Blog Marketing Tips: Video For Business

Blog marketing is an important part of many online marketing campaigns because bloggers are such build your online reputation and reach out to potential customers. When I first started working with online marketing in 2009, blogs were only a small part of the equation (the word “blogosphere) hadn’t even been coined yet) since “web diaries”, the precursor to blogs, had a much smaller readership. With over a decade of experience in online marketing under my belt and many years blogging, I have developed some great tips for blog marketing that can help business and other clients reach out to customers and a commanding presence online.

Since blog marketing has two main purposes, I have divided my tips into two categories: Search engine optimization (SEO) and using blogs to reach out directly to potential customers.

Blog marketing tips: Video marketing

Blog marketing campaigns often involve videos for businesses, but this is a recent development. I remember having to wait for YouTube videos to load before playing, but now high-definition videos stream instantly.

Video marketing adds a personal face to your marketing campaign. For one thing, people like seeing other people’s faces so they will be drawn towards a video.

Also, videos are a better format than text for people who are audio and visual learners. This means that adding video marketing to a blog marketing campaign will allow you to connect with more people than you did before.

Blog marketing tips: Search engine optimization

Blog marketing has not always been a widespread internet marketing strategy, but businesses have tried to get their pages to rank highly on search engines since the last century. Even in 1999, consumers were using search engines to find articles online so businesses quickly figured out to try to get their articles to the top of the first page. However, they mostly only use the top page of searches to decide which site is worthy.

Google has a special algorithm for determining how highly a site will show up on its search engine results and it’s based on two things: The number and quality of backlinks going to a page that are links for a specific term (off-site SEO), and how well the site is written for search engines (on-site SEO).

A good blogger relations campaign publishes articles to link not just to your pages, but also to link to good articles that have already been published about you. This helps both your pages and these articles show up highly in search results, while simultaneously building up backlinks to your site.

Blog marketing tips: Targeted marketing

With the rise in popularity of blogs since circa 2006, marketing directly to blog readers has become a powerful way to connect with customers, but it’s based on concepts that existed even before the Internet.

Why are blog readers good to market toward?

Think of the last few blogs posts you’ve read. Now think about what the blog itself is about. Now think about who reads that blog. What’s the blog’s audience? How old are they? Do they make online purchases?

Now contrast this to an ad by the freeway. What’s the product for? Who’s seeing that ad? What are their demographic characteristics? How closely does this product align with the people who are seeing the ad?

The ad on the freeway is going to be seen by a lot of people who aren’t interested. Yes, a lot of them will be commuters, and most of them will own cars, but most billboards can’t be very specific. In a way, they are even more broad than an advertisement broadcast on TV, since that ad will only be seen by people viewing the show.

On the other hand, most blogs are targeted at a very specific demographic because they are about a very narrow topic. This means that their readers are highly targetable and will have a high lead-to-sale conversion rate if you market toward them. Even compared to other targeted marketing strategies like running an AdSense campaign, blogger marketing lets you focus on a narrow audience that is automatically interested in your product and might have even heard of it already.

Blog marketing tips: Trust marketing

Facebook has recently began putting fake “Like” advertisements up, whereby somebody’s Facebook friend is said to “Like” a particular product or brand. The idea is that people trust their friends more than they trust advertisers, so by masking advertising as friend posts people are more likely to click on the ads.

In this way, people see their friends as “trust agents”, which is a similar role bloggers play. However, bloggers carry extra weight that friends and social media marketing cannot compete with: Like friends, they are trusted for their honest, but they are also trusted because their readership sees them as experts in their field.

Blogging marketing campaigns work because SEO, targeting marketing, and trust marketing synthesize to build your presence online and earn you the trust of people who are likely to buy your product.

How to Win Friends and Influence People Online

Our founder and CEO was recently listed in the ImpactRadius Top 25 Performance Marketing Influencers List. Congratulations Murray!

From Murray:

“I think the list is a good start and I’m sure that Todd and the team at Impact Radius will work hard to perfect it. This is their best guess at online influence, which is a hard thing to do. Klout has spent millions on their scoring system, and it’s far from perfect. The validity of their list was questioned by Missy Ward. I myself have written and posted over 50 guest posts on marketing sites relating to affiliate marketing (many of which have been tweeted, shared and liked) in the last month alone, which will have had a large influence on the sector which is not accounted for in the infographic. This cross platform influence of people is very hard to measure.”

But how do you win those friends and influence people online?

1. Meeting People Face-to-Face

Surprisingly to many, meeting people who hear about your site, follow you on Twitter, connect with you on LinkedIn and Facebook face-to-face makes a huge difference. Ford Social Media Manager Scott Monty discussed this at BlogWorld. See my post on this topic here: WetWorld blogging

2. Content and Conversation Creation

Make good content for your site, blog, Facebook page, Twitter stream and LinkedIn profile make you an influencer. This can be words, photos or video, but make sure it’s relevant to the audience you want to connect with.

3. Content Curation

When speaking on a one-to-one or one-to-many basis, it’s not just about your thoughts and images. Good conversationalists also reference other words and content, as well. If you can become a good resource for ideas, you can become a go-to source for others.

4. Being Known For Something

Shawn Collins and Missy Ward run Affiliate Summit, the biggest conference in the industry, and they are certainly known in the industry for this. They are also very influential.

5. Have Something to Promote

Running Affiliate Summit, the biggest conference in the industry, gives Shawn Collins and Missy Ward something to promote and at the same time builds their own profiles. Lots of people do this with online book, webinars or other social objects.

Why is influence important?

Brian Solis’ blog Francisco Dao posted on The Illusion of Importance: I think it is a great post that we should not get to caught up in ourselves. However that is missing a point. We all do much of our shopping online. It is a small section of society with creates that online content and a smaller section which does it well. Influencing those people can impact the buying habits of a nation. Fact:  Ford was at BlogWorld because they want to influence bloggers who influence the buying habits of America. That is why online influence matters.

Why does being listed as someone who can influence people matter?

Within 48 hours of hitting that list, I was contacted by someone who wanted to influence the affiliate market and write a quote for a new blogger relations project. Now that is good promotion for myself, which will lead to more work in the near future.

Blogger Outreach

Blogger outreach is a very important part of any successful marketing campaign. 

Once considered illegitimate sources just a few years ago, bloggers are now considered some of the most respected influencers online today. More and more are online users are trusting bloggers and the content on their blogs as the mainstream media’s influence continues to dwindle in the marketplace.

What can bloggers do for my business?

The success of blogs is good news for those interested in marketing a service or product online. One single relationship can potentially lead to thousands of instant relationships with targeted readers—or more—who trust and respect that particular blog or blogger, as well as its back links.

How can I utilize the bloggers and their following?

Unfortunately, establishing relationships with bloggers is not as easy as emailing your press release to the influential blogger and having him or her post it. These relationships take time to establish and maintain and bloggers are quickly realizing the power they hold. Influence People is a great company to help your business reach out to these influencers, as we have connections with the world’s top bloggers.

Thanks to many years of working from within the industry, Influence People is able to effectively help your business succeed with strong blogger relations.

Blogger Relations

Blogger relations help you establish your digital reputation online.

Digital reputation is created by the content found when searching for your business. Managing good blogger relations builds reputation by creating high-quality, digestible content from sources consumers trust: knowledgeable amateurs without any monetary interests. This new marketing concept has turned the online marketing world upside down but Influence People understands the true importance of blogger relations and has the connections with many influential bloggers and the like that will help your business grow.

Why does reputation matter?

Although advertising can go a long way in developing and changing how customers perceive your company and should be part of most marketing campaigns, it’s not as effective at brand management and changing your public image. Most online advertising is designed to sell a product, not a company or a brand, and blogger relations can do both.

Traditional online advertising works fine for products and services where the brand isn’t very important, where the entire sales process doesn’t take very long, or where the potential customer has already been introduced to the earlier parts of the sales process, such as through a costly offline advertising campaign.

For everything else, your company’s reputation matters at least as much as your advertising budget: In order to engage online with the marketplace and audience at early points in the sales process, you need to have a positive digital reputation that fits well with your product and services.

Why are blogs targeted and how does this work for me?

Consider the phrases “auto repair” and “cars.” Somebody looking for “auto repair” is probably looking for a place to get their car fixed, but somebody looking for “cars” can be looking for almost anything that has to do with cars. This can be anything from Hot Wheels, buying new cars, and the history of automobiles.

Most blogs are about specific, targetable topics. That means that if you have an auto parts supply website, you can get articles about auto repair that link back to your shop’s site. The people that see the article probably fix their cars themselves so they’re likely to buy parts directly from you.