Blogging with purposeoriginal post »
This is a guest contribution from Brian Casel.
If there’s one common thread among many of those who build successful businesses online, it’s this: They’ve been able to build an audience, which has helped them gain traction and spread value with a farther reach.
But what if you have no audience yet? Zero subscribers. Little to no traffic. How can you get started, when nobody knows who you are?
I was there about 18 months ago. My blog received less than 20 visitors a day. My newsletter did not exist. I had been blogging for years, but couldn’t connect with an audience, let alone create a product they might buy.
Since then, I’ve turned it around by embracing a three-step strategy I’ll share with you today. As of this writing, my newsletter is up to 5000 subscribers, the blog receives hundreds of visitors per day, and my course has sold multiple five-figures since it launched four months ago.
These aren’t groundbreaking numbers. But to me, they represent the difference between blogging as a hobby (where I was at a few years ago), and meaningful part of my business today.
Now—I’m sure you already know the mechanics of building an audience: Blog posts. Landing Pages. Email lists. Autoresponders. Yadda Yadda. Those are the tools and tech, and there plenty of resources where you can find the right ones for you.
But those things won’t actually get people to stop, take notice, and give you their email address because they want more.
So how do you do that, when you’re still unknown?
Let me break it down with four important concepts:
- Your “Who”
- Their “Why”
The most important thing in building an audience, or marketing a product, is to know who you’re writing (or selling) to. The more you know your audience, the easier it is to resonate with them. (tweet that)
But how can you possibly know who your target audience is when you don’t have an audience yet?
A lot of advice out there tells you to hunt for your audience. Do keyword research… Analyze buzz trends on social media… capitalize on current news headlines. They’re telling you to spot a herd of people and catch that wave.
To me, this always seemed like a monotonous and uninspiring way to create content. So I never followed this advice.
In fact, I’m pretty sure none of the folks that I subscribe to — who happen to have very large audiences — never followed this advice either. Probably for similar reasons. They just didn’t want to.
This brings me to my first point: You get to choose your who.
Your who is the person you care about and the person you genuinely want to help. They’re probably a lot like you. Maybe you’re further along in your journey, or maybe they’re further than you. Either way, you guys are probably on the same path.
Give some thought to who you want as your readers / listeners / subscribers. This part is totally up to you. At the end of the day, if you don’t care about the people you’re writing for, then you won’t be able to help them, which means you won’t get very far anyway.
In my case, I was a freelance web designer, and I transitioned to a products business. So I decided the my who are my peers — freelancers and consultants who work on the web and want to transition to a products business.
By the way, lots of different people will stumble across your site over time. The vast majority of them won’t be your who. Only a small slice of those new visitors are. Those are the ones you want as subscribers and they’re the ones who you want to see again. So focus your attention on them.
Finding your who is up to you. But creating content that resonates with them is not.
Now you need to reconcile your who with their why.
Everyone is on a journey. Everyone wants to get to a destination that is different and better than where they’re currently at. This is always changing. For everyone.
If you asked me 10 years ago where I wanted to go, I would have said I wanted to find my career path, and meet a girl.
Five years ago? I wanted to get more clients, and find a home for my wife and I to settle down.
Today? I want to build my products business so my growing family can live comfortably and travel.
Next year? Who knows…
How would your people answer that question? What is their why?
Set up a welcome email autoresponder sent to every person who joins your email newsletter. Here’s a screenshot of the email I send to every new subscriber who joins my newsletter:
Keep that welcome email short and to the point, which is: Ask your new subscriber, “where they want to be one year from now?” I recommend adding, “What’s your biggest hurdle holding you back?”
In the beginning, you won’t have many responses. That’s OK. You’ll get plenty of replies over the course of year.
The fun part is to watch how your audience’s why changes over time. Your understanding of it will change too. The more in touch are you are, the easier it is to write things that help them get ahead, and the more likely your posts will resonate.
Writing stuff that resonates
So you know who you want to be reading your blog, and you’re in touch with the journey they’re on (their why). Now how do you actually speak to that, and create content that truly resonates?
I found a very simple method: Just answer questions.
Every blog post / podcast episode / video / whatever you create should be your answer to a question that your people are seeking an answer to. They have a very specific problem, and your post is the solution. In fact, it’s the best solution they’ve come across in a very long time.
That’s what it takes for a blog post to resonate.
Start every new blog post with a question. Have you noticed that the first few paragraphs of this article contained several questions? The idea for this article literally came from a question that one of my subscribers asked me a few weeks ago.
Here are some places I go to identify questions that I could answer in new articles:
- Questions people ask me when replying to my newsletter.
- Questions people ask me when I’m out at a conference.
- Questions that come up in forums and communities that I hang out in—particularly the ones that I feel eager to hop in and answer.
- Questions found on Quora and Reddit, and similar question/answer sites.
Spend an hour and come up with a list of 5 (or more) questions that your people are asking. Make sure they’re questions that you’re eager to answer. I’m sure there are many that fit this criteria for you.
Now I don’t want to give the impression that if you simply write great content that could resonate with the right people, then it will.
It probably won’t.
Unless… you get exposure in places where your people are already hanging out.
Here are the common “tactics” that most people focus on. These have never worked for me:
- Cold email a popular blogger and cleverly include a link to your new post, in hopes they might tweet it. I tried it. Sometimes it gets that tweet. Great… For a minute. I stopped doing this because I hate the idea of “pushing” my stuff on someone who didn’t ask for it. Plus, they’re super busy and I want to respect their time.
- “Go viral” on Hacker News, Reddit, Digg.com. I have submitted posts to these a handful of times. Maybe twice my hit the front-page for a while and brought a spike in traffic. Almost none of those folks ever subscribe and return.
- SEO Keyword Optimize my posts. Have some of my posts done well in search engines? Sure. Do I know how or why that happened? Not really. My goal when I write is to help my people get ahead, and hopefully get them to subscribe so they’ll come back again. SEO traffic typically doesn’t play out this way. The channels I’ll list below do.
So here’s what has worked for me, and what I think you should focus on when you’re just getting started:
Answer questions in forums
I suggest focusing on just one or two online communities that you personally feel connected to.
Find a question you’re eager to answer and post the best response you can possibly fit in the reply box. Then finish by including a link over to your blog post on that same topic.
Don’t simply reply by saying “Good question, I wrote a whole article on it: LINK”. You should actually answer the question right there in the forum, then provide the link for more. Build credibility and earn their trust with your thoughtful reply, then invite them to your site for more.
Readers love hearing about real-world examples of a problem being solved. You still want to be sure you’re answering a question, but your answer (or solution) can come in the form of a case study.
I found that these types of posts tend to get shared and passed around a lot. One of my post popular articles from last year on my System For Selling, where I covered how we set up Trello as our CRM, and our process for handling inbound sales leads. This continues to get passed around, and even wound up getting mentioned on Trello’s blog!
While you won’t get thousands of listeners overnight, podcasts are much less competitive and easier to reach people than a new blog. There simply aren’t as many podcasts as there are blogs.
I also found that podcasts seem to build a more intimate relationship with your audience than readers of a blog. Plus, it’s fun!
I wouldn’t recommend this if you’ve never managed an ad campaign before. But if you know you’re way around Facebook ads or Twitter ads, then you might try it as a way to jump-start your email list. Point this traffic at a landing page for a free, educational resource, that is highly relevant to the people you want to reach, and the topics you write about.
I’ve had better success with Retargeting ads, since those are seen by folks who have already found you through organic channels first, but maybe didn’t opt-in to your list on their first visit.
Now, to be clear: The ideas I just listed above won’t bring in tidal waves of traffic. They’ll be more like drops and splashes. That’s OK for now. They’re only intended to get things going.
What will really move the needle are getting those first visitors to return and to share your content. That’s where your email list comes in.
Here are some ways I found work well attracting those first subscribers to your email list:
- Offer a free resource, like an email course, highly relevant to your people’s why.
- Point everything to the free resource: Bylines on your guest blog posts, link to it from your Twitter profile, mention it when you go on podcasts, this is your “gift” that you’re proud to share with anyone who might benefit from it. So promote it.
- Include bonus content on some of your posts. For example, in my System For Selling post, I offer the exact setup instructions for anyone to download when they subscribe to my list.
The small breaks
As I’m sure you can tell, none of this audience-building stuff happens overnight.
The reality is it’s a long series of “small breaks”. A high profile Retweet. A guest post opportunity. An invitation to be on someone’s podcast. All of these add up and build exposure over time.
Some might see these as “lucky” breaks. But I see them as inevitable opportunities that arise when you repeatedly put yourself out there, serve your audience, and stick with it!
Building Your Audience From Zero to Traction