Filter The Noise

Online marketing has become the most successful method of advertising for any kind of business during the last decade. It is fast and promotes your business to thousands of potential customers daily. As marketing is a primary factor to a successful business, the internet facilitates this process in a way that will ensure the maximum exposure to what you are offering.

Traditional marketing, known as outbound marketing or interruptive marketing, requires much more time and effort. It often takes many people to be involved which means it takes more time, resources and money to produce. Outbound Marketing is also very hard to track for results. With the internet you can reach customers all over the globe in a matter of seconds. Online marketing is superior to traditional ways of marketing in almost every aspect. Here is a list of the top 10 reasons online marketing dominates traditional advertising.

1. SPEED

• Email marketing campaigns are fast, targeted, cost-effective, highly efficient method of marketing your business.
• Traditional mail marketing can take months and a lot of money and effort to generate results.

2. GEOGRAPHICAL RESTRICTIONS

• The whole globe can be your customer base when you are marketing your business online, as the internet reaches almost every house on the planet.
• Traditional Marketing restricts the amount of people you can reach.

3. MARKETING EFFECTS

• Online marketing is based on pull marketing or Inbound Marketing, which means the customer found you while looking for a particular item.
• While offline marketing is based on push marketing effects, which means you have to introduce your business to every single customer that comes into your location.

4. SALES PROCESS

• When your business is marketing online, you can make a sale in a matter of seconds; whether it is an online store they are shopping or request more information through a contact form.
• Offline advertising is very different in that someone has to sell the person the item, which means the person has to have the product knowledge and ability to sell to someone.

5. HOURS OF OPERATION

• Your website is your business being open 24/7. Generating leads, and sales while you are asleep.
• Offline stores are restricted to the human active times, this means you open in the morning and close in the evening and you can’t make a sale while you are closed. In other words, the offline selling process has a shorter sales life than the online one.

6. COST OF MEDIA

• Online marketing allows you to make a short video or audio commercial and submit it thousands of media communities and is usually free or minimal charge.
• To make a commercial on TV or radio or place an ad in the newspaper is a very costly engagement.

7. LIMITED ADVERTISING LIFE SPAN

• When you post an ad online about your business or website, using an article for example, it can be online forever.
• Traditional Ads can be active for an agreed-upon period of time and then it will be replaced.

8. COST PER CUSTOMER

• These costs are reasonably low with online marketing but relatively high with offline forms of advertising. They are simply the costs incurred to generate potential customers for the business.

9. CUSTOMER SUPPORT

• Online customer support can usually be solved via email.
• Offline support requires a little more time and effort to be resolved.

10. ONGOING MARKETING INFORMATION

• Data collection online is instant. You can track marketing efforts via google and other tracking tools.
• Offline data collection is usually paper copies of items which usually take up storage space and requires manual computation for stats.

As you can see, online marketing is a far more cost effective method of marketing to traditional marketing. Online marketing is all about saving you money, time, and effort; yet brings you the required results you seek and most of the time exceeds your expectations.

Web 2.0 is the latest evolution of search engine technology. Today it’s no longer good enough to have a professional-looking webpage and a blog. Successful companies are posting viral videos on Youtube, creating Facebook Fan Pages, Myspace pages, getting followers on Twitter, Connecting with other colleagues on LinkedIn and applying cutting-edge technology to their core business principles. Now business owners big and small are looking to get these services to help them catch up with this ever-evolving phenomenon.

According to a 2009 Deloitte survey, 94% of business executives plan on ramping up their social networking participation over the next 12 months. Additionally, nearly 40% of businesses are hiring full-time professionals at an online marketing company to manage their social networking strategies.

Francois Gossieaux, a senior fellow with the Society of New Communications Research, says there are still “plenty of companies who do not realize the power of communities, and others who have not yet figured out the proper approach for leveraging communities as part of their business.” He adds, “Businesses are truly becoming social again, and companies should look to leverage the collective wisdom of their employees, customers and partners in order to innovate faster, reduce costs and bolster their bottom lines."



A Professional website design on a solid foundation is the first step towards your Online Success.  Your Online presence needs to engage your potential customers by Calls-to-Action and the Remarkable content you display.    

Whether you are one of the companies already on the Web 2.0 wave or just starting out, the rules of Marketing your company have changed.  If you are not capitalizing on the Social Media, Blogs, RSS tools that are available to you, you are missing out. 

Today the success of marketing your company does not rely on the size of your budget rather the time and willingness you have to put into your online marketing presence.  I think some companies would rather throw dollars at the marketing than to put time into it.  I think this is one of those times when we find out who the "Real Players" are.

Thoughts?

When I tell a client they need to blog, a lot of times they think they should blog about their company.  “Look at us and how cool we are and all that we offer”.  I find it hard sometimes to tell them, the blog is “Not About You”, it is suppose to be about your industry.  Tell the world something unique about your product that isn’t telling them “buy what I am selling”.

So how can you tell your clients the basic steps in blogging.  Thanks to Michelle Bowles, she gave us 5 ways to make your corporate blog stand out.

Talk about something other than yourself.  The most successful corporate blogs leverage product and service information with relevant industry news, human interest pieces, case studies and other useful information. That balance is what keeps readers coming back time and again.

Keep your blog focused.  Whatever message you chose to deliver, stick with it. Unfortunately, some corporate blogs lack a clear message and include posts on topics all across the board. Because goals were never defined, these blogs have a difficult time gaining readership. 

Blogs gain strong, consistent followings by giving readers the information they want and expect to find. A reader might visit a shoe retailer’s blog expecting to find information on the latest shoes styles and celebrity fashion news. If the readers have to sift through information on travel, home décor, and health & fitness in order to find what they’re looking for, they may not return.

Honda's Blog Honda Talk focuses on production, technology of cars and all things that are pertinent to the car industry in general as well as their brand.

Give your blog distinct personality. Whether you choose to feature just one blogger or multiple bloggers, let the blogger’s voice come through in the posts. Without a distinct personality, your blog will be just like every other faceless corporate blog.  Let your readers see behind the corporate and marketing jargon, and instead discover the real people behind your organization.

Have some fun. Another effective method for letting a corporate blog stand out from the rest is to infuse some humor and excitement. Granted, this technique may not be appropriate for all corporate brands. But if you’re able to, consider creating a blog that can be light-hearted, relaxed and at-times funny. It’s just another way to humanize and personalize the brand for customers. 

Southwest Airlines Nuts about Southwest blog is a great example.  The employee’s blog about the company and the airline industry.  Since each employee is different, they get to infuse their personalities into the blog.  So Joe may have really funny informative posts and you start to follow them to watch for when Joe makes a post.  Builds a following.

Provide readers with something they can’t get elsewhere. Use a corporate blog to announce company breaking news or highlight original research in order to make the blog truly unique. Assuming the information is interesting and useful, readers will keep coming back for more. The simply can’t get it anywhere else. Plus, your customers can form a close connection with your brand because they feel as if they’re gaining an inside look or exclusive information.

So you are ready to start blogging?  You have decided to do a very important piece to your online marketing strategy.

There are a few steps to help you in your posts and how to go about.

1. The first thing you need to determine is what is your motive for wanting to create a blog? 
2. What is the purpose of your blog? Blogs can be used to generator leads.  Blogs can also be used to generate great content.
3. Who is your audience? Usually the audience is similar to the writer, with like interests.
4. What do you want your readers to feel when they read your blog? Do you want to write to inspire, motivate, or cause an action?
5. What is your goal for your blog? If your blog is a lead generator, then you should have clear steps to guide the reader to subscribe subscribe to your blog updates and/or get your lead generating content.
6. How much time do you have to devote to your blog each week? Blogging is a commitment.   If you can’t commit to writing a lot of valuable content, then you’re doing yourself and your readers a disservice. Be honest. The most effective and successful blogs are those with fresh, new content posted at least two to three times per week. Is that reasonable for you to manage? Will you have others from your company blogging? 
7. What’s your blog’s core message? This relates to the topic of your blog and the niche you are focused on. What do you want your readers to learn? Why should anyone read your blog, and more importantly why should they subscribe to and follow your blog? This is another key piece to get in place before you start your blog. 
8. Create an editorial calendar. It’s no secret that content rules on a blog, so it’s helpful to have a content plan going into the game. A key element of a good blog is having a list of 7-10 keyword-rich categories. Once you determine the categories (or subtopics) of your blog, you can plan your content calendar. If you plan on posting three times per week, then plot out post ideas for each of your categories. Make a list of 5 topics for each category. Then, fill in your calendar. Five topics times ten categories and you’ve got 50 blog posts in the pipeline.
9. Do your homework. Critical to your blog’s success is knowing your competition. Who is already blogging in your niche? What are they writing about? If blogs in your niche are scarce, this may be a great opportunity to dominate the search engines with your own content. Finding great blogs will take a bit of time and research. Start at Technorati.com and search for blogs using your keywords. Next use Alltop.com and Blogs.com to find the best of the best.
10. Build your blog. You are now ready to start the fun part.  There are several blogging platforms available.  Choose the best that will work for you.

Blogging is actually a really fun thing to do.  Once you have the content then putting it together is the easy part.  Then stay on top of your posts by following your editorial calendar.  Remember the worse thing you can do to your blog is to NOT post anything.  

Welcome to the Blogosphere!  Now that you have a blog and you have been posting articles, you probably are wondering, "how do I get people to read my blog and comment on it?"  I am glad you asked... Thanks to my fellow IMU friend Adrian for giving great ideas.

1. Title : The title of your blog post is very important.  Try to use words that someone would use to find what you are talking about in your blog, like "10 ways to promote your blog."  Remember that people doing searches on the internet have the attention span of about 10 seconds.
2. Content : Since we have a short attention span, make the content engaging, and please don't write a book.  Keep your words limited.  Say what you have to say and don't oversay it!
3. Optimization : Meta Fields like what type of article is it, social media, blogging, content, etc.  All these tags will help your rankings as well
4. Social Bookmarking : Submit your posts to social bookmarking sites like Digg, Delicious, StumbleUpon.  Getting people to comment on your blog is very important.  You can use pluggins, like ShareThis.
5. Social Media : Use your Twitter, Facebook, and LinkedIn to share that you have a blog and that you have posted a new article.
6. Newsletters : You should be touching your clients at least once a month if not more.  Do it with a newsletter and tell them about your blog.
7. Blog Comments and Forums : By commenting on other blog posts with relevant comments, you will get yourself in the spotlight.  People will go find out who you are because of your comments.  You can join forums.  Help others if they have an issue with something, you can let them know you wrote a blog on that particular issue and point them in the right direction.
8. Pitch other bloggers to link to your post : When someone asks you for advice, or support, point them in the direction of a blog article you wrote about the subject.
9. E-mail Signatures : You should list your blog and all other social media links in your email signature.  Don't use graphics, just text.
10. Directories : There are some sites out there that let you post your article to share with others.  You can find some of those sites by going to Hubspot.

I hope this helps you in your quest to get your blog noticed.

Okay, so it has been a week since I blogged, I am already behind the 8-ball since I try to blog at least three times a week, I think that has happened once. Instead of accepting defeat, I am making the best of my lemons.

This blog post is purely a personal opinion on my short experience with blogging, social media and inbound marketing.

I subscribe to a lot of blogs and give tons of credit to those of you who blog frequently. I love reading all you have to offer. I have taken the Inbound Marketing Classes and I have been certified. I have a facebook profile, a business page, and a twitter account. A lot of time I fall short on those as well. Why is that? Oh because clients need me. That’s a great excuse, right? Well no more excuses. If at first you don’t succeed, try, try again. Okay so here I go.

So, do all your efforts of blogging, inbound marketing, and social media work? YES! I can say that without hesitation. Why can I say that? Well, if you keep track of your rankings before you started your endeavors with all the blogging, social media, and inbound marketing like we did, then you will realize how. I can tell you we were not on the first 5 pages. In one of my IMU classes the speaker made a comment “If you don’t show up on the 1st page of the google search, you are insignificant”. Harsh words, but when you put it into prospective, how many times do you do a search and look past the first page? Be honest!

So, I have taken all that I have learned and put it to use. We have optimized our site, put in those great keywords, put in awesome content, blogged, facebooked, twittered and guess what? It’s working. We are getting found. Now, it is not an overnight success story, oh no, this took about a month of diligently working at it. Now we come up on the first page, depending on what you are searching for.

How can you make the most of your experience? Take a Webinar, educate yourself, Google it, hire someone to help you understand what all this blogging, social media and inbound marketing means. Yes it is work, I am not going to lie to you, but even if you got 1 lead from your site from your efforts, wouldn’t you consider that a success? We got our first lead from our site just the other day. That is what convinced us that it is working. There are more leads out there; we just have to bring them to our watering hole.

So, if you are reading this, which would be cool if I still have your attention, then you are either shaking your head front to back or side to side. If you are the front to back, good for you and keep up the good work and don’t stop. If you are a side-to-side, then keep at it. Like anything, the effort you put in, is the effort you get out. If you are having trouble, find someone to help you. There are over 600 of us IMU graduates who know what we are talking about. Try it for a month. What have you got to lose? NOTHING. What have you got to gain? EVERYTHING!

Happy blogging, Tweeting, and Facebooking
I hope that this was somewhat inspirational to you and if it was or you think someone you know can benefit from it, forward it or tweet or comment about it and pass it on.

I welcome comments and suggestions. I am always looking for the next best way to do things. Work smarter not harder is my motto.

Blogging is as important as eating 3 square meals a day. You need the fuel for your body just like you need the fuel for your business.

Search engines love original content and blogging is the easiest way to get original content on your site. 1) It's in your own words and 2) By providing the ability to comment, you enhance your ability of staying original.

Blogs provide a perfect opportunity to use targeted keywords of your site by skillfully using them in the content of your blog entries. If a particular business blog gets high rank in search engines for a particular keyword, the links from the blog can lead traffic to your main website.

Blogs provide for a two-way conversation to take place between the business and consumer. It allows for valuable feedback that you may not otherwise hear about.

Blogs play an important role for branding a company. Not only should you be blogging, but become part of the blogging community. Get out there and comment on other blogs. Subscribe to RSS feeds that are relevant to your business. This is always a good way to get content.

If you aren’t blogging, you can bet your competition is. Blogging not only provides good content, but it also lets you know who else is blogging about your industry.

Now, all this said, if you don’t blog, like if you don’t go to the gym, you won’t get any results. So just because you have a blog or a gym membership doesn’t mean it will do you any good if you don’t write or go. We recommend blogging at least 3 times a week, but depending on your market you may want to blog more often.