8 Tips to Attract and Educate Potential Clients with a Blog

“When people ask you a question, you should blog about that.”

I gave that advice to a business colleague last week. She had asked about best blogging practices. And, because she asked, I give you this blog today.

Partial gray keyboard with green If you run a business or organization, your blog’s purpose should be to educate your audience. Your audience, hopefully, are your clients and potential clients. (You probably have a sprinkling of family members and friends in the mix too. That’s OK. They’re your biggest, if rather snarky, fans.)

Following are some best practices to boost your chances of attracting potential clients to your blog. Aside from answering frequently asked questions, you need to structure your blog so it is enticing and can be found by search engines.

The headline

The headline may be the last thing you write, but it’s the first thing your audience sees. It has to be engaging. Use action verbs. Use numbers when appropriate (it gives the headline specificity). Be creative without being misleading. Always include key words in the headline.

Also, keep the headline to 60 characters or fewer. That’s the maximum Google will display in search results. You don’t want your audience guessing what the rest of the headline is. If they have to guess, they’ll move on. We want things easy when we’re searching. Make it easy for your audience.

Look at my headline. Engaging is in the eyes of the beholder, so you can decide its engagement level. But action verb? Check. Number used? Check. Key words? Check. Sixty or fewer characters? Check.

Key words

The key words from your headline also should pop up in the first few paragraphs of your blog. That’s part of SEO, or search engine optimization. Google and other search engines change their SEO parameters often, but repetitive key words remain a staple. What are my key words? “Clients.” “Potential clients.” “Educate.” “Attract” and its variant “attracting.” And, of course, “blog.” (I just repeated them again, didn’t I? I’m such a genius.)

Your blog platform no doubt also has a tag feature. In the not so distant past, key words sufficed here as well. Today’s best practices call for key phrases instead. Ask yourself, if I were a potential client, what would I type into a search engine to find this blog? Don’t use insider lingo. Use the language the potential client would use. Think of it from different angles. Look at my key word phrases under the headline. Do they work for you?

Categories are important too, but those are broader classifications. I think of categories as a library identification system, where similar blogs can be found in one place. Tags, on the other hand, are the library search terms.

Include at least one visual

You must have at least one graphic, photo, or video embedded in your blog—something that grabs your potential reader immediately. We’re drawn to visuals. Text alone is immediately recognized as boring. Even if it’s the best prose on the planet, it has less chance of being read without a visual.

Link to others

Never steal—or plagiarize—someone else’s work. In fact, if in your research you find some great advice, not only give the originator credit, but link to it as well. It raises you in the eyes of your readers as someone who collaborates well with others. (My mother once gave me a T-shirt for Christmas that stated, “Doesn’t play well with others.” Which is why you don’t see any links in this blog.)

Push it out on social media

Photo of hand holding smart phone with social media icons flowing from it into a puffy clouded skyOnce you publish your amazing blog, you aren’t done. Push it out on social media—more than once. I publish my blog on Thursdays, and push it out on social media on Thursdays and Tuesdays. I often get higher hits on Tuesdays.

So why don’t I just publish on Tuesdays? Because I received lower overall hits when I published on Tuesdays and did a second push on Thursdays rather than publishing on Thursdays and doing a second push on Tuesdays. You will want to play with your timing too.

Link to it in your newsletter

Include links to your blogs in your newsletters. And, when someone asks you a question on the topic, you can refer them to the blog post rather than spending a half-hour or so explaining.

Your call to action

One last tip: Include a call to action whenever possible to further engage your audience. Here’s mine: What question on communication best practices would you like answered? Let me know in the comments section or email me your questions. I love to share (though I will never share your information without your permission).

See, Mom? I do play well with others.


Tom Pfeifer is the managing partner and chief strategist for Consistent Voice Communications. Reach him at Tom@YourConsistentVoice.com.

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