I’ve wanted to write this article for Yakezie for a long time. At Barbara Friedberg Personal Finance I’m very disciplined and stick to actionable personal finance and investing topics most of the time. But I have a lot to say and decided to post some of my other ideas in guest posts that are related to my hosts’ sites.
Here at Yakezie, we are all about improving and supporting one another.
Understand PERSONAL BRANDING and grow your online presence.
WHO DOESN’T LOVE FREE?
I don’t know about you, but I love FREE!
In that vein, I am a consumer of an abundance of FREE eBooks. Most of them offer solid content, from Little House in the Valley’s credit eBook, to a current read, Make Money Online from John Chow dot com (2007).
Included in the section, Seven Habits of Highly Successful Bloggers, he stated:
“Successful bloggers know how to brand. Branding will separate your blog from the millions out there. The most unique thing about your blog is not the topic you’re writing about. What makes your blog stand out? The answer is simple-you!”
MY INSPIRATION
As I shared in my member post last year, I came to blogging in a roundabout way. After several rejections from agents and publishers for my half penned personal finance book, the comments were consistent. Get a large following that will buy your book, differentiate yourself, and then maybe we can talk. That was back in fall 2009.
Flash forward to 2011, I have a following; I have a brand, and will be shopping a new book to publishers very soon.
You may not have the same publishing goal that I have, but if you are blogging, I’m certain you want more readers. After all, what’s the point of writing if no one is going to read your work?
MY TAKE ON BRANDING
Recently I was telling Eliza of Happy Simple Living that while in graduate school, I always considered marketing as the fluff course. Finance, my field, now that was the hard core academic work!
I was so wrong!
No matter what the service, product, or offering, without marketing no one will buy.
I am intrigued by the frequent Geico commercials on television. After all, they are a big, well regarded insurance company (we’ve been customers for decades). Do they really need that lizard with the English accent yapping all the time? In fact, they do. By keeping the company in the public eye, they increase their market share!
To be a successful blogger and maintain readership, you need focus.
With every interaction, you are evaluated. Every visitor that comes to your site is considering whether they will return or not. How are they going to remember you blog’s name, let alone decide to pick up your feed?
Do you ever get poorly written requests for guest posts? That’s how NOT to present yourself.
It’s your brand, make it sing.
Think of the blogs names that come to mind. How many site names can you rattle off right now?
You remember a place or site because you have a consistent favorable experience when you visit. When you go to McDonalds, you know what to expect. At Budgeting in the Fun Stuff or Buy Like Buffett, the content is consistent. We’re rooting for Crystal to go full time blogging. We’re cheering for Mark’s various projects and interested to read his take on investing.
HOW TO DEFINE YOUR BRAND
1. Create a plan to differentiate your own brand. Consider why someone will read your blog. How do you stand out? Do you have a unique take on getting out of debt? Are you an expert in options trading like Optionsdude? Disciplined writing about a circumscribed area helps build your brand. When readers visit Barbara Friedberg Personal Finance, they know they will get easy to understand investing and personal finance information from an MBA professor and portfolio manager. This step is difficult and may require some tweaking.
2. Go about the blogosphere and market your brand. Write guest posts, help out other bloggers with their projects, and get comfortable talking about your own accomplishments. Do not be afraid to toot your own horn. Readers want to follow those who are confident, interesting, and informative. Be someone you would like to follow!
3. Keep your face in front of the crowd with twitter, facebook, and social media! In todays digital world, readers have short attention spans. That means you need to be out there reminding your audience what you can give them. Ask your readers to tweet and promote your posts. The more you give your readers, the more they want to help you get the word out. As you define and market your brand, your blog will flourish.
Finally, be patient. Although some blogs hit it big quickly, that is the exception. If you have a solid product, don’t give up. Promote your product and help others discover you.
What are your ideas for personal branding? What does your brand say about you? How can you present yourself to the blogosphere and add value and not noise?
image credit; stefano principato
Great article Barbara!
Great tips Barb! You are 100% correct. Marketing is huge for us bloggers. We not only need to attract and captivate our audience, but we also have to retain their attention for their constant return to our site.
I love that you shared your personal story about writing a book. I never really thought about writing a book until I started blogging actually. My first eBook will be offered soon (I’m shooting for May 1), and now that I’m finished, I’m already thinking about eBook #2, and then perhaps a published book! It’s really exciting to think about!
I’ll make sure to keep my face in front of my readers with Twitter, Facebook, and other forums, per your advice. Thanks for the great read! :)
What are your ideas for personal branding? What does your brand say about you? How can you present yourself to the blogosphere and add value and not noise?
I have absolutely no idea and it is frustrating lol. So I take the head in the sand approach for the most part when it comes to branding. Not a good thing, but being honest.
Evan, You are obviously doing something right, whether you know it or not! You have a great site :)
My idea of branding is to have a consistent color scheme, unique image, and steady message that comes across the majority of posts. Perhaps 15% of the time I’ll waver from the norm, but for the most part I want messages to come out strong, clear, and concise.
Thx for your thoughts and reminding us of the importance of branding!
Branding *is* everything! You are constantly evaluated, your comments, the guest post you write, the guest posts you accept …
Write and they will not come! You do have to do some amount of publicizing at least the first few years till your blog becomes popular.
But I would start with what motivates you to blog. Fame? Money? Outlet? I’ve found that depending on what you pick, your blog takes a life of its own!
Great read Barb!
Great post Barb!
When I first started blogging, I had no idea the amount of marketing I would have to do. I thought I could just write and people would find me. I was so wrong!
I often think back to a project I did in a grad school marketing class. We had to make a ‘business’ and figure out how to maximize revenue and profit. It wasn’t until we spent ‘money’ on advertising that our revenue really grew. It was a very interesting exercise because it gave some real-world circumstance to a scenario, but in a classroom setting.
Great luck on your book!!!
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Great write-up Barb! Every blogger can learn a thing or two from you, I know i did. To me branding is about setting yourself apart on the web. And then being consistent with that brand. Like, I market my blog as a “wise” investment resource for the average american. Pick your brand, blast it on the web, market yourself and you’ll start reaping the rewards :)
@Life-Glad to pull it together and offer a reminder-Congrats with books, I’ll have to check them out.
@Financial Samurai-Your brand is well defined and planned out! You obviously have considered this topic previously :)
@Moneycone- Good point about defining why you are blogging. Important consideration. Of course for many of us, that is an evolving question!
@Everyday-Agreed about initial expectations. I cannot believe I am putting in as much time as I am now. If you told my I’d be spending more than 20 (a lot more) hours a week, I probably wouldn’t have begun to blog.
Hi Jon-I like your $$$$ BRAND- very distinctive! You also chose some smart “keywords,” I initially wanted to use “easy money”, but it sounded too spammy.
Great write up Barb! I take Evan’s approach :) I just completed my first year of blogging. I have it in my goals to write X number of guest posts. I have a rough plan but overall, I am just letting nature take its course.
Excellent article Barb! I think you nailed one of my largest weaknesses (branding). I’ve been meaning to make my site more visually appealing, ever since last year, but it seems like there is always something holding me back (kids, work, illness, excuse n, excuse n+1, etc)
On the lighter side, at least I’m pretty happy with my Avatar :)… My Avatar represent balance, and in the end, that’s what my site is about.
I really enjoyed reading this Barb, thanks! :)
Suba, You seem quite congruent to me and your site is wonderful, don’t seel yourself short :)
@Money, I don’t think you’re weak in branding either, I have an image (maybe it’s your avatar :) ) when I hear your site’s name. And it’s easy to remember! To me, the name is really important.
We present ourselves all the time, but we do not call it marketing! Selling a home, getting a job, interviewing, promotion or getting a date, we are marketing ourselves. Blogging has to be interesting or present a unique point of view to grab the audience. This is my definition of branding. My personal brand is making money interesting and understandable for everyone.
Very good point. I am mindful of how I look, dress, and act both online and off, for just that reason.
Indeed, we are always marketing ourselves whether we recognize it or not. Maybe we can try what works for us in the real world and try to replicate it on our blogs. It might be an interesting way to look a website marketing.
Awesome article! I was like you. Ironically, I spent some time working at an advertising company. I thought it was a crock! Products sell themselves, branding and advertising is a waste of time and money. I was a naive fool. If I could turn back time, I would have tried to learn more about the field. Better late than never.
Hi Buck, You touched on some of the advantages of getting older ;). Who doesn’t have a few regrets about missed opportunities?
I think many of us were like this. We either thought that products sold themselves, or that marketing was so easy and commonsensical that it didn’t require our study time.
Thanks Barb for all the good food for thought. I struggle with this as my concept for my blog is rather eclectic. That’s supposed to be a no-no, but I just can’t separate saving money from DIY, cooking, and having fun with family. The name of my blog, Square Pennies, is not really descriptive. I have the photo of square pennies on Twitter, but not on my blog. I just don’t know what to do.
I think you just defined your brand. Now just hone it down a bit. Darren Rowse’s book 30 Days to a Better Blog has some helpful exercises.
Thanks, Barb! I guess so!
Try the 30 days. It is hard to commit to a single brand when you want to do a ton of things, but you really do have to hone in so that you aren’t trying to do too many things. You want people to have a problem, and know that your blog is the best place to go for that type of solution. Don’t try to be the Wal-mart of information out of the gate. Start as the small corner store, nice and specialized, then grow. :)
Babs, you’re spot on. I thought that writing my ebook (about a year and a half ago) was the hard work…..then I tried to market it! Boy was I wrong….Marketing is way harder!
So sounds like the John Chow book you mentioned is worth reading. Should I check it out?
Hi Geoff! Yes, the book is free and worth checking out. What happened with your ebook, did you publish it or someone else? The whole book writing process is a lot of work :)
Loved the piece! Branding is critical to your blogs success. I’d suggest checking out problogger.net they have some more awesome content on branding/blogging.
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These are great tips. I think you really make complicated topics easily understandable. I’m guessing you are a fabulous finance instructor. I’m looking forward to reading your book, Barb! Also, thanks for mentioning my ebook.
That is probably one of Barb’s best qualities. I bet she could teach tax planning to a kindergarten class. Great work Barb!
Thank you so much for this post! It was just the motivation I need to continue writing for my blog. Sometimes, I do wonder if I’m making any headway with my blog. Glad to know that I should stick to it and not give up!
Don’t be discouraged. Consistency and promotion are key. Keep writing, try to work off of a schedule, and write meaningful posts. Look at your content and ask yourself why someone would need to read it. I’ve seen so many blogs post useless information that no one would learn from.
Example: Free Exercises you can do at home.
Then the post goes on to describe: walking, jogging, etc.
Who needs to be told that you can walk or jog at home for free? Everyone knows that! You have to be creative. Come up with ideas that people won’t think up easily, or put twists onto the basic ideas. If you don’t add something to the equation, then you’re just noise. Keep your chin up and keep going! Barb will be an excellent resource for you.
Thanks,
Timothy
I started working on building my personal brand after I had a conversation a few years ago with the founder of YSN DOT com. She asked a simple question, “What do potential employers find when they google you? Finding something negative is just as bad as finding nothing.” So I started trying to find ways to create a consistent personal brand online that was backed by my personal characteristics and beliefs. It took a little while but now I’m on pages 1-11 of Google search results for LaTisha D Styles and it’s all positive! I’m also constantly checking the information that comes up. Building a brand is very important to me.
@Little House-Thanks for you props! You were one of the blogs I followed before took the plunge :)
@Wife of a Roadie- Your site’s name is so unique (it reallly intrigued me), you have a great start.
LaTisha-Great story and excellent advice. Similar to how my initial “rejection” from ppublihsers spurred me on! (Love your picture, you look so friendly :) )
Thanks Barb! Most of all, I’m really having fun blogging:)
That’s really the most important thing. I’ve heard of people that hate blogging, but they’re doing it to leave a job they hate. Talk about out of the frying pan and into the fire!
Wonderful tips. Thanks for the mention as well. I don’t consider myself an expert even in my profession although I know that is not true. I suspect that feeling might come from a humble nature and upbringing. And even though I don’t consider myself an expert options trader I must confess that I have 1 losing trade out of 25 completed trades since 2007 using collars. I have 2 more that are underwater (1 of which is close to being repaired). I am working on a system to try to never lose money while trading again and believe that I am close. I am currently testing in my retirement accounts. I am especially interested to see what I can do when stocks decline and thankfully AKAM is giving me that opportunity.
You can’t win them all OD! You’re a great resource in this group because of your specialty. I’m not sure how many people are very well versed in options. It’s nice to have you in the trenches with us!
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Great post, Barb! I’m hoping to carve out my own niche in the economics/finance space, and I’ll be keeping this in mind. A redesign of MoneyMamba, which I’ve mostly put on the backburner, is much needed–at that time I’ll also have to get a new avatar and Twitter design.
Barb, thanks for the mention. Best wishes when you shop around your book.
Great post full of ideas and inspiration.
I have been blogging for 2 years now and what started as a hobby because of Multiple Sclerosis has really caught my attention.
I use article marketing a lot and submit to article directories.
With a travel blog and title like”Diary of a British Expatriate in Finland”,I just have not found a niche product to promote
So for now I concentrate on quality posts and believe it will come to me one morning
I would like to add I like your writing style aND BLOG DESIGN
Best Regards
Greg
I took a long time to think about what I wanted to say, how I wanted to say it and how I wanted it presented. My brief to the logo company was so specific that the graphic designer nailed it the first time. I just had some small tweaks regarding the pearl earring and making the heels higher.
I have 13 categories. That’s it! I keep my content focused. I keep my blog clean. I have seen so many blogs suffering from what I call “blog erosion”. You may have started with a point of view, but has evolved into you just talking about your life, not really offering information. There are so many categories and things going on in your blog that if someone took a 5 second look, she wouldn’t know what you represented.
There are also the “neon blogs”. These blogs have all the categories PLUS outrageous amounts of advertising, sponsors, badges, links…visually, my eyes hurt within 5 seconds of looking at them and I leave quickly. These are usually the mom bloggers but I have seen some financial ones look just as lousy. One blog had ads between every paragraph–I couldn’t finish reading the article.
I know my blog will not appeal to everyone…but I will not go unnoticed!
I think you have one of the most well themed blogs that I’ve seen in a long time. I love the simplicity and cleanliness of the layout. You’ve done a great job!
Such a great article, Barb! You are so right :) When I first started, I didn’t think I would stick with my “apple” theme but now that it’s part of my ‘brand’ (well I think it is anyway) it’s here to stay.
Blogging is great fun- it’s business and marketing 101 all the way. Even though I’ve never taken a marketing course, its’ been great learning on the go with blogging.
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Thanks for writing about this topic. I’ve been working on my brand for the past few months. That’s why I started a second blog for deals, coupons, product reviews and non PF-related giveaways.
I also want to make sure not to forget the boomer aspect of my brand — being old is unique here. :)
I really like the boomer approach because it offers me a different perspective compared to what I am dealing with at my current stage in life.
Hi Kay Lynn-Congrats on the knew site. I’m impressed with all of those managing multiple sites! Your website title clearly indicates your audience.
Hi Barb,
Great article. We are constantly working on our brand. We divide it up into sections such as:
-Things we can accomplish right now.
-Things to work on for the coming months.
-And long term objectives that might be a dream, but nice to shoot for.
We look at growth opportunities that will allow us to get out there more, and still provide value to readers at the same time. It’s a really hard subject, and like you, did not really give marketing the respect it deserves.
We’re always learning and growing, and that is one of the most important parts about marketing. There are new technologies to leverage every day, and you have to get out of your comfort zone and find what works.
Thank you for a great actionable list. I believe I’m going to print this out and do a self-assessment to see where we might be deficient. The best to you and your endeavors!
Thanks,
Timothy
I would love to know how you map out/plan your goal and how you measure your goals.
I first consider our technical, knowledge, and other personal limitations. I try to think of areas where we are strong. Then I think of what we can do to build our brand using those strengths.
I am a whiteboard addict, so I’ll sit down with a whiteboard and just list all the things I can think of that we are good at or could be good at.
Then, I’ll take each of those ideas and assess how realistic it is (can we swing it with current man power, finances, etc.). If it is realistic, then we can assess if it would add value to the brand. For instance, we have the capabilities to run a pop-up ad campaign, but we wouldn’t do that because we know people hate those things.
Deciding whether it adds value is probably the hardest part. You need to figure out:
– Is there a need that will be fulfilled. (Google Adword tool is usually my first source of info for this.)
– Can we properly address this need?
– Are other companies/blogs addressing these need, or will they? (A Google search for basic keywords will show you the competition).
– Can we do a better job than them.
If you think that it can build your brand (add value) then you need to then figure out:
– What is the most efficient way to implement the plan?
– How can I reach the largest audience with the smallest investment?
– How will I react if someone busts on the scene with something better?
– What do I do if the message/product/etc is received poorly?
You must have an exit plan. It’s easy for an attempt at building value into your brand to go awry. If you don’t have an exit plan then you risk coming out with a worse looking brand than when you went in.
I know this all sounds very general, but I tried to write it to address many different topics such as advertisements, product offerings (like ebooks), and any other branding tools you have at your disposal. So, while some of the points may not apply to an advertisement, they may apply to coming up with an ebook idea. I hope this helps! :)
Thanks,
Timothy
I’m sorry, I didn’t address measuring goals. This is a tough one as well. Typically, I will mark down in a spreadsheet something that we’ve done, then track traffic changes, referrals etc.
If it were an eBook, you could easily track downloads etc.
Thanks,
Timothy
Hi Timothy, Your 3 pronged goal setting approach is a good organizing metric. Thanks for putting it out there!
It’s not a problem at all! I like sharing so anyone who is unsure of where to start might be able to use the information.
Thanks,
Timothy
I have a similar problem as some other commenters here, where I’m not sure exactly what the “topic” of my blog is, so I feel like I’m not “ready” to market and brand yet. But maybe the topic will always be a flexible part of my blog…
@Kellen, I think it’s a matter of spending some time thinking about why you are blogging and what you want to communicate. It is not a question with an easy answer. Additionally, you don’t have to figure it out today. Thanks for chiming in. Let me know if I can help in any way.
Great post, Barb. We all have a voice, and we should let that voice shine through in our writing. I think that’s what people are looking for and they appreciate it more.
Great tips Barb! Best of luck with getting published, go get ’em! :) Sam had a great post recently about his tenant who stuck with his dream of writing even after 30 some rejections and ended up landing an agent and a multi book deal!
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