How to Blog About Your Specialties

If you have a specialized service or product that appeals to a very targeted group of customers, then you probably already have some understanding of niche marketing. In other words, your marketing efforts need to be targeted to reach the specific people who will be most likely to buy your product or service.

Specialized Blog Posts

Your blog is a great tool to reach targeted audiences who may be searching for information about a specific topic or interested in a specific product/service that you are offering. In this article, we will look at some ways to use a targeted blog post to your advantage.

First, remember that not all your blog posts have to be targeted to such a niche market unless that is your primary audience to begin with. In that case, you have to go full force with a niche approach in every piece of marketing you put out there.

Many businesses, however, might have one or more very specialized products or services (as part of a larger suite of products/services) that they want/need to promote from time to time. Therefore, the weekly blog posts may cover a wider variety of topics to appeal to a wider range of potential customers. Then, it makes sense to a very targeted post every so often specifically for your niche product/service.

Remember Your Targets

For example, I work with a lot of automotive repair shops, so you will see an auto-shop-specific blog post every once in awhile on this site. However, it’s not my only audience, so I can’t do every article for that niche market.

But let’s say you have an auto shop and you have a specialty service you offer. Perhaps you are really well known for custom exhaust designs and installations. Once every couple months, it really makes sense to do a blog post centered around that subject. Click here to see exactly such an article I wrote for one of my blog clients. You can highlight jobs you’ve done, walk the reader through the custom exhaust installation process, showcase client testimonials, write aftermarket exhaust product reviews or talk about specific exhaust components and what they do. There is no limit to the type of specialized articles you can write on any given subject.

The Advantages of Specialized Blog Posts

What this accomplishes is that someone out there searching for information on this kind of specialized product or service is more likely to find your blog. You will have multiple specialty articles tagged and optimized for SEO with very targeted qualities. This person may not be interested in all in your other general topic articles, but they will find what they are looking for and you will build strong value in their minds.

So, if you have a specialized product or service that appeals to a specific niche audience, take advantage of that with an occasional blog post centered around that topic. It is an effective strategy that will enhance your overall approach to business blogging.

Hopefully this article makes sense, but if you have any questions email me at I’d love to hear your feedback!

Making Mountains Out of Molehills

We’ve all heard this saying: “Don’t make a mountain out of a molehill.” It’s good advice (most of the time) to not overreact or blow things out of proportion.

I’m getting ready to embark on a vacation to the Lake Tahoe area along the California/Nevada border. It’s right in the middle of the Sierra Mountains and it is truly a beautiful place. So, you could say I have mountains on my mind right now and that’s the inspiration for this post.

The Problems with Overreaction

When it comes to marketing, it is very important not to overreact to negative occurrences or to build something up as bigger than it really is. However, you can eventually make mountains out of molehills in a marketing sense. I’ll explain that later, though. For now, let’s look at the problems with overreaction as it relates to managing a marketing campaign for your business.

First, there is the concern of overreacting when something bad happens (or nothing happens at all). You put out a good marketing campaign and work hard to put good strategies and materials in place. However, you get one negative response or no responses immediately. The worst thing you can do is panic. Remember, most marketing is a long-term process that takes time to build up and catch on.

If you overreact right away by pulling the plug on the campaign or changing to a radically different direction, you may never see the results you are looking for. Yes, it is important to study the data and responses that come in to see what is working and what is not. Then, you can fine-tune and adjust your marketing efforts over time to produce the best possible return on your investment.

Blowing Things Out of Proportion

Next, there is the hazard of blowing something out proportion. Let’s say you are just getting started on your social media campaign and building up your Facebook following. It will take some time and a lot of effort to get as many followers as you desire and to keep them engaged. However, a good Facebook campaign will not be all you need for a successful business. It is just one facet of your overall marketing plan. In other words, don’t invest all your time in just one direction. Today’s marketing is all about diversity and reaching potential customers from as many angles as possible. Put the work in to make your Facebook page great, but be careful not to overlook all your other marketing opportunities through various media. Good marketing takes both a “big picture” perspective and a “small picture” attention to detail to be effective.

How to Make Mountains Out of Molehills

Lastly, I mentioned that you can actually make a mountain out of molehills, and that ties in directly with my previous point. A good marketing campaign will incorporate many different media and a comprehensive strategy. If each component of your marketing plan is considered a “molehill,” you can eventually build them up together over time and you’ll end up with a “mountain” of a business. McDonald’s began with just one little burger shop and look where they are today.

This will give you all something to think about while I am away enjoying the mountains. If you have any questions about marketing or need help with your online or print marketing campaigns, contact NextGear Marketing today. We’re here to help you take your business to the next level.

3 Tips to Make Your Business Blog More Personal

It’s great if you already have a business blog. If you don’t, send me an email and NextGear Marketing will be more than happy to help!

However, many business bloggers miss out on valuable opportunities to personalize the messaging within the blog articles. They think of the blog as only an SEO tool to beef up their site’s content. Though that is definitely the biggest advantage of having a good blog, it is not its only purpose.

Why You Need Engaging Content

A good blog should also have engaging content that will attract site visitors, spur conversations on social media and also lead to more customer conversions. The SEO aspects may get someone to your blog, but then what happens? If the content is too dry, they won’t even finish reading the one article they came for, let alone stay on the site and seek out more information.

That’s why you want to look for ways to “personalize” the content while still keeping it and informative and SEO relevant. Here are a few simple tips you can try:

1. Write in First Person

This is often debated, but if you want to have a more personal feel to your blog this is a great way to do it. Write in terms of “we” and “us” (or “I” and “me” if you are a one-person business or a figurehead representing your business). You do have to be careful about being too salesy at times because first person perspective can exacerbate those messages, but you’ll find the articles are easier to write and will definitely provide a more personal style.

2. Inject Personal Insight

If you are still writing in third person, include some quotes from key people within the company. If you are writing in first person, just make sure you inject some personal insight and interpretations rather than just reporting information or data. Be careful not to get overly opinionated (especially with sensitive political or societal issues—unless that’s part of your brand’s identity) on any subject.

3. Include Brand Messaging

In addition to personal insights, don’t forget about your brand’s overall message. Again, your blog isn’t just spewing out cold hard facts, data and general information that can be found anywhere on the Internet. Remember the personality of your company’s branding and incorporate key brand messages throughout your articles for more effective results.

I hope you find this article helpful in building a better business blog. If you have questions or want to talk more about how to take your blog to the next level, contact NextGear Marketing today!