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27 Ways to View the Web Beyond Your Site

Image: gerlos via Flickr

The web just keeps gaining significance in the world of small business and it’s no longer enough to think about your web site as your web strategy.

Marketing today means building a great deal of your thinking around a total web presence. I suspect you’ve heard this before because this idea is one that is being voiced by just about anyone that’s online today, but I encounter business owner after business owner frustrated with trying wrap their head around this idea in a practical sense.

For today’s post I would like to outline what I think is a very practical and doable approach to building your total online presence. You can build your web presence out fully by taking action in each of the five station of work below. Think of each station as a bucket. You need to start adding to each bucket in a systematic way, but don’t try to fill one bucket before you move to the next – put a little in each bucket and keep returning. This way you’ll build momentum in the short view, while building value in the long view.

The Listening Station

Your online marketing will benefit greatly when you take the time to monitor what’s being said by others. Creating an automated way to do this, something I call a listening station, is a base strategy these days.

  • Create Google Alerts to monitor your brand, products, competitors and industry
  • Use tools like to Social Mention and Postling to get deeper analysis of what’s being said – even on review sites like Yelp!
  • Find and subscribe to industry or related blogs and feed them into Google Reader for quick scanning
  • Create Digg and delicious accounts to quickly scan what’s hot and what’s new
  • Put key journalists in a Google Alerts track so you can participate when they write or blog

Content As Hub

I’m going with the assumption that you have web content that describes your business, tells your story, outlines your products and services and maybe even showcases a few client success stories. That’s good, that’s a start, but now you need to go to work on consistent content creation – the kind that builds trust, draws links, and educates.

  • Add a blog, sorry you must do this, better still, build your entire web site with WordPress
  • Create a lists of related or local bloggers using Google BlogSearch and placeblogger as potential guest blog hosts
  • Submit keyword rich articles to article directory sites
  • Keep a notebook of every question a prospect or customer asks and create blog post answers and FAQ pages
  • Stick a camera in front of your best clients and get them to share how important your business is to them
  • Turn your sales presentation into a slide deck and post it to your site

Pushing Out Assets

  • Create YouTube, Flickr, and Slideshare accounts and post your videos, images, and slides with complete keyword rich descriptions of each
  • Claim and enhance your Google Places, Yahoo Local and Bing Local profiles
  • Build a LinkedIn profile and LinkedIn Company Page complete with lots of links back to your site, blog, and events
  • Create an Official Facebook Page (that’s what they are calling Fan Pages these days)
  • Claim and enhance your company pages on review sites like Yelp and CitySearch and start participating in the review process
  • Build profiles in social networks beyond Facebook and LinkedIn – here are 13 good ones

Participating Socially

  • Use your Facebook Page as a way to create awareness about events and content and as another vehicle to reach prospect with fresh content
  • Ask and answer questions on LinkedIn Answers – it can be an interesting way to showcase your expertise
  • Use a tool like Flowtown to figure out which of your prospects and customers are the most active in social networks and equip them to be ambassadors
  • Learn how to mine Twitter for leads and opportunities – I share some useful ways here

Facilitating Community

  • Create events and groups on MeetUp and bring like minded people together
  • Use project and customer portal tools like Central Desktop to create a place where your customers can access information and collaborate
  • Get your customers involved in creating community through the use of a wiki that allows them to share and generate ideas
  • Create a group blog that features content contributed by your team of strategic partners
  • Set-up Facebook Groups and add your customers and prospects so you can host live group chats and peer to peer discussions
  • Add the peep.ly service to your directory so visitors can see who you have in common social networks

That should get you started, but expand your thinking beyond the action steps above. In fact, share more action steps in the comments here!

Marketing Is Your Most Important System

Image: Deliver Magazine

A lot of people ask me what Duct Tape Marketing is. Usually Duct Tape Marketing represents one of the various parts they’ve come into contact with.

There’s this blog, a podcast, a newsletter, books, self-study courses, and a network of independent Duct Tape Marketing consultants around the globe.

Even with all of those tangible representatives of Duct Tape Marketing, more than anything it’s an audacious idea that marketing for the small business can be simple, effective and affordable when practiced in a systematic fashion.

It’s my experience that any business, regardless of industry, can benefit from this view and that marketing can be stripped down to the effective implementation of these 7 steps and a big part of my business purpose revolves around bringing this message to the small business world

  1. Develop strategy before tactics – Base all decisions on an ideal customer and core message of difference
  2. Embrace The Marketing Hourglass – Look at every potential prospect and customer touchpoint and design a remarkable experience
  3. Adopt the publishing model. – Commit to producing content that builds trust and educates
  4. Create a total web presence. – Develop a plan that takes advantage of the SEO and social media aspects of being found
  5. Orchestrate the lead generation trio. – Use technology to create multiple ways to generate leads via advertising, public relations, and referrals
  6. Drive a lead conversion system. – Develop a sales system that everyone in the organization can use from initial contact to results review
  7. Live by the marketing calendar. – Make marketing a habit by establishing monthly, weekly and daily action steps

I outlined each step in detail for this week’s AMEX OPENForum post – Read the entire article here – 7 Steps to Creating a Sure-Fire Marketing System

Are You Living The Life Other People Expect You To

Marketing podcast with Chris Guillebeau (Click to play or right click and “Save As” to download – Subscribe now via iTunes

My guest for this week’s episode of the Duct Tape Marketing podcast is Chris Guillebeau.

The Art of Non-ConformityChris writes, travels, and helps people take over the world. His site hosts The Art of Non-Conformity blog and the diary of his travel adventures in 150 countries and counting.

The title of this post is a central theme that runs through his book The Art of Non-Conformity: Set Your Own Rules, Live the Life You Want, and Change the World – according to Chris you don’t have to live the life that other people expect you to.

Rather than change people’s thinking he is helping people give themselves permission to be who they want to be.

5 Reasons Why You Must Advertise

advertising

Image: brizzle born and bred via Flickr

Sending email is free, creating a Facebook page is free, Twitter outreach is free, cold-calling is free, publicity is free, referrals are free, and advertising costs money.

So why is it that even with all of these wonderfully low cost and free ways to promote your business I contend that you must make advertising one of your core lead generation tactics? (Actually one could argue if anything is free, but the items listed above don’t come with a direct cost.)

Advertising is in fact one of the marketing tactics that comes with an invoice. You must write a check to run ads or send direct mail, often before seeing any results. In my experience people shy away from advertising, not because of the cost, because they don’t know how to get results and they don’t understand the long-term residual effects. Think about it, if you knew that for every $100 you spent you could produce $200, you would get out your check book and spend away, right?