If you have expertise in a topic of interest to others and you can write and communicate reasonably well, the biggest hurdle is getting people to see what you have to offer. Promoting your website is the most difficult thing for most bloggers I work with.
Mixed media marketing — using many different venues, both old tech and new tech (or not tech at all!) — to reach your target audience makes sense. For example, consider these:
- Vehicle wraps
- Mobil advertising
- Bumper stickers
- Graphic design
- PPC and CPM
- Writing campaigns
- Social marketing
There are so many ways to get the attention you need. Using some ingenuity, you can find effective — and inexpensive! — ways to reach new readers.
Many of these you can tackle yourself. At some point you may want to look to an advertising agency with mixed media expertise to take over these duties in a more professional way. For most of us, that’s a very long way off. But in the mean time, think like a marketing specialist to get your blog off the ground.
Check out successful marketing firms to see what they do. That! Company (yes, that’s a real company name) uses internet techniques like SEO and PPC. They also use Facebook, Twitter, YouTube, and LinkedIn for social media connections. Even with all the digital marketing, they still use print, TV, and radio. A mix of both can be the best way to reach your market.
When trying to innovate on a small scale, often it’s helpful to look to larger models. Take the expertise of others and modify it to fit your circumstance and build a better blog.