by cassandr | Sep 7, 2012 | Advertising, Branding, Business Success, Interactive, Social Media
In today’s day and age there are tons and thousands of blogs and growing. So how do you drive traffic to your blog? This is the million-dollar question that everyone asks.
Many people think that all you need is a catchy title about a popular topic, add in some popular search engine keywords and there you have it.
Well, it’s not that simple. Below are a few tips in building traffic to your blog.
Before getting started let’s begin stating the two basic reasons as to why regular readers follow blogs. Firstly, useful information is key in attaining followers and secondly highly engaging entertainment. If your blog substantially lacks either one of these don’t expect to get many followers because you won’t. You will need a different approach and a lot more brainstorming before reaching the next stage of building traffic.
Another key element in building traffic is you must be an expert in the particular topic you are talking about. There’s no sense in writing a blog if there’s no main focus. If too many unrelated topics are posted you will likely have an audience that will be very fragmented.
If your blog lacks expertise you’re just calling for trouble so, don’t expect to have an audience at all. But most importantly, have a focused direction.
If your blog offers valuable information, has a key focus then continue reading on about the tips and tricks of building traffic to your website.
1. Write Posts That People Will Want To Read
This sounds like a no brainer, but you would be surprised how many people forget to provide headlines and copy that will be interesting to your audience. If you write posts that the reader will find interesting they will likely come back and visit your blog regularly. That is only if you write often and regularly.
2. Use Twitter, Facebook and Google+ to Share Your Posts & Find New Connections
All three social networks attract a vast range of internet users around the world.
These networks which also be referred as “content distributors” meaning they can help you spread the word about your blog. Taking advantage of putting these networks will surely lead you on the path to success. Here’s how!
- Firstly, if you’re not already registered on these accounts I suggest you do so.
- Make sure you fill as much of these profiles as you can otherwise they will not look credible.
- Remember to connect with users on these sites whom already share a professional relationship, and begin following industry luminaries, and influencers.
- Share content with your peers especially anything that you feel is interesting enough to possibly go viral.
3. Optimize Your Posts for Search Engines
It is important when writing blog posts that you remember to optimize your pages for search engines to find them. I can’t stress this enough but you must include relevant keywords. A rule of thumb is to not overload your post with too many keywords or words that have not relevancy with what your talking about.
4. Tag Your Posts
It takes literally a few seconds to do yet people still don’t spend the time doing so. Adding tags to your blog posts is worth the time in terms of building additional traffic to your blog. They’re also key to helping readers find your blog when they are specifically searching for a topic, and can be easily picked up by search engines.
There are plenty other tips and tricks for building traffic to your blog. These four tips mentioned above are simply a good place to start and by no means the only ones. The blogging world is constantly changing and if you want to get to the top you must continue to read up on these trends.
How do you build traffic for your blog?
by cassie | Aug 29, 2012 | Advertising, Branding, Business Success, Creative, Design
On August 23, 2012 a monumental change took place at one of the world’s largest technological companies; Microsoft unveiled a new logo, the first new logo since 1987.
This marks a significant change in the direction the company is taking. On the same day the logo was reveled, Microsoft stated in a press release that they wanted to revamp their image in time for the launch of Windows 8, which happens in late October. Windows 8 is the first software from Microsoft that can be used on both PCs and personal tablets, changing the way in which consumers interact with their various technological devices.
By creating a new logo Microsoft is not only trying to build interest and buzz around the product launch, but also show its target market that they have changed their way of thinking product development in response to how people currently use technology. Windows 8 is not just another “pretty” update and neither is the logo. It’s a new logo for a new Microsoft… with a new attitude.
Before
After
So how is that new business attitude reflected in the new logo? The first change is the font. Gone are the italics in favour of a new, straight font, which connects the F and T. They also altered the colour by lightening it and simplifying the use of colour removing dimension and shadows.
Secondly, the four coloured squares, which were previously curved and used to represent a window, have been straightened out and flattened to make a square. This was done to represent how applications will appear as mosaic tiles that will work on both touch tablets and PCs.
The changes are pretty minimal, so what has the response been? Pretty minimal as well. While it’s not being hailed as horrible, there’s no real praise for it either. It seems that it has failed to make an impression one way or another.
For a new logo that is supposed to be ushering in “one of the most significant waves of product launches in Microsoft’s history,” I personally think they could have done much better.
But like I said, they didn’t do a horrible job. Many components used are what go into a good logo. As Lance Ulanoff, Editor in Chief at Mashable.com, points out it’s simple and timeless. The design is clean and modern and void of stylistic trends that will easily look dated in a few years time. It also doesn’t deviate too far from the past logos. The logo is appropriate for the direction the brand is heading in. The tiles act as representation of the product the Microsoft is offering.
So where does it fail? Where it fails is the fact that it’s not memorable. Microsoft wanted the logo to be “humble, yet confident,” but humble is the wrong route to take if the brand is trying to play up the notion of significant innovation.
The lightened colour comes off as dull and weak. The adjustment of the coloured tiles is very minor. What the logo should say is “Microsoft is a leader in technology that offers innovative products to customers for their changing need.” Instead it says “Microsoft made a few changes here and there that might go unnoticed with customers.”
Simplicity is key in logo design…can anyone say Apple? The new Microsoft logo can be described as simple… but unlike Apple, it’s not clever and it’s not iconic. It’s bad business practice to try to follow in the footsteps of a competitor who has done it so well. Microsoft would have been better served striking off on its own… creating something original to set its brand apart.
While a logo a brand does not make, it is important to put thought and care into it, especially when evolving it.
Do you feel, given the goals and intended messaging, that Microsoft created a new logo that connects with consumers?
by cassie | Aug 24, 2012 | Advertising, Branding, Business Success, Interactive, Social Media
Every marketing campaign starts off with two things: a brand and a target audience. Determining a target audience used to be fairly simple; marketers looked at demographics and psychographics and determined which groups would be most responsive to the brand.
Who: is your target market made up of males or females? How old are they? Are they married or single?
Where: where do they live? What country? Are they in the country, suburbs or city?
What: what are their interests? What time of day is best to reach them? What is it about the brand’s persona that connects with them?
Why: why is the brand appealing? Why does the target audience need the product or service?
How: how can a brand’s product or service benefit the target audience?
Fundamentally the process for determining target audiences hasn’t changed, marketers still ask those questions. However, what has changed is how specific target audiences can get.
Psychographics are becoming increasingly important as niche marketing is becoming more of a common practice.
Brands that serve a niche market need to pay attention to psychographics in particular. Already having a smaller number of people in their target audience, these brands need to ensure that the connection they do create is a strong one.
It used to be that males 18-25 and who live alone was a target audience. Seems kind of broad doesn’t it? It is possible to narrow down the target audience even more and it’s largely due to social media.
Social media has made it possible for anyone to be a publisher or a writer. If an individual is dissatisfied with the lack of discourse on their interests, there is little stopping them from starting a blog or an online magazine. That’s where marketers need be looking to determine their target audience.
With the vast amount of resources available at marketer’s fingertips, it is possible to include more variables in the target audience. Instead of targeting males 18-25, who live alone and don’t cook, they can target males 18-25, who live alone in an exact neighbourhood and who don’t like vegetables.
For agencies, this can mean greater efficiency and better results for the brands. While the “blanket approach” of placing ads in all outlets that cover a particular topic can be successful in some cases; increased exposure does drive sales, it runs the risk of being too generic and lacking the details that speak directly to the target audience.
For niche marketing and its specific target audiences to be successful, marketers need to use the fine details to grab the attention of the members of the target audience, speak to them directly and build a strong relationship that will be maintained over time.
With niche marketing ads are just the beginning. As previously mentioned there are blogs, online magazines and digital media, but then there are also social media platforms and forums. Marketers need to be monitoring online conversation and see how people are speaking about brands and products. In doing so marketers can better position brands and products to align with the feelings and perspectives of the target audience, again developing a stronger connection.
Integrating psychographics and multiple variables when identifying a target audience helps drive sales through developing brand loyalty, as opposed to attracting a large amount of one-time buyers.
How specific do you get when identifying target audiences? How do you determine which variables to include?
by cassie | Aug 21, 2012 | Advertising, Branding, Business Success, Interactive, Social Media
Social Media change…what else is new!
The only constant in life is change, and this seems especially true in terms of social media. It seems as if every other day there is a new platform that is coming into vogue and those that have been around awhile are changing to keep up. Once you finally learn how to leverage networks like Facebook, Twitter and LinkedIn, they change the next day.
Let’s take a look at some recent social media changes:
Klout has altered its scoring system to include “moments.” Moments are posts that have generated activity. Through moments users can see what action was taken, who did it and what network it happened on. In similar fashion to Facebook, Klout is also including insights, which allows users to have a better idea of their influence by allowing them to view data quickly and simply.
LinkedIn has changed its user interface. The homepage now features a more modern design as well as incorporating more visuals in the updates stream. Additionally, updates and posts can now be organized and viewed by what is most relevant, not that which is most recent.
Twitter has taken its promotional tweets one step further with targeted tweets. Targeted tweets allow advertisers to send tweets to specific audiences without tweeting to all of a brand’s followers. Advertisers using targeted tweets can segment by location, devices and platforms.
Facebook is following in the footsteps of Twitter by testing promoted posts. Promoted posts allow ads to show in the news feeds of all members regardless if the user has liked the brand page or if they have friends who have liked the brand page.
The question remains, are these changes necessary and useful or just annoying?
As with any change, there are going to be positive and negative aspects.
The best instances of change come out of necessity. In the case of Klout, there were many critics voicing opinions about whether the score is truly accurate and even questioning how the score is determined.
Klout’s response was to try to develop a better user understanding through its new features. Whether it will silence the naysayers remains to be seen.
Facebook is also a good example of necessary social media change. One of its largest competitors was offering a way to reach more people, so they are testing a similar approach to stay relevant.
This particular case has huge potential for brands and advertisers. Facebook already offers ads, but they are small and cast off to the side of the page. Promoted posts will bring the content onto the news feeds of users, giving it more space and attention.
These changes have the potential to transform the way those specific platforms are used and to open new ways for marketers to engage with their audiences. These changes show that the platforms are listening to their users and work to serve a purpose.
Change for change’s sake is not necessarily good. Facebook is notorious for changing their user interface and often times the reasoning behind the change is not clear. LinkedIn is the most recent platform to alter its appearance and one could question why the now and if it was even necessary.
Changes, such as those mentioned, can seem superficial and can lead to “user rage.” With the speed of technology and the amount of platforms out there, users can easily become overwhelmed. It takes time, a precious commodity they don’t have, to learn and adjust to a new interface and many initially resent being forced to make the change. It goes against the “if it ain’t broke don’t fix it” mentality.
Change has the potential to bring about great things, so long as it serves a purpose and people are willing to accept it. How do you feel about the recent changes in the social media landscape?
by cassie | Aug 17, 2012 | Advertising, Branding, Business Success, Creative, Design, Social Media
The rise of social media has brought about many advantages: instantaneous and constant communication; the humanization of brands and stronger relationships with customers.
However, it all comes at a price, mainly the diminishing attention span of users. Social media creates a constant feed of information virtually 24/7, resulting in people spending less time engaged in your content – if they even read it at all.
So how does one make sure that not only does important information reach the intended audience, but that it also gets absorbed?
It’s funny how everything old is new. Social Media content has taken “a page” from traditional print. Remember how newspapers were very rudimentary in layout and content was “the star”, making for a very text heavy presentation. Well, here we are once again.
Social media is becoming increasingly more visual and that means if you want your content to be read, you need to make it visually appealing.
Moving away from being text heavy, Twitter has a limit on the number of characters a message can have as well as allowing for postings of photos. After all a picture is worth a thousand words! Taking that adage to the max is Instagram, a photo-sharing platform in which users take photos, apply a filter and share it to their other social media accounts. Then there’s Pinterest, a virtual pin board that allows users to “pin” photos of things they find interesting and share with others for inspiration.
Making numbers and dry data interesting is easier said than done. One way do that is to use infographics. Infographics are visual representations of data and yes, they too have been around for a long time, just not called as such. Chances are you’ve used infographics long before venturing into social media. Maps, diagrams and charts are all examples.
So why now are infographics gaining popularity?
First of all, with the rise of social media, people don’t want to dig to find the relevant information. Infographics can streamline what needs to be known in a concise and easy to read manner. At the risk of repeating myself, the attention span of audiences is lessening by the second!
Secondly, infographics can take information that, while important, might be boring and transform it into something that is eye catching and visually appealing. With a whole spectrum of symbols, characters and colours to use, what once was boring can be made fun. By using those elements, the creator of the infographic not only catches the eye of the reader, but directs them where to look, helping ensure the information is read.
For example
This is an infographic taken from www.timeout.com. It provides interesting stats on the Olympic and Paralympic games through recognizable symbols, colours and limited text. If the information were presented written in a black and white article, people might not care, but through the use of infograhpics the information has suddenly become quirky and worth a second look.
How can brands leverage infographics to their benefit?
Brands can use infographics to tell their story. Through statistical graphs and charts brands can show how the brand has grown and the direction in which it is evolving.
Brands can also use infographics to assist in developing or establishing a persona. The images, characters and colours used will all have connotations and those choices directly reflect the brand.
Lastly, brands need to put their infographics out into the world. The whole point is to make the information easy to understand and absorb quickly, making it ideal for sharing. Being easy to read and understand, visually appealing and fun are all characteristics that help generate engagement and propel brands. The greater the impression an infographic makes on a reader, the greater the likelihood of the reader sharing it with others on social media networks such as Twitter, Facebook and Pinterest– that’s what social media is all about after all.
Just like having a brand and not advertising it…. It doesn’t matter how great an infographic is, if it’s not posted to social media, it’s not worth anything.
What has your experience with infographics been? Do you think they are here to stay or a fleeting trend?
by Miriam Hara | Aug 15, 2012 | Advertising, Branding, Business Success, Interactive, Social Media
Centre yourself, greet the new day and open to the vision: we will remain open, move with the times, bend and balance. When the agency and the Brand intention are in sync, harmony will follow. Branding for the 21st century.
As we move more deeply into the 21st century and are faced with new technologies and emerging channels. Agencies need to be holistic in our approach towards Brand; remaining fully present, clearly defining and reaffirming the brands with which we are entrusted. The marketing, advertising, communications and promotions that result will be a smooth flowing process of actions that continuously evolve a Brand, not simply one effort with one static result.
Our goal is a journey toward Brand strength. We will stretch ourselves toward greater awareness, not only of the Brand, but the Brand in all its manifestations and emanations. Succinctly, agencies will provide nourishment to all the energies of the Brand. Yes, it will still be about communication flow, but it’s really going to be about tapping into the Brand ‘chakras’.
Once upon a time agencies could push a brand message out and inform consumers “what’s in it for them”, but more and more, consumers will expect to be part of the conversation, to exercise influence and demand respect of their views and opinions. The Brand will need to be a personality; building relationships, engaging and offering information, giving with no expectation of immediate returns. Agencies that acknowledge this new energy will integrate it to enrich the process of branding. This isn’t altruism, the Brand’s message still continues to be “all about me” for sure… but the approach, style and mix of communication channels will reflect the changing media and technology environment. We need remain open, move with the times, bend and balance.
Today’s, and most definitely tomorrow’s, successful branding initiatives will be based on the understanding that nothing exists alone – everything is inter-dependent. Sounds very yoga-ish, doesn’t it? The Agency will recognize the values and distinctiveness of communities and understand subtle differences in personas for Brands to flourish. The Agency that identifies and acknowledges the core energies and relationships of a brand will enable that brand to speak authentically. By applying vision, discipline, reflection and focus the Brand will be rewarded with influence and awareness.
Agencies will still need to be very connected to the Brand to be responsive… to develop and maintain Brand personality, with fluidity and spontaneity.
The healthy Agency/Brand Client relationship will require acknowledging the need to work together in respectful harmony in order for the Brand Voice to resonate.
With the emergence of new channels such as social media, mobile apps and immersive marketing, Agencies will grow, progress and embrace the new without forgetting the old. Time for awakening the senses! We must lead our Brand Client to meet the challenge with thoughtfulness and clear understanding. Classic media channels will need and should remain as part of the communications mix in order to maintain balance and build strength.
The path to brand enlightenment can be a smooth one, here’s our asana for success…
Holding the correct posture is as important in branding as it is in yoga. In Branding it’s called positioning. It’s about establishing a recognizable image and voice in the appropriate markets, creating a Brand that serves its communities’ purposes gracefully and well. The correct posture and clear thinking go hand in hand in creating a successful Brand.
Develop the Brand mantra (USP). The mantra propels Brand’s equity, assesses the current Brand relevance and projects future needs. Brand intention requires focus on the strategic direction and remaining mindful and aligned to it at all times in order to build a genuine Brand philosophy.
Set an intention (objective). As in Yoga, progressing towards change is only achieved with a deeper understanding and maturity. Know your process and communicate it to the Brand Client so that all involved take part in achieving the intention.
Once an intention is set, it generates its own life force. It becomes the vital energy (strategic plan) of the Brand identity and it must be nourished and enhanced. The energy is all about creating momentum, buzz and awareness. The way in which Brand approaches this life force in the 21st has evolved to give back, to inform, to sustain, and to be mindful.
Every Brand has karma (results). The Brand mantra must own whatever image or philosophy it projects out onto the universe, as this will ultimately remain attached to it. Missteps come back to haunt the future.
The Brand persona must be authentic, truthful, and appropriate to its intention and market community. Communities, friends, fans… and yes, ultimately consumers, immediately pick up on anything that seems insincere Truth leads to connection and that leads to success. In short, a Brand philosophy that is balanced and dedicated is set to achieve perfect alignment.
Honouring the tradition, remaining open to the present and embracing the possibilities are basic to the practice of marketing. Respecting the traditional skills of our profession and calling on them where appropriate just makes sense. Being completely au fait with social network and digital tools of all kinds is essential, as is being mindful that not all that is new or trendy is worthy of our investment. Offering the best possible solutions while embracing innovative thinking will continue to clear the path for Brand relevance for years to come.
Branding successfully is a journey that will not only provide greater understanding and awareness of Brand, it will also foster a deeper understanding of the communities in which it speaks to. Our intentions should be realistic and useful without eliminating the potential for the remarkable. Ultimately, it will not be about winning awards, it will be about successful Branding. That’s not a limitation, that’s not unforeseen – that’s clarity.
How do you feel about this approach to branding? We’d love to hear your thoughts on this, so join the conversation!
This post was co-authored by Heather Moore.
Heather is the art director at 3H Communications Inc. with over 30 years of experience in Canada and overseas. Heather has a refined visual sense, an eye for detail and a way with words. With a wealth of experience as a packaging designer, Heather has a reverent respect for brand. She is dedicated to team-work, focused on crafting the perfect concept and meeting client requirements and a proponent of our own exacting standards.
