A blog promotion strategy is the last milestone to cover for a blog post to reach its maximum traffic.
Creating a blog post takes a lot of effort. With all the research, verification of facts and information, keeping the copy plagiarism free and grammatically correct; finally, a blog post gets created. But just because a blog post is filled with great knowledge and useful tips doesn’t mean it will naturally reach its target audience.
According to studies, approximately seven million blog posts get published every day. A blog piece can easily get lost in the search result if not optimised and pushed for more traffic on the right platforms.
To overcome such blog marketing difficulties, having a blog promotion strategy is an absolute must. It helps in organised content marketing and management.
In this blog, I will discuss blog promotion strategies you can use to give your blogs the ample boost required to reach the right audience.
Pre-requisites to Execute a Blog Promotion Strategy
A blog promotion strategy only works when a blog post is optimised for search and social. Without the appropriate links, image quality, and offer, a blog post with immense promotions can go to waste.
Here are the prerequisites marketers must keep in mind before executing a blog promotion strategy:
1. On-Page SEO
It refers to optimising every aspect of the blog post, be it the copy, images, or design. To make the page easily indexable and searchable, it is essential to focus on the following:
- Page Speed
- Compatibility with smaller screens
- Keyword placement and presence in copy, meta title, and meta description.
- Alt tags
- Internal linking
2. Understanding UTM Links and Bitly
Marketers keen to understand their website or landing page’s traffic without wasting money on tracking apps must use UTM links. UTM or Urchin Tracking Modules are phrases of text added at the end of a URL called UTM parameters. These parameters help identify the source of a particular user click. From it, brands can determine their most profitable sources of traffic.
A UTM link can look like this:
https://www.example.com/?utm%5Fsource=facebook&utm%5Fmedium=social&utm%5Fcampaign=sale
There are various UTM parameters used for understanding different aspects of incoming traffic.
Some of the most used UTM parameters are:
Source: Represents the source of the traffic which is Facebook. (utm_source)
Medium: Represents the type of traffic a brand gets; in this example, social media traffic. (utm_medium)
Campaign: Represents the type of marketing campaign the link is connected to. (utm_campagin)
Companies can add more parameters if they like. To build UTM links, marketers can use this tool by Google: Campaign URL Builder. The performance of UTM links can be checked by logging in to Google Analytics, going to the acquisition, and then campaigns.
But UTM links can often be bulky, so converting them into short links is better for easy submission and usage. To shorten a UTM link, marketers can use Bitly, a free URL-shortening tool.
Suggested Read: UTM Best Practices
