Field of Dreams or Flight of Fantasy?

12 May 2014

Remember the meme from the movie Field of Dreams -- if you build it, they will come?  Yeah, that was the movies.  It's not real life.  And it's really not private practice reality.

 

Building a website is not the end point for marketing your practice.  It's the foundational beginning.

 

So if you have spent a couple weeks or months putting your website design and content together and think you are done now with marketing, well, I hate to tell you, but nope, that's a fantasy.

 

Advice That Has Come Back to Haunt Me

 

I used to tell my marketing clients that if you were an extrovert who engaged in a lot of referral building or signature talks that you probably wouldn't need a blog.

 

I also used to tell you that you could get away with having an extensive website with a lot of articles and pages to read -- get it done once, optimize it well, then don't worry about it.

 

Not sure that's true anymore.

 

Because of changes Google has made in prioritizing a continual stream of fresh content, websites with blogs that have new material once a week are performing better now in pulling traffic to websites, than rich but static sites.

 

I'm afraid blogging is in, and there's no easy way around that.

 

Good News For Wixies

 

LOL, I'm coining that word right now to refer to you all whose websites are hosted on the Wix platform.

 

The good news is that Wix has vastly improved their blog feature.  It now looks great, is customizable, and is complete with tag cloud.  If you built your site more than a 6 months ago and didn't add a blog because the Wix option was, well, pathetic, it's now really worth another chance.

 

And a Blogging Hint

 

Blogging doesn't have to be arduous.  You don't have to be -- really even shouldn't  be -- all formal and dry and correct.  That's not what makes a blog readable.  

 

More importantly, that's not what makes a blog work for you as a marketing tool.

 

What is important is to think of your blogging as a written conversation.  Write like you speak, for the most part, and let your personality shine. 

 

The flight of fantasy comes in with imagining being in dialogue with your readers, and writing your half of the conversation from that perspective.  This injects life into your blogging, and reinforces you in your web presence as a person who is relate-able, who potential clients can also imagine talking to.

 

Once you get the hang of interacting with your niche market like that, blogging will be easy to do on a more consistent basis, and clients will respond.

 

 

 

 

 

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