{"id":12055,"date":"2013-03-25T23:31:27","date_gmt":"2013-03-25T23:31:27","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/tw\/blog\/stop-3-things-you-must-do-before-marketing-your-blog\/"},"modified":"2020-02-08T23:05:39","modified_gmt":"2020-02-08T23:05:39","slug":"stop-3-things-you-must-do-before-marketing-your-blog","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/tw\/blog\/stop-3-things-you-must-do-before-marketing-your-blog\/","title":{"rendered":"\u7b49\u7b49\uff01\u5ba3\u50b3\u90e8\u843d\u683c\u4e0d\u80fd\u5fd8\u7684\u524d\u7f6e\u4f5c\u696d"},"content":{"rendered":"

OK, so you’ve set up your blog. You’ve done a bunch of brilliant posts that you’re certain your readers will love. Time to start marketing the heck out of it, right? Lining up guest blog posts, social media activity, maybe some solo ads and banners. Hmmmm. Not quite. Jumping straight into promoting your blog like that is a bit like a new cupcake business carpet-bombing their entire neighborhood with leaflets saying \u201cbuy our great cupcakes\u201d before thinking about who they want to market to and what they want to say in their marketing.<\/p>\n

Your first step is to get crystal clear on who the perfect audience for your blog is. Until you know that, then most of your marketing is going to be misplaced. If you\u2019re using your blog to attract clients to your business then your perfect audience is likely to be the ideal clients for that business. Or maybe the influencers in your field who might send clients your way. In other cases it might be a community you want to reach, people with a certain opinion or point of view, fans of a sports team or celebrity.<\/p>\n

Whoever it is, you need to know exactly who they are. That tells you where you should be marketing your blog. No point in guest posting on blogs that your ideal audience never visits, for example.<\/p>\n

Next, you need to be able to articulate the value your blog brings to your perfect audience and how it\u2019s different to other blogs in your field. Without that, there\u2019s no motivation for your audience to come to your blog. For example, if you\u2019re an accountancy firm blogging to make a connection with local small businesses, who you\u2019re hoping will become clients, what will those small businesses get from reading your blog? How will it help them?<\/p>\n

I don\u2019t mean what will they get from your services. That comes later. They won\u2019t come to read your blog because downstream they might hire you to get great tax advice. They\u2019ll come to read your blog because the blog itself will show them how to save tax right now. Or avoid wasting time on their annual returns. Or teach them the best KPIs (Key Performance Indicators) to use to manage their business.<\/p>\n

Whatever method you use to market your blog, you\u2019re going to have to tell people what it is they\u2019ll get by coming to read it. They have to see why it\u2019s different and better than the tons of other blogs they could be reading. There are thousands of blogs that give marketing advice to small business. Literally. There are more blogs on lifestyle design, making money online, living a more fulfilling life and being more productive than you could ever read in a dozen lifetimes. So why would someone read yours?<\/p>\n

Is it because it\u2019s focused for a specific group of people? Working moms, solo consultants, retirees into working out? Do you come at things from an unusual angle? In the world of online marketing,\u00a0Derek Halpern\u2019s<\/a>\u00a0angle is to apply the latest psychological research.\u00a0Pat Flynn\u2019s<\/a>\u00a0angle is transparency: sharing every detail of his personal journey including detailed earnings reports. Or is your personality the big difference with your blog? Ash Ambirge\u2019s expletive-laden\u00a0Middle Finger Project<\/a>, for example.<\/p>\n

Personally, my audience is consultants and coaches, and my angle is \u201cPain Free Marketing.\u201d Marketing for people who find traditional approaches uncomfortable and costly. It\u2019s perhaps not the most unique combination in the world, but it\u2019s enough that when I mention it in the byline of a guest post or someone promotes my blog in an email, people know immediately whether it\u2019s going to be for them and I get the right people clicking through.<\/p>\n

So now you\u2019ve articulated exactly who your blog is for and why they\u2019d want to read it. You can use that to figure out where to market your blog and what message to get across when you do that marketing. Search for websites, blogs, forums, social or other media that your ideal audience already use. In every communication you do, make the value they\u2019ll get from your blog clear.<\/p>\n

One final and absolutely vital step: you\u2019ve got to figure out what you\u2019re going to do with those visitors once you get them. Chances are you don\u2019t just want them only visiting your home page, scanning the latest article (which may or may not be relevant to where they came from) and then disappearing. So why do so many people just direct people to their home page when promoting their blog?<\/p>\n

Instead, send them to a dedicated landing page for new visitors that\u2019s going to blow their socks off and secure them as a long time visitor. Maybe a collection of your best material. Maybe an article that\u2019s the most relevant to the website they came from.<\/p>\n

Personally, my goal is for my blog visitors to sign up for regular emails from me where I share my very best marketing tips and insights. So, whenever I market my blog the primary link is to a landing page where they can grab a copy of my Pain Free Marketing Blueprint and sign up for regular emails in the process.<\/p>\n

They don\u2019t have to sign up, but if they do, they get my very best stuff and are more likely to become long term readers and eventually clients. So, before you rush out to tell everyone how great your blog is, think about your audience, the value your blog brings to them and what you\u2019re going to do with them when they come. If you do, it\u2019ll make a big difference.<\/p>\n","protected":false},"excerpt":{"rendered":"

OK, so you’ve set up your blog. You’ve done a bunch of brilliant posts that you’re certain your readers will love. Time to start marketing the heck out of it, right? Lining up guest blog posts, social media activity, maybe some solo ads and banners. Hmmmm. Not quite. 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You’ve done a bunch of brilliant posts that you’re certain your readers will love. Time to start marketing the heck out of it, right? Lining up guest blog posts, social media activity, maybe some solo ads and banners. Hmmmm. Not quite. 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