 |  @ProBloggerBlog Tips to Help You Make Money Blogging - ProBlogger http://www.problogger.net рекомендовать друзьям >> |
- Build Blog Products That Sell 3: Develop Your Product
This guest series is by Greg McFarlane of Control Your Cash.
Welcome to the third weekly instalment in our series on how to sell products of your own creation, via your blog, in a world in which everyone's reluctant to spend money. If you've been following the series so far, (LINKS), then you've learned how to conceive of a product and conduct market research into its viability, at least in theory.
In the process, you've learned how to identify your clientele, and create a product that:
- has unmistakable value
- people will want
- is a natural extension of your blog itself, and
- no one can duplicate.
Today, we’ll look at actually developing the product you’ve spent so long conceiving.
Making time for product development
Identifying what your product should be is one thing; actually creating them is something more. It's a laborious process that requires you to devote hours that you'd otherwise have spent on your blog's day-to-day upkeep, your sleep, or your work schedule.
Do yourself a favor and choose the first of the three. A weary blogger is an inefficient blogger, and a blogger who leaves the office early to work on his blog every afternoon will soon see his mornings free up, too.
That doesn't mean you should let your blog go dormant while creating your ebooks, online courses or series of webinars. Far from it. Instead you need to leverage your time, which is a skill that every successful person on the planet has mastered. That applies to bloggers as much as it does to anyone.
With a little planning, you can maintain your blog's relevance and timeliness. A few minutes of prevention are worth hours of cure.
Accept guest posts
If you've ever been approached by people wanting to write guest posts for your blog—and I think almost all of us have—there's no better time to take them up on it than when you need to commit resources to creating your suite of products. Let someone else do the work, at least temporarily. Besides, guest bloggers don't exactly drive hard bargains. A backlink or two should be enough to keep them happy.
Toil away on the task at hand while you delegate what can be delegated, and your readers will marvel at how you managed to create sellable products while your blog never missed a perceptible beat.
Publish timeless content
But what if you're the kind of blogger who considers every post a uniquely crafted representation of your ability to persuade or engage, and who would no sooner have someone else write for your blog than have someone else raise your children?
You can still leverage your time, by breaking out timeless content.
To give you an example, I update my blog with long-form posts three times a week. Occasionally the content is topical and temporal, but most of it is evergreen.
Write in advance
When you know you're going to be immersed in creating your product for the next few weeks, write as many blog posts as you can, as far in advance as you can. I always have at least a month's worth of posts ready to go in my content management system, even if I'm not working on a product.
Not only does it give me peace of mind, it gives my blogging partner plenty of time to shop around for a replacement should I get hit by a train.
Write hot; edit cold
Creating a sellable product from scratch takes more time than does creating a blog post, so you want to be able to set aside sufficient hours to work on said product without thinking, "Alright, that's enough. I have to stop so I can get to tomorrow's blog post."
The author's directive to write hot and edit cold applies here. When you're sufficiently motivated and your muse is feeling prolific, that's the time to knock out as many days' worth of blog content in advance as you can.
Get committed … and disciplined
If any of this sounds daunting, rather than inspiring, save yourself the energy and don't even waste your time getting started. There are countless bloggers who sell (or more accurately, can't sell) redundant, uninspired products. Don't be one of them. Be at least as passionate about any products as you are about your blog itself. You need to have a more compelling reason for selling products than "I probably should" or "everyone else is doing it."
Creating my own products forced extra discipline on me, which is never a bad thing. Instead of writing until I'd lose interest, I had no choice but to devote certain hours every day to building and formatting my ebooks. For me, that meant 6 a.m. to 9 a.m. for writing, editing and researching products. If I needed to, I'd work on my blog itself later in the day, a few hours removed from the pressing problem of completing each ebook by my self-imposed deadline.
Maintaining the other parts of my life (physical activity, earning money, feeding the pets) prompted me to get as much production as I could out of the finite time I'd allotted for ebook creation. If I hadn't, I'd have fallen behind schedule and possibly never recovered.
Test marketing
So, you've done everything according to plan, and you've finally managed to create a product that you think has real value. As far as you know, your brainchild is ready for its formal debut. The readers you've spent years building a relationship with should be ready to overcome their inherent frugality and spend a few dollars patronizing you.
But how do you know they will? Or at least, how can you increase the likelihood of them doing so?
You test market your product, just like a major conglomerate's sugar-free soda or exotically flavored toothpaste. At this point, your product is a hit only in theory, and you need to determine via a sample of people whether you're ready for the marketplace at large.
This is the hardest part of the process for many. Most people feel uncomfortable having their work criticized. And among the few who think that they're beyond that, most of those handicap themselves by selecting test marketers who'll give them the answers they want to hear.
Here's how you test how feasible the first draft of your product is.
1. Choose your testers
First, determine whom your 12 most critical friends and acquaintances are. You want the ones whom are unvarnished, even caustic in their opinions. Candor counts even more than objectivity does, because the former is a harder quality to find. The fawners and sycophants have no place in this experiment, and your mother will be of little value. They're not going to help you, and they're not going to help the only people who matter here—your readers.
Assess your potential test marketers honestly. The absolute last thing you want is respondents who are going to tell you how awesome you are and wow, you created a blog and every post you write is magical and it's only a matter of time before the International Herald Tribune comes calling and asks you to share your opinions on budget scrapbooking with a worldwide audience.
Why do you want 12 test marketers? Because six of them are going to agree to critically assess your products, yet never get around to doing so. Bribe them if you have to. Offer to buy each one lunch or something.
2. Send them your product
Now, give them your product, with explicit instructions for them to be as critical as possible. Tell them to try to find something wrong even in the parts they like. A third party (or the fourth through 14th parties) will notice mistakes and omissions that you're too close to the action to see for yourself.
Never send anything to market too early. If you're a blogger looking to extend your brand (and line your pockets), that might mean nothing more than adding or rewriting a few lines of code. It is far, far better for everyone concerned to improve a product before it goes live, rather than after.
As far as can be determined, no prototype in the history of commerce has been better than the finished product slated for release.
Key points
- Don’t sacrifice your income to develop a product: plan development up front.
- Accept guest posts, publish timeless content, write in advance, write hot and edit cold, and develop discipline and commitment to what you’re doing.
- Test market your product with actual readers of your blog.
- Take their feedback and use it to improve your product. Run the tweaked product past your most reliable testers again if you wish.
Alright, enough about "what?" and "why?" Next week we address the most critical question of all: "How much?" But stick around, because later today, ProBlogger will be taking a closer look at a technique to help you generate an unending stream of post ideas. It might just help you save some time to put toward developing your product.
Greg McFarlane is an advertising copywriter who lives in Las Vegas. He recently wrote Control Your Cash: Making Money Make Sense, a financial primer for people in their 20s and 30s who know nothing about money. You can buy the book here (physical) or here (Kindle) and reach Greg at greg@ControlYourCash.com.
Originally at: Blog Tips at ProBlogger
Build Blog Products That Sell 3: Develop Your Product
Переслать - The Most Important Skill for Long-term Blogging Success
This guest post is by Amy Parmenter of ParmFarm.com.
In the early stages of blogging, content is definitely king, but if you hope to be in it long-term, creativity must rule the day.
It's easy to think of new ideas when you've only been blogging a few months, but what will you write about next year? How will you offer new ideas—or the same ideas from a fresh perspective?
In order to be a ProBlogger you must be a good writer and a creative thinker.
Do you have what it takes?
Here's a test. If you were to win Darren's free trip to Australia, how many blog posts could you generate?
That's an easy one for travel or photography bloggers, but what about everyone else? Did you decide not to enter the contest because you didn't think the trip would apply to your niche?
I challenge you now to think again. Only this time, think more creatively.
I’ll go first. Here are ten example posts to get your creative juices flowing:
1. Pet bloggers: Will your dog get along with your new kangaroo?
You just know you want one! Visiting Australia would be the perfect opportunity to remind your pet-loving readers of all the things they must consider when adopting new animals and introducing new pets to the household. Maybe the kangaroo isn't such a good idea…
2. Art bloggers: The value of an artist's community
I love this one because it took a little legwork. Queensland Tourism is offering a free trip, and a bit of research in advance should not be out of the question. I Googled "Queensland artists" and found a great community that has gathered online because its members have "limited opportunity to exhibit their works" in the state. Why not connect with them, enhance your own experience, and deliver a fabulous post to your readers?
3. Aging or senior bloggers: How old is too old to travel?
How old is the oldest person on the plane? 60s? 70s? Maybe you could interview him or her. That person would probably be flattered by the attention, it'd be an easy way to pass the time, and you'd get a terrific post and probably plenty of comments!
4. Religion bloggers: I had faith in Australia
For those who believe, there is no place on Earth where God is not present. No doubt the beauty of Queensland will deliver a spiritual experience to anyone who is open to it. Write about it. Then ask your readers to share their stories, too.
5. Finance bloggers: How to expense a "free" vacation
An important aspect of blogging is problem solving. If you've got a problem, chances are your readers have experienced it as well. Help them. Use the trip to detail the problem of expensing a free trip—and the solution.
6. Design bloggers: The outback out back
There's nothing like traveling half way around the world to gather new ideas for your own back yard! This would be an easy post featuring patio or garden designs influenced by people, places, and things you discovered in Australia—complete with photos, of course.
7. Self-help bloggers: King for a day in Queensland
I'm sure the Australian getaway will include lots of sun, fun and pampering for those who so desire. As such, it is the perfect opportunity for self-help bloggers to remind readers about the value of a vacation, a change of scenery, and the importance of treating yourself when the time is right.
8. Fitness bloggers: 7 Exercises you can do on a plane
Without a doubt, the greatest obstacle for some in traveling to Australia is the extremely long flight. Blood clot issues are well documented and, frankly, exercise is a must. Running in the aisles would probably get you tackled by an air marshal, but a good fitness blogger should be able to offer at least seven exercises that can be done while seated or with very little room to move. More importantly, this is a post that would have broad appeal to anyone flying for more than a few hours.
9. Food bloggers: Raise your hand if you've had a Vegemite sandwich
I can't imagine there will be any shortage of ideas for this niche but I included this example to make the point that, as a blogger, you want to write about something special, new, or different whenever possible. While Vegemite sandwiches may be nothing new in Australia, few people who live in the States have ever had one. Have one. Write about it. As a blogger correspondent, you need to take me where I cannot go.
10. Blogging bloggers: How to speak Australian
This is a topic I decided to add half way through this post when I was challenged with spelling "traveling" correctly. That's because it has two l's in Australia, but only one in the U.S.! In the course of your travels, take note of other differences and use them to illustrate the point that knowing your audience—and "speaking" their language—is critical to blogging success.
I think you get my point.
If you are struggling to come up with creative posts, you either need to change the way you think or change your niche.
As a longtime journalist, it is my daily challenge to cover the same stories others cover, but from a unique perspective. The same holds true for anyone who wants to be a ProBlogger.
Obviously, Queensland Tourism would like us all to write, "Australia is the most amazing place on Earth. Go there. Now."
I think we can do better.So, your turn. If you were selected as one of the ten Queensland blogging correspondents, what would you write about?
Amy Parmenter is a journalist, public speaker and blogger who writes (creatively!) about personal growth at the ParmFarm.com. Get her free ebook here.
Originally at: Blog Tips at ProBlogger
The Most Important Skill for Long-term Blogging Success
Переслать - Get Off the Plateau: Growth Tips for Mature Blogs
Once the heady days of new-blog success are over, many bloggers find themselves on a plateau. Readership has stalled, subscriptions seem to be maintaining momentum but not growing, and you’re having trouble squeezing more value out of your already-loyal customer base.
What should you do?
There are a number of ways to kick yourself off that plateau and move into a new phase of blog growth. The ones that will work for you will depend on your blog’s niche and audience, where your skills lie, and what you’ve already tried.
That said, I thought I’d set out some of the starting points that I’ve used to change gear on my blogs over the years. You might already have tried some of these ideas, but I hope there’ll be something here that you haven’t experimented with yet.
First, secure your position
You’ve already built a blog with a loyal following, so why not use that as the starting point for your future growth? By looking at what’s working, you can hone your approach in those areas to make it more successful, and potentially identify areas where you could improve.
The other thing that this kind of review will achieve is, potentially, to free up some of your time to focus on new tasks. By looking at what’s working, you can identify what’s not working—and cut your losses. This will help you secure your position, give you the maximum return on your time investment, and give you a clear run at new ideas and markets (which we’ll get to in a moment).
Review posts
Spend some time analyzing which posts are working to help you achieve your goals.
Those goals might be readership figures, long-tail search traffic, social media shares—or something else entirely. But whatever your goals are, work out which posts are working best to achieve each of them.
Once you have this information, you can spend your writing time focused on creating the content that’s working best to maintain your blog’s current position in the market. It’ll give you a solid basis from which to spring forward using the other techniques we’ll discuss.
Review promotions
Some promotional channels are bound to be working better than others. Identify those, and cut your losses with the channels that aren’t performing as you’d expect or hope.
Again, we’re shoring up your current position here, so it’s important to face the facts about what’s working to attract readers to your site, and what’s not.
Review conversion funnels
Whether yours are sales funnels, or free conversion channels, review them to ensure that their working optimally. We have some great content here on ProBlogger to help you do that (have a look at How to Optimize Your Sales Funnel for Success).
Look at systematising your approach so that it’s as scalable as possible, with a view to growing your readership and conversions in the future. Then set aside regular time in your schedule to do whatever you need to do to keep those cogs well-oiled.
Review design, categorization, and usability
If your blog’s outdated, your content categorization is hazy, or the site makes it difficult to navigate through content and offers, you’ll have trouble growing your audience.
The fact that you’ve grown your blog to its current point isn’t reason to skip this step—it could well be that elements of design, categorization, and usability are whats’ keeping your blog from shifting up a gear. Tweaking categorization can have significant implications for organic search traffic, for example, and design considerations can make or break your users’ ability to find what they need.
Secure your blog’s current position using these techniques. Then, it’s time to look at growing your blog.
How will you grow?
Growing a blog, like building it from scratch, usually requires a multi-pronged approach. You might get lucky with one technique that’s wildly successful, but it’s probably best to try a few of these ideas—though you don’t want to spread yourself too thin—and see what works.
Find ways to reengage
Again, start with your current, loyal fan base. Find new ways to reengage with your existing readers, and to deepen loyalty, and you may well see sharing and traffic rise.
Consider these options.
- Create a free subscription offering (such as a course or series of regularly emailed bonus material) or reward (a giveaway, competition, etc.).
- Try new engagement initiatives. Perhaps it’s time you tried running a weekly video interview, a contest that spans your Facebook page and blog, or a podcast that features a Q&A with your own readers?
- Survey your readers to find out what they’re thinking about, and what they need. This can do a lot to create a sense of engagement beyond the everyday blog comments and social media interactions. It can also provide valuable information that you can use to approach new audiences.
- Perhaps a new product could help you to reengage with your readers, and give them something to talk and tweet about at the same time. Building out your existing product offering to fill any gaps in readers’ experience can deepen loyalty and boost buzz that can attract new readers from segments you haven’t already met through your product offering.
Find new markets
For most mature blogs and brands, tapping new markets is a necessary part of a growth strategy. This can be intimidating for some bloggers who are comfortable in their niche, with their current readers, but branching out can open up a world of possibilities for your blog.
Here are a few ideas to get you started.
- Try reaching a new market using a particular promotional channel. For example, you might write some guest posts to be published on blogs in a complementary, but different niche from your own. So, for example, I could promote Click! (and Digital Photography School) via guest posts about kid photography on mommy blogs, or smartphone photography sites. They’re not key market spaces for DPS, but could be good ways to reach new segments of the general photography market.
- Alternatively, you could take a look at niches or topics that are related to your blog, and look for opportunities within them. I might, for example, read about the growing market for iPhone lenses, and decide to create content for DPS on photography using iPhone lenses specifically to capture that market segment.
- Another approach is what traditional marketers call “product line extension.” This involves developing new products that reflect your existing core offering, but open it up to new markets. So far, we’ve developed ebooks for Digital Photography School. What if we turned some of those products into online courses, complete with videos, post-processing cheat sheets, and so on? What if we developed our own post-processing tools? These new products could open up new markets, and as a handy side-effect, help us to deepen engagement with our current customers, too.
- If that sounds like a leap you’re not ready to make, why not try different approaches to monetizing your blog as it is, and your existing products? Perhaps it’s time to dip your toes into the affiliate marketing waters—either by offering affiliate products to your readers, or by establishing affiliate programs for your own products. Or maybe you should try advertising or media relations or sponsorships—whatever suits your niche and target markets.
Find ways to make more from what works
Last, but not least, look back at the reviews you did at the outset, and seek to optimize what’s working for your blog. Try applying the tactics or techniques that have been successful to other markets or areas within your topic area.
- To start, you might look at a product that’s sold well, or a promotional approach that worked well to boost readership within a subsegment of your audience. From there, you could develop a strategy to reapply that model in other areas of your readership or would-be readership. If promotion through targeted on-site advertising worked with one of your products, perhaps it would work for other products, or to promote that first product in other markets.
- Consider becoming an “expert” at some form of promotion that seems especially successful for your brand, but which you haven’t really committed to yet for whatever reason. Try SEO, content marketing, affiliate marketing, email marketing—whatever works for your niche or brand, or appears to work for a new market segment or offering you’ve developed.
Experiment and refine
The process of trial and error—or experimentation and refinement—isn’t just inevitable in getting off the traffic plateau. It’s a valuable process that will help you make the most of your efforts and work smarter to get a foothold in new markets in the future.
This is a grab-bag of ideas, but I hope that some will strike a chord with you. Try one or two of these tactics, track your results, and keep tweaking and improving on your efforts. You might be surprised by what you can achieve.
What tactics have you used to get your blog off a growth plateau? We’d love to hear your advice—share it with us in the comments.
Originally at: Blog Tips at ProBlogger
Get Off the Plateau: Growth Tips for Mature Blogs
Переслать
 |  | Клуб Мамбини — это скидки для мам. Регистрируйтесь! |
| rss2email.ru |
| rss2email.ru | отписаться: http://www.rss2email.ru/unsubscribe.asp?c=12354&u=1052515&r=672244627 управление подпиской: http://www.rss2email.ru/manage.asp партнерская программа: http://partner.rss2email.ru/?pid=1 |
Комментариев нет:
Отправить комментарий