6 Reasons Blogs Drive Business in Professional Services

by Liz Lynch

As you know, I read a lot of online articles over the course of each week, and share them regularly on social media hoping friends, fans and followers can benefit from the advice and insights as well. Recently I started sharing the “best of the best” in a Top 5 blog series that’s become my favorite post to write each week.

Last week I came across three different articles written by the heads of three different companies, all in different industries, suggesting that blogging has been instrumental to the growth of their business.

    Chris Johnson of Simplifilm, a video production house, said that 60% of their leads have come from just two blog posts.

    John Kramp of consulting firm The Riverstone Group wished he had started blogging sooner: “I now know that if I had started blogging from the beginning,” he says, “I would have learned more much more quickly, I would have been clearer on our business story and would have connected earlier with people to help and cheer us on earlier.”

    Likeable Media founder Dave Kerpen threw down a challenge at his company six years ago to blog daily, and he’s gotten business from decision makers who are regular readers. One even said, ”‘We have to do a RFP, but I’ve been reading your blog for a year now, and I know we’re going to hire you. I have $250,000 for our first project.’”

We see how writing blog posts can help different types of companies attract new business. And it seems that blogging for professional service firms is particularly valuable since B2B services can be hard to explain in simple and compelling ways. But why does it work?

Here are 6 compelling reasons why blogging can be such a big driver of growth for professional services:

1) Writing helps organize your thinking. 

To write a coherent post, you need to identify a central theme, gather the evidence to support it, and structure your argument so others can follow it. This removes a layer of complexity that might be preventing your target audience from seeing the value of your services.

2) Writing pushes you to explain things better. 

With so many years in your field, you see problems and solutions clearly. Because others don’t have that same knowledge, you have to distill complicated ideas into easy-to-understand concepts. The more you do it, the better you get at it.

3) Writing forces you to understand your audience. 

It compels you to look at their perspective and understand not only the common situations they face, but also why they might resist taking action and how to persuade them to do so anyway.

4) Writing regularly means you need to continually generate ideas to write about. 

You begin to build a mountain of evidence that proves your expertise in your field. Typical website marketing copy tells readers you know your stuff. Blog posts show them you do.

5) Writing online facilitates distribution. 

You can easily email links to your articles to potential clients, post them to social media sites, and offer them up as resources in online discussion groups. This also makes it easier for others to read your posts and share them as well.

6) Writing online leaves electronic breadcrumbs that lead back to you. 

Optimizing your posts for search engines and writing posts that others freely share all create a trail that leads prospects back to you when they search online for solutions to their challenges and answers to their questions.

Blogging on a regular basis not only helps your business grow, it helps YOU grow as a professional. You’ll hone, shape and expand your expert knowledge and have more to offer your clients. If you’re not yet blogging for business, now is the time to start. And if you have, your top priority should be to ramp up the quality and frequency of your posts.

© 2009-2013, Liz Lynch International LLC

Liz Lynch, author of Smart Networking: Attract a Following In Person and Online, shows 6-figure professionals how to unlock the power of their connections and convert relationships to revenues easily, consistently and authentically.”

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