Blogging as online publicity

Fingers on keyboardWhen you plan your publicity campaigns, look carefully at your objectives – what do you want the outcome to be?

In general, most businesses are looking to:

  • raise awareness of a service or product with a view to
  • increasing bookings or sales.

Your longer-term objectives might be to:

  • raise your business profile,
  • establish yourself as an authority in your niche, and
  • build trust among your target audience.

By definition, publicity means attracting public attention – raising awareness. Effective publicity will also have a positive effect on your bookings or sales.

As for the longer-term aims, profile, authority and trust take time to build. To achieve these results through publicity means getting stories published or aired regularly.

No doubt you know where I’m going with this, given the title of this blog post. Blogging is increasingly considered one of the most effective ways to publicise a business, because it not only attracts attention from a target audience – it also builds a profile over time, establishes you as an authority, and increases trust.

Take a look at the video in Glenn’s blog post – Why a Blog Is So Important – which clearly explains why the blogging medium is taking over from traditional media as a way to reach an audience.

In today’s Tips of the Week, Publicity Hound Joan Stewart says:

If I had to choose only one strategy that would help Publicity Hounds [that’s you!] pull more traffic to their websites, establish themselves as experts, build a loyal following and sell more products and services, I’d choose blogging – without hesitation.

You’ll be able to read the full story in her Tips Archive soon, so keep an eye out for it.

I have seen small businesses experience a significant change in the attention they receive from their target clients as a direct result of online marketing, with blogging a large component of their activity.

Once you realise you can publish your own stories without going through the editorial vetting process, there’ll be no stopping you!