My clients often ask me if they need to start a blog to grow their wellness business. My answer? “Well, it depends.
The first thing you should always ask yourself before embarking on any content creation journey is: “Will this help me achieve my business goals?”
If you have taken time to clearly establish your business goals and they include (but are not limited to) increasing website traffic, gaining more digital customers, or becoming a thought-leader, then read on.
Here are a few reasons to start a blog for your wellness business:
Capture a new audience. When you produce content (articles, video, tips, etc.) that is valuable to your target audience, it has a greater chance of reaching potential customers outside of your current network. Leverage your social media channels, hashtags, email lists and personal networks to achieve greater reach.
Provide a reason for people to engage with you on social media. Blog content is a great way to invite the world to explore and interact with your work in an authentic, approachable and discoverable way. Think about this in real world application. People are much more responsive to “Hey, look what I have to give you, do you want to come have a conversation with me,” than “Wanna buy something? How about now? But, we’re on sale!”
Provide value for potential customers that has them coming back for more. There are a lot of exciting content opportunities in the food, fitness and wellness industries. Create recipes, workouts and guides that are useful for potential clients. If they love it, they will be much more agreeable to paying you for your services when the time comes. Don’t worry about giving away too much.
Establish yourself as an expert in your field. Posting content that garners interest and engagement from your audience and peers will help you establish credibility. Building trust is an essential tool for gaining new customers, if your blog post has been read thousands of times and shared across the interwebs, this indicates that you know your stuff.
Drive website traffic. Useful blog content not only brings in new customers because they are curious to learn more, but also helps you rank higher in search engine rankings. The more frequently you post on your blog, the more frequently your site will be indexed, which will help boost your organic search rankings.
Pro tip: Once you get people to your site, make sure that there is a clean, user-friendly system for capturing their information so you can communicate with them in the future.
Make Money. Up until now we’ve talked about blogs as a marketing tool, you can also create a business of your blog. This takes a lot of work, time, blood, sweat and tears, so be ready to take that on if this is your goal. Blogger Pinch of Yum has an awesomely transparent business plan that documents how she achieved a 6-figure income from her blog. Check it out: http://pinchofyum.com/category/making-money-from-a-food-blog
There are also intrinsic benefits to having a blog. For me, writing a weekly blog post keeps me accountable to providing exceptional information to my community, to consistent delivery and to growth. It also provides a place to test content, receive feedback and have fun.
Here are a few reasons not to start a blog:
- Your business is hyper-local, brick and mortar and you get 100% of your business from referrals.
- Time: your time is spent providing value for your customers, keeping the lights on and you don’t feel that you have time to commit to writing /creating posts regularly.
- You aren’t prepared to be consistent. Consistent posting builds trust, trust brings customers.
If you’re so excited that you think every professional that you know should have access to this information, then make sure to share this with a friend.