Nowadays, if you’re starting a small business or building a brand, you need to create a company blog. Blogging generates so much value and evergreen, content-driven advertising that you’d be insane to ignore or neglect it. But how do you build a blog readership? Do you need to?
Understand this: It doesn’t matter who or what you are, from the mom and pop corner shop on Main Street to a first-time indie author or a multi-million dollar brand, a blog is as essential to your endeavors as placing a local ad, promoting your products or services, and hiring the right support staff. It’s a proven method of advertising 24/7/365, but it won’t do much if it doesn’t have a readership.
Building a Solid Foundation
Nothing is more important to the success of a blog than utilizing people and social media. They are the foundation. If you can effectively use and engage with them, you will be working to increase your readership.
How do you do that? Don’t panic, just keep reading!
Social Media Awareness
Social media is one of the most important tools available for establishing yourself as a business or public figure. Not only is it essentially free, but it also has the capacity to reach an audience you would have otherwise never had access to. Facebook, Twitter, LinkedIn, SnapChat, these networks are global, and you can start an account and connect with people for free.
The key to practically using social media to grow blog readership lies in regular updates and maintenance. You have to captain your accounts to keep them running smoothly, and you’ll need a strategy for growing your social media audience and, in turn, your blog readership. Some elements you’ll want to include:
- Share Your Blog Posts: All of them! We cannot stress how essential it is to share your latest and greatest blog post on all of your social media accounts. Understand that some readers will choose to follow your Facebook or Twitter page over subscribing to your blog via email. It’s up to you to keep them in the loop via those networks.
- Link Your Personal Accounts: It’s important to share not just your company’s social media accounts, but also your personal accounts. It sounds intrusive, but people love people. They want to connect with the person behind Brand X and the brain that created Brand Z. Sharing and updating your personal accounts with your brand’s blog content increases your social media visibility and enhances trust.
- Use Hashtags: Seriously. Use them. Abuse them. It’s what they’re there for, like a giant social media punching bag. OK, so there’s a bit more to it than throwing punches. Check out Hootsuite’s Do’s and Don’ts of How to Use Hashtags if you need to study up. The point we’re making is that hashtags categorize posts. You’d be surprised by how many people search for hashtags. Not only are they easy to remember, but they’re a great way to make your brand more accessible and visible. Yes, you can create your own hashtag and start using it non-stop, but take some time to explore popular hashtags within your niche and industry. Posting your blog content to them is a powerful way to increase readership.
Utilizing The People You Know
It’s incredibly important to utilize the power of people. In order to do that efficiently, you need to be able to track your progress. An easy way to do this is through a subscriber list.
If the platform your company chooses to blog on uses a subscriber list (and it should), leverage that feature to monitor readership growth.
- Which blog posts are more successful than others?
- Which posts triggered new readers to subscribe?
- Use this information to tailor future content around the topics and direction that attract and trigger subscriptions.
A blog subscriber list is great, but it’s not the only list to grow…
An email list is just as important if not more so.
Email lists are great ways to gain returning readers and build your brand through special, subscriber’s only content. Unlike your blog, which is public, your email list is for subscriber’s eyes only. They’re getting something extra special that’s super tailored.
Most email lists are established through the offer of a free downloadable guide or e-book. A blog post or landing page will explain the value of what’s being given away for free in exchange for an email address. It will plainly state that, “If you sign up for our email list, you’ll get this free guide!” Readers will opt in by signing up with their email. You don’t necessarily need to dedicate a full blog post or landing page to generate signups; a brief popup can do the trick if it’s enticing enough. Through the resulting list, you can then target market to those who are obviously interested in your brand.
Unlike a blog that’s this sort of giant ongoing digital digest with one generic subscription, email lists can be specific. For example, if you’re marketing one service or product that your company offers, you can create a dedicated email list for people interested in that service or product. Then, you create tailored content of interest and value to send to them only to further generate interest and sales. A second email list could be for another product or service or a purely educational marketing campaign. The possibilities are endless.
MailChimps is a great tool for building your readership through email lists. Not only do they offer a lot for free, but their paid plans are chalked full of proven value. We like to think of them as the email list builder tool that grows with you, no matter your budget.
Don’t Be Afraid to Talk
Talking to people is a great way to get your name out there, but how do you talk to people online? Obviously, you can (and should) talk via social media. But an even more effective way to “talk” is to guest blog.
Guest blogging on websites similar to yours and industry pace setting sites will help your blog and brand gain exposure. Don’t be afraid to reach out and offer to guest blog for industry influencing websites. The worst that will happen is a turndown.
When you’re a small fish in a big pond, the best way to garner some notice is to team up with the big fish everyone follows. Guest blogs are the ticket, and as a bonus, you can use them to build your backlink profile. Better SEO means better visibility, which ultimately contributes to growing your blog’s readership.
Do you Need Help Growing Your Blog Readership?
The goal of utilizing these tips is to share high-quality, engaging, and relevant blog copy that people will want to follow and share. You can complete all of these steps and see little to no growth if your content lacks value. Don’t make the mistake of believing a blog is a part-time or less job, and don’t farm it out for pennies on the dollar. The Internet is drowning in a monsoon of mediocre material thanks to this mentality.
Blog content is evergreen, which means (unless you delete it) it’s going to be around for a very, very long time. A blog post published today will still be there generating traffic, engagement, and building trust 1, 2, 3, 4, 5…years from now. You don’t want that post to be junk food; you want it to be perfectly presented gourmet. Do it right today, and it’ll produce benefit until the day you take it down. That kind of quality takes investment.
So, do you want to grow your blog readership? Do you need a knowledgeable, quality-driven expert to captain the helm so you can focus on what you do best? We can help. Take a spin through our blog and article writing services or shoot us a message right now:
We’ll contact you shortly to discuss your needs and begin a custom quote for your project.