Tag Archives: guest blogging for business

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

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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.







Why guest blogging is good for business

Ed Yourdon / Foter / CC BY-SA

Most of my clients look at me blankly when I first mention guest blogging.
By then I’ve usually managed to convince them that their business needs a blog. The next content marketing strategy is guest blogging to help grow their business and once they get it and start seeing the benefits for themselves, they can’t stop singing the praises of guest blogging.

So, what is guest blogging and why should you do it?

Imagine you’re a career coach and you’ve been invited to speak at a conference attended by frustrated middle managers in need of career inspiration – exactly the type of customer you’re after.

The organiser hands you the microphone and gives you carte blanche to talk to them about how you could potentially help them solve their career problems. Would you say no to an opportunity like this? No, I didn’t think so.

That is what guest blogging is all about – an opportunity to get your name in front of a new audience, exactly the right type of audience for your business, and to show them why you’re somebody worth listening to.

How to find guest blogging opportunities?

The first step is to ID whom you want to talk to. Who is your ideal customer – for example if you run a cookery school for toddlers, you probably want to talk to mums.
Do some research and find local or national websites targeting mums.

(Building a national profile is an excellent way of showing local customers how important you are and why they should want to do business with you.)

Start getting involved in discussions on the sites you want to be associated with and following their content. Many editors of websites (and publications) are constantly on the look out for fresh information relevant to their readers.
Guest-blogging ideally is a win-win situation. They get good, fresh content, you get a chance to talk to their audience.

What should my guest blog posts be about?

First work out what you want to achieve with the guest blog post. Do you want to make middle managers stuck in a career rut contact you to consider you for coaching?
Come up with a topic that your ideal client will find interesting and helpful. So, for the career coach for example – 5 reasons you may be ready for your next career move.
If you’re an estate agent, perhaps you want to write about a trend relevant to your audience of buyers and sellers – such as: How to make your house sell itself.

At the end of your post, you include your profile and a link to your website (if allowed) and how you could help your potential customer solve a problem they may have.

Take a look at my portfolio to see some of the guest blog posts I’ve written for clients in recent months.
If you’re idea is original, relevant and well-written, chances are good that the editor of the website you’re targeting will only be too delighted to use your copy and will usually agree either to link to your site or at least mention your website in the copy.
The top prize is a link – as a variety of back links from reputable websites is an ideal way to boost the site’s search engine ranking, but a mention of the website also does the job of getting you noticed by a new audience.
Once your guest blog is published – share and keep sharing on all your social media channels, to make sure both you and the website owner who published your guest post get maximum exposure.

If you need help identifying guest blogging opportunities and goals or just can’t seem to find the time to come up with a list of interesting topics in your niche, I can help. Contact me for any communication needs. You can view my full list of services here.