Marketing an unmonetized blog.

[B-rad]

I am pretty sure I am going to use Adwords to bring subscribers to a niche blog, which I am not sure how to monetize yet. Is this smart or dumb? I figure that people want to get some free content and get to know the source of a product before they purchase anything. I think more people would stay subscribed, meaning more repeat business, and likely some organic growth after a period of time.

Good idea? Bad idea? I do have some general ideas for products to sell, but just nothing too concrete. I would choose something eventually.

[The_Smarter_Marketer]

Hey B-Rad,

Great question!

Until you have a way to monetize traffic to your blog, I would not recommend using Adwords.

Here is what I DO recommend:

1. Use other online media outlets to build up your subscription base and following. Some possibilities are podcasting and video blogging, which are both very effective methods to drive more traffic to you blog, and cost you nothing, except time.

Creating compelling media (i.e. podcasts, video blogs) will have a much higher payoff for you than spending money on Adwords. With Adwords, you are paying $$$ to get clicks. By creating useful content through other media, you are CREATING VALUE for your audience to get clicks.

2. Interact with your audience through your blog, podcast, etc. to find out from them what they WANT you to sell them. This way, you have a proven market for whatever you decide to sell.

What do you think of that? Let me know what other follow-up questions you may have.

It's great that you have the blog up and running. Keep it up!

[B-rad]

Thanks bud, but the whole reason I want to pay for marketing is because I don't want to invest a bunch of time in creating backlinks and generating a buzz. I figured PPC might get it over the hump after which organic growth would take over. Then I would just merge sales into that free content.

I know that podcasts and video blogging would work, but I am just not interested in going that route.

[The_Smarter_Marketer]

Thanks bud, but the whole reason I want to pay for marketing is because I don't want to invest a bunch of time in creating backlinks and generating a buzz. I figured PPC might get it over the hump after which organic growth would take over. Then I would just merge sales into that free content.

I know that podcasts and video blogging would work, but I am just not interested in going that route.

I can totally understand that. The whole idea is to create a business that bothers us a little as possible, right?

In that case, I would plow my money and time resources into creating something to sell ASAP. That way, you'll be monetizing the traffic you are driving through Adwords, and have actual cash flow to keep up your Adwords campaign, thus getting you over the hump faster.

I've created successful online marketing campaigns for lots of big corporations that are like you - they want to buy traffic, and not mess with anything else. And that can be extremely effective. The key ingredient is the monetization. You'd be surprised how quickly you can start making real income from your blog. I wouldn't spend a lot of money on Adwords when there is nothing to monetize. I get the idea of building a subscriber base, but your business will grow much more easily, quickly, and sustainably if you have a way to monetize that traffic.

What are some ideas you've had for products? What is your blog? If I knew those things, I might be able to give more helpful feedback. PM if you don't want to share that here.

If you want to skip having to come up with a product of your own, you could always be a distributor or affiliate of someone else's product that meets the needs of your audience. That way, you could start monetizing your blog right now.

What do you think?

[B-rad]

Yeah, I have been thinking about using affiliate programs for the blog and creating my own product (or outsourcing its creation) for another site. I need to mull things over; I feel like my situation is a little complicated. Maybe not. I might PM you for some advice if you have a lot of experience, thanks!

[liam75005]

What about creating a free report that people would be able to download while leaving their email adress on an opt in form ?

That requires a bit of work to put the report together but in the end, that might work. I am in the process of doing that for my new blog.