Seeing as we’ve been evangelising the benefits of, and showing you how to market your business with video, we thought we’d take the leap ourselves and launch our video blog. So consider this the first of our weekly dose of tips and tricks to make your online efforts a success. Here’s ecommerce and social media expert Dan Wilson talking International Trading…
Articles tagged ‘BT Tradespace how to guides’
Back to BT Tradespace blog
Introducing our video blog: Dan Wilson on International trading
Tags: BT Tradespace how to guides, BT Tradespace TV, hints and tips, how to market your business with video, video blog
Posted in: Tips & tricks | Comments Off
How to write copy for search
As any writer will tell you, if there’s one thing we hate, it’s to be dictated to. To me writing is a personal process of getting your message out there and that’s what I love about it. So when the search engine experts tell me that my content needs to rank and begin explaining how I need to write – it doesn’t make me a happy bunny.
Cribbing aside, I have come to realise that while having good, regularly updated content is crucial to any website or business strategy – giving that content the best possible chance of being found on Google (or any other search engine for that matter) is an art in itself. But mastering that art is worth the effort and will help you be found, get noticed and ultimately, give you the results you’re looking for from your online activity.
The part that content and copywriting plays in increasing your search engine ranking, should be a natural one. By that I mean, if you’re a good writer with a natural instinct for what your audience is looking for – you copy should rank well in search.
Now, (before I throw myself in at the deep end here) there’s a lot to increasing your search engine ranking and I’ve written about these before. But this article is just focussed on some of the key things I’ve picked up when copywriting for search because content is king when it comes to ranking. Hitwise’s latest report claims that content driven sites receive 73% more traffic than transactional sites. So these should come in handy when tackling your Tradespace!
1. Keywords are cool when it comes to writing copy for search
I’ve seen countless websites that guess their keywords and are spreading themselves too thinly (this included us at one stage). So getting your keyword strategy right is crucial . Also, we talk about keywords but phrases or key phrases is more accurate. How many of us have typed in just one word into Google?.
Simply rule is – decide on what keywords (or key phrases) you need to us, make sure they are highly relevant, they link to a key resource for your readers and stick with it. Often, people choose their keywords based on their business name as opposed to relevancy of what they do and that’s a mistake.
Not all of us are in tune with our customers. So, if you’ve chosen a particular set of keywords or key phrases but want to make sure they’re the words your customers are using – try Google’s AdWords tool to see how popular these terms are. Trust me, it helps!
2. Highlight your keywords on the page
Keywords essentially tell search engines like Google what your website or that page is about. So for your page to increase its search engine ranking, your keywords need to be reflected in your copy as well as within some of the code of your site.
You, (or the person managing your website) needs to include them at the front of the page title (that’s the name you see in your browser header). In fact, your page title is the FIRST thing your customers see when they search so make it as relevant, engaging and have a call to action if possible.
Within the actual copy itself, it is important to ‘highlight’ your keywords in prominent areas of the page, so insert your target keyword naturally into the main heading and body copy. .Also, if your paragraph headings and subheadings contain your keywords (or related terms), it all helps summarise what this page is about so work them in!
3. Write good copy that’s keyword rich (note: it’s not the same as spamming)
Imagine you arrive on a website that’s a Fairtrade business and here’s what you see.
“Welcome our website, we’re an ethical & green business. Buy our ethical & green baby wear, plus we also specialise in ethical & green girls tops ….”
Two words: Not nice.
There’s always the temptation to just splatter your keywords or phrases all over your Tradespace or website to get to that all important page one of search results but a word of advice – this is not a good strategy.
Spamming your content will only drive your customers away. In fact, it will turn the search engines away because the focus now is on having authoritative content, well placed keywords and forward planning. In short, your content needs to work for your customers. If it works for your customers and gives them what they are searching for, it will increase your ranking naturally.
4. Build your content up
Let’s face it, if you update your Tradespace once every few months two things will happen. One – your customers think you have nothing to say to them. And two – search engine robots have nothing to crawl (read that as no content=no traffic).
One of the best ways you can help your search engine ranking is to update your content regularly. The most successful blogs in terms of search are ones that constantly updated with good highly relevant content.
Blogging regularly or creating videos for your business not only gives your customers and the search engines something to come back for it presents more opportunities to use your keywords and set yourself up as an authority in what you do!
5. Don’t duplicate your content and keep it usable
While it’s important to build up your content, it’s equally important to be unique or you’ll be fighting a losing battle . According to search expert Andy Travers of bigmouthmedia, “Simply re-purposing content from other site won’t cut it with search engines. Advanced algorithms can easily detect duplicate and near-duplicate articles and Google will almost always favour the original.”
Also, give your reader a break! Keeping your copy in readable chunks by breaking it up with bullets and sub headings. This helps you get your point across, keeps your reader engaged and gives you opportunities to include keywords!
6. Links work when writing copy for search
It’s no secret that getting links from authority sources and linking out to them is a great way to increase your rank. But equally important is how these links are named and how you’re naming/using other links on your page.
If you’re still using the old ‘click here’ to describe your links, ditch it now. One good reason to do so is the fact that that link makes no sense to a screen reader or a search engine. To give search engines a flavour of your content, insert links that are contextual, and reflect your keywords and try to get your network that links back to you to do the same.
Contextual linking is one way of improving your search engine ranking but to increase your links, you’ve got to consider every element of your page as an opportunity. So using keyword or key phrase rich titles and descriptions when linking your video files, your images and yes, even your navigation can all give your search ranking a boost!
What about you? Do you have some copywriting for search or keywords tips to share? Share it here by leaving a comment. Alternatively, now you’ve got the knowledge, why not review your Tradespace content and update it?
Tags: BT Tradespace how to guides, copywriting for search, how to write copy for search, increase your search engine ranking
Posted in: Driving traffic to your Tradespace, Newsletter articles | 8 Comments »
How to upload your video to BT Tradespace
This article applies to a previous version of BT Tradespace
Hopefully by now, you will have heard about our new video uploader. If not, check it out now. What’s great is that lots of you are uploading your videos and we love that. The not so great news is, some of you are forgetting to update your Tradespace with the link that you receive.
Remember, to win that all important flip camcorder in the video competition we are running (ends August 14th 2009), you must upload your videos, update your Tradespace and then email us with the link.
Just to make sure you know how simple it is, here’s some help with how to upload your video on BT Tradespace:
- Make sure your video is suitable size to upload – (our recommended size: is 50Mb or under).
- Visit BT Tradespace TV and click on the ‘Upload your videos‘ button on the left hand side.
- Complete all the fields on the upload form including choosing file to upload from your computer.
(Top tip: Remember to give your video file a relevant name to help it be found on search). - Click ’submit video’ but remember not to close your browser window until you see the message ‘Thanks for your upload’.
- Make a note of the unique link/URL which will appear on the next screen once you’ve uploaded your video or from the confirmation email you receive.
- Log in to your Tradespace Manager.
- Click on the ‘Design & content’ tab:
- click on ‘videos’
- click on ‘add video’
- type or cut and paste the link/ URL you received for your video previously into the field
- click on ’save video’
- browse for an image file on your computer to use as the thumbnail for your video.
- click on ’save video’
- click on ‘view your Tradespace’ to watch your video and experience it as your customers will!
Tags: BT Tradespace, BT Tradespace how to guides, BT Tradespace TV, Flip camcorder, how to upload a video
Posted in: Managing your site | 2 Comments »
How to market your business with video
There’s something to be said for face to face contact. But time is short and there’s hell of a lot of people/customers to get to in an ever decreasing 24-hour day. But for those of us, who thrive on knowing who we’re talking to, understanding what people are about or just connecting with others, the answer is here and it’s online video.
Online video viewing and usage is fast becoming one of the fastest growing Internet trends, with Hitwise reporting UK Internet traffic to Video websites has increased by 40.7% over the last 12 months. Websites like YouTube and BBC iPlayer are among the top most popular websites and You Tube alone has 15 hours of video uploaded to its site every minute.
This trend demonstrates that – one, video is now a key component on the online landscape and two; that consumers are using and behaving differently on the web. Where once inaccessible, video is now within their grasp as faster broadband connections have made it easier for audiences to engage with this channel. After all, it’s everyone’s opportunity to 15 minutes of fame.
Now, here’s where your business comes in. At the end of the day, customers want to engage in the way that they want – in their own time and space using the channels they are most comfortable with. And online video represents businesses with that channel. As it is with consumers, online video for business is accessible, personal and one of the most powerful marketing mediums at your disposal.
Now, if you’re one of those people thinking – “Video? Who? Moi?” Then you’ve only got to look back into history to see the power video has had on us as a society. Remember ‘Video killed the radio star’ – well, The Buggles knew what they were singing about because video has revolutionised our society. For example, it’s been streamed through our television channels, influencing our buying behaviours and even our lifestyle choices for years. The fact is, it’s just becoming more powerful – online.
So just why is video such a successful medium? It’s simple really, ultimately, as people we need to connect with other people. Trust is a big consideration for users spending their money online, where piracy and online theft is rife and it’s hard to trust a faceless business. Put this need for people to buy from people, together with the trend of UK Internet traffic to video sites having increased 37-fold and what you get is the opportunity for every business to put a face to the name and a voice to the message.
The question is – are you taking advantage of the opportunity?
What’s so great about business video?
In a nutshell, here’s why you should be thinking business video:
- It lets you speak your customers’ language but in a highly effective, targeted way.
- It puts a face and adds personality to your business plus increases trust in consumers because you’re effectively saying to them – ‘you know who I am now, come buy from me’.
- It allows your customer to engage with you as they would in face to face contact building a community. A community of customers – what more could you want.
- Once you do video, it’s forever – you can reuse your video again and again.
- By uploading your video to community sites like BT Tradespace, you are suddenly reaching a whole new market – every one of those users is a potential customer.
- It’s not that difficult to do – you can use your webcam, mobile phone or handy cam to deliver different messages time and time again.
- Your Tradespace is an essential part of the marketing mix, allowing you to combine all of your marketing messages into one channel. Plus, with your video streaming from our partner platform, you don’t have to worry about using your own bandwidth! So make sure you update your Tradespace with regular videos and blog posts and reap the benefits!
- It’s fun – so why not mix a bit of pleasure with business?
How can I get it right?
- Educate yourself. Derek’s (our video guru) done a guide to business video which is a good way to get started.
- Have a plan. Don’t go at it blindly, know what you want to put before your audience. Videos can be sales led, educational, informative, or just plain entertainment. If you’re doing a product demo, then that would be informative. If you’re doing a video on how your business is ethical and green, then that’s an educational video. If you’re introducing your team, then that’s fun and entertaining while building trust.
- Write down your script but don’t learn it. The best videos are natural and from the heart; so while it’s important to know what you’re going to say – don’t read it out as it will drive your viewers away.
- Have fun. If you have a creative streak, try different ideas. You don’t have to just stand in front of the camera – make it interesting and keep your audience in mind.
- Keep it short and sweet. We’ve recommended between 30 seconds to a minute for videos in our video competition but three or four minutes for your business videos should be fine.
- Think relevancy. Think better search engine ranking. The main way for users to find your video is through search – so from naming your file, to writing the intro to your video – think relevant keywords.
- Look and learn. Why not have a look at some of the ways we’ve used video for BT Tradespace on our BT Tradespace TV. Our ‘Five steps to Tradespace success’ below is an example; we’ve also done simpler videos like our ‘Meet the team’ videos or event coverage. Or even better take part in our video competition to win a flip camcorder!
How to upload video to BT Tradespace
It’s pretty simple really. Just follow these steps to upload your video
- Make sure your video is suitable size to upload – (our recommended size: is50Mb or under).
- Visit BT Tradespace TV and click on the ‘Upload your videos’ button on the left hand side.
- Complete all the fields on the upload form including choosing file to upload from your computer (Top tip: Remember to give your video file a relevant name to help it be found on search).
- Click ’submit video’ but remember not to close your browser window until you see the message ‘Thanks for your upload’.
- Make a note of the unique link/URL which will appear on the next screen once you’ve uploaded your video or from the confirmation email you receive.
- Log in to your Tradespace Manager.
- Click on the ‘Design & content’ tab;
- click on videos
- click on add video
- type or cut and paste the link/ URL you received for your video previously into the field
- click on save video
- browse for an image file on your computer to use as the thumbnail for your video
- click on ’save video’
- click on ‘view your Tradespace’ to watch your video and experience it as your customers will.
Watch our ‘Five Steps to Tradespace Success’ video
Tags: BBC iPlayer, BT Tradespace, BT Tradespace how to guides, BT Tradespace TV, business video, online video, video for business, YouTube
Posted in: Newsletter articles | 1 Comment »
How to save money and make money
Ever notice when it comes to money these days, it flies out faster than it comes in? Everything seems that much more expensive, our bank balances have suddenly mastered the ‘disappearing act’, and all of us (yes, even us) are watching our pennies. But there’s something to be said for using what you have more efficiently to drive down costs and increase revenue. So here are our top tips on how to save money and make money in these crazy times.
Ditch your admin – get a ‘virtual PA’
If you haven’t heard it on the grapevine already, virtual PAs are all the rage in the business world. They are basically personal assistants who will work out of their own premises and take the admin hassle off your hands. Tradespacer and virtual assistant, Romany Thresher explains the benefit, “The biggest saving is time, freeing up valuable time for business owners to focus on their business which will help them to increase profits. If you have an hourly rate of £30 per hour and you spend roughly 10 hours a week doing tasks which can be handled by a virtual assistant you are wasting 40 hours of valuable time. By hiring a virtual assistant for those 10 hours a week you can increase your profit by £520 a month, which is £6,240 annual profit for the year.”
Romany herself went into business by just harnessing the Internet and technology like Skype to service her friends. Now, her company Direct Assist Online, has a wide array of customers whom she helps doing logos, presentations, websites, business proposals and even business ideas! So if time is an issue and admin is getting you down, go virtual.
Retrain yourself and your staff
Human beings in general, are diverse creatures. Our jobs don’t necessarily define who we are and every one of us has a multitude of skills! So as a business, one way of increasing productivity, is to draw up a list of all your key skills and see how you can use them in your business. If you do finance but have a creative eye, try your hand at marketing too. Do the same with your staff – not only will you find a whole host of hidden talents, but you’ll get to know them more. Plus if people get to do the things they love, passion, productivity and profit all immediately come into the mix.
Outsource when and where you can
Where you can’t get your current staff to cover tasks in your business, outsourcing is always an option. There are pros and cons to outsourcing but there’s no question as to whether it’s a great way to save money. Whatever your business, there’s always something you could do cheaper by outsourcing. For example, we (BT Tradespace) are outsourcing our video transcriptions to save money and time. (Tip: Having video transcripts on your site helps SEO!)
If you’re thinking about outsourcing, The National Outsourcing Association has all the answers on their site, plus they’ve commissioned this comprehensive guide that will give you a head-start. (Tip – outsourcing, doesn’t need to be offshore. Have you thought of getting a student to pick up some of the things you don’t have time for, like managing your Tradespace?).
Encourage flexible working
Technology can be a great thing, but using technology for flexible working is an even greater thing. Not only does flexi-work offer cost saving opportunities for businesses, it’s great for work-life balance. A recent BT Business report stated that 65% percent of UK companies who offer flexible working, cite increased motivations and 50% improved productivity as benefits. The point is you can save on real estate, energy, travel and increase efficiency and mental wellbeing which all contribute to the green line.
Be tax efficient
Yes, there are ways to be tax efficient and no, ‘evading tax’ is not one of them
. Being tax efficient is about cutting your tax bill legally. You can do this by taking full advantage of your tax allowances and reliefs. For one, did you know that you can deduct most things for your business from your tax? There are capital allowances for investment in equipment and premises, tax relief and credits for spending on research and development and stamp duty relief in disadvantaged areas. Business Link has a full brief on what you can deduct and how you can cut your tax bill.
Another way to save on tax is to set up an ISA account. The government does cap the amount you can put away in an ISA each year and you can only have one account per person but there’s still saving and interest to be had!
Shop around for the deals
The best thing about shopping online has got to be that you can take your time and do your research. It’s a buyer’s market and even the big brands are offering online shoppers competitive prices, so the more you shop around, the better the deals you’ll find. If you haven’t tried it, Uswitch is brilliant for comparing your day to day cost and showing you where you can save money plus switching is easy. Other sites like Confused.com and My Voucher codes are also money saving sources that you can try. And if you haven’t spotted it, we offer our own money savers. You can save money on PR, business video, poster adverts and much, much more in our Business toolkit area so check it out.
Become a green business
Being a green business isn’t just about saving money; it can also be about making money. Our recent article on Going Green mentions a recent study that found that 26% of consumers would boycott firms that damage the environment. So being an ethical and green business is one way of making more sales. Plus with stats like ‘businesses can save around 30% of their water costs through implementing simple and inexpensive water minimisation measures’, what’ve you got to lose eh?
Sell to contacts on and off BT Tradespace
If you’re struggling to find new leads, then one way of making more money is to use the contacts you have. Friends, family and even contacts you’ve made through online networks are all potential leads. And if they can’t give you business, dig into their address books. Who do your contacts know? And can you use them?
BT Tradespace is a great place to network with and support each other. We know a lot of you are already doing this but be active in the communities – you’ll soon find people you can sell to or buy from. Also, did you know you can have more than one Tradespace? If you’re not using your Tradespace to sell, remember there’s no charge to list your products and services, you can create as many sites as you want even if it’s just to sell your clutter and make a bit of spare cash!
Make money from affiliate programmes
Affiliate programmes can be huge revenue generation streams. All you have to do is drive traffic to the people you affiliated with and earn money! Tradespacer, Michael Andrews of Your Trusted Tradesman is one person who has benefited from the BT Tradespace Affiliate Programme.
“I got involved with the BT Business Tradespace affiliate scheme some nine months ago after hearing about it in one of Bian’s blogs. I personally have found it a most rewarding way of making some extra revenue through my site. It’s so easy to set up. Just apply at either http://www.buyat.com or http://www.tradedoubler.com, then choose your banners or links place them on your site and just wait for the cash to roll in. I can’t recommend it enough for that extra source of income for your site. Since I joined I’ve had over 2500 sales which is paying for a nice holiday this year. So, thanks BT Tradespace!”
Do you have tips the BT Tradespace community can benefit from? If so, let us know by commenting on this article or better still, updating your Tradespace with your tips and posting the link in your comment!
Tags: affiliate programmes, BT Tradespace, BT Tradespace how to guides, ethical businesses, flexible working, green business, how to make money, how to save money, PAs, save money
Posted in: Newsletter articles | Comments Off

