Launched in 2007, Tumblr is a micro-blogging site that is part social network and part blogging platform. The site allows users to post multimedia and other content to a short-form blog. Tumblr has many advantages but in order to get the most out of the site, it’s best to explore the pros and cons of what the site can add to your marketing plan to increase the amount of traffic to your particular business website.
The pros of this site is that it is quick and easy to set-up and new users can be posting new content within minutes of signing up. After picking out a ready-made template for the blog, users can post text, photos, quotes, links, music, and videos via phone, tablets, or their desktop. Tumblr is also known for its visual appeal, images dominate the site with very few text posts. If your business relies heavily on visual appeal, this is a great tool for sharing pictures of your product. Another advantage of Tumblr is the site allows you to schedule posts, removing the need for third-party apps to schedule posts for you.
Another perk of the site is that is is totally free so you can get followers without spending a ton of money on marketing. The main point is to create content people will share. You can even reuse the content you have already posted on Facebook, Instagram, Pinterest and other social media sites to help build a presence on Tumblr.
Although the site isn’t as popular as it was when it was first released, it is still widely used today. As of July 2018, Alexa ranked Tumblr as the 54th most visited website with more than 425 million total blogs on Tumblr. It appears to cater to a younger, hipper crowd. According to GlobalWebIndex, two-thirds of Tumblr users are under 35 years old, almost 40 percent are younger than 25 years old.
On the flipside, the downsides to Tumblr include having limited control over customising, and not being able to self-host. This means that if Tumblr goes down, your site goes down as well. Tumblr is also considered to not work as well with SEO and other sites like WordPress. If you go with a site like WordPress instead, you will have more control over formatting and customising your site and incorporating SEO tactics to drive hits to your site. Tumblr isn’t your best option if you’re looking for plugins and widgets either. However, Tumblr allows additional options like writing a short article that includes “calls to action” and linking visitors to your website.
If your business has a younger market, Tumblr has it’s advantages. Anthony Diaz, general manager of C-Town supermarket in Williamsburg, Brooklyn, found a useful way to engage with Tumblr. “I noticed that a lot of our younger customers never picked up our flyers that list that week’s sales,” he said. “So I wanted to find a way to communicate our sales with them. The limit on characters and lack of pictures ruled Twitter out for me,” he said. “I ended up choosing Tumblr instead of a traditional blog because of the dashboard feature. With Dashboard, our sales, coupons, etc. are delivered to our customers in an easy and non-spamy way.”
Tumblr can help drive more traffic to your site, which helps give you an indirect return on investment. “Tumblr enables us to expand on the content that we post on Facebook, Twitter, and Foursquare and drive further traffic to our sites,” says Lucy McIntyre of The Standard Hotel.
When growing your online presence, business owners need to conduct some research to identify how and where their target market is participating online. Examine the characteristics and demographics of your average customer to analyse their online and offline purchasing behavior.
Don’t feel pressured to join every social network available to be successful, sometimes that can be a waste of time and not help your brand grow. Small businesses should think about their goals, why they want to participate in social media, and how they want to engage customers.
Overall, Tumblr is a great free resource but is not a marketing tool that should be used alone. If your content is visual and not text heavy and your target audience is younger, it’s a great tool. To get the most out of the site, it should be used simultaneously with other social networks to drive traffic to your site and show a more relaxed view of your brand.
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