Blogging is one of the most effective ways to educate clients and prospects and add value beyond the services you offer. Whether you’re writing now or are a serial procrastinator, this simple explanation of the who, what, where, why & how of blogging will help you gain clarity and get motivated to write on a regular basis.
Who should be blogging?
Although the concept of blogging is often associated with paid influential blogging, don’t be afraid to step forward to share your own message, expertise and passion with the world.
My clients often opt out of blogging because they don’t consider themselves writers. My honest feedback is that anyone who has information to share and willingness to commit to posting regularly is ready to begin blogging.
Posting regularly can amount to a small commitment of once/quarter, every other month, or once/month. Those with the time, ideas and motivation may even post weekly. Feeling overwhelmed by the thought? Stick with me… the point is to find a writing frequency that works for you, and to follow through with it. Rinse. Repeat.
What should I blog about?
Blogging is a way to provide value beyond the services you offer. Trying to decide– or not deciding at all– is where many practitioners get stuck. First, consider what content is relevant to communicate in alignment with your mission as a practitioner.
Then, consider your ideal clients: what are the questions they seek answers to or problems they need solved? Think back on conversations or spend time actively listening in your client sessions so you can understand their needs/ questions/ problems. What questions are you hearing over and over?
Educate your readers about their bodies, aspects of mental and physical health, or tools/ techniques used in your practice. Your readers will be able to tell when you’re excited to empower them with new and valuable information.
With that in mind, write articles about interesting information you’ve recently learned, new research studies, and/or topics you’re passionate about as a practitioner. Always keep in mind your audience and their needs. The more they understand who you authentically are as a practitioner (and human being), the more likely they are to decide if they want to engage your services. Those who don’t resonate are not your ideal clients.
Where should I blog?
With so many blogs and platforms out there, it may feel overwhelming to choose where to house your blog. If you already have a website, consider adding a Blog page to your site. Most web platforms have this functionality built in.
If you don’t have a website (yet), you might choose a platform such as WordPress, SquareSpace, or Wix. These platforms have website themes and templates that are user-friendly, and adding a Blog is a simple option you can create within the site.
If a website sounds like a bigger project than you signed up for, consider taking an online training or if your budget allows, hire a web designer or marketing consultant to help you. The investment is worth it in the long run if you’re not technology fluent or are (be honest) not going to commit to actually building the website yourself.
WHY should anyone blog?
The next big question my clients ask around this topic is, why should they start blogging? Shouldn’t they be spending all of their time with clients instead? Not exactly. A regular portion of your time must be spent on building your practice.
It’s realistic to expect that some of your time will be spent on attracting clients because marketing is an investment in the long-term health of your practice. You might be the greatest therapist in your field, but if you don’t promote yourself in some way, no one’s going to know you exist.
In my previous post Free and Easy Ways to Find New Clients, I shared that practitioners are always curious about how to find new clients, and simple marketing tactics are already at their fingertips. Blogging is one of these as well. It’s accessible, do-able, and free.
Blogging allows you to share important information, provide value and help clients and prospects learn more about who you are as a practitioner. It’s a way to make connections with others on topics that you (and they) care about, to build a following and establish thought leadership.
As your blogging content grows over time, it can help boost your SEO so more people will find you online. Readers who resonate with your content will be inspired to engage with you further and may ultimately hire you for your services.
HOW do you start a blog?
To create your blog, begin by defining your target audience. Who are your ideal clients and what are the most common symptoms, questions, needs, or problems they have? Keep your audience in mind with every article you write.
From there, brainstorm by writing down topics, ideas, and thoughts that can educate, inspire and answer the needs of your audience. Don’t think too hard– write down stream of consciousness ideas and leave nothing out at this stage. The more ideas you come up with, the more potential blog articles you have.
Also important here, determine how often you can/will write and commit to a regular posting schedule. Weekly, monthly, quarterly, whatever works for you. Just commit to yourself and post blog articles regularly. Once you get some momentum going, the blogging process gets easier.
Extra credit: SEO Tips
Search Engine Optimization (SEO) plays a big role in how people find and search for your company. When it comes to SEO, content is king (or queen). Make sure your content is consistently relevant and valuable to your audience.
As mentioned above, it’s important that you make one main point per article. Identify keywords that summarize your point and use them in your blog text. For more detailed planning, use Google’s keyword planner.
There are many SEO strategies and tips which I’ll leave for a later post. For now, use the simple guidelines above and you’ll be well on your way to optimizing your page for SEO.
Blogging is a free and simple way to share information, to connect with potential clients, and to provide value beyond the services you offer. The challenges most practitioners have with blogging are coming up with topic ideas and making a regular commitment to write.
There are various blog platforms online, and if you have a website, the functionality is likely built in. Anyone with information to share and a willingness to commit to posting regularly can blog.
Start by defining your target audience, identifying their needs, and writing articles that fill those needs, answer their questions, or solve their problems. The different topics you decide to write about can be sourced from the conversations you’re already having with current clients in your practice.
As you write, stick to one main point per article and keep your content relevant to your practice. Incorporate keywords that potential clients may use to find the information you’re writing about. Post regularly to create momentum and build a base of knowledge.
Help potential clients get to know who you are as a practitioner. When your content resonates, it will lead to new people finding you online and deciding they want to work with you.
Use these guidelines as a foundation
This is an original article from Alternative Health Marketing. If you’d like to republish this article on your blog or print publication, you may do so freely with the acknowledgement, “This article is republished with permission from Alternative Health Marketing,” and provide a link back to the original article. It would also be great if you could email us and let us know where it’s being published.
Alternative Health Marketing is committed to helping holistic practitioners and conscious business owners attract more ideal clients with targeted brand messaging, a professionally designed website and impactful marketing materials. Sign up for a free 30-minute consultation to learn how we can help you reach your practice goals.