Having a website isn’t enough. You need a Blog.
Humans are social creatures. We want to feel part of something bigger than ourselves. We want to interact with others and go beyond the scope of our normal, everyday life.
Blogging might have started off as a collection of random peoples’ diary entries, but it has evolved into much, much more.
Blogging today has transformed into a useful way people share ideas, tips and hacks. You can learn how to ‘write a book in 30 days’ or ‘sell on Amazon’ simply by reading how others have done it.
There are blogs on virtually every topic, from starting a business to practising yoga and even on spirituality.
A blog is a way for you to introduce yourself and your services while creating a safe space to interact with curious visitors.
Why do I need a blog?
Blogging is all about online communication and engagement. While your website is a good starting place for people to get information about your business, a static page won’t create connections or encourage conversations.
This is especially true in the coaching industry. Prospective clients want to get to know you. Who is the person behind the brand? What can they expect when working with you and what’s in it for them?
I often get told: “But, if I give away too much information, no one will want to buy”.
If you want more business, give away your best ideas!
Mark Schaefer explains it best: “The social web is an incredible gift to businesses everywhere . . . We can create relationships and build trust with people far and wide, through our voices, our views, our expertise. But the only way to do that is by unlocking and unleashing our content”.
Mark is a globally recognised business consultant and marketing strategist. He regularly and consistently updates his blog, giving away everything he knows about business and marketing. You might be surprised to know that it is for this reason that so many people are eager to work with Mark. They value his perspective and trust him because of the amazing content he gives away.
Convinced yet? Maybe some hard facts will help.
- Businesses that blog get 55% more visitors to their websites than those who don’t. Source: ReputationRhino.com
- 346 million people around the world read blogs. Source: thefuturebuzz.com
Since the start of marketing, and largely due to Claude C. Hopkins, we know how valuable free samples are when introducing a new product. Samples get action; it entices people to try your product and learn more about it.
Your blog is essentially your way of providing potential clients with a free sample of your work. It creates an atmosphere of respect, desire and expectation. A blog is how you prove to people the qualities you claim your services or products deliver.
Imagine, by simply sharing your knowledge freely; you can gain twice as many visitors to your website, increasing your chances of converting them into loyal clients.
Sounds good to me.
The 7 Benefits Of A Coaching Blog
1. Increase website visitors
“The more hooks you have in the water, the more likely you are to catch a fish. As you add more content to your site, more pages from your domain become indexed in search engines. This improves organic search visibility and increases website traffic’. – Forbes
Instead of a one-time interaction with your website, your audience will have a reason to return to your page. For your blogging effort to increase website visitors, you have to make sure that you constantly upload new, and informative posts.
Website visitors will return when they know that your coaching blog is regularly updated and they can interact with and learn from you via your blog posts.
2. Improve your reputation
Mentorship and coaching services are by definition more about giving than receiving. Posting high-quality, relevant content created around the problems and concerns of your target audience will show that you understand them and deeply care about them.
You’ll gain the respect of your audience, while search engines start improving your ranking. Your blog posts help prospects decide whether or not you are a good match for them.
Armed with a blog, Facebook page, and a Twitter account – or some other combination of online assets – you can set out to demonstrate your mastery of your field. And, because you’re giving your insight away for free, you’re making it clear that you want to help people improve their lives and become their best selves.
3. Illustrate your education and skills
Another brilliant reason to have a coaching blog is to educate your clients on the advantages your services provide them. The more they know, the more comfortable and curious they’ll become.
Online content provides you with a unique opportunity to show your expertise. Show that you strive to stay up-to-date with the latest trends and research. Blogging is a great way to illustrate your skills on specific subject matters.
Coaching is about empowering people and helping them transform their lives. Whether your coaching people on leading a healthier lifestyle or helping them plan their next career move; you are the teacher, and they want to be taught.
Even before you commence coaching sessions with clients, you will be able to share informative content, tips, advice and resources about coaching, which will add value to your audience.
4. Convey your personality and style
Apart from selling your products and service, you are also selling your brand – you are providing readers with information about your vision and values.
By blogging, you are providing existing clients and potential clients the opportunity to get a feel for your personality and assess whether you would be a good fit.
This gives you the chance to demonstrate your values and style of coaching. Show that you’re passionate and genuine in what you do by publishing inspirational and motivational articles.
If you specialise in a specific coaching style, convey this throughout your content. Give readers a feel for your vibe.
5. Establish trust
Trust in you and your services determine if clients will feel comfortable being their vulnerable, genuine selves or whether they’ll be defensive and guarded.
Your clients need to be comfortable enough with you, so they’re able to be open and honest.
You’ve got to prove that you really know your stuff and that you’re eager to share that knowledge for the betterment of your client’s life.
6. Build relationships
When looking online for a coach or consultant, people want someone who can explain things to them in a clear and understandable manner.
Blogging shows that you are willing to take the time to support, help and assist without expecting anything in return.
Having the ability to connect with your clients is extremely important to the success of your business. Clients want to feel that you have their best interest at heart.
“I don’t want to go viral; I want to set hearts on fire”, Coco J. Ginger.
7. Two-way communication
Successful communication is a two-way street. Your clients need to feel understood. Use content on your website to provide feedback and address issues mentioned by your clients. Show them that you listen and care.
When you reply to comments, you’re accessing another avenue to engage with your audience. With your coach blog, you will be able to inspire engagement which will ultimately lead to more clients.
Types of blogging to consider
The beautiful thing about blogging is that you can do it your way. Just like you’ve established your coaching brand, you can extend that image and message through your blog posts.
Some people like to read research-based content with a professional tone, while others prefer to read a blog with a more conversational tone.
As a coach, ask yourself in which way you’d like to communicate and what feels natural.
Maybe you have a knack for design and would prefer to create infographics instead of structured articles. Podcasts and video blog (vlogs) are other forms of blogging and are ideal for coaches that want to showcase their personality while engaging with their users.
**Take note that your podcast or video needs to be accompanied with optimised text for the search engines to pick up what your videos are about.
Tips when starting your coaching blog
- Choose a platform: These days it’s easier than ever to start a blog, and there are many resources online to assist you. Some websites might have their own content management systems (CMS), but WordPress is still one of the most popular content management systems and can be easily added to your current website.
- Domain and URL: Choose among a vast variety of themes and layouts to compliment your branding. Keep things professional, by investing in your own domain name and unique URL for your blog.
- Research your competition: Before deciding on your article topics, have a look at what your competition is doing. What topics are trending within your industry, and which articles seem to encourage engagement? This will help you decide which headlines and blog topics work best for your niche.
- Create a content calendar: Make use of a content calendar to plan to help your organise when you will write, edit and upload your articles. This way you will be able to assess whether you can manage it yourself or outsource blogging and blog management to freelance writers or a marketing agency.
- Visuals, graphics and videos: Your coaching blog is your playground, and you can include a variety of multimedia and graphic features. It’s important to keep the visitor interested and engaged. Add high-quality images to your blog to break-up the wall of text, or add some graphs and infographics.
Having a blog provides potential clients with the opportunity to sample your products and services, as well as:
- Increasing visits to your website.
- Showcasing your expertise.
- Engaging with your audience.
- Improving your rankings on search engines.
- Building authority and improving your reputation
- Interacting with visitors by replying to their comments.
- Educating your audience on the advantages your services provide.