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Posts Tagged ‘blog promotion’

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.

Read More

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
Tags: , ,

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