Archive for the ‘Blogging’ Category

How offline activity helps to deliver social media ROI

Posted by Bristol Editor 1 Comment

I’ve got a tale to tell – about how treating a business contact well offline delivered – some four years later – a social media and blogging contract by a new client.

My blog also proved to be instrumental in sealing the deal.

 

 

 

 

 

 

 

 

 

 

The story begins in 2008, whilst working on a contract as Managing Editor for a business publishing house in Bristol, overseeing the editorial direction, commercial growth and online presence of two monthly magazines in the Sign and Print sectors.

One of the leading firms in the sign & display industry submitted fortnightly press releases with good quality images, for consideration on the Sign magazine’s News pages.

The PR contact was reasonable, and although the PR copy was acceptable it was nothing outstanding, given the size of the client’s business and potential positioning in the marketplace.

The real gem at the time, for me, was one of the National Sales Managers – a great guy, who always went the extra mile to provide more information, additional images, and truly insider-based details about the business for editorial usage. A proper win-win.

We also got on well, and developed a straight-talking, trust-based, and mutually-beneficial business networking relationship.

I gave their business good editorial coverage, because the stories were of real, significant, commercial interest to the magazine readership.

Having moved on, but keeping in touch offline with the National Sales Manager for a good 12 months afterwards, it came as a huge surprise when he got in touch about six weeks ago.

He’d found me via a Google search, and had passed on my blog to his Manager for review and potential involvement on a consultancy basis.

That lead to a great catchup chat, then a meeting with the Manager’s Boss, and (this week) confirmation of a new Contract for consultancy on social media and blogging activities, to take the company online in new and exciting ways.

My point? Simple.

The following factors proved crucial in gaining social media ROI from blogging on this occasion:

* A trust-based offline business relationship had been well established

* A good blog was in clear evidence highlighting thought-leadership

* A Google search quickly provided him with what he needed online

It’s a brilliant example of how offline activities should be used to compliment online profile-building, especially in terms of attaining social media ROI.

Are you using offline and online activities in tandem to win business via social media engagement? If not, why not? Try it.

 



Did you expect your business blog to be perfect? Oh dear.

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The art of maintaining and growing a business blog is a fine balancing act – as those of us writing one know only too well.

The guides and Gurus, the internet marketers and their automated content programmes, the advocates of ‘set then forget’ rather than ‘grow and show’ all advise on how easy it is to manage your business blog.

They’re wrong. And here’s why.

When I started managing blogs for clients back in 2005, after launching the UK’s first fully-managed blogging service, it became clear (and pretty quickly, too) that most individuals and businesses were struggling to see the value or long-term benefits associated with a defined, structured, well-presented, thoroughly-researched, thought-provoking, thought-leading blog.

This is not, however, par for the course. Any social media marketer worth their reputation advocates a solid blog as the linchpin of any social media campaign. And with good reason – a good business blog delivers, time after time.

But, be prepared.

Take, for example, this beach picture I took recently of Godrevy lighthouse in Cornwall. Perfect, isn’t it?

 

 

 

 

 

 

 

 

 

Well, not quite. Although it looks effortless, there a number of considerations to be taken into account before a picture such as this works.

There is preparation, planning and purpose. Definitely not a ‘point & shoot’ effort. Perfection takes practice.

And delivering a consistent blog over time is exactly the same. It takes time, effort, pain and practice. It isn’t easy. It hurts.

Get ready for the following barriers:

* Bloggers’ block (can’t focus)

* Bloggers’ lethargy (can’t be bothered)

* Bloggers’ fear (can’t be creative)

When one considers that 70% of all blogs fail or quit in the first 12 months, it might seem like a daunting task to even keep it going.

My top tip in maintaining a business blog to stand the test of time is simple – be prepared for it to be (at times) difficult, testing, painful, and bloody hard work. All marketing is.

You’re attempting to reach out and touch peoples’ lives, remember.

But, with the mindset of “it will be hard work, but it is worth it” you’ll find your business blog a little bit more manageable. Honest.

Hey, I’m still here and I started blogging six years ago. Give it some passion and see what comes back.

You might even surprise yourself – I know I have.



Are you scared to share your voice on social media?

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I was pondering this important question for effective social media engagement last week, whilst delivering a blogging workshop for a new client about to launch her own blog.

The issue, for her, was how to find and use her own voice on social media.

She seemed initially to be scared of engaging with blogging for fear of not knowing how to write, to speak, to blog, to get started – my best advice was to simply use her own voice in the first instance and to take it from there.

 

 

 

 

 

It’s a common problem, too – when first commenting on social media platforms such as Facebook, Twitter, or writing the first blog posts of their own, many people feel virtually petrified. They are frozen. Scared. Unable to type, unable to speak online.

The temptation is to write like somebody else – to hide that fear.

The temptation to write like a well-established person, Brand or business online is always going to be difficult to sustain for any period of time. But why?

Well, as the saying goes, wherever you go, you always take you with you – and the same applies online via social media and blogging.

You might try and write, post, and comment like somebody else, but the true you will always surface eventually.

I always say, as I did to the blogging workshop client last week, relax and take it easy.

* Write it as you’d say it.

* Be natural.

* Be yourself.

* Don’t try to be anybody else.

The best social media voice will always be the one you were born with.

First things first, You need to find it, be comfortable with it, then use it – and consistently use it.

My top tips for finding your social media voice are:

* Think of your social media voice as being like a muscle – the more you use it, the stronger it gets.

* Think of the people and businesses on social media – it’s likely they are using they own voice well.

* Think of the offline voice you use with ease and confidence – then replicate it across social media.

An interesting shift happened with the blogging workshop client when I asked her to write a blog in her own voice, and not as if she was attempting to write a piece of magazine PR copy.

The blog copy flowed easily, naturally, and was engaging to read, too.

Are you scared to find and use your voice on social media? What have you got to lose by – simply – being yourself? Try it.

 

 



How to stop your business blog looking like a horror story

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Creating and maintaining an effective business blog is hard work – and don’t let anybody tell you any different.

A successful blog, over time, creates an online legacy of Google-friendly content, attracts and retains readership, converts visitors into raving fans, and allows a business to nurture thought-leadership via credible content marketing methods. It also creates empathy, trust, and builds sales.

But, some business blogs look like a horror story.

 

 

 

 

 

 

 

 

 

 

 

 

Take The Exorcist, perhaps the most famous horror movie of all time, and inspired by true events. Sure, people have been talking about it since it’s release in 1973, but your business blog needs to inspire readers and generate new commercial opportunities, not repulse your audience on a mass level.

Here’s a few reasons why a horror story approach for a business blog doesn’t work as an element of successful, long-term social media engagement:

* Bells & Whistles, not Bravery

The Exorcist had truly incredible special effects – or bells & whistles, for want of a better phrase. We were all fooled and horrified at the same time. But a good business blog needs to be brave. It needs to be transparent, easy to read, clear, and totally open.

* Folklore, not Facts

The Exorcist was a movie full of folklore, superstition, and demonic hearsay. We were taken in by it all, because it was so utterly, convincingly, and thoroughly well-presented to us. But a good business blog needs to be Fact-laden, with compelling debate.

* Style, Not Substance

The Exorcist was an incredible horror movie for its style, that’s undeniable, but movie-goers didn’t walk out of the cinema impressed by its substance. We were moved, and not positively. But a good business blog is packed with great substance.

Happy Ending?

So, ask yourself a brutal and horrific question – is your blog a horror story or an inspiring piece of social media content?



Why effective blogging can – and should – deliver cash in the bank

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Effective blogging delivers a number of different returns on the investment given, and over different time periods.

Today, I was reminded of one of the simplest facts of truly consistent blogging – it delivers cash in the bank. Simple as that.

In the past, I’ve talked about some of the more subtle, longer-term benefits of maintaining a well-written, professional, informed and educational blog as a lynchpin within an overall content marketing strategy in Bristol.

These benefits should include:

* Thought leadership

By consistently getting your thoughts, unique ways of delivering in business, brilliant ideas and concepts in your commercial sector out there via your own blog, you’re paving the way to effective thought-leadership in your marketplace.

* Google Juice

By utilising the power of Natural Search, integrating keywords and popular search terms into your blogging content, your blog can be a powerful part of dominating your commercial niche online.

Google ‘proven social media consultant’ now and see what you find at No.1.

* Relationship-based marketing

A truly effective blog with a legacy of content helps to introduce you to new clients. I often find that by the time a potential client gets in front of me, they already know what to expect, having been through my blog. A good blog oils good business.

There is another return which is not talked about too often, but consistent blogging can – and should – deliver it. And it is? Cash. Cold, hard, cash straight into the bank. Or are you just blogging as a personal hobby? Thought not. Me neither.

* Blogging for cash benefits

I had an example today, which really got me thinking about the cash ROI of social media engagement.

A digital marketing agency in Bristol met me recently, having been perusing my extensive blog – I say extensive, as I’ve been blogging for myself and clients since 2005. Which, on paper, makes me the longest-established business blogger in Bristol.

That’s not an accolade I parade around, as I’m a firm believer in the fact that you’re only as good as the quality of the last paying client testimonial.

However, this digital marketing agency had checked and liked the blog. They called me in for an informal meeting, liking what they saw and heard in person. Why? Because it was consistent with what they had read on the blog.

From that meeting, we’ve confirmed the following project work:

* Delivering social media content for the agency itself

* Workshops and training for the internal agency staff

* Preparing a social media services offer for the agency

* Assisting with social media proposals to their client base

* Advising on client projects, such as SEO copywriting

* The potential to get the agency into bigger client doors

The immediate cash-based ROI of the blog, as confirmed today with a significant additional SEO copywriting project over-and-above the existing agreed consultancy, means that my blog has delivered a return of nearly £6K from that one agency alone.

From simply writing consistent, positive, useful and professional blog content regularly.

Is your blogging consistent? Is it delivering a number of returns to you? Or are you still writing a ‘flog blog’ and failing to secure trust, attention and sales?

 



Social media success? Stop shouting, I can’t hear you

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One of the most irritating and pointless things to do on social media platforms, as we know, is to turn up to the online party and broadcast. Me, me, me. It’s just so awful to see traditional marketing methods employed poorly on social media and blogs.

But there’s still so much of it going on. The endless broadcasts, sales pitches and one-way conversations which have nothing to do with effective social media engagement. I usually ask one simple question: why?

* Why would broadcasting at a social audience be effective, on any level?

* Why would shouting the same messages actually have an impact?

* Why are these marketers/individuals scared of real social media engagement?

I’m hoping that you think carefully before posting, blogging and tweeting.

Your audience are making judgements with each and every piece of social media content you upload, trust me. You need to make sure they’re thinking favourable things about your products, services and business in general.

It seems like common sense when laid out in this straightforward way, but I’m sure you’ve seen a distinct lack of it at times online. And, unfortunately, you’re going to see more of it, too. They can’t help themselves.

The lack of some to engage with heart, soul, meaning, and depth on social media platforms will probably always be an unfortunate element of what it means to utilise social media marketing. You need to sort the wheat from the chaff.

How can you avoid shouting? What does it take to be really, truly, profitably heard on social media sites? My top tips are:

* Listen first

* Give, give, give

* Forget the sale

* Listen some more

* Make it meaningful

* Social not shouting

Having seen a mass of shouting, broadcasting and similar direct/traditional/old-school marketing taking place on social, you have an incredible opportunity to rise above your competition and shine on social. And you can start now – right now.

Try turning up to the social party and listening, engaging, giving and see what comes back in time.

Forget the shouting, let others do it and fail. The shouters are usually the ones with the least to say, the smallest budgets, and the most insincere business relationships to offer, too.

Finally, remember to keep asking yourself that simple question, before you post any social media content. Why.



Does your business blog open doors or close minds?

Posted by Bristol Editor 2 Comments

 

 

 

 

 

 

A well-written, informative and engaging business blog opens doors – fact.

A sales-focused, broadcasting and one-dimensional business blog closes minds – fact.

But how, you might ask, can I make such statements as facts? Simple – based on my own experience of blogging since 2005 for myself and clients across the UK. I’ve seen my own business blog opening doors consistently as a marketing tool for years now.

I’ve been in the fortunate position of seeing the ground-breaking business blogs which hit our shores way back in 2002, giving an early-adopter insight into truly effective blogging.

Back then, it was becoming common practice already for CEOs and Marketing Directors in the States to write the blog posts, with nominal editing by the corporate communications and legal teams in-house.

The really savvy corporate bloggers across The Pond made a point, in fact, of ensuring that the blog content was as original, authentic and ‘real’ as possible, to ensure readership engagement and build a fan base. And it worked, too.

In the UK, business blogging has been a more reserved affair, and there is still a large percentage of corporate bods trying to instill a safe, sterile, anodyne style of business blogging in certain sectors.

Nothing new, nothing original – nothing interesting.

I always ask my clients to think of one thing before they draft a blog post – why should their audience visit, engage and keep reading.

If this basic requirement is not being met, and the blog is a poorly-veiled piece of PR fluff, why would a reader engage with it, let alone pass it on through their networks? Obviously, there is no motivation to do so.

But some of the British business bloggers still don’t get it.

Please, please, please don’t become one of them. Forge your own blogging trail: be brave, engage, and open up.

The simple truth of effective business blogging is this: when you open up on your blog and get real – doors open for you, too.

 

 

 

 



Top tips on taming trollers – or when to delete a blog comment

Posted by Bristol Editor 3 Comments

When deciding on how to manage your blog, which comments to allow in as part of the ongoing debate on posts, it can get tricky at times – particularly when you have a commitment to give your readership the best discussions and most relevant inputs.

This gets even trickier when somebody attempts to troll (bad-mouth) your blog or attacks a particular blog post.

We’ve all been there – a part of having a well-read, fearless, upfront and sometimes contraversial blog, is that some will disagree with what’s said, and voice their opinions.

This is welcomed – as a well-balanced, thoughtful, well-reasoned argument which benefits the blog, gives the readership greater insight and understanding, and generates valuable online communication.

Unless your blog is the victim of a troller. A negative drain with nothing positive to add, and a huge conflict with your blog’s ethos.

I’ve been trolled before – on this blog, on Twitter, and on Facebook. I enjoy discussion, debate and dialogue as much as the next blogger – but what I absolutely won’t put up with is a troller trying to ruin an interesting, useful, and valid blog post.

I had a particularly unpleasant round of post comments around this blog post over the last three days from a troller – a cowardly, anonymous individual who used fake email addresses on each occasion and demonstrated he hadn’t actually engaged with the whole Kwik Fit issue, as clearly highlighted in the blog post itself.

Obviously, someone with an axe to grind – but no sharp blade on said axe, so to speak.

I entertained the first comment, as it provided potential to add to the Kwik Fit life-threatening debate further – even if it was poorly crafted, a bit aggressive, and slightly antagonistic. I can handle that, and the readership might have benefited too.

However, after a further round of abusive, aggressive, and highly personal (not to mention irrelevant) attempted comments from the fake- email-address-using troller, I had no choice but to delete and block the comments. They were, quite simply, offensive.

But, from every trial comes a lesson – and my top tips for handling trollers on your blog and when to delete them, go like this:

* Allow a bit of leeway, but when any boundary is stepped over, clamp down on them immediately and without hesitation.

* Remember it is your blog, and you have the right to monitor, edit and delete anything which doesn’t add value to readers.

* Do not sink to their level – leave them there and move on, maintaining your positive outlook and brilliant blogging.

So, to the individual calling himself Frederick@yahoo.co.uk – amongst many other fake email addresses, a bit of advice to you, too.

If you can be man enough to provide your real email address and actual name, and contribute something useful to the debate, you are most welcome to come on board and add some intelligent comment. As for the rest of it? Blocked.

Protect your blog, folks – it’s part of your online legacy. And that’s all about your unique, powerful, genuine and real voice.

Most importantly – protect your blog so your readers have a consistent, solid, engaging and useful space online to visit.

 



How to win with effective content marketing in Bristol

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Using effective content marketing in Bristol might not be at the top of your priority list for marketing your business right now.

But it should be – and here’s why.

Content marketing, particularly when utilised within your online marketing, social media content and blogging outreach, can deliver the most powerful, measurable, profitable part of your marketing strategy.

Think about it.

Here are three simple ways to ensure your content marketing in Bristol is effective, engaging, and sparks attention from your target audience.

1. Using the same content on different platforms is highly profitable.

If you consider that the foundation of your content marketing needs to be your blog, all content marketing should start here. A typical timeline for effective content marketing could go something like this:

* Blog content posted containing SEO Google Juice

* Blog content tweaked and tweeted with hot hashtags

* Twitter content edited and posted on Facebook Page

* Facebook content amended and issued onto Stumbleupon

* Content extended as thought-leadership piece for trade sites

* Edited with news angle for online PR and Newswires

One piece of content, multiple uses. Highly profitable and engaging many different audiences across multiple platforms. To be fair, I’ve been advocating this kind of content marketing for some time now. Is it still as relevant today? Even more so.

2. Using content marketing to build, trust, relationships – and sales.

I don’t use any of the following marketing methods:

* direct marketing

* print advertising

* pitching & proposal writing

Instead, my foundation of all potential client relationships starts with the blog. From this, potential clients can experience first-hand the kind of social media consultancy, blogging expertise and no-nonsense inputs they could engage with.

This enables the natural build up of rapport, trust and a genuine, transparent, open business partnership to develop in the future.

3. Using content marketing to dominate your niche online

I’m not a social media consultant. Or an SEO copywriter. Or an expert blogger. Or a business editor. Nor even a media relations strategist. I’m ALL of these things, as required by the client at the right time – to reach the right audience where THEY are.

Content marketing – when done by a consultant who can actually write compelling copy with a commercial imperative running through it – is a highly specialised skill, which few marketers, PRs, or ex-Hacks possess. Check them out carefully if you’re running a Beauty Parade to hire one.

You won’t find me in that line up, unfortunately, as my word-of-mouth referral system cuts out time-wasting on such unproductive activities. I work on a recommendation basis mainly, which means the client gets the best service straight away.

So, when you consider how your marketing is shaping up so far this year – remember to include effective content marketing.

 

 



Three ways to deliver the best social media content in Bristol

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Delivering the best social media content in Bristol might sound like a bold statement.

It’s all relative – think about it. If your social media content is the most compelling, generous, readable, SEO-friendly, and open within your business sector, then that is – in effect – the very best it needs to be, in a practical way.

Good social media content is about winning hearts and minds. It is about gaining – and keeping – attention, and building a loyal readership base, who will read, read again, and then pass it on through their networks.

Perfect viral marketing for you, your products and services.

All you have to do is deliver them something so irresistible they’ll feel so inspired, they have to share it with others.

Here are my top three ways to deliver the best social media content in Bristol to your target audience:

1. Begin with blogging

Your blog needs to be the foundation of all your social media content-  publishing great content regularly, attracting regular and new visitors alike back to it. Highlighting the differentiators you provide, the thinking you input, the uniqueness of you.

2. Make their life easier

If you’re researching and commenting on hot topics for your target audience, you’re saving them time – and giving them gems to pass on within their networks, too. Being a time-saver makes their life easier, and this is an absolutely priceless gift to give.

3. Listen for the silence

The most valuable of all communication skills  – and the least widely used on social media platforms, it seems. Developing your listening abilities and then providing valuable inputs when the silence comes will make your social media content successful.

Consider the top tips above.

Now, take a look at your competitors social media platforms – and see if they are doing any of the following:

* Broadcasting AT the network

* Selling directly ON the network

* Adding no value TO the network

See the difference in approaches? Which would you find more appealing and attractive, as your target customer?