Archive for the ‘Business Blogging’ Category
The sky isn’t falling – but it sure feels like it when you hear the economic news every day. And that causes a lot of businesses and not-for-profits to put the halt on marketing and advertising.
But slower economic times are the perfect time to market. If your competitors aren’t marketing, you can pick up their marketshare. If you don’t, it’s a pretty good bet that some savvy person elsewhere will.
The key is to ensure you’re getting a return on investment from the marketing dollars you do spend. That means implementing trackable and measurable programs with every piece of marketing you do.
Why not put custom web addresses on each type of your advertising and then look at your web stats to see what’s driving traffic? Then you can make adjustments based on real facts – not hunches.
Another tip: focus on e-Marketing. It’s less expensive, more effective, and trackable. And with Tivo, satellite radio and the web devaluing traditional media more every day, strong e-Marketing is a better way to effectively connect with your customers, clients or donors.
Want to see how good e-Marketing and new media can work? Check out our website or contact Bijoy at firstname.lastname@example.org to talk about it in person.
Seth Godin had a really interesting post today about how the Pulitzer Prize committee is finally getting (sort-of) hip to the fact that online writing is making a huge difference in the world – and is, therefore, worthy of being recognized with their fancy-schmancy award. The screwy part is that only writing associated with big outlets will be considered.
The web is a huge place. A lot of the content on it obviously isn’t associated with those big outlets. And a lot of important work is happening outside those big outlets.
Here in GrafiQa Land, a lot of our clients are having great success positioning their businesses or not-for-profits as the leading experts in their fields through business blogs or e-news tools. Some of them have experienced such success that we think they should get an award. I guess it just won’t be the Pulitzer.
How do you expect anyone else to link love you?
One of the reasons we suggest our clients use a blog in their overall online marketing plan is that search engines love to see activity. They love to see other sites linking to yours. The more inbound links the better. And if those links are coming from particularly active and relevant sites, that’s even better than better. It’s the betterest.
So how do you get that link ball rolling? It’s pretty unlikely that the big names in your industry will happen upon your site out of nowhere and write a link-filled and eloquent blog post about how amazing you are. (Although, Debbie Millman, if you’re listening, GrafiQa wouldn’t turn down any links you might be able to spare.)
It’s likely you’ll have to start by linking to yourself. And there’s no shame in that. We’ve even done it ourselves.
Your blog is your place to share wisdom and insights and passion about what you do. It’s the most natural thing in the world to illustrate that with links back to your own website.
At GrafiQa, we’re really passionate about Brand Development. We could talk about it all day long, because we believe that a well-designed and executed brand is absolutely essential to an organization’s success.
So we write about it a lot on our blog, and whenever appropriate, we link back to our site. It’s not a matter of trying to “trick” the search engine. You can’t do that, anyway, and you’ll be punished for trying.
It’s about sharing something of value and doing it in a way that has a better chance of attracting attention.
I’ve been thinking today about the curve on which people adopt innovation. Out in front, you have people who are innovation junkies. They are so far ahead of the curve, always knowing what’s in development long before it ever hits the street. By the time the latest software or mobile device or Internet innovation is actually available, it’s already old news to this group. They’re looking ahead to what’s next.
If you can imagine innovation like a wave turning under the surface of the water, the junkies are the ones who are pushed forward far ahead of any visible wave.
Then there are the innovation surfers who zip in and out of the curl, enjoying the thrill of a new toy or a new trick.
Behind them are the folks who miss the first wave, but still manage to catch the next one.
And then there are the people who think they can’t swim, so they stand on the beach and every so often get their toes wet.
When a lot of people hear the words Web 2.0, they start to feel like one of those beach sitters. They’re not quite sure what Web 2.0 is. They think it has something to do with blogs and MySpace. It sounds like a lot of work. So they spread out their beach towels and pull out their romance novels.
Learning new technology can be daunting. But the beauty of Web 2.0 is that it boils down to making things easier and – key for business – more efficient.
Instead of playing phone tag, technology and the web have allowed us to email. Web 2.0 takes it a step farther and allows you to meet in cyberspace – either at the same time or at different times, so everyone is always on the same page.
Web 2.0 allows you to not only reach out to your consumers, but allows them to find you. It allows you to have a conversation – a real relationship.
And relationships are increasingly the driver of consumer decisions.
Not every organization or business needs to use every single Web 2.0 application. You have to be smart about it. Look at your overall goals, look at what gets in the way of meeting them, and then look to the Web for the solutions that will make your life easier, make your goals easier to reach and make your time more efficient.