06 March 2017

Marketing for bloggers talk - Coupon Queen Emma Mumford and Ohhitsonlyalice meetup | Wiser Wealthier

Emma Mumford the Coupon Queen and Alice Thorpe (Ohhitsonlyalice) invited me to give a talk at their London meetup. Here's the full talk I gave on the day ...

I have a blog called Wiser Wealthier

which is about money saving and earning extra income and I'm also a marketing consultant and my background is in marketing and sales so I'm gonna talk to you not about any specifics i'm not going to get into too much detail with marketing but for the bloggers out there I'm going to talk about how thinking like a marketer can really benefit you as a blogger. I've been blogging quite a short amount of time I started in about October so I'm still relatively new to this but I've been able to build a very engaged albeit quite small audience through some of the things that I'm going to talk to you about here. I wanted to kick off with a quote from a Snapchatter called Joe Wilson some of you may have come across him, some of you may not he's the guy with the teacup the cat. He says there is no twitter community, no snapchat community, no facebook community in face there is no community on social media there's only your community on social media and I would extend that to say that there isn't really a blog reading community there isn't people where you would just say they will read any blog, there are people that will read blogs about certain things based on their interests and within that there are people that will read

your blog about those certain things don't expect if you're talking about beauty for example that everyone interested in beauty wants to look at your stuff, they might prefer somebody else's stuff so the people you need to be thinking about when you're writing content, when you're on social media the people you want to interact with are your community not just the community or a general community. But, your community is not just going to find your stuff and if you want to start getting into affiliate marketing, into paid for blogs or actually just maybe reach more people or engage the right people you're going to have to do a little bit of marketing, you're gonna have to get yourself out there and I'm going to talk about some of the thinking behind how you might do that and these are things that worked for me over the last few months So first off some stuff to ignore especially when you're starting out on your blog and there are some of the things that actually it might seem are really really important but i'll explain why I think you should ignore them.

So let's get those up. Most of google analytics, when you start your blog do make sure you have Google analytics in place but then ignore most of the statistics, i will explain why. Other people's statistics Emma touched on this earlier, don't compare yourself to other people you're trying to build your community you don't need to try and be like someone else do your thing, be confident with what you're doing any you're more likely to get the results that you're after because you'll attract people that like your stuff and buy in to you. Number of followers and likes, I have such a pet hate with people focusing on number of followers and number of likes, it doesn't mean anything because if those people don't actually care about you and care about your stuff ultimately they're not really going to engage with your content they're not going to become fans and if we talk about monetising they're not going to click the links because they won't really trust you and they're not really engaging with your content And the last thing is domain authority, this is something that bloggers talk about all the time, it's focused on a lot but actually when you're first starting out don't worry about it. These are the things that are actually

important in my mind and some of the other bloggers might have different views and I'd like to chime in later on if you think differently but these are some of the things I think are actually important. Reaction that you get from people, when you put your content out there be it tweets, Instagram be it just publishing your blog, do you get any reaction from people? Do you get any comments on your blog? Are engaging with you on social media? If they're not then you're probably and you can't expect it straight away I can't just start something brand new now, put some tweets out and expect a reaction I need to be getting in and engaging with those people as well but when you start to do that you get reactions from people? Do you get engagement from them? Some of the analytics I think you should look at: time on page and bounce rate. Time on page will give you an idea of are people actually reading your stuff? So if you know your blog going is going to take 2 minutes, 5 minutes, 10 minutes to read and your average time on page is 30 seconds then you can be pretty sure people aren't engaging with your content and that allows you to know that you might need to tweak, change etc. bounce rate is going to tell you are they actually staying there? Messages and comments as well this is something I kind of mentioned in engagement, this is all part of engagement but actually I think don't worry

about number of followers followers, how many people are following me? In fact on things like Instagram, even likes probably don't worry about them because there's a lot of automation that happens on Instagram I don't know about you guys but every time I post something I get I get two things that say 'want more followers like my page' we've all seen this right so there is a lot of engagement there that isn't authentic, there is a lot of engagement that is but actually the stuff that's really authentic is when you start having a conversation with people. They'll message you or they'll comment and they'll say 'really enjoyed that blog, this is is why' you go back to them and you start having that conversation with people. These are the people that are gonna be your fans and they're gonna trust what you do and they're your little community as opposed to just a generic thumbs up or anything like that actually think about depth of interaction with these people. And these are basically signals that people actually care about what you're putting out so the number of likes on your facebook page doesn't tell me how many people actually care about what you're putting out but more so people that engage with you people, people that are becoming

your fans they're the people that really care about you. There is a problem and unfortunately, and I'm one of them, I do blame marketers for this. Stuff brands measure you on, sometimes, not all the time sorry, not all the time. Is often this stuff there is a reason for that because this stuff, is more people to measure and compare with other people but this isn't necessarily, these things are not necessarily going to convert to sales for the brand so again going back to monetising, the number of followers that you have on Twitter doesn't necessarily translate to click throughs doesn't necessarily translate to fans, doesn't necessarily translate to authentic engagement so if you put a Topcashback link on a page on your website they still need to see the clickthrough so if you've got 10,000 twitter follows and you're getting 10 clicks through then that brand is going to know that actually that's not an authentic number of followers they don't really care about you and therefore why would the brand why would you want to work with that person and I'm assuming they will be measuring these things and they will see that and go that's not really a worthwhile brand. People have actually come here

to see Emma and Alice, you guys, you're not statistics on their pages you've actually come down you've actually taken your time to come and sit in a room and spend time with them and you want to meet them you're really important to them, they're really important to you it's not just about a like on a page, there's so much more than that. So I was gonna say from here, but, and it's a big but, but I kind of jumped on already So all of this stuff is about, as I say, generate influence and trust and that really is crux of blogging and actually market as well so when I was in my previous role I took the company from a business that barely had a website, you couldn't really find it there was barely any SEO, the site didn't really function, if did find it probably wouldn't get to where you want to get to anyway, to a company doing hundreds of thousands of pounds worth of business through their website, through leads generated through their website and the way that we did that was not, do more, get more followers, get more likes it was focus on the people that were engaging with our content dnd then develop a level of influence and trust by providing tonnes of value to those people. So what happens when you start to get that influence and trust is that you can

actually go out to people and say 'what is it you want to see?' 'What are you interested in?' 'What do you want me to talk about?' What that does when I think like a marketer is it means i'm not putting content out and going 'is it going to hit, is it not, will anyone care? Because somebody has already asked me for that piece of content. I'll give you an example, this was actually on a video that i did with Emma, cheers Emma. I've done a series on YouTube about side hustles things people do in their spare time to earn extra money and Emma got involved and talked her story starting out as a hobby and turning that into a successful business with extreme couponing and deals UK and someone commented on that video and we had had a discussion previously to this and they said it would be really good if you could interview and Amazon, eBay or Etsy reseller. Now I knew at the time that I was going to have somebody on called Cora Harrison I don't know if anyone knows of Cora, obviously Emma does, maybe a few of you do. She is pretty much full-time eBay reseller although she goes tonnes of other stuff as well and you should go and follow her. So what I did was said actually I have got that coming up and then probably, so there's like three week's difference in between, I actually went back to them in the YouTube comments and told them that episode was ready

That's a lot not than somebody would ordinarily do if they're just focusing on write a book, publish a blog, do some tweets, do some instagram posts. It's not about that it's about this person now knows that I genuinely care about what she wants to see. I've created that content and I've going and told her. She loved it and she was really pleased, she's then commented she was really happy with it so for me it's about that. So this person now knows that i'm genuinely trying to provide value for her. So, another example this was actually a message that I got on my Facebook page this was somebody that was looking to go back to work after having two children and she found the job but she worked out that actually the pay she was going to get for that job meant that she was only going to earn a couple of pounds a week doing it so she was really concerned about that, she was like 'I want to work but if I do it I'm not gonna earn any money what should i do?' Because my content is about money and it's about that sort of thing i was like let me help you out and in fact I had a phone call with her i said let's have 10 minutes on the phone and we'll have a chat. You guys might not become comfortable doing

that and I wouldn't necessarily say you need to go that far you could have maybe written a written a blog of replied with a message but I really want to engage with these people because i'm quite new as i said so I'm trying to build up this fan base so I was like let's have a quick phone call, let's discuss it we talked through it, we found a solution and I'm now going to write a blog about it and include her story in it so there's some content out of it that will help people, i've got a new fan, all good. The last one, we've all heard of Martin Lewis money saving expert so I actually did something a while back because I don't know if anyone has seen Martin Lewis' new, new-ish ITV show, the Martin Lewis Money Show I think it's called. He was getting quite a lot of flack on twitter from people saying to him oh he's a millionaire how can he talk about money saving, how can he talk about saving 5 pounds when he's worth a fortune so I did a short video where I said actually I'm glad Martin lewis is a millionaire, because he's saved tonnes of people loads and loads of money good on him and if I had created a resource that people can go to where they get free advice, it costs them nothing to use the site because they get their money through affiliate marketing and you'll learn more about that with Deepak in a bit I want to be pretty but pretty well off too actually thanks very much

So I did a little video defending him, I tweeted it, he retweeted it and actually did a quote tweet so he said I was wondering where this was going, nicely surprised, thank you. So he liked it, he put it out to his followers, the video got those views in, I think it got 1100 views overnight, I'm really new as I said, my average views is about 100 for a video I am like, really brand new to this and I got 1400 views on that video so not just about creating your community of your fans in the sesne of people that are going to be reading your blog but actually think about who is influential in this space and how can you work with those people as well. So this was a way that I managed to do it. By the way that stuff is quite hard work. Sitting and writing something, getting it onto a website, taking some nice photos that is the bare basics of blogging, there's so much more that goes into it. It's engaging with people, it's being where the people you want to talk to you are, it's getting involved which twitter chats it's doing collaborations it can very easily be a full time jobs but it can also be something you do in your spare time but just remember that it's not just write something, put it out. So that's all from me, hopefully that was interesting to some you guys. If you want to have a chat after I'm more than happy to.