An environmental company’s online presence can be overwhelming to maintain – especially during the months where your company sees the most business, depending on the time of year.
With advertising, current projects, mountains of paperwork, assessments, compliance schedules, and networking, these companies and consultants have too much on their plates.
To-do lists are even more complicated with the growing need for online presence.
It just isn’t enough anymore to have a website because there’s a sea of other environmental companies pushing for the same clients you are – and increasing numbers of them have blogs.
But that isn’t the only reason you need one…
Blogging Pre-qualifies Your Clients
I’ve contracted with the Forest Service and small businesses long enough to know that because there are only 24 hours in day, you need to work smarter, not harder.
If you do a blog the right way, your presence online will passively pre-qualify the companies and individuals who are looking for your unique environmental services.
When your blog focuses on your niche, you authentically differentiate yourself from the other companies in your local area. Your dream clients can find you faster and easier through posts that show them through genuinely valuable content, that your company offers the environmental expertise and services that they need, for the right fit.
So, when you post about things that are of real value to your specific market – whether you do mitigation, conservation, planning, permitting or compliance, the right people can find you quickly.
Valuable content saves you time:
- Shave hours from your initial consults by offering pre-qualifying tools and tips before you meet.
- Save your teams phone time by providing valuable content and resources your clients can access from your website.
- You don’t have to explain what you do – your readers already know.
- Shorten your sales funnel process. Through strong content, examples in proof, and enough solid takeaways for your readers, credibility has already been established through the value you’ve delivered already.
Blog Advertising Dollars Go Further
Because your blog has longevity, a one-time post offers continual returns in the form of leads now, a year from now, and well into the future.
Look at what you read. Some posts, especially about current events, are very recent. But for researching topics that have more staying power, those could be from a month ago, a year a ago, and in a lot of cases, much, much longer.
In fact, 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time. (HubSpot, 2016) (Source: https://www.hubspot.com/marketing-statistics)
Blogging is a great way to make your marketing dollars stretch further.
When think about that one post in terms of how little time or money you spent to have it written once, and see how great a return it provides you now and in the future, you can consider that money saved.
Blogs Generate Networking Opportunities
Here’s how a powerful environmental blog works:
A potential client with commercial property in need of a Phase I Environmental Site Assessment to perform their due diligence. Their process begins with a Google search on say, Portland Environmental Consulting, as a first step in their process to locate the right kind of environmental company.
You have a post on your blog from a month ago, or even last year that speaks on what commercial properties need to assess for sustainability and compliance. In your post, you offer some helpful questions they should ask themselves, and things to think about prior to picking up the phone.
Consider that 94% of online readers share blog content because they think it will be useful to others, (source: nymarketing.com) and your networking opportunities just grew exponentially without your having to do a single thing.
A solid, well-done blog not only polishes your online image, it offers networking opportunities.
Over time, if your blog is regularly tended to, with high-quality, original content, you can position yourself as an authority with Google. That bodes well for your site in terms of being found, and visited, online.
Environmental consulting and services is a highly competitive business, and you have enough to do.
If you haven’t kept up with your blog lately, you are missing out on a powerful marketing tool that, over time, will help you to work smarter, not harder.
Help your clients find you.
For boosting your online brand, and enhancing your environmental expertise, I can help.
Drop a line. Let’s build a strategy to boost your online presence and offer your potential clients a bright window into your expertise.