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Marketing Tactics

How To Promote Your Blog By Following Your Passion

It’s much easier to be enthusiastic about promotional efforts if you are truly passionate about what you wish to promote. This is why it is imperative to follow your passion. By engaging in activities one is passionate about, it becomes natural to authentically connect with others who share similar interests.

Harald Merckel

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What are You Passionate About?

If you are interested in promoting your blog it is likely that you want to have a money making blog rather than an online diary. When blogs first began they were mostly people writing about the various things that interested them in a given day.

People who told their stories well gained a following while others ended up writing mostly for friends and families. Either is acceptable but if the goal is to attract followers it is necessary to find a specific niche and focus on it exclusively.

It seems like it should be easy to know what one is passionate about, right? Interestingly, most people really aren’t sure. They know what they are expected to enjoy and be interested in, but many are far less certain of what it is they are actually passionate about.

It’s possible you’ve even started a blog and had difficulty making it viable simply because you went with what you thought you should write about rather than a topic that truly ignites your passion.

The secret there is to change the focus of the blog so working with it becomes more natural. For those that aren’t sure how to figure out what they love, the people at Live Your Legend have a ton of free resources to help people figure out what they love. 

Related: 7 Creative Strategies For Marketing Your Start-up On A Tight Budget

Cross Promotion

Cross promotion is an under-utilised blog promotion strategy. The two indirect methods of cross promotion are interviewing experts in your niche and providing guest posts to blogs in the same or a similar niche. Try both several times and pay attention to the referral traffic each generates.

Guest posts are not simply a way to get links to your blog. They should be viewed as a way to showcase your best writing and ideas. Give the readers of the other blog a reason to jump to your other writing.

Teach them something new, give them something they need, or engage them in some other way that draws their interest. While it is best to find sites with large audiences to maximise promotional benefit, any site within your niche is a good place to start because they will have readers you have yet to reach.

It seems counterintuitive to consider interviewing other people in an effort to promote your own blog, but it works. It is an intimidating undertaking. First, you have to think of the person in your niche that you would most like to have a conversation with.

The person you would read anything about simply because of their expertise in the field, then you have to ask them to talk to you. It’s like asking someone out on a date except on an infinitely grander scale because you already know how much you like them and want them to say yes. Getting over your nerves and asking for the interview really is the most difficult part.

Learning how to interview effectively requires confidence, persistence, and research. The benefits of putting forth the time and effort far outweigh the resources put into the project.

First, it is an effective promotional tool. The person interviewed may announce the interview on their social media channels or website. This drives traffic from your target demographic to your blog.

At least a portion of those new readers will share the interview and reach even more people interested in your niche. Even more importantly, it allows a blogger to bring valuable content to their readers and it allows the development of a valuable blogging skill.

Related: 5 Mistakes To Avoid When Building A Website For Your Business

Share Your Expertise

Writing-expertise

When one is passionate about a topic they become an authority on it. Not because it pays well or because they want to impress someone, but because they truly love the subject.

If you are following your passion you almost certainly have some level of expertise on the topic you’ve chosen to blog about. If not, there is a desire to become an authority and learn as much as possible and share that information with a larger audience.

For either situation you will have compiled information and resources other people would love to have but haven’t had the time to research. Share that expertise with the world to promote your blog.

Infographics are currently one of the most popular ways to share information in a bite size sharable way. Unfortunately, most people assume they need a graphics degree or a great deal of experience to create one that is visually pleasing.

The truth is there are many free resources for creating infographics. Yes, it is possible to write interesting and engaging blog posts about the same information and those posts can go into greater depth. Do both. Write the most informative blog post possible about the topic and then create an infographic to promote it. Give the pertinent information away and encourage people to share it. Others will see it and come looking for the greater depth of knowledge you provided in the corresponding blog post.

Related: Five Basic Features Visitors Expect From Your Website

Where do people share infographics, memes, and gorgeous pictures? Pinterest. Yes, they also share them on other social media sites but Pinterest doesn’t get the credit and attention it deserves. Pinterest can dramatically boost blog traffic because people are visual. The want pretty things to look at, that’s why so many blog promotion tutorials will tell bloggers to include high quality images in their posts.

Images help add emotion to text and the emotion is what people connect with and remember.

Once you have narrowed the focus of your blog to the niche you are most passionate about, creating content becomes easy. The stress of trying to figure out a promotional strategy starts to melt away because you are creating content you actively want to share.

It will be easier to pitch ideas to other blogs and to approach experts in the field and convince them to share their insights with you and your audience. It all begins with following your passion and then connecting with others who share it. 

Harald Merckel is a freelance writer whose primary focuses are business, e-gaming and marketing. Although he loves tech gadgetry as much as the next guy, Merkel prefers to write with pen on paper. Merkel has a B.A. in Business and Communication from HWR-Berlin, where he was active in the Studentenwerk Berlin organisation. He has been a proud Berlin resident since the late 1990s.

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Marketing Tactics

How Laughter Can Be Your Gateway To New Business

If you want to make sales, you need to connect with your clients. This is the secret sauce that great marketing gets right, and it has nothing to do with how big (or small) your budget is.

Mike Sharman

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Like most kids, in my final year of high school I had to make a decision about my future; make a call about my career path. My head proclaimed: ‘Law!’ My guts rebelled: ‘Acting, yeah!’

My folks shrieked: ‘Acting? Do you intend on having a mortgage in your own name in your lifetime? You’ll never be able to afford a medical aid.’ Aside, but purposefully audible: ‘He’s never going to move out of home. Is he?’

So, I made a compromise. I studied a Bachelor of Arts degree, majoring in marketing communication and when I completed that formality, I chose ‘acting, yeah!’

Google: ‘Acting school Los Angeles’.

Result: TVI Actor’s Studio just outside Hollywood, paid my deposit, packed a large, hard-coated Delsey suitcase and moved to The Valley for six months, to ensure that Future Mike couldn’t resent the decisions made by Past Mike.

Those six months comprised: Drinking sake and barbecuing with Counting Crows’ Adam Duritz while he orchestrated acoustic magic on his guitar; eating home-made chocolate chip cookies baked by the sweet hands of Teri Hatcher when Desperate Housewives was the most popular TV series on the planet; smashing Grey Goose on the rocks during road trips to Vegas, ululating: ‘The Goose is looooooooose’, with my housemate Chris; ordering Animal Style Double Doubles from In-N-Out Burger but, most importantly, falling in love with the natural narcotic of stand-up comedy.

Related: Brand And Marketing: Finding The Balance For SMEs

What. A. Rush. Pit of your stomach sickness, churning from line delivery, converting into convulsions of laughter, or the agony of the opposite side of the spectrum — the silent onstage assassination. Hopefully it’s the former.

Connecting with your clients

Stand-up and marketing are inextricably linked. This premise is how I live my career.

Every meeting is an opportunity to leverage humour in order to make an impact. Laughter is my gateway drug to new business. Also, the road to branded content creation is paved and then signposted in the fork of either ‘Emotion’ or ‘Humour’.

A decently written story — TV or YouTube commercial — with a quality DOP at the helm, accompanied by an orchestral score, can elevate a mediocre concept to Cannes Bronze status. The line between funny and farcical, however, is so fine.

Consider a comedian standing on stage at a club, squinting out into the blinding lights and judgemental faces of a multi-demographic audience, about to open his mouth and croak on stage for the very first time.

This also happens to be an analogy for the scenario facing the rookie social media community manager before he posts a hashtag-TBT, hashtag-blessed, hashtag-yawn piece of unoriginal content from a calendar, signed off by a marketing manager who doesn’t think their target market is on Twitter because they ‘definitely aren’t’.

Judy Carter, author of The Comedy Bible, simplifies the writing of comedic material into two components:

  • Premise
  • Act-out

It sounds too simplistic. It isn’t. We like to complicate things in the world and business, in particular, to make us seem more impressive, smarter, to elevate ourselves. It’s about being a big dick, or as someone far more eloquent than I described it — Ego. **Hat tip to Freud.**

Comedy and communication

Back to comedy and communication. In both settings — whether you are looking to connect with an audience in a comedy club environment or engage with a target market in your next advertising campaign — it is imperative that you determine the key insight, truth or premise of your material.

When I started doing stand-up in US venues, I would open on the topic of accents, as my accent was my obvious USP or differentiator when communicating to an American audience.

‘Hi. My name is Mike and I’m from South Africa. That’s why I have an accent. And, what’s weird about accents is chicks LOVE accents’ — truth (premise). Regardless of the background of my audience — age, sex, location, creed, or affluence — they identify with the statement that I have an accent and consciously or subconsciously they agree with my words or copy (if we are referring to a campaign).

The second part pertains to the acting-out of the funny; the crafting of the humour. This requires a slick delivery and commitment to the idea in order to generate audience laughter.

So, we have the premise, then we transition — immediately — into the act-out to connect the dots between truth and funny within the audience members’ minds. Comedy is dependent on what you first tell, then show your audience, and eventually how your performance becomes a catalyst for their own imagination to carry the chuckle to its limits. When we package these elements together, the execution becomes:

  • Premise: ‘Hi my name is Mike and I’m from South Africa. That’s why I have an accent. What’s weird about accents is chicks LOVE accents.’
  • Premise part two: ‘You can be Shrek, but if you’re packing an accent, you’re getting some ass!’

Act-out. Left hand behind head. Pelvic thrusts while speaking seductively into the microphone with a Scottish accent á la Shrek, simulating a movement synonymous with making sexy time: ‘Oooooh, that’ll do, Donkey. That’ll do.’

Related: 4 Ways To Implement Strategic Marketing Without Breaking The Bank

Finding a connection

There are few things more powerful in this world than words that disrupt the audience thought process. Donkey-ass puns, turning Shrek’s line of affirmation for Donkey — from its intended feature film usage — on its head, by making it smartly sexual; generating mass hysteria from a group of previously disconnected individuals, now connected through the universal language of laughter.

The best advertising in the world does exactly this. It takes an insight (premise) that connects with you as an individual, forces you to nod your head in agreement, and then leverages a powerfully constructed set of copy lines or imagery to emotionally move you.

Laughter, goosebumps, or the development of a lump in your throat. Effective communication is something that facilitates catching feelings. Whether you are on stage delivering lines, or at your keyboard posting snaps, tweets or status updates, every character that comprises a word of each phrase needs to be a purposeful paragraph composition — not just a tick box on a to do list of monthly KPIs.

We will delve into real experiences throughout this collection of personal anecdotes, because nothing doth a bigger dick make than an ‘expert’ who has all of the theory and none of the practice.

This article is an excerpt from The Best Dick: A Candid Account of Building a $1 million business by Mike Sharman.

Related: 4 Unique Marketing Ideas For SMEs On A Budget


Read this

the-best-dick-mike-sharman

In this his debut business book, The Best Dick, Mike Sharman invites you to share in the hustle. From the enthusiastic, entrepreneurial beginnings of a bootstrapped start-up founder — a relatively inexperienced 26-year old — to a seasoned, professional storyteller, who has built a boutique social media advertising agency that has made more brands go viral, globally, than any other studio in Africa.

Find it at all good book stores for R250.

Get your copy today

Email Tracey McDonald at tracey@ilovebooks.co.za and quote ‘Entrepreneur’ to buy your copy for R200 plus free shipping.

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Marketing Tactics

How Content Marketing Adds Real Value To Your Customers’ Lives

If you’re marketing on a budget, content marketing is a great way to reach your audience, add real value and gain brand traction – without breaking the bank.

Greg Tinkler

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content-marketing

Content marketing is a relatively new type of marketing that most businesses are still trying to get their heads around. Unlike traditional media advertising, which interrupts customers to get noticed, content marketing provides content that customers want in exchange for permission to market a product or service.

Disrupted media

There’s a saying, fish where the fish are. Marketing is the same. You need your message to appear where your audience’s attention lies. I don’t believe billboards or even TV adverts hold consumer attention anymore. People aren’t looking at billboards as they drive past; most aren’t even looking at the road, they’re so busy staring at their mobile device or listening to a podcast.

Related: Your 4-Part Formula For Creating Killer Content Marketing Videos

The traditional advertising model creates ad content that interrupts consumers. Billboards, TV commercials and radio advertisements momentarily disrupt what you actually want to be doing — watching your favourite TV show or listening to a song or chat show.

These ads don’t provide any real value to the customer and they don’t offer an immediate reason to even be viewed or engaged with. Instead, they rely on good placement, clever wording and brilliant creativity to capture your attention for a brief period of time.

The rise of content marketing

In response to these problems and restrictions, content marketing is on the rise. As a marketing alternative, it’s not only more cost effective, but it doesn’t aim to interrupt your customer. Instead, it aims to add real value to their lives and businesses by plugging directly into their interests, problems and challenges.

So how does content marketing work? Companies and marketers create content in the form of blog posts, podcast recordings, downloadable guides and infographics, video content and articles that don’t push products, but offer interesting advice, tips and opinions.

The value to consumers is provided in two ways: As educational content and as entertainment content. In both cases, access to this content is free, heightening its value.

Related: 5 Reasons Your Small Business Needs Content Marketing

Get the most out of content marketing

Here are three ways to get the most out of your content marketing efforts:

  1. Provide content that your customers want. Don’t make the mistake of writing your blog posts about your business. Lesson number one is that people don’t care about your business. Provide valuable content that customers want and need in exchange for their attention. This content can be educational or entertaining. It can be a ‘How to Guide’, an in-depth stats-driven article or an entertaining video. Just make sure it’s about them, and not you.
  2. Focus on content for the customer’s benefit and only occasionally promote or push your product. This is the rule most brands and companies struggle to understand. If you’re going to provide value to your customers, you need to mostly write content for the customer’s benefit and only occasionally promote your products within the content. People are interested in articles and posts that benefit them, not ad posts touting how awesome your products are. Give your customers content that they want, and nine times out of ten you’ll be rewarded with engaged and targeted audiences.
  3. Write cornerstone content. Cornerstone content is content that can be easily found by your ideal customers. It’s content that provides incredible value to customers over a long period of time. How-To Guides, resources, 101 content and instructional videos all fall into this category. It should be content that customers can refer back to, and which has a long lifespan. This also immediately increases the ROI of your content production, as you only need to create the content once, but it will continue to bring returns.

Bringing it all together

As you make your final marketing push for the year and gear up for next year, make sure content marketing forms a vital part of your strategy. Learn to write engaging blog posts, invest in a podcast setup and push video content. No one is expecting your content to be perfect — you are the expert in your area, and have great advice to share. That’s what will keep your audience engaged and coming back for more.

Just remember that this is a long play. Success won’t happen overnight. It takes time to build momentum — but over time, you will notice increased traffic, more leads and more sales.


Getting Started

  • Do you know what your clients are interested in, concerned with or challenged by?
  • Are you offering advice, tips or opinions that tap into these areas?
  • Does your content mostly focus on your clients and not you?

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Marketing Tactics

4 Ways To Implement Strategic Marketing Without Breaking The Bank

Marketing your start-up is all about the right strategies, not how much money you spend. You need to build your reputation from the ground up. Here’s how you can get started.

Mongezi Mtati

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Strategic marketing

Building a fledgling business is as much about increasing your client base as it is about building a positive reputation around the business and its expertise. Many experts and seasoned entrepreneurs argue that clients buy from people they trust and building that trust hinges on various parameters.

Take Steve Jobs, Wendy Luhabe, Richard Branson and many other leading business minds whose brands are built on years of credibility and trust. The truth is that equal attention needs to be given to great products and building trust within your client base.

Here are five skills that we’ve used to build our reputation at WordStart.

1Sharpen your writing skills for media and general communication

Create media coverage. Write on a company platform (like a blog) or for established media outlets. This will position you and your business in ways that get people to listen and share your knowledge.

Having your name next to an article on a respected platform can lead to useful connections with relevant contacts. A series of media features and industry commentary also help to position your business and team as experts in your field.

2Share industry trends

People will generally do research in and around an industry to find insights and trends, sometimes before they buy anything in that industry — and even afterwards. When I search for information on photography, Canon appears more than any other brand and they tend to set the scene on which device to buy.

Imagine your business is construction and that homeowners endorse your skills as a home improvement specialist. Packaging your knowledge into industry trends is also a great way to use your own lessons about the industry as you grow and it also helps you to connect with potential customers. Useful information with your name on it can increase your sales and client base.

3Edit. Edit. Edit

back-space

Something that cannot be stressed enough is that your writing in client documents can tarnish your brand. Many businesses tend to overlook the importance of grammar in their documents.

It can be difficult to reread and rewrite documents that you use in the business, but that is precisely what can lead to the loss of new and existing business.

Pay attention to how your business uses language and edit that work. When in doubt, read it again and be sure that nothing was missed. 

4Practice public speaking and search for opportunities

After you have written for various publications, you increase the likelihood of being invited to speak at conferences and seminars, which means that people put a face and voice to the written expertise. In some instances, the speaking engagements can be paid for by conference organisers which can be an additional revenue stream.

Public speaking, especially industry-related speaking, will increase the likelihood of selling more products or services and this will separate you from the competition. By increasing the trust customers have in you, you can improve the likelihood of them buying from you.

Once a business is positioned as a team of experts with the ability to speak for their industry, opportunities open up for that business to create unique content. Industry leaders who are able to help the public to connect the dots through the information they share are regularly on guest lists.

Is there anything you can share that your industry peers and the public may find eye-opening? There may be a conference organiser looking for you.

5Educate the market and build a client base

One of the advantages of being part of an industry is that you have inside information that the general public does not have. This presents an opportunity for you and your business to become a self-nominated industry mouthpiece.

When an individual and business share news about an industry, they can create a new client base because the public associates them with that information.

One of the best cases in South Africa is Discovery’s Vitality rewards programme, where you earn points for being healthy. This does not mean that Momentum, Bonitas, Sanlam, Sizwe and other players do not have similar or even better offerings. Vitality is more visible and more vocal about the fact that leading a healthier life can get you rewards.


A great reputation may lead to positive word-of-mouth for your business and increased sales over a longer period than a single marketing message.

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