This is the ultimate guide to promoting your new blog. In it, you’ll discover 10 specific strategies that you should start using immediately to promote your blog in an effective way.
That phase when you’re starting a new blog is always the most fun. You have come up with an amazing idea, you’ve done your research, and now you’re absolutely certain that your blog is going to rock! There are millions of people out there who are spending money in the market you’ve chosen and you just know that you’ve found the perfect niche with endless possibilities.
But the traffic wave that you’re expecting doesn’t come automatically, does it?
There is a lot you still need to do to ensure that flood of visitors to your new site. The research phase of building your new site has infinite appeal because everything exists in a vacuum while you’re picking niches, and getting started on your blog. But soon after you launch your blog, it all starts to get messy.
This guide is to help you navigate those treacherous waters after launching your blog so that you can have a steady stream of visitors to your site. But in order for these strategies to have the best effect, it’s of vital importance that each post you publish on your blog is properly optimized prior to publishing it. But you already know that, right?
OK, on to the more important stuff:
How to Promote Your New Posts
Whoever said “If you build it, they will come,” certainly wasn’t talking about online businesses! You can build the grandest business the internet has ever seen, but without a plan to drive web traffic to it, it will be worthless. The same goes for your content. Even if you write the best blog post ever, you still need to promote it the right way in order to get people to view it.
Unfortunately for us, we don’t live in a world where you can launch a brand new blog today, create awesome posts, get recognized by the great and powerful Google, then instantly be rewarded with tons of traffic.
In reality, SEO will only get you so far. Also, most of the SEO depends on social proof such as backlinks and social shares (of which you have none when you’re just starting out…) and so unless you’re just a naturally lucky human being, the truth is that even if you build the best blog ever, no one will come to it unless you promote it.
But what does blog promotion look like nowadays?
The basic equation when promoting a new blog is as follows: Outflow = Inflow.
What this means is that when it comes to promoting your new blog, the more stuff you do, the bigger the results you’ll get, the more traffic you’ll get and the more income you’ll make. So basically, if you want more traffic, sales, or leads, all you have to ask yourself is how you can promote more.
Most new bloggers make the mistake of thinking that they will get more traffic just by publishing new posts. Publishing new posts isn’t ‘outflow’ because no one knows that the post has been published. It may be ‘outPUT’ because you took the time to create the work, but it isn’t the outflow that is necessary for our equation to take effect.
Outflow, in this case, means all the actions that you’re going to take to promote your blog and the communication that you’re going to be conducting with other people in your niche.
Now, on to the strategy:
1. Get Ready, Shoot, Then Aim
A lot of times, bloggers continuously tweak their blogs because they feel that they’re doing something meaningful. But all it does is keep you in your ‘safe’ zone. You convince yourself that the endless tweaking will ensure long-term success, but in truth, it’s just another way of procrastinating. Stop it right now. If you have a blog that’s ready to launch, do it.
Resist the urge to tweak small things, and just hit publish. After all, the design of your blog won’t matter at all if no one knows about it, right? And besides, if you keep tweaking your blog, that’s going to end up turning into a huge project (I know because I’ve been there…) You go in to make a couple of small changes and you end up with something that is practically a re-design!
Yes, you can justify it in your own head, but no matter how much time you spend on it, it won’t do much to move the needle, so stop it. Give yourself a maximum of 60 days to get your blog to a functional state, and then another 60 days after that when you just don’t tweak anything at all, but you work on promoting your new blog. During this time you will only work on outflow and nothing else.
2. Craft Some Amazing Pillar Posts
If you’re not new to internet marketing then you’re familiar with the idea of pillar posts. After you’ve launched your blog, concentrate on creating pillar posts, and only pillar posts. It’s important to have the overall strategy in mind while doing this.
Pillar posts are the foundation of your content and they are created to hold your blog up just as pillars hold buildings up, and so take your time to ensure that the content you craft is of the highest quality and value. These posts are going to be major resource posts for your blog and you’re going to promote the heck out of them.
When people come across your pillar post, they should feel like they just hit the mother lode.
This means that you have to decide on the topic of your pillar post strategically. What are the major topics within your niche? What are other people doing on the topic? You need to answer these questions and then come up with something even better than what is already out there.
Use BuzzSumo to find the content that is shared the most for any given keyword. You can then figure out how to create something that has more value for your audience. When you create pillar posts that put your over and above the rest in your niche, you position yourself as an authority in your niche.
One way of doing this is to be a content curator.
Create a major resource post just by combining some great content of your own creation with great content from other people, whether it’s Youtube videos, blog posts, or any other type of content. Put it all together in one mega post.
Try to work on at least 5 pillar posts in the beginning. You’ll create more as time goes on, but the important thing to remember is that whatever content you create, you have to promote it if you want to get the right results. In fact, in the beginning, the bulk of your time is going to be spent on promoting and not on blogging until you get some momentum going.
3. Don’t Do Ads
As counter-intuitive as that sounds, you have to say no to ads. I know that for most of you who are looking to monetize your blogs and start making money as soon as possible, this may seem like a good way to do so, but it really isn’t. Trying to monetize your blog using ads is like trying to squeeze blood out of a turnip.
I do recommend that you monetize your blog as early as possible, but ads are not the way to go. All banner ads do is distract your audience. They ‘cheapen’ your blog. Not to mention that their only purpose is to turn people away from your blog and on to someone else’s site. After all the work you’ve done to get your visitors to your site, you’re just going to send them somewhere else for a few bucks? That’s just crazy.
But following the strategies that you’ll learn here will help you make hundreds, if not thousands of dollars from those same visitors just by leveraging two lists: your email list, and your retargeting pixeled list. In previous posts, we’ve talked (and talked) about the importance of building your email list.
All you need to do is create at least one great lead magnet and then offer it to your audience through a squeeze page to start building your email list. Also, create extremely relevant content upgrades that you can drop in your pillar posts as email opt-ins and you’ll be able to put even more people on to your list.
The second list, however, is for retargeting. This one is just as important as the first one, but almost every blogger or online business owner forgets about it (or maybe they’re just not aware). Retargeting is a way of reaching out to anyone who visited your site using paid ads. It’s actually extremely easy and affordable to do.
Your blog is the ideal asset to build a base of visitors that you can target this way. You don’t have to spend any money doing this, but you’re building an asset that will come in handy later. Set up Facebook Ad Pixel on your site so that Facebook can start building a custom audience using all the visitors who come to your blog. They do this behind the scenes but it will be invaluable to you later (trust me).
4. Determine Who the Players in the Market Are
When it comes to promotion, the first step is to have someone to talk to. Because promotion involves outgoing communication, it’s going to be very hard to get started if you don’t know who on earth you’re talking to.
So, you need to spend some time getting to know the ins and outs of your niche. Who the big players are, who the small players are, and who the influencers are. Once you have that information, you will be able to proceed to the next step. The major things to look for include:
- Competing sites
- Communities and Groups
- Products for Sale
- Podcasts in your particular Niche
- Major Youtube Channels
Of course, there’s more, but you get the idea.
Over time you will have a huge reference file covering all the competitors in your niche. You should know who the people are, what they talk about, as well as how to contact them. What are they selling, and for how much? In addition to that, you want to know where your ideal audience is hanging out, the blogs, social communities, and forums that they are frequenting.
Gathering this information is going to take time, so don’t feel that you have to do it all at once. The important thing here is to get started. While you may not know the big players in your niche right now since you’re new, you still have to realize that your intended audience already exists.
They’re out there just waiting for you to dazzle them with something that they want. All you need to do is to find out where they are in order to reach them. And for you to be able to do that, you’re going to have to do a heck of a lot of research into your niche and the players already in it.
5. Time for Some Outreach
If you’ve done step 4, you already have a list of some of the big players in your niche. But remember, this isn’t just about the famous people in your market, it also includes some of the smaller players. In almost every market you’ll find a huge bunch of lower-level marketers, then some bigger B-players, and a few A-players who command the most eyeballs. You should include them all.
But now, it’s time to make yourself known, as well. So let the promotion begin.
Start by getting in touch with some of those people so that you can get on their radar. DO NOT email them asking them to share your stuff on social media or to link to you. The more popular the blog or person is, the more emails they get from bloggers like you, so what you need to do is the opposite of what everyone else is doing if you want to be noticed.
Find out what THEY want and need
If you want to get results, you’re gonna have to forget about what you want and focus rather on what they want. Here are some examples to help you accomplish that:
- Find out if they have an interview-based podcast. If they do, they’re always going to be looking for guests. If you think that you’d make a great guest for them, then just email them and propose the idea.
- If they have a product for sale then they would absolutely love to get a testimonial or case study. If you can do that for them, they will most likely promote the heck out of you.
- If they have a blog post that has a broken link or a link that’s going to an outdated article, you can let them know and suggest one of your stellar pillar posts as a replacement for it.
- If they are asking questions about something that you can help them with, maybe in a blog post or a social post, contact them and offer to help for free.
Be cool and helpful. Don’t do any of these as ‘bulk activities’. You need to contact individual people on a one-on-one basis and build relationships. Be a person and treat them like people. Don’t feel awkward or weird about any part of this, you’re helping them. I don’t care how famous someone is in the internet world, if you’re offering them help for free, they’re going to love you for it.
But remember, don’t be a pest. There’s no need to hammer an A-player until they give you an answer. If they don’t reply to you, move on. There’s plenty more fish in the sea.
An even better strategy would be to build some proof of your own first.
Connect to the B and C players in your market – that will be a lot easier. Become a regular contributor to their blogs, and in their groups and soon they will start to recognize your name through repeated exposure. Before long, you will be able to connect with them.
Stay Tuned for the second part of this post where we discuss the other 5 strategies that you can use to promote your blog and get tons of traffic flowing to your site.
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