What sounds more exciting – getting publicity in a national magazine or getting publicity on a blog?
Most people say magazines. Or TV. But, many of the most successful and visible folks today use blogs as a way to gain mucho publicity. Smart and savvy entrepreneurs and authors like Tim Ferriss reached a high level of success by building relationships with top bloggers.
So, how can you use the blogosphere to your advantage?
First you need to identify which blogs are widely read by your ideal customers. This may be obvious to you already, or you may need to do a little digging. You can always ask your audience to share their favorite blogs with you. Once you’ve pinpointed some popular blogs, check to see if they have a blogroll (list of other blogs they recommend). This may also include several blogs that you can target.
Next you need to scope out the opportunities within each blog. By no means should you send a spammy message or template-type pitch to a mass quantity of blogs. Each and every blogger should get a custom message from you. Spend some time reading through past posts. Do they accept guest blogs? Do they do interviews with experts? Do they write profiles on business owners? Pinpoint exactly how you can provide value to their audience and use that as your reason for connecting.
Beyond just email outreach, go the extra mile to connect and build relationships. Leave thought-provoking comments on their blog posts. Connect on Twitter or “like” their Facebook page. Check out national blog conferences like BlogHer or check for local blogger meetups in your area.
If you’re still wondering if blogs are a smart strategy to build your business, consider this. Is it easier for people to:
A. Click a link in a blog post and get directed immediately to your website.
B. Read an article where you’re featured or watch you as a guest on TV/radio, remember who you are, go to their computer, Google your name/business name, hopefully find you as the first result, and then finally visit your website.
I'll let you decide