Why blogging can’t be a standalone effort
From tree trimmers to cupcake makers to steel distributors, businesses are blogging about the issues important in their line of work. They’re establishing an authoritative voice in their respective markets and they’re driving traffic to their websites. Collectively, they’ve adopted the philosophy that blogging equals market exposure.
To get the full-blown, positive effects, however, the successful bloggers of the bunch realize that writing can’t be a standalone effort. They understand that there are a few essential assets that go hand-in-hand with a consistent blogging campaign, and those that do it well start with:
A method (or two or three) for broadcasting new posts. Be it Twitter, Facebook, LinkedIn or Google+, you’ll need at least one – if not all – of these platforms to broadcast the fact that your recently crafted blog has been posted. Without that social soapbox, the blog that you just spent so much time writing is doomed to exist in cyberspace unread and unnoticed.
Like throwing a party but not inviting any guests, readers won't know about your new blog post unless you tell them. Your friends and family don’t loiter outside of your home waiting for your next big bash and neither will the general public when it comes to visiting your blog site without prompting.
Social media isn’t the only avenue for spreading the word, however. For anyone who has invested in e-mail or newslettercampaigns, consider highlighting a few of your favorite blogs in each edition. Or, you can always take the old-fashion route and spread the news through word of mouth. When talking to potential clients or long-time partners, be sure to let them know about your efforts. It’s a great conversation starter and chances are, they’re probably blogging, too. Talk to them about what’s working or not working for you, and who knows, they might just have a few good ideas to share.
One of those good ideas might include optimizing your LinkedIn profile. After reading your posts, keep in mind that potential clients might visit your LinkedIn profile to learn more about the brains behind the blog. So make sure that it’s complete. In addition to a professional-looking photo, each section of your LinkedIn profile should be replete with skills and accomplishments.
Research from LinkedIn says that complete profiles are 40 times more likely to receive opportunities than incomplete profiles. By including your job history, a profile summary and education, potential business connections will get the feeling that they already know you. It’s a simple way to get a leg up when it comes to networking. And then when they see notifications of your newly posted blogs, they’ll have more opportunities to get to know you even better.
The final aspect of creating a positive perception through blogging is your UX-enhanced website. As most bloggers know, every post should include a call to action, which is, essentially, an invitation to readers to take a tour of your website. If it’s difficult to navigate or bogged down with information that’s hard to read, conversions will be few and far between. A well-crafted blog will get you respect, but without a website to be proud of, you might not get the increase in business that you’re looking for.
To get assistance establishing or improving any of the ancillary elements of blogging – your LinkedIn profile, newsletter campaigns or website – get in touch with the team at NetSphere Strategies. We’d be happy to help.
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