How (and Whether) to Invest in and Structure Online Communities – Whiteboard Friday

Originally published on: http://feedproxy.google.com/~r/seomoz/~3/XncOSxUMXtc/invest-structure-online-communities

Posted by randfish

Building an online community sounds like an attractive idea on paper. A group of enthusiastic, engaged users working on their own to boost your brand? What’s the hitch?

Well, building a thriving online community takes a great deal of effort, often with little return for a very long time. And there are other considerations: do you build your own platform, participate in an existing community, or a little of both? What are the benefits from a brand, SEO, and content marketing perspective? In this edition of Whiteboard Friday, Rand answers all your questions about building yourself an online community, including whether it’s an investment worth your time.

How and whether to invest in and structure online communities

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Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week, we’re chatting about how and whether to invest in and structure online communities.

I want to say a thank you to @DaveCraige on Twitter. Dave, thank you very much for the question, an excellent one. I think this is something that a lot of content marketers, web marketers, community builders think about is, “Should I be making an investment in building my own community? Should I leverage someone’s existing community? How can I do that and benefit from an SEO perspective and a content marketing and a brand awareness perspective?” So we’ll try and tackle some of those questions today on Whiteboard Friday.

Strategy first!

First off, before you go and invest anywhere or build anything, I urge you to think strategy first, meaning your business has goals. You have things that you want to accomplish. Maybe those are revenue growth or conversions. Maybe they have to do with entering a new sphere of influence or pursuing a new topic. Maybe you’re trying to launch a new product. Maybe you’re trying to pivot the business or disrupt yourself, change with technology.

Whatever those business goals are, they should lead you to marketing goals, the things that marketing can help to accomplish in those business goals. From that should fall out a bunch of tactics and initiatives. It’s only down here, in your marketing goals and tactical initiatives, that if online communities match up with those and serve your broader business goals, that you should actually make the investment. If not or if they fall below the line of, “Well, we can do three things that we think this year and do them well and this is thing number 4 or number 5 or number 10,” it doesn’t make the cut.

Online communities fit here if…1. A passionate group of investment-worthy size exists in your topic.

So if, for example, you are targeting a new niche. I think Dave himself is in cryptocurrency. There’s definitely a passionate group of people in that sphere, and it is probably of investment-worthy size. More recently, that investment has been a little rocky, but certainly a large size group, and if you are targeting that group, a community could be worthwhile. So we have passion. We have a group. They are of sizable investment.

2. You/your brand/your platform can provide unique value via a community that’s superior to what’s available elsewhere.

Second, you or your brand or your platform can provide not just value but unique value, unique value different from what other people are offering via a community superior to what’s available elsewhere. Dave might himself say, “Well, there’s a bunch of communities around crypto, but I believe that I can create X, which will be unique in ways Y and Z and will be preferable for these types of participants in this way.” Maybe that’s because it enables sharing in certain ways. Maybe it enables transparency of certain kinds. Maybe it’s because it has no vested interest or ties to particular currencies or particular companies, whatever the case may be.

3. You’re willing to invest for years with little return to build something of great long-term value.

And last but not least, you’re willing to invest potentially for years, literally years without return or with very little return to build something of great long-term value. I think this is the toughest one. But communities are most similar in attribute to content marketing, where you’re going to put in a ton of upfront effort and a lot of ongoing effort before you’re going to see that return. Most of the time, most communities fail because the people behind them were not willing to make the investments to build them up, or they made other types of mistakes. We’ll talk about that in a second.

Two options: Build your own platform, or participate in an existing community

You have two options here. First, you can build your own platform. Second, you can participate in an existing community. My advice on this is never do number one without first spending a bunch of time in number two.

So if you are unfamiliar with the community platforms that already exist in interior decorating or in furniture design or in cryptocurrency or in machining tools or in men’s fashion, first participate in the communities that already exist in the space you’re targeting so that you are very familiar with the players, the platforms, the options, and opportunities. Otherwise, you will never know whether it’s an investment-worthy size, a passionate group. You’ll never know how or whether you can provide unique value. It’s just going to be too tough to get those things down. So always invest in the existing communities before you do the other one.

1. Build your own platform

Potential structures

Let’s talk quickly about building your own platform, and then we’ll talk about investing in others. If you’re deciding that what matches your goals best and your strategy best is to build your own platform, there are numerous opportunities. You can do it sort of halfway, where you build on someone else’s existing platform, for example creating your own subreddit or your own Facebook or LinkedIn group, which essentially uses another community’s platform, but you’re the owner and administrator of that community.

Or you can actually build your own forum or discussion board, your own blog and comments section, your own Q&A board, your own content leaderboard, like Hacker News or like Dharmesh and I did with Inbound.org, where we essentially built a Reddit or Hacker News-like clone for marketers.

Those investments are going to be much more severe than a Facebook group or a Twitter hashtag, a Twitter chat or a LinkedIn group, or those kinds of things, but you want to compare the benefits and drawbacks. In each, there are some of each.

Benefits & drawbacks

So forums and discussions, those are going to have user-generated content, which is a beautiful thing because it scales non-linearly with your investment. So if you build up a community of people who are on an ongoing basis creating topics and answering those topics and talking about those things in either a Q&A board or a forum discussion or a content leaderboard, what’s great is you get that benefit, that SEO benefit of having a bunch of longtail, hopefully high-quality content and discussion you’re going to need to do.

Mostly, what you’re going to worry about is drawbacks like the graveyard effect, where the community appears empty and so no one participates and maybe it drags down Google’s perception of your site because you have a bunch of low quality or thin pages, or people leave a bunch of spam in there or they become communities filled with hate groups, and the internet can devolve very quickly, as you can see from a lot of online communities.

Whatever you’re doing, blog and comments, you get SEO benefits, you get thought leadership benefits, but it requires regular content investments. You don’t get the UGC benefit quite like you would with a forum or a discussion. With Facebook groups or LinkedIn groups, Twitter hashtags, it’s easy to build, but there’s no SEO benefit, usually very little to none.

With a Q&A board, you do get UGC and SEO. You still have those same moderation and graveyard risks.

With content leaderboards, they’re very difficult to maintain, Inbound.org being a good example, where Dharmesh and I figured, “Hey, we can get this thing up and rolling,” and then it turns out no, we need to hire people and maintain it and put in a bunch of effort and energy. But it can become a bookmarkable destination, which means you get repeat traffic over and over.

Whatever you’re choosing, make sure you list out these benefits and then align these with the strategy, the marketing goal, the tactics and initiatives that flow from those. That’s going to help determine how you should structure, whether you should structure your own community.

2. Participate in existing communities

Size/reach

The other option is participating in existing ones, places like Quora, subreddits, Twitter, LinkedIn groups, existing forums. Same thing, you’re going to take these. Well, we can participate on an existing forum, and we can see that the size and reach is on average about nine responses per thread, about three threads per day, three new threads per day.

Benefits & drawbacks

The benefit is that it can build up our thought leadership and our recognition among this group of influential people in our field. The drawback is it builds our competitor’s content, because this forum is going to be ranking for all those things. They own the platform. It’s not our owned platform. Then we align that with our goals and initiatives.

Four bits of advice1. If you build, build for SEO + owned channels. Don’t create on someone else’s platform.

So I’m not going to dive through all of these, but I do want to end on some bits of advice. So I mentioned already make sure you invest in other people’s communities before you build your own. I would also add to that if you’re going to build something, if you’re going to build your own, I would generally rule these things out — LinkedIn groups, Facebook groups, Twitter hashtag groups. Why? Because those other platforms control them, and then they can change them at any time and your reach can change on those platforms. I would urge you to build for SEO and for an owned media channel.

2. Start with a platform that doesn’t lose credibility when empty (e.g. blog > forum).

Second, I’d start with a platform that doesn’t lose credibility when it’s empty. That is to say if you know you want to build a forum or a content leaderboard or a Q&A board, make it something where you know that you and your existing team can do all the work to create a non-graveyard-like environment initially. That could mean limiting it to only a few sections in a forum, or all the Q&A goes in one place as opposed to there are many subforums that have zero threads and zero comments and zero replies, or every single thing that’s posted, we know that at least two of us internally will respond to them, that type of stuff.

3. Don’t use a subdomain or separate domain.

Third, if you can, avoid using a subdomain and definitely don’t use a separate domain. Subdomains inherit some of the ranking ability and benefits of the primary domain they’re on. Separate domains tend to inherit almost none.

4. Before you build, gather a willing, excited crew via an email group who will be your first active members.

Last, but not least, before you build, gather a willing, excited group of people, your crew, hopefully via an email group — this has served me extremely well — who will be those first active members.

So if you’re building something in the crypto space, as maybe Dave is considering, I might say to him, hey, find those 10 or 15 or 20 people who are in your world, who you talk to online already, create an email group, all be chatting with each other and contributing. Then start your Q&A board, or then start your blog and your comments section, or then start your forum, what have you. If you can seed it with that initial passionate group, you will get over a lot of the big hurdles around building or rolling your own community system.

All right, everyone. Hope you’ve enjoyed this edition of Whiteboard Friday, and we’ll see you again next week. Take care.

Video transcription by Speechpad.com


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The Google Ranking Factor You Can Influence in an Afternoon [Case Study]

Originally published on: http://feedproxy.google.com/~r/seomoz/~3/zmiPvIGD0HU/influence-googles-ranking-factor

Posted by sanfran

What does Google consider “quality content”? And how do you capitalize on a seemingly subjective characteristic to improve your standing in search?

We’ve been trying to figure this out since the Hummingbird algorithm was dropped in our laps in 2013, prioritizing “context” over “keyword usage/frequency.” This meant that Google’s algorithm intended to understand the meaning behind the words on the page, rather than the page’s keywords and metadata alone.

This new sea change meant the algorithm was going to read in between the lines in order to deliver content that matched the true intent of someone searching for a keyword.

Write longer content? Not so fast!

Watching us SEOs respond to Google updates is hilarious. We’re like a floor full of day traders getting news on the latest cryptocurrency.

One of the most prominent theories that made the rounds was that longer content was the key to organic ranking. I’m sure you’ve read plenty of articles on this. We at Brafton, a content marketing agency, latched onto that one for a while as well. We even experienced some mixed success.

However, what we didn’t realize was that when we experienced success, it was because we accidentally stumbled on the true ranking factor.

Longer content alone was not the intent behind Hummingbird.

Content depth

Let’s take a hypothetical scenario.

If you were to search the keyword “search optimization techniques,” you would see a SERP that looks similar to the following:

Nothing too surprising about these results.

However, if you were to go through each of these 10 results and take note of the major topics they discussed, theoretically you would have a list of all the topics being discussed by all of the top ranking sites.

Example:

Position 1 topics discussed: A, C, D, E, F

Position 2 topics discussed: A, B, F

Position 3 topics discussed: C, D, F

Position 4 topics discussed: A, E, F

Once you finished this exercise, you would have a comprehensive list of every topic discussed (A–F), and you would start to see patterns of priority emerge.

In the example above, note “topic F” is discussed in all four pieces of content. One would consider this a cornerstone topic that should be prioritized.

If you were then to write a piece of content that covered each of the topics discussed by every competitor on page one, and emphasized the cornerstone topics appropriately, in theory, you would have the most comprehensive piece of content on that particular topic.

By producing the most comprehensive piece of content available, you would have the highest quality result that will best satisfy the searcher’s intent. More than that, you would have essentially created the ultimate resource center for everything a person would want to know about that topic.

How to identify topics to discuss in a piece of content

At this point, we’re only theoretical. The theory makes logical sense, but does it actually work? And how do we go about scientifically gathering information on topics to discuss in a piece of content?

Finding topics to cover:

Manually: As discussed previously, you can do it manually. This process is tedious and labor-intensive, but it can be done on a small scale. Using SEMrush: SEMrush features an SEO content template that will provide guidance on topic selection for a given keyword. Using MarketMuse: MarketMuse was originally built for the very purpose of content depth, with an algorithm that mimics Hummingbird. MM takes a largely unscientific process and makes it scientific. For the purpose of this case study, we used MarketMuse. The process

Watch the process in action

1. Identify content worth optimizing

We went through a massive list of keywords our blog ranked for. We filtered that list down to keywords that were not ranking number one in SERPs but had strong intent. You can also do this with core landing pages.

Here’s an example: We were ranking in the third position for the keyword “financial content marketing.” While this is a low-volume keyword, we were enthusiastic to own it due to the high commercial intent it comes with.

2. Evaluate your existing piece

Take a subjective look at your piece of content that is ranking for the keyword. Does it SEEM like a comprehensive piece? Could it benefit from updated examples? Could it benefit from better/updated inline embedded media? With a cursory look at our existing content, it was clear that the examples we used were old, as was the branding.

3. Identify topics

As mentioned earlier, you can do this in a few different ways. We used MarketMuse to identify the topics we were doing a good job of covering as well as our topic gaps, topics that competitors were discussing, but we were not. The results were as follows:

Topics we did a good job of covering:

Content marketing impact on branding Impact of using case studies Importance of infographics Business implications of a content marketing program Creating articles for your audience

Topics we did a poor job of covering:

Marketing to millennials How to market to existing clients Crafting a content marketing strategy Identifying and tracking goals 4. Rewrite the piece

Considering how out-of-date our examples were, and the number of topics we had neglected to discuss, we determined a full rewrite of the piece was warranted. Our writer, Mike O’Neill, was given the topic guidance, ensuring he had a firm understanding of everything that needed to be discussed in order to create a comprehensive article.

5. Update the content

To maintain our link equity, we kept the same URL and simply updated the old content with the new. Then we updated the publish date. The new article looks like this, with updated content depth, modern branding, and inline visuals.

6. Fetch as Google

Rather than wait for Google to reindex the content, I wanted to see the results immediately (and it is indeed immediate).

7. Check your results

Open an incognito window and see your updated position.

Promising results:

We have run more than a dozen experiments and have seen positive results across the board. As demonstrated in the video, these results are usually realized within 60 seconds of reindexing the updated content.

Keyword target

Old Ranking

New ranking

“Financial content marketing”

3

1

“What is a subdomain”

16

6

“Best company newsletters”

32

4

“Staffing marketing”

7

3

“Content marketing agency”

16

1

“Google local business cards”

16

5

“Company blog”

7

4

“SEO marketing tools”

9

3

Of those tests, here’s another example of this process in action for the keyword, “best company newsletters.”

Before:

After

Assumptions:

From these results, we can assume that content depth and breadth of topic coverage matters — a lot. Google’s algorithm seems to have an understanding of the competitive topic landscape for a keyword. In our hypothetical example from before, it would appear the algorithm knows that topics A–F exist for a given keyword and uses that collection of topics as a benchmark for content depth across competitors.

We can also assume Google’s algorithm either a.) responds immediately to updated information, or b.) has a cached snapshot of the competitive content depth landscape for any given keyword. Either of these scenarios is very likely because of the speed at which updated content is re-ranked.

In conclusion, don’t arbitrarily write long content and call it “high quality.” Choose a keyword you want to rank for and create a comprehensive piece of content that fully supports that keyword. There is no guarantee you’ll be granted a top position — domain strength factors play a huge role in rankings — but you’ll certainly improve your odds, as we have seen.


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236: 5 Areas to Focus on to Grow Your Blogging Income

Originally published on: http://feedproxy.google.com/~r/ProbloggerHelpingBloggersEarnMoney/~3/NDCEdyTYsj8/

Growing Your Blog’s Income

In today’s episode, I want to talk about growing your blogging income, particularly when you’ve already started building some traffic and income streams on your blog.

This one will be most relevant if you’re at an intermediate to more advanced level. If you’re just starting out you’ll learn things that may not be relevant for you today, but will be good to know going forward.

Series on Growing Traffic to Your Blog: 2 Questions to Ask to Help You Find Readers for Your Blog 2 Types of Content that Help You to Find Readers for Your Blog Turn Surfers into Blog Readers by Building a Sticky Blog Find Readers for Your Blog Through Commenting and Relationships Grow Traffic to Your Blog Through Guest Posting and Creating Content for Other Blogs, Forums, Media and Events Podcast on Autoresponders: How to Drive Traffic and Profit in your Blogging with Autoresponders Check out our two courses – ProBlogger’s ultimate guide to start a blog and the soon to be released 31 Days to Build a better blog: Ultimate Guide to Starting a Blog ProBlogger Pro – 31 Days to Build a Better Blog Join our Facebook Group Full Transcript Expand to view full transcript Compress to smaller transcript view

Hi there and welcome to episode 236 of the ProBlogger podcast. My name is Darren Rowse and I’m the blogger behind problogger.com, a blog, podcast, events, job board, series of ebooks, and courses, all designed to help you as a blogger to grow your blog and to build profit around your blog which is exactly what we’re talking today in today’s episode. You can learn more about ProBlogger at problogger.com. Also, check out our two new courses, How to Start a Blog course for those of you who are wanting to start a blog. You can get it at problogger.com/startablog or 31 Days to Build a Better Blog which will be launching in March which is more relevant for those of you who’ve already got a blog whether it’s a relatively new one or you’re at that intermediate stage. You can find that at problogger.com/31days.

In today’s episode, I wanna talk to you about growing your blog’s income, particularly those of you who’ve already got a bit of a start with building some traffic and income streams to your blog. This episode will be much relevant for those of you are perhaps at more of an intermediate level, maybe more of an advanced level. You’ve got a start but you’re not satisfied with the level of your income. Those of you who are just starting out, you’re probably gonna hear some things that may not be relevant to you today but you might also find them useful to have in the back of your mind as you go forward.

Today’s show notes and full transcript of the show are at problogger.com/podcast/236.

Today’s show is inspired by a conversation I had this week with a blogger who had been blogging for a couple of years now. She built some traffic up to her blog. She’d already started to experiment with selling sponsored content on her blog. She was in sort of a style, fashion, beauty type niche and had been selling sponsored posts on the site but was not satisfied with the level that she was at. She’s been blogging for two or three years and when she started out had hoped she’d be full time by this point. Whilst she had some success so far with building the income on her blog, she came to me asking, “How do I double what I’m doing?” She really needed to double what she was doing to get to a full time level.

On one hand, it was great, getting to a half time level with your blog is something that many bloggers dream of but she also had this thirst for more because she wanted to be able to give up other par- time work, children were going to school now and she had a little bit more time on her hands and so she wanted to really sink herself into her blogging, and to justify being able to do that full time rather than having to have a bitsy kind of life doing lots of different things. She came to me asking, “How do I double my income?” Now, it’s a tricky question and to answer it, I actually took her back to my own kind of tipping point of my own blog.

Back in, I think it must have been 2004, I’ve been blogging for a couple of years by this point, and for the first year I didn’t even know you could make money from your blog. I hadn’t made any money and then the second year, I started to dabble with some Google AdSense ads on my blog, some Amazon affiliate income. Many of you have heard me tell the story before, I did not start spectacularly, I had a few dollars a day really in those first months or so. But it did gradually grow and I got to a similar point to the blogger that I had this conversation with this week where I was starting to see it as a part-time job. I began to have this dream that it could be a full time job.

To cut the long story short, I realized I needed to really escalate the growth of my income. Because it was a very slow, steady growth, and it eventually was going to get to be a full time thing if it kept growing the way that it was, but it was gonna take me 10 years to get to that point. Vanessa and myself decided that really, if I wanted to be a full time blogger, I needed to escalate the growth of the income. We set ourselves a six month time limit to do it which perhaps is not the most realistic deadline saying, “I’m gonna be full time in six months,” isn’t something I would recommend every blogger do. But we kind of sensed that I really needed to have this deadline because I was treating it as a one-day thing. We set ourselves this deadline.

The problem was to get to that deadline, I needed to not double my income, I needed to quadruple my income. I was a quarter time kind of blogger, if you like, at the time. I wanted to get to a full time level.

Having that deadline really did help me to spur myself on. One of the things I actually said to tis blogger this week was, “Maybe you need some sort of a deadline.” In my case, we actually said that if I didn’t get to full time level in six months that I would go and get a real job, and that would kind of put a real halt on my blogging. Potentially, could have even had to give it up, that six month mark. I wouldn’t suggest you do that but at least having some sort of date in mind, some sort of a deadline in mind, can actually be helpful. It certainly helped me. It motivated me incredibly.

Some of you heard me tell the story before, but the day I set that deadline was the day I started doing things I always knew I should do, but I had no real reason to do. Like ringing up an advertiser for the first time and saying, “Hey, will you advertise on my blog?” Thinking seriously about growing traffic and all the things I knew I could be doing and I should be doing, I actually had a reason to start doing them. That deadline really did help in that regard. Over the next six months, I worked really hard on the things that I knew should be doing. I got to the point after a few months, I think it was three or four months, where I did reached that full time level, things just took off as a result of me doing things I knew I should do.

The first thing I encouraged this blogger to think about was, “What are the things you already know you should be doing that you’ve been putting off?” Most bloggers I talk to have this someday list, one day I’m going to do this, or one day I’m going to do that. I really wanna encourage you to look at your someday list and ask yourself, “What have I been putting off doing?” It’s such a powerful exercise to do, and to write out your someday list, and then to identify the things on that list, the things you already know you should be doing, identify those and start with those because you already probably know what you need to do to get to a full time level.

I’m gonna suggest to you, five areas that will help you to grow your blogging income. I wanna encourage to just pause this podcast for a moment and to ask yourself this question, “What do I think I need to do?” Because I suspect, that as I go through this list, if you have paused and you’ve asked that question, you’re probably gonna already have the answer. Once you do it, go listen to the rest of the podcast. I also wanna encourage to listen to you because I suspect you already intuitively know what it is that you need to do.

Some of you will remember I did a series of podcasts. I think it started back in episode 66 and then went for 10 more episodes over the next few weeks. It was called 10 Things That You Can Do Today That Will Payoff In Your Blog Forever. The whole idea of that series was to identify the things on our someday list and to do those things today, to bring those things forward. I suggested ten things in that series that will help to escalate the growth of your blog. Things that you can do today that are gonna payoff forever. I wanted to say right up front, for me, this is the key. This is the key to escalating the growth of your income in your blog, to take off of your someday list and start doing them today.

I think it was episode 66 right up to I guess episode 77. You might wanna check out that. But as I think about the growth of my own blogging income back at that point, in 2004, but also eversince. Since 2004, I’ve been full time pretty much the whole time. My blogging income did dip for one short period after that where Google decided to deindex me from their search result but apart from six-week glitch where I felt out of Google’s result, I’ve been a full time blogger ever since 2004. My blogging income has gone up and down over that time. But there’s been these spikes or there’s been these periods where the blogging income has escalated really quickly. I think it was back in 2004 things really took off and I got to the full time. But 2008, it plateaued, it was steady, and then it took off again.

What I’ve put together today for this podcast episode are five things that I can see over the last 15 or so years that have led to spiking my income and growth in my income. As I think about it, there’s five main things that have led to that type of growth. I wanna share them with you today. These are not tactical things, these are more general things, and then I’m gonna sort of dig into some tactical things as well.

The first thing that almost always has led to growth in the income is spikes in traffic. I can see very clearly as I look at my earnings over the last 14, 15 years that there’s a correlation between an increase in traffic and an increase in income. It’s not always exactly correlated. Different types of traffic can lead to different increases in income. A spike in traffic from Google for me pays off really well when it comes to Google AdSense earnings. But it doesn’t necessarily lead to a massive increase in affiliate earnings, but other types of traffic do convert with affiliates. It’s not an exact science but in the general principle I will say if you can increase your traffic, you’re going to increase your income, at least potentially.

This is a no-brainer in some ways. I know most of you kind of understand this. But one way that I grew my income back in 2004 when I went from part-time blogger to a full time blogger was to put a lot of effort into growing my traffic. I learned SEO in that period. I started to write content based upon the words that I felt people would be searching google for. I put a lot of effort into creating guest content for other blogs and participating in forums. Back then, there was no real social media, but today I will put more time into social media. These types of activities can drive more traffic to your site which can lead to an increase in your earnings.

Another one that you might wanna try is advertising your blog, investing some money into driving some traffic. Maybe you wanna spend some more time on a new social network, maybe it’s time for you to really invest your learning into Pinterest. There’s a variety of different ways that you can grow traffic to your blog.

I don’t wanna get into the nitty-gritty of growing traffic to your blog in this particular episode because I’ve covered it so many times in the past. I would encourage you, if traffic is the thing you know you need to grow and particularly if you’re a new blogger, this is probably the one that’s going to lead to the biggest growth for you in terms of income. You really need some traffic.

Go back and listen to episode 33, 34, 35, 36, and 37. There’s five episodes there that I did as a series on growing traffic for your blog. I talk about the different types of content that can grow traffic. I talk about creating guest content in different places. I think I talk about using challenges to grow traffic. There’s five episodes there that will help you to think about how to grow traffic to your blog. Again, I don’t wanna promise if you double your traffic, you’re gonna double your income because it does depend upon where the traffic is coming from, and the type of traffic you could get.

I remember there were times, way back in the day, where I got a lot of traffic in from a site like Digg which is similar to Reddit today. That really did not grow my income at all because it was the wrong type of traffic. It was teenage boys who were there to make fun of my content, some even went viral because it was funny but it didn’t really lead to an on-going growth to my income.

Part of the process is to try and work out what type of traffic and what type of reader you’re going to get as well. But in general, if you’re gonna grow your traffic, you’re gonna grow your income.

Again, that’s a bit of a no-brainer in some ways but it just has to be said. If you can grow your traffic, you’re gonna hopefully grow your income as well. So that’s number one, traffic.

Number two, and this has happened time and time again for me, to grow your income, one of the ways that you can do that is to add a new income stream. One of the first times I learnt this was when I had been playing around with AdSense for a while. I think I was probably earning $30 or $40 a day from AdSense which I was pretty happy with. AdSense, for those of you who don’t know, is Google’s ad network. I was kind of managing along okay and then I began to realize other bloggers were using other ad networks as well as AdSense.

Back in the day, there were some rules around what kind of ads you can have on your blog alongside the AdSense. You couldn’t have exactly the same types of ads. But there were these other ad networks beginning to emerge. One of them that caught my eye was Chitika which is still around today. You might wanna check that out. I’ll link to it in today’s show notes. It doesn’t work on every blog but back in the day, it was a different type of ad. They were image-based ads but they weren’t sort of like the banner ads that we see today. They actually featured little products. It didn’t break AdSense’s Terms of Service to run these Chitika ads alongside the AdSense ads, and so I decided I’m gonna experiment with Chitika. I didn’t replace AdSense, I actually added these new ad units onto my page.

I remember doing it thinking maybe I’ll land a few extra dollars a day. I went to to bed the night after I did it, the reports took a little while to come in so I didn’t really know what impact it was going to have. I was a bit worried that maybe it would decrease my AdSense revenue. I woke up the next day and checked my reports and I couldn’t believe it because my AdSense had not gone down at all but my Chitika income was the same as my AdSense income. What I realized is that I doubled my income overnight. Now it took me a few days to work out this was actually true, because I thought I’ll give it a few days to work it out, but I doubled my income simply by adding a new couple of ad units onto my site. Adding this extra income stream obviously led to an increase in my overall income. This has happened time and time again for me.

I wanna say right upfront you wanna be a bit careful about adding too much onto your site in terms of ads particularly because it can have a downward effect on your Google search rankings. Google doesn’t like it when you put too many ads on your site particularly if they’re really up or above the fold, and they can’t see any content vault. You wanna be a bit careful there, you don’t want to plaster yourself with ads.

But there’s such a variety of ways that you can monetize your site. I saw this when I added Chitika. I saw this when I began to added a job board onto ProBlogger. I saw this when I started to create ebooks for my sites, when I started to create other products like courses. I started to promote affiliate products, other people’s courses and ebooks. There was a period on ProBlogger when I offered coaching services. There was a period where I did some freelance writing for other sites, that was another income stream.

There’s all these different ways that you can explore adding a new income stream onto your site. This is probably one of the things I would encourage those of you who have one or two income streams on their site to begin to think about. Have a look at what other bloggers in your niche are doing. What are they doing to make money from their blogs? You might discover by looking around that they’re all using this one type of ad network, or you might discover that they’re all promoting this type of affiliate product, or you might discover that there’s an opportunity for you to set-up a membership area on your site where you charge a little bit of money per month for some premium content to your community area. Or maybe you could offer some coaching, or maybe you could set-up a mastermind group, or maybe you could set-up a Patreon account. This is where people donate money and you maybe give them some extra bonuses, maybe you could run a little event, maybe a meet-up in your area, or an online event. These are all different income streams that bloggers use at different times.

Again, in today’s show notes, I’ll link to a money map that I created with 30 or 40 different ways that you can make money from blogging. For me, this was one of the ways that I went from part-time to full time, adding these new income streams into my blog. It wasn’t just a matter of doing this or increase my traffic, I actually focused on both of these things, and that had this compound effect as well.

Maybe now is the time to begin to think about adding a new income stream to your blog. But for me, the most powerful one that I ever did is I doubled my income by adding Chitika but that went from $30 to $60 a day. It was significant at the time but it wasn’t huge.

For me, the big one was when I began to do ebooks and I began to sell my own products. That’s a fairly serious investment of time to create a product of my own but it paid off. I’ve talked about that first experience on this podcast before – overnight earning $10,000 or $15,000 when I first launched my first ebook. Over that first week, making $70,000 from that ebook. That blew my mind but I have to say that was based upon the first thing I talked about, building the traffic. You’re not gonna have those massive results unless you also do number one.

Again, the first one is traffic, second one was adding a new income stream, the third one is better execution of an existing income stream or better conversion, I guess you might wanna talk about. This really does apply to almost any income stream. What you are doing presently to earn income, you could possibly do it better. There’s probably some way that you can improve what you are doing. Again, this was another thing that I really focused on back in 2004.

I had these AdSense ads on my site but gradually, over time, I began to learn that I could earn more from AdSense on my site, even with the same amount of traffic. I could get better at doing AdSense. For me, Adsense, it’s a about a number of things. How many ads do you have on the site? Where are they positioned on the site? What size ad units do you have? Back then, it was also the design of the ads because you can change the colors of the texts ads. There was a variety of things that I began to learn about AdSense that improved the conversion that I was getting from that. That increased my, to get a bit technical, the CPM, what I could earn per page view.

If you’re running ads on your site, invest some time and energy, and maybe even some money to do a course on a how do you convert better with those ads. But the same principle applies no matter what the income stream you have. I saw this work for AdSense, I saw it work with Chitika.

I also saw it work when I began to think about how do I increase my earnings with Amazon’s affiliate program. I learned that sticking widgets, Amazon affiliate widgets on my sidebar didn’t really convert very well but when I mentioned the product inside my blog posts and had little calls to action that specifically said, “Get the price on this product on Amazon,” that lead to an increase in conversions. I learned that creating bestseller lists of products worked really well. Again, I can link to that in today’s show notes, a previous episodes where I’ve talked about creating bestseller links. These things led to increased conversions for me with Amazon.

The same is true for all of the different income streams. If you are selling an ebook, maybe you could convert better if you split test your sales page, run two different versions of the sales page, and there’s plenty of tools around that will enable you to do that. We talked in a few episodes ago that Thrive Architect as a tool that we’re using to create landing pages, that will allow you to split test different versions of a sales page. Test different headlines, test different pictures, test different calls to action, maybe you can increase the conversions that you’re getting on that particular page.

If you’re monetizing with sponsors, the blogger I was talking to, she’d been selling sponsored posts on her site. One of the things I encourage her to think about is what else could she be offering those sponsors in addition to the sponsored posts. Maybe she could create a little bundle of things that they could do on her site. Maybe if they pay double the price, they could get some banner ads on the site or maybe they could get a mention in her newsletter, or maybe they could run a competition with her, maybe they could do a giveaway with her audience, these extra things on top of the sponsored content.

This is one of the things that we’ve done over the years is begin to offer our sponsors extra stuff if they’re willing to upgrade what they’re spending with us. It maybe some mentions on social media, it maybe a competition we’ve done, all of these different types of things. We find particularly newsletter advertising works well with our advertisers as well. They’re getting better results because they’re not only buying a banner ad on our site but they’re being mentioned in these other places which reinforces their messaging. This allows us to charge more for the ads.

What could you do to improve your conversions you’re already getting? Look at your current income streams and ask yourself, “How can I grow those income streams?” It’s not just about adding new ones but improving and optimizing the way that you’re currently earning an income.

Another quick one that you could try if you are selling a product is to add an upsell. We did a test on this just last week. We had a launch on Digital Photography School. We had a course, 31 Days To Become A Better Photographer, makes sense to me and to some of you because we use that same sort of format on ProBlogger, 31 days. We had this course and we decided to add an upsell in the check out. The course was, I think, $49 for the course, and if you paid the extra $9, we give you an ebook. It’s just like a little upsell. It was converting okay. I think the first few days we made $700 from that upsell, and that was a nice little extra $700 that we would never have had.

As I began to think about it, I was like, “$9 upsell on a $49 product, I wonder what would happen if we did an upsell of a bundle of our ebooks for a little bit more.” So we tried overnight one night, we tried an upsell of three ebooks for $19. We immediately saw that that converted at a higher rate plus it was earning more because it was a higher price. We immediately saw that that led to an upswing in people taking the upsell. I think by the end of the campaign, we’ve made close to $7000 from that particular upsell. It was converting at a high rate.

These are all the little things that you can do and it’s just about tweaking, and testing, and trying new things. Similarly, you can do an upsell after a sale. You could, in the thank you email say, “Here’s another offer that you might wanna take. It’s a great companion to what you’ve already bought.” There’s a variety of different ways to do that.

Tip number one was to grow your traffic. Put effort into that. That is going to set almost like a baseline, a foundation for the growth of your income. Adding a new income stream is number two which in conjunction with the traffic is great. Number three is better execution of what you’re already doing, better conversions, focusing upon those tweaks that will lead to growth.

The fourth thing that you might wanna try, I’ve seen this work time and time again, is what I would call extra promotional activity. You could almost argue that this fits into number three as well, it’s better execution. But it’s where you do an extra burst of promotion of something. This particularly works if you are promoting one of your own products or if you’re an affiliate as well.

For us, the best example I can give you is, I think, it was seven or eight years ago now on Digital Photography School. We started to do 12 Days of Christmas campaigns. Typically, we’re launching three or four products a year and we would see big spikes in income everytime we launch a new ebook, or a new course, or when we would promote an affiliate product of someone else. I kind of came out with this idea with one of my team members to do this intense burst of promotion of all our products at the end of the year and the lead up to Christmas.

Most of you, by this time, seen 12 Days of Christmas campaigns, you possibly even run them yourself. For us, it was a matter of sending 12 emails in 12 days about each of our products, and some affiliate partners as well which is pretty intensive. It was a lot of work. It felt a bit risky because we’re doing a lot of promotion over a short period of time with our audience. I was worried about our list but it led to a massive spike in income as well.

Our audience seemed to like it. They like this event that we put together. So we’ve run 12 Days of Christmas in different forms over the years, different times. This led to an increase in sales. I wasn’t really adding a new income stream, although I guess you could call that whole campaign a new income stream, but it was really just growing the sale of our products, and the sale of affiliate partners which we were already doing anyway. It wasn’t really tweaking or better execution of what were already doing, it was a new thing. It was this extra burst of promotion.

There’s a variety of ways that you can do that. You can do a seasonal promotion. We just had Valentine’s Day. I saw some bloggers running specials on the products that they have or some affiliate stuff around that. Christmases are our ideal time for that Black Friday, Cyber Monday. We see all these different times of the year where it’s possible to do promotion. Maybe it’s a seasonal promotion. Maybe it’s just a flash sale. This is something we did a little bit more last year on Digital Photography School.

We decided to just do these 24 hour sales on some of our products. They didn’t led to massive spikes but they did lead to increases in sales of our products. It’s just a matter of looking at your calendar for the year. You’ve probably got some big promotions that you’re doing but what goes in between them? What could you do? Something small, something targeted, something focused, that might lead to increase in sale. So a flash sale might be one way to do this.

Maybe it’s about creating an autoresponder. Autoresponders are something that we’ve talked about numerous times over the years. I think back in episode 177, I talked about autoresponders. Autoresponders are basically a sequence of emails that you send your list. Maybe that’s something that’s been on your someday list. I know a lot of bloggers, that’s something that they wanna do. An autoresponder could be a sequence of emails that promote your old archives which drives more traffic to your site which can lead to higher income in terms of your AdSense or it might include some promotional emails as well. Maybe setting up a new autoresponder that takes your readers through some of your archives but also promote an affiliate product or one of your own products could be useful as well.

There’s some bloggers who, in their autoresponder sequences, have partnership emails. This is where they do a deal with a sponsor to have an email in their autoresponder that promotes that sponsor. That’s another income stream that you might add, or if you’ve already got an autoresponder, and I know a lot of you do, when was the last time you added an email to that sequence? Maybe, one way that you can grow some income is simply to add one more email into your autoresponder sequence. Maybe it’s an email that promotes something you’ve got that does almost like a little sale to anyone getting that particular email.

That’s something that’s worked really well for me over time as well because everyone getting that one email, anyone who’s at the end of your sequence who gets this extra email, they could potentially buy what you’re selling. But it’s also an ongoing income stream as well. There’s all the different things that you can do to promote what you do a little bit more, to drive more targeted traffic towards the thing that’s converting for you.

I guess another one that you could do is potentially set-up and begin to learn about advertising your products as well. If you’ve got a product or an affiliate product, maybe another way that you can promote that more is to do some Facebook advertising or some Google advertising or something along those lines.

Lastly, another way to promote what you’re doing more is to think about the user interface of your site and the design of your site. Maybe you’ve got this product in your shop or maybe you’ve got an affiliate product that you’re promoting but no one ever knows that you’re promoting that thing because you really haven’t updated your menu to include the fact that you’re promoting this thing. That might be another way that you might wanna try. We are redigging out our menus at the moment to be a little bit more focused on driving people to those type of activities as well.

The last one that you might wanna think about there to get more people to those activities is to create a resources page. If you go to ProBlogger and you look in our menu, you’ll see resources there. On that page, we list our affiliate partners. The people we recommend for servers, and some of the tools that we use as well. That page drives affiliate income for us. Actually having a landing page that doesn’t just sell one thing but sells a variety of things can be useful as well.

If you go to Smart Passive Income and look at Pat Flynn’s site, you’ll see that he has resource pages as well. He actually, on the front page of his site, promotes quite heavily some of his main partners as well. It really comes down to the design of your site, maybe you can actually promote what you’re doing better as well.

The last thing that I wanna talk about, the fifth thing is one that, again it’s a bit of a no-brainer, but it is something that’s incredibly powerful and it can lead to increased income as well. That is to increase your prices or at least to change your prices because sometimes decreasing your prices can actually lead to more income as well which is a bit of strange one. But in most cases, I think considering increasing your prices can work as well. We’ve seen this a number of times over the years.

Digital Photography School, we were selling our courses for a long time for about $29. We realized, one, a lot of our competitors were selling courses for $300 that were very similar to our courses. I guess having seen the value in our own courses, we put a lot of time and energy into creating them but we were underpricing them. We weren’t actually putting them forward at the value that they really had. As a result, some of our customers weren’t actually thinking that they were any good. I remember talking to some of our customers who were buying these $300 or $400 products from our competitors. I remember having conversation with one of them, I was like, “Why do you buy that product when ours is $30?” They were like, “I just thought their product was better.” And I was like, “Why?” And they were like, “Well, it’s $300.” There’s this perception there, there’s a lot of psychology behind that.

I’m not saying that you all need to 10X your prices just because it’ll make people think they’re more valuable. You gotta price your product at a price that is actually reasonable and that does give value to your customers. But sometimes, I think, we underprice ourselves. If you’re like me maybe that’s you. At our events every year, people come up to us and say, “Your event’s too cheap. It’s amazing what you deliver at your events for $300 or $400. There are other people charging a lot more.” I have this internal battle going on. I wanna keep our event as affordable as possible so that people can come to it so it serves them, as many people as possible.

But at the same time, I know that the value that we deliver is above and beyond the price that we charge for it. It’s a wrestle sometimes. If you’re like me, it’s probably something that you feel, but I wanna encourage you to think about increasing the prices if you’re selling something. Or, connected to this, add a premium level to your product. This is something we discovered last year at our event that when we added a mastermind day to our event, that there was a certain segment of audience who were willing to pay considerably more to get a more intimate experience, a more personal experience with myself, and my team, and the speakers.

James Schramko, I think I heard him say once that there’s 10% of your audience who’s willing to pay 10x more than what you are charging for something that is at a higher level. I don’t know if it’s 10%, I don’t know if it’s 10x the value, but I found that to be true. There is always a segment of your audience is willing to pay more for something extra. One, they’ve got the budget, but two, they’ve got the demand. They want something extra, above what you’re doing. What could you add to what you currently sell that is at a premium price? Maybe it’s that more personal attention, maybe it’s extra content, maybe it’s more advanced, maybe it’s a mastermind group of some kind. Increasing your prices can significantly help.

When we actually did increase the prices of our courses, eventually we did, we actually realized, and it’s a bit of a no brainer really, but you don’t need to sell as many courses to make the same amount of profit. If you can sell the same amount then you significantly your profit and your income level as well.

The other thing worth mentioning is sometimes decreasing your price can actually lead to more sales as well. That’s a whole other podcast to talk about as well. But experimenting with that, you can split test your product pricing can actually be a really worthwhile thing to do to better optimize your conversions as well.

There’s five things that you can do to grow the income of your blog; more traffic, a new income stream, better execution of an existing income stream to increase your conversions, extra promotional activity to really get more eyeballs on the thing that you’re doing which I guess is 3.5 really, I say those two things is quite connected, and then the last thing is to play around with your pricing, particularly considering adding a premium level pricing to what you do as well.

As I’ve said all through this podcast, you don’t have to do any of these things in isolation. It’s actually probably the combination of two or three of these things that’s going to lead to the growth in your business. This is the reason that I went from a very part-time blogger to a full time blogger within a few months because I worked so hard on increasing my traffic.

Over that six months, I increased my traffic significantly but I also added new income streams, and got better at what I was already doing. As a result of those three things that I focused on over those months, my income more than quadrupled over the six months. I went from being someone who dreamed of one day being a full time blogger to being a full time blogger, and actually growing the income beyond what I ever thought I would do from anything that I would ever do.

I really wanna encourage you to do that. Again, pay attention to what you already know. You probably already know the answer. It may not be doing something completely new that you never thought of, it might actually just be learning SEO, or setting up that autoresponder, or sending some emails to your list, or creating a product. These are the things that you’ve probably already been dreaming of doing. I encourage you to put those things on your today list instead of keeping on dreaming of doing them one day.

I hope this has been helpful to those of you who are listening. This is literally life-changing stuff. I went from, in 2004, from being part time to full time, my dreams came true because of the intense amount of action that I took over those six or so months. Your life can really change in many ways as a result of this burst of today action, just remember that, and keep at it.

If we can serve you and encourage you in any way through that process, head over to our Facebook group and let us know the questions that you have. Let us know what you’ve decided to do so we can keep you a bit of accountable to that as well. Just search for ProBlogger Community on Facebook and you’ll find our little group as well.

Also, check out our 31 Days to Build a Better Blog course which is coming out in March. I think it’s perfect alongside this particular podcast because a lot of the activities that we’ll be teaching in that 31 Days to Build a Better Blog are about increasing the traffic to your site as well. That certainly is gonna help you with that. problogger.com/31days and you can sign-up to be notified when that particular course goes live.

Thanks for listening. Chat with you next week in episode 237, I think it is. Thanks for listening. Chat next week.

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The post 236: 5 Areas to Focus on to Grow Your Blogging Income appeared first on ProBlogger.

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How Will Chrome’s New Ad Blocker Impact Your Ads?

Originally published on: http://feedproxy.google.com/~r/WordStreamBlog/~3/dSLUUHDXf64/chrome-ad-blocker

The short version: it won’t!

On February 15th, Google is set to launch a more robust ad filter for Chrome. Its goal is simple: to scrub the web of interstitial riff raff and other invasive advertising experiences. Now, advertisers have stared down the barrel of the almighty ad blocker before (and most lived to tell the tale), but this is the first ad blocker baked directly into the most popular browser on the planet.

chrome is the most popular browser in the world 

Per Statista

It would appear that the primary purpose of this fright-inducing new feature is to combat and eradicate poor mobile browsing experiences. This aligns with other recent Google innovations, like, say, the AMP Stories we talked about earlier in the week and the so-called Speed Update.

Here’s what the new Chrome ad filter is actually going to do (and how it’s going to do it).

Why is Google Releasing an Ad Filter for Chrome?

Per Google, “While most advertising on the web is respectful of user experience, over the years we’ve increasingly heard from our users that some advertising can be particularly intrusive.” While third-party tools have been banging this drum for a minute now, Google’s finally decided to work its own solution directly into its browser. Google’s blog post on the new ad filter update goes on to state that, more often than not, the problems stem from issues with ad delivery on third-party sites, not the advertisements (and by extension, the advertisers) themselves.

the coalition for better ads 

Google’s shiny new ad blocker is a product of some extensive research conducted by the Coalition for Better Ads (an altruistic watchdog group that combats heinous browsing experiences), specifically, a survey that polled 40,000 internet users and inquired as to which advertisements they felt most impeded their ability to do everything from online shopping to to inhaling spicy takes.

As you can imagine, the Coalition’s research revealed that distracting flash-animated banner ads, autoplaying video pop-ups, and those absolutely dreadful full-page monstrosities that make browsing completely impossible are some of the greatest offenders. That being said, there are plenty of other culprits that the filter will work to root out.

 bad desktop ad experience 

How Will Chrome’s Ad Blocker Work?

This is a bit over my head, but here’s my understanding of it…

Chrome’s ad blocker is all about pattern matching. There isn’t a little dude in a bunker checking out pages in search of awful browsing experiences. Instead, the filter cross-references websites against a list of sites known to fail the Better Ad Standards.

 google chrome ad filter

A site’s inclusion on the list is determined by an evaluation process. Sample pages are reviewed and, depending on the number of violations uncovered, the site is assigned a status: Pass, Warning, or Fail.

If a site’s on the list, the filter digs into images and JavaScript on the page a searcher has navigated to in an attempt to detect “ad-related URL patterns.” If there’s a match, Chrome hits the ads on said page with a big stiff arm to the chin and sends the searcher on her merry way, free to browse obstruction-free.

For those browsing on a desktop, ad block notifications will look as they currently do on Chrome; if you’re using an Android device, you’ll see a message bar at the bottom of your browser that looks something like this:

 chrome ad blocker mobile display

Let’s take a closer look at the types of ads that Google has deemed problematic.

Ad Blocker: Desktop Edition

In keeping with the general theme of mobile centricity (from mobile-first rankings to page speed updates designed to improve site experience on hand-held devices), it makes complete sense that Chrome’s new ad blocker doesn’t do much to kill bad ads on desktop.

 desktop ad formats blocked by chrome's ad filter

That being said, the Coalition for Better Ads has identified the following desktop ad experiences as problematic:

Pop-Up Ads Auto-Playing Video with Sound Prestitial Ads with Countdown Large Sticky Ads

If you’ve ever had the unfortunate luck to come across one of these suckers, you know how annoying they are. I’m particularly stoked that large, sticky ads have been deemed too disruptive to exist; you can click out of a pop-up, but without an ad blocker there’s no way to escape a big stupid bar that follows you as you read.

Thanks, Google!

Ad Blocker: Mobile Edition

And now for the piece de resistance…

 mobile ad formats blocked by chrome ad filter

As you can see in the diagram above, Google’s focus on cleaning up the mobile browsing experience is glaring. The ad formats that the Coalition for Better Ads and Google deem bothersome enough to block on mobile devices moving forward are as follows:

Pop-Up Ads Prestitial Ads Ad Density Higher than 30% Flashing Animated Ads Auto-Playing Video Ads with Sound Postitial Ads with Countdown Full-Screen Scrollover Ads Large Sticky Ads

Outside of preroll/midroll video ads, inoffensive banner creative, native ads, advertorials, and, of course, search ads, sites that host ads will now be pretty restricted in their ability to serve up valuable on-screen real estate to paying customers.

Will Chrome’s Ad Blocker Impact Your Paid Search & Social Advertising?

…Nah!

Chrome’s ad blocker will not interrupt your paid search advertising in the slightest (unless Google’s willing to call a handful of ads on a mobile SERP 30% saturation. Somehow, I don’t see that happening). If you’re prospecting or remarketing on the Display Network, it’s possible that your ads will be blocked due to issues with your placements; a site serving too many ads via AdSense could very well be penalized, but you won’t be forced to pay for their indiscretion.

This is due to the fact that Google has not made its own network exempt from the pattern-scanning that underpins Chrome’s ad blocker. It’s also worth noting that, at this time, there’s no way for you to view a potential ad placement’s pass/warning/fail status and use that information to exclude non-compliant sites.

Now, if you use AdSense to generate revenue on your site by hosting Display ads, you’re going to want to ensure that you don’t have banners all over the screen (particularly on mobile devices).

In terms of other ads you might be running on your website (those you sell privately or are affiliated with another programmatic network), you can use the new and improved Google Search Console to view your site’s Ad Experience Report. If you’ve got beef, you can hit Google with a request for a re-review. Provided you remedy what Chrome has deemed non-compliant, you should be fine to run ads moving forward.


What Happens When You Want to Sell Your Blog? A Case Study

Originally published on: http://feedproxy.google.com/~r/ProbloggerHelpingBloggersEarnMoney/~3/h9axuAH4trc/

When I started my travel blog back in 2005, I never imagined I’d be selling it.

After all, I just wanted to tell my family and friends what I was up to. I had no idea it would become a business that supported my family.

Even when it became a central part of our lives ten years later, it was like another child to me. I loved it, coddled it, and put so much of myself into it.

I learned a lot from growing and monetising my blog. I also learned a lot from selling it. And in this post I want to walk you through the process of selling my blog, and what I learned.

The interesting part is that getting a blog ready to sell is really about making your blog more valuable. And that’s something every blog owner can benefit from—even if they never plan to sell.

So whether you’re planning on selling your blog one day or not, my tips will help you get your blog earning more without needing your constant attention. It will help reduce the stress of running your blog while making more money. And if you ever decide to sell, you’ll walk away with the maximum amount possible.

Why I decided to sell my blog

So how did my blog go from something I thought of a another child to something I couldn’t wait to get rid of?

There were a few reasons.

I had way too many sites, and needed to let some go so I could focus my energy better. I’d just sold my first niche site, and letting it go felt so good that I decided to sell all my other niche sites and have just my two main blogs.

Then I realised I’d be better off getting rid of the blog (where I spent a lot of my time) rather than the sites that brought in money without any effort.

It also coincided with me restructuring my business. Thanks to some bad advice, I’d just discovered  I’d have to pay capital gains on the value of my business to move it to a company structure. I couldn’t afford to pay tax on something I wasn’t getting and value from, so selling it made a lot of sense.

And of course, the money from the sale would remove a lot of the financial pressure as I worked on building up my second blog.

But the biggest reason I decided to sell it is that I simply didn’t want to do it anymore.

I started writing about travel because I was passionate about it. Travelling was the one time I could really live in the moment.

But blogging about travel ruined that for me. I took it very seriously, and while my blog became very successful, travel became more and more stressful. My brain worked overtime as I analysed every aspect of what I was doing and how I would write about it.

We also did crazy things like visiting six attractions in a day. Try that with three young kids.

Towards the end I was exhausted and burnt out. I hated everything about the blog, and stopped working on it.

Thanks to my business model (using Google for traffic and affiliate marketing for income), money was still coming in. But no income is truly passive, and I knew my earnings would decrease over time if I couldn’t rekindle my passion.

And then I found myself on Facebook, where I described my blog as a gangrenous arm that needed to be cut off.

It was time to sell.

What buyers are looking for in a blog

No-one buys a blog because they’re passionate about the topic. They buy it because they think it’s a good business to own.

Which means they’re looking for a good business model.

They aren’t interested in what many of us bloggers stress over—page views, number of followers, etc. They want to know:

How much money the blog makes How much time you spend on the blog The business costs

That’s it.

Yes, a blog with strong metrics in page views, email subscribers and social media can make it more attractive. And they may want to talk about how you do what you do. But what they’ll care about the most is how much money the blog makes.

So don’t be too concerned about page views, number of likes, etc. They really don’t matter that much. What you should be concerned about is whether your blog is doing what you wanted it to do. Anyone looking to pay good money for a blog will want to be sure they’re getting good a return on their  investment.

And page views don’t pay the bills.

A lot of people didn’t think I could sell my blog because my name and image is all over it. But that’s not a problem so long as it doesn’t need you to make money.

How to work out the value of a blog

Figuring out the value of a blog is the same as figuring out the value of any businesses. You need to look as the profit it makes.

Along with my travel blog I’ve sold three other sites, and each time the value was based on a multiple of its monthly or annual profit.

Note that we’re talking about profit, not revenue, which means you need to subtract a wage for the effort you’ve been putting in.

A good broker will ask you to estimate how much time you spend on your blog each month, and put a value on that time. For me, they recommend US$25 an hour.

And just like any other business cost, this gets subtracted from the revenue.

While multiples vary, a good starting point is:

monthly profit x 20 for a site less than three years old monthly profit x 30 for a site more than three years old.

Monthly profits are based on the site’s average income over the past year.

If profit has been steadily increasing you may be able to base your calculations on the past six or even three months’ worth of figures. But chances are you’ll get a lower multiple. For example, the profit of one site I sold was going up steadily, and the overall profit of previous six months was higher than the six months before that. I was able to use the average of these months, but the multiple went from 30 to 29.

My travel blog had a good steady income, big audience numbers, and potential for monetisation beyond affiliate marketing. It also appealed to people who wanted a passive income and to be able to claim their travel as a tax deduction. That meant I could list the site for a higher multiple than those earlier examples.

Depending on your site, and exactly what you’re offering, you may have to negotiate the price when you find a buyer.

But again, page views and social media followers didn’t matter, and played no part in the negotiations.

How to sell a blog

You’ve probably heard of Flippa—a well-known platform for selling sites.

I sold two sites on there recently, and it’s a relatively painless process.

However, I only recommend Flippa for low-value sites worth less than $10,000. At this price level, you’ll struggle to get a good broker.

For a blog doing well, you’re better off using a broker.

For the two higher-priced sites I sold last year, I used Empire Flippers and FE International.

I had very positive experiences with them both.

They both have a similar process. Expect to spend a few full-on days getting your financials together. There’s a format they need to go in, and you’ll have to show proof of everything – a receipt for every payment and some type of tracking for every payment.

You’ll also need to write a lot about your blog to explain to potential buyers what it’s all about, why it’s a good purchase, what tasks you work on, etc.

Once you hand over everything, expect them to keep coming back with more questions and wanting more proof of various things.

This was the most (and possibly only) frustrating part of the process for me. I wanted my sites for sale immediately, but we did this back and forth for a couple of weeks and sometimes it didn’t seem necessary.

When this process is finished, they’ll tell you the price they want to list the site for. (You’re allowed to negotiate.)

Once you both agree on a price, the details are put up on the broker’s site and sent out to their email list.

Potential buyers may ask questions that you’ll need to be ready to answer. They may request a phone call to discuss it further, and will probably want access to your Google Analytics and, in my case, Amazon affiliate account.

For each buyer there might be a contract discussion (more about this later) and possibly haggling over the price.

These options took a 15% cut of the purchase price. Empire Flippers and Flippa also have listing fees. It can be a lot of money, but I think it was worth it. My sites all sold not long after they were listed, which would never have happened otherwise.

While Flippa doesn’t really do much for the money, using a broker is fantastic. I didn’t have to deal with enquiries, and they have processes to ensure they only deal with serious buyers and I’m not sharing my financial information with everyone in the world.

Buyers also like buying through a broker because they know they’ve done a lot of due diligence, which minimises the risk of fake information and protects both parties.

Once you have a buyer, they also make the transition process very painless. They’ll do the negotiations, write the contracts, and ensure you won’t be ripped off by someone taking your site without paying you.

I highly recommend FE International or Empire Flippers for selling your blog.

I found Empire Flippers better for sites that are straightforward, such as my niche site that I spent basically no time on and was all about SEO traffic and affiliate income.

They also make potential buyers pay a refundable deposit to see your site data, which helps keep away nosey people (and potential competitors).

For sites that have a higher value and/or get more complicated (e.g. most blogs), I found FE international better. I’m  glad I sold my blog with them. They tell you how they’ll value the blog and what price to expect before you have to start providing all the information.

Empire Flippers will only discuss this after you’ve provided all the information. But they do have a calculator on their site you can use to value your blog.

Making a contract for your blog

The biggest concern I had about selling my blog was that the new owner would use photos of my kids in ways that I didn’t like or that they would impersonate me.

Thankfully, you can make a contract for your blog sale that has any conditions you want (assuming the buyer agrees of course).

I made sure my broker understood that I needed to negotiate clauses that helped me feel less concerned about these points.

The buyer is likely to have things that concern them too that they will want to negotiate.

You can expect one condition to be that you can’t build a competing blog for the next 2 years at a minimum. There may also be conditions around you training the new buyer to run your blog.

There will also be conditions on when you get paid. On Empire Flippers, the buyer had a few weeks to verify the income by default before the money would be released from escrow to me.

FE International had a policy of releasing the money to the seller as soon as it was verified that everything had been handed over.

If you have any concerns about how the new buyer will handle your blog and the assets that make it up, discuss this with your broker and potential buyers in advance and you can probably find a solution.

Handing over the blog

This was actually far less painful than I expected.

After the buyer has put the money for the blog in escrow, you will start handing over. Your broker can help with this.

FE International helped me complete a huge handover document with everything the new owner needed to know from how to get the actual blog to social media logins to which affiliate accounts they needed to set up where to how to run the site day to day.

This made it so much easier and meant the buyer had access to everything immediately making the transfer fast and smooth.

To make things easier we tended to give our hosting accounts to the new owners. Hosts like SiteGround will allow changing the owner’s details. Otherwise, the broker or your host can help if you can’t transfer the site yourself.

I also used shared Google drive folders when handing over sites where I put everything related to my sites from logo images to affiliate partner contacts.

It’s a good idea to be readily available at handover as we had Skype calls in all cases to help things move along. After all, the faster things are handed over, the faster you are paid.

Within a few days of the sale going through, I had the money for my blog.

My top 3 tips for selling your blog (or for building a more valuable blog) Start removing yourself from the blog 12 months in advance

The only mistake I made in selling my blog was not deciding 12 months in advance so I could better remove myself and my family.

There are two reasons you may want to do this.

Firstly, a blog is going to be more attractive to buyers if it doesn’t look like it relies on you. Having your photo all over it isn’t ideal.

A better idea is to start using a pen name in advance and limit the amount of yourself on the blog.

This is also a good idea if you feel nervous about selling your image, and what can feel like part of your identity, to someone else. It is much easier to just have anything you don’t want on their gone when you sell it rather than coming up with conditions for the contract that you have to hope the other person follows.

You may also want to remove some of the more personal posts.

You should do this 12 months in advance because you can’t change anything that could affect the business operation of the blog right before you sell it.

If you remove posts or change the site much in the months leading up to the sale then the buyer will have a legitimate concern that the earnings that you have declared are not correct as obviously how much your blog earns is affected by what is on your blog.

It’s also good if you can remove yourself from the day to day running on the blog. Your blog will look more attractive if you have an already trained VA which the new buyer can hire as well.

This should also help the value of the blog as a VA usually costs less than having an hourly rate for yourself.

I recommend looking at these areas of your blog even if you don’t plan to ever sell. I think it’s good to regularly reflect and adjust how much of yourself and your family you want to share, for example, and making you less essential in the day to day running of the blog is a great way to save yourself a lot of stress and give you more time to work on more important tasks in your business.

Concentrate on passive income sources

The value of your blog is all about the profit you are making so the easiest way to increase your blog value is to make more money while putting in less effort.

Thankfully, this is easily achievable in blogging.

I always concentrated on getting traffic with SEO and converting it with affiliate marketing which helped my blog not only earn good money, but made it worth a lot of money because this is largely passive once you get it working.

I recommend you work on this aspect of blogging before getting to the point of wanting to sell your blog.

The way to do this is to concentrate on learning about buying keywords and reader intent.

Making affiliate profits is easiest when you attract readers to your site that have a buying mindset. This means that they already have the intent to buy something; they just need you to point them in the right direction.

SEO is a very powerful way to do this as you can write articles using keywords that people use when they are in this buying mindset. These are called buying keywords and are statements like “best juicer”, “juicer reviews”, “top juicer on the market”.

If you have a health blog and published an article on the best juicers that helped people looking for one find the perfect one (with an affiliate link of course) and were able to rank on the first page of Google for these keywords, you would make a lot of ongoing cash with very little effort.

If you can have even a few articles like this ranking well in Google and converting well with an affiliate, this can add a few extra thousand a month to your profits.

Times that by 30 and you could add an extra $90,000 to your blog value.

And if you never sell your blog, the extra money will be great in your pocket.

There are other ways to make more passive income as well. Display advertisements using services like Mediavine or Google AdSense are a good option.

Products can also be passive once you have a sales funnel set up if they are items like eBooks that require little ongoing support.

Stop worrying about page views and social media followers

The best way to find time to work on the things I mention above, like growing your passive income, is to cut out all the tasks that don’t really matter.

This will also mean you don’t need to work as much which will also increase your profits.

I highly recommend going through your task list monthly and removing anything that isn’t directly related to your blogging goals whether you plan to sell or not.

This means that unless your prime goal is to get x number of page views, stop working on tasks just to get more traffic. More traffic generally doesn’t lead to more income unless it’s the right sort of traffic. For example, if you want to make good money with affiliates, you need readers with the right reader intent as mentioned above.

It can be hard to let go of something like going on social media, but if it’s not helping you reach your goals and is only sucking away your time then it can be highly valuable to focus that energy elsewhere.

Final thoughts

It’s been a few months now since I sold my blog and I haven’t regretted it for even a second. It does feel strange to not be a travel blogger anymore when I was so focused on it at one point, but it feels great to have let it go and to have moved on to my other blog, DigitalNomadWannabe.com, where I get to do work that I love.

Whether you should sell your blog or not is a very personal decision.

If you are at all considering it, I recommend you start doing the tips I recommend above as soon as possible so it leaves you in a better position when it comes time to sell. By the time I realised I wanted to sell, I was so over it that I couldn’t give myself a 12 month run up to remove myself in the way I would have liked.

If you do this and you never end up selling, having more income and less work to do will be a bonus anyway.

Bio

Sharon Gourlay is an Australian blogger who now only blogs about SEO, internet marketing and making money from blogging at DigitalNomadWannabe.com.

The post What Happens When You Want to Sell Your Blog? A Case Study appeared first on ProBlogger.

      


235: How to Build Authority, Influence and Trust When Nobody Knows Who You Are

Originally published on: http://feedproxy.google.com/~r/ProbloggerHelpingBloggersEarnMoney/~3/4ghAATCCl_0/

How to Build Authority and Influence with Your Audience

In today’s episode, I want to talk about building authority and influence.

This topic came about from talking to a number of bloggers who’ve just completed our Start a Blog course. They’re starting from scratch (as we all did), and want not only to be found, but also to make an impression on those who arrive at their blog.

How can you be seen as a trusted authority on your topic, and a credible source of information, people don’t yet know who you are?

Getting traffic is one thing, but how do you build influence?

In this episode, I want to share 13 things that I’ve noticed good influencers do to build authority and credibility with their audience.

Resources for How to Build Authority, Influence and Trust When Nobody Knows Who You Are New Blog Honor Roll Facebook group

Courses

ProBlogger’s ultimate guide to start a blog 31 Days to Build a better blog

Further Reading

Demian Farmworth – CopyBlogger – 10 ways to build authority as an author Shane Snow – some writing he did on the level that great writers write at This Surprising Reading Level Analysis Will Change the Way You Write Full Transcript Expand to view full transcript Compress to smaller transcript view

Hi there. Welcome to episode 235 of the ProBlogger podcast. My name is Darren Rowse. I’m the blogger behind problogger.com, a blog, podcast, event, job board, series of ebooks, and courses all designed to help you to start an amazing blog, to create content for that blog that’s going to change the world, that’s going to change your reader’s lives, to grow traffic to your blog, and to build profit around your blog as well. You can learn more about what we do at problogger.com. In particular, check out our brand new course How to Start a Blog, our ultimate guide to starting a blog. Check out our new course which is coming in the next few weeks, 31 Days to Build a Better Blog, which is perfect for new bloggers and intermediate bloggers who want to give their blog a kickstart. You can find our How to Start a Blog course at problogger.com/startablog and 31 Days to Build a Better Blog at problogger.com/31days or just over on ProBlogger, look for the courses tab and you’ll find them all.

In today’s episode, I want to talk about building authority and influence with your audience. This topic came up as I was talking to a number of the bloggers who just completed our Start a Blog course. We just graduated 103 bloggers. They’ve just started their brand new blogs. We posted links to all of them on our site. If you want to check them out, head over to ProBlogger. Today I’ll actually link to them in our show notes as well.

These 103 bloggers, just like all bloggers starting out, they’re starting from scratch. They’ve got a number of challenges. One, they need to create content. Two, they need to build traffic. But also more important than building traffic, they need to actually build influence, they need to build authority, they need to build credibility. This is one of the things that a number of new bloggers have talked to me about in the last few weeks. They can see the traffic coming in but how do they actually become someone with authority on their topic? How do they become someone who is trusted as a credible source of information? How do you build this when the traffic that’s coming in has no idea who you are? It’s one thing to get traffic but how do you build influence?

In this episode I want to share 13 things that I’ve noticed good influencers do to build this authority and credibility with their audience. You can find today’s show notes at problogger.com/podcast/235.

Today we’re talking about how do you build authority, how do you build influence, how do you take this traffic from giving you their attention to actually beginning to feel connected to you on this deeper level and seeing you as someone to be trusted.

There’s a number of different approaches to this. One of the old school way of thinking about this, I’ve seen many people build their business in this old school way, that school of thought would say gather as much knowledge as you can. Then show what you know, show what you’ve achieved. Be an expert, look the part. If you don’t know it all, fake it ‘til you make it. Be confident, promote yourself. This is the advice that I grew up seeing other people living out. This kind of approach works sometimes. But over the years, I’ve noticed that there’s a lot of bloggers, a lot of podcasters who don’t take that kind of approach, this approach where you build your authority but telling everyone that you’re an authority, that’s the approach that I see a lot of bloggers are doing. Sometimes it does actually work but in most cases I don’t think it does today. I think things have changed.

What I want to give you today is 13 things that I think you can do to help you to build some authority. We might call this the Authority 2.0. It’s a slightly different approach. It’s not just about telling everyone that you’ve got authority and they should trust you but it’s a deeper way. It’s perhaps a little bit slower in some ways but it’s actually more powerful, more sustainable. It’s hard to put your finger exactly on how someone builds authority so I can’t give you a definitive list of all the characteristics of these kinds of people. But in this episode, I want to share some of the common characteristics that I’ve noticed in meeting people who do have influence. They’re the people who I guess have had influence upon me.

Really I guess one of the things I would say before I get into my list is that I would encourage you to think about who influences you and to do some analysis on why you think they influence you because really, that is the answer. If you do that analysis yourself, what individuals, what authors, what companies, what friends influence you? If you can unlock why they influence you, you’ll probably find the answer as well. That’s really how I’ve come up with this list.

I will say I don’t know anyone who’s got all these 13 characteristics but let me have a go at describing some of what I’ve noticed about them. Number one, this is what I’ve noticed, their authority isn’t just built upon what they know but how generously they share what they know. I’m not discounting the fact that you need to know something about your topic. I do believe that the more you know about your topic, the better position you’re going to be in to be seen as a credible, authoritative type of person. Talking about your topic, knowledge is important but if you want to be influential, if you want to actually be trusted, if you want to be seen as someone that people want to connect with, it’s probably just as important to be known as someone who’s generously sharing what they know. Let me say that again, their authority isn’t just built upon what they know but how generously they share what they know.

I’ve seen this time and time again. Sometimes the people who rise to the top of the niche don’t know the most but they share everything that they know. I think about my own situation, Digital Photography School, I’m not a professional photographer. A lot of people are surprised at that, “You’ve built this site with millions of readers, how did you do that? You must be a professional in photography. You must know a lot about photography.” The reality is I didn’t know a lot about photography, I knew enough to teach beginners. I shared everything I knew on that topic.

I shared this one as number one because I want to be an encouragement to those of you who are struggling with impostor syndrome. This is something I see time and time again with bloggers starting out. They want to write on a topic but they’re not an expert in that topic yet so they discount themselves as being someone who should have a blog on that topic. You can be an intermediate level and write about that topic as long as you are transparent about what you know and what you don’t know and as long as you are aiming to teach people who are a bit behind you on that journey. That’s important.

Be known not just as someone who knows a lot about what you’re writing about but as someone who shares everything that they know. That goes a long way as well. Not to discount that you need to know something, you can’t just bluff your way through it. It’s not just a fake it and make it approach, you do need to know something, you need to be a learner on your topic, you need to be growing in your knowledge. But it’s just as important to be known as someone who is generously sharing everything that they know. Number one, their authority isn’t just built upon what they know but how generously they share what they know.

Number one, they don’t just talk about what they know but they also share what they don’t yet know. This comes into what I was just talking about, that transparency. The old school way of building authority is to just build yourself up to present yourself as the expert, as the guru. The reality is none of us know everything about our topic. We need to be clear with people that we have strengths and to promote those strengths but we also need to show people that there are areas that we don’t yet know and that we’re still learning about. That transparency about where your expertise ends and who you are best at serving, those types of things are really important.

If you’ve been traveling with ProBlogger over the years, you know that I’m not the most technical blogger in the world. I, quite often, in my Facebook live say I don’t know the answer to that question about how servers or domains or those types of things. I know enough to teach a beginner but we’ll find the answer for you because it’s not an area of expertise for me. I’m putting people around me who can fill in those gaps. Don’t just talk about what you know, talk about what you don’t know.

Whilst that might seem a little bit counterintuitive, it actually has a big impact upon your readers. They will trust you so much more because they see that you are willing to admit to a weakness or a deficiency in your knowledge in some way. It’s a very powerful thing. It’s a way of making a really deeper connection with people. Don’t just talk about what you know, talk about what you don’t yet know.

Number three thing is that these people that I’m thinking of who influence me and that I see as authorities learn in public. They learn in public. This is all a part of that transparency. When people see you as someone who’s still learning on a topic, who’s still gathering knowledge, who admits that they don’t know everything, that has big impression. But when you learn in public and share the journey of your learning, that is something that people want to be a part of as well because they can relate to that. They’re on your blog because they want to learn about that topic. When they see you learning and sharing immediately what you’re learning, then that’s a powerful thing.

Some of the things that you can do there to learn in public, I used to do interviews. I’ve used the example of Michael Stelzner from Social Media Examiner, one of the biggest social media blogs on the planet right now. He started out as someone who didn’t really know a lot about social media by doing interviews at conferences with social media experts. One of the reasons he did that was to learn from these people. He said, “I couldn’t get one-on-one coaching sessions with them all so I decided to interview them and record those interviews and then share those interviews.” It became a content creation strategy but it also was a learning strategy for him. It also built relationships with the people he was interviewing. He was learning in public. He was asking the questions he wanted the answers to. One, to gather his own knowledge and to improve the position that he was in but also to create content that he knew would be relatable to other people who’s in that same position. Interviews are a great way of doing this.

Doing experiments in public can be really important as well. I’ve seen people like Pat Flynn do this over the years really well. He’s known for doing experiments in starting new blogs, starting new businesses in public. He doesn’t do them behind closed doors and then report what happened. He actually says, “Here’s what I’m doing. Watch me do it. I’m experimenting, I’m learning.” People can really relate to that. Talking about the failures as well as the success is really important.

Asking lots of questions, this is one of the things I use to do on ProBlogger all the time, have blog posts that were me seeking information from my readers and me asking, “What would you do in this situation?” That again seems a bit counterintuitive, shouldn’t you as the expert be telling everyone what the answer is? No. People actually respect when you don’t know all the answers and when you are trying to find the answers for people. You will learn and as a result, you become more of an authority on your topic and more of an expert because you’ll be gathering these answers. Don’t pretend you know it all. Learn in public is a very powerful thing that you can do.

Tied into this is my fourth point. They use case studies, both case studies of themselves and others. Talk about the experiments that you’ve done, report back on what you are learning and what you are doing. But also talk doing case studies of other people can be a powerful way for you to learn but also for you to build credibility particularly when you’re doing case studies of what you were doing with other people.

Let me give you an example on ProBlogger. When I started ProBlogger, one of the things I did semi-regularly was to do case studies of how I would improve another blog. Sometimes these were blogs that hadn’t actually asked me to do this case study. It was just me seeing something and thinking I like the way they do this, this is what I would do to improve their blog and to actually write that type of post in a positive way. I never critiqued what they were doing. They were just suggestions and constructive things.

Down the track, people began to ask me to critique their blog and to coach them. Instead of coaching them one-on-one in private, I would coach them in public. I’d write the little critiques of their blog, with their permission, in public. This became really useful in the type of content that my readers wanted. The post became very popular but they also showed that I knew what I was talking about. This is one of the things that I’ve learned over the years. When you can demonstrate your knowledge indirectly, that’s a very powerful thing.

The old school way of building authority is to tell everyone what you know. But when you do this type of public coaching, in this case study, you’re demonstrating what you know. You’re actually showing people what you know by just doing it and by giving advice to someone else. People find that as a less confrontational way of building authority. Instead of telling people what you know, actually show them what you know in an indirect way, whether that be through a case study, whether that be through public learning or public coaching in some way.

Number five is that they show vulnerability. This, really, I guess comes into this transparency that I was talking a little bit about earlier. They don’t just show their credentials and strengths but also their weaknesses in that way. That’s vulnerability. There’s been a lot written over the years about vulnerability. Brené Brown’s written some great stuff on that topic. It’s similar to that transparency one earlier but I really want to emphasize it here because there’s something about being vulnerable in public that people really do respect. It builds relatability and it also shows that you are a human being.

One of the things I’ve noticed over the years about people who take this old school way of building their authority, telling everyone what they know is that they almost become superhuman. It’s almost like they become a bit robotic. Sometimes they come across as having it all so much together that they don’t actually relate to me. People like to see the frailties and the humanness in other people as well. Showing your vulnerability is important.

As part of that, to show as much of your personality and your personal situation, your personal life as you feel comfortable to do. This doesn’t mean you need to be Instagramming your family life, you might want to have some boundaries around some of that. But people do appreciate when you are able to weave into your content the fact that you are a normal person. To show a little bit of yourself in that way can be powerful.

Last year I think it was, I had one of my sons do the intro for this podcast. You wouldn’t believe how many people contacted me about that. Actually hearing one of my kids’ voices on the podcast made a big impression upon people. When I meet people in public, that’s the podcast episode that people tend to remember the most for some reason. They don’t even remember the content I had there but they remember the fact that I let my kid to be on my podcast. That was something that connected with many people, I guess who are parents as well. Allowing these little personality quirks, your personal situation but also your vulnerabilities into your podcast can really make a deep connection with people as well.

The other thing I will say about this by way of a personal example is some of the podcasts where I’ve shared my failures and mistakes have been the most powerful. I did a podcast about my procrastination, my character trying to be a perfectionist and as a result procrastinating. That podcast, again, had a massive impact upon people. I did another podcast years ago now about my health situation, how I was gradually putting on weight and what I did about that. Those podcasts are slightly off topic in some ways but they actually had a massive impact and made a deeper connection with people. Share your vulnerability, share your personality – really important.

Number six. People with authority, people with influence that I respect the most, they share their transformations and conversions. This is a massive part of them being seen as a credible source. They don’t just talk about the destination of where they’ve arrived but they talk about their origins and who they were when they started out. This inspires and it also makes them more relatable. If you think about it, if you were hiring a personal trainer, would you be more likely to hire a personal trainer who was born with chiseled abs, perfect genetics, and had no struggles in their health or would you prefer to go to someone who had really struggled with their nutrition and with exercise over the years but through trial and error has gotten to a point where they’re healthy? I personally would prefer someone who has had ups and downs over their life and who has come out the other end in a better place because I can relate to that type of person. I can’t relate to someone who always had chiseled abs and who’s got perfect genetics and who’s never struggled with their health. I prefer to go and see someone who has journeyed through it and can relate to the struggles that I’m having.

The same is true with building authority in your particular topic. If you can demonstrate by telling your story about who you were and who you are now, you may have reached a point where things are really great but what were things like in the way to getting there? Actually sharing those stories is a very powerful thing. This taps into the transparency and the vulnerability. It’s amazing how many people on their about pages talk about their achievements and talk about where they are now but they don’t actually tell their story. I think your about page is a brilliant place for you to tell stories about your journey, about your transformations, about your conversions to the way that you’re living today. It’s not just about the destination but it’s about the journey. People are much more interested in the journey that you’ve had than the destination that you’re at now. Weave that into your about page. Weave that into your brand if you can. Weave that into the way you promote your blog, the taglines that you have, your content, you can be constantly telling those little stories.

Pretty much every time I talk, I tell my stories of becoming a blogger. I talk about how I really had no credentials to be a blogger, I talk about how it took me three months to work out how to make text bold on my blog once I’ve started. This is I guess an entry credential in some ways, me talking about my weaknesses. But it illustrates the transformation to get from that to being a full-time blogger, to get from no readers to having millions of readers. That is something that people get inspired by all the time but they can also relate to that because they can relate to having those same challenges in the early days as well. Share your transformations, build your brand on those transformations that you’ve had. It’s a very powerful thing.

Number seven thing, over halfway now. They tend to be positive, optimistic, and constructive in their outlook. I’m thinking here about people who I’m drawn to. Maybe it’s just partly my personality coming out here but I’m personally much more likely to be influenced by and see someone as an authority on their topic when they have this more positive, optimistic outlook. They’re not just interested in busting myths and tearing down and critiquing. They spend more time presenting solutions, solving problems, and pointing to a way forward. This isn’t to say that from time to time you can’t get negative with your blog. I think being negative, critiquing something, busting myths – these types of things can actually play a part in building authority. To show that side of yourself from time to time can be important. I think you don’t want to be known purely as a negative person.

I know some people build their whole brand around critique. But most of the people I’ve seen attempt that don’t tend to last the journey or they tend to transition into a more positive person at some point because they realize that people come to them for their critique but they’re coming almost more for the entertainment of the critique and the snarkiness but they don’t actually see them as an authority on that topic.

I think probably about ten years ago in the blogging about blogging space, there are a number of people who started blogs that were very negative, very snarky. They’re talking about the negative things that they were seeing other people were doing. They were having a go at people, they were tearing down, and they were calling them out. Their blogs became very popular. They got a lot of traffic but no one actually saw them as an authority on their topic, no one actually bought their products, no one actually saw them as an authority in their space. They weren’t actually putting forward a solution alongside their critique. Go there if you need to from time to time, bust myths, critique, that’s fine from time to time. But always do it with a solution, with an alternative, and you’re going to be in a much better position. They’re positive, they’re optimistic, they’re more constructive than being known for being negative.

Number eight, they build a platform of giving and generosity before they promote. There’s definitely a time for asking. There’s definitely a time for selling what you do. But as I think about the people who I see as influencers and the people who I bought their products, the asking tends to be dwarfed by their giving and by their generosity. Survivors don’t be self-serving. Yes you need to win out of the scenario and this is a trap that some bloggers get into, it’s like just give, give, give and don’t actually get. You’ve got to get some balance in there on that. But you want to be known as generous before you ask.

Blogs like Copyblogger. I’ve read Copyblogger for years. Brian Clarkson Simone generously gave amazing teaching. I read them for years and as a result of that, anytime they will release a product I was a buyer of that product based upon the generosity of what they’ve done. I wanted to reciprocate. The only reason I bought their products was because they were so generous. Build a platform of generosity, of giving before you ask or promote.

Number nine, they show up, they deliver quality, they ship, they’re reliable. Authority isn’t just built on what you know but rather people knowing they can rely and depend upon you, people knowing that you have their back. Don’t be flaky. Don’t promise things that you don’t deliver upon. You want to be shipping, you want to be showing up. If you say that you were going to do a podcast every week, do a podcast every week. If you’d say you’re going to do a blog post every week, do a blog post every week. If you’re going to send an email newsletter every week, send that email newsletter every week. Do everything you can to show up. Not to say that you can’t take a break but forecast that break. Tell people the reason why you’re taking that break.

It’s reliability. It’s being there for your reader and them feeling like you’re consistent and you’re going to continue to show up and you’re going to have their back. This builds credibility. When people know that you deliver a podcast every week or that you deliver articles every week and you deliver that newsletter, they begin to show up expecting that you’d be there as well. Be reliable in that way.

Point number ten is to keep your messaging clear and simple. Did you notice how clearly and simply I said that? Keep your messaging clear and simple. Authority isn’t built upon making yourself look smart and lording your intelligence over those who follow you. Authority comes when you make your audience feel smart, when you facilitate them making discoveries, when their knowledge grows because of you. Again, let me think about this. It’s not about you looking smart, it’s about you making your readers feel smart.

I love the quote from a guy called Adam Grant. He said, “Good communicators make themselves look smart. Great communicators make their audience feel smart.” Really important distinction there. The old school way of building authority is about look at me, look at all the things that I know, look at all the things that I can say, look at all the big words that I can use. That might make you look good but influence, trust is built upon people feeling that they are benefiting from the relationship and that they are getting smarter as a result of you.

This needs to shine through in your content, the way you write your content. I’ve read a number of articles recently that talk about how to best communicate is actually write at a low level. They write at an 8th grade level rather than a university level. Actually writing in a way that your readers can understand the words, they don’t need to go away and look up words in dictionaries, they don’t need to guess the jargon you used – actually writing in a very clear way that makes your readers feel like they can understand what you’re saying is actually so powerful in building authority and credibility as well. It needs to shine through in the content that you use but also in the way you promote yourself as well. Don’t just make yourself look smart, make your readers look smart. Bring them into that in many ways that you can.

Number 11 is one that I’m really passionate about. Great influencers use their influence for the benefit of those they influence. There are too many word influences in there but think about this. A lot of influencers use their influence to benefit them. “I want to be influential.” “Why do you want to be influential?” “I want to be influential because it’s going to get me a car, it’s going to get me a holiday, it’s going to get me money. It’s going to get me all this stuff. I’m going to get a lot out of being influential.” The reality is that that’s only going to get you so far.

Great influencers use their influence for the benefit of other people. Use your influence for the benefit of other people. I see a lot of people trying to build authority and influence because of how their influence and authority will improve their lives. But I’m struck by the fact that many of the great influencers that I’ve met live very simply. They use their influence to benefit others.

What can you do that’s going to improve the situation of your readers and make the world a better place in some way? I actually ask that question from time to time. You will discover ways to use your influence, as small as it may be, to benefit other people. Obviously, you can write content that’s going to solve your readers’ problems but what more could you do? What more could you do for your readers?

For example, as I think about this for ProBlogger, what can I do to benefit you as an audience? One of the things that we’ve been realizing over the last year or so is that yeah, we can teach you how to blog but one of the needs that we see a lot of bloggers having is they want more traffic, particularly new bloggers. As you start your blog, you’ve got no traffic. One of the things we realized as we were doing this Start a Blog course that we launched recently is that we can actually help our students to get their first traffic.

This is why we started International Start a Blog Day, which happened yesterday as I record this. We actually promoted the 103 blogs that started as a result of our course because we realized we could not only help these bloggers to start their blogs but we can actually give them a little bit of traffic. We’ve been promoting these blogs. I had an email this morning from someone who said, “Wow, I had 100 readers yesterday. I never thought I’d get 100 readers on the first day of my blog.” What could you do that could help your readers to have their dreams come true? What could you do to help your readers’ dreams come true? Don’t just use your influence to make your dreams come true. Find creative ways to make your readers’ dreams come true as well.

I’ve got two more here. Point number 12, these influencers, these authoritative people that I respect don’t seek to be known, liked, and trusted. They show that they know, like, and trust their audience. I’ve spoken about this before. The quote by Bob Burg, “People do business with those that they know, like, and trust.” This is a very well-known quote. I believe it. People will want to do business with you when they know, like, and trust you. One of the ways that you speed up people knowing, liking, and trusting you is to actually do those things to them as well. I think this quote is a two-way thing. Don’t just try and be known, don’t just try and be liked, don’t just try and be trusted but actually display that you know your audience, that you like your audience, and that you trust your audience. Let’s just break that down a little bit.

Do you know your audience? The more you know your audience, the better position you’re in to build authority with them. Do your research on who is reading your blog. Who are they? Their demographics. What are their needs? What are their dreams? When you know these things, you’re in a much better position to serve them and as a result they’re going to begin to realize that you actually know who they are. One of the best things that I get is emails from time to time from people saying, “I feel like that podcast was for me.” That is because I’ve spent a lot of time trying to understand who is my audience. I create content based upon knowing who they are having met many of them at our conferences and our events but also talking to them on Facebook lives and those types of things as well. The more you get to know your audience and show them that you know who they are, the more they’re going to want to know, like, and trust you as well. Know your audience. Know, like, and trust.

Like your audience. Show warmth to your audience. Show your audience that you actually like them. Make your audience feel they are charismatic. A lot of bloggers they want to be charismatic themselves. Actually make your audience feel like you know them but you also like them. Spend time with them. Get on Facebook live and answer their questions. Hang out with them. Some of the most popular Facebook lives that I’ve done have been the ones where I’ve sat with a beer on a Friday afternoon and I’ve just said, “Let’s hang out.” We just chatted back and forth. We’ve asked questions of each other. We’ve hung out, we’ve had fun. Those are the types of things that, actually as I look back over the year, I’ve built relationships with my audience the most. Hang out with them. Show them that you like them.

Lastly, show them that you trust them. This comes down to this vulnerability that I was talking about before. When you share something of yourself, you’re showing your audience that you trust them. By me sharing that I’ve got three boys and me sharing that I’ve just been on holidays and me sharing some of the mistakes that I’ve made and some of the insecurities that I have, that shows that I trust you as my audience. I wouldn’t share that type of stuff if I didn’t have some trust of you, if I didn’t like you. Don’t just try and be known, be liked, and be trusted. The way that you actually do that is to know who you’re speaking to, to like them and to show that you like them, and to trust them – very important.

The last thing I’ll say about building influence and trust and authority is that it takes time. Most of the people that I see as influencers and authoritative type people and people that I see having credibility in the topics that they talk about, as I think about it and as reflecting on this week, they’ve all been around for a while. I’ve been following them for a while. It didn’t happen overnight.

I look at someone like Chris Guillebeau. He’s been blogging for years, probably for a decade or so now. He’s someone that gradually over time I’ve come to know, like, and trust. He’s someone that overtime I’ve began to see has authority on certain areas. It’s because he’s done all of the things that I’ve just talked about. He’s been vulnerable, he’s put himself out there, he’s kept his messaging clear, he’s shown up, he’s delivered on his promises. All of these things I’ve just talked about, he’s done them but he’s done them time and time and time again over the years. It’s the accumulation of that that makes me think, “Yeah, he’s credible. I can trust him. He’s an authority.” That is key.

I know that’s a little bit disheartening for those who just finished our Start a Blog course and you just started. But it’s the accumulation of the little things that you do over time that are going to lead to people knowing, liking, and trusting you, and people seeing you as an authority. It doesn’t happen overnight. It’s the accumulation of these things. It’s the longevity of you doing these things overtime that’s really going to count the most. Yes you can build little bits of influence early on but it’s going to exponentially grow the longer you show up and the more consistent you are with these things over time as well.

I really hope that has been helpful to you. I hope it’s been clear and simple enough. As I thought through, I’m very aware that different people grow their authority and influence in different ways. I actually made a list of about 20 people that I see as authorities in their niches. As I looked at the list, I saw some of these characteristics but every time I look at a different person I’m like, “Yeah but they don’t quite fit with this one.”

I want to emphasize again that those 13 things I’ve just talked about, these are different mix and play for each person. Take it as a put it out list, some of it will resonate with you, some of it you want to try, some of it you might not relate to as much but somewhere in the mix of all that I think are some answers.

I’ve got some further reading for you today. I’ve got a few articles that I read in preparation for this podcast. There’s an article from Copyblogger Demian Farnworth, 10 Ways to Build Authority as an Author, which overlapped with a few of the things that I said. Then Shane Snow has a couple articles that I’ll link to and a couple articles he wrote about the level that writers write at. That touched on that, in keeping your messaging clear and simple. He’s written about some investigation that he’s done that talks about how writers that are most powerful in their communication tend to write at a lower level. He did some research into the level that great writers write at. He found about the 8th grade level was about the level that they were writing at, and that made them more relatable and easy to read. I’ll link to those in the show notes today as well as some further listening on the podcast as well.

You can find today’s show notes over at problogger.com/podcast/235. Thanks so much for listening. If you’ve got a moment, I would love it if you would head over to the ProBlogger blog and check out our list of 103 bloggers who started their blogs. The reason that we do have that list public is that we want you to visit them. We would love it if you would encourage those bloggers.

I know a lot of you have been blogging for years now. I want to encourage you just to remember what it was like that first week that you launched your blog. Wouldn’t it have made your day if someone had a shown up your blog and left a comment? Wouldn’t it have made your day if someone had shared your blog on their social media account? That would’ve been so encouraging for you. I really want to encourage you to head over to that list and find a blog that you can leave a comment on, maybe more than one. Find a blog that you resonate with that you could share on your social media account. Pass on a little bit of the traffic that you have. Use your influence to build and benefit other people as well. I really encourage you to do that.

We love the fact that there’s all these new blogs out there, and excited that there’s a lot more coming as well. I think almost 2000 people have started the Start a Blog course already. We’ve seen 100 blogs launched. There’s quite a few coming up behind them in the coming months as well. Anything you can do to support those new bloggers would be fantastic.

Thanks so much for listening today. I will link to the honor roll in the show notes as well, problogger.com/podcast/235. Chat with you next week.

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The post 235: How to Build Authority, Influence and Trust When Nobody Knows Who You Are appeared first on ProBlogger.

      


234: How to Relaunch Your Blog After It Becomes Dormant

Originally published on: http://feedproxy.google.com/~r/ProbloggerHelpingBloggersEarnMoney/~3/DXhrpyqHwrk/

How to Relaunch a Dormant Blog

In today’s episode, I want to answer a question I get regularly from listeners: How do you relaunch a blog that has died or become dormant?

I want to talk you through two scenarios for relaunching a blog, and give you 11 things to consider during a relaunch.

Before I get into today’s show though, a couple of things.

Firstly, this week on 7th February we’ve got our first ever International Start a Blog Day. For those of you enrolled in our Start a Blog Course, keep working on your launch.

And secondly, coming up in March we have our brand new course – 31 Days to Build a Better Blog. This is a perfect course for anyone in their first month of blogging, anyone relaunching a blog, or anyone who is blogging and just wants to give their blog a bit of a kick start.

It’s a brilliant month of learning, but more importantly doing small things every day to improve your blog.

Whether you do the tasks daily or tackle the course slower, it’ll give your blog a boost.

Register your interest in the course at problogger.com/31days and we’ll send you an email when it launches with a special early bird discount.

Further Listening on How to Relaunch Your Blog After It Becomes Dormant 10 Things I Wish I Knew About Blogging and Content Marketing When I Started A Blogger Shares How She Made $28,000 Using The 4 Stages of Warming Her Readers Up

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Full Transcript Expand to view full transcript Compress to smaller transcript view

Good morning and welcome to episode 234 of the ProBlogger podcast. My name is Darren Rowse and I’m the blogger behind problogger.com, a blog, podcast, event, job board, series of ebooks, and courses, all designed to help you as a blogger to start a great blog, to create great content on that blog that’s gonna change your reader’s lives, to find new readers for your blog, and to build profit around your blog as well. You can learn more about what we do ProBlogger at problogger.com. You can also dig into previous episodes of the show and thousands of tutorials that we’ve published over the years.

In today’s episode, episode 234, I wanna answer a question I get regularly from readers. How do you relaunch a blog that’s previously died or become dormant? I wanna talk you through two scenarios for relaunching your blog and give you 11 things to consider during the relaunch, 11 questions to ask yourself that will help you to relaunch with your best foot forward.

Before I get into today’s show, I want to mention two things. Firstly, this week, on the 7th of February, we’ve got our first ever International Start a Blog Day. For those of you who have previously enrolled in our Start a Blog course, keep working on your launch and look out for emails from us of details on how to participate in that.

If you already have a blog and you wanna check out some amazing new blogs, watch out on problogger.com on the 7th of February and you’ll see a massive list of some amazing new blogs. If you follow us on our Facebook page, facebook.com/problogger, I will also be featuring some of the new blogs on that day and some live videos.

The other thing to mention is that coming up in March, we have a brand new course, 31 Days to Build a Better Blog, which has previously been an ebook and a series of blog posts, and a series of podcasts as well. We’ve updated it all and we’ve put it together in a course format.

For anyone who is in the first month of blogging, maybe you’ve just done that Start a Blog course or anyone who is relaunching a dormant blog, this would be perfect for you and anyone who’s been blogging for a while who just wants to give their blog a bit of a kickstart, maybe it’s that time of the year and you wanna get things going again, this is a brilliant course that’s really going to walk you through over a month or you can take it slow if you want to, some teaching, and more importantly doing some small things everyday to improve your blog.

Time and time again, I hear from people who’ve done this course and they’ve stuck it out through to the end. Previously, they’ve done it as ebooks, they’ve said that it really has given them a boost. The most important thing is not the learning, it’s the doing, it’s the implementing the small things that we suggest everyday. If that sounds like it’s gonna float your boat and improve your blog, check out problogger.com/31days and you’ll be forwarded there to an outline of the course and also a place where you can register your interests and we’ll let you know when the course goes live. We’ll also send you a special early bird discount as well.

If you are listening to this sometime in the future and it’s already live, you’ll already be able to sign up there at problogger.com/31days and get involved in that course. Today’s show notes are at problogger.com/podcast/234 and with all that said, I’m gonna get into today’s show.

Last week, I was asked by a reader of ProBlogger for advice on how to relaunch their blog, which had become dormant for the last year. They’ve had 12 months off blogging. They’ve had to take a break from blogging, blogging had to take a backseat I guess, while other things in their life or their family took priority. They have some really good reasons for putting their blog on hold for that 12 months. But now things had settled down at home, they wanted to get back into blogging again.

This is something that many of us bloggers have to deal with at different times. There’s been times where I’ve put my blogs on hold, not ProBlogger and Digital Photography School but I’ve had other blogs that have been on hold and one day, I may need to relaunch them. This is something I thought through numerous times for myself but also in talking other bloggers through as well.

Maybe the reason your blog has become dormant is a family reason, or a health crisis that you just have to put things on hold for a while, maybe it’s because you’ve lost motivation or passion to keep the blog going, maybe you’ve become disillusioned, or distracted, maybe things just haven’t quite worked and so you’ve put things on hold for a period of time. No matter what the reason, many blogs tend to have this period where they at least slow down or become completely dormant.

In today’s show, what I wanna do is give you some advice on bringing those old blogs back to life. The first thing that I wanna say, and really this is so important, is to assess the current state of play, to actually do some thinking about where things are at for you at the moment. Of course, there’s no one piece of advice that I can give you here, but I think really, if you do this first step of assessing the current state of play, assessing how you are and how your blog is, it’s going to help you to determine what to do next.

What I wanna suggest you do is answer a few questions and these will all be in the transcript of today’s show. The first three questions are about you. The first question I want you to ask is why did the blog become dormant? Why did you stop blogging? Understanding this is gonna help you to guard against that thing happening again. Maybe it was you become disillusioned, maybe there’s health stuff going on. The answer doesn’t really matter but understanding why the blog became dormant is actually important because it’s gonna help you to guard against that happening again.

The second question is what are your dreams and goals for the blog? I think it’s really important to go back to this because you probably started your blog with certain objectives, certain goals, certain dreams, certain things that you thought might happen but the reality is that it may have changed for you. What were your goals and dreams and what are they now? Actually getting back to your why is really important because it will shape what you do and you’ll probably find your why will be a little bit more realistic the second time. It possibly has evolved a bit. What is your dream? What is your goal for the blog?

And thirdly, do you still want the blog to have the same topic or focus? You may just think this blog was great, I loved it, but life got in the way and I just wanna start again doing what I was doing. That’s fine, but maybe you wanna tweak things a little bit. We’re gonna talk a little bit more about pivoting your blog later but I think it’s really important to begin to ask those questions and you probably already got the answers to those in your mind.

The second group of questions are about the blog itself. The questions that you might wanna consider, I’ve got five for you. How long has it been since the blog was active? That is going to determine how you’ll relaunch it. If it’s only been month, you can probably get back to blogging pretty quickly. But if it’s been 12 months, or it’s been two years, or five years. I talked to one blogger recently who had a blog five years ago and they wanna relaunch it. The strategies that you use are probably going to be different.

If your blog has been dormant for five years, you’re probably gonna wanna do some redesign, you’re probably gonna wanna update archives, you might wanna completely change tech. But if it’s only been a month, you can probably get back to it a little bit faster. How long has it been since the blog was active? How much traffic does the blog still have? Actually, dig into your Google Analytics account. If you haven’t got a Google analytics account, install it, and work out if you still have any traffic.

I was looking at one of my old blogs the other day and I realized it was still getting a thousand visitors a day and they were all coming in from Google. Is it getting traffic? Where is the traffic coming from? Is it coming in from the search engines? Is it coming in from social media? Is it coming in from other sites? Maybe you’ve got some links coming in from other sites as well. Do you have traffic? How much traffic? Where is the traffic coming from and where is it going to? This is really important. Do you have a post or a page on your blog that’s still performing really well?

I talked to a lot of bloggers who have dormant blogs and they tell me that they’ve just got the one post in their archives that’s going really well. Understanding what that post is or what that page is can really help as you think about moving forward because that page might be a good starting place to do some analysis, to do some updating, and to think about the leveraging in someway. Think about the traffic but maybe you don’t have any traffic at all and so you can skip through that one, but digging into that is important.

Social media is another thing to ask. Do you have social media accounts set up? How many followers are on those accounts? Where was the action previously for you in terms of social media? You can ask the same question about email subscribers. How many email subscribers does it have? Is it still getting fresh email subscribers or are they all very old, you know, years ago kind of subscribers? Understanding a little bit about the health of your social media and email subscribers is important. Are they warm? Have automated things been happening to keep those subscribers and followers warm and connected with you or are they completely cold? That’s going to shape your strategy for warming up your list again.

I guess the last question to ask about your blog is if your blog topic or focus is changing. I’m getting to this a little bit more. Is the current domain still relevant? That’s just another question to ponder now. I’ll talk a little bit about that later.

We’ve asked questions about you, we’ve asked questions about your blog, and it’s probably also worth doing a little bit of analysis on the niche that you’re in as well. Some questions about your niche. What’s the current state of play in the niche that you’re operating in? If it’s been a couple of years since you blogged, you might wanna do a bit of a dig around to find out what other people are doing in your niche. Who are the big players? Who are the big bloggers? Who are the big social media influencers? What are other bloggers mainly doing at the moment? Have they changed tech? Are they using different types of mediums? Are they all in podcasts now? Are they all on video? Where is the action happening for them in terms of social media?

Doing some digging there can actually help you to work out where you should be doing things as well. Not that you wanna just copy what everyone else is doing, maybe you actually spot some gaps in what they’re not doing, some opportunities that you could do, but they also would give you some hints to where is the most logical place for you to be engaging in terms of social media. Are there any other emerging trends in the niche or industry that you could latch onto?

In the photography space for example, over the last four, five years, we’ve seen the emergence of new types of cameras, of drone photography. If I was relaunching my photography blog today, one thing that I might do would be to have a blog that really focuses on the new types of cameras, the new types of technologies, drone photography for example, mobile phone photography because things have changed over the years. Understanding how your industry, your niche has changed is really important as well.

Hopefully, in asking some of these questions about you, your blog, your niche, you begin to hopefully get a bit of an understanding for a few things about your relaunch. Hopefully, one of two scenarios is probably emerging. I wanna talk about these two scenarios.

Most of the times, I see people relaunching, they end up doing one of two things. First scenario, maybe as you’re pondering these questions, you will realize that you were already on the right track with your blog and you just needed to get back to it. Your blog was doing well and maybe the reason you stopped was health reason, or an emergency, or something just interrupted you and it was relatively healthy and you just wanna get back to it. This is obviously the most easy scenario but there’s a few pieces of advice that I would really want to encourage you to consider if that’s you. You just wanna get back to blogging, well there’s a couple of things that I would like to encourage you to really focus upon.  

Firstly, pay attention to the content you’ve already published that’s still working for you or that has worked in the past. One of the things that you can really shortcut the growth of your blog again is to really pay attention to that type of content. As I mentioned before, you possibly already got a post that is still getting traffic. I would be starting with those posts and maybe updating them, maybe republishing them. Put a new date on them as long as the URL doesn’t change. Put them back up as fresh content on your blog in someway.

If it’s something that’s already working for you in someway, update it and leverage it to get some new subscribers.Write some follow up content on those topics. Repurpose it perhaps in a different medium. You might wanna take the written basic content and do a video, or an audio post, and really pay attention to those pieces of content that are already working. Also, think about are there ways that you could expand upon them. I guess, do similar types of things. If you’ve got a category that’s really working for you, maybe focus more upon that category because there’s obviously still interests in that category if it’s still getting traffic to it.

Pay attention to your archives. Just don’t start writing new content all the time. Actually, I think one of the emerging trends I’ve noticed in a lot of bloggers recently is that they’re paying as much attention to their archives as they are to new content. Go into your relaunch maybe writing some new content but also updating your archives, maybe every second piece of content that you published, maybe you should be doing a new one and then updating something old and then a new one and then updating something old.

The second thing I’d say is if you’re just getting back into blogging, you wanna pay attention to warming up your old followers, subscribers, and readers. If you have a dormant blog, you’re gonna have a cold reader, a cold email list, a cold social media following. They’re not as warm to you as they were in the past. They may still think highly of you, they might still remember you, but they might be a bit frustrated that you haven’t been updating, or they may be wondering if you are still alive, or if you are still healthy, or if you’re still interested in them and their topic. They may be feeling a bit abandoned. You may need to just think through how do you warm them up again?

Maybe if it’s been a long absence, maybe you need to explain your absence, maybe this might be a time to do a video post that tells the story of your last 12 months. You may not wanna go into great detail if it’s been a health thing but maybe that actually helps to make connection with your audience. If you can tell your story, that sometimes can warm people up.

Maybe, now is the good time to create something to give them as a gift. Maybe you’re going to create an opt in for your new email subscribers but you can send it to your old subscribers as well just to say thank you for sticking around. Maybe this would be a good time for you to launch with a series of content that’s gonna get your readers to do something, some sort of a challenge, or content event. These types of content actually are all about not just teaching your readers or not just informing them but actually engaging with them in someway, or maybe you wanna use live video, or more images, or something that’s a bit more personal in terms of the medium itself to warm up your readers in some way.

I guess the key thing is if you just need to get back to blogging, you really just need to get back to blogging and you need to start creating content again. The best thing that you can do in relaunching your blog, particularly if it’s just picking up where you left off, is to be as useful as possible to your readers. That’s the first scenario.

What I wanna do after I talk about the second scenario is give you 11 more things to think about that will be relevant for you if you’re in that first scenario as well. Hang in there. I’ve got some more that will be relevant for you as well, but is also relevant to people in the second scenario.

First scenario, you’re just picking things back up where you left off. The second scenario is that maybe as you answer those questions that I went through earlier, as you assess the current state of play for your blog, maybe you’re realizing that you need to change direction. Maybe your blog became dormant because you lost the passion for your topic, maybe you stopped because the niche changed, the blog wasn’t working in some way. To just start up again in the same way that you ended it is probably gonna end up leading to the same kind of results.

Maybe as you’re doing the assessment, you realize you need to change the way you approach a blog. You need to pivot in someway. The second scenario is about pivoting your blog. I think in most cases, a pivot is probably a good idea. These things were really firing in the past and you can just pick things up again and keep them firing. You’re probably gonna change it if you’ve had a break from blogging. You’re probably gonna find, if you’ve had a break from blogging, that you need to pivot in someway. There are four different ways that you might wanna consider pivoting your blog. Changing things up to hopefully get slightly different results from what you were doing in the past.

Firstly, you might want to pivot your topic. Maybe you want to completely change your topic, or maybe you just wanna make some smaller evolutions and pivots in your topic. There are a few different ways of that you can do this. Firstly, you might just completely change it. Maybe you had a photography blog and you wanna start a blog about blogging. Maybe you had a fashion blog and you wanna do a blog about travel. They’re completely different topics, in which case you’re probably better off to start a new blog completely rather than relaunch it. Unless you had a domain that’s kind of relevant to both topics, you’re probably more thinking about a new blog and you might want to check out our Start a Blog course to do that.

But in most cases, the pivot that people make is actually more of a tweak and there are a few ways that you can tweak your topic to bring you new life for your blog. Firstly, you might want to  narrow your topic. For example, and I’ve used this example in the past, Donna Moritz who we talked to in episode 117, narrowed her focus. She used to have a blog that was on all things social media that was not really that different to all the other blogs that were all things social media and so she decided to really focus her blog of the topic of visual content in social media.

She talks about infographics, on how to create a visual content for social media. She very much narrowed her topic. As a result of that, she became known as one of the key people that had expertise in visual content for social media. Her narrowing her focus made her stand out from all the other social media blogs and so maybe, there’s a category in you old blog that should become your focus when you relaunch and then you can become the expert in that particular field.

I remember when I was getting you to answer questions earlier, one of the questions was is there traffics still coming to your old blog? Do you have a category that still getting lots of traffic? Do you have a blog post that’s still getting lots of traffic? Maybe that could become your thing. That’s a hint as to how you might want to narrow your focus.

The opposite of this is that maybe your previous topic was too narrow and you need to broaden it as well. I’ve seen bloggers do that quite well as well. They might have had just a blog that was about printers and they got bored with that topic and so maybe they want to broaden that out to other related technology type topics as well.

A second way that you might wanna pivot is to change the perspective that you’re blogging from. Perhaps your topic is right, you’re still interested in that topic but maybe you wanna explore using a different voice, or maybe you want to change the intent of your content as well. I talked a little bit about voice in episode 213 so I’m not gonna go into great depth there but in that episode, I talked about this five voices that Jeff Goins talked about and he says that you can use these five voices for any topic really.

You can be the professor who teaches. You can be the artist who brings out the beauty in their topic, that story tells. You can be the prophet who tells the cold, hard truth and busts myth. You can be the journalist who is curating and gathering ideas and putting them together in stories, or you could be the celebrity, the one that everyone wants to know your opinion, they wanna know what you think about a topic.

There are five voices but really, you can come up to any voice of your own as well. You can be the companion who journeys with people around a topic, you can be the mentor, the entertainer, you can be the reviewer, the curator, the storyteller, the guide, the teacher, the thought leader. All of these are different voices and you may actually want to try and bring out couple of those into your blogging. You can dig more into that in episode 213, but this is one way that you might want to consider pivoting your blog.

The other way to kind of think about this is to think about the perspective that you come from and the intent of your content. You might wanna tweak that, change that. Maybe your blog was about bringing your readers the latest news in a niche. Maybe you got a bit sick of that and maybe you could pivot to be more of an opinion blog. You’re still talking about them but you’re bringing your opinion into it. That’s a slightly different intent, that’s a slightly different voice that you bring to your blog. Maybe your blog previously was more of storytelling and you wanna bring in some more reviews. Maybe this is about completely changing your voice or maybe it’s just tweaking things as well.

An example of this was my original photography blog which used to be a review blog. Back in the day, 2004, I had these camera review blogs. I was reviewing cameras. I got completely sick of it. I got burnt out. It wasn’t something I was passionate about and so I decided to pivot that blog and to start teaching people how to use their cameras. This was, for me, a big change. I changed my domain, I changed the older content and really that’s when Digital Photography School was born.

For me, it was a big pivot. But you might just want to tweak your voice. Maybe it’s about adding in new types of posts to sit alongside of the old types of post. It’s really important to think this through before you relaunch your blog.

A third way you might wanna consider pivoting is around the medium. Maybe you previously had a written blog, but you wanna launch it to explore using more video or maybe you wanna use audio or more visual content, or do more live shows. This could be a complete shift. You might change from having a written blog to having a podcast or a video blog or you might just wanna add the new medium into what you’re doing. Like we do on ProBlogger, every week we publish a blog post, a podcast, and a video. Maybe you just wanna change the mix of the mediums as well.

The fourth and last way that I’ll talk about pivoting your blog is to change up the audience and to focus on serving a different type of demographic. This is something I’ve seen a number of bloggers do over the years with real success. I get it. Similar to narrowing your focus, instead of just having a blog that brought everyone in your topic, you might wanna focus in on being a topic blog for a certain demographic.

Instead of just being a travel blogger and trying to write general travel advice, you might wanna reposition your blog to be a blog that has travel advice for retirees, or for families, or for single women, or for gay men. You can think about your topic for a particular audience and this makes your content much more useful for those individual types of people.

It may sound a bit dangerous. You’re narrowing your potential audience down but it’s gonna make it more so much attractive to anyone who is from that kind of demographic and your content is going to be able to be more focused as well. It will probably impact your design, your  branding, and all of these things as well.

There’s four ways that you might wanna pivot your blog, it’s the topic, the perspective or voice that you’re writing from, the mediums that you use, and potentially, the audience that you’re trying to attract. You may be wanting to just pivot in one of these areas or you may actually wanna pivot in a few. You might want to narrow your topic and narrow down to a particular demographic, and to change medium slightly and to use a different voice. Maybe you want to do all of those things, or maybe your pivot is just in a couple of this areas and in quite small ways.

But I think it’s well worth considering. Particularly, if you’ve been blogging for a few years, you’ll probably find that things in your niche have changed quite a bit. For you to just go back to blogging in exactly the same way may not connect to its readers quite so much. One of the things that we all are aware of is the internet is changing a lot. We’re seeing a lot more video, we’re seeing a lot more visual content. Changing the medium can really work a bit and we’re also seeing more focused content, and more focused sites as well.

I’ve noticed, over the last few years, people focusing in on serving narrow niches of demographics as well. There are a few things to consider as you relaunch your blog. Can you pivot things a little bit? You will also find as you pivot, sometimes that will give you a bit more passion for what you’re doing as well. You’re not just getting back to the same old thing you used to do, you actually got something new to learn and that can keep you fresh as well.

Once you’ve worked out, if and how you’re gonna pivot, you’ll probably need to consider a few other factors. One of the biggest things you need to consider is whether you need to find a new domain or name for your blog. We’ve previously talked about domain names and how to choose good domain names and I’ll link to that particular episode in our show notes.

But for some people, this pivoting that you’re going to do is going to mean you just have to change your domain. This is particularly if you are changing your topic completely, maybe you’re going from being a travel blogger to a fashion blogger and your old domain just doesn’t suit you at all. In that case, to keep that old domain is just gonna confuse your readers and it’s gonna confused your brand as well.

Effectively, what you need to do if that’s the case is you’re almost starting a new blog and as I said before, that Start a Blog course the we’ve just released will be useful to you. But in many cases, the old domain you already have can work. Particularly if you’re only just changing the medium, or the audience, or the voice, or the topic in a slight way, or if your domain was a more of a general domain, or maybe it was your name, darrenrowse.com, I can change darrenrowse.com into any direction really I guess. That’s one of the advantages of having your name.

Keeping the domain of course is good in some ways because it does help you with search engine optimization, any past links coming into your site is gonna help you to rank higher for the future as well. It may also be helpful because you’d be able to keep your previous social media accounts but I just wanna emphasize, if it’s going to cause too much confusion to keep that domain and change things up, sometimes it’s better just to have a clean break. That’s what I did with my photography site in the early days. The domain that I previously was using just wasn’t right and Digital Photography School was a much better name for this new blog so I bit the bullet and I change things up. It felt really scary to do that and it did mean I was starting from scratch a lot more but in the long run, it did really help me a lot.

If you are changing domains, then you could keep that previous domain up as an archive of your  previous work and maybe have some links on it to what you’re newly doing or what you’re doing today. You might wanna even forward that previous domain to the new one. Anyone who arrives on that past one is gonna end up on your new site.

Again, you probably wanna really think through the user experience that your readers are gonna have. If your old blog is on one topic and the new one is on a new one, it’s probably no sense in forwarding people from one to the new one because it’s just gonna annoy them, really.  It’s gonna be hard to bring those old readers across as well.

Hopefully, you’ve worked out whether you’re doing a pivot or whether you’re just restarting what you’ve previously doing. No matter what the scenario you’re in of those two options or if it’s something in between even, there are still other things that you want to think about. What I wanna do is finish off this podcast with 11 other things that I’d be focusing my attention on as I was relaunching my blog.

These are the 11 questions that you can ask, 11 things that I think you should be working on, particularly in those early days of doing that relaunch, before you do the relaunch, and in the first month or so as well. I will say up front that most of these things are actually included in the 31 Days to Build a Better Blog course as well and if you go and have a look at that, you’ll see a lot of these things are mentioned in the outline.

First thing I’d be thinking about are your goals and objectives to your the blog going forward. Don’t just think about the topic, but what are you trying to achieve with the blog? What do you want it to lead to? Are you trying to build income? Are you trying to open up opportunities like landing a job or a book deal? Having this really thought through, what is it you are trying to achieve will help you in in so many ways. You will inform the content that you create the way you design your site the construction that have. What are those goals and objectives going forward? You don’t have to write a thesis on this but actually having them clear in your mind is really important.

A second thing to consider is how will your blog change you readers’ lives? If you’ve been listening to my podcast for any time now, you’ve heard me talk about this time and time again. For me, it is the key to success for blogging, having a blog that is gonna change people’s lives. Having a dream for what you wanna achieve with your blog is one thing but what is your dream for your readers? What’s in it for your reader? Get laser focused on that. How are you gonna change your readers’ lives? This will come out in the content that you create in the way you design your site as well. This is a really important factor to consider. All of your content should really be focused upon bringing about this change in some way.

Third thing to think about is to start generating ideas for content. This is pretty obvious. A blog without content is not a blog. Many bloggers, this is actually why the blog becomes dormant. It’s because they struggle to come up with new ideas. Before you get back into blogging, spend as much time as you can on generating ideas for content. Map out the next few weeks, the next few months, the next few years. I’ve seen a lot of bloggers recently mapping out a year of content ahead of time. This is particularly important if the reason your blog become dormant is because this was a struggle for you. If you know this is a struggle, put a lot of time into this, get some friends involved in it as well. Survey any past readers that you have to find out their questions. Dig into the archives. Look at what did well in the past. They can give you ideas as well.

Speaking of those archives, number four thing that that I wanna encourage you to think about and I mentioned this at the top of the show, is to build your archives up and to build upon your archives. If you’re not changing domains and are simply starting your blog again with minor changes, you wanna think really carefully about your previous content. Do an audit of what you have in your archives and once you’ve done that, be ruthless about deleting anything that is not  serving your readers anymore or updating it.

If you’ve got old posts that dated, taking your readers against the change you’re trying to bring about in their lives in some ways, delete them or update them in some way, or forward them to other articles that you’ve written. Pay attention particularly to any post that’s getting significant traffic. I would be identifying your top 10, maybe your top 20 or so posts that are still getting any traffic and make them more visually appealing, make them more scannable, optimize them for search engine optimization. Think about the calls to action that you have to get new subscribers. Think about could you do a follow up post? Could you add a link to further reading? Could you repurpose that content in someway?

It’s really important. Those posts that are doing well already, leverage them. Update them. Make them even bigger, make them even better. It’s really important to focus upon that. That’s probably the number one thing I’ve been doing out of all the things that I’m mentioning here. That’s number four.

Number five is think about the editorial calendar going forward. You’ve brainstormed the ideas but actually get those ideas into some kind of a calendar. When will you publish them? How often will you publish? What mediums will you use? You might wanna come up with a weekly format. Monday is gonna be a blog posts and it’s gonna be a tips article. Tuesday is going to be an audio post. Wednesdays might be a link post to someone else. Thursdays might be a review that you do. It really doesn’t matter whether you publish everyday but actually think about the types of posts that are you going to publish. Put topics alongside them in a calendar and suddenly, you’ve created yourself an editorial calendar. It’s so important to do that particularly if you struggled with keeping your blog going in the past because you had issues around planning.

Number six is to do some analysis on where your readers are going to come from. If you’ve already got some readers coming in, do some analysis on where they’re already coming from. Also begin to think about how am I’m gonna grow my readership. That’s really important as you launch your blog, as you relaunch your blog to think about could you do some guest posting? Should you be interacting in forums or Facebook groups? How can I be useful in these places? What other influences in the niche do I wanna network with? Maybe it’s been a few years since your blog was active. Maybe you need to introduce yourself to some of the new players. Maybe you need to reestablish contact with some of your previous friends in that particular niche. What events will you attend? Doing some analysis on where your readers could come from and how you’re going to grow your readership is really important.

Number seven point is kind of related to number six. Identify which social networks you’re going to focus your attention on. Things have probably changed in your space. We’ve had Snapchat come out. We’ve had Instagram come out. We’ve had all these different social networks come up perhaps since you previously were blogging. Do they present some new opportunities? Have people moved from one network to another in your particular niche? Identify the one or two that’s gonna be your primary focus. Make sure you’ve registered all the accounts that you need to. But then, come up with a little strategy of how you’re going to use those social networks going forward.

Tip number eight is to start creating content. I would be focusing upon pillar content first. This is sort of that evergreen content that is going to be really, it’s what the rest of your blog is going to be built around. It’s your pillar content. It’s that evergreen content that you’re gonna refer to time and time again. It’s what you stand for. It’s your core teaching.

On Digital Photography School, it’s my post around aperture, shutter speed, ISO, these key components of photography. As you relaunch your blog, go back and look at the previous pillar content but also are there new pieces of content that you need to write first. Think about that evergreen content because that evergreen content is the type of content that’s gonna payoff for years to come. Deliver as much big value as you can with your early posts.

Tip number nine is to think about your list. If you’ve previously collected emails, how are you gonna warm that list up again? How often are you going to send emails? How are you going to use that list going forward? How are you going to get new emails as well? Again, there are plenty of content in our podcast archives on growing your list. We’ve got some more coming up for you in the next little while, but begin to put some thought into that in those early days.

Number 10 thing to figure out is your blog design. Maybe it’s been a couple of years since you’ve been blogging. Things have changed in the blogging space. Blogs look different now to what they used to look like. Do you need to update it? Do you need to change that logo? Do you need to lay it out differently? Is your blog mobile friendly? It’s so important these days, most people are looking at your blog probably on their mobile phone. Is it viewable on a mobile phone? You may need to give things a refresh in that particular area.

The last thing I’d encourage you to think about as you’re relaunching your blog is how are you going to use your time going forward? This, again, is one of the reasons that so many bloggers become dormant, is that the blogger is struggling with juggling life and their blog and all the things that come along with having a blog. Actually thinking about how much time do I have that I can give my blog and what am I going to spend that time on?

We all have a limited amount of time and we are much more productive when we think ahead of time about how we are going to use that time. Make a list of what you need to do, and look at the available time that you’ve got, whether its one hour a week or whether that’s 40 hours a week and begin to prioritize the things that need to happen and plug them into a calendar.

This is what I do. I have a weekly template. I know on Monday mornings that I’ll write content. On Tuesday mornings, I’ll record a podcast. I know when things are going to happen and as a result, I’m so much more productive. Even if you’ve only got two or three hours a week to do it, you can fit a lot in if you’re sensible and proactive about planning and arranging your time.

Those are 11 things. That will be in today’s show notes as well. These are the kinds of things that I’d be thinking about if I was relaunching a blog. Ultimately though, the success of your relaunched blog is gonna be determined on what you do over the coming months and years. It’s the accumulation of the content that you create. It’s the accumulation of the value and usefulness that you deliver and the engagement that you have with your readers. Prioritize those things first. Content creation. Promoting your self, engaging with your reader. Creating value. They are so important.

To help you with this process, we are in that final stages of putting together our brand new course that I mentioned at the top of the show. 31 Days to Build a Better Blog. It really is designed to help bloggers to kickstart their blogs whether they are new blogs relaunching a blog, or established blogs. The course is launching in March. We’ll give you the dates in the coming weeks.

As the name suggests, it’s a 31 days course that will give you 31 days of teaching but more importantly 31 things you can do to make your blog better. It’s all about helping you to think through the kind of things I just ran through. Things that will help you establish good habits and routines for your blog. Things that are gonna help you to build the asset of your blog’s archives to grow you readership and to turn those readers into true fans.

I’m so excited about this new course because I know in the past, 31 days to Build a Better Blog is an ebook and as other series of content have helped tens of thousands of people and so I just know this course will help people as well.

You can head over to problogger.com/31days to be signed up and notified when that course goes live. It’s a paid course but we’re keeping it as affordable as we can and if you register your interest now, we will be sending you an exclusive early bird discount in the coming weeks, in the lead up to that. Again, that’s problogger.com/31days.

I really hope this has helped. It’s been a long one today, I know and it’s been a lot to digest so you may wanna head over to the show notes and dig into the transcript that I’ve got there for you and some further listening that I’ve got for you as well. Today’s show notes are at problogger.com/podcast/234 and for the next little while, at least it will be on the front page of ProBlogger as well and at the top of your iTunes feed as well would be the podcast but you’ll be able to find the show notes there as well because I noticed the other day the show notes are appearing in iTunes if you click on the avatar, at least they do for me.

I hope you found some value in today’s show. Do check out 31 Days to Build a Better Blog. Register your interest for that and I can’t wait to set that one live in March for you as well. Thanks so much for listening today. Again, today’s show notes, problogger.com/podcast/234. Thanks for listening. Chat with you next week.

You’ve been listening to ProBlogger. If you’d like to comment on any of today’s topics or subscribe to the series, find us at problogger.com/podcast. Tweet us @problogger. Find us at facebook.com/problogger or search ProBlogger on iTunes.

Before I go, I wanna give a big shout out and say thank you to Craig Hewitt and the team at PodcastMotor who’ve been editing all of our podcasts for sometime now. PodcastMotor have a great range of services for podcasters at all levels. They can help you to set up your podcast but also offer a couple of excellent services to help you to edit your shows and get them up with great show notes. Check them out at podcastmotor.com.

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Are You Missing 80% of Your Conversions? The Importance of Call Tracking [Case Study]

Originally published on: http://feedproxy.google.com/~r/WordStreamBlog/~3/YFW20W259Z4/adwords-call-tracking-case-study

AdWords conversion tracking can be a bear. Whether you’re trying to track a content download, a demo request, or a view-through in-store visit (I’m only joking), you have to deal with conversion action setup, code implementation, and some testing to make sure your desired action is being tracked and attributed accurately.

Unfortunately, all of this work can be confusing and time-consuming, which often leads to some conversions – such as on-site phone calls – not being tracked.

When I started working with J Coates H.G.V. Services last November, this was exactly the situation that my point of contact, Andrew, and I were dealing with.

About J Coates (And Their Conversion Tracking Issue)

J Coates H.G.V. Services is a provider of driver and transport training courses in the UK. They operate in many locations across the country and do a great job of making sure that truck drivers of all sorts are trained and certified to be on the road.

In their AdWords account, they were tracking course quotes and bookings, but they weren’t seeing too many conversions come through from those actions alone. With only 4 or 5 conversions trickling in each week in AdWords, it was a little difficult to make regular keyword bid adjustments and other tweaks in the account that often come easy with a lot of conversion data.

When I discussed this on my weekly call with Andrew, he told me that his company receives a lot of course bookings over the phone, but that he had never tracked those phone call conversions in AdWords. After I explained the basics of on-site call tracking to him, I got to work and created conversion actions for all 12 phone numbers listed on his site homepage.

j coates conversion tracking wordstream managed services customer spotlight

Setting Up Phone Call Tracking

Before I get into the results, I want to quickly walk through how on-site call tracking works and how to set it up properly. The concept of on-site call tracking is really simple – when someone clicks on a search ad and goes to a website, we’re able to see if that user calls the phone number listed on the website. Google is able to track this with a forwarding number that only shows up when someone reaches the site after clicking on a search ad.

For example, if someone searches for “J Coates Birmingham” and clicks on one of our branded ads, all of the phone numbers shown in the screenshot above will be different. If the searcher calls the number listed under “Birmingham,” the call will be forwarded to the actual phone number for that office, and a conversion will be attributed to our brand campaign. Pretty cool, right?

Let’s jump into a typical phone call conversion setup.

First, navigate to the “Conversions” tab in settings:

 setting up call tracking in adwords

Once you’re there, click on the blue “+” symbol at the top and select “Phone calls” as the kind of conversion you want to track. Three phone call options are shown, but click the middle one since we’re looking to track calls to a number listed on the website. If you want to know more about the other options, check out this helpful video from Google that explains all of them better than I ever could.

tracking conversions with phone number on landing page adwords 

The next page will have a lot of different settings that let you assign a value to your conversion, choose how many conversions to count, and also select the required call length. The required call length will most likely vary by business, so definitely keep this in mind. In the case of J Coates, a phone call lasting just 15 seconds probably isn’t leading to a course booking, so that’s excluded.

 adwords call tracking value customization

Now it’s time to get our conversion tracking code. If you only have 1 phone number displayed on your website, choose the top option and enter your phone number exactly as it appears on your website. Once you place the tracking tag on your site, Google will find that number on your site and replace it with a forwarding number when someone reaches your site after clicking on a search ad. Since J Coates has multiple numbers listed on the site, I have to choose the second option that requires us to manually edit the website code so that forwarding numbers show up in place of the original numbers.

 adwords call tracking manually input code on website

Since each phone number on the site requires a unique conversion tracking code, I had to create 12 conversion actions in the account – it was a lot of work, but definitely worth it. Here’s the finished product:

 adwords conversion tracking call tracking for multiple phone numbers on site

The Results

Almost immediately after the code was placed on the J Coates website, we saw a huge uptick in conversions. We went from 4-6 conversions per week to 50-60. A whopping 80% of total conversions were on-site phone calls.

 wordstream conversion tracking call tracking case study

With the massive increase in conversions, Andrew and I were able to recognize that the AdWords campaigns running were much more valuable than we thought. Before on-site call tracking was in place there was no way of knowing whether phone calls were coming from organic or paid traffic. Additionally, we realized that a lot of keywords that didn’t drive many online quotes and course bookings in the past did a great job of driving phone calls, opening the doors to some really beneficial keyword bid adjustments. Day of week bid adjustments became pretty obvious with all of the conversion data, too. We’re pulling back big time on weekends since conversion rates are low then – something we learned with just 2 weeks of data:

adwords conversion volume vs conversion rate based on day of week  

Overall, there was so much hidden opportunity that we uncovered by implementing on-site call tracking. The list of optimizations goes far beyond just keyword bid adjustments and dayparting, too. We have more data to work with, making account management easier and more impactful.

Key Takeaways

Conversion tracking – especially phone call tracking – can be puzzling and difficult to setup, but it can have a positive impact on performance and account management. If you’re stuck, you can find a solution by reading blogs, doing research, or asking Google for help with implementation. Online advertising is so popular and valuable due to the fact that ROI/CPA can be calculated with relative ease, so start tracking all of your website actions!

About the author

Grant Edrington is a Paid Search Coordinator on WordStream’s Managed Services team. When he’s not managing his clients’ PPC accounts, he’s usually cheering on the Villanova Wildcats in basketball or beating his co-workers in ping pong on the 6th floor. You can find him on LinkedIn here.


7 Killer Tips for More Effective Real Estate Facebook Ads

Originally published on: http://feedproxy.google.com/~r/WordStreamBlog/~3/mBGmLjb-XLQ/real-estate-facebook-ads

Real estate agents are keenly aware that in order to be successful, their skill-set can’t be limited to selling a property. In fact the ability to generate leads through captivating marketing campaigns is likely even more critical to achieving success in the competitive real estate industry. How can you sell a house if you have no one to sell it to?

Real estate Facebook ads San Francisco painted ladies houses

Back in the day, real estate agents relied on networking around town, posting information on the supermarket bulletin board, and perhaps even going door-to-door to share a friendly smile and hand out a flashy flyer. Nowadays this strategy doesn’t quite cut it. Half the people at the grocery store are glued to their phones, and the other half is lounging by their fireplace waiting for their Instacart delivery to arrive.

So, how do real estate agents capture new leads in today’s technologically advanced society? Facebook, of course! According to a recent study by Mediakix, the average person spends 35 minutes per day on Facebook giving you, the realtor, ample opportunity to get in front of the right people with your killer Facebook ads.

Real estate Facebook ads daily time spent on social media by platform

Facebook is also inherently visual (just like real estate), and provides extremely granular targeting options that allow to reach the exact market you want, from first-time, just-married home buyers to wealthy coastal retirees.

We know Facebook advertising is the answer, but what is the strategy behind it? How can you maximize your budget to ensure you’re not wasting valuable marketing spend on failed campaigns?

Here are seven super-effective tips to ensure you capture that ready-to-purchase audience on Facebook.

#1: Layer on Location, Demographic, Interests, and Behavioral Targeting Options

Aside from Facebook’s popularity, what makes it the perfect platform to advertise on is the truly detailed level of targeting you are able to achieve. After configuring the goal of your campaign you can use the various targeting options to layer on precise options, and ensure you’re showing your ads to the right audience.

Here are a few ideas for targeting options that may appeal to your buyer pool.

Location Targeting: Target by Zip Code

The first thing you will want to do is set some location targeting based on the region where you’re selling properties. It is important to be cautious here because you don’t want to get overly precise and target within a one-mile radius, since people may be moving from other locations. I’d advise targeting the zip codes that typically move to where you’re selling based on past selling history.

Age Targeting: Target the Age Ranges Most Likely to Buy

This one is pretty self-explanatory, but it’s critical not to breeze over since there is no use in showing your ads to an 18-year-old who likely does not have the budget to purchase the $2 million mansion on the water you’re attempting to sell.

Demographic Targeting: Target by Income

By navigating to Detailed Targeting > Demographics > Financial > Incomeyou can target your audience based on how much they’re making. Pretty neat, right? This is super valuable to real estate agents since this often determines the types of properties that people are able to buy.

Real estate Facebook ads targeting audiences by income level

Demographic Targeting: Target by Home Ownership Status

Detailed Targeting > Demographics > Home > Home Ownership will lead to three options: first-time homebuyer, homeowners, and renters. Depending on the types of properties you’re selling this will be extremely helpful in finding the right individuals. For instance, if you’re selling affordable condos in a hip urban area then you should likely target the “first time homebuyer.”

Real estate Facebook ads targeting audiences by home ownership status 

Custom Audiences: Lookalike Audiences

If you’re good at your job (which I’m sure you are) you likely have a list of people who recently purchased. With Custom Audiences you can upload that list to Facebook, and then have Facebook do some magic to find similar individuals (AKA lookalike audiences) who are likely ready to invest in your beautiful properties.

Real estate Facebook ads creating Facebook lookalike audiences

Behavioral Targeting: Target those “Likely to Move”

This is probably one of the coolest options, the fact that Facebook allows you to target people who are likely to move! By navigating to Detailed Targeting > Behaviors > Residential profilesyou’ll find the option for individuals who are “Likely to Move.”

Real estate Facebook ads targeting audiences by likelihood of moving 

I have no idea how Facebook makes these assumptions, but if the option is there, why not use it?

As a summary here are some targeting ideas to ensure you’re spending your money where it counts:

Target by zip code Target by age ranges Target by income Target by home ownership Target a lookalike audience Target people “likely to move” #2: Bring Your Properties to Life with Video

Video is definitely an underutilized technique in the real estate game! While some have begun to catch on, many still view video as an intimidating and challenging medium.

However, it doesn’t need to be! And the return is worth the effort spent. According to an Australian Real Estate Group, listings with a video received 403% more inquiries than those without!

This makes sense, right? Some of you have likely found this out the hard way, but pictures can be incredibly deceiving! And this isn’t just true for online dating, but for real estate as well.

While video is still not the same as being there, it gives the viewer a more realistic look into the property. Mr. Sell Team does an impeccable job at marketing properties with video. Not only do they make impressive videos of their listings, but they also include a friendly face to provide context and build trust.

Real estate Facebook ads realtor video ad example 

If you want to take things a step further, try creating a 360 video, which allows the potential buyer to move around with their mouse as if they were touring the apartment and exploring on their own in person. It’s incredible! Check out this guide from Wistia on how to make a 360 real estate video.

Lastly, when uploading your video into Facebook Ad Manager, make sure you’re following their recommended video specs as shown below.

Real estate Facebook ads settings recommended duration 

#3: Use Carousel Ads to Show Multiple Properties (or multiple rooms in one property)

If you are unfamiliar with Facebook’s Carousel ad format, get familiar! This ad format is perfect for any industry that has visual appeal, making real estate the perfect candidate. The carousel ad format essentially allows the advertisers to display a series of images in a catalog type format so viewers can scroll through and view multiple images or listings.

Check out the example from the UK company Draft.ie below. They use this ad format to display multiple listings to their audience just in case one of these places captures a buyer’s eye. This is like catching several birds with one stone because this single ad has multiple pathways to convert.

Real estate Facebook ads Daft.ie listing examples 

I also love that Draft.ie listed the price, location, and number of bedrooms in each posting, which brings me to my next tip…

#4: Be Transparent in Your Ad Copy

Perhaps one of the most challenging aspects of being in the real estate business is building trust. When someone is making not only a huge financial decision, but also a personal one that is going to impact their day to day, they want to ensure they’re working with a trusted party.

Trust can be incredibly hard to establish when there are so many real-estate horror stories out there, but one way to do this is by being as transparent as possible to ensure your lead never feels like they’re being deceived.

When crafting your Facebook ads for real estate, show realistic imagery, and be direct in your ad copy. Tell the consumer exactly what it is they are getting before they even have to click by including information like price, square footage, location, number of bedrooms, etc. in your Facebook ad.

Boston Proper Real Estate does a wonderful job at this by giving a very detailed description with all of their properties. Take the example below where they inform their audience of the rental price, dates, location, as well as what’s included with their listing (heat, water, etc.).

 Real estate Facebook ads transparent ad copy example

#5: Plan Ahead to Up Your Ad Spend During Peak Times

If you are in the real estate game, you know well that there are peak months when people come out of hibernation with cash in their pockets ready to buy. During peak season it’s easy to put off marketing because you’re busy with other potential buyers. However, this is a big mistake – as you have a much better chance of selling if you get your listings out to the right people on Facebook during this busy time.

To do so, it’s critical to plan ahead and to put a little more cash behind your ads to reach a larger audience before your competitors sweep them up.

So when is the best time to sell properties? According to Zillow it’s based on weather patterns! “In markets with warm climates like Miami, the magic window starts in March. But in places with harsh winters like Boston, waiting until mid to late April is your best bet,” says Zillow.

Zillow also reported that homes sold from mid-March to mid-April sell around 15% faster and for 2% more than the average listings. “That’s a national premium worth more than $4,000. And in hot markets like San Francisco, that could mean an extra $22,000 in your pocket!” says Zillow.

#6: Use Testimonials and Reviews to Instill Trust in Your Services

I already spoke a bit about the importance of gaining trust, but in addition to being transparent there is another way to gain trust through your advertisements. This comes in the form of letting your happy customers do the talking.

While it’s quite easy to brag about how great you are, it’s only earnest when it comes through a non-biased party’s mouth. This is where customer testimonials and reviews come into play.

The image below is of Salt Lake City realtor Dustin Brohm’s Facebook page, where you can see he’s received nothing but five-star reviews. If you go through and actually read what some of his former clients say about him, your wall of distrust instantly breaks down.

Real estate Facebook ads realtor Facebook page example

Taking this a step further, why not incorporate some of these glowing reviews into your ad copy? When you’re exposing new people to your brand, it’s the perfect time to show off how much others love working with you.

#7: Capture Stunning Ad Creative that Appeals to a Lifestyle

Last, but definitely not least: This goes without saying, but you need to ensure your imagery is absolutely stunning!

Those in the real estate business usually have this down to a science and employ professional photographers to capture the look they’re going for. Make sure to choose the highest quality images for your ads, and to appeal to a certain lifestyle to draw in potential buyers.

This can be incorporated into your ad copy as well, but always remember that first impressions are everything! If you can appeal to a desired lifestyle through powerful imagery, then you’ve got a clear hook for new leads.

Real estate Facebook ads use aspirational imagery 

Facebook advertising for real estate agents doesn’t need to be a draining and daunting task. Take these tips, have some fun with it, and watch your listings fly off the market!


234: How to Relaunch Your Blog After It Becomes Dormant

Originally published on: http://feedproxy.google.com/~r/ProbloggerHelpingBloggersEarnMoney/~3/shNvYWw05U4/

How to Relaunch a Dormant Blog

In today’s episode, I want to answer a question I get regularly from listeners: How do you relaunch a blog that has died or become dormant?

I want to talk you through two scenarios for relaunching a blog, and give you 11 things to consider during a relaunch.

Before I get into today’s show though, a couple of things.

Firstly, this week on 7th February we’ve got our first ever International Start a Blog Day. For those of you enrolled in our Start a Blog Course, keep working on your launch.

And secondly, coming up in March we have our brand new course – 31 Days to Build a Better Blog. This is a perfect course for anyone in their first month of blogging, anyone relaunching a blog, or anyone who is blogging and just wants to give their blog a bit of a kick start.

It’s a brilliant month of learning, but more importantly doing small things every day to improve your blog.

Whether you do the tasks daily or tackle the course slower, it’ll give your blog a boost.

Register your interest in the course at problogger.com/31days and we’ll send you an email when it launches with a special early bird discount.

Further Listening on How to Relaunch Your Blog After It Becomes Dormant 10 Things I Wish I Knew About Blogging and Content Marketing When I Started A Blogger Shares How She Made $28,000 Using The 4 Stages of Warming Her Readers Up

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Full Transcript Expand to view full transcript Compress to smaller transcript view

Good morning and welcome to episode 234 of the ProBlogger podcast. My name is Darren Rowse and I’m the blogger behind problogger.com, a blog, podcast, event, job board, series of ebooks, and courses, all designed to help you as a blogger to start a great blog, to create great content on that blog that’s gonna change your reader’s lives, to find new readers for your blog, and to build profit around your blog as well. You can learn more about what we do ProBlogger at problogger.com. You can also dig into previous episodes of the show and thousands of tutorials that we’ve published over the years.

In today’s episode, episode 234, I wanna answer a question I get regularly from readers. How do you relaunch a blog that’s previously died or become dormant? I wanna talk you through two scenarios for relaunching your blog and give you 11 things to consider during the relaunch, 11 questions to ask yourself that will help you to relaunch with your best foot forward.

Before I get into today’s show, I want to mention two things. Firstly, this week, on the 7th of February, we’ve got our first ever International Start a Blog Day. For those of you who have previously enrolled in our Start a Blog course, keep working on your launch and look out for emails from us of details on how to participate in that.

If you already have a blog and you wanna check out some amazing new blogs, watch out on problogger.com on the 7th of February and you’ll see a massive list of some amazing new blogs. If you follow us on our Facebook page, facebook.com/problogger, I will also be featuring some of the new blogs on that day and some live videos.

The other thing to mention is that coming up in March, we have a brand new course, 31 Days to Build a Better Blog, which has previously been an ebook and a series of blog posts, and a series of podcasts as well. We’ve updated it all and we’ve put it together in a course format.

For anyone who is in the first month of blogging, maybe you’ve just done that Start a Blog course or anyone who is relaunching a dormant blog, this would be perfect for you and anyone who’s been blogging for a while who just wants to give their blog a bit of a kickstart, maybe it’s that time of the year and you wanna get things going again, this is a brilliant course that’s really going to walk you through over a month or you can take it slow if you want to, some teaching, and more importantly doing some small things everyday to improve your blog.

Time and time again, I hear from people who’ve done this course and they’ve stuck it out through to the end. Previously, they’ve done it as ebooks, they’ve said that it really has given them a boost. The most important thing is not the learning, it’s the doing, it’s the implementing the small things that we suggest everyday. If that sounds like it’s gonna float your boat and improve your blog, check out problogger.com/31days and you’ll be forwarded there to an outline of the course and also a place where you can register your interests and we’ll let you know when the course goes live. We’ll also send you a special early bird discount as well.

If you are listening to this sometime in the future and it’s already live, you’ll already be able to sign up there at problogger.com/31days and get involved in that course. Today’s show notes are at problogger.com/podcast/234 and with all that said, I’m gonna get into today’s show.

Last week, I was asked by a reader of ProBlogger for advice on how to relaunch their blog, which had become dormant for the last year. They’ve had 12 months off blogging. They’ve had to take a break from blogging, blogging had to take a backseat I guess, while other things in their life or their family took priority. They have some really good reasons for putting their blog on hold for that 12 months. But now things had settled down at home, they wanted to get back into blogging again.

This is something that many of us bloggers have to deal with at different times. There’s been times where I’ve put my blogs on hold, not ProBlogger and Digital Photography School but I’ve had other blogs that have been on hold and one day, I may need to relaunch them. This is something I thought through numerous times for myself but also in talking other bloggers through as well.

Maybe the reason your blog has become dormant is a family reason, or a health crisis that you just have to put things on hold for a while, maybe it’s because you’ve lost motivation or passion to keep the blog going, maybe you’ve become disillusioned, or distracted, maybe things just haven’t quite worked and so you’ve put things on hold for a period of time. No matter what the reason, many blogs tend to have this period where they at least slow down or become completely dormant.

In today’s show, what I wanna do is give you some advice on bringing those old blogs back to life. The first thing that I wanna say, and really this is so important, is to assess the current state of play, to actually do some thinking about where things are at for you at the moment. Of course, there’s no one piece of advice that I can give you here, but I think really, if you do this first step of assessing the current state of play, assessing how you are and how your blog is, it’s going to help you to determine what to do next.

What I wanna suggest you do is answer a few questions and these will all be in the transcript of today’s show. The first three questions are about you. The first question I want you to ask is why did the blog become dormant? Why did you stop blogging? Understanding this is gonna help you to guard against that thing happening again. Maybe it was you become disillusioned, maybe there’s health stuff going on. The answer doesn’t really matter but understanding why the blog became dormant is actually important because it’s gonna help you to guard against that happening again.

The second question is what are your dreams and goals for the blog? I think it’s really important to go back to this because you probably started your blog with certain objectives, certain goals, certain dreams, certain things that you thought might happen but the reality is that it may have changed for you. What were your goals and dreams and what are they now? Actually getting back to your why is really important because it will shape what you do and you’ll probably find your why will be a little bit more realistic the second time. It possibly has evolved a bit. What is your dream? What is your goal for the blog?

And thirdly, do you still want the blog to have the same topic or focus? You may just think this blog was great, I loved it, but life got in the way and I just wanna start again doing what I was doing. That’s fine, but maybe you wanna tweak things a little bit. We’re gonna talk a little bit more about pivoting your blog later but I think it’s really important to begin to ask those questions and you probably already got the answers to those in your mind.

The second group of questions are about the blog itself. The questions that you might wanna consider, I’ve got five for you. How long has it been since the blog was active? That is going to determine how you’ll relaunch it. If it’s only been month, you can probably get back to blogging pretty quickly. But if it’s been 12 months, or it’s been two years, or five years. I talked to one blogger recently who had a blog five years ago and they wanna relaunch it. The strategies that you use are probably going to be different.

If your blog has been dormant for five years, you’re probably gonna wanna do some redesign, you’re probably gonna wanna update archives, you might wanna completely change tech. But if it’s only been a month, you can probably get back to it a little bit faster. How long has it been since the blog was active? How much traffic does the blog still have? Actually, dig into your Google Analytics account. If you haven’t got a Google analytics account, install it, and work out if you still have any traffic.

I was looking at one of my old blogs the other day and I realized it was still getting a thousand visitors a day and they were all coming in from Google. Is it getting traffic? Where is the traffic coming from? Is it coming in from the search engines? Is it coming in from social media? Is it coming in from other sites? Maybe you’ve got some links coming in from other sites as well. Do you have traffic? How much traffic? Where is the traffic coming from and where is it going to? This is really important. Do you have a post or a page on your blog that’s still performing really well?

I talked to a lot of bloggers who have dormant blogs and they tell me that they’ve just got the one post in their archives that’s going really well. Understanding what that post is or what that page is can really help as you think about moving forward because that page might be a good starting place to do some analysis, to do some updating, and to think about the leveraging in someway. Think about the traffic but maybe you don’t have any traffic at all and so you can skip through that one, but digging into that is important.

Social media is another thing to ask. Do you have social media accounts set up? How many followers are on those accounts? Where was the action previously for you in terms of social media? You can ask the same question about email subscribers. How many email subscribers does it have? Is it still getting fresh email subscribers or are they all very old, you know, years ago kind of subscribers? Understanding a little bit about the health of your social media and email subscribers is important. Are they warm? Have automated things been happening to keep those subscribers and followers warm and connected with you or are they completely cold? That’s going to shape your strategy for warming up your list again.

I guess the last question to ask about your blog is if your blog topic or focus is changing. I’m getting to this a little bit more. Is the current domain still relevant? That’s just another question to ponder now. I’ll talk a little bit about that later.

We’ve asked questions about you, we’ve asked questions about your blog, and it’s probably also worth doing a little bit of analysis on the niche that you’re in as well. Some questions about your niche. What’s the current state of play in the niche that you’re operating in? If it’s been a couple of years since you blogged, you might wanna do a bit of a dig around to find out what other people are doing in your niche. Who are the big players? Who are the big bloggers? Who are the big social media influencers? What are other bloggers mainly doing at the moment? Have they changed tech? Are they using different types of mediums? Are they all in podcasts now? Are they all on video? Where is the action happening for them in terms of social media?

Doing some digging there can actually help you to work out where you should be doing things as well. Not that you wanna just copy what everyone else is doing, maybe you actually spot some gaps in what they’re not doing, some opportunities that you could do, but they also would give you some hints to where is the most logical place for you to be engaging in terms of social media. Are there any other emerging trends in the niche or industry that you could latch onto?

In the photography space for example, over the last four, five years, we’ve seen the emergence of new types of cameras, of drone photography. If I was relaunching my photography blog today, one thing that I might do would be to have a blog that really focuses on the new types of cameras, the new types of technologies, drone photography for example, mobile phone photography because things have changed over the years. Understanding how your industry, your niche has changed is really important as well.

Hopefully, in asking some of these questions about you, your blog, your niche, you begin to hopefully get a bit of an understanding for a few things about your relaunch. Hopefully, one of two scenarios is probably emerging. I wanna talk about these two scenarios.

Most of the times, I see people relaunching, they end up doing one of two things. First scenario, maybe as you’re pondering these questions, you will realize that you were already on the right track with your blog and you just needed to get back to it. Your blog was doing well and maybe the reason you stopped was health reason, or an emergency, or something just interrupted you and it was relatively healthy and you just wanna get back to it. This is obviously the most easy scenario but there’s a few pieces of advice that I would really want to encourage you to consider if that’s you. You just wanna get back to blogging, well there’s a couple of things that I would like to encourage you to really focus upon.  

Firstly, pay attention to the content you’ve already published that’s still working for you or that has worked in the past. One of the things that you can really shortcut the growth of your blog again is to really pay attention to that type of content. As I mentioned before, you possibly already got a post that is still getting traffic. I would be starting with those posts and maybe updating them, maybe republishing them. Put a new date on them as long as the URL doesn’t change. Put them back up as fresh content on your blog in someway.

If it’s something that’s already working for you in someway, update it and leverage it to get some new subscribers.Write some follow up content on those topics. Repurpose it perhaps in a different medium. You might wanna take the written basic content and do a video, or an audio post, and really pay attention to those pieces of content that are already working. Also, think about are there ways that you could expand upon them. I guess, do similar types of things. If you’ve got a category that’s really working for you, maybe focus more upon that category because there’s obviously still interests in that category if it’s still getting traffic to it.

Pay attention to your archives. Just don’t start writing new content all the time. Actually, I think one of the emerging trends I’ve noticed in a lot of bloggers recently is that they’re paying as much attention to their archives as they are to new content. Go into your relaunch maybe writing some new content but also updating your archives, maybe every second piece of content that you published, maybe you should be doing a new one and then updating something old and then a new one and then updating something old.

The second thing I’d say is if you’re just getting back into blogging, you wanna pay attention to warming up your old followers, subscribers, and readers. If you have a dormant blog, you’re gonna have a cold reader, a cold email list, a cold social media following. They’re not as warm to you as they were in the past. They may still think highly of you, they might still remember you, but they might be a bit frustrated that you haven’t been updating, or they may be wondering if you are still alive, or if you are still healthy, or if you’re still interested in them and their topic. They may be feeling a bit abandoned. You may need to just think through how do you warm them up again?

Maybe if it’s been a long absence, maybe you need to explain your absence, maybe this might be a time to do a video post that tells the story of your last 12 months. You may not wanna go into great detail if it’s been a health thing but maybe that actually helps to make connection with your audience. If you can tell your story, that sometimes can warm people up.

Maybe, now is the good time to create something to give them as a gift. Maybe you’re going to create an opt in for your new email subscribers but you can send it to your old subscribers as well just to say thank you for sticking around. Maybe this would be a good time for you to launch with a series of content that’s gonna get your readers to do something, some sort of a challenge, or content event. These types of content actually are all about not just teaching your readers or not just informing them but actually engaging with them in someway, or maybe you wanna use live video, or more images, or something that’s a bit more personal in terms of the medium itself to warm up your readers in some way.

I guess the key thing is if you just need to get back to blogging, you really just need to get back to blogging and you need to start creating content again. The best thing that you can do in relaunching your blog, particularly if it’s just picking up where you left off, is to be as useful as possible to your readers. That’s the first scenario.

What I wanna do after I talk about the second scenario is give you 11 more things to think about that will be relevant for you if you’re in that first scenario as well. Hang in there. I’ve got some more that will be relevant for you as well, but is also relevant to people in the second scenario.

First scenario, you’re just picking things back up where you left off. The second scenario is that maybe as you answer those questions that I went through earlier, as you assess the current state of play for your blog, maybe you’re realizing that you need to change direction. Maybe your blog became dormant because you lost the passion for your topic, maybe you stopped because the niche changed, the blog wasn’t working in some way. To just start up again in the same way that you ended it is probably gonna end up leading to the same kind of results.

Maybe as you’re doing the assessment, you realize you need to change the way you approach a blog. You need to pivot in someway. The second scenario is about pivoting your blog. I think in most cases, a pivot is probably a good idea. These things were really firing in the past and you can just pick things up again and keep them firing. You’re probably gonna change it if you’ve had a break from blogging. You’re probably gonna find, if you’ve had a break from blogging, that you need to pivot in someway. There are four different ways that you might wanna consider pivoting your blog. Changing things up to hopefully get slightly different results from what you were doing in the past.

Firstly, you might want to pivot your topic. Maybe you want to completely change your topic, or maybe you just wanna make some smaller evolutions and pivots in your topic. There are a few different ways of that you can do this. Firstly, you might just completely change it. Maybe you had a photography blog and you wanna start a blog about blogging. Maybe you had a fashion blog and you wanna do a blog about travel. They’re completely different topics, in which case you’re probably better off to start a new blog completely rather than relaunch it. Unless you had a domain that’s kind of relevant to both topics, you’re probably more thinking about a new blog and you might want to check out our Start a Blog course to do that.

But in most cases, the pivot that people make is actually more of a tweak and there are a few ways that you can tweak your topic to bring you new life for your blog. Firstly, you might want to  narrow your topic. For example, and I’ve used this example in the past, Donna Moritz who we talked to in episode 117, narrowed her focus. She used to have a blog that was on all things social media that was not really that different to all the other blogs that were all things social media and so she decided to really focus her blog of the topic of visual content in social media.

She talks about infographics, on how to create a visual content for social media. She very much narrowed her topic. As a result of that, she became known as one of the key people that had expertise in visual content for social media. Her narrowing her focus made her stand out from all the other social media blogs and so maybe, there’s a category in you old blog that should become your focus when you relaunch and then you can become the expert in that particular field.

I remember when I was getting you to answer questions earlier, one of the questions was is there traffics still coming to your old blog? Do you have a category that still getting lots of traffic? Do you have a blog post that’s still getting lots of traffic? Maybe that could become your thing. That’s a hint as to how you might want to narrow your focus.

The opposite of this is that maybe your previous topic was too narrow and you need to broaden it as well. I’ve seen bloggers do that quite well as well. They might have had just a blog that was about printers and they got bored with that topic and so maybe they want to broaden that out to other related technology type topics as well.

A second way that you might wanna pivot is to change the perspective that you’re blogging from. Perhaps your topic is right, you’re still interested in that topic but maybe you wanna explore using a different voice, or maybe you want to change the intent of your content as well. I talked a little bit about voice in episode 213 so I’m not gonna go into great depth there but in that episode, I talked about this five voices that Jeff Goins talked about and he says that you can use these five voices for any topic really.

You can be the professor who teaches. You can be the artist who brings out the beauty in their topic, that story tells. You can be the prophet who tells the cold, hard truth and busts myth. You can be the journalist who is curating and gathering ideas and putting them together in stories, or you could be the celebrity, the one that everyone wants to know your opinion, they wanna know what you think about a topic.

There are five voices but really, you can come up to any voice of your own as well. You can be the companion who journeys with people around a topic, you can be the mentor, the entertainer, you can be the reviewer, the curator, the storyteller, the guide, the teacher, the thought leader. All of these are different voices and you may actually want to try and bring out couple of those into your blogging. You can dig more into that in episode 213, but this is one way that you might want to consider pivoting your blog.

The other way to kind of think about this is to think about the perspective that you come from and the intent of your content. You might wanna tweak that, change that. Maybe your blog was about bringing your readers the latest news in a niche. Maybe you got a bit sick of that and maybe you could pivot to be more of an opinion blog. You’re still talking about them but you’re bringing your opinion into it. That’s a slightly different intent, that’s a slightly different voice that you bring to your blog. Maybe your blog previously was more of storytelling and you wanna bring in some more reviews. Maybe this is about completely changing your voice or maybe it’s just tweaking things as well.

An example of this was my original photography blog which used to be a review blog. Back in the day, 2004, I had these camera review blogs. I was reviewing cameras. I got completely sick of it. I got burnt out. It wasn’t something I was passionate about and so I decided to pivot that blog and to start teaching people how to use their cameras. This was, for me, a big change. I changed my domain, I changed the older content and really that’s when Digital Photography School was born.

For me, it was a big pivot. But you might just want to tweak your voice. Maybe it’s about adding in new types of posts to sit alongside of the old types of post. It’s really important to think this through before you relaunch your blog.

A third way you might wanna consider pivoting is around the medium. Maybe you previously had a written blog, but you wanna launch it to explore using more video or maybe you wanna use audio or more visual content, or do more live shows. This could be a complete shift. You might change from having a written blog to having a podcast or a video blog or you might just wanna add the new medium into what you’re doing. Like we do on ProBlogger, every week we publish a blog post, a podcast, and a video. Maybe you just wanna change the mix of the mediums as well.

The fourth and last way that I’ll talk about pivoting your blog is to change up the audience and to focus on serving a different type of demographic. This is something I’ve seen a number of bloggers do over the years with real success. I get it. Similar to narrowing your focus, instead of just having a blog that brought everyone in your topic, you might wanna focus in on being a topic blog for a certain demographic.

Instead of just being a travel blogger and trying to write general travel advice, you might wanna reposition your blog to be a blog that has travel advice for retirees, or for families, or for single women, or for gay men. You can think about your topic for a particular audience and this makes your content much more useful for those individual types of people.

It may sound a bit dangerous. You’re narrowing your potential audience down but it’s gonna make it more so much attractive to anyone who is from that kind of demographic and your content is going to be able to be more focused as well. It will probably impact your design, your  branding, and all of these things as well.

There’s four ways that you might wanna pivot your blog, it’s the topic, the perspective or voice that you’re writing from, the mediums that you use, and potentially, the audience that you’re trying to attract. You may be wanting to just pivot in one of these areas or you may actually wanna pivot in a few. You might want to narrow your topic and narrow down to a particular demographic, and to change medium slightly and to use a different voice. Maybe you want to do all of those things, or maybe your pivot is just in a couple of this areas and in quite small ways.

But I think it’s well worth considering. Particularly, if you’ve been blogging for a few years, you’ll probably find that things in your niche have changed quite a bit. For you to just go back to blogging in exactly the same way may not connect to its readers quite so much. One of the things that we all are aware of is the internet is changing a lot. We’re seeing a lot more video, we’re seeing a lot more visual content. Changing the medium can really work a bit and we’re also seeing more focused content, and more focused sites as well.

I’ve noticed, over the last few years, people focusing in on serving narrow niches of demographics as well. There are a few things to consider as you relaunch your blog. Can you pivot things a little bit? You will also find as you pivot, sometimes that will give you a bit more passion for what you’re doing as well. You’re not just getting back to the same old thing you used to do, you actually got something new to learn and that can keep you fresh as well.

Once you’ve worked out, if and how you’re gonna pivot, you’ll probably need to consider a few other factors. One of the biggest things you need to consider is whether you need to find a new domain or name for your blog. We’ve previously talked about domain names and how to choose good domain names and I’ll link to that particular episode in our show notes.

But for some people, this pivoting that you’re going to do is going to mean you just have to change your domain. This is particularly if you are changing your topic completely, maybe you’re going from being a travel blogger to a fashion blogger and your old domain just doesn’t suit you at all. In that case, to keep that old domain is just gonna confuse your readers and it’s gonna confused your brand as well.

Effectively, what you need to do if that’s the case is you’re almost starting a new blog and as I said before, that Start a Blog course the we’ve just released will be useful to you. But in many cases, the old domain you already have can work. Particularly if you’re only just changing the medium, or the audience, or the voice, or the topic in a slight way, or if your domain was a more of a general domain, or maybe it was your name, darrenrowse.com, I can change darrenrowse.com into any direction really I guess. That’s one of the advantages of having your name.

Keeping the domain of course is good in some ways because it does help you with search engine optimization, any past links coming into your site is gonna help you to rank higher for the future as well. It may also be helpful because you’d be able to keep your previous social media accounts but I just wanna emphasize, if it’s going to cause too much confusion to keep that domain and change things up, sometimes it’s better just to have a clean break. That’s what I did with my photography site in the early days. The domain that I previously was using just wasn’t right and Digital Photography School was a much better name for this new blog so I bit the bullet and I change things up. It felt really scary to do that and it did mean I was starting from scratch a lot more but in the long run, it did really help me a lot.

If you are changing domains, then you could keep that previous domain up as an archive of your  previous work and maybe have some links on it to what you’re newly doing or what you’re doing today. You might wanna even forward that previous domain to the new one. Anyone who arrives on that past one is gonna end up on your new site.

Again, you probably wanna really think through the user experience that your readers are gonna have. If your old blog is on one topic and the new one is on a new one, it’s probably no sense in forwarding people from one to the new one because it’s just gonna annoy them, really.  It’s gonna be hard to bring those old readers across as well.

Hopefully, you’ve worked out whether you’re doing a pivot or whether you’re just restarting what you’ve previously doing. No matter what the scenario you’re in of those two options or if it’s something in between even, there are still other things that you want to think about. What I wanna do is finish off this podcast with 11 other things that I’d be focusing my attention on as I was relaunching my blog.

These are the 11 questions that you can ask, 11 things that I think you should be working on, particularly in those early days of doing that relaunch, before you do the relaunch, and in the first month or so as well. I will say up front that most of these things are actually included in the 31 Days to Build a Better Blog course as well and if you go and have a look at that, you’ll see a lot of these things are mentioned in the outline.

First thing I’d be thinking about are your goals and objectives to your the blog going forward. Don’t just think about the topic, but what are you trying to achieve with the blog? What do you want it to lead to? Are you trying to build income? Are you trying to open up opportunities like landing a job or a book deal? Having this really thought through, what is it you are trying to achieve will help you in in so many ways. You will inform the content that you create the way you design your site the construction that have. What are those goals and objectives going forward? You don’t have to write a thesis on this but actually having them clear in your mind is really important.

A second thing to consider is how will your blog change you readers’ lives? If you’ve been listening to my podcast for any time now, you’ve heard me talk about this time and time again. For me, it is the key to success for blogging, having a blog that is gonna change people’s lives. Having a dream for what you wanna achieve with your blog is one thing but what is your dream for your readers? What’s in it for your reader? Get laser focused on that. How are you gonna change your readers’ lives? This will come out in the content that you create in the way you design your site as well. This is a really important factor to consider. All of your content should really be focused upon bringing about this change in some way.

Third thing to think about is to start generating ideas for content. This is pretty obvious. A blog without content is not a blog. Many bloggers, this is actually why the blog becomes dormant. It’s because they struggle to come up with new ideas. Before you get back into blogging, spend as much time as you can on generating ideas for content. Map out the next few weeks, the next few months, the next few years. I’ve seen a lot of bloggers recently mapping out a year of content ahead of time. This is particularly important if the reason your blog become dormant is because this was a struggle for you. If you know this is a struggle, put a lot of time into this, get some friends involved in it as well. Survey any past readers that you have to find out their questions. Dig into the archives. Look at what did well in the past. They can give you ideas as well.

Speaking of those archives, number four thing that that I wanna encourage you to think about and I mentioned this at the top of the show, is to build your archives up and to build upon your archives. If you’re not changing domains and are simply starting your blog again with minor changes, you wanna think really carefully about your previous content. Do an audit of what you have in your archives and once you’ve done that, be ruthless about deleting anything that is not  serving your readers anymore or updating it.

If you’ve got old posts that dated, taking your readers against the change you’re trying to bring about in their lives in some ways, delete them or update them in some way, or forward them to other articles that you’ve written. Pay attention particularly to any post that’s getting significant traffic. I would be identifying your top 10, maybe your top 20 or so posts that are still getting any traffic and make them more visually appealing, make them more scannable, optimize them for search engine optimization. Think about the calls to action that you have to get new subscribers. Think about could you do a follow up post? Could you add a link to further reading? Could you repurpose that content in someway?

It’s really important. Those posts that are doing well already, leverage them. Update them. Make them even bigger, make them even better. It’s really important to focus upon that. That’s probably the number one thing I’ve been doing out of all the things that I’m mentioning here. That’s number four.

Number five is think about the editorial calendar going forward. You’ve brainstormed the ideas but actually get those ideas into some kind of a calendar. When will you publish them? How often will you publish? What mediums will you use? You might wanna come up with a weekly format. Monday is gonna be a blog posts and it’s gonna be a tips article. Tuesday is going to be an audio post. Wednesdays might be a link post to someone else. Thursdays might be a review that you do. It really doesn’t matter whether you publish everyday but actually think about the types of posts that are you going to publish. Put topics alongside them in a calendar and suddenly, you’ve created yourself an editorial calendar. It’s so important to do that particularly if you struggled with keeping your blog going in the past because you had issues around planning.

Number six is to do some analysis on where your readers are going to come from. If you’ve already got some readers coming in, do some analysis on where they’re already coming from. Also begin to think about how am I’m gonna grow my readership. That’s really important as you launch your blog, as you relaunch your blog to think about could you do some guest posting? Should you be interacting in forums or Facebook groups? How can I be useful in these places? What other influences in the niche do I wanna network with? Maybe it’s been a few years since your blog was active. Maybe you need to introduce yourself to some of the new players. Maybe you need to reestablish contact with some of your previous friends in that particular niche. What events will you attend? Doing some analysis on where your readers could come from and how you’re going to grow your readership is really important.

Number seven point is kind of related to number six. Identify which social networks you’re going to focus your attention on. Things have probably changed in your space. We’ve had Snapchat come out. We’ve had Instagram come out. We’ve had all these different social networks come up perhaps since you previously were blogging. Do they present some new opportunities? Have people moved from one network to another in your particular niche? Identify the one or two that’s gonna be your primary focus. Make sure you’ve registered all the accounts that you need to. But then, come up with a little strategy of how you’re going to use those social networks going forward.

Tip number eight is to start creating content. I would be focusing upon pillar content first. This is sort of that evergreen content that is going to be really, it’s what the rest of your blog is going to be built around. It’s your pillar content. It’s that evergreen content that you’re gonna refer to time and time again. It’s what you stand for. It’s your core teaching.

On Digital Photography School, it’s my post around aperture, shutter speed, ISO, these key components of photography. As you relaunch your blog, go back and look at the previous pillar content but also are there new pieces of content that you need to write first. Think about that evergreen content because that evergreen content is the type of content that’s gonna payoff for years to come. Deliver as much big value as you can with your early posts.

Tip number nine is to think about your list. If you’ve previously collected emails, how are you gonna warm that list up again? How often are you going to send emails? How are you going to use that list going forward? How are you going to get new emails as well? Again, there are plenty of content in our podcast archives on growing your list. We’ve got some more coming up for you in the next little while, but begin to put some thought into that in those early days.

Number 10 thing to figure out is your blog design. Maybe it’s been a couple of years since you’ve been blogging. Things have changed in the blogging space. Blogs look different now to what they used to look like. Do you need to update it? Do you need to change that logo? Do you need to lay it out differently? Is your blog mobile friendly? It’s so important these days, most people are looking at your blog probably on their mobile phone. Is it viewable on a mobile phone? You may need to give things a refresh in that particular area.

The last thing I’d encourage you to think about as you’re relaunching your blog is how are you going to use your time going forward? This, again, is one of the reasons that so many bloggers become dormant, is that the blogger is struggling with juggling life and their blog and all the things that come along with having a blog. Actually thinking about how much time do I have that I can give my blog and what am I going to spend that time on?

We all have a limited amount of time and we are much more productive when we think ahead of time about how we are going to use that time. Make a list of what you need to do, and look at the available time that you’ve got, whether its one hour a week or whether that’s 40 hours a week and begin to prioritize the things that need to happen and plug them into a calendar.

This is what I do. I have a weekly template. I know on Monday mornings that I’ll write content. On Tuesday mornings, I’ll record a podcast. I know when things are going to happen and as a result, I’m so much more productive. Even if you’ve only got two or three hours a week to do it, you can fit a lot in if you’re sensible and proactive about planning and arranging your time.

Those are 11 things. That will be in today’s show notes as well. These are the kinds of things that I’d be thinking about if I was relaunching a blog. Ultimately though, the success of your relaunched blog is gonna be determined on what you do over the coming months and years. It’s the accumulation of the content that you create. It’s the accumulation of the value and usefulness that you deliver and the engagement that you have with your readers. Prioritize those things first. Content creation. Promoting your self, engaging with your reader. Creating value. They are so important.

To help you with this process, we are in that final stages of putting together our brand new course that I mentioned at the top of the show. 31 Days to Build a Better Blog. It really is designed to help bloggers to kickstart their blogs whether they are new blogs relaunching a blog, or established blogs. The course is launching in March. We’ll give you the dates in the coming weeks.

As the name suggests, it’s a 31 days course that will give you 31 days of teaching but more importantly 31 things you can do to make your blog better. It’s all about helping you to think through the kind of things I just ran through. Things that will help you establish good habits and routines for your blog. Things that are gonna help you to build the asset of your blog’s archives to grow you readership and to turn those readers into true fans.

I’m so excited about this new course because I know in the past, 31 days to Build a Better Blog is an ebook and as other series of content have helped tens of thousands of people and so I just know this course will help people as well.

You can head over to problogger.com/31days to be signed up and notified when that course goes live. It’s a paid course but we’re keeping it as affordable as we can and if you register your interest now, we will be sending you an exclusive early bird discount in the coming weeks, in the lead up to that. Again, that’s problogger.com/31days.

I really hope this has helped. It’s been a long one today, I know and it’s been a lot to digest so you may wanna head over to the show notes and dig into the transcript that I’ve got there for you and some further listening that I’ve got for you as well. Today’s show notes are at problogger.com/podcast/234 and for the next little while, at least it will be on the front page of ProBlogger as well and at the top of your iTunes feed as well would be the podcast but you’ll be able to find the show notes there as well because I noticed the other day the show notes are appearing in iTunes if you click on the avatar, at least they do for me.

I hope you found some value in today’s show. Do check out 31 Days to Build a Better Blog. Register your interest for that and I can’t wait to set that one live in March for you as well. Thanks so much for listening today. Again, today’s show notes, problogger.com/podcast/234. Thanks for listening. Chat with you next week.

You’ve been listening to ProBlogger. If you’d like to comment on any of today’s topics or subscribe to the series, find us at problogger.com/podcast. Tweet us @problogger. Find us at facebook.com/problogger or search ProBlogger on iTunes.

Before I go, I wanna give a big shout out and say thank you to Craig Hewitt and the team at PodcastMotor who’ve been editing all of our podcasts for sometime now. PodcastMotor have a great range of services for podcasters at all levels. They can help you to set up your podcast but also offer a couple of excellent services to help you to edit your shows and get them up with great show notes. Check them out at podcastmotor.com.

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