A website is like money. It doesn’t do much good just sitting around. But invest that money, and you give it the potential to make more.
Essentially, the more people that visit your website, the more leads you will generate. The more leads, the higher probability of conversion.
You’ve got to invest in driving traffic to your website to see the “return” of new clients.
But how do we get them to the website? Virtual shouting? Well, no, no one likes to be shouted at, but at the very least, you’ve got to whisper. Clients have got to be able to “hear” you to know you are there and follow the trail to the website.
That’s where blogging comes in.
Luckily, we’ve compiled everything you need to know about leveraging your blog for increased web traffic right here.
1) Frequently Publish New Posts to Increase Your Site’s SEO
Many advisors hear the word “blog” and shudder. But, it’s no secret that business blogging continues to thrive. Statistically speaking, companies that blog generate more leads than those that don’t.
The good news is that blogging can pack a hard punch if done properly. Objectively, it’s definitely worth the time and effort.
From a technical standpoint, frequently publishing original blog content improves your search engine ratings by organically boosting your SEO. The more content your website publishes to crawl and index, the more favorable your website is to Google’s algorithm. Translation: you’ll be easier for prospective clients to find through a Google search.
2) Share Your Posts to Social Media for Maximum Exposure
Beyond the search bar, blogs can be leveraged in social media to drive traffic back to your website.
Consider this: if a blog is posted on a website, but no one knows it, is it even really there?
Your post is useless if no one sees it. You’ve got to put your blog posts to work for you.
Social media is where you promote your blog. You’ll want to copy and paste the blog link into your post and preface it with explanatory blurb that entices the reader to click and read. So someone who wants to read your article is redirected to your site to read the post. They have no choice but to visit your website to get the information.
But the buck doesn’t stop there. If your content is helpful or entertaining, there’s a high probability that visitor will check out the rest of your website or even subscribe to your email list (filling your pipeline). And Bam! You’ve made contact. You’ve made an impression. The battle has been won.
Rinse and repeat weekly or bi-weekly to foster ongoing engagement and earn prospects’ trust. Marketing only works if done consistently. Oftentimes, advisors abandon ship before giving any one strategy enough time to gain traction. Evidence suggests that it takes 3 to 6 months of consistent blog posting for an advisor to see a return on investment. It has been my experience, however, that it can happen much sooner. But of course, results vary.
3) Submit Guest Blogs to Widen Your Reach
Guest blogging is when someone else publishes a piece of your work on their website, and vice versa. Featuring someone else’s post on your blog gives you a break from creating new content while being featured on someone else’s blog increases your exposure to new prospects. Some other benefits of guest blogging include:
· Building brand awareness
· Improving your SEO through backlinks
· Expanding your professional network
· Establishing your firm as an authority in the field
· “Slip-n-sliding” leads right into your sales funnel
Begin by searching for the Top Blogs to read for your niche. For example, if you are targeting architects, you can Google “Top Architecture Blogs” to get an idea of where architects are spending their time online. Being featured in one of these blogs would put you front and center with thousands of architects who may need your services.
Related: Turn up the Heat on Your Content
To be featured, you’ve got to ask. Simply email your guest post to the page editor or administrator and ask if they would be interested in publishing your piece. Keep in mind, though, that these must be original submissions not previously published anywhere else. So you won’t want to send your piece to multiple sites at once. To avoid committing a guest blogging faux pas, wait until you receive a “no thanks” from one source to offer that piece to the next.
Additionally, you want to make sure your post adds value to the reader in some way. No respectable blog will ever publish your piece if the entire subject matter is your firm and why it’s so great. Make sure that the information you are providing is original, helpful or informative, and pleasurable to read. You’ll get a chance to include the link to your website and a little personal information at the bottom of the piece.
Blogging for your own website, promoting the posts on social media, and guest blogging are three foolproof ways to increase your web traffic. But as you can see, that is far from the only benefit. Blogging cultivates relationships with qualified prospects, establishes you as an expert in your field, and escalates brand recognition.
If you’re like most advisors, you don’t have any extra time in your day to dedicate to writing and circulating your blog posts. Luckily, this is a task that can (and in may cases, should) be outsourced, and we are here to help.
Why worry about finding the time and gumption to write and disseminate your blog when a professional can do it for you? Find out how it works or go ahead and tell us about your specific content needs. We look forward to hearing from you.
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