Even if you only have a limited amount of time and resources to dedicate to online marketing, guest blogging can be an extremely effective tactic that yields excellent results. However, as with many online marketing strategies and tactics, what you get out of guest blogging will depend on the approach you take. If you simply view it as a way to build as many links as possible, you’re probably not going to be very happy with the results. In fact, this approach could end up having a negative impact on your overall traffic levels. But if you view guest blogging as a way to connect with new audiences and take an approach that reflects this belief, you’re going to get exactly the type of results you want.
Since the latter approach is obviously the way to go, let’s look at how you can make it happen:
Know Who You Want to Attract: The key to making the most of the time it takes to secure and write a guest post is knowing who it is you want to connect with. Before you do anything else, you need to sit down and identify your ideal reader. Keep in mind that since readers are at the start of your funnel, their definition is probably going to be wider than that of your ideal customer. Once you know exactly who it is you’d like to attract to your own blog and website, you can start looking for blogs that have an audience with similar or even the same characteristics as your ideal reader.
Make the Most of Your Visibility: If you really focus on the previous point and put in the time necessary to get your message in front of your ideal audience, you should end up with an invitation to contribute to a significant blog. Since this blog is probably going to have a larger audience than your own site, make the most of this visibility by creating a killer post. Although you may end up spending twice as long on your guest post as you do on a standard post for your own blog, you’ll thank yourself later for making the most of the increased visibility of this post.
Don’t Be Afraid to Help with Promotion: Because one of the primary goals of a guest post is to attract new readers, many people think that once they submit their post, they should sit back and see how many visitors it sends naturally. While there’s technically nothing wrong with that approach, it does mean you’re not going to make the most of your efforts. Just because you want to attract new readers doesn’t mean you can’t tell your existing audience about what you wrote. By using your own blog and social presences to promote your work, you can draw more attention to it and ultimately help the post have an even bigger impact.
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Craig Klein is CEO of online CRM and email marketing company Sales Nexus, which is headquartered in Houston Texas. Circle Craig on Google+ to learn more.