How to avoid this influencer marketing fail

Thoughts on a recent article about an influencer with millions of followers struggling to sell products to their followers


  1. Make sure your followers are the right audience for the type of product you’re trying to push. If not, use ads to find the right audience.
  2. Sell with a compelling narrative. Share why you believe a product is worth their time/money.
  3. Post often about the product. Seeing your genuine enthusiasm (posting multiple times) is going to social proof it, leading to a greater potential of a sale. Self-promotion can be tough but it’s so necessary!

What Entrepreneurs Really Want Millennials To Know

People planning

I’ve started to see the same narrative repeated in the interaction between successful entrepreneurs and those frustrated millennials.

As millennials are asking about getting rich, starting businesses or being as successful and X, Y, Z, entrepreneurs are answering with helpful direction.

Watch my video for more of what the best entrepreneurs are saying.

Subscribe to my Youtube channel and continue to shine bright like a Ryland.

Starting A YouTube Channel – What I’m Learning

Guy being filmed

Reading and writing blogs can broaden perspective and strengthen your writing skills.

At University we were all encouraged to document our critical thinking and creative process by blogging. We’d consistently add to our personal blog over the three years of study.

After months of writing blog posts, I decided to do something different, to learn a new skill; vlogging (video blogging).

I started to simply recording short videos and not edit or cut any of my mistakes to give me an idea of how good I was.

Over 10 short videos I saw vast improvements in my confidence and communication.

Now married to a gorgeous corporate lawyer-come vlogger, I’ve decided to start vlogging again.

You can subscribe to my YouTube channel to watch my videos. Here’s my first:

Also three channels that have inspired me to vlog:

So in starting again, I now wanted to share the lessons I’m learning and the benefits I’m seeing.

I’ll also keep adding to this list as an encouragement to others who are thinking about vlogging for themselves.

Benefits of vlogging

1. Become a better communicator and story teller

Vlogging has increased my confidence in front of a camera.

It’s helped to unite my thinking with my speaking so there are less ‘umming’ and ‘aring’.

2. Diversify your content

Video content in my opinion is more engaging than written content.

It also increases time spent on your site or page as users are more likely to watch a video rather than read a long post.

3. Connect with your audience and get your personality across

I’m now contributing to the YouTube community. I’m sharing more about myself, my personality and my life.

4. Learn new skills

I’m learning new skills in video editing and video marketing.

I’m currently just using iMove to edit and some search engine optimisation (SEO) tips to craft optimising video content.

Read my tips to boost your YouTube views.

5. Learn from others

I’ve started to interview friends that are contracting or running businesses of their own.

In doing this, I’m learning about their industry and field.

6. It doesn’t have to be perfect

For me, it’s better to get the content out there rather than perfecting each video for a prolonged period of time.

7. A starting point for your podcast

If you strip the audio from your video and upload to, you now have your very own podcast.

You can check my podcast on Spotify or

I’d like to hear your tips on vlogging, so feel free to share them in the comments below.

Subscribe to my Youtube channel and continue to shine bright like a Ryland.

Google Analytics – Improving Your Website Conversion Rate

Google search for analytics

Imagine Sam, a marketing manager for a local charity based in London. He’s eager to better understand his visitors and wants to increase his website conversion rate.

Armed with Google Analytics, his two main goals are to increase donations and applications for their apprenticeships. So, where does he start?

1. Define and track your business goals

Given that you already have Google Analytics on your site, through something like Google Tag Manager, we’ll need some way of telling Google Analytics that a user has completed a certain task or action for it then to be tracked.

In our case, both will be a destination goal defined by a user getting to a specific thank you page. Depending on the unique thank you page, Google Analytics will know if the user has make a donation or submitted an application form and track those conversions. It will also act as a baseline to see whether any of our improvements will increase these numbers over time.

2. Who are your users?

Now that we have our goals in place, let’s now focus on asking questions around your users:

  • What devices are they using?
  • Which countries are they visiting from?

I’d say having an optimised experience for all users is important, but in this case I’ll be focusing on quick wins rather than a whole redesign of a site. Getting feedback from your users can also be a good addition to using your analytics data too.

To find out which device category is most popular navigate to:

Audience > Mobile > Overview

Now, let’s say your audience is about ~60% for mobile, we might then want want to see which counties these users come from. On the same Mobile Overview page, define a secondary dimension as Country.

From our list of countries we might find we have lots of international traffic from the States for example. Using this sort of data we can make some assumptions on how to improve the conversion rate for these users. Examples could include:

  • International, mobile users might need a clearer and easy options for applying from outside the UK
  • International, mobile users might want to see internationally recognized payment services like PayPal

These are just some examples. Of course some might ring more true than others but the focus here is to spot where the hurdles are and to take action.

3. How are users connecting with your content?

After looking at who your users you’re getting, you might want to look these:

  • Which are your popular landing pages?
  • How are users getting to your pages?

To find your popular landing pages, navigated to the follow:

Behaviour > Site Content > Landing Pages

I’d suggest focusing your efforts on reviewing the top three pages that you find here. While looking at these pages you’ll want to look out for the following:

Page Speed

What kind of page speed are you getting? Use Google Page Speed tool to help find ways to improve your page speed. If a site is slow to load, users tend to give up.

Content Marketing

Is the content clear? Is your content clear and easy to understand? Is there clarity and urgency to your actions?

Visual Design

Are call to actions clear? Does your button or link style stand out as a clickable object or does it blend into everything else?

4. Using your data, implement improvements

Now that we have goals define and we know more information about our users, we can find the problem areas and craft solutions to improve the conversion rate.

Adding tools like HotJar can provide some really useful data through heatmaps, user recordings and funnels. Using all this data can really help spot possible problem areas for your users.

If you’re interested, you can read more about the tools for improving user feedback. I’d also be great to hear how you use your Google Analytics data to increase your conversion rates.

5 Step Guide To Boosting Your YouTube Views

Film camera

YouTube could become your best passive income generator.

You know you have great videos, you have monetisation enabled and now you’re glued to your analytics.

In my case, I’m glued to my fiancé’s analytics.

I use all the techniques outlined below to optimise her videos.

If you’re interested in relationships, fashion or corporate law Follow KimaOnline.

Plug over, I promise.

Also a note of warning before we continue: Patience is required.

Following these simple steps to optimise your YouTube videos could see your revenue increase over time.

So here we go:

1. Get the YouTube Creator Studio app

Whether you have an Android or an iPhone, consider downloading the YouTube Creator Studio app.

It’s filled with useful data, graphs and helpful analysis on all of your videos.

The Creator app will help track the effectiveness of your changes in increasing your views.

2. Experiment with keyword research

Under the ‘Audience’ tab within your Creator app, you’ll be able to see which countries view your videos the most.

Using this data, jump over to Google Trends and let’s geek out on search terms.

For our Nigerian Wedding White Guy Dances Video, I looked at some variations to produce the best results.

Within Google Trends, you can compare search terms from selected countries.

Keyword research around ‘weddings’

Here’s some YouTube search data for the following key phrases:

  • Black Wedding
  • African Wedding
  • Nigerian Wedding

United States, past 12 months

United Kingdom, past 12 months

Although we decided to go for ‘Nigerian wedding’, ‘Black wedding’ from a purely optimisation perspective could have proven better for natural search discovery.

You could even go one step further and look at search term variations for white guy, white man and white boy.

3. Add keywords to your video

As a YouTube veteran, you will have heard of the ‘boyfriend tag’ – an introduction to someone’s relationship through stories that the boyfriend tells.

In publishing your boyfriend tag, you want to focus on those exact keywords. You should include those keywords…

  1. at the start of your title
  2. within your description
  3. within the videos meta data (keywords)

You can again use Google Trends to help you discover related queries. I’d suggest adding some of these into your bank of keywords.

4. Create a great thumbnail

Once you’ve got your content optimised, you’ll then need to think about your thumbnail design.

Two things I’ve experimented with recently:

Try to disrupt the visual flow of the search results. Do this by adding more whitespace or changing the shape of your thumbnail.

Consider adding some sort of frame to again make the content of your thumbnail stand out against other videos.

5. Review search terms

Once your video has been public for some time, you’ll start to see how well it’s performing.

Under the ‘Discovery’ tab within your Creator app, you’ll find ‘Top YouTube search terms’. This is a list of search terms used to find your video.

You should consider adding these terms to your video’s meta data to make it more discoverable.

So to recap, optimise your YouTube video using these 5 steps:

  1. Get the YouTube Creator Studio app
  2. Experiment with keyword research
  3. Add keywords to your video
  4. Create a great thumbnail
  5. Review search terms

Hope you enjoy seeing those view counts rise.

If you have any tips, share them in the comments below.