Do you rush to your Google Analytics at the stroke of midnight to check your traffic for that day? You aren’t alone.
But often your visit turns into disappointment when you learn that your blog didn’t move the needle. You wonder what you can do to increase traffic to your site.
Hijack the News
I spent many years as a PR person before becoming a blogger and social media consultant. Most clients wanted “ink.” That was the generic term for they wanted more media hits. More mentions of their products and services and more good news about the corporation. It’s called “reputation management.”
Nowadays, smart publicists are getting top placements by “hijacking” the news. A friend and colleague has a law firm as a client that specializes in labor law. The minute she spots an announcement about a new labor regulation she hijacks the news by pitching her client to reporters covering the story.
So what’s this got to do with your blog? Sometimes we bury our noses in our belly buttons, narrowly focusing the topics we always write about. But my blogging teacher, Bea Fields, contended there wasn’t a story in the news that we couldn’t somehow relate to our particular niche and turn into a blog.
Michael Jackson had unfortunately died around that time. So she asked each of us to write a blog post about him. I don’t follow popular music, so I was stuck trying to figure out how I could match one of the greatest pop singers of all time to the topic of business writing.
The Great Communicator
Then I thought, “Wait a second. Michael Jackson wasn’t only a great singer and entertainer, he was also also a great communicator. Isn’t that what I’m doing when I’m writing a blog or website or any piece of content?” The resulting post, Michael Jackson and Communicating Through the Language of Music described his uncanny ability to communicate through his songs, lyrics and his love for his fans.
What I did was hijack the news, but in a good way, because I was writing about a great entertainer. When publicists ride the coattails of today’s news they are creating an opportunity to attract more potential clients to visit their company websites and possibly buy their products or services.
So if you write about a hot topic and link it to your niche, there is the possibility that people searching for news about the topic will stop by your blog and like what they read. You’re also giving your subscribers a new take on that news. What could be bad about that?
I have to confess I haven’t been practicing what I’m preaching lately. Buried in my belly button. But what made me think of this topic was the visit last weekend of the British royals – Princes William and Harry – who were in Memphis for the wedding of a friend. Their visit generated tons of stories in print, on TV and on social media.
They love barbecue and ate at Charlie Vergos’ Rendezvous one of Memphis’s most famous barbecue restaurants. Suppose you sell promotional products. You could write about how a restaurant owner could capitalize on celebrity visits by giving away a T-shirt emblazoned with a favorite recipe from the restaurant. If you visit the Rendezvous’ website you see they indeed sell their own T-shirt.
One last example: if you write about food the visit of the Royals would have been a great time to blog about your own favorite barbecue recipe.
Who knows, you might have attracted a lot of barbecue lovers to your site.