When you deliver a personal service such as a wellness treatment, it can be challenging to explain what you do in a 60-second introduction or a three-minute conversation in the buffet line.
Prospective clients need more time to learn about you and decide whether to trust you with their wellness care. A frequently updated website is a key marketing tool, but how do you get people there?
Would you be relieved to hear that you don’t need to be on the first page of Google in order to attract new local clients? If so, you’ll want to keep reading.
Here are three ways that your blog can help you reach, teach and draw in prospective local clients who would be ideal for your wellness practice:
Scenario #1: From one friend to another
Your current clients will always be your best source of referrals, so be sure to make it easy for them to tell their friends and family about you. For example, if you’re looking to attract more clients with sleep problems, write a blog post with some sleep hygiene tips.
Follow that up with a case study about how you helped another client to sleep better (here are some more tips about how to write a client story). Be sure to link the two posts so your readers can get from one to the other.
You may be concerned that blog posts about very specific conditions and treatments may not appeal or relate to everyone. That’s absolutely true! That’s why those posts will do such a great job of reaching the exact people who need your help – and those who care about them.
Your current clients want to refer you, they may just be unsure of how to describe what you do. Your blog post will help them do it!
To be sure your clients see them, insert blog post links (use the permalink for each specific post) into your email signature line (WiseStamp does this automatically) or even into your client invoices. If you’re on social media, share links there as well.
Scenario #2: From one expert to another
If you stay active in your professional community, you’ll build a rapport with other practitioners. You’re bound to have different approaches, specialties and personalities, so some clients will be a better fit for them and some will be better for you.
Watch for opportunities to keep in touch (e.g., congratulate someone for moving into a new space or launching a new service), and/or schedule it in your calendar every three months or so. As part of this email, share links to your best blog posts.
Just as in the first scenario, your blog posts will help these other practitioners identify who might be a good client for you AND it will give them an effective and low-pressure way of introducing you.
Scenario #3: Getting checked out
Whether you’ve met at a networking event, through a personal connection or in the checkout line at the grocery store, it’s common to pass along your contact details – including your website address – to prospective clients. And if they’re like most of us these days, they’re going to check out your website before they consider doing business with you. What will they find?
If you’re blogging, they’ll find evidence and examples of your specific expertise. Whether that’s a fit for them or not, you’ve just gained trust and esteem in their eyes. They’ll also see how generous you are with your information, and how conscientious you are about keeping your site and blog up to date with the latest relevant information.
If they’re not ready at the moment, but they want to stay in touch with you, they can subscribe to your mailing list or the RSS feed of your blog. When they are ready, you’ll be in their Inbox and on their minds.
Just be sure to blog consistently so you can build on the good impression you’ve made.