing your blog is just one key aspect in an overall content marketing strategy. Learn how your professional services firm can utilize content marketing in our free guide.
- Download Hinge’s Content Marketing Guide for Professional Services Firms for more tips on creating content that builds credibility and demonstrates expertise.
- Get a copy of our Online Marketing for Professional Services book to learn techniques that will generate more leads and increase awareness of your firm.
- Join us on LinkedIn for more insights and resources on blogging and content marketing.
How Hinge Can Help
Hinge has developed a comprehensive plan, The Visible Firm℠ to address these issues and more. It is the leading marketing program for delivering greater visibility, growth, and profits. This customized program will identify the most practical offline and online marketing tools your firm will need to gain new clients and reach new heights.
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