Tag Archives: SEO

When Is Subscription Based Content Really Necessary?

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.

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

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!

The Information and Resources Needed To Succeed Is In Front Of Us

Not a productive workspace
boltron- / Foter / CC BY-SA

Whether it was studying for a history test, searching for information about your favorite car, or wanting to pick up and learn new moves on the basketball court, all the answers and resources were right in front us. The same can be applied when starting a business or making that hobby into something more. Sports teaches us a lot, from where hard work and dedication gets you, to learning the importance of teamwork and going through adversity together that makes you stronger as a team. Yet there is one aspect of our love of sports that’s never applied to in the real world, our answer to someone telling us we can’t.

In the business world we’re constantly told we can’t; we can’t compete with the big companies; we’re not going to acquire clients because the more experienced business will attract them with their flashy website or ads they use. It wasn’t too long ago when we were in high school and felt the disappointment of not making one of the sports teams. However, even without consciously thinking about it, you got back up and started playing pickup basketball, or got a group of friends together and played a game of tackle football. You said, “Yes I can”, to the coach and the players who made the team, but you also continued to pursue what you loved, playing the one sport that made you happy despite not being a good player.

In that time your love for that sport grew, and it didn’t become a chore because that’s what you loved to do, which showed to the people around you. You might ask how this relates to business. In business, you’ll always hear the word no or you can’t because you weren’t gifted with an ability, or you didn’t have the right qualifications because you had the wrong degree. However, just as with sports, this business is your passion, and you’re willing to learn whatever is necessary to make it work. That information can be researched on the Internet, but the resources that are at you disposal that can make your dreams a reality are already in front of you, but you have to make it work.

For the kid who loved basketball, all he needed was a basketball court, sneakers, and hoop to continue playing the sport he loved, even if he didn’t make the team. Or the car enthusiast who loves talking about the newest vehicles on the road, has endless videos on Youtube to watch, countless magazines to read, and may even have a few cars at his disposal to drive and write a few reviews on to show his knowledge in that field.

Small businesses and aspiring entrepreneurs have resources in their fields that can help them become experts and experienced companies and business owners. The idea that you have to be an expert from day one is a lie. For those who scratch and claw their way to success, they’ll be better for it in the end because they went through those battles and experiences. What kept them in the game was the passion to be successful in something they loved.

Not Having A Website For Your Business Is A Costly Mistake

Boston Web Worx

Boston Web Worx

In the age of social media, Yelp, and Angie’s List, some might think that websites for small businesses may have lost their effectiveness, but that belief couldn’t be more wrong. As an owner of a web design business, BostonWebWorx, I’m constantly looking for businesses that desperately need a website or a redesign, but more often then not, I’m noticing small businesses, especially in the contacting industry, just advertising and using Yelp, Angie’s List, and the Yellow Pages. While it seems that business owners have bought into the social media age, they’re missing out on one key component to a marketing strategy that helps them stand out, a website.

The biggest issue with this is the fact that these companies are just one of millions trying to compete with others who may have a better looking profile on these sites. Not only are they competing for clients, they’re competing against themselves to have a more enticing profile, and that’s a complete waste of energy. There is a belief that since we are in the 21st century, websites have become obsolete because a Facebook or Twitter profile can provide all the necessary information for clients and customers. But with this attitude and flocking towards modern marketing, the door is wide open for a strong, classy website that portrays you as a professional business that exudes experience and class.

Anyone can create a good looking Facebook or Twitter profile by having a nice cover and profile photo, and a strong statement consisting of 140 characters, but the real selling point is when you show your client that you’re offering much more with a quality website. You’re showing that you’re not some young social media marketer behind the scenes posting content on a profile everyday, but you’re a legitimate business that presents itself with class and shows the customer that you’re going to provide them with the best service or product that your competitors can’t offer.

Don’t get me wrong, having accounts on all social media platforms is great for brand awareness, but those profiles can’t reflect one quality, and that’s professionalism. Your websites needs to be where the traffic for your social media sites ends up, and that’s where you make the final sale. You’re basically leaving a breadcrumb trail on the Internet, which eventually ends up at your site with all the contact information and further reasons as to why that customer should choose your business.

Let’s also remember that while businesses are becoming “social” with their customers, they’re forgetting that there still needs to be the final call to action, and that’s to make the sale. With a quality web design, and strong message, you’ll stand out from all the other small businesses in your industry. For those of you in the contracting field, while you’re still competing with other businesses, you have the one card that makes all the difference, the website.

Don’t become a victim of the game where you start out competing on Yelp or Angie’s List; your website needs to be on the front page, at least first or second on this list after searching your company on Google. Too often do I see Yelp and Angie’s List first and no business website, and that is a major mistake that puts you in the backseat, while the other businesses who do have websites of their own are driving the car and they’re getting all the attention and looks. Become the driver of your own vehicle, get the attention that you deserve and provide the quality service that your customers deserve, because you have the experience and professionalism to give it to them.

You Don’t Need To Become A Conglomerate To Be Successful

Pancakes mini-tower
GloriaGarcía / Foter / CC BY-NC-ND

The entrepreneurial spirit is alive and well in the United States in the 21st century as adults, and even teenagers, are looking to different ways to make a living during trying times in a struggling economy. New and growing businesses will be the helping hand that gets this country back on it’s feet and revitalizes this nation as a whole. We’ve been blessed with the ability to learn from our predecessors that lived before, during, and after the Great Depression and by ripping a page out of history, we can once again hold our heads high and bring back a winning and thriving attitude that has been lacking since 2008.

While some of the biggest corporations that we know today were started in the early 20th century, they weren’t the only businesses that cured local economies, and later the United States, of the Great Depression. Regionally around the country there may be a very successful business that was started in the 1930’s, but it’s not a conglomerate and it could be possible that it took this company decades to get where they are today, as technology has allowed businesses to reach more people in a broader area.

You may ask why am I pumping the brakes on being a national brand, or why focus on successful regional businesses. The answer I can give is that you don’t have to be a conglomerate to be successful, own a big house, have exotic cars, and live a life that you think is out of the realm of possibility without being nationally recognized. It’s a lie, and with determination, passion, and thinking outside the box, you could run a seven figure company from your office without getting the recognition of some of the biggest companies today.

TV shows such as Shark Tank and The Profit prove that one store, or a company that distributes their products regionally, can be prosperous if they manage the business properly and there is a need for the product or service the business is offering. During an episode of Shark Tank last season, a company called Kodiak Cakes went into the tank to pitch their pancakes to the sharks. They were selling their product in Target stores and were making $2.5 mil in sales that year, with projections of sales doubling in the following year. However, the issues the sharks had was the name of the company and the packaging of the product itself because they believed it sounded too much like a hiking product, and a kodiak bear was on the box which somehow confused them.

After doing some research, Kodiak Cakes are based in Salt Lake City, Utah. The name of the company and having a bear on the packaging makes sense because of where they are regionally in the United States. While the sharks didn’t see them becoming a nationally recognized business, they certainly have the branding to appeal to customers in the region of the country in which outdoors and hiking is more of a pastime, than in a densely populated city where the great outdoors is skyscrapers and taxi cabs.

Another great example of successful regional business that would later go national is Dunkin’ Donuts. Founded in Weymouth, Massachusetts, this once small donut shop now has the slogan, “America runs on Dunkin”. Their coffee is what makes people come back for more, and through word of mouth, and growing gradually, they’ve become a empire that if they didn’t exist, America might cease to function.

You should always have dreams and aspirations of growing into a conglomerate, but always know that you can run a multi-million dollar business by staying local and or regional. By being smart and managing the business right, you can be successful and watch your business grow through the years.

Marketing Matters: Where AXE and Old Spice Commercials Differ Greatly

When we think of commercials, AXE and Old Spice might come to mind, especially on Superbowl Sunday. However, there is a vast difference in marketing strategies that either grabs the audience’s attention, or leaves them baffled as to what they just witnessed on their television screen. Effective marketing goes beyond just funny commercials. There has to be strong sales numbers that prove the ad was effective, and that the company should continue going in that direction. For years, Old Spice has aired strange commercials to say the least, some of which made little to no sense. In all honesty, who are these deodorant companies marketing to and is one of them making a huge mistake moving forward?

If you’re in your 20’s or 30’s you can probably relate to the AXE commercials in which a young guy puts on the deodorant and a bevy of beauties tackle him or are immediately drawn to him. That’s effective marketing. Every young guy wants some advantage over the rest of the field to get noticed by the girls, and AXE is that answer. Everywhere teens starting using it, and later on AXE moved onto shampoos and conditioners to further reach out to the single men who are looking to become magnets. AXE’s ads completely makes sense and is relevant to the target audience in which they’re marketing to. By establishing that connection with teenagers and early 20 year olds, this is the reason why we see their products in a majority of teenegars’ backpacks.

Old Spice on the other hand was originally seen as the older man’s deodorant, the man that’s seen in barbershops, on the golf course, or driving a Jaguar. Seeing that their target audience was getting older, Old Spice made a complete 180 by marketing to the younger generations, making less sense with their commercials as the years passed. Maybe I’m the one individual that doesn’t get it, but I’m not understanding the lunacy behind the commercials Old Spice has aired over recent years.

Last year’s Superbowl ad, where mothers stalked their sons or were completely saddened because their sons found a girl who replaced them, may not only have been the weirdest commercial, but also was poorly thought up as the teenaged guys should have been the focus in the commercial not the mothers. It’s these errors that can be costly, especially if viewers are creeped out by the commercial more than finding it funny.

Looking back into their past, why was Old Spice a popular brand? Because their ads were relevant to the consumer who would buy the deodorant, the older gentleman.

Being funny only goes so far, converting that laughter and enjoyment of the commercials into sales is the more important aspect. AXE understands this, and having a single guy get tackled by beautiful girls is every guy’s dream. They made that emotional connection to that buyer of the product; those kids wanted that scenario to play out in their lives so they bought the product.

Old Spice on the other hand should look back to their roots and re-think their marketing strategies. Have a specific audience, have the commercials make sense to those who intend on buying the deodorant, and stop marketing to mothers who are heartbroken because their sons are focusing all their attention on their girlfriends.

Where Does SMM Fit In A Marketing Strategy?

internet_marketing_strategies
FindYourSearch / Foter / Creative Commons Attribution-ShareAlike 2.0 Generic (CC BY-SA 2.0)

Throughout this summer, multiple marketers I follow have been having issues with organic reaches when it comes to their Facebook pages, and as a manager of some pages myself, I’ve also noticed a decline in organic reaches depending on the subject and audience base. The question being raised by many is whether we’re jumping the gun on social media marketing, and maybe we should place some more realistic expectations on this modern marketing and advertising platform. Let’s be honest with ourselves for a minute, where does SMM fit in a marketing strategy, and should it be in the driver’s seat, riding shotgun, or should be in the backseat with the occasional question “are we there yet”?

To put it bluntly, social media marketing is great for brand awareness as it can promote products, and the users behind the social media platforms can post important information, pictures, and any other content that is relevant to the audience in which they’re marketing to. However, is it converting into sales? For some businesses social media is indirectly making them rich, but for others, there is a need for face-to-face marketing, a website, and maybe even YouTube videos to capture potential customers’ attention. Depending on the industry, all social media is a reminder that you didn’t forget your kids at the last rest stop because you still hear their voices, but what they’re saying may not be relevant to those in front seats as they’ve already heard the same stories multiple times.

There are limits to what social media can do for businesses and there has to be other elements tied together to help social media marketing reach it’s full potential. When you follow your favorite store, product, or sports team, what do these accounts usually post? Pictures are always the first to come to mind, but more importantly, they’re posting links from websites, blogs, and online stores. All social media platforms really are is an extended arm that reaches customers where they chat with friends and occasionally search for something such as a product they want, but usually don’t buy in that very instant.

Websites and email marketing are still the best ways to convert sales, and social media is what keeps current customers up to date on products or news concerning the company that is operating the fan pages and social media accounts. Don’t get me wrong, SMM is still a great marketing and advertising tool, but it shouldn’t be the center of a market strategy for small or larger businesses, and be more of a brand awareness technique that gets potential customers interested in finding out more about the product and company.

At the end of the day, consumers are still buying the same way they did 10 years ago, whether that be shopping at brick and mortar stores or online. To say that customers shop on social media right now, we’d be lying to ourselves. Until people start buying exclusively on social media, SEO and other forms of internet and email marketing will continue being the conventional route to driving customers to businesses’ brick and mortar and online stores. For the time being, Facebook, Twitter, and other social media platforms will have to wait because the only way shopping has been revolutionized is through Amazon and eBay. Social media’s day may come, but it’s not right now.