Freelancing Riches

From the marketing perspective, a blog is not really that different from an “old-fashion” media form. Surprisingly, some people, including your typical business and marketing majors don’t know this. Sure, the medium has changed, but the same marketing principle is still valid. As marketers, we need to strike a conversation with our audience. The tools and knowledge gained from marketing classes can just as easily be adopted to be used on blogs. Below, I have compiled a list of the top 4 lessons that I believe you can take out of marketing class.

1. Market research is crucial
There are so many bloggers out there who really have no idea who is coming to their blog. They may know that all these people are interested in a common topic, but who exactly are your readers? Where are they from? How old are they? Are they male or female? What is their occupation? The list goes on and on.

It is vital that bloggers get to know who their readers are. How do you do this? Well, the easiest way is to just place a survey in a post asking various questions about their demographics and interests, and offer a prize to further encourage readers to fill out the survey. Make it short, sweet and questions optional, just in case someone feel that a certain piece of information is too personal to share.

Knowing who reads your blog will not only help you get advertisers, it will also help you write content that is better suited to your readers and help make sure that your marketing efforts are targeted towards people who are actually prepared to read your blog.

This can be done subtly as well. To see an example of this in action, simply head over to ProBlogger. Darren frequently creates polls and analyzes the results for his readers. While some of these polls aren’t about demographics and are really meant to help bloggers get information about other bloggers, Darren often asks questions like ‘How old are you?’ and more recently ‘How much social networking do you do?‘ This not only gives readers information about the ages of their fellow bloggers, it also provides Darren with valuable demographic information.

2. It is not what you know, it is who you know
In blogging, networking is everything. While you can try to do everything by yourself, writing content and marketing your blog with no help, it is much easier and more fun when you work with other bloggers in your niche. Find other blogs that talk about the same things you do, try to interact and partner with them.

Feature the content of other bloggers on your blog. This not only provide your readers with relevant information that they might be interested in, but also would sometimes encourage other bloggers to do the same to your content in a phenomenon we call ‘link karma’. (See Link Karma: How Linking to Others Can Get You Lots of Links in Return for more on ‘link karma’).

Guest posting is another great way to grow your blog, as by doing so, you can expose yourself to a whole new audience of another blog. Networking will help your blog grow quickly. When I first started out I didn’t take the time to make connections with other bloggers and while these blog grew at a fairly steady pace, the amount of traffic these blogs received absolutely skyrocketed when I start partnering with other blogs in my niche.

3. The Best Advertising is Free
There is no doubt that word of mouth marketing, or in today’s web world, viral marketing, is the best and most cost effective way to generate traffic for a blog. Write a post that others will find interesting, whether it means making a list like this one, taking an unconventional stance on an issue, or breaking some important piece of news. If your content is good, people will talk about it and it can spread virally. Use social media websites like Digg or StumbleUpon to help get the process started.

However, one must not confuse the viral marketing and word of mouth marketing as they are not the same. Fundamentally, they have different dynamics. Jennifer over at SearchEngineGuide has written a very nice article explaining this in more detail, Viral marketing is not the same as word of mouth.

4. The Importance of Public Relations
Public Relations is crucial to any marketing campaign and is very important when coming to building brand awareness and reputation for your blog. The quickest way to gain credibility is get credible sources talking about you. As Maki of Dosh Dosh puts it, ‘to influence the influencers’. While getting your blog covered in the New York Times is an arduous task, it is far easier to get your name out there through guest posting on blogs and news sources that has authority.

Many of the most popular blogs in your industry will likely accept guest posts (like this one), and the same holds true with newspapers and magazines (especially their online sections). Call or e-mail the editors and writers of some of the authority media properties in your niche and see if you can guest post on their website, magazine or newspaper. This puts your voice in front of hundreds and sometimes thousands of people. Press releases are also a great tool that bloggers can use. For more information on how bloggers can use press releases, read a guest post I made on JohnChow, How to use press releases to your advantage.

Do you use other principles of marketing with your blog? Let us know in the comments.

Before we get into tactics for improving your social media presence, it must be said that solid marketing is all about the ideas behind your product or service. These ideas need to be communicated on your website with clear messaging and visual appeal (which good creative advertising firms can help you with), as well as through a variety of channels. Social media is rapidly becoming a preferred channel for web users to communicate and share ideas, and should be a strong part of your web strategy. Here are some tips for improving your website’s presence as it relates to social media.

Create Content!
Being a participant in social web requires that you create content, and certain kinds of content at that. Regardless of your industry, to create buzz you need to educate or entertain your target market, and well executed content will make people want to share it.

Improve the “Linkability” of your Content
Having “static” web pages, e.g. brochure-style or storefront pages, are definitely useful for product information. But to optimize a site for social media, we need to increase the frequency and linkability of the content. My favorite method is to add a more-personal blog that shows your personality and thoughtfulness about a particular topic area. Other types of content, like white papers or aggregated selected links to related articles, are also quite useful for potential readers. Remember, the idea is to create something valuable beyond your core product offering to keep potential customers coming back.

Enable Easier Bookmarking and Sharing
Once a reader thinks your content is worth sharing, make the process as easy as possible for them! Adding website features like ReTweet and ShareThis buttons are a great way to allow your users to spread your content via their preferred channels. I also like to make sure each page has concise meta tag data (Title, Description, etc), because it will be easier for places like Facebook to import and show pertinent information about your link. As mentioned before, make sure your content is valuable and interesting because buttons-alone cannot get people to share your work.

Encourage Inbound Links
Inbound links from other blogs and websites are crucial to enhancing your search optimization and overall rankings. Listing trackbacks with each article or post will entice users to link to your site in the hopes that you will reciprocate a link. However, be aware of trackbacks from unrelated, spammy blogs or sites that are merely republishing your content without permission. For these reasons, I like to approve trackbacks manually before allowing them to enter the comments.

Help Your Content Travel
Building multiple channels of distribution for content can be a very effective way to gain exposure and attract links. Use Email newsletters, RSS subscribers, Facebook status updates, Twitter updates, content syndication, video syndication with YouTube, etc can all improve your social reach. With the number of possible channels on the web increasing, you need to make sure to stay current with popular services in the industry

Encourage Video Sharing
Online video is a growing medium, and in my opinion a rich and effective channel for entertaining, informing, or just getting a message across. If you have the resources to create compelling video content, please give it a shot. Since distribution is VERY inexpensive, especially with YouTube and embedding capabilities, you can potential receive a high return on your efforts. Encourage and embrace others who republish your videos.

Participate in Conversations
Let’s say you have a decent social presence – your Facebook page has fans, your blog is receiving comments, people are contacting you through your site. Take the time to connect one-to-one with these active readers, they’re often your best customers! Foster dialog in whatever public forums you have, but also think about dropping a quick email or note in private to create a more personalized relationship. Show your true passion for the topic at hand. You just might be connecting with a top influencer or champion of your service.

Get to Know Your Audience
As long as you understand your subject matter and that community’s interests, you’ll be able to set yourself for successful social media connections. Don’t stray too far from your niche, leverage the latest tools and industry trends, and try to stay focused on content that will drive interest in your expertise.

Thanks for taking a look at our thoughts! What tips for social media marketing and optimization would you add?

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