Okay, so you’re sold on using a blog to attract more business. How do you go about marketing it? In today’s episode, I focus on one technique out of many that you can use to market your blog for more business.
For many small businesses, it’s about building relationships. And you can use your blog to do just that. Take a listen as I dive into this subject.
What do you think? Would you use guest posting to attract more business? Before you discount this method, read all the way through!
If you still need help creating a strong content marketing strategy, you’ll want to take a look at our Blogging for Business Toolkit!
Here’s the podcast episode:
Or if you’d rather watch the video:
Utilizing New and Different Marketing Tactics
A lot of tactics you typically hear about are great for people who sell things like courses or ebooks, so you may have ignored them.
Maybe didn’t pay attention to them because you may not sell digital products. Maybe you:
- have brick and mortar store
- have an online store
- sell services
- are an accountant
- are a financial advisor, etc.
So you ignore them because you didn’t feel like they were relevant to you. That’s fine because you weren’t their target audience anyway.
But what I’m asking you to do next time you come across things like that, is pay attention to the suggestions that are made within that. You can take those tactics to stand out in your space.
It’s always the people who are doing something different or innovative that get the most attention. And this is especially good for those business owners who feel like they do something boring.
I’m going to focus on one particular tactic that I really like in terms of using your blog to get more business. Guest blogging, or guest posting.
To me, this equates with the new trend that businesses are using, which is hosting events in their spaces after hours or when they’re typically closed.
An example of this is a networking event I attended recently at a coworking space called Spark Baltimore.
If I start to regularly work and see clients in Baltimore, Spark Baltimore is going to be the place that I stop at. So it was a really good move for them, and worked out well. And of course, I’ve had nothing but good things to say about Spark Baltimore since.
Letting Other People Guest Post on Your Website
So there’s two ways to go about it. The first one is that you allow people to guest post.
When you allow people to guest post on your blog, you’re not just getting content. You’re also getting their audience, because, of course, they’re going to share it with that audience. What that does is it gets people, who might not have visited before, to visit your blog. I’m going to present a couple of examples of this.
A B2C Example
So for B2C, let’s say you sell fitness clothing products. Whether you own a brick and mortar store or you do it online, you might reach out to fitness professionals in your area. Even if you’re online, leveraging local connections is really good because it draws you into the community.
You reach out to nutritionists and fitness professionals, and ask them to guest post on your site.
Now you’re getting expertise that would have taken you longer to research. You’re also getting those people’s audiences. Not to mention you’re building relationships with local professionals in your area, which means that they may refer to you later on.
A B2B Example
For B2B, let’s say you run a 3PL warehouse (third party logistics). What that means is that you own and run a warehouse, or you rent it, and manage the orders and shipping of other businesses. That’s why you’re a third party.
So what if you turned your blog space into a place where B2B manufacturers can come and post relevant content that will be relevant to your audience?
For example, blog posts like the struggles that B2B manufacturers face right now, pros and cons of 3PLs, etc. Those are the sorts of things you could allow other industry professionals to post on your website.
And again, they’re going to share it with their audience and it’s going to spread. So you’re promoting content from your blog, but you’re also building relationships with people in your industry and related industries.
Guest Posting on Other People’s Websites
If your blog is new, you’re still not going to see a whole bunch of site traffic. You can use your blog in a strategic way to develop relationships which lead to more business.
Don’t forget you can guest post, but you want to come at it with a very strategic plan.
Why would you guest post for this person? Probably for SEO purposes. The post gets a link back to your website, so that’s always nice.
The site that you’re guest posting for will share your content and you’ll get new audience members. If they’re curious about you, they’ll click and go onto your website.
You want to get creative. If you’re pitching to a website that’s never heard from you or heard about you before, then you want to create a media kit. This isn’t super hard to do. You can do it in a program like Canva or Stencil, or if you have a graphic designer on staff.
Common Guest Posting Misunderstandings
Whether you’re guest posting or you’re allowing guests posters onto your blog, there’s a couple of things to understand.
When You Guest Post
Do You Get Paid for Guest Posting?
Honestly, we often do it for free. Now you have to be careful because if you approach professional writers, they may come back with, “Oh, you’re trying to get me to do free work.” Now that is a perfectly valid perspective because it happens to writers all the time.
But when I, as a writer, had an opportunity to guest post for Cerasis, which is a transportation management system, I did not charge them for that blog post.
However, it was great for me in terms of getting my name out there, building credibility, and getting website traffic.
I got website traffic from that guest post, and I still do. But, like I said, I had other reasons for that. It was part of my own marketing strategy. So keep that in mind.
Just be very upfront. Don’t dig in too deep with guest posting without getting clear on the payment. Now it’s not to say that somebody asking for payment is bad. You just want to make sure that you start out with equal expectations.
Depending on who you’re asking, it may benefit you way than them if they guest post on your site. It’s all about give and take.
Agree on a Plan You to Promote
The other thing that you can do on your side, if you’re guest posting, is making sure that you have a plan to promote, and ask the other person if it’s ok to do that.
When You Let Others Guest Post
Showcase Your Appeal
If you’re inviting guests posters on, you want to make it clear why it would be valuable for them to post on your website and share your promotion strategy. You could reference that content repurposing podcast from the other day and show them that you’re going to consistently promote it to your own audience.
Follow up with People
But understand that guest posting is about give and take. It’s a relationship.
And when you use this particular tactic for marketing your blog for more business, it’s also about relationship building. So don’t just guest post, share, and then never talk to that person again.
You want to follow up. There may be additional opportunities for you. Maybe you can come to some of their events, or speak at their events. Maybe they’d even want to do a video interview with you.
Do you have guest blogging as a part of your marketing strategy? Let us know in the comments!