Social Media Marketing – Chris Cardell
This month, let’s look at blogging. I know, old fashioned to some these days and certainly misunderstood, but still, in my mind, in the class of activities we’d rightly call “social media”. Why? Because “blog” is foreshortened from “web log” and a “web log”, unless it’s a voice in the wilderness, is intended to be read and commented upon by the world at large.
Now back in the days when SEO was a great way for almost everyone to get free traffic from Google, regular blogging was very profitable for some.
My wife, grew her own site on the back of blogging and SEO, even though her traffic sources are now very different and she hardly adds to the content at all.
As for my own site, I can’t remember the last time I added a blog post. But this may be changing because there are reasons why writing blog posts and inviting comment and “engagement” might bear fruit.
At its simplest, I mean if you hook up your blog with Facebook properly you can actually get comments made on Facebook appearing on your blog, and vice versa (which reminds me — next month there’s something else really cool you can now do with Facebook).
This means it becomes easier to get people off Facebook and onto your own turf which is really where you want them. But there’s another reason for writing blog posts which has nothing at all to do with Facebook or any other Social Media site: list segmentation.
Every smart business owner has a continually growing email list they market to frequently and often (I send an email to mine every working day; Sarah sends one seven days a week to hers). But one problem we face is we tend to send the same email to everyone.
This is OK while you’re just growing and nurturing the relationship but if you’re selling a specific offer then anyone not interested in it will quickly get fed up with hearing about it.
So here’s what you can do:
First, write a blog post about the specific topic you’re going to make the offer about. So if you were a mortgage specialist, you might, for example, write a blog post about the ins and outs of equity release mortgages.
Secondly, you’d then email your list on the general topic of equity release and then point them at the blog post and invite comments and discussion. If you’re using a good autoresponder you’re going to be able to tag the records of everyone who clicked on the link to look at that post.
You know those people are interested in equity release mortgages, because they looked at that page when you mentioned it to them. It then becomes possible to send a broadcast email series to just those people and not annoy everyone else who has no interest in equity release mortgages.
A second benefit, and the reason you ask them to comment and have a conversation is the comments and questions you see coming up will tell you what’s on their minds.
Actually asking people what they want to buy is fraught with peril because, with the best intentions and even without realising it, they lie to you.
But when they make comments on blogs and Facebook they let their guard down and really spill the beans about what they’re thinking.