Where There's a Will, There's a Blog
We love it when clients come back and tell us about their successes in blogging and social media. So when Dr. Deb Schreibman of Lake Pointe Chiropractic told us about how her blog brought in new business, we asked her to sit down and review what she’s been doing to make it a success.
“In the beginning, I kind of had a ‘build it and they will come’ attitude,” she explains. ”I didn’t really understand that it takes a little bit of work to get any benefit.”
After putting some time into regularly updating her blog, she began to see the fruits of her labor. “I saw a huge increase in business. And when I started asking my new clients how they heard of Lake Pointe Chiro, they all told me they had come across my blog and that’s what sold them. I was amazed.”
Dr. Schreibmen is right on track. Here are 5 tips she used to get her blog going in the right direction:
1. Avoid marketing language
“That marketing-sounding language just doesn’t work. Instead, just be yourself. Don’t try to be business sounding.”
Though it may seem counter to what you’re trying to accomplish, blatantly marketing your business is a bad idea. People are looking for honest opinions. They will pick up on insincerity instantly.
2. Keep after it
“Don’t be intimidated by the technology. Just start writing and keep after it.”
Blogs are judged by the amount of new content. They’re designed to be constantly updated. Carve out some time each week to devote to keeping up your blog. Remember, content can include anything: product releases, job openings, news, opinions or thoughts from the CEO. It’s practically impossible to run out of material.
3. Write about what you know
“If you stick with what you know and love, you’ll be more successful.”
Social media is about connecting with people. Potential customers are much more likely to become paying customers if they feel a connection with you and your business. If you feel you’re giving away too much “insider” business information, you’re on the right track.
4. Reinforce the business’s core values
“Keep in mind your business values. You can go off on tangents, but in the end, bring it back to what you do and how you can help your customers.”
Your blog should reflect your company’s personality – its reason for being and passion for the business. It’s simply another part of the brand experience and should be consistent with the impression the company wants to make.
5. Take advantage of the free social media services
“They’re free. And powerful. So use them.”
Facebook, Twitter, Linkedin, YouTube, StumbleUpon, Digg, and the list just keeps on going. These social media services are natural extensions of your website, drawing people in and making them customers. All that’s required is a little bit of time to keep them updated.
Dr. Schreibman is still new at using social media as a marketing tool, but she’s seen what a little bit of effort can accomplish. “There’s still a lot to learn, but I’m just so excited that it’s working. I really think I’m starting to get it.”
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