How to Create a Blog Promotion Strategy
Do you have a blog promotion strategy in place? All businesses should have a blog promotion strategy, as blogging is one of the most effective ways of driving traffic on the internet, at no cost. The reason is that great blog content assists in driving traffic from social shares, search engines and referrals from various sites, but it does not end there. Effective blogging helps your business by developing your brand, establishing your expertise, answering questions and queries and bolstering customer loyalty. You cannot only bolster your conversion rate, but also attract more traffic to your website, free of cost.
The Evolution of the Blogging Revolution
We have experienced a blogging revolution over the last 20 years, where individuals have catapulted from obscurity to popularity based on 500-word rants or snippets, which resonate with particular online audiences. However, with the surge in the number of people writing blogs, the quality of blogs is of paramount importance.
Obviously, effective blogging is not as simple as penning a post and expecting sales to soar through the roof. You need a good blog promotion strategy. You need to learn the craft of promoting your blog and the good news is that blog promotion is easier than product promotion, and because an effective blog indirectly markets your brand, it leads to higher sales.
I guess you are wondering how to direct more traffic to your blog, aren’t you? The answer is straightforward: you need to have top-notch content. You already know that free content is ubiquitous. Just publishing a blog is not enough. The blog post has to be awesome and compelling. Follow our 3 tips to stand out from the rest:
- Explore and cover something fresh or novel
- Cover your topic better than anyone else
- Cover a current topic from a new angle
You may have a tough time promoting your blog, if it is in neither of the above categories. Out of the 3 options, the first one is the toughest. You will realize that in a majority of cases, someone else has covered the subject you would like to write about. However, if you have the chance of writing about something new, or if you happen to be in a new industry, go for it.
Most blog posts fall under the second or third category. Out performing someone in terms of content quality usually entails either diving into details or simplifying the topic. Go for what offers more value to readers. A good way of making a topic better is by considering it from a fresh perspective, making it visually appealing, connecting the dots in a distinct or unique way or rendering a new opinion.
It is a good idea to first figure out what you are up against. Using a tool, such as Buzzsumo, to get access to popular content regarding a specific topic and going through it can be useful. Similarly, searching your keywords in a search engine like Google and reading the material on the first page of the results will help you get familiar with content that is doing well. A good blog promotion strategy begins with content ideas, before committing anything to paper consider how you are going to make the content engaging and compelling.
Here are a few valuable blog promotion strategies that are effective and easy. Try them and achieve optimal results.
The most important question that you need to ask yourself is: Why does my blog exist. A single defining statement, which articulates the central purpose of the blog, is essential to keep you on track. Don’t dig into the practical details of the blog strategy just yet, rather clarify its purpose. Take a moment and reflect on the following key question:
- What goal is your company attempting to achieve?
- What story augments your purpose?
- Who shares this purpose?
- Have you aligned your team with this purpose and its meaning?
If you have clear answers to the above questions, collate them into a central defining statement. This statement will be your potent anchor with respect to all future blogging endeavors.
Take your time and come up with a detailed and clear description of your target customers. You need to customize your blog content to the needs, tastes and preferences of your prospective buyers, as eventually your blog will evolve into a useful lead conversion tool. Knowing your target customers will help you in writing blog posts that are tailored precisely to these customers. Once you know the detailed descriptions of your target audience, researching their behavior will assist you in adapting the blog content to suit their interests, curiosities, challenges and problems.
Nevertheless, you must be thinking that customer research can cost a fortune. In that case, you can visit places like:
- Q & A forums like Yahoo! Answers, Fluther and Quora
- Twitter Advanced Search, LinkedIn Groups and Google+ Communities on social media
- Informational tools, which get you in touch with other content from your niche, some useful resources, are Topsy and BuzzSumo.
One of the key objectives of inbound marketing is to develop and maintain your audience’s trust. If you come across information your customers are looking for and manage to become the go-to blog, which provides easy access to that information, your customers will begin trusting you. Over the course of time, this trust will gain momentum and it will not be long before this high trust relationship will reap its benefits in the form of repeat purchases from not only customers but their friends and family too.
Document a list of your competitors who have blogs. This list could contain 5 to 10 of your close rivals with blogs. What you need to do is conduct a content audit of these blogs. No business wants its customers to seek buying information from its competitors. Unfortunately, if your blog lacks information your customers are after, you leave them no choice but to turn to your rivals.
An audit of your competitors’ content will reveal how high they are ranking in terms of crucial keywords. You should come up with and promote better content for these crucial keywords. If you find content related gaps on your competitors’ website, capitalize on them by using QuickSprout, SEMRush, Open Site Explorer and Competitor Research.
Developing an email list on your site is extremely useful and I am hoping you are already working on it. If you happen to only send an email to your list to induce subscribers to buy stuff, it is likely the recipients will unsubscribe. It is better to keep making value additions between sales pitches by emailing them interesting and helpful blog posts. This will have 2 effects. Firstly, it will bring prospective customers to return to your site and secondly, these customers may end up sharing your content on social media, which will expand your reach.
It is important to target the right keywords. Compile a list of 5 to 10 keywords you intend to rank for along with their long-tail counterparts that will be included in your blog content. Keywords enable a search engine to better comprehend what the content is about. When your customers search for certain phrases, you want them to end up on your blog rather than a competitor’s. First, you need to figure out what your potential customers are typing in search engines.
You will have to devote some time to this crucial exercise and then include those keywords in the blogs. Keep in mind that Google’s algorithm is changing on a constant basis and has become more intuitive over the years. Conventional tactics, like keyword stuffing, may actually damage your ranking nowadays. Want a better idea? Write copies that engage the humans first and the search engine second.
Irrespective of your industry, market or niche, there is always a handful of influential figures that have the ability to sway large number of people who have an interest in what you are selling. These influential authorities may be pundits, celebrities or even other bloggers, but they have the gift of massive social media following and tend to hold substantial influence with a huge number of people in your target market.
Pinpoint your industry’s influencers and scour their websites to get familiar with the type of content they are likely to share. Then all you have to do is create content exclusively for them. Make sure you remain in touch with your influencers.
Use Social Media
Make a habit of sharing your blog posts on social media every time you publish them. Share them on your business accounts and personal accounts. In case you don’t have an active community on social media, it is high time you start growing one. Numerous businesses make the mistake of sharing their content just once. Do not do that. Instead, share it regularly in the future, like every week or every month.
Make Guest Posts
There is a way that helps you penetrate someone else’s audience, which involves publishing a blog right on their blog. This practice, commonly known as guest posting, is a great way to be noticed and drive traffic back to your site or blog. When using this strategy, make sure to target the right community. Write a blog post that resonates with your audience and is relevant to your business and include a few links directing users to your site.
Participate in Forums
Another avenue available to you for blog promotion is forums. There are many forums where people gather to discuss specific topics. You can participate in these discussions and add value, which will help in drawing attention to you and your blog. As a result, it is likely that other participants may follow your link.
Run a Contest
This is a great means of increasing your blog’s visibility. You can use several tools, like Rafflecopter or Gleam, to host contests right on your site. There are numerous ways of collecting entries, which include social shares, email list signup and blog comments. As a result, either you will see a surge in your web traffic now or you will develop a community that will drive traffic later.
If you decide to arrange a contest on your website, ensure that the prize you are offering is exciting enough to trigger people, especially your target audience, to take part in the contest. Refrain from giving away cash. Rather, use your product or something similar as a giveaway.
Make an effort to reach out to professionals in your industry, government officials, academics at a local college or anyone who has the requisite knowledge, expertise and credentials to offer authoritative and useful insight regarding a piece of content that you intend to share. Not only can you benefit from their opinions to enhance your content and make it more appealing to influencers, you can also leverage their well-established communities.
Moreover, when you thank these experts, via email, and bring it to their knowledge that a piece of content has gone live, they will share it using their own social channels, which can make you even more prominent.
Compile a document listing who is accountable for different roles with respect to your blog strategy. Make a decision regarding who will execute different aspects of the strategy. When you carefully look at any blog post, you will realize there are many moving parts and not creating ownership for these different components will only reduce your chances of success. Below are examples of different roles that are required for implementing an effective blog strategy. They will definitely depend on the size of your marketing budget and team.
- Keyword search
- Facts, example and statistics search
Writing compelling blogs posts is a time-consuming exercise. Ensure your work is put to good use and your blogs are read, which is where the above blog promotion strategy outlined will be useful, not only for your blog, but also for your online business. Using the correct blog promotion strategy will help drive traffic to your website.
What blog promotion strategies do you use? We’d love you to share.