Basic Marketing Can Help More Than Twitter
You can read countless posts on the Internet about how to make a blog a Google champion. The advice varies: "Twitter", "keywords", "content", "podcasts"... the list goes on. Some of these ideas may increase product sampling (random visits) but do nothing toward building a brand or brand loyalty (return readers). Basic marketing techniques can help any blogger (or podcaster) build a brand and increase chances for success.
1. Decide What to Brand
Are you trying to brand the blog or yourself? The brand should always have a strong position in promotion. Many people say they are starting a blog to build their "personal brand", and then hide behind an avatar. If you are trying to build a personal brand, then your name and photo should be on top of the blog banner. If you are uncomfortable doing this, then develop your blog as the brand. Don't try to do both unless you have a heckuva promotional budget.
The difference in the two choices are reflected in the blogs of Seth Godin and Duct Tape Marketing. One blog supports a personal brand, the other supports the blog as the brand.
2. Brand With an Eye to Competitors
Take a position that compares favorably and distinctly against competitors in the marketplace. Too many blogs attempt a "me too" strategy. A common habit among bloggers is to comment on the latest development their field of interest and then link to a primary source on the Web for the complete story. If that's what you're doing, then you need to be very clear about why your opinion matters on top news stories - and be able to convincingly back that up.
3. Stake Out a Strong Brand Position
What value can readers consistently expect to receive from reading your content? In simple terms, that is your blog's brand position. If you can't easily define your brand position, then don't expect your readers to be able to do it either.
Do a Market Test
After you've completed a few posts, ask some trusted friends and colleague to read your posts and compare them to your brand position. Is your brand position believable? Do you provide convincing evidence to support your brand position?
Do a Second Market Test
Use StumbleUpon paid advertising and see how your posts are graded when seen by hundreds of potential readers. Promote several different posts to help you average market reaction (it can vary widely between posts).
Afterwards, take information from SiteMeter or other analytics to see how long your new visitors stayed on your site. Were they interested enough to read more than one post? Did they immediately bounce off? Why did you succeed or fail? Learn and refine your brand's position.
Do a Third Market Test
Dedicate a few dollars to Googe Adwords. Create an ad that accurately reflects your brand's position and then target your ad to the Web audience that you think matches your likely readers. How many impressions did your ad need before you finally got a "click". Even if you don't plan to sell a product, a few dollars in advertising money will tell you how your blog's brand position resonates with your potential readers.
Market research is always undervalued, but it's the best way to ensure a successful product entry into any competitive field. Blogging is no exception.
Some basic Marketing ideas
You can read countless posts on the Internet about how to make a blog a Google champion. The advice varies: "Twitter", "keywords", "content", "podcasts"... the list goes on. Some of these ideas may increase product sampling (random visits) but do nothing toward building a brand or brand loyalty (return readers). Basic marketing techniques can help any blogger (or podcaster) build a brand and increase chances for success.
1. Decide What to Brand
Are you trying to brand the blog or yourself? The brand should always have a strong position in promotion. Many people say they are starting a blog to build their "personal brand", and then hide behind an avatar. If you are trying to build a personal brand, then your name and photo should be on top of the blog banner. If you are uncomfortable doing this, then develop your blog as the brand. Don't try to do both unless you have a heckuva promotional budget.
The difference in the two choices are reflected in the blogs of Seth Godin and Duct Tape Marketing. One blog supports a personal brand, the other supports the blog as the brand.
2. Brand With an Eye to Competitors
Take a position that compares favorably and distinctly against competitors in the marketplace. Too many blogs attempt a "me too" strategy. A common habit among bloggers is to comment on the latest development their field of interest and then link to a primary source on the Web for the complete story. If that's what you're doing, then you need to be very clear about why your opinion matters on top news stories - and be able to convincingly back that up.
3. Stake Out a Strong Brand Position
What value can readers consistently expect to receive from reading your content? In simple terms, that is your blog's brand position. If you can't easily define your brand position, then don't expect your readers to be able to do it either.
Do a Market Test
After you've completed a few posts, ask some trusted friends and colleague to read your posts and compare them to your brand position. Is your brand position believable? Do you provide convincing evidence to support your brand position?
Do a Second Market Test
Use StumbleUpon paid advertising and see how your posts are graded when seen by hundreds of potential readers. Promote several different posts to help you average market reaction (it can vary widely between posts).
Afterwards, take information from SiteMeter or other analytics to see how long your new visitors stayed on your site. Were they interested enough to read more than one post? Did they immediately bounce off? Why did you succeed or fail? Learn and refine your brand's position.
Do a Third Market Test
Dedicate a few dollars to Googe Adwords. Create an ad that accurately reflects your brand's position and then target your ad to the Web audience that you think matches your likely readers. How many impressions did your ad need before you finally got a "click". Even if you don't plan to sell a product, a few dollars in advertising money will tell you how your blog's brand position resonates with your potential readers.
Market research is always undervalued, but it's the best way to ensure a successful product entry into any competitive field. Blogging is no exception.
Some basic Marketing ideas
