Blog promotion is not as easy as it sounds! It’s much more than conducting a keyword search, creating multiple in-depth articles, sharing them on all your social media platforms, and hoping for the best.
Unless you are a social media influencer with millions of followers, it would be lackadaisical to think that everyone is going to take your word for the truth.
In that case, how then do you augment your blog presence to reach your audience?
In this article, we are going to look at the common challenges when promoting a blog, the mistakes you have been making, how you can correct them, and what constitutes good marketing.
At the end of it all, you will have learned all the nuggets on how to reach your target audience without breaking a sweat or spending a fortune.
But first, let’s familiarize ourselves with blog promotion…
Simply put, blog promotion is the process of publicizing or expanding a blog’s reach through many ways such as social media presence, SEO, marketing campaign via third-party blogs, etc.
For such a promotion campaign to be successful, some of the cast players in your digital marketing department should include a project manager, a strategist, a content writer, and a graphics designer. Moreover, with the help of a Python developer, you can apply marketing automation techniques.
Painful Challenges When Promoting a Blog
Promoting a blog can be a financially and emotionally taxing affair. You will face many challenges before getting off the ground. But before you give up, it’s important to remember that there are multiple bloggers who have navigated through these murky waters and come out successfully.
Here are some of the challenges you may face when promoting your blog.
Finding the Perfect Niche
When you are looking to start a blog, one of the things that will rock your boat at the initial stages of promotion is the lack of focus. You may occasionally find yourself with convoluted ideas about your niche hence create random articles that could fit different audiences. This is problematic in itself as you will face challenges in carving out a niche for yourself or even establishing yourself as a reputable blogger.
To avoid this, take time to re-engineer your goals and determine your target audience. Once you are past this phase, you shouldn’t have any problem in cultivating author popularity and recognition.
Populating Important Sections of the Blog
One of the most intimidating tasks especially for new bloggers is populating important sections of the blog like the “About Me” section. This is because it’s the first section that site visitors visit to have a feel of who they are dealing with.
How then do you introduce yourself?
The solution is pretty simple: be authentic, casual, and interactive. Readers can smell false statements from 10 miles away and painting a true picture of whom you are is important in building trust.
Ever heard of instant celebrity bloggers?? These are people who have created viral blog posts. Now, put yourself in the same shoes…you create a simple blog and go to sleep. The next morning, your post has gone viral and you are bombarded with millions of intense notifications. All your media outlets are clogged with commentary and shares notifications.
Remember, the whole point of creating blog posts is to provoke thoughts and foster engagement. Unfortunately, if you can’t handle all these overwhelming engagements, chances are that you will revert back to oblivion within days.
To avoid this, there are comments management tools out there to deploy such as chatbots.
Monetizing your Blog
Another common challenge when promoting a blog is how to monetize it. You may have all the prerequisite marketing skills but still, fail to monetize your blog. Blogging calls for patience and your first priority shouldn’t be to make money. Instead, you should blog because you love what you are doing and money will come later.
Now that we have seen the challenges faced when promoting a blog, what are some of the reasons why your blog promotion hasn’t been bearing fruits?
Below are 7 mistakes you have been making in your blog promotion campaign and how to overcome them.
Reason#1-Throwing the Dice on your SEO Strategy
If you are a frequent Google user, chances are that you don’t go beyond the first page of google search results— and so do others. If your blog is buried deep under the search engine results, chances are that your customers won’t find your business.
Search engine optimization is one of the best sources of organic traffic at the same time facilitates better ranking hence increasing your conversion rate.
Additionally, SEO also helps parade your brand in front of a larger audience. By propelling your business to the top spot on a search engine, you are essentially enhancing your brand’s awareness meaning more business.
Here are few search engine optimization tips;
Always write high quality and fresh content coupled with strong titles and Meta descriptions as they are the first steps in SEO.
Secondly, learn how to find keywords relevant to your niche using keyword research tools. The main reasoning behind this is to determine the most commonly searched words in your niche in order to incorporate them into your content. On top of keywords, ensure all your images are optimized as they also contribute to the ranking of your blog.
Reason#2- Impulsive Publishing
This is a pretty controversial topic considering most naysayers hold the opinion that it’s a futile attempt to promote a blog, especially if it’s at the infant stages. This is further from the truth as increasing the frequency of publishing content is one of the most effective and cheapest ways to acquire more leads.
The more often you put up fresh content on your blog, the more traffic and exposure you get. Search engines such as Google incorporate the frequency in their ranking matrix hence you have better chances of improving your ranking. What’s more, whenever you post, you are breaking into new grounds of opportunities and possibilities.
True to that, a recent benchmarking data by HubSpot indicated that blogs that publish content for more than 16 days per month are able to receive 3.5x more traffic compared to those that post less often.
It goes without saying, frequent posting brings along its own set of challenges such as fatigue and compromised quality of the blog posts. As such, it’s important to start out small by creating quality blog posts and scale as you progress. In the course of doing so, don’t forget to quote reputable sources as it goes to shows your willingness and obsession with accurate information.
Reason#3- Not Having a Social Media Content Strategy
Despite the huge potential of social media, one of the unsettling facts is that many businesses don’t know how to leverage on these platforms to enhance their marketing strategies.
For starters, these social media platforms can help you increase brand awareness, recognition, and foster a community of loyal customers around your business. It’s estimated that 92% of SME’s consider social media important as it helps improve their bottom line.
With the global number of social media users expected to reach 2.5billion in 2019, this is a golden opportunity to connect with the ideal audience or even create exceptional content and unleash it to your followers for them to share with the world.
If you just happen to be new to the world of social media, you may be tempted to assume that it’s only limited to giants like Facebook, Instagram, Twitter, and LinkedIn. There are other options like Pinterest, Reddit, Google+, Tumblr, Snapchat, etc.
Reason#4- Having a Slow Static Website Design
Nothing turns off web users than slow static website design. Once they stumble across your blog and sense a poorly designed blog, they will only come to one conclusion… You are careless and didn’t have a clear idea of what you are doing when you were building the website.
You may continue unleashing the freshest content on the earth’s surface. However, unless you have a professional website that is professionally designed, its a waste of time. For this, you will need to hire a skilled web developer to help you create a custom theme to match your customers’ needs.
Regular maintenance of the blog also helps in identifying and tying any loose ends. For instance, you can revise old posts, plugins, useless templates, resize the images and videos to increase the loading speeds.
Reason#5- Using Unappealing Headlines
Appealing headlines are equally important as the blog content, if not even more. It’s estimated that 8 out of 10 people will first look at your heading before deciding whether to read your content or not. With that in mind, it’s important to make your headlines count.
A good heading should have a simple structure and use the right word combination that most people search online. Using a keyword planner, you can harvest powerful keywords and merge them with numbers to make compelling headlines.
Lastly, avoid using long sentences as your headlines as they may dilute the meaning or even prove hard to digest for the readers.
Reason#6-You Despise Guest Posting
Another reason you could be facing challenges in your inbound marketing strategy is by avoiding guest posts. This is one of the safest routes to promote your brand and generate traffic for your blog.
By having your content published on high-quality websites, you will be exposing your brand to new frontiers by taking advantage of their traffic. To start with, you need to identify a particular website that is in the good books of Google and convince them to publish your article on their site.
Once your request is accepted, go ahead and create a high-quality post, have it reviewed, and possibly posted on the website. Although using this strategy for purposes of attracting traffic is hard, it definitely boosts your blog’s profile and SEO rankings as well.
Reason#7-You Don’t Utilize Your Email List
This is one of the most overlooked aspects when it comes to blog promotion. Pessimists will argue that email lists have been antiquated by social media but this is far from the truth. In fact, most people still use emails as their primary source of information and ignoring that may prove detrimental to your brand.
Learning how to automate marketing will help reduce the burden of having to create marketing emails and manually sending them. There are multiple marketing automation tools that you can use to send out emails to your target audience.
So, no matter the industry you are operating in, always ensure you collect emails from your blog’s visitors and send out information on new products, offers, or even posts. Needless to say, you need to carefully craft the emails to avoid sounding pushy or spammy.
Blog promotion and marketing is increasingly becoming sophisticated. As a business owner it’s not just a matter of learning how to build an online presence, but delving deeper to familiarize yourself with modern ideas like python for marketing which is more influenced by deeper data analytics. This together with the above solutions should be a sufficient blueprint to solving all your blog promotion woes.