Category Archives: Blogging
(This column first appeared on RIMOFTHEWORLD.net on September 26, 2011.)
While we were in junior high school, my best friend Susan and I loved to bake. Unfortunately, we usually pursued culinary odysseys at my house instead of hers. And, because my mother was single and almost always at work, we were often out of staples like flour, sugar and eggs. So you can imagine our lack of success relative to producing actual, edible pies, brownies and cakes.
When I first started managing social media for clients, I let many of them talk me into tweeting and posting status updates while foregoing the pricier blog-post component of full-service public relations campaigns. However, experience has since taught that blogs are as central to successful marketing as chocolate chips are to chocolate chip cookies. You can try to skip the main ingredient. But, then why bother baking at all?
As blogs first started popping up on electronic radar, few of us understood the medium, let alone the messengers. Bloggers seemed an odd lot of whiners who never left their keyboards. Without the endorsement of major metropolitan newspapers or book publishers, they were easy to discount, mock or ignore. But it didn’t take long for blogging to go mainstream.
In the late 1990s, blogs were set up and maintained by programmers who understood the strange computer language known as HTML code. Later, developers built WYSIWYG editing systems on platforms like Blogger and WordPress, which brought blogging to the masses. The more people were able to develop and manage their own blogs, the more they started reading other bloggers’ posts. The rest, as they say, is history.
- Huffington Post—54,000,000 estimated unique monthly visitors
- TMZ—19,000,000 estimated unique monthly visitors
- Business Insider—12,100,000 estimated unique monthly visitors
- EndGadget—11,500,000 estimated unique monthly visitors
- PerezHilton—10,200,000 estimated unique monthly visitors
With millions of hits each day, blogs are fast replacing newspapers, magazines and television news programs as the number one source of consumer information. The reason for the shift? Instead of wasting time wading through extraneous information, Internet users can quickly click directly to the stories they want to read.
5 Reasons You Should Blog
1. Turn yourself into a publisher. Instead of waiting around for editors and writers to deem your content worthy of publication, when you set up your own blog and post original content on a regular basis, you put yourself in the publisher’s place.
2. Position yourself as an expert in the field. If you fancy yourself an expert in your field, show television producers and magazine editors your chops by publishing so much content that they can’t help but contact you for expert opinion. Once you’ve emerged as the preeminent authority in your field, your market share will grow exponentially.
3. Capitalize on market segmentation by blogging about topics that are relevant to your target market. After you post a blog, use social media channels like Facebook and Twitter to alert people about the information available in your posts.
4. Share tips and best practices. Use your blog to evangelize the ideas you care about. One of the great things about blogging is that it’s interactive. Any blog worth its salt provides opportunity for plenty of commenting back-and-forth. Don’t be afraid to post your honest opinion and ask readers to share theirs. You don’t have to agree with everyone in your target market. You just have to demonstrate that you care what they have to say.
5. Develop a hub you can control. If you hired someone to build and maintain your company website, you effectively handed them control over your corporate voice. Take back that power by setting up and maintaining your own blog, as the hub of your professional activity. Building a user-friendly blog to post to on your own is tantamount to claiming the power seat in your office. And that’s as important as buying chocolate chips before trying to bake a fresh batch of cookies.
Until next time, I’ll be Bowling for Business.
This column first appeared on RIMOFTHEWORLD.net on March 15, 2010
Under-promise and Over-deliver
Before the advent of the Internet, cable television or PlayStation, as a five-year-old, I was over the moon with excitement about my kindergarten class’s upcoming field trip to Albertson’s. In the weeks leading up to the outing, Mrs. Dale would remind us to turn in our permission slips and then she would recount the following highlights of our impending journey:
- We would be greeted by the store manager, who would give us an official “Albertson’s uniform.”
- He would usher us to the back of the store, where we would be given an exclusive “behind the scenes” tour of the market.
- Then, the produce manager would show us where the deliveries arrived and how the fruits and vegetables were processed.
- Next, the bakery manager would take us into the magic room where all of the breads and pies were created.
- And, finally, to cap off the exciting event…we would be given a special treat, created exclusively for us.
After what felt like several years, the morning of our field trip finally arrived. To kill time (and evidently drive the rest of the bus crazy) on the 45-minute journey, my friend and I sang an endless loop of Grandma’s Feather Bed. (Don’t ask me why we didn’t visit a grocery store nearer to our school. Even in the 1960s, there were markets on every street corner. Also, don’t ask me why we chose that particular song. Even at five, I wasn’t a huge John Denver fan.)
Unfortunately, our arrival at the store marked the end of the adventure. No one greeted us at the front door. Instead, we wandered back to the meat counter, where a gruff butcher gave us paper hats in lieu of uniforms. Mrs. Dale and the room mothers were told to occupy us by pointing out the food. Mind you; while we were easily amused in the 60s, walking up and down the aisles was hardly entertaining, much less educational. And, our exclusive “treat” was a small, stale cookie…the kind that each child gets at every bakery department in America, when accompanied by an adult.
As we rode home that afternoon, I made a silent resolution. “I’m just a kid right now. So they think I don’t matter. But, someday, I’m going to be a grown-up who shops for groceries. And I am never going to spend my money at Albertson’s.”
Somehow, despite the loss of my business, some 40 years later, Albertson’s remains a viable entity. And, looking back, I doubt any field trip could have lived up to the hype. But I learned a valuable lesson that day which has served me well in my own business. Whatever your product or service, target market or budget: under promise and over deliver.
If you can’t do it, don’t say that you will. While this sounds like common sense, the concept sometimes evades sales reps intent on landing new clients. This is especially true of mountain folks, who are, unfortunately, notorious for saying they will start and finish projects in unrealistic timeframes. If you can’t start a project for three weeks, tell the truth. If you do what you say you will do when you say you will do it, your business will grow. And this is true regardless of the location of your company.
On a Limited Budget—
If circumstances arise which make it impossible for you to hold up your end of any business bargain, hire someone to help you out. While this might negatively impact your bottom line in the short run, in the long run, it will pay dividends where they matter most…in satisfied customers and glowing referrals.
The Sky’s the Limit—
If you can afford to promise the moon, then do it. There is nothing wrong with promoting the superior products that you provide. If you can afford to give away exclusive gifts, then, by all means, let your target market know about the perks. Just remember that if you fail to live up to the hype, you will most likely lose their business for life. Because that’s the way the stale grocery store cookie crumbles.
Until next week, I’ll be Bowling for Business.
This column first appeared on RIMOFTHEWORLD.net on February 21, 2010
I’ve always been rather horrified at the sound of my own voice on tape. It’s not even close to what I hear when I’m talking. I wish it was raspy and sultry, or even just hoarse like actresses Lauren Bacall, Kathleen Turner or Sophia Bush. Instead, in recordings, I sound like a slightly older, less feminine version of Potsie from Happy Days.
And though I didn’t used to mind posing for pictures, in recent years I’ve noticed that cameras no longer catch my actual likeness. Maybe it’s due to changes in digital technology? It’s a mystery to me. But, whatever the reason, cameras add wrinkles, gray hair and weight to my reflection. So whenever someone shows up with photographic equipment, I flee the scene.
All that said, despite my profession, it’s little wonder I have been reluctant to jump on the podcast and video broadcasting bandwagons. If you share any of my phobias, I have a simple suggestion for us both. Get over yourself and join the revolution!
Whereas blog writing demands at least a cursory understanding of how to string together words in order to form a complete sentence, with only a modest investment in time and equipment, virtually anyone with a larynx and carcass can run a podcast or a video blog.
The first system to enable the selection, automatic downloading and storage of serial episodic audio content on PCs and portable devices was launched in September of 2000. But podcasting might never have hit critical mass were it not for the near simultaneous release of a free music-sharing program called Napster. Motivated by a desire to procure and share free music, millions of people tapped into their inner geeks to learn how to upload and download MP3 (Audio File Format/Extension) content.
In late 2000, the courts ruled that Napster had to restrict access to copyrighted files. While this was a death-blow to the young network, it buoyed the Apple Inc. introduction of iTunes in 2001, at Macworld. The rest, as they say, is history. According to an article in CnetNews, by 2005, as many as 22 million American adults, or about 11 percent of the U.S. population, owned iPods or other MP3 players.
Once MP3s became main stream, it didn’t take long for video to follow. Three former PayPal employees created the now infamous video sharing platform, YouTube, in February, 2005, and, in 2006, sold it to Google Inc. for $1.65 billion. YouTube did for video what Napster did for audio. Suddenly, anyone and everyone could, and did, create and share video files.
Today, entrepreneurs and nonprofit directors can use these platforms to create and share their messages regardless of budgetary or technological limitations.
Blog Talk Radio is probably the easiest way to enter the podcasting arena. All you need to join the ranks of podcasters like Vehicle Vibe and FlyLady is a password and a cell phone. Once you create your online account, you call to login with your cell phone and speak directly into the microphone to broadcast your show. Sound easy? It is. But bear in mind that the sound quality of a podcast done using this method leaves a bit to be desired.
On a Limited Budget—
For under $300, you can buy all of the equipment you need to turn a rank amateur show into a professional podcast or video program. Miniature cameras like the user-friendly $129 Flip Camcorder or a $149 USB condenser microphone can be used to record and effortlessly upload to video broadcasting sites like YouTube or Vimeo.
The Sky’s the Limit—
The hottest ticket in the world of Internet marketing today is the viral video. The first video to go viral was a webcam recording of a stout young man singing Numa Numa, which has been viewed more than 35 million times. The popularity of unprofessional, humorous videos on YouTube gave advertisers the idea to create short video commercials to try to capitalize on the growing trend. The first company to do so on a grand scale was Blendtec, with their viral video campaign, Will It Blend?
The only drawback to creating a viral campaign is that it takes a lot of money and talent to make a video appear to have been produced by rank amateurs. Also, since the public is fickle, it’s not easy to predict what they will embrace. Might I suggest a thin, throaty-voiced columnist discussing the Invasion of Potsie and the Pod People?
Until next week, I’ll be Bowling for Business.
Tags: BlendTec, Blog Talk Radio, Bowling for Business, bowling on a budget, broadcasting, CnetNews, FlipShare Camera, for free, Google, iTunes, Kathleen Turner, Kathy Bowling, Lauren Bacall, MacWorld, mountain marketing group, MP3, Napster, Numa Numa, on a limited budget, PayPal, photographic equipment, Podcasting, podcasts, Potsie on Happy Days, rimoftheworld.net, Sophia Bush, the sky's the limit, video blog, Vimeo, viral video, vlog, Will it Blend?, YouTube
This column first appeared on RIMOFTHEWORLD.net on 9-28-09
Every September 24 since I could talk, I’ve told anyone within earshot that it was my birthday…family, friends, the Culligan Man. Typically, the polite, sometimes somewhat perplexed response was, “Well, then…Happy Birthday.” With that wish, I would merrily go on my way, eager to share the message with the rest of the world. In the early years, cashiers, waitresses, tax attorneys and used car salesmen would ask my age.
Thankfully, I no longer field that particular question…probably because I am old. But maybe it’s also because I no longer blurt out my birthday. This year, thanks to Facebook, I didn’t have to. When I booted up my laptop this September 24, I was greeted by dozens of well wishes from Facebook friends who responded to the Facebook-generated birthday notification. With that simple application, I became a bona-fide FB fan. (Admittedly, not everyone is a fan of this particular feature.)
According to the Facebook Factsheet, Facebook was founded in February 2004 as a “social utility designed to help people communicate more efficiently with their friends, family and coworkers…in a trusted environment.” Five years and more than 300 million active users later, Facebook is the second most-trafficked PHP (Hypertext Preprocessor) site in the world, running thousands of databases and serving millions of queries a day. Also of note, the fastest growing FB demographic is people who are at least 35 years old.
The reason FB is popular is that it is exceedingly user-friendly. Anyone with even a cursory understanding of how to type on a keyboard and upload a photograph can use it. And, like all successful social networking websites, Facebook is free. Although it might have initially appealed mostly to people who wanted to reconnect with faraway friends, it has slowly emerged as one of the premiere ways for business men and women to exchange ideas and share information.
According to the Social Media Bible, the reason for the transition is all about networking, “By developing and cultivating networks, your organization can create an opportunity to develop the trust that may result in more sales.” Just like in the real world, relationships that start off social in Cyberspace sometimes lead to business deals.
Consider one of our clients at Mountain Marketing Group. He set up a Facebook account about a year ago, at the urging of a high school buddy. “At the time, I had no ulterior motive for setting up the account. But it was easy and free. So I figured, ‘Why not?’”
Initially adding people to his network only if he knew them in the real world, Dave eventually started broadening his horizons by including friends of friends. Within a few months, his network numbered in the hundreds. Since many of his Facebook friends have hair, they sometimes need cuts and color. By casually mentioning a fundraising cut-a-thon on one of his posts, he said the “accidental advertisement” convinced several people to make the leap from casual Facebook friend to real world hairstyling client. And Dave is hardly alone.
Consider the sitting president. Many pundits attribute the success of his campaign to the way he and his team leveraged social media. According to his publicists, “The goals of the campaign were to increase our number of Facebook fans; raise awareness of NYTimes.com as an interactive news center; and engage the Facebook community in a conversation about the election outcome.”
What’s more, Obama’s social media strategists said, “We increased our number of fans more than three times in just 24 hours — from 49,000 to 164,000 — and in the process far exceeded our 2008 goal of 100,000 fans. Possibly the greatest success of this campaign, however, is that our fans continue to rapidly grow…into a powerful, free word-of-mouth network that we will leverage for future marketing messages.”
Facebook has been equally effective for apolitical non-profits. According to a recent post by Rob Bergfeld’s SmartBlog on Social Media, the online director of the Lupus Foundation of America (LFA), Wick Davis, said that LFA’s Facebook strategy increased donations by 790 percent. Yes, you read that right…790%.
By setting up a simple Cause application, Davis said, “When I took over as the admin for the Lupus Foundation of America’s cause in Facebook in mid-January 2009, our cause had less than 3,000 members, and had raised $630. Since I had no idea when our Cause was created, I had no idea how long those figures had been at that level. I’m pleased to share that as of today (6 months later) LFA’s cause now has more than 21,200 members. And during that same 6-month timeframe, we’ve raised a total of more than $5,700. And those figures only represent LFA’s ‘official’ cause in Facebook.”
So, whether your goal is fund-raising, building a virtual farm, poking people just for the heck of it, generating traffic for an industry event, or announcing your birthday to the world, the answer is at your fingertips. Just do an About Face.
Until next week, I’ll be Bowling for Business.
This column originally appeared on RIMOFTHEWORLD.net on Sunday, September 13, 2009
Whenever I’m tempted to drone on in blogs and columns, I remember a particularly disturbing episode of the Twilight Zone called The Living Doll. In it, a talking doll named Tina has it out for her owner’s father, played by Telly Savalas.
Maybe her hatred is due to the fact he is bald. Or maybe it’s because he has a hideous mole on his face. Or perhaps it’s because he’s the only one who can hear her deliver eerie lines that are not a part of her programmed vocabulary. No one knows for sure.
Whatever the reason, Talky Tina spends the entire episode making Telly angry. In fact, by the end of the show, in a desperate attempt to shut her up, he forces her tiny plastic head into a vice grip and cranks away.
If nothing else, the show serves to remind me to stick to the script when it comes to writing or speaking in public. After all, the inspiration for the doll was Chatty Cathy.
But it’s hard to find the balance in blogging. The word “blog” sounds a lot like “blah, blah, blah.” And that generally communicates the idea that you should keep talking regardless of whether you have anything valuable to say.
In the early days of the blog, pioneers staked their claims with long, verbose diatribes. At the time, only a few writers were contributing to the blogosphere. Content was scarce. So people were patient.
In the intervening years, an era most social media pundits refer to as Web 2.0, the blog has became the quintessential tool for personal and business communication.
According to Wikipedia, in December 2007, the blog search engine Technorati was tracking more than 112 million blogs. At the speed of web, that number is probably into the billions by now. So how have the rules changed? Is it still important to blog? Why bother? How can that many people have so much to say?
When it comes to electronic communication in 2009, it all boils down to this:
The Good, the Blog and the Ugly
I believe it’s still important to maintain a blog in today’s business climate. Where business owners once hired professional website developers and designers to create state-of-the-art electronic brochures of their companies, and allowed those six-figure sites to rot in Cyberspace, the new order of the day is to slap something together and post it before the URL has time to rank.
Good is no longer measured in terms of a pleasant aesthetic. Today, most people are comfortable surfing the web. In fact, World Internet Usage Statistics puts the number of active Internet users at 1,668,870,408.
True, it may have taken most of us awhile to catch up with the early adapters. But we learned. And, now, we recognize that highlighted words are hyperlinks and widgets are click-able windows that whisk us from one world to another. So, we are no longer content to spend time on a single site. I call it Digital ADD.
The solution? If you can’t beat them, tweet them. Set up a website or blog as the hub of all of your information. And then, create several smaller sites that point back to the hub. In our advertising and public relations agency, Mountain Marketing Group, we explain the strategy like this.
Your blog should serve as a large body of information, like a lake. Social networking sites are like tributaries and streams that ebb and flow back to the lake, which is the source of your information. Since people want to click, let them spend their time clicking inside your site. And while they’re there, the best way to share your point of view is with a well-constructed blog.
How do you write a blog that people will actually read? When she first started blogging her way through Julia Child’s cookbook, now acclaimed author Julie Powell said that it felt as if she was sending her initial posts into a giant abyss. Was anyone reading? Did anyone care?
This is the litmus test for whether or not you have anything worthwhile to say. Is your heart beating? If so, then you have what it takes to create content. You are uniquely you. Only you can tell your story. Only you can sell your product.
So be bold. Blog. Be short and sweet. Talk to your readers as though they were sitting across the table from you. Tell them what you would if you were chatting in person. My clients hear this charge, often.
Be who you are in the real world. Just do it in Cyberspace.
Now that I’ve (hopefully) emboldened you to blog, let me touch on what not to do.
- Don’t pretend to know everything. You don’t. And everyone knows it. When they read your blog online, they are only a click away from checking every detail that you share. So be authentic.
- Don’t write long narratives without breaking up the copy with images, videos, hyperlinks and bullet points. If all your readers see is a sea of copy, they will quickly click away.
- Don’t forget that your words will live on in infamy. One of the authors of groundswell, equates trying to remove something from the Internet with attempting to retrieve pee from a swimming pool.
Don’t ignore your readers. Provide a place for comments. And when readers write, give the courtesy of a reply.
Whatever you do (and this is probably the most important tip of all), don’t irritate Talky Tina.
Until next time, I’ll be Bowling for Business.
Tags: blog, Bowling for Business, bowling on a budget, Chatty Cathy, groundswell, julia & Julie, julie powell, Kathy Bowling, Living doll, mountain marketing group, Social Networking, Talky Tina, Technorati, Telly Savalas, the blog and the ugly, The good, Twilight Zone, world internet usage statistics
Since the nature of a blog is to point to valuable content threads, found anywhere on the web, I’d like to provide my readers and clients with information about the most common question I recently hear, “What exactly is social media and how can I use it? Should I use it?”
- Login and create a persona on several social media websites. Which ones? Take your pick. Some of the most popular are LinkedIn, MySpace, FaceBook, Diggit, Reddit, Flickr, Plaxo, StumbleUpon, Plaxo, Twitter and PhotoBucket. This list is by NO MEANS exhaustive. The number of social networking sites multiples by the millisecond. So try to choose the ones you find most convenient and most compatible with whatever product or service you are trying to sell.
- Keep your user names consistent from site to site. One of the main reasons for creating online personas is to boost search engine optimization. When meta crawlers search for the number of hits relative to your username, it will only tabulate consistent names. If your preferred username is not available on any one site, go to another. They are a dime a dozen. So it should not be difficult to find another suitable platform.
- Provide content. Make your point as quickly as possible. Then politely sign off.
To that end, let me take this opportunity to end my post. If you want to read some more suggestions about easily implementing social media, follow the leader.
Tags: blog, Business Tips, communication, content, content threads, diggit, Facebook, flickr, Internet Marketing, invitation marketing, myspace, online persona, photobucket, plaxo, push vs pull technology, reddit, Social Media, stumbleupon, Twitter, websites
So I keep having the same conversation with various clients. Everyone wants to know how to use social media to promote business. Basically, the best way to do this is to be who you are when you are meeting with people one-on-one, only do so on a larger scale.
In other words, if you own a hair salon (like my clients Dave & Sylvia), you probably share tips about haircare while you are working on clients’ hair. I know that this is true because I am always asking Dave how to tame my flat, quickly-graying crown. He gives me advice about which products to use, how to blow dry and take care of my hair.
I value his suggestions and trust them for several reasons:
1) He is a professional.
2) He is great at what he does.
2) We have built a relationship.
The great thing about social media is that it allows business professionals to do these same things on a larger scale. Why not just post the same types of tips and suggestions on a blog, Facebook, in Twitter or on your own company website? Thanks to relatively inexpensive and easy-to-use technology, anyone can become an “expert in the field.”
So don’t sit back while your competition dives in. To borrow a popular advertising phrase, “Just do it.”