To attract clients, your blog and newsletter serve very different purposes. Obviously, the ezine is delivered by email and is created for outreach marketing. You are sending information directly to people who have subscribed which is like them saying, “Yes, I want to stay in touch with you and get your information.”
On the other hand, your blog lives on the web and people can come and find it when and how they please. It also connects to your social media profile and you can do all kinds of cool marketing with it.
So, the way you use these two marketing tools to attract clients is very different. You can blog everyday and people will find your material and your content. It will show up in the search engines. However, you wouldn’t want to email your list every day because they’ll get sick of hearing from you. That’s another big distinction.
You can certainly repurpose content from your ezine and post it to your blog. But, your blog provides a place to talk less formally than you would write for your ezine. It’s also a platform to cover so many more topics because you can post as frequently as you like. You are not bothering anyone. People are free to come and look at your rich blog content whenever they want.
Sometimes the audiences are also different. There are people who read my ezine who also read my blog. Yet, there are some who read my blog but don’t receive my ezine and aren’t on my list. Prospects can follow you for years through the blog. There is definitely value in both marketing tools to attract clients and build your practice.
Clients have asked me if they can just write the blog and not bother with the ezine. Honestly, I say no. If you’re going to do only one, my success has been built on the ezine. Your newsletter is not optional and at this point, the blog is not really optional either.
Your blog helps the search engines find you and rank your site. Plus, you are going to attract clients and prequalified leads through the web with good content because people are searching for it. By using the words in your posts that your ideal clients are searching with on the net, they will find you and the solutions you offer.
Your Client Attraction Assignment
If you have concerns about what to write about, look at your competitors to see what they focus on but of course you’ll want to bring your own perspective. Find ways to link topics to what’s in the news or the season for other angles on subject matter. Next, I recommend taking time to write a list of ideas. By keeping a running list and adding to it whenever something new comes to mind, you will be stocked with ideas so you never have to worry about what to write.