Social media has forever altered the marketing landscape, emerging as a digital gateway into social sectors previously untapped by traditional marketing methods.
Envision a virtual bridge connecting consumers to nearly any product or service they seek.
Now picture a tool in which businesses and brands can respond to those wants, needs and desires in real time.
That is social media.
Now envision a space in which you can extend that virtual bridge into a more intimate online community.
It is a space where brief social communications are transitioned into lengthier, more vibrant, enthusiastic and relevant conversations.
That is blogging.
While businesses actively look to shift an established reputation into viable online currency, finding a way to build thought leadership and a voice that stands out among the noise can be challenging.
So how can you differentiate your personal brand, distinguish yourself as an industry thought leader and effectively use the web to boost awareness and visibility?
The answer lies within the successful convergence of multiple platforms and a willingness to go beyond social.
Building a Successful 2014 Online Strategy
A recent study from BIA/Kelsey (www.bia.com and www.kelseygroup.com) shows just how relevant a powerful online presence is as ninety-seven percent of all consumers now search for local businesses online. That is an amazing statistic given the fact that nearly twenty percent of the adult United States population is still without internet.
The challenge for most businesses is a lack of understanding on how to use the Internet and reach their audience.
When businesses mistake social media marketing for a one-way conversation, the true value is overlooked.
What many fail to realize is that social media is not simply a dissemination tool, but rather a brand augmenter and community builder. In order to achieve community, one must actually be a part of it. Engaging, socializing, conversing and joining in the discussion.
However, while social media can foster awareness, it cannot elevate you to a thought leader on its own. In order to position yourself as an industry influencer, you must master the art of nurturing a valued community while providing irresistible content that encourages meaningful and convincing conversation.
[clickToTweet tweet=”‘Compelling content coupled with an active community puts the sizzle in your #socialmedia! ” quote=”Compelling content coupled with an active community puts the sizzle in your social media!”]
Providing consistent content to your social endeavors produces a powerful mix of influence and intrigue; two qualities any thought leader must not only possess, but also command.
Creating an Extended Social Space
While a website is an essential component to building a personal brand online and offline, it cannot serve as a daily conduit between business and consumer. Moreover, even though a website functions as the equivalent of yesterday’s brick and mortar business, it does not allow businesses to connect with consumers on an intimate or personal level.
Adding a blog to your marketing mix can provide a more in-depth level of communicating/interacting with subscribers, fans and followers. It gives you a portal to disseminate frequent updates on products, services, opinions and events in real-time.
For those who are unable to manage a newsletter, blogging is an excellent alternative to engaging readers.
Blog Options and Tools to Get Started:
- WordPress.org (a self hosted WordPress blog) – Self-hosted blogs will require that you purchase a hosting account, install WordPress and either configure and design the site yourself or hire a web designer who can customize on your behalf. This may not be the direction you want to go if you are a first time blogger with little resources.
- WordPress.com – You can set up a free account at WordPress.com and choose from pre-designed themes. Unfortunately you will be limited when it comes to customization and personalization.
- Blogger – Similiar to WordPress.com, Blogger is a free online blog tool, but customization will be limited.
- Typepad – TypePad is a content and blogging tool that will allow anyone to quickly and easily set up a blog. If you don’t want the techy upkeep of a self-hosted blog, Typepad might be the right option for you.
Build Rapport through Relevant Content
Blogging about niche-specific topics is an excellent way to build rapport. Researching new trends and updates within your industry as well as community needs and market indicators is a way to build your reputation and keep your name top of mind.
Create a blogging strategy based on current content that can be re-purposed and distributed through your social channels.
For example, a blogging strategy to increase personal brand visibility while building an audience might include:
- A product (i.e., e-book) that you blog about and offer as a free download
- Holding a contest, blogging about it and encouraging existing subscribers to help spread the word
- Asking friends, family, past clients and colleagues to subscribe and provide constructive feedback
The goal is to grow an audience while retaining current subscribers as faithful followers and active participants. When readers find your content to be professionally written and highly informative, they are more receptive and trusting.
A blogging strategy to help build rapport while elevating your brand might include:
- 2 blog posts per week about the latest industry information (focus on solving a problem or challenge)
- A series of “how-to” posts that provide strategic ways to grow their business career field
- A tutorial on how to create an effective social media strategy to increase sales conversions
Combining Social Media and Blogging for Increased Expansion
Blogging combined with social media is perhaps the best way to elevate the exposure of your personal brand. Why? With billions of hits daily among Twitter, Facebook, YouTube and other platforms, the sky is the limit when it comes to reaching potential clients, networking and raising awareness around your personal brand.
Even if your aim is to target local consumers or businesses primarily for the sake of selling a product or service, your following could reach others far beyond where you reside.
Most blogging platforms now allow bloggers to automatically promote their content to social media/social bookmarking sites with just a push of a button. Fans/followers who find the information helpful can share your content with others if you simply embed social media icons on your blog.
An effective strategy for maximizing your potential as a thought leader with blogging and social media combined might include:
- Guest posting on blogs specific to your niche thereby tapping into a established community willing to share content to their social media sites
- Posting each of your blogs to multiple social media marketing, bookmarking and community based websites
- Frequenting niche-specific forums and submitting helpful information with links to your blog (when appropriate, not spammy)
Blogging with and in addition to social media is the ultimate way to promote a brand online and offline while establishing your role as thought leader.
While websites are stationary and provide static information regarding your business, blogs are far more interactive, providing a richer understanding of your brand on an ongoing basis.
Danielle Divina says
December 29, 2016 at 9:57 pmGreat tips, I loved it. 😀
Lavinia Fernandes says
November 24, 2016 at 8:08 amHello Rebekah, I work with MLM and had difficulties in leverage my business normally, so I have invested in Social Media, my results have been increasing a lot.
Your site is perfect for passing hints on this, thank you Rebekah.
Silvana Ap. de Padua says
November 21, 2016 at 9:37 amFor now I only use Facebook, but soon I will explore the other Social Media, and I believe that if I do as you indicate I will have many results. Thank you.
Dani Rodrigues says
November 21, 2016 at 8:38 amI did not think I would find a step by step like this to do that, thank you. Great article.
Gabrielly says
November 18, 2016 at 11:15 amHello Rebekah, how are you? I still did not know that Social Media had all this power, but now with your article I know I should give more value.
Catarina Sarah says
November 18, 2016 at 8:48 amAfter the Social Media my online business was never the same, they grew a lot after having implemented this in my business.
Thank you Rebekah for sharing this information with us, this has helped me a lot. 😀
Mariah says
November 17, 2016 at 9:45 amI always use Digital Media in my business and I have to admit that it has enormous power and brings a lot of results.
Thank you for sharing these tips, I’ll put it into practice as soon as I can. I loved it, always keep posting excellent quality articles. I love bugging your site. 🙂
Brawn says
April 6, 2015 at 5:11 pmIt’s amazing I have a small gym and a 1 year and a half comeicei using facebook and twitter and students tripled this site only with niche, now imagine when the niche can meet increased demand … this is our wonderful … I am already planning something much bigger that will achieve make a big difference … thanks for sharing the tips!
marquita herald says
December 7, 2013 at 7:08 amThis is great advice Rebekah. I work with a lot of new authors who are already struggling to find time to do it all and manage to write – which is really all they want to do. As a result planning tends to take a back seat so I will definitely share a link to your article in my next newsletter.
silviu says
December 5, 2013 at 3:01 amHi Rebekah,
Well, for a social media expert this is a moderate attitude that shows harmony and equilibrium. There are so many people who shout: “Stop commenting, close those old blogs. They are worthless. Close everything: forums, directories, sites close them all and go to social media and build everything there.
Your position is different and it juts reinforces what I already know.
We should look at our site or blog like a kind of headquarters, like a factory that produces content, information, products etc.
Social media can be seen as a kind of distribution network. Generally speaking, in the real world, economy world a distribution network is more important than the production unit. The one who controls the distribution network controls everything.
However, without products to distribute, the network is dead.
But you don’t stop here. You acknowledge that communication is “lengthier, more vibrant, enthusiastic and relevant” on blogs than on social media. Good point.
Then you talk about the real function or role of each of component.
Blogs are the place where you build your brand, create products and start a community on your terms in an environment you can control.
Social media is a place where you distribute your content, augment your brand and extend and develop your community.
I think this is the truth. A real brand is a system with many parts. It must include both components: blogs and social media. This is the real way you do it.
I am glad I read this post. I just want more and more people to understand and have this type of mindset.
For the moment the only thing I can do is to write this comment and share the posts on my favorite social media networks.
Very good post. Thank you.
Have a wonderful day
David Merrill 101 says
November 29, 2013 at 5:17 pmWhat you describe in this article, Rebekah, is what I call “the dance.”
I mean, you can put one foot here, and the next one there, but until you begin to really feel the music and move with its rhythm and mood… you’re going through the steps, but not really dancing.
You’ve given us all the right steps here for making social media an overall part of your personal branding campaign, but until we get on the floor and allow ourselves to be awkward and foolish, we won’t really be getting into the flow.
I admire people like you who are able to really get into the zone with social media. You make it look easy for the rest of us, even though I know you have to put a lot of effort into the process.
Geoffrey Winn says
November 25, 2013 at 3:13 pmThis is a really solid piece of research that also shows real insight. The combination of blogging strategies seems right, although for some small business (at least here in Australia) it will appear onerous.
The Food Curator says
November 24, 2013 at 4:00 amVery compelling case for blogging and if people weren’t convinced they will be after reading your article. Blogging regularly and in a planned way has really opened many doors for me to do more of what I am very passionate about – all things food!
Kumar Gauraw says
November 23, 2013 at 4:38 pmAbsolutely! Blogging and social media combined is the best way to branding and business development online in 2014 and going further.
What a timely post Rebekah! Content marketing is going to be even more important in 2014 and I’m geared towards getting my focus narrowed further to a few niches where I see my business benefiting. So, yes, this is an awesome reminder and thank you for sharing this in so timely manner!
Regards,
Kumar
Mimi says
November 22, 2013 at 1:26 pmBeen blogging for 3 years now. I co-own a small flower shop. I’m building our presence on Google+, and using pinterest and twitter to a lesser degree. Google+ is my main focus now.
Rebekah Radice says
November 22, 2013 at 6:17 pmThat’s terrific Mimi! I’d be interested to hear the results you are seeing on a local level now that your main focus is G+. It’s a powerful tool.
Neil Ferree says
November 22, 2013 at 9:02 amCreating an Extended Social Space whilst adding a Blogging (hopefully) WordPress component to enhance ones online visibility and exposure is great advice Rebekah!
I would add that having a Content Marketing System is almost a “must have” given the time constraints many small business owners challenged with as there’s not enough hours in the day to create quality and compelling content
Rebekah Radice says
November 22, 2013 at 6:18 pmSo true Neil. Content marketing can take a lot of time. Just the curation piece alone can be incredibly time consuming.
Great job today btw – loved your insight!
Ashton Dawson says
November 22, 2013 at 8:48 amHi Rebekah,
There is some good content here. I may implement some of these strategies into my business once I get it up and running smoothly. I am fairly new at the blogging business. I just started a couple days ago, and have made a couple posts, and I am working on ideas and thoughts for more posts by reading other articles and comments. I plan to have a smoothly running blog and business within the next few months.
Thanks,
Ashton
Rebekah Radice says
November 22, 2013 at 6:19 pmThat’s great Ashton! Congrats on putting yourself out there and getting started!
Sue Bride says
November 22, 2013 at 8:02 amIt surprises me that so many small businesses do not have a website, let alone a blog. When I search for local businesses I always favor those who own a website, where I can get some information before contacting them.
The beauty of blogging platforms is that you can create static pages too, a free way of easily developing a website and blog at the same time.
For me a combination of blogging and social networking is most definitely the way I will continue to operate next year. Communication via blog comments tends to come from fellow bloggers, whereas you can develop a dialog with many more people via social networks as well as lead them to your blog content.
Rebekah Radice says
November 22, 2013 at 6:21 pmI use Google and Yelp to research any local business before I make a decision to visit or make a purchase.
I’m with you on the combo of social and blogging plus commenting. It’s been an incredible combo for me.