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    RSS Series from Better Business BloggingWe’ve seen how beneficial RSS can be to both publishers and readers alike earlier in this series so, with that in mind, it’s going to be important to encourage as many people as possible to subscribe to your feed so that they receive your latest posts automatically.

    To help start this process, here are 14 ways which will give the best chance of encouraging subscribers and help you to promote all of the information that you’re providing at the same time:

    1. Promote your feed prominently on your blog

    It’s important to make sure that the RSS icon / feed link is displayed in a prominent position at the top of your blog – as with anything, the placement on the page is very important and, in general, the higher up the page you place it, the more attention and clicks it will attract. What some blogs do is have the feed link appearing down in the footer of the page – don’t make that mistake yourselves!

    2. Offer an email option to receive RSS

    While we can talk about how useful RSS is (and it is!), that will not overcome the fact that a lot of people remain much more comfortable with email and slightly hesitant in the face of technology they’re not totally familiar with. So give them what they want. Offer the option to receive your blog updates automatically via email (ssshh – it’s still using RSS really) – Feedburner, Feedblitz and Aweber all have systems to help you to do this.

    3. Remind them after each post

    They’ve read your post – they’ve loved what you’ve written – so what better time to remind them that they can get all your articles delivered to them automatically than by adding a link to your feed at the bottom of each post together with a (Attention: marketing term!) call to action. They need never miss a thing you write again.

    4. Sign up reminder in your email

    Most of us have a “signature” at the bottom of every email we send – usually it contains our contact details and perhaps a short tagline for the business. Well, what better place to get your RSS feed information out to people you’re in contact with. You can do this either as a link or, if you use Feedburner, then you can use their “headline animator” and have the titles of your last 5 posts appear to help encourage people along.

    5. Tell people about it offline

    In business, we are in contact with potential customers on a constant basis, whether that’s when we give presentations, run seminars, participate in exhibitions etc. Here’s a great opportunity to help them get all your latest news and really get to know what you’re all about by making sure they are clear where to find your feed and what to do with it.

    6. Make people aware what RSS is and how useful it can be

    As I mentioned above, there are still many people who remain unclear of what RSS is and the benefits that it can offer them. Help them to find out. Put together a page which gives details of what RSS is and how they can use it to keep up with all the information they look at on a daily basis. To make it easy, if you’d like to use the introduction to RSS page I put together then please do – and if you could mention where you found it then that would be even better.

    7. Full Feeds or Partial Feeds

    Not all feeds are created equal. You can send out the complete post (full feed) or just an excerpt of it (partial feed) in your RSS - the general consensus seems to indicate that you are more likely to keep the subscribers if you offer them a full feed. The downside is that it does make it easier for scrapers to reproduce your content. I still say, “Go for full feed!”.

    8. Give them an incentive to subscribe

    You can always give an incentive (reward, giveaway, thank you … call it what you want) for people to sign up – something like an ebook focusing on a subject of particular relevance to your readers would probably work well. The easiest way to achieve this is to create a special link within your RSS feed which appears at the bottom of each post and takes subscribers through to a page where the download can be accessed.

    9. Use other online marketing methods

    Don’t forget to use the other online marketing methods to promote your feed as well – email marketing, online PR, SEO, social networks even Pay Per Click all have their place to encourage new subscribers to follow you, should you decide that they are relevant.

    10. Feeds to feed directories

    Alongside general web directories and the blog directories, there are also RSS directories where you can submit your feed. Make the most of them and submit your feed to all the relevant ones you can find – making it visible to as many people as possible through them is only going to be of benefit and may encourage further syndication of your content.

    11. Network elsewhere? Promote the feed there too

    The likelihood is that you network on certain sites and also participate in forums where there are people who would be interested in the information your feed contains. Make sure that if your profile offers the chance to promote your feed that you use it and, perhaps more importantly, include it in your signature on posts or comments you make.

    12. Encourage people to recommend your feed

    This might be done simply through basic referral marketing by asking current subscribers to pass on details of your feed to colleagues and friends – if you want to help them to do this, then include an email a friend option or encourage social bookmarking if you feel that would be appropriate.

    13. Include on key documents you distribute

    Mention your feed as part of the information that you send out with ebooks, white papers etc. In my own case, there is a pdf which forms part of each section of my Business Blogging eCourse. This includes a link through to this blog’s RSS feed so that people taking the course can also keep up on new posts at the same time.

    14. In your Newsletters

    Newsletters and blogs work really well together – very complementary! So make sure that you promote your RSS feed in your own newsletter and readers will be able to follow your blog inbetween the newsletters. You can then return the compliment and promote your newsletter via blog posts, distributed automatically by your feed.

    What about you – do you have any ways that you recommend to increase your RSS subscribers that you’d like to share?

    ......................................

    RSS Series:
    1. RSS - An Introduction: So, what is RSS all about then?
    2. RSS Benefits for businesses, bloggers and publishers
    3. Business benefits of RSS to subscribers & readers
    4. Ways to increase your RSS subscribers

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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    Google Blog SearchGoogle Blog Search has just had a bit of a facelift, though it’s not so much of a ‘new look’ as a ‘news look’ given that they have essentially taken the format that they use for Google News and applied it here.

    In many respects though, that’s a very sensible route to take. Blogs do tend to fulfil a dual role of providing the latest news on topics where timing is critical as well as being a type of interactive website where good information is always in demand no matter when it was posted. In the case of Google Blog Search, their results are skewed massively towards the most recent information posted – even when sorted in terms of relevance rather than date. Probably better this way or we would simply be looking largely at a rehash of Google’s main index and that’s not what we are after here.

    So what Google Blog Search is good at is letting you find the latest information appearing in blogs – does very much what is says on the tin, so to speak – and so the redesign is clearly playing to its strengths. It also benefits from Google’s general uncluttered approach which I sometimes think that Technorati might like to be mindful of again. So check it out and don’t forget to use the RSS feature – will save you masses of time!

    A quick run through

    So what do you get for your beta now and how can you use it. Well, on the homepage, you now get a pre selected set of blog posts in the main results area and, in the lefthand sidebar, you can select one of 11 other pre-ordained categories to look at. Alternatively you can of course head straight for the search box at the top.



    Once you’ve searched on a term, you’ve got the chance to do some filtering, essentially on how recent you want the results to be – you can also sort the results either by relevancy or time, though this makes less difference than you might think. From a business perspective, a really important function sits rather inconspicuously at the bottom of the lefthand sidebar where you can quickly set up either a Google Alert or an RSS Feed for the search terms you’ve just used. Can save you loads of time and keep you up to date!


    So overall, it’s a change but not a revolutionary one by any means – more a shuffle forward and to the side rather than a giant leap. I do, however, find myself using it more than Technorati now for general searches, although to track links etc I still return to the Big T.

    As an aside, at this time of intense political as well as economic debate over in the US, I like the fact that Google chooses to re-iterate at the bottom of the homepage “The selection and placement of stories on this page were determined automatically by a computer program”. So that’s all okay then …

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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    RSS Series from Better Business BloggingThere are two things that I consider to be safe assumptions in life: one, we all like to know whats going on and, two, we never seem to have enough time. Now it may be that for some of us, a copy of Business Week, The Times or perhaps Cosmopolitan (according to our preferences) will be enough to keep us up to date with what’s happening in the areas that interest us. For others, and particularly in business, we need to cast our net a little wider and need to be able to sift the information more quickly.

    Of course, the more subject areas we want to follow, the more we bump into the issue of not having enough time to find the information that we need, let alone read it. Once again, RSS to the rescue! This sort of problem of information overload can really be reduced (though not I fear totally eradicated) by making best use of an RSS Reader to find and deliver to us the latest news and information from wherever it’s hiding on the internet.

    So let’s quickly start by looking at five of the main advantages before moving onto some of the more specific business benefits below:

    1. Time saver par excellence
    Time saver because you no longer need to keep revisiting sites to get the latest information, instead it is delivered to you in a neat bundle to let you decide quickly and easily what’s of interest.

    2. Latest information always at your fingertips
    Whether it is business information, the weather, local news, breaking industry research or a new posting from a rarely-updated site you receive up to date information in your areas of interest as soon as it is published.

    3. You are in control of what you receive
    Both subscribing and unsubscribing from an RSS feed is totally under your control. You can do so at any time at the click of a button in your RSS reader; so if the information stops being relevant, you can instantly remove it.

    (more…)
    If you enjoyed this post, make sure you subscribe to my RSS feed!

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    RSS Series from Better Business BloggingThe internet has opened up a whole Aladdin’s cave of information which is constantly being updated and added to – it has also revolutionised the way in which we find and share it. However, keeping up to date with all that is going on can be time consuming and, in many case, nigh on impossible.

    So what would be better? How about having all the latest news and information from the sources you want to hear from delivered directly to you? This would save a huge amount of time as you wouldn’t need to keep revisiting all the websites that interest you to see what new information they’ve added.

    This is where RSS comes in. RSS offers a simple way of gathering and sharing information without all of that time consuming activity involved in actually going to look for it. All the latest news comes to you rather than you having to go looking for it.

    So what is RSS, again?

    RSS means different things to different people, and I don’t just mean what the acronym stands for – that’s Really Simple Syndication in case you were wondering.

    You and I are looking for an easy (and preferably anonymous) way of keeping up to date with all the latest information from sites we’re interested in – a way to skim through it in our own time, reading items which are of interest and passing over the rest. With RSS, we can get it all in one place and be safe in the knowledge that all this comes without us having to part with our email address and that nagging concern that we might have just opened ourselves up to yet more offers of “enhancements” and “ebay security checks” .

    What is RSS: an overview



    For publishers of websites and blogs, they just want a way to distribute and share their latest news and information with individuals, sites and directories who have requested it. The fact that this happens automatically without running the gauntlet of touchy spam filters is great and the fact that people feel comfortable about subscribing because it is anonymous is even better.

    Looks like a Win-Win situation to me.

    How do I use RSS?

    Ok, sounds good but what do I need if I want to use RSS?

    Well, remembering that RSS is really just a way of distributing or collecting information, we need two things to use it: some information that we want to subscribe to (an RSS Feed) and then something to use to collect it and read it (an RSS reader).

    Let’s look at RSS readers first – RSS readers can either sit on your PC or can be part of a website online. (Think of it a bit like your email programs: Outlook is a program on your PC, whereas Hotmail is a website online.) Recently, the most popular ones have been online so we’ll concentrate on those – Google Reader and Bloglines lead the way and now you also have the option of using readers which come as part of the Internet Explorer and Firefox browsers too.

    To start, I’d probably recommend that you pop along to Google Reader – you’ll need a Google Account if you don’t already have one but it’s quick and easy to set up and then you’ll soon be ready to start selecting what information you want to receive. You do that by adding RSS Feeds.

    How to find RSS feeds?

    This is getting easier and easier for us, partly because the browsers that we use have started to highlight the fact that they are there. Basically, you want to be on the look out for some of the symbols below, all of which do the same thing – they let you know that there is an RSS feed waiting for you!

    RSS Icons and RSS buttons



    Just click on the image – if you see a page of text then copy the URL (the address of the page) and then go to your RSS Reader, click on “Add Subscription” or “Add Feed” and paste it in. That’s all you have to do. If you see a more friendly page of images and some text, then it’s even easier – just follow the instructions there!

    What’s next?

    Well, in terms of anything technical, that’s it. Once you’ve subscribed to the RSS feed, or rather the information from the site, you just sit back and let it do all the chasing and collecting for you, delivering the new stuff from that site to you – and the website will never know it’s you. Safe secure and instant. If you want it to stop, then that’s a simple click of the mouse, deleting the feed in your RSS reader.

    Using RSS really is a massive time saver – you get the information delivered to you, saving all the hassle of having to revisit your sites in case there’s some thing new. All you have to do is decide what you want to read and delete the rest. And for publishers, you get to deliver your news securely to people who really want to receive it, but remember that the onus is on you to keep the quality high because, if not, they’re gone!

    Questions?

    I hope that has helped but if you’ve still got questions then leave a comment or drop me a line and I’ll try to help.

    Bloggers / website owners – if you’d like to use this on your site then please feel free. You can even modify it if you’d like. However, if you would link back to Better Business Blogging to return the favour then that would be great. Something like “Thanks to Better Business Blogging for this RSS overview” would be great.

    ......................................

    RSS Series:
    1. RSS - An Introduction: So, what is RSS all about then?
    2. RSS Benefits for businesses, bloggers and publishers
    3. Benefits of RSS for users & subscribers
    4. Ways to increase your RSS subscribers
    5. Marketing with RSS
    6. Using Feedburner to optimise your RSS

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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    Blog Broadcast from AweberThe RSS Feed is one of those key underlying technologies in a blog that can do a huge number of things for us and yet most of us, myself included, are still only scratching the surface with it.

    Its main use is of course to give your readers a secure and immediate way of receiving your latest posts by subscribing to your RSS feed through an RSS Reader. Nevertheless, with so many internet users still unfamiliar with RSS in spite of its many benefits, I always recommend also offering the option of subscribing to the RSS feed via email as well.

    The easiest way to offer this is by using a third party supplier. Feedburner, for example, provides you with the code to create a basic sign up form on your blog and then visitors can use to subscribe to receiving your blog updates automatically via email. A similar service is provided by Feedblitz and Zookoda.

    Normally, you receive these on a daily basis as posts are published. However, there is another provider, Aweber, which gives you the option to take that one step further and effectively create a newsletter with your posts.

    Aweber is probably best known as an autoresponder and email service provider along the lines of Constant Contact and Vertical Response. However, last year, they also launched a service called Blog Broadcast which essentially delivers your blog posts via email but also offers other features in as well. As you would expect from a company which specialises in email and newsletter delivery, this is includes a range of templates to control the look of the emails sent out, personalisation of aspects of the message and title, and tracking of links or ads.

    In addition, as of this week, they have added a scheduling feature to the service. This means that you can now use the service to send out your posts on a schedule which suits you and your readers rather than one decided by the software. For example, you can now automatically send your readers a newsletter every week or every month by email with all of your posts. A great way to use emails to help support your blog.

    Granted this is not a free service but the additional benefits that this gives you are certainly worthwhile and particularly if you also use the other services it offers. For example, I use the autoresponder to deliver my Business Blogging eCourse and you can also use the email broadcast system to send other ezines or general communication to your readers.

    So, if you want to do more than simply send out each post as you make it or you’re looking for an automated way to publish a newsletter to your list of readers, then this might well be worth looking at.

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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    Business blog designWhen I consider Business Blog Design, Im not just thinking about the graphics side of blog design, but rather all of the elements that go together to make a successful business blog. For me, the key aspect to the design is that it should enable your business blog to support the business goals that you are looking to achieve with it.

    Use your blog’s “prime real estate”
    To make this happen, you need to ensure that you place the elements which are most important in achieving these goals in the most prominent places. These are areas which are going to be viewed most often by your readers and so, in property terminology, would be your blogs prime real estate. Generally, these will the areas in the header and at the top of the columns and, to a lesser degree, all of the area above the fold (ie. what you can see on screen without scrolling). Use these areas carefully when designing your blog.

    What should be the focus?
    There is no single answer as to what should be there, simply that it should support the business objectives of your blog. So if you are looking to increase subscriptions to a free download, course or newsletter, then make sure that the sign-up box sits prominently at the top of your page. Likewise if you have a special promotion or service to push or perhaps a book that you want to publicise, then make sure that there is a clear link there through to a page where you can talk more about it.

    In addition to this, there are certain other key factors that you really need to be focusing on when it comes to the design of a business blog. To help on this, I’ll be doing a series of posts here which will cover these points in more depth starting next week – check it out, I think it’ll be useful! ;)

    Some key elements to consider
    However, in the meantime, these are the areas of blog design that I believe should carefully be looked at, with a brief overview of why that’s the case:

    • Profile and contact details
      At the end of the day, the goal of 95% of Business Blogs is to encourage people to engage in dialogue with you so make it easy for them to do so. And while you are at it, take the opportunity to let them know a bit more about you oh, and dont forget the information you need to provide by law now!

    • Navigation and usability
      While you want to use the key areas for the elements that you particularly want to promote, you still need to make it easy to find all the information that it contains. As a basic, use categories and archives sensibly and let the blog software do the work for you there are some other tips on that which I’ll expand on in the Blog Coach post.

    • Blogging software generic templates
      The templates supplied with blogging software are the basic building blocks for a blog – in most cases, a common denominator which, by its very nature, needs to be all things to all people. It supplies a good basic format but can never give you the real benefits which will truly differentiate you from others and allow you to promote your key business elements properly. If you use a template, take the best from it but then make it your own.

    • RSS Subscriptions / Signups
      Just like an ezine subscription box on a normal website (in fact, make sure you have one on your blog – they work well together), RSS subscribers are important or even key to developing your business blog. So make it easy to subscribe and give them options such as specific chicklets or subscribing by email – incentives such as a free ebook to RSS subscribers are an added bonus.

    • Onpage advertising
      Its so offputting having to wade through adverts to get at the posts and its the posts that are going to do the real work for you – if you have to include ads then keep them clearly differentiated. Ideally, unless you really need to directly monetise your blog, dont include them. Youll get all the benefits you need from the extra business your blog generates.

    • Make it easy to leave comments

      You want to encourage dialogue, so dont make it difficult for your readers to leave comments – having to log-in or fill in a CAPTCHA (one way to protect against comment spam) just puts up additional barriers. However, make sure that you dont allow rubbish comments either which could damage your blog. Ah, so much to think about!!

    • Search Box

      It’s important to include a Search facility on your site by its very nature, a blog focuses on your most recent posts but is meticulous about storing everything that you write. Its the cumulative information that is the real value both to your business and to your readers. So its important that you give readers every opportunity to access it and the Search function is of course at the centre of that.

    • Categories and Archives
      Keep the names relatively short and where possible have them contain some of your keyword phrases. Like the Search function, these are key ways for readers to explore what you have written in more depth.

    At the end of the day, making sure that you have the basics in place is key after all, you are spending a lot of time on your blog and you want it to be successful for you and fulfil your business objectives. So get the design right and make sure that it helps and not hinders what you want you blog to achieve.

    A blog is wonderfully flexible, despite first appearances, so incorporate different side bars on different pages where necessary and ensure that they help re-inforce your business objectives. After all, a business blog is a tool (albeit a very powerful one) so make the best use of it you can and make sure that the blog design supports the business goals … and not vice versa.

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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    This post is the 5th part of the series which looks at the 5 key elements of creating a successful Business Blog. These elements are:

    ReadReplyReturnRecommendRSS

    Let’s turn our attention to the fifth and final ‘R, which is:

    Communication and dissemination of information is key to achieving a successful blog and the RSS functionality is the way to achieve that. So as the 5th R, Im including is RSS.

    When someone subscribes to your RSS Feed, it means that they have shown a commitment to continuing the interaction they are interested in receiving more information from you and you are now able to provide them with immediate and unobtrusive updates from your blog.

    RSS is definitely “Opt-in”
    Being completely “opt-in”, it is also a totally safe method for readers to receive information, after all it is anonymous and they can opt out whenever they wish. This may sound unappealing from a writer’s perspective but all this in fact means is that the onus is on us to create content that people are going to want to read. RSS is the perfect way to deliver it safely.

    Make the RSS Feeds easy to find
    You want to make sure that the RSS feeds are prominent on your blog to make it as easy as possible for visitors to find. The generic orange logo is now becoming more and more commonplace although even more sites still retain the orange box with RSS or XML in it. You can also add a series of small logos which are set up with the names of the main RSS Readers to help make the process easier and more visible – this is great as it can help people feel more comfortable about subscribing.

    Offer RSS by email too
    To cover all options, you should also make use of the 3rd party services such as Feedblitzwhich give people the ability to subscribe to the RSS feed by email not quite the way that RSS was intended to be delivered but the main point is delivering the content it contains to those who want to receive it. In any case, the take up of RSS, which has been steady but still relatively slow, is likely to increase dramatically as it is incorporated directly into the main browsers this year.

    Explain RSS and how great it is to use
    To help the take up levels, create a page which explains what RSS is and what RSS Readers are available this may not seem necessary, but if it helps to break down the barriers to its use then it is worthwhile and both you and your readers will benefit from this additional effort because they will receive your content as and when you post it.

    Customise your RSS Feed
    You should look to customise your feed where possible to include branding elements such as your logo and have the feed appear as you would like it to. Differentiate yourself in your feed. However, if you are not proficient in XML, then don’t worry. If you use the tools available from a company such as Feedburner then you can easily do this at the click of a button – you may also find my post Feedburner: using your RSS feed more effectively useful in this context.

    Wider syndication
    Although RSS Feeds are generally read in individual’s browsers, the syndication of this information doesn’t need to stop there. RSS Feeds can also be taken and displayed on websites elsewhere using software which turns the feed into text which is visible in a browser – this allows you to syndicate and spread the information from your Blog even more widely.

    Target more with multiple RSS Feeds
    As your blog develops, you should consider creating a separate RSS Feed for individual topics, probably divided according to the categories you have set up. This will allow your readers even greater choice in terms of the information they receive from you and in terms of giving your readers what they want, more choice is going to be better.

    But whether you work from a single RSS feed or develop multiple feeds, it is important that you make RSS a central part of your blog promotion and reader retention program. It is something which underpins the other elements and allows the Business Blog to reach its full potential by making the information we produce as widely available as possible.

    Key elements: explain benefits of RSS, make RSS easy to subscribe to, customise your RSS feed, push the use of RSS, use multiple RSS Feeds where appropriate, syndication of information

    So remember, we are looking to cover these 5 elements:

    ReadReplyReturnRecommendRSS

    If we can achieve each of these 5Rs successfully in our Business Blogging, then we are well on the way to creating a Business Blog which will achieve the goals that we set for it, whether they are focused on creating a network, improving our reputation or positioning, developing a solid base of subscribers, increasing our Search Engine Rankings or simply generating new business.

    If you enjoyed this post, make sure you subscribe to my RSS feed!

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