Tag Archives: SEO

Marketing

Marketing Your Business Or Product Through Storytelling

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BuzzFeed
Scott Beale / iWoman / CC BY-NC-ND

In this day and age, the last thing you probably want to see from companies is an annoying ad that jumps on your screen that slows you down from watching a video or reading an important article. We’re now living in a time where businesses don’t have to waste money marketing with written ads, TV commercials, outdoor marketing, or even email marketing, which has seen a decline in effectiveness since social media’s emergence. With that being said, these same businesses can make a two minute video that captures your attention and emotions towards a particular product and make those two minutes worth your time. However, businesses don’t capitalize on storytelling, despite the fact that they have all the tools at their disposal.

Toyota paired up with Buzzfeed to create a funny two minute video comparing your first car, which was probably a lemon, and your real first car that’s new, clean, and cool to look at. By comparing how we treat both cars, any driver can relate. My first car had no power windows, no power locks, and a horrible sound system. I didn’t care if was clean on the outside, all that mattered was that it drove. But when the new car came around, you can believe that there were strict rules about eating and drinking in the car. This video was promotion for a Toyota Corolla, and by creating that emotional connection, viewers could easily relate. Plain and simple this was a car ad masked by using Buzzfeed to help promote the car by telling a story.

The question that I’ve asked myself is why aren’t other car companies or even businesses doing this? It’s one thing to create a cute 30 second TV commercial, but it’s quite another to get a reaction to a longer, well thought out video that gets immediate results. I’m not interested in a Corolla, but for 20 somethings who are in need of a car, they may consider buying the Toyota because of Buzzfeed’s marketing and storytelling that got the viewer thinking and made them reminisce about the old days.

As a business owner of a web design company, BostonWebWorx, I know the difficulties of trying to create a website by yourself. It’s not easy, and most web design books don’t help because they assume that you have some understanding of the basics, which we all know we weren’t taught in school. By once being that teenager trying to create his first blog and spending more time on the appearance than the content, I know that feeling and frustration. With my business and team I’ve assembled, web design has become very simple, and best of all, because we use WordPress designs, there’s less hassle and no headaches for you. Google analytics and SEO are already taken care of, and if you want to change the content a few months later you can easily do so when you log into your account.

Because I can relate to the customers, I know where they’re coming from, I understand their frustration, and I can offer them a website they’ll be excited about. Just as the Toyota Corolla ad through Buzzfeed, they knew who they were targeting, understood their frustration, and offered a solution by showing off their Corolla to the audience they know are in need of a car. That’s how you market through storytelling. Most ads that you see on TV don’t create any connection which is why they don’t see a strong ROI. You need to tell a story, and with social media and Youtube you can accomplish that.

Business, Economy, Marketing

Is Social Media Becoming The Digital Golf Course For Business?

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Golf Course: West Virginia

Golf Course: West Virginia

The Internet and social media have changed how we do business, connect with other professionals, and communicate within the digital world that has been created and continues to evolve today. Prior to Facebook, Twitter, and Linkedin’s existences, business was conducted through multiple avenues that required one to either travel, visit an office, play on a golf course, or have lengthy discussions on the phone or in person. Today, business decisions can be made with a click of a button, instant messaging, talking back and forth on social media platforms, and video conference calls. While many still do business as if it was 2003, heading into 2015 there are more time and cost efficient ways that can close deals within minutes.

Marketing isn’t what it used to be. What was once a “push and sell” philosophy has become more personalized and down to earth where both sides of a deal need to be familiar with each other and create a business relationship. That wasn’t completely necessary in years past. We live in the social media age where everything has become “social”. You can connect and follow a CEO who runs a business a few blocks down the street from where you live, and almost instantly create some form of a friendship through mutual interests if communication takes place.

Yes, this seems like something out of elementary school, but as Gary Vaynerchuk, who is the founder of Vayner Media and turned his father’s $3 mil wine business into $60 mil, has said repeatedly over the years that we’re seeing a youth movement in our society. A 40 year old man twenty or thirty years ago acted much older than a 40 year old in 2014. When adults are texting “LOL” and “OMG”, using hashtags, and talking about their favorite athlete or sports team on social media, you realize that how we socialize today can also shift how we market to multiple generations tomorrow.

The beginning stages of conducting business have been made on social media in the past, whether that’s B2C or B2B. When a 21 year old can talk to a 35-40 year old business owner on Twitter or Facebook, the foundation for a virtual interview is there. When that 21 year old who is an aspiring or current business owner starts talking with that experienced entrepreneur, a business connection can be made and it could lead to business transactions or a possible interview for an internship or job.

We are living in an amazing time. While you’ll say, “That doesn’t happen in business” it already has and will continue. Even in B2C marketing, Twitter has become the platform for businesses to offer their services to customers who might need it. I’ve seen business card offers, web design, SEO, advertising, and marketing pitches on social media, not just Twitter. Thinking that business can only be conducted the way it’s been for the past 100+ years in backwards thinking; we’re now heading into 2015.

The sooner we see the endless possibilities social media has, the sooner we can start advancing ahead in our careers, begin to build business relationships with people we may never have met, and grow strong business connections that not only benefit those your business’ services can help, but also get you loyal and lifelong customers and clients.

Blogging, Business, Economy, Marketing

Reddit: Are You Willing To Take A Journey Into Uncharted Waters?

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Reddit logo
Kinologik / Foter / CC BY

Recently I’ve been experimenting with Reddit, which I will now refer to as the site where SEO gets a dose of steroids. What is a combination of social media, and as Reddit describes themselves “The front page of the Internet”, I’m a little leery of using this site on a daily basis until I fully understand the ins and outs. However, if you’re willing to take the plunge into uncharted waters, at least prepare yourselves for what could either be the greatest thing you’ve ever done, or something you wish you never experimented with.

Reddit frowns upon self-promotion by posting content that you’re directly related to, and for good reason due to the possibility of spamming. But there is another good reason for this that may not have been the initial intent by the site’s creators. When you post your own content, you’re fully exposing yourself to the elements and the community that Reddit has. This isn’t Facebook, Twitter, or Instagram, this site is everything your parents or elders told you about the real world, it can get very cold and hostile. You risk the chance of being eaten alive, and it’s not because of the content you post, but because Reddit reaches 10 million people a day, there’s the possibility that you get viewers and readers who are not part of your niche market.

As a blogger of another site, I posted a few older articles for testing purposes to see what the response would be, and whether I’d gain more traffic. I got traffic alright, a few hundred views within an hour, but unfortunately it didn’t reach the people I really wanted. When you post a link, you have to submit it to a Subreddit, which is similar to a category, Google Adword, or hashtag, but these Subreddits are communities. There’s no way around them, you have to send your content to one of them. And this is where the problem lies.

Despite what I had read before signing up, it’s not as easy to curate your content to niche markets depending on what you write. Business, marketing, and economy related content works great, however these Subreddits have strict policies on self-promotional links. Other topics such as hobbies can easily be placed in the wrong categories and Subreddits that reach people who are not in your target audience or niche market. Unlike Twitter and Facebook, the Reddit community is a completely different group that can either be your best friend or worst enemy.

From a business standpoint, I’d stick with SEO and social media marketing, excluding Reddit, unless you’re going there to be part of a community. I’d be very careful as to what I’d post when it comes to your specific business. Back when MySpace first came out, parents were very concerned about kids exposing themselves to the Internet to a bunch of strangers, and while we can all laugh about it now, I as a millennial am concerned about Reddit because it’s so different from Facebook and Twitter.

I’m not writing this to completely discourage you from joining or giving you a false impression of Reddit, but there does need to be a warning label that comes with it when you’re trying to grow a following or sharing your own content. For some of you, it might be the best experience and decision you’ve ever made and some people are thriving off it, but if you’re trying to target a specific group of consumers or audience, there is nothing wrong with sticking to Facebook, Twitter, and SEO.

In conclusion, if you’re a blogger who is trying to reach a big audience, you can see exponential growth and notoriety within a day, but if you’re a niche blogger you risk having your content being read by people who you have no interest in reaching. It all depends on what your objective is when using Reddit. Personally, I will stick with more conventional forms of marketing and content sharing until I fully grasp Reddit and it’s community. Again, I’m not saying it’s bad, but just be careful if you are interested in joining. It’s powerful and I saw an increase in exposure, but not all of the results were positive.

Business, Economy, Marketing

What Are Your Thoughts On SEO and Social Media Marketing?

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The Apple Iphone 3GS gets a Phone.
Ninja M. / Foter / CC BY-NC-SA

There are plenty of discussions out there that you’ll find on the Internet and on social media platforms discussing SEO, social media marketing, and what would be better for marketing. But rarely, if ever, do people who start the discussions ask the audience, group members, or loyal readers what they prefer, or what’s working best for them. Self-proclaimed social media gurus live and die by social media marketing, but they never ask marketers, business owners, or even the individual blogger what social media platform is bringing in the most traffic. SEO has proved to be effective for businesses, but how effective?

As we all know and have heard, what works for one business, might not work for the other. Some industries thrive off of social media platforms such as Facebook, Twitter, and Instagram, while other, more traditional industries still get their best results through SEO and websites. Bloggers can also be part of the discussion as the topic they write about greatly affects how their marketing approach will be. When it comes to talking about products, web based content would be most preferred with social media reinforcing the content that is being shared. Law offices, doctors offices, and other services that can’t be explained through pictures and 140 character tweets would fair better by using SEO and websites filled with content to ensure the potential customer that they’re making the right decision.

So what are your thoughts on SEO and SMM? Which do you prefer and why? Do you incorporate both into your marketing strategy? Which is seeing better results? It’s one thing to say social media marketing is better than SEO, but it’s quite another to hear what’s really being the more effective strategy for small and big businesses alike. Understanding what’s working best is how everyone can profit in the end. At the end of the day, both SEO and SMM are taking up your time and money, but which one is worth the investment? Finding out what works best will save you a lot in terms of money and time, and with marketing being an integral part of a business strategy, it’s every important to learn what is working best in your industry and what isn’t.

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

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.