Blogging is an easy, low-cost option for MSPs who may not have the budget to invest in traditional marketing. Blogs give you a way to demonstrate your expertise. Done right, they can have a big impacton lead generation.

B2B companies that blog generate 67% more leads a month than those who don’t[1], according to U.S. inbound marketing company Hubspot. Google actually indexes blog pages more quickly than new web pages. Because indexing is what makes content searchable, a blog can drive more traffic to your site.

B2B companies that blog generate 67% more leads per month than those that don’t.

So how do you create a blog that resonates with prospects and that helps you build relationships that translate into sales?

Here are five steps you can take to produce great blog content and present it effectively.

1) Think like a customer

Prospects will read your blog if you offer solutions to their problems, insights into what’s working (and not working) for their peers, or information about technology trends that could affect their business. This kind of information is hugely valuable to clients, and if they know they can count on your blog to provide it, they’ll keep coming back for more.

 2) Show what you know

You have specific expertise, so bring that into your blog. What do you do that other MSPs don’t do—or don’t do as well—and how does that benefit clients? What problems do you keep seeing your clients face, and how do you solve them? What area of your business is growing fastest, and what customer need is that area meeting? What are the five or 10 questions customers ask most often? Any of this would make good blog content. Your technicians can help you answer questions like these and possibly identify issues that haven’t yet made it to the account management side of your business.

 3) Blog frequently

The more often you blog, the more readers you’re likely to gain. Every week or twice a month will produce results; once a month probably won’t.

Don’t make the mistake of pouring energy and time into your first few excellent blogs, and then… nothing for weeks. No one will follow your blog if they don’t know when or if it will appear again. So plan not just for your first two posts, but for your first 10.  And announce on your first post how often you’ll be posting going forward.

4) Use stats and quotes

You’ll look like an authority if you substantiate your comments on trends and issues with facts, especially if you display them graphically. Here’s an impressive example from Hubspot:

5) Write as you would speak

 Successful blogs feel like a conversation. The writing is concise, clear and has the rhythms of daily speech. Sentences and paragraphs are short. Sometimes a sentence starts with a question; sometimes a question is a paragraph. The best test of your blog writing is to read it aloud. If you stumble or struggle, so will your reader. Here’s an example of a blogger who’s writing is easy to read and vividly conveys his personality.

Now share it with the world!

So you’ve poured your expertise and passion into a blog for the ages. Now it’s time to promote it.

How? Consider emailing sample blog content to customers and prospects. Post teaser blog content (a headline might be enough) on your home page. And most importantly, keep blogging. If you regularly post relevant, well written and well-presented content, an audience will find you—and some of them will become customers.

A final thought

Your blog deadline is looming and you have… nothing. This is the perfect time to comment on someone else’s article or a relevant topic in the news. Just a paragraph or two explaining why you think the content matters (or doesn’t) with a few excerpts from the article is enough for a blog post.

More marketing best practices

Want to learn more about growth tactics for MSPs?  SolarWinds N-able’s Blueprint for Success is a complete, proven strategy for growing a profitable managed services business.

[1]Hubspot: http://blog.hubspot.com/blog/tabid/6307/bid/5807/How-Many-Posts-Does-Your-Business-Blog-Need-to-Grow-Leads-At-Least-20.aspx