Most managed services blogs don't get nearly as much website traffic and love as they ought to. Why?
These blogs are often out-matched by blogs with a lot more inbound links from authoritative, highly-relevant websites.
So, you need to work smarter. To do so, let's look at seven ways to promote your blog posts once they're live:
Use your best website real estate to feature your blog posts - Chances are, there are a few pages on your website that get the overwhelming majority of your website traffic. If you don't know which pages these are, check your analytics reports. Then look at each of these pages, their available space above-the-fold, and promote a relevant blog post on each of these more frequently visited web pages.
Promote your blog posts on your social media channels - Most with managed services blogs know to use the auto-announce feature to let the world know (OK, well at least your reach) when a new blog post gets published. But this isn’t nearly enough. The half-life of social media status updates, especially on Twitter, is incredibly short. So repetition a few times over the next few weeks is key. Also, use the blog post content itself as social media status updates -- especially headers, subheads, bullet points, and numbered list items. And remember to use #hashtags sparingly to attract additional visitors. For most MSPs, your social media coverage should at the minimum include LinkedIn, Twitter, Facebook, and Google+. The best way to know which channels for sure -- survey your prospects and clients.
Tap into email marketing - Even though most MSPs are very well aware of the difference between responsible email marketing and SPAM, it still bears repeating. In order to email prospects and leads, you must have their permission. With that in place, make sure you use email marketing to promote your blog posts via email newsletters, lead nurturing sequences, and targeted broadcasts. And if you’re especially clever with your lead nurturing sequences, these email messages can be used to really accelerate the sales cycle and help you close sales sooner.
Draw on your existing contacts - Besides one-to-many email marketing, your sales reps should be utilizing your CRM system to know when to send very highly targeted email messages to individual contacts. Your sales reps’ personal LinkedIn connections can also be a very rich source of data on who to let know about very specific new blog posts on a one-off basis.
Write news releases - While not appropriate for all blog posts, for blog posts that ooze thought leadership, consider repurposing that content into news release format that can be posted on various news release distribution sites and wire services.
Build slide decks for SlideShare based on blog post content - If your website doesn’t have a very large number of authoritative inbound links, it may be difficult to get the majority of your blog posts to rank on page one of search results when you’re first getting started. However if you take that same content, build a simple Microsoft PowerPoint presentation deck about a blog post, and post it to your SlideShare profile, you can often get the SlideShare presentation to rank on page one of search results because you’re piggybacking off of SlideShare’s inbound link authority.
Record a screencast or video for YouTube based on blog post content - Again if your blog doesn’t have a very large number of authoritative inbound links, it may be difficult to get the majority of your blog posts to rank on page one of search results when you’re first getting started. However if you record a screencast or a video based on the blog post content and post the end product to YouTube, you can often get the screencast or video to rank on page one of search results because you’re piggybacking off of YouTube’s inbound link authority.
So if you’ve been frustrated because you write these great posts on your managed services blog that don’t seem to get much organic search traffic, use these seven promotional strategies to build traction for your awesome thought leadership content on your blog.
What have you found to be most effective for getting the right eyeballs in front of your blog posts? Please let us know your thoughts in the Comments box below.
And to figure out where blog promotion needs to fit in with the rest of your MSP marketing plans, be sure to download your free copy of the IT Channel Inbound Marketing Planning Guide.
Creative Commons Image Source: flickr salendron