We talk a lot about ways to nurture your leads, but there are other parts of business that need to be nurtured also to ensure their growth and health. One of those parts is your blog. Like a gardener tending his rows, you spend a lot of time creating these posts: brainstorming, writing, editing, formatting. But what happens after you publish it? Does it just sit there in the blog section of your website, waiting to be read? Does the seed ever grow into a plant? Your blog needs to be nurtured. Here are some ways to help your blog grow to its full potential.
Links on Other Pages of Your Site
Your blog should be visible all over your site, not just in the section tidily labeled as “Blog.” Put it everywhere! Have a blog that has performed particularly well or is on a hot topic that you think your audience would benefit from? Put it on your homepage in a special “featured” section. On your product and/or services pages, put snapshots of relevant blogs that might help visitors make a purchasing decision. Blogs about use cases are particularly helpful in this regard.
You should be posting your blog on other blog sites as well. StumbleUpon is a great place to get traffic if you get up-voted enough times. And then there are resources like Digg, Delicious, and Technorati, all of which are great ways to get you blog seen by more people. Don’t let that beautiful blog languish in the dark! Give it some sunshine!
Monthly, weekly, whatever the frequency, you should be putting links to your blog in the newsletter you send to customers and subscribers. Top performing blogs, blogs that contain information about product enhancements, and other posts that cover hot topics and other trends are excellent newsletter fodder. You’re pretty much guaranteed some traffic, and if your blogs offer engaging content, your subscribers will be more likely to stay subscribed. It’s a win-win.
To get some good bang for your buck when it comes to your blogs, you should be posting religiously in Groups on LinkedIn. It’s a ridiculously easy way to find audiences that are interested in specific content. Did you write a blog post about email marketing? There are tons of LinkedIn groups populated by people who are specifically interested in email marketing and how to do it better. The same applies for almost any subject your business is blogging about. Take advantage of those sources daily, and spend time building a list of Groups that you know enjoy your content.
When all the content marketing experts recommend regular blog-writing, the worst thing you can do is waste time creating the content and then do nothing to help those posts get traffic. Nurture those blogs! One day your little blog seed will be a beautiful blog tree, and all the little birds in the Internet garden will come and roost in its branches.