chapter 7

Tap Into Tumblr

Marketing with Tumblr is a lot like marketing with Instagram. The idea is to wow people with your images and attract a large and loyal following who'll not only purchase your products but become evangelists for your brand. And just like with all social media communities, what you don’t want to do is overly promote all the time. To be successful on Tumblr means you have to master the art of posting creative and inspiring content that makes an emotional connection with people.

Here's how to use Tumblr to bring sales to your ecommerce store.

Creating a Tumblr Name and Picking a Specific Theme

Before you blindly sign up for your Tumblr account, spend some time strategizing your marketing angle. You should really make your Tumblr blog ultra-specific and highly thematic. This will help make your Tumblr blog resonate more with people which will create more viral shares, backlinks and followers. 

There is no point in rebuilding your own company blog on Tumblr – you should use Tumblr as a very creative offshoot for your brand. This will keep the content unique and attract die-hard followers. 

Plan ahead by writing down 10 to 20 posts that can solidify your theme. Ask yourself: “Will I be able to consistently come up with content that fits with my theme?” If the answer is “yes”, then you’re ready to create your account. If not, ask some trusted peers – they might have some great ideas.

When you create a Tumblr account, you’re going to do something a little out of the ordinary. You’re going to want to name your Tumblr blog something creative, most likely without including the name of your business in it. 

For example some popular Tumblr blogs have names like:

  • OCD: Obsessive Corgi Disorder. A blog of corgi dogs. 
  • Awwccupy Wall Street: A Tumblr blog that showcases the Occupy Movement’s cutest protesters. 
  • Oscar PR Girl:  A Tumblr blog that takes you behinds the scenes of the Oscar de la Renta fashion brand.

Oscar PR Girl is a Tumblr blog that shows a behind-the-scenes look into the Oscar de la Renta designer brand.

Again spend time thinking of a fitting name before you rush into creating your account. The payoff might be several-fold if you’re somewhat patient. 

Adding Content and Tagging on Tumblr

As a micro-blogging platform, Tumblr is a lightweight platform that let's you add content almost as quickly and seamlessly as writing a tweet on Twitter. Simply select the icon describing the type of content you want to add and you're good to go.

Like Instagram, you can attract more people to your Tumblr blog by using tags effectively. You should pick tags that not only describe what your picture is about, but also think about categories and themes your photo may be associated with. For example, if you upload a stunning photo of a dog catching a Frisbee at the beach (let’s say you operate a pet toy store), you might want to use tags with the names of: pet toys, super dogs, dogs, summertime, jumping dogs, Frisbee.

There is a loose rule of thumb that you shouldn’t use more than 7 to 12 tags on Tumblr. Not only does it seem to bring in the most optimal number of traffic to your blog, but any more is considered spamming.

How Tumblr Fits in Your SEO Strategy

One great reason to use Tumblr is that you can strategically try to rank on the first page of search engine results by creating keyword rich titles for your Tumblr posts. Say you already rank on the first page of Google for "Neon Green Tennis Shoes," you could try to claim more first page real estate by creating a Tumblr post called “A Collage of Neon Green Tennis Shoes”. However, you wouldn’t duplicate the content that’s on your original blog post. You would instead create an entire new post, but have the same keyword in your Tumblr title (Neon Green Tennis Shoes).

You can use this same strategy for many of your social media and blogging accounts that you may be using across the Internet. 

Tumblr also allows you to create meta descriptions and image alt tags. Remember, meta descriptions are the little snippets on search engine results pages that live under your page titles. It’s a good idea to craft a couple engaging sentences to try to entice search engine users to click on your results.

Be sure to fill out your image descriptions (alt tags) for your Tumblr photos. These image descriptions are what search engines use to understand what your images are about. By filling out these descriptions, your images will appear in image search results like Google Images and Bing Images.  

Getting the Cool Kids to Buy

The majority of Tumblr users fall under the category of 18-34 years in age, which means it's a young crowd that's too cool for Facebook, Pinterest, and Twitter. So if you want to capture their attention and get them to visit your store in hopes of turning them into customer, create content that resonates with them and popular culture. If you can do that and crack the code for going viral, you're sure to generate enough buzz to not just get your first sale, but ultimately build that business of your dreams.

Next chapter

8. Stand Out on Comparison Shopping Engines

4 min

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