I’m hitting a few social channels as part of the marketing campaign for Redomestication. Claude asked about my strategy:
Tumblr was specifically chosen because it’s growth curve has skyrocketed during the past year. Tumblr received $85 million in VC this September (part of that from Richard Branson). Tumblr receives more page views than Wikipedia, with 1/10 as many individual visitors – that speaks to how highly engaged their audience is. It surpassed WordPress.com months ago in number of blogs powered by the service.
But more than any of that, I was impressed by Tumblr being one of the few – if not the only – social networks where people still share and link freely with one and other. Now that Twitter is mostly a broadcast medium (less engagement there these days) and Facebook Fan Pages aren’t as novel an idea in the consumer’s mind, Tumblr is an exceptional way to get down in the trenches and to see and be seen.
And that’s what an initial social campaign is all about – beginning to be seen.
Attracting Tumblr Followers
I’ve followed quite a few other Tumblelogs who are in similar niches as me, and when they post something that’s a good fit for my audience, I use Tumblr’s “Reblog” function to re-post it on to my site.
Consider the Reblog as what a quote and linkback used to be in blogging (although so few bother with it anymore). It re-posts the content on your site with a link back to the original Tumblelog, and alerts that original poster that you did so.
In the way that leaving intelligent and helpful comments on others’ blogs can be a way to get attention from the blog owner, Reblogging can be a way for you to gain the attention of other, more experienced Tumblr members. And, of course, once they see what you’ve got going on they might start Following you as well.
People still Follow on Tumblr with abandon. People Reblog. People search tags and curate and “Like” posts. It’s very participatory.
What To Post to Tumblr
As I wrote, I follow quite a few other Tumblelogs that I appreciate and will often “Reblog” the posts I enjoy from them.
I also make sure to post links / pics to any of my Redomestication posts on my Tumblr as well.
Tumblr moves quickly, and as such, posting just about everyday is pretty important unless you’ve got an audience already there. The Reblog helps make this managable – you don’t have to, nor are you expected to come up with all new content all by youself multiple times per day.
You can schedule posts for the future or you can use the “Queue” function, which will post a 1, 2, 3, 4, etc. times per day automatically for you.
I use to Queue to get my posts published and schedule them to come out 3 times per day.
As of today, my queue is empty (which means no new posts!) so I’ll spend an hour or so this evening with Real Housewives of Beverly Hills on in the background, scrolling through others’ posts and queuing up new pieces for my Tumblr. Because this is a site and niche I wanted to start, it doesn’t feel like work, I enjoy it very much.
Tumblr vs. Squidoo
To answer the tail end of Calude’s question – why am I not using Squidoo? Squidoo is fine for building a lens and getting a linkback from, but it’s not much of a social platform. By that I mean that engagement across lensmasters is the exception, not the rule. I may well do some linkbuilding with Squidoo one day, but there’s just not enough ROI to bother with new friends and followers through it.
The Bigger Tumblr Marketing Picture
1. The ultimate goal is to attract a following on Tumblr that I can then parlay into blog visitos – as I post links to my Redomestication blog posts, the Tumblr followers will click through to my site.
2. Google also knows that the Tumblr is associated with me, and that it’s associated with Redomestication. The more shares the items I post get the more authority I get in my niche, in Google’s eyes. And author authority is a ranking factor.
(Can you be an “authority” in Google’s eyes in two niches – like internet marketing AND women’s interest, as I’m doing – I think so, but I’m not certain. That’s part of why I’m testing it!)
3. Finally, I’m also building links to my original Redomestication content as I post back to it from my Tumblr.
I’m also doing a Facebook Fan Page and a Twitter account for Redomestication, and will talk about their individual strategies in my next post.