We are spending 2 hours 51 minutes a day on our mobile devices. The only other media we spend more time on is TV at 4 hours and 21 minutes.
This amount of increasing attention for mobiles has some big implications for advertising and marketing budgets.
This mobile momentum is also partly driven by two technologies that have intersected that are both addictive and compulsive.
Social networks and mobile devices.
This is one of the reasons Facebook bought Instagram for future mobile advertising. Mark Zuckerberg has also stated that Facebook would continue to focus on growing its mobile advertising and with 62% of its revenue in Q2 of 2014 now coming from mobile ads, that goal is being fulfilled.
The emerging buzz about mobile marketing
Emarketer came out with a survey, not so long ago, based on the scheme of things in US market and the upcoming trends in advertising spending. What it revealed was that over the next few months we will see a massive jump in the ad spending, something the likes of which hasn’t been witnessed in over a decade. This 5% increase in ad spend hasn’t been seen since 2004.
The US market alone will witness an investment in excess of $180 billion in the ads in just one year.
It is also predicted that digital ad spend will almost match TV by 2017 and mobile will be a big chunk of that.
But as mind boggling as this figure is, what caught our interest was another piece of stat which suggests that the biggest chunk of this ad expenditure will come from mobile advertising. Here are some more facts on mobile marketing that may grab your attention.
When they compared the mobile advertising trends of 2013 with the expected trends (based on quantitive analysis), they found out that the marketeers will be spending more than 80 percent on mobile advertising as compared to the amount they was invested in 2013.
When we compare it with the traditional advertising mediums, 2015 will see mobiles accounting for 14% of the total ad spending in US, while newspapers will witness a decline to 8.6% and magazines to 7.9%. The radio ads won’t fare any better at 8.2%.
And then you have Business Insider that comes out with equally startling figures. As per their studies, between 2013 and 2018, we are going to witness a five-year compound annual growth rate of close to 50% in the mobile advertising revenue.
This massive leap in mobile advertisement spending hardly comes as a surprise to those not novices to the workings of the virtual world.
Advertisers can only be expected to broadcast their products and services in the places they find their targeted audience at. And the mobile phone realm is not just the place where they find their targeted audience, but they gain a hell of a lot of consumers who aren’t very fond of window-shopping.
The effect of radio and print advertisements on the end user is well documented, and so is the case with the TV advertisements. But the fact that they have been talked about enough doesn’t take anything away from their impact on the consumers, and their significance for advertising professionals. They have been reliably known to establish an instant connect with the end users and that’s precisely why they have remained the go-to mediums for companies looking to pitch its product to a massive customer base. And television commercials have been seized with a keen desire by the same brands, owing to their chief virtues that we are more than aware of.
Be it on the television at your home, the electronic hoardings out side, or the giant screens of movie halls, we are accustomed to our daily dose of TV ads. Thanks to improved quality and creativity standards, the TV ads work and work well.
Why mobile marketing?
The question is then, why suddenly this lean towards mobile marketing?
It rather is a result of the constant pursuit of better results and smaller budgets. The key here is not to overplot the ad content, but to pitch it on a medium that consumers carry with them all the time.
Sitting at a coffee joint
Watching a ridiculously insipid television soap
Killing time at office
On a bus ride
….. and so on
You can’t overstate the fact that the world is going more mobile by the hour and all marketeers are doing is keeping up. As for the mobile shopping, those tiny ads keep getting user’s attention. Unlike the brick and mortar stores, buying unneeded items is much too common on Smartphones, where all you need is a few taps on the screen.
Now, if that doesn’t make advertisers of the world smack their lips in temptation, nothing else will!
Guest Author:Lucie Kruger is an eminent Senior Content Editor and IT consultant for Mobiers Ltd, a leading mobile application development company. You can also contact her, if you are looking forward to hire mobile application developer.
It is hard to believe that 2015 is right around the corner.
As the weather starts to cool down, digital marketers’ brains just begin to warm up and think about the budget for the New Year. The million-dollar question is what are the best digital networks to invest into and what platforms should receive more exposure for 2015?
Malcolm X was quoted as saying; “The future belongs to those who prepare for it today.” If you are reading this article, you are likely a step ahead of the competition by staying sharp in news and trends in the online marketing field. By starting to think about the future of online marketing, you can plan out a successful 2015 year for your business while staying a step ahead of the competition.
The 15 step guideline for the perfect 2015 digital marketing strategy will provide you with a digital marketing blueprint for the upcoming year.
Once the ball drops on New Years at midnight, you won’t drop the ball when it comes to digital marketing strategy.
1. Get started on Instagram
If you haven’t started an Instagram account for your business, what are you waiting for? The younger generation has flocked to this social media platform with over 200 million monthly active users (according to Expanded Ramblings). Advertisers are getting more of an opportunity to share their content through filtered photos. Instagram is one of the most natural ways to share content for your brand. It is better to be a step ahead of the game than 2 steps behind it.
2. Yahoo! Bing network
The average cost per click on Yahoo! Bing was 10% to 24% lower than on Google AdWords. A lower cost per click can yield a lower cost per acquisition, which is the exact reason why you should start taking the search network seriously that receives 11.6% of the market share this upcoming year.
If you are in an expensive industry in the pay per click world like the legal profession, insurance industry or medical field, having a lower cost per click can help with a profitable PPC campaign.
3. Facebook lookalike audience
What exactly is a Facebook Lookalike Audience? According to Facebook, Lookalike audiences let you reach new people who are likely to be interested in your business because they’re similar to a customer list you care about. When you use Custom Audiences, you can choose to create a lookalike audience that targets people who are similar to your Custom Audience list.
Let’s say you have an email marketing database over 5,000 contacts and are in the heating and cooling industry. You can upload this onto Facebook’s advertising platform and target the EXACT demographic similar to your existing customers! This is a neat feature that advertisers should at least test during the upcoming year.
4. Paid promotion on Facebook
Adding just $5.00 in promotion to selected Facebook posts will drastically increase your interaction. You’ll start to notice a major spike in communication when you boost your post for a small budget. With Facebook’s Edgerank Algorithm, the likelihood for a business to appear high in the news feed is less likely. This is why for 2015, you should focus on posts that can yield the best results and boost them for a small budget.
5. Email marketing
If you are a business that only sends out one email blast per month, start doubling this number and send out at least two per month. Nordstrom sends out multiple email blasts EACH DAY! If you have compelling content that would be informative to the subscribers on your email list, tell them about it via email communications.
According to econsultancy.com, email marketing remains the best digital channel for ROI. Start strategizing heavily as to how you will make this for of online marketing work for you business in 2015!
6. Twitter outreach
There has been a lot of frustration amongst marketers over all of the advertising that various social media channels are forcing businesses to partake in. Luckily, Twitter is still a great platform where you can grow your following organically. Start searching for hashtags within your industry and reaching out to users in this fashion. Compliment someone on Twitter about a blog post that they wrote. Begin asking questions related to your hashtag. The result will be more interaction and core following of people who are interested in your content! There is a reason why Twitter has nearly 1 billion registered users! Start reaching your target audience via tweets through the perfect Twitter outreach strategy in 2015.
7. Facebook re-marketing
If you are a social media marketer and have not taken advantage of display advertising on Facebook, you are missing an outstanding opportunity. Not only will this yield one of the highest return on investments for your clients, it will help with brand exposure, lead to better conversion rates and provide a flexible budget which will lead to a more effective strategy.
An apartment community in Columbus implemented beautiful graphics with relevant messaging for one of its apartment communities for Facebook re-marketing. When someone would drop off of their website and visit Facebook, this messaging would follow them around. This resulted in a 33% uptick in conversion for their Polaris Apartments community!
Start seeing an uptick in conversion by implementing a Facebook re-marketing strategy for 2015.
8. Better blogging
We like to refer to blog content as the match that starts the fire. When you write a compelling blog, it has the potential to rank well organically in the search engines. 80% of daily blog visits are new so this is a great driver of new website traffic! Additionally, a blog can serve as content for a Facebook and Twitter post as well as a teaser for an email marketing campaign. By creating better blog content in 2015, your web traffic will increase and your content will become more compelling
9. Google+ game plan
Google+ might not gain you that much interaction on your social media posts. This social media platform plays a crucial role in search engine optimization on the localized level, which makes this a must for marketers in 2015.
The more reviews you get, the more content you post onto your page and the more followers your obtain, the higher the likelihood that you will start ranking well for localized search terms.
10. YouTube videos
Did you know that Google owns YouTube? By implementing videos into your online marketing mix, you can start to get search engine exposure for the videos that you upload onto YouTube! There are a lot of great tricks to obtain more video SEO Exposure. Choosing a proper title tag, uploading a transcript and embedding the YouTube video are just some of the tricks for optimal SEO exposure. Online video should definitely be included in your 2015 digital marketing strategy as this form of rich media can be a game changer in terms of publicity for your company. People will interpret your YouTube videos that you are taking your marketing initiatives very seriously!
11. Compelling graphics
The more compelling your graphics are on various social media channels, the more interaction you will receive. If you have a graphic designer, start sending him or her over your social media calendar so they can help create beautiful imagery. In 2015 you will want to increase engagement and great pictures certainly help. If you don’t have a graphic designer, don’t worry; there are affordable sites that offer stock photography like BigStock.
12. Search engine optimization
Search Engine Optimization (SEO) leads have an average close rate of 14.6%, while outbound leads (such as cold calls or print advertising) have an average close rate of 1.7%. Having your website optimized for SEO is a necessity heading into 2015. By having an SEO strategy in place, you can increase your leads and grow your business for next year.
13. Content contribution
If you want your content to be seen by more eyeballs and gain more exposure, start contributing content to other blogs in similar fields. If you own an apartment community in Nashville, start writing for a local Nashville website that talks about the best activities around town. You will be seen as an expert in your city and this can help drive more traffic to your website. While people might not be looking for an apartment immediately, they will remember that you have invested time and effort into content within the community!
14. Digital PR
You can build off of the content contribution by implementing a Digital PR strategy. If you reach out to various media related websites and send them over a solid pitch, they might just write an article on your company or feature your CEO in a blog post. The more people talking about your company, Tweeting about your business and mentioning your brand, the better exposure you will receive for the upcoming year.
15. Unique promotion:
Brainstorm a unique promotion that people will actually enjoy that can drive massive publicity for your company in 2015! Whether it is coming up with a user generated jingle contest or a photo upload promotion, entice your great fans on social media to interact with your brand in a clever way. If the promotion is a success, it will be one of the most talked about campaigns for your company in 2015.
We don’t expect digital marketers to hit on each and every one of the 15 guidelines referenced above. Within the list, some of the suggestions are relatively new while others have been around for the past decade. If you incorporate some of the 15 Steps from our Guideline, you might just have the perfect year in 2015 from an online marketing perspective!
A few days ago I started reading Dr. Robert Anthony’s “Magic Power of Super Persuasion” and surprisingly, I found out something really useful that can be applied online.
Let me explain.
People who listen to others and show an interest in their stories tend to attract more friends. These kind of people are also perceived as trustworthy. On the other hand, people who talk only about themselves, are perceived as weak, shifty or untrusty.
The same thing happens with websites.
Remember that the “www” is only a protocol, a communication bridge between the information provider and the consumers. If the website’s owner is shouting out loud how great his products or services are, he is often confronted with rejection. On websites and blogs this is called “bounce rate“. They come to your site read one page and bounce out without reading anything else or clicking on other pages.
This is one of the key performance indicators of a website or blog and it is a major issue. This is a big problem on many websites but their owners don’t know it.
Why measure the performance of your site?
Let me take a guess. It’s because you want more from your online business.
Your most precious tool is the website that helps you to achieve the business objectives. In order to get to the desired goals, you need to define metrics and set up a target value to see how are you doing against your objectives. I know that this may sound like a first year college marketing class, but it is essential to understand the importance of measuring the right metrics.
Why measure bounce rate?
A 70% Bounce Rate is telling you that more than half of the website’s visitors are going away without visiting more than one page. Ouch! This is terribly bad, especially if you don’t manage to do micro-conversions such as Facebook Likes, Newsletter subscriptions, etc. The fact is that you probably constantly lose prospects for your business without having a hook or idea about how to make them return to your website ever again.
This will cost you.
How to find your bounce rate?
Log in your web analytics software – I’ll use Google Analytics as an example. You can access the following reports by going to Behavior>>Site content>>All Pages.
Moving forward, you need to find out why are these things happening on your website. You have two simple and cheap ways to get this kind of information:
1. Web analytics
Figure out bounce rates for each important page of the website.
If it’s an ecommerce, include in the analysis the homepage, category page, product page. Don’t try to look at the cart page, because it has to deal with another metric – the cart abandonment rate.
On the other had, if you run a blog check the homepage and the pages with the highest traffic volume.
Pro tip: Only analyze the most popular pages. These pages need to be optimized either to increase the time on site or to optimize conversion rates. This is a matter of prioritization based on potential, importance and ease.
2. Customer’s feedback
Use surveys to find out directly from visitors what’s making them to run away from your website. A few examples of questions to discover abandoning reasons and get insights:
Question 1: What determined you not to subscribe to one of our plans?
It’s to expensive
I don’t need it now
I’m comparing prices
I don’t know
Question 2: Can you tell us what would you like to see on this page?
Open answer: [...]”
The most common causes for high bounce rates
There are a few key causes for high bounce rates.
1. Poor website design
You have only a few seconds to convince people that your site is credible. If its design isn’t appealing, you need to consider some fixes. I don’t recommend you to do a entire website redesign, because it may lead to a drop in conversion rates. The main reason for this drop is the sudden change that would confuse people who visit the website regularly and who is are already consuming your content or products. My advice is to use conversion optimization tactics to improve the design step by step without wondering how a change would affect the website’s key performance indicators.
2. There is no “Call to Action”
People arrive on the website and they don’t know what to do. If they’re not encouraged to do anything, they’ll consume the information they need and then go away.
Create a conversion funnel and make sure to track each goal. For example, in the first phase, your goal would be to transform visitors into subscribers. Here, you can apply some email collecting tactics that I’ve talked about in a previous post about growing an email list. But collecting emails is not enough. You need to move subscribers to the next funnel stage and transform them into leads. In case you have a complex product, you may want people to sign up for a free trial and try your product.
3. The website’s traffic is irrelevant
This may take you back to defining your business objectives. What’s the website’s role in the business? How does it support your business and how do you make money with it? If these questions don’t have clear answers, you wouldn’t know where to work on improvement. Another reason would be that your Adwords Campaigns are poorly managed.
4. The website is difficult to use
Have you tested the website at its launch? Are you sure that people don’t get stuck when they navigate on its pages? Consider a usability testing or a flow analysis in Analytics to spot the blockages on your website.
6 Simple Fixes to Reduce Bounce Rate
1. Focus on conversion rate optimization
Create a plan for conversion rate optimization and then start to improve the website step by step. I encourgae you to bookmark this link; it’a a complete guide to creating an effective A/B testing plan and it includes tips on how to integrate A/B testing in the conversion rate optimization strategy.
2. Optimize load time
Third party plugins have a negative effect on load time. Check out this infographic to learn more about what’s causing pages to load in time and how to fix speed page issues
3. Check for technical errors
Analyze bounce rates by device, resolution and other similar segmentation criteria. Go deeper with the analysis to figure out the anomalies and fix them.
4. Make links intuitive
Figure out how easy is to follow the links to the conversion page/thank you page and ensure that visitors can intuitively click through without thinking too hard.
5. Consider optimizing the Adwords campaigns
Remain committed to what you promised to the visitors in the ads. Also, keep the same tone of voice, fonts and colors on the landing page. Don’t drive visitors that clicked on one of your ads on irrelevant pages because it increases the chances to bounce.
6. Eliminate confusion
Have clear call to actions on each important page of your site.
Notice that these guidelines can help you in your attempt to reduce bounce rate, but remember that your website is unique and there is no “one size fits all” solution. You just have to start analyzing your website and see why are things happening like this and not in the way you want them to happen.
Author: Elena Dobre is learning about digital marketing, business and life at Marketizator.com, the complete conversion rate optimization tool. She plays the role of the content strategist, but she’s also experiencing with CRO and lead generation. She enjoys discovering new online tools, hacks, brilliant minds and beautiful souls. Follow her on Twitter @HDobre.
Mobile isn’t just one of the most important channels for marketers to utilize, it is becoming THE most important channel.
Blogs are read, emails are consumed and purchases are made via mobile devices. And that is just the tip of the iceberg of the mobile moments in our everyday lives.
The impact is extending even deeper into health and fitness sector with the latest iPhone with iOS8 providing a “health app” with an easy to read dashboard of your health and fitness data. One new app even helps heart attack survivors avoid a fatal second event.
Mobile apps are a big contributor to this growth. Since there’s basically an app for everything these days and new ones are developed daily, it’s no wonder predictions are made for there to be more than 4 billion app users worldwide in 2017.
With mobile and mobile apps playing such a significant role in the successfulness of a business, let’s take a look at some of this year’s top mobile marketing trends and what they mean for mobile apps and the businesses utilizing them.
1. Better targeted marketing
Because location technology has improved so much this year, companies can better target their audiences. And it’s not just targeting a large group of their audience, but the capability of targeting individuals. When targeting an individual, businesses must use a more personal approach.
A great personalized way of doing this is incorporating native advertising into their mobile app marketing strategy. Businesses are using mobile app marketing techniques to create a more personalized experience for their users. Examples of such sites include USA Today, CNN and Facebook.
Going native provides a more personalized and meaningful experience for users. Through location technology and knowing a user’s mobile history, businesses can target each user with relative mobile apps and sites. Doing this means their users are more likely to download the apps and visit the sites shown, which also means those businesses will better monetize their mobile visitors.
2. Mobile app burnout
There are hundreds of thousands of mobile apps available. The average smartphone user downloads anywhere from 25-40 apps, but then only regularly uses half or a third of those. It’s common for people to download an app and only open it once or twice. More apps are out there than people can handle, causing a serious case of mobile app burnout. With this happening, a business needs to make sure if they create an app for their consumers that they create a useful app their users can really connect with.
One brand that did this is Starbucks. With the Starbucks app, customers pay for their coffee and track their purchases on their smartphones. It also has a loyalty program, My Starbucks Rewards, where customers earn rewards when they purchase with their phones and then can redeem their rewards for free Starbucks products. This app shows Starbucks understands its customers needs because it makes life easier for every on-the-go Starbucks customer by helping them more quickly get in and out with their coffee, not to mention a chance at free stuff which all customers love.
3. Increasing use of social media apps
Let’s be honest, our society is addicted to social media. Social media has penetrated nearly every society. According to one study, social penetration (how much of the population is using a social network on a monthly basis) is around 40% across the globe and growing.
And why shouldn’t we be? It’s a way to stay connected with friends and family, a way to get and share information, and a great way for businesses to reach their consumers. About two-thirds of smartphone and tablet users access their social network accounts from mobile devices, with Facebook being the top smartphone app accessed.
Mobile users engage with video content daily. Nearly 40% of YouTube video views are via mobile. Video is a fun way of sharing information, not to mention easier for users to digest that information. Because video is such a strong mobile traffic driver, businesses need to start producing awesome video content. Here are some best practices to remember when making videos:
Keep videos short
Create engaging videos
Make videos available on various mobile devices
Test the video on multiple devices before releasing
Check for good and clear audio quality on each device
Businesses are able to capitalize on mobile video platforms to connect with their audiences similar to Facebook. Businesses can capitalize on this by using tactics like YouTube’s true view ad channel.
5. Wearable technology is on the rise
The craze of 2014 is wearable technology, and we don’t see that craze ending in the near future. Wearable devices aren’t meant to replace people’s current mobile devices. Instead, they’re devices with apps that collect a user’s data and relay real-time notifications and feedback to them, and people are loving it.
Fitness trackers and smart watches are currently the top ones used. Businesses wanting to jump on this wearable craze don’t need to create a brand new app. All that’s required is making some tweaks to their existing mobile app to fit their own wearable design.
Misfit is one such company that had to make a strategic decision to stay ahead of the curve, and so far its choice has been a good one. Misfit’s app tracks a user’s fitness and sleep activity. Its CEO said he knew only making fitness trackers would put him out of business within the next year, so recently Misfit partnered with Pebble to make the Misfit app and its algorithm technology available on a Pebble smartwatch. Now instead of a sports band, users can wear a regular-looking watch and with one glance can see the time, their number of steps and other activity the Misfit app tracks.
Technology advances and people’s wants change every day, which also means mobile trends regularly change and businesses have to keep adapting to these trends. Adapting isn’t a new concept, and like the example above with Misfit, it’s very possible for a company to do. Partnering with other companies to give customers exactly what they need is one way of adapting. But the best way of being prepared and adapting to these changes is staying up to date with the mobile industry, taking the time to really understand mobile trends and making mobile a top priority.
These trends don’t necessarily negatively affect mobile apps. They just mean businesses need to continue evolving and improving with technology and the times, and businesses must fully understand the needs of their customers to make sure their mobile apps and mobile marketing strategies are meeting those needs.
Guest Author: TJ Welsh works as a Director of Marketing for Stryde.com, a content marketing agency dedicated to helping companies grow their online presence.
Why did I start distance running when I was only twelve?
As a lean and almost teenager I decided to crawl out of bed at 6.00 am to start a running regime!
I don’t know what possessed me!
Since early childhood I had suffered asthma and maybe I was looking for a way to remove the constant struggle for breathing through increased cardio fitness. Nevertheless I started.
Back then the shoes were flat Dunlop style volleys with no support and more designed for hanging out with friends than pounding pavement.
Early morning in the dark.
I can still smell the park, see the orange street lights and feel the cold round steel of our gate as I pushed it open and ventured down the pebbled crunching driveway ready to start pounding around the block in my non running shoes. I remember pushing myself so hard some mornings that I threw up.
Then I invited my younger brothers to join me and for a couple of mornings they stumbled out of bed to run with me in the cold and dark. It didn’t last.
It was just me, my legs and a punishing early morning regime.
The journey proved to be an unforgiving experience of pushing and punishing my body. Exploring the boundaries of pain and the screaming of lungs. In looking back it seemed a strange choice. But it came with some benefits. Enjoying the highs of the drug of choice. Exercise endorphins!
What was that about?
A couple of years later I finished in the top 10 in cross country for the state in the school age open age competition while only 14. It had all started with an early morning run before the sun was up.
The question I have is “what is it that drives us?”
This is where we all need to start to succeed in life. Discovering that passion and purpose that drives us from deep inside. For many it is an accident. We stumble upon it during childhood or we collide with it later in life. Some never do and they go to their grave with their song unsung.
But the other day I collided with the future.
I live in a three storey terrace and the downstairs studio is often rented out on Airbnb. The guests that stay are a rich mix of travellers, families and business people. The big bonus is that it provides an opportunity for intriguing intersections with delightful personalities and often I hear their stories and journeys.
One morning a group of four arrived and settled in. It was mum and 3 teenage girls. They were bloggers. Their weekend was a two day WordPress blogging course at the nearby University of Technology. You can imagine we had a “conversation”.
I discovered that “Mum”(also known as Quigley) is a writer and blogger and creates and crafts words at Entrepreneursmum.com. Her blog is about “writing”
In our first conversation I learned that Zali, Delaney and Harper have their own WordPress blogs. Not at Blogger.com or even Tumblr, but with their own domains and self-hosted at Bluehost.com. They are serious bloggers.
Zali blogs at Misszali.com about fashion, drawing, travel and creating with a few other topics thrown into the mix and started when she was only 9! Delaney loves fashion including hats and mis-matched socks at her blog titled Delaneydays.com. She also finds many other distractions to write about including music, photography and travel. Harper is passionate about the beach, blogging and travelling. Add her love of photography and you have a kaleidoscope of interesting content. You find her at Harperlarper.com.
They are the “connected generation” and they get it. Meeting them was exciting and revealing as to the future of media, personal branding and creativity.
What was also discussed and mentioned was their wish to monetize their blogs in the future.
In chatting with them all it was obvious that their passions in and for life had found an online home. They are on their way to understanding the long term benefits and importance of their regular online content crafting and creation.
They are building a personal digital asset that may define them in the future. It could become their legacy. Employment as we know it may not be necessary.
If their persistence continues then they could have a personal brand that could catapult them to creating a lifestyle that could only have been dreamed about a decade ago. George Bernard Shaw summed it up well:
“Life isn’t about finding yourself. Life is about creating yourself”
Today it is about creating an extension of yourself online. But to achieve that some other things also need to happen, because just creating content won’t be enough.
The passion and purpose
To make it work long term we need to move from a broad range of hobbies and passions to a focused personal brand. You will need to stand for something.
It may require you to take a few steps and it may need some facilitation externally or you may be able to define it by making the time to develop your focus.
One particular approach that provides a simple framework is worth considering. In Porter Gale’s book titled “Your Network is Your Networth” she outlines some steps to discovering your focus.
The 4 steps
List your passions
Discover the sweet spot at the intersection
Describe your tone – Witty, Irreverent, Inspirational etc
Write the 20 word mission statement that distils your purpose
The final step is being able to write it in a tweetable length of 20 words or less or 140 characters.
Sometimes the next step is the hardest.
Beyond that then the journey is going to need some other elements. Creating that online brand requires a range of soft skills and hard expertise that will arise from crafting, creating and “doing the work”
Persistence: Many start but stop. Success means keeping at it.
Consistency: Online publishing and digital asset building requires consistent effort. You will need to think like a publisher that puts out a regular weekly magazine.
Marketing; Social networks and the new tools of digital marketing have given you the power to reach the world. Learn this skill.
Continual learning: A social web never stops evolving and you will need to keep up your education.
One brick in the wall
Continuous effort online has great rewards. Google keeps indexing your content and brand. People start having conversation and share your content. This is crowd sourced marketing.
You are creating digital assets online with one piece of content at a time, one tweet after the other and building “earned” search engine authority. It’s one brick in the wall after the other that makes a house.
But if you can project yourself 5 years out into the future to see where you might be then you maybe surprised.
2 blog posts a week of 1,000 words is 500 articles and half a million words. Do you think your writing and knowledge will have increased by a big margin in 60 months? It’s also a great legacy and body of work.
Building your followers on Facebook, Twitter and Instagram by 1,000 a month each would mean that you could have over 180,000 people on your online distribution network. That’s some marketing power that you own.
Growing an email list of 300 a month would mean that your email list could reach 18,000 in just 5 years. That’s a nice little list to market your brand to when you want without paying or begging for it.
And I haven’t even mentioned connections on LinkedIn, YouTube subscribers and Pinterest followers.
Zali, Delaney and Harper are building their online house and brand one piece of content and follower at a time. I am looking forward to seeing how their journey unfolds.
They are the future of blogging.
What does your brand stand for?
What are your three top passions and can you find that sweet spot? What’s your tone? Can you write down your purpose in a tweet of 140 characters?
Have you started?
Listen to this post as a podcast
Want to start building your own website or blog? It’s easier than you think!