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Where Blogging Fits in Your Big Picture Internet Marketing Strategy

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I know a lot of people are skeptical about blogging, especially business owners.

They want a website. They want to get traffic. And they want their website to be a lead generator rather than a cost center.

Yet, they don’t want to put effort into blogging and they don’t want to pay for traffic. Well, it’s one or the other.

Let me explain.

How Blogging Leads to Traffic

Your website will not get substantial traffic without a blog.

Want proof?

Name one website that you visited today that wasn’t different from the last time you visited it.

Facebook, Twitter, YouTube, and every news site on the planet gets tons of traffic because they’re constantly being updated with new content.

Content, after all, is the only reason somebody visits a website. I challenge you to think of any other.

Blogging and Search Engine Optimization

Let’s recap what we know about search engine optimization:

  • Search engines like sites that are regularly updated.
  • Search engines like sites that have quality content.
  • Search engines like sites that have lots of content.
  • Search engines like sites that have backlinks.
  • Search engines like sites that have lots of social shares.

Now let’s see how blogging fits in:

  • Blogging is the easiest way to regularly update your website.
  • Blogging is the best way to showcase quality content.
  • Blogging is the most practical way to post lots of content.
  • Blogging is the most effective way to generate backlinks because people link to useful content.
  • Blogging is the best way to accrue social shares because people share interesting content.

If you want free traffic from search engines, you need a blog.

Let’s look at two different websites.

One is your standard business website with the homepage, about page, contact page, services page, and maybe a few product pages.

The other has all of those pages plus 500 blog posts.

Which one do you think is going to get more search traffic?

Blogging and Social Media

Now, let’s take a look at the core of social media:

People post content to their walls and profiles that they believe their friends and followers will find interesting because they want to be perceived as interesting.

Blogging gives you a chance to be interesting.

Let’s look at those two examples again. Rarely will a stranger share a link that points back to a home page, about page, or product page. But, frequently, people share links with fascinating stories, creative videos, and interesting articles.

Once your blog starts getting search and social traffic, it’s time to start converting it.

How Blogging Leads to Lead Generation

By now you should be convinced that the most high-trafficked pages on your website will be blog posts. (If not, look at your Analytics.)

With that in mind, we need to work on converting those people. The conversion method of choice for most bloggers is an email opt-in.

Blogging and Email Marketing

Email opt-ins are often the goal because saying, “I want to receive emails from you” is the most engaged somebody could be prior to becoming a customer.

From a traditional marketing perspective, let’s look at why email works:

  1. Email is permission-based. People are more likely to consume your marketing message if they’re expecting and looking forward to receiving it.
  2. Email is targeted. The only people on your list will be people who have visited your website and liked it enough to sign-up for updates.
  3. Email is seen. Unlike most advertising, people will at least see, usually open, and ideally read every email you send them.
  4. Email is consistent. It follows the marketing principle that people need to see your marketing message seven times before they’ll purchase.
  5. Email builds trust. The longer people keep you in their inbox, the more they’re going to trust you.

I know there are lots of strategies and philosophies behind email marketing. One of the more popular strategies is to email out your blog posts. This does three things:

  1. Gives them free content so they’ll stay subscribed.
  2. Keeps you top of mind as long as you regularly update your blog.
  3. Provides a platform for your email subscribers to connect with you and other subscribers.

After all, the reason they signed up for your list is probably because they liked your blog. And if you don’t send them your blog posts, what are you going to send them? If they start getting too many pitches, they’re going to unsubscribe. So you need to send them valuable content. And if it’s valuable enough to put in an email, you might as well make it a blog post.

How Blogging Leads to Making Money

Since traffic generally starts on and subscribes through your blog, how does your blog lead to your business making money?

Let’s look at the big blogging picture:

  • Blogging encourages Google to rank your site higher.
  • Blogging enables people to spread the word about your company.
  • Blogging persuades people to keep you in their inbox.
  • Blogging helps you become a trusted authority.

The reason you opened the email or clicked the link that sent you here is because Michael has done a wonderful job of building this blog.

The alternative to getting traffic is buying ads that send people to boring sales pages where some will buy but most will leave, forever. It’s a lot less work, but a lot more expensive.

Even in Michael’s case. Let’s say he pays his authors $100 per blog post and the average IncomeDiary post is viewed 10,000 times over the life of the article. That may seem pricey, but to get the same amount of traffic through ads, he’d have to pay anywhere from $5,000-35,000. (The average cost-per-click with Google AdWords is between $0.50 and $3.50 depending on the keyword.)

You see? Blogging isn’t just part of your internet marketing strategy. It’s the core of it.

If your site is getting traffic and building trust, your business will make more money.

The only difference between Facebook/Twitter/YouTube and your blog is that they found a way to get people to update the content for them.

Have I convinced you?

I’m curious. If you’ve bought one of Michael’s products or purchased something he recommends as a result of finding his blog, let us know in the comments.

For me, I use Aweber because IncomeDiary originally introduced me to it.

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  1. I use WordPress because Incomediary introduced me to it. I’ve also read the many articles about plugins. I’ve also read the interviews with successful people on this site who have used WordPress to make money online. I especially like your article 10 Design Elements All Big Blogs Have in Common. It has helped me develop my design for my blog. From reading this current article, I was wondering, for someone who is just starting, is it a better internet strategy to launch your site with a product (so anyone who goes to your site even from the beginning will buy from you) or set up a site blog for a while (about 3 months) and then launch a product after building an audience? What is the priority having the audience or launching the product to make money? I thought this question is critical to how much money one can make and how to implement an effective internet strategy to make money.

    • HOW TO MAKE MONEY says:

      I would say first start your blog with quality contents. And when your blog will get some traffic on a daily basis then you launch your product. I had same question in my mind when i first start my blog but in warrior forum many people helped me to find out the answer that first concentrate on your content. thanks!…….How to make money

    • Nicholas Tart says:

      Hey Abigail, I’ve thought about this a lot too. Michael started IncomeDiary without a product and made $5K in the first month. He launched Popup Domination, I believe, a year after ID had been running. Now, PD is one of if not his greatest sources of revenue. I see the first year of a blog as market research. Figuring out what people like and what they want, then developing a product to fit those likes and wants. If you already understand your audience, however, then you might as well launch with a product.

  2. Anonymous says:

    Blogging is a good way to make money online fast. That’s why so many people doing this. Nicholas Tart has clearly described why you should choose blog. I am totally agree with him. After reading his post above I am also excited to write this kind of article on my own blog. So thanks to Mr. Nicholas Tart for this great article.

    • Nicholas Tart says:

      Thank you, Anonymous. Blogging is only a good way of making money if you know what you’re doing. The reason IncomeDiary made $5K in its first month is because Michael had been running various other sites for several years.

  3. Ankit Saini says:

    You clearly describe why blogging is better and why we need to start a blog. After reading, I got a new way in blogging.

    Thanks for Sharing..

    • Nicholas Tart says:

      What do you mean, you got a new way in blogging, Ankit? I’m curious to hear how this article helped.

  4. Michael Martinell says:

    I have had a website for two years. The first two years I had static content that I never really updated. Starting this year I converted to a blog after reading about their effectiveness on various sites including this one. In one month I grew from about 50 hits to 4500 hits. Yes, bloging is the way to go. I am now working to leverage every angle I can think of, while making sure I keep creating quality content. My plan is to build content for several months before creating a premium of my own.

    I am just not sure if I should go after a downloadable, or some physical product.

    • Nicholas Tart says:

      Well done, Michael! One reason I know a lot of internet marketers opt for physical products is because physical products drastically decrease refund rates. And people just like getting stuff in the mail. There are a number of fulfillment companies where you can outsource the production and shipment of your products. I’d offer both.

  5. Hi Nick,

    Such a great post it is surprising how many business owners don’t think a blog is a vital part of their business and finding new customers looking for their product.

    Great Post!

    • Nicholas Tart says:

      Yeah, I know a lot of businesses feel like they don’t have time. It’s much easier to set aside an advertising budget every month and have a good idea of exactly how much traffic they’re going to get. Less risky as well.

  6. This is great.

    You have no idea how long I have been waiting to see if Nick Tart was capable of writing a blog post outside of “# Ways to ____” or “Top # _______”.

    I guess my life is complete and I won’t mind if the world ends in 2012 anymore.

    • Nicholas Tart says:

      Haha… Thanks, Jim. I prefer writing these sorts of posts. The type of post that has one point where every word is designed to convince people of that one point. I also understand that people, especially internet people, prefer lists. One reason this post didn’t get as many comments as some of the others is because it’s not a list. It’s nice to know that I have at least one fan :).

  7. scott jones says:

    I currently am getting high rankings with my website #1 rankings in fact! Should I mix it up???There is so much to learn is this business. You have to create a want,need, and desire for all your subscribers.Do you send all of your traffic to your blog or websites thru a squeeze page???There seems to be so many questions and not enough trustworthy answers…….

    • Nicholas Tart says:

      Here’s the process how I see it, Scott: Search Engine/Social Site > Blog Post > Email Subscriber > Blog Posts/Products. Some people choose this route: Advertisement/Affiliate Promotion > Squeeze Page > Products. I think the former builds more trust.

      • scott jones says:

        There are so many faucets to this business. I think all of us can relate to this. I see it like this. You find alot of gold nuggets along the way then you have to provide the proper tools so others can find the Golden Nuggets. When you have enough Gold you open up shop!!! I am in the process of creating my own blog thanks to ID and many others such as you NichoIas. I am nervous yet so excited!!!! I built the foundation now it’s time to construct the House. Legos to All and to all a Great Day!!!

  8. Nicci Fletcher says:

    Clear, simple and concise. Thanks for a great blog, which has really confirmed why blogs are such a vital part of growing a business. It’s inspired me to work even harder today putting the finishing touches to my first blog so I can launch it early next week.

  9. Janey Samson says:

    I agree with this post 100%. A business website won’t be visited as much if it does not have a blog section. Blogs keep the site up to date and fresh so they can have recurring visitors.

    • Nicholas Tart says:

      Yeah, Janey. It seems like most business blogs are after thoughts. I imagine lots of mid-level managers having this discussion, “Hey web guy, I read this article about how blogs are all the rage now. Could you put one up on our site.” I admire sites like Michael’s that start as blogs and build businesses around audiences rather than the other way around.

  10. Sune Swanepoel says:

    I have also just started my own blog, after having a static website for a few months. I’m looking forward to seeing how much this will increase my monthly visitors but either way, I’m really enjoying blogging and am probably going to get addicted to it soon! lol I’m also still in the “stage” where I am reading everything I can about blogging, marketing, etc. So keep up the good job, I’ll be looking out for more posts from you! 😀

    • Nicholas Tart says:

      Thank you, Sune! It’s not like adding a blog with a few blog posts is a magic traffic generating machine, but you’re certainly on your way. It’s important to learn and consistently refine your view of blogging.

  11. Jamie Northrup says:

    Another great post Nicholas, I’ve been thinking of paying for posts because i’m looking to free up some time, and your comparison in cost between paying for a post vs paying for ads really pushed me to take the next step.

    • Nicholas Tart says:

      Hey Jamie… It’s not a perfect analogy because ads typically point directly to sales pages. But long term, if a blogger can get me to read 7 of their blog posts, I’m going to look into every facet of their site including the products they sell.

  12. Tasman Hayes says:

    Great article Nicholas – thanks!