Welcome to The blog of Dreamtheatre!

Founded by blog editor; Adam Wilkie. Follow this blog for social media, business and lifestyle advice (and the odd gripe!).

A business born in Glasgow.

Ship building, football, Irn Bru and SOCIAL MEDIA MARKETING.

Inspiration and guest articles

Start-up stories, social media success and your daily dose of inspiration.

Saturday 18 May 2013

Ignore Social Media and you’ll be nowhere on Google

There are still some that don’t buy in to social media as an effective marketing tool for their business. I know this sounds mad (it is mad), but it’s true. These people have “various reasons”, none of which are very well informed, and are usually due to a prehistoric mind-set. We’ve been over these reasons before, so I’ll not bore you by repeating them. 

So, what if I dropped this infobomb*: Your Google ranking also relies on your business having a social media presence? In fact, not just a presence; having an effective, high performing presence!

“Oh shit! Really?” 

So let’s discuss what needs to be done in order to be highly ranked in Google searches.

*I’m of the opinion that the creation of new words is clever… and cool.

Call to Action

The majority of business owners probably fall into one of the following two categories:

1.       They have bought into the importance and effectiveness of using social media to market their business, but don’t understand that it affects their Google ranking. They may have invested a significant amount of money into SEO using keyword optimisation, but don’t understand why they only topped Google’s search ranking for a few weeks and are now falling down the list.
2.       They don’t use social media at all. However, they invested in SEO using keyword optimisation and don’t understand why their website is sliding down Google’s search results page.

Now I’m not saying you should forget about your keywords and meta tags. These are still important factors in Google’s latest algorithm. However, unless you constantly update your website by adding valuable content (not just information about your company) this method alone will fail. 

So let’s introduce the key metrics that Google’s latest “Penguin” algorithm looks for, and hopefully after reading this article today you’ll have a list of things to do that will improve your online presence.

Penguins Love Social Media

Here are the 3 most meaningful metrics that you must consider in order to be highly ranked in Google searches:

1.   Build your keywords portfolio

Repeating the same keyword over and over is pointless. Google see this as spam, and Penguin was introduced in order to weed out these websites that offer no value.

You must write your website content using many keywords. Google have reported that over 20% of search queries are new, unique queries. So create real, valuable content that uses the keywords that explain your service, but also other words that are related to what you offer.

Take Away: Don’t forget the keywords that explain your service, but don’t flood your content with them either. Include many words and phrases that explain your service.

2.    Quality over quantity 

This title is actually true in almost every facet of life other than money and assets. No one gives a shit that you go on 3 holidays a year if they’re in Benidorm, Blackpool and Tenerife. I wanna to talk to the dude that saved for two years to travel through South America coast to coast!

That very random anecdote actually explains this point quite well. Google now measure the quality of your content using the following two metrics:
·         How unique the content or topic of your site is.
·         How resourceful and information rich it is (not thin content).

Take Away: Provide useful, interesting or unique content that will highlight your website as a valuable one.

3.    Social Media Promotion

Here it is ladies and gents. The biggy! You need to promote your business and website through social media platforms. Google’s wee Penguin loves businesses with social media!

“Social Signals” was accepted as a valid ranking factor that shows how valuable a business/website is. Google are looking for shares, likes, re-tweets, mentions and +1’s. So you must engage with your community through social media platforms. This means having a social media presence for businesses that don’t already.

Remember to include links to your website on your social media platforms, because the more people that link to your website through Facebook, Twitter, Google + etc. the higher up the rankings you’ll climb. The Penguin algorithm is weighted this way. 

Take Away:  Get active on social media!

As always folks It’s great to hear your opinions, so leave your comments under this article or join the Dreamtheatre community on Facebook, Twitter and Google +:

Sunday 5 May 2013

A Social Media Master – The Story of Ross Stewart

Let me introduce you to Ross Stewart:

Ross is small and loud… There you go. Done.

Come to think of it, that’s a pretty damn accurate way to describe why he’s been successful on social media! I can also say what I like about Ross, as he’s a very close friend of mine.

Ross has a coaching business, Ross Stewart Fitness & Nutrition, and has done for about two months. The reason I describe it as coaching business and not a personal training business is because they can be two very different things.

Ross was a personal trainer for three years. He provided personal training sessions in the gym he rented, and his training and diet advice was condensed into the hour long sessions you’d paid for. I’d say that’s an accurate description of the majority of personal training business out there.

Now I must add: Ross loves to witness huge improvements in clients. So to be fair to his old business, the service did go slightly further than the one hour long sessions. His clients could contact him at any time and he was fairly active on his personal Twitter account. He also keeps his knowledge of training techniques and nutritional findings up-to-date; he’s the kind of person that strives to improve himself on a daily basis.

However, after spending some time in Australia, Ross returned to start what is now his coaching business. The word coaching is used because he provides more than training sessions in a gym. Of course he is still a trainer and a nutritionist, but he is also an online coach, a motivator, a lifestyle coach, a businessman and a writer. He teaches people how to live a healthier, more active and enjoyable life.


Now that I’ve given you an understanding of Ross’s business, I’ll explain how he has used social media to catapult him into a position where he’s at his upper limit of clients, both online and off. Also how in the space of two months he has accrued 643 Facebook fans, with an average of 9000 engagements per week, and 385 Twitter followers, all ready to validate Ross Stewart Fitness & Nutrition.

 1.  Ross believes what he preaches, and boy does he preach!

There is nothing more obvious than when someone doesn’t believe in their own product. It shines through in the lack of passion in their content. People respond to passion, but how can you be passionate if you don’t believe in your content? 

When you can project passion people will respond and thrive off you. So don’t douse that what you truly believe. Shout about it.

Now, not everyone will agree with what you say. However, this is a good thing. A little controversy creates discussion, and if this discussion is happening on your page then guess what? You’re hosting the party! There’s also an argument that for people to love you, some people must hate you… I don’t really buy into this. However, I do believe that in order to be at the top of the pile, and have very loyal followers/clients, you will have to accept that people will disagree with you and try to depose you.

The take away: No one listens to the guy sitting on the fence.

         2.  Ross online is the same Ross offline.

Ross’s blog articles, Facebook posts and Tweets are all filled with his, let’s say, colourful personality. I’m sure he’d prefer me to use the adjective charismatic, but that aint gona happen!

Ross sometimes uses ‘flowery’ language and isn’t scared to say if he thinks something is shit. He uses ‘words’ like “y’all” and “bro”… But who cares!? He isn’t auditing your accounts! He’s trying to motivate you, make you look and feel better. So he can get away with this style, because it portrays a young, energetic and passion filled business; a coach whom you’d like to spend time with.

Now, if you’re a Lawyer or an accountant, or even wish to advertise a more conservative/professional brand, then you would adjust your style of writing accordingly; there’s no need to completely suck the personality from your content though. You can still radiate passion and credibility, while projecting a personality that provokes people to do business with you.

The take away: Be yourself and project your personality.

3.  He tells you where to find him.

At the bottom of every single post Ross includes a link to his website – www.rossstewartfitness.com. In his Facebook about page and all over his Blog you can find links too. Forgive me if this seems like common sense, but it’s amazing how many people forget to include links to their website or links to where customers can by their product. It turns out that common sense isn’t that common.

Include links everywhere; in your Facebook posts, throughout blog articles… Don’t do the hard work of creating a loyal online community without providing easy access to your website or URL’s where transactions are made.

The take away: Provide accessible links.

         4.  Ross’s content is valuable.

People don’t follow Ross to find out what colour of Jack Wills sweatshirt he’s purchased that week (as important as shopping in Jack Wills is). They seek fitness and nutritional advice. They want to read his posts, tweets and articles and feel motivated.

 Here’s a good example of useful content from Ross’s Facebook page:

If you're going to eat breakfast make it high in protein and add some fat. Good examples of this are meat and nuts or eggs cooked in butter/coconut oil. Coffee with butter/coconut/MCT oil is also a solid alternative for those who feel they have to have something but are pushed for time.”

This content is laced with knowledge and advice. It is valuable, as time has been spent researching it, and the implications of following the advice will have a direct effect on your life.

The take away: An easy way to lose followers and fans is to post useless content.  Offer value.

5.  Ross follows the ‘Rule of Thirds’.

The content that you publish should be shared (fairly) evenly between:

1.       Promoting your services and achievements.
2.       Publishing unique, useful content.
3.       Sharing content written or discovered by others in your field. 

You don’t need to follow this rule exactly, but it’s a good place to start. It turns out Ross adheres to this rule quite accidently, but the fact remains that there is variety in Ross’s publications.

Your social media content must have variety in order to hold your audiences interest. Don’t let your social media pages become stale.

The take away: Mix up your content using the ‘Rule of Thirds’


Using these techniques Ross has built a community - not purely fans of his Facebook page and followers on Twitter. He has a community of loyal clients and ambassadors that will market his business for him, free of charge. This form of marketing is called word of mouth marketing, and is the Holy Grail for businesses striving to grow.

If you’d like more information on how to create a loyal online community, like the Dreamtheatre Facebook Page  https://www.facebook.com/DreamtheatreLimited, or follow us on Twitter https://twitter.com/DreamtheatreUK.

To find out more about Ross Stewart Fitness & Nutrition, the same actions apply: