How to Be Seen Online – And What Mistakes to Avoid 

 February 3, 2020

By  Jennifer

Anybody who has spent a decent amount of time in the world of online marketing has seen a post on Facebook something to the effect of “I just started a blog yesterday. How soon can I expect people to find it?


It would be amazing if we could write something and publish it and immediately it would take off and go viral. Unfortunately that's not how it works.


Instead you have to fight tooth and nail when you first start out in order to be seen online.

It would be nice if you really could just write, record, publish, and start making money. But there is one step missing, and that is the promotion and marketing step. 

It would be nice if you really could just write, record, publish, and start making money. But there is one step missing, and that is the promotion and marketing step.

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When you think of promoting, you probably are thinking of promoting a product that costs money, but the truth is, you must promote and market even your free content for it to get enough eyes on it to make a difference.


Don't even get me started on a service! If you offer health coaching for example, you're going to have to find a way to get the word out without a physical product. 


In the coaching space (or other service based spaces), blogging, podcasting, or video marketing can be one way to get the word out.


Let’s start with an example of a blog post and what should happen when you publish a blog post to your blog.


1) Create Blog Post


Create the post fully. Remember, you need to know what your goal is for that post so that you can measure the results. Your goal has to be tied to the action you want the audience to take.


Gone are the days where you can just sit down, write whatever, and hit publish. Now you need to craft a solution to a problem your potential client has, get amazing graphics, format properly, and help them get the answers they need as quickly and completely as possible.

 

2) Edit, Format, & Publish Blog Post 


After you think the post is finished, you’ll want to edit, format, and publish the blog post properly. You may have a system for this to ensure that you include affiliate links, links to other articles, and so forth for this post.


Certain rules apply to publishing online that don't work when it comes to publishing on paper. I don't know about you but I was taught to write a certain way.


Every paragraph was supposed to start with a topic sentence. Then you are supposed to explain a little bit more about the topic sentence, and finally write a nice conclusion to your beautiful paragraph. 


Unfortunately that doesn't work online. Instead now every sentence is pretty much its own paragraph. It can seem like the Wild Wild West out there. Blog editing and formatting is not something that is taught in school so get ready to learn some new skills.

It can seem like the Wild Wild West out there. Blog editing and formatting is not something that is taught in school so get ready to learn some new skills.

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3) Create Social Media Images for Blog Post 


Each social platform you use to promote your content will need its own image. Since you will be sharing this more than once, you may want to create multiple images so that the share looks new. 


For example, if you have a post with 10 reasons, you could technically make a different image for all ten reasons and then share just one at a time each day. In reality, you may want to pick the most visual reasons and create graphics for those.


Don't forget to create images for Facebook, Instagram, and Pinterest. Each social media platform has its own preferred sizing and you want to make sure that your graphics look good wherever you share them.


4) Create Internal Linking to New Blog Post 


You may have plugins or other automation for your blog that helps you add internal linking to like articles or any other blog posts or content that is related to this post. 


Internal linking (linking from one post on your blog to another post) helps ensure that this post gets seen. Add its link to old posts and add other reading material to this post. Don’t forget that you can include in-content links, too.

Internal linking (linking from one post on your blog to another post) helps ensure that this post gets seen.

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It also helps with our good friend Google. Google loves internal links so it never hurts to throw one or two in there if they make sense.


If the link is further up the page, you may want to open in a new window (so your reader doesn’t lose their place) but if it’s near the bottom, chances are people have already read what they came for, so don’t make them open 100 tabs just to get through a blog post.


That’s just unnecessary. 


5)  Share on Social Media Multiple Times 


Now that the post is finished, and you have the right information and art to use to promote it, schedule the promotion into your social media software. Facebook allows you to schedule to Facebook and Instagram in advance.


For Pinterest, Tailwind is a great tool. Twitter has Tweet Deck. There are plenty of tools out there that combine a bunch of social media posters. I use ContentStudio.


If you don’t have that ability, you’ll need to schedule the posts on each platform manually.

Once you share, you’re not done. Not everyone will see your post, so you’ll want to reshare, especially if it’s an important post.


Different platforms have different unwritten rules, but it’s OK to reshare every now and then as long as your entire profile isn’t covered with the same link. 


One tip is to reshare with a different thought. Why is it still relevant today? What makes it evergreen? Try different messages to see which one hits home with your audience.


6)  Share to List Members 


Every time you publish new content, it’s also important to send a broadcast email which you can automate to your list subscribers. It will bring more traffic to the site and boost sales.


A lot of people I talk to don’t know what they should be sending to their email lists. New posts are a great thing to share! Don’t republish, but give a strong teaser to give them a reason to click.


Don’t be that person who sends the same link out over and over again. It’s going to annoy people, and that’s just not good.

Don’t be that person who sends the same link out over and over again. It’s going to annoy people, and that’s just not good.

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7) Repurpose Blog Post 


Now that you have finished that part, you’re still not done. Now you can repurpose this blog post into other types of content. Turn it into a podcast, a video, or 10 more in-depth posts and repeat that process over and over.


I like to take quotable sections and create graphics. I use different parts of each blog post and podcast episode to help create social media posts.


I even break down key points in more detail in my Facebook group (which you should join by the way). Work smarter, not harder when it comes to content creation.


8) Repeat


Keep doing this for every piece of content you create. The more you promote the content you publish, the more eyes will get on it and the more money you’ll make because you’re going to reach more people.

The more you promote the content you publish, the more eyes will get on it and the more money you’ll make because you’re going to reach more people.

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I aim to publish one podcast and blog post a week. It doesn’t always happen, but that’s the goal. I can get a full weeks worth of content (and sometimes more) from one blog post.


To Wrap it Up


It might help you to make a list like this of all the things you need to do to promote any type of free content you’ve created. Then, all you do is look at the steps you need to take next to get the most out of the content you create. Checklists are great for that!


Blog posts serve a number of purposes. They show that you know what you’re talking about, give value to a product or service that isn’t physical, and give you some resources to give to potential clients.


If you set up a process for each piece of content created based on the goals of that content, and the audience meant to see the content, you’ll see a big difference in the results you get. 


If you haven’t been doing this, go ahead and locate the top three most viewed or read pieces of content you have to start this process. Edit them, expand them, and grow them, and then you have plenty to promote.

Jennifer Anastasi


I help small business owners transform their businesses by using innovative marketing technology to land higher level clients and I love every minute of it. My goal is to help bring your business dreams into reality by providing a professional and authoritative online presence through your website, and increasing your visibility through your marketing efforts.

Jennifer

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