Best Practices in Blog Marketing
As with your
company Web site, your blog will need to be promoted in
order to draw traffic. Fortunately, there are a number of
relatively easy and inexpensive (in many cases, free)
methods to attract readers. Several of these tools are
unique to blogs.
promoting your blog offline, similar to the way you promote
your Web site: by including your blog URL in press releases,
print ads, PowerPoints, and on your product literature and
Get your blog
listed on key blog directory-type sites, such as
Technorati, and other sites on
Robin Good's “RSSTop55 - Best Blog Directory And RSS
Set up a
Yahoo page (if you don't already have one). Add your blog
feed to this page by clicking “Add Content,” typing the URL
of your blog in the “Find Content” box, and clicking “Find.”
This will cause Yahoo to spider your blog immediately,
helping your search ranking there.
Each time you
Pingomatic. Enter your blog name and URL, select the
services you'd like to “ping” (notify of your new post),
then click “Submit Ping.” This free service will then notify
these large feed sites that you've added new content.
Ankesh Kothari provides several recommendations for
effective blog marketing, among them: edit a post to make it
read like an article in a trade or business publication
(800-1,000 words on a specific topic; include one or two
actual customer experiences or quotes if at all possible).
Then submit your post to syndicating sites such as
Article Marketer. (COTC stands for “Carnival of the
Capitalists.” Any blogger can get a wider audience for a
specific posting by emailing it to cotcmail-AT-gmail.com.
Relevant topics include pretty much anything related to
business: management, marketing, accounting/finance, sales
blog posting as an article in this manner gives you far
wider exposure than simply publishing on your own blog.
According to Article Marketer, other sites will pick up
these articles because they are hungry for fresh, relevant
content. Your submission saves them time and effort.
Articles of this nature – properly written – establish your
credibility with readers in a way that an ad can't, and at
little or no cost.
blogs relating to your topic and get them to link to you.
The most subtle approach is simply to link to these blogs
and hope they discover you. One notch higher is posting
comments on other blogs with a link back to your blog; this
will assure that the other blogger notices you, and bloggers
appreciate comments (provided they are pertinent,
informative and not blatantly self-promoting of course) –
blogs are, ideally, a conversation more than a broadcast.
You can also
get your blog linked by other bloggers by contacting the
author directly and asking (often very effective); writing
reviews of other blogs (as the
Small Business Trends blog does); or interviewing other
bloggers for your blog (as is done on the
Tinu Abayomi-Paul recommends using Trackback to build traffic to your blog, stating
“Learn to use Trackback properly and you won't need to beg
for links to your site ever again.” Trackback is sort of a
remote commenting system; many bloggers don't use this
because it's more complex than plain commenting and because
Blogger, one of the most widely used systems, doesn't have
offers a free tool to add Trackback to Blogger.)
If you've done
any search engine optimization or
marketing, you've already got an extensive list of
keywords related to your business and product/service. Use
these keywords and key phrases in your blog posts. Keep in
mind that search engines like Google treat each post as a
separately searchable page, so simply using one to three
keywords or phrases in each post is sufficient to get your
opportunities to post on other blogs as a “guest
contributor,” similar to writing articles or editorials for
publication in trade magazines. Like magazine editors, some
bloggers simply won't consider letting anyone else post on
their blog. However, many bloggers, stretched for time or
new ideas, will welcome a well-written and informative (not
blatantly promotional) third-party submission.
with other relevant sites through services such as
Link Exchange Club. Note: In the past, some link
exchange services have run afoul of search engines,
particularly Google. When I contacted Google support to ask
about the legitimacy of this one specifically, they gave me
a non-definitive answer.
paying to advertise on other blogs? According to research
Nielsen/NetRatings, “While (blogs) will likely never
have the traffic of some of the larger ad networks, blogs do
have a specific role to play in the online advertising mix.”
The firm estimated that the top 50 blog sites drew nearly 30
million unique visitors in July 2005.
Why Write a
Blog for Business?
How to Create an Effective