7 Marketing Strategies Businesses Can Learn From Bloggers

by Evotive

  

internet marketing

Most of the businesses we talk to are frustrated by the whole “internet thing.” They see that their ads aren’t bringing in as much business as they used to; they don’t know how to handle negative reviews. They realize they need internet marketing, but they’re completely lost and a bit scared because they don’t know who to trust.

They get tons of calls every day promising them top placement on Google, and magical promises about making their business go viral on social media. Some of them have been burned in the past, some are confused, and others don’t know why it matters if their business is on page one of Google.

I get it, that’s how I feel as a consumer when I know I need something, but I don’t fully understand it.

So what’s a business to do?

There’s already so much to do when it comes to running a business and there’s not enough time, so I’m not going to say, “Take a class.”

There are some powerful marketing lessons that can be learned from people who live and breathe the internet, bloggers!

Yes, bloggers.

For some of them blogging is their business, for others they blog to grow their business (by driving people to their blog via SEO and social media and converting casual readers into customers and clients. Bloggers understand how the internet works and how to leverage it.

If you’re not really sure what a blog is, or if you think it’s just a personal online journal, click these two links to read “what is a blog?” and “how a business can benefit from blogging.”

In this article here, we’re just talking straight up marketing lessons inspired by creative solopreneurs.

7 Internet Marketing Strategies You Can Learn from Bloggers

 

1. Lead capture – A website can be a great marketing tool if used correctly. Great bloggers have an email capture form on the home page of their blog/website. This is where they capture the reader’s email (the reader is the lead, or potential customer). Bloggers understand they need to give away something of value for free in order to entice and encourage the person to give their email address.  Once the person gives their email address, they are saying “I’m interested in what you offer.”

2. Authority – Bloggers understand they need to be seen as an authority in order to earn the trust of the potential customer. Yes, there is a whole lot more to earning a potential customer’s trust than just simply establishing authority, but that authority certainly helps! One way bloggers show their authority on a subject is by writing and publishing a book. Some become great public speakers. Then they leverage that authority to grow their business. Sometimes they’ll do special give-a-ways too, giving away their book or product, their course, or their service. They know they’ve got to give away some of their best stuff to earn that trust factor. Many local businesses are afraid to give away too much, afraid to discount too much, and the biggest problem we see is that they just don’t know how to do it. Don’t give away the farm for nothing in return. There are strategies to use and implement, which make the give-a-ways work for both the business and the customer. (There will be an article/post on this shortly).

3. Cultivate Relationships – Unless your business doesn’t have repeat customers or need any referrals, you’ll want to come up with a plan to maintain and grow your relationship with your customers. Just because your customer had a great experience doesn’t mean they’ll remember you in the future. Many businesses find this one confusing, but something such as a newsletter can do wonders in this area, add a VIP or customer appreciation program and now you’re cookin’!  If you look around the blogosphere, you’ll see this is pretty standard among bloggers. They understand the sales funnel and how it often takes several communications to turn a prospect into a customer, and it takes continued development to turn a customer into a raving fan.

4. Community Building – Talking about turning customers into raving fans, bloggers know a lot about this prized gem! Yes bloggers tend to be natural communicators, content producers and social online. That’s partly what makes them so great at building community. They love comments on their blog, and they encourage comments since that’s one area where community happens.  Where is your customer community? Is it with the local chamber, or networking events? Is it in your business location (like restaurants and dance studios)? Can you take your community online and grow its exposure? Bloggers don’t just build community with their costumers/subscribers they build community with fellow bloggers and cross network. Something many businesses don’t bother developing. It’s can be incredibly powerful.

5. SEO – Getting found online when a searcher uses the search engines, is oh so important! But it’s not the end-all-be-all of importance. If your online reputation is a mess, if your website is a turn off, then being found online won’t bring you more business. Bloggers need their posts/articles to be found online, they need their websites to be found online, and they invest the time or money to learn SEO or hire someone to do it for them. So many businesses think they have an online presence just because they have a website, but unless you type in their URL, their website doesn’t show up and that means they actually don’t have much of an online presence at all since no one can find them without typing in the address to their website.  When used properly SEO is a fantastic marketing tool.  It should be part of a bigger strategy though, since it works best when it’s well-integrated in a complete online marketing plan.

6. Social Media – What makes this one tricky is that many businesses feel they are doing social media “right” when they aren’t.  Bloggers tend to be pretty natural about sharing relevant content and engaging their audience, while traditional businesses tend use social media to just promote.  There’s nothing wrong with promoting your specials, but only do this a percentage of the time. People are human beings and we don’t like to nagged or shouted at. If we already like your business page, we most likely know about your usual deals and specials you can give us something new, something exclusive, specials etc…  But do more than that. Don’t just repeat your promotions. Social media isn’t meant to be a cheaper version of a billboard.

7. Personalize – Leverage the personality and essence of your business; humanize your business. This may take a while to go from concept to mastery, but take steps in this direction. Again, this is a brilliant marketing strategy that bloggers tend to understand and master. They know that the more we (potential customers)  see their human side and their essence, the more we feel we know, like and trust them, which is uber important when attracting new customers, and turning them into long-term customers and fans.

There are far more than just seven marketing strategies businesses can learn from bloggers, but you can take and develop these main pillars in several ways. 

Just like you wouldn’t build a house in a day, you won’t create and implement your master internet marketing strategy in a day either. If you’re the do-it-yourself type, create a marketing calendar and break it up into small steps. Or you can hire us; we love applying our skills and knowledge to businesses by creating, implementing and maintaining their internet marketing strategy.  We’re a boutique internet marketing agency, specializing in building businesses online presence and reputation in a way that reflects the brand’s essence, spirit and personality.  With a focus on customer service, our goal is your success!

Evolving Your Business to New Heights, that’ what we do.

Have you tried implementing these strategies? Which have you seen the best results from? Have any of them failed to yield positive results?

P.S. If you haven’t yet grabbed your copy of “The 13 Biggest Marketing Mistakes and How to Avoid Them” be sure to do so, it’s FREE and will help you kick-start your marketing plan! You’ll also get our monthly Newsletter filled with great marketing tips, current marketing trends and valuable information you can use for your business

{ 16 comments… read them below or add one }

Vidya Sury February 14, 2012 at 2:57 am

So simple yet so powerful! Often, businesses tend to assume that they HAVE to outsource certain processes when it is obvious, in today’s market, that much of the “engagement” with their own audience must begin from within the organization. A social culture needs to be created where every organization member, no matter what level they are in, must get involved and feel responsible for their own “deliverables”. This, then gets unified into a stronger effort to succeed and therefore, better ROI.

Great post, Aileen. :D I quite like where you linked to me!
Vidya Sury recently posted..The Haiku Challenge 2012 – Day 13 – Paint the Picture

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Evotive February 14, 2012 at 9:32 am

YES!!! ““engagement” with their own audience must begin from within the organization. A social culture needs to be created where every organization member, no matter what level they are in, must get involved” We see a lack of internal marketing in most businesses, and that’s where it all begins! When we handle social media management for a business we do our best to show them why it’s important that they are involved in it too, and they participate as well. We’ve found seller results when it’s a combination like that.

Thank you Vidya for stopping by and sharing your thoughts and comments. Much appreciated!

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Cathy Taughinbaugh February 14, 2012 at 6:52 am

Hi Aileen,

Times have changed for marketing a business. Blogging, social media and SEO are the new vehicles for driving customers to you. Thanks for sharing your seven marketing strategies. They are a great start for any business.
Cathy Taughinbaugh recently posted..Saying Goodbye to Etta James and Now Whitney Houston

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Evotive February 14, 2012 at 9:35 am

Hi Cathy. Thank you for stopping by. As a blogger you see it clear as a day! So true that marketing has changed a great deal over the last couple years and it will continue to change at a rapid pace.

Wishing you continued success!

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Paige | simple mindfulness February 14, 2012 at 10:16 pm

I’ve been on the inside of organizations who begin the process of implementing online strategies. It’s so difficult to get them past the idea that everything online is like a billboard – especially social media. They think that if they just spruce up their web site and throw a few posts on Facebook, people will come running. It’s been my job to educate them on the basics and get them to understand what a great investment it is to hire a company like Evotive.

Great post Aileen!
Paige | simple mindfulness recently posted..Simple Steps to Create More Freedom For Yourself

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Evotive February 17, 2012 at 7:09 pm

Hi Paige, great choice in educating them rather than just keeping quiet. It can feel like a battle when a business is set in their mentality and too often the ones who know how to help just keep quiet because it’s so challenging to change a paradigm.

Thank you for your comment :)

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Melody | Deliberate Receiving February 15, 2012 at 3:47 pm

Hey Aileen!

This is awesome business advice. A lot of it – the relationship building and personal service, takes us back to the olden days when mom and pop shop owners knew their customers and actually cared about them. That’s what this all comes down to, really.Businesses have to care about their clients again. Interesting that these lessons are now coming from a potentially impersonal medium like the internet, eh? LOL. I love it. Thanks for this great list.

Huge hugs!
Melody
Melody | Deliberate Receiving recently posted..Negative Emotions: Lust

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Evotive February 17, 2012 at 7:15 pm

“the relationship building and personal service, takes us back to the olden days when mom and pop shop owners knew their customers and actually cared about them. ….Businesses have to care about their clients again.”
Melody, it really is pretty interesting how far businesses have moved away from customer service. – and this “impersonal medium” of the internet brings it all back to being human again.

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Farnoosh February 16, 2012 at 2:11 pm

Aileen, Gary Vaynerchuck talks about some of this in his Thank You Economy book and I think you are both right on the money.
It’s wonderful to see Evotive Marketing coming along!! I am So happy for you and excited for your lucky clients!

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Evotive February 17, 2012 at 7:16 pm

I love Gary Vaynerchuck’s perspective! That’s exactly what I’m talking about here too :)

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travelyn February 16, 2012 at 5:09 pm

as a newbie to blogging I found your article very interesting and useful, especially about the seven main points, relationship building and personal service. These are good points to work on. A very informative article. Thanks.

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Evotive February 17, 2012 at 7:19 pm

Hi Travelyn, thank you for stopping by & sharing your comment. As a blogger you’ll soon increase your internet marketing skills and knowledge. It may feel hairsplitting for a while, but be patient and learn in small steps :)

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Betsy at Zen Mama February 17, 2012 at 10:37 am

Great advice that I can use as I learn more about the advertising world and the internet world. My husband is in advertising and the whole advertising world is changing and has been changing. It’s hard to keep up with it. I’ll share this with him.
Thanks Aileen!
Betsy at Zen Mama recently posted..Teach Your Children To Give Random Acts Of Kindness

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wanda February 21, 2012 at 2:57 pm

I love the part about relationship building, since i have really started blogging and posting it to facebook, people get to know me as a person and they become more comfortable talking with me.

I own a personal training business and empower women to make healthier choices and when they are in a vulnerable spot in life they need to know, like and trust me.

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JAV Torrents Downloads May 13, 2012 at 6:59 pm

Admiring the time and effort you put into your site and detailed information you present.
It’s good to come across a blog every once in a while that isn’t the same out of date rehashed information. Great read! I’ve saved your site and I’m adding your RSS feeds to my Google account.

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Evotive May 15, 2012 at 4:44 pm

:) Great to hear. Thank you.

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