With so many social media and blogging platforms available, it
can be overwhelming for businesses to decide which should be used
to showcase their brands. While Facebook and Twitter are often the
first places brands turn to, Tumblr is also an effective channel for many
small businesses. This 77 million-strong blogging platform attracts
an average of nearly 4.5 billion impressions on a weekly basis.
Tumblr is a free micro-blogging platform that can serve as a
powerful tool in promoting brand awareness. Tumblr’s primary users
are young people around the age of 25. If your brand focus is on
this market segment, you can’t afford to miss out on this channel.
Because the content is indexed by major search engines, Tumblr can
help increase your search visibility. It integrates well with
Facebook, and it’s also a very mobile-friendly interface.
Getting Started on Tumblr
Your first blog on Tumblr becomes your default blog; deleting
this is a complicated process, so take care while creating it.
Tumblr has references to help out new users, and there are plenty
of guides available online. It’s a good idea to install the Tumblr
‘bookmarklet’ on your web browser; this will let you quickly add
new posts without having to log in separately. Add the app to your
smartphone or tablet to make sharing even easier.
Engaging with Other Blogs
Search and select blogs related to your business and brand –
blogs relevant to your customers. Follow people in your niche who
post important and engaging posts on a regular basis. Reply to
posts from other bloggers and share their posts on your Tumblr blog
with attribution. Like other social media platforms, your primary
goal should be to post a variety of content that will be
interesting and/or useful to your market.
To be really effective, create new original posts at least three
times per day. These can be noteworthy images, videos or links; you
don’t necessarily need to write long blog posts.
Working on Your Theme
Unlike Facebook, Tumblr is very customizable. Design your page
to be consistent with your brand. There are thousands of free and
paid themes available, and you can create one of your own with a
little knowledge of CSS. Even the existing themes allow for plenty
Tagging for Visibility
It’s important to understand how tagging works. Look for tags in
popular posts from bloggers you follow. Track those tags so that
you know of new relevant updates. When preparing new posts, use
tags that you want the post to be marketed under. Now, people
searching these tags are more likely to find your blog. This is an
easy way to increase readership.
There are a number of advanced features and tools that let you
get the most out of your Tumblr use:
- Tumblr integrates with Goggle Analytics, letting you monitor
traffic to your blog.
- You can also add a custom domain name to your Tumblr blog,
which can help with search visibility if you’re using targeted
- Users can integrate Tumblr with Disqus to enable
- If you’re promoting events or milestones, you can create
“event” blogs within your Tumblr account to showcase different
events; these can then be deleted at any time.
- Tumblr allows you to post based on a pre-determined schedule;
if you don’t have the time to post regularly throughout the day,
you can schedule posts ahead of time.
Regardless of which tools and features you use, keep in mind
that when using Tumblr as a marketing channel, it’s always a good
idea to stay within your niche to gain a meaningful audience. While
posting on every other topic or happening will dilute your
identity, a clearly defined brand image and content mission will
help you to stand out and gain a loyal following.
About the Author
Bernadette Coleman is the CEO of Advice Interactive Group.