Small Business Online

Right now, I’m running events for two local not-for-profits – FCI Art Show and Capital K9′s Dog Paddle.  We’ve just started launching our social media programs to build awareness and generate traffic for both events.  (Go become fans!!!)

• The first event, the FCI Art Show and Auction is a silent auction sponsored by Food Concepts and other civic-minded local businesss.  It’s free to attend and raises money for our local community non-profit, Middleton Outreach Ministry, (known as MOM.) 
• The second event, Dog Paddle, lets dogs go swimming at the local pool (after it closes for the season), and costs $10 per dog.  The event raises money for the Capital K9s, an organization that funds the K9 unit of the Madison Police Department.

When setting up the FCI Art Show, I re-fell in love with EventBrite (not an affiliate link)  - and now I’m super bummed that I can’t use the service for the Capital K9s Dog Paddle event.  I forgot how much I love EventBrite.  It’s a fabulous service for free events, and for higher-ticket events.  Not only does it take your registrations, but it encourages your event attendees to tweet and status update their friends about the event.  I love how easily the social media tools are integrated with the registration.  

Unfortunately, Dog Paddle is in that uncomfortable middle — not free, but not expensive enough to make the automation worth it.  Even showing our non-profit status, we’d have to pay 2% + 99 cents per ticket, PLUS the2.9% plus 30 cent transaction fee through Paypal.  That would end up costing us $2 for every $10 .  So for now, we’ll have to take Dog Paddle registrations the old fashioned pen and paper way. (You know how much I hate that.)  The good news is that the event is so popular that we sell out anyway.  We usually have over 1000 dogs come-and-go throughout the course of the day.  (WOW!)

If you’re in the Madison / Middleton area, I encourage you to come out for these two great — but very different —  events that are raising money for two great causes. 

Do you ever go back and read your Facebook Status updates or your Twitter stream? 

If you don’t, go do it right now….I’ll wait…..

Did you do it?  What did you see? 

Reviewing of your status updates is like looking yourself in the mirror.  Without self-reflection, you don’t have insight as to how others are perceiving you.  Even if you are mostly using social media for personal reasons, your status updates can leak over and affect your business reputation.  Marketing is all about perception.

An interesting, visually appealing way to see your status updates is to use wordle.  Click on the picture at right to see my Twitter Wordle.  I created this by first bringing my Twitter stream into http://www.tweetstats.com, and then converting it to this visual using http://www.wordle.net.  (Thanks to @unmarketing for the idea, which I got from his blog)

There are times when I don’t like what I see in my social media profiles, and I simply adjust.  But there are some people that I’d bet never look back at their own updates.  If they did, they’d probably change what they post.  Many of these “culprits” are friends and family members who I adore, and I don’t think are “bad” — but I wonder if others who know them less well are getting the wrong impression.  These are the 5 potentially damaging pattens that I see.  Please let me know if you have any to add.

5 Patterns to Watch Out For

1. Too Much Drinking:  If you sign off every night with… “COCKTAIL HOUR, PAR-TAY TIME, or It’s WINE-THIRTY!” Some people might think (rightly or wrongly) that you are boozing it up every night, which might affect your ability to get hired.
2. Too Much Play: If you are constantly posting quizzes you’ve taken, playing Farmville or other games, and you are trying to build a professional reputation, people might not get the impression that you’re serious…especially if you are playing during business hours.
3. Too Much Work: People have differing styles as to how much is too much, but if you are constantly in SELL, SELL, SELL, PUSH, PUSH, PUSH mode, you are probably working at it way too hard, and I’d bet your profile is being hidden by lots of people.
4. Too Much Whining:  We all need a shoulder to cry on from time to time, but some people might as well have, I’M A VICTIM plastered on their profile.  Life can’t be all bad, can it?  The extremists in this category leave you to guess what’s wrong.  Their status updates are vague, “Why me?!” pleas for sympathy. 
5. Too Offensive:  Religion. Politics. Sex. Drugs. Swearing. Inappropriate Pictures. Do I really need to remind you that your social media posts are going down on your permanent record?  Some people will be offended…especially if you are attacking others.  You might not care.  It’s your choice, but just go into it with eyes wide open knowing that choices have consequences.

What about you?  What patterns do you see that others might not notice?

Search Engine Optimization.  SEO.  What is it really?  Why is it sooooo hard?  Why is it soooooooooo hard to find someone you can trust to help you optimize your site? 

Google Search has Indexed 1 Trillion URLs.

When someone types in your company name, or your main product/service and your geography, you want the search engines to serve up your site to the human being conducting the search.  The only way to make that happen is to optimize your site so that the search engines can find it. 

There are three main components of search engine optimization.

• Keyword research — must be done first, and done right!
• On-site search engine optimization – using keywords, title tags, URLs, etc.
• Off-site search engine optimization – getting backlinks, directory listings, etc.

Keyword research is the foundation, then the on-site and off-site components must be used together to “optimize” the effectiveness of your search engine optimization efforts. 

I can teach you how to do the on-site search engine optimization yourself.  It’s not that hard.  In fact, the next post I write, I’ll give you the crib notes to do-it-yourself on-site search engine optimization. 

But getting backlinks?  The off-site optimization piece takes time, know-how, discipline…and did I mention TIME, which is something all of us are short on.  That’s why I outsource all my SEO projects to a trusted partner, because I know I don’t have the time and discipline to do it myself — nor do my clients. 

Channel partners (VARs, ISVs, distributors) often worry about channel competition.  If they outsource their SEO work to someone like me who knows the channel model intimately, won’t I just equalize everyone?  Actually the answer is NO.  Everyone won’t do the work to the same level.  PLUS, why would you want to spend the time education someone who knows NOTHING about your industry?!   

Look at Blytheco, the “800-lb. gorilla” of the Sage channel.  They were early to recognize the power of search engine optimization, and they’ve been deeply focused on SEO for years and years.  You might not be able to beat Blytheco for broad terms like “Sage Mas 90″, but you might be able to win more specific terms, like “Phoenix AZ Sage Mas 90 Reseller.”  Because we know the industry, we can guide you to terms that might work — in a way that a SEO company off the streets never could.  

PLUS, we can help you capture the leads that visit your website and convert them into paying customers.   Being found online is just the first step.  Then the work begins to get people to know, like and trust you!

Do you podcast?  Should you? 

 For those of you who don’t know what I’m talking about, Wikipedia’s podcast definition is this:

A podcast is a series of digital media files (either audio or video) that are released episodically and downloaded through web syndication.  (Read rest of podcast definition.)

I was having a conversation with John Jantsch, the author of Duct Tape Marketing, at our coaches conference a couple of weeks back.  He and several of my Duct Tape Marketing colleagues were raving about the effectiveness of small business podcasts.  I haven’t added this tool to my marketing mix (yet), but I am considering it. 

I like the freedom that a podcast brings.  Your listener isn’t chained to their desk.  They can be walking the dog, driving in their car, at the gym, and filling otherwise unproductive moments with your business wisdom.  They are getting to know, like and trust you in a deeper way, because hearing your voice is more powerful than just reading your words. 

So I guess my question is this.  Do you subscribe to podcasts?  Why or why not? 

If you’re just not sure where to find podcasts, here are a few “top 15″ lists to get started.

• 15 Podcasts That Will Make You Richer by Business Pundit
• 15 Podcasts That Will Make You Smarter by College Crunch
• 15 Podcasts Every Geek Should Listen To by Make Use Of

Being a smart, rich geek.  I’d be OK with that!

As I was scratching my head, committed to writing a blog post, but not committed to a topic, I ran across a great article by a Twitter friend of mine, Adam Baker, called “How NOT to Suck at Blogging…”

Well, I definitely don’t want to suck at blogging, and I don’t want my customers and blog readers to suck at blogging, so I was intrigued.

Now the article itself is more about blogging for monetization (whereas most of my readers and clients are blogging for business) BUT the blog post had several gems that overarch all types of blogging and in fact all types of business. Adam Baker, the Man vs. Debt’s blog author sums up the video shown below by Gary Vaynerchuk nicely.

• No non-sense follow your passion.
• Giving a shit about your readers.
• Stop crying.  Keep Hustling.
• Legacy is greater than currency.
• The nature of the game is changing. [still is]
• “Stop watching f***ing Lost”

Unlike Adam Baker, however, I’m a little embarrassed to admit that I’ve NEVER watched this video.  No wonder people love this guy.  He’s so unedited.  It’s refreshing.

Now what are you waiting for? Go follow your passion.  NOW! Doing what you love to do will not only ensure that you don’t suck at blogging, but you won’t suck at life either.

Thanks to a handful of blogs that were well search engine optimized for the keywords “dog poisoning” and “hop poisoning in dogs”, I was able to quickly figure out that my sweet little dog Roxy was probably poisoned by the hop plants growing in our new backyard.   Who knew?  Not me.  Not even the vet.  There are only a handful of documented cases of hop poisoning in dogs out there.

Our dog Roxy was poisoned, and almost killed, by hops plants growing in our backyard.

But THAT right there is the beauty of blogging and website optimization in general.  You can optimize obscure terms – like hops poisoning in dogs – and no matter how small your business is, you can show up right at the top of a Google Search!

For example:

• Hops Poisoning in Dogs
• Hops Toxic to Dogs
• Hops Poisonous to Dogs

If you’re not blogging, you should start.  Not only can you help your business grow by “being found” and “being credible” – but who knows, your blog just might save a life!  Or a business.  And that’s a FAST way to get people to know, like and trust you.

How many times has this happened to you? 

You discover an urgent need with one of your customers or prospects.  They have budget.  They’re raring to go.  They are a qualified lead in every way – EXCEPT the product or service isn’t something you can deliver.  You either don’t have the training, you don’t love doing it, or it’s just not part of your business model.  What do you do? 

Sometimes, you can refer that client to someone you already know and trust.  Of course, you have a go-to business network that you can usually rely on.  However sometimes, you don’t have anyone in your Rolodex who is a perfect fit….but you want to be helpful.  You may gain future business from this client – and it’s just nice to be nice, right?

I’m encouraged to see lots of good online matching programs popping up to fill this void.

For any industry, check out Referral Key, which allows you to easily expand your circle of trust to give an receive qualified lead referrals.

If you are a Microsoft Partner, check out  Microsoft Matchmaker.  Microsoft Platform Partners will get paid $250 for every Microsoft Dynamics lead they enter into the system.   Use the link above to register for the free introductory webinar they’re hosting on April 30, 2009 at 10:00 a.m. PT. 

For dental industry referrals, look into DDS Weblink, a program that allows you to make sure your patient recieves the proper care and follow up. 

Know of any other programs that fit this niche?  Post a comment with a link to the referral lead service.  We all know that referrals are the BEST source of business.  The more you give, the more you’ll get!

Are you part of the Orange County Duct Tape Marketing Group yet?  Our March topic is Blogging for Business!

If you’re not blogging about your business, you are missing out on one of the most effective and affordable ways to promote your business online! Blogging is the foundation of social media marketing, providing fresh conversations. In this meeting, you will learn why blogging is should be a foundational part of your marketing mix. We’ll also discuss:

• Why blogging is an extremely effective marketing strategy for small businesses right now.
• Finding keywords that will bring the most traffic from search results.
• How to develop persuasive, compelling content in just minutes.
• Leveraging your blog to influence friends in online social networks.
• How to develop persuasive, compelling content in just minutes.
• Etiquette, tips and tricks that make you look like a pro!

Why should you attend?

Blogging is an easy and fun way to promote your business – BUT if you don’t have your blog set up right, you won’t be getting the full business benefits.

Register to learn about Blogging for Business

MEETING AGENDA:

5:30 Welcome and Networking – Appetizers Served
6:00-7:30 Marketing Meeting
7:30-8:00 Wrap Up

Come mingle with other small business owners, marketing and sales professionals as you learn how to apply Duct Tape Marketing’s principles to your business. Veteran marketing professional, Adrianne Machina of Tornado Marketing, an Authorized Duct Tape Marketing Coach, will facilitate a discussion on the practical steps you can take to market your business affordably and effectively.

Last week, one of those “famous” internet marketers sent me an email.   He was mad because people were taking too long to see the value of his product.   His readers would hem-and-haw before making a purchase.  I’m sure his email was meant to be some type of psychological ploy to get you to buy his info-product.  But it sure backfired on me. 

I wondered how much this guy could really know about marketing. So here’s what I wanted to say to him.

Dear Internet Marketer,

I know you think you have a fabulous product, but if there’s anyone you should be mad at, you should be mad at yourself.  You obviously haven’t done a great job of communicating the value of your product. You are being defensive instead of understanding that people are wary and you need to assuage them and prove to them that your book is different. It’s not that they wouldn’t (or don’t) invest in their business. It’s that there are a lot of internet marketer snake oil salesman out there promising something for nothing.

I work primarily with professional service and technology companies and hear that same indignation all the time.

“I can’t believe they bought from that shmuck when we’re a jillion times better…we take over their unhappy customers all the time.”  I know.  It DOES HURT when someone doesn’t see your value. It hurts your balance sheet as much as your ego.

As you may well know, ‘building a better mousetrap’ is only step one of building a successful business. Communicating how and why that mousetrap is better (a.k.a. MARKETING) is the key to blowing out your sales.  For all of you who are out there feeling under-appreciated and a best-kept-secret.  You have two options.

1.  Call and cry on someone’s shoulder. 

(Net effect: You’ll know you have friends who care and you’ll temporarily feel better.)

2.  Improve your marketing so that your product or service looks as good as it actually is. 

(Net effect: Pretty soon you’ll be selling more and attracting more of the clients who value you.)

Simple, huh?  So which path will you choose?

No.  Well, sort of.  But not really.

If you just read my Tornado Marketing blog, you’d probably think I devoted 24/7 to social media consulting – but that’s not true.  I actually don’t consider myself a social media consultant.  I consider myself a marketing consultant. 

Social media is just ONE tool in the metaphoric marketing toolbelt – one that my customers, readers and friends are trying to make sense of right now. So even though I write a lot about social media, it’s  because social media new and it’s changing the marketing game. Smart businesses need to start paying attention to social media marketing – but not at the expense of everything else.  

I don’t want my customers or my readers to forget about the basic blocking and tackling of marketing, like:

• Do you know who your ideal customer is?
• Do you have a way to communicate with them?
• Are you able to articulate your differentiation?
• Are you marketing consistently?
• Is your material educational, persuasive and smart? 
• Do you make it easy for people to do business with you?
• Do you provide good products and services?

Marketing has never been about doing “one thing” right.  I hate to tell you this, but there is no magic bullet that will transform your business overnight.  Marketing is about doing lots of things right, learning from everything you do, and marketing your business consistently and professionally. 

Yes, you should have social media as part of your mix. Yes, you can call on me for social media consultation if you need help.  But I just don’t want you thinking that social media is the end-all be-all of marketing.  When you call, I’ll ask you to take a holistic look at your business and your marketing practices – and then we can talk about how social media marketing can work for you.  Fair enough?