Marketing 101 (part three - blogging for business)

by James Fowler
www.mywebsource1.com

Previous Post: Marketing 101 (part one)

Marketing 101 (part two)




As blogging is becoming more mainstream, businesses are beginning to understand its’ effectiveness as a tool to communicate with customers and employees. While some major corporations are embracing the blog, some are waiting to see what this new medium has to offer. For small business, the blog can become a powerful implement in gaining more market share.

If you are unfamiliar with a blog, it is an abbreviation of the words “web log”. Further information on the basics of this can be found in my previous article, “Why Don’t You Have a Blog?”.

The reason a blog for small business is effective is because it offers several features that a company with limited resources can use to broadcast their thoughts and ideas to the general public. Here are a few benefits of having a blog for your business:

Ease of Use: Running a blog is very simple. Blogging companies such as mySpace, Blogger, and Moveable Type have created software that will allow anyone to have a blog. It doesn’t matter what company you use (I personally use Blogger) or what skill level you are on the computer, you can create your own blog in a matter of minutes. As a suggestion, do not forget to write down your user name and password so you can get back into your blog at a later date. Also, make sure you bookmark the location of your blog so you don’t lose it out on the internet.

Low Cost: Blogging is a low-cost alternative to having a web presence out on the internet. This is not to say that you shouldn’t have a web site, but a blog can get your company name out on the internet without having one. My suggestion to clients is to start a blog while your web site is being built so that you already have some web exposure when your site is finally launched. This is a good way of getting your site indexed prior to the launch date.

Real Time Updates: One of the most important reasons for having a blog is that you can send information to your customers or clients in real time. By creating a mailing list, you can have your blog sent to all the people on your email list, notifying them that you have sent out new information about your business. You can send press releases, product introductions, and pictures of your new line with a blog. “How does this differ from email?” you may ask. With the use of RSS (Really Simple Syndication) feeds, you can have your blog broadcast all over the internet. The RSS can be activated through your blog hosting site. People interested in your business will be able to find you through blog readers and search engines, such as Google, Yahoo!, and MSN.

Sharing your Expertise: The content of your blog can be anything about your business. You are the expert in your field and your readers come to your blog to learn from you. Offer helpful tips, How-To’s, and insightful information about your products or services. Let them know where to find you and what you have available.

Marketing and Advertising: Why stop at helpful tips? Maybe your blog should contain coupons only available to your list. Why not list all of your sale and clearance items? Take polls about new product that you want to offer. Let your customers have a voice in your product line and what they would like to see from your business. This offers valuable information without the high cost of marketing analysis and it is from people already purchasing from you.

Blogging can be very effective. Be warned, however, there are drawbacks to blogging. It can be very time-consuming on your part, having to write each and every article. You have to constantly keep coming up with ideas to write. To reach more people and have your blog listed on search engines, you need to keep blogging. You are required to build your own list of readers and you have to keep them reading. Blogging does not provide the same function of a web site and e-commerce is very limited.

Several big businesses are now offering blogs. This is further proof that blogging will be the way companies will reach out to the people. You can do this now. Look at these sites to get ideas for your own blogs:

Apple Computers
Google Blog
Wal-Mart
General Motors


With this knowledge in mind, I encourage you to go out and start your own blogs. Inform your customers, build your client list, and market your business. If you need any assistance in starting your blog, feel free to contact me at mywebsource1@gmail.com . Happy Blogging!

Marketing 101 (part two)

by James Fowler
www.mywebsource1.com

Previous Post: Marketing 101 (part one)

We all want our businesses to be successful. However, often we find that our advertising does not have the Return On Investment (ROI) that we expect. What happens is that we do not prepare ourselves before we start the wheels of advertising in motion. We aren’t quite sure what to expect other than to “make more money” or get our message out to our customers. Sometimes we will move forward with an ad or offer that is retroactive to our overall marketing goals because it seems like the right thing to do at the time and our goals have not yet been reached. Focus becomes lost and with it, our advertising dollars.

No one wants to lose money when it comes to advertising. Sadly, nothing is certain and you may find that your original message is not the right one. There are methods to avoid this. Let us take a look at what needs to be accomplished before you start your marketing endeavor. Walking blindly into an ad campaign- be it in print or on the web- is a recipe for failure. There are ways to avoid these pit falls. A solid strategy is a wise strategy. You need to ask yourself some basic questions and you will be on your way.

First, sit down with pencil and paper. What exactly are the objectives that you want this marketing to do for your business? Indicate a set of parameters that define your marketing as successful. Typical answers can be to bring in new customers, an increase in sales that brings in a set amount of dollars, or building up your market share in your industry. Make sure these are exact and realistic goals. If you want to make $100,000 in sales from new customers, but are unwilling to do what it takes to meet this goal, then you will fail.

Next, you need to create a strategy. A strategy will let you know what resources in time, money, and people you are willing to spend. It identifies the audience you want to reach and in what markets you wish to be in. It is advisable that your message be focused. If you offer a variety of products that have too wide of a focus, simplify your message. You do not want to be everything to everyone, even if instinct tells you this is right. Your message ultimately needs to stand out in the minds of your customers.

Know when your strategy will be take effect. If there is a deadline, be sure that you have the manpower and time to complete this goal. Make sure you know how much money you are willing to spend. Stick with this number. Realize if you are running an ad, it is going to take several months for people to find your ad and feel comfortable with it. Repetition is vital to ad success. Repetition adds to trust in your product and trust equates into sales.

Finally, you want to fulfill the objectives and strategies that you have put into place. Both have to come to fruition to be successful. Create the idea you have come up with and go to the implementation stage. Avoid over-analyzing your marketing strategy. Many companies get caught up in the analysis and opportunities are missed. This is sometimes referred to as “analysis-paralysis”. What good is a advertisement or e-book if it is never seen by the public because you are forever tweaking the final production? It is never going to be perfect in your eyes because you are too close to it. Back off and put your strategy into play. You can change it later, but no one will purchase from you if they never get the message.

Once the marketing is out there, don’t change it. Sure, you can adjust the message, but don’t start from scratch. This is a huge mistake. Again, you are too close to what is being presented to the public. You and your associates are seeing this every day. It becomes boring to you. It isn’t achieving your goal fast enough. This is all right. Your potential customer doesn’t see it every day. To them it is new. It will take them some time to become comfortable with your offerings. The message may take six months to a year. Be sure that you have budgeted for this in your strategy. Stick with it until the end.

No marketer can tell you if your next ad, e-book, or offering will be successful. The public is fickle and there are many factors that can topple your plans. However, you can decrease the chance of failure by defining “success”, setting your goals, and following through with your strategy.