|By Calvin Sellers||
|December 17, 2013 03:49 PM EST||
A company's blog is often an integral parulitt of its marketing strategy, but running it can be a fairly complex undertaking. It takes a keen knowledge of Internet traffic and marketing tactics for a blog to be successful and help establish the company as a credible resource within your niche. Here are a few strategies you can use to drive traffic to your company's blog.
Vary the Content (But Don't Forget Your Target Audience)
In order to appeal to a wider audience, vary the content you feature on your blog to encompass differing views that pertain to your company. Look at your target demographic and put yourself in their shoes. What are the points of interest at the top of their lists? What's important to them? For instance, if your demographic is young professionals, the content you should feature will be wildly different than if it were stay-at-home moms or growing families.
Different forms of content, however, add variety to the blog's appeal. You'll keep your readers' attention longer if you use videos, graphics, and infographics to portray your messages. Incorporate outside content to give your blog a fresh feel as well. Consider accepting guest posts and link to outside sources that are relevant but don't directly compete with your product or service.
Design a Mobile-Friendly Version of Your Site
Image via Flickr by Erik Mallinson
Nowadays, people are viewing websites on their mobile devices as often, if not more often, than they are on their traditional laptop and desktop computers. Due to the increasing accessibility for users to connect wirelessly, readers will be accessing the blog through lots of different devices.
And as more and more employers turn to BYOD solutions to reduce overhead in increase worker productivity, a larger percentage of your blog's visitors will be coming to it from their own devices, but on their employers' networks and connections. For these reasons, the blog's design will have to be responsive to these devices (ideally, it will be done in RWD) and since these networks are often supervised, you'll want to be sure the content isn't NSFW.
Learn the Basics of Search Engine Optimization
In order to find information on the Web, most people start with a major search engine like Google, Yahoo, or others like them. The idea is to make your blog show up on those search engines when users search for keywords that are relevant to your site. Sites that have relevant content that's expertly written and effectively uses keywords will show up higher in these searches.
Do some research into your target demographic to find out what keywords they're searching for most and incorporate them into your posts by linking to relevant authority sites. There are plenty of tutorials online that can help you educate yourself with the basics of SEO and help you learn how to incorporate it into your marketing strategies.
Let Social Media Work for You
Social networks have very quickly become every marketer's best friend. If it's done right, networks like Facebook, Twitter, LinkedIn, StumbleUpon, and Imgur can make a marked difference in driving traffic to your company's website or blog, but it's worth mentioning that there's a big difference between paid and organic social media activity.
Some social networks, such as Facebook, restrict how much of your audience directly sees your content on their home news feed. You can opt to pay a fee to get your posts seen on more newsfeeds. You can also have Facebook promote your page to friends of your existing fans, who have similar interests, according to other "likes" on the network.
Twitter has a similar option to promote tweets. You can opt to pay a certain amount per interaction, usually in the ballpark of a quarter each, and it gives you the option to promote it to accounts that follow similar accounts to yours, or users to interact with keywords that relate to your demographic.
Any organic activity on social media accounts comes from word of mouth, or users directly seeking out your account. There is an ongoing debate between marketers about paid versus organic social media interaction, but there is no cookie cutter right answer. It's always a good idea to gain a base following organically at first, and then enhancing it with paid posts later to get the word out to more potential readers.
A well-executed company blog can make all the difference in a successful, multifaceted marketing strategy. Give these tips a try and see how far you can take it. You might be surprised how helpful your blog will be in promoting your product or service.
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