You’ve heard about the benefits of blogging and using your website and blog to market (without being salesy) to your client base and current client base, but there are mistakes you will want to avoid when you’re using your blog or website as your main source of marketing.
Before we get to that though, if you’re not using your website or blog to market your business you are missing out on opportunities that your competition (if they’re blogging) are reaping the benefits of. For example, recent statistics published by Social Media Today, note that:
- More than 60% of US consumers purchase a product or service based on having read about it on a blog
- Small businesses with blogs… wait for it… generate more than 125% more leads that businesses without blogs, and
- Close to 75% of all consumers learn about a company through blog posts
Wow! With stats like that, can you truly still believe you don’t need to blog?
Now for the “bad news” as it relates to blogging and using your website and blog for your marketing… here are five mistakes you will want to avoid:
- Not having a focus. If today you blog about cats, then tomorrow you blog about social media, then the next day you blog about couponing and cooking with the foods you purchased using coupons your readers will not know what your focus is. This doesn’t mean you can’t have myriad areas of expertise (but you may need to have different blogs for them) but you need to be clearly focused on what you want your readers to get out of your blog/website. Keywords will also help you retain focus on your site. You do know your keywords, don’t you? If not, contact me!
- You don’t have testimonials. If you have clients with whom you work, who like what you do, ask them to write a testimonial for you. Write a testimonial, based on what you do for them, and send it along and ask if they’d be willing to have that posted on your site. In some cases, asking for a testimonial and providing a frame of reference makes it easier for your clients.
- You don’t have any call to action on your site. Once people land on your site, what do you want them to do? Sign up for your coaching? Buy your products? Hire you as a coach? Make it crystal clear what you’d like them to do before they leave.
- Using content that a) is badly written and/or b) doesn’t say what you meant. If you’re not a writer, ask a writer for assistance. Hire a copywriter. Ask a trusted business colleague with good writing skills to critique your content.
- You don’t know how well your marketing efforts are working because you’re not tracking your analytics. If you don’t know how many Facebook followers you started out with, how will you know if you’ve gained more? If you don’t check to see how many people are coming to your site (even if they’re not leaving comments) how will you know if your content is compelling? If you’re spending money on advertising, you certainly need a way to track whether that medium is viable.
Are you using your website as part of your entire marketing strategy?