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I have zero overheads... am I doing something wrong?

by Chris Roberts
15 replies
I have started a side project for the evenings and weekends when I return from my day job in ecommerce. I am learning to program and I find having a real project to work on helps with picking up new coding skills as I have somewhere to immediatly apply them.

The website is about my home town (news, events, what's on, weather etc . . . ) of Chester in the UK.

As well as develop my coding skills, a secondary goal is to maximize the amount of organic traffic I can generate through SEO, and also attract visitors from social media using content marketing.

I haven't monetised the site at all yet, but I do have some ideas for the future. Currently there are no charges for listing events, guest blogging or receiving shout outs to the sites social media followers.

As it is still early days I am just trying to create as much buzz as I can, drive traffic back to the site from social media & google and essentially create a recognisable brand that offers real valuable content.

I have started to reach out to other Chester accounts, events, businesses etc to see if the project can help them in any way. Various local individuals and and organizations have been in touch saying they plan to submit guest blogs soon.

I'm just at the building relationships stage, where they are free to use the platform for things like promotion.

Other than the price of a domain name (£0.99 for 1st year and £12.99 for future years), and the price of a cake when attending a local business opening to network, I haven't spent any other money. Am I missing something? Am I doing something wrong?

I find it hard to believe no other costs are involved.

My hosting is free as I do it through google appspot. I am aware that this won't scale for free, and when I have a huge amount of traffic I will incur hosting fees from one provider or another.

I also know that I could speed up the process with paid advertising, but doing it organically is part of the challenge for me. I am in no rush.

I have Google Analytics integrated into the site so I can monitor traffic. I enjoy seeing the spikes when new content is published and promoted and seeing the daily number of visitors steadily increase.

The Twitter account has attracted over 3,400 followers since April and the Instagram 1,000 followers in the last couple of months.

Will I continue to see this level of growth without further investment of money? What are my future expenses likely to be?

Thanks for reading . . . I look forward to your thoughts, advice and suggestions in the comments below.

Chris.
#overheads #wrong
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  • Profile picture of the author Chris Roberts
    The site is www.everythingchester.co.uk btw
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  • Profile picture of the author JohnMcCabe
    I know the site is about the town of Chester, but if you plan to rely on SEO you have to watch out for possible keyword stuffing, at least on your home page.

    One way to monetize would be to build a mailing list. Send people a weekly newsletter with links to blog content, along with endorsed mailings.

    An endorsed mailing is similar to a solo ad, but it comes from you/your site and is more personal.
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    • Profile picture of the author Chris Roberts
      Thanks JohnMcCabe. Yeah when I started the site I was aware of the concept of keyword stuffing, but to be honest I probably over did it. The word "Chester" appeared way to many times. I do still need to re-write and reign it in more.

      As for the mailing list I am already on it I have had a few sign ups. 4/5 are from the last blog post. I know I could increase my ratio of "visitors : sign up rate" by offering something in exchange for them signing up, I just haven't got round to it yet.

      Thanks again for you thoughts.

      Chris.
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  • Profile picture of the author Steve B
    Something else you might consider . . .

    Set up an area on your web site for prime placement of paid advertising. Even though you may have nobody in Chester that wants to pay you to advertise on your site just yet, as it gains traction, increases visibility, and becomes more popular, it will provide a venue for locals to advertise their business or event. Let people know that your focused purpose is to provide local news and information and that you do accept advertising.

    It's better to get your viewers aware of and used to the fact that you will be charging for publicity at some point in the future rather than springing a big change on them once you have grown. Make advertising on your site easy, intuitive, and a real bargain right now so you get a few "takers." You can always increase your prices as you go.

    I think you're off to a good start - keep up the enthusiasm and learning.

    Steve
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    • Profile picture of the author JohnMcCabe
      Originally Posted by Steve B View Post

      It's better to get your viewers aware of and used to the fact that you will be charging for publicity at some point in the future rather than springing a big change on them once you have grown. Make advertising on your site easy, intuitive, and a real bargain right now so you get a few "takers." You can always increase your prices as you go.
      Spot on.

      The leap from "free" to $1.00 or lb is far greater than from $1.00 to $10.00 or even $100.00.

      Look back through this forum's history, and you'll find bushels of posts with the theme "I gave people free stuff for a long time, and then they got mad when I asked them to buy something."
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      • Profile picture of the author Chris Roberts
        Cheers again JohnMcCabe. I am relatively new to posting on here, so I have not seen any of those themed threads, but I am sure to check them out.

        Chris
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    • Profile picture of the author Chris Roberts
      Wow Steve B I really like this idea.

      So just to clarify if you where in my shoes, to begin with would you set up a separate page that has an image on it that says something like "Your advert here for £xx, for more info contact xxx@xxx.com" or would you just scatter that image throughout the existing pages and blog posts, or both?

      My only concern about setting up a dedicated page would be that very few people are going to click on it. Potential advertisers will know that and so would not see value in it.

      I don't want to seem negative because I think this idea is great , I just want to air my concerns.

      My other thought is that although "it's better to get your viewers aware of and used to the fact that you will be charging for publicity at some point in the future rather than springing a big change on them once you have grown", I don't want to come across that the only reason the site is being created is to extract and tap as much future money and value as possible.

      To conclude I will be going ahead with this idea, but if anybody including Steve B has any suggestions to alleviate my concerns, or further advice on the exact way to implement and put my best foot forward they will be greatly appreciated.

      Chris
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      • Profile picture of the author Steve B
        Originally Posted by Chris Roberts View Post

        ... to begin with would you set up a separate page that has an image on it that says something like "Your advert here for £xx, for more info contact xxx@xxx.com" or would you just scatter that image throughout the existing pages and blog posts, or both?

        Chris,

        Obviously, the choice of how you structurally set up local advertising on your site is up to you and what fits best with your business strategy.

        Personally I would not start with a dedicated advertising page. I would let local advertisers put their ad on the pages where they will get targeted viewers - that will be the best value for the advertiser. As an example, locals that want to advertise their new store coming to town might want to put their ad in the "news" section. A business that is holding a "sidewalk sale" could put their ad in the "events" section. Just allow the ads to go wherever they will get the most interest.

        If you don't have anyone that will pay you for an ad yet, offer some local businesses a trial free ad to show them what you can do. Run their display ad and put a small box at the bottom that says something like "Contact us if you have a business or local event ad you'd like us to showcase" then include a clickable link.


        Originally Posted by Chris Roberts View Post

        I don't want to come across that the only reason the site is being created is to extract and tap as much future money and value as possible.
        I don't think people will get that impression if you make sure you keep the advertising space within reason. People expect to see ads on community sites, in newspapers, and magazines. Just be sure the ads take a back seat to your content. The more great, timely, valuable content you supply, the less the ads will seem intrusive.

        ----------------------------

        Here are two other thoughts that you might consider.

        Be sure to start a "subscriber" or "site member" list. Every business should do it! These are the people that are most interested in your site. Over time, you can tap into this data base for lots of things including sending out VIP member notices (early announcements, discounts, special "member only" sales, etc). You can alert these folks when you have great new content or a big event coming.

        The second thought is that you might consider, down the road when you can afford it, using membership and event software. It will handle all your needs from professional site design to mailings, billing for ads, membership management, and on and on. Check out Wild Apricot Software for just one example of what you might use. I don't know if they have "Chambers of Commerce" in your area, but they are all over the U.S. They will be your competitors and many of these groups use the kind of membership software I'm suggesting.

        This post has gone on too long . . . but I wish you the best in your new undertaking.

        Steve
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      • Profile picture of the author JohnMcCabe
        Originally Posted by Chris Roberts View Post

        So just to clarify if you where in my shoes, to begin with would you set up a separate page that has an image on it that says something like "Your advert here for £xx, for more info contact xxx@xxx.com" or would you just scatter that image throughout the existing pages and blog posts, or both?
        Here's how I've seen it done, see if it makes sense to you...

        Rather than have ads suddenly appear, sites will put placeholder ads where future ads will go. The placeholder ads link to an information page for potential ad buyers. The information page lays out the various ad opportunities and rates, along with contact information.

        Steve gave you a good idea, offering listings on pages people will naturally check out (sales, events, etc.).

        Originally Posted by Chris Roberts View Post

        My only concern about setting up a dedicated page would be that very few people are going to click on it. Potential advertisers will know that and so would not see value in it.
        Your job is to structure the page such that people want to click on it. Again, Steve gave you a good idea on how to do it.

        When you reach the point of targeting visitors, a page with information, including ads, that would be useful to visitors might be very attractive.

        Originally Posted by Chris Roberts View Post

        My other thought is that although "it's better to get your viewers aware of and used to the fact that you will be charging for publicity at some point in the future rather than springing a big change on them once you have grown", I don't want to come across that the only reason the site is being created is to extract and tap as much future money and value as possible.
        People these days expect ads, or some sort of monetization. Most every other site they visit will have ads. If yours doesn't, they may not take you seriously.

        The two big things you have to watch are making the ads that do appear relevant to what's on the page and not making the ads distracting or obtrusive. Do that, and most people understand that your site offers a value for value exchange.

        Another way you can avoid the perception of only being in it for the money is to offer free listings to local charities and/or schools for their events.
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  • Profile picture of the author Lucian Lada
    Your overhead isn't pounds - it's hours. Since time equals money, I'd say you do have overheads.
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    • Profile picture of the author Chris Roberts
      Lucian Lada I take this point, my time is defiantly an overhead.

      I am investing a significant portion of my week into this project (pretty much 90% of my waking hours outside of my 9-5:30 day job in ecommerce).

      Although you can exchange your time for money, the pursuit of fast money is not a massive motivator for myself.

      I am more than happy to spent my time working on this project, as it is rewarding me in more than just future direct advertising on the site and other monitisation of the Everything Chester brand. I am also seeing my competence in writing code increase, I am actively learning other skills like content marketing, and I am networking locally offline.

      All this investment in personal development makes my value to the market place for employment stronger, should I decide to transition to another job in the future, or when the discussion of promotion occurs in my current position.

      I guess I have put myself in the position where I have enough savings behind me (and enough regularly coming in) that this side project is not something I am looking to pay my living expenses right now. There is enough work to be done and I enjoy it enough that it could easily fill the core off my week with Everything Chester, but it is not at the point that it could bring in revenue close enough to support me.

      I seem to be rambling. I look forward to your future insight Lucian.

      Chris.
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  • Profile picture of the author Brent Stangel
    Will I continue to see this level of growth without further investment of money?
    What's the population of the town and surrounding area? I would imagine your growth will cap at some point.

    What are my future expenses likely to be?
    Mostly your time. With hosting for a small site and an autoresponder you will probably be under $30/month.

    Brent
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    Get Off The Warrior Forum Now & Don't Come Back If You Want To Succeed!
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    • Profile picture of the author Chris Roberts
      Thanks for your input Brent Stangel.

      Yeah as you point out there is an upper ceiling to the audience for this niche due to the towns population. With that said it is a very beautiful and historic city with plenty of tourists, so once I have hit the cap for local exposure I could then focus my efforts on the transient visitors.

      It is good to know that the majority of future expenses will only likely be time, as this isn't a massive issue for me (see my response to Lucian Lada above).

      Cheers again Brent for your contribution.

      Chris
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  • Profile picture of the author Fred_Acker
    Yeah as you point out there is an upper ceiling to the audience for this niche due to the towns population.
    Don't let the population size fool you. And now might be a good time to jot down ideas for the future of your site because it sounds like you're going to have a nice one.

    Ideas (and that's all these are) are;

    Chester Singles
    Chester Family Stuff
    Chester Business Addition
    Chester For Kids

    And let's not forget the coupon industry.

    All of these, added to what you're already doing, will bring in outsiders.

    And it can still stay under one umbrella.

    People on here have made fortunes from a $7 pdf file, from what you described, sounds like you'll do very well doing what you're doing once you do monetize it.
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    Right Now. What a wonderful time to start!

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  • Profile picture of the author Chris Roberts
    Thanks Fred. Very encouraging words. I am mega excited by this project. All your ideas will be added to my list.

    There are so many things I want to do, and not enough hours in the day. I can't wait to get back from my day job and weekends to chip away at my Everything Chester to do list.

    There are so many different things I am trying and experimenting with at the moment. I am playing around with different content and various channels of promotion to see what is the most popular and drives the most traffic back to the site.

    I will be sure to post questions to the warriors as and when I hit sticking points if the responses continue to be as valuable and positive as the ones in this thread.

    Thanks again for taking the time to contribute to the discussion.

    Chris.
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