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bosweb blog

How to encourage blog comments: A unique approach

Posted on 28-8-2014 by Lesley Hays

Thursday, August 28, 2014

One design magazine’s unique approach to encouraging  reader comments

Hello Bosweb readers! I'm our brand new Digital Marketing Account Manager and I help our clients with Digital Marketing, part of which is social media

As a fun first blog post, I thought I'd show you a Twitter strategy that I'm in love with at the moment, by the self-proclaimed "world's most influential" architecture and design magazine: Dezeen

Dezeen's online magazine takes a very blog-like format and they've tried an unusual way to shine the light on reader comments and encourage their audience to get involved.

Dezeen reposts selected reader comments on Twitter - especially negative or thought-provoking ones!

I love this idea because it's risky. I always read these Tweets when they turn up in my feed and they're usually the articles I click on.

Audience engagement is a good thing, even if your audience don't always agree with you or each other. Dezeen's editors (or at least, social media manager) get this and don't shy away from drawing attention to interesting comments that might provoke other readers to get involved, once they realise that Dezeen itself encourages deep engagement with their content, even when it's provocative or negative.

What are the results?

Dezeen only exists online so their online strategies need to work. They have 231,000 Twitter followers, have won awards and apparently pull 1.75 million unique visitors per month, so they're doing something right. They definitely produce good content and know their stuff when it comes to architecture and design! 

But they don't get comments on every single article and I assume that this is what this strategy is attempting to help.

I would love to hear from Dezeen's social media manager about their reasons for starting this strategy and their results from implementing it. I would think that it'd encourage people to comment more, but it could also make people afraid of being singled out and hold back from commenting.

Either way, I look forward to these Tweets every day and think they're a very cool strategy, so I hope they play a useful part in Dezeen's social media strategy.

What do you think of drawing public attention to readers who disagree with you or your other readers? Would you try this in your own digital marketing strategy?

Understanding Analytics - Know your numbers

Posted on 05-8-2014 by Mitch Malone

Tuesday, August 05, 2014
Successful business owners always have a good understanding of their business. They like to know as much as possible in order to plan, strategise, market, and ultimately, profit. They look at things like costs, profit margins, age of stock, overheads, materials, salaries, and more.

The same can’t always be said about business owners with their online presence. Money is spent on a website, analytics are inserted, Facebook ads are purchased and then the business owner often walks away from the process and expects that the health of their website is taken care of. But without an understanding of analytics you can never know how successful your website is.

The primary indicators that most business owners should be aware of are;

1. Visitors / Unique Visitors

Visitors is the most primary metric of your website. Much like retail store looking for foot traffic, the more people that come to your website, the more chance you have or reaching your target market. Put simply, the number of visitors refers to the total number of people coming to your website, while unique visitors discards visitors who return frequently.

2. Pageviews

Pageviews refers to the number of views of individual pages. If users are arriving to your website and spending time clicking around and learning more about your business it means that they are finding your website relevant and they want to know more. Learning which pages users are looking at allows you to know where your strong and weak points are, and putting calls to action (buy buttons, contact forms, etc.) on these pages can convert customers.

3. Bounce Rate

Bounce rate is a term that refers to the number of people who arrive at a website and leave. A high
bounce rate can be indicative of a few things.
  1. 1. Your website may not be engaging visitors at their arrival. This can mean a few things. It could mean that your website does not appear professional or as a trustworthy representation of what visitors are looking for. It could also mean that there are bugs or other problems with the websites appearance.
  2. Your website doesn’t appear as being relevant. Does your homepage have the right content? Your users may be arriving and leaving due to a feeling that they are in the wrong place, even when they are exactly where they should be.
  3. Your SEO is not well targeted. Are you targeting the right keywords? Are people arriving to your website expecting to find a web development company but you are actually a traditional graphic designer? Bringing in the right search engine traffic is critical to users sticking around on your website.
  4. It could also just mean that once visitors have your phone number they just want to call.

4. Average Visit Duration

Visitors staying on your website is a good thing. 

If you’re an ecommerce store with a high visit duration it means people are browsing your offering. If you’re a music website it probably means that people are finding music they enjoy. But if your website merely acts as a business card with limited information, this metric can become less relevant to you.

Better Blogging - Booyah!

Posted on 31-7-2014 by Leanne O'Sullivan

Thursday, July 31, 2014

10 easy steps for better blogging.

So you want to blog like Mia Freedman?

See yourself as a mummy blogger or foodie? 

Not all of us are going to have audiences with the reach of Mia Freedman or Pete Evans, but we can ensure that our business blogs resonate with our target audiences.  

Blogging is one of the best ways to connect with clients and potential clients. It allows you to educate and outline to your customer base why they should purchase your goods and services and also helps set you up as the "GoTo" expert in your field.


By following these easy steps, you can be a better blogger.

1. Have a catchy heading - click bait is going to make them want to read on

2. Put an image after your first paragraph - this focuses people's attention in the article and will help them read on. Find fun images from your website or online from an online resource like Shutterstock for ideas

3. Use Bullets and Numbered lists in your blog posts - long paragraphs of text are ignored and glossed over, bullets help people stay focused and read what you want them to read.

4. User heading styles - ie H2 and H3 for subsections of text, use BOLD to also highlight information as well. It makes your text look good and easier to read.

5. Check spelling layout and grammar - different fonts that are not the same as your website are distracting for your readers, it make your blog look unprofessional. Spell check everything and READ IT OUT LOUD to help the flow.

6. Make sure you always TAG your posts - something that is relevant for your audience, ie this helps with SEO and also helps people browse around your site

7. Link back to a section of your website where you can, a key aim of your blog is to provide interest around your brand, build a connection with your audience and ultimately sell stuff - so don't be scared to link back to your website product area.

8. Share your blog posts. Always post inside your social media channels that you have just updated the blog. Encourage people to sign up to the blog as well.

9. Post Frequently and stick to this plan - an online retailer should post weekly, for professional services, at least every month to start with, but over time try and increase this to at least 2 times a month - plus one email newsletter.

10. Keep the tone light - a successful blog should reflect it's owner, so just talk how you talk and present an image of your business. People should feel like that they are listening to you speak when reading.

Top 3 Mistakes Starting An Online Business

Posted on 11-6-2014 by Brendon O'Sullivan

Wednesday, June 11, 2014

Each year I speak to dozens of entrepreneurs looking to launch their business on-line, with not only a presence but including eCommerce, or custom 'line-of-business' application.

Sadly, we've seen many of these fail - not due to technology - but due to unrealistic expectations.

We've identified the following as the Top 3 Mistakes that are commonly made when setting up an on-line business.

1. Have A Hard Conversation With Yourself

Setting up business is hard work, offline as well as on-line; do you recall what was involved with setting up your premises - the fit-out, choosing furniture, installing phone lines, internet and other services?

Did it take twice as long and cost twice as much? There were headaches right?! 

Are you ready to go through the same again to launch your business on-line?

2. Don't Assume Your On-line Business 'Works Like Magic'

Also, and unfortunately, 'build it and they will come' is not a game plan for a successful on-line business. 

The technology required to drive your business on-line, and manage it from the back-office, is normally complex, sophisticated and unfortunately prone to both technical and user errors - you will need to spend time understanding how it works, how its maintained and will require your patience. 

(This is probably the biggest problem we see) 

3. Setting Unrealistic Revenue Expectations

Generating income and meeting budgets is gazing into a crystal ball; it's rare that income comes as easily or as quickly as you would hope.

First you need to attract customers, then you have to convert customers to sales, then you have to retain those customers. 

Our own business has been powering away at this for the past 15 years and we fully appreciate that it's hard work. 

Complaining about the failure of any of the above as a result of not being realistic is not a strategy for a successful business.

Rather, be honest with yourself and appreciate that on-line success comes as a result of investing in a lot of work, time, cost and the effort that is understanding the engine that powers your on-line business to success. 

New Client Service Portal

Posted on 13-5-2014 by Brendon O'Sullivan

Tuesday, May 13, 2014

Announcing our new Client Service Portal!

We've recently introduced our Client Service Portal that tracks all your subscriptions, work requests, projects and help tools all in one easy to use location, contact us to trigger your access!

How Heartbleed affects you

Posted on 11-4-2014 by Brendon O'Sullivan

Friday, April 11, 2014

What is Heartbleed?

Put simply it is a flaw (bug) that allows access, to external 'parties', to the Random Access Memory (RAM) of two thirds of all servers (running OpenSSL) on the internet.

This flaw has been happening now for 2 years.

Admittedly, ONLY information in RAM can be accessed, however the concern is that compiling data over a 2 year period allows sufficient time to trawl through gathered information.

What You Need To Do

The immediate request made by service providers is that you change your password to most, if not all your online services.

Nearly all big name services have been affected including Facebook, Google, eBay, Amazon, Dropbox, Yahoo ... the list goes on and on.

For our Adobe Business Catalyst client's please read

Read more at and to see if you online service provider has been affected you can test at

Update Your Browser Settings

In addition to internet servers being affected, it is strongly recommended that you change your browser settings to only trust corrected SSL certificates (below is Chrome as it accounts for nearly 60% of all web browsers used)


1. Click on the Chrome Control & Customisation button 

2. Settings > + Show advanced settings  

3. Tick 'Check for server certificate revocation'

Want To Know More?

For a deep dive into the details and implications of Heartbleed read more at;

Is your Business ready for Google Wearables? Watch!

Posted on 21-3-2014 by Brendon O'Sullivan

Friday, March 21, 2014

Ok, Google.

Is your business ready for Google Now and Google Wearables such as the new Android powered Google Glass and upcoming new Google Watch?

Google has announced its Android Wear operating system for mobile devices that is designed specifically for wearable technology such as smart watches and allows for voice control of the technology.

If you're unsure how it works, Google Now uses contextual (voice) search in the latest version of Chrome, Google Nexus tablets and some Google Android powered Smartphones.

Still catching up and don't know about Google Now? Then watch this quick intro ...

Excited yet? This is how Google will help your viewers connect with you and your business online.

You better get focussed because the Watch will be available in Australia later this year!

Admin Console Changes

Posted on 26-2-2014 by Leanne O'Sullivan

Wednesday, February 26, 2014

Dashboard look different?

If you have not been using the new interface, the changeover we have been advising since last year has finally occured.

If you need a refresher on where everything is - revisit our video from May 2013 to find out where you can find everything. 

Email Marketing Metrics

Posted on 19-2-2014 by Leanne O'Sullivan

Wednesday, February 19, 2014

Are you keeping tabs on what is happening with your email campaigns?

If you are like me, then probably not as regularly as you should. It is not uncommon for business owners to take time to prepare the campaign and then forget to check on the results of the campaign.

Make sure after every email campaign you check on your results. It is almost as important as the actual campaign!

Without understanding what is actually happening when clients receive our email marketing campaigns, all that time and energy that we put into them will be for nought! 

Adobe Business Catalyst is great for pulling all this information together for you. Once your campaign is sent, your reporting dashboard is displayed, ready for you to see the results of your campaign as they come in.

You can track:
  • Opens
  • Unsubscribes
  • Actions - the holy grail of conversion, we got one!
  • Most popular links
  • Bounces - both hard and soft

Each item can be easily exported to a spreadsheet for further reporting and analysis.

Make sure you follow this steps after sending out your email marketing campaigns because understanding what is really going on as a result of your campaigns you could be focussing your precious time and energy in the wrong place.

How to Connect With Us

Posted on 18-2-2014 by Leanne O'Sullivan

Tuesday, February 18, 2014

These days the methods that people receive communication from their suppliers and clients continues to expand at an alarming rate.

We felt it was timely to draw your attention to all the ways you can connect with us, find information , ask us for help, or just see what training is on the horizon!

Firstly - contacting us

  • The best way is to email This email comes straight into our client portal for attention. This is a shared email, so even if your usual contact is on leave, a member of our team will contact you as soon as they can to assist you.
  • Our new client portal. What is the client portal? Very soon your account manager will contact you to step you through what it is and how it works. It will allow you to stay on top of all your subscriptions with us, your service requests, our training sessions, helpful online training videos and much more. It will also allow you to log work with and track it's progress in real time.
  • Want to chat? No problem, please call your account manager, they would love to talk to you about your business. Not sure you have one yet? Don't worry you do, we expanded our team last year to ensure that all clients had a dedicated account manager to speak to.

Secondly - Connect with us

  • What's your communication method of choice? What is your social media channel of choice? We have you covered. We aim to communicate all our training, webtips, new online videos, news and advice via all channels at our disposal, so there is bound to be something here that suits you.

Thirdly - Stay in touch with our training

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