Performancing Metrics

Posts Tagged ‘blog promotion’

Blog Marketing How-To Guide – Lesson 6 – Think Quality Not Quantity

If you want your blog to be successful and still have an audience in a few years, then you need to focus on quality, not quantity.  Building a successful blog that has a lifespan longer than 12 months and an audience that continually grows depends on your ability to put long-term sustainable growth above short-term traffic spikes.

While it’s always nice to publish a link bait blog post and drive a burst of traffic, more often than not, the majority of that short-term traffic disappears faster than it appeared.  However, if you devote your time to pursuing activities that position your blog for organic growth, you’ll be able to reach your ultimate blogging goals.

Think of it this way:

It is it better to have 10,000 Twitter followers who follow you and then disappear (i.e., they never retweet your content or engage with you again) or 1,000 Twitter followers who actively engage with you, converse with you, retweet your content, and so on. Read More

Categories: Marketing
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Blog Marketing How-To Guide – Lesson 4 – Linking Branded Online Destinations

So far in the Blog Marketing How-To Guide, you’ve learned what marketing is, what branded destinations are, and what brand positioning is.  Now, it’s time to link your various branded online destinations so you can effectively surround people with your branded experiences from which they can self-select how they want to interact with your brand.  Ultimately, all of these destinations should lead back to your core branded destination, as discussed in Lesson 2.

There are a wide variety of ways that you can use to link your branded online destinations, which I discuss in my book, 30-Minute Social Media Marketing, and I’ll touch on a few of the heavy-hitters here in Lesson 4 of the Blog Marketing How-To Guide.

First, make it easy for visitors to your blog to find you across the social web by prominently displaying links to your various social media profiles in your blog’s sidebar.  You can use social media icons to draw attention to your other branded destinations.  Alternately, you can include links to your most recent updates and activities on other branded destinations using Facebook and Twitter widgets.  There are even tools and WordPress plugins available to help you stream content from your YouTube channel, Flickr profile, SlideShare content, and more directly in your blog’s sidebar or footer.  Not everyone likes to read a blog, but if they find your blog, you don’t want to lose them. Therefore, it’s essential that you offer different ways to interact with you and find your amazing content.  Don’t bury those choices!  Instead, prominently display them on your blog.

Second, make sure your blog and Twitter content are available in your social networking profiles.  Use the tools available to you in Facebook and LinkedIn to automatically update your profile, page (for Facebook), and groups (if groups allow the news feature in LinkedIn) with your most recent blog and/or Twitter content.  It’s just one more way to offer your amazing, shareworthy content and give people another way to interact with you and your brand.

Third, make sure all of your branded destinations offer a clear way to get to your core branded online destination.  That could be through a link in your bio or profile, sharing content, or any other method you choose.  The point is to make your core branded online destination easy to find from any other branded destination that you maintain.

Fourth, use a tool like Twitterfeed to automatically feed your blog content to Twitter.  Take a few minutes to set up your autofeed with a compelling introduction and shortened URL that you can track.  Twitterfeed offers these options and more.

Fifth, don’t forget to lead people to your branded online destinations (particularly your core branded online destination) from your offline communications and marketing efforts as well.  For example, be sure to include links in your email signature line, on your business card, on your invoices, and so on.  If there is an opportunity to include an extra line of text with a link to one or more of your branded online destinations in any communication you create, add those links!

Again, theses are just a few key suggestions to help you begin interlinking your branded online destinations, but it’s enough to set you up for long-term blogging growth and success.

Stay tuned for the next lesson from the Blog Marketing How-To Guide coming next week here on BloggingPro!

Read previous lessons in the Blog Marketing How-to Guide:

Categories: Marketing
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Blog Marketing How-To Guide – Lesson 3 – Positioning Your Blog

There is a reason why niche blogging is such a hot topic.  I include an entire minibook about niche blogging in my book, Blogging All-in-One For Dummies, because it’s a topic that bloggers hear all the time but don’t fully understand.

The Internet is a very cluttered place, but you can stand out from all that clutter by establishing your niche and offering amazing, shareworthy content and conversations related to that niche on your blog.  In simplest terms, a niche is a very specific area of focus. Believe it or not, the concept of using very focused blogging to give yourself an edge against the competition is not a new one.  In fact, there is an entire area of marketing and branding that is dedicated to this very concept.  It’s called brand positioning and by establishing your niche in the blogosphere, you’re positioning your blog brand against all the other sites and information available online.

Branding theory teaches marketers that a highly focused brand is more powerful than a broad brand.  The same is true for your blog.  The more focused it is, the easier it is for you to carve out your niche in the crowded online space and become the go-to person for your blog’s specific topic.

In other words, by choosing your focused niche, you can position your blog as different from others and offering some form of added value that other blogs are not delivering.  For example, if you write a blog about gadgets, are you writing about every kind of gadget known to man?  If so, you have a lot of big, popular sites to compete with.  However, if you narrow your focus and contract your brand to position your blog as the source for information and commentary about iPhone apps or another more specific topic than the generic gadgets topic, you’ll be better able to compete in the online space and set your blog apart from all the other blogs and websites out there, particularly those with deeper pockets and more manpower.

The key is defining your niche and patiently and persistently establishing your position in that niche so there is no confusion among the online audience about your blog’s purpose and what they can expect to find there.  A key part of building a brand is meeting consumers’ expectations for that brand with every branded experience or interaction.  That rule applies to your blog just as much as it does for any other brand in the world.  Create those expectations and then deliver on them consistently to build loyalty and your own band of brand advocates across the Web.

Up next in the Blog Marketing How-To Guide – Linking Your Branded Online Destinations.  Stay tuned!

Read previous lessons in the Blog Marketing How-to Guide:

Categories: Blogging Tips, Marketing
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Blogging Pitfalls: Why You Can’t Stop Promoting

There’s a story told to those in school for advertising about William Wrigley Jr., the owner and founder of Wrigley gum.

According to the story, Wrigley was on a train when another passenger asked him why he continued to spend millions of dollars when everyone knew his product and he had a virtual lock on the market.

Rather than answering the question, Wrigley responded by asking how fast the train was going. When the other passenger said, “About 70 miles per hour,” he shot back with the now-famous quip:

“Well, that’s fast enough, why don’t they unhook the engine?”

Wrigley understood that advertising and promotion was a key to growing his company and it is also key to growing your blog. However, most bloggers only focus on promotion during the earlier days and months of a blog, let it coast to hopeful success later. This can cause growth to slow to a crawl and, in extreme cases, even stop.

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Categories: Blogging Sense
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Why Bloggers Shouldn’t Ignore Foursquare

Yes, I think it’s childish to want to earn a “virtual” award. And yes, I do worry that robbers are going to break into my house when I’m enjoying a steak in the city. But despite all this, I will risk it. Yup, I am now a Foursquare user. It’s not because I want my friends (I don’t have that many!) to track me down when I’m out on the town. Rather, it’s to help promote my blog – my brand – ME.

Foursquare and other hyper-local, mobile-connected services are evolving into the next big marketing wave, and if you’re not engaged yet, you will be soon. Close to two million people already are…and growing.

Here are the reasons why I decided to join, and why you should consider as well. Read More

Categories: Blogging Resources, Blogging Tips, General
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Why I’m Not a Fan of Auto Tweeting Blog Posts

Auto tweeting blog posts has become a widespread habit.  It’s the easiest way bloggers can get their goods in front of Twitter followers.  A one-time set up that takes mere seconds promises to save you valuable time each day.  As soon as you hit publish, a third-party service (i.e. – Feedburner) will shrink your link (damn that sounds dirty), pull your headline (dirtier yet!) and automagically post to Twitter.

This is the easy way out, and as you already know, anything that is free and/or easy comes along with a price.

I’ve experimented with auto tweets.  The results left me unimpressed.  I’ve also toyed with taking a minute out of each day (sometimes even two minutes!) to put a bit more thought into what I’m promoting. It’s this approach that has proven more effective when it comes to click-throughs.  In fact, during my auto-tweet test, I saw a 70% drop off in traffic from Twitter.  Of course the content is not exactly the same since I’m always posting new blogs, but many are within the same “zone.”  I’m convinced the sharp decline is because people identify auto tweets and are less likely to engage. Read More

Categories: Blogging Tips
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