I can’t tell you how many times a day I find some of my most favorite blog entries from Twitter. In fact, I keep Twitter up all day long—canvassing the stream every few hours to catch the latest content marketing news and determining who I would like to engage with in cyberspace today. It’s completely addicting. I no longer have to go out to try to find the latest information about something that piques my interest; rather, that news comes to me.
Your consumers feel the same way. If you think that they will habitually check your website each day to read your latest blog entry, you are sorely mistaken. If you think that they will hear about your blog through a phone call or text, you are even more wrong. Conversely, one of the main ways your consumers will stumble across your riveting blog entries is through your social media campaign.
Having a great blog that is not socially shared is like a baseball team never releasing its schedule to its fans. You are giving your consumers no way to find your thought-provoking, content-rich blog copy. And, perhaps more importantly, you are mistakenly thinking that they have enough time in the day to search your content out.
It doesn’t work like that.
Instead, you have to do the work on behalf of your customers. Figure out where your customers are. If you are a B2B business, perhaps that’s on LinkedIn. If your target market is 20-something-year-old metropolitan, college grad women, then Twitter is where you need to be. If you are searching for 41-year-old moms, better head to Facebook. Once you determine where they frequent, share your blog content there. And make sure it’s compelling. Saying things like “Check out our latest blog entry” will almost never yield a high click-through rate.
Conversely, try asking questions, spearheading contests or using humor in your posts. Think like a consumer and tap into yourself to figure out what would grab your very own eye. Having said that, never forget the following:
- 82 percent of consumers like reading content from brands when it’s relevant
- 70 percent of consumers prefer getting to know a company via articles rather than ads
- Companies that integrate blogging into their marketing strategy will generate 55 percent more website visitors than companies that do not adopt this tactic
- Businesses that have 52 or more blogs indexed will see traffic generation increase by an average 77 percent.
Market research proves that your blog will pay off in terms of return on investment and lead generation. Your job as a marketer now is to make sure your blog is reaching your audience.
At the end of the day, don’t forget that your habits are very much the same to those of your target market. If you flock to Twitter, most likely, your consumers do too. Similarly, if you have abandoned the “bookmark” tactic in favor of social media streams, then consider the fact that your prospective customers are in the same boat.
Help your customers find you; don’t expect them to take time out of their day to seek you out.