Jim's Marketing Blog

Marketing tips and ideas to help you grow your business

A letter from Google

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I received a sales letter last week from Google. That’s right, one of the world’s leading email providers contacted me; not via an email, but via a letter.

Email marketing and Google

google email marketingGoogle already has my email address, because I am a user of a number of their services – including Gmail. So, it would have been very easy for them to have sent me the same sales message in an email. However, Google know that they will get a higher response rate from a targeted letter than from a sales email.

If the owners of Gmail are writing letters with sales offers, rather than sending sales emails, there’s a BIG marketing lesson here!

People hate sales emails and spam

People have a VERY low tolerance for emails, which are just sales messages.  The letter from Google was exactly that – a sales message.  However, I did open the letter and read it.  Had Google sent me that same sales offer via email, it would have been deleted, unopened; as soon as I read the subject line (no matter how clever it was!)

The average person hates spam with a passion and many tend to consider all sales emails (no matter how well targeted) as spam. As a result, not only is a prospective customer or client unlikely to respond to a typical sales email, they are very likely to develop strong, negative feelings about the sender too.

Is email marketing dead

No, not at all! Email marketing, when handled correctly, is still extremely powerful and getting more powerful all the time.

If you re-read the above, you will see that I use the term ‘sales emails.’  Sales emails are extremely low leverage and increasingly ineffective.  These are emails that contain a sales message and are often sent to a ‘list’, which the sender has either bought, borrowed or built by harvesting email addresses from business cards / directories etc.

Unless the sender has a good relationship / rapport with the people on that list, the sales emails they send will be deleted before they are read.

Email marketing & sales emails

Email marketing could not be more different. For example, I write a very popular marketing newsletter, which contains a unique marketing article or some valuable marketing ideas / advice.  Most editions have zero advertising.  Occasionally, I will include a single, one paragraph piece to promote something I am involved in.  The response rates are fantastic, because my readers already know me and trust me.  Some of my readers even blog about how much they value my newsletter.

In fact, many of my readers tell me that they have ‘Jim Connolly’ marketing folders on their computers, where they file my newsletters, for future reading.  How many people keep spam email or sales emails on file? No one!

Mail shots, direct mail, marketing letters

The overuse of sales emails is creating a growing resistance to them within the marketplace.  Obviously, with so many businesses mass emailing sales offers to people, the amount of traditional marketing letters being sent has dropped enormously.  As a consequence, marketing professionals are seeing traditional marketing letters, (sometimes called direct mailings or mail shots,) achieve better and better results.

A well crafted marketing letter, with a hand written signature, sent to a small, targeted group, with a compelling offer and a ‘call to action,’ can be extremely effective right now.

Mail shots or email marketing?

This is a HUGE subject.  Here’s a very brief overview.

I suggest you try a professionally handled mail shot IF you provide a service, which is only offered to a relatively small geographical area.  Some examples might include; accountants, commercial lawyers, franchise operators, insurance brokers etc.  Let me be completely clear. I am not suggesting these types of service providers cease using email to market their services.  I am suggesting they STOP using sales emails, START using email marketing AND consider trying a professionally handled, direct mail campaign as an addition to their marketing mix.

Jim Connolly’s marketing

I offer a service, which is sold internationally.  As a direct result, 100% of my marketing is conducted online.  My marketing approach is all about giving away free marketing advice, information and tips, to as many small and medium sized business owners as possible.  Then, when they want someone to look after their marketing, they give me a call.

I don’t sell my services, people hire me instead.  For those of you who provide services or products across a big or unlimited geographical area, I suggest you do exactly the same.  Instead of sending sales emails; emails that just ‘push’ or attempt to sell your services – use email as a way to engage potential clients and provide massive value.  Also, make sure that every person you send your information to has proactively sign-up to receive it.  For example, don’t send newsletters or e-bulletins to people, just because you know them, are a member of the same network or you happen to have their business card.

Use email communication (and your website / blog / FaceBook / LinkedIn / Twitter) as a way to showcase your expertise and encourage potential clients to email you, call you, comment on your blog, follow your Twitter account etc, etc.

The results can be stunning!

The Seth Godin Blog – Highly Recommended

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Occasionally, a blog stands out to me as being extra special and when it does, I award it one of my rare ‘Highly Recommended’ awards.  Today, I am highly recommending Seth Godin’s blog.

The Seth Godin Blog

seth godin blog tribes purple cowFor those of you, who do not already know, Seth Godin is a highly successful author, marketing expert and entrepreneur.  However, it’s Seth Godin’s blog excellent blog that I would like to bring to your attention.

Seth’s blog is updated every day and primarily covers marketing.  His blog posts are written for ‘real people’ not marketing experts.  They tend to be short posts, thought provoking and always interesting!

Seth’s approach to marketing is very similar to my own, with an emphasis on building communities and delivering value – rather than pursuing people / business with marketing tricks.

As you may already know, I have worked in marketing for over 20 years and have run my own successful international marketing business since the mid 1990’s. In my opinion, you and your business will benefit greatly from a subscription to Seth Godin’s blog.

Seth Godin, Robert Scoble & Chris Brogan

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In this post, I am going to share one of the success factors behind; Seth Godin, Robert Scoble and Chris Brogan with you.  It’s all about one word; contribution.

A few weeks ago, I had a problem with this blog.  So, I got in touch with two experts, who I knew would be able to help; Robert Scoble and Chris Brogan.  In no time, both were kind enough to get back to me with some excellent advice and the problem was solved.

For those of you who don’t already know; Robert is the former ‘technology evangelist’ for Microsoft and is now one of the best known figures in technology.  Chris is, in my opinion, one of the world’s leading authorities on ‘social media.’  Between them, they have a dedicated following of hundreds of thousands of people.  These are two very busy people!

Of course, these guys gave their help without a second thought.  They also did so privately, OUT of the public gaze; so no one knew how helpful they had been to me, except me. That’s because they gave without expecting something in return. Neither of them know I have written this post or that it will be read by thousands of people today.

Seth Godin and contribution

As marketing expert and best selling author Seth Godin once told me;

“If you have an ulterior motive, your generosity is suspect.”

Wise words – especially as Seth shared them with me freely and in private! That’s right, these were not comments Seth made on a blog or in a Twitter message observed by thousands, to show how smart he is.  No, it was just Seth taking time-out from a very busy schedule, to share an idea with me. (Thanks Seth!!)

I genuinely believe that it is not a coincidence, that each of the three people I have mentioned in this post, are at the very top of their chosen professions.  For example, I was first made aware of Seth’s work, not by an advertisement or by his marketing blog – but after a good friend recommended him to me.  I was first made aware of Robert’s work, after Leo Laporte recommended him to me.  Again with Chris, he was recommended to me by a client of mine, who’s a fan of his work.

I would LOVE to think that after reading this post, some of you check out Seth Godin, Robert Scoble or Chris Brogan for the first time.

Seth, Robert, Chris – Thanks!

Focus on results – NOT hits!

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One of my favourite sayings is; “start with the end in mind.” In other words, make sure you know what your outcome is, before you decide to take action.

I was thinking about this earlier, when I received an email from a reader, who had just realised that the time and money she had been investing in marketing her website and blog over the past 18 months, had been pretty much a total waste of time!

Yes, she had seen ‘traffic’ into them increase from zero to around two thousand unique visitors a day – but it hadn’t generated anything tangible for her or her business.  In fact, it had actually hurt her business; because her time spent blogging, online networking and doing SEO had limited the amount of chargeable work she could do for her clients.

Marketing goals

This lady’s original marketing goal for her website and blog, was to showcase her skills as a business finance expert to a new audience and then convert some of these readers into paying clients.  However, she became so focused on producing regularly updated content and getting her Search Engine Optimisation ‘just right’ that she was using these numbers to track her success – rather than the actual number of new clients and enquiries she was getting.

This is a common scenario, when someone gets so involved in the mechanics of a marketing activity, that the activity itself becomes their goal – rather than a tool to help them reach their goal.

Taking stock

marketing results outcomesIf you have a commercial website or blog, how focused are you on the tangible or bankable results you get from it?

I am not talking about hits, metrics, comments or subscriber numbers – I’m talking about actual, business results, what your accountant would call your ROI (return on investment).

Here are some examples of questions we all need to ask ourselves, if we invest our time and/or money on a website or blog:

  • If your site/blog is there to generate enquiries for your business – how many is it generating each day and what quality are they?
  • If your site/blog is supposed to be generating advertising revenue, how much money is it making for you each week?
  • If your site/blog is supposed to be positioning you as an authority in your area of expertise, how many more calls are you getting from newspapers, trade publications and the media – wanting your opinions?

It does us all good from time to time, to take stock of where we are and to ensure that everything we are investing our time, money and energy in is actually taking us toward our business goals.  Otherwise, we run the risk of rowing our boat REALLY hard in the wrong direction and suddenly wondering why we are in the wrong place after all that hard work.

The Seth Godin blog strategy

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I wrote a post a while ago, where I asked why Seth Godin was not using Twitter, to ‘tweet’ with his many fans and why he banned comments on his blog.  Seth was generous enough to come over to my blog and (ironically) leave a comment.  Whatever you happen to think about Seth’s position in not allowing comments, one thing is certain – his strategy works well…. for him!

But, could the same strategy work for a non-celebrity too?

Seth Godin’s blog comment strategy

Seth’s decision not to allow people to comment on his blog posts, means his readers have only one alternative, if they want to discuss or debate what they have just read.  They have to take that debate to; digg, FriendFeed, stumbleupon, facebook or twitter etc. Seth provides easy links below each post to encourage this and make it super-easy to spread his superb content.

The end result is that new people, who have never heard of Seth Godin or his excellent blog, (but who use one of those social bookmarking / social media services), will find him!

Although Seth has an alternative reason for banning comments on his blog, his strategy is perfect for a well known celebrity.  It helps drive a massive amount of NEW people to his work and requires a fraction of his time; as he has no comments to filter or respond to.

Why Seth Godin’s comment strategy wouldn’t work for us

Because he’s famous, Seth avoids the one pitfall, which you or I would have if we banned comments on our blogs – Being slammed for failing to connect with our readers! Famous people who blog, don’t actually have readers – they have fans!  Readers and fans are completely different.

Seth’s fans, for example, are used to paying in order to read his books, which is a one-way experience – just like his blog.  He produces material – they read it – end of story. Equally, fans are far MORE likely to want to connect with Seth, by being seen to be forwarding his work on their social networks.

Could you or I use a version of Seth’s strategy on your blog?

I think that most bloggers can use a version of Seth’s approach; by occasionally closing comments on selected posts.  This might be particularly effective if the post is either controversial or makes a significant announcement (or both!) The effectiveness of this strategy will depend on a few things, including; the number of readers your blog has, how many of them are actively using social bookmarking services and how easy you make it for people to share your posts.

However, for you or I to close the comments section for every post, as Seth has done, is NOT something I would recommend.

Quick blog marketing tip

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Here’s a quick blog marketing tip, to help you reach more targeted readers with your blog.

Focus on people – not ‘traffic’

Take a look at the search terms that people most frequently use, when they arrive on your blog from the search engines.  Then, write a blog post about that subject and you will often attract even more people.  More than this, you will not simply be ‘attracting traffic’ – you will be attracting targeted readers with an interest in your blog’s subject.

So long as the search terms that people are finding you with are 100% relevant to the subject of your blog, even if you see just a small increase in targeted readers, it’s worth it.

I have successfully used this tactic on my tech news blog and seen some amazing results!

I would like to hear from YOU if you have already used this idea and what YOUR experience was!

Why I’m leaving Twitter!

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It’s sad, but the time has come for me to leave Twitter.  At the time of writing this, the three most followed people in England are; John Cleese, Stephen Fry and then me.  I have made some great connections because of Twitter and met a lot of interesting people too.  Twitter has been a great experience for me – BUT it’s time for me to go!

Twitter’s technical problems highlighted one of my own

My Twitter account was one of many to have recently suffered from the dreaded caching error. After 5 days, it was manually fixed by Crystal in Twitter’s tech support team.  This was a blessing in disguise!

For 5 days, whilst my account was waiting to be fixed, I was unable to follow anyone or see who had followed me.  I noticed that I suddenly had lots more extra time each day, so I decided to do some Twitter research! I wanted to know just how long I actually spent using Twitter each day.

I was amazed to see that even during a fairly quiet period, I was investing an average of 2 and a half hours each day!

Even more amazingly, less than half of that time was spent actually ‘tweeting’ with people!

The rest of my Twitter time was spent dealing with the hundreds of Direct Messages I get each day and filtering through the hundreds of people who follow me each day; to see from their profile whether or not to follow them back.  This is an increasingly time consuming problem, as so many people are now doing that follow / unfollow trick, to attract auto follows and make it look like they have lots of followers.

Most of the Direct Messages I get on Twitter are people asking me; ‘please share this link with your followers Jim’ or asking me to look at their blog / website and give them some tips.  I’m also getting stacks of spam sent to me via Twitter’s Direct Message.  This all takes time to review, answer or delete. Yes, almost all of these Direct Messages are from people, who have never tweeted with me or commented here!

The 1000 people on Twitter who connect with me

Although I have over 23,000 people following me on Twitter, I found that only around 800 / 1000 or so are in regular contact with me.  These are the people you see in my Twitter stream and commenting here on the blog.  These are the people, who I built this blog and my Twitter network for.  These are the kind of people, who make Twitter the best social media site / app on the Internet (In my opinion.)

The reason I am leaving Twitter, is that it’s the other 22,000 people, who never connect with me, who require the vast majority of my time!

The sensible thing to do, was for me to find a way to focus all my energy on the people who actually ‘connect with me’  – And that’s what I will now be able to do!

How I solved my Twitter problem

One of my options, was to delete 22,250 people from my Twitter account.  This would take forever and it still wouldn’t stop the flow of new people every day; who follow my account and require filtering. Yes, I could just set up an auto-follow, so every spammer on Twitter could target me, knowing they will get an automatic follow back – but that’s not why I invested my time in Twitter and it would only help with part of the problem.

FriendFeed and Twitter

Thankfully, I have found an excellent way to communicate with everyone, who wants to keep in touch with me – WITHOUT me having to waste all those hours each week on those who don’t!

I have decided to replace what I have been doing on Twitter, with FriendFeed.

Whilst FriendFeed is not as instantly usable as Twitter, it doesn’t come with the same insane focus on followers / following either.  Just like Twitter, you can interact with people without following / subscribing to them.  However, unlike Twitter – on FriendFeed the follower / subscriber thing is far less of a big deal!  There are also no issue with Direct Messages, which ate into so much of my time each day.

This means I can focus massively more of my time on the ‘social’ side of social media.

FriendFeed will allow me to have proper, threaded conversations with all of those who want to join in or share their content with me. 

I hope to see as many of my regular Twitter pals on FriendFeed as possible; so we can continue the conversation.

However, even if you don’t want to join with me on FriendFeed, you can still find out what I am doing via Twitter!

You will still see me on Twitter, via FriendFeed

Even if you don’t have or want a FriendFeed account – you will still be able to see what I post via Twitter anyway! I am going to keep my Twitter account active; so people who want to, can still follow my stream without having to do anything. One of the great things about FriendFeed, is that it will automatically send all my updates direct via my Twitter account – so anyone following me on Twitter will be able to see them.

This is not one of those; “which is best Twitter or FriendFeed?” arguments. It’s just that FriendFeed is the best option for me right now.

UPDATE:

Over the past 48 hours, I have found that most of the people who were regularly tweeting with me, have now found me on FriendFeed; with others introducing themselves all the time! Thus, I shall not be sending my FriendFeed updates through my Twitter account.

I don’t want to just broadcast via Twitter – Twitter’s supposed to be about communicating NOT broadcasting!

Blog comments

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I have always been a keen reader of blogs, not only because of the actual blog posts – but because of the gold dust you can find in a blog’s comments section.

For example, no matter how knowledgeable a blogger is on his or her subject, there will usually be people reading a post, who can add important additional information.  These comments are often just as likely to provide you with the ideas and information you need, as the original blog post!

Blog comments offer targeted feedback

If you want to know what your target market thinks about something, take a look at what they are ‘saying’ in the comments section of relevant blogs.  This kind of snapshot can provide you with a useful way to spot trends.

It can also help you identify common problems that your potential customers have, which YOUR business could solve for them!

Your blog comments

An excellent way to develop a blog, is to take note of the comments people leave.  It’s a great way to ensure your messages are resonating with your readers and that you are giving people want they want.  Many of the changes here on this blog, have been made in response to comments people have made.

Thank you

I would finally like to say “THANK YOU” to everyone who comments here.  Your feedback is, as you can see, massively valuable to both my readers and myself.

Google and me!

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As any of my regular readers will know, me and Google have a very strange relationship!  I decided to write this blog exclusively for people and develop it’s readership via ‘social media marketing.’  As a marketing professional, I wince when I see blogs, which are clearly written primarily to score SEO points; with the actual readers needs placed second.

So, I decided to develop this blog around a ‘100% human-focused approach’ – rather than writing for SEO and then relying on Google to provide me with a readership.

This saw me break a few SEO rules. For example, I provide do-follow links to people who comment here, even though I was strongly advised NOT to, because it would harm my Google ranking (It didn’t by the way!) I also decided to only write posts when I have something I want to share – rather than posting every day just to keep Google happy with the “regularly updated content” we are often told it needs.

Google rewards quality content

When I announced how I was going to build jimsmarketingblog.com‘s community, a few SEO professionals said that because I was focusing on providing good quality content, Google would actually still provide ‘targeted traffic’ to the blog. They said that Google was getting a lot better at identifying high value content.

After looking at the stats for the past month, I can confirm that these SEO professionals were 100% correct!  Even though I write in my natural style and often don’t blog for a few days at a time, Google now sends legions of people to this blog every day, with very relevant search enquiries.  Moreover, it has given the blog a revised PageRank of 4 (up from 3), after just 4 months of blogging and with me offering do-follow links.

Writing for Google and SEO

The lesson here is that despite what some might tell you, it seems that there is no real need to “write for Google” in order to attract new visitors via their search engine.

My experiences have shown that if a blog is SEO friendly and well written, lots of people will link to it. Once you get the links and you keep your focus on high quality content, it seems Google will figure the rest out!

It also shows the effectiveness of good SEO and the importance of the work provided by SEO experts, like those who have guided me in recent months.  I especially want to thank Gregor Spowart from MMD.

Blog marketing tip

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If you want to achieve great results with your online marketing, I believe you need to become a really good observer.  This means developing the ability to see what other people miss; to observe what someone is doing in order to get a result.

For example, I received an email recently from someone who made the links on his blog ‘do-follow’.  He said he did this, after seeing me offer these ‘special links’ here and the huge response it got.  He wanted to know why it hadn’t generated any extra traffic or comments to his blog when he added it there.

The bigger picture

marketing vision bigger pictureA good observer would have seen the bigger picture.  For example, he would have checked jimsmarketingblog.com out on alexa.com or compete.com and seen that it already had a large readership. The readership of my blog did not just grow magically overnight, after that single post.

Secondly, a good observer would have seen that I have a great online network of people around me; via my newsletter subscribers, readers of my website and the 14,000 people I network with on twitter.  This means there was an existing marketplace for these special do-follow links before I decided to add them to jimsmarketingblog.com.

The point?

You can learn a lot more about how to market your blog or website, by observing what marketing professionals do; as well as reading what we write.  If you just read the posts, you are missing half the picture!

Unsexy blog posts can be valuable too!

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A blogger recently told me how his analytics software was unavailable for several days.

He went on to say how much more he enjoyed blogging and social networking his business during that period; without the pressure of checking ‘the numbers’ after everything he did.

Freedom to blog and connect

He kept saying how he enjoyed the freedom to really connect with his readers and those in his network; without the worry of whether his last blog post, tweet or facebook entry was driving visitors to his blog or not.

Although (like me) this blogger sells a service via his blog and not a product or advertising, he says he is obsessive about checking his statistics. It guides everything he does.

Like many service providers, I monetize jimsmarketingblog.com by attracting enquiries from people who read my work and then contact me, when they want someone to help them market their small business or boost their profits.

As a result, I only write posts if I believe people will find them useful, but I base the decision on what to write exclusively on whether I feel the post has value – NOT it’s potential to go viral or attract hits!

Because of this, you will see posts here like this one, which I know in advance will only get a small number of comments, next to the previous post, which currently has over 70 comments. You will see other posts here with over 250 comments, next to posts with 20 or so.  The reason this happens, is that if I believe a post like this one, is offering a valuable message, I will write it – even though it’s not a sexy marketing topic.

Give everything you believe your readers need

I believe that it’s important for everyone, but for service providers especially, to write posts based on what we believe to be valuable to our readers; even if it’s not always going to be a viral post or get hundreds of comments.  The irony, is that this approach has helped this blog grow from it’s launch a few months ago, to a couple of thousand unique visitors a day (often far more.)

The numbers are important for every commercial blog, but they should not be the only driver of what we decide to say!  After all, some of your least populist output, can be the most interesting to a section of your blog’s community.

Link love, Google and spammers

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The results are in and I can now let you know what’s happened since I started this exciting marketing experiment!

As many of you already know, jimsmarketingblog.com offers everyone who comments here a special reward; something called a do-follow link.  This is great for my readers, as it means when you comment here, your link actually tells Google to visit your website or blog; which can help boost your Search Engine Optimization.

link love google spam internet marketingSadly, over 99% of blogs and almost every well-read blog, offers the exact opposite – they offer ‘no-follow links’; which tell Google NOT to follow the link to your website or blog.

The 2 main reasons people give for not offering do-follow links are as follows:

1. Google ‘penalise’ sites like mine, which offer them, by lowering our page rank.
2. Blogs offering do-follow links are more likely to be targeted by spammers, because links from do-follow blogs are so much more valuable to them.

So, what REALLY happens when you offer do-follow links?

I have seen no drop in traffic from Google. This blog’s only a few months old and it gets around 50 – 60 unique visitors each day via Google. When I started the experiment, I was getting around 40 a day. There are lots of reasons why this number has gone up – but for a very new blog that only posts a few times a week, that’s an ‘ok’ response from Google. I can’t see that I am being punished for offering the links; not yet anyway!

Spam? Well, 99.9% of the spam here is the kind of automated spam that every blog gets and it goes straight into the blog’s spam filter.  There has been no increase in this kind of spam at all.

Spam from people using my comments section to pimp their website/blog has increased very slightly – but mainly because spammers know how well read this blog is. They see posts with over 200 comments and that’s like a magnet for comment spammers.

Thus, I can say with a high degree of certainty that the blog has suffered no ill effects from Google or from spammers, because of my use of do-follow links!

So, I am going to keep offering them to you – every time you comment here!

Benefits of offering do-follow links?

There are a lot of very compelling reasons to offer do-follow links. If you look at the kind of comments I got here when I announced what I was doing, you will see how warmly it was welcomed by the online community.

This blog is all about developing a community, based around our mutual interest in marketing and social media. So, what better way to show my commitment to our community, than to reach out and help promote everyone who comments here?

I have also seen a massive surge in visitor numbers, RSS subscribers and in the number of people who contact me via jimsmarketingblog.com. I believe a big reason for this, is that people really embrace the concept of a blog that actually gives them something tangible every time they comment.

We live in an age where marketing and social media guru’s keep on talking about how important it is to connect and share – yet they do so behind blogs that deliberately tell Google NOT to visit YOUR website or blog!

I really like the phrase that’s used to describe do-follow links.  They call it Link Love. As we approach what is sure to be a very challenging year for small businesses in 2009, I hope more people reach-out to THEIR readers with links that are actually worth having.

Over to you!

So, what do you think about ‘Link Love?’  Do you find yourself more likely to comment on blogs that show they value your comments?  Do you offer link love to your readers already – if so, what has your experience been? Whatever your thoughts are, share them here (and get some Link Love too!!)

Comment spam doesn’t work!

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People hate spam! But not as much as we hate spammers! I mean, they are the kind of people we all avoid at any cost. We would never do business with a spammer or risk having our good name associated with a spammer, right?

So why do businesspeople leave comment spam on blogs?

Comment spam is the name given to those comments you see on blogs, which are just thinly disguised sales pitches.  They add nothing to the other comments or the blog itself and are regarded as totally unprofessional, just like email spam.  Sadly, you see comment spam on every well read blog, including jimsmarketingblog.com.

In this post, I explain the dangers of posting comment spam, PLUS share a few tips on how to use the comments section of a blog professionally, to help you and your business!

Comment spam doesn’t work

The primary reason not to use comment spam is that it just doesn’t work! In fact, it will simply damage your reputation and hurt your business.  By the way, the kind of comment spam I am talking about here are comments posted by people – not those that get caught in your spam filter and are sent by spambots.

Comment spam: Counting the cost

Just 30 minutes ago, I spoke with a business owner, who highlighted the danger of posting comment spam.  In fact, our conversation is what’s prompted me to write this post.  He told me that he had spoken with a business consultant last week and was really impressed, so impressed that he was going to hire him.

However, before deciding to hire the consultant, he decided to check the consultant out. Part of this was a simple Google search on the consultant’s name and business name.  After 5 minutes, he quickly changed his mind and decided not to hire him!

Why?

Because he found a number of comments this person had made on blogs, which were clearly just spam; comments that were cheesy sales pitches for this consultants services.  As he put it to me;

“Jim, why would I hire a spammer, I hate spam!  This man clearly has no idea about business or the importance of acting like a professional.”

Comment spam = Self-generated bad publicity!

The reason people post comment spam is simple.  They believe that by getting their spam in front of the readers of a blog or forum, they will increase the number of people who are aware of them, and that this is universally a good thing for their business.  It isn’t!  Comment spammers are simply telling everyone who reads their spam that they are spammers – something to avoid! It’s nothing more than self-generated bad publicity.

Comment etiquette

If you want to use commenting on blogs as a way to build your reputation and increase your reach and influence, use the opposite approach to the comment spammers.

Here are a few tips, based on comment etiquette:

–  Only comment if you have something to say that’s worth sharing.

–  Remember that the comments you leave on a blog will be searchable by potential clients / customers, so only leave comments that you are happy for them to read!

–  Don’t include your website or blog’s URL in the comment. It’s already included in the link where your name is. Adding a SECOND link is generally regarded as looking cheesy (at best) or just plain desperate! It’s not easy to negotiate your fees with a potential client / customer if you give the impression of being broke.

–  Most blogs (like this one) have anti-spam software that automatically removes any comment with more than one link.  If you do link to something in the comment you leave, make it relevant to the other comments or the original blog post.

–  Avoid OTT self promotion. It’s fine for you to show your brilliance with the value of your comment, but people are turned off by blatant self promotion.

I believe that if a comment spammer could see themselves the way you and I see them, they would stop instantly.  I read somewhere that when a businessperson spams a blog, they think it’s okay – that when ‘they‘ do it it’s different; because ‘they‘ don’t see themselves as spammers.

There are many ways to professionally position a person and / or a business as a valuable must have for one’s target market. Comment spam is not one of them.

What are YOUR thoughts on comment spam?

Share your thoughts or experiences regarding comment spam – Plus, do you have any tips you would like to share on how to get the most from commenting on blogs?  Let us know!

Internet marketing experiment update!

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It’s almost 2 weeks since I started an experiment on jimsmarketingblog.com.  I wanted to see what REALLY happens when a blog offers a valuable, ‘do-follow link’ to everyone who comments there.

What does ‘do-follow’ mean?

In brief, every time you comment on my blog, you will receive a special kind of link back to your website or blog.  This link actually tells Google and Co to visit your website or blog – which can really help your Search Engine Optimisation.

Sadly, the vast majority of blogs (over 99% apparently), offer ‘no-follow links’; which tell Google and Co NOT to follow the link to your website or blog. They do this to stop the mighty Google penalising them with a lower page rank and also to stop spammers targeting their blogs.  Links from do-follow blogs like mine are a lot more valuable, so spammers apparently target them more (or do they? – Read on!)

Here’s what’s happened thus far!

Comment numbers are about the same

This surprised me.  The percentage of people commenting here is, surprisingly, no higher than it was BEFORE I gave do-follow links!  The original post, where I announced I was offering do-follow links, has now had well over 200 comments.  However, the number of comments on my posts since then, have only grown at the same rate as my readership.

Links have doubled in 12 days

There has been one amazing, immediate improvement, since offering do-follow links!  You can call it the power of attraction, karma, sewing and reaping – but the number of people linking to this blog has literally doubled in just 12 days!

No increase in Spam

Another surprise is that I have not seen any increase in the amount of spam I get, not yet anyway.  I am getting the odd idiot try to use the comments section of various posts, to advertise their latest wonder product – but that’s nothing to do with the do-follow links – that’s just what some misguided people do on any well read blog.  These are deleted immediately.  Everything else has been caught by my spam filter.  I use the Akismet plugin for WordPress.

Google isn’t happy with me

Google traffic here had been increasing until I started offering do-follow links.  Now, it has stopped increasing and has actually dropped slightly.  That said, all search engine traffic combined accounts for less than 1% of the people who come here.

In case you were wondering, the 4 biggest sources of people to this blog are:
1. Direct traffic
2. Twitter
3. StumbleUpon
4. Links from other blogs and websites

Conclusion

It’s still very early days, but I have seen nothing to stop me offering do-follow links.  The readership is growing extremely well and I have attracted over a thousand new links; since offering do-follow links to my readers.

The lesson thus far, has been that the Internet is actually about PEOPLE and not about Google or any other company!  If people like your website or blog, and you market it correctly, they are going to share it with their friends and contacts.  If the people at Google are as smart as I think they are, they will catch onto this and stop trying to punish blogs that, like mine, are committed to helping others.

So, the experiment continues!

What do you think?

If you have any ideas or opinions regarding what I am doing I would love to know!

twitter marketingEqually, what have YOUR experiences been with linking, Google or blogging in general – share them with my readers and myself in the comments section.

If you are a Twitter user, please leave your user name in your comment, so people can follow you – I’m @jimconnolly by the way!
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Dear Google

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An open letter to the Google algorithm

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Dear Google algorithm,

I see from what you have done that I have REALLY offended you.  You have reduced the amount of traffic you send here by 50%, so you must be very angry with me.

In view of this, I just want you to hear my side of the story…

I know you like to see blogs post content every single day, regardless of quality.  I know you have ‘issues’ telling great content from crap, because you are just a piece of software, and that you use how regular someone posts to a blog as a way to determine the quality of that blogs information.

You really need to understand that the Google way of deciding value seems insane to us humans!  If we used the Google quality model, a blade of grass, for example, would be of higher value than a flawless diamond. Grass is really common you see Google, but flawless diamonds are extremely rare.

I ‘could’ have written a few more posts this week, just to keep you happy Google, and I would have – only I decided to spend all my ‘blog time’, actually communicating with the people who read and comment in this blog!

Google – If you ever decide to start ranking blogs based on the quality of the writing, the quality of the comments and the number of people who actually read and comment there – we can be friends again.  There are flawless diamonds in the comments section of this blog – if only you knew!

However, whilst you continue to rank blogs based volume over quality, you can take the worthless 0.4% of traffic you generate for me and poke it up your software driven, clueless *@*!$
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Love and hugs,

Jim Connolly

Focus on people – Not ‘hits’!

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Because of the amazing growth of this blog, since I started marketing it just 9 weeks ago, I am getting a lot of people asking me the same question:

Could you take a quick look at my blog / website Jim and give me some tips for how to get more traffic?

This question is based on an easy to make, but incorrect assumption.

It assumes that I’m a SEO expert
– When I’m actually a Marketing Professional!

I’m not a SEO (search engine optimization), expert.  Those are the people who can get you to the top of Google and help you get tons of ‘traffic.’  I am a marketing professional with a blog.  The success I have achieved with jimsmarketingblog.com has been achieved through marketing, not SEO.

In fact, even though my last post has already attracted over 155 180 comments, I break many SEO ‘rules’!

For example, I’m told a blogger should post something every day, for the best SEO results.  That’s why your favourite Internet Marketing or Social Media ‘Guru’ will often use guest bloggers to write stuff for them – just so they can get SOMETHING out there and keep Google happy. I prefer to post only when I have something of value to share with you – because I blog for people and NOT for Google.  As a result, people know the content here will always be consistent and from the same, trusted source.

blog marketingAlso, I refuse to compromise on the way I write, just to make it easier for search engines!  I am not repeating ‘key phrases’ or ‘key words’ over and over again.  Why?  Because if I only compromised my writing style by 1% in order to keep GOOGLE happy, that 1% could be the message YOU needed to hear in order to achieve a great sales or marketing breakthrough.

It’s just NOT an option for me.  I write for YOU – Not for Google.

I use two forms of SEO here

I change the title tags of each post, to make them as relevant as possible to people and I also use alt tags for any images.  These 2 forms of SEO take seconds to do and don’t get in the way of what I am trying to achieve.

So, what am I trying to achieve?

A blog powered by PEOPLE – NOT just another blog where GOOGLE decides who finds it and how successful it will be!

SEO is ONLY important if you want search engine ‘hits’

SEO is something I believe you need to embrace, ONLY if you want to attract better search engine results.  I recommend you invest in as good a SEO provider as you can afford, if you want more traffic from Google and company.

However, I also think you should invest in some of the free, non-SEO ideas I have used on jimsmarketingblog.com. That’s what this post is all about!

Community

Look through the 160 180 or so comments on my previous post and you will see something amazing! You will actually be able to sense the genuine warmth my readers have for each other and for me.  There’s already a strong community developing here and that’s what has led to the success of this blog.  This feeling of community is why people are so comfortable when commenting here, contacting me or even hiring me for their marketing.

Because of this sense of community, you will also see lots of comments from people who use Twitter.  There’s a good reason for that too! When I started marketing this blog (just 9 weeks ago), I had about 160 contacts on Twitter.  Today, I have over 5,100 contacts – thanks to the JimsMarketingBlog.com community. Isn’t that amazing?  I use just one social networking service and yet connect with more great people, than many who are in half a dozen networks.  That’s the value of community!

I find many small businesses think about their online marketing in terms of; hits, clicks, visitors or traffic.  I believe a far bigger emphasis should be placed on; people, community, connecting and networking.

Use great SEO – but never forget the human element.  Those hits, clicks and visitors are people, after all!

What do YOU think about mixing SEO with a MORE people-focused approach to marketing? Let us know!

Blog marketing & newsletter marketing

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If you want to lower your costs, increase your sales and boost your profits, you need to get the most from online marketing.  This post focuses on 2 forms of FREE online marketing, which you can use to achieve amazing results for your business; Blogging and Newsletters!

Online marketing is changing

blog marketing newsletter marketingNot that many years ago, online marketing reached a relatively small, fairly select group of people.  These were either technology enthusiasts, businesses run by technology enthusiasts or multinationals.  Because only certain groups of consumers and businesses used the Internet regularly, online marketing was of limited use to the average small business.

Of course today, that’s all changed! Almost everyone in a ‘developed’ country now has Internet access at home, work or both. This means it’s now possible for you to use online marketing to generate either sales or leads, for just about any kind of product or service.  It also means it has never been quicker, easier or less expensive to market your business!

Free online marketing

Right now, armed with nothing more than an Internet connection and a blog, you can generate leads or sales for your business for free.  Moreover, these can be highly targeted leads and highly profitable sales too.

Practising what you preach

I have not used any form of paid marketing for my business for years.

That’s right – 100% of my non-referred business comes from either my newsletter, my website or this blog!

All I have to do is make sure I give away as much valuable marketing information as possible, to as many small businesses as possible.  Then, when these small businesses want someone to help them market their products or services, they give me a call.  When they want their blog or website transformed into a goldmine, they already know my work and that I get results – so they get in touch!

Fast results?

blog marketing newsletter marketing fast resultsOh yes – You can see results in seconds! For example, once you build a list of newsletter subscribers or a group of regular blog readers, you can start generating either sales or leads, less than a minute after you send a message or post something to your blog!

Of course, most people with newsletters or blogs have very few readers. Just as with everything else, you need to do the right things, in the correct way, if you want to achieve the desired results.  That’s why it’s important that you spend a little time doing some research, before you start!

Blog marketing

There are lots of online networking sites and ‘social media’ tools you can use, to build up a targeted network of prospective clients or valuable contacts.  In fact, the number of websites offering these facilities is so vast, that it has become a problem in itself.

In my experience, the foundation of your free online marketing should be a blog.

A simple blog, if used correctly, can help you develop a massive community and allow you to showcase your talents to your prospective clients / customers.  It can help you find out about the needs of your marketplace and also develop a special relationship with thousands, hundreds of thousands or millions of prospects.

Getting a blog

You can get yourself a free blog right now, from wordpress.com or blogger.com, and be blogging in minutes.  Each blog platform has pro’s and con’s.  I use a paid-for version of wordpress for this blog – you can see the benefits of a paid wordpress blog here.

Blog marketing is a massive subject and I can only scratch the surface in this post, but there’s going to be a LOT more information to come – So subscribe to my RSS feed, using the button on the top right of the page and make sure you don’t miss a thing!

Newsletters

blog marketing newsletter marketing emailBy far, my biggest ‘network’ is the readership of my marketing newsletter.  The newsletter has been going for almost three years and has thousands of valued readers, spanning over 100 countries around the world.  Each newsletter is sent just a couple of times a month and contains an original marketing article (like this one).

I use the same principle to grow my newsletter, as I use to grow this blog.

I provide high value content, so people share it with their contacts. These contacts then subscribe and they share it with their contacts…

Which businesses can benefit from Newsletters & Blogs?

Any business, in any industry can benefit from a Newsletter and / or a blog.  That’s because the same process outlined above is universal.  Just make sure your blog or newsletter content is designed exclusively for YOUR target market.

In other words, if your business offers web design – write about great web design ideas, tips and tricks.  If your business offers insurance, write about how people can lower their premiums or get better cover or share some funny insurance stories.  If you are a coach or consultant, blog about your subject and give great tips and ideas to your readers. Most newsletters are little more than advertisements and because of this, people do not forward them on and they fail to grow.

Make sure you pump as much valuable information as possible into everything you write.  This showcases your talents, positions you as an expert and shows the real value of your products or your services.  It also makes choosing you as a provider almost risk-free to your readers.

Conclusion

I know people in just about every industry, who get the vast majority of their leads or sales through free online marketing.  I also get emails from people every day; who are wondering how to generate the leads or sales their business needs in order to survive.

If you want to know more, take a look at the free resources mentioned above and also check out the guides and articles in this blog.  You might also want to look that this, it’s all about how to build a successful newsletter.

If you have found this post useful or you have anything to add, please leave a comment and share your feedback with everyone!

Blog update – almost there!

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Almost there….

Just a very quick post, to let you know that I am in the process of having a brand new theme applied to this blog.  As a result, I have not posted anything for a few days (while the theme is being tweaked).  However, I have some GREAT stuff waiting for you when the new theme has been added!

Save time & spot opportunities with RSS

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An idea for you and your business – From Jim Connolly
With the advent of the Internet, there has never been more information available to you.  Although this has created an unbelievable number of opportunities for you and your business; it has also created a problem:
THERE’S JUST TOO MUCH INFORMATION OUT THERE!

So, how do you make sure you get the information you need – without missing anything important or wasting your precious time, trawling through stacks of websites?

RSS

RSS marketing business time managementRSS (Really Simple Syndication), is a simple tool that allows you to receive all your important Internet content in one place! If, for example, you like to keep up to date with the new posts on this blog, RSS will send you my posts once they have been written! No need to keep checking back here – you will automatically receive all my new stuff and can then read it whenever you like!

OK, I clicked the RSS button – now what?

Most Internet Browsers have their own built in RSS reader.  Firefox uses something called Live Bookkmars and Internet Explorer has it’s own built-in RSS reader as well.  So, once you have clicked the RSS button on this blog or any other website that provides an RSS feed, you can simply look in the RSS section of your browser and get the latest from all your favourite sites!  The only proviso here is that the site or blog needs to offer a ‘feed’ – almost all blogs do and all news websites.  Pretty much every regularly updated website offers ‘feeds’ these days.

Are there any other benefits to RSS?

Oh yes!  There are news sites like Google News, which will let you receive news stories about your industry or local area as soon as they break, via RSS.  This is a GREAT tool for competitor analysis! You can even set it, so that whenever someone posts information about you or your company, you will be the first to know!

The benefits of RSS are massive!  This article from Mark White clearly explains everything you need to know and points to some useful resources.  However, none of this will help you unless you decide to start using RSS!  If you want to save time and become the best informed person in your industry or profession, you really need to start using RSS!

Are you an existing RSS user?

If so, please leave a comment here and let us know how RSS has helped you or your business!

WordPress.com and business blogging

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I wrote a post a while ago, saying that WordPress.com was a good place to host your business blog, if you were just starting out and wanting to ‘test the water’ as it were.

However, since then I have been emailed by a reader; who pointed out some poorly publicised, but extremely important limitations to a WordPress.com hosted business blog!

I looked into this and found 3 REALLY IMPORTANT reasons why I believe you should NOT use a WordPress.com hosted blog for your business.  Here they are:

1. WordPress.com insert ‘hidden adverts’ into your blog

Automattic (the company that runs WordPress.com), inserts ‘hidden advertising’ into the blogs hosted on their servers.

Hidden?

Yes, the ads they place into your blog are hidden from you – so you can’t see what THEY are advertising to YOUR readers in YOUR company’s name! Because Automattic use Google Adwords for these ads, they could be advertisements for your competitors products or services!  This is perhaps why they feel the need to hide these adverts from their users?  Anyhow, many of their users have no idea these adverts even exist; because they will not be able to see them when they look at their own blog. The ads are only displayed to their readers!

As of last week, you can pay to have these adverts removed, the fee is currently $30 a year.  This is an improvement, as until last week you were stuck with them! However, there are two far bigger problems with hosting a business blog at wordpress.com!

2. WordPress.com won’t let you advertise anything

I have been in marketing for over 20 years and I own and run a very successful international marketing business.  I don’t know a single company, which has a commercial blog and does not use it to promote their business or market their services in some way.  The whole point of a commercial blog is commerce after all!

Although Automattic actually encourage people to host a commercial blog at WordPress.com, they forbid any form of commercial advertising!  So, if you have any desire to advertise your services in your blog; you simply can not use WordPress.com – full stop!

3. WordPress.com won’t let you link from your posts to your website

One of the major marketing benefits of having a business blog, are all the links you get from the blog to your main website.  These links can be really useful for a business blog!

For example, the newsletter button at the foot of my blog posts is a link; however, it would be BANNED from use on a wordpress.com hosted blog! Also, links from your business blog to your main website can really help with the sites Search Engine Optimisation (SEO).

However, these links to your main website (what Automattic refers to as a ‘third party’ website) are forbidden on a WordPress.com hosted blog.  Their terms of service state that by making content available on your blog, you warrant that it:

“does not contain unethical or unwanted commercial content designed to drive traffic to third party sites or boost the search engine rankings of third party sites

Although it is impossible to understand what they mean by ‘unwanted commercial content’ (as this is always going to a matter of opinion), the threat itself is clear.  If someone at Automattic sees that your posts link to your business website – you could have your blog suspended until it is removed!

Conclusion

Even if you pay Automattic to have their adverts removed from your blog, you are still left with a blog that:

– You cannot link from as you wish
– You cannot market advertise or promote your services on or even insert adwords
– You cannot customise fully
– You cannot advertise other people’s products or services on
– You cannot add commercially useful plugins to

A ‘free’ business blog on WordPress.com, with the ads removed, your own url added, some slight changes to its look and some extra space will cost you between $70 and $145 dollars a year.  For not much more, you can enjoy full control of a blog and (most importantly) use it to market your business; by hosting it with another provider.

I love WordPress software and the people in the wordpress.com user community are fantastic! WordPress.com servers are really reliable and very secure too.  However, if you want a commercial blog that you can advertise your services on and you want the freedom to link when and where you wish – I believe you need an analternative host.

UPDATE: Because some people are commenting here, without checking the date of the post (September 2008), I have disabled comments.

2 years later, changes to WordPress.com Terms and Conditions make it slightly more business friendly, but ultimately it is still a platform over which someone else has control.  WordPress.com these days says you CAN link from the blog to your 3rd party site (or main website) though they decide if you are OVER linking!  Any time you elect to put your time and effort into building something, which someone else can suspend or delete, you are taking a risk.  If you are happy with that risk, WordPress.com is still the best free platform out there.

Think long and hard before you build your marketing on a platform they do not control.

Jim.