Tag Archives: Blogging for business

How to raise your online profile and become an authority in your field

Ask an expert

Use your online profile to become known as an expert in your field

The other day at a networking meeting in Buckinghamshire I met a financial adviser who told me he didn’t need an online presence because he gets all his customers through word-of-mouth referrals.

A decent website with basic SEO

After a bit of probing, I discovered that he did have a website – no-one can have their heads that deep in the sand – but that he only got it because “everyone else had one” and some slick website designer made him a good deal.

With a bit of luck the designer may have thrown in basic search engine optimisation tactics into the bargain, which means his company name will not be completely buried if potential customers search for a financial adviser in Buckinghamshire.

No, he insisted, that doesn’t matter, because most of his referrals come from networking breakfasts and nights out in the pub.  He doesn’t need any of that.

I nodded and tucked into my bacon and eggs, because I know a lost cause when I see one.

Why your online profile is crucial for business

But, for the record, he is seriously mistaken.

Even if not a single customer ever arrives at his door via his website, a well-managed online profile is crucial for his business.

Testimonials, biography, services 

When was the last time you used anyone’s services –  without checking out their website first?

It’s the first thing you do. And when you’re clicking through, are you just satisfied to see a list of services or do you actually take time to read the biographies of the partners and testimonials to see what other clients say about them? Do you compare their services with competitor websites in terms of value for money and professionalism?

Informative, engaging blog posts

If you’re looking for a financial adviser and there was a blog post on the site with tips for first-time investors or how to save money on your household bills – would you stop to read it to see if the author knows his or her stuff?

Linked in, Facebook and Twitter

I suspect my breakfast neighbour probably has a thin and stale profile on Linked In, which doesn’t do him any favours, but I’d be very surprised if he’s gone anywhere near Twitter or Facebook.

Not only is he missing out on valuable opportunities to reach out to potential clients in his area, but if he should ever have an unhappy customer who happens to be more social media savvy than him and started dissing his business online, he’d be blissfully unaware of this reputational damage.

Journalists could be looking at this very moment for someone to quote on financial issues and he would be none the wiser. An opportunity for great exposure missed.

Guest-blogging – a real opportunity to build your reputation

Trying to explain to him how guest blogging has turned two of my clients into experts with near celebrity status in their respective fields through posting of informative articles on sites read by potential customers, would go way over my friend’s head.

E-mails, vlogs, e-books, podcasts, webinars – show off your knowledge

Neither would he be open to discussing the power of email newsletters and vlogs – or video blogs, e-books, webinars or podcasts – as a means to attracting visitors to his site and becoming known as a real authority in his field.

At the end of the day – this is a man who’s decided to turn his back on the future and will refuse to see the writing on the wall until it’s too late.

Stand out above the competition

Yes, his company may be able to survive without a decent website, blog, social media and email newsletters for a while longer, but if he really wants to reach his potential and stand out above the competition – a strong and strategic online presence is at least as important as buying rounds in the pub.

Contact me for more information if you need some advice on how to build an effective online profile for your company and yourself.

I create online communications and social media strategies for companies in Buckinghamshire, London and internationally.







Does my business really need a blog?

Whether you run cookery courses for children, fix computers for a living or transform gardens – a blog could give your business a real boost. Here is what a business blog can do for you:

Attract new customers
Google loves websites to be fresh and have a bit of a buzz about them and a blog will do just that. It will give your website a pulse.

This will boost your Google ranking making it easier for customers to find you.  Using the right keywords and tags in your blog, linking to social media sites such as Facebook and Twitter, will turn your business into a customer magnet.

Make you shine
Your blog is your chance to blow the socks off potential customers – and I don’t mean flogging your products with creepy sales speak – but through informative posts showing that you are an expert in your field, someone they should consider buying from.

Say you’re a chiropractor and customers often ask you questions such as:
“Should I put ice on my strained muscle? “Is it OK to feel pain when I play tennis?” “How long does it take to cure runner’s knee?”
Bingo! Answer these questions on your blog and you have a series of posts to show new customers why you’re good at what you do!
Update your blog regularly with valuable, useful information and you’ll become the go-to person in your field.

When writing blogs or guest blogs (more on this later) for my clients I look at questions their clients typically ask, for example:

  • “How do I start my own business?” – a career coach
  • “How long will a spray tan last?”  – a beautician
  • “How do I keep my children’s lunchboxes cool during a heat wave?” – a company selling lunch boxes
  • “How do I go about getting a divorce?” – family lawyers

Answer these questions in your blog and then subtly offer to solve the problem for the client with a call to action at the end.

Show the real you
A website can be quite static and sterile. It doesn’t give you a voice in the way a blog does where you can have a real conversation. This is good because it shows you’re human and you’re not just there to make customers part with their bucks.
They ask questions, you reply – if they’re not happy they can tell you and you can respond. You share ideas, experiences, products and new developments with them and they share it with their friends on Facebook – more potential customers! This way you build ongoing relationships with clients and manage your reputation.

Of course, you may not have the time to write your own blog and manage social media sites to help promote it. That’s why I’m here. Here’s the subtle call to action in case you haven’t noticed 😉

I write targeted blogs with a clear call to action that will do all the things I talked about for your business. I’m an experienced writer who will not put your customer to sleep.

Contact me for more information about business blogging or to hire me as a freelance blogger for your business – or for an introductory session on how to start your own blog.

This is what people say about me.

If you want to know more about how to write a blog – look out for my next post or sign up to my free newsletter.