Business blogs are an excellent business marketing tool for consultants. In fact, consultants and professional service providers are one of the best placed groups to capitalise on the key marketing and business development benefits that blogs can offer.

As blogs can be both quickly and easily updated, and because they are inherently interactive, they provide the perfect opportunity to both display expertise and initiate a relationship with clients. The additional benefits such as a more prominent profile with Search Engines is a clearly a plus but the ability to show what you can do, and the knowledge and experience that you can bring to a project are critical.

Looking at it from an overall business perspective, some of the main benefits that can be achieved through business blogs are:

  • Create a human face for your business: consultancy in its various guises can be very impersonal. What you know is clearly important, but who you are and your personality are also key to a successful customer relationship, as well as being critical branding elements and business tools for your business – so USE them!
  • Educational Marketing approach: use the content of your blog to show your potential customers about what you can do as well as inform them about developments and best practice in the area that you work in. This is a much more powerful approach than traditional direct selling methods and it will help to build better relationships with your marketplace and give you a positive “trusted partner” image.
  • Demonstrate your Expertise: as a consultant, gaining recognition as an expert in a certain field and being able to demonstrate real credibility is hugely beneficial. A blog can act as a shop window to these skills and is doubly effective if it is THE place to go for information in a specific niche. Using the internet for research, potential customers will certainly find the information they are looking for – so make sure that they find it on YOUR blog!
  • Interact with your marketplace: give a tangible feel to the services you offer and the benefits they provide by letting people interact with you by commenting on your articles, case studies or news releases;
  • Knowledge Leadership: when people are interested in what you are writing about, they will want to hear more and recommend you to others. By expressing your ideas and thoughts openly you will encourage this and help position yourself as a leading exponent in your field.

There is still a reticence on the part of companies and individuals alike to open up and share more about what they can do – they prefer to keep that under wraps until a contract is signed or reveal parts only behind closed doors.

In today’s environment where information is readily available, unless a consultant brings something totally proprietary then there will be many others in the marketplace offering the same. To ensure that customers find you first, it is critical to broadcast the knowledge you have – the greater the level of quality information that you share, the greater the chance of being found and taken on.

If you enjoyed this post, make sure you subscribe to my RSS feed!

Comments Off 
Tags: , , , , , , ,

Recomended Reading:

  1. Which companies can particularly benefit from blogs?
  2. 8 types of companies that can really benefit from a Business Blog
  3. Transparency, Blogs and the idea that Knowledge is Power
  4. Why Small Businesses should have a Business Blog
  5. Ladder of Goodwill for blogs