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considering starting out is the business plan set your goals what are you aiming to achieve what amount of income do you realistically expect to achieve in the long term set your exit strategy when you have achieved your goals what will you do next sell out merge with another or evolve to another level in some cases the exit activity is to become a blooker to self publish a book based on your blog or secure a contract from a publisher define your focus every business needs a specific focus every commercial blog needs a set theme to have too many themes in a blog will not serve those who could monetise it to stand out you also need to discover and fill a unique niche if your blog does not offer a point of difference it becomes just one in the crowd define the personality of your brand ie the look the style of writing or the voice you use to communicate imagine your brand as a person not necessarily yourself in order to be objective about how it comes across to others identify your typical reader what they want to read find out how frequently they read blogs and how they discover them in the first place find out what else they read and what social networks they use knowing this will ensure your content always has meaning and value for the reader select a revenue stream by looking at how you can monetise your blog this may come via ecommerce subscription services syndication advertising or writing for brands and other websites decide what your fees will be create a rate card of what you will charge use a system that measures your online influence reach so that you can quantify your fees create a marketing strategy no blog is going to attract readers or income in isolation so publicity is very important create a calendar of activity for posts marketing advertising and publicity this not only keeps you on track but is invaluable for showing investors or advertisers that you mean business cost out in man hours and dollars what it will take to set up and to acquire the tools to achieve a high readership and interaction with followers you may find that you need professional help in some areas which could require a financial loan or venture capital ascertain whether you have the time and commitment to see it through based on examining the previous steps of discovery in this process step ten can be the biggest hurdle of all many enterprises fail early on because they haven t bothered to go through the groundwork of the business plan working on a plan can save you a lot of disappointment remember that your plan is not cast in stone your blog can and will evolve organically but make sure you take time to revisit that plan periodically to see if you are still on track revenue probably the hardest question in a business plan for bloggers is determining step six identifying a revenue stream the answer usually will stem from the kind of niche you aim to fill ads there is the obvious such as advertising on your site placing google foodbuzz or nuffnang ads etc but this will not earn you a great deal another consideration is that the cms of your blog needs to be flexible enough to allocate adequate real estate to ads while still maintaining easy navigation if viewing is hampered by ads you will surely lose readers subscribers there is already a successful commercial model in subscription services essentially the blogger offers their site as a paid advertorial space with notification of updates distributed via a subscription email service this model makes money from advertising and from commissioned advertorial posts the reason the email subscription is involved is to assist in establishing who your readers are and demonstrating your reach online by quantifying return on investment for advertisers spending money on your blog if you have associated social media accounts also with a large following or reach this can further bump up your fees but you will need to be using an effective monitoring engine in order to measure the reach of your influence some pro bloggers are also charging readers a subscription fee but as per the experience of newspapers moving into paywall territory this model will impact on the numbers of readers if you follow this path the quality of your content ought to be professional magazine standard and your site should not appear amateur in structure there should be a pay off for subscribers such as access to exclusive or premium events and non syndicated material paid content for bloggers whose focus is solely reviewing a potential revenue stream can come from aligning yourself with a cluster of pr agencies by negotiating an annual retainer from the agency you agree to place product reviews on your blog this can be for products services events or venue reviews first you must do your homework and look at the pr agencies and especially what their client list is like only approach agencies where there is synergy between your point of focus and their clients by law you must also state if your posts are sponsored or advertorial another alternative is if you already have a large following on your blog you may be able to bring your klout to a brand by writing paid content for online journals and branded websites the aim is that you will drive traffic to these other sites in exchange for payment and a backlink to your blog e commerce in the cooking niche you may have hard goods that you wish to sell there are many e commerce solutions available for your blog as well as offsite such as selling via facebook or ebay small businesses are able to tap into a younger market and regional markets where customers have the desire to find unique items outside of usual business hours appeal to their desire for convenience offer good customer service and follow up on your sales to maintain cordial contact without the hard sell this will increase your chances of repeat purchases and grow your reputation if you re involved in food selling be mindful of the law for example in oh s permits licenses transport and other handling regulations this is just a handful of examples of deriving revenue from food blogs in all instances of the above by law you must make it clear to readers if a post on your blog is sponsored or can be considered to be an advertorial of course there are also the usual business finance details to manage such as having an abn tax implications including charging gst that s best discussed with your accountant getting known self promotion is the other major stumbling block for new businesses after all marketing and self promotion is a specialty area the basic premise is utilising your personal brand for reputation building an analogy i use with my own clients is wallflowers don t get invited to dance don t expect to get discovered without any effort when there are billions of blogs online personal branding the first step is to write a short bio that introduces you use it as an opportunity to share your credentials and build trust next create a photo avatar or brandmark that people will associate with your personal brand create an email address just for that brand publicity publicity is super important you need to let as many people as you can know that you exist online use personal networks social networks and press releases build a profile on linkedin that will show your credentials join and participate in relevant linkedin professional groups from food writing to blogging being social it is also important to interact with fans through your comments section and social media chat is vital as opposed to just broadcasting a link to your latest post it is also vital to comment on other blogs use genuine interaction and contribution in your comments resorting to sock puppetry is taboo and can destroy your reputation link farming isn t as important as it used to be but it can be helpful to appear on blog directories and lists guest posts guest posting is important this is either via inviting other popular bloggers to post on your site or to submit a post to another site community or blog with a very large readership it s basically all about discovery submit pieces to traditional media you may not be paid but if your content is used request a byline and a backlink to your blog also comment on traditional media stories that have relevance to your blog and always include a backlink to your own site connect if you use multiple social media accounts ensure that your avatar and bio as well as the tone of voice are consistent across all of them make it easy for readers to follow your other social accounts by adding social media buttons to your blog and always add share buttons so that you content can easily be distributed by your readers to a wider audience facebook plug ins are also a great way to get your content noticed around the web content aggregators if you are a food venue review blogger you can publicise yourself by having a presence on social platforms that specialise in reviews beyond the obvious urbanspoon and foodspotting sites consider travel review and booking platforms local area marketing sites such as trulocal restaurant booking platforms and geo spatial social platforms such as yelp and linkedin non review food blogs or product review food blogs should consider submitting posts to food aggregators such as tasteologie foodgawker and tastespotting also consider having a photo offshoot on pinterest if it is relevent to your subject matter remember to maintain the same avatar and bio wherever you post on social networks so as to be recognised in this way you are not only discovered by more people you also build your reputation the gristle my character sticky of deep dish dreams aka stickifingers has been a great way to engage with other food lovers one of the best aspects is meeting people offline some of whom read my internet musings and a few have become firm friends blogging is a great hobby over time i have achieved a wide reach of influence by using multiple social channels including tumblr twitter facebook instagram yelp tripadvisor and linkedin to name a few and am regularly asked by commercial interests why i don t monetise this blog the answer is that i already have a career in social media strategy that keeps me on my toes with its daily changing processes etiquette and platforms to monetise a blog is to create another career path and i prefer to use what i know to get others on a happier path so if can leave you with one thing to chew over if you aim to monetize your food blog to achieve success it will cease to be a hobby and become a job that requires a great deal of concerted effort do you have the courage to take that step only you can know if you wish to check my credentials or to discuss professional matters you can reach me at this link please note that press releases and promotional material sent to me there will be treated as spam in accordance to australian legislation as per the statement in the sidebar on this blog 0 comments labels bloggers banquet branding comment eatdrinkblog food and beverage marketing food blogging food trends food writing marketing marketing chefs opinion social media 26 october 2011 food bloggers as marketing puppets part 2 marketing tricks and psychology photo by sean bonner your vision will become clear only when you look into your heart who looks outside dreams who looks inside awakens carl gustav jung swiss psychiatrist psychologist and founder of the analytic psychology 1875 1961 hook line and sinker in australia if the traditional food media want to incite an online riot of opinion they merely need to criticise food bloggers it s a story guaranteed to hit a raw nerve that is common to all bloggers the validation of their medium the provocation will result in debate and a frenzy of hits and backlinks to the article from bloggers tweeters and readers who subsequently comment across many social media platforms but what many amateurs in the online space do not realise is that they have deliberately been tricked into rage the whole exercise may have been calculated to create a spike in online newspaper readership figures to lift the number of page views organically boost the paper s seo and online influence figures so the respondents involved will have played right into the hands of the newspapers for marketing purposes by publicising the story and spreading the word in social media the bloggers and tweeters have unconsciously created sufficient free pr to yield above average traffic to the newspaper the resulting online figures now look great to advertisers contemplating whether to pay for ad space in their publication iphone app or online edition some might consider this calculated emotional abuse for the paper it s an easy win requiring no financial investment and with their readership looking reinvigorated they can potentially rake in hundreds of thousands of dollars from brand media buyers thanks to bloggers the sales and marketing team will likely have hit their projected targets these stories are known as link bait it s a controversial marketing ploy and is not the only time that aussie food bloggers fall for commercial tricks this works through psychological manipulation the technique in this case is known as shaming and vilifying think of it as the overbearing parent who tells their children that their grades aren t good enough it s bound to get a reaction from most on the receiving end of the criticism and yet the same result can come slyly packaged as flattery for the same purposes modern marketing ninjas as long time readers of this blog will know i have spent a quarter century in the business of advertising and marketing my profession has been to make all manner of things desirable to the general public via a mixture of manipulative psychology beautiful imagery and by generating hype my technique uses a combination of strategy based on psychographic manipulation and lateral thinking combined with creative input today anyone marketing a product service venue etc faces tough times the general public are now more sceptical of marketing imagery on tv and in print than they ever have been they can filter their entertainment to avoid most advertising that they find intrusive or annoying some products have even been banned from traditional advertising media so with marketers facing increasing sales targets from their employers the search has been on to find a way to advertise surreptitiously and what exactly is this hidden advertising or guerrilla marketing the most common ninja deployed is product placement take australian masterchef for example the products you see being used have been provided by the brand advertiser in exchange for six figure sums to the tv production company this may be reinforced by advertising around the show costing millions paid to the tv network whether aired on tv or their magazine s ads or even on the masterchef website and recipe fact sheets the aim is that the general public will subconsciously identify branded products as being desi...
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