Yes, and here are three reasons to keep up that critical communication.

Must be the weather change, but I’ve been asked this question several times over the last week, which is enough to interrupt the calendar for a special blog of my own. The rationale for not starting or not maintaining a blog is fairly straightforward:

  • Takes too much time
  • Already too much online clutter
  • No one reads them

Other than the first item (see idea below), I couldn’t agree more — when you think about this from the perspective of the general internet population. But that’s the wrong logic. Think about your firm’s specific target audience. The blog is a way to develop educational content to engage THAT audience, not the general internet population. With the blog as the foundation for a simple ongoing communication campaign, your audience will value your insight, share that insight with others, and ultimately drive more business your way.

So, here are three reasons why you need to keep up the blog.

  1. Keep your name in front of your clients and prospects. Unless you’ve got ESP, you won’t necessarily know when your prospects are ready to do business with you. That means you need to keep your name in front of them, and providing value through educational content is a great approach. Take two blogs, add an announcement or link to a relevant article, and you’ve got a monthly email newsletter.
  2. Build relevant content for other communication channels. Your audience will tell you – via clicks and page views – which content they find most engaging. This provides a foundation for additional communication. If your audience is interested, others will be as well. How about writing an article for the local paper or a trade publication? Turn that article into a seminar and invite prospects in for a breakfast briefing. Write follow-up content and answer questions. Own the topic. Write a book. OK, enough.
  3. It’s an easy search engine optimization (SEO) tactic. Your blog is original, relevant, keyword rich and regularly updated. That’s love at first sight for a search engine like Google or Yahoo!, and you’ll be rewarded with improved search results as well as multiple website pages showing up for searches. New prospects will have an easier time finding you online, and will appreciate your educational focus.

 

I alluded to this above, but you don’t need to be the author of every blog. Your associates may appreciate the opportunity to showcase their expertise, demonstrate their knowledge of current trends, and see their names online. Or jot down some notes and find someone else to write for you. It’s called ghost writing, and you would be surprised at how many people do this. Your secret is safe with me.

If you can’t measure it, don’t do it.

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