Money Matters.

We are all motivated or many people would remain in bed all day. The essentials of life have to be accounted for with whatever we can earn. But to achieve more than basic needs we need a driver. A great example is a mortgage. We all want to pay off our mortgage, but actually, having that ball and chain is a driver to earn more to pay what can be an amount that wildly fluctuates as a percentage of our income in our lifetimes. Somewhere you find the money for the home you thought you could not afford. After conducting an autopsy of my own working life and expenditure I believe having a permanent mortgage would have been beneficial. Obviously age and health are pertinent. Where am I going with this?

If you don’t have a budget to start a business you don’t have a business. Don’t start a business if you don’t have six months income set aside too. Investing £x 000 in the start up essentials of a modern enterprise like a sophisticated website not only gives your business an anchor, but somewhere to market to and from and capture prospect data. Repaying initial costs is part of your driver to establish a thriving business and go the extra mile to secure sales. You can also offset against taxable income so it’s less than its actual invoice price. It’s only the modern world where clicks have replaced bricks that not having any premises to trade from could even be contemplated. Before Y2K you couldn’t open a shop without acquiring one, rent or buy. You wouldn’t open a shop right next to another one either unless demand suggested it were viable. Social media has exacerbated the problem. Yes, Instagram, Tik Tok or Twitter is virtually free to use but it’s not as effective as paying for a targeted professional campaign aimed at a specific product or service. Or the data you can extrapolate for next time and who it turns out is your customer.

How much of your start up funds would you invest in a website and marketing to drive traffic?

What Price Freedom?

Liberals versus Libertarians with a few Geeks thrown in…..

Unsurprisingly, Boris Johnson decreed the rescission date of the vast majority of safety related Covid 19 laws and regulations to be called Freedom Day. Because that’s what the World’s Oldest Democracy would obviously call the removal of temporary totalitarian style safety laws. But when his chubby fingerprints are all over it you know in advance it’s going to be a shambles and arguably a death sentence for some of the (vaccinated) unvaccinated, vulnerable (3.5M) and co-morbid proportion of the British people. If you wish to impose chaos and confusion in a population, make Johnson your leader. But the seemingly closet eugenicist & Darwinian also has his party back benchers and funders to appease so what’s 100000 maybe 200000 daily Covid cases, the usual percentage of mortalities and hundreds of thousands of Long Covid sufferers in the grand scheme?

This week I was in a forum group discussing Internet Relay Chat (IRC), remember that? A nineties forerunner of Social Audio, IRC was then, and now, the preserve of computer geeks who enjoy operating outside of the mainstream. In fact I understand that anything new in the Bitcoin and Crypto realm is initially published on IRC. Much the same as attitudes amongst programmers and hackers to the Dark Web, there was a majority who favour of a completely unregulated web – and you know the type of thing that would exist there. But the consensus was that in a democracy, no Government, Internet Company or citizen, should tell anyone else what to do, or how to lead their lives. Nobody is condoning criminal activity, you shouldn’t prevent criminals communicating, but let Natural Law take effect. A British political paradox would be the UK Government naturally criticising China regarding Internet accessibility and clampdowns on public dissent in Hong Kong, but simultaneously imposing the Police & Crime Act 2021 here (look it up if it’s not crossed your bows, you could be in for a surprise). Even as an occasional left leaner I get that.

So this is where the two worlds collide, the same people instructed with the task of voting in a referendum to secure our future prosperity by continuing our preferred relationship with the World’s largest trading bloc and getting it tragically wrong, now tasked with acting in the national interest and taking responsibility for the suppression of the deadliest, mutating virus pandemic in a century. What could possibly go wrong? (Proustian paragraph :-S )

Well, despite 1200 independent scientists declaring our pandemic stance to be a danger to the world and the British Isles becoming a vaccine resistant Covid mutation petri dish, BJ and his Conservative cronies Sunak & Javid have reopened the country. (Is this why Hancock had to go? The indiscretion video was probably not news to them) That’s pubs and nightclubs reopening, no requirement to wear a mask, (or social distance? Do you or I even understand the regs now?) By declaring continued mask compliance, regional mayors have attempted to keep public transport safe, but the !£37Billion! Serco Track & Trace App is now pinging so many people to self isolate that before even Freedom Day One critical infrastructure such as the London Underground is now at risk as well as major firms operating here such as Nissan, Rolls Royce etc. on the verge of temporary closure due to half their staff sat at home. This is only going to get worse. Have you watched the Euro football, Summer Beaches, the younger unvaccinated congregating in major cities and kids crammed in skate parks?

With around 50000 infections a day and graph climbing like a Saturn 5 we have reopened, while The Netherlands with 14000 daily cases have reintroduced more stringent lockdown measures. A double vaccination, the U.K.’s main national defence has deadly holes in it, vaccinated people are becoming infected by the Indian Delta Variant Strain including our Health Secretary. No doubt in a few weeks the UK will have to lockdown again. Personally, regardless of any political ‘cost’ of a climbdown and facing down opposition, I would have extended the rules until the cases were significantly decreasing and there was no longer a particular threat. All along I’ve thought that as a major economy, we could afford to treat the cost of the pandemic as a one-off one hundred year event and pay it off over the forthcoming decades. The Libertarians and including my IRC geek friends might say otherwise. But that’s the point, a mortal and economic cost. But ‘Who is anyone to tell us what to do?’

There’s an opinion for you, what’s yours?

Post Script. News – 19/07/21 3pm. 500000 people have been pinged by Track & Trace and the country has run out of Lateral Flow Tests. Where will it end?

Freedom Day

Video Killed The Literary Star

The Rise Of Instagram Reels Video & TikTok over static images. The new 2021 Instagram Algortihm.

Earlier today on Clubhouse Social Audio during the 4:13 Leadership forum I was asked to compare marketing online now versus twenty years ago. Categorically I would say it’s far more sophisticated, much lower cost, far more effective and offers high quality metrics to measure your efforts and spend. As they say, you cannot manage what you cannot measure. But as far as some platforms are concerned the writing associated with posts is becoming redundant in favour of video for a generation with very short attention spans.

Where platform leaders go, others follow. So with this in mind we are all going to have to consider how we can promote our businesses within the realms of 30 second short video and longer forms of 5 to 15 minutes of content. Influenced by the success of TikTok amongst it’s key demographic, Instagram are moving towards being more of a video than photography platform and ranking Reels use far greater in the algorithm. Post Likes are being dropped in favour of Saves and Shares so it’s vital you encourage followers to support your efforts by doing this with your posts.

I don’t believe the original developers of Instagram ever envisaged that it would be so heavily used by business marketers and like everything in business we should all have a Plan B ready should Plan A be lost to us. Thus we need to develop our use of video in a market sympathetic way, and find alternatives to support the graphics and photography we use as a lead magnet presently. With this in mind, Pinterest looks like a safe harbour and I’ll be looking into this platform next.
Instagram is still a heavily used platform so I would continue to post as you are until your analysis shows a diminished return on your time.

The Rise Of Instagram Video Reels and TikTok

Brief Take On Domain Authority

With Internet development, a website’s Authority is a compound metric used for measuring a domain or individual web page’s overall quality and SEO performance particularly against other websites within a similar realm. The score is based upon many metrics representing authority within the field and trustworthiness. Machine Learning (ML) ensures the result is fresh so do not expect to get 100 – it’s a moving target for you to continuously improve and attempt to remain in the top quartile.

The old days of recent, relevant and frequent posts that determined your website’s position in the major search engines list of results has been replaced by a more sophisticated approach. None of the engines officially publish how they rank your site but it is generally accepted the following is instrumental.

Initially an algorithm uses organic search data, web traffic, and back link information to understand the ranking of the most trusted domains on the web. Then a second algorithm uses backlink data compares how your site wins or loses authority by gaining links. The number and own authority of referring domains. The volume of outbound links from referring domains. The total number of IPs and backlinks pointing to the site. Plus further esoteric information.

The measurement is within a range of 1 to 100 with very few domains scoring late nineties.

In my previous post ‘Discoverability’ I described tuning your website and good housekeeping before approaching other businesses within your realm to link to your site – and therefore positively affect your Domain Authority (DA) score. In this respect there is no ‘Good Score’. Obviously you don’t want to be zero and under fifty would highlight obvious improvements that need to be made, but whatever your score, even improving the content, SEO and backlinks for your site may not improve the score if ML comparison websites have also improved or further authoritative sites have been added to the subset and less authoritative dropped.

I’ve mentioned before in Social Selling posts that ‘niching down on a niche’ is the way forward for marketing SME sized companies online in highly competitive fields to become a trusted leader within that particular industry and this is relevant with DA. Ordinarily, you may think that linking to a blog or site with a lower score would be disadvantageous, but in fact, within a niche it could help your own DA. The important thing is to compare your DA with competitors to ensure that your SEO and recently published content is working and giving you a higher rank in search engine’s result lists.

In summary. If a domain score is upwards then a concerted effort with SEO may be yielding results. It may though be that a competitor has fallen back. You see, it’s not a simple yes or no. Heading downwards could indicate a very competitive niche, lack of effort with SEO.

Link building to sites that do not already link with you, listing on trusted directories, mentions in respected articles online (linked) and eradicating broken links or links to toxic sites will all improve your DA.

Astute use of keywords within your content, titles and tags are also a great way of positively influencing this.
An analogy may also be, you wouldn’t expect to run a takeaway food business of the scale of MacDonald’s, Burger King or KFC, but you could aim to be the ‘best of the rest’ more achievable and far less frustrating!

Domain Authority Description