Top 10 Social Media Tips for Connecting with Non-Blogging Customers

Filed Under Marketing, Successful Blog | 14 Comments

by Scott McIntyre

Scott McIntyre â€” The Avid Blog Reader Without a Blog

Last week, I discussed the main benefits of building awareness for your blog offline- namely to enhance your own personal reputation within your niche industry, and to increase the visibility of your blogâ€™s brand to the wider offline community.

Many of you are finding that word-of-mouth recommendation still can’t be beaten as the Number 1 way of bringing a whole new audience to your online businesses. Creating a positive ‘buzz’ is a powerful method of attracting customers to your products and services.

The sole aim of this ‘buzz’ is to drive people to your website and then to encourage the individual to take specific action- whether this be to purchase, read, or subscribe.

Increasingly, the ultimate place to generate ‘blog buzz’ is through the use of Social Media. Effective participation on these websites now plays a crucial role in any successful marketing campaign. Social Media is where the ‘It Factor’ is at!

Did you realize that non-bloggers are participating in social media too?

Over the past few months, I have become an active participant on several Social Media sites.

Some — Stumbleupon and Digg — I am particularly fond of. For example, by only being concerned with sharing the best quality content with the community, my Stumbleupon profile has a Google Page Rank 5. Reader recommendation sites such as these allow me to enjoy my own community and to establish authority and trust.

I am beginning to explore others — Twitter, Mixx, and the social bookmarking sites Delicious and Reddit — and become more involved to see what they offer a non-blogging reader.

During the fantastic times I have spent Stumbling and Digging, I have become familiar with how best to interact with these Social Media communities and to maximize the mutual benefits to both myself and my fellow members.

Today, I would like to suggest 10 key tips that will help your blog benefit from Social Media. As the topic is vast with so many facets to cover, entire blogs are devoted to exploring the subject. You might use what I write here to reach more non-blogging customers or to explain social media to folks just beginning to explore how to get more from their blog.

I intend to cover the more basic points below, and would be delighted to write a follow-up article to address any questions you have. It would be great to read your views in the comments section.

Using Social Media: What’s the Buzz About?

“Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and ‘building’ of shared meaning among communities, as people share their stories, and understandings.” (source: Wikipedia)

Stumbleupon, Digg, Reddit, Twitter, Plurk . . . these are but a few of the Social Media mega sites that are defining today’s Internet and shaping our online behaviour for tomorrow. Quite simply, Web 2.0 and the concept of social community IS the Internet.

This is the arena into which your online business can enter if you want to compete effectively and win the attention and dollars of today’s quality and cost savvy customer. And, even if your primary goal isn’t to generate money, engaging in the Social Media environment has massive potential to expose your blog to a new audience of enthusiastic readers — some of whom may have little experience with blogs.

At its most fundamental level, any specific Social Media website is a gathering of like-minded individuals who have interests in broadly the same range of topics. Furthermore, the community members are motivated to share the best information available with each other.

So, how best can you get involved with Social Media? Here are my Top 10 Tips (they’re in no particular order because each one is important in its own right).

Top 10 Social Media Tips for Connecting with Non-Blogging Customers

Tip 1 Develop your Social Media strategy
Without a focused plan of engagement, there is a danger that your use of Social Media will become a time and money resource draining activity. Many people use Social Media channels for fun and enjoyment. It’s a brilliant way to discover entertaining and useful content from all corners of the Internet. Many of the pages that come your way, you most probably would never have found on your own. That’s the incredible feature of Social Media - the community finds and delivers hitherto far flung information right to your browser.

However, as a business you need to decide your aims for using Social Media before you embark upon this as a promotional activity. Your goals may be varied and interconnected- to enhance your reputation in the industry; to put a more ‘human’ face on your business; to generate sales; to increase your subscriptions, etc. Whatever you want to gain from Social Media, it is crucial to set out a framework to guide your efforts before you begin.

In our case, it would be to find non-blogging customers, colleagues who work with them, and information about how to connect with them and their habits online.
Tip 2 Select the most appropriate community for your business
The first step before you launch into any Social Media community is to check out whether what you offer is what the members are likely to want. Explore some of the sites out there to get a feel for the kind of content that is considered worthy of sharing.

Each Social Media site is geared towards a particular type of user. For example, while generalizing slightly, technology based news stories tend to do better on Digg because those users like that content, while in-depth and lifestyle articles fare better on Stumbleupon because this appeals to stumblers. Of course, there are no hard and fast rules on what goes down well with these respective audiences.

Good quality and intrinsically valuable content will do well on any Social Media site if promoted properly and along the lines of these 10 tips I describe here.

We can choose the sites where our customers are most likely to find information they’d want to know. Keep in mind that non-blogging customers get to social sites via search engine as well as via word of mouth.
Tip 3 Fully research the Social Media community
As mentioned above, any given community is a gathering of individuals with similar tastes and interests in online content. To plug into the collective consciousness, it is necessary to get to know what the people respond well to and what they reject out of hand. By knowing these rules of engagement, you can tap into the demand for your kind of material.

While this talk of ‘collective consciousness’ may sound very new-age, really it is just a case of going where the audience you serve or want to serve is gathering and delivering your work to them.
Tip 4 Create an attractive, unique profile
Striving to build a professional looking and trustworthy profile is something which will differentiate you within the Social Media community and encourage other members to view you as a source of good quality material. Translated into action, your credible profile will lead individuals to opt into following you - or befriending you. By doing this, these people are indicating that they want more of what you are sharing. The key is to leverage this support sensitively into spin-off benefits for your business.

To achieve the best results, you should try to reflect either your own personal brand or that of your online offering in your profile. Every aspect of your Social Media profile contributes to your branding efforts - from the avatar or image you display and the type of pages you share to the comments and reviews you make on these pages.

Keep in mind that non-blogging customers might not be up on the social media vernacular. Though some key words will help bring search traffic to you, too many will confuse the non-bloggers who come.
Tip 5 Build your network of like-minded mutual friends
Any advantages from engaging with a Social Media community will only be fully realized if you search out members who are interested in the value you can offer. The whole rationale behind Social Media is in its social nature. People are there to share.

By regularly using the website’s search facilities and by visiting the profiles of your fellow community participants, you can gradually build a network of like-minded contacts who want to derive mutual benefit from collaborating with each other online.

Ask questions about connecting with newcomers and nonbloggers. Offer advice about the same subjects and the people will see you as someone who cares about that group of customers.
Tip 6 Participate! Participate! Participate!
As with any gathering, people flock to those individuals who actively get involved in the proceedings. They might entertain us or make us think twice. They might give us a unique insight into an issue or provide us with advice that no one else can. The same principles apply to Social Media communities. Members are keen to follow those who give value back to others. Your online offering can do all these things.

When applied to the Social Media setting, this means always working to discover the highest quality content and introducing it to your community. It also translates into helping your fellow user to assess the value of that content by indicating your approval of it by judicious reviews and comments. Be obsessed with being a filter of quality material.

Be sure to share content that non-bloggers will value and content in which they recognize themselves and their situation.
Tip 7 Think not what the Social Media community can do for you, but what you can do for it
No one especially wants to hang around with, or follow, someone who is all take and no give. The same is true of Social Media participants. It may be that, for perfectly valid personal or business reasons, you are unable to commit the resources to pursuing a Social Media strategy. If this is the case, it might be better to wait until you can before engaging in a half-hearted way. You need to make regular, value-laden Stumbles, Diggs, Tweets and Plurks before people notice you.

Ask questions about how you can help others connect to businesses just entering this marketplace. Get advice from people who are obviously engaged in doing what you want to do.
Tip 8 Engage on a deeper level with your network
Being surrounded by a group of like-minded individuals provides a tremendous opportunity for networking. If you invest in becoming familiar with their specific interests, you can identify potential new contacts to do business with - either as a provider or a supplier.

As is true of developing any mutually beneficial networking relationship, one should approach it with tact and diplomacy. Look out for indications on someone’s profile that they are willing to be contacted, perhaps via a communication channel outwith the Social Media site. If they have a blog of their own, consider becoming a genuine and valued contributor. You should have the attitude of giving value, without asking for anything in return. Adopting this attitude to building any relationships in life, brings great rewards in itself.

Offering to schedule a limited time — 15 minute — phone call to explore ways that you might be useful in helping each other often works. Context is important when reaching out, work from what the other person knows.
Tip 9 Offer and share only your very best content
Every so often, it is fine to submit your own content for approval by the wider Social Media community. However, you should only do this once you have invested a significant amount of time and energy in understanding what is acceptable. Above all, you need to have built up a respected reputation (see Tip 4 above).

The main focus of your community activity ought to be on contributing value to others. If you are passionate about producing knockout content for your own blog or website, some other quality-minded member will always want to share it.

Again, share the content that’s meant for the customers and colleagues you want to attract.
Tip 10 Assess the success of your Social Media strategy
And so, it is time to review how effective all your efforts have been in providing benefits to the bottom-line results for your online business. This is why it is critical to have mapped out your strategy before you embark upon any exploration of Social Media as a means of promotion, as outlined in Tip 1 above. You can find out more about how to analyze the impact of your strategy in Liz’s article on checking Social Media’s return on investment

Effective participation in Social Media communities can benefit your online business greatly, if you approach it in a carefully planned manner like any other promotional activity. Social Media-astute small businesses can level the playing field and take on the big boys in their industries. We can be fleeter of foot and react to the subtle changes within the Social Media community much more quickly than larger enterprises with their marketing / operational departmental bureaucracies.

Not only can you connect directly with blogging and non-blogging customers and attract new ones, you can also build very useful and productive working relationships and forge strong strategic alliances within your niche.

If youâ€™re a blogger, leave a comment to let me know of your experiences of using Social Media? What advice would you give to use these tool to reach non-blogging customers?

If youâ€™re a non-blogger who uses Social Media (and there are are many), tell them what they can do to engage with you via your Social Media community.

â€“Scott McIntyre

Attracting the Offline Customer: Why Do You Promote Your Blog Offline?

Filed Under Customer Think, Successful Blog | 9 Comments

by Scott McIntyre

Last week, I suggested a few practical methods and communication channels that you might use to promote your blog offline. I was pleased to read in your comments that many of you are trying these technques to achieve great results for your online businesses.

As a number of you are already finding, promotional activities such as talking to local organizations, advertising in offline media, and the use of Press Releases and branded goods can effectively contribute to getting your message in front of the offline customer.

But why would you consider doing this in the first place?

Today, I would like to explore several reasons why it can be of great benefit to build an awareness of your blog in the offline marketplace.

Building Awareness of Your Blog Offline: What are the Benefits?

There are two direct benefits that can be realized by extending the reach of your blog beyond the blogosphere: 1) to enhance your own personal reputation within your niche industry and 2) to increase the visibility of your blog’s brand to the wider offline community.

Both of these positive benefits can be achieved through promoting your blog offline.

Brand Building Through Offline Promotion

Building your personal brand
It can be a highly profitable business aim to develop a strong name for yourself offline within your specific industry sector.

Having a presence online provides a valuable launchpad from which to gain publicity for yourself offline. It is an effective means of making a respected name for yourself amongst your peers, and to seize the opportunities that exist from tapping into the offline customer base.

I can guess that not all of your competitors have a blog or website yet. If you do, then you are already ahead of them when it comes to attracting your target audience. You have somewhere to bring them back to in order to win them over to your products or services.

To build your personal brand offline, it is necessary to get people talking about you in a manner which is in line with your business strategy. Ideally, you want to be seen as the ‘go to’ person in your niche.

By offering first-class advice and by providing useful information and resources to the offline audience, they are likely to view you as the authority figure within your industry. When you achieve this position, you are well placed to leverage it to capture their attention and interest in your blog.

Personal branding through offline promotion, however, may not be right for every blogger. You may have opted to write under a pseudonym or else prefer to maintain a degree of anonymity.

There are many reasons why this is a valid approach. If this applies to you, it would be great to hear your views in the comments section.
Building your blog brand
You can work on developing your own personal brand offline safe in the knowledge that you have a quality blog waiting ‘back home’.

A quality blog can mean many things. Valuable content is crucial, as is having a good design, ease of use and accessibility. All of these factors contribute to whether your efforts to build a brand for your blog offline will be a success.

If you can foster a sense of trust and respect for your blog’s offering through your offline promotional activities, it will lead to customers being willing to use your products or services.

Blogs provide a tremendous opportunity to interact with your audience. A blog can help to create mutually beneficial relationships between you and your customers. Satisfied customers indulge in positive word-of-mouth recommendations, and this inevitably leads to a buzz about your business offline.

A blog which does not aim to be a quality offering will likely not impress or enhance its reputation with these potential customers.

When offline personal reputation building is combined with that of developing your blog’s brand, the benefits can be immense for your online business as a whole. The skill is to effectively engage in promotional activities which achieve each separate goal while, at the same time, are supportive of each other’s aims.

Next week, I will be considering some of the ways in which you can use the increasingly popular social media and social networking sites as valuable channels to engage with the offline customer.

If you’re a blogger, leave a comment to let me know of your experiences in promoting both yourself and your blog offline. What results have you achieved? If you’re a blogger who isn’t yet engaged in offline promotion, what questions do you have regarding how to go about it?

If you’re a non-blogger, tell them what they can do to attract your interest in both them and their blog.

–Scott McIntyre

Reaching the Offline Customer: Do You Promote Your Blog Offline?

Filed Under Customer Think, Successful Blog | 22 Comments

by Scott McIntyre

Last week, I shared with you my thoughts on how the nature of your online business will influence any decisions you make as to whether you might consider targeting offline customers. Some of you commented that you are already using a range of techniques to spread your message to the world beyond the blogosphere.

Today, I want to look at some of the practical methods and communication channels you can use to promote your blog, or website, offline. Many of you are likely using some of the methods, while others may want to try the most suitable ideas as new ways for you to reach the offline market segment.

Promoting Your Blog Offline: What are the Benefits?

There are still many people who either a) don’t use the internet regularly, b) have never read a blog, or c) don’t blog themselves. When combined, these groups constitute a sizeable target market.

To connect effectively with these potential customers, it is necessary to engage in some form of offline promotional activity. If your goal is to attract these people back to your blog, then you first need to take your blog to them.

The following list of communication methods is by no means exhaustive. There may be additional ones you are currently using.

If so, it would be great to learn of them in the comments section.

Offline Promotion Methods

Your current network
You probably have family, friends, and colleagues who either don’t read blogs or are not bloggers themselves. Have you shown them your blog? Often, your best customers are right there beside you now and these folk can become loyal customers or enthusiastic advocates on your behalf.

There is no more effective marketing tool than positive word of mouth when it is backed up by your quality product or service.
Talk to local organizations
There will, no doubt, be organizations in your locality with an interest in what you have to say. Examples might include charities, church groups, Chambers of Commerce etc.

In my experience, these groups are keen to attract a variety of guest speakers to their meetings. If you are invited to address such a gathering, you can introduce your business to them (not by ‘hard selling’), and also distribute take away literature, like flyers and brochures, which carry your website contact details.
Advertising in offline media
While advertising may be financially out of the question for a lot of smaller online businesses, properly targeted local media campaigns can prove highly effective.

If you have the resources, local television and radio advertising can provide a good way of getting your message seen and heard by customers in your neighborhood.

It may also not be feasible for you to take out full page ads in newspapers and magazines. However, a first step might be to run a small advert in the classified section of your local newspaper.
Press Releases
Another method of interacting with the media is through the use of a Press Release.

Industry publications and local newspapers are always on the lookout for news stories that are of interest to their readership- who might also be your potential customers. By writing a good quality Press Release, which is both newsworthy and focuses on your business at the same time, your message can be conveyed more effectively than advertising.

In these cases, your Press Release stands a better chance of being picked up if you have cultivated a relationship with the reporter or editor beforehand.
Company literature
In the daily running of your business, I’m sure you use many types of documents such as letters, envelopes, compliment slips, invoices, fax sheets, product packaging, business cards, etc.

It is important that your URL features on all printed material you issue as this is a cheap and ready made way of attracting visitors to your website.
Branded goods
Many businesses find it useful to develop a range of supporting merchandise which carry their website address. Often, these items are given away free or as prizes in contests.

Examples of such items include: calendars, pens, pencils, mouse mats, coffee mugs, Christmas cards, t-shirts, bumper stickers, badges etc. The list is endless!

The key to selecting merchandise which is effective as part of your offline promotional activity is to ensure that the products are of high quality and consistent with your brand. This method works because the items get your website URL out into the real world and in front of the eyes of your potential customers.

There is, of course, an initial cost to produce these items, but they can prove an effective communication tool.

The promotional activities I have described above are only a small selection of the methods which can form the basis of an effective offline promotional campaign.

If you’re a blogger, leave a comment to let me know what offline promotional methods you are using? What are your experiences of these methods? If you’re a blogger who hasn’t yet engaged in offline promotion, which of the methods might suit your business?

If you’re a non-blogger, tell them how they can get your attention offline.

Week 1: Connecting with the Offline Customer: A Non-Blogger’s Perspective
Week 2: Targeting the Offline Customer: Do You Blog for Non-Bloggers?

Targeting the Offline Customer: Do You Blog For Non-Bloggers?

Filed Under Marketing, Successful Blog | 30 Comments

by Scott McIntyre

In the first part of this series, when I shared my perspective on connecting with offline customers, it was clear from your comments that this is an area of business activity which many of you are keen to develop.

I was also very interested to learn that some of you have already adopted this as a business goal, and are taking steps to focus in on attracting this particular audience - a group that is, I would suggest, waiting for you to find them and to address their consumer needs.

Helping you to grow your online business by reaching out to non-bloggers, is a subject close to Lizâ€™s heart. She previously hosted a lively session on blogging outside the blogosphere with Wendy Piersall which opened up the debate.

Today, I would like to explore a little further the issues behind whether your online business could be profitably served by aiming for customers outside the blogosphere.

The Nature of Your Business: Is Your Audience Bloggers?

Let me ask you whether there are people within your own network of current, or potential, contacts who either (a) donâ€™t read blogs or (b) are not bloggers themselves?

I would hazard a guess that there are.

At first glance, the vast majority of blog readers would appear to be other bloggers. Or, at least, that is the impression I get when I read the comments sections on almost every blog I have visited. The vast majority of commentators have links to their own blogs in their signature.

Either other blog readers without a blog are few and far between or else, as I suspect, they are reluctant to get involved in the conversation.

Itâ€™s a missed opportunity whichever way you look at it.

Are other bloggers your ideal target audience?

The nature of your online business will strongly influence any decisions you make as to whether you might usefully channel resources into targeting offline customers as your primary marketing strategy.

If your product or service is aimed specifically at bloggers, it seems entirely appropriate for your business to be aiming for customers within the blogosphere.

If your market offering, however, is non-blogging based then it might be best to look for potential customers offline.

To focus only on bloggers as your target audience is to miss out on an army of potential customers — people with money to spend — who are not aware of blogs (yes, they do exist!) or who do not blog themselves.

Next week, I will be looking at some of the practical methods and communication channels you can use to spread your message to this potentially lucrative, offline market segment.

If youâ€™re a blogger, leave a comment to let me know your views on whether it’s right for your business to target offline customers. If youâ€™re a blogger already targeting customers outside the blogosphere, what are your experiences in trying to attract this audience to your online business?

If you’re a non-blogger, let them know what they need to do to get your attention.
â€“Scott

Scott McIntyre is a freelance writer based in Scotland, who only recently discovered the wonders of the blogosphere. He’s a writer on a personal mission to live a colorful life, and to write about it along the way. You can find out more at LinkedIn, or be one of the first to follow Scott on Twitter.

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Connecting with the Offline Customer: A Non-Blogger’s Perspective

Filed Under Customer Think, Successful Blog | 42 Comments

by Scott McIntyre

It is a little daunting to be out here for the first time, writing in front of you all. But I’m not too nervous because I know that you’re friendly folk. You see, I’ve been waiting around these parts for a few months now, watching what’s been going on with great interest. I’ve mostly remained in the background, only once or twice venturing out into the open space of the comments section.

Then, one day, Liz posed a question on the search for the non-blogging customer, and I just couldn’t stop myself — I bolted from the sidelines and let my presence be known. At last, I had something to add to the conversation! This was an issue that I knew about first hand — for I am one of that apparently rare breed — the avid blog reader without a blog.

When Liz invited me to share with you my non-blogging perspective on the blogosphere, I readily and gratefully accepted. While exploring many blogs, I have studied both the ‘art’, as well as the ‘technical’, aspects of blogging.

I have educated myself on the often bewildering, unique features of blogs. I can speak the lingo — I know what a ‘post’ is, I can explain ‘RSS’ and the benefits of ’subscribing’. Heck, I even get what a ‘trackback’ is!

It’s been rewarding to spend time browsing and stumbling through a diverse variety of web pages as part of my active use of Social Media . . . and I’ve done this without the vehicle of a blog.

Over the coming weeks, I’d like to pass on my observations

to help you identify issues associated with targetting offline customers
and to offer suggestions on methods you can use to connect effectively with this group.

Together, we will highlight the challenges involved in finding and attracting the non-blogger back to an online business and find solutions for success.

But, first, let me explain on how I became such a passionate advocate of blogs.

Discovering The Blogosphere: My Journey Begins

Though I’ve always been a keen Internet user, I only clicked on my first weblog in March, earlier this year. Ironically, my introduction to the blogosphere wasn’t by way of a gentle, general interest blog but via the ultimate in “How to Blogs” — problogger.

I was fascinated to read Darren’s clear explanations and advice on blogging, and those of his readers. The more I delved into his archives, the more I realised the tremendous value of blogs. It was like finding a never ending supply of constantly updated magazines, delivered daily to the letterbox of my feed reader.

The biggest revelation was to witness how the audience is able to interact with the blogger, and with each other, through the community of the comments section. By doing so, readers are shaping and influencing the very content itself. I soon went searching for countless other blogs, subscribing to many as I went.

Certain blogs have made my experience easier to our mutual benefit. For example, I am more likely to hang around, or sign up to, a blog that has

a user-friendly design,
first class content,
a lively comments section,
and other elements which embrace all readers — bloggers or not.

It is clear that Liz works hard to ensure that the S.O.B. community here is accessible to everyone regardless of their familiarity with blog ‘netiquette’. That’s the reason why I felt compelled to contribute in the first place.

Back then, little did I realise how enthusiastic I would become about this dynamic medium, and by how much I would want to learn about the ‘mechanics’ of blogging. Nor could I ever have anticipated how strong my desire would be to encourage as many other non-bloggers as possible to discover blogs for themselves.

Why Don’t I Blog?

After espousing the brilliance of blogs, you might reasonably ask why I don’t blog myself. It’s a valid question. The more I read blogs and see their potential, the more I am drawn to becoming an active participant as a means of expressing myself. It just hasn’t happened yet.

In many ways, the very fact that I am writing this post today is a novel idea on Liz’s part. Usually, only bloggers do guest posts.

The best analogy I can use to describe my interest in blogs is to compare it to that of an automobile fan who can drive, but doesn’t yet possess their own automobile. There’s no reason why he or she, can’t become au fait with how a classic engine works or travel round automobile shows, admiring the gleaming models on display.

Just as you don’t have to write for, or own, a magazine to be able to read one, you don’t actually have to be a blogger to enjoy browsing through blogs.

I’m Scott McIntyre. I’m an avid blog reader without a blog.

If you’re a non-blogging reader, leave a comment to let me know you’re out there. If you’re a blogger, what advice do you have for non-bloggers, who want to be part of your blog?
–Scott

__________________
Scott is a freelance writer based in Scotland, who only recently discovered the wonders of the blogosphere. A former policy manager with the Scottish Government, his background is in business and Human Resource Management. Scott’s interest in writing developed when, at the age of just 15 and still at school, he edited and wrote for a newspaper column. He is on a personal mission to live a colorful life, and to write about it along the way. You can find out more at LinkedIn, or be one of the first to follow Scott on Twitter.

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Top 10 Social Media Tips for Connecting with Non-Blogging Customers

by Scott McIntyre

Using Social Media: What’s the Buzz About?

Top 10 Social Media Tips for Connecting with Non-Blogging Customers

Attracting the Offline Customer: Why Do You Promote Your Blog Offline?

by Scott McIntyre