To Write More Powerful

Although there are significant differences among the various types of online communication, there all have one critical thing in common - they're read off a screen. There are substantial benefits, too, in that while your message is on someone's screen usually it has their undivided attention. You are genuinely "one-to-one" with them and that's something you must respect - you are literally "in their face" and encroaching on very personal territory. The bad news about online communications is that your message can be "disappeared" faster from a screen than with any other medium.

There are a few more stark facts about online communications that significantly influence how your message is received. One, according to the world-acclaimed web expert Dr Jakob Nielsen, is that 79% of online readers don't read - they scan. That's a little like the way people browse through brochures. What it means is that your message must be delivered in a way that allows key points - and benefits, of course - to be picked up at the same speed as readers scroll and scan.

Secondly, Dr Nielsen has also calculated that when people read from a screen they do so at a rate 25% slower than they read print on a paper page. That's because, despite high-resolution screens and all the other technological wizardry, on-screen text is harder to read. For this reason your messages have to be very much more concise than they do for printed media - some experts say screen text should be just half the length of its paper equivalent. In my view, therefore, there are two very important things you have to remember if you're going to get the best out of online text.

Firstly, go with the flow of the physical restrictions and write so you minimize their effect. Also, create your text so it works well for scanners (human scanners that is) by highlighting key points in bold - not italics or underline because people think those are links. That way people get the gist of your message while scrolling, although of course they will stop and read more carefully when an emboldened section really does catch their eye.

Secondly, bear in mind that even in its short little life the internet has already started to put its early folklore on a nostalgic pedestal and this plays a key role in determining what works online now. Having begun its days as an electronic kaffée klatch for individual tekkies the net has developed a very personal informality and straight-talking ethos that, miraculously, is being preserved and perpetuated with considerable success. And that's all the more astounding when you consider the vast commercialism that's replaced the early net's endearing woolly-sweater-and-sandals innocence, naïvety and honesty.

Never mind, though. There are other good reasons why brief, straight, plain - even blunt - speaking is a sensible style to maximize the success of your online text. Obviously it helps overcome the physical restrictions (see above) and also works well in such a personal, one-to-one medium that is, literally, in your face.

Today you only have to think how emotional people get over the issue of receiving "spam," to understand just how firmly the PC or PDA or other forms of electronic screens have established themselves as part of their users' personal space. "You don't just use a computer," my late mother used to shout when she came by my office to see if I was still breathing, "you wear it."

Well, although I don't exactly read it a story and kiss it goodnight I'm bound to feel pretty close to my computer (and the messages it displays) especially as I often spend more hours a day with it than I do with my family. The moral? When you're writing online text, in fact online anything, respect the close relationship people have with their screens. Knock before entering, then be the perfect guest. Be direct, don't waste their time, but remember to say please and thank you. Then leave before you've worn out your welcome. That's the way to ensure not only that you make a good impression, but also that you'll get invited back.

Marketers

Do Marketers Really Need RSS?

The recent Forrester Research study, which claims that only 2% of online households in North America use RSS, took the internet marketing world by storm. Does this data really mean that marketers can still afford to ignore this channel?Soon after the Forrrester study became public, I received a press enquiery asking whether marketers should be interested in RSS now that so few online adults use it.Is this the correct question to ask? Let's take a look at the bigger picture ?

1. THE FORRESTER STUDY VALIDITY

The Forrester study is just one of those available and cannot be considered as the only relevant study, although it was conducted on a sample of 68,000 households.Jupiter Research estimates RSS penetration at 12% of the American online population, while the latest report from PEW shows that 9% of the American online population has a good idea of what RSS is. An October 2004 PEW study actually estimated RSS penetration at 5%.It is also important to understand that Forrester data does not include those that might not even be aware they are using RSS, especially through services such as My.Yahoo, which is actually the most popular RSS reader.Also, at the same time, Forrester Vice President Henry Harteveldt says that »RSS is critical for any organization that wants to reach out to people under the age of 30«.

2. THE FUTURE GROWTH OF RSS

Regardless of the numbers we put our faith in, the future growth of RSS is without question. Microsoft just recently announced full RSS support in the next edition of their Internet Explorer browser and full RSS integration in the next edition of their operating system, the Windows Vista.Once RSS becomes easily available to most internet users out-of-the-box and becomes as widely spread as bookmarks, its adoption will grow at an incredible rate. Microsoft has now made sure this in fact will happen.Consequently, the time for marketers to not only become interested in RSS but also master it is now. Those that test and discover the best possible ways of using RSS for marketing will be ahead of their competition once everyone starts using RSS.Furthermore, since RSS implementation can actually be free of any charge, there's no reason not to start providing your content in RSS feeds now.

3. GOOGLE SHOWS THE WAY

Microsoft and Yahoo! aren't the only big players to show support for RSS. Google recently launched RSS advertising as part of their Google AdSense program, giving publishers reason to start their own RSS feeds to generate direct revenues.Those that depend on Google AdSense for part or all of their online revenues actually need to provide RSS feeds, or stand to lose some of those revenues due to their visitors switching to sites and feeds from their competitors.Face it, today many users are already starting to request publishers provide them with RSS to subscribe to their content. This trend will only continue, with many users selecting RSS as their primary channel of receiving and reading online content.

4. THE QUESTIONABLE RELIABILITY OF E-MAIL

All marketers today are experiencing e-mail delivery problems, constantly wondering whether their messages are getting through or not. Simply put, e-mail can no longer be relied on.For one, offering your content via RSS as a supplement to e-mail will help you make certain that at least a portion of your visitors, those that decide for the RSS option, will be receiving all of your content without any doubt.Lockergnome.com decided to start pushing RSS instead of e-mail some time ago, and as a result saw that their RSS feeds are outperforming e-mail when it comes to clickthrough rates for about 500%. Also an interesting fact, they today have 5 times more RSS subscribers than e-mail subscribers.And two, for your most important content updates, RSS really is becoming a must, especially if you need to be in contact with your existing customers, partners and other key audiences. If you want to be 100% certain that your messages reach your audience, RSS is the way to go.

5. OTHER BENEFITS OF RSS

But all of the above don't even touch all the reasons why marketers should start using RSS today ?a) RSS will help you generate additional traffic and reach new audiences. Considering the low cost of RSS implementation, this is reason enough to get started with RSS today.b) RSS helps you to easily get your content published on other sites, thus generating you more credibility and visitors.c) As a publisher you can use RSS to display content from other sources, thus making your site more relevant and interesting to your existing visitors.And the list goes on and on.RSS may not be mainstream yet, but it provides enough advantages even today to make it a must-choice for marketers.By Rok Hrastnik

Blog Traffic Secrets

Blog Traffic Secrets

Search Engine Traffic and Social Traffic. The real secret on how to create blog traffic success is WORK. There are bloggers out there that are much more successful than I in generating visibility and they will tell you this...blogging is work. I'm not talking drudgery. I'm talking commitment. That is why you never hear me pitch gimmicks or tactics that promise traffic will very little effort. Let me qualify this statement about work also by saying that blogs as publishing and content management systems are much easier, time efficient and cost efficient when compared to standard web sites. Your work and labor involves your commitment to relationship building and socializing your message to a niche. Now this may be a bit disappointing to some marketers who want use blogs as brochures and sales pages. However, if done right you can use your blog to driving traffic to any page you like for added revenues and business profitability. SEO versus SMO Search engine traffic is vitally important to your blog success. No question about it. Those who are committed to publishing with a blog are experiencing great success in search rankings. These people know the only secret is the work of being committed to serving the wants or needs of a niche market with great information. That is the key to revenues with a blog. Let's talk about a few comparisons between Search Engine Optimization (SEO) and Social Marketing Optimization (SMO). Keywords vs. Community Content vs. Conversation Content Consumers vs. Content Creators Search Engine Optimization = How well you pull traffic from high ranking content Social Marketing Optimization = How well you pull traffic from high ranking reputation By examining the comparison above I want you to realize that no successful blog thrives on search traffic along. Also, volume of traffic is the best indicator of success either. But successful blogs do get significant search traffic because they tend to have a lot of inbound links and relevant content. To increase traffic to your blog you must have a definite aim of cultivating social dialogue with your blog and from your blog. This can seem like a bit more human work but it isn't as labor intensive as you might think. The Art of Social Marketing with Blogs There are three focal points I would like to pass to you as helpers for you in building traffic to your blog. These three points should be used deliberately as social marketing components. 1. Rank Well 2. Link Well 3. Sell Well Rank Well. This focal point is more about reputation that about search engine traffic. I have a more specific article about search engine rankings and blogs in an article entitled Search Engine Marketing for Beginning Bloggers. Your ranking well focus should identify what you want to known for. Now this might sound obvious to some but this is important because in this age of bloggers and citizen generated media, links are just points to your content. Links represent word of mount, opinion, influence and they say some about you. Links now carry with them conversations. You need to decide what you want your reputation to be like and drive content into your market that will get links (and lots of them!) pointing back to you and sending traffic to you based on this reputation. Your Rank Well focus is about reputation and expertise. Link Well. This focal point is both the way of the blogger. Blogging is still about linking your audience to information that matters most them and establishes you and their expert. Remember this: Who you link to is just as important as what you link to. Don't be gun shy in pointing your customers and prospects to other content. Demonstrate that you are the newsmaster for your brand and niche. Your audience will thank you for it with repeat visits and referrals. Bloggers absolutely love to refer their audience to any source the have examined and trustworthy, informs their audience and builds their reputation in the eyes of their audience. It's the exact same thing I'm stating you should do. While you are linking to great content you must also link to key bloggers in your niche or bloggers that have traffic that can especially benefit from your message. In an article published by Steve Rubel called Scoble's Law of Five, Steve writes about Scoble's tip on getting your product noticed by strategically mentioning their names in posts to play to their egos. This tips makes a good addition to what I've mentioned here before and most serious bloggers know. Bloggers watch their reputations and citations vigorously. Any mention of them or link to them get's their attention. When you link to another blogger as well and mention them you are helping to socialize your message. When your message gets picked buy another blogger that increases your traffic and exposure. Remember this: Your traffic potential is always exponential. Any blog that has been published decently for a time has a social network that can grow your traffic by a factor of (n). The growth factor is potentially exponential yet unknown because you cannot predict the exact multiples of growth with have a full accounting of the exact readership of each blog. Suffice it to say however that even if a blog has just one reader you and that blog cites your blog you just gained traffic with a multiplier of two (the publisher and the one reader). You don't know how many people they in turn will reach on your behalf. Your linking is important. Key citations and links can explode your traffic literally overnight and that's the truth. You don't have to link to everyone to get traffic and everyone you link to won't send you traffic. That nature of blogs is that they are link magnets period. You just don't have the visibility into all the eyeballs you can reach simply by linking to a few key blogs which in turn refer you to others and so on. But also remember that each person influences and unknown number of people. The result is that you starting getting all kinds of back links from places you never thought point to you on the basis of your reputation and expertise which is dictated by the content you publish. Sell Well. This focal point centers on a solid plan to win revenue through reputation. When using blogs in your marketing mix it is best to use blogs in the way in which they work best for you. Socializing. Selling well with a blog includes your content as much as you communication. It is as much about your quality of your information as it is about your conversation. A simple blog revenue roadmap is this: relationship -> reputation -> revenue Blogs excel at publishing information as digital conversations for the purposes of establishing relationships, building reputation...and driving revenue. Your money is in your message and what you come to be known for through your blog.

Blogging Success

5 Prerequisites For Blogging Success
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Blogging Success Factors
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Blogging Success
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Blog Metrics: Six Recommendations For Measuring Your Success ...
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Ebooks Success

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