Blogging for business

Jennifer Osborne
April 10, 2015
By Jennifer Osborne
Having a blog can certainly help your practice connect with potential, current and past clients. It’s a way to share ideas (techniques) impart information (latest trends in the field), solicit feedback (potential testimonials), and showcase yourself and your practice to give people reasons to select your business over someone else’s.  

Many small businesses may view blogging as an afterthought – a task when there is time to spare. This is a mistake. If you want your blog to be an effective tool to market your services and attract clients, it needs to be treated as an important aspect of your business.

Creating traffic and credibility
The main goal of all of your marketing efforts is to get bodies through your door. Having a website can help with that, but a blog is an added element to get clients and potential clients engaged. More blog posts equate to more content for search engines to rank in their results, which makes your practice easier to find online. If you’re easier to find, there are greater opportunities to attract and convert a client. Having more posts also means you have more content to share through your social media channels – another way to market your services.

When people see that you run your own blog, it gives your practice greater credibility. By creating relevant posts that rank on search results, you position yourself as a thought leader, which helps build awareness and relationship with prospective clients.

Content is king
The great thing about a blog is that it can be about whatever you choose, in any format you desire. There are several types of blog posts that earn you more traffic and shares: how-to articles, lists, infographics, check lists, guest posts. Think about the conversations you’re having with your clients or the questions you get asked by potential clients. These two areas provide lots of potential content.  

Start with the basics. Write about the body, for example. Potential clients may overlook the daily rigours of life such as back pain. You can start off by giving reasons why people should listen to their bodies, and how they can act upon the information they’re receiving in the form of pain. By providing a call-to-action option, it can position your practice to be top-of-mind.

People are generally interested in what to expect during a massage. Every massage therapist has his or her own technique. Some may do a bit of research before trying anything. What easier way for them to know whether or not you’re right for them by writing about it yourself.

While the topics mentioned above are directly related to your core business, it’s important to note that not every post should be completely self-promotional. Find topics that are timely and interesting to your readers that may not be directly related to your core business functions. For example, you may have to advise people about things they can do to have healthier lives, since massage therapy is a way to feel better. Give simple tips about stretching or good posture. Being interesting, relevant and topical to your readers can boost your credibility by offering that personal connection with them – instead of constantly trying to sell yourself.

While blogging is a fun outlet to showcase yourself and your practice, keep in mind that blogging is also an essential marketing tool to attract clients and grow your bottom-line. That means it’s very important to keep your audience engaged. More content will increase your website’s ranking, which in turn should generate more traffic and client conversions.


Jennifer Osborne is president of Search Engine People Inc. (SEP), a digital marketing firm with offices in Toronto and Vancouver. She has been named one of Canada’s top women entrepreneurs.

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