Category Archives: Business

Business, Marketing

Change Can Be Extremely Dangerous In Business

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Change Priorities
Christine ™ / Foter / CC BY-NC-ND

As the old saying goes, “If it ain’t broke, don’t fix it.” Yet in the 21st century, its common to find businesses and blogs that distribute content constantly change their identity, products, or process behind the day-to-day operations. While the terms “revolutionizing an industry” and “innovation” are becoming the first tagline you hear when someone presents their business or products, being traditional or being innovative within reason really should be the strategy moving forward. Change in a business can be a good thing, but only when consumers react well to it.

Marcus Lemonis, who stars in The Profit on CNBC, always reiterates the importance of people, process, and product. If the process is broken it can affect how the product sells and how effective and valuable people are in their respective positions in the company. If the process isn’t broken and customers continue buying a business’ products, or viewers return watch or read content from their favorite blogs or vloggers, there is no reason to experiment to make a change. The time for experimenting was when the business or blog was getting off the ground, not during the time when your customer base is growing, or your following on social networks or blog is expanding.

Too often the business owner decides that the business needs to go in the direction that they themselves want, but all they’re doing is tainting their image and will lose customers who may never return. Consumers of any sort don’t like drastic change, especially if they enjoy what your business or blog has to offer. This also coincides with consistency. If you’re consistently posting content, and then abruptly stop for a few days, you’re not only depriving your following of something they want, but you’re giving someone else who has a similar blog the opportunity to steal your followers.

If you’re an individual blogger or a very small business, and the process behind how you operate on a daily basis is working, there is absolutely no reason to make a change. Sure, you can be more aggressive when it comes to promoting your brand, but as long as that doesn’t affect the process, you can make those necessary changes to grow your customer base.

As business owners, we see our business as something we have total control over. While that is partially true, the consumer does have the final say in how many changes you make to the business, it’s product, and process. If your blog or business is growing at a steady rate, but you want to grow exponentially, you must analyze what is currently working and put forth the energy to kickstart the growth. Remember, while it is your business, its your customers that ultimately help you pay the bills. You may want to go in the direction that you see fit, but if your customers’ visions don’t align with that, you’re going to be in for a surprise when your sales figures begin to falter or the number of views on your blog’s content begin to diminish.

You are in essence creating a tradition to go along with your brand. While your brand is what defines what your business is and how its different from other companies in its industry, the tradition of being loyal to your customers will be what carries your business to the next level. To take a page out of Marcus Lemonis’ book, the people, process, and product are the most important aspects of a business, and its your brand and tradition that defines who you are and is the image your customers see when they buy your products or visit your website.

Business, Marketing

Branding A Hobby: Why Simple Marketing Is Worth The Investment Of Time

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In this day and age of blogging, vlogging, Youtube channels, and social media platforms, people can turn a weekend hobby into something more serious, that if there is a demand for it could lead to bigger and better opportunities that could result in making a profit. Many of these hobbyists continue chugging along, putting countless hours into something they love, but have a hard time getting noticed due to bigger or more experienced blogs, bloggers, or Youtube channels. To remedy this, there are resources and tools at the disposal of these people to help grow their following base, and create that interest that’s been lacking without simple marketing techniques.

Because you’re on the Internet, social media is the best way to go when creating exposure. Also known as social media marketing, sharing content on your social media platforms that connect to your blog or YouTube channel will pay immediate dividends, especially when it comes to Twitter. Hashtags can be used to reach like-minded individuals who are actively searching for content in that particular hobby, and you can connect with those people as well to grow a socially engaged audience. By posting on Twitter, you’re also putting out content that could be read by companies or professionals in the industry that your hobby is a part of, something that you can’t do on Facebook as easily since you’d have to look to advertising.

Twitter alone can be a powerful tool to help grow a following. With Facebook, you can share not only your content but the content of other blogs and businesses in that field. Commenting regularly on posts and giving out quality, well thought out opinions can also create exposure, as other commenters might be interested in what other information you could provide. But don’t spam these Facebook pages with, “Like our page” or other generic comments that could prove to be costly in both the short and long term.

The biggest mistake some Youtubers make is that they don’t promote their social media pages. A majority of the views videos get on Youtube are from people who don’t have Youtube accounts of their own, which means they won’t be subscribing and will not receive notifications when you post a new video. That’s where promoting your Facebook page and Twitter account is important. At the end of each video mention your social media accounts and what they offer that might be different from Youtube, give them a reason to follow. Make the viewers aware that you’re on other sites where you can be reached or followed anytime, anywhere.

The 21st century has been very kind to hobbyists, and it’s important to take advantage of the opportunities technology has given you. Social media marketing takes some time and effort, but if you’re willing to put in the time to post blog articles and YouTube videos, you certainly have enough time to grow a following on social media and get the exposure you deserve.

Business, Marketing

Finding Your Niche And Sticking With It Is The Key To Success

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Business owners, vloggers, bloggers, and websites all thrive on one thing; being the masters of their niche market. For some, going mainstream and facing the giants of an industry that’s already saturated can work, but unless they bring value to the consumer they’re going to be overlooked. While everyone goes macro, small businesses and individual bloggers must think micro when starting out. Being unique is what gets exposure, and the creativeness and passion behind what these people are trying to accomplish will show much more than those who are subconsciously more concerned about acting like or competing with the big boys.

A niche market is often overlooked by the conglomerates, bigger websites, and blogs, which opens the doors for the individual writer or small business owner. When you find that niche and get a good foothold on it, you must stick with it and grow your following and customer base without changing your identity. Too often after a year or two of success, these small businesses and blogs begin to get overconfident, and reach for consumers or viewers who are not part of the original niche they were marketing to. This eventually leads to loyal customers leaving, and what you’re left with is a blog or small business that is directional-less.

You may be the captain of your ship when it comes to your business or blog, but it’s the followers and customers that steer it. Ultimately it’s them who take your niche market and grow it, not the other way around. When you get that strong loyal group, listen to them and they’ll help you get more exposure. Remember, your decision to enter a niche market has given you the opportunity to grow your business or website into something more, and if you try growing it yourself and go in the wrong direction, you’re going to have many followers and customers, but they won’t be loyal nor profitable in the long run.

Niche marketing can be profitable. If your content or products bring value to the consumer they’ll return, bringing more people with them the next time they visit your store or website. You built a community that was unique and brought like-minded individuals together, and now that community is growing on its own without you forcibly marketing to multiple groups. The niche market you got into has brought in niche consumers, and that’s how you become successful, by naturally building off what you started and what the consumer continued.

Business, Marketing

When Is It Time To Own The Content And Information You Share?

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You’ve probably been in the lunch room during college or at work and hear the smart person quoting other people’s work, but because no one knows what that person is talking about, he or she is deemed smart. The same can be said for bloggers, and in this case, it’s extremely important to not just quote other people’s work without putting your own two cents into the conversation and topic. Bloggers and aspiring professionals in a particular industry must separate themselves from the endless amounts of books they’ve read and start owning the knowledge they have while also giving credit to where it’s due.

I’ve mentioned before in a previous article that I am a follower of Gary Vaynerchuck. His insight and knowledge in the social media marketing world has been far ahead of everyone else’s, as he’s made bold statements concerning certain social media platforms and a few months later he’s correct. He also has a weekly vlog and podcast that answers viewers’ and listeners’ questions, which in the process answers the questions I have on branding my own business and blogs. In conversations with friends, I give credit to the knowledge I share to Vaynerchuck, but I don’t quote every word.

What Gary and other entrepreneurs who have blogs and share content have done is laid the foundation for further expansion and vertical growth. The minute I don’t put my two cents in, and expound upon the knowledge he’s sharing, I’m stunting my own professional growth while also showing my audience that I can’t think for myself. Bloggers are in a sense entrepreneurial, in that they’re willing to work hard to display their talent in a particular industry and grow their passion into something more than a hobby. With that said, many bloggers only quote others and do not put their opinion into the topic, making them no different than someone else’s blog and cheating themselves out of the opportunity to share an opinion that could change the industry they write about.

For the car enthusiasts out there, you’ve most likely read countless articles with the same opinion towards Cadillacs. Whether these beliefs are true, why isn’t there a blog or news outlet that test drives their cars, writes an accurate review, whether it will change the mind of the reader or not, and go against common belief.

The lack of personal input is why blogs fail. Yes, SEO, social media, and writing content consistently will get you noticed, it’s the unique content that brings value to the reader that creates a loyal following and growth in views and exposure. Own the content and information you’re providing. If there is an interesting news story or article in an industry that excites you, put your opinion or input into the content that you share. Not only will that make for a better read, but you now have a double-dose of content for the reader to digest; the original content and the two cents you provide that will make the viewer think about their biases.

Bloggers have the opportunity to be innovators and entrepreneur-like thinkers. Use the social media outlets and blogging tools to help promote your content. Don’t be that person who is considered smart because you can quote big words from a book, be insightful while also being smart. Give the reader quality content and they’ll return. Being unique is how people remember who you are, and always have that mentality whether you’re a blogger or a business owner.

Business, Marketing

Small Businesses Can Learn A Lot From Colonial Entrepreneurs

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shopping @ the greenhow store
happy via / Foter / CC BY-NC-ND

If you live in or near a city that was a major hub for one of the Thirteen Colonies, there is much more history to learn that doesn’t pertain to the Revolution, but more importantly how small businesses operated in the 18th century. While I know there will be a few who will roll their eyes because there is the perception that these business methods are outdated in the 21st century. That attitude couldn’t be more wrong. The way these entrepreneurs lived and worked on a daily basis can easily be applied to how we conduct business with other small businesses today.

In the 18th century, what was marketing? There was no yellow books yet, newspapers were only a handful of pages thick at best, printing presses were just becoming the revolutionizing method of the distribution of news, and the town cryer wasn’t one of those TV marketers who yells at the screen to buy the product now. So how did small businesses acquire clients, besides being on a street with a lot of foot traffic? It was being selfless, while also looking to gain a profit for themselves.

In a day in which we all want everything, and have this attitude as to what the other person can do for me, business owners and entrepreneurs of the 18th century were more concerned about helping their neighbors and fellow business owners than we are today. Small businesses were connected through the needs that they offered and services they provided. If the butcher needed clothes, the small clothing store made them and delivered it to him; and when the clothes store owner needed meat the butcher would then help that individual.

While this sounds like one of those feel good stories where everyone in the town is all wearing smiles, there is a process to this way of business that supersedes the business transaction itself. Both stores and business owners will get exposure through word of mouth. If someone asks the butcher where he got those clothes, he refers that person to the clothing store he got them from, and the business cycle continues to spin from there. In the 21st century however, we’re more concerned about making the quick business transaction, cash the check and move on to the next client. By building strong business relationships with other small businesses as the colonials did, the endless referrals from that happy customer will be worth more than the ROI on a marketing campaign.

Even in the relative modern world, during the 1920’s and 1930’s, this way of business was still alive, and the endless cycle of helping the business owner next to him, which created referrals and exposure for both companies were highly effective. When big businesses took over, we all lost what American entrepreneurship and business was all about. Yes, it was nice to make a profit off a client, but by helping the fellow businessman, these entrepreneurs grew their customer base because the butcher’s customers would then buy clothes from the clothing store, and vice-versa. There was no need to spend a few thousand dollars on a marketing campaign when their real marketing was through being active in the local community and by shopping in local stores.

People will say that those days are over due to distribution of work and how less connected we are, despite the fact that the internet and social media were supposed to make us closer. If you’re a small business owner, and a fellow business owner asks for your services, don’t just see the cash that you’ll make, but find a way to help that business owner too. We all discuss how important it is to make a lasting impression, and by helping someone who didn’t ask, this will leave a lasting impression that helps your business and that other person’s business as well.

The key to being successful is to be selfless and give back to those who are keeping your business dreams alive. 18th century history probably put you to sleep in class, but the way those people conducted business and their lives is certainly worth looking into and learning. Just remember, without those first entrepreneurs, none of us would be where we are today.

Business, Marketing

When Is Subscription Based Content Really Necessary?

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RSS Subscribe button
Scott Monty / Foter / CC BY-NC

If you’re a blogger, entrepreneur, or experienced professional in your niche market, when is it the right time to implement opt-in forms and pop up subscription ads to grow your following base? This question is brought up by a lot of novices, and even people who’ve blogged for a while want to know how to gain an upper hand on competition, or as Gary Vaynerchuck says, they’re looking for the right hook.

Being a follower of entrepreneurs and fellow marketers, how I subscribed to their content were all different. For some, it was through word of mouth and being recommended by friends or family to read articles from people who provided invaluable insight. Others, such as Gary Vaynerchuk, had such great content that they were willing to share without forcing readers to give e-mail addresses. This certainly made a lasting impression, as the quality of their content is what kept me coming back for more, and not because there was exclusive content offered. For the remaining few, I subscribed because there would be no other way to view their full content and insight.

I’m personally a believer in the idea of posting quality content that attracts readers and followers, and with that quality content, those readers voluntarily subscribe. As a reader who is hungry for knowledge, I’m turned off by the pop up opt-in forms, which is one of the reasons why I don’t go subscription based at this point in time with my own blogs. Anyone can add an opt-in form to their site, but very few are able to post content that is valuable to the consumer of that content. It’s one thing to get views, but it’s quite another to have that viewer continuely come back over a period of days, weeks, and months. It’s safe to say that a loyal follower who visits your site every day won’t need a subscription to learn of new content, unless you’re exclusively on YouTube.

Social media has certainly played a role in how people learn about a blogger or entrepreneur, as Facebook and Twitter have become the extended arm of a subscription button. While it’s nice that you have thousands of e-mail addresses on a subscription list, how many of those e-mail subscribers are opening and reading them?

This is why I’m more focused on quality content. The quality of my work is what’s going to drive traffic to my sites and social media accounts, and while I post on WordPress, the subscription tab is always there for people to voluntarily sign up for updates.

In the final analysis, I feel that the people who play the subscription card too much come across as a pushy marketer that consumers can’t stand. If you have insightful and quality content on your sites, you’ll have a more meaningful group of followers who are willing to interact, share, and recommend your content to their friends and family.

Blogging, Business, Marketing

Social Media Is So Much More Than Likes, Retweets, and Endless Statuses

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For us millenials, social media can have many different meanings. It could be used for keeping in touch with friends, chatting with other people who share our interests who may live across the country, or marketing for our own businesses or companies we work for. But when it comes to how we use these platforms universally, we’re cheating ourselves out of growing as individuals, maybe not in a social sense, but in a business and career sense that can propel us to levels previous generations could only dream of.

Most likely you’ve had a hobby or passion, but never made it into something more, such as a career. For instance, being from Boston I was an avid Boston Celtics fan, and some of my friends described my fanhood as unhealthy. For years I watched basketball, constantly learning every aspect of the game which made me grow as a fan to a journalist. After starting my first ever blog, Bostonbball.com, I began writing constantly and growing a following that eventually led me to an editor job at HardwoodHoudini.com, which is a blog on the Fansided Network.

Eventually it was time to move on and that’s where my passion for marketing grew as I picked up experience from running social media accounts for my own blog and the blog I was an editor for. The path that lead to me to marketing, and later starting a business, wouldn’t have been paved for me had I not used social media to my advantage.

Some of you may be reading this who have a hobby or passion, and speaking from experience, I say start writing about whatever it is that makes you happy. Become the guru, a leader, the go-to man of your hobby and begin to acquire a following. Make yourself an expert in your field and people will notice.

With social media, your articles and small blog posts can be shared across the globe, reaching people that would have never heard your name otherwise. We have an opportunity, more than any other generation, to make a passion into a career, as long as it can be sustainable and profitable in the long run. Sites such as Medium, WordPress, and Tumblr can help distribute your content, and don’t just rely on one site, use them all! Someone who read your article on Medium may have never heard of your blogs on other sites, and right there you may have just acquired a reader and follower for life.

As an entrepreneur, and someone who wants to help others pursue their dreams and goals, I share this info because as a generation, we don’t use social media correctly, or in reality we use it selfishly. If you want to be selfish, share the content from your blog posts and start showing your friends, co-workers, and followers that you have experience in your field and that you are worthy of their attention!