If you’re wondering if blogging can help to build your brand, or create a better environment for business success, you’re in the right place. We recently hosted Saskia van de Riet, blogging expert and owner of BlogAtelier, a platform helping female entrepreneurs with authentic legacy blogging, as part of our Ask The Experts series in our How to Build a Brand Facebook group.
If you’re not a member of this group, then you missed some invaluable advice for building your brand and creating your legacy through blogging. And that’s why I feel the need to share some of what Saskia spoke about in this space.
Build a Brand and Grow your Business with Blogging
Saskia started her Facebook live Ask the Experts session with a bit of wisdom that I think will speak to every one of you as you begin to build your legacy with blogging:
Not all readers will buy, and not all clients will read.
I found this particularly valuable because I believe there’s a tendency among bloggers to think that their blog is always an integral part of their sales funnel, their conversion process, their customer experience and more.
In truth, your blog will appeal to only some of your ideal customers, your blog will mean little or nothing to some of your best customers, and your blog will mean the world to people who may never buy from you.
This is huge. And because you may never know who is being affected by your blog, it’s important to always write to your ideal readers (those who will either become customers or who will refer others to your business) as if your blog is the glue that binds them to your brand.
And with that, let’s get on with how purpose-driven business owners and entrepreneurs like you can use the advice Saskia has shared:
- Write specifically for your ideal reader. Your ideal reader should feel like you’ve sat down with a photo of her next to your computer, a list of her problems, and her friends and family with you to guide you about what to say to make her feel understood, accepted and deserving of your expert advice. When she reads every blog post, I want her to say to herself, “Wow. It’s like this is written specifically for me.”
- Forget about anyone who isn’t your ideal reader. Most of us have a tendency to want to include everyone. We don’t want to offend, make waves or exclude. However, good branding and good blogging do both. Whenever anyone reads one of your blog posts, they should know, immediately, whether your business is the answer to their prayers or the last thing they want to waste their time on. Sound harsh? Maybe, but it’s hands-down the best way to isolate your target audience and put quality before quantity.
- Write to encourage commenting. This may involve writing about a hot topic that you know will get people fired up. It may involve asking for feedback or new ideas. Or, maybe simply asking for comments will do the trick. Strive to always write for those people who will comment; those people are your ideal readers. And mix it up; make them want to comment for different reasons on different occasions. Because in truth, they will grow tired of making comments like “Great blog, Sammy.” And one more thing: When they do comment, you MUST respond and engage them in conversation.
- Write in the Second Person point of view. There can be a tendency to write using “We” because you are, essentially, writing to your younger self and you’ve been through the same things your ideal reader is enduring right now. However, your content will be far more engaging if you speak to your readers, using “You” instead of “We.”
- Identify your ideal reader as the focus of your article in the first 135 words. How will your readers know if your blog is worth three to five minutes of their time? They will make that decision in the first few sentences—and if they can’t determine if they’re the intended audience, they will navigate away. Keep them at your blogsite by identifying the problem you’re solving, the person you’re solving that problem for, and the results they can expect straight away, without delay.
- Treat your blog like social media. As you built your brand, you were charged with the task of finding the social media channels that would work best to reach your target audience. And if you feel like most business owners do, you have found that none of them have proven to be just perfect. Here’s your chance. Build a blog that is everything you’d want in a social media place if you could create your own. Do this with aesthetics, language, communication, engagement and more. Make it “the place to be” for your ideal readers and customers.
- Systemise your blogging. At first, this might sound like a time-saving piece of advice; however, it’s so much more than that. When you systemise blogging protocols like topic collection and social media sharing, you’re freeing yourself to just write…to write from the heart and to really touch those who need your brand the most.
- Write with the length and frequency your audience wants most. No one knows your ideal reader as well as you do, and for that reason, it’s up to you to determine how often they want to see a blog post and how long each one should be. This is part of making your ideal reader feel like you’re writing just for them.
Saskia covered so many more pieces of blogging advice in her Ask The Experts live Facebook session; however, I feel like these points should be enough to get you started on your way to publishing a magnetic blog.
If you haven’t yet joined the How to Build a Brand Facebook group, I suggest you do so before you miss another scintillating session like Saskia’s. Simply click here and join to get networking opportunities, peer support, expert branding and marketing advice, weekly live B.R.A.N.D. Breakthroughs sessions, opportunities to showcase your own business and so much more.