Businesses are turning their attention to how to make money blogging. Blogging may have once been an online journaling platform, but businesses are identifying the unique benefit of not only informing their audiences about their products but also using it as a platform to engage with potential customers.
Related: Competitive Edge with Company Blogs
Blogging specifically can help you to share your vision with customers and should become the foundation of your marketing strategy. This marketing strategy will show you how to make money blogging as well as giving your business a platform to communicate directly with your customers.
What is a blog?
Blogging began as a type of online journal which enabled users a quick and easy way of writing, publishing and distributing their opinions. Entries appear in a chronological order which promotes the idea of a type of online diary.
How blogging has evolved?
Blogging are now more comparable to a website which has become very effective communication and marketing tools for businesses. Each blog post about your business will archive on your blog and become another resource for your customers.
Successful businesses have positioned their blogs as highly informative, positioning the business as a thought leader in their space, building trust in their expertise. Your business blog should be the centre element of your online marketing strategy.
Blogs can be used in every field and for any purpose. These will give you a starting point of what type of business blog your business could use. These are the 5 most common types of blogs:
1. Thought leadership blog
Blogging from the perspective of the CEO/Founder. Can also be the voice of senior leaders from within their areas of expertise or from the perspective of their roles and responsibilities. These types of blog posts can have a big impact because it’s coming from the source of influence in the business.
This is quite a powerful perspective for your customers to be exposed to. These types of blogs are few and far between making them a rare and precious gem.
Challenges: The leaders in your business might not have enough time to post consistently or regularly. This could hurt the blogs potential.
Opportunities: Invite experts in their field to contribute to your blog. This will not only build your own networks but will also build audience trust of your content.
2. Company blog, several contributors
This is when you have general blogging with one or more contributors. These can sometimes be a full-time position in a company or a group of key leaders within the organisation will rotate publishing responsibilities. This offers a well-rounded perspective of your business. It also helps distribute the responsibility of publishing consistently.
This type of business blog works particularly well for smaller companies with fewer staff members but can also work for larger companies. This type of business blog can be a good starting point as well as a place to test the waters with your blog posts as part of your social communication strategy.
3. Department or team blog
This is an interesting option if your company is big enough to have a dedicated department that writes your business blogs. These blogs can then be specific to what each department is responsible for. Examples of this are:
- The IT department having a blog expressing their opinions on infrastructure and data management
- The software development team discussing their method and difficulties with shipping their product.
- The HR department could discuss their strategy of how they hire well.
- Customer service department have an open line of communication with customers. Possibly receiving feedback from the comments feature.
Challenges: Some departments may have excellent sector specific expertise but lack the ability to write well. It will be important to set guidelines and the business orientated writing for your blog so that your teams adhere to the same editorial style and your businesses tone remains uniform.
Opportunities: Involve your employees in the content of the blog creates ‘brand ambassadors’ out of your teams. Your staff will have a vested interest in your business growth.
4. Product, service or marketing specific blog
This type of blog strategically focuses on products, specifically a flagship product. This business blog would then be devoted to communicating the details of the product, the team of creators, the difficulties, the updates as well as a behind the scenes look. Very good business blogs use this as a marketing tool by work in soft-marketing strategies to lure new customers.
Challenges: if you punt your products to much you could lose your customers interest. Make sure to write it in a way that doesn’t sell products directly to your customers but rather helps them engage with you brands.
Opportunities: You will receive instant customer feedback on your products. You will easily be able to identify which products are preferred by users and what there “pain points” are with your products.
5. Employee blogs
Employee blogs or even a network of business blogs powered by individual employees. This can be a blog which is company branded or an independent blog which became the voice of the business.
If employees understand their responsibility to your business and are made aware of what the detailed expectations are, then this can work very well.
Challenges: Difficult to control what your employees are posting as well as maintaining a business perspective and not letting it turn into your employee’s journal. When staff leave their blogs must be taken over by another employee preferably the one who takes over their position.
Opportunities: This helps your employees become brand ambassadors and makes them feel like they are uniquely involved in the marketing of your business.
- This platform allows you to communicate and connect directly with your customers
- Blogging creates a conversation between you and your customers, potential investors and industry partners. This platform encourages interactions and feedback. How else will you know where you’re falling short if you don’t see your feedback?
- You can use this platform to introduce new products and services to your customers. You could also comment on significant new events or market trends. Share your businesses behind the scenes initiatives. A business blog give your business a voice and personality, potential customers can now get to know your business.
- Businesses should use all free marketing tools at their disposal and a business blog allows you to build both brand awareness and brand trust.
- Your blog analytics will allow you to determine who your audience is, when they prefer to visit your site and which entries are the most popular.
- Cost-effective marketing investments. Every entry you publish becomes a long-term asset which will help with brand awareness as well as promote your expertise, products and services.
Business specific benefits:
- To have a successful blog you need to keep up to date with news, trends and what your competitors are doing. This helps you stay on top of your industry and helps you to be a leader in your industry.
- With blogging you can tell your businesses story. You can offer more insight into your business, your philosophy, employees and ideas.
- It is great PR. Journalists will often interview business bloggers as industry experts.
- Allows you to share your experiences and introduce yourself as an expert in your field and perhaps even a thought leader in your sector.
Ways to make money directly from blogging
- Advertise and selling your own products
- You can sell or advertise directly through your business blog and you’ll get paid directly. No need to outsource or get anyone else involved. Make sure to have a polished product before putting it on your blog. Make sure that the blog is correctly targeted for the product.
- Paid for reviews
- You can be compensated for putting a comprehensive review on your business blog. Make sure that the review isn’t completely irrelevant to your business.
- Affiliate marketing
- You can sell or recommend connected products on your business blog. You’ll receive a commission when a visitor to your blog clicks on the affiliated link and buys the product.
- Commission is usually 30% – 70% of the product/service price.
- You can earn money by setting up a donation button or asking readers for additional funds. Make sure to tell your readers what you will be spending the donations on for example: Product creation, researching costs.
- Selling advertising space
- You sell the space around your business blog at a certain price every month. The price will depend on the amount of traffic your blog gets and you will get paid upfront every month
1. Choosing your platform
- Which platform is the most popular?
- WordPress is home to over 72 million bloggers
- It doesn’t require HTML or code knowledge
- It offers a choice of 3000+ free themes and templates
- Offers a host of 1000’s of plugins which can add different features such as newsletters or photo galleries
- With so many people using it, there is a vast community who will assist you if you get stuck.
- Why free blogging platforms are traps
- They control your content
- They can shut you down
- They can prevent you from making money for any reason they decide
- With a blog in your own domain you are in charge of the content, you are not limited by branding or monetization
- Because the software is open source, free blogging platforms are vulnerable to being hacked
- WordPress is home to over 72 million bloggers
2. Creating a name for your blog
The web address is called a domain name. This is where your blog will be found. Choose a name which is:
- If you choose a made-up name, something that is difficult to spell or is too complicated, it won’t stay with your potential customers. Choose a name that is:
- Catchy and memorable – if you can’t remember it how will your customers?
- Easy to pronounce
- Easy to spell
- Isn’t similar to your competitors domain names
- Doesn’t violate some else’s trademark
- Out of the ordinary
- Your name needs to reflect who you are and what is important to you.
- Be creative, your name should excite you
- Avoid using domain extensions like “.rocks” or “.biz” because they are less well known and will not inspire trust. Rather stick with the well-known options like “co.za”, “.com”, “.org” or “.net”.
- If you choose a made-up name, something that is difficult to spell or is too complicated, it won’t stay with your potential customers. Choose a name that is:
3. Hosting your blog
- Requirements for a good host are:
- Support: Help options in understandable English. With various contact techniques like chatting, email or phone
- User-friendly control options: Beginner orientated way to manage your blog
- Consistent Uptime: Your site should be consistently up for 99.9% of the time.
- Reasonably priced: Find a balanced host, you don’t need to spend a lot. But cheap isn’t always good.
1) Being inconsistent with your blog posts
- When writing a blog your publishing schedule should be consistent.
- Create an editorial calendar for your blog writing. This will help you stay on track.
- Readers will not continue to visit your blog if they don’t know when you will be publishing a new blog post.
2) Not staying on point
- Your blog posts need to provide value to readers who either are customers or may potentially be customers.
- You need to answer their questions and tell them how you can help them.
3) Weak appearance
- Make sure you have a strong, interesting and creative blog title
- Include good relevant images which will catch your audience’s attention
4) Ignoring comments and questions
- Readers want you to respond to their comments and questions. You need to keep your audience engaged and feeling connected to you and your business.
These blogging tips will help your businesses image and connect you to more potential customers which will essentially mean you will make money online. You can also use the direct money making techniques to make money blogging.
Social media marketing can result in more customers, more traffic and more conversations about you and your business. These are fun, create ways how to make money blogging.
How To Market Your Hotel
An integrated digital marketing strategy that provides multiple channels to communicate on will help you to reach more potential customers.
It’s imperative these days to enable customers and guests to interact directly with your brand in real time – and your ROI will reflect this success. To achieve this, your marketing team should utilise a number of different channels in order to achieve an integrated digital marketing strategy.
Why? When potential customers are only able to use one means of communication or booking platform, such as a hotel’s website or blog, Facebook, Twitter or a third-party booking site, their frustration could cause you to lose their business.
Your digital strategy
By engaging in an integrated digital marketing strategy and addressing multiple channels with a clear, consistent message, you are bound to reach the maximum number of potential customers. Through the creation of a larger online presence, your engagement reach will be far higher, solidifying your company’s brand in the best possible manner.
Your first step in achieving an integrated campaign is to determine your target market. The second step according to Robert Nienaber, managing director of Suiteres, is to “create a message – tell a story about your product or service and what makes it unique.
For instance, the history of your establishment’s location, the nature/wildlife, your amazing food or historical rooms or perhaps the owner’s unique story. Tailor that story for your target market to captivate them – they will buy into your brand as a result.” Be sure to keep your message consistent across all mediums, be it written, photographic or video.
According to Ivo Kittel, head of Development & Design at Suiteres, different channels can be described as such: ‘These consist of website and online booking systems, third-party channels – such as online travel agents or your global distributions systems – and social media platforms that support the aforementioned and drive traffic to them.
‘Print media, events and other offline techniques can also assist by driving clients to visit your website or to engage with you on social media. All these channels should be strategically linked for best effect.’
An unusual hero in the travel market? Smart phones and tablets, on-the-go devices that allow users to review and recommend hotels on social media profiles, as well as third-party sites. Together with the integrated digital marketing strategy, this increases potential customers’ connections to hotels, airlines, car hire companies or event organisers.
What’s more, a key driver in drawing in new customers and causing previous ones to return, is the offer of regular perks, benefits, freebies and discounts via a newsletter.
Bear in mind though, that there is no ‘one-size-fits-all’ approach. Each company will have differing concerns and requirements, and these are what you should use to build an effective marketing campaign. The following should be noted:
- Effective communication between marketing team members is essential. There needs to be collaboration across the multiple channels you’re utilising. In doing so, your overall offering will be streamlined and have maximum effect.
- Choose your key channels, those that will receive the most attention and marketing spend. These need to be the channels that garner the most hits or collect the most bookings – also known as ‘converting’.
- Determine your target market and get as much information as you can on them, over time. For instance, which platform do they opt for first? Do specials lead them to make a booking, and if so, what are they? This and any other informative data assists you in your decisions and allows you to use your marketing funds in the best manner possible.
According to Vanessa Rogers, head of Communications at Suiteres, ‘The above-mentioned strategy should ideally be supported by a skilfully crafted PR campaign – one designed to complement and support your marketing message.’
Taking this into account, you should consider having relevant articles published on third-party websites and print media or arrange for a client to be interviewed on radio or a streaming site. These forms of PR are more cost-effective then an advertising campaign.
The details matter
Importantly, customers need to know they can contact you quickly and easily, whether they are making a booking or requesting additional information. One thing you can be certain of: if a customer is unable to communicate efficiently with you, they are very likely to book elsewhere.
10 Online Marketers To Watch In 2018
The more diverse your sources of news and inspiration, the better. These ten people can help get you there.
Online marketing requires experience, creativity and a working knowledge of the latest trends and technologies necessary to stay competitive in the modern landscape. And while there aren’t any shortcuts to gain more experience, there is a convenient way to stay up to date on the latest marketing trends and get inspiration for your creative campaigns.
That way? Following and paying attention to the best, smartest marketers in the industry.
With 2018 just getting started, I wanted to list some of my favourite marketing influencers, some of the most influential experts in the industry and some of the most promising creative minds to pay attention to this year:
The Best Conversion Rate Optimisation Tips To Help You Grow Your Business
Whether you’re the owner of a company, or an online blogger, knowing conversion rate optimisation techniques will help you immensely.
Conversion rate optimisation, otherwise known as CRO, is a 21st-century way to turn visitors to your website or blog into followers of your information or customers of your product or service.
Therefore, whether you’re the owner of a company, or an online blogger, knowing conversion rate optimisation techniques will help you immensely.
What Is Conversion Rate Optimisation or CRO?
Internet marketing, or what some people call online marketing, is promoting your product or service on the Internet through the digital channels available. Driving traffic is to your website or blog is hard, but it’s something you need to do in order to sell your product or service, so the last thing you want is to leave money on the table.
Traditionally, from the traffic you drive to your blog or website, a percentage of that traffic will become your customers or followers.
CRO is conversion optimisation strategies that puts a focus on your blog or website to determine what small or big changes need to be made to convert as many of your visitors as possible.
It’s the classic case of not working harder, but smarter.
Changes such as a new headline, new sales copy, a different coloured CTA (Call-to-Action) button, and more, are tested for effectiveness. This helps you take out all the guesswork and make changes that are proven to convert more sales.
Techniques such as A/B testing, where you create two different landing pages and send the same amount of traffic to each, is one example.
At the end of the day, the version that receives the most conversion is the one you would choose. A site with significant traffic may successfully test over a shorter time. On the other hand, in order to get accurate data, a site with a smaller amount of traffic will likely need more time than a larger one for testing.
What Happens When You Convert More Visitors Into Customers?
It’s a no brainer, when you convert visitors into clients and customers, your sales increase, and that’s the number one goal of any company or business. CRO can help you grow your business by receiving the same amount of traffic that you’re currently receiving.
Technically that means that you can make more sales without having to spend more money on marketing.
That also means that you’re not focused on the number of traffic you pull in with a mind on percentages, but rather focused on making the most of the traffic you currently have which makes the most of your marketing efforts.
Not Utilising CRO Means You Are Leaving Money on The Table
Let’s say you’re a small company with a goal of R50,000 a month in revenue. Your job is to turn a percentage of your visitors into customers. Without the correct conversion rate optimisation strategies, you’re looking strictly at numbers. You find that 1,000 visitors turn into 50 customers with a revenue of R20,000, which is R30,000 away from your goal.
Without the correct CRO strategies in place, you would work to increase the number of visitors to your site. However, with CRO, you implement e-commerce CRO tips that result in those 1,000 visitors turning into 125 customers. That brings you to your R50,000 goal. Without performing conversion rate optimisation, you’ve left R30,000 on the table.
Now that you’ve reduced your cost per acquisition, or what you pay per sale or click or form submit, you can either invest more in advertising or just bank the profits. Now that you understand what conversion rate optimisation is all about, let’s have a look at some of the best strategies that can help you take your business to a whole new level.
20 Of The Best CRO Strategies
You can spend loads of money on a fancy website or blog, but if it isn’t converting correctly, you’re losing customers and sales. That’s why conversion rate optimisation is becoming the number one priority with websites and blogs in the 21st-century.
1. Create an Effective Headline
If you are trying to convert visitors into followers or customers from a specific post, then your headline is one of the most important elements. It’s not there for a hard sell; it’s there to draw your potential customers to your site so that they’ll check out your product or service.
Your headline must show people what benefit they will receive from using what you have to offer.
Keep changing up those headlines till you find a strategy that works.
2. Reduce Huge Blocks of Text with Bullet Points
The way you present the content on your website is crucial. Give a potential customer too much information, and they’ll leave your site with eyes glazed over. Any material you present should be not only easy to understand but short and to the point. One of the best ways to do that is with bullet points.
Bullet points create an organised presentation that keeps potential customers interested.
3. Include Your Contact Information
Significant changes can be done to your website or blog to increase conversions, but so can small ones. Include your contact information on your site or blog. This shows that you’re accountable and don’t mind being contacted, which can lead to customer trust and eventually sales. Include your phone number, email address, and even your mailing address.
4. Replace Phony Stock Photos
You know what a phony stock photo looks like. It’s the kind that you purchase from stock photo sites, and they’re the kind that you often see at more than one website. These types of photos look phony, and they reduce your credibility. Replace fake-looking stock photos with professional, unique photos or good quality photos that you’ve taken.
For example, instead of using a stock photo model with a cheesy grin, use a picture of one of your employees.
5. Use a Pop-Up Form
One effective way to convert visitors into followers and subscribers is a pop-up form. When visitors come to your side, a form pops up that encourages them to leave their name and email address, or just their email address, to become a subscriber. When you have a list of subscribers, you can then turn them into customers through newsletters, emails, etc.
6. Eliminate Unneeded Form Fields
A website or blog that is not user-friendly when it comes to form fields may not translate to customer conversion. A form field is where your customers type in their information. What is the bare minimum of customer information that you need? You ask for the name, but do you also need the company name, for example, or can you do without having a customer type that in?
7. Remove Automatic Image Sliders
Images that flash before your eyes automatically may look attractive, but automatic image sliders have been proven to create banner blindness and therefore, reduce conversion. Use static images instead.
8. Include Videos
Videos have proven to be effective in drawing visitors and turning them into customers. If your site sells fishing products, for example, include a video of an expert fisherman using one of your fishing poles. Make sure the video is no more than two to three minutes long and be sure to put one on your landing page.
9. Make Your Call-To-Action Button Pop
Here is another strategy that seems small but that may prove to be very effective. Alter your call-to-action or CTA button. For example, is it more efficient for your button to say “Download Now” rather than “Buy Now”? Is it better for your CTA button to be a bright red rather than a navy blue? By testing changes to your call-to-action button, you can determine if such a change will be effective.
10. Limit Your Call-To-Actions
If you have one call-to-action button on your website, that’s a wise choice. Too many call-to-actions can confuse potential customers and turn them off from your site. Put your focus on one effective call-to-action.
11. Have You Included the Word “Free”?
If there’s one thing that people love, it’s free stuff. What can you offer potential customers that are free?
For example, let’s say you sell psychic readings. Offer your potential clients a 10-minute free reading and display the offer prominently on the front page of your site. Chances are you’ll get a lot of conversions for your niche. Once you’ve drawn in customers with the free deal, you can better bring them to your paid services.
12. Match Your Landing Page to Your Ad
When your ad matches your landing page, the colour co-ordination and organisation can translate to conversions. In addition to the colour, the copy you use on your ad should match, in some way, with your landing page. So, when you draw potential customers to your ad, you gently move them to your landing page with no sharp differences.
13. Incorporate Trust Seals on Your Checkout Page
If there’s one thing that draws customers to a product or service, it’s trust. Incorporating trust seals on your checkout page and other places on your website is an excellent way to show that you are legitimate and to increase conversions.
For example, if you are offering dental products, a seal from a trusted dental association helps with customer trust.
14. Convey a Sense of Urgency
When you are promoting a product or service letting your potential customers know that a particular price will end soon, or that a product or service will only be offered for a limited, time greatly helps with conversion.
For example, let’s say yours is a site that sells cookware and you’re providing a crock-pot at a temporarily discounted price.
You would display on your blog or website a photo of the crock pot, along with content and possibly a video, and you would show the price and when the price ends.
15. Give Them a Money-Back Guarantee
There will always be a percentage of customers who are on the fence about your product or service. So how do you get them over that hump and create a conversion? One way is to offer a money-back guarantee and to display it where it can be seen.
Keep in mind that it’s good to put a time limit on the money-back guarantee to something like 30 days or 60 days.
16. Include Live Chats
Many companies are adding live chat prominently on their websites to answer customer’s questions in real-time. This is an effective solution that can lead to conversions. It allows you to take care of all a client’s issues to lead them into a sale. Many companies utilise chat apps to help with this process.
17. Retarget Your Ads
There are large and small changes that can be made to your website to increase conversions, but changes to the way you’re handling your ads could be done as well. Retargeting customers, can help increase conversions period.
When visitors come to your site, you create a customised targeted ad to get to them as soon as they leave.
If a visitor has come to your cosmetic store looking for an eye shadow, when they leave your site you target them with an ad for a different eye shadow in your line. The goal is to keep a visitor engaged with your product or service while staying top of mind.
18. Give Them Free Shipping
Shipping costs for a product can often make or break a sale. So, if there’s one thing that can contribute to conversion, it’s free shipping. Let your customers know that shipping is not a cost that they have to concern themselves with.
If free shipping seems unaffordable for your company, work with ways to cover shipping costs with your product prices.
19. Include Real Testimonials With Photos
One of the best ways to instill confidence in your product or service is with real testimonials. Have customers write testimonials of 50 to 100 words about your product or service and include a photo of the customers next to their testimonials. Include their full name with their picture.
20. Get Customers to Share Their Purchases on Social Media
These days, almost all of your clients are likely to be on at least one social media site. Encourage them to share the purchases they’ve made of your products on social media, such as Instagram.
Every time a customer buys one of your products or your services, automatically give them an opportunity to share and talk about what they’ve bought with a user-friendly share process included on your site.
The sooner you work on conversion rate optimisation tips on your blog or website, the sooner you’ll be bringing in customers in the most efficient way.
Customers translate to profits and profits translate to a successful company or business. CRO takes time, but with patience, your website or blog will see vast improvement in conversions.
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