Jim Connolly Marketing

Marketing tips and ideas to help you grow your business

How to get word of mouth working for you

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Word of mouth is powerful. A prospective client, for example, will expect YOU to say how great your product or service is, but when Bob or Sue tells their buddy how brilliant you are, that REALLY has an impact!

With websites and blogs, word of mouth can also be an extremely powerful way to get your message to a wider audience. However, to benefit from it, you need to do 2 things:

1. Avoid generic content

Thanks to “Social Media Guru’s” telling bloggers they need to blog as often as possible, there’s a lot of generic content ‘out there’.

However, when you think of the articles, websites or blogs that YOU have recently shared with people, they will be the ones that stood out in some way.  That was what made them worth sharing!  Maybe it was an article that made you laugh out loud or a blog post that made you think about something in a different way. Maybe it was a powerful piece of advice or some information that gave you an answer you had been searching for.

What it probably wasn’t, was one of those awful, generic posts that get written when someone follows their Social Media Guru’s list of “50 things to blog about!”

Focus on quality, not frequency. I often blog just once or twice a week, because I will only write when I have something to share, which I believe is of value.  I refuse to blog just to feed Google or fill someones RSS reader with crap.

As a direct result, this blog already has over 11,000 inbound links and an amazingly high number of readers / comments for a 4 month old blog!

2. Make it easy to share your work

You need to make it as easy as possible for people to share your content. If you look at the bottom of this post, you will see the ‘sharethis‘ link. With one click of that link, you can share this post with your friends via all the major social bookmarking websites. You can also ‘tweet‘ this post from there and even email it to a friend. I now get a stack of new readers from social bookmarking sites, often over 2,000 a day.  By the way, I have no connection with the people who make sharethis, I just use it and like it.

I hope you found this useful – if you did, share it!

Twitter: How I attracted more traffic and more followers by doing less

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As a marketing guy, I am always testing ways to make things more effective.  What follows is my experience, after a simple 5 day Twitter experiment, which was just a bit of fun, yet led to some interesting results and totally changed the way I use Twitter!

Here’s what I did and what the results were:

I elected not to tweet any links to this blog and then see what impact it had on my traffic.

Here is what happened.  By the way, you can join me on Twitter here.

Traffic from Twitter

Before I started, I expected to see a slight drop in traffic from Twitter.  Surely, if I am not Tweeting links here, fewer people would know about my posts – right?

Wrong!

Instead, traffic from Twitter increased by close to 300% over those 5 days.  This is reflected in the diagram later in the post.  Now, on the first few days, I sent a tweet out, which alerted people that I was not tweeting links to new posts here.  Obviously, those tweets had no links in them and didn’t generate additional traffic, as I monitored real-time traffic from Twitter and there was no measurable increase.  The reason was simply to let people know that nothing was wrong .

So, why the increase in traffic?

It seems this blogs readers and my Twitter “followers” picked up the slack!  Knowing I wasn’t tweeting links to my posts here, they did it for me.  Now, I am not sure how this would pan out if I carried the experiment out over 6 months, but certainly over the 5 days, my online network were a lot more active in promoting my posts.  I also saw lots of new faces showing up in my Twitter stream; people sharing my posts, who I had never heard of or seen previously.

Tuesday saw the highest traffic day to this blog in its history.  This was the result of several factors, ranging from some well connected Facebook and Twitter users sharing that days post, (which ironically was how to get more traffic using Twitter) and that post being featured on a number of popular sites, including webpronews. I have looked to see if these events could be traced to the experiment and it’s impossible to say yes or no with 100% certainty.

I am not a big believer in coincidences and I believe it’s entirely possible that with so many new people sharing my posts this week, it brought my blog to the attention of those publishers, Twitter users and Facebook users.

Here’s what happened to traffic as a result, compared to the past 6 months:

Blog subscriber numbers

One of the challenges with using Twitter to inform people of your latest posts, is that you eliminate the need for your followers, to subscribe to your blog.  In essence, you are training them not to subscribe to your primary social hub! If they decide to stop using Twitter or you decide to drop it for the next big thing, you can lose a lot of readers, very quickly.

For me, this alone is a good reason NOT to train people to use Twitter as the way to subscribe to your blog.

Some caveats

This was just a fun experiment, carried out over a very short time-scale; rather than the kind of marketing research I would carry out to get the heavy detail required for a fully-fledged project.  You should NOT use these conclusions as the basis of a change in your own Twitter use!

It is also extremely important to mention that the results would have looked VERY different, if I did not already have lots of great people, who regularly share this blog with their followers.  In addition, Twitter accounts for a tiny amount of my daily visitors here, behind; Google, RSS, Facebook, back links and Stumbleupon.  Once my largest source of traffic, Twitter has grown slower than all my other marketing channels.  In other words, I wasn’t risking much.

As I hope I have made very clear, this brief experiment was intended to see what the short-term results would be, by not using Twitter to share my new posts each day.  I had no idea that the results over such a short period, would be so interesting; which is why I intend to change my Twitter use over the longer term now, as I explain in a moment.

I find it interesting that the past 5 days coincided with my best traffic day ever and a sharp increase in follower numbers, see below.  Note, the numbers were increasing fastest from the 13th, not the 12th, which was the heavy traffic day.

Conclusions

For now, I have decided to only share posts on Twitter, which are related to Twitter (like this one) or posts that I believe have particular relevance to the people I connect with there.  Previously, I shared every post on Twitter twice: Once in the morning and again in the afternoon or evening.

I’m really curious how the numbers will look, over a longer period.  Any marketing professional worth their salt will tell you that you need good data to reach accurate conclusions.  On something like this, you need to be working with a larger set of data.  I will, of course, share my findings with you.

So, for the foreseeable future, I will be using my Twitter time primarily to share YOUR great posts and connect more with you.

IMPORTANT:  If you usually catch up with my latest posts via Twitter and don’t want to miss anything, subscribe to the blog or get new posts delivered direct to your inbox, using the “Free Updates” box at the top right of this page.

Business blogging: The “get rich slow” approach!

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A successful business blog is a great marketing and communications asset.

It’s no surprise then, that so many business owners start blogging.  However, many of them stop blogging after a few months, because they have not seen the kind of results they had hoped for.

It’s like a farmer planting her crops and then trying to harvest them too soon.  The farmer may have planted the crops correctly and tended the soil perfectly, but her crops might take 6 months or more before they’re ready for harvesting.

Building a blog that generates regular sales, leads or opportunities for your business often takes up to a year or more.  Pulling the plug on a blog after just a few months is like giving up on your crops before your seeds had a chance to grow.

Blog development takes time

My first blog post here was read by just a handful of people on the day it was published.  Over the next 2 years, I worked hard to make Jims Marketing Blog as valuable as I possibly could.  I wrote several hundred blog posts, replied to comments, improved the blog design and marketed it to new readers.

Why?  Over the past 12-months alone, this blog has repaid me, by generating over £100,000 in profitable, new business.  Had I stopped after the first few months, because I only had a relatively small number of readers, none of this would have happened and I would have missed what’s become one of the most fun elements of my business too!

Numbers are less important than quality, but you do still need the numbers.

How many readers do YOU need?

That’s easy.  You need enough targeted visitors to your blog each week or month, in order to provide you with a steady, predictable stream of high quality sales or business leads.  Now, in some industries, that may be 5,000 a day.  In most industries you will need nothing like that many! Lots of successful business bloggers do amazingly well with 500 unique visitors a day and others with half that number!

To get you from wherever you are right now, to that magical place, aim for developing a growing, targeted readership, through providing useful, focused content and embracing a good Internet marketing strategy.

The bottom line: Don’t get disheartened by comparing your visitor numbers with anyone else and allow your blog the time it needs in order to grow. If you are looking for a quick fix, business blogging is probably not for you.  However, if you are looking for a way to build an amazingly powerful marketing and communications asset in the medium to longer-term, I suggest you embrace blogging.

What have your experiences been of starting or growing a business blog?  I would really love to hear your feedback!

Let’s work together and grow your business. To find out more click here!

Just because Bob can, does not mean he should!

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One of the great things about being in business today, is that we can get an idea, write it down, click a mouse button and get it in front of thousands of people in seconds.  Better still, we can reach all these people for little more than the cost of our time.  However, instant communications also present us with a challenge.

The marketing challenge of free, instant communications

Not that long ago, it would cost a small business owner a lot of money, to send a traditional mail shot via the postal service to a few thousand people.  It would take ages to print out all those letters and even the ink was expensive.  Then you had to fold them, stuff them into envelopes and either stick a stamp on each envelope or frank each one.  Because the cost in both time and money was so significant, people thought long and hard about what they wrote and who they sent those letters to.  Every letter needed to count, when you were paying hundreds or maybe thousands for each mail shot!

Today, Bob can write an email during his coffee break and send it to his list, with the click of a mouse button.  It will cost him nothing and take seconds.

As a result of this shift, you and I now find our email inboxes and social media streams, regularly littered with a lot of low value crap, from people like Bob.

Of course, the smartest business owners and marketers out there, are even more focused on the quality of their messages today than they were a decade ago.  They know that in order to stand out in a world full of “Bobs”, their messages have to be professionally crafted.  They also ensure that they only send their messages to people who are interested and who have given them permission to get in touch.

While people like Bob are filling the marketplace with low quality, badly targeted messages and getting added to an ever increasing number of blacklists, the savvy business owners and entrepreneurs are taking a different, less common route.  They are focusing on value first, volume second.  For them, quality comes before quantity.  They send the right message, to the right people. It’s such a simple concept, yet it’s becoming increasingly rare.

Just because there’s little financial cost attached to sending emails or using social media sites, doesn’t mean we won’t end up paying a hefty price for using them ineffectively.  If we get it wrong, we risk simultaneously damaging our reputation and missing out on an avalanche of new business and opportunities.

Let’s work together and grow your business. To find out more click here!

Social media marketing – A more social approach

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Some people have asked me, why I place so much emphasis on building a community rather than a following.  Yesterday, within a 30 minute period, I received 2 emails from people enquiring about my services.  I believe the way these emails begin, (see excerpt below), demonstrates the marketing value of community.

Email 1:
“Dear Jim,
You don’t know me, but I feel I know you very well through reading your blog for some time now.”

Email 2:
“Hey Jim,
I read your marketing blog and although we have never met I feel like I’ve known you for years.”

Clearly, in both cases the person enquiring felt comfortable writing to me.  There was no barrier in the way – I was approachable.  Equally, in both cases, the writer said that they felt like they knew me.

This is REALLY important!

Why?

Because one of the reasons so many business owners and marketers fail to transfer their online networks and social media activity into bankable results, is that they place too much distance between themselves and the people they network with.  Even if they do try and build a community, it’s a community that has them positioned as the leader, rather than a host.

I’ve written about the host approach to social media before.  Here’s a brief overview.

Social media hosts

For the past few years, business owners and marketers have been told to build a following or tribe and then market to them.  I’ve always been uncomfortable with that.  So, I use a very different approach, which is based on the idea of a level playing field, where everyone is equal – No tribal leaders.

Think of the host at a really enjoyable party.  He or she greets guests when they arrive and spends the evening mixing with everyone and making sure that a great time is had by all.  The host of the party is not the leader, but rather an attendee; with a responsibility to ensure that everyone has the best experience possible.  They are eating, drinking and dancing alongside you.  They are talking with you and laughing with you.  When you leave the party, you leave with a great, positive feeling.  My approach to social media marketing, is based on that same host model.

The pay off?

The pay off for the kind of approach I advocate, was demonstrated in those 2 emails from yesterday.  By developing a network of people around your work, who feel that they know you and that you are approachable, you also build a deep and wide prospective client pool.

I would really like to hear your thoughts on the whole idea of social media rock stars.  Is it time for a more social approach to relationship building?

Let’s work together and grow your business. To find out more click here!

Using Google Buzz?

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I recently took the plunge and started using Google Buzz.  My initial thoughts are that it has a lot of potential, which is why I wanted to mention it here.

Google Buzz: So, what does it do?

VERY briefly, Google Buzz is a micro blogging application, which comes as part of Gmail.  It lets you post comments or share links, like you can on Twitter, but without the 140 character restriction.

Google Buzz also lets you share rich content (video, pictures etc) with other users, without having to leave the application.  Just like on Facebook, you can comment on what you see and add a “like” to items etc.  Unlike Facebook, each item you post can be made public or private, giving you control over who sees what, on a per-post basis.

You can also aggregate (or feed) your blog posts and Tweets straight into Google Buzz, as well as items from your Google Reader, Picasa, Flickr etc.  The platform is clearly still in its infancy but improvements are being made regularly, by a development team who are active members of the Google Buzz community. I like that.

All you need to get started, is a Gmail account and then to set up a Google Profile (here’s mine) and you’re good to go.

It’s way too early to say if Google Buzz will fly or not, but it does have the finances and talent of Google behind it; so it may be worth you checking it out and then making up your own mind whether it’s right for you.  I think that right now,  it maybe something for early adopters like myself, rather than the wider population?  I’d like to know what you think.

If you use the service or decide to join, you can connect with me on Google Buzz here.

Existing Google Buzz users

Are you already a Google Buzz user?  If so, what are your thoughts or experiences regarding it?

Let’s work together and grow your business. To find out more click here!