In the first part of the series, I looked at the variety of different methods available when you are looking to promote your Business. In this second part, we will take a look in more detail at some of the options we can use which are specifically used for blogs.

Firstly, though, it should be pointed out that good content will in itself attract visitors to your blog as people recommend your blog to others – it will also attract people wanting to link to your site. The essence of the Blogosphere is its power of communication, much of which is achieved through linking, and is based on merit and quality. People will reference your site and comment on what you have written if it warrants it this will create a buzz around your blog and acts in a viral marketing way.

a) RSS Feeds
All blogs should have at least one RSS feed and over time possibly more as you segment both your content and your blogs readership. The RSS feed will generally be created automatically for you by your Blogging software and so your main task will be to make sure that it can be found – you can then augment the information that you gather from it and improve its use as a promotional tool by using Feedburner as outlined in this post.

b) RSS Feed Directories
There are also web directories where you can submit your RSS feed and where the content from the RSS can be searched on both for general subject area and in terms of the content of individual posts as well. A good set of RSS Directories can be found at All RSS.

c) Blog Directories
There are an increasing number of directories which are dedicated to blogs and which can offer a good way to get your blog referenced and linked to. Most are general directories with sub categories which function in the same way as the main web directories, though there are also some which are focused on certain particular market areas. Being found in these directories will help not only to direct visitors directly to your Business blog but also add to Page Rank element and so your Blog’s rankings in the main Search Engines.

d) Blog Search Engines
There are some main Blog Search Engines such as Technorati which are important to be indexed in luckily, this can be done rather more simply than is the case with the mainstream Search Engines by pinging the relevant web servers (see below). The Blog Search Engines will generally then index the new posts on your Blog almost as soon as you have posted them. This is one of the key reasons why you can find such up to date information using these Search Engines and a contributory factor as to why blogs are so valuable.

e) Pinging
Pinging, in terms of blogs, is where you send a short automatic notification to the blog servers (such as Search Engines) to tell them that you have posted new information on your Business Blog and that they should come to index it! Simple just remember to post and ping!

Pinging can be set up to happen automatically within the Blog system itself in most cases and this is by far the simplest way. Alternatively, you do not have to ping lots of different places manually fortunately, there are some specialist sites which will help to do this for you such as Pingomatic or Pingoat.

f) Blog Tags
These are tags or phrases which can be added to a post by its author to indicate the main categories of its content and so should give an accurate reflection of what areas the post is talking about. For blogs, the most commonly used are tags for Technorati the Search Engine then allows you to search not only in a general fashion but also by individual tags. Other sites which were the pioneers of this type of social tagging are Flickr and del.icio.us

g) Post Comments on other Blogs
You should be keeping your eye on a number of other Blogs and following those that most interest you or you find most relevant. Ideally, once you have your own blog up and running then you should not only be reading them but also commenting on them. Its a way of getting your name out into the blogosphere as well as encouraging people back to your own blog.

When you post a comment, most blogs request your name and your website address then, when you submit your comment, it appears with your name which forms a link back to your site. Try to avoid comments which just say “Great Post” or something similar; although it will create a link back to your site, it really doesnt encourage people to use it.

However, if you add value to the post in your comment, then there is a greater likelihood that people will want to follow the link from your comment back to your own blog to read more of what you have to say.

h) Trackbacks
When you write a post which reference other blogs, then you should always credit the original source and place a link to it within the text of your post. Wherever possible, you should also use a trackback. A trackback will automatically inform the author that you have referenced their post in your blog and are continuing the themes from their article in your own post. At the same time, it will also create a link in the comments section of the original post which people can follow back to your blog.

To add a trackback, you need to find the trackback address at the bottom of the post you are referencing and this should be copied into the relevant boxcon the screen where you write your post. Once again, the quality of the post that you write will then determine whether people consider it worthwhile to have followed the trackback and visited your blog so try to ensure that you are adding something to the original or taking it in another direction.

If you use all of these techniques then you will already be going a long way towards to successfully marketing your Business Blog. In part three, we will look at the general online methods that you can use in conjunction with these.

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