Eight Secrets from a Serial Blogger

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Have you been thinking about blogging, but are concerned whether your writing skills will translate into effective online communications?

Increase your chances of success in getting your message to the right audience by avoiding the mistakes of others. This article offers eight simple suggestions its authors learned in the preverbal “school of hard knocks”.

Here they are:

1. Stick to a schedule. The correct blogging frequency is whatever connects with your audience. For some blogs that might be daily. For others, once a month is sufficient. The optimal blogging frequency is not critical. What is critical is to decide on a schedule, communicate it to your readers and stick to it! Avoid the temptation to over-commit. While most bloggers enjoy writing, it can be grueling.

2. Expand and enhance. Supplement your usual content by periodically sharing relevant quotes, articles and tips from others. You can also try using guest writers, treating your readers to different areas of expertise and points of view. A generous introduction to your guest author may result in them reciprocating on their blog, further expanding your following.

3. Keep posts short. Readers are looking for tidbits of actionable information, not detailed research. Keep posts short, preferably under 600 words. The average American reads less than 300 words per minute. Studies suggest 65% of visitors spend less than 2 minutes on a website. Therefore, an entry longer than 600 words will not be read in its entirety, if at all.

  • A better alternative to lengthy articles is to split them into multiple parts, posting them in consecutive entries. Begin each post with a review of what was discussed in the previous entry, and end with what to expect in your next post and when it will be shared.

4. Promote your blog. Add your blog’s web address to business cards, print media ads, letterheads, email signatures and so on. Adding a Quick Response Code to business cards and other medium is gaining popularity. A QR code allows Smartphone users to find your blog easily.

5. Use social media. Post summaries of blog posts on Facebook, Twitter, LinkedIn, etc. Exercise care to comply with each platform’s unique character limitations.

  • Since you will always end with a hyperlink to your blog, use a free URL shortener like https://bitly.com/ if pressed for space.
  • Post blog entries on SlideShare or other article marketing sites by uploading a pdf file. The last paragraph should be a brief “About the author” with a hyperlink to your blog.
  • Blog posts can be featured in your monthly newsletter to customers and friends.

6. Support online sharing. Add plug-ins or widgets on your blog to promote article sharing through Facebook, Twitter and other social media vehicles you believe are likely to help capture your target market. Allow readers to bookmark your URL to their list of favorite sites with the click of a button.

7. Encourage feedback. Always thank readers who post comments. Be respectful of opinions and suggestions, even if you disagree with them. While it is perfectly appropriate to delete spam (an inevitable byproduct of successful blogging) or comments with inappropriate language, deleting reader comments simply because you disagree discourages feedback. Periodically end posts by asking readers for comments, suggestions and ideas for future articles.

8. Don’t give up too quickly. Some experts believe it takes about 100 posts before you begin to build a following. Most bloggers become discouraged and give up before reaching that milestone.

© 2013 by Dale R. Schmeltzle

SLIDESHARE, HOW DO I LOVE THEE? (PART 3)

Earlier this week, I began a three-part series on SlideShare, a free online slide hosting service. Part 1 discussed the first three of ten important things you should know about SlideShare, its demographics and norms. Part 2 explained how to embed YouTube videos and how to access SlideShare remotely. As promised, I have saved the best for last.

Here are today’s suggestions.

9. SlideShare provides truly excellent support through LinkedIn, Twitter and Facebook. I have promoted several files through my LinkedIn groups. I have twice received emails saying, “XYZ file is being talked about on LinkedIn more than anything else on SlideShare right now. So we’ve put it on the homepage of SlideShare.net (in the “Hot on LinkedIn” section).” In both cases, view counts increased dramatically, if briefly.

Another benefit of tweeting SlideShare files is the potential of promoting your brand on a worldwide basis through Paper.li. It takes Twitter streams and extracts links to news stories and videos. It then determines which stories are relevant based on criteria the user establishes. It creates themed pages based on specific topics using hashtags. Paper.li subscribers distribute their daily or weekly publication as a unique newspaper, written from a perspective of what is of interest on the Web that day. Every Twitter user is therefore a potential editor. Their followers (including CFO America on several occasions) serve as unpaid journalists. To view a sample of Paper.li, read The CFO America Daily at http://paper.li/CFOAmerica/1300800014.

10. Finally, the number one reason for my love affair with SlideShare is what I call the “60 minute Twitter boost” phenomena. To experience it for yourself, open your file on the “My Uploads” tab and click on the Twitter icon. The following tweet will appear, “Check out this SlideShare document: The Title of Your SlideShare Document” along with a shortened URL. Modify the tweet with a few appropriate hash tags. Without fail, the file experiences a marked increase in views and downloads for about an hour. In my experience, views have jumped up to 35 times their daily average. I have tweeted friends’ documents with identical results. The boost trails off quickly, and totally evaporates within 24 hours. However, it can be extended with multiple tweets over the course of a day. Use different hash tags for each tweet.

In closing, I offer my apologies to Victorian era poet Elizabeth Barrett Browning for the shameless exploitation of her classic poem. Imagine how quickly it would have gone “viral” if only Ms. Browning had the same access to SlideShare.net that you and I now enjoy.

Go forth and share!

SLIDESHARE, HOW DO I LOVE THEE? (PART 2)

On Monday, I began the first of a three-part article. It confesses my undying love for SlideShare, a free online slide hosting service. Part 1 discussed the first three of ten important things you should know about SlideShare, its demographics and norms. Today, Part 2 will explain how to embed YouTube videos and how to access SlideShare remotely.

Here are today’s suggestions.

4. SlideShare allows you to embed YouTube videos into slide presentations. Simply click the “Edit / Delete” button for the appropriate PowerPoint file on your “My Uploads” page. Next, click the “Insert YouTube Videos” tab at the top of the screen. Then paste the URL and select where in the slide sequence the video will appear.  Finally, click the “Insert and Publish” button. You are finished! Repeat the process to insert additional videos into the presentation. If you change your mind, videos are removable. Although I have not experimented with the option, you can also add sound by inserting an MP3 file. Video and sound cannot be inserted into pdf documents.

5. SlideShare is accessible by mobile devices at http://m.slideshare.com. This allows travelers to search, view and download presentations and documents. Bookmark the site for faster access.

6. Item #5 illustrates another endearing characteristic. By uploading Word documents as pdf files, I am using SlideShare as an article marketing service like EzineArticles. Although larger, EzineArticles has some complex rules about including URLs. I have failed their submission approval process on several occasions. The same is true of GoArticles.com. I have never encountered this issue with SlideShare. Furthermore, Twelve Things I Learned about SlideShare has received over 3,700 views on SlideShare compared to eight on EzineArticles and three on GoArticles during comparable timeframes. SlideShare’s marketing tag line should be, “No restrictions, just results!”

7. While I have not seen any definitive statistics, most seem to indicate the average time a viewer spends on an Internet page is only two to three minutes. That has significant implications to the amount of content presented. The average American adult reads between 250 and 300 words per minute. SlideShare viewers average seven to eight minutes per visit. That suggests that users are more likely to read longer files in their entirety.

8. Keyword tags help people quickly find information that interests them. SlideShare searches are keyword driven. They allow you to enter up to 20 tags per file. The top tags in 2010 were forecast, market, statistics, business, trends, industry, research, SWOT (an anachronism for Strengths, Weaknesses, Opportunities and Threats), report, company profiles, social media and marketing. Type and spell check your 20 tags in Word. Then paste them into SlideShare when you upload your file.

Saving the best for last, on Friday I will reveal the secret of the “60 minute Twitter boost.”

© 2011 by Dale R. Schmeltzle

SLIDESHARE, HOW DO I LOVE THEE?

I recently discovered SlideShare.net, a free online slide hosting service. It was love at first sight! I wrote an article and a series of blogs (or love letters if you prefer the romance theme) titled Twelve Things I Learned about SlideShare.

SlideShare returned my affections! They featured the article on their home page, quickly gathering over 3,500 views. The article is at http://slidesha.re/kxG4So and on CFO America’s blog beginning at http://bit.ly/jcE8tu.

Like any true romance, my love for SlideShare has only grown stronger since we first met. Therefore, I decided to write a second article on new ways I have learned to use this powerful tool to increase your Internet footprint.

Today, I will share the first three of ten important things you should know about SlideShare. They address SlideShare’s demographics and norms. Wednesday will explain how to embed YouTube videos and how to access SlideShare remotely. Saving the best for last, on Friday I will reveal the secret of the “60 minute Twitter boost.”

Now, let me count the ways (last time, I promise).

  1. SlideShare has over 100 million page views per month. It has 10,000 new uploads every day. They are one of the top 200 websites in the world. According to web traffic monitor Alexa, users offer some attractive demographics. When compared to the general Internet population, 25 to 34 year olds and people with graduate degrees are over-represented. Their users are also disproportionately childless, Hispanic and visit the site while at work. Approximately 63% live in North and South America, 21% in Europe and 14% in Asia.
  2. SlideShare is primarily for PowerPoint presentations and pdf documents. The average presentation is 7.9 megabytes in size. The average document is 1.5 megabytes. With the exception of PowerPoint presentations saved as pdf documents, my files are all 300 kilobytes or less. They uploaded in seconds. While I have shared a 58 megabyte PowerPoint presentation, it took forever. I now save and upload PowerPoint files as pdf documents.
  3. SlideShare reports that the median number of slides is between 10 and 30 per presentation. Over 75% of presentations are 30 slides or less. Only 8% exceed 50 slides. There are some apparent cultural differences in this area. English based presentations average only 19 slides, Spanish 21. The Japanese lead the pack with 42 slides. Presentations average 24 words per slide and 19 images per file. The most popular fonts are Helvetica, Arial and Times New Roman.

Wednesday’s blog will present some actionable tips and suggestions. I look forward to our further discussions. In the meantime, please continue to post your questions and comments.

© 2011 by Dale R. Schmeltzle

Bull Horns in Cyberspace, Part 1

Last Friday CFO America’s blog began with the question, “If a tree falls in the forest and no one hears it, does it make a noise?” It concluded by assuring readers that falling tress always make noise. That got me thinking about things we can do to make noise, or rather what we can do to attract attention to our blogs. It also caused me to reflect on some of the mistakes I have made over the past six months (listen to me, the battle-hardened veteran) as a blogger.

Today I will present Part 1 of a two-part article on this topic. Here are my thoughts for today:

1. Pick a schedule and stick to it! The correct blogging frequency is whatever best helps you connect with your target audience. For some blogs that may be daily, for others once a month. Unfortunately, this is not a variable that invites experimentation. Fortunately, it is not so much a question of having the optimal blogging frequency. Simply commit to a schedule and tell your readers when to expect new posts. While most bloggers enjoy writing, too great a frequency can be grueling. I blog every Monday, Wednesday and Friday morning, something I have done faithfully except for a handful of holidays. As you gain followers, do not confuse or disappoint them by not keeping your commitment. Here are a few thoughts to help ease the burden of your commitment.

  • Consider using guest writers periodically. That way your readers are treated to different areas of expertise and points of view. It is also a great way to support your friends and network contacts. Hopefully, they will reciprocate and share some of your articles on their website, further extending your reach through cyberspace.
  • Instead of your usual topics or content, occasionally supplement your original writing by sharing (with appropriate attribution) relevant quotes, historical notes, articles and tips written by others. You might also ask readers to suggest topics.
  • Do not give up too quickly. As I said on Friday, Fred Campos of FunCitySocialMedia believes it takes about 100 posts before you begin to build a following. Many bloggers become discouraged and give up before reaching that milestone.

2. Keep posts short, preferably under 600 words. I say this for three reasons.

  • First, readers are looking for “McNuggets” of actionable information, not the English translation of War and Peace.
  • Secondly, the average American adult reads 250 to 300 words per minute. Numerous studies suggest that over 65% of visitors spend less than 2 minutes on a website. Therefore, an entry longer than 600 words will not be read in its entirety, if at all. I should add that the average time spent on CFO America’s blog is three minutes and nine seconds, an unusually long time, but one for which I am grateful!
  • I began blogging by posting excerpts from my book, Highly Visible Marketing, 115 Low-cost Ways to Avoid Market Obscurity. By making blog entries too long, I undoubtedly lost readers before the end of long articles. More importantly, I also ran through my previously written material too quickly. Save some your creative material for another day! A better alternative to lengthy articles is to split them into multiple parts, posting them in consecutive entries. I begin with a brief review of what was discussed in the previous blog, and end by telling readers what to expect in the next entry.

Let me now practice what I preach by ending for today. On Friday, I will present Part 2 of On Bull Horns in Cyberspace. It will discuss suggestions for defining your style and promoting your blog through other social media tools.

Until Friday, please continue to provide valuable feedback and share this information with your friends, coworkers and other associates. Why not add a comment below before leaving today?

 

 

12 Things I Learned About SlideShare, Part 2

On Friday, I began a discussion of things I learned about SlideShare.net, a free online slide hosting service. Since that time, my seven files have had more than 3,400 combined views, 2,800 for one file alone.

I shared the first three items on my list. They discussed how to start your profile, upgrade options and social media connections. Part 2 will discuss suggestions for making SlideShare an integral part of your marketing efforts. Here is today’s list:

4. I preach a simple 12-word marketing strategy to clients and friends. It is this: Communicate one message, promoting one brand, to multiple audiences, at no cost. While Friday’s item #3 fully supports this strategy, do not stop there! I issued three free press releases (one of which can be viewed at http://bit.ly/ipIFnF), published this information using several free article marketing websites and periodically retweet links to the presentations.

5. The first slide of a PowerPoint presentation or the first page of a pdf document will appear as a small icon link on your profile page. It should be readable, attractive and descriptive to invite viewers. I display my logo and blog URL on every download. You will also be asked to provide a description, category and tags for each file. Making this information keyword rich makes it easier for interested views to locate you slide shows and videos. Making something keyword rich simply means using certain words and phrases that potential customers are likely to use in search engines when looking for your company, products or  services.

6. SlideShare gives users the option of allowing viewers to download files. Since you are posting files in a very public venue, I see no reason not to allow downloads. Additionally, presentations can be made available only to authorized viewers with any of the upgraded versions. It is then a viable option to share private files that are simply too large to email. An example might be a large contract or proposal in pdf format.

If you do not know how to create a pdf file, download CutePDF Writer at http://cutepdf.com/Products/CutePDF/writer.asp. It is a free version of commercial PDF creation software. CutePDF Writer installs itself as a printer subsystem. This enables virtually any Windows applications to create professional quality pdf documents.

7. SlideShare can be used to promote and support your event marketing efforts. For example, you can make advanced copies of upcoming seminars available online to help invitees decide whether to attend, or provide copies to interested parties who are unable to attend.

8. Users and their followers can post additional information on their wall, very similar to Facebook. I posted a notice of a free seminar based on one of my uploaded files, along with a link to EventBrite for event details. Viewers can also post comments on individual slide shows.

Please return Wednesday when we not only complete the list of 12 things I learned, but will reveal the final two Chinese proverbs.

12 Things I Learned About SlideShare, Part 1

“May you live in interesting times” is the English translation of the first of three Chinese proverbs. These are very interesting times indeed for business owners struggling to market their products and services without simultaneously emptying their bank account. It seems not a week goes by that I do not learn about another free or (almost as good) low-cost marketing tool on the Internet.

This week was no exception! CFO America opened an account at SlideShare.net, a free online slide hosting service. Users can upload files in PowerPoint and pdf formats, among others. It is comparable to YouTube, but is primarily for slideshows. Launched in 2006, the website was originally intended as a vehicle for businesses to share slides with employees. However, it has since expanded to host slides and videos for entertainment, educational and other purposes.

SlideShare claims 50 million visitors and 90 million page views per month, ranking it as one of the top 250 websites in the world. The White House used SlideShare to publish President Obama’s birth certificate in
April 2011. The impressive list of blue ribbon users also includes NASA, the Bill & Melinda Gates Foundation, IBM, several branches of the U.S. military, Dell and the University of Texas.

Today I present the first of a three-part series on this subject. I will cover the basics of how to get started and how to increase your market exposure. I will complete the series next week.

Here are the first three things I learned about SlideShare that will help you “Avoid Market Obscurity“:

  1. Begin your exciting marketing experience by opening a free account at http://www.slideshare.net/. You will be asked to create a public profile that includes a description of your business, address and contact information, logo or picture, website link, industry, keyword tags, and other basic information. Start by visiting CFO America’s profile at http://www.slideshare.net/CFOAmerica.
  2. Like most “free” online services, this one has several upgraded versions. They range in price from $19 to $249 per month. The extra fees buy customized channels, expanded functionality, visitor analytics and the removal of banner ads, among other advantages. All upgrades include Zipcast, a virtual meeting service similar to the better-known and admittedly more robust GoToMeeting. The advantage is that subscribers receive a customized link to share with their attendees. Those attendees merely click the link without the need to download software or open a SlideShare account. Regular readers already know my advice on this one! Even if these features appeal to you, I suggest you resist the urge to upgrade until after you have had an opportunity to evaluate your experience over the first thirty to ninety days. You may find the additional cost is unnecessary. I should add that the free service includes unlimited slide shows and documents, plus three videos per month.
  3. SlideShare collaborates with social media giants Facebook, Twitter and LinkedIn to promote and share content. For example, you can embed presentations on your Facebook Fan Page, your LinkedIn profile or your blog. I embedded a document on my Fan Page, a simple matter of coping and pasting a code supplied by SlideShare. The document can now be opened in full screen. Viewers can also like, retweet or otherwise
    share presentations with their followers and connections.

Three of my PowerPoint presentations had over 200 combined views during their first 3 days online. One of my pdf documents (a reprint of this article) was featured on SlideShare’s home page, and was viewed over 1,500 times during its first 36 hours online. I am confident this activity, which puts to shame my YouTube statistics, was largely the result of the other social media services. Take full advantage of these capabilities for maximum market exposure.

Have a great weekend, and please plan to read Twelve Things I Learned About SlideShare, Part 2 on Monday. As an added incentive to returning readers, next week I will share the final two Chinese proverbs.

Surely you won’t want to miss that!

Word of Mouth Has Gone Global-Part 3

This week, we are discussing social media marketing as a cost-effective marketing option for small businesses. Let’s pickup where we left off on Wednesday.

Evaluate social media marketing as a platform to build brand awareness and share content with your customers and target market. Use it as a vehicle to provide your customers with a voice. Encourage feedback. Social media marketing is all about consistent communication in channels selected by your markets. Avoid the trap of thinking it is about technology. Moreover, remember that ultimately you are connecting with individuals, not faceless companies and organizations. Consider these points:

  • Individuals all have birthdays, families, homes, hobbies and other personal characteristics and interests that they will occasionally mention online. Apply what Dale Carnegie said about making friends by being interested in other people rather than by trying to get people interested in you. Remember the personal stuff.
  • It is very likely that you will eventually attract hundreds and even thousands of followers on your social media platforms. It will not be possible (or even advisable) to attempt to develop relationships with all of your connections, especially since many will be in distant areas that effectively disqualify them as realistic prospects. However, for those online connections that are realistic customer prospects, cultivating an offline relationship greatly increases the prospect of a sale.
  • Try to exhibit a conversational style, but keep in mind that your conversations will be online and therefore accessible to virtually the entire planet.

Having decided to move forward with social media, the first crossroad you will come to in your analysis and evaluation of social media is whether to do everything yourself or hire experts. Make an informed decision. There are plenty of free or low cost resources available to you. Begin with an Internet search or by spending a few dollars on one of those 1,618 books and videos. Talk to your social media savvy friends and associates, perhaps starting with your “screenage” children. Having done my research, I decided that while I could muddle through the maze myself, the time saved and professionalism gained by hiring a consultant was worth the small investment. I should also mention that I met my social media consultants at a free seminar they sponsored. Look at what competitors and others in your area are doing. Make a list of what you like and dislike about each. Remember, imitation is the sincerest form of flattery. In this situation, it may also be the cheapest.

We will continue with this subject next week. Until then, have a great weekend.

Word of Mouth Has Gone Global-Part 2

On Monday, I introduced the topic of social media marketing as a low-cost, effective marketing tool for your business. Social media platforms currently include about 20 widely recognized platforms including Facebook, Foursquare, LinkedIn, MySpace, Twitter and YouTube.

Whatever platforms are chosen, they provide incoming or backlinks to your website and blog. This improves search engine results since the number of backlinks is an indication of the popularity and importance of a website.

Businesses use social media marketing to increase brand awareness and promote products and services. Businesses also receive feedback from customers and potential markets. Perhaps the best analogy I have heard was a comparison to a large, porous funnel. The various platforms cast a wide net to gather many followers into the funnel. As you continue to provide valuable and interesting content and develop relationships, some of those followers will eventually progress through the narrowing funnel to become customers and sources of referrals. Others will fall away.

Because these social media websites are available free to everyone with Internet access, they present inexpensive and powerful platforms for small businesses to get market feedback and conduct targeted marketing campaigns on a local, regional, national or even global basis.

How popular is social media marketing? I got a sense of the interest it generates when I searched Amazon for the phrase “Facebook marketing” and got 452 results. I got 1,618 hits when I searched “social media marketing.” Products included a cornucopia of books and videos ranging up to $1,200 and included 137 hits of “For Dummies” books alone.

Perhaps the real surprise is why there were not more results. According to Goldman Sachs, Facebook has over 600 million active users (defined as those who log on at least three times a week). Perhaps buoyed by the 2010 movie The Social Network, that is a 20% increase in six months. Those users include President Obama and Queen Elizabeth. According to LinkedIn’s Press Center, they have 100 million users speaking one of six languages in more than 200 countries. They add a new user every second. In September 2010, Twitter co-founder Evan Williams said Twitter is averaging 90 million tweets per day. They are gaining 370,000 new accounts daily, with 16% of them starting the service on mobile devices. I could go on, but you get the idea.

Social media marketing is simply too large to ignore, especially if your target market is under the age of 40, affluent and highly educated. It demands attention because of its size, growth trends and cost efficiency when compared to alternative marketing channels.

Today’s suggestion should be obvious by now. Evaluate social media marketing as a platform to build brand awareness and share content with your customers and target market. Use it as a vehicle to provide your customers with a voice. Encourage feedback. Social media marketing is all about consistent communication in channels selected by your markets. Avoid the trap of thinking it is about technology. Moreover, remember that ultimately you are connecting with individuals, not faceless companies and organizations.

On Friday, I will offer some specific tips to help you successfully implement that suggestion.

Word of Mouth Has Gone Global

Through your efforts to become a recognized expert in your field, you will accumulate an ever-growing body of material (articles, papers, program notes, PowerPoint presentations, research material, etc.) that can serve as content for the next group of ideas.

Social media marketing is all the rage. Embattled TV star Charlie Sheen set a Guinness world record on March 2, 2011. He reached 1 million Twitter followers in just 25 hours and 17 minutes. It took Mr. Sheen four days to reach 2 million followers. It remains to be seen whether he will catch Lady Gaga, who leads the pack with approximately 10 million Twitter followers.

Social media has influenced national elections and at least one guest host selection for Saturday Night Live. Viewers of Super Bowl XLV learned the Chevrolet Cruze can now read Facebook newsfeed content in real-time, affording drivers “the ability to send status updates and stay connected to social platforms.” Exactly what those other platforms are is unclear as of this writing. However, speculation is that it will likely include Twitter.

Moreover, as events of recent years have proved, totalitarian governments in many parts of the world think it is easier to control civil unrest online than in their streets. The first casualties of politically embarrassing protests are often these same social networking sites. Egyptian activist and Google executive Wael Ghonim was a leader of the early 2011 uprising that toppled President Hosni Mubarak. He told CNN, “I want to meet Mark Zuckerberg one day and thank him. I’m talking on behalf of Egypt. This revolution started online. This revolution started on Facebook.” I was fascinated to learn that the U.S. State Department starting tweeting in Arabic during the crisis.

The socio-economic and political impact of social media is a source of inspiration for some and fear for others. The statistics are impressive for all.

Let me provide a working definition of the term. Social media marketing relies on Internet platforms to provide content that attracts attention and encourages readers to share your message with their social network. Some of the more popular platforms are:

  1. Facebook
  2. Foursquare
  3. LinkedIn
  4. MySpace
  5. Twitter
  6. YouTube

Each has a somewhat distinctive set of demographics such as average age, gender, education level, membership size, U.S. and global traffic volume, length of average visit and so on. Visit www.alexa.com to find the best matches for your target market.

For the rest of this week, I will be offering suggestions to use social media marketing as a low-cost, effective marketing aid for your business.

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