How to Use Tumblr to Market Your Brand January 2013
Is Tumblr a Good Fit for Your Brand?Tumblr is a “microblogging” site that boasts over 84.7 million blogs – including those from brands like IBM, GQ and Bungie. On Tumblr, you can post content of all types, reblog from other Tumblr users and comment on posts. January 2013 How to Use Tumblr to Market Your Brand 2
Essential Pinterest StatsWho uses Tumblr?• There are 170 million monthly U.S. visitors (as of October 2012).• The site attracts roughly the same number of women and men (52% vs. 48%).• The average age of Tumblr users is 34.6, although 50% of users are age 25 of younger.• Approximately 5% of all online adults use Tumblr.• The average Tumblr user spends 1 hour and 38 minutes on the site per day. January 2013 How to Use Tumblr to Market Your Brand 3
Tumblr Users Love Short Content• Since shorter is better, you can use your Tumblr account to summarize blog posts from your existing company blog.• Both the Los Angeles Times and Rolling Stone Magazine use this strategy to tease larger stories on their main website. Takeaway: Think of your Tumblr account as a promotional arm for your regular blog. Alternate promotional posts with content from other sources. January 2013 How to Use Tumblr to Market Your Brand 4
Tumblr Helps You Extend Your Visual Brand• Tumblr themes allow you to personalize your blog and tie it visually to the rest of your website properties.• You can use colors and logos that reflect your brand (like Coca-Cola does) or get a custom theme that is identical to your website’s theme.Takeaway: Use a custom theme with your brand’s colors, or match your Tumblr theme with your existing website. January 2013 How to Use Tumblr to Market Your Brand 5
Community Involvement leads to Brand Exposure• When your brand curates, reblogs or likes another post, your name and link are shown below that post.• Reblogging, commenting and liking posts from niche blogs can lead targeted users back to your Tumblr blog.Takeaway: Seek out influencers in your target audience and comment, like or reblog their relevant content to get in front of new followers. January 2013 How to Use Tumblr to Market Your Brand 6
How to Engage Tumblr Users• Use tags wisely to categorize posts and lead new followers to your blog.• Create category pages to help new visitors find the best pages.• Encourage commenting by installing the Disqus commenting plugin. January 2013 How to Use Tumblr to Market Your Brand 7
More Tips to Engage Tumblr Users• Self link your posts so you’re listed as the source when items are reblogged.• Explore sponsorships – Sponsored posts can get your blog in front of new audience members.• Get creative – Think outside of the box to appeal to Tumblr’s cutting edge and humor-loving user base. January 2013 How to Use Tumblr to Market Your Brand 8
Create a Tumblr Blog for a Niche Interest• Get to know your target audience and find out what appeals to them.• Build a Tumblr blog that high-lights a specific interest, skill or lifestyle.• Huggies hosted the Highchair Critics blog to appeal to young parents and share cute baby photos. Takeaway: Consider your target persona and develop a niche blog that they’ll love. January 2013 How to Use Tumblr to Market Your Brand 9
Encourage Community Curation• Tumblr users can contribute to your blog with their own creations – which helps you produce fresh content.• HBO’s Game of Thrones Tumblr encourages visitors to submit their own creations related to the show - from fan art to cosplay.Takeaway: Ask for submissions and monitor them to be sure they are relevant to your audience. January 2013 How to Use Tumblr to Market Your Brand 10
Use Memes to Increase Interest• Tumblr is creative, youth oriented and anchored in Internet culture.• Incorporate popular memes by “memejacking” and following trends.• Use Know Your Meme or Trend Hunter to find hot ideas and then adapt them for your brand.Takeaway: Tumblr is lighthearted and fun – and memes help your brand get in the spirit. January 2013 How to Use Tumblr to Market Your Brand 11
How to Measure Tumblr Traffic• Union Metrics for Tumblr offers the exclusive analytics program. Key metrics include overall engagement levels, influencer identification and “reblogging trees.”• You can track some Tumblr blog themes through Google Analytics to see which terms are bringing visitors into your Tumblr blog, and how often you’re being visited. January 2013 How to Use Tumblr to Market Your Brand 12
Start Leveraging Social Media Today!• You’ve learned the basics – now get the full story!• Download our free white paper and learn more about Pinterest, Tumblr and Google+ marketing for your brand. January 2013 How to Use Tumblr to Market Your Brand 13
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