Leverage your articles

If you take the time to write an article or two for your blog each month, don’t limit your reach, by just posting it in one place.

Clearly you want your expertise to feature on your website, on your blog, so potential clients can see you know your stuff.  But where else can you post it?

LinkedIn

As well as posts you can create articles and newsletters on LinkedIn.  Articles add depth and breadth to your profile as they appear on it.  Given that the content on your profile for LinkedIn presenting your content to the right audience, anything that underpins your speciality is good news.

If you have a LinkedIn newsletter, then write the article into a newsletter and that will be delivered in notifications to everyone who has subscribed.  Regular, good quality content, builds the reader’s understanding of you, your values, your business and your expertise.

Your list

Building a list means that you own your audience – rather than being reliant on the algorithms of the big online platforms.  Sending value content to your list regularly is an excellent way to keep you visible and show off your skills.

Even if the people on your list aren’t currently customers or clients – reminding them you’re around and delivering consistent value is a great way to develop advocates.  And, if their circumstances change, they’ll remember you before others they haven’t heard from for ages.

Other platforms

This depends on who you’re trying to reach, but there are a number of platforms that can be great places to post your article and reach a wider audience.

Reddit – While it takes time to build your audience’s trust, if you post good content it can significantly improve your visibility.  The secret is to find the right subReddits.

Medium - Popular for thought leadership content, with built-in distribution through their algorithm and publications you can submit to.  You can build a following and potentially earn money through their Partner Program.

Substack - Great for building a direct relationship with readers through newsletters. Your articles get emailed to subscribers, and you can monetise your submissions. if you wish.

Hashnode - Similar to Medium, with a supportive community and good SEO.

Business2Community - Specifically focused on business content and reaches your exact audience.

Entrepreneur.com (contributor program) - Prestigious platform if accepted, though more selective.

SmallBusiness.co.uk – This platform has a community/forum section

Startups.co.uk – This is another popular UK resource, if you’re aiming to reach new business people.

UK Business Forums - Various independent forums focused on UK small business

Create your strategy

Clearly, if you don’t have admin support, posting to lots of different places will take time, so my advice is to explore these platforms and find the ones that are the best fit for you and your business.

Maybe set aside 30 minutes a day for a week to explore a different platform each day. 

There was a time when duplicate content was penalised, but this is no longer the case.  Even so, there are some recommendations I’d make:

• Change the headlines to post on other platforms
• Do some editing, so it isn’t exactly the same content as your blog post.  You can change the order of sections around and reword a paragraph or two.
• If an image is involved, create a new one for each posting.

While this all adds work, you can batch the process, so it’s just an extension of the writing process.   

When you’ve tried out the platforms you’ve chosen for 3-4 months, you’ll start to get an idea about what’s working and what isn’t.   Don’t expect results instantly – this kind of marketing is a slow burn, but can be really effective.

Content is king – but why?

That phrase ‘Content is king’ has been around for a long time, but is it still true today?

100%.  Potential customers need information to make the decision whether you are the right supplier for them.  And, while cost may play a part, the reality is that they’re looking for a supplier that understands their needs, is reliable and easy to work with.  That’s where content comes in.

Your website needs reader-focused headlines and content that makes it easy for the visitor to see what you offer and get a feel for your company.  Creating a corporate-style approach when you’re a laid-back, don’t-stand-on-ceremony kind of person, doesn’t do you any favours.  So the content also needs to be congruent with your business approach.

Your social media is often the point of engagement for potential customers.  Either because they’ve connected with you on socials, or because someone has recommended you and the first place most people look is on social media.  Your social media profiles need to be up-to-date, smart, professional and relevant. 

Your posts are a way to reflect your humanity as well as your professionalism.  And don’t forget that people often also see your comments on others’ posts, particularly on LinkedIn.  That doesn’t mean you need to post pictures of your cat or the view from your window, but it does mean revealing the person (or people) behind the business.

Articles and blog posts are a great way to share your expertise.  I talk to many small business owners who are reluctant to ‘give away all my secrets’, but let’s look at it from a different angle.  If potential customers can see you’re a knowledgeable expert choosing you over anyone who doesn’t have that level of visibility is a no-brainer. 

Blog posts are also an excellent feed for your social media – and your newsletter, giving you ‘more bang for your buck’!

Email marketing nurtures your list.  Marketing isn’t selling, it’s a process of delivering value regularly, so, when you have an offer or promotion, people are already open to you.  It’s the law of reciprocity – you give value and the recipient feels like it’s pay-back time.

And, of course, content isn’t always written.  Visual images, video and audio all have an impact.  If writing isn’t your thing, what about video material, or start a podcast?  Obviously, video or audio material still need focus and planning, so you have a clear message, but work differently to written material. 

Of course, if you know that you should be generating content, but the idea of writing anything fills you with dread, there are easier ways to get your valuable expertise out of your head and into written format – with a little help!  Give me a shout and we can discuss something that works for you.

Is your website due for a freshen up?

 

When did you last take a proper look at your website?  Not just a quick glance to check it's still working, but a genuine assessment of whether it's doing its job properly. If you're struggling to remember, that's probably your answer right there.

Your website is often the first impression potential customers get of your business. And like a shop window that hasn't been updated in years, a stale website can quietly turn people away before they've even picked up the phone.

What should you be looking at?

Your message has probably evolved

Think about how you describe what you do today versus a year or two ago.  Chances are, you've refined your pitch, discovered what resonates with customers, and perhaps even shifted your focus slightly.  Your website should reflect this evolution, not the version of your business from when the site was first built.

Outdated content can make you appear out of touch or, worse, no longer trading. Fresh copy that speaks to your current customers' needs and challenges will always perform better than generic text written years ago.

Your customers' needs have changed

The questions your customers ask today might be completely different from those they asked when you launched your site.  Perhaps certain services have become more popular, or new pain points have emerged in your industry.  Your website content needs to address the actual concerns people have right now.

You're missing opportunities

Every page on your website should have a purpose, gently guiding visitors towards taking action, whether that's getting in touch, downloading a resource, or making a purchase.  If your pages just sit there without clear calls to action, you're leaving money on the table.

Similarly, if you've added new services or products, but haven't properly showcased them on your site, potential customers simply won't know they exist.

First impressions count

Whilst content is king, let's not ignore the visual side.  Design trends move on, and a website that looked cutting-edge five years ago might now feel dated.  More importantly, if your site isn't working beautifully on mobile devices, you're frustrating a huge chunk of your audience.

The same goes for user experience.  If visitors can't find what they're looking for within seconds, they'll give up and try a competitor.  Simple navigation, fast loading times, and intuitive layouts aren't nice-to-haves – they're essentials.

Your competitors aren't standing still

You can bet your competitors are regularly reviewing and updating their websites.  If their site looks polished and current whilst yours is gathering digital dust, who do you think potential customers will trust with their business?  And even if your competitors haven’t updated their websites, if yours looks much more current and easier to use, guess who will get the enquiry?

The good news

A website refresh doesn't have to mean starting from scratch.  Often, it's about refining what you've got: updating copy to better reflect how you work today, improving your headlines to grab your visitor’s attention, adding calls to action, updating case studies, and ensuring everything is focused on your visitor and it all works seamlessly.

The question isn't whether you can afford to update your website – it's whether you can afford not to.