How to make blogging actually get RESULTS for your business

Although blogging is a common activity among wellness-preneurs, I often hear that blogging isn’t really living up to their expectations in terms of getting results for their business.

I suspect that this is the case with a lot of passion-driven solopreneurs regardless of industry, so in this post, we are going to outline four things you need to do to make your blogging efforts actually pay off.

Here’s a scenario: You start a passion-driven and heart-centered business. You idolize so-and-so and she happens to totally rock at blogging and it’s clear that she gets amazing results from it. So you start blogging too. But then… nothing happens. No influx of clients beating down the doors. No comments. No extra followers. What the heck?! What am I doing wrong!?

When our marketing efforts don’t get results as expected, it’s easy to feel discouraged and confused. After all – blogging is supposed to be the way to get more clients and credibility, isn’t it? (well, that and Google+ isn’t so bad either, right? ;)

So why haven’t you gotten more clients yet?

In this post, you will learn four things to always include in your blogging for it to actually get you real results in your business.

How to make blogging actually get your business REAL RESULTS?

The truth of the matter is – many solopreneurs don’t use blogging the right way for business: in a way that not only increases trust, but also gets more leads and creates that expert-level status in record time.

I’m already hearing the outrage: “There’s no such thing as blogging the right way – blogging is meant to express my personality and connect with my readers on a personal level, don’t tell me how to do it!! I got my way and I’m doing it just fine!”

True – I guess there is no right or wrong way to blog. Blogging may absolutely be used as an expression of your personality. But if you are using blogging as a means of marketing your business, really connecting with your potential clients, and actually getting results, there are several things you need to keep in mind to be successful.

The fact of the matter is – personal blogging is a lot different than blogging for business. (tweet this)

Let’s talk about the four crucial ingredients to making sure your “blogging recipe” is set up in a way that invites more leads and customers your way. Effortlessly.

1. Your blog is not your diary

The biggest difference between personal blogging and blogging for business is treating your blog with the right intent. Most wellness-preneurs get this wrong when they use blogging in hopes of getting more clients.

Have you ever heard the term “content marketing?”

The whole idea behind this concept behind content marketing that you are providing high-quality free content for your potential clients with the intent of marketing and getting real results for your business.  Blogging is a major (but not only) part of content marketing. This is actually the way most brands and marketers are moving towards because they understand the immense value it provides and the crazy good results it can get.

So, how is personal blogging different from content marketing?

In personal blogging, bloggers simply write about themselves: what they have been up to, what their plans are, what they like to do, and what they think about. Basically, the focus is mostly on them and they frequently treat their blogs as  a public journal or diary (I know all about this, having been involved in the healthy living blog community for several years myself).

When you blog with the intent of getting results for your business (through content marketing), you are writing articles rather than diary entries. You are writing articles that are valuable, helpful, and create a connection between your expertise and your readers’ needs.

2. Write as if you are writing to your one ideal client

The second point is very closely related to the previous point of treating your blog as a content marketing tool rather than as a diary. Now let’s talk about another huge difference between personal blogging and blogging for business – the target focus of your writing shifts.

No, I’m not saying you should change your point of view or your target market. Not even close. I’m simply saying that if you want to truly connect with your readers and actually get clients through blogging you need to shift your focus from writing “me-centric” content to “client-centric” content. (tweet this)

Let me explain…

While I’m sure your readers love hearing about your adventures in life and wellness, as well as getting your own unique perspective on things, this type of diary-writing is “me-centric” because it has you as the focal point. And the truth of the matter is – as much as we love to creep on people’s lives (don’t pretend you don’t do this, I know why you go on Facebook all day, hehe), we are also unlikely to buy from someone unless we truly feel they understand us and can help us.

If you are writing with you as the focal point, this leaves your ideal clients’ struggles and needs unaddressed, and you are therefore missing the mark. Big time.

However, when you speak to that one ideal client, the focus and perspective shifts. When you speak to her pain points, her wants, and her needs, you show her that you understand. And as human beings, we want to be around people who understand us, uniquely. We want to work with someone who truly and undoubtedly understands us.

That’s the type of writing that gets clients.

3. Don’t obsess over SEO

When many solopreneurs start using content marketing (particularly blogging) to get more clients, they tend to get a little obsessed with search engine optimization. Getting your blog posts found on Google is a fantastic goal, but going overboard with keywords may actually backfire.

Google’s new algorithm puts more value on quality content rather than super-keyword-heavy content. When scouting your blog posts to determine how to rank them in search engine results, Google also looks at whether you use synonyms and how much other websites are linking to your blog posts, rather than just how many times you plugged your target keyword in the post.

I won’t go too much more into SEO (that would be a whole book in itself) but know this: write for people first, search engines second. (tweet this)

Basically, write your article as you would normally write it. Write it with your personal flair and fun voice and don’t worry about any keywords just yet. Then, once you’re done – adjust it to include your target keyword a few times as per your SEO plugin of choice.

Doing this ensures that your articles are written with your own natural voice, they flow well, but are still conscious of SEO practices.

4. Don’t forget a call-to-action

Another super important part of writing blog articles that get results is including a clear call-to-action.

A call-to-action is basically a “call out” at the end of the article (it can also be intertwined through the post itself) that tells the reader what you want them to do as the next step.

Ask yourself these questions: What is the one thing you want your reader to do once she’s done reading? Do you want her to comment on your post? Do you want her to share it with her Facebook friends? Or do you want her to subscribe to your newsletter? Or maybe it’s something else entirely.

Whatever option you recommend as the “next step,” make sure it is clear and obvious to the reader. Don’t try to hint at it. People online are often multi-tasking and the vast majority of your readers will never leave a comment or make an action without being blatantly asked to do so. (tweet this)

When you include a clear call-to-action, you let your reader know what you want her to do next. If she made it through you entire post, then she’s clearly captivated and you have her attention. Don’t leave her hanging. Take advantage of this and tell her what to do next if you want to get real results through your blogging.

What do you think?

If you are currently using blogging as a way of marketing your business, I hope that these four major tips will help you get more results faster than before.

 

If you are a wellness-preneur, I have something for you:

I created a free eBook (value $47) just for you and it’s only available for a limited time. It’s called “29 Content Hacks: A cheatsheet to finding ideas for your blog content” and I’ve gotten amazing feedback from it so I know you will enjoy it too!

Download it here for free!

No need to feel confused or overwhelmed when you’re stuck on finding ideas on what to blog about. I gotchu!

This is all a part of The Content Course, the first no-BS approach to effortless marketing that sells, which is coming this Fall. This first edition is specially created with the health and wellness folks in mind (that would be you!)

Get it now (it’s free!)

Enjoy!

39 Comments

  1. All such good information on how to be success at blogging for business. Thanks!

    Reply
  2. Blogging as a business is something new to me.. I blog to get my info out there and people to understand what i am trying to get through to everyone.. but doing it as a business, i may need to look into that further since i blog daily.. Thanks for the info..

    Reply
    • I think you misunderstood: I didn’t mean you blog as a business (although there are full-time bloggers out there who make a living off it, but this is not what I’m talking about here), but using your blog as a means of marketing your business.
      Kamila Gornia recently posted…How to make blogging actually get RESULTS for your businessMy Profile

      Reply
    • Oh wow, thank you so much! That is much appreciated, Daniel!

      Reply
  3. Can you write for yourself AND for your clients/readers and have a successful blog? I tend to have a mixture of posts that may teach or recommend something along with posts that reflect my personal experience with something.
    Tiffany@ This Is The ‘After” recently posted…I Am A #SweatPink Ambassador!My Profile

    Reply
    • YES!! You definitely can! Just have to have the client in mind but there is nothing wrong about referring back to your life and talking about it, in fact, it’s encouraged – it’s how the readers can relate to you as well. The issue starts when all your posts are all “me-me-me” without taking into account that your readers could be your clients in the future… and they want to relate to you and see that you care about helping them too. Does that make sense?

      Reply
  4. Thanks for sharing, this seems like it would be a lot of help.

    Reply
  5. Great post. I agree with all points. Once you start blogging for business… or your blog accidentally turns into a business… you definitely have to look at things a bit differently.

    Kris
    Kris Cain recently posted…Why You Should Care About Your Blog StatsMy Profile

    Reply
    • Michelle, that’s perfect. The course I am launching in September is actually all about that. You can get the freebie as mentioned above and you will be automatically signed up for when the launch starts. I’ve done the beta test and I’ve gotten some seriously great feedback so I’m sure you’ll enjoy it too. In the meantime, if there are any questions you have, I would love to chat – you can check out my Move It Sessions (they’re free) to see how you can move forward with your biz today and what next steps to take.

      Reply
  6. I do my best to employ all of the above tips. Sometimes #1 is difficult, because you want to make a connection with readers, but don’t want to be an open book just for kicks! If I feel I’m going into overshare mode, I ask a fellow entrepreneur (or two) friend to read my post and give their impression.

    Reply
    • I definitely think it’s important to have a balance and just because your blog isn’t your diary does NOT mean you shouldn’t share stuff from your own life as a reference or anything like that because, as you mentioned, it’s how people connect with us too. It’s all about that balance – glad you have it on point. This, and more things about this, is exactly what we cover in The Content Course too.

      Reply
  7. Nice! Totally agree for writing to your reader, and not worrying about SEO which tends to make things more stuffy and less personal. Also the call to action, super important.. tell them what to do next! Great post :)

    Reply
  8. Really enjoyed this post and found it helpful. The bit about not writing for SEO was very helpful! Thank you!

    Reply
  9. Great post Kamilla! I love tip number 1. Sometimes people go over-board on the over-share and then I find myself going “wait, what is this person selling?”. Also love the strategy to have a call to action! So many people forget this and it’s the perfect way to get prospects motivated to take some type of action!
    Anna Long-Stokes recently posted…How Can I Make More Money Without Increasing My Rates??My Profile

    Reply
    • Right? Even if they’re not selling but I’m like – why is this relevant? What does this have to do with me thing to do XYZ (whatever it is the business does)

      Reply
  10. Great post! I agree that you definitely need to be giving people something of value rather than treating a blog like a diary. Although, I do have a v-log and we always feature our outtakes and it shows people who we are and it gets people laughing. So if you can find a way to strike a balance between the two, it can be pretty powerful.
    Nina recently posted…Monty Python & The Power of NetworkingMy Profile

    Reply
    • Oh yes I couldn’t agree more – it IS all about balance. You can’t have dry articles but not totally personal ones either because you are running a BUSINESS after all. But it’s so powerful when you know how to strike the balance and show yourself and your personal life in a way that complements your business and is seen as building trust by the reader. That’s perfect. Glad you’ve got this figured out :)

      Reply
  11. Excellent post! Thanks for these tips, I generally fail in the call to action with my blog posts. Even though I nail them with my other pages! Instant fix I have to work on!

    Thank you Kamila! :)

    Reply
  12. Wonderful article!

    I’ve been blogging for my business for a couple of months and it is the first time where I have not failed. In the past, I would write as it was like my diary which is obviously a wrong move. It felt out of place and random whereas writing for business, you are more focused.

    Thank you for the great tips!

    - Sara

    Reply
    • Glad you found these tips helpful Sara and good luck!

      Reply
  13. This line really stood out to me “you are writing articles rather than diary entries” and I think will really help me if I keep it in mind. I think it’s something I’ve been better at since I’ve started blogging again this year, trying to do useful posts but I still need that key mindshift. But in the past definitely it was very sporadic, random and diary style even though it was linked to my portfolio site!

    Reply
    • Yeah and it’s a totally common thing – the more practice you have and the more you realize that you CAN write articles in a personal style that are easy to read and fun, you’ll see how easy the shift really is! :) Good luck! xx

      Reply
    • *kicks SEO off to the side* take that, technicalities! haha – but hey SEO IS important, just not in an obsessive-omg-I-need-to-write-about-this-or-else-I-wont-score-high-on-google type of way.

      Reply
  14. Thanks for these tips! One of my biggest problems is not speaking to my ideal client (because I literally have 3 ideal clients!!) I will have to keep that in mind for future posts. Thanks so much!
    Stacey recently posted…A Tuna Salad Recipe that is Great for the EyesMy Profile

    Reply
    • Well I’m sure each business has a few different ideal clients but when writing blog posts, you usually should be speaking to just one of those at a time otherwise you risk sounding too generic and not relatable enough. I cover all of this in The Content Course, which will be getting released later this year.

      Reply
  15. Nice, Kamila. I’m bookmarking this for when I start blogging for business. My blog is definitely ME-centric, but since I don’t have a business yet, I’m hoping I can get away with it for now. I did start to worry about SEO, but then I came to my senses. :-)

    Reply
    • Haha awesome – glad to hear it’s helpful for you, Beth!

      Reply
  16. Thank you for these great tips. As bloggers we write, but there is an audience we much align ourselves with as well. I will implement some when blogging.

    Reply

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