Tumblr for Business
Written by Katelyn Regenscheid, St. Olaf intern
Adding tumblr to your to do list.
Whether or not you know what a hashtag is or how to discern the number of likes on your Facebook page, you know one thing: social media is hot. Businesses have a pretty good handle on twitter (pun intended), Facebook, and sometimes even pinterest, but not as many are using a fourth popular social media platform, tumblr.
What exactly is tumblr?
Tumblr is a social media platform that allows your business to create a blog that features a wide variety of content: videos, text, pictures, gifs, etc. Because tumblr is filled with an overload of information, visual content is key. Users have the option to follow, like, and reblog your posts. If the post is reblogged, it is shared with all of that user’s followers, as well. One convenient feature of tumblr is that you can link it to your other media outlets such as youtube or instagram.
Why is social media valuable?
Social media is a marketing tool that helps you strategically target your intended market. Because such a high concentration of our population spends daily time on the internet and their social media profiles, it is a great place to reach them. In addition, social media makes your content shareable. Rather than cutting out a newspaper article and mailing it to a friend, social media users can share your post on a friend’s wall, tag someone else when they retweet you, or reblog your content to their own pages. Essentially, your content is quickly shared with a highly relevant and specific market.
Social media is also a place for you to personalize your brand. Though your television, radio, and print ads are strategic and relevant, they can be emotionally distant from the consumer. Tumblr allows your business to rebrand itself in a real and personable way. In addition, tumblr is also accessible in a web search. This means that a consumer web search results will include your business’ tumblr page if you use the correct keywords. This is not always the case if you stick to only Facebook or twitter.
What content should I post on tumblr?
So, you know tumblr helps your business seem more emotionally accessible to the consumer, but where do you start? As mentioned, tumblr is great for visuals. This means your posts could include behind-the-scenes pictures from your other marketing campaigns, videos of users with your product, inspirational quotes relating to your industry, or even images from brand events. In general, your tumblr page should be an expansion of your brand that complements existing campaigns. This unique platform allows you to upload and share a different type of content, so don’t simply regurgitate the same old posts, rather use the opportunity to help consumers better connect to your business.
With the tumblr audience being younger (mostly ages 25 and under), you should always keep your content fresh. The tumblr culture is not concerned with old stories and information; they want an exclusive, behind-the-scenes look at your brand. Finally, ensure you are tagging your posts with the proper keywords. This will increase your search engine optimization, which you can track using google analytics. In addition, be sure to give back to the tumblr community. By that, I mean like and reblog in addition to adding your own content. It’s important to engage with the community you are trying to reach.
How do other businesses use tumblr?
The tumblr world can be a tad confusing, so I have provided a few examples for you of how businesses are using tumblr today.
Target: http://targetstyle.tumblr.com/ Created a pseudo-fashion blog to showcase their clothing. Each picture also offers the option to share the image via Facebook, twitter, or pinterest.
Nature Valley: http://naturevalley.tumblr.com/ This blog features images with quotes about nature, pictures of people taking their granola bars on various outdoors excursions, other nature blogs and stories, and great updates about national parks.
Breaking Bad: http://breakingbadamc.tumblr.com/ Even a popular television show can market through tumblr. This blog features head shots, professional photography of the filming, reblogged gifs and cartoons of the show, and links to interviews or other promotional media.
How do I get started?
These step-by-step directions will help give you a concrete idea of how to start creating a tumblr.