In my interviews with publicists, marketing experts, blog alliance coordinators, and bloggers, one of the questions I asked was “What do you think are the Big Mistakes writers make when blogging for promotion?” (actually, Marcus and LL requested I include that question to help with their session). Here are the top answers, based upon how many times the same answer was mentioned.
5) Content is wrong and/or poor. Author Dillon Burroughs wrote, “(some authors) write for people who will never read their blogs.” Kathy Carlton Willis also points out that when you don’t blog on the topic of your blog you might lose the readers who only want to read that niche. And, of course, if the quality of the posts are poor, don’t expect to maintain readership.
4) Author is unrelatable. As we discussed in the previous post, blogging is ultimately about creating relationships. If the blogger refuses to be transparent and genuine, then readers quickly tire and move on.
3) Blog is too self and promotion-focused. Readers are turned off by making the blog all about the author. You don’t want your blog to feel like one big advertisement, or – even worse – a used car lot, where the salesman is only interested in making a sale. LL Barkat notes, “Bloggers generally want authentic connection, so the promotion of self is inappropriate to the medium.”
2) Author expects too much from blogs. WaterBrook Multnomah publicists Liz Johnson and Kelly Blewett said, “From a publicity standpoint, we’ve found that it can become easy for authors to think blogging is the only promotion they need to do.” Reaching the masses through blogging is the exception, rather than the rule. Rob Eager of Wildfire Marketing suggests, “. . . focus on providing your target audience with real value” in order to gain awareness that translates into sales rather than believing just putting up new posts will push your book to the bestseller list.
1) Author does not blog consistently. Publicists and bloggers alike repeatedly cited consistency as a major mistake. Burroughs cautions, ” If your blog hasn’t been updated at least within the past two weeks, shut it down or update it. Blogs work because they are personal and instant.”
So how about you? Do you fall into any of these traps? What mistakes do you make about blogging?
Hear from bloggers about their experiences with blogging, blog tours, and publicity. To read the interviews in this series, click here. (Randy Ingermanson, Mary DeMuth, Camy Tang, Dillon Burroughs, LL Barkat, and Marcus Goodyear are up.)
To read all of the posts in this series, click here.