Basic Promotion for Blogs

There’s a whole new world out there for people who are using a blog for their business or news publishing. While blog technology is far more efficient when it comes to promotion than static websites are, you still can’t ignore it. You can’t just slap up a blog and figure the world will beat a path to your door. Yes, some people still believe that (sigh).

Another thing I’ll be focusing on are blogs that are hosted, rather than freestanding. By this I mean blogs that are part of a group such as Blog City, or Type Pad.

Having a business blog hosted by one of these services does, at least for the moment, provide another degree of promotion, in that most services have a directory and/or some kind of community feature, like a blog or forum. These days, while the idea of a business blog is still new, this kind of blog will stand out among thousands or even millions of personal journals listed in directories.

Six months from now, this idea may no longer apply. Many of the ideas in this article may no longer apply, because things are changing with lightning speed. That’s OK – when things change again, I’ll write another article, probably.

Once you’ve got your blog up and running, and ready for viewing you tell everybody you know. That includes not only customers, past subscribers to any e-mail list you may have had, and business associates, but also friends, relatives, and even your local newspaper. If you live in or near a college town, find the school’s website and e-mail their paper. Don’t forget the little radio stations nearby. Avoid software that blasts press releases to thousands of e-mail addresses! This software is no longer helpful, and may harm your business in the long run.

When you’re dealing with traditional media, they may have policies regarding delivery of press releases or announcements. Find out what they are and follow them to the letter; otherwise your announcement will go unread. Don’t forget to add your personal contact information, such as phone number, etc. Now here’s the important thing: most likely, none of this media contact will result in coverage. But you do it anyway, because you never know when you’ll hit a slow news day, or a reporter is looking for just the information you supply on your blog.

I’m emphasizing local media because they’re much more approachable for someone just starting out. Appearances on media such as radio or TV require preparation and training. You can really shoot yourself in the foot with a poor performance, so you’re better off starting out in a small market.

Make sure your blog’s URL appears on every piece of paper that leaves your office! You can also get business cards printed at most office supply chains in the US for well under $20.00 per thousand. Avoid those “free” business cards that seem to have caught on. They’re not free. Not only do you pay shipping, you only get half the card. The other half advertises the business card company.

Train yourself to carry a stack of business cards with you at all times, and be prepared to hand them out like napkins at a barbecue. There are still a lot of people out there who are impressed by the idea of the Internet, and intrigued by the subject of blogs. You may find yourself, as I do, answering a lot of questions when the subject comes up! This is fine – I tell my students one personal contact is worth a thousand e-mails.

Back online, make a point of looking around for blogs that complement yours. Ask the blog publisher for a reciprocal link. Find forums and discussion groups on the subject of blogging, such as the Blogger Talk Forum, and participate. Don’t just show up one day, announce yourself, and figure that’s enough. You’re looking for name recognition here, so even if you’re very new to all this, you can still ask questions. I’ve found the forums and discussion groups to be populated by a lot of people who really know their stuff and are willing to share what they know. (Yes, it is important that you do some of your preaching to the choir.)

Surf around and list your blog with every directory you can find.

Don’t forget to put your blog’s URL in your e-mail sig line.

These are all simple suggestions that don’t cost much to do. They do take time, but there’s just no way of getting around that. It’s also not something you do once or twice, and then go about other business. It’s a good idea to learn to do something to promote your blog every day. Make friends in the community; leave comments on other people’s blogs, and promote your newfound contacts at your own blog from time to time. It’s all really about networking. I’ve had a website of some kind since 2001, and the only days I’ve missed promoting are those I didn’t go online or leave the office at all.

You’re never really “done” promoting, but the way you do things changes all the time, so it never gets boring. You just don’t ever know if you might be the one (or know the one) who comes up with the brilliant idea that changes everything again!

Trudy W. Schuett is the publisher of the DesertLight Journal , the God Blog, and a staff reviewer at the Weblog Review.

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