I’ve been writing for the health and fitness industry for a long time now, and I’ve noticed something very strange in the industry. A lot of quality websites have yet to put a blog on their website, or they have let their blog go cold. This is absolutely insane to me because blogging is one of the most cost-effective and simplest ways to market your health and fitness company.
Whether you’re a personal trainer, run a gym, or an online supplement site a blog can elevate your business to an all new level the way few other marketing efforts are able to.
It makes sense when you think about it, many of the people running these sites don’t come from a business background. They’re like you. A motivated, hard worker in the gym and in the office. You didn’t build your business with an MBA, you did it with your own time, money, and will.
So, it seems the problem is that many people simply don’t realize how a health and fitness blog can help them. Well, since I have over five years experience writing blog posts and copy for the industry let me shed a little bit of light onto how a blog can reach more customers, increase sales, and make your company a lot more money.
Blogging Drives Traffic
How do your customers find you? Do they enter your website into the address bar on their computer? That’s customers who already know who you are and what your company is about.
Maybe you spend a large portion of your marketing budget on advertising. That can get really expensive and once you stop paying for it the ad stops working.
If you do an amazing job and exceed your customer’s expectations they just might give a good reference to a friend.
Each one of these methods is all well and good, but a quality blog on your website can draw in new customers, is far cheaper than traditional advertising, keeps working long after you’ve paid for it, can turn word of mouth into social media buzz, and can make your site rank higher in Google and other search engines.
How It All Works
As it turns out, Google and other search engines really like websites with a lot of pages. When you post a new blog page Google will index that page and crawl over it for keywords and identifiers. In fact, websites with a blog tend to have 434% more indexed pages. Now, when someone goes to Google and performs a search every page you have is another opportunity for a potential customer to find you organically.
Then a person does a search and they find your newest blog post. When your blog page has excellent, clean copy on it your potential customer is engaged. If they like what you have to say that customer is much more likely to share your content with their friends and peers that share their interests. And, the people they share this information with are most likely interested in what you have to offer as well because 94% of people who share content do so because they think it will be helpful. They’re doing your marketing work for you.
Now more health and fitness enthusiasts come to your website, and that’s when things really start to heat up.
Traffic Gets Converted to Leads
Another potential customer has now made their way to your website because they are interested in what you have to say. In your blog article, you have a cleverly placed “Call to Action, asking the reader to sign up for your e-mail list.
This “Call to Action” is on nearly every blog post and is usually accompanied with a free product like, for instance, a recipe book for protein-packed shakes, a supplement guidebook, or a free report to entice them.
Now you have their email address and you can send them special offers and promotions that only people on your list are able to claim.
Even better, you can announce to these leads your newest blog posts, and start the whole process again. Because there is one thing a blog does better than just about any other form of marketing.
Blogging Keeps Working Even When You Don’t
Wouldn’t it be nice if you could make money while you’re on vacation, working on other projects, or sleeping in bed? Well, blogs don’t keep hours, they work for you 24/7.
Once you put up a blog post it’s there for the search engines to find at all hours. Unlike a TV, radio, or online add it’s there long after you’ve paid for it. You pay for it with money or man-hours once and it keeps driving customers to your site, convincing them to buy your products or services, and capturing new leads all the time. And, as if that wasn’t enough of a reason to focus on blogging 70-80% of users ignore paid ads and only focus on organic ads. So, blogging is simply more effective than those other means at reaching customers ready to pay.
So, it’s more cost-effective but not just because it’s cheaper upfront, but marketers who prioritize blogging are 13 times more likely to see a return on investment. Those are numbers that are too good to ignore.
Turns You Into An Authority
Let’s say a customer went to your site right now. They are looking to buy a product or service from you, but they have questions and you don’t have a blog. What do you think they are going to do?
Most likely they will type their question into the search bar. They’re now off of your site and directed to a competitor who not only has the product or service they’re looking for but has the answers to any question they have right on the site.
There’s a slim to none chance that person is going to come back to your website. That’s because 47% of buyers view 3-5 pages of content before engaging with a sales rep. They’ve forgotten all about your website by then.
You just lost that customer forever. If you had a blog you can start answering all those questions your customers have. That turns you into an authority. When they have questions, they think of you. Your site becomes the one they turn to when they need answers, and that means more opportunities for your copy to close sales.
Blogs Build Hype
One final thing to say about blogging. Let’s say you have a new product, service, or promotion coming out. A blog is a place to start laying the groundwork for your marketing campaign.
Great health and fitness blog copy let you pinpoint in on your customers’ pain points and position your next big thing as the answer to all of their problems. You can use your blog to fill a need that you’ve created in the mind of your customer.
Where Do We Go From Here?
So, I’m sure by now you’ve heard enough to convince you of how much of an impact great health and fitness copywriting can have. But, your busy running a business. You don’t have time to keep up with a blog.
That’s where I come in. I have ten years of experience in B2C sales and more than five years of experience writing blogs and copy for the health and fitness industry. Contact me right away and let’s discuss how I can help you grow your business with a blog and start reaching more customers..