Introduction to Blog Marketing

Learning how to start a successful blog has a lot to do with blog marketing. You can market to an established market. However, with the right marketing, you can create a new market for your particular niche. Some people are more skilled at this than others.

This is the case because marketing is about networking and connecting with people. If you are a natural people person, you may shine in the blog marketing arena. Otherwise, you will just have to learn the “rules” and then follow them carefully.

Basic Marketing

The introduction to blog marketing course will mention some of the main ways to market your blog. If you did not read “How to Manage a Blog” QuickStart Guide, please read it. It is an outline of what will be detailed in the upcoming sections.

Download: How to Manage a Blog Workbook

To begin, your blog is an advertising medium. Therefore, each page or post that you create can be monetized in some way or another. Once the page is created, it may take several weeks or months for a search engine to start showing your website content in the search engine results pages.This will depend on many factors like your search engine optimization.

Because of this, a new blogger will need as much direct traffic and referral traffic they can get. Therefore, this course will focus on introducing you to these methods of getting traffic.

Direct Traffic

Direct traffic is traffic that arrives on your website by typing your domain name directly into a web browser. Returning customers or someone that has your business card would be a source of direct traffic.

Referral Traffic

Referral traffic is traffic that comes from a source other than direct traffic or search engines. Therefore, email marketing, social media marketing, and paid advertisements are what you will be introduced to in this course.

Email Marketing

This is a form of advertising that requires a list of subscribers and an email marketing campaign platform. There is one free email marketing campaign company. However, there are some nice perks to the paid email marketing campaign companies. They are discussed in the How to Market a Blog Course.

Email marketing is a very cost-effective way to market to your blog. However, for a new blogger, email marketing is like answering the question, “what comes first, the chicken or the egg? You need people to market to first! But, once you get a list of people, you can market and re-market to them.

 Social Media

There are many social media platforms available. Social media is a platform designed for engagement. Therefore, when starting a new blog, start a new account specifically for promoting your blog. The content posted should be relevant to your blog. Nothing should be a surprise to those that follow your social media page.

Bad Example…

On Instagram, I kept getting regular likes from the same person. Eventually, I clicked on the person’s profile to discover that it was a plastic surgeon posting pictures from her operating room. In several posts, there were images of “operating room” stuff and then a picture of her eating a fancy dinner in another. That should not be the case, it was a bit shocking.

Weeks later, I forgot who the individual was and clicked on the profile again. It is almost needless to say that she did not have many more people following her page.

While it is good to let people see who you are a bit, do so without having a negative effect on your audience. Use some discretion. Think about the overall tone of your blog and let that be the overall tone of your blog’s social media accounts. Before you add a random off-topic post, think about how it will benefit or hurt your blog marketing. For example, the person referred to in the “bad example” also had a picture of herself in a group picture with staff members. All things considered, this was a more appropriate way to show herself outside the operating room.

Good Example…

If your blog topic is about everyday fashion, the occasional coffee and pastry post may benefit your audience. In a way, they are getting to know you better as you show them your new ring or bracelet. No one will be scratching their heads and wondering, what was she thinking when she posted this? Or worse, feel the need to unfollow your page.

Popular Social Media Platforms:

  1. Facebook
  2. Instagram
  3. Pinterest
  4. Twitter
  5. Google+

Platform Example

If you have a food recipe blog, you may do well marketing high-quality images on an image-based social media platform like Pinterest or Instagram. A travel blogger that takes beautiful landscape or animal photography, can also do well on image-based platforms. There are many image-based social media platforms. Tumblr is an image-based social media platform.

Paid Advertisements

There are many forms of paid advertisements. Each will have its own set of unique pros and cons. You will have to decide if you want to invest in paid advertisements and then experiment to see what type of advertisement works well for your particular industry and blog. Facebook, Pinterest, and Instagram offer paid advertisements using a variety of models. You will be introduced to some of the most popular paid advertisement models.

Common Paid Advertisement Models

  1. Cost Per Thousand (CPM)
  2. Cost-Per-Click (CPC) or Pay-Per-Click (PPC)
  3. Cost Per Acquisition (CPA) or Pay Per Acquisition (PPA)
  4. Cost-Per-View (CPV)
  1. Cost Per Thousand (CPM)

Cost per thousand is a marketing term used to indicate the price of showing your ad 1,000 times (impressions) on one webpage. If a website ad publisher charges $3.00 CPM, that means you will pay $3 for every 1,000 ad impressions. This may or may not result in any clicks or traffic to your website.

  1. Cost-Per-Click (CPC) or Pay-Per-Click (PPC)

As indicated by the names, this advertising model charges you based on the number of clicks your ad receives. Therefore, you only pay for what you get.

  1. Cost Per Acquisition (CPA) or Pay Per Acquisition (PPA)

The advertiser pays for a specified acquisition. For example, you will pay for a sale, click, newsletter signup, membership registration, or some other form submission.

  1. Cost-Per-View (CPV)

This is a Google-specific video method of advertisement. You will bid an amount and pay for video views or interactions. An interaction is when someone clicks on a “call-to-action” button or an associated banner advertisement. Examples for a call-to-action button is “shop”, “start now”, “get started”, or “learn more.”

This completes the introduction to marketing course!

Next: Introduction to Web Analytics