A friend of mine recently hired an online recruitment coach who specializes in helping mums get back to work.
She has been raving about how good they are so I decided to check out their blog.
I was a bit surprised when I discovered that they don’t have a blog. It’s been a while since I came across any coach or consultant who works remotely and doesn’t have a blog. Oh well, I thought I’d see if they have any incentive for people to get on their list.
And this is what that made me nearly fall off my chair.
They are not capturing email addresses!!! (Notice three exclamation points?)
I clicked and I clicked around some more but I couldn’t see anyway to put my hand up to say, ‘Tell me more, I am interested’.
No call to sign up to receive their newsletter or get on their list. I actually had to call my friend again to ask her how she found them in the first place.
Through Facebook. She said.
Then I went back and saw the tiny Facebook button at the end of their homepage.
What are they doing???
They must, must, MUST have a system in place to capture emails of people who stumble across their website and who are interested in hearing from them. (Even if they are capturing leads through their Facebook page.)
Assuming they know this already, why don’t they do this?
I am thinking the thought of creating a newsletter or maintaining a blog is either overwhelming or not a priority for them.
Which is such a shame. For so many reasons.
So I thought I’d write something on this exact topic. And tell you my top 5.
Maybe you are struggling to find reasons to start a business blog because you are not clear on how it will be used as a marketing tool?
Perhaps you are not sure whether it will be worth investing time, effort and money in your blog? Aren’t there too many blogs – literally millions of them – on the web that nobody reads? (There are 31% more bloggers today than there were 3 years ago, in case you are wondering.)
Yes there are, and nobody reads them because they are creating content to meet their own needs, not of their readers. They make all sorts of mistakes on their blogs and in the end wonder why nobody sticks around.
Today, I am going to give you a few reasons that may help you to reconsider. So let’s take a look.
#1 Create K-L-T
If you have ever followed Copyblogger, you might have come across this concept made popular by Sonia Simone.
Know – Like – Trust
When you regularly publish high quality content on your blog that really helps people solve their problems, it does a few things. It helps increase awareness about your business, it creates likeability. Along comes trust which is crucial if you want to sell successfully over the Internet.
By posting fresh, engaging content, all you are doing is creating brand awareness and positioning yourself as an expert. You are also differentiating your business from others at the same time.
And you don’t have to post every single day. Once a week is excellent, once every fortnight will at least get you started. And it doesn’t have to be pages and pages of content either. 700 words? Perfect. You are NOT required to do video, infographics or podcasts. Pick the medium that best suits you.
So for our online recruitment coach, they can target mums who want to get back to work after a gap in their experience, and use this as their USP – unique selling proposition to stand out from their competitors.
They can also create blog posts around these topics which will create likeability and trust:
- Job application process
- Filling gaps in your work experience
- Experience outside work that matters
- Industry specific information
- Difficulties in getting back to work
- Work/life balance
- How to deal with rejection
- Success stories
What makes you unique? Well, write about it and let people know.
Online, people don’t buy from people they don’t know. Unless you are a house hold brand name, it is worth creating content that will help people connect with you.
Remember get them to know you, like you and trust you. Makes good business sense doesn’t it?
#2 Make Google Love You
I don’t want to go in the details of Search Engine Optimization – I am sure you know more than I do. All I need to know is the more pages and posts you have on your site, the more Google loves you.
Blogging gives you a reason to add fresh content to your site. While the rest of your pages might be primarily static in nature, with your blog, you continually evolve and give people new reasons to visit and link to your site.
More content and inbound links mean better search engine rankings. This is one of the main reasons who should think about having one. To constantly aim for better search engine rankings.
If somebody searched for ‘Help for Mums in Australia getting back to work’ and came across a post written by our recruitment coach, is there a chance that the person will subscribe and eventually hire them? I think so!
Think about it, what you would give if you could rank on the first page for a search query. What will it mean for you business?
#3 Drive Targeted Traffic
If your content is share-worthy, people will share it. Across many networks and social media platforms like Facebook, Twitter, Pinterest just to name a few. This would result in more targeted traffic to your site.
Think about it, what if a reader shares a post on ‘mistakes in writing your resume after a gap in your work history’ among her group of friends who have been stay at home mums for a few years but now itching to go back? . How would you like your posts to get shared among people and blogs who write about recruitment, job hunting and careers?
#4 Turn Your Blog into a Lead Generation Machine
More targeted traffic means a significant increase in leads. Research tells us companies who maintain active blogs generate up to 88% more leads as compared to the ones who don’t. Which one would you rather be?
To make sure that your blog is a acting like a perfect lead generation machine, add a sign-up form to capture email addresses and offer a freebie to encourage people to opt-in. The ‘bribe’ doesn’t have to be over the top, you can easily create a report or a brief white paper.
#5 It Costs Less than You Think
It is not entirely free to successfully run a blog. There are costs associated with the actual hosting, running and maintenance but those are minimal. The bigger costs are associated with developing content.
Who will be creating content? Even if you are thinking about publishing once a week for starters, that will take a minimum of hour to write the post, and additional time to share it effectively and respond to comments.
How much is two hours of time worth to you? Could you hire a freelance blogger for a quarter of that cost instead?
According to the Hubspot blog, blogging as inbound marketing strategy is much more cost effective than your tradition outbound marketing (Advertising, Direct response campaign etc). It costs a fraction of that to maintain that the return on investment (ROI) is impressive.
And lastly, as an additional benefit, as you slowly to begin to attract people who leave comments, contact you with questions, you begin to gain invaluable insights into the minds of your potential customers. This is first hand knowledge that is every marketer’s dream.
So, what do you say? Is it worth blogging for your business? Should our recruitment coach in question start blogging/email capture ASAP?
If you aren’t blogging already, does this make you think? Leave a comment below.
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