by Kamila Gornia
The other day, I met up with my Health Coach friend and I realized she knows nothing about effective blogging to get more clients and move her business to the next level.
This made me realize there are a lot of passion-driven solopreneurs who don’t use blogging to its fullest potential: in a way that increases trust, gets more leads, and gets that expert-level status much faster.
In the past (and still now, to an extent), I was a successful healthy living blogger making a steady income from my blog. However, having also worked in the marketing industry, I quickly realized that regular blogging is not the same kind of blogging you would do with the intent of enhancing your business.
In fact, it’s completely different.
A lot of solopreneurs get this wrong and wonder why blogging isn’t getting them any results.
In this post, I’m going to give you four ways to ensure you are using your blog in the way that sets itself up for getting more coaching leads and increases your authority and trust in your community.
1. Blog writing as articles, not journal entries
The biggest difference between regular blog writing (that bloggers do) and blogging with the intent of getting clients and creating credibility is the way you write. This is the main thing most solopreneurs get wrong when using their blogs as a means of marketing themselves.
The buzzword here is Content Marketing – this basically means you are using free quality content as a way to market your business. A major part of this includes blogging.
So, how is regular blogging different from content marketing?
In content marketing you are writing articles rather than journal entries. You are writing articles that are valuable, comprehensive (ideally), helpful to others – rather than a journal (or diary) entry from what you did all day, what you wanna do in the future, etc.
2. Write for your ideal client, not for yourself
This is closely related to the first point of writing articles rather than journal entries. Another huge difference between regular/personal blogging and blogging for business is the point of view for the writing.
It’s not really that you’re changing your point of view per se but you are changing the way you look at the article itself: going from a personal “me” focus to an outer client-focus.
As much as your readers and current clients may love learning about your latest adventures in health and wellness, you are not going to speak to them as personably and directly as you would if you were to write the post with them in mind. When you write in a way that speaks to the reader directly, addressing her fears and pains, you are much more likely to connect with her on an emotional level as well.
That’s the type of writing that gets clients.
3. Write for people first, search engines second
When solopreneurs begin using content marketing (particularly blogging) as a way of getting found by potential clients, they tend to go a little crazy with SEO (short for search engine optimization). Focusing too much on SEO can actually backfire when trying to get found easier on Google.
The best rule of thumb, with the new algorithm changes and being mindful of not overdoing the keyword usage in your posts, is to simply write for real people first – search engines second.
Write whatever you wanted to write about. Write naturally, use your own personal flair and quirk that makes your writing so great. Once you’re done with the post, then go through and add some keywords and see how it scores in terms of SEO.
This will ensure that your posts flow well, are natural, and most importantly, you don’t abuse keywords (which tends to backfire in the end anyway).
4. Include a clear call-to-action
The other crucial ingredient of effective blogging is leading your readers through the journey. What do you want your reader do to once they are finished with the article? Do you want them to comment on it? Share it with their friends? Or contact you to book a free consultation?
Whatever your recommended “next step” is, make sure to make it clear and obvious. Don’t hint at it. Be really specific and really particular about what you want your readers to do once they are finished reading.
People have a lot on their minds, especially if they are not used to reading blog articles. Most people just read it and leave it at that. No next action taken simply because they didn’t know they were supposed to do that “next action.”
By including a single clear call-to-action (or a “call-out” at the end of the post) will allow you to take charge of the flow of your visitors and therefore get you the results you are looking for.
What do you think?
If you are currently blogging as a way of marketing your health coaching business, I hope these four essential tips will help you on your journey of getting more clients and creating the success you deserve to get with your coaching practice.
Kamila Gornia is a Digital Marketing Strategist for passion-driven entrepreneurs who want to get seen and get paid doing what they do best online. She specializes in list building and content-driven marketing strategies that grow not only your fan-base, but also your authority AND sales. For more marketing tips, visit her at www.kamilagornia.com.