How do you know if blogging is a smart investment for your design firm? What are the signs that your business could see positive results? What are the potential short-term and long-term results of blogging consistently?
Today I’m answering all these questions using the results and stories I’ve personally seen with clients we’ve had over the years. Combined, I think the potential of blogging will really surprise you.
If you have asked several or all of the following questions, you will want to seriously consider adding blogging to your marketing strategy. Come take a look.
If your website’s performance in search results isn’t ideal, blogging can help increase your SEO in 7 ways. I’ve written an entire blog post about it already, so I suggest reading it if you haven’t yet!
However, it’s important to understand that improving SEO isn’t something that happens overnight. It can take several months to a year to see noticeable results and for those results to compound.
I would love to pull together a blog post with some actual stats our clients have seen, but for now, I’ll share some of the feedback we’ve received from several long term clients:
Although you may have to wait to see results like these, the good news is that those months spent building up your SEO will not be time wasted. As you’ll see in this post, blogging has SO many other benefits to your business that will take effect immediately.
Note: If your SEO isn’t great, make sure that all of the existing pages on your website are optimized. This means having a “meta description” for every page (something done in the backend of your website), having SEO-savvy headers, and “alt-tags” for all the photos on your site.
If you’re looking to attract more of your dream clients, a blog can definitely help. However, if you are already attracting clients who aren’t right for you, you need to diagnose what currently isn’t working.
First, look at your brand. Is it on par with what your dream clients would be looking for? For example, if you run a high-end design firm but your branding (website, logo, fonts, visuals) has more of a mid-market, piecemeal feel to it, you will have a hard time attracting those luxury clients.
Second, look at your website copy. Is it all about you? Or does it clearly define who your client is and what they can achieve with your help? A website that consists mostly of “we do this,” and “we do that” is far less likely to attract its desired clients. For more on how to position your website copy to attract the right client, read here.
If both of these — your visual and written brand — are perfectly positioned to attract your dream client, that’s great. NOW, you’re ready to kick things up a notch…. with a blog.
A blog gives you the opportunity to attract your dream clients, connect with them, and build a long-term relationship.
If you’re running out of content to share on your social media platforms (or in newsletters) or scratching your head on what to share next, I have two solutions for you:
First, take a look at this list of 9 things you should be talking about in your marketing. If you’re experiencing writer’s block, those topics are likely to spark some great ideas that are low on fluff and high on strategy, relatability, and interest.
Second… start blogging!
Great blog posts are PERFECT content to share on social media — and it’s also content that will motivate new followers to go from your social media accounts over to your website. (Yes, that is the metric you should be looking at; not “likes,” but clicks over to your website.)
Why is it important to attract ideal clients from social media to your website?
Whenever I have a Content Strategy Session with a client, this is inevitably a topic that comes up — the disconnect between clients’ expectations for a design project and reality. For example… the client who reaches out in October for a kitchen renovation to be completed by Christmas.
It’s the nature of the industry that most interior designers have to educate their clients on the realities of design with respect to…
It’s also true that creating realistic expectations for clients before they ever set up a discovery call with you is going to save you time — and make for a much smoother, happier project.
This is precisely where your blog comes in. And yes, you can literally write posts explicitly on these topics! It doesn’t matter if they have been written on before by other designers. I guarantee that you have a unique voice, brand, audience and way of predicting things like timeline, scope, and investment.
So write on these topics. Share them far and wide. And bonus… the next time someone emails you a question on these topics, send them the link instead of a lengthy response! These topics then become a resource library for new clients.
Just a few blog posts. So many advantages.
Many of the designers who start working with us are in either or both of these situations: they feel that they have maxed out their marketing potential with what they have been doing up to this point OR their business is doing really well and they are ready to reach the next level.
A blog is a great next step in both of these scenarios. Why?
This is another result that is difficult to measure because so many factors are involved in marketing, but again, I will tell you what I have seen:
If you look at just one of these benefits of blogging, you might think, “Yeah, that’s great, but is it worth the time and energy?” But if you look at all of these benefits, from the short-term to the long-term, it’s a no-brainer.
The only reason I can see for not blogging is if there are other things you need to do first — such as update your website, fine-tune your website copy, or set up a lead magnet and mailing list. Blogging works most successfully in tandem with these other elements of your marketing.
But — if you have these elements in place. If you have a defined brand and you’re ready to elevate your marketing across the board — a blog could be just the thing to reach that next stage of business growth.
If you’re not sure, book a 20-minute discovery call with me. I’d be happy to chat with you about your business and discuss whether blogging is the best next move.
Guide & Checklist
Guide & Checklist