If you’re not on the internet, you probably don’t exist to most of your prospective clients. But many health businesses think that social media presence is all that’s needed. Blogging is just another thing that drops down the list of priorities.
Unfortunately, that’s not the case. The humble blog is far from dead. Today, we’re going to go over a few reasons why you should blog for your health biz – whether it’s a solo biz or a big company.
Blogging builds the brand
Branding might be something you think only big biz has to worry about. But as a business owner, you do have a brand. And that brand needs to be well-established, so you can connect with your potential customers.
Blogging lets you establish this brand by demonstrating who is behind the brand. It might be a single person, or simply a set of characteristics that make up the average customer. For example, Lorna Jane has a brand that is cheeky, balances fitness and wellness with treats, and loves fashion.
Have a think about some words you’d use to describe your persona. Are you fun and playful? Maybe you’re matter-of-fact and straight-laced? What do you love about health – is it cutting edge science, life hacking, or the more holistic and hippie things?
Once you know those things, make sure you demonstrate them in each blog.
Blogging gets the word out
Everyone who has been a new practitioner knows the fear of having no clients. The same goes for any other business. But by blogging, you can get the word out in a more soft, organic way.
After all, what would you prefer? An in-your-face practitioner shoving business cards and ads at you? Or coming across an article written by a practitioner that addresses exactly what you’re looking for?
You can also use guest blogging to get the word out. This gives you an opportunity to be seen by a brand-new audience. Look for blogs that have a similar audience, but a different offering to your own. Maybe you’re a fertility naturopath – in that case, look for doulas, mummy bloggers and any blog that has discussed IVF.
Blogging gives value to customers
Knowledge is not something to hold to your chest if you want to attract clients and customers. Instead, by sharing knowledge, you give value to them. And that encourages them to come to you when they need help.
The good news is, when it comes to health, everything needs to be personalised. So even if you share with them that x, y, and z help with their condition, you can still encourage an appointment to personalise the plan.
This is also a good way to avoid having the cheapskate clients book in! They will simply read the information, and try to implement it themselves. And those are not the people you want clogging up your practice or business.
So don’t be afraid to share your knowledge. It actually pays off in the end.
Blogging makes you an authority
Have you ever read an expert quoted in a magazine or newspaper? In the old days, these used to be the ‘experts’ of their field. But part of why they were experts was because they were sharing their knowledge with a large percentage of the public.
Nowadays, it’s essential to establish yourself as an authority if you want to be heard. Blogging allows you to do just that – become an authority figure in your field.
How does it achieve that? By writing your own posts and sharing knowledge, you showcase your expertise. And by writing guest posts and offering quotes to other blogs, you show that others respect what you have to share.
How to start blogging to support your biz today
Let’s work off the assumption that you already have a blog as part of your website. But it might be a little neglected, messy and unfocused.
In order to start blogging to support your business, you need to:
- Jot down what you want your brand to be like – this could include the emotions, the colours, the words, the personality. Get really clear on who your brand is.
- Write down a list of topics that you could write about on your blog. Maybe it’s something you get asked all the time, maybe it’s a trending topic, or it’s just basic knowledge about your area.
- Get to writing! Your first draft doesn’t have to be perfect, it just needs to get done. Write down all of the info you want to include.
- Look at whether your article is going to help or hinder – more on that here. After all, if it’s poorly written and uninteresting, it may be best to review it or rewrite it.
- Offer to write for other blogs. Unless you’re a health writer, you’re unlikely to get paid for this. But you will reach a new audience, and boost your name up the Google ranks. Look for other health blogs in a similar niche – a practitioner with a different modality, for example.
By following these steps, you’ll be well on your way to establishing your brand and your authority. And that means more clients will come to you for advice.
Does blogging scare you? Let me help.
It’s hard to get into writing articles at first, especially if writing isn’t your forte. But I can help you to build your content. Whether you need someone to proofread and edit, or would like to outsource it altogether, I’m here. Reach out to learn more.
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