Why Blogging is
still the best way to organically grow your business
Avoiding shiny object syndrome is one of the hardest things to do in today’s business world but blogging, as unsexy as it sounds, is STILL your best chance to stand out and drive real traffic to grow your list and business.
But I get it…
I LOVE thinking there might be some NEW hack or “Ninja Strategy” that just unlocks the growth.
Let me be clear, those are largely just as real as Big Foot or the Virgin Mary burnt toast people claim to see.
And that’s not me being a hater.
I have the Analytics to back it up.
Typically, less than 1% of my site traffic comes from Instagram.
But Instagram is where EVERYBODY has to be to build a brand now, right?
It helps…but no.
And even the people that “make it” in that space or reach influencer status aren’t pulling nearly as much revenue as they could.
I recently heard of a Fitness Expert that has a following of 250,000 on Instagram.
She’s making about $10,000/month.
For most, that would go a long way.
But damn, for 250,000 followers?
I’ve made 7 Figures multiple times over with a fraction of that audience.
And that’s not a humble brag, I’m just trying to disrupt the programming you’ve been force fed.
I’m not here to boo boo on Social.
I actually think it’s really powerful to build and NURTURE an audience (notice the key word there: Nurture)
There’s also some really cool stuff we’re doing with Facebook Ads by training our Pixel to optimize in ways that were previously not thought possible…
More on that in an upcoming installment (Pssst…so make sure to subscribe to my list for updates on that. You can do that by grabbing my free resource below)
We’ve 5X’d our revenues in the last 8 months at the time I’m writing using this Facebook Ad Strategy.
So to say it’s highly effective would obviously be an understatement.
But even that was as the after result of ONE thing and one thing only.
We were optimized for SEARCH (aka your best friend).
OWN your own traffic with search instead of borrowing it…
Photograph by PromoMix LTD. from Pexels
Because when you OWN your own traffic, you call the shots.
They reason our ads were so qualified was because every person that hit our site was qualifying our avatar.
When we plug in a lookalike audience to customers & traffic it’s literally like cheating.
It goes out and finds people to sell for you…
Like a roaming sales person that travels the globe and appears on people’s screens like a sales magician.
And a highly optimized ad can convert sales at less than $10/conversion.
Pretty dope, right?
You can also retarget folks that hit your site to warm them up if they didn’t become a customer.
That’s like having the Walmart Rep come to your house because you walked out of the store without making a purchase.
So that’s how and when it gets fun.
It’s also what happens when you’re driving tens of thousands of people to your site every month.
And the most tried and true way to do that is what you’re reading here right now.
MY BLOGGGGG (such a gross word, right?).
Totally unsexy, seemingly SO 2005 and what mom’s do to talk about their skin care stuff, right?
How many “articles” do you read in a day?
Either via Google Search, Facebook, Twitter, etc.
My guess is quite a lot, as it is for me.
That article, even if it was published by a major news outlet is a…guess what?
It is, by the definition of what a blog actually is.
But, in my opinion, the word blog has this “blah” reputation because of what we perceive a blog to be.
So, in the rest of this article (notice I didn’t say blog), I’m going to teach you how to use your blog to start driving measurable results in your business and what those results should look like.
“YOUR BLOG IS LIKE A ROAMING SALES PERSON THAT APPEARS ON PEOPLE’S SCREENS ALL OVER THE WORLD”
First, I recommend you have a basic idea of what your audience wants to learn about.
Most people just write to sell, I want you to write to TEACH…
So, what does your audience need to learn that you are uniquely qualified to teach?
For example: I just told you about our Facebook Ad Strategy (HIGH level) and why it ties into our blog.
I know you are here right now because you’re trying to figure out how to grow your business.
And if that’s not you, my site just qualified that without wasting either of our time…plus you learned a little something.
But when you lead with value (key word) and educate people on something, you are building a relationship.
If you do a really good job, as I hope I’m doing right now, you’re going to want to hear more of what I have to say.
So, you may subscribe to my list when you get to the end of this PLUS you’ll also likely listen to today’s podcast episode with my friend, Jessica Camerata.
She’s built an incredible business around a blog in the fashion industry and it’s furthering the value you’re reading here.
Let’s say you listen to my show a little bit and, next thing you know, you’re a SUPERFAN of my work.
You go follow me on Social, you subscribe to my show and it’s likely you’re going to see SOMETHING that interests you enough to join my email list (assuming you don’t already do it today).
This whole online charade is like dating.
So notice the steps people usually go through.
People discover you, they like the first date (your post), so you want to give them a chance to go on a second date.
If you show NO value to them and you’re just trying to sell your stuff…
It’s like showing up and just listening to someone talk about how great they are the entire time.
Probably not interested in a follow up date, right?
But if you provide enough intrigue to them and provide an ask (a Freebie resource or email opt-in) for the second date, you’re more likely to get it.
The second “date” is like them following your content, listening to your podcast, reading your emails, etc.
And people may “date” you for a while before they’re ready to get committed.
Eventually, a good bulk of these people will want to buy your product or services!
Hooray, you’re now married (metaphorically speaking).
But do you see how this relationship evolves over time?
And do you see how you OWNED the progression of that process?
Because here’s the problem when we skip this step.
It’s like being on Tinder.
There’s 5 million options to choose from.
Your goal is to get off that platform and on their cell phone so you don’t get lost in translation.
And that’s what’s happening when you focus all your efforts on Social.
You’re working SO hard to get yourself noticed.
Sure, they can follow you but you still have to keep re-competing for their attention.
And if that platform changes, guess what?
***Heard of MySpace, anyone?
You’ve got to go find that person again somewhere else (unlikely).
Getting people to your posts (blog) is like going to a networking event where highly qualified people can just come up to you on the spot.
They are hyper-qualified because they were SEARCHING for exactly what you offer and at the exact right time.
You know how hard it is to nail both of those simultaneously on Social and to do it organically?
Really damn difficult.
So they’re not highly qualified leads.
The other big problem with Social is you can use hashtags but there’s very little you can do to really stand out to people that are looking for you.
And truth be told, that’s probably not what people are there for to begin with.
You need to psychoanalyze these things.
When people are searching for something on Google, they’re not there to see what their friend Sally Sue is up to or post a picture of their hamburger…
They are searching to FIND something they want.
So it’s just an entirely different mindset.
I think you get my point…
Just trying to be clear why this works at a deeper level before we transition and talk a little bit about how to do this.
Now, here’s where the magic happens and (again) why taking advantage of Search is a MUST, MUST, MUST.
I use a lot of tools & plugins to enhance my blog.
There are relevant images so it’s highly engaging.
There’s a podcast player so you can listen to nearly a full hour of more free content.
I have share buttons so you can post this or send it to a friend.
There are multiple opt-ins so you can choose to further engage with me.
And that’s just the gadgets you can see on your end.
On the backend, I’m using tools like Yoast, an SEO Optimizer.
This thing literally tells you what to do and how to do it so more people can find your post.
I also have HotJar installed.
HotJar records EVERY activity on my site…
It’s pretty wild.
It’s completely anonymous but I can see how every single person interacts on my website.
And yes, even this page RIGHT NOW. (MWAHAHAHA)
HotJar will also give me Heat Maps to show where most people are drawn to.
This gives me the ability to see what people are interested in.
It’s like having a clothing store and noticing what rack people keep going to.
You wouldn’t want to bury that rack in the back.
You’d want to move it front and center, right?
And all of these are just a fraction of what I do and what you can do on your posts.
So, not only do you OWN the traffic on the front end…
But you can optimize it to do even better PLUS make it highly engaging while they’re there AND track how they interact!
It almost sounds like cheating, right?
But you don’t have the ability to do any of these things on OTHER PEOPLE’S PLATFORMS.
It’s the difference between renting and buying a home.
You can hang up your pictures but you better not go blasting down a wall or adding anything new.
You are completely subjected to their rules.
And the bad part about this in the online space is the rules change a lot.
Like, a lot a lot.
I’ve seen businesses completely die because they were relying on one lead source they didn’t own.
So, when you have highly relative content on YOUR OWN platform and you can optimize it to capture emails…
It’s a huge step in the right direction.
And let me be clear, you NEED to be capturing emails.
It’s the number one regret I hear from people is they didn’t take that seriously enough or do it early enough.
Because now you REALLY own that traffic and it’s saved away in your private vault.
The next time you run a promotion or have something new to offer, you’ve now got a growing list of potential customers right at the click of your mouse.
But on someone else’s platforms, you have to RE-WORK for those people all over again.
In other words, you’re making life harder than it has be…substantially.
And that’s really what all of this comes down to.
Your life as an Entrepreneur is really tough.
Most people have true and meaningful value they can deliver.
But, as I always say, it’s sometimes like having the best Lemonade Stand in a closet.
I’m sure it’s amazing…but nobody knows you exist.
We see these crazy engagement numbers on Social and it fires the dopamine in our brains.
That engagement on Social is great, please keep doing it!
But just know that’s more of a nurture tactic than it is discoverability.
And time over time, regardless of industry, I see people growing their businesses with high-ranking, searchable content.
If it were me, I’d start doing at least one a week.
Pro Tip: It’s probably going to suck and look terrible the first 50 tries.
If you’re being relateable and providing value, you’d be surprised what can happen.
Plus, we can always retarget that traffic down the road with paid advertising to get them re-engaged.
Make sure you’re optimized (meaning, give them something in exchange for their email), use the right tools to rank and see what people are doing on the site.
Use a tool like Google Trends to see what people are actually searching for in the world.
Install Google Analytics so you can watch your traffic take off.
And stay at it!
This is definitely a longer term strategy.
There’s no denying that.
But here’s the thing…
And I’ll leave you with this today.
I’ve had the priviledge of interviewing some of the best, most notable entrepreneurs on the planet.
And you know what they tell me, time over time?
How many people throw money and opportunities at them just because they’ve built an audience.
Because putting your brand in front of hundreds of thousands of people on a monthly basis is invaluable.
Having those people as loyal readers of your emails is invaluable.
And here’s the best part of it all…
These posts (blogs), don’t dwindle away into nothingness after 30 seconds (aka the lifespan of a tweet in the feed).
In fact, if done properly, they perform better over time as more and more people visit the page and Search Engines recognize it as reliable content!
That’s pretty cool if you ask me.
So, what are you waiting for?
If you haven’t started your blog yet it’s time to get moving on your Wordress Site.
And if you’ve been caught up chasing shiny objects, it’s time to look at your Analytics and see what’s really moving the needle.
Coming up, we’re going to talk about the other two HIGHLY effective tools for Search…
YouTube & Pinterest.
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