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Trust, Credibility and How To Lose It As A Blogger and Marketer

August 17, 2010 By Leave a Comment

Internet marketing can be a jungle. Everyone is fighting to be the first to release products while at the same time relying on others to help promote them. While everyone is watching out for #1, there is an unwritten truth throughout the industry that you need the help of others to get ahead, so you better not burn too many bridges. Typically, this keeps everyone on their best behavior and everything rolls along smoothly, but…every now and then…something happens that you attach your name to that either isn’t on the up and up or is dancing around that sleezy line that you would rather not be involved with. Before we get specific…let’s talk about credibility, trust and their rolls in your blogging.

Your Online Credibility Is Built One Reader At A Time

Online street cred is not an easy thing to come by. By building up trust with your readers, fellow bloggers and companies that want to deal with your blog over time, you are able to establish a strong, positive credibility online. This takes time and sometimes lots of it. With each action, you are adding to your point total and this happens progressively through consistent effort and results.

This is nothing new to the business world. Just like with brick and mortar businesses, you have to watch who you associate with in blogging because your name and your brand get attached to everything you touch. At the drop of a hat, several wrong decisions (or sometimes even one) can strip you of your positive trust and you are back to square one clawing and scraping for anything you can get.

So your job as the blogger is to protect that credibility by watching who you associate with, how you treat your readers, the quality of the products you release and controlling the quality of the products you promote. It is a constant balancing act all with the same goal…to build our business.

A Recent Situation: Fake Scarcity

Recently, I was caught in a situation that I had attached my name to that made me uneasy. Fake scarcity was attached to a product I was promoting but I didn’t know it was happening. Let me preface by saying a couple of things off the bat…

Scarcity When Followed Through With Is Not A Bad Thing

Yes, especially in the blogging/mmo niche, we deal with scarcity on digital products. Many of you might say…”there is no way you can only have 150 eBooks…that is dumb and sleazy.” However, scarcity with digital products can serve two functions.

  1. It Can Control The Amount Of Work – If you are releasing a product that is going to require a lot of follow up time and support, only releasing a certain amount of copies, spots, etc. can keep your work level manageable on the backend. Can you imagine trying to converse and support thousands of people? I can’t…so sometimes putting a limit on things is a good idea from a quality standpoint.
  2. Scarcity Gets The Tire Kickers Off The Couch – By only allowing purchase of the product for a specific period of time or raising the price after a prelaunch, you are able to get people to take action. The key…follow through with whatever you are planning on doing after the allotted time period or quantity.
Where Scarcity Goes Wrong

When scarcity goes wrong, it is usually an attempt to scare visitors into taking action when the scare tactic is not ever going to be followed through on. So what happens? The potential client/customer takes the action thinking they only have a little bit of time left. Then, at a later date, hits the same sales page only to find that nothing has changed.

At this point…the product means nothing as the customer feels cheated.

To make matters worse, if you were the one promoting that product…your name is attached to it just as much (sometimes more) as the marketer who released it. Except…you have zero control or ability to change it.

The Personal Experience: Lessons In Affiliate Marketing

The recent experience involved a marketer I have dealt with in the past and a product that I actually use and believe in. I promoted the product. I was told the product was going to go up in price…so I promoted under that premiss…and the product didn’t go up when the time hit. At that point, was was emailed by readers who were pissed. I can’t blame them because I was too.

To make matters worse…emails and attempts at rectifying small bugs and the situation went ignored. On the outside…it seemed like this kind of attitude was taking place…

You made me my money…now I’m done with it.

Ego blogging at its finest. Use it up and move on to the next…

One of the hard parts about affilate marketing is attaching your credibility to a product and marketer that you have zero control over. Like this circumstance, there are even situations when you think you can trust what is hitting the screen only to be blindsided when things go wrong. It is dissappointing to say the least and I do take those situations personally.

On the flip side…when you create products and services and you need another bloggers help to keep the ball rolling, keep this story in mind as I will never promote for this blogger/marketer again because of the anger that came out of my readers and my personal views on using those kinds of marketing tactics (I hate them if you can’t already tell). You will need the help of others during your blogging career and burning bridges like this is not a good idea.

If you take anything from my situation, let it be these two things…

  1. Your credibility and the ability to be trusted as a blogger is everything. Do not waste that in an attempt to make a couple of bucks…you will lose a lot more in the long run.
  2. You are never bigger than one of your readers. If anything…you are a servent to you subscribers…not the other way around.

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Filed Under: Blogging, Lifestyle Design, Tutorials/How To Tagged With: , , , , , ,

How To Become The Ultimate Online Resource

May 25, 2010 By 12 Comments

As a blogger, you want several things that all tend to equal success across niches. You want people to land on your site, you want them to engage with your article and then you want them to perform some sort of action. This action can be diving into more articles, signing up for your rss feed and newsletter or telling their friends about your site to begin the viral spreading process.

It is our job as blog owners to make this process as easy as possible for new readers and build that authority from day one. One of the easiest, most effective and worthwhile ways to accomplish this feat is to become the ultimate online resource for your nice. So how do we do that?

How To Become The Ultimate Online Resource In Your Niche

Becoming the ultimate online resource in your niche is actually a pretty simple process. It just takes a little bit of planning and a tiny bit if predicting your readers actions. So…let’s take a dive into your readers mind so you can actively convert them into long time readers and subscribers…

What Do Your Readers Want?

You have several types of readers that are going to land on your pages.

  1. 100% newbies
  2. Intermediate Level Hobbyist
  3. Experienced Pros (and some that think they are and aren’t!)

Now, you might be targeting one or all of these groups on your blog, so it is important to know ahead of time who you are actively searching. For the purposes of this article, we are going to assume that you want to convert the 100% newbies tot he Intermediate Hobbyists on your blog.

Special Note from Robb: Typically, the experienced pros and especially the ones that think they are pros do not convert into dollars as easily. Your best business building technique will be solving the problems of the 1 and 2 groups with quality info.

Now that you know what readers you are targeting, what are the questions that they need answered? When you are trying to become the ultimate online resource with your blog, you need to answer the questions that 70% of your target reader base needs solved. This insures you are getting the best investment vs. reward potential you can.

So…if you are blogging about car racing and you are targeting beginning and intermediate racers looking to get better, what do you need to do?

1st…Plan Your Blog Posts In Advance

Now it is time to answer those questions in tutorial styled blog posts. If you are targeting auto racers, you want to answer the questions you see most often. These questions can be found on online forums (you know…those questions where everyone goes, “really?! We have answered this 10 times this month…use the search function!”), books that sell well on Amazon and other retail outlets, other blogs, etc.

Once you have found the questions that need answers, write them down in a list and plan out your posts. For example…

  • How can I lose less time in the turns? (May 2nd)
  • How do I setup my suspension to get more grip? (May 10th)
  • What is the best seat for 24 hour races? (May 15th)
  • How to use RPM’s to gauge speed in the pits? (May 20th)

I don’t race cars…so my questions may be really off…but you get the idea. You know your niche and your audience, so write down the questions and get the blog posts in your queue. When the time comes, write an in-depth, informative article on the subject and get it published.

2nd…Create The Resource

Now…one of the biggest problems bloggers face is getting those new and existing readers to find this great content on your blog. You have created the content that solves the problems of your readers, but they can’t seem to dive deep enough to find it! This is where you create the resource!

I typically do this by making a page in WordPress. You can call the page “Beginners Corner”, “How To Become A Better Race Car Driver” or “Whatever You Want To Call It That Attracts Attention”. On this page, you are going to write a beginning paragraph that explains what your reader is about to digest.

Simplistic Example:

One of the hardest things for new race car drivers looking to get faster is nailing down the technique necessary to really shave off time. The following list is a resource of articles that will help you shave off that valuable track time to get on the podium.

Then…list the articles that you have written that solve that question for your reader. Seems really simple doesn’t it?! That is because it is and most bloggers fail to even attempt to put something like this together…which means…you can capitalize on it.

3rd…Promote The Resource

You have created this resource, now it is time to promote it. The best way to do this on your blog is to create a graphic for the sidebar or bottom of the post that entices your readers to click on the image and land on the page. Again, you are styling it with the page name that grabs attention and makes them want to click.

You can also Tweet your new page, share it on your Facebook fan page and include a link to it on the bottom of your RSS feed or newsletter. Now…you are up and running with an online resource that solves the needs of your readers.

Next…rinse and repeat with more categories within your niche.

What Have You Done With This Resource?

Let’s state the obvious first.

  1. You have answered the questions of your readers.
  2. You have saved valuable blog content by getting it in front of the eyes of your readers.
  3. You expanded your content offerings on your blog.

What are the side effects of creating these online resources on your blog?

  1. You have cemented your blog as an authority by featuring authority content.
  2. You will convert higher on both free and paid resources due to highly trusted content.

With more blogs entering the market on a daily basis within your niche, it is up to you to become the ultimate online resource and cement your spot among the top 5 blogs in your niche. By doing simple things like creating these pages, you can increase your success rate from the very beginning. It all boils down to knowing the questions your readers are asking, presenting the answers to those questions and then making sure those answers are easily accessible by your readers. Seems like a very simple theory…but it is rarely acted on.

You can’t look at a blog like a list of articles in time anymore, you need to create an interactive site that engages your readers to be successful.

Filed Under: Blogging, Tutorials/How To Tagged With: , , , , , , , ,

Off Site Promotion Techniques That Dramatically Grow Your Blog

March 10, 2010 By 15 Comments

There is a lot of focus online about how to promote your blog to gain more readers through online avenues. There are guest posts, interviews, social media, blog carnivals, contests and a whole host of other ways to draw readers back to your site. While this is a necessary step in growing any blog, there are a lot of bloggers that completely ignore the off site/not plugged into a wall way to promote your blog and gain more readers with off-line promotion. For many niches, these techniques can prove to be an incredible way to get more eyes looking at your content on a regular basis…and make money doing it.

Off Site Promotion Techniques For Bloggers

The following off site promotion techniques can help you grow your blog and some of them will actually help you build up your bottom line at the same time.

Business Cards

If you are looking to make an income online, you have to treat your business seriously. Business cards are still the #1 way to pass your information along to another person while networking off-line. A well designed business card with the necessary contact information and logos will gain you credibility with new, potential readers, business partners and advertisers before they have even set eyes on your blog. Think of it as pre-qualifying by providing professional quality right off the bat.

The best part…business cards are CHEAP! I typically design my own and then head over to VistaPrint to order up enough for my needs.

T-Shirts

T-Shirts are one area that I have been building up for Bike198.com for awhile now. In some niches (like mountain biking), your readers will be t-shirt whores. They want a t-shirt for every event, catch phrase and obsession as they express their hobbies to the world through the outward expression of their clothing. Designing a t-shirt and selling it on your site with catchy phrases and graphics related to your niche will not only make you more money in your blogging, but it will make your readers a walking billboard for your site and content.

Stickers

How many stickers do you see on the back of cars as you drive down the street? What if those stickers were yours?! By giving away and selling stickers on your blog, you can once again turn your readers into viral promotion machines. How many of those stickers that you see on a daily basis are website based? A lot.

Mainstream Media

Mainstream media can be one of the biggest shots in the arm for a blog looking to expand its readership. Much like Mike at Daily Shot of Coffee did with a magazine mention, you can reach an entirely new audience that may have never landed on your page through conventional means. By pitching story ideas to magazines and newspapers or just “being found”, you can create a flood of readers to your content from off-line resources.

Networking

Off-line networking may feel like you are only reaching 5 people at a time through blogger meetups and related events to your niche, but…you need to remember…word of mouth is a powerful tool. The more positive experiences people have with you and your content, the more they spread the word like wildfire. One of the most powerful ways to network is to help out with local groups through speaking, organizing and helping. In some cases, you might even be able to sponsor an event which will result in your logo hitting banners, t-shirts and other related materials.

Off-Line Promotion Equals Increased Business

As a blogger looking to make your income online, you can not ignore off-line promotion techniques just because you can not measure the results instantaneously through stat counters. The long term affects of off-line blog promotion can increase your spread dramatically with just a little bit of effort. Your job as the blogger looking to grow your blog is to find where your potential readers are and attract them to your content and products. For many niches, your potential readers will be hanging out in off-line resources.

Original unplugged image by rogue3w
Filed Under: Generating Cash, Tutorials/How To Tagged With: , , ,

Never Underestimate The Power Of Free

January 28, 2010 By 11 Comments

As a blogger, you slave away delivering high quality content for your readers that they get to digest on a regular basis for free. After all of the late nights, time away from family and countless hours churning out that content, what do you get in return? You get the request for more free stuff! Everything from free forum sites to free ebooks. Your readers are not only asking…they are expecting you to continue the gravy train by delivering high quality, free content and resources on your blog. When do you catch a break? When you do you get to ride the gravy train for awhile?

Never Underestimate The Power Of Free

There is a very specific reason you are giving away the farm. Free is a very powerful asset to your blogging. As you look at other blogs in your niche and around the web, take a serious look at how they leverage the power of free to increase their business substantially.

You Are Gaining Trust

By giving away products, services and articles for free, you are gaining the trust of your readers. They come to expect high quality content out of your blog over time and that consistency will play in your favor as you continue to grow. They will trust you enough to recommend you to others, they will trust you enough to sign up for email newsletters and they will trust you enough to purchase paid products in the future. Why are they going to do this? Because of your solid track history in delivering quality.

You Are Positioning Yourself As The Expert

You are the resource that people are going to flock to in your niche for information and resources. Since everything is free, you are attracting a larger audience to your content. Larger audiences and more public content positions yourself and and your blog as the expert due to the increased amount of content and resources. Do you trust people or companies with your credit card number that were not recommend or you do not know anything about? Probably not and the same holds true with blogging. When you position yourself as the expert in your field through free content and services, you are gaining an immeasurable asset.

You Are Gaining Assets For Future Income

By giving away your content and products for free, you are gaining future assets that will be leveraged in the future for monetary gain. You are gaining rss subscribers, newsletter subscribers, forum members and essential links for organic search engine results. This will gain you more affiliate sales, direct advertising revenue and sponsorships by having an even larger following.

You Are Making Money Now

Yes…your ebook and your articles are free, but that does not mean they can not contain affiliate links where applicable. How do you think most internet marketers, bloggers and site owners make money with nothing but free product? The are allowing their affiliate links (for companies and products they trust) to reach a wider audience through the use of free products where they would not see as many eyes through a paid product. The trick…only promote/link products that you 100% believe in and support to keep the trust building around your brand.

The Power Of Free

The power of free is a huge money making resource for bloggers as it continues to increase trust and income. For many bloggers, it is still a hard concept to grasp as there is a lot of time and effort that goes into free products. As you look for ways to leverage your blog and increase revenues, trust in the power of free to grow your blog past the clouds. You and your readers will receive much more benefit through the process than you lose out on by creating a paid product right off the bat. Successful blogging is about finding those equations that work by balancing free products and services along with your paid options.

Be on the lookout: At the beginning of next week, I am launching a new free eBook. This eBook will require no opt-in…no money…and will be license under the creative commons license so you can email and link to it however you want to (as long as you don’t alter it or claim it as your own!).

Image by Sanandreas

Filed Under: Blogging, Content Tagged With: , , ,