Marketing Insights on How to Promote a Blog

Almost every discussion about blogging eventually comes down to the question: “Do you have any marketing insight that will help me promote my blog?” The flip answer is” “Why do you want to?”

Do you want to:
a)   gain more readers
b)   gain more business
c)    gain more business exposure through restaurant marketing
d)   gain credibility for my business
e)   gain more revenue
f)     none of the above, just want to express myself
g)   all of the above, I want to express myself and become famous in the process
h)   all of the above, I’m not blogging for my health?

Only after you’ve answered the question can we begin to discuss the last “P” in the 5P marketing formula of Product, Place, Price, People and Promotion.  We discussed each in previous blogs and saved the best for last – Promotion.

Promotion is a horrible term that frequently gets confused with a marketing when, in fact, it is one component of marketing. If you believe in the 5 P’s, it’s one-fifth of the formula.  However, the 5 P’s are flawed, and promotion is more like 1/10th or 1/100th of a marketing equation.

In an earlier post, The R’s of Blog Marketing, I discussed how blogs help you market your business or ideas. But now, the time has come to discuss how to market your blog as if the blog, itself, is a product.

To keep this discussion simple, let’s define promotion as “getting the word out.”  For promoting a blog, use every means at your disposal for “getting the word out.” Here are just 10 quick tips.

  • Blog marketing insight 1: If you’re giving a speech, reference your blog somewhere in the talk.  At the end of the speech, have info on how to contact you and get to the blog.
  • Blog marketing insight 2: If you’re sending an e-mail, make sure your blog url is in every signature.
  • Blog marketing insight 3: If you have a web site, make sure the blog feeds into the site, has its own landing page, or at least have a link back to the blog on your home page.
  • Blog marketing insight 4: If you have a brochure, make sure the blog is listed. Perhaps instead of FAQs, list top questions answered or issues addressed in my blog.
  • Blog marketing insight 5: If you have an area of expertise, write a column for the local paper and reference the blog as part of your credentials.
  • Blog marketing insight 6: If you follow other blogs or web sites, comment and occasionally (not always) reference your blog.
  • Blog marketing insight 7: If you’re on LinkedIn, make sure your blog updates automatically to your profile.
  • Blog marketing insight 8: If you have an ad, make sure the blog url is listed along with your phone number and web url.
  • Blog marketing insight 9: If you have an away message on your phone, thank people for calling and while they’re waiting to hear back from you encourage them to check out your blog.
  • Blog marketing insight 10: If you have a great blog post, make a pdf of it and e-mail to interested prospects, or potential employers to show your thoughtfulness (Please proof the blog and use spell check first).
  • Blog marketing insight 11: If you have a business card, put the blog under your web site, or on the back of the card.
  • Blog marketing insight 12: If you have a store, put a sign by the register.

Just as promotion is 1/100th of marketing, these insights are just the tip of the iceberg.  There is no wrong way to “get the word out.”  With deference to the pop-culture book “The Secret,” the key to blog marketing is to not keep it a secret.  Scream about it from the rooftops.  Mention it in conversations.  Live and breath your blog and just like  a plant that is watered and allowed sun – it will grow.

Rhona Bronson

Rhona Bronson started down the social media path in 2006 with her blog and there’s been no turning back. “It opens you up to the world of possibilities,” she notes. She has helped dozens of executives enter into the social media world as part of their marketing growth plans. Her background spans both the B:B and B:C world with experience in publishing, printing, consulting, association, small business and corporate marketing and communications. She came to marketing from the communications side, starting with training in journalism from Syracuse University. With experience in all marketing genres — from Twitter to Transit Advertising — she brings a broad toolkit of skills to any marketing project. Her ability to integrate clear writing with creativity has made her a sought-after expert in developing results-oriented marketing programs for today’s challenging times. Today, she leads the Plaza Consulting Group as its Marketing Strategist specializing in integrating social media into business marketing plans.