When it comes to marketing as a small business, you want to make sure that your marketing efforts are always bringing you back a return on investment. Blogging takes a lot of time, even when you’re putting in minimal effort, which is why you want to make sure as a wedding photographer you’re using a strategy that makes sense for your business and the types of clients you’re trying to attract! In this blog I’m going to walk you through 6 steps on how to make the most of your blogging strategy as a small business owner.
1. You Need to Define Your Ideal Client
Blogging takes time, which is why you want to make sure you have a focused strategy when starting your blogging journey. Knowing who you’re trying to reach with your blogging will help you to get your website in front of them to answer their most important questions when wedding planning.
A Few Questions You’ll Want to Think About:
-What kind of questions are your ideal clients trying to answer? For example if you’re a wedding photographer are your ideal clients planning a wedding in your home town? Or eloping on a mountain in Alaska?
-What kind of inspiration are your ideal clients looking for and where are they going to find it?: Are you targeting Gen Z who spend most of their time on TikTok or ChatGPT? Are they going straight to Google to find their answers and vendors?
-Who are your ideal clients working with or shopping from already? If you’re in the wedding industry, are they the type of couple who uses a wedding planner, or are they planning their wedding day on their own? If you’re selling products, are they shopping from places like Target or West Elm?
You’ll need these answers to get a better picture of what kind of keywords to target for your blog strategy.
2. Choose Strategic Blog Topics
As a wedding photographer, you’ll now want to ask yourself “what stage of the planning process are my clients looking for me?” Once you know the answer to this question you’ll be able to create blogs based on the search terms they will be using during this point in their wedding planning!
-For wedding photographers, typically you’re going to want to catch your potential clients in the early stages of planning! This is usually when they’re looking into the city they plan to get married in as they are browsing wedding venues and looking at wedding planners. You’ll want to plan these blogs alongside more “personal” blogs that showcase how you work with your clients and what you focus on as a wedding photographer so clients can get to know you a bit as well as see some of your past work!
-For elopement photographers, you’re typically the first vendor potential clients go to for guidance! Make sure you are catching potential clients’ attention when they are looking for inspiration or legalities for how to elope or where to elope as that’s also when they’ll be looking to book their photographer (you!)
If you’re in a service based business like social media management, your ideal client might try to help themselves first! They might search for 40 Instagram topics to cover in their niche, or for 10 trending sounds in their niche this week.
3. Optimizing for SEO
Search Engine Optimization is the MOST important part of the blog writing strategy for your website. Without search engine optimization, your blogs are significantly less likely to show up in searches by potential clients! Here are some tips on how to optimize your blog posts.
-Incorporate keywords based on your location of work, like “Southern California Wedding Photographer”, or “Chicago Vintage Shop.”
-Use your meta descriptions for your blogs! Make sure to make them interesting and attractive to people who might come across your page on their Google search, and don’t forget to organically include your keywords if you can.
-Add alt text to your images to help Google know what’s going on in each one and what their purpose is on the page.
4. Include Clear Calls-to-Action!
It’s important to create a road map to get your potential clients to your contract page with as little effort as possible. Link to another (relevant) resource in your blog to keep them on your website longer, and always give them a link to inquire or shop so that it’s beyond simple to get in touch or take the next step!
5. Repurpose Your Content
Writing blogs is a GREAT way to start posting on multiple platforms. Blog posts are typically longform content that can then be reused on other long form platforms as well as repurposed for short form content as well! Here are some ways to reuse your content:
- Use your Blog as a Tiktok Script!
- Create Pins for Pinterest
- Email it to Current clients who are planning their wedding day
- Create Instagram Carousels with the information.
6. Last but not Least, Track Your Performance
One of the most important parts of SEO and blog strategy is checking your work to make sure it is indeed working for your website! Use Google Analytics and Google Search Console to help you to start tracking how well your blog posts are doing, and how many people end up on your website!
- Be sure to check out how many page views you get each month.
- Make sure to compare the page view number to your number of bookings each month as well. Having this information can be super helpful for writing future posts!
- Look at your top performing keywords and pages to see what’s working and what needs improvement
- Use your data to determine what’s working or more importantly, what’s not working. Are clients reading your blogs but getting lost on the contact page? Is your website easy to navigate?
When it comes to blogging, know that it takes some time to learn the ropes and begin blogging effectively. This DOESN’T mean you shouldn’t give it a try though! More than anything, consistency is key, and you can always update past blogs over time as your strategy develops. Even blogs that are not formally search engine optimized can create results if posted consistently throughout the year. If you’re looking for more blogging information, head to our blog to check out all of the details! If on the other hand you’re looking to have someone take blogging off your plate head to our contact page to inquire about our services!
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