When we hear the excuse “I don’t have the time for blogging”, we can make some assumptions about what that person or company does and doesn’t know about what a blog is.
There’s a misunderstanding about the power of blogs and how much impact they can make on your revenue and profits.
So, instead of saying “I don’t have the time”, what you’re really saying is “improving my sales and marketing is not important to me”.
If you don’t have time for blogging, what DO you have time for, exactly?
Listen to what Chris has to say when he hears this excuse.
- How to be found online – Part 1
- How to be found online – Part 2
- When is a blog not a blog – transforming your blog into a sales tool
- The Interviews
- Email Chris: firstname.lastname@example.org
So let’s assume that you know what a blog is. Let’s assume you know what a blog is. And let’s assume also that you have used the excuse I don’t have time to write blogs for my business or my company. What we need to be is honest with ourselves about what that actually means. What do we mean when we say we don’t have the time to write blogs for our company? Let me break this down.
It could just be a misunderstanding. You just don’t understand what a blog actually is. I’ve spoken about this on the podcast before, when is a blog not a blog. In short, it’s a failure to understand that a blog is a sales tool, something that you can use to help your prospective customers to make an educated and confident buying decision, to help them move through that process. If we don’t understand the power of a blog, if we don’t understand the ROI of writing blogs, then the chances are that we’re just not going to prioritize it and actually get it done.
But when we do now understand this, so let’s assume that you do now understand that a blog is a sales tool and it can be used to help you to get better customers and you’re still saying that you don’t have the time, you’re not making it a priority, what you’re really saying here is that you’re not willing to do the work that’s required in this day and age, 2019, to attract the right types of customers for your business to grow your business. That’s really what you’re saying.
If you’re saying I’m not going to do blogs, I’m not going to do content marketing, I have to sort of ask you well what are you going to do, what is it that you’re going to do that’s going to grow your business now and into the future. The reason that I feel so strongly about this is that I’ve seen the results, especially over the last three years that we’ve been teaching content marketing to our members, it is like black and white, night and day.
We’ve seen people going from not doing any blogs to writing blogs consistently over a three month period and their traffic four, five, six times to their website, and they’re getting clients as a result in a very short space of time. What they’ve done is they’ve just done understand, they get it, what type of content we need to create that’s going to generate sales for our business.
One of the fundamental errors that we find sometimes or that people get confused with is they think that blogging is about sharing educational interesting content to, I don’t know, to help their customers understand what they do, or to showcase their expertise. That’s content, but that’s not content marketing. The content that we teach and want you to understand, like why it’s such a priority, is the content that not only answers your customer’s questions and addresses their problems but those specific questions and problems around what happens in the buying process. How do they make a buying decision, and how can you help them do it better and faster with more confidence.
The result of not doing this is people saying we’ve been doing content marketing and we’ve been writing blogs, but for some reason, we’re not getting any leads or sales. Typically the reason for that is because they’re not writing the right type of content that’s attracting the right type of people. You might be getting a lot of traffic, but the traffic isn’t made up of people who are your potential customers. That is a major problem, especially if you’re putting lots of time and effort into your content and into your blogs, and you’re getting all of this traffic, but none of them actually have the ability or willingness to buy from you. That is a major major problem. I’m sharing that with you because that’s what a lot of people end up doing.
They share great, the content’s good, it’s interesting, but it’s usually aimed at their peers. You want to be seen to be an expert in your industry, or it’s addressing industry issues that are only interesting to people in your industry, not the people that actually buy from you.
Honestly, one of the biggest, that’s one of the biggest challenges and one of the shifts that we hope that people will make when they join CMA very very quickly is they go from thinking how to content, interesting tips, industry-based content, stuff that’s going to make them look interesting to their peers, right over to creating content that will help their prospective customers to make a buying decision. It’s a shift that’s required in order to have a clear business growth sales and marketing strategy for your business.
Blogs can absolutely do this. Do not disregard the impact that blogging can have. Perhaps a big part of the challenge here is the word blogging. People see blogging as a weblog or a diary of events, or something that’s just a log of what’s going on in our company, and the charter events that we’ve been to, and the awards that we’ve won. That’s not what you need to see it as. You need to see it as a way to grow your business and to help your prospective customers make buying decisions. It’s so crucial that you see this. It’s not just for B2B businesses or B2C businesses. It’s not just for small businesses or large businesses. Every type of company can take advantage of this amazing tool.
When you say you don’t have the time for blogging, I want you to be really really honest with yourself and understand what you’re actually saying here. You’re actually saying that you don’t have the time, I don’t think it’s important to improve our sales and marketing process, I don’t think it’s important to help my prospective and current customers to make better buying decisions, I don’t think it’s important for us to get more customers, I don’t think it’s important for us to work towards getting a better quality of customer, I don’t think it’s important for us to increase our traffic, I don’t think it’s important for us to attempt to increase our revenues and increase our profits. That’s what you’re saying. When you say I don’t have the time you’re actually saying you don’t think it’s important to do these things. You’re saying that digital marketing isn’t important to you.
You might think you’re different. You might think you’re better. You might think you’re more talented. You might think you’re smarter, or you might have been doing whatever you do for decades. You might be a published author, a New York Times best-seller, whatever. Does not matter. You’re not excluded from this list.
If you want to make more sales, you want to grow your business, you have to wrap your head around the blog and why it is so important. You might have a whole bunch of other excuses as well like I don’t know where to start, and I can’t write, and I don’t have any ideas, and I don’t have a blog on my website. All of these things can be overcome. The way that they’re overcome is by seeing the bigger picture. You’ve got to see the big picture, understand why it’s important to write the blogs in the first place.
A lot of people don’t like to blog. A lot of people don’t like being on video camera. They don’t really want to do a podcast, but they can write. Or even the people that can’t write figure it out somehow. Okay. There are lots of … This is a skill that can be learned. There are hundreds of thousands of people just like you that have said to themselves I don’t have the time for blogging, I don’t think it’s a priority and then went over to alright I now see why I need to do this and then learned the skill.
If you can’t learn the skill, then perhaps you can delegate it to someone in your company that can learn how to do it. It doesn’t have to be you, but you ultimately have to look at your sales process and think to yourself where are the gaps here, how can we use blog articles and content to make that sales process smoother. What blog articles do you need to create for your prospective customers to help them make that buying decision better, faster, smoother with more confidence and more trust? That’s what we’re looking for.
A lot of people I think are afraid potentially of what they’re capable of. They get in their own way of their own success. They’re possibly afraid of the technology. Perhaps they’re afraid to learn something new. But we’ve all had to in our life, at some point we’ve had to learn something new and we know that once we get over that initial fear and those initial obstacles we find the joy in the work that we do and we know that it will make a great impact.
Like I said, I could go on and on and on about the number of stories. You listened to some of them recently actually. The episodes that were published just before this one included four stories from people, practitioners, businesses, actually doing this and getting results. I don’t know how much more evidence that you would need to say to yourself I’m not going to blog. If you did say to yourself I’m not going to do it, then I would want an answer from you what are you going to do instead. That would be my next question.
If you say to yourself I’m not going to do blogs, you’re making a conscious decision not to write blog articles for your company, what are you going to do instead. What’s next? How are you going to make it work? If you don’t make it a priority now, when will you make it a priority? If you don’t do something about it now, what’s going to change in the next 3, 6, 12, 18 months, 3 years, 10 years of your business? This is what we need to think about. Customer behaviors changing, as consumers we want information, we do our research, we want to make confident buying decisions, burying your head in the sand is not going to work. It’s not going to go away. The only thing that is going to disappear is your customers, and therefore your business.
We really need to get our head around this and think to yourself when people are researching around our industry and our products and services that we offer as well as our competition, when someone meets us for the first time, contacts us for the first time, do they feel like they trust us, do they want to do business with us. That’s what a blog can do. It’s a very very powerful tool.
The thing that scares me or worries me the most, or concerns me the most, is that you’re listening to this podcast I can assume that you’ve listened to other episodes too, yet you’re still not doing it. You’re not doing it to your full ability. There are people that come to our workshops, they’ve listened to our podcasts, or read our blogs, or watched our videos, or something like, they basically they’ve been in front of me and they’ve listened and they’ve said “right, I get it,” and then they still don’t do it. What is holding you back from doing this? It’s time for a change. We’ve got to get moving.
One of the things that I would urge you to do, and it is urgent that you do this, is if it’s something that’s holding you back, like you need someone to crack a whip or kick you in the butt to get you moving, is that you absolutely should join the Content Marketing Academy membership. We have many many levels of accountability, core three levels of accountability that will help you. First of all, getting into an accountability group with our members is going to help you. Then getting into our 90 day challenge, which we’re going to coach you and guide you and keep you accountable to your goals and make sure you’re publishing your content. Get into the CMA.
In terms of affordability and budget, it’s like a drop in the ocean compared to what you’ll spend over the years in other parts of your marketing and sales for your business. It’s a few hundred pounds over the year to get someone to get you moving. If you do this, you will get results. You will get customers. You will make sales. You will make 10 times the amount of money that you’ve invested in CMA to do this. There’s no doubt about it.
Maybe for some reason you see yourself as different. Maybe you think you’re special, you don’t need to do this. But the reality is that we’re all the same. We all have the same problems. We all have the same challenges. Nobody is going to save us. Nobody is going to come in and save your business and get rid of all your problems. The only way that your problems are going to get easier, or that the problems are going to go away, is when you get better and when you accept your responsibility to do the sales and marketing for your business.
If you can’t do it, delegate it to someone that can. Hire people to help you. Do whatever it takes to make this happen. Be honest with yourself. Don’t make excuses. Don’t try to pull the wool over your own eyes. If you are saying that you don’t have the time for blogging, what are you actually saying? What are you really saying about your business?
I felt like it was really important for me to do this podcast episode because I haven’t addressed this directly, but I talk about almost every single day. Every week I’m on calls with people saying these exact words to them. I want you to hear these words. I want to help you to move your business forward. Don’t think you’re different. Accept that you are same as everybody else, but you’re actually better than them in some ways because you are going to take the action and do the work that other people aren’t prepared to do in order to fulfill your goals and to be successful.
I’d love to know what’s on your mind, thoughts, ideas, questions. You can tweet me @chrismarr101. You can email me email@example.com. I’ll speak to you soon. Don’t forget to be awesome.