Almost every business seems to have a blog on its website. But why is that? It seems unlikely that it’s just because someone on staff likes to write. There is, of course, a marketing strategy behind blogging for a business. So how exactly can writing blog content help your practice?
Many of my legal and medical clients who come to Page 1 for marketing help have a blog but they have stopped publishing, post very infrequently, or don’t have a blog at all. It is hard to dedicate time and resources into something if you don’t fully understand its real purpose and benefit. We show clients how this is a missed opportunity to improve their online exposure, get more visitors, and grow their business.
Content creation is an effective search engine optimization (SEO) strategy. Adding new blog posts to your site gives Google more pages to index and more results to show in searches. As you increase your search results and improve your keyword rankings, you gain more visibility, and in turn more traffic and leads for your website.
The goal is to create new content consistently about topics relevant to your clients’ or patients’ needs (and searches). Consistency is key, but know that Google rewards quality, not just quantity. Blog posts allow you to answer specific “long-tail” search phrases or questions in depth instead of the general overview of information that is covered on the related webpage. By including links in your blog posts to other relevant webpages, you’re not only helping visitors find more helpful information and stay on your site longer, but the internal linking also helps search engines find more pages and better understand the navigation of your site.
Note that your blog should be hosted on your website’s domain for the most SEO benefit.
Companies that put their primary focus on content marketing increase their website conversion rates by more than 5 times. Source: Aberdeen
Blogging can help build your brand by positioning you as a subject matter expert. You have a platform where you can answer questions and (and popular searches) with your knowledge, experience, and unique personality and perspective. This provides valuable information that can help people make better decisions for themselves and their loved ones. This kind of earned exposure can be much more influential on potential leads than paid advertising placements. E.A.T. (Expertise, Authority, and Trust) are key factors that Google uses in its search algorithm, with these attributes becoming more of a priority since August's big “Medic” update.
Your blog is also an effective way to publish announcements and updates about your practice. Let your potential clients and patients know about your recent awards and recognition, continuing education and conferences, new staff, upcoming events, special offers, etc. Use your blog as your home base for all announcements so that when you share news through other channels (see next section), you’re directing people back to your website for the full details.
Not sure what to write about? See my blog, Where to Start: How to Choose a Blog Topic.
Promote, Promote, Promote!
You’ve spent the time planning and writing your blog posts, so think about how you can repackage them to extend their reach. Sharing these links on Facebook, Twitter, and other social media sites gives you quality content for posts. It also helps you send traffic to your website from a source other than search. Tap into the popularity of social media and reach people where they are, but direct them to your website where they can easily learn about your services and get in contact with you. Engagement on your posts, such as likes and comments, also sends good social signals to search engines that your content is interesting and valuable, benefiting the SEO of your site.
Don’t forget to include your blog posts in newsletters or emails to your contact lists. This is a great way to provide valuable resources to the people you already have a relationship with and gain more direct traffic to your website.
Get More Leads
Most visitors who find your blog will be in an early research stage that is at the top of the conversion funnel. Knowing this, your blog content should be informative about a topic and not overtly about you selling your product or service. You are introducing them to your brand, providing valuable information, and as a result will hopefully be top of mind when they are ready for the next step. Your blog resources can help set you apart from any competitors they are checking out during this time.
You should, however, include calls to action (CTAs) in every blog post to help you convert visitors into leads. This could be as simple as a message to contact your office for more information or schedule a consultation if they are ready. To help nurture the lead through their decision making process, offer downloadable resources in exchange for contact information.
Want to learn more about content strategy? See our blog's content category.
Do you want more information on how to get the most from your blog and other content marketing strategies? Contact Page 1 Solutions today at 800-368-9910 for a free consultation and review of your website.