How Blogs Play a Role in Promoting Your Service or Products

I woke up this morning thinking about my blog and how important blogs play a role in the “PR”. I have friends and colleagues that “think” blogs are a waste of time (offer little or no value). Blogs are the new PR world order, a blog can become a destination, aggregate of knowledge and expertise that helps customers, clients (or investors) make decisions while also building relationships. Relationships are THE name of the game.

Blogging also helps bring customers and relationships back to your company site and also helps point them to specific landing pages. This additional and internal linking traffic will help brand awareness, sales & leads, and Google rankings.

How many blogs per week? To boost organic traffic (from search engines, for example), you should publish 3 to 4 brand new posts per week, each of them fully optimized for search engines (HubSpot). For a specific industry like financial advisors, blogs are a great way to market your Company’s compliant content. Content shows up in Google Search and helps drive visitors back to your website.

You can also post Advisor compliant blog content across social media platforms that will also drive prospective clients (visitors) back to the website and fill out a “contact form” that will turn into a quality lead.

Publishing a blog post really depends on the platform, demographic, and region. There is no blanket “best time” to publish. Ideally, should be published when your target demographic is getting home from work and they start checking their favorite websites as well as checking in on Facebook and Twitter.

Need blog traffic? Just write good compelling content. It’s that easy. Content Marketing goals really depends on your overall business challenges. If your website has lack of visitors, then Content creation should center around getting website visitor traffic (“clicks” and “time on site”). If your product lacks branding or “awareness,” content marketing should center creating high-quality content that speaks to your target audience’s pain points will position you and your company as a helpful, knowledgeable subject matter expert. Other goals we can drill down to include: Revenue, Lead Generation, Trust, SEO, Target Audience, Returning Visitors, Customer loyalty, Website Bounce Rate…the list can go on and on depending on what stage your business or service is currently at.

Other techniques to get your blog up and pumping traffic include: Links to other blogs, Link Building, buy PPC ads that link to company blog, submit blog sitemaps, post blog content on social media platforms, or write guest articles for popular websites which allows you to tap their brand equity, user trust, and traffic stream back to website. So many ways.

Financial Advisors: 6 critical metrics to measure business blog performance in 2021

  1. Measure Visitors. Traffic measures the number of people who visit your blog.
  2. Measure Leads. Measuring “leads” can be as easy as a vistor filling out a contact form. Set up a goal in Google Analytics. Goals in Google Analytics measure actions you want visitors to take after reading one of your blog posts. That might be signing up for your newsletter, or filling out a content form. Looking at how many people subscribe to your blog or newsletter provides a solid indicator of the quality of your content.
  3. Measure Social Media Shares, retweets, likes or clicks. Social media can be a key driver of short-term traffic. Keeping an eye on your social analytics can help you understand spikes in your shares and the impact of your shared blog content on your overall engagement rate.
  4. Average length of stay. The average length of stay on the blog post’s web page is a metric that gives you an indication of how compelling your blogging is to the reader.
  5. Page views per visit. Page views per visit is a metric that quantifies your success at encouraging multiple interactions.
  6. Inbound links. You need to get well respected, “authoritative” domains linking to your content. More inbound links occur when another website links back to your site. Inbound links is an indicator that your site has high-quality content, making these links one of the most important elements in search engine optimization (SEO).

The Best Time To Publish a Blog Post in 2021

Publishing a blog post really depends on the platform, demographic, and region. There is no blanket “best time” to publish. Ideally, should be published when your target demographic is getting home from work and they start checking their favorite websites as well as checking in on Facebook and Twitter.

Alternatively, another good time to post a blog article and share it on social media is at noon. Visitors will start to creep in and view the post while at lunch when they have free time.

Tuesday is a good day to publish a blog post for social shares (according to OkDork and BuzzSumo). Some quick Twitter and Facebook worst days/times to share your blog article:

  • Twitter. Friday after 3PM and any day of the week after 8 PM and before 8AM. Weekends are the worst days to post.
  • Facebook. Weekends are the worst days to post.

How many blogs per week? To boost organic traffic (from search engines, for example), you should publish 3 to 4 brand new posts per week, each of them fully optimized for search engines (HubSpot).

I encourage everyone to look at the metrics once you get into a posting groove. If one time slot is not getting high click rates, change the posting time a bit until you find that “sweet” spot. Also, if you are located in the time Pacific time zone, and your customers of potential clients are in the Eastern time zone, be aware when scheduling. Always post for your ideal demographic time zone!

Why Businesses Should Utilize Social Media + How Do You Measure?

Why Businesses Should Utilize Social Media

  1. Drives traffic
  2. Discover new customers
  3. Builds brands
  4. Attracts customers and evangelists who can help spread the “message”
  5. Creates positive associations with product or brand

How do you track social media ROI (metrics)?

  1. Traffic data (uniques coming from social media pages/profile)
  2. Fan/Follower data
  3. Social interaction data
  4. Social content performance (is the content produced on these social media sites driving traffic?)

Are there tools to help me track these metrics? Oh yeah! Just to name a few….

  1. Radian6. Best known social media monitoring tool.
  2. Social Mention. “Google Alerts” for Social Media.
  3. TwentyFeet. Aggregation of metrics and a datastream from Facebook, Twitter and YouTube.
  4. Klout. Measures influence online.
  5. Viralheat. One of the best ways to measure social media (cheap for basic plan).

PR and Blogging

I woke up this morning thinking about my blog and how important blogs play a role in the new “PR”. I have friends and colleagues at other companies that think blogs are a waste of time and offer little or no value. However, they are mostly in HR and/or engineers. They think that blogs are just rants with random entries people pontificate in their downtime. What they completely underestimate is the fact in this new world PR world order, a blog can become a destination, and aggregate of knowledge and expertise that helps customers (or investors) make decisions while also building relationships with them. Relationships are THE name of the game.

Most companies are paranoid (see legal dept.) that if their employees start blogging, then it can also hurt relationships and even start creating misinformation that could lead to lawsuits. Every company (public) and most private need to have a safeguard in place if it’s to allow employees blog about the company and products on company time. There needs to be a final sign off on all blog posts (preferably PR or legal) before it goes live. This safeguard is a necessity. Now, if the employee has their own personal blog and they do not write on company time, then so be it. They can write anything they want if it’s their own personal blog. Nothing wrong with that.

Everyone within a company is responsible for Public Relations. Media or investor relations are specific responsibilities of communications professionals. Those conversations are going to happen out there with or without them, and if companies aren’t on the radar screen, then they are missing valuable opportunities.

Blogging also helps bring customers and relationships back to your company site. This additional traffic will help brand awareness, sales (duh), and Google rankings.

Need blog traffic? Just write good compelling content. It’s that easy. Other techniques to get your blog up and pumping traffic include: Links to other blogs, Link Building, buy Blog Ads (many sites out there offer this service), submitting to blog directories, sitemaps, or write guest articles for popular websites which allows you to tap their brand equity, user trust, and traffic stream for free. So many ways. This is the new PR world order. Go get your company some exposure. Create relationships that go viral. The traffic and exposure will follow. Blog……….because your competitor is already doing it.

Twitter musings

TwitterTraditional carpet bombing advertising does not work well in social media networks. Heavy PR (one on one) conversational marketing is too costly. Your spending too much money, time and resources to get to the influencers. Brands who want to be effective with their scarce resources (budgets & marketing department personal), NEED to find out who is the top 5-10 influencer in their market and focus their one on one (conversational) marketing primarily on them.

A few examples of brands & Influencers taking advantage of Twitter: Shaq (THE_REAL_SHAQ), Lance Armstrong (lancearmstrong), MC Hammer (MCHammer), Walt Mossberg (waltmossberg). Get to these guys be it product reviews or endorsements, the larger the social media ROI. Have you seen how many “followers” these guys have on Twitter? It’s ridiculous. Not that the quantity of followers makes all the difference, focus on the “quality” of the followers as well.

Welcome to the new “Marketing Juice” blog site

My “Online Digital Marketing Strategy” blog is migrating to tumblr. Why you ask?

  • A better creative platform which also integrates Social Media.
  • Better look and feel than my older first generation blog.
  • Easier to post and more format/template options.

*Tumblr is not that great of platform for SEO, but that’s not why I switched. I switched for Tumblr’s layout, templates, and simplicity; keeps me focused on writing content. I can also post from an admin panel or a browser bookmarklet or the Dashboard from my HTC Inspire Android. I have no time to look and mess around with plugins. I just want to focus on content. The only thing that sucks, thus far, is that Tumblr doesn’t natively import posts from the blogger platform. This will force me to manually add my blogger posts archive to Tumblr one at a time. This should be completed by next year! sheesh.

Please bear with me as I move my entire blog, feedburner, etc., from my old blogger account (onlinemarketingjuice.blogspot.com) to this new tumblr site.