According to the State of Inbound Marketing Lead Generation Report 2012 created by Hubspot, 57% of companies acquired customers by blogging, and 44% of them got customers from Twitter. Another report by Hubspot tells us that companies that blog have 434% more indexed pages on search engines. They also have 97% more inbound links. Amazingly, companies that blog get 236% more leads than those that don’t. Wow. (Read more on that report here.)
So if you’ve already been blogging, congratulations. But are people reading your business blog? Looking for ways to market it? Here’s a list of 12 ways you can market your blog.
- Get dressed up – Looks matter, or in this case design matters. Make sure your blog site is easily readable and is pleasing to the eye. Make sure it looks good on laptops, tablets, and also mobile, since more and more business readers use those devices.
- SEO matters – Search engine optimization matters for your business blog. Make sure you host your own blogging software, enable permalinks & make them pretty, and write posts with keyword-rich headlines.
- Optimize your images. This is a simple thing that can pay big dividends. When you insert a picture into a post, create ALT text for it. Insert the post title plus your company name, or some other keywords in it. When search engines crawl your blog, they take this information too, it’s searchable by search engines. Not enough business blogs take advantage of this.
- Publish engaging content – Write like you speak, let your personality show through, and don’t forget to actually say something. Whether that’s a list of tips (like this article), info on your latest product offering, a review of a product/application/movie/whatever, a link to a marketing report or case study, make sure that you’re creating content that people will find useful. Chances are, if you find it useful, so will your readers.
- Use infographics – These have become quite popular lately, and with good reason. They’re fun to look at. Get your graphic designers involved and create one.
- Engage your readers – Read the comments, and more importantly, RESPOND to them. Don’t just put your post out into the universe and ignore it. Show that you’re active and engaged with your readers.
- Read other blogs – “Quid pro quo, Clarice” – Dr. Lecter said in Silence of the Lambs, and he was right. You have to give in order to receive. So if others are commenting on your blog, it’s only fair that you do the same. Plus you’ll make connections.
- Guest blog – A more in-depth way to get recognized in your market. You get visibility from a different audience, build credibility in your market, gain new readers & visitors, and also create an inbound link to your blog. Dr. Lecter’s advice applies here too: Don’t forget to accept guest blog posts too.
- Link, link, and link some more – Creating in- and -out bound links is important, as Google uses it as a measure of authority. Link to other sites (like I’ve done throughout this post), but also link internally to your site.
- Get the word out on social media – This one’s almost a given, but so many people forget to do it. Send out links to your posts via Twitter, Facebook, LinkedIn, or whatever social media platform you’re using.
- Interview Influencers in your Market or Niche – As well as making good connections, you’re bound to get some good information too. People are flattered when you ask them to be interviewed, and can help by sending new traffic to your site.
- Publish regularly – What is your publishing schedule? Weekly? Daily? Monthly? Ensure you post consistently, whatever your desired rate. This year I’ll be posting bi-weekly here (that’s twice in a week, not every two weeks), as I know that will fit into my schedule. To really increase visitor numbers, you can try posting more frequently, but if it drops off without warning, your readers will notice, and may stop coming to visit. So make a schedule and stick to it. According to the Lead Generation Lessons from 4,000 Businesses Report from Hubspot , if you blog more than 20 times a month, you’ll get 5 times more traffic than companies that blog less than 4 times a month.
- Publish a press release – While you may not want to do this for every blog post, if your topic covers something BIG for your company, a press release about it is useful. Link to the post in it, as well as link to the press release in the post.
What other ways are you marketing your business blog? Let me know in the comments.