I have a blog called Wiser Wealthier
which is about money saving and earning
extra income and I'm also a marketing
consultant and my background is in
marketing and sales so I'm gonna talk to
you
not about any specifics i'm not going to get
into too much detail with marketing but for the
bloggers out there I'm going to talk about how
thinking like a marketer can really
benefit you as a blogger. I've been blogging
quite a short amount of time I started in about
October so I'm still relatively new to
this but I've been able to build a very
engaged albeit quite small audience
through some of the things that I'm
going to talk to you about here. I
wanted to kick off with a quote from a
Snapchatter called Joe Wilson some of you
may have come across him, some of you may not he's the guy with the teacup the cat. He says
there is no twitter community, no snapchat community, no facebook
community in face there is no community on social
media
there's only your community on social
media and I would extend that to say that
there isn't really a blog reading
community there isn't people where you
would just say they will read any blog, there
are people that will read blogs about certain things
based on their interests and within
that there are people that will read
your blog about those certain things
don't expect if you're talking about
beauty for example that everyone
interested in beauty wants to look at
your stuff,
they might prefer somebody else's stuff so
the people you need to be thinking
about when you're writing content, when you're on
social media the people you want to
interact with are your community not just
the community
or a general community. But, your community is not just going to find
your stuff and if you want to start
getting into affiliate marketing, into
paid for blogs or actually just maybe
reach more people or engage the right
people
you're going to have to do a little bit
of marketing, you're gonna have to get
yourself out there and I'm going to talk
about some of the thinking behind how
you might do that and these are things
that worked for me over the last few
months
So first off some stuff to ignore especially
when you're starting out on your blog
and there are some of the things that
actually it might seem are really
really important but i'll explain why I
think you should ignore them.
So let's get those up. Most of google
analytics, when you start your blog do
make sure you have Google analytics in place
but then ignore most of the statistics, i
will explain why. Other people's statistics
Emma touched on this earlier, don't compare yourself to other people
you're trying to build your community
you don't need to try and be like someone
else do your thing, be confident with
what you're doing any you're more likely to get
the results that you're after because
you'll attract people that like your
stuff and buy in to you. Number of followers and
likes, I have such a pet hate with people
focusing on number of followers and number
of likes, it doesn't mean anything because if
those people don't actually care about you and care
about your stuff
ultimately they're not really going to engage with
your content they're not going to become
fans and if we talk about monetising
they're not going to click the
links because they won't really trust you and
they're not really engaging with your content
And the last thing is domain authority, this
is something that bloggers talk about all
the time, it's focused on a lot but actually
when you're first starting out don't worry
about it.
These are the things that are actually
important in my mind and some of the other
bloggers might have different views and
I'd like to chime in later on if you think
differently but these are some of the things I think are
actually important. Reaction that you get from
people, when you put your
content out there be it tweets, Instagram be it just
publishing your blog, do you get any reaction
from people? Do you get any comments on your
blog? Are engaging with you on
social media? If they're not then you're
probably and you can't expect it straight away I
can't just start something brand new now, put some
tweets out and expect a reaction I need to be getting in and
engaging with those people as well but when
you start to do that you get reactions
from people? Do you get engagement from them? Some of the
analytics I think you should look at: time on page and bounce rate. Time
on page will give you an idea of are people actually
reading your stuff? So if you know your blog
going is going to take 2 minutes, 5 minutes, 10
minutes to read and your average time on
page is 30 seconds then you can be pretty
sure people aren't engaging with your content
and that allows you to know that you
might need to tweak, change etc. bounce rate is going to
tell you are they actually staying there? Messages and comments
as well this is something I kind of mentioned in
engagement, this is all part of
engagement but actually I think don't worry
about number of followers
followers, how many people are following me?
In fact on things like Instagram, even likes probably
don't worry about them because there's a lot of
automation that happens on Instagram I
don't know about you guys but every time
I post something I get I get two
things that say 'want more followers
like my page' we've all seen this right
so there is a lot of engagement there
that isn't authentic, there is a lot of engagement that
is but actually the stuff that's really authentic is
when you start having a conversation with
people. They'll message you or they'll comment
and they'll say 'really enjoyed that blog, this is
is why' you go back to them and you start
having that conversation with people. These are the
people that are gonna be your fans and
they're gonna trust what you do and they're
your little community as opposed to
just a generic thumbs up or anything
like that actually think about depth of
interaction with these people.
And these are basically signals that people
actually care about what you're putting
out so the number of likes on your
facebook page doesn't tell me how many
people actually care about what you're
putting out but more so people that
engage with you people, people that are becoming
your fans they're the people that really
care about you. There is a problem and unfortunately, and I'm
one of them,
I do blame marketers for this. Stuff brands measure
you on, sometimes, not all the time
sorry, not all the time. Is often this stuff
there is a reason
for that because this stuff,
is more people to measure and
compare with other people but this isn't
necessarily, these things are not
necessarily going to convert to sales
for the brand so again going back to
monetising, the number of
followers that you have on Twitter
doesn't necessarily translate to click throughs
doesn't necessarily translate to fans,
doesn't necessarily translate to authentic engagement so
if you put a Topcashback link on a page on
your website they still need to see the
clickthrough so if you've got 10,000 twitter
follows and you're getting 10 clicks through
then that brand is going to know that actually
that's not an authentic number of followers
they don't really care about you and
therefore why would the brand
why would you want to work with that person and I'm assuming
they will be measuring these things and they
will see that and go that's not really
a worthwhile brand. People have actually come here
to see Emma and Alice, you guys,
you're not statistics on their pages you've
actually come down you've actually taken
your time to come and sit in a room and
spend time with them and you want to
meet them
you're really important to them, they're
really important to you it's not just about
a like on a page, there's so much more than that. So
I was gonna say from here,
but, and it's a big but, but I kind of jumped on already
So all of this stuff is about, as I say,
generate influence and trust and that
really is crux of blogging and actually market as
well so when I was in my previous role
I took the company from a business that
barely had a website, you couldn't really
find it there was barely any SEO, the
site didn't really function, if did find it
probably wouldn't get to where you want to
get to anyway, to a company doing
hundreds of thousands of pounds worth of
business through their website, through leads generated through
their website and the way that we did that was
not, do more, get more followers, get more likes
it was focus on the people that were engaging
with our content dnd then develop
a level of influence and trust by providing tonnes of
value to those people. So what happens when you
start to get that influence and trust is that you can
actually go out to people and say 'what is it
you want to see?' 'What are you interested in?'
'What do you want me to talk about?' What
that does when I think like a marketer is it
means i'm not putting content out and
going 'is it going to hit, is it not, will
anyone care? Because somebody has already asked
me for that piece of content.
I'll give you an example, this was actually on a
video that i did with Emma, cheers Emma.
I've done a series on YouTube about side hustles
things people do in their spare time to earn extra
money and Emma got involved and talked
her story starting out as a hobby and
turning that into a successful business
with extreme couponing and deals UK and someone commented on
that video and we had had a discussion previously
to this and they said it would be really good if you could
interview and Amazon, eBay or Etsy reseller.
Now I knew at the time that I was going to
have somebody on called Cora Harrison
I don't know if anyone knows of Cora, obviously Emma does, maybe a few of you do.
She is pretty much full-time eBay
reseller although she goes
tonnes of other stuff as well and you should go
and follow her. So what I did was said actually I have
got that coming up and then probably, so there's like
three week's difference in between,
I actually went back to them in the YouTube
comments and told them that episode was ready
That's a lot not than somebody would
ordinarily do if they're just focusing
on write a book, publish a blog,
do some tweets, do some instagram posts. It's not about that it's
about this person now knows that I
genuinely care about what she wants to
see. I've created that content and I've
going and told her. She loved it and
she was really pleased, she's then commented
she was really happy with it so for me
it's about that. So this person now knows that i'm
genuinely trying to provide value for
her.
So, another example this was actually a
message that I got on my Facebook page
this was somebody that was looking to go
back to work after having two children
and she found the job but she worked out
that actually the pay she was going to
get for that job meant that she was only
going to earn a couple of pounds a week
doing it so she was really concerned
about that, she was like 'I want to work but if I do
it I'm not gonna earn any money what should
i do?' Because my content is about money
and it's about that sort of thing i was
like let me help you out and in fact I
had a phone call with her i said let's have 10 minutes
on the phone and we'll have a chat. You
guys might not become comfortable doing
that and I wouldn't necessarily say
you need to go that far you could have
maybe written a written a blog of replied with a
message but I really want to engage with these people because
i'm quite new as i said so I'm trying to
build up this fan base so I was like let's have a quick phone call, let's discuss it
we talked through it, we found a solution
and I'm now going to write a blog about it
and include her story in it so there's some content out of it that
will help people, i've got a new fan, all good.
The last one, we've all heard of Martin Lewis
money saving expert so I actually did
something a while back
because I don't know if anyone has seen Martin
Lewis' new, new-ish
ITV show, the Martin Lewis
Money Show I think it's called.
He was getting quite a lot of flack on twitter
from people saying to him oh he's a
millionaire how can he talk about money saving, how can he
talk about saving 5 pounds when he's worth a fortune so I did a short video where I said actually
I'm glad Martin lewis is a millionaire,
because he's saved tonnes of people loads and loads of
money good on him and if I had created a
resource that people can go to where they get
free advice, it costs them nothing to use the
site because they get their money through
affiliate marketing and you'll learn more about
that with Deepak in a bit I want to be pretty
but pretty well off too actually thanks very much
So I did a little video defending him, I
tweeted it, he retweeted it and actually did a quote tweet
so he said I was wondering where this was going, nicely surprised, thank you. So he liked
it, he put it out to his followers, the video got
those views in, I think it got 1100
views overnight, I'm really
new as I said, my average views is about 100 for a video I
am like, really brand new to this and I got 1400 views
on that video so not just about creating
your community of your fans in the sesne of
people that are going to be reading your blog but actually think
about who is influential in this space
and how can you work with those people as well. So
this was a way that I managed to do it. By the way
that stuff is quite hard work. Sitting and
writing something, getting it onto a
website, taking some nice photos that is the
bare basics of blogging, there's so
much more that goes into it. It's engaging with
people, it's being where the people you
want to talk to you are, it's getting involved
which twitter chats it's doing collaborations it can very
easily be a full time jobs but it can also be
something you do in your spare time but just
remember that it's not just write something, put it out.
So that's all from me, hopefully that was
interesting to some you guys. If you want to have a chat after
I'm more than happy to.
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