The Sunday Talk – Connect To Your Customers On A Human Level

The Sunday Talk – Connect To Your Customers On A Human Level


Hi, guys. It’s Monday again. It’s raining again and after working for seven days last week I am a bit tired. But do you see me complaining about it?
Last week many of you started complaining about the new Google algorithm change called Fred or whatever. About the new Google algorithm rules but com on people – it’s business for us and it’s business for them. So if it doesn’t work they will definitely change it.

On the other side, if you’ve been listening to me carefully by now you are heavily investing in your branding.
Because if you connect to your customers on a human level they will buy from you regardless whether you are number one, two or three in the SERPs.
I know branding is a long game but this is the only way forward.

Why do I always say ‘connect to your customer on a human level’?
Let me give you an example. More like a story really.
Last week I went to Birmingham to shoot an inspirational video for a big corporation.
As I was walking around the NEC conference center suddenly I saw a woman dressed like a Wonder Woman. Yes, Wonder Woman.
I’ve never been interested in Superheros. But suddenly I wanted to know the reason behind the Superhero obsession. Her day to day job. Basically everything about her.

It’s exactly the same when it comes to SEO and Social Media.
You have to create something truly unique that captures your customer’s attention and imagination.
The potential client is going trough his boring facebook or Instagram feed and suddenly he sees your brand. And boom – he is inspired.
He wants to know more about your brand. He wants to know more about your products.

Trough his eyes you connected to his heart. Only now your call to action (CTA) will be really successful. And when it comes to you make him feel like a Superhero with your custom made tires.

So why is everybody calling me when I am driving? Is it because everybody wants me to lose six points from my driving license?
Anyway, I am listening.
So you are saying that the list article is bringing tons of traffic. Good.
So you’ve taken my advice on board. And your boss is happy. Nice one. But did you do the inspirational article as well? No, you haven’t.
Oh, my God. So then you’ve only taken half of my advice on board.

The thing is I am happy because you are paying me money. Your boss is happy because you are satisfying his traffic ego. But your brand, your brand cannot be happy with just traffic. Your brand needs true followers.

I just had a chat with a company and one thing came to mind that I wanna make very very clear.
Our goal in creating content, in sharing content with the outside world is not blog traffic. Our goal is finding believers. People who’re gonna keep on coming back to our company again and again and again. Because they truly believe in our products or services.

Wednesday evening. I just came back from work and there was a terrorist attack in central London. I am not afraid really. More like surprised that in the year 2017 some people still believe that they can change our way of life by killing a bunch of innocent people.
I don’t know really. Shame on you people. Shame on you.

“Tomorrow morning, we will come together as normal. And we will all move forward together. Never giving in to terror. And never allowing the voices of hate and evil to drive us apart.” – Theresa May, British Prime Minister

This Sunday I’ve decided to be very practical and talk about one of the building blocks of being successful online which is continuously monitoring the relationship between your business and your customers.
For a start, the process of defining your targeted audience/ideal customer has many stages.
First, you really have to try and understand what clicks with your targeted audience and makes them buy from you. Then you have to define who your targeted audience is.

Once you know those two you really have to try and understand the relationship between them. Not just that but you have to continuously monitor this relationship because as it happens in real life the first time around you probably didn’t understand the reason behind the reason of your customers buying from you.
To understand my point let me give you a good example.

Two, three months ago a company that makes healthy chocolate bars came to me for help. They were like ‘Omi, our healthy chocolate bars are well priced, unique but the competition is still doing better than us. Why?

So my first question was ‘Have you found your ideal customer?’
And they were like ‘Yes, women of certain age who want to live a healthy lifestyle.’
I started analyzing the data and very quickly it became very obvious that after finding their ideal customer like may other companies out there they went one directional. They started bombarding the customer with content and advertising and they stopped analyzing the data that was coming back to them. And the data was telling them that the women who buy their healthy chocolate bars were doing it because they wanted to stop their kids from having the unhealthy option.

So what the competition is doing is instead of wrapping their healthy chocolate bars all in green they will do half green and half a character from a comic or a cartoon.
So when those women take those healthy chocolate bars home their kids are naturally drawn to the product they can relate to.

Continuously monitoring the relationship between your business and your customers allows you to truly understand the emotional reason behind your customers buying your product.

Or in other words

Connect to your customer on a human level.

Guys, come back here next Sunday because you’ve got the problem and I’ve got the solutions.

The Evening SEO Talk with David Sayce

The Evening SEO Talk with David Sayce

Traditional marketing techniques are still viable today – David said.

Both David and I are so into digital marketing but I also so agree with this statement. Unfortunately, there are many people out there who think that investing in digital marketing means leaving the tried and true traditional methods behind. And this is so wrong.

Applying a combination of traditional and digital marketing techniques to your marketing strategy is the most effective method of marketing, far more useful than using either on its own.

Let me give you some examples.

Yes, you know me so my first example will be Coca Cola’s ‘Share a Coke’ campaign. This campaign is allowing customers to find their names and the names of friends on bottles of their favourite drinks. The labels also include hashtags, which motivates customers to share pictures of those products and tag friends in their social media posts – ‘call to action’ of sorts. Twitter literally exploded with these posts this summer. And what about Instagram.
Selena Gomez – the most-followed celebrity on this social media platform now has the most-liked photo. Just check this photo taken for the “Share a Coke and a Song” campaign. It has accumulated more than 5 million likes since June 25 (and counting).

Selena Gomez
Selena Gomez photo taken for the “Share a Coke and a Song” campaign and displayed on Instagram – 25 million likes and counting

Coca-Cola managed to actively capture their customer’s attention through this marketing strategy, which combined aspects of traditional and digital media.

McDonald’s Pick n Play campaign. A fine example of traditional and digital marketing integration.
The rules were very simple. If you last for 30 seconds, you’ll win a free meal at a nearby McDonald’s restaurant. As simple as that.

I just love creative marketing ideas that engage customers rather than relying on traditional 2-dimensional print ads to bring the same message.

Conclusion:

Diversity is always a great asset to have in marketing. If you want your company to be as successful as possible, you must try and get the most out of what both traditional and digital marketing have to offer. In that matter, you should not ignore either channel.
The most successful marketers magnify their traditional and digital marketing performance through a cohesive marketing plan while monitoring results and optimising throughout to drive the best performance.

Advantages to Creating a Podcast for Your ‪Business‬

Advantages to Creating a Podcast for Your ‪Business‬

Sitting on the beach listening to ‘How to Build Trust and Drive Sales By Answering Your Customer’s Questions’ – by Todd Hartley

But in a true digital marketing fashion let’s talk about the facts 🙂 I am a digital marketer after all.

Advantages to Creating a Podcast for Your ‪Business‬

1.Podcasting is easier for consumers to consume.

We are all busy people.

Consumer/client can listen to your show while they work, while they exercise, while they drive and indeed while on the beach 🙂

2. It can enhance your company’s brand.

Adding podcasts to the mix—letting your consumers hear your brand—can really add a new dimension to your marketing strategy.

3. Podcasting is Huge and it’s Growing.

It’s growing because it’s effective and can be very engaging. Once someone subscribes to your podcast, you are in their podcast feed. Period. No Google algorithm will change that!

4. Positioning yourself as a true Expert in your niche.

Every podcast you create, it’s your podcast! You decide on the topic, you decide what guests you will have on the show. You decide how you wish to show that you are an authority.

Pretty cool hey?

“Rankings are important, but discovery, trust and authority is what will pay the bills.” – David Amerland https://goo.gl/KWEYOH

5. Barriers to entry are extremely low.

Podcasting equipment is affordable and really simple to use. Nowadays USB microphones are cheap and the editing software is essentially free. Yes, Free.

The convergence of SEO and Branding with Omi Sido

The convergence of SEO and Branding

Very often I see people online talking about SEO and branding, comparing them both and even arguing which one is better. So let’s be clear about one thing. SEO and branding are two completely different animals and they can and they should work together.

Today I’m gonna try and explain why.

But first thing first. To understand the importance of SEO for branding and branding for SEO we have to start from the bottom.

So the beginning is the understanding of the difference between branding and marketing.

Why do people always think that branding and marketing are the same things? You go and visit a client and he is like tweeting about their latest offer. And he thinks this is branding. He is re-posting on Facebook and he thinks this is branding. In general, he thinks that being on social media is branding.
Google it and I bet you money the first 5 statements are wrong or at least not entirely clear….understand correct.

So let’s clarify this statement. First, there is an internal, the initial part, and then there is an external branding.

What is internal branding?

Internal branding is the drilling we put ourselves through to ask those very simple questions:

  • Why are we here?
  • What is our business about?
  • What is its value?
  • What is its unique value on the marketplace?
  • What do we bring to the table that nobody else has?
  • What’s our message?
  • What’s the story, the journey we are taking the customers on?

That’s the internal branding. If try to skip this step you are bound for an online disaster.

“Companies that cannot successfully answer what they do fail to then understand how they can continue to do it in the face of change.” – David Amerland

Now let’s talk about the external branding.

What is external branding?

I would explain external branding with a cliche, but one that is spot on:
Your branding is eventually what other people say about you, no matter what you think.
Shall repeat this one slightly modified: Your brand is what other people are whispering about you when you are not in the room.

And that’s how you eventually judge and make predictions for your business.You get your branding in mind, you start creating the content that flows out of that brand and that brand image and that brand value.

And then you take that out in the social media world and share it, engage with it, use it to create things.

Your next step is to start listening. What are people saying back?

As people start to talk and interconnect with your business what they think you are is fundamentally what your brand really is.
And it does not matter that you may shout and shout: “Hey people wait a minute. This is not me. You are getting it wrong”.
It is not their fault. It is your fault. You are not conveying it right and you have to go back to the drawing boards and ask the question: What are we doing wrong that people are not apprehending who we are and what we really are?

Because this is a fundamental marketing truth that cannot be denied: Consumers build brands, not companies. Consumers are the ones that give value to the brands and businesses should enhance this value by striving to deliver a consistent brand experience that clients can trust.

And so the marketing part then is all the things that you do. And this gets down to the individual channels, what do we do differently on Linkedin. Shall we advertise on TV or Facebook? Are we gonna share our articles on Google Plus or LinkedIn?
What do we do in terms of community involvement and events that we attend and participating? That’s marketing (we can also call it brand marketing).

So now that we know the difference between branding and marketing let’s talk about SEO.

Nine out of ten times when I talk to companies and the so-called digital marketing directors there is always one issue coming up.

“Omi, we have an amazing brand, we know what we are trying to achieve, we know our unique business proposition. On the other hand, we have an amazing digital marketing team, but we still struggle online”.

And then nine out of ten times they did not connect their branding and marketing efforts together. Why?

There is a very simple answer: SEO. SEO is the missing link, the Yeti of the evolution from branding to digital marketing. SEO is part of the branding process, but SEO is also part of marketing.

Let’s start with the simple keyword research. All SEO’s do it on a daily basis. As an SEO, I may call it keyword research. As a marketer, you should probably call it defining my targeted audience. You will be surprised how many companies are trying to sell products and services online without doing the simplest of SEO tasks – keyword research.

Not defying your buyer’s persona will always gonna end up in disaster.

Keywords are like a compass – they tell you where to go and whether not to go because is already overcrowded. Unless you like tight spaces of course.

Keyword research is the marketing of 21 century.

The so-called marketers don’t do it because it’s a pure SEO task. SEOs do it but only because they want to attract the google bots.
The truth is keyword research can help you figure out the needs, the thinking and the desires of your targeted market. It can also help you to understand what the market is thinking about you. And you can use it to your advantage.

Let me give you a famous example. Actually not quite sure that it’s famous but for sure is spot on. A couple of years ago Yost realised that every time people are searching for their product they use the keywords WordPress and Google Analytics in connection with their brand name.
Not a very difficult research actually, just go to the Google Keyword Planner or SEMrush and type your brand name. If you don’t know the keyword planner ask your SEO.

So by putting 2 and 2 together Yost renamed their plugins to ‘Yost SEO’ from ‘Wordpress SEO’ and what was originally ‘Google Analytics Plugin’ became ‘Google Analytics by Yost’. Now I am sure you get the drift straight away. Their brand name is Yost, not WordPress or Google Analytics but by combining them both they legally hijacked two keywords with a massive search volume to work for their benefit.
Go on and type WordPress SEO. What do you see appearing in the Google suggest box? Yoast SEO. SEO and branding at it best.

Wordpress SEO Yoast

So it’s time for a power tip: In the ‘Alt’ tag of your images, and I know most of you don’t pay any attention to those, insert your brand name. Ask your SEO to crawl your website with Screaming Frog and give you the location of all your images.You don’t want any other brands popping up when somebody is looking for your brand in the picture search.

Note: I hope you understand that there is no point connecting your brand name and an image button.

Also connected to images give Google something that they really understand: schema. Even better combine logo schema with keyword rich alt tag for a better SEO impact.

<div itemscope itemtype="https://schema.org/logo">

<a itemprop="url" href="http://www.yourwebsite.com/"><img itemprop="logo" src="https://www.yourwebsite.com/keyword-targeted-image-file-name.png"
alt="keyword targeted alt tag"/></a>

</div>

My second power tip will be: Always put your brand name in your Page Title. I know there are so many arguments on the web about whether or not to do it. If you think that you cannot have a Page title accommodating 55 characters plus Brand Name include it anyway. Google will cut your page title off anyway so there is nothing to worry about. But Google will associate the keywords in your Page Title with your brand. I’ve even seen Google cutting off a page title in order to display brand name. Now you’ve got something to think about.

So far we’ve been talking about SEO helping branding.

But can your brand boost your SEO?

Will start with an example. I’ve seen many people complaining about Google giving a boost of famous brands in the SERPs. They are like: I can never fight with the big brands because Google loves them and they are always number one and two in the SERPs.

So let’s examine this statement from a consumer’s point of view.
The other day I was looking for new tyres for my motorbike.
As usual, I sit in front of my Mac and I type ‘Motorcycle tyres’. Probably cheap motorcycle tyres. Imagine I see 4 websites appearing in position number one, two, three and four.

Omi Sido SEO and Branding Connection

The first one is www.davidamelrandstyres.com. I don’t know about you but I would be very sceptical about buying motorbike tyres from a writer. I love my life you know.

Second comes www.fateyestyres.com They even say they are the best on the market. I know Gina, I like her a lot but I know her more as a writer. Her writing is good but I’d rather check URL number 3: www.altayrtyres.com (difficult to pronounce, I know).

As far as I know Zara Altair was a teacher. I should probably do my homework before buying from her.

So I am left with URL number 4. And this is Pirelli. See the first 3 websites are well optimised from an SEO point of view, from a semantic point of view even local SEO point of view. This is exactly why the Googlebots are ranking them high. The problem is I do not know those brands. So I click on URL number four.

Google has a well-defined brand identity: we give you the best possible result. So imagine the next day the way Google is thinking – well yesterday 5 000 million people were looking for motorbike tyres and 95% of them clicked on the URL coming in the fourth position. I believe you gonna agree with me that this is the URL that has to be so to speak unnaturally boosted by Google to position number one. And it’s not Google. The consumer boosted this URL by choosing one more recognised brand over another.

Now tell me there is no point in developing your brand name using SEO techniques. Or you do not understand the importance of developing a recognised brand name in order to boost your SEO. The end result – more qualified visits and money coming your way.

“Brand is a huge factor in SEO, as it affects click-thru, exemplifies ‘trust’ factors, and generally provides a sort of benchmark for all rivalry. Additionally, many searches that return huge amounts of information actually create doubt, uncertainty, and in such situations, most customers stick with what they know. Brands get business where doubt and uncertainty prevail” – Ammon Johns

Blogging tips for branding and lead generation

Blogging tips for branding and lead generation

The best blogging strategy is the one not aimed at short-term gains but focused on long term results and benefits.

Two weeks ago I missed a Twitter chat organised by SEMrush so I decided to give my opinion on the topics discussed that day in an improvised conversation with David, Sergio, Teodora, Gina and Nina.

In simple words, I asked 5 top blogging, content marketing, and online marketing experts to answer six important question about blogging in connection with branding and lead generation.

Welcome to my improvised #Semrushchat Uncut
David Amerland

David Amerland is an author of many best-selling books including “Google Semantic Search”, “Google+ Hangouts for Business” and most recently “The Tribe That Discovered Trust – How Trust is Created, Propagated, Lost and Regained in Commercial Interactions”. When he is not writing, he is advising a handful of companies globally, blogging for a number of websites, including Forbes, journalism.co.uk, Imassera and Social Media Today and writing for a number of high profile magazines and newspapers. Favourite movie Rocky 44.


Q1: What are your five most indispensable blogging tools?

Google Keep (it keeps me current and I save all ideas, suggestions and links to it), Evernote – it has become my indispensable library at the moment. One Tab (on my laptop I can assign and forget groups of links I need to get back to later), my phone (see Keep) and my Tablet (for Evernote)

Q2: What are some sure-fire ways to grow your blog audience? Is there a recipe that works for all?

Yes. Write stuff that really excites you. Don’t write just for writing’s sake. You really cannot fake the sense of purpose that comes from writing that burns inside your mind.

Q3: Can marketers combine blogging and lead generation? What strategy has worked for you?

Not in the traditional sense. There is too much content being produced every minute of every day for anyone to really bite to the “contact me here” link at the bottom of a blog post they’ve just read. But in terms of brand visibility blogging really works and it does swing purchase decisions at the crucial time.

Q4: How can marketers measure the impact that blogging has on their brand’s overall performance?

Citations, reshares, mentions but also by the sheer size of their online audience. If they are still in a dark box after blogging for a while the chances are they’re not doing it right.

Q5: What are some common SEO-related mistakes that bloggers make and how can you fix them?

Write using clickbait titles (they piss people off), Write using the 5-great-this or the 10-essential-that formulae – they are beginning to sound increasingly dumb. Write like they are talking to imbeciles (because they think laymen do not get what they are saying) or write like they are talking to industry experts (because they forget who they are communicating with).

Q6: As a reader, what’s something you wish bloggers would stop doing?

Two things: A. Stop using the “this is the most important article I have ever written” approach – I mean, really? If I see that again am I to really think that from now on a blogger’s writing will just suck? And stop asking me to subscribe to a mailing list five seconds after I land on your blog. I am an adult. I know what I want and I do actually know how to follow you. The mailing list pop up really gets on my nerves.


Sergio Redondo

Sergio Redondo is an SEO Consultant and Content Strategist. Master of web content creation properly optimized for SEO. Not really a big fan of Justin Bieber. More like Jazz and Heavy Metal lover.


Q1: What are your five most indispensable blogging tools?

Of course, WordPress for editing and publication. Twitter, Facebook and G+ for spreading the word. Keyword Planner Tool for content research. And, although you can’t believe it, a pencil and a notepad: I still like to make my first draft like old school ;).

Q2: What are some sure-fire ways to grow your blog audience? Is there a recipe that works for all?

In my opinion the capability of adding value to users and gain trust. If you offer awesome content (whatever format you choose) at the end, users will give you credit.

Q3: Can marketers combine blogging and lead generation? What strategy has worked for you?

It connects with previous question: if users find in your website useful info and they identify you as a trustful source, they could become not only in future clients but even evangelists of your brand/services/products.

Q4: How can marketers measure the impact that blogging has on their brand’s overall performance?

Links, mentions, phone calls. You don’t only need to measure, you must ask every time someone reaches you.

Q5: What are some common SEO-related mistakes that bloggers make and how can you fix them?

A very common SEO mistake is a bad management of categories and tags pages. People use to create and create these pages without taking into account their impact on the overall SEO performance. Information architecture is a fundamental cornerstone in SEO.

Q6: As a reader, what’s something you wish bloggers would stop doing?

Please, stop writing crap with titles like ‘5 things you must…’  or ‘The best…’ and start adding value via creating AWESOME content.


Teodora Petkova

Teodora Petkova is a philologist captivated with the metamorphoses of text on the Web.

With educational background in Classical Studies and Creative Writing, Teodora Petkova is an expert in helping companies to communicate with their clients and develop communities. Chocolate lover.


Q1: What are your five most indispensable blogging tools?

Conceptual: Curiosity. Respect for the reader.

Practical: My content calendar, my Evernote and my Google Drive.

Q2: What are some sure-fire ways to grow your blog audience? Is there a recipe that works for all?

Conceptual: Be true to yourself and to your audience. Put integrity in the first place.

Practical: Basic digital literacy (60 % of web “readers” are machines), clear, skimmable structure, relevant topics

Yes, there is a recipe: Breathe and make other people’s lives easier, more informed, more inspired.

Q3: Can marketers combine blogging and lead generation? What strategy has worked for you?

I don’t see the world as a place where marketers are here, blogging is there and lead generation is over there. I believe everything is interconnected and already combined. I guess, when the art of communication through writing and exchanging  gets closer to serving meaning, not ads, then everything will fall into place.

Q4: How can marketers measure the impact that blogging has on their brand’s overall performance?

Conceptual: Ignited action and changes, lead by a content piece

Practical: number of returning visitors, average time spent on the page, social signals

Q5: What are some common SEO-related mistakes that bloggers make and how can you fix them?

Not taking care of the technical side of web visibility (meta descriptions, proper taxonomy, inappropriate snippets for social media)

Q6: As a reader, what’s something you wish bloggers would stop doing?

Use formulas for headlines: 5 do’s and don’ts of blogging 😀


Gina Fiedel

Gina Fiedel is the founder and owner of a web development company called Fat Eyes Web Development. Fat Eyes Development is all about combining strategic and sophisticated web solutions in order  to create websites that offer better, more authentic and effective communication, sales and marketing tools for clients and their audience. Recovering artist. 


Q1: What are your five most indispensable blogging tools?

People – our clients and the others I write for, are the foundation for my blogging and create the lead I follow when I write, so they’re first in the lineup. So being tuned into their questions, needs, concerns or doubts is what matters most. The things I see and hear that may become a barrier for them in their own businesses drives what I write about. I am usually doing one of two things. Seeking to answer dssfsdsfd questions to assist in pointing their way to solutions or letting them have a window into who I am and what it would be like to work with me.

A personal mechanism I’ll mention is the connective tissue between my cognitive brain, imagination and my heart. Those inner critters create a particular thinking loop that I’m on alert for, listening for whenever I can hear it. There’s this magical juncture when ideas are rising to the surface of my mind and I find that I need to feel into them, not only poke at them with my cognitive, answer-addict brain. Allowing for that mixture opens up possibility and serendipity. If I feel that familiar heart tug, I know I’m onto something.

I also pay attention to the dialogs I’m exposed to cross-web that fit with my agenda. I look for ways to join the conversations that may be helpful to our clients and interest me. I like to absorb what other people are writing about in order to stay current and avoid isolation. It helps us (Fat Eyes) to stay connected that way.

I’m pretty basic in my approach, but if you’re looking for actual-tool-tools, then you can include:

  1. Inspiration & Writing: iTalk app for voice recording to capture ideas on the fly. OneTab for keeping track of research and inspiring writings. Google for researching related articles and sparks for tributaries. Microsoft Word for drafts. Google Docs for collaborations.
  2. Images: iPhone for taking photos, iStockPhoto and other royalty free image sources. Photoshop and Illustrator for editing & remixing.
  3. Blog Health & SEO: A short, incomplete list includes, WebSynthesis for Hosting & backups, Amazon for backup backups, WordPress SEO by Yoast (to a measured degree). I’m a user wannabe and working on my chops with Google Analytics and Google Search Console – a work in progress. Coming soon, we’re switching over to Social Warfare from Sociable.
  4. Promotion: Social channels, Mailchimp, ClickToTweet, Friends+Me, and I do wish that scheduling long-form posts with Friends+Me were possible.

Q2: What are some sure-fire ways to grow your blog audience? Is there a recipe that works for all?

One surefire path to creating work that has value and eventually, will help to grow your audience, is to dig deep into what you’re really about at core and where you can be of service. Even though, naturally, there are some tried and true measures we all may take to be noticed and read, I am not fond of corralling them into formulas.

If you know who you are writing for, why you are writing what you’re writing, if you maintain clarity with your own motives and intentions, that’s a great place to start. And don’t compromise on quality. It’s helpful to regularly check in and make sure that you are filling some gap that needs filling. At the same time, remain genuine in your approach and find the thing you have to offer that is uniquely yours. You may find that you don’t like that thing you have to offer. It being something you already possess, you stand the chance of perceiving it to be not fancy enough or unimportant simply because it’s already yours and you take it for granted. But it will be the most natural and possibly powerful place from which you can give. (pay attention to what comes naturally to you) People can smell where there’s genuine care and emotion and where it’s lacking. We’re all looking for basically the same thing. A way to really connect. Whether it be to enhance informational learning or tapping into the emotion of a thing. Sometimes, it may seem there’s no place for that in business, but I believe there always is.

Q3: Can marketers combine blogging and lead generation? What strategy has worked for you?

There’s lead generation and there’s lead generation. I love having bites on my fishing line, the excitement of that game is fun, but if it’s not the right fish, it’s worthless. This is where quality will win out over quantity every time. We can look at stats and we can measure conversions. Those give us part of a bigger story. It’s talking with and learning from people directly that gives us the most information about our successes or failures.

Q4: How can marketers measure the impact that blogging has on their brand’s overall performance?

Analytics are always there to play detective with and find the right stories. I’m working on learning how to better use them, myself. And paired with that, like I said in the last question, never underestimate the power of conversation. It’s simple to ask the people who choose your brand, why they did. And if the writing fit into that. It may not fit in at all or one article alone may have been a deciding factor. I have noticed that what I’m writing about bleeds directly into my work with prospects and clients and our dialogs feed back into my writing. My hope is always to make that loop as seamless and smooth as I can so the conversation is always occurring. That way, the blogging is always having an impact on our brand and the conversations are always having an impact on the writing. It’s a limb to the body of our brand.

Q5: What are some common SEO-related mistakes that bloggers make and how can you fix them?

Pretty much all will be well if you go about your writing in the way I’ve already described. And it’s also important to take care of the on-site optimization for each of the blog posts and their accompanying images you publish. In doing that, follow current best standards.  Make sure you are taking advice from reputable sources. There is still a lot of misinformation out there. Even if there’s no direct correlation to rankings, it’s also important to expose your posts in the social media arena so they can become part of your online engagement and strengthen awareness of your expertise, connect the dots of your online relationships. Give people a chance to know you and what you’re concerning yourself with. Give them clues of what it would be like to work with you and what they can gain from your involvement with them. It will also give people an opportunity to share links to your work on their sites and thus gain your site quality links. This is part of any link building effort.

Q6: As a reader, what’s something you wish bloggers would stop doing?

I am wary of blogs that promise easy solutions and quick fixes. I love when someone is willing to break the mold and create their own style. It’s hard not to wish bloggers would stop writing to the lowest common denominator and write up to the true level of their intelligence which probably also means I wish that they would stop over-promising and under-delivering. It’s possible that I’m one of the very tiny percentage of people who enjoys reading every word if an article is worthy and high quality. We all want our stuff to be read and there are some great pointers for trying to ensure that happens, but I am disappointed when those so-called rules are followed too closely.
Nina Trankova

Nina Trankova is a Business Digital Communicator helping companies run their business projects in digital environments. Vivid cat lover.


Q1: What are your five most indispensable blogging tools?

Personal work in progress; Feature Image; Graphics; Links to Related Articles of Authorities; PDF free docs;

Q2: What are some sure-fire ways to grow your blog audience? Is there a recipe that works for all?

Work in Collaboration. Follow you personal superpower should be always working

Q3: Can marketers combine blogging and lead generation? What strategy has worked for you?

Live events, make people feel the passion in your work

Q4: How can marketers measure the impact that blogging has on their brand’s overall performance?

Engagement with Authority, Google Analytics

Q5: What are some common SEO-related mistakes that bloggers make and how can you fix them?

I make mistakes and get them fixed in exchange of things I fix

Q6: As a reader, what’s something you wish bloggers would stop doing?

Repeat/ Borrow topics that they don’t really relate to


Omi Sido

My mission is to get your message out there to people and companies who need, want and are looking for what you have to offer. Massive fan of football and Chelsea FC.


Q1: What are your five most indispensable blogging tools?

It may sound strange, but my favourite blogging tool is the Google Adwords Keyword Planner. Type in a keyword that you think your potential visitors and clients may be interested in and the Keyword Planner is giving you a list of related keywords and keyword phrases (together with monthly global and local search volumes) that your audience is most likely using to describe your products or services.

To me, a business should never write a single piece of text before doing some prior research.

When it comes to blogging, the content that you create has two goals: one is to bring more traffic to your website and the second one is to inform or entertain your audience. In simple words combining SEO tactics with your writing skills. So by using search terms that real people are searching for (this is exactly what the Keyword Planner is giving you) you are giving the search engines the leads to your website and at the same time you are answering the questions ‘your audience’ is asking.

Warning. Keyword research shouldn’t give you a list of words to clutter up all your pages, but an understanding of what your audience is looking for (interested in).

My second stop after finding highly searched topics is always the Ahrefs Content Explorer.

How to never run out of content marketing ideas. That what Ahrefs Content Explorer is.

This tool lets you find the most popular content around any topic in any niche.

My third and final favourite blogging tool would be coffee. Lots of dark, steamy bitter sweetness. I hope David will agree with me that coffee is the perfect way to start a new article.

Q2: What are some sure-fire ways to grow your blog audience? Is there a recipe that works for all?

Never seen a formula for this one, but I sure have one that works for all.

Write long comprehensive, exhaustive articles that are no less than 4 000 words.

First, nobody will be ever brave enough to copy you.

Secondly – and I am sure you know where I am going – your copy will rank for a very big number of long tail keywords. Combine my answer number one with an in-depth copy and you’ve got the winning formula.

Q3: Can marketers combine blogging and lead generation? What strategy has worked for you?

I always give the same advice to my clients. Your blog should be an extension of your main website. As nowadays everybody is using Social Media for Lead Generation, a visitor’s first experience with a company is almost all the time through a blog page.

In fact, some people may never even go to your Home page. So linking your blog visually to your main website, like navigation and design is becoming a necessity.

Remember one final thing. Blog consistently (do it, don’t just talk about it).

Many companies give up after a month or two when no result are yet visible. Don’t assume that authority sites get that way overnight. To rise to the top of any niche, you need to produce quality content on a regular basis.

Q4: How can marketers measure the impact that blogging has on their brand’s overall performance?

Trust. Are people trusting you enough to share your articles? Are they taking any actions after reading your content?

Blogging is one of the tools that can help you to build trust in your brand and establish loyalty. By sharing content that resonates with your readers, people will start understanding your company better and looking towards you for information.

Establishing faithfulness in your clients with your company through your content is what elevates your marketing from mediocre to monumental.

Q5: What are some common SEO-related mistakes that bloggers make and how can you fix them?

From my experience one of the biggest mistakes bloggers do is forgetting to optimise their images. All too often I see images uploaded with a title like DC237495.jpg, which is a dreadful SEO practice.

One thing to have in mind is that images in Google searches are clickable, so if you are not optimising your photos you are missing big time on this direct traffic to your website.

Q6: As a reader, what’s something you wish bloggers would stop doing?

As a reader and a digital marketer, there is one thing I totally disagree with: Not responding to comments and direct questions.

I believe that if people are taking the time to read first and then comment on your blog posts you should also find the time to respond to them. Interacting with your audience is why you are writing those articles in the first place. Now that the reader landed on your page you’ve got the chance to charm him for life.

Customer Experience

Customer Experience

For every organisation the customer experience should be a journey and not a destination. The experience that you deliver to your customers from social media every single day to the final  transaction, either builds value for your brand or destroys it.

Think also beyond the traditional beginning and end of an interaction with the client. Very often companies define the customer cycle too narrowly. Look from the customer’s point of view, not your organisation’s. For most companies the journey continues with after sales support – the best time to build relationships and faithfulness. When you think about it: this is a journey so it’s not just the sales experience that counts.

Customer Experience

A good tip is to divide (map) the customer journey into different touch-points (Touchpoint Management). What exactly is a “touchpoint”? Touch-points are all the interactions your customers experience during  their relationship lifecycle with your company. Website, TV ad or a salesperson in the store, touch-points are defining the customer’s perception of your brand. Be careful, as if you are outlining more than eight to ten major touch-points you are probably mapping your company organisational processes rather than the customer experience.

Often the best way to differentiate your company from your competitors is to look at each touchpoint and identify your “stamps of authenticity”. Those are the ones that emotionally engage your customers the most. In other words those are your “wow” factors separating you from your competitors. Now is the time to talk about brands that think that they have to make every single touchpoint a “wow” factor. Don’t. Unless you are brand name is Apple and you can overcharge your clients extensively, concentrate on those stamps of authenticity and invest all your resources there.

Your next step should be identifying what you want your customers to experience at each touchpoint and how do you want your consumers to interact with them. Knowing your customers behaviour is the only way to strategically deliver your brand promises. The brand characteristics will be peaking at the stamps of authenticity you have chosen earlier.

Last but not least is the implementation of your customer journey. Designing it is one thing, putting it into practise is something completely different. I’m not going to go through the implementing process into details, as I’d like to talk only about the beginning. Your starting point (is) should be your employees. Assuming that you are hiring the right people do not forget that employees experience comes first, before the customer experience. You must take care of your people: employees need to be trained at the same levels, to the same standards, on an ongoing basis. Employees must understand the customers experience before passing it on to your clients.

One final note. Be creative and bold. Do not let only your product engineers designing your customers experience. Everybody should be involved including your clients.