When you think of having a web presence, the first thought that probably comes to mind is establishing a blog. Most companies have a blog by now whether it’s updated on a regular basis or even just now and again. But if one blog is good, wouldn’t more be better? A blog can be an excellent tool to not only set you apart but also to leave your competitors in the dust. So how do you establish more than one blog? Get vertical.
More than likely, your business can be approached from several angles. You may have a product that can serve multiple uses or crosses several industries. Each of those multiple uses can be the subject of a blog. It’s called niche blogging and it’s a great way to expand your influence. Let me give you a few examples. If you sell flowers, you can have a company blog that informs customers about everything related to the flower business. Then you might consider starting a garden blog.
In that blog, you don’t want to talk about your business, instead, you want to talk about gardening. Discuss different flower varieties, offer helpful growing tips and generally be helpful about the subject of flowers. With each post, you can link to your main website if you wish. For instance, if you write a post about growing different varieties of daisies, you can link to your main website and the product page where you sell daisies. If you are talking about a certain soil that helps things to grow, provide a link to your main website where interested gardeners can buy that soil.
Likewise, you can also address the wedding industry in another blog. Devote the entire blog to wedding flowers. Talk about what flowers go best with what color schemes, which ones make the best bouquets, and why. And always place a link back to a related page on your main website.
Niche blogs accomplish a couple of different things when used in this way. They allow you to add links back to your main website, giving your site the appearance of being what is called an authority site. Proper links to your website from seemingly unrelated sites can help your main website in the search engine rankings. So, provided that you are posting valuable information on the niche websites and linking to related pages on your main website, those links will help the search engines to consider you an authority site and, therefore, push you up in the search engine rankings.
Niche blogs also set you up as a repository of information and they get the attention of new audiences. A gardener will look online for information first but that’s not the first place they will go to buy flower seeds. Their first inclination is to get information online and then head over to the local garden shop. Few would look up the information and then do another search for a flower business to see if you have the seeds they are after. However, if you give them both the information they want and the product that can offer the solution they are after, then you have a potential new customer. A bride may operate in the same manner. Maybe she researches flowers online and then asks around for a local florist, and your name may or may not come up. But if you offer all of the information that she could possibly want about wedding flowers and then she sees that you have those flowers and you are local, you’ve again won a new customer.
Once you get the hang of it, it will become easier and easier to think up vertical markets that you haven’t tapped into yet. Corner those markets with a niche blog and you’ll be way ahead of the competition. That might be a challenge in itself. Sure, you can come up with a lot of different ways your services or product can be used that you hadn’t thought of before, that’s the easy part. The hard part is deciding who is going to fill those new blogs with content and maintain them on a regular basis.
Making full use of niche blogs is an excellent business approach and one that will give you a great deal of mileage when it comes to your business gaining more and more popularity and a greater number of people paying attention to what you are sharing. The more you diversify, the greater your audience base will be and, of course, that will eventually lead to greater success for you and your business.
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About the Author.
Marco Giunta is a Senior Business Development Executive and the author of the book: Rethinking Sales.
He is a leading expert in Global Outsourcing with a focus on banking, financial services and other Industry sectors and has a long list of clients. Mr. Giunta is a speaker and presenter. He has led start-ups, business strategy groups, technology think tanks and has experience as a career coach. Visit Marco’s website at marcogiunta.com.