Whether you’re a gym owner, a massage therapist, a rock climbing guide, or a dance instructor… sitting down at the computer and trying to be a writer can feel frustrating, a waste of time, and it can just bring you down.

You know you’re supposed to blog, so you try — but then you start to think…. should I even be spending my time on this?

Blogging builds trust with customers you haven’t met yet

Before we talk about ways to make blogging faster, let’s consider why blogging has gotten such a big name for itself.

We’ve come a long way from LiveJournal and personal blogging — many people expect a business to have a blog. Why? To learn more about the business and get to trust the people behind it.

Blog posts are evergreen ways to talk to your customers.

Here’s another reason blogging is something to make time for: Blog posts are a great way to continually showcase your work, what’s new in your business, and create reasons for your customers to keep checking your site.

You can also share tips & ideas that will delight your customers and make them want to share with your friends.

Blogging is a longer-term investment that might not put dollars in your bank account right away. It is a strategy that you use over a period of time to continue building trust.

Once the posts are out there, they will continue to attract people to your website over time, for years and years.

Blogging is great for keeping people coming back. Make sure they have something INTERESTING to come back to.
Blogging after Racquetball - William Iven image credit

Keep it Consistent, Keep it Useful

You don’t have to blog every day. As a busy business owner, try blogging twice a month to start. Draw on your staff and ask them what questions you commonly get at the business, and post a Q&A on your blog. Even just a short 200-word post counts! You can then post the blog to your Facebook page to help other people who’ve had the same question and just haven’t asked.

The key is to blog consistently — weekly, 2x/monthly, monthly, you can choose your schedule — so that your customers look forward to your posts.

And there’s one more reason to blog: a blog on your website is great for Google so your site appears higher in search engines. That’s because search engines LOVE to see sites that get updated frequently, whether that’s with new products in your online store, new courses, new portfolio items, or new blog posts.

But I’ve got some contrary advice for anyone just starting their website:

Don’t. Blog.

New Businesses Exception: Build the rest of your site & get clear on what your clients are interested in, BEFORE blogging.

Yep, I said it. I personally don’t think your new site needs to have blog posts within the first 6 months, until you’re perfectly clear on what your clients need when they come to your site in order to convert — whether that’s making an appointment, filling out your contact form, or purchasing a yoga mat.

Make sure your site converts first. Create all the other pages, and get practice talking about your business in person.

Discover what your customers are interested in: hikes you or your clients have gone on, your personal observations, what’s new in your shop, statistics about athletes, or new ways to stretch.

Get all that under your belt first.

Trial Run with Social Media

In fact – there’s nothing wrong with testing topics on Instagram or Facebook until you’re ready to blog consistently! You don’t have to write much, just post a photo and use smart hashtags your clients would use. This is also a great way to expand your client pool.

Keeping your customers interested in your business through social media is fantastic. Then when you’re ready to post these updates on your blog, that means you get to have your customers visit YOUR site more, there’s more chance of them converting, and you can also reach them better when you have a special or a new course to promote!

But – blogging is a bonus layer that comes after your site and your brand are on solid ground.

Do I really have to make time to write all those blog posts?

No! When your business is ready to have a consistent blog, you still don’t have to be the one to write all those posts.

There’s a lot of pressure online for small business owners to be all things in their business, PLUS a skilled writer.

A copywriter can turn your experiences and photos into exciting posts while you wear the other hats that bring dollars into the business today.

A copywriter — like me! — can assist you in planning your post schedule, outlining posts, and making sure you’re delighting both your customers and the search engines that bring even more customers to your website.

Interested? Contact me!

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