1. Help and Add Value to Clients and Contacts
In a professional service firm, we all know how important it is to continually add value. It’s important so that we can keep clients engaged and show them that we’re thinking about them year-round.
Blogging is a great way to do that. By sharing relevant information that will help answer questions and keep your clients thinking strategically, you will be meeting and exceeding their expectations of a trusted advisor.
2. Stay Up to Date on Industry News, Trends and Regulations
When you’re in the blogging mindset, you’ll view those industry e-newsletters and e-blasts a little differently. You’ll get the same alerts, but you’ll now be able to spot the relevant content that you’ll need to turn around and share with your audience. You’ll analyze and spot trends happening in the industry, and you’ll be able to make that information and analysis available to your clients and contacts. Not only that, but you’ll likely seek out more relevant industry information when you have blogging responsibilities.
3. Sharpen Your Employees’ Saw
It’s very easy for a firm’s professional staff to get so busy with client work that years may go by without serious writing responsibilities. Sharpen the saw of your professional staff by giving them blogging responsibilities. With just a handful of blogs due each year, you will be asking your staff to take ownership of a topic, do a thorough amount of research about it to write the article and empower them to become an expert on a topic—this will be helpful to both internal and external contacts.
4. Drive Traffic & Leads to Your Website
Blogging does more than just help your clients and contacts stay up to date on pertinent information. By constantly adding new content to your website, you are building credibility with search engines, such as Google, Bing and Yahoo, and letting them know that your website should come up in search results for relevant topics now found in your blog. A stagnant website can only do so much – you must continue to add to it and encourage interaction to realize its full lead driving potential.
The recently published CPA Website Audit Survey Results reported that 65% of the top 135 CPA firms are blogging through their websites; 42% are blogging at least twice per month. We also found that not only does a regularly updated blog tend to result in more traffic to your site, but it leads to visitors who stay longer and view more pages.
5. Create Content that Can Be Shared in Other Mediums
This is where the rubber meets the road. By blogging, you are creating content that you can turn around and share in other mediums – LinkedIn and other social media, firm e-newsletters and e-blasts, e-books and whitepapers, pay-per-click campaigns, PR outreach and more. The possibilities are endless. When it comes to marketing, there is not a single silver bullet that will work on its own. By varying your efforts and providing different mediums for clients and contacts to interact with you, it increases your ability to reach a targeted audience and generate more leads.