In my opinion, the lack of understanding the importance of social media is one of the biggest contributing factors to the lack in targeted web traffic, of any volume. All too often it seems, a web site or blog is launched and there’s almost not effective growth plan or activities that capitalize on the benefits of social media.  To be quite blunt, I’m not aware of any other low-cost effective blog promotional venues that has the capability and reach of social media.

For those not familiar, by social media venues, I’m referring to avenues such as Twitter, Digg, StumbleUpon, Friendster, Facebook, and the like. Sites and services that are able to connect large communities of people in any given niche. Remembering of course that the better you can cater to a focused niche, the more pre-qualified your traffic is going to be.

With regards to social media marketing (or the lack thereof), I think each of us falls into one of four categories:

1. Fully aware and know how: Individuals who are fully aware of the value of social media and use it consistently to build their blog.
2. Aware and don’t know how: Individuals who are aware, but do not know how to effectively take advantage of it.
3. Unaware and don’t know how: Individuals who are unaware and do not understand how it works.
4. Don’t care and not interested: Individuals that simply avoid social media or don’t realize the value of it.

For those not familiar with social media or it’s impact, the following video illustrates the forces that shape it:

Regardless of which category of social media usage any of us fall into, it’s important at times, to be reminded of two primary inherent benefits social media offers bloggers. For those of us not familiar, the following may be an eye-opener!

Social media has a direct impact on SEO (Search Engine Optimization). How? It’s quite simple, social media builds (increasingly) the number of links back to our blogs. The more links back, the better the ranking. You might be thinking “Wait! I participate in paid link exchanges that can improve my ranking” . To be blunt, paid link exchanges that claim to improve SEO (in my opinion) are a worthless exercise and waste of financial resources. I’ve worked with numerous sites that have garnered no real benefits. In fact Matt Cutts of Google has often commented on this very issue: “Text links and PageRank” and “SEO Mistakes: link exchange emails“.

In my opinion, the most important issue with regards to social media based link building is that the links are not paid, they are permanent and of course obtained in a natural manner. By natural I’m referring to another site or blog linking to your blog as there is a genuine relationship or discourse between the two blogs. Such links are in essence a vote of trust and confidence in the value of your content. As such the more genuine links (or votes of trust) you garner from social media, the higher the authority of your blog.

I know from experience, the birth of a new blog with no traffic or social media buzz, has a difficult time to garner traffic and back links. One of the most effective ways to build them is to participate in the social media sphere! Join twitter, digg, technorati, linkedin, stumble, and so on… develop contacts, communicate, share. These are the activities that are going to help you grow your blog traffic and help you appeal to your target niche. From experience, here is one trick DO NOT ONLY POST LINKS TO YOUR CONTENT. Doing so is obvious to others in your social sphere; that you are only interested in self promotion.

Think of it this way. If you’re at a dinner party and the conversation from your side of the table always revolves around you, wouldn’t that make other guests think you’re self centered? Key issue: You’ve got to give if you want to get. You scratch my back, I scratch yours. That’s how it works. If you want others to help you, then you’ll need to freely help them. Therefore, when you’re twittering, stumbling or digging though the web, make sure you twitter, stumble and digg the content of blogs or sites you enjoy; other than your own.

Initial primary traffic encourages secondary traffic. What does this mean? Think of it this way, the more you socialize, the more contacts you make. They tell their friends, who tell their friends, and so on… Remember, social media is not about making money, it’s about making friends. Every blog, web site, business, group, organization, etc. needs friends, that’s what brings us the secondary traffic that can enable us to grow. Perry Belcher‘s video (blunt language and all) expresses this very clearly (for those interested, Mr. Belcher’s blog can be found at perrybelcher.com):

As I’m sure you’ll appreciate from the video your house is your blog. That’s the place where you invite your social media friends too. That’s where you focus on your content and on listening to your readers. If your social media mission is to make money and get traffic, that’s just not going to work. Think about it this way, if you go to a party, is your “mission” to have fun or to garner followers?

The crux of the issue is that most blogs (and the businesses associated with them) seek to grow, becoming more profitable. Social Media can collect a core group of supporters (along with their peers) who can effectively recommend your blog to others. As such, it’s often these others who help grow your sales (as they were referred) and who in turn refer others through their social media networks.

Finally for those who don’t care and are not interested in Social media, what you don’t know can’t hurt you, right? Wrong… as the video below will clearly explain:

In conclusion, the more social media friends you have, the faster word of mouth will spread (with regards to your blog). Social media networking is an extremely effective manner with which to invite people to your blog. Your traffic will grow in leaps and bounds when there are a group of readers ready to answer your call to action. Readers that you found via Social Media.

What are some of your thoughts, commentary? Do you agree or disagree with some of the ideas above? How do you approach the issue of social media and blogging? Feel free to include your comments below.

“How to measure traffic to tweets & twitter profile? On regular web pages you can include some tracking codes to generate traffic reports, click-through%, etc. (Google Analytics, eXteme, etc.). How can I measure the traffic to individual tweets and my Twitter profile?”

It dawned on me that all of us who use twitter to increase our business (or personal) visibility have no tool that measures traffic going to our twitter profiles or individual tweets. For my readers who are not on twitter yet, the video below will explain, what twitter is, and should allow you to realize how important and effective it can be in promoting your business; and increasing your visibility to existing or potential clients:

Back to the question at hand, unfortunately until twitter allows its members access to such data, I don’t see a way that we could gather statistics that show the traffic to our twitter profiles or specific tweets. In my opinion, a great solution would entail twitter having an agreement with Google Analytics to that end. That would be a win-win-win scenario. We win by garnering access to such statistics, Google wins (as we need an analytics account to access our twitter profile and tweet statistics, thereby increasing their user base) and twitter wins by becoming even more valuable to the business community (and in turn increasing membership).

The only immediate advice I could offer (and offer to you) was:

“I’ve not seen twitter release access to that in their API. Currently the only method I see is in my own stats (looking at the referrer), which at least gives me an idea of who clicked on the link (in the twitter profile) to reach your page. I also, don’t think there’s a way to track traffic TO individual tweets (again, that would mean twitter would need to allow access to that data).

Since you mentioned Google Analytics, this link (following) should at least give you something: Twitter and Google Analytics: What to Track

Also helpful: Simple Way to Track Your Twitter Tweets Using Google Analytics

Please remember that  methods such as this are only of value to track actual click throughs to your designated pages.”

I’m hoping the powers-that-be at Google and Twitter pick up the idea on this post and try to make it work.

What tools do you use to track or analyze traffic from twitter? Do any of you have a tool, code, idea or an existing web based service that can provide statistics to your tweets and twitter profile? Thoughts, comments? Feel free to ad them below.

Oh… and one shameless plug, please follow me on twitter to keep an eye on what’s going on in BloggerSavvy and access the tons of useful and helpful links, tips and tools I find on the web.

The #1 strategy to garnering more traffic to your blog is:

“Write good quality, in-demand content“. (Remember you are writing too people, not at them).

And of course some of the activities I successfully use are:

• Use social networking tools such as: StumbleUpon. Run an advertising campaign via StumbleUpon. Use twitter. Ensure you provide tweets of value and customize your twitter page to match the branding of your blog. Never complain needlessly on twitter (do you want to spend your day with a whining sour-puss?) Invite people to follow you on twitter.  You may find my earlier post “Common Blog Traffic Sources?” to be of interest – Hint… Google is NOT my biggest traffic source .
• Include information about your blog in the signature of every email you send (including the URL).
• Use subscription systems on your blog. Plugins such as Comment Approved Notifier and Subscribe2 can help you accomplish this. More useful plugins can be found in the post “25 Most Beneficial WordPress Plugins“.
• Enhance your update services. When you publish a new post, WordPress automatically notifies the site update services you configured. Here is a robust list of 145 Update Services for Blogs.
• Use your blog information and URL in forum signatures.
• Comment on other blogs. However, don’t comment just for the sake of obtaining a link, doing so is often very obvious, instead, provide valuable feedback, thoughts and ideas.
• eMail readers and thank them for visiting.
• Post new, quality content regularly. Doing so keeps readers interested and momentum going. Additionally, ensure you provide valuable links to external resources as well as those within your blog.
• Trust your readers. Often it is very annoying (and a bit of a turn off) to wait for comment approval every single time, when they participate (comment) on your blog. Instead, it may be better to “lift the embargo” for those who have provided valuable comments before. If a comment from those individuals is inappropriate, you can always edit or remove it later.
• Use lists on your blog. Lists are attractive as they are scannable,  easy to use and link to; and easy to add to later.

I’ve been following a fair bit of the happenings in the blogsphere (and for me some of them are new). Of note is the changing landscape where word of mouth seems to be successful whereas viral marketing appears to be waning.

Most importantly, we’d like to know what some of the new strategies are, that you use or recommend. How do you approach them? What do you do or recommend? What’s your perspective in new blog promotion strategies? Comment below. Also, for a bit of link love, comments added to this post will have the no-follow tag removed as I move them into the post with your credit. So… don’t be shy.

Side note: Since we’re touching on that photo. Are you a keen observer? Do you have a sharp eye? If so, what is unusual about that photo? And… Why is in unusual? Just jot your answer in the comments below!

Suffice it to say, after a bit of banter we discussed some of the key issues around effective word of mouth marketing. I’m saying “effective” because it appears to me that many of us (at some point or another) don’t take the time to fully evaluate or investigate our “foundation” activities, that support word of mouth. I must say, the phone call ended up sounding more like a radio interview, as I was somewhat surprised with Mr. Zibreg’s obvious insight and professionalism in this arena.

I think many of us appreciate that a basic blog is essentially a  one to one or one to many communication venue. While blogs have the added benefits of facilitating the ability for readers to participate interactively to a certain degree (which I note many blog owners seem not to do), I  think that word of mouth is and will remain a dominant force in blog, product, service, etc. marketing. In fact, given the current trends in online marketing, it seems to me that this may prove to be “The” primary marketing engine.

Mr. Zibreg phrased it best:

“With word of mouth it’s more effective because your contact or client is able to say ‘I was there!‘ Nothing is more powerful than that. To put it another way someone is obtaining a service, product, and so on, in great part simply because they personally know the individual spreading the word. That personal connection is just as powerful. That new client will then transfer the message to the next client and so on. In a sense word of mouth is a personalized and very real ‘people powered‘ machine, where it’s individuals vouch for a product or service, personally and publically placing their trust is the message”.

But what does this mean to us as blog owners? Of what value is this when we are using blogs to further the exposure of our products and services?

In order for word of mouth to be successful, you must have a really good product, service, blog content, etc.  If high quality is not paramount (or even on your radar), you’ll experience an issue where word of mouth will work against you. Here’s a word of mouth  example if your blog does not provide high quality content:

Bob: “Hello Joe, you should visit the latest post from BloggerSavvy, it’s really good and helped me improve my blog traffic”

Joe: “That’s what you said last time and the post was terrible”

The old saying “Fool me once, shame on you, but fool me twice, shame on me” seems rather apt. Quality is #1 – If that is not one of your blog’s mantras, then it may not reach the goals you anticipated. Joe’s response above is critical in that Bob’s credibility has “been shot”, it’s no longer effective. Not because of Bob’s opinion, rather because the blog owner has permitted poor quality content to undermine the credibility of positive word of mouth.

On the other hand a real life scenario (a client reminded me about) occurred when a client referred my web hosting services. The case in point was my obtaining a dedicated server hosting client who never visited my blog, did not know me, never visited my web site and to whom I never advertised. They purchases services purely on the personal assurances of my other client. Because this other client always experienced high quality.

As Mr. Zibreg mentioned in our chat:

“…when someone asks for a referral, they want to hear a clear YES! from the referrer, not an okay…”

In conclusion, quality and credibility must be your #1 focus.  Support the credibility of your word of mouth by ensuring you provide quality in any blogging that you do.

That’s what will get you the resounding YES!

1. It’s cheaper than many other “large” traffic advertising services. (5¢ USD per click as of the writing of this post).
2. There’s better long term traffic growth as those who are genuinely interested in your content can save your links (thumbs up), which their friends can also see, add to their links, visit your blog, and so on… (Commonly referred to as “organic“).
3. Your clicks will not be in a pop-up/under, banner, etc. Visitors are taken directly to your site!
4. You do not need to create an advertisement, all you need is a published blog post (or web page).

Realistically, you can probably launch with a cheaper budget ($5.00 USD  per day for 100 visitors per day). If you ran that for a week, it would cost about $35 USD and garner you 700 visitors. Prior to setting up your advertising campaign, there are some key points we need to keep in mind.

Review the StumbleUpon Advertiser Resources. Pay special attention to the “Features” section of the advertiser resource as it may answer many of your questions.

The first thing you’ll need to do is sign up for a StumbleUpon advertiser account via the “Create a Campaign Now” button. (This is a different password to your regular StumbleUpon account – If you have one).

After following the sign-up process, you’ll reach a screen similar to the one below:

Using the  above screen shot example, you can select the appropriate interest groups you want to target. The numbers in brackets show how many thousands of members have subscribed. So for example, “Music (716)” means 716,000 people have subscribed to the music interest group.

After making your selections, you will reach another screen similar to the one depicted below:

At this point you are able to select your daily budget (which could be more or less than $5 USD). Personally I’d suggest you spend only a little money. Doing so allows you to evaluate the performance and provide tweaks, prior to investing further money.

StumbleUpon Advertising Support approves campaigns, as such your campaign will not appear until it has been approved.

To make your first StumbleUpon ad more effective, it’s important to ensure the page is of interest to your chosen StumbleUpon interest group (while providing valuable content). Remember, the key trick in this exercise,  is to use the ad to garner initial StumbleUpon traffic voting (thumbs up), so as to build regular traffic from other StumbleUpon users when your ad campaign is not live.

Another aspect to consider is using a valuable, popular post as your campaigns landing page. Remember, like search engines, not everyone is going to visit your blog using the home page. Instead, look at your current traffic statistics, which will help you determine which of your posts are the most popular and most in demand from readers. Use that post as your landing page – Remember, it popular in the most part because readers have found value it it. As such, create the best impression by placing your best post “up front and centre”.

Keep in mind that you also want to encourage your new readers to return and enjoy new content. In an earlier post I discussed how to find readers for your blog, wherein I suggested some interactive tools you can use to engage your readers as well as the importance of “focus” and community involvement.

Now it’s your turn!

Determine your budget (keep it affordable), sign up and don’t forget to use your best post.

Comment below with your experiences. What did you do? How did it work out, successful? Not successful? What other services do you use?

One thing I’d like to clarify before continuing. Online social media promotion tools (such as the sites mentioned above) are best used as an extension of your existing, traditional marketing activities. The benefits in most cases result in:

• More targeted audience.
• Greater geographic reach.
• Reduction in marketing costs.
• Save time (in other words using time in a more productive effective manner).

However, the above are only some of the most immediate that come to mind.

One thing I always try to advise clients is to break down their business or blog promotion requirements to reflect the jobs (or responsibilities) at hand. Generally, there are four primary groups:

Management. Your are the blog and/or business owner. Your primary goal should be to raise awareness and visibility of your products, services, content, etc. You should work towards being the leader in your niche (whatever that is). Additionally, you’re the one that should seek out talent you require to that end.

Public Relations. You are the one that should be monitoring what visitors, blog followers, clients, etc. are saying about your blog and business. You should be responding to them and illicit discussion, creating “spins” and attention to your blog and the business or community it represents.

Marketing. Your job is to ensure you’ve targeted the appropriate venues to stream your information to (the blog, products, services, etc.) You are doing this to build traffic, that is one of your primary functions.

Sales. Your role is to find or create new business leads. As such, you need to establish an effective network in order to move forward, expanding it as new contacts are added to your database.

As I’m sure you can appreciate, most people who launch and maintain a blog, provide the functions at each level above. For many of us, that is where some of the questions begin. Which tool is best for which function?

The illustration below illustrates this issue:

As I’m sure you could appreciate, there are hundreds of social media tools available. In the above diagram, I’ve only selected a few of them. So… Let’s recap:

Managers/Blog owners can use tools like Pownce (closed on Dec. 15, 2008), Plurk, Twitter, etc so as to increase awareness of their information (as well as their visibility) within online communities. You are using a blog, right?

Side note: You can follow me on twitter here: @BloggerSavvy

Marketing gurus however, can best capitalize on tools like Stumbleupon, Digg, Flickr, Reddit, Furl, Delicious, Youtube, Newsvine, Mixx, etc. to get the “word out” where communities can access it and visit the appropriate content on your blog. Such tools provide a superior venue for increasing your blog traffic and at a cheaper cost, than traditional solutions.

The sales people need to maximize their contacts and find others contacts. Tools like LinkedIn, hi5, Bebo, MySpace, Orkut, Facebook, Freindster, etc. are best able to facilitate this. You can build your contacts much faster then via traditional methods.

Of course the PR people need to keep their fingers on the pulse. They need to be aware of what is being said and need to respond (which I’ll note in a moment). Some good tools to help monitor what’s being said about you in the blogsphere are Technorati, Backtype, GetSatisfaction, Twitscoop, etc. As I just mentioned, PR people need to respond to some of the things they find. Commonly, tools like Dig, Reddit, Flickr, GetSatisfaction, etc. provide the facility for effective responses to individuals and the community as a whole.

In conclusion, one point I’ve also tried to impress is to ensure you’re using the right tool to get the right response and right traffic. After all traffic just for the sake of traffic is a futile exercise. For example, I’d rather have visitors to this blog that are genuinely interested in the contents, than to have a ton of disinterested traffic that does nothing other than use my bandwidth up (costing me more money).

What tools do you use that I’ve not mentioned? What are your thoughts? Feel free to let us know in your comments! Any new startups we all should know about? – Announce them below.

Side note: If your blog is hosted on a shared web server, there is a greater likelihood that your site will fail as the server may not be able to absorb the traffic load from Digg or Slashdot (and your hosting provider might suspend your hosting account). You’ll be happier with a dedicated server (as it’s more reliable and robust), or at the very least, a VPS should perform better than shared hosting.

However, let me illustrate by quickly grabbing 3 months of statistics for a specific post (off my Linux based blog).

The image below shows the total traffic to that page, and the referrers. If you click on the image, you will see the larger (readable) version:

The above shows three months of traffic to a page that was submitted to Digg and Reddit (on Feb. 28, 2008); whilst being saved to StumbleUpon and Del.icio.us. You’ll note that not very much happens until March 11 when I noticed in my regular web stats (AWStats) shows a larger amount of StumbleUpon traffic and then friends of those members started actively sharing the link to the post on April 19 (as it eventually filtered through to members who had larger StumbleUpon “followers”.

In retrospect, here’s the actual StumbleUpon only traffic for the same period:

Keep in mind that this is StumbleUpon traffic for all posts (not just the one that was originally submitted to Digg and Reddit). Needless to say, we could debate the statistics for hours and delve into more finite and custom report creation and filters – But that was not the excercise of this post.

What can we learn?

1. Think long term – Always. That will ensure steady growth.
2. Sites like Digg are a great tool for introducing your blog and it’s posts to a wide audience (casting the net).
3. Social media sites, such as StumbleUpon do a better job at attracting interested readers. (The fishing net has holes of the right size, so the fish you don’t want to catch swim through).
4. You can’t argue whether StumbleUpon is better than Digg or visa versa, because they do different jobs.
5. Each post on your blog is of interest to the specific niche for which it was written! This means that a post about newsletters (for example), will appeal to a different audience that your other post about web hosting. To clarify, visitors interested in learning what you have to say about one subject will not necessarily be interested in another post (on another subject). USe plugins to show “similar posts” to readers.
6. The home page of your blog IS NOT necessarily the primary entry page. (It’s not on my Linux blog; where the home page ranks in sixth place for popularity and entrance to the blog).

Conclusion?

Digg works with StumbleUpon, as I mentioned above, a good tactic is to use Digg as your introductory “Shout Box” and StumbleUpon as your growth “Engine”.

For those of us who use WordPress, it’s a feature you can configure in the writing settings of your blogs administrative area. Simply log in and go to “Settings” – “Writing” and look near the bottom. You will see the following:

“When you publish a new post, WordPress automatically notifies the following site update services. For more about this, see Update Services on the Codex. Separate multiple service URLs with line breaks.”

Many readers subscribe to such services and will see that you have new content posted. By default, WordPress only notifies rpc.pingomatic.com. The list below contains another 145. Make sure you back up your wordpress files and database BEFORE adding this to the “Update Services” of your blog.

http://rpc.pingomatic.com/

http://blogsearch.google.com/ping/RPC2

http://api.feedster.com/ping

http://api.moreover.com/ping

http://api.moreover.com/RPC2

http://blog.goo.ne.jp/XMLRPC

http://blogdb.jp/xmlrpc/

http://coreblog.org/ping/

http://ping.blo.gs/

http://ping.bloggers.jp/rpc/

http://ping.cocolog-nifty.com/xmlrpc

http://ping.syndic8.com/xmlrpc.php

http://ping.weblogalot.com/rpc.php

http://pinger.blogflux.com/rpc

http://rpc.blogrolling.com/pinger/

http://rpc.icerocket.com:10080/

http://rpc.technorati.com/rpc/ping

http://rpc.weblogs.com/RPC2

http://topicexchange.com/RPC2

http://www.blogdigger.com/RPC2

http://xping.pubsub.com/ping

http://api.my.yahoo.com/rss/ping

http://rpc.pingomatic.com/

http://1470.net/api/ping

http://www.a2b.cc/setloc/bp.a2b

http://api.feedster.com/ping

http://api.moreover.com/RPC2

http://api.moreover.com/ping

http://api.my.yahoo.com/RPC2

http://api.my.yahoo.com/rss/ping

http://www.bitacoles.net/ping.php

http://bitacoras.net/ping

http://blogdb.jp/xmlrpc

http://www.blogdigger.com/RPC2

http://blogmatcher.com/u.php

http://www.blogoole.com/ping/

http://www.blogoon.net/ping/

http://www.blogpeople.net/servlet/weblogUpdates

http://www.blogroots.com/tb_populi.blog?id=1

http://www.blogshares.com/rpc.php

http://www.blogsnow.com/ping

http://www.blogstreet.com/xrbin/xmlrpc.cgi

http://blog.goo.ne.jp/XMLRPC

http://bulkfeeds.net/rpc

http://coreblog.org/ping/

http://www.lasermemory.com/lsrpc/

http://mod-pubsub.org/kn_apps/blogchatt

http://www.mod-pubsub.org/kn_apps/blogchatter/ping.php

http://www.newsisfree.com/xmlrpctest.php

http://ping.amagle.com/

http://ping.bitacoras.com

http://ping.blo.gs/

http://ping.bloggers.jp/rpc/

http://ping.blogmura.jp/rpc/

http://ping.cocolog-nifty.com/xmlrpc

http://ping.exblog.jp/xmlrpc

http://ping.feedburner.com

http://ping.myblog.jp

http://ping.rootblog.com/rpc.php

http://ping.syndic8.com/xmlrpc.php

http://ping.weblogalot.com/rpc.php

http://ping.weblogs.se/

http://pingoat.com/goat/RPC2

http://www.popdex.com/addsite.php

http://rcs.datashed.net/RPC2/

http://rpc.blogbuzzmachine.com/RPC2

http://rpc.blogrolling.com/pinger/

http://rpc.icerocket.com:10080/

http://rpc.pingomatic.com/

http://rpc.technorati.com/rpc/ping

http://rpc.weblogs.com/RPC2

http://www.snipsnap.org/RPC2

http://trackback.bakeinu.jp/bakeping.php

http://topicexchange.com/RPC2

http://www.weblogues.com/RPC/

http://xping.pubsub.com/ping/

http://xmlrpc.blogg.de/

http://rpc.pingomatic.com/

http://www.a2b.cc/setloc/bp.a2b

http://api.feedster.com/ping

http://api.my.yahoo.com/RPC2

http://api.my.yahoo.com/rss/ping

http://www.blogdigger.com/RPC2

http://www.blogshares.com/rpc.php

http://www.blogsnow.com/ping

http://www.blogstreet.com/xrbin/xmlrpc.cgi

http://coreblog.org/ping/

http://ping.blo.gs/

http://ping.feedburner.com

http://ping.syndic8.com/xmlrpc.php

http://ping.weblogalot.com/rpc.php

http://www.popdex.com/addsite.php

http://rpc.blogrolling.com/pinger/

http://rpc.technorati.com/rpc/ping

http://rpc.weblogs.com/RPC2

http://topicexchange.com/RPC2

http://xping.pubsub.com/ping/

http://api.my.yahoo.com/rss/ping

http://api.moreover.com/ping

http://rpc.icerocket.com:10080/

http://api.feedster.com/ping

http://api.moreover.com/RPC2

http://api.my.yahoo.com/RPC2

http://xping.pubsub.com/ping/

http://ping.blo.gs/

http://ping.feedburner.com

http://ping.syndic8.com/xmlrpc.php

http://ping.weblogalot.com/rpc.php

http://rpc.blogrolling.com/pinger/

http://rpc.icerocket.com:10080/

http://rpc.newsgator.com/

http://rpc.technorati.com/rpc/ping

http://rpc.weblogs.com/RPC2

http://topicexchange.com/RPC2

http://www.blogdigger.com/RPC2

http://www.blogstreet.com/xrbin/xmlrpc.cgi

http://www.newsisfree.com/RPCCloud

http://ping.weblogs.se/

http://blogmatcher.com/u.php

http://coreblog.org/ping/

http://www.blogpeople.net/servlet/weblogUpdates

http://bulkfeeds.net/rpc

http://trackback.bakeinu.jp/bakeping.php

http://ping.myblog.jp

http://ping.bitacoras.com

http://ping.bloggers.jp/rpc/

http://ping.blogmura.jp/rpc/

http://xmlrpc.blogg.de

http://1470.net/api/ping

http://bblog.com/ping.php

http://blog.goo.ne.jp/XMLRPC

http://rpc.pingomatic.com

http://ping.weblogs.se/

http://blogmatcher.com/u.php

http://coreblog.org/ping/

http://www.blogpeople.net/servlet/weblogUpdates

http://bulkfeeds.net/rpc

http://trackback.bakeinu.jp/bakeping.php

http://ping.myblog.jp

http://ping.bitacoras.com

http://ping.bloggers.jp/rpc/

http://ping.blogmura.jp/rpc/

http://xmlrpc.blogg.de

http://1470.net/api/ping

http://bblog.com/ping.php

http://blog.goo.ne.jp/XMLRPC

http://www.wasalive.com/ping/

Please let me know if there are any others! – Cheers.

I chose my Linux (Ubuntu) based blog, selecting the statistics for a full year (July 17, 2007 to July 17, 2008 – Since it I didn’t start promoting it until July) and was rather surprised by a couple things. I assumed that Google would still be the prime traffic source. I also assumed that all the links from other (non-blog, “traditional” sites) sites would rank high. I was surprised in both cases. I personally found it interesting to note that you get a good statistical perspective on a day-to-day basis, but you’ll get a more accurate view if you stand back and look at the big picture over a longer time period. Here are the results below:

As you can see above, Social Media sites took the lead (just a tich ahead of Google). I also found it significant that inbound traffic from other blogs had a clear lead over inbound traffic from “traditional” (static) web sites. Equally surprising was how I saw that Google outperformed inbound search engine traffic by a massive lead.

The specific driving force within the Social Media (36.41% traffic), without question was StumbleUpon, which championed a massive lead of social media based traffic at 85.56%. Just look at the Social Media results breakdown below:

One thing I found interesting to note is some users of StumbleUpon shared some of the post links they saw in Reddit and Digg. So… while some posts that went viral, Digg and Reddit produced traffic spikes, they were only significant for a short time period. Instead, social media sites  (primarily StumbleUpon) saved those “traffic spiked” posts and subsequently that blog enjoyed long term, year round traffic.

What did I learn from our discussion and an examination of the blog statistics? Among several things, below are some of the points that were more predominant.

• There’s a lot of discussion about to benefits or lack thereof, with regards to using sites that can provide instant massive traffic volume (such as Digg). While sites such as Digg may provide short term spikes (for the average blog). Visitors to sites such can and will share your post link with others. As such, don’t discount the power of sites such as Digg. Short term effect, but a long term social effect.
• Google still loves me. Humour aside, SEO or the lack thereof can have a large effect on traffic form search engines – I think we know that. More to the point however, I noticed that the posts that are heavily shared on social sites have a much higher page rank than those which don’t, appearing higher in search results. It seems to me therefore, to continue providing quality content that is of value to the “community”.
• Continue to participate in blogging and other dynamic platforms. Convert the remainder of my old-fashioned static site to dynamic packages (blogging, CMS, etc.)  Why? When you post a blog, it pings site update services (such as pingomatic). Static (“traditional”) sites don’t do that. Each time a post is published RSS readers obtain the updates, automatically. These are things that help drive repeat visits (subscribers). Many of which might be adding your posts to various social sites.

While I’m fairly sure many blog sites may follow the general pattern I’ve seen with my traffic sources. I don’t think they will all follow the pattern established in the social media site rankings. This is mainly an issue of blog character, readership, blogsphere area and so forth. Not all blogs are in the same neighbourhood and have the same types of readers. For example a blog that focuses on internet marketing, I would assume might have more traffic from Sphinn, for example.

All too often, I find business owners (and site owners) oblivious to the power that dynamic sites can bring them, and how they are better able to make use of social media sites. In other cases, business owners simply don’t believe what they are being told as they appear not to have a good grasp of how the Internet really works and how their potential market really uses it.  My previous post “Why Every Business Can Benefit Form a Blog” for example, shows that a UK survey indicates “…66% of businesses believe that blogs are becoming more influential as an information source…” While this number is UK based, I assume it may be similar in other geographic regions and , more importantly, will to grow!

It will be interesting to see how the trends change over time. Perhaps one of the upcomming issues that search engines will need to address even further than they are now, is the inherent appeal of sites (such as blogs) that are better equipped to address the needs of site visitors. What new tools will be available to blogs desiring visibility in a growing webscape? As the video in my prior post (link at the top) suggested, we’ll need to rethink ourselves.

One obvious approach is to ignore requests from your blog readers. That’s a 100% solution to saving time and improving productivity. However, in my opinion it’s not an effective approach for several reasons. Notwithstanding this approach will almost certainly damage the reputation of you and your blog. It would also reduce traffic as there’d be no valuable communication with your community. And to be blunt, that’s just plain stupid. If you’re not going to listen and communicate with your community, why even have a blog?

For blogs that are more established (having greater readership) one good way to respond to requests is to turn the request into a blog post. Blog about it! Doing so encourages your community to communicate and explore the ideas of the post. In turn this benefits the reader (who initiated the request) with valuable answers garnered from a multitude of perspectives and experience levels. This also benefits your blog in that the community in essence develops good content through discussion.

From an administrative aspect, another approach is to develop an FAQ page or adding content on your “Contact” page that explains what type of requests you field and which you don’t. This provides two immediate benefits. It reduces your time in responding to requests with a diplomatic “no” answer and it helps readers save time by only posting requests you do handle.

I’ve maintained better productivity using a “Request Response Template” for higher traffic blogs. This means I don’t have to craft a response from scratch. Almost all responses have more or less the same content with regards to salutations, introductions, conclusions, basic information, contact information, etc.  Depending on the blog, you can include links within that template which directs readers to appropriate information. Include your current status – Are you available to consult or not? Make sure you simply explain that you cannot always answer every request for personal assistance.

Keep in mind that canned responses are VERY OBVIOUS, as such it’s a good idea (a must!) to include relevant comments that are helpful. In many cases a link or two to your blog posts (that are relevant to the request) will be helpful and appreciated. Don’t misunderstand me, I strongly feel that all communication should address individuals on a personal level, that makes it a fine line between working with requests you do handle and those you do not.

Above all, be honest and up front, if the request for personal assistance is something you do not handle – Say so. This avoids reader frustration.

One method that I have found particularly helpful (and has turned readers into clients) is to invite those local to you for a face to face meeting. For example, I provide public seminars to local business people (about web site, marketing, promotion, hosting, etc.), if their request is related in some fashion to an upcoming seminar, I personally invite them to the seminar. If it’s not, I still invite them as it will afford me a few minutes to talk to them after the seminar.

One issue I think crucial (at least it is for my client), as a matter of fact it’s the crux of his phone call to me is that he did not want to provide paid consulting services for free. In this case, my response would not be built on top of my Request Response Template, rather it would be a personally crafted, targeted response. The following points should be covered for these types of issues:

• The reader’s request cannot be handle in a simple expedient manner.
• You need to spend significant time to deal with the personal assistance request as some research, planning or solution development, etc. is required.
• This is the type of consulting service that existing clients pay you for, and list some of the examples of your paid services.
• MAKE SURE you spend a bit of time clearly outlining the solid benefits your reader garners by paying for your services.
• Provide options if the reader is not in a position to render your full services.

While the volume of potential consulting jobs obtained from such requests is directly related to the traffic volume for your blog, I’d advise low volume blogs to be prepared for them, you never know when such opportunities might come your way.

In conclusion, if you get an excessive amount of requests that you simply cannot respond to, my perspective is that it’s a clear signal from the community, indicating what content they are interested it. Clearly note on your blog that you cannot possibly field personal assistance requests. and… Blog specifically about the requests with valuable information!

• Enhanced blog visitor experience.
• Increased traffic and blog promotion.
• Improved security and blog performance.
• Simplified blog management and productivity.
• Better visitor communication.
• More effective search engine optimization.
• Greater integration with popular Internet communities and services.

In my post “Why Every Business Can Benefit From a Blog“, I discussed some of the tangible benefits inherent to businesses and people who maintain a blog. How blogs can improve your business growth. These plugins further enhance the effectiveness and usability of your blog.

All these plugins work with WordPress 2.6.3. Without further ado, below is my top 25, most beneficial plugins list (in alphabetical order).

1) Admin Management Xtended

Extends admin functionality by introducing: toggling post/page visibility inline, changing page order with drag and drop, inline category management, inline tag management, changing publication date inline, changing post slug inline, toggling comment status open/closed, hide draft posts, change media order, change media description inline, toggling link visibility, changing link categories.

Why I like it:

I can manage page/post visibility, order and more all from one single page – Easy and fast! It improves productivity.

Where to get it:

For WordPress 2.5+ only. http://www.schloebe.de/wordpress/admin-management-xtended-plugin/#english

2) Akismet

It checks each comment visitors type on your blog against the Akismet web service. If any of them appear to be spam, they are automatically marked as spam and automatically deleted after one month.

Why I like it:v

Automated spam removal and blocking. I don’t spend time filtering out spam. It keeps blog comments spam free, which improves visitor experience and reduce blog administration.

Where to get it:

It’s automatically included in the source files for WordPress. You just need to get a WordPress.com API key for it to work.

3) All in One SEO Pack

It automatically improves each post or page SEO by improving Titles, Descriptions, Keywords and Duplicate Content issues on a per post basis.

Why I like it:

You can leave it running on automatic, or more importantly tweak the SEO aspects of each page or post individually as you create and publish content. Also, you can return latter and make tweaks to improve SEO performance for each page. It helps build more targeted search engine traffic.

Where to get it:

http://semperfiwebdesign.com/portfolio/wordpress/wordpress-plugins/all-in-one-seo-pack/

4) Avatars

Makes it simple to include local Avatars. WordPress (from version 2.5) includes native support for global avatars. But, what about adding local (private) avatars for your users? Maybe your users don’t want a global avatar or are not able to set a gravatar up.

Why I like it:

It makes setting up user Avatars a snap. Avatars are a good way to not only add a bit of artistic flair to a blog, but more importantly to make it easier to spot comments from a specific individual (as his or her avatar will always be the same).

Where to get it:v

http://www.sterling-adventures.co.uk/blog/2008/03/01/avatars-plugin/

5) Better Comments Manager

Better Comments manager allows you to view your comments post wise, it also allows you to reply to your comments from within admin panel without you having to visit the site to respond to comments.

Why I like it:

Simple comment management and response from one page. Again, it improves productivity in that I can communicate with visitors (responding to comments and questions) from one page.

Where to get it:

http://techie-buzz.com/wordpress-plugins/better-comments-manager-wordpress-plugin-release.html

6) Better Howdy

Removes the “Howdy” and restructure the “Howdy” line in the administrative interface.

Why I like it:

We don’t say “Howdy” where I live, that’s lame. Also It provides better links and information (logged in user) on the Howdy line.

Where to get it:v

http://sivel.net/2008/10/better-howdy/

7) cforms

It’s a very flexible tool to deploy contact (and other) forms across your blog. It supports captcha, Spam protection, tracking and more. It was be a bit tricky for me to get working properly.

Why I like it:

It made the building of my contact page very easy as I needed a captcha feature to filter out spam messages emailed to me. It save me time.

Where to get it:

http://www.deliciousdays.com/cforms-plugin

8) Chunk Urls for WordPress

Shortens URLs in comments so that they won’t break your site design.

Why I like it:

Keeps things neat and professional looking. Shortens URLs automatically. An readers don’t see excessively long URLs in comments.

Where to get it:

http://www.village-idiot.org/archives/2006/06/29/wp-chunk/

9) Comment Approved Notifier

Sends an email to your commenter when you approve their comment.

Why I like it:

It allows me to communicate with readers. They see their comment was approved and are invited to return. Also, it’s automatic! That way, a reader can return and add more if they wish, or follow up on responses.

Where to get it:

http://www.yakupgovler.com/?p=291

10) Dashboard Editor

Allows you to edit the dashboard in the administrative interface.

Why I like it:
Keeps the dashboard clean, only showing what I really need to see.

Where to get it:

http://anthologyoi.com/plugins

11) FD Feedburner Plugin

Redirects to feeds to Feedburner.

Why I like it:

I can change the location of my feed without losing subscribers. Browser friendly and keeps count of my subscribers.

Where to get it:

http://flagrantdisregard.com/feedburner/

12) Google XML Sitemaps

Generates a sitemap which is supported by Ask.com, Google, MSN Search and Yahoo. Each time you add a page or post, it regenerates the sitemap and then pings (notifies) the search engines to tell them you have updated content.

Why I like it:

It’s automated and I can also tweak the post priorities, change frequencies, etc. I can even exclude specific posts or pages from the sitemap. it’s a nice tool to let Google know the blog is “alive”.

Where to get it:

http://www.arnebrachhold.de/projects/wordpress-plugins/google-xml-sitemaps-generator/

13) MySpace Crossposter

It enables automatic crossposting from your blog to Myspace.

Why I like it:

It’s automatic, I don’t have to keep manually logging into Myspace to add blog my posts. It’s a good to to help build blog traffic.

Where to get it:

http://noumenon.roderickrussell.com/wordpress-to-myspace-auto-crossposting

14) Register Plus

Enhances your blog’s Registration Page. You can add a custom Logo, password field, invitation codes, disclaimers, captcha validation, email validation, user moderation, profile fields and more.

Why I like it:

In addition to branding the registration/login to be consistent with the blog theme, it also avoids duplicate email registration. A big plus is that it also helps build blog traffic via the use of invitations, etc.

Where to get it:

WordPress 2.5+ only. http://skullbit.com/wordpress-plugin/register-plus/

15) Simple Tags

Extends the tagging in your blog.  Includes autocompletion, suggested tags, tag cloud widgets, related posts, mass edit tags, etc.

Why I like it:

When posting, I don’t have to manually type all the tags, just click the pertinent ones. If a tag does not exist, I can add it on the fly. It drives the tag cloud automatically – Simple to use! It’s another nice way to help promote to search engines. Viewing the tag cloud gives visitors an idea of the busiest topics on your blog.

Where to get it:

http://wordpress.org/extend/plugins/simple-tags

16) Sociable

Automatically add links on your posts, pages and RSS feed to your favorite social bookmarking sites.

Why I like it:

It does not slow your site down like some other related plugins do. I tested several of them and some of the better ones were very slow as they always connected to another web site first. This plugin is fast (local) and inobtrusive. It’s a great way to help get more exposure on some of the social sites, to let people know you have content they may be interested in. It can also be disabled on specific posts if need.

Where to get it:

http://yoast.com/wordpress/sociable/

17) Subscribe2

Notifies an email list of subscribed visitors when new entries are posted. Visitors can subscribe or unsubscribe to be notified at any time.

Why I like it:

It helps busy visitors with time management. Why visit a blog to see if there’s new content when you can be notified? Granted, another option is to use RSS, but I’ve found that email (like newsletters) is a great way to keep in touch and let visitors know what’s happening, and not everyone uses RSS. It’s also a traffic builder.

Where to get it:

http://subscribe2.wordpress.com/

18) Twitme

Automatically tweets your new posts on the twitter.

Why I like it:

Again, it’s an automatic cross poster, but more importantly, helps you keep in touch with your community and build traffic by letting twitter users know there is content of value for them.

Where to get it:

http://www.phpvrouwen.nl/twitme

19) WP-DBManager

Manages your WordPress database. Allows you to optimize the database, repair database, backup database, restore database, delete backup database , drop/empty tables and run selected queries. Supports automatic scheduling of backing up and optimizing of database.

Why I like it:

It improves my blog’s security by automatically emailing me a backup of my database every day. I don’t even have to do anything, just set it up and it runs. That’s a nice feature. If something happens, I can simply go to me email and restore the most recent database. You and your visitors don’t lose a lot of valuable content.

Where to get it:

http://lesterchan.net/portfolio/programming/php/#wp-dbmanager

20) WP-PostRatings

Adds an AJAX rating system for your WordPress blog’s post/page.

Why I like it:

It allows visitors to rate content, which helps you to see what is most in demand. As such, you’re better able to provide the content that visitors want. In a way, it’s another traffic building tool.

Where to get it:

http://lesterchan.net/portfolio/programming/php/#wp-postratings

21) WP-PostRatings Widget

Works in conjunction with WP-PostRatings above. Displays the most rated and/or highest rated posts and/or pages on your sidebar.

Why I like it:

It helps visitors queue into the most highly rated content. It helps them find the hotest content right away.

Where to get it:

Remember to install and activate WP-PostRatings first. http://lesterchan.net/portfolio/programming/php/#wp-postratings

22) WP-Sticky

Adds a sticky post feature to your WordPress’s blog.

Why I like it:

I can display announcement and sticky posts only when viewing categories or not. I can display an announcement banner or display the date instead of the announcement banner (on announcement posts).

Where to get it:

http://lesterchan.net/portfolio/programming/php/#wp-sticky

23) WP Super Cache

It’s a very fast caching module to help improve blog performance. Why have the server create your pages every time there’s a visitor? This plugin will cache previously created pages, to speed up surfing through your blog.

Why I like it:

I can turn it on or off as needed (even partially on). I can specify how long to keep cached content for. I can even prepare the blog for an expected spike in traffic by enabling the lock down feature. When this is enabled, new comments on a post will not refresh the cached static files. The lockdown feature is only useful if you are expecting a major Digg or Slashdot level of traffic to one of your posts or pages.

Where to get it:

http://ocaoimh.ie/wp-super-cache/

24) Wordbook

Allows you to cross post your blog posts to your Facebook Wall. Your Facebook “Boxes” tab will show your most recent blog posts.

Why I like it:

It’s automated and helps build traffic while letting Facebook visitors know when valuable content has been posted.

Where to get it:

http://www.tsaiberspace.net/blog/2007/07/29/wordbook/

25) Yet Another Related Posts Plugin

Returns a list of the related entries under each blog post,  (based on a unique algorithm) using titles, post bodies, tags and categories; with RSS feed support.

Why I like it:

It easily helps visitors find other content that may be of interest to them, and it’s also works automatically.

Where to get it:

http://mitcho.com/code/yarpp/

Again, these are the 25 I’ve found to be most beneficial not just to this blog, but others as well. Of course there are tons of other WordPress plugins that benefit us. Have a suggestion? Use a good plugin that I’ve not listed? Please, include the links in your comments below.

Update:

I’ve tested another plugin and it’s working great. It’s called What Would Seth Godin Do.

Why I like it:

It displays a custom welcome message to new visitors and another to return visitors; and I can place it at the top of posts and pages. I also like it because it automatic. (I like automated tools). Needless to say, it’s a good tool to promote features on a site, inform visitors, make announcements and lots of other benefits.

Where to get it:

http://richardkmiller.com/wordpress-plugin-what-would-seth-godin-do

• Automated subscription management (subscribe/unsubscribe).
• Statistics/Click through rate.
• Ability to send in both text and html (at the same time).
• No installation of software on their PC.
• Automated server transmission of email.
• Automated server management of bounced email addresses.

And the list goes on…

Suffice to say, it did make me think about some of the aspects I’ve experienced in emailed newsletter subscriptions, good and bad. In many cases I’ve observed individuals launch a newsletter – full of excitement! Only, later to find that they did not garner their anticipated results. Inevitably, after review, it became evident that the root causes of an unsuccessful newsletter system was in poor planing.

In every public seminar I present, I almost always touch on the importance of solid planning (and sticking to the plan!). It does not matter how small or large the project is, it always needs a plan. Which brings to mind the old adage…

“If you want some exercise walk around, if you want to get somewhere, plan your route!“

Don’t get me wrong, I’m not suggesting this particular client has poor planning skills (quite the opposite in fact!), rather it led me to posting about my experiences and how I’d suggest people could build an effective, successful online newsletter system; one that best promotes their business, interest, web site, blog, etc. Hopefully some of the points will help you.

Note: While I am a Certified Network Engineer (MCSE, N+, MCP+I), I’ve endeavoured not to delve too much into the technical aspects. However I don’t mind fielding such questions as I do operate my own servers as well as providing web/blog development, online solutions and hosting services for other clients.

In my opinion one crux of a successful newsletter must be to ask yourself “Why do I want to launch a newsletter?” Remember that the potential subscriber of that newsletter is going to ask themselves “What’s in it for me?” – Make sure you provide enough benefits to answer their needs; and in doing so, remember the mantra:

“Benefits sell, features don’t“.

What makes your newsletter better than any other newsletter? – Do something that makes you stand out and get noticed.

When I first read their email and considered the newsletter angle, several questions jumped to the forefront:

• Why don’t they just promote their RSS feed? (They don’t have one – For those that don’t know, here is a great resource showing you what an RSS feed is: RSS Feeds in Plain English).
• Why don’t they just blog about it? (Their site is not a blog platform).
• Newsletters are not an “A <-> B” conversation, rather one-way. (Sure but newsletters remind readers to return).
• Newsletters are old-fashioned. (That may be, but they are familiar venues to many people).
• Newsletters are simply sending information already on the web site or blog, that’s not interesting is it? (It is interesting if you use the newsletter to build interest – such as announcements about what’s coming, etc. – or Information not currently on the site).
• The content may not be of interest to all the recipients, many will simply delete the email. (But that’s really a benefit! You can target specific “groups” of readers with specific “targeted” content – You’ve always got to try and look at the upside of things).

For a moment, let’s expand on some of those questions and comments.

One thing I learned from my other blog, is that I had (and still do) a lot of one-time visitors. These are visitors that find my blog via search engines (Google) or from links in other blogs, forums, etc. They visit my site and on average view 3.25 pages and then leave, never returning. On tool that could help turn them into repeat visitors is a newsletter. I’m not suggesting that every one of them will subscribe, rather a blog (or web site) containing quality content and a well written subscription “call to action“, may motivate some of them to subscribe. Much in the same way that product manufacturers work to improve brand loyalty, newsletters are one tool you can use to promote reader loyalty.

As I mentioned, newsletters have the ability to share information that is not yet on the site. They compliment the site. One way of facilitating this could be to induce interest by keeping your readers in the loop on new events, upcoming features, etc. This can be very powerful as it helps to build media buzz and interest. Just look at how the movie industry uses this… They announce an upcoming movie and let you see just a few of the really good bits as teasers, then you’re kept in suspense, interest captured until the new movie is finally available and your able to watch it.

Newsletters help you to build a community or business network, so much so, that a good newsletter should actively encourage feedback (and perhaps, pre-stage that membership for a future forum environment ). In my opinion, people like to be part of a community; and they arguably will be the most loyal visitors, who will encourage others to become regular visitors. (Nothing like a good debate or discussion elicited by your newsletter).

Obviously there are several reasons (or motivators) why we would want to launch a newsletter, once we’ve made the call however, there are several things to consider in order to bring our newsletter plans to fruition.

In my opinion, there are ten steps to successful and effective enewsletter marketing.

1) Plan your key objectives and stay within them.

What is the purpose of your newsletter? What tangible, measurable goal(s) are you building towards? As I’ve mentioned, there are several objectives your newsletter can be used to help reach, some examples being:

• Are you building a business network or community?
• Improve/Increase traffic statistics of your site or blog?
• Garnering greater public awareness?
• Elicit greater feedback and interactivity?
• Enhance media PR marketing?
• Appealing to a new niche of specific people?
• Capturing readers who do not use your feeds (RSS)?

Many of us will try to include more than one objective. I learned the hard way, always have one primary objective that you work towards. It should take precedence over some of your secondary objectives. I’ll say it again… ALWAYS focus on the prime objective.

2) Create content that is scannable.

Most individuals (including myself) quickly scan the contents of messages first. Doing so helps us to evaluate when the message should be acted upon (the importance level) and if it’s interesting enough for us to read. Think about it a moment, when you pick up a newspaper don’t you quickly scan the article to see what it’s about – and then read it if it captures your interest?

Scannable content does not just refer to the text itself, it refers to the visual (esthetic) elements as well. Elements such as bolding, icons, highlighting on backgrounds, etc. Ever used a magic marker to highlight key text when studying? ;)

3) Tell people what you enewsletter focuses on, what it’s about.

I’m sure you’ll want to keep your subscribers. Tell them up front what the newsletter is about, what topic ranges it covers and how the newsletter will benefit the reader. And stick to that commitment! Time and time again, I’ve subscribed to newsletters that promised content, features and benefits that I was interested. And time again I’ve unsubscribed because they did not deliver. This brings to mind a very salient issue:

It’s better to have a smaller number of subscribers who receive the content they expected than those who unsubscribed because you didn’t follow through with your offerings (some of whom think they got – forgive the expression – suckered into signing up with empty promises). Be genuine… that small group may help your newsletter marketing more than you realize.

4) Be consistent and regular.

If your newsletter is monthly, make sure you always deliver.
If your newsletter is quarterly, make sure you always deliver and so on…

There’s nothing worse than haphazard delivery. For those of us who have printed newspaper subscriptions, I’m sure they can attest to the annoyance when the newspaper fails to be delivered or is often delivered late.

By consistent, I’m referring to the style and content. It’s a good idea to use the same style of writing as used in your web site or blog. Why? That’s probably what people expect. There’s nothing wrong with having a guest writer contribute (that’s often a good idea), but think for a moment, if people like your site content writing style, then they’ll also like that same style in your newsletter. In some ways, this also touches on branding issues (albeit that’s a whole discussion in itself) – branding does not refer just to graphics, rather your whole packaging – including the writing style.

5) Build interest with titles.

Newspapers are the masters of capturing interest with titles and describing the content with titles. They’ve had centuries to perfect. Your title is a critical component as it will be the primary deciding factor as to whether someone will read your newsletter or not.

Using RSS feeds as an example, I subscribe to about 12 feeds from various blogs that I am seriously interested in. Each morning I review the new articles and decide which I will return to read in the evening, and which I delete. The only thing I read is the title, that’s it! If the title captures me I save it for reading, if not, I delete it right away.

Note: In addition to titles, please keep in mind that content in the top of your newsletter (above the fold) will receive more immediate interest than below the fold. Similarly, links near the top will also be clicked more often. This is also a good SEO strategy, namely to pack your best punch in your first paragraph.

One caveat to watch out for with newsletter (as opposed to RSS feeds) is the title you give your newsletter blast. It’s important to be able to “brand” and identify your newsletter right away (because readers are expecting it and need to easily find it within their email), however there also needs to be some description of the content itself. Try experimenting to achieve a balance between the two. If BloggerSavvy had a newsletter, I’d initially try an enewsletter subject line that reads something like this example:

“BloggerSavvy Newsletter – 10 sizzling marketing tips, New blog contest, How to get featured on Digg, and more…”

The above example clearly indicates who the newsletter is from and highlights some of the top content that may most capture interest.

6) Use standard, reliable tools.

Evidently a component upon which you should place a fair bit of emphasis is the engine that runs your newsletter and subscriptions. While many people use a third party subscription service, I personally don’t think that is the best way to go. Why? In my opinion:

1. It’s a privacy issue. Third-parties do not need to control my database of subscribers.
2. In the past I have had large numbers of people unsubscribing because the domain sending newsletters was not the same domain as the one that creates the newsletter.
3. In my opinion (with regards to point #2) it also looks very unprofessional when my domain is xxx.com but the domain sending the newsletter is yyy.com – it just does not come across as professional (in my opinion).
4. It’s not the best choice to operate a newsletter under the behest of a third party. What happens if they change the rules, sell their business, go out of business. (Who owns the actual database?)
5. From personal experience, I have often encountered unreliable services from such providers.
6. Using third party services often increases your costs.

What would I suggest?

Use you own newsletter service. I often suggest PHPList as a viable, reliable alternative; in great part because you can install it under your own domain and it easily integrates with the premier blogging platform, WordPress. Some of my favourite phplist features are noted on the home page of their web site as:

• Double opt-in subscription mechanism
• Scheduling
• RSS
• User Specific Content
• Click-tracking
• Attachments
• Bounce management
• Domain Throttling
• Server Throttling

While a search on Google should provide you with dozens of systems, I’ve personally found that this package works both in terms of reliability and features. One benefit is that the system is virtually automated (including double opt-in – more about that below) and all you have to do is provide content – It will even archive your newsletters! More features of that package are here: phplist.com/details and for all the WordPress users the plugin to integrate the system (into WordPress) is called WP-PHPList. It’s also interesting to note that this open source package also integrates into many other platforms, including ecommerce, forums and CMS related engines.

Bottom line, while third party relayers, I’m sure do provide good service, in my opinion, I’d prefer to retain control of my own subscribers and manage them under my own domain and branding – for many of the reasons I listed above. In my opinion, this is a much more professional way to operate enewsletter transmissions.

7) Monitor and track your results.

Ensure that you use a combination of tools to monitor your activities; both from the newsletter system and the resulting server (your domain) that provides content such as images, video, audio, etc. I would suggest using the tracking tools that come with the newsletter mailing list (such as phplist) with Google Analytics and your own servers statistics. In my opinion, one of the better server based statistics package is called AWStats. Using a combination of tools (and not relaying on one tool) helps to provide a more realistic “picture” (as different tools gather and correlate data in different ways).

Paying attention to which links are clicked, will give you insight as to which pages provide the most in demand and valued content. They will also help when you’re “experimenting” with your content style and placement, etc.

As a quick practical example, knowing which content garners the greatest click through to a page will quickly tell you which pages and content could best be used to “announce” things to your readers. It will also tell you which content you may want to follow-up on or further capitalize upon (because of the heightened interest).

8) Ensure your newsletter provides double opt in subscription.

Double opt in is a subscription feature wherein the subscriber enters their subscription email address and then confirms that subscription via an email sent by the newsletter server. It’s primary purpose is to ensure that subscribers truly wish to subscribe. I think that here in Canada this (double opt in) is a requirement (but I’m not 100% sure about that).

You will want to do this as it prevents damage to your blog (or web site) occurring from users who are added to your subscribers list without permission.

I have often entered my contacts into only the subscription databases that I directly control, and always have the tools in place that allow them to unsubscribe. While technically this is a grey area, I’ve never had issues or complaints as my subscribers were always generally intelligent, forgiving individuals.

I have personally seen other newsletters fail because they purchased lists of email addresses and added them to the database, as such they ended up with a poisoned database that was overflowing with unqualified readers who did not care and were not interested in the content. In one case the domain name became blacklisted as a spam domain, which irreparably destroyed that blog’s brand and reputation.

9) Grow your benefits and quality.

There are several ways to help keep readership growing. Obviously, one way is to continue providing high quality, in demand content. Consistently give your readers something of value, something that benefits them.

You could provide them with new content in each newsletter or revisit existing content on your blog/web site (or both). Personally, I tend to use a bit of both.

Why?

1. Statistics show me which topics are hot and would benefit from a follow-up.
2. New content keeps things fresh and interesting and provides incentive to subscribe as the content does not have appear on the blog until after the subscribers have received it.

One key is to always remain consistent, don’t procrastinate. As I alluded above, it can be very annoying (and make your newsletter appear really “flaky”) if it’s operated in a haphazard manner and if the content is not targeted. Content should be targeted.

Quite often newsletter content is not so much a matter of “What would I like to include in the newsletter this time?” rather it’s (in my opinion) more of an issue of “What do my subscribers want to read about?” “What interests them?” In other words select targeted content for targeted readers, that’s effective.

This leads to the final point… #10

10) Talk to your subscribers and get feedback.

Communicating with your readers may be an eye opening experience. While we can garner a fair bit of intelligence from review statistics, we can obtain some insight through reader input.

Don’t be afraid to contact your most loyal readers, ask them how you can improve the newsletter. Ask them what they would do. I’ve often been surprised at some of the beneficial things I’ve learned.

Equally, talk to those who have unsubscribed ask them if they wouldn’t mind telling you why. Sometimes you may not like what you hear, but if you listen, really listen, you’ll often discover other areas of improvement.

Obtaining feedback helps to ensure the effectiveness of your newsletter marketing as you’ll remain in touch with your readers. You will be talking to them, not at them.

You’ll be empowering them as a community and building brand loyalty and pride in ownership, which is probably one of the most powerful aspects of effective online newsletter marketing!

Side note: I found that there were a huge number of translation services visiting my Linux blog and translating it into other languages for those who did not speak English. Incidentally, it’s prudent to note that most people visiting your blog who’s native language is not English, will still speak English as their other language. For those interested in online translation or site’s where multilingual content is posted I’d suggest the following:

• Google Translate
• Kontribute
• Humanitas International
• FreeTranslation.com

However, let’s get back to the subject at hand…

For this blog, I’ve tried to appeal to a specific (albeit huge) area. I needed to determine the most popular social media networks globally. One resource is provided by a British web design business that hosts such information here: href=”http://www.oxyweb.co.uk/blog/socialnetworkmapoftheworld.php” target=”_blank”>Social Network Map of the World

Their map is beneficial in that is displays the highest ranking social networks in each country by traffic alone.

This resource is a good tip and I’d recommend you bookmark it as it will help you determine which social media sites may work best for your area; a good quick resource to help save time in researching where best to leverage your blog exposure. I use it to garner a quick snapshot.

Note: It’s important to realize that such tools do not necessarily drive traffic to your blogs, rather they contribute. You must still ensure you build your brand, content, etc. one bit at a time. It’s the “big picture” (your master plan) that yo should always keep in the forefront and build towards.

But what if I have some time to do a bit of research? What if I’m not looking for a quick snapshot? What do I do if I’m also intersted in targeting cities via social networking? Well grasshopper… there’s a super tool which does all that (and more)!

Google’s Insight, is one tool I don’t hear near enough about (I think it’s still in beta). Google Insights for Search, as their site says, provides the ability to “…compare search volume patterns across specific regions, categories, and time frames…”.

Let’s look at a quick example by determining where Facebook is the most popular. The following link will provide the search inputs we used. Namely:

• Facebook
• 2008
• Online Communities and
• Locations

Here’s the search link:
http://www.google.com/insights/search/#cat=299&q=facebook&date=1%2F2008%2012m&cmpt=geo

Google Insights Search - Country

The results showed that Turkey appears first in the list for “Regional Interest for Facebook”. Realistically, I found that the map was far more useful that the lists. Clicking on a country map (Canada for example), provides a further breakdown of Facebook within Canada,

Google Insights Search - Province, State, region

and incredibly, if I click on a province within Canada (Ontario), I’ll see which cities have the most interest in facebook.

Google Insights Search - City

Needless to say, Google Insights for Search (google.com/insights/search/) can be a very powerful tool in your web site or blog promotion strategy. Combining the insights Google provides with the powerful exposure that social sites can provide is a very good traffic building tool.

In my next post, I’ll list some of the WordPress plugins that can best help you garner exposure of your content withing the social networking word. These plugins will be sure to help you automate much of your social media promotions (and that saves you time!)

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