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5 Sure Fire Tactics to Promote a Business Blog

Posted on Feb 26th, 2010
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    TopRank Marketing drives results with content, influencer, SEO & social media marketing.

    Relevant, Consistently Updated Content + Flawless Technical Functionality & User Experience = Perfect Blog Launch

    What’s missing from the equation above? You guessed it: blog promotion.

    Creating a glitch-free blog with informative content means next to nothing without attracting readers.

    Start promoting your blog today with these five effective tips:

    1. Involve influential industry bloggers.

    By linking to popular blogs, you can gain the attention of both the influential blogger and his or her readers.

    But your blog won’t be the only one to benefit. You’ll be giving the other blog a little link juice – and be paying them a compliment at the same time.

    Try out a few of these ideas for leveraging other blogs:

    • Create a post around an interesting concept published by an influential blogger: Be sure to attribute the information to the blogger and link to his or her post. And don’t forget to offer additional unique insight to make the post your own.
    • Interview an influential blogger and turn it into a Q&A post: That blogger is sure to link to your post, and his or her readers are likely to visit your blog as a result. Side benefit: Including the insight of a thought leader will help position you as a thought leader as well.
    • Create a list of influential blogs: Include popular blogs from your industry, and include a link, short description and even a screenshot. Online Marketing Blog has successfully done this with its BIGLIST of online marketing blogs. Publish a blog post each week highlighting one or two new blogs to promote the list and acquire another link to the list.

    2. Promote your blog via social media.

    If your organization already has a solid presence on Twitter, Facebook or other social media channel, leverage your followers or fans to promote your new blog.

    For example, when a new post goes live, create a short tweet with a link back to the post – and provide the link on your Facebook fan page.

    A few tips to keep in mind:

    • Whenever possible (we know how quickly 140 characters can be used up!), include the blog name in tweets and other social media messages.
    • Auto-feed new posts to your social media accounts with tools like FeedBurner. But if you choose this option, make sure your headlines are as compelling as possible for social media.
    • Maximize promotional efforts by asking employees to add the blog URL to their signatures and personal social media accounts. Employees can also re-tweet posts that they find interesting.

    3. Create “link-bait” posts and “sticky” headlines.

    Creating compelling headlines or posts that resonate with social web users is another way to garner attention for your new blog.

    Try some of these ideas:

    • Write counter-intuitive posts – i.e, “The 10 Worst Online Marketing Ideas” or “The 5 Quickest Ways to Get Caught in the Spam Filter.”
    • Incorporate celebrities into posts (if appropriate for your industry) – i.e., “Top 10 Celebrity Tweets of the Week”
    • Leverage the sticky headline formula, “number + adjective + sticky message” – i.e., Lee’s recent post, “10 Must Read Tips to Start a Small Business Blog” (see image below)

    4. Promote the blog on your corporate website.

    It’s important to gain some valuable real estate on the homepage of your corporate site – particularly in the early stages of getting a new blog up and running. Create a button with a link to the blog to appear on the homepage, or at the least provide a link to the blog in the nav. The Otter Group does a good job of promoting its blog on the homepage of its corporate website (see image below).

    In addition to the homepage, ensure the blog is included in the upper and right-hand nav on all website pages. The goal is to make it as easy as possible for visitors to find your blog.

    5. Promote the blog offline.

    For all of the online channels available to promote your blog, there are just as many offline channels to leverage. Don’t limit yourself to the online world. Instead:

    • Add your blog URL to business cards.
    • Promote your blog at industry events.
    • Get print publications to pick up blog posts.
    • Use word of mouth to let customers and business partners know of the new blog.
    • Include the blog URL in the boilerplate of press releases (and in online releases, too).

    Of course, these five tips are just a few of many ways to promote and market business blogs. Whatever promotional efforts you choose, look for tactics that will help you reach business goals whether they are increasing awareness, garnering buzz in the media or driving additional website traffic.

    What tactics have you used to promote your blog?