3 free strategies for driving new visitors to your blog
An optimal blog marketing strategy involves a mixture of paid and organic advertising. Whether you want to earn revenue from affiliate marketing links or you want to promote other products/services, here are 3 helpful and cost-free ways to attract new visitors to your blog:
Promote Evergreen Content on Social Media
When it comes to revising a blog content strategy, incorporating a blend of seasonal, event-specific and evergreen content is essential. While seasonal content may only be relevant to site visitors for a couple months out of the year, evergreen content could be useful to anyone at any point during the year (and possibly for years to come).
If you have a solid foundation of evergreen content, then don’t let it go to waste. Update broken links and outdated information from evergreen posts you wrote years ago, then republish the content and promote it on your social media channels. It’s a great way to freshen up your blog with minimal effort, and people who might not have viewed your content a few years ago can now see the great information and advice you have to offer (just make sure you get rid of that outdated information, which can be a huge turn-off for potential blog followers).
Use StumbleUpon for Every Post
StumbleUpon is an excellent resource for bloggers seeking new (and more) traffic on their websites. As the name suggests, StumbleUpon is designed for users to “stumble upon” new content on topics they’re interested in, which makes it an ideal platform for content marketers who want to increase the web traffic figures to their company’s or clients’ blogs.
If you want to increase your web traffic with StumbleUpon, be sure to publish only the highest quality content with visually stunning imagery to ensure people remain interested in what you’re publishing. You can organically grow your blog’s fanbase with StumbleUpon and encourage others to share your content.
Incorporate Relevant Keywords
Even if you’re not a pro when it comes to SEO, there are still many ways to produce quality, SEO-friendly content for your blog. You can conduct basic keyword analysis with Google or Wordstream to see which keywords and phrases are highly sought-after by your target audience in the search engines.
In the process of keyword research, be sure to aim for mid-range SEO keywords. High-traffic keywords with millions of other associated results guarantee your blog content won’t be seen by too many people. To avoid getting pushed out of sight by more popular sites with greater web traffic, selecting semi-popular search terms can help your content stay relevant in search engines without having to compete with much larger competitors.
SEO can be difficult for content marketers who are initially unfamiliar with it, but once you start understanding how search engine algorithms work and which keywords are best suited for connecting your content with your desired audience, it gets much easier and more effective!
What to do when a social media campaign backfires
The success of social media campaigns depends much more on the audience viewing the ads than the creators of the content. You can be one of the best marketers in the world and still produce a colossal failure of a social media campaign, while some marketing newbies who just really understand what customers want may create the next viral campaign that gets everyone on the web talking.
Many marketers know what to do if they get so-so results on their campaigns; but what if a campaign backfires spectacularly in ways you never anticipated? You wouldn’t be alone, of course. Recent examples of advertising campaigns backfiring are plentiful, from Pepsi’s ruthlessly-mocked commercial with Kendall Jenner ending a violent protest by simply handing a police officer a can of Pepsi to the pen company Bic’s “Act like a lady, think like a man” campaign messaging for #HappyWomensDay in 2015.
If you find yourself with a flaming mess of a social media campaign, how do you respond in a way that avoids further alienating your current and potential customers, as well as preserving your brand’s positive image? Here are some useful PR moves you should try:
Remove the Content and Publicly Apologize
Your brand cannot afford to be defiant. If an ad, hashtag or other campaign element causes outrage, then standing your ground is a great way to lose a lot of potential customers (not to mention drive away your otherwise loyal customers who used to love your brand).
Publicly addressing the problem is a much better way to demonstrate to your followers that you listen to them and genuinely care about their feedback. Just look at the April 2018 Starbucks incident in Philadelphia, which led the company to close all of its stores for employee racial bias training. This resulted in approximately $12 million in lost sales for the day, but Starbucks viewed this as an opportunity to maintain the brand’s reputation (this tactic also worked when they closed stores in 2008; as former Starbucks CEO Howard Schultz wrote in his 2011 book, “closing our stores was most powerful in its symbolism. It was…a stake in the ground that helped reestablish some of the emotional attachment and trust we had squandered”).
Back Away from Social Media Engagement (Temporarily)
It doesn’t take very long to make someone mad on the Internet. Worse yet, it also doesn’t take long for a few angry people to form a mob by sharing content and telling their social networks about how upset they are about X company doing Y. If you remove the content and apologize one day, then immediately go back to your usual content schedule the next day, it’s likely that your followers won’t be too happy with your brand.
Obviously, this depends on just how much you upset your target audience. Minor offenses can likely be forgiven with a simple apology. But if you really blew it and people are upset and/or angry, then taking a few days or even a week off from your usual posting schedule can help you preserve your brand’s reputation (rather than risk people flocking to your pages to give you 1-star reviews just out of spite, which unfortunately happens on a regular basis).
Learn from Your Mistakes
A final strategy for resolving a social media campaign that backfires horrendously is demonstrating that you’ve learned from your mistakes. Maybe you promoted a not-well-thought-out hashtag, used an offensive image or headline in your ads, or let your customer service standards slip in online interactions with followers and customers. Regardless of what happened, your #1 priority should be clearly outlining how you plan to fix the problem in the future so your current base of followers won’t worry about it happening to them.
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