You’re reading this, so you obviously know the value of blogs. In addition to being a valuable in-house marketing tool, blogs are also a great place for you and your business to be featured. Getting written about in a local or industry blog or being quoted as an expert in your field offers free publicity, increases brand awareness, and helps give your company’s website better SEO. Luckily, bloggers are always looking for new material [Editor’s note: true], so it’s all a matter of getting on their radar.
So how can you get a blogger interested in you and your business?
- Go on blogging directories like Alltop.com and Technorati.com. Blogs are listed and ranked based on traffic, and they’re searchable by industry. Make a list of relevant bloggers for your industry and then visit each blog site to see what types of material the bloggers write about. Pay attention to tone and angle. Can you add relevant material to their blogs? Are the goals of the blog related to the goals of your business? For example, does the blogger try to offer solutions for issues you’re knowledgeable about? If you’re a nutritionist or fitness guru, can you offer your opinion on a new study on vitamins or exercise?
- Try to get known by posting comments to the blog. Offer your insights as an expert and never condescend. If you can become a member of the blog’s community before you ever pitch the blogger, your pitch may have more weight.
- What news do you have to share that the blogger should pay attention to? Did you just land a big new client? Are you having a grand opening? Offering special promotions? Find a new angle so the material doesn’t seem old and email the blogger. Consider offering to write a guest blog yourself. Make the topic of your pitch relevant to something currently in the news. Use recent statistics and studies to back up what you have to say. This will vary greatly depending on your industry. Informational blogs can go a long way toward establishing credibility.
- Once your blog post goes live, make sure you share the link across all your social media platforms and your website and, most important, link back to the blogger’s site so you increase his or her visits.
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at [email protected], follow her on Google+ and Twitter.com/Rieva and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.