This is the fourth blog in a series of articles covering inbound marketing for motivational speakers and authors.
Catch the series here:
You’ve heard the advice about blogging: It works. You have to do it. Why aren’t you doing it yet? You aren’t hearing this advice because it’s glorified. Blogging for professional speakers works, especially as part of your inbound marketing system.
Here’s how to start a blog and why this one factor will help power your entire marketing campaign.
The four pillars of an inbound marketing campaign are to attract, convert, close and delight customers.
One of the ways to attract and convert an audience is to start a blog.
You need to educate your audience, help solve their problems, show them the viability of solutions and more. But you can’t shout it from the mountaintops. If you do, chances are, you’ll be shouting to an audience of none.
But inbound blogging can give you an effective platform to speak to a rapt audience – one that is interested in what you have to offer.
How to start a blog: Step 1
The first thing you need to do to begin blogging doesn’t involve writing at all. It requires that you get to know your audience – or in inbound marketing speak, your buyer persona.
You see, you need to shoot at the right target (or audience) before you start writing.
Here’s why. If your products are self-improvement books, workshops and keynote speaking, your audience should need these same things.
But this is still a broad audience. You need to know if you’re speaking to:
- Retired folk.
- The stay-at-home mom.
- The working mom.
- The hipster dad.
- The single, workaholic.
Do you see how each audience would require a different approach? And how you COULDN’T write to ALL audiences?
Once you know your audience inside and out, then you can move onto the next step.
Get your blog going: Step 2
Write for your audience.
That’s the biggest piece of advice we give professional speakers when they want to start a blog.
Sure, there’s SEO to worry about. And your sales funnel. And your leads. And your automation. And about 400 other things.
But if you don’t build your blog on this foundation, it’ll be more likely to flop.
That’s because PEOPLE will read your blog.
If you don’t make it easy to read, insightful, and with a voice that matches your brand’s mission, you’ll be wasting your words – and your efforts.
To get you going in the right direction when starting your blog, here are some tips:
- Use a conversational tone and keep it light. People are attracted to blogs because they aren’t full of boring, standard advice found elsewhere.
- Make it unique. Use your experiences and background to offer tips that are different from everyone else’s blog.
- Do your research. Find out what your competitors are doing, and fill a void.
Now that you’ve put your audience first, you can move onto the nitty gritty: search.
The reality is, folks, you’ve got to keep SEO in mind, too – but not at the expense of alienating your audience. That’s the rule of thumb you should follow.
Here’s the bottom line: If search engines can’t index and rank your pages, you won’t get found.
To write for search engines and get good rankings, you need to:
- Identify keywords.
- Use keywords strategically in the title, subheads and throughout the article.
- Keep SEO going in the tags, meta description and images.
Pro-Tip: at Flight Media, we use SEMrush to determine keywords that get enough searches each month that have low-medium difficulty in ranking.
Inbound marketing blogging: Step 3
Increase your inbound blogging reach with strategies that will amplify your efforts.
Here’s some advice about how to share the blog. Send it to:
- The people in your company. They should read it so they know your vision and mission. We use a tool called Slack to notify everyone in the company when a blog is published so they’re reminded to share it across social media, too.
- Your social media profiles. This is key, because you’ll increase the blog’s reach. As followers read and share the post, more people will be exposed to your brand and ideas. This sharing will also help search engines recognize the value of your content, and increase your rankings.
- Your email list. Everyone on your email list should get a message every time you publish a blog. If you had an email list of 10,000 subscribers and 5% of them would click to read your blog posts from an email, you’d immediately get 500 visits to that post!
Take blogging seriously, because the benefits of your professional blog are huge.
As part of your inbound marketing strategy, you’ll attract the right audience, show search engines your site is valuable, and get leads.
This well-oiled machine all starts with knowing how to start a blog.
What’s the one thing stopping you from starting a blog for your speaking business?