Over the past few months I’ve been on a 360/VR storytelling assignment with Weavr.Space – along the way, something additionally cool happened, Google verified me as a Trusted Photographer.
Virtual Reality is the next platform. Live Streaming is happening now.
When you combine the two you will find unimaginable magic will happen. The film makers and storytellers of the future will learn all the tricks of the trade quickly, and invent new ones.
We’ve teamed up with SEMrush for the love of stats.
How did they do it? Well…
“We gathered 2000 long tail keywords, containing ‘commercial’ words (gift / present / offer / buy / sale / cheap / discount / deal / coupon / best, etc) and the word ‘valentine’ (US database). All the trends and lists of the ‘winners’ were identified considering just this list of keywords.”
“Success doesn’t necessarily come from breakthrough innovation but from flawless execution. A great strategy alone won’t win a game or a battle; the win comes from basic blocking and tackling.” – Naveen Jain
Jain is a business executive, entrepreneur and the founder of InfoSpace. As someone who successfully led a company that was, for a time, one of the largest internet companies in the American Northwest, he’s established himself as someone who knows what it takes to win at entrepreneurship.
InfoSpace was a company that provided information content, like maps, phone directories, and so on, and through Jain’s leadership, they used a co-branded strategy to drive consumption and revenue. Rather than try to get people to come to InfoSpace, they worked with the major websites of the time, like Lycos and Excite, and embedded their InfoSpace branded content onto those sites, receiving a percentage of revenue.
While that sounds brilliant, think about what it took to achieve that co-branded strategy. Jain no doubt had to work closely with the CEOs of those respective sites, explaining to them what InfoSpace had to offer and how that could work to benefit both brands.
And then, InfoSpace had to deliver. Day in and day out. Can you imagine how quickly Excite would have dropped InfoSpace if there’d been service outages?
Basic blocking and tackling. Making sure that the company delivered on expectations and executed flawlessly what their customers demanded.
The Blocking and Tackling of Blogging
That’s not to suggest that blocking and tackling is easy. Or even obvious. To further explore that analogy, because it’s a good one, let’s take a moment to consider what blocking and tackling means, and then we’ll be in a better position to relate the idea to blogging.
Blocking is what the players in the offensive line in a football game do, while tackling is what the defensive players do. Linemen are permitted to position themselves in front of defending players and try to “block” them from getting to whomever is carrying the football at that moment. On the other hand, the defenders are doing everything they can to get their arms around the offensive player who happens to have the football and bring them to the ground in a tackle.
Blocking and tackling requires physical skill, to be sure, as well as practice of technique, and awareness of the game around them. Players need to know who to block or tackle, and to execute those maneuvers well in order to succeed in each play.
And that’s repeated play after play after play, for four quarters of a game, sixteen games a season, year after year.
Note though that we’re not talking about running or breathing or other basic aspects of athleticism. While those skills are needed and used, they’re so basic they’re assumed. Football players must be fast and strong and have stamina, or they’ll never play past middle school flag football (which is about where I stopped, in fact).
When it comes to blogging then, when we say “blocking and tackling” we’re not referring to being able to write, or use grammar, or some of the other fundamentals of blogging. Rather, we’re talking about several key aspects which, if not executed flawlessly, there cannot possibly be a successful blogging strategy.
Who Are You Blogging For
It’s therefore not enough to create a strategy for your blog that focuses on a few topics. You have to have a very specific audience in mind. A few audiences, actually.
Small business owners? Too vague.
Small business owners who want to have a stronger online presence, and are unfamiliar with Google+ and Google My Business? A lot more refined.
The more targeted you get with your audience definition, the better you will be able to hone your writing and topic selection.
More importantly, as Kevan Lee at Buffer puts it, “Building personas for your core audience can help improve the way you solve problems for your customers.”
But there’s a second dimension to defining your audience and the execution of your blog content, and that is Funnel Analysis.
Funnel Analysis simply refers to understanding what the different stages are for your buyer’s sales cycle, and making sure that you have content appropriate for each stage. They’re typically broken out into:
TOFU – Top Of Funnel
MOFU – Middle Of Funnel
BOFU – Bottom Of Funnel
Top Of Funnel prospects are just finding out about your brand and services, and often don’t even realize that they have a problem which you can solve. Someone catching one of your blog posts on social media and clicking through to read it because it interested them is likely at this stage.
Middle Of Funnel prospects are actively looking for a solution to a known problem, but likely haven’t yet identified what that solution looks like, let alone potential providers. While you might get their attention on social media, it’s more likely that they’ll have found you via search.
Bottom Of Funnel prospects are familiar with you and what you have to offer, and are likely considering you alongside other competitors. They’re probably following one or more of your social media accounts, as well as having subscribed to your email list.
If you are only creating content that’s interesting and relevant to top of funnel prospects, you will find it extremely challenging to see positive results from your content marketing efforts.
At every stage of your sales cycle, your prospects have questions. Some questions may be about you in particular, of course, and your website or a sales representative doubtless does an adequate job of answering those questions.
But what about the questions that are very specific to your solution, but not specific to your brand? Are you addressing those in your content? And if you are, are you making sure that prospects are able to easily move from one piece of content to another, funneling them through your site appropriately?
Think about who you’re blogging for, and the kind of funnel you’re creating for your prospects. That is the first step that we must take to be more strategic with our blogs.
What Are You Blogging About
The second step to flawlessly executing a more strategic blog is to more carefully consider what it is that we’re blogging about.
We mentioned a moment ago the need to create content for our target audiences, and to identify what the sales cycle looks like for our solutions so that the content can assist with each level. Now it’s time to figure out what that is, exactly.
The good news is, there’s no need to guess. You likely already have a lot of positive indicators already as to what you should be writing about.
Whether you have a full sales team, or it’s just you doing all the sales, either way, make sure that there’s a strong relationship and communication between Sales and Marketing. Your marketing needs to understand what questions are being asked by prospects.
Some questions from prospects are great, and demonstrate not only interest in the product, but opportunities for salespeople to do their thing. If they have no questions to answer then they cannot highlight specific features and benefits that they know will resonate with the prospect.
On the other hand, there are no doubt questions you’re getting from prospects which are real barriers to moving forward. The kinds of questions that many prospects run into and decide not to take the time to ask.
Those are the kinds of questions you should consider answering, either on your landing pages themselves, or in blog posts.
Another great source of feedback on blog post topics is your online community. You can look at what your followers have been interested in from your past posts, as well as what people are talking about in other communities and on other brand pages.
If I wanted to get a better understanding of where people were struggling with Google+, I’d need only to spend some time in the Plus Your Business Community and get involved in some of the discussions.
Trending topics on Google+, Twitter and Facebook may also provide insight into what your target audience is interested in, assuming such mainstream subjects are appropriate for your business. Most are news and pop culture, but there’s always the possibility for some newsjacking.
Using Google Analytics, you can review how your existing content has and is performing, and take note of what works and what doesn’t.
Ideally, you would set up your Google Analytics so that you have clear Events and Goals throughout your site so that you can actually track what people do.
Events can be used to monitor activities on specific pages, like whether someone clicked a specific link.
Goals can be used to monitor a specific set of tasks that your site visitors can accomplish, like signing up for a newsletter.
The difference lies in what you wish to measure. While it’s nice to see from your Goal report that you had 20 newsletter signups yesterday, what it can’t tell you is which link or widget those signups came from. Was it the content upgrade form you put at the top of the article, or the sidebar widget?
Events can help us to understand how effective specific tactics are, while Goals help us track overall performance of our content marketing efforts.
With that in mind, and a proper setup of Events and Goals, you can begin to get a sense for how individual pieces of content perform – beyond traffic and social shares, which are not necessarily tied to actual business goals.
If you can see that certain topics are really resonating and driving more leads than others, it may provide you with insight into what additional content to create.
Note that businesses with longer sales cycles will need a more robust set of content marketing tools to accurately gauge the effectiveness of content, like Curata or Percolate.
But what if you don’t have a wealth of existing content to analyze and get inspired from?
That’s where Keyword Research comes into play. Some of you have never done keyword research in your lives, while others have only done rudimentary searches using Google Suggest or Google’s Keyword Planner.
It’s time to get serious about this, folks.
Keyword Research is how you’ll know, before you write an article, that there’s going to be actual interest in that topic.
If you’ve been following me online for a while, you’re no doubt familiar with my reputation. But for those of you whom I haven’t met, perhaps it’s time to pause for a moment and introduce myself.
I’m Mike Allton, and I love to blog. I have a real gift and passion for writing, and love to blog about content marketing in particular. Over the years, I have particularly enjoyed writing about breaking news topics in the social media space, and have also used my blog to share and talk about live video events.
Once I was on a Hangout with Jeff Sieh, Stephan Hovnanian, Les Dossey and Wade Harman. During the broadcast I was taking notes in Evernote and so, shortly after it was over, I was able to publish a blog post that had the HOA embedded along with show notes.
My reputation for being able to blog, even during a live interview, was born.
Now that you know a little more about me, let’s get back to keyword research and why it’s critical for your blogging strategy that you flawlessly execute this tactic.
Unless you love to blog, like me, you are not going to be interested in wasting your time writing about topics that your audience might not be interested in.
You need to make sure that virtually every post your write, every piece of content that you create, has a real purpose that has been researched and identified. Is it solving a problem? Are there people actively looking for this information?
How do you know?
Keyword research is the study of which keywords are being used in search engines to find information, and the subsequent analysis of that data.
In other words, it’s our attempt to predict whether a piece of content will gain interest and traffic from search engines based on what people have been looking for in the past.
Before deciding on a particular topic to write about, it’s therefore smart to do some digging and see what kinds of topics are getting a good volume of searches each and every month. At the same time, we’ll want to look at how much competition there is for those keywords, and avoid those that are too competitive.
Facebook, for instance, gets tons of searches every month, but also is mentioned on a gazillion sites, so there’s virtually no chance your blog about “Facebook” is going to rank. “Facebook Authorship” on the other hand, is far less competitive (as evidenced by me being able to get not one but two articles ranked in the top spots for that term). But is anyone searching on that phrase? Not a lot.
Therefore there needs to be a balance between interest and competition. Over at SiteSell where I’m the CMO, we talk about this a lot because we have a tool specifically designed to help identify the potential for a specific keyword based on the level of interest and competition it faces.
Keyword research is about more than just looking up specific phrases though, since that’s inherently limited by your own imagination. It also needs to have an element of discoverability. A way for you to explore other keyword possibilities beyond what you can think of and research yourself.
Google Suggest is a fun place to start. Just head over to google.com and start typing in a phrase like “How to” and let Google’s autocomplete finish the sentence. (Not sure why “How to get away with murder” was so prominently suggested, Google.)
To get serious about keyword research though, you’re going to need tools to help you measure, explore, and track keywords over time. I’ve assembled a list of the best keyword research tools that you can review.
Where Are You Blogging
Once you’ve identified your target audience, the stages of your sales cycle, and the topics of interest to your audience, it’s time to consider your blogging platform.
Back in the 1800’s, when the United States was developing what we now have as modern day political campaigning, candidates for office recognized the need to travel to different communities and speak to large groups of people, but there were no theatres or auditoriums or stadiums. Candidates literally had to bring their stage with them, usually just a flatbed wagon drawn by horses.
That’s why, to this day, the issues and positions that define a candidate are referred to as his or her platform.
But fast forward to the 21st century, and now everyone has access to a virtual stage and microphone. Their platforms consist of contacts and followers.
As Michael Hyatt, bestselling author of “Platform, Get Noticed In A Noisy World” explains, “In other words, a platform is your tribe. People who share your passion and want to hear from like-minded people.”
That means that today, your blogging platform doesn’t refer to what CMS your blog is running on. It refers to the community that you’re building around your blog.
Oh, your website and blog and certainly a key component of that. But so are your social profiles, email lists, and the online groups you choose to build and engage with.
And since that is true, it therefore follows that you must craft your content to support that platform. It requires awareness of intent, and awareness of consumption. Both of which I’ll explain.
Awareness of intent refers to making sure that you are constantly mindful of the community that you’re building around your brand and business.
A great example of this is blogging frequency. How often and how regular are you blogging? If you have been publishing a blog post every Sunday (as David Amerland does so well with his Sunday Reads), you instill in your community an expectation that you will continue to publish content on that same weekly schedule indefinitely. It becomes something many will look forward to, and feel real abandonment should you ever miss a date.
I, on the other hand, have never held to a specific publishing schedule for more than two weeks, so I have set no expectations which could be left unmet. But that also means I miss out on the potential for some followers to be actively looking for my content on a scheduled basis.
Other examples of being aware of intent include being mindful of the topics you write about, the style of your writing, and other elements which make you and your content uniquely you.
Change one of those elements, and you risk jarring your audience and community, like removing a support from your platform. If carefully considered, the results might prove to be overwhelmingly positive. But if done without care, it could be devastating.
Awareness of consumption refers to how and where your audience gets your content. This could refer to your blog, literally, or to other platforms you might use to communicate like LinkedIn Pulse, Medium, or Facebook Notes. It might refer to your social media profiles, email lists, or online groups and communities.
It can also refer to devices and presentation. Mobile usage is growing daily, so that’s an excellent example of an area where businesses and bloggers need to be aware of consumption and respond accordingly.
Beyond the technical aspects of something like mobile friendliness, I’m interested in the content itself that you’re writing. While you can write articles and content that are for everyone, regardless of where they’re consuming them or where the articles are written, having that keen awareness and insight into your audience has the potential to make your content that much more rich and effective.
Take this post, for instance. I wrote it knowing full well that it was to be published on the PlusYourBusiness.com blog, and not my own, and that it would be shared most prominently with and for the Plus Your Business! Community. If you go back and look through the examples and comments above, you’ll no doubt note references to this site, community and platform that are intended to make the post more relatable to the reader.
The targeted reader. A reader of the Plus Your Business! site and member of the Google+ community.
You see, clearly “blogging” doesn’t have to refer to the creation of content for your own blog. It can be writing for other people’s blogs, writing on third-party “outposts” like LinkedIn, or even writing long-form posts on social media.
You can blog wherever your audience is and wherever you feel that particular piece of content, that voice, can have the most impact. That’s Strategic Blogging. And it’s a been a pleasure to share with you the blocking and tackling needed to make your blogging effective. I hope you’ve gained further insight into how to improve your blog, and I certainly welcome your questions and comments. Please consider joining any of the conversations already taking place on Google+ and elsewhere around shares of this post.
Martin: Hello everybody. I’m joined today by a chip-eating Bryan Kramer. We can hear them in the background. You can just carry on. It’s lunchtime. We’re both in CA. We’re almost stretching distance here.
And Bryan has got a fantastic book, Shareology! Which is out and doing understandably well in Amazon. It’s got a beautiful cover. Love the cover. And I read it last week. Really enjoyed it.
I said to Bryan before we got started, it’s got a corporate feel to it. You’ll see what I mean. It’s got a depth and it will take social in a slightly different way for some people. And I like that.
Always a chance to see people’s world view and their perspectives when they write. And a great opportunity in this hangout. So welcome Bryan. Good to see you.
I feel I know you already. We’ve never hung out.
Bryan: I know. Isn’t that crazy about social media?
Martin: I know. So we’ve got Persicope going on. So if I look over that once in a while. Bryan’s coming on the main screen.
So let’s start. I’ll tell you what I thought. I will zip through, almost chapter by chapter. But tell me the back story. Let’s give a little bit of the back story to Shareology.
Bryan: Yeah, so the book was really written with the idea that as we’ve grown up, we have not really learned how to share in school other than maybe in kindergarten. So one of the things that I think is really more of a skill that we learn, rather than taught classroom-style way, sharing in Shareology was written to help fulfill the art and the science of sharing, because it is both.
It’s not one without the other. So I did 250+ interviews with people of all walks of life – executives, social media, linguists, psychologists, sociologists, PhDs, great executives, CEOs, large companies and small companies.
And really it was all done with the idea that everyone, especially right now with the era of social and the sharing economy, the collaborative economy, whatever you want to call it. I call it the human economy. It’s necessary, important for us to all learn, how, when, why, where to share.
So that’s the premise of the book. And the book is broken down into two parts: Share and Ology. The art and the science. And you can skip around if you are more interested in the art or the science. You can skip to one or the other.
That’s pretty much the idea behind it.
Martin: Let’s start and look at the sharing economy. Let’s explore a little bit more, because we were talking social a minute ago. What do you see, and particularly from your interviews? What do you think the current wave is with this?
What are the current feels? Are people resisting this, or are people getting swept up into it?
Bryan: I think it’s been well received. I’m going to find out the book numbers here today. So I’m not exactly sure what they are yet.
But #Shareology has reached over 300M imprints. And it’s continued to, if you go on Facebook and look up #Shareology, I’m getting about 10-15 book selfies a day.
Bryan: Thank you for that. So I think everybody has been very excited by it. And I know there’s been a lot of books on social media. This book is not just about social. This is about the evolution of sharing.
And it’s the before-during but it’s also the future. So it’s present to future. I have a future part in terms of where I think sharing is going.
It’s changed over the years. And it also incorporates the physical-digital room like Uber and Airbnb and how we share our physical things. How we order things that are app services that are sharing a co-created economy.
So there’s a lot of different aspects to sharing. And I tried to cover a lot of that throughout the book.
Martin: Cool. Let’s have a look at – I’m zipping through the chapters. Contextual Shape Shifting. Can you say a little bit about that?
Bryan: So Contextual Shape Shifting is the digital to physical world. That’s where eventually we’ll be able to share and literally shape things together.
Like for instance, there’s a way right now where you can actually imagine a big ball of clay. And you start to shape that clay into something, into a square, a figure, a statue of something, whatever.
Now that shape shift, that clay is actually little micro balls that allow you to actually physically shape something like a statue or a shape of some kind. Now imagine that is connected to your computer and you are connected to somebody in Sweden or Australia or wherever, anywhere in the world.
And you create the shape. And then that person on the other end sees exactly that shape and they can actually help you to create this thing. So you’re both working in the physical world across the internet to physically shape something. That will be huge.
I mean, we’ve seen a lot of it coming up with Oculus Rift and 3D. Now Facebook just bought another company that allows you to pull your friends in front of you and you can see it through the 3D glasses, the Oculus Rift. You can see your hands. And your hands can actually interact with what’s inside the space that you’re seeing.
So now physical to digital world is right there in front of you. You’re helping to control things with your own hands. So this kind of thing I think is going to start to take off, not in the far future. In the near future. Like just the next year or two.
Martin: Yeah. Have you tried Oculus Rift or one of the headsets?
Bryan: Yeah. It made me really dizzy. At the time that I did it, the development of the space or the animation is really key to the UX, the user experience. And it can make you really dizzy if they don’t design it right and it’s not high definition.
So I think it’s come along. I think by the time we all start to see it they’ll have those bugs worked out.
Martin: Worth keeping an eye on. This is a little headset for the mini thing. And that’s, great apps. Anyway, I’m slightly obsessed by VR stuff.
Good. So coming back – this is what I got from the book. What you were just talking out with the clay, I mean, it’s metaphoric as well, isn’t it? But you’ve also got, the technology is changing how you connect and changing what you can do.
And you can’t always imagine what’s going to happen next. But this is what I was saying about the wave – we’re in it. We’re part of it. And the more connected you are, the more the network’s there, which I know we’ll start talking about, the more you get the opportunity to do things, whatever that looks like.
Which brings me to the Human Business Movement because you’ve been talking about human to human, H2H for quite a while.
Martin: There was no question there Bryan. You’re pausing, like, is he going to ask a question? No. This is your realm.
Bryan: Yeah, so H2H, I wrote that almost 2 years ago now. And it was a really vital part of what I think led up to Shareology because first you need to understand the human factors involved in sharing and why we’re here to connect. And then I think the evolution to that is how do you connect, and that’s the sharing aspect.
So it really is evolved over the last few years since I wrote Human to Human. And I think still very relevant. I’m not sure that the term will go out of style any time soon. For H2H, it still carries true, because there are so many. People that are trying to automate systems, their email, their responses, and so forth.
At the end of the day, I’m not sure that’s winning. I don’t think it’s carrying as much weight as a relationship does. When we think back to door-to-door salesmen and how much effort and work it took for them to do that. I’m not sure there’s a way around that other than really putting in the hard work.
There are systems in place. I’m not against email marketing or demand gen, anything that’s automated. What I am really trying to focus in on there is how do you get a little bit more personalized, a little bit more customer-centric. So personalized meaning don’t just blast your list out to 100K people and call it a day.
Some of the fundamentals of marketing, which marketers already know, but a lot of people still don’t do, and we get all these emails all the time. And we get spammed all the time, which is ridiculous. And they could easily segment us into smaller groups and have messages that really resonate with us. And feed us content that really matters.
We don’t want to unsubscribe all the time. But that’s only the first part of it. The relationship opens and closes the process. It’s the reason that you don’t leave a brand. When you have a relationship with a brand, you don’t want to leave that brand.
And if a real human knows you by name, now you’re even more screwed. Because now they know you, and you know they know you. So building a relationship goes miles. But if you take it the opposite approach, they don’t pay attention, they don’t know you, then you can be a brand shifter. And most people are.
Most people are able to shift brands at a moment’s notice. Whether it’s a car that you have to trade in or a phone. It could be a computer, anything sitting around you. We have 100s of brands sitting around us on our desk and in our cars between home and work. We can shift in a moment’s notice.
And this is a real fickle time for brands to start building relationships so that it really does make it harder to leave because they have paid attention. They do care about it.
Martin: And how do you be delightful in that situation?
Bryan: Delight comes in lots of different flavors. You have to be delightful, first of all, in a way that’s not creepy. Creepy can go in a couple of wrong ways. And I think that’s where we’re going to have to watch ourselves, especially as personalization gets huge in the next few years.
But being delightful, especially being unexpectedly delightful, can be in a couple of ways. I describe one situation in the book. It’s a story about my college job that I had as a pizza driver. I was trying to make tips. It was in a college town. It was hard for me to make tips, because college students don’t tip that much for pizza or for anything.
So I heard what they said. They said they were really thirsty. I never had soda or anything on me, because they didn’t order it. But I was at the grocery store one day, and I saw 2-liters on sale for $0.50 for 2, so $0.25 / apiece.
I bought the whole pallet and put it in the back of my Chevy blue old Blazer. And with a medium or large, I delivered a 2-liter. And I would hand it to them. Half the time, they were stoned, because it was college. So they were really excited when I said, here you go, and I handed them a 2-liter.
And they said, oh my God! I’m so thirsty! I’m so glad that you brought this. I didn’t think I ordered that. And I said, nope. You didn’t. That’s on me. It’s for free. And where I was getting no tips before, now I was getting $5 and $10 in tips.
And at the end of the night, I’d make several $100. And it was all because I was delivered unexpected delight for something that they needed. I was listening to what they needed and that helped.
A month later I was called into the office and told I had to stop doing that because the other drivers weren’t taking 2-liters, and they were getting calls that they weren’t getting the 2-liters. And I argued that they should start doing it as a promotion.
But anyway, the point is that we have to deliver unexpected value to our customers. And it has to be done in a way where you just feel like there’s something special. It can be like my Ted Rubin says, a smile, or a thank you. Or it could be something that helps them to feel good about their purchase or a personal note. Thank you’s go a long way.
There are so many ways to do it; it doesn’t have to be a 2-liter. But it could be something that really makes somebody’s day.
Martin: Let’s talk a little bit about listening.
Bryan: Listening is probably the first and most important thing I think everyone should do in life, in our day to day work, and especially online. People ask me where to begin and what to do. They’re just building their profiles and they don’t know what to do.
And I think it’s important that everyone does a little bit of research first and just explores through listening what people are talking about. We had a very big, one of the top culinary schools as a client that was in NY and they’ve got locations around the world. And they hired us to do some social media content.
So we came in and the first thing we did was we listened. We went online and we listened to what everybody was saying. We put in the keyword term, I want to become a chef. And it was really interesting because we got over 25K comments a day just for that one phrase.
Then it became time to whittle that down and find the needles in the haystack for people who were serious. That’s where social listening software comes into play, where you can see the serious vs the non-serious. Everybody wants to be a chef at some point, but who really wants to go to school for it.
So then we can whittle that down to just those and offer up helpful content or directly say, we can help you. But social listening allows you to find them. And that’s something you would have never been able to do before.
So listening is probably the mother of all skills, and the mother of all skills online as well.
Martin: I’ve got to say to everyone on Periscope, there is so much in the book. It’s got 220 pages. Just little tasters of bits. But it gives you an idea. It’s great to get a perspective of your personal story.
Influences, Bryan? Where are things with influences these days? I’ve been so fortunate, largely due to Mike Stelzner and Social Media Examiner and connecting with people. The space for me has changed, because it’s about adding value, one conversation at a time, listening and learning from you guys that are so much more established in this space than I am.
It’s like, it’s not so much that they’re influencers. They’re just people that are further along or better at certain things. There are teachers and mentors. And Chris Brogan has been an amazing mentor.
How do you see influencers in the space now? You personally? And we can come to the more corporate, because of the value of spreading information and things.
Bryan: I believe that everybody is an influencer on something. We all have influence, whether it’s online or offline, doesn’t matter.
Everybody has something that they’re passionate about, whether they know it or not. If you strike up a conversation with somebody on something that they are passionate about, which I believe everybody has one thing that they know really well, more than anything else – at least one, maybe more.
Then they will start talking about it, and you can probably get more than your fair share of information from that person. And what makes them unique is the fact that they are so excited or passionate or went to school or however they built up their knowledge about it, that you can obviously see that they’re interested.
And that makes them an influencer because you would trust them. You know that they know a lot about that product. So it’s really important that in today’s social era you start identifying who in your business is an influencer or could influence. Because they could be more powerful than anything else you do.
There’s a great book by my friend Sam Fiorella called Influencer Marketing. And I quoted him in the book and did an interview with him. It’s a great book to pick up. There’s a lot of stuff out there on influencer marketing, but that’s the best one.
One of the things that we’re able to do is with influencers, you’re able to build relationships with these people, and you’re able to show them maybe more behind the scenes than you could do with the masses.
And at that point, once you’ve given them enough information, a couple of things can take place. One, maybe they share it with everyone else. Maybe they write blogs or share it on social media. Maybe they just simply share it with their friends, which is phenomenal unto itself.
Like we were talking about before. When people share things that you trust, they’re going to sell it. And then the other thing is if something happens, you also have started to build a community of people who feel like a VIP of your company. So they might be able to help you in any given time, when something might happen. They can come to your rescue, without asking, because they know the answer.
Maybe they start to support your product or service simply because they care. And all of these ways go miles once you start to hear an influencer talk about a product or service. It’s way better than a brand.
It’s why PR debatably did well. Some people think it didn’t. But I think PR does well. And this is another extension of, or I should say an integration of PR and social media, where you’re integrating this great collaboration. And you can see the results.
I mean, there are metrics for it that you can put down. It can be more – some people call them egometrics. But you can see impressions that people are creating online, or blogs, or direct clicks and links and stuff like that. So there’s a lot there.
Martin: Super. What is your favorite social platform? Do you have one?
Martin: Like one of your children, exactly.
Bryan: Right now I would probably have to say Facebook would be the most favorite. Quick follow up. My personal favorite on the non-business side is Instagram. And then my business favorite on the non-personal side is Twitter.
LinkedIn is probably last on the list. I do enjoy LI though. I do use LI. I just find a little bit more engagement and value on Facebook.
Martin: There are a lot of conversations. There’s what I say, “you lot.” You know who I mean, which is great. And there’s a huge amount of engagement on everybody’s content. Which is you or Ruben or Mike Stelzner and so on.
And it’s a very social place, isn’t it? Facebook.
Bryan: Yeah, it really is.
Martin: So, next. Let’s have a quick look – there’s so much here! Brands on sharing. What did you learn? Because you interviewed people around this, I believe. What was the brands on sharing?
Bryan: Yeah, Jay Curley, that’s a good one. He is the head of social for Ben & Jerry’s ice cream. And he gave me an interview around that they’re just not an ice cream company. They’re more than that.
They’re community-driven. It’s interesting because they drive value back to the entire supply chain. So the dairy farms that supply the milk to make the ice creams, they go feature and support those dairy farms. So it’s not just taking and buying them from a vendor.
They also see them as an inclusive community. So they wanted to take that idea and go further with it on social media. So they do a really good job there.
They reach out to each of the different communities and asked them to share something that was euphoric to them. And to take a picture of it on Instagram. And they had people showing with #EuphoricMoments. And then they took the community’s photos, with their permission, and turned them into ads – billboards, and so forth.
And really showed those moments. But they showed them locally. So they ran the billboard in the same town of the person who shared that photo. So they were proud because they saw their photo up on the billboard. So it was very local, community-focused, and it went back to their whole ideal of building community and helping people to celebrate their local nature.
So I think it was a cool campaign. I also think it’s something anyone can do. It’s got something any community, any size company could also do that.
Martin: Right. Now, talking about community, there are two people. Mari Smith, Mike Stelzner. In the last section, let’s talk about Mike first. Because that’s where I got brought into – I say you lot – I feel part of it now.
He built a community around Social Media Examiner. When did you get involved in connections there? Has that been going on for a long time?
Bryan: I think two years now. And it was right around when my book H2H came out. He reached out to me and said that he was really impressed with the book and wanted to – he asked me to speak at Social Media World based upon what he had read.
And from there, we struck up a friendship and have since been on his podcast twice and spoken at his event twice. And yeah, it’s a really cool community. He’s just a great guy and done such a great job.
Martin: What tips does he have in the book on the future of social platforms? You’re not going to remember now. I know what it’s like when people ask you those questions.
There is a future to social platforms and it’s community. Let’s go for that.
Bryan: Yeah. That’s like on page 72, line 3.
Martin: Yeah-yeah-yeah. The editor wrote that word. Cool.
Bryan: No, the crux of what he talks about and what I think he’s really good at is how he manages his community. And he does a really good job of managing his community. But he also talks through the process of – I think he has like 300K email subscribers and pretty high numbers on his social media as well.
I would be surprised if it’s not in the 1Ms. And he’s creating two new pieces of content a day. Quality content. And he’s got a team that helps to share that out and a process for how that gets shared out.
So he walks through that entire process in the book. And I think he talks about then, as things shift, where he sees that going. But everybody by the book to see what that is.
Martin: And there’s a huge amount of people from Jay Baer, I think is fantastic. You mentioned Mari Smith. So what does Mari say? And then we’ve got Nathan, I know Frank, Eddie Aston. You mentioned about Sam Fiorella earlier.
This book, there’s a lot in it, everybody. Let’s just touch on Mari Smith before we wrap up. She’s talking about the future of brand shareability.
Bryan: She’s dynamic as you know. And she really gave a great interview for the book. As you know, she’s a very dedicated person to Facebook. And known for Facebook.
So she talks about where things are at and where she thinks things are going. And there is, and she was very honest about the brand pages and how hard it is to get traction on those pages right now and what brands can do.
And she runs through some concepts and ideas of what that is and talks about how to get things seen and some examples on that.
So she gets really practical, which is what I really enjoyed about her interview.
Martin: Awesome! Last couple of minutes, what would you like to leave people with, Bryan?
Bryan: You know, I think the one thing I would say is if you’re either looking at where to start, looking at what you to listen in on, or you’re far enough long and you really just want to figure out your metrics, keep one thing in mind. That everyone really wants to connect.
Everyone is in this world and in business and online and purchasing not only to get a product or a service but also to connect with other people. And I think if you keep that in mind across no matter what, the measurements and the analytics really show one thing. But at the end of the day, does it show what a relationship means, and that into itself – when you start to focus into the relationships and the connections you’ve made. And start to show all the many layers and circles that you have, followers, all of that.
That boils down to the hard core relationships that you’ve built. And there’s nothing more powerful.
Martin: Beautiful! Thank you, Bryan Kramer.
Everybody watching on Periscope or Google Live, the link for Amazon for Shareology will be on the event thread. I would ask you when you buy it to review. Stay in touch with Bryan @BryanKramer. And follow him on Facebook.
If you’re watching this after, then the link is going to be on the website. So go to the book and buy it there. Remember to review it. It really helps. And also, if you’re watching it on YouTube, then the link is in the description. So please do click to buy.
Thank you so much, Bryan. I can see in the comments, people have really enjoyed you. You have given another perspective on what it is to be sharing. And really appreciate connecting.
Bryan: Thank you so much. Really appreciate it. Cheers!
Over the past few weeks I’ve been receiving demos for a load of awesome reviews type software, as I am learning the ins and outs of this space.
I asked Reputation loop whether they would like to guest blog for the community, and here it is!
Great customer service:
Great customer service is often a must-have for consumers and businesses alike. Customers demand top-quality customer service and businesses want to attract and retain those customers.
Beyond retention, improving customer service and making a true commitment to enhancing the customer experience you has added bonuses. I’m in the business of five-star reviews and creating positive online reputations so let’s talk about how happy customers ARE going to leave reviews and spread the word, and prospective customers ARE going to listen.
Why Customer Service and Online Reviews Matter
When consumers are searching for the best place to spend their money, their buying decisions are heavily influenced by the experiences of previous customers. With online reviews having such a big impact, it is important that a business who wants to have a competitive edge do their best to please the customer, every time. That commitment is how you create a company culture where high quality customer is the norm.
Every Ford dealership in your town can sell you a brand new F150, and there isn’t going to be a huge difference in pricing. But which one makes it a no hassle, enjoyable experience? You and everyone else can find the answers to everything they want to know about a company or product in seconds online. In many buying decisions customer service is the differentiator, and the speed and ease of access to other customer’s experiences is why buyer research is so detailed and influential today.
Looking at the emotional side of buying, customers want to feel good about the money they spend. Are your online reviews and reputation giving the warm and fuzzies to prospective customers?
A Zendesk survey found that 82% of consumers have stopped doing business with a company because of bad customer service. So a better question is: Is your customer service scaring away customers? They need to.
That same Zendesk survey showed 40% of customers began purchasing from a competitor because of the competitor’s reputation for great customer service. If there are other options in your market, with better reviews and less complaints, you are at risk of losing customers daily. That is why improving customer service needs to be an area of concentration when building and nurturing your online reputation.
Improve Customer Service for 5-Star Online Reviews
What is your company’s commitments in the area of customer service? In today’s highly competitive market you need to exceed your industry’s standards of quality of service. Customers have high expectations when spending their money, and it goes far beyond a simple service or product in exchange for payment. They want fast delivery, competitive pricing and exceptional customer service.
Of the three, the most remarked upon in reviews is customer service because a review is just a recount of their experience with your business. How they “felt” about your business will be less about the product bought and more closely tied to the interaction with your company, the buying process and how the product or service improved their life.
Think about horrible reviews you have read. There had to be a truly negative emotional reaction tied to that experience to make a person go through the trouble of writing and posting such a passionate warning to others to avoid a business. Rarely is a negative review a simple “Product didn’t work” statement. More than likely you will find a lengthy explanation on how the business failed to fix a problem or make things right. Low one- and two-star reviews are usually a direct reflection of poor customer service.
The brighter side of customer service is that great customer service can trigger an equally as passionate positive emotional response in customers that inspires them to share their exceptional experience with others online. When you have high standards of customer service, customers are happier and getting those crucial five-star reviews are easier and more rewarding.
Consistently high ratings not only sets you at the top of review site listings, the highest rated businesses are now a major feature of first-page search engine results for local searches which translates into increases in online exposure, as well as customer trust.
4 Areas of Improvement for Better Customer Service and Better Reviews
Control Customer Touch Points. A touch point is every opportunity a customer has to see or hear about your business. These include things like reviews, marketing, ads, logos, and branding, as well as every person online or in-person a customer interacts with throughout their buyer journey. Insist on clear and consistent messaging, be passionate and concise on where you add value for the customer, and ensure that promises are being kept. Fewer and fewer human interaction are happening, so customer service needs to be the shining star of your customer touch points.
Website User Experience. People visit your website for very specific reasons. Dig into your website analytics and get a good idea of your buyer’s journey on your website. Whether it is for buying or directions, photos or instructions – pick out the top reasons for your website traffic and make it easy for your visitors to be able to find that information or perform that task.
It’s also now crucial that your website be optimized for mobile! According to a Federal Reserve survey 69% of shoppers who used their phone to comparison shop in a retail store changed where they purchased a product as a result. Your customers are using their smartphones to research decisions, don’t make them go look somewhere else.
Prioritize Customer Service for You and Employees. Have a clear company-wide standard for customer service and ensure that your employees are aware of the high priority company leaders place on providing the highest levels of customer service. Employees will perform better when expectations are clear and stellar customer service is noticeably a part of the company culture and your commitment to your customers.
By the Book – A saying you will recognize is, “Do it by the book.” Having written standards and expectations eliminates the grey area that separates a customer service issue from a customer service problem. You don’t need a full-length book (or even a whole handbook) to convey the standards and expectations of your company’s customer service. But written somewhere, and supplied to or readily available to your employees should be a document that touches on expectations in regards to face-to-face interactions, phone and email etiquette, and include company customer service commitments and timelines (such as email response within 1 hour). It should also provide branding and marketing resources such as logos, taglines, and messaging your employees should be using to create a consistent experience for customers.
How to Get Better Reviews that Drive Customers to You
When you start from a foundation of a good product and great customer service, getting positive reviews is not hard. But it’s also not automatic. There are a few things you can do to make sure that great reviews keep coming in and posting online where prospective customers are looking for them.
Make Review Management Part of Your Marketing Plan. Make it a priority, budget for it, and you will be rewarded with an improved reputation, more customers and increased revenue. If you don’t have the budget to purchase systematic or automated review management service then set aside some time each week to monitor reviews being left on high traffic sites. Make immediate improvements in areas of your customer service that are reflecting negatively online to increase your chances of getting positive reviews in the future.
AUTOMATE the Whole Process. Imagine how many reviews you would receive if you asked every single customer for feedback on their experience. There are services like Reputation Loop (affiliate link) that automate the review management process of gathering feedback and getting reviews posted online. With Reputation Loop’s intelligent routing, customer feedback that is less than stellar is sent back to the business for special handling, and positive reviews are forwarded to review sites for direct posting. Those five-star and four-star reviews are posted to your social media profiles, and the webpages that impact your business most.
Ask for The Review. When you provide great customer service, there is no reason to shy away from asking customers for a review. When you let them know that you value their opinion and what they have to say will directly influence how you conduct business, they are happy to repay you for your great customer service by sharing their experience with others.
Make it Super Easy to Post a Review. After the customer has paid you for a service or product, make leaving a review a fast and easy process. Smooth the way by being listed in major directories and on high traffic review sites that matter in your industry, and providing customers with direct links to your business profiles on those sites so they are never more than a couple of clicks from submitting a complete review.
Customer service has a huge impact on your company’s reviews, revenue and customer lifetime value. Studies have shown that nearly 90% of consumers have been influenced by an online customer service review when making a buying decision. If something is important to 9 out of 10 buyers in your consumer population, it needs to be very important to you too. You can’t force someone to buy from your company, but with a reputation for great customer service and positive reviews on customer experience you have a powerful influence over who they trust with their purchase.