ROI is a fancy acronym for “return on investment.” It’s a phrase used in myriad industries and even your personal life. Want to buy a new furnace for your home? What’s the ROI on upgrading as opposed to keeping the same one and paying higher utility bills? You need to determine your ROI. When you’re an entrepreneur and you’re blogging for your business you need to determine the return on your investment for that business-building task.
If you’re a writer, the ROI is probably much quicker to realize than if you’re an accountant or a business coach or a Realtor who is focused on a different area of core competencies. If, however, you want to find ways to amp up your business’s visibility, then blogging should be a part of your overall marketing strategy. Here, now are items to consider when working on the return on your investment for blogging and the benefits it provides. If blogging isn’t a part of your overall marketing strategy you should be talking with someone who can help you formulate a content strategy and see how blogging could, and should, figure into it.
Here are tips for making certain your blogging provides a return on investment:
Your blog needs to be focused on content that is relevant to your ideal client.
If you’re a Realtor, don’t blog about dog grooming and vice versa. Understand your audience and provide content that answers a question, makes their life easier and highlights your expertise. NOTE: Understand your audience and industry. Know what they need. Address those needs.
Blog on a schedule that your readers can rely on.
If you are planning to blog every Monday, then do so. If your schedule is to blog Tuesday and Friday, then stick with it. If your readers grow accustomed to reading your posts, or receiving notification of that in their inbox, give ‘em what they want! A consistent blogging schedule not only endears you to your readers, but it gets you into the blogging habit. NOTE: The more you blog the more highly searchable your blog will be. Set yourself a schedule that you can stick with.
Have a CTA (call to action).
What do you want your readers to do once they’ve finished reading your post? Do you want them to call you for a free strategy session? Would you like them to sign up for your newsletter? Are you selling a product or offering a class that you’d like them to join? If so, make sure this is clear at the end of your post. Prompt the action you’re seeking by coming right out and asking for it. NOTE: “Sign up for my newsletter,” “Register for my teleseminar,” “Meet me in XYZ city for an in-person get together.”
Share client success stories.
Why? You can give your clients some online love while showing your expertise and letting people know, in a subtle way, “this is my niche market.” Do you have a case study you can share? For example: XYZ client started a blog on January 1 and today has 100,000 page views a month and here’s how we did it?” NOTE: People love to be interviewed and featured! Make your clients the center of attention.
Build relationships with other like-minded, complementary business owners.
If you’re a Realtor and there is a home staging company that you interact with online, work out a blogging guest swap. If you’re a blogger who wants to help his or her clients get a website and blog built, partner up with a web designer. You can’t operate in a vacuum and building relationships is a great way for the two – or more – of you to benefit and grow your own businesses. NOTE: Referral sources are a great way to grow your business.
Keep in mind that blogging will not grow your business overnight. It is a slow and steady accumulation of content and Google love that helps potential clients find you and decide to work with you.
If you don’t have a content strategy, call me for a Content Strategy Session and we can discuss your business goals and how blogging and social media can help enhance your overall marketing strategy.