Radiance Road Marketing Blog

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I get alot of questions about using social media these days – Facebook, Twitter and the like. The biggest mistake is talking about yourself, as this article describes. If you want to use social media, make it an effective part of your marketing plan. Learn, plan, apply, test and evaluate like any other marketing activity.

I’ve been reading Joan Stewart a.k.a. The Publicity Hound and her newsletter ever since she started it years ago. She offers great practical advice for small business owners seeking publicity and has grown along with the internet. Her weekly newsletter is free and the credit at the end of the article directs you to her site and blog. She is a “10″ in my book!

This is from the Nov. 24th newsletter:

1. Stop Talking About Yourself
====================================

If social media were a cocktail party, many of us would be heading
for home by 8:30.

That’s because everybody seems to be talking about themselves:

“I’m standing in line at Starbucks.”

“I’m starting my day with a hot bowl of oatmeal.”

“I just dropped my kids off at school. It’s pouring rain!”

Chris Brogan, who is arguably one of the top social media experts
in the world and whose blog has been ranked Number 1 by Advertising
Age magazine, says we should be spending 12 times as much time
talking about other people as we do about ourselves.

He spoke last week at the Web 2.0 Expo in New York City. A
10-minute snippet of his presentation at
http://clicks.aweber.com/y/ct/?l=L69A3&m=1fFHyyzuPTtYrK&b=rXjHm_9biQkYkibc9qCmmQ may be one of the most valuable
videos you’ll watch all year. His tips:

–If you’re not spending time using http://clicks.aweber.com/y/ct/?l=L69A3&m=1fFHyyzuPTtYrK&b=DIWrIzToQ2CJjZ29Dg9vGA
or the search part of your social media application, you’re missing
one of the best opportunities that social media offers. That’s
because you can search for people who are talking about specific
topics. Following conversations is often more valuable than
following people.

–We should be listening far more than worrying about what to say.

–When we share helpful tips and information from other people,
that makes us more valuable to the people who follow us. Eighty
percent of his Twitter posts are responses to things other people
have tweeted.

–No continual “barking” (his words, not mine) about your products.

–The difference between an audience and a community is the way you
turn the chairs.

As you watch the video, notice the tweets that show up on the
screen behind him. Many of them are from audience members who are
tweeting about his presentation. They’re using the hashtag #w2e in
their tweets. That makes it easy for anyone searching for
information about the conference to find it at
http://clicks.aweber.com/y/ct/?l=L69A3&m=1fFHyyzuPTtYrK&b=DIWrIzToQ2CJjZ29Dg9vGA

Read more about how to use hashtags for publicity at my blog at
http://clicks.aweber.com/y/ct/?l=L69A3&m=1fFHyyzuPTtYrK&b=0PwgI_bFrIaM.twXKwq_KQ

and don’t forget to add your thoughts with a comment below!

Reprinted from “The Publicity Hound’s Tips of the Week,” an ezine
featuring tips, tricks and tools for generating free publicity.
Subscribe at http://clicks.aweber.com/y/ct/?l=L69A3&m=1fFHyyzuPTtYrK&b=doEjuk786e1sxsrpJjUJQA and receive by email
the handy cheat sheet “89 Reasons to Send a Press Release.”

When blogging first came on the scene, I asked myself: “Self, this blog stuff is cool, but what’s the point?”

It really took me awhile to come up with an answer. As a marketing, advertising and public relations consultant, I had generally gone with traditional media and even websites didn’t make a lot of sense for most businesses until the new millennium. With the growth of the internet and the adoption of web searches for local business information, more and more revenue was being generated. Blogging has turned the same corner and offered some serious advantages for internet marketing.

Let me just clarify the difference between advertising and PR. Advertising is paid placement of a marketing message. In public relations, you don’t pay for the placement. PR is not ‘free”, because there are costs to running a PR campaign. However, public relations campaigns are a different means to getting people to notice what you do and understand the advantages of your business. Blogs are PR tools to create awareness and interest in your company. Done right, public relations does generate leads and those leads can be converted into sales.

Blogging leverages your reach with minimal additional cost. Since you don’t add much overhead, most of the revenue from those leads goes straight to your bottom line. And that’s what business is about: increasing your profits.

Blogging has the following advantages:

1. ENGAGES YOUR PROSPECTS – Since blogs, unlike websites, are truly interactive, you potential clients can get involved in the dialog.
2. COMMUNICATES DIRECTLY AND INDIRECTLY – You can speak one-on-one with you potential customer and let others listen in to your conversation.
3. PROVIDES RAPID FEEDBACK – Your prospects can post messages that are seen immediately and you can respond quickly. How often do you update your website? Your blog gets updated in real time. Sooooo much more effective!
4. CREATES COMMUNITY – With a blog, you see and hear the participants and it allows you to have a gathering place for people with the same interests. People enjoy being ‘a part of’ rather than ‘apart from’. We are truly social animals by nature and gravitate to crowds.

The point is that blogging is a highly effective way to generate buzz and you can convert that interest into sales that maximize your profits. The proof is in the results. Large corporations like Disney, Microsoft and IBM are all increasing their bottom-line through their blogs. Now, small, local services companies like remodelers, plumbers, dentists and attorneys are catching on and seeing conversions to sales from their blog sites.

What about Lakeland businesses? I don’t see many getting involved yet. We do suffer a bit from the lag we usually see in trends trickling down to local business. Those businesses in Lakeland that become early adopters of technology usually benefit the most over the long-term. It’s alot harder to play catch-up. Fortunately, blogs are new enough that local companies can enter the race now and get great results. There are real low barriers to entry – it’s simple, straightforward and inexpensive. What are YOU waiting for? If you need help, just ask….

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So you have a blog success story? Please share it with us…..

Thanks

Many small business owners in Lakeland (or Anytown, USA) ask: Why blog? As an internet marketing expert that lives and works in Polk County, FL, I ask: Why NOT blog? There are certainly many more reasons for me to create and maintain a blog than there are NOT to be an active blogger for my own company.

Here are my thoughts, as I am starting to write this blog for Radiance Road Marketing today…

Why NOT create a blog?

The first reason to avoid the whole web-log thing is that I am lazy. Some days, it’s all I can do to get up and put on pants. That’s part of the reason that I started to work in marketing, advertising and public relations.  We marketing guys have days that we don’t have to get dressed. Or go anywhere. We can work from home. With the growth of the internet, more and more business owners are not getting up, putting on pants (or panty-hose) and traveling the morning rush-hour to earn a living.

OK, I am not actually lazy – I like to work. I just like make working as easy as possible. For me, internet marketing consulting is the easiest way for me to earn money doing something I enjoy. I get to stay at my home here in South Lakeland (actually between Highlands City and Bartow), get on the internet (which I do anyway) and have an opportunity to apply my knowledge, skills and abilities marketing online.

Second, the whole thing seems complicated. I mean, do I really want to learn more tech-stuff? No. Back in the late ‘80s, I saw a fellow student in college creating a newspaper column on an Apple MacIntosh. I was amazed. I remember learning to use that funny mouse-thing by watching him and then trying it myself. Not hard at all. I learned basic electronic publishing that year as managing editor of The Springhillian. I was hooked. The next year, in graduate school, I took Electronic Publishing as one of my first courses. I was amazed at how far we had come from Gutenburg and the printing press and how we were transforming the power of the people to communicate. I even bought my first Mac, toted it around in a backpack and started my first marketing consulting firm.

Later, the internet came along and I worked for Matrix Information Systems where I learned more than I ever dreamed possible about the world wide web, computers and software. I published a website and maintained it for the first time. When I went back to consulting, I had my first internet connection at home and used it to communicate with clients and my internet mentors. Finally, two years after moving to Lakeland, I learned how to create a blog. After all, I am an internet marketing consultant now. It was simple. I read for a few days abut blogging (cause I have to know A LOT about something – the whys and hows – before I try to do it myself.

Really too easy.

In about fifteen minutes, I had downloaded and installed WordPress on my website. Another half-hour to install some plug-ins. Another ten minutes to edit a blog post and make sure the thing worked. Today, I’m a blogger! For me, it took twenty years and an hour and a half to get here. Only the hour and a half were really billable hours. If you haven’t tried creating a blog yet, WHY NOT? Lemme know….

NEXT TIME: Blogging for profit!