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The Role of Blogs in Wheel and Spoke Marketing


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One of the most effective online marketing strategies is commonly called “wheel and spoke” or “hub marketing.” It makes use of multiple online marketing tools – social media promotion, blog marketing, advertising, email marketing and directory listings – using all the different sites as feeders into your own business website.

How Wheel and Spoke Marketing Works

Visualize a wagon wheel, with spokes leading out from a central hub. That hub is your business website – the one you want to attract more traffic or sell more products. Each of the spokes lead out to a different offsite marketing tool. They can – and should – include:

-           Social media accounts for promotion and customer care. Most businesses have Facebook and Twitter profiles at the very least. LinkedIn is helpful for professionals, such as dentists, lawyers and accountants, as well as for businesses that do a lot of B2B sales and consulting. Pinterest and Instagram rely on visual content, and they’re becoming more useful as social media marketing tools every day.

-          Directory listings – local and national – to help people find you and to add a little extra link love into your marketing mix.

-          Email marketing – to get the word out to your customers on a regular basis.

-          Blog, or blogs – to link back to your business site, especially deep links

The links back to your main website have two purposes: first, they count as backlinks, which Google uses to help determine the popularity and usefulness of your website. Second, and just as important, they each serve as funnels to send real, actual people back to your business website.

Blogs are a particularly potent piece of this marketing strategy. If they’re well-written and useful, they’ll rank well in search results and that increases the value of their links to your main business. In addition, people tend to trust what they read on “expert” blogs, and are more likely to click on links to products and services recommended by them.

Offsite Blogs vs. Onsite Blogs

There are two kinds of blogs used in blog marketing: onsite blogs – you’re business’ official blog – and offsite blogs that may or may not be publicly affiliated with your business. Offsite blogs offer an extra boost of credibility to your business because most readers won’t see them as advertising. Instead, they’ll treat them the same way they treat advice from a friend.

The Easy Way to Blog Marketing Success

Few busy business owners have the time to maintain one successful blog, let alone two or three. That’s where a blog writing service can come in handy. Check out our blog writing services and social media marketing packages to see what we can do for you.

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Three Things Lawyers Should Know About Blog Marketing and Social Media Promotion

Marketing yourself or your law firm can feel like a tricky thing. There are ethical and legal considerations to take into account, as well as the chance of damaging your reputation as a “serious” attorney. Social media disaster stories about politicians, lawyers and CEOs who make serious missteps on Twitter, Facebook or their personal blogs are enough to give any lawyer nightmares – but blog marketing and social media promotion don’t have to be a mine field. There are many ways that lawyers can use blogs and social media accounts to drum up some serious rain for their practices, as long as they keep a few important things in mind.

Know Your Objective

Before you start writing, know where you’re going. That’s as true for individual blog posts as it is for your overall social media marketing strategy. A legal blog can have any one of several objectives, or a combination of them. The most common objectives for lawyer’s blogs are:

-          Attract New Clients

-          Establish Expertise

-          Build  Name Recognition

-          Increase Traffic to Your Business Website

Your objective will determine everything from the type of blog posts you publish to the social media platforms you use for promoting your practice.

Identify Your Audience

Your audience will depend upon both your practice and your chosen objective – and your blog and social media marketing strategy will depend upon your audience. If you rely on other lawyers or top-level CEOs for referrals, for example, you might focus on sharing your blog posts on LinkedIn, where you’re more likely to connect with others in the legal profession. If, on the other hand, you’re hoping for media attention, you might use trending hash tags on Twitter to attract local reporters to your legal blog.

Decide on a Focus for Your Blog

Once you’ve figured out the who and the what, you’ll need to decide on a focus for your blog. Many legal firms use their blogs to highlight their victories and expertise. Others use offsite blogs about their practice areas to drive traffic to their firm website. This blog marketing strategy can be particularly effective in expanding your client base – and has the added benefit of letting you outsource the writing and blogging. If you specialize in family law, for example, you can hire a blog writing service to create and maintain a blog about issues that often arise in family law, linking their posts back to appropriate pages on your official website. Outsourcing your legal blog may also reduce your legal liability by placing some distance between the writing on the blog and your practice.

Blog marketing and social media promotion can be a major boon for your law practice. Talk to us about how our blog writing services and social media marketing packages can help bring more attention to your law firm.

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5 Social Media Marketing Tips for Small Business Owners

Small business owners have a wide range of marketing objectives. They might include raising visibility, cementing brand identity, increasing sales and engaging new customers. Whether your goal is holding onto existing customers, engaging new customers or re-energizing inactive customers, social media is a vital tool for your marketing toolbox. These tips will help small business owners make the most effective use of social media marketing in conjunction with blog writing services and social media promotion.

Build Your Audience

The most skillfully crafted posts and messages are useless if no one reads them. Building an audience for your Twitter feed, Facebook page or blog posts require a variety of techniques and tactics. One of the easiest is to simply Follow and Like the Facebook business pages and Twitter accounts of local business, organizations and users.  Many of them will automatically follow/like your business page back, building your audience naturally.

Vary Your Posts

Many businesses jump on the social media platform with a bullhorn in hand and never put it down. If your business does nothing but promote itself and your services, people will soon tune those messages out. Serve up a variety of content – some promotion, some information and, every once in a while, just to spice things up, a cute kitty picture or two.

Pay Attention to Your Audience

Don’t just send your posts out into the wild and hope for the best. Track them and pay attention to which posts and tweets attract the most attention, likes and shares – but don’t stop there. Note which types of engagement actually convert to action – clicks to your website, business leads or actual sales – so that you can replicate your successes.

Leverage Content

It’s no longer enough to use just one or two social media channels to get your message out. The most successful small businesses engage on multiple social media marketing platforms. That doesn’t mean you have to twist yourself into pretzels creating a never-ending stream of content. In fact, if you commission one well-written and researched piece of content, you can repurpose it in multiple ways. A good blog post, for example, can form the base for infographics, charts, slide shows and a series of Tweets emphasizing different points. Likewise, you can share the same blog post to Facebook multiple times with different titles and different pull quotes.

Call Out the Pros

No business owner has time to do everything necessary to leverage social media marketing and blog post promotion today. Whenever possible, call on professional blog writing services and social media marketing managers to take the weight off your shoulders, and leave you to manage the parts of your business you most enjoy.

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We Believe 2015 Will See the Return of Paid Website Traffic

This year will completely shake up the way business owners build traffic for their websites, says Majon International, one of the internet’s oldest and most distinguished online marketing companies. To stay current in the latest advances in the quickly changing internet marketing world, businesses will have to continually evolve the way they market their products and services. Successful Internet advertising will now require a thoughtful mix of new and old techniques, the company says, and more importantly, that mix will have to be tailored to meet the specific goals of the business.

In addition to the tactics currently used by most online businesses, such as an abundance of good content and a solid social media campaign in place, businesses that want to stay ahead of the internet marketing curve will have to engage in a technique that many thought was history: buying website traffic. This is a marketing tactic that has its detractors, but when it is done correctly, buying website traffic offers benefits that other types of marketing and promotion simply cannot provide. The most obvious benefit is speed. When site owners buy website traffic, they can expect to see an immediate increase in unique visitors to their online business. This can result in a domino effect; one that increases the search engine ranking of the site which then in turn, increases the amount of search engine traffic that is directed to their site. In other words, in 2015, creating a stream of traffic to client websites will be an important ingredient to the overall mix of a successful online business. This can be done by simply continuing to use other online marketing tactics, plus buying the specific targeted niche web traffic that is needed.

Targeted website traffic will offer even more benefits to the savvy website owner as 2015 progresses. Website visitors who are already interested in learning about products or a particular business are much more likely to convert from visitors into customers. But an increase in conversion rates is only one of the benefits of buying targeted niche traffic. Visitors who are genuinely interested in the material or products are much more likely to stick around and read more. Longer visits on a website reduce the website’s bounce rate, a metric used by major search engines to determine whether a website is delivering quality content. Additional visitors also make it easier for website owners to analyze traffic patterns and tweak their online marketing strategies. Finally, when visitors are genuinely interested in the material on the targeted website, they are more likely to share the link with their own social networks.

2015 will see a comeback for purchased website traffic, and savvy website owners should do all they can to take advantage of this uptrend now. Using a combined marketing approach that includes both content information blogging and social media promotion along with buying targeted niche customer traffic is a good one – two punch for online success.

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Four Blog Marketing Rules That Were Made to Be Broken

If you’ve got a business blog – or are thinking of starting a blog for your business or company – chances are good you’ve read a lot about How to Blog for Business. The problem with most of the advice you’ll read is that it’s written by people who don’t blog FOR business – they blog AS a business. The tips they swear by are great for people who make most of their money from a blog – not so hot if your plan for blog marketing is less about marketing your blog and more about marketing your business WITH a blog. If your plan is to use a blog to boost traffic to your business website or reach out to new customers, there are some major blog marketing rules that really won’t work for you. These blog marketing (and social media promotion) rules were made to be broken.

Blog Every Day

If your blog is your major business and you’re trying to build an audience – and a library – this is great advice. If you actually own and work in a business, though, toss this one on the trash heap. The biggest blog sites on the Internet actually employ multiple writers to post new content constantly throughout the day – who can keep up with that? You’re not trying to get a million viewers a day who are looking for something new every half hour. In most cases, the ideal posting frequency for a business blog is once or twice a week.

Always Write Your Own Blog Posts

The fact is that writing and maintaining a blog takes time – and for you, your time is better spent working in your business. There are certainly times when it makes sense to write your own blog posts – if your name is attached to them, for example (and even then, some of the best-known bloggers in the business employ ghost writers sometimes). If, however, your main goal for starting a blog is to direct links and visitors to your main website, it makes far more sense to outsource that work to a blog writing service.

Keep Titles and Posts Short

The popular wisdom is that Internet readers are too impatient to read a lot of words. Turns out that’s not so true. In fact, if you’re looking for lots of Facebook shares and clicks (via social media marketing), longer titles – with an attention-getting hook – are better. People are more likely to click through if the title piques their interest. The best titles have up to 80 characters. Likewise, posts with more words tend to be shared and liked more often on Facebook and via Twitter. The key is to provide useful, well-organized information that’s hard to find elsewhere – and that takes more words.

Concentrate on One Social Media Platform

It used to be that social media marketing folks would tell you to figure out where your customers were hanging out, and then focus on that one social media platform. These days, all of the social media platforms overlap – and they’re each useful in distinctly different ways. If you put all your blog marketing eggs on Facebook, you’re going to miss out on the perks of Twitter sharing, and vice versa. The trick is to repackage content for sharing, and use it to bring traffic back to your business website.

Sounds like more work than you’re prepared to do? Blog marketing and social media promotion is what we do. Check out our blog marketing packages and blog writing services to learn how we can help you with your blog writing needs.

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