Photo by Dave Wilson Photography

“Look at me! Look at me! I’m over here! Come and join me.”

Is this you? Do you constantly push your blog to your followers? Do you constantly shout at others for attention to stand out above the crowd? Do you scream for affection, for affiliation, for an audience? You probably do. Most of the blogosphere does.

When blogging was first invented, it was used as a medium for every day Joe’s and Joanne’s to share their thoughts, their feelings, their news and their mews. Back then, it wasn’t a seven figure number trying to make a seven figure living. It was a select few, trying to earn nothing, but try new.

Now, though, blogging has developed from the Web log that it initially started as and coined its name from, and turned in to a multi-million dollar industry, full of ‘marketing experts’, ‘affiliate junkies’ and aspiring International authors. We find ourselves amongst a great universe of competition. A vast mist of self-promotion and egotism.

Are we writers, or are we marketers?

With competition comes an aspiration to stand out above the masses; to shout the loudest, to stand the tallest, to run the fastest. It’s this aspiration, fuelled by a dream of self employment, flexibility, stability, fame and fortune, that has created a large part of the blogosphere we see today.

Today, most bloggers have swapped their ideals of elegant writing and life logs, for a more measured and structured approach of marketing and analysing. It’s rare to stumble upon a blogger who considers his or her writing to be creative more than constructive, passionate more than poignant, open more than closed, and testing more than teaching. It’s rare to come across a blogger who still considers the writing and creative style flowing from their finger tips to be as important as the very topic they discuss, or a blogger who considers the prose to be more powerful than the next social media network at which they wish to deafen the crowd with news of their latest article. It’s rare to come across a blogger who refers to their writing as art, rather than article, as prose rather than post.

Find new readers without losing your voice

It’s time to move away from the shouting. To move away from the ego. To move away from the attitude of writing and then pushing people to read. As bloggers, we should be shunning the hard sale in favour of the soft sale. We should be focusing on the relationships we build with our current readers and forming relationships with new readers.

Shouting from the rooftops only makes you look desperate. Deafening your audience forces them away from your voice. And the few that don’t mind your disparity and are already sufficiently death from the shouting of everybody else in the blogosphere will sneak through to your latest post, but they won’t stay. They’re not loyal readers. They’re one-article-stands. They’re through the door and out the other side before you’ve had time to notice they were there. Sure, they’ll wear out your carpet as they walk through but they won’t clean up when they spill their coffee. They don’t care. They’re just one-article-stands, never to be seen again, until ten months down the line when your shouting brings them back to wear out your new carpet.

The cleaners, the chasers, the referrers, the friends

One-article-stands are fun when you’re young, but eventually we all have to settle down. To build something stable, something long-term, rewarding and profitable, we need to shun the one-article-stands and focus our energy on those that clean up their coffee, that chase us rather than making us chase them, that refer us to their network, and that become friends. We need to focus our energy on writing for those that are true, that are respected for their respect, that give more than they take, and those that listen as much as they speak.

Today, I’ll share my suggestions for building relationships with those who are as committed as you, as respectful and engaging as you and with those that naturally whisper your work to their audience. In my own little corner of the blogosphere, I’ve turned down the volume, both from within and from those around me. I’ve removed the rooftop shouting in favour of a quiet whisper and I’ve rejected the affiliates who write in favour of the writers who affiliate. Today I’ll show you how to do this too, to build a huge list of loyal readers, contributors and friends.

The Relationships that make your followers listen

Image by Intersection Consulting

Trust and authority are what entice followers to click your links. Trust and authority are what entice readers to subscribe, and trust and authority are what entice subscribers to share your work with others. But trust and authority can only be gained by building relationships.

Building relationships online has fortunately come second nature to me, but for many it is a difficult and often daunting task. Communicating online is entirely different to the real world. It’s much larger on many levels. Often, your network of ten friends in the real world is magnified to a network of thousands online via social media platforms such as Twitter and Google+. Suddenly, you find yourself thrust upon a moving plate of relationships and communications, struggling to find those who genuinely want to engage amongst those that just want to shout.

But not only do we have to struggle to see through the mass of polluted people in social networks to build new relationships, we have to find the time and method to maintain and strengthen existing relationships with our current subscribers. Blogging isn’t about getting a herd through the gate and in to the pen. It’s about getting a fine selection of readers in to your home, where you can massage their thoughts and push their opinions. It’s about building long-lasting, strong, two-way relationships with people who genuinely want to listen to your advice and opinion. Once they’re a number in your list of subscribers, they become more important, not less, than those on your Twitter feed. It’s easier to keep a customer than it is to find a new one, so don’t forget about them once they’re through the door. It’s your job as the host to ensure you maintain healthy relationships with them all. But just how do you form new and strengthen old relationships without shouting and driving them away?

Blog commenting

It sounds simple, but many bloggers both new and old forget the real reason behind commenting on blogs. Bloggers often make the mistake of assuming commenting on blogs is nothing but a traffic generator. Short term, sure, you will receive visitors. But what about the longer term impact of continuous commenting on a blog? Think about the comments you receive. Think about somebody who has commented on your blog recently. Was it their first comment, or do they comment on a regular basis? Chances are, the first commenter that comes to mind is somebody that has been active amongst your community for a while and comments on all or most of your posts. They come to mind first because they’ve established a relationship with you.

Commenting on blogs is a fantastic short term way of gaining visitors, but selecting a small portion of blogs to continuously target with comments over time is a far better way to gain visitors, respect, and build relationships long term.

Email Fellow Bloggers

Let’s face it, all of us are bloggers, and a lot of us blog in the same or similar niche. That makes us competitors. Or does it? In may seem counter-intuitive to start a blog in a niche where others are already established, but it’s far easier to market a blog in a niche that already has an audience and a base of writers. Unlike entering a new niche, you already have a list of blogs at which you can comment, you can guest write, and you can build relationships with, and chances are they already have an audience caught up in one social media circle ready for you to jump in to the mix.

So while we’re all after the same prize, it also pays for us to help each other. Building a blog in a crowded niche isn’t just about building relationships with readers. It’s about building relationships with other bloggers too, because it’s the other bloggers that will promote your work to their own readers and let you interact with their own audience.

With this in mind, it pays to help others. Be a generous blogger by emailing a fellow writer if you spot a broken link or image on their Web site. Email them if you read their work and enjoy it. If they inspire you, tell them. If you mention them in one of your own posts, tell them. The more you help others, the more they will help you, regardless of whether or not you’re both after the same prize.

Networking Events

Local and international blogger networking events happen throughout the year in pretty much most cities across the world. From BlogWorld to a local Tweetup, face to face meets are a fantastic way to form new relationships and find loyal readers. If somebody has met you face to face, they instantly have a larger relationship with you than anybody you may have met via Twitter, and it’s for that reason that those readers you’ve met offline tend to stay as readers for longer than those you meet online.

Speaking at networking events is an effective way to stand out above the crowd and take in-person networking a step further. You’ll often find that event organisers are struggling to find speakers, so even if you don’t have much experience, they’re likely to be willing to listen to your pitch. Capture your audience, and you’ll easily translate them in to readers.

Thank New Commentators

Image by Flickmor

This is a simple technique I’ve used since my first days as a blogger. Remember to say thank you. When somebody comments on your blog for the first time, remember to thank them. I usually email them a personal response, and I try to stand out by offering them some further advice based on what they said in their comment. Sometimes I’ll refer them to another of my posts which may help them, or even refer them to another blog that may help them. Whatever I do, I try to help them beyond my post, because they went beyond reading my post by commenting, something only a small percentage of my and your readers will ever do.

I like to compare commentators to a single women. If she’s taken your number with a smile, she’s done so because she’s interested and wants to take things further. All you have to do is show her why she should. It’s the same with a new commentator on your blog. They’ve commented because they’re interested and like your work. It’s now your job to show them why they should subscribe. Standing out above the crowd to show them you care about the effort they just made to comment is a relatively effortless way to help convince them to become a subscriber.

It can be made even easier by using the ‘Thank Me Later‘ WordPress plugin, which automatically sends a thank you email to your commentators. I prefer the person touch of sending the email myself, but if you don’t have the time then this plugin may suffice.

Social media

I’ve put this last in the list because this is so often the most effective but also the one that is used in all the wrong ways. Social media, that is Twitter, Facebook and Google+ to name the top three, lend themselves to conversation, and it’s conversation that creates relationships. But it’s also conversation that can ruin relationships.

Social media tools let you find like minded people, they let you have group conversations, they allow you to select who you talk to and who you don’t, and they’re open 24 hours a day. Used well, they’re like the perfect networking event… without the formality. But, and here’s the big but… Like a lot of networking events, they still have idiots. The shouters. The noisy man in the centre of the room who is waving his arms. The one that is throwing business cards at people who didn’t ask for them. The one that thinks he knows more than anybody else and has nothing else to learn. Unfortunately, Twitter, Facebook, Google+ and every other social network out there are full of them. They translate from the real world arm waver and business card thrower in to the CAPS LOCK user who throws links to his latest blog posts every five minutes. They’re anything but a whisperer, and nothing less than a reader killer. I hate them, you hate them. Or you may even be one of them. Either way, they exist, and while they may be pulling in a lot of visitors to their blog posts, I can guarantee they’re not pulling in many commentators or many subscribers, and they’re probably losing more long term social networking followers than they are gaining. These people are great are finding short term coffee-spillers, but not so great at finding long term relationship builders.

But why do we want long term relationships?

It’s simple, and it comes down to the goal of 99% of bloggers. Long term relationships make you money. They feed your family. They pay your mortgage. They bring you an audience. And they build your authority amongst your niche. Long term readers become long term subscribers, who in turn become long term customers and advocates of your products.

Like I said earlier, it’s easier to keep old readers than it is to find new ones, and luckily for us, it’s easier to monetize your blog with old ones than it is with new ones.

Whisper and they’ll move closer

Most bloggers want to stand above the crowd. Most bloggers scream for attention, affection and affiliation. And that’s why most bloggers fail to develop successful blogs. And I say let them. Don’t join them. Screaming for attention isn’t the way to build your blog, because all you do is fall flat on your face in the middle of a sea of others doing the same. Whispering your way to affection and attention is the way to build long term, engaging and profitable readers. Whisper your way through Twitter, through Facebook, through commenting and engaging with others, because the more you whisper, the closer they will move to hear what you have to say.

If you liked this post, please share your affection by whispering this post to your Twitter followers and fellow bloggers, or write a comment below.

How often do you post links to your blog posts? Do you actively try to build upon your relationships with your current readers, or just focus on finding new readers? How often do you chat with your subscribers in other circles outside of your blog? Let us know in the comments below.

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Photo by See-ming Lee

I discussed yesterday about how important your reputation is in order to build a successful blog, so today I want to discuss actual methods to build that reputation.

Guest Posts

I still remember when guest posting started to become popular amongst the blogging crowd. The first person I saw who truly took advantage of guest posting was a young lady called Jane May. She came on the blogging scene very quickly and back in 2007 wrote some of the first guest posts on John Chow’s blog. She wrote a series of excellent blog posts and quickly became a popular name with John’s audience. Soon thereafter, she sold her own blog for what I’m sure was a very nice figure.

I do sometimes wonder whether Jane was a fictional women made up by a more experienced blogger in order to sell (she had the looks, the personality, the writing, and the motivation). The way she just disappeared from the blogosphere forever when she sold her blog after building some fantastic relationships was strange to say the least, and a little disappointing for somebody like me who had become fond of her writing style and considered her a good online friend. But regardless of her departure, her use of guest posts to bring her to a position of authority within the blogosphere is one I still admire to this day.

Building a Relationship with Somebody Else’s Audience

Jane’s method of posting a lengthy series over several weeks on one single blog is even more useful now than it was back then when she did it. Guest posting is very common these days, and that means people are less likely to click through to your blog than in previous times and it’s likely to be harder to form a relationship with these people. And for guest posting to truly work as a quality promotional technique and to build your reputation, forming relationships is what you need to do. There are two ways to do this:

1. Write a series of posts in quick succession on one blog, targeting the same audience.
2. Write posts for a variety of blogs in quick succession, who you know have an overlapping audience.

There are advantages to both methods. With the first method, you can often strike a deal with the blog author so you can control exactly when your posts are released to ensure maximum effect, and you guarantee that your audience is the same each time, therefore hitting the same people with your brand over and over.

But the second method, when managed well, can often prove even more lucrative. While you’re not going to be able to hit exactly the same audience on multiple blogs, you’ll find that much of the audience of one blog also reads another blog. Or that same audience might even read two other blogs, or even a few more. Write guest posts for all these blogs and publish them within a short space of time (the same day if you can!), and you’ll instantly stand out to those people who read all or several of those blogs. Your name will seem like it’s everywhere, and that’s exactly what you want when you’re trying to build your reputation and your online brand.

I’ve written at length about how guest posting can be a great promotional technique. Seriously, use that next great post you were going to post on your blog in a more creative way by sending it to a high profile blog to be published as a guest post, and then do this once a week. You’ll be amazed at the results!

Network With High Profile Bloggers

There are very few industries in the world where anybody, anywhere, no matter how little experience they have can easily network with some of the most high profile in the niche. You could be in your first hour of being a blogger, but all you have to do to speak to Darren Rowse of ProBlogger is create a Twitter account. It’s easy, it’s fun, it’s valuable when you’re learning, and it builds your reputation.

Here are three ways to network with high profile bloggers and build your reputation in the process.

Interview Bloggers

Most bloggers, even the highest profile, will almost always accept an interview offer. Send them your questions, get the answers, and publish the interview on your blog. The very fact that you were able to communicate directly with a high profile blogger will impress your own readers and it’ll start the basis of forming a relationship with the right people in the right places.

Social Media

It’s so easy to network with the right people using social media. Add them on Twitter, on Facebook, on StumbleUpon and any other social media Web sites you use. Then chat to them. They’re humans, just like the rest of us. If they happen to give you some useful advice during your conversations, use it to spark a blog post where you can tell all your readers about your conversation and what you learned. Passing on the knowledge you have gained is what blogging is all about.

Face-to-Face Events

There’s no shortage of face to face events for bloggers to get involved in. There are thousands every year, from professional conferences to Tweetups to blogger coffee mornings, you shouldn’t have any issue engaging with like-minded (and often more experienced) individuals in a face to face environment.

Release an e-Product

We’re all aware that e-products are becoming more popular. Whether they’re offered for free or for a fee, they’re a fantastic way to build your reputation. They show you’re dedicated to blogging, willing to put in the time and effort to build a product, and position you as an authority voice on a topic.

Help Somebody Specific

I wouldn’t say it’s easy to help a large group in one go like we do with our blog posts, but it’s certainly something we all do as bloggers. To stand out and build your reputation, it’s time to help people individually. It doesn’t have to be difficult or time consuming, it just has to matter to the person you’re helping.

I tend to do this quite a lot, just because I like doing it. In the past, I’ve gone out of my way to help a teenager who found my blog and became a regular commentator. She was truly passionate and interested in blogging. She had never blogged before, had never had an audience, never created a Web site, and never had any help. And that last point was key. I almost held her hand, gave her advice every time she asked, promoted her blog whenever I could, and generally went out of my way to see a budding blogger with great enthusiasm and passion do something she enjoyed.

Never.Stop.Blogging. Ever!

I realise I’m the biggest hypocrite alive by talking about this point. If you want to build your reputation as a blogger, you can’t stop blogging. You can’t stop for six months and start again and expect your reputation to be what it was six months earlier. It’s just not going to happen. I’ve been blogging for nine years and I genuinely believe my lack of consistency and my tendency for being a perfectionist are what have truly stopped me from becoming a larger authority blogger. I have my own small following who will always stick with me and enjoy what I have to say, but that could have been so much bigger had I not taken the three or four extended breaks during the past nine years.

Be consistent, and be consistently good. You can’t build your reputation without doing this!

Be Authentic, Have Morals, Be You!

You may be the most consistent, you may write some good things, and you may release an e-product, but unless you show your personality, be engaging, and open yourself up to engagement, you’re going to struggle to build your reputation.

Have morals when writing. Don’t just promote something because the affiliate rate is good. Promote it because you have tried and tested it and found it to be good. Be the good guy amongst the many bad guys, and you’ll win the best audience. Be the one who engages and cares, and you’ll build an audience that engages and cares too.

Becoming an Authority Blogger is Impossible Without a Solid Reputation

Remember, you could write the best content, but if you’re not engaging your audience, you’re not solidifying your brand, you’re not paying your knowledge forward, and you’re not being consistent in your writing schedule, you’re not going to build your reputation, and you’re not going to build your blog.

How do you build your reputation? Do you struggle with posting consistency? How do you engage with high profile bloggers? Let us know in the comments!

Further Reading:
9 Practical Tips for Building Your Website Authority

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Photo by Carf

Commenting is such an important part of blogging. It’s what often separates the blogosphere and other more traditional forms of media. And while we all set out in the blogosphere to receive visitors to our blogs, it’s comments, or the lack of them, that really worries us in those early months. “Why is nobody commenting on my blog?” is a frequently asked question in any blogosphere circle. Far more frequent than “How do I get more visitors?” and other such questions. Blogging is, after all, community based and connecting with other people and seeing them connect with us is what often drives blog authors.

I’ve always prided myself on the amount of interaction I’ve been able to attract from you, my readers. Each morning your comments are a fantastic source of new information and motivation. That’s why I’ve often spoke about what it takes to help us comment. But today I want to do something different. I want to share my reasons for why I won’t comment on your blog.

Why I Won’t Comment On Your Blog

1. I Reach the Conversation Too Late

Have you ever seen a post hit your feed reader only for it to already be five hours old? You read the post and really enjoy it. You want to comment, if only to pay back the author for the fantastic content they wrote. But as you click through to the post from your feed reader, you find there are already 15 or 20 comments on the post. Suddenly, your motivation to comment is lost. Suddenly, you feel everything you want to say has already been said and if you comment now, you’ll be lost in a sea of other words. There are other reasons this may be a problem. As much as I hate to admit it, many people comment on blogs just for the sake of getting traffic. These people like to be at the top of the comments list to maximise their click-through rate. If they get to a post and see 20 comments already in place, they’re far less motivated to write.

So How Do You Ensure People Arrive at the Right Time?

It’s impossible to ensure all your readers arrive at your post in a timely fashion. But you can maximise the amount of people who see your post straight away.

Write Your Posts at a Good Hour

Test and measure to see when the best time of day is to publish your posts. Check your stats to find out what time zones your visitors are in and what hours of the day your blog gets the most visitors. Publish your posts during this time.

Send Out RSS Emails Straight Away

I recently made a change to the publish time of posts on all my blogs, and with that I also made a change in time that the RSS email is sent. I made this change after testing the waters for six months, publishing posts at different times of the day. 7pm GMT eventually proved to be the optimum time for me to publish, and now my RSS emails go out between 7pm-9pm.

Once you have decided what hour of the day you’ll be publishing your posts, you can alter your RSS settings so those subscribed via email receive the email within an hour or two of the post been published. If you’re using Feedburner, here is how to change the time your RSS emails are sent.

Change Your RSS Email Send Time in Feedburner

1. Login to your Feedburner account

2. Click the name of your feed

3. Click the ‘Publicize’ tab

4. Click the ‘Email Subscriptions’ tab

5. Click ‘Delivery Options’

Then simply choose your time zone and time and click ‘Save’.

2. You Possess All The Knowledge In the World

Or so you like to think.

As much as blogging is about sharing your opinion and teaching others, a large part is about being open minded and learning new things. If you approach your post with your big ego and “I know everything” attitude, I’m going to leave your blog in an instant (but not before vomiting outside your virtual doorway. Hey, you asked for it!).

Don’t lecture me. Express your opinion. Share your experiences. And accept your opinion can be challenged.

3. You Don’t Give Me Direction

It’s often hard to know what to comment about. You may have answered so many of the questions I had that I don’t know what to write. Or you may have taken so many directions in your writing, I’m not sure which area I should focus on with my comment.

The solution to this is to always ask two or three questions at the end of your blog post. Simple questions that can be answered with a paragraph, yet complex enough to spark thought and discussion.

In the past, when I’ve asked my subscribers what helps them write a comment on my blogs, 90% always say it’s the questions at the end of my posts that spark their typing fingers.

4. You Make Me Register

Over the years, I’ve seen countless studies that show the percentage of customers lost when an online store requires a user to register in order to buy a product. The numbers are staggering, and they’re no different with blog comments.

If you make me register either via a 3rd party commenting system or through your own system, I won’t comment. Simple.

Don’t make me register. There’s no need.

5. You Fill Your Comment Area With Trackbacks

I hold my hands up and say “I’m Guilty!”. I’m guilty of not separating my trackbacks from my comments. There’s nothing worse than reading a blog post and then seeing a comment area filled with trackbacks from other blogs. Sure, it’s nice to see the post is popular, but it breaks the comment conversation and detracts from the community.

If you’re using WordPress, you can use the Separate Comments & Pings Plugin to enhance the flow of conversation in your comment area.

6. Your Comments Are Full of Spam

There’s not much to say on this one other than ensure you keep on top of your comment spam.

In my early days as a blogger, I suffered from a lot of comment spam that got through the cracks of my spam detection software.

Today, some still get through the cracks that I swiftly delete, but by using a combination of the Akismet and Bad Behaviour WordPress plugins, I’m able to automatically catch most of it.

7. The Atmosphere Is One Sided

It’s rare I’ll comment on a small to medium sized blog whose author doesn’t reply to comments. Over the years, many of my subscribers have said the one thing that made them subscribe and kept them writing comments was my replies.

Reply to all your comments with something meaningful. Even if you’re just agreeing with what the reader had to say, it’s better than “Thanks for the comment”. If responding to all comments is too much work, respond to all comments that come in within the first 12 hours of the post. By doing this, you’re likely to respond to most of your regular readers without straining under the pressure.

Those are my seven reasons that stop me writing comments on your blog. Now it’s your turn. What turns you off? What stops you writing comments and connecting with the author? Maybe it’s the ‘Mr Know-It-All’, or something I haven’t mentioned here. Please let us know your thoughts in the comments!

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Why do we subscribe to blogs? This question is one I’ve been thinking a great deal about in recent times. As bloggers and blog readers, we so often go through blogs and blindly press the subscribe button without thinking about why we’re doing so.

Looking down my list of feeds, I seem to have some sort of connection with each and every blogger. For some of the blogs, I speak with the blogger on a more personal connection during blogger meetups, conferences and email/instant message.

For others, I can simply relate to their story. The story they so eloquently write on their about page.

For some, they just stood out which forced the connection with me. Maybe they welcomed me with a video or audio on their Web site, or maybe they handed me a quirky business card. Either way, they stood out and forced the connection.

But the one thing it all boils down to is connections. I’m connected in some way to each and every blogger.

If I write a comment on a blog for the first time and 12 hours later the blogger writes a comment on my blog, then emails me to tell me about a broken link or image on my blog, I’m connected. And away I go back to their blog to subscribe.

First impressions count too. Make a good first impression via communication, relationship building and connections, and I’ll subscribe. Give me excellent writing with no face (metaphorically. Doesn’t have to actually be a photo) and I won’t subscribe. Give me a hard working, passionate person who is going to build a good relationship with me, but only has half-decent writing, and I’ll subscribe.

Relationships. Connections. It’s what makes the world tick, and makes a far bigger impact than any piece of unique content.

So why do you subscribe to a blog? Why did you subscribe to my blog? Please let us know in the comments.

Thanks to Carl Ocab guest blogging at John Chow Dot Com for inspiring this post.

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