NET-TECH REPORT: Planning and Marketing Your Small Business Blog

Net-Tech Report with Chris Kauza

How To Plan Your Blog

The basics of blogging include simple things like your writing style, the topic category or “theme” of your blog, and the content of your blog. Planning your blog can be difficult if you do not know what you want to talk about. It will be even harder if you don't know how to write!

However, you can overcome these things quite easily with a little effort and creativity. Don't like writing? How about “speaking” into your computer using voice-activated software like Dragon Naturally Speaking? Not sure of the specific topic you'd like to focus on? Browse through Technorati or AllTop, find an area that interests you, and check out other blogs to see what other bloggers are saying.


Blogging Categories

Generally speaking, there are three types of blogs:

• organizational
• businesses
• personal blogs

Organizational blogs use blogs to communicate either externally with the public or internally within an organization. This kind of blog is designed to facilitate internal communications among employees, colleagues and other organizational personnel. Organizational blogs can publish information that is of interest by the public, i.e., seminar schedules, meetings, and announcements for their clients, customers or members, etc., but not always. One of my old employers, Sun Microsystems, was well-known for hosting hundreds of employee blogs (including the CEO) on their website, for anyone to see.

Business blogs are typically used for promotion purposes and are focused on sell more of their products or services to their customers. Companies will try to use these kinds of blogs to increase their reputation and authority with vendors, customers and partners. They do this by publishing content that expresses their expertise and knowledge within a specific market portion, niche or industry. If you make it “all about you” or continuously exhort readers to “buy my stuff,” it will back-fire and you could quickly loose your audience. Well done blogs, however, are great for search engine optimization (SEO) purposes, as search engines tend to see business blogs as containing relevant and timely content.

Personal blogs are more reflective of the author's “non-professional” or personal life -- a distinction that continues to erode in our massively connected society. Normally, personal blogs are used to publish articles that voice the author's points of view on a variety of topics, events, articles, etc.. Bloggers who publish personal content usually do it because they enjoy expressing themselves and interacting with people about their daily lives. This type of writing tends to document their everyday lives. And the writing style is more stream of consciousness and reflects their moods.


Your Target Audience

Your target audience and blogging style go hand in hand. The moment you think of creating your own blog, you must first realize who your target audience is: What do they want? What do they care about? What problems do they have? Your blog should provide quality information and be interesting enough to establish communication and readership. Successfully identifying your target audience will help insure a good experience, for both for you and your readers.


Small Business Blog Marketing: What Does It Entail?

Blog marketing can be intimidating for anyone that has never even blogged before. Blogging requires dedication and patience. You have to update your blog on a regular basis in order to keep your readers happy. Doing so will keep them coming back for more and to see what you have new to say.

(Ask me how I know! ;) )

A small business blog will generally focus on things related to or about your business. It is definitely a great tool that you should use to get your business more recognition. It's not an overnight solution, however, and does require time and patience. Just because you have a blog does not mean that someone is going to find it and read it. You are going to have to make it known. Although there might be good reasons to have your company blog elsewhere, most will reside on the company's primary website.

Your blog's success can be greatly enhanced by following a plan for your blog. It doesn't matter if you are selling a product or a service; a well-managed blog can be very beneficial to you business.

When you are marketing a blog, you can take an approach very similar to what you do with your website. Who is your target audience? What are the keywords you want to try and rank for? First write for your readers, and then write for the search engines. If a human being doesn't find your blog interesting, then (eventually) neither will the search engines.

If someone comments on your blog -- rejoice! And interact with them on the blog. Respond to the comment and engage in a dialog with your readers. This makes the content come alive and can take your original article in a whole new direction.

So how do you get it noticed by potential readers? Build links and get it listed in directories. Find other blogs or websites that interest you, contact the webmaster, and ask them for a link to your blog. Allow your audience to link to your blog. Comment on other people's blogs and use it as a link back to your site. (HINT: This is a GREAT way to build links and gain potential readership.)

Directories can be a big part of small business blogging. You can get your blog listed in some directories under various categories (NOTE: Some of these are free and some are paid. Check and see which will work better for your business.) Follow all of the application steps and submit your blog to relevant directories.

Small business blogging is not rocket science. Be persistent, and don't give up. Remember that you are not only sharing information that your audience wants to know, but that you're also sharing things that are of interest to you and that you care about. So don't forget to HAVE FUN with it! :)


For more information, please visit Chris' TNNW Bio.

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NET-TECH REPORT: 7 Ways To Leverage Technology and Stay In Touch With Your Customer

Net-Tech Report with Chris Kauza

It's often been said that the cost to maintain and gain new sales from your existing customers is often significantly less than the cost of gaining new sales from brand new customers. Personally, I think you should do both - and here are a few quick tips on how you can too, without a lot of extra time or effort.

You can use these four, low-cost ways to strengthen your relationship with your existing customers:

• Newsletters - these can be sent out on a pre-determined schedule. I tell my clients that they should send out shorter newsletters with more frequency, rather than longer ones only once a quarter. Why? If you remain "top of mind" with your customers, they will be more likely to reach out to you when they have a question. What should you include? News about your company, information on trends that affect your customers, new products / services you may be investigating (and asking for their input), announcements of success that your customers have achieved...you're only limited by your imagination. And while you don't always need a professional copywriter, you should consider working with one. You know your business than anyone else, but a professional copywriter knows how to communicate that to others better than you do.

• Coupons and "Specials" - everyone loves to get a deal on something, regardless of the product, service or price point. Are there certain times when your business is slower than others? Consider publishing a special for existing customers only through different channels - include it with a monthly invoice, use a special "email blast" to your customers, or Tweet about it on your company's Twitter account (you've set that up already, haven't you? If not check out these earlier posts where we discussed some of the benefits of using Twitter in your business).

• Conference Call and/or Webinars - a well-used vehicle in the halls of Corporate America, the ubiquitous "concall" has now come to the rest of the world. There are a number of companies and services that can provide your business - regardless of size - the power to simultaneously reach hundreds of customers. Many companies use them to introduce new products or services and "pre-sell" their customer base prior to the product's or service's launch. You can also use them for monthly or quarterly focus groups (sometimes called Customer Councils).

• Your existing phone system - do you have tips on how to better use your products or services? An upcoming appearance or webinar that might be of interest to your customers? A limited promotion you are running for your product or service? Make this your "on-hold" music while your customers wait to speak with you.
  

What about attracting new customers? As bad as things might be for your company now, this is a temporary lull with new opportunities right around the corner. There are trends building right now, for which you can position your company to be the expert. How do you find these? Here are three sources to start with:

• The U.S. Federal Government -Did you know that in 2003, Americans spent approximately 8.2 billion hours and $320 billion filling out paperwork and complying with government regulations? Here's how you can put some of that investment back to work for your business. Look through their statistics pages and research how things are changing in your markets. Look for new markets where your products or services might be better positioned.

• Universities - a great source for demographic data is CensusScope, a University consortium that compiles and provides demographic data. They've done all the work for you - all you need to do is to read it and apply it!

• Your Local Library - specifically, the Reference section of your local public library. Ask for the Reference Librarian on duty; you will be amazed at how much they want to help you! Ask them for their help in accessing the "Reference USA database". This is a free information resource that is provided in partnership with InfoUSA - the largest provider of list information in the United States. You may have used them if you have used InfoUSA, SalesGenie, etc. to generate any kind of prospecting list for your company. The information you will find here is generally dated (by about a quarter) - but it's free and usually "good enough" for most companies - regardless of size or budget. While you will be limited to a certain number of downloads per session, you can use it to generate targeted lists of hundreds of prospects for your business very quickly - and all for free!

All of these technologies can be applied with little or no additional expense, and are very easy to use - but you have to make the decision to use them. Pick two to start with this month and apply them to your business. The information is there - you just have to act on it.

Do you have a business-related question but don't know who to ask? I can help! Contact me at Chris "at" AskABusinessGuy dot com, or follow me on Twitter at @ChrisKauza.


For more information, please visit Chris' TNNW Bio.

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SALES & MARKETING: Timely Truths for Tough Times

Sales and Marketing with Bill Doerr

Bill's section is brought to you by qAlias

15 Second Speed-Read

Now that the transition of power is completed, it's clear there's 'more bad news' to come with our economy. Regardless, there are some timely truths to keep in mind that may help you get through these challenging times and into better ones in the future.

Meet Zeke

I met Zeke Camusio through an excellent online business community we both belong to -- Biznik.com. He wrote an article (several, actually) and I really liked his style and insights. So we connected and he agreed to be interviewed for this article.

Zeke is in his mid-20's and is a self-described 'serial entrepreneur'. The E-bug hit him when was around 16 years old and he's been involved in six (6) successful ventures since then. Currently, he's the head of The Outsourcing Company -- a Denver-based firm that partners with its clients to help them leverage the internet to enjoy increased revenues and success. He lives in Aspen, CO and has a second office in New York City. A graduate of business school in Buenos Aires, Argentina, he is a delightful and passionate young man with an eclectic mixture of skills and attitudes that make people and businesses successful.

Truth #1: "Be Committed" and Truth #2: "Make an Investment"

As a poster-child for modern technology, Zeke's into using anything and everything he can to achieve his clients' marketing objectives. Mostly though, he is highly selective about who he'll work with -- preferring a client who understands that marketing, to be done effectively, requires 2 keys: 1) commitment to 'stay the course', and 2) money.

I like that. It's not what many prospects want to hear, but they will ignore this reality at the peril of their ability to be profitable. Maybe even to exist when the current recession ends.

Truth #3: "Don't Be Cheap"

Zeke told me, "I charge a fair price for the services we provide. But we're not the lowest priced firm offering the kind of services we do". Again, I like that. The operative word is 'fair', not 'lowest'. Low pricing runs the risk of making you into the guy who brings a knife to a gunfight. Technically, you've got a weapon. Practically, it's likely to get you killed!

I asked Zeke about what prompts prospects to be interested in his services. "There are 2 main reasons . . . First, 'Not Enough Traffic' is going to their website. Second, 'Not Enough Revenues' are being generated after they arrive". Not uncommon. And you and I know these are symptoms of what really needs attention. That's the starting point for Zeke and his team to roll-up their sleeves, dig deeper and apply their knowledge, experience, skills and abilities to correct the client's situation.

The Epiphany

While his current company started in 2002 and has enjoyed a considerable success, it became problematic for him. In fact, Zeke felt he was growing so fast that his ability to satisfy his clients' expectations was being compromised. That made Zeke reflect on how he was running his business. Specifically, he was looking into some fundamental beliefs about how he wanted to operate his business. He discovered changes were necessary.

Truth #4: "Focus on Your CORE Client"

Zeke felt that, while on the basis of revenues alone, he was doing well. In terms of how he and his team felt about their working environment, there was room for improvement.

Even at the ripe 'old' age of 25, Zeke knew that attempting to be all things to all people is what paves the road that leads you to marketing hell.

"We decided to set our own standards of who we'd work with as a client. We didn't want revenue alone. Every client offered us that. We wanted clients offering us a mutually beneficial relationship. Relationships that gave us more than just revenues and our clients more than just our services".

That decision -- to be selective -- took a lot of courage to admit. Even more to act upon.

"We told our clients the truth, " Zeke said. "We admitted we were overloaded with clients and we shouldn't be working with every one of them". It took a few months, but Zeke and his team pared down his clientele to a core of clients that were a really 'good fit' for his business and, vice versa.

Truth #5: "Attraction is The Other Side of Rejection"

It's ironic. You may have learned this earlier in life. In school. At a dance. Or, a club. Remember someone you found really, really attractive? It was probably someone who either was or, seemed to be 'unavailable'. Zeke found this is true in business, too.

"Once we made the decision about the kind of client we wanted, we posted a notice on our website about who we did NOT want as clients". I asked, "What happened?". Zeke replied, "Well, we actually found we had more prospects . . . of the kind we wanted . . . seeking us out".

Truth #6: "Working with Clients You Want . . . is More Fun!"

Zeke allowed that, while he's no longer taking on 'everyone with an open checkbook', he is having more fun with those who pass muster with his selection process. "We get involved in a client's life, their business and, most importantly . . . their vision of the future we can create together".

Zeke's learned that there's more than one way to be paid. And not all forms of payment (i.e. psychic income) are deemed taxable by the IRS!

Closing Thoughts

We concluded our conversation with these words from Zeke: "If you're thinking of starting a business . . . GO FOR IT!" This is actually a great time to start one. Yes, people are cautious. But so are your competitors! Find a need and fill it well. It's true. While others are holding back in these 'tough' times, you can be earning a share of mind and market and be nicely positioned when this economy improves -- as it always does. Next he added, "DON'T GIVE UP . . . too soon or easily!" Success takes time. Like an apple tree. You plant a seed. You nurture its potential. THEN . . . you reap the 'fruits' of your labor. Good advice from an inspiring entrepreneur to keep in mind as these challenging days come and go -- listen well -- and succeed!

Zeke Camusio is the founder of The Outsourcing Company in Denver, CO. He and his team like to work with carefully selected clients to leverage the internet, build their brand and grow their success. You can reach him through his blog: www.theoutsourcingcompany.com

Bill Doerr, CCO of SellMore Marketing, LLC is the creator of The Ultimate Client Development System® which helps professionals and small business owners build relationships, referrals and revenues by design, not accident. You can reach Bill by phone at: 860-798-6964, online: www.sellmoremarketing.com and by email: billd@thenationalnetworker.com.

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