When it comes to blogging, I could be considered a ‘Grandma’ as I’ve been blogging consistently since about 2008! And there’s a good reason for that – blogging is an effective marketing strategy. I know this because I can see the results of blogging for my own wedding business the I Do Crew. And you probably know it too – because people like me tell you all the time that you should be blogging. But knowing you should be doing it and doing it, are two separate things.
Here are 3 things that might be stopping you from blogging for your wedding business and how you might turn them around so you can start enjoying the benefits of blogging. These tips will help you whether you’re a florist, baker, photographer, planner, stylist, make-up artist, wedding business virtual assistant or other wedding creative.
You’re not sure why you should be blogging
It’s easy to side-step a task when you don’t really know why you should do it. Yes everyone says you should blog but unlike a social media post, it’s hard to know if it’s actually doing any ‘work’ for you – which makes it easy for you to push it to the bottom of your to do list when there are other things that need your attention.
But that’s a mistake.
Your blog is one of the most effective marketing tools you have for your wedding business.
Regular blogging can help your business gain traction in Google rankings, which in turn will help you to become a more visible brand, which should result in more enquiries and bookings.
Note that I said regular.
Regular blogging is the key because Google favours sites that regularly update their website content and the easiest way to regularly update your website content is to add blog posts to your site.
Your blog is also a place to show off your personality, expertise and portfolio to the future clients you hope to work with.
You don’t have a blog writing strategy
When done correctly, blogging has the potential to direct your ideal customer to your website. But too often I see wedding business owners blogging in the same way their competitor does – same content, same perspective, same solutions.
Or they’re not blogging at all because they don’t know what to write about.
Each of these things, indicates a lack of strategy and when you blog without a strategy you are wasting the opportunity to connect with your audience and showcase what is unique about the way you do business.
A good blog content strategy should answer three questions:
- Why are we making content in the first place?
- What content do we need?
- How do we get that content to accomplish our goals?
We do a deep dive into creating a brand building blog strategy in our blog writing course, but two things you can do right away to help you blog with more intention are:
- Identify what your ideal customer struggles with and has questions about
- Analyse how your competition is (or isn’t) answering those questions for your ideal client.
You don’t have time
I get it! Most wedding business owners wear all, or most of the hats in their business – which means you are probably the person doing the blogging too. And there’s no point in me telling you blogging won’t take up a chunk of your time – because it will. But there are ways to make it more manageable for yourself.
- Establish a blogging routine, or workflow that helps you to use your time productively. I have my blogging workflow outlined in Asana and I follow the same workflow for every blog post I write.
- I have found ‘batching’ and ‘time blocking’ to be hugely beneficial when it comes to blogging. Batching is simply grouping ‘like’ tasks together. Time blocking is a time management method where you divide your day into blocks of time. Each block is dedicated to accomplishing a specific task, or group of tasks, and only those specific tasks. An example of this when it comes to blogging would be batching the task of finding and editing images for a specific number of blog posts and blocking out the time, I need to do this.
- Set realistic expectations. A blog post every week is a good goal, but if you are time poor and you’re not blogging at all right now, one blog post a month is a great place to start – that is 12 posts a year. You also don’t have to write 1000’s of words for a blog post to be effective. Again, if you are just starting out, aim for 300-600 words. Quality and consistency is more important that quantity.
- Blog Posts can give you back time spent writing social media content. Every blog post can be fanned out to Instagram, Facebook, Twitter, Pinterest and even used as content for YouTube Videos and Podcasts. I teach my technique for ‘fanning out your blog content to social media’ in the Blog Lab.
If any of these things have been holding you back I hope this blog post does it’s job of helping you to overcome them so you can start enjoying the benefits of blogging. And if you need more help, I would love you to check out the Blog Lab. Part online course, part group coaching program, the Blog Lab will teach you how to research, write and promote blog posts – even if you don’t consider yourself a writer, or have never blogged before. And if you haven’t launched your business as yet, this is still a great program for you as it will give you ready to publish content when it’s time to go live with your business – job ticked off!