What to do if your blogs aren't winning you clients
Updated: May 20
When you invest time or money into something for your business, you need to be sure it’s going to give you a return on investment in the form of new sales or clients. The stakes are high, because you sure as hell aren’t going back to that 9-5!
But the problem is that often the best strategies take time to generate that return. And when you’ve got bills piling up, you simply don’t have the luxury of waiting for the return to blossom. You need it now!
Blogging is one such strategy that, done consistently and over a long period of time, will bring huge rewards to your business in the form of clients AND recognition within your industry.
If you’ve been doing it for a few months now and are panicking that it might all be a waste of time because no one is knocking on your door yet, here’s what I suggest you do next.
1: Don’t panic!
Step back and take a breath.
Remember that there is always an opportunity to learn, and just because you’re not getting results doesn’t mean you need to totally overhaul your whole strategy. Often, a few small tweaks is all that’s needed to get on the right track.
Think about the reasons you decided to start blogging in the first place. It is a sound strategy, backed up by scientific research.
2: Look at what IS working
When you’re worried about your bank balance, it’s easy to focus on the negatives, but running a business is about resilience in the face of challenges. Instead of doom and gloom, look at what you have done right so far.
How did your current clients find you?
Which of your blogs are most popular?
Which blogs have led to new email subscribers, social media followers, or discovery calls?
If you share your blogs with your email subscribers, which ones got the highest click-through rate?
By knowing these things, you’ll be able to pour your efforts into the bits that you know are working, and can start to move away from the topics or actions that aren’t getting you any benefits.
3: Map out your buyer’s journey.
Do you know what role your blogs play in turning new followers into clients?
Understanding where blogs come into your buyer’s journey will help you to more accurately measure their success rate. If you want your blogs to encourage readers to follow you on social media, then judging their success by the increase in followers makes much more sense than judging it by the number of clients you get.
Once you know what their purpose is in your marketing, you can decide what to use as your Call to Action for best results. You’ll also know where to share it too - if you want your blogs to grow your email list, only sharing them with your existing email subscribers won’t get you very far!
When you’ve got this clear in your head, you can proactively design a system that brings new clients into your world. Perhaps you’ll use social media to help new people discover you, blogs to direct them to your freebie, and your email marketing to nurture them until they’re ready to book a call and talk about working with you.
Whatever journey you choose, commit to this for at least 3 months. Then, review what progress has been made and identify any areas that are letting you down so that you can focus your attention on improving that next.
4: Revisit recent conversations and questions from your audience.
Your blogs will only be successful in growing your business if they are relevant to your ideal clients. That means you need to know exactly what they’re thinking, what they’re worrying about, and what they want to achieve if you’re going to write content that appeals to them.
Look up what people are googling about your specialism (Answer the Public is a great website for this), and write blogs that answer these questions.
At the same time, make it a habit to ask questions of your audience that will give you an insight into how they’re feeling and what they’re thinking. This could be in the form of a post that invites them to comment, or you could ask follow-up questions when someone asks you something about your specialism.
Keep a note of everything you learn and refer back to it when you’re planning your content. This way, you can’t go wrong!
5: Keep sharing your blogs as far and wide as you can.
It takes time to see results from blogs if you’re relying on Google to pick them up and show them to searchers. Sometimes it will be up to a year before a blog will begin to generate enough traffic for you to notice an uptick in enquiries.
Be proactive about getting your blogs in front of the right people by directing your existing audience to some of the older posts you’ve published. This will naturally kick start the SEO because Google will notice that people are reading and engaging with your content. It will also speed up the process of new followers starting to know, like, and trust you enough to want to buy from you.
Remember that people are busy, so they need to be reminded that you’re here and that you can help. Don’t let them forget you - be bold and keep reminding them!
6: Make sure you are following best practice when writing your blogs
The above points are mostly related to the strategy you’re using to get your blogs in front of the right people, but it’s also important to know that the blogs themselves are well written and tick all the boxes for a blog to be effective.
If you want to make sure you’re blogging by the book, my Guided Blog-Writing Workshop is designed for you.
In this 2-hour session, I'll teach you my step-by-step process for writing a blog that gets results. Together, we'll:
choose a topic your audience really wants to read about
Write a title your ideal client can't resist clicking on
Split your blog into subsections to make it manageable
Begin optimising for SEO
Write a Call to Action that doesn't get ignored.
In between each step, I'll give you time to implement your learning. At the end of the session, you'll have a checklist to follow every time you blog AND a finished draft that you can upload to your website.