Its a great feeling. You look at your site traffic, people have started to notice you. Your subscriber numbers jumped after a controversial or guest post. You made money off of a product or service you promoted online. Its an amazing high when those things first happen, and the second, third and forth time too. You want to climb to the tallest mountain and shout to everyone about it.

Enthusiasm, proof that your methods work, teaching through your own success, these are all great things. But it is important to walk the line between sharing your success and writing for your own ego. We all dislike people who obviously love to hear themselves talk, we feel the same about people who write for their own glory.

Content Critical puts aside a whole section on writing for your ego instead of your audience. Here are some ways to spot the Egotist writer:

• Constantly use their own traffic as an excuse to post as in leaving out important teaching or sharing points
  
• Not separating personal details from the blog its okay to let us know you’ve had your first baby, but your awesome golf skills probably don’t even deserve to be a metaphor
• An About Me section that lasts for more than a page Its one thing to post a personal interview, but remember why people come to your site: because you’re awesome or they need info?
• Posting Calendar details as blog entries Unless you are a rockstar, we don’t really care where you went or who you know unless it illustrates a point
• Content that only 10% of your audience understands sure, there are niche blogs who write about math problems normal people can’t comprehend but we aren’t their audience, if their target audience needs a dictionary or a sting theory text book then there’s a problem

Its easy to accidentally write egotistical content. So keep in mind, when sharing your success or personal information make sure it clearly illustrates a point that your readers relate to.

With all writing on your website, both blog and site  content take time to identify what things are “must haves” and what things would you “like to have”. The important things have to take priority. There are lots of things you’d like to write, or see on your site, but if its not something your readers say they “must” have, it will have to take a backseat or even be cut.

Keep it short. This goes for web content especially. What you can’t fix on your site, take it to your blog. Short, frequent posts are much more effective than one long-winded post a month. This goes back to the point at the top, “must” vs. “like to”. Trim the fat off your site, just post what your readers really need to know.

Don’t misunderstand me. Bare bones and no detail will not make your content better, but superfulous content for the wrong audience, or worse for your ego, can be left off your site. Tomorrow we’ll talk a little bit more about Ego and where it belongs on your website, according to Content Critical.

We’ve talked about using your audience to gauge the effectiveness of your content, what other ways do you use to decide what to keep or cut?

Image by Marcin Wichary.

I’m continuing to write about what I learned from Content Critical. Last post I discussed analyzing your audience, the current one, and the one you wanted. Today I want to discuss evaluating your current content.

Take a look at the content already up on your site. Are you updating your web content on a schedule? Do you blog regularly? Make sure you look at the cost/benefit of your content and schedule. The great thing about web content is that you don’t have all the costs that we associate with printing content. However there are different costs that need to be considered, such as, the cost of your time. How much time do you spend on your content, and is that a price that is worth paying? Do you have to go through an editing process with other people? Do you pay someone else to write the content for your site or write something yourself that might be less professional? Compare your current content against your prioritized reader list. What needs to change so you are writing for the right audience?

I challenge you today to read through some of your current content and try to get a feel for the direction its taking. Now, measure that against the direction you want to take. Are they the same?

Image by mshades

In a continuation from my last post, I’d like to continue discussing things I learn from Content Critical.

Identifying your Readers:

Have you really taken the time to identity your readers. First, take time to analyze. There’s lots of great services out there (Google Analytics, Crazy Egg, Woopra) who can help you get this information:

• Who is visiting your site now?
• Who is your competitor targeting?
• Who is the leader in the industry and what kind of people read that site?
• Who do you want to read your site?

Once you’ve got a clear idea of your data, don’t just sit there, talk to them. Survey your readers by emaiing them, polling in your blogs, or just contacting past customers. Here are the questions you want to ask:

• What’s the most critical thing you need?
• How do you want the information presented?
• Ho are you getting the content you need right now?
• Do they think you are a legitimate source for this content?

After you’ve gotten these answers from your own and other people’s readers prioritize the readers you want:

• List potential customers (those you want, and those you discovered)
• Then Prioritize them: first by who is reading you most right now, and then by who you want to market to
• Using the desired list, narrow your scope to the top 2-3 readers

How do you analyze traffic and try to reach your target audience?

Image by http://flickr.com/photos/veganstraightedge/

I recently finished the book Content Critical by Gerry McGovern and Rob Norton. Lots has changed since this book was published in 2001, but the core principles remain the same. Content forms the foundation of every website. Most businesses write some content on their website. Sometimes they write the actual copy. Others hire a copy-writer but still blog regularly. Either way, they write for an online audience.

I want to spend a few posts on this book and what I learned. First, let’s start with a new way to think about who reads your website:

Readers vs. Users
Ever noticed that people who access the internet are called users? We refer to them as computer users. Its actually a unique term. Most people become a variation of the verb they perform. People who ride bikes are called bikes, those who play golf are golfers and people who practice law are lawyers. But when it comes to technology, people are computer users. (Content Critical also went on to point out the other people we call “users” usually have some destructive habit.)

The writers of Content Critical encourage us to think about our audience not as users, but as readers. It makes sense. Reading is the activity that occurs most often online. We open and read our email, we read blogs for tips and fun, we read websites for information about a product or service and we read social media sites to keep track of our friends.

Take a moment to consider this. Do you think of your audience as “readers”? If not, does thinking of them as “readers” change your attitude towards them or your writing? This is the first step to connecting with your audience better, whether you are blogging for fun, for business or just writing the content of your home page.

My next post will deal with Identifying your readers. How do you identify your readers right now?

If you are like me you spend a lot of time networking on and offline to drum up business. However, if your company does services for other businesses, you should consider using online freelancing sites to complete your circle. I prefer business that I’ve received by word-of-mouth or word-of-net as may be the case, but during those down times, freelancing sites can be great.

The two I looked into were:

Guru

and

Elance

Both sites offer multiple areas to bid or buy in. After looking over the sites and getting the Free profile, I decided to do some research. I got on my handy networks and asked for suggestions. I looked for blogs and reviews related to either site.

Know
what I came up with?
Right.
Nothing.
Nothing.
Okay,
a book on online freelancing that came with “free”
tips.
So…
Nothing.

So I decided, based on the lovely but terribly long help sections on both websites I would provide a shorthand Guide to how to best use these sites. I picked the two recommended to me but I assume most of the advice will work across the board, whatever sites you choose.

Your Guide to Online Freelancing

Featuring:
Guru.com & Elance.com

1.  Parameters
2.   Level of Involvement
3.  Profiles
4.   Bidding
4.1 Choosing a bid
4.2 Writing a bid
4.3 Being Competitive
4.4 Selling Yourself
5.  Communication
6.  What to do when you win

7. Extra Tips

1. Parameters

Before you even start freelancing online, decide exactly what you are doing. Do you have a service that is marketable online? Can you handle a distance project What exactly are you trying to achieve.

I suggest knowing all these answers in the beginning. Set a goal of how much you plan to make with freelancing. Possibly set a winning bid goal for each website you use. Make sure you know what kind of projects you can accept and how many. Don’t overwork yourself or stress out. These websites should make your life easier, and help you make more money!

Always set parameters. No matter what area of business you are working in, you should always write down your goals. There is just so much research that supports this. Don’t let this be an exception.

2. Level of Involvement

To pay or not to pay? The age old question. Both Guru and Elance offer multiple levels. I suggest start small and work your way up. Free. Test drive the service! After being on Elance for a few days I realized free was just not enough for me, I could only bid on two projects. So I upgraded. But usually I recommend giving the service a month before upgrading.

3. Profiles

Having a profile is like being interviewed, so treat it the same way. Make sure you put your best foot forward but be honest. You never want to lie about your abilities, get hired, but be unable to complete the task. On the other hand, if you upload samples of your work, don’t put up the one you threw together for a frustrated client, instead, show off your best, most prized examples.

4. Bidding

4.1 Choosing a bid

When deciding to bid on a project, read it carefully. Guru will actually email you when you have bids that match your listing, but not every project is worth bidding on. Sometimes what the client asks for is impossible based on how much they are willing to pay. Its up to you to decide whether you over bid and explain why or just not bid at all. Also, take time to review who made the project.

4.2 Writing a bid

Use language that’s easy to understand. Check for grammar and spelling mistakes. Break down the project as much as you can, explain each section and why it costs the amount you’ve set down. Also, say thank you for reading or the opportunity to bid.

4.3 Being Competitive

First of all, never try to bid impossibly low. Someone can always do the work of a freelancer cheaper, but they will spend less time on it and turn out an inferior product. Decide what makes you perfect for this product and back-up the sticker price you choose. Also, be thorough. Take your time responding to each need the project presents. Thoroughness alone can help you win.

4.4 Selling Yourself

Don’t be afraid to sell yourself. Everyone else bidding is doing the same. Talk about your good points, refer to other work you’ve done. Tell them about your experience and even point out what makes you the best choice. This is your chance to shine!

5. Communication

At this point, the owner of the project might contact you to ask more in-depth questions. Communication is key, especially if its a remote project. Make yourself available. Call back or return email promptly. Make sure the contact details you list are ways that you can be found quickly. When you are talking, either about details or after landing the project make sure to be as clear and concise as possible. After landing a project make sure to send regular updates while you are working. Even if you’re not finished, it helps everyone feel involved.

6. What to do when you win

Make sure you are on the same page. This goes back to communication. Double check all the details. Take time to work out deadlines and any other issues. Get as much content as you need up front. Stay on top of any deadlines, and if you fall behind, be sure to let everyone know.

7. Extra Tips

When you first start freelancing, try different things. Be open and experiment. Eventually you’ll get in a groove that you’re comfortable with. I found that I prefer Guru because it offers a lot more options for its free account and has great email updates. However, I land less projects than I did with a paid membership to Elance. Its all in the balance.

Do you know of other good freelancing sites? Do you suggest any other tips? Let me know if this guide was helpful to you.

I write a lot about social media and what it can do for business. Today I want to get down to the heart of what it means for a company to be involved. First, as times continue to change, as the baby-boomers retire and the kids of yesterday are becoming adults, the demands customers make change as well. Right now 51% of adult social media users think companies should maintain a social media presence (from emarketer).

More and more customers are expecting to have a relationship with a company, not just one or two buying experiences. They want to be able to ask questions, get immediate answers, and know what’s coming up. Unfortunately, the increase in demand for interaction is not being met. Most companies are far behind, failing to keep pace.

Why have a social media presence? Because as our world becomes more and more digital, we are losing that sense of personal communication. We call customer service and get a recorded voice. Recorded voices call our answering machines. We receive automated email. Most customers don’t have the time to browse a store and ask a sales rep a million questions that they may or may not have an answer to. But if a customer can find time online to interact with a social presence and feel like someone knowledge is spending personal time with them, it makes all the difference.

Wanna know how to make your offline network pay off online? Since I try to write for business owners I want to share with you some great information I happened upon. I read an amazing article last week by Andrew Hazen on iMedia Connection. After reading it I wanted to go and beat my head against a wall. The suggestions he made were so simple. Many of them I even know about but hadn’t seen them approached this way. I wish I had written this article: Online Opportunities for your Offline Business.

If you are networking offline in any fashion you need to read this article. In fact I have nothing else to add. Take five minutes, go check out what he has to say. I agree one hundred percent when Hazen says:

When networking, it pays to take the extra step of exploring the many existing online opportunities within your circle. Think of it as profitable social networking for your business.

If you’ve done any sales or offline networking you know the drill: Meet someone, exchange business cards and then do the ultimate magic move: get coffee. You meet at your local Starbucks, or if you’re adventurous, a non-chain locale. You both grab your cup o’joe and share. This is not a sales pitch, not a marketing strategy, this is a get-to-know-you-and-your-business hour. This is a relaxed, comfortable environment to share with someone about your passion and find out more about theirs. Afterward you usually feel like you know this person better and understand the “niche” their company fills. If you have any synergy, you establish it, and often you will exchange any referrals on the spot or in the next few days. Sometime the results of “getting coffee” or having a “one-on-one” aren’t apparent for months. But then again some of my most enthusiastic clients came from someone who was never going to use my services but talked me up to their friend…. someone I had coffee with once.

Getting Coffee can be a powerful, personal way to establish your business. So why is blogging like getting coffee? The first websites were cold, impersonal tools used mostly to get a sale out of someone. Now we have a new aspect to web, a more social aspect. And it is a fact that humans, as a whole, are social creatures. A blog is an awesome way to “get coffee” with someone you might never have a chance to meet in person. Here’s why:

• Neutral Ground: Most blogs are informal. The website itself carries all the “official” business information, but the blog gives you a chance to loosen your tie, roll up your sleeves and breathe in that espresso atmosphere.
• The Little Things: A blog let’s people see what’s unique about your company. Maybe you are a business law firm, but you happen to really be passionate about 503 (c) companies (nonprofits) and have lots of experience starting them. Or maybe your background was originally in the IT field and it makes your perspective different. These are all things that might not be appropriate in the “official” side of your website, but in your blog it can gain you an individualization. Its the small things that set you apart, so share them.
• Establish a Rapport: Trust is huge. One of the great things about getting coffee is being about to establish if they are the kind of person you would be comfortable referring to or not. Often you can discover information their background, their family life, their personality… in a blog you can reveal all these things and it builds trust with your readers. The more they feel like the know the real you, the more they will trust you.
• Spill the (Coffee) Beans: Share your secrets. Often, when I meet with someone, I like to find out something that isn’t common knowledge. Share something that’s not common knowledge on your blog. It doesn’t have to be incredibly personal, it can be an industry secret. If people feel like you are being upfront with your facts they will be more willing to come back to your site in the future.
• Q & A: Getting coffee with someone always involves conversation. Its an opportunity to ask questions and get feed back directly. I have no background with real estate. So when I have coffee with an agent I can ask them all kinds of questions without feeling stupid: “Is the market really as bad as the news says?” “What do you mean by ‘flip’ a house?” “What’s a good mortgage rate?” They ask me basic questions too: “What do you mean by SEO?” “What’s the difference between a link & url?” and “How does social media work?” The point is, a blog can be a conversation with your readers. Answer the questions you know they are asking. And make your blogs open-ended enough so that your readers feel comfortable asking you questions and even seeking out your advice.

If you get in the mindset that blogging is like getting a chance to get coffee with hundreds of individuals around the world, everyday, you might suddenly see the awesome potential blogging for your business has. If you already blog, consider what people ask you during a one-on-one and what the hot topics seem to be. If you don’t think the results of blogging can be as dramatic as getting coffee, think again. I love sharing links to my favorite blog sites with people who are looking for that information and I have made sales because other people did the same for me. People refer to those they like and trust. So make your blog trustworthy and friendly and see what happens.

Recently, during a discussion about social media, a client asked me my opinion of youtube. I was surprised, mostly because I never really thought of youtube as a social media before. I’ve been viewing videos there for years but only in the last few months bothered to create an account. I suppose if you create a lot of video it makes more sense, but for a viewer… I don’t see much of a point.

Let me put it another way. I hardly ever find movies on youtube by just being on their site. I am almost always redirected there. It used to be by word-of-mouth or through a “funny videos” website. However, now, I almost always find videos after being directed by a social media website. I admit, I often browse the associated links but nearly all my interaction with youtube is sparked by an outside source. To me, youtube is merely a place to host content, not an interactive site.

The point I’m getting to is this: social media is now the driving force behind taking something “viral”. A viral video will get passed around on twitter, facebook and myspace, til it gains expectotential youtube views. Does youtube spark this kind of behavior? Nope. The network does.

A great example of this is the ever popular Dr. Horrible movie. If you haven’t seen it, you are missing out. With practically no advertising, Dr. Horrible became an instant classic. Where did you find out about it? Through someone else! Often that someone came in the form of a blog post or tweet.

If we step away from pop culture we can see viral type technology uses the engine of social media as well. Ping.fm is a closed website. You have to know someone who knows the “password” if you want to join. In fact, pretty much the only way to find out about Ping is to overhear someone else mention it in a social media forum.

Any business looking to create a forceful presence on the web needs to tap into the social media framework. It is the force that turns the key into unlocking the internet. Of course there are different ways to initiate a viral effect, but I’ll save that for another day.