Why should I blog if social media is bringing me clients?
Updated: Nov 24
“I just don’t understand why I should be blogging, when I’m showing up regularly on Facebook and emailing my list with high value content. What’s the benefit to blogging as well?”
It’s an important question to ask when it comes to deciding on your priorities for your business. After all - you can’t do everything!
Even though my business depends on people wanting to blog, I don’t think blogging is right for everyone. It has sooo many great benefits, just like social media marketing does, email marketing, networking, referral schemes, etc. The purpose of this blog is NOT to convert you into thinking that blogging is your top priority or to suggest that social media marketing is inferior.
Instead, I hope that I’ll be able to bust some myths, and get you thinking about blogging as an exciting new way to get your message out to even more of your raving fans.
An analogy about social media and blogging
I like to use an analogy when it comes to talking about the different benefits of social media and blogging for a business.
In the analogy, I liken social media marketing to busking, and blogging to recording an album.
Using social media marketing is like busking
When you’re a musician and you’re busking in the high street or in the park, you get an immediate connection with your audience. You can interact with them, respond to what they like, and build a great in-person relationship. If you’re good at what you do, you might build a very loyal following too - people who will pay to see you play and go out of their way to make sure they’re about when you perform.
The down side to this, though, is that you have to show up every day to build and maintain that following. You have to be in the right place at the right time, or those people just won’t see you. They’ll get distracted by other buskers, or their shopping list, or any number of other things. So it becomes kind of exhausting to keep this up, no matter how much you love performing.
You also don’t own the space you’re performing in. Even though you’re allowed to busk there right now, what happens if the council decides not to allow busking in your favourite spot any more? No matter how much of an impact you’re having on your audience, it could all be wiped out on a whim by the powers that be.
Blogging is like recording an album of your best hits
Now let’s consider a musician who records their best songs on an album that’s available to download online. Their best hits are now available to anyone in the world. Plus, those fans can download and listen to their favourite hits over and over again as often as they like, whenever they choose to. The musician could be asleep, or writing new songs, all while gaining new fans across the world at the click of a button.
This musician isn’t worried about the authorities kicking her out, because the songs are hosted on her corner of the internet. They’ll be there forever, and while they are, her audience is growing, getting to know the lyrics. They’re waiting to hear about when they can buy a ticket to her next performance because they’re hooked on her songs.
There are of course downsides to this too. The album is recorded once, so it takes longer to respond to her audience’s requests and questions. She also doesn’t get that immediate feedback like her friend might while busking. But she does have more visibility, more freedom to focus on strategy and writing, and the security of knowing her message will stay put in front of her audience.
So what does this mean for getting clients?
As you can see from this analogy, there are benefits to both blogging and social media marketing. In fact, I’d go as far as to say that the very best thing to do is to combine the two.
But what it boils down to is this: blogging will get you in front of a larger audience and keep all of your best advice, messaging, and expertise in one place so that your audience can nurture themselves into warm leads without needing your input. You can then use that time to focus on things like serving your clients, creating more long-term strategies for your business, or taking a well-earned break.
Social media marketing will give you a much more immediate experience with your audience, allowing you to respond to them in real time and have a more personal touch to your relationship.
Both of these strategies will gain you clients, but blogging can help to automate the nurture sequence that’s currently happening on social media. Your best work will no longer slip down the social media feed within hours of you posting it. If done well, it means you’ll be presented with warm leads without having to lift a finger. It frees up your time to serve more clients or develop new services you’d like to offer.
Getting the best from blogging
Like I said at the beginning, blogging isn’t necessarily the right strategy for everyone. I ask all of my potential clients the following questions before we begin work, so that I can check whether I think they’ll benefit from blogging as a marketing tool.
1: Is your messaging really hitting the spot and generating leads galore for you?
If the answer is yes, you’re ready to start blogging. It’s best to sense-check your messaging on social media first where you can keep track of your engagement and quickly change tack based on what’s working. But if you know that it works and your audience loves it, blogging can take that a step further. Stop spending every spare minute logged into social and instead immortalise those magic messages for everyone to access across the internet.
2: Do you know your audience’s pain points and buyer’s journey?
Your pillar content, or cornerstone content, should answer all of your audience’s pain points and help them to understand why they have a problem and how to solve it. I usually recommend having 5 - 10 pieces of pillar content that dig deep and provide huge value to your audience. So, if you’re not sure why your audience is looking for help, what makes them buy, and why they choose to work with you over a competitor, get out there and ask them! Once you’ve got this nailed, your blogs will do all the heavy lifting for you because potential clients will be coming back again and again to read your words of wisdom.
3: Have you developed a signature writing style?
This is sometimes called a brand identity or voice, but it’s a way of writing that sounds just like you and differentiates you from your competitors. Do you like to use short snappy sentences, or long descriptive paragraphs? Do you swear, or use slang terms? Are emojis or gifs littered through your content?
There’s no right or wrong answer to these questions, it’s all up to you. But if you’re not sure what your preferred style is, it’s a good idea to spend a little bit of time thinking about how you want to come across. This will make your blogs really stand out and help your readers get to know the real you when they discover your treasure trove of advice and expertise.
How to begin
Ready to start blogging but no idea where to start?
Don’t sweat it - just look back at your top-performing social media posts and repurpose those (I even have a handy blog to help you!).
Pick a post that got sh*t-loads of engagement, comments like “This sounds just like me!” and “I really needed to read this - thanks!”. Bonus points if this post answers one of those core pain points I asked you about above. Posts like this have already hit the spot with your existing audience, so there’s a good chance that more people will want to read them and learn from them too.
Don’t put pressure on yourself to suddenly start blogging every week. The key is consistency, so why not start off by blogging once a month? This will still bring you all of the SEO benefits of blogging but without adding too much to your plate.
Looking for a little helping hand to get started?
My free Facebook group Blog Magic: Blogging Hints and Tips for Coaches, Consultants and Counsellors is just the place for you. In there, I offer training in how to write blogs that generate you leads, as well as support and inspiration to help you show up in your content with confidence.