You know your products and services better than anyone else. The key point to remember is that you know them better than anyone else. If someone comes to your website from search or social media, are your offerings clear to them?
A good way to establish clarity is through a company blog. You can dedicate more website real estate to answering a question about one of your services, and then link to that information from different pages on your website.
The Content Rule
When you list services on your website, provide a link to the relevant blog post(s) for more information.
Create at least three blog posts per service offering, touching on different questions that a prospect might have.
It’s even better if you can create the hyperlink using the title of the blog article. That way, you can look at the analytics to see which topics generated the most interest for that audience.
For example, a carpet cleaning company that offers area rug cleaning could link to their blog articles on the safety of their equipment on delicate oriental rugs, how long to expect the service to take, and how often you should have your area rugs cleaned, on the services page within the description of this service.
How to Choose the Product or Service to Promote
Make a list of your offerings.
If you don’t have any information on your website about a service you offer, then it essentially doesn’t exist. How are customers supposed to know that you’re a financial advisor that does more than retirement planning?
Put a star next to the ones that are true “money-makers.”
Not all products and services are created equal. Take into account what you love to do and the ones that are the most profitable.
Focus on creating content around these money makers.
Jot down some ideas for blog articles or social media posts that can include a call-to-action to sign up for the course, buy the service, etc.
Many of us are so deep in our business that we assume everyone knows what we do. But that’s not the case. Search for “financial coach” and you’ll find financial planners, coaches, and advisors. They all have different strengths depending on what someone is looking for. What are your strengths? Who do you want to attract to the services you provide? Start creating content that brings the right audience to your doorstep.
A money coach has a blurb on her website about a 6-week course, “Marriage and Money,” that she offers but it hasn’t been gaining any traction. What are common questions that someone who sees this offer might have?
- Is this for me? It’s unclear if you have to be married for this course or if it’s for those who are engaged. What if you aren’t planning to get married but you live together? The financial coach could write an article about who benefits from this course and in what ways.
- What will I get out of this course? It’s six weeks, which is a huge commitment. Breaking down a week-by-week schedule of what the client will learn would be a huge help in promoting the course.
- Is it face-to-face or virtual? Especially in the time of COVID, it’s important to specify if this is something that anyone can attend or if you have to physically be in the same room.
These are a few examples of how the money coach could create content that encourages more sign-ups for her Marriage and Money Class. Telling a story about a couple who took the 6-week program and the impact it had on their lives would also be a great idea. (It adds credibility from real people who went through the class.)
Your clients don’t know what you offer unless you tell them. A good way to tell them is through written content on your company blog that is then distributed through email or social media posts. Write down your most important product or service and then start brainstorming ideas around content. Work it into a content calendar and plan your posts for the next 2-3 months.
Want more tips for generating leads with your company blog? Download our free guide, 6 Company Blogging Rules to Immediately Implement to Drive Website Traffic, Generate Leads, and Build a Powerful Brand.
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