When it comes to consumer purchasing decisions the online influence of a blog is far more powerful than social media
I have been reading about online influence and the impact it has on the work we do online. As a business owner with a business blog how effective you are at lead generation and acquiring new business all comes down to influence, or does it? How is online influenced measured? Long ago when
I started using social media and I went through various training programs influence was about the numbers, how many people you had following you, we were encouraged to connect and follow each other.
Now, many of us know that numbers mean nothing (although some people are still impressed by it) and online influence is not about the numbers but about the number of people who follow you and take action as a result of what you say and encourage them (your follower) to do.
I wanted to get an idea of what online influence is and what other professionals think it should be …
I know, because I’ve worked on helping people raise money online for years now. … The Psychology of Influence. I’m not rewriting Cialdini’s book here, and I’m not even looking to mirror any of his findings. In fact, there are plenty of great books on influence that bear reading. In fact, if you’re in marketing and sales and you’re not reading more books on psychology and fewer books on “social media,” then I’m not sure what you’re hoping to accomplish. But that said, let’s …
Can social influence be measured? And if so, how? If not, is it possible to harness the power of influence?
A business blog can become a wonderful way to develop influence
While there are many questions being asked about much online influence social media actually gives us, research has found that a blog is still more influential as long as you are providing value and building strong relationships with your readers. Blogs have an influence on the purchasing decision of a consumer and are now the third most influential digital resource when making overall purchases (31%) behind retail sites (56%) and brand sites (34%). Blogs were found to be the fifth most trustworthy source overall for information on the internet.
… her own small community. If you want to become more influential with your online community, focus on providing value, building strong relationships (with your followers and other trusted bloggers) and offering great content.
Unfortunately, when it comes to online budget spend only 11% of the budget goes towards focusing on blogging and blog influence. Now that their influence has been established maybe that might increase. With online advertising while 57% of a budget is allocated towards Facebook only 6% of that budget is allocated to online spending using banner ads on blogs.
Maybe that 6% would like to keep the fact that they are raking in the money very quiet
The report was put together by Technorati and can be found here
“In short, where brands are spending is not fully aligned with how and where consumers are seeing value and being influenced”
- TechnoratiMedia – 2013 digital influence report
Why do consumers follow blogs?
- 41% to keep up with activities
- 61% of them to learn about a product/service
- 21% to make purchases
More good news for blogs. Influencers are most active on blogs and 86% of them say they have a blog, with a third of influencers saying they have been blogging for five or more years. Most bloggers (52%) operate two to five blogs which makes me feel better about my serial blogging
These bloggers are still sticking to writing their blog posts (86%) with 10% using video as their primary method and only 4% using audio.
When it comes to WHAT they post influencers write their own original content (74%) and also link to articles written by others (38%)
When it comes to generating an income using a blog Facebook (92%) and Twitter (83%) are still the best way to go. They create the most referrals, shares and revenue. That is having your own blog and promoting what you write on these platforms.
More than 80% of bloggers said they earn less than $10,000 per year and 52% of blogs make less than $1,000 a year. Not great in terms of making money with a blog. However, for the big earners 7% are earning $30,000-$100,000 and 4% earning $100,000 or more.
How do most of the influential bloggers earn their income?
Banner advertising (61%) and text ads (51%) plus affiliate programs (41%) – product brand-sponsored content and reviews came in 4th and 5th. Collecting subscription fees (e.g. membership sites) was only 7%
A service not mentioned was consultancy. 80% of my income comes from the consultancy work that I do and my work puts me into the 7% of bloggers earning $30,000-$100,000 however what I actually want is to earn income from advertising, affiliate fees and banner ads where there is little to do except put up a banner!
I have always been an advocate for the blog even when everyone was rushing off to set up Facebook pages and Twitters account. Yes, these are great for bringing people TO your blog but not having your own web presence is a huge mistake. Not writing valuable content on your blog that helps the reader is another because it really does help with building trust and influence.