A blog is a great way to reach an audience of customers, clients or information-hungry web surfers. Done effectively, it can keep readers engaged and ready to come back for more.
Reading a blog online is quite different than reading the same piece in a book or a magazine, however. Computer monitors are much harder on the eyes. A pixel is not the same as printed type. The eyes have a lot of work to do and eyestrain is only one of the problems.
Here are some simple techniques you can use to keep your readers’ attention and give their eyes a break in the process:
Keep it Short And To The Point
If necessary, break your article into themed sections and publish it over the course of a few days. This will result in fresher, more frequent, content as well. Search engines love that kind of thing.
Break Up Blocks of Text With Pictures or Graphics
Relax the Eyes! Photo C. Laconte (Canada)
Use bullet points if the content warrants it. Bold face points you want to emphasize, but don’t overdo it. Spend less time getting to your point.
Make Sure The Font Size is Large Enough To Read
Some blog templates use a tiny default font. Increase the size, or find another template.
Use a Blog template That Has Sufficient Contrast
Black lettering against a white or off-white background is best. Don’t use a black background with white lettering, no matter how “sexy” it might seem! Try this example: go to a blog that has this contrast scheme. Read it for about 5 minutes. Then, switch back to a web page with standard dark-on-light contrast. You’ll go snow-blind!
Keep your readers comfortable as well as happy and well informed. Their eyes are translating pixels into physical images, frequently in poor light and with less than optimal computer monitors. Don’t make them work any harder than they already are!
As a consultant, I’m used to blank looks from people trying to get a handle on social media. Add the cacophony of conflicting best-practices advice, “you’re-on-your-own” marketing and unintelligible media lingo to the mix and it’s no wonder that some folks head straight for the door.
I’d like to thank fellow publisher Charlotte Pierce for a link to this rather amusing article in The New Yorker magazine, which offers its own take on the subject of marketing and social media. This will no doubt resonate with a great many do-it-yourself entrepreneurs who are still struggling to keep ahead of the social media marketing curve, advice like:
“If you already have a blog, make sure you spray-feed your URL in niblets open-face to the skein. We like Reddit bites (they’re better than Delicious), because they max out the wiki snarls of RSS feeds, which means less jamming at the Google scaffold. Then just Digg your uploads in a viral spiral to your social networks via an FB/MS interlink torrent. You may have gotten the blast e-mail from…your acquiring editor, saying that people who do this sort of thing will go to Hell, but just ignore it.”
I think you’ll enjoy the rest of the article. Aspiring writers of all stripes will relate to the subjects being spoofed, particularly the shift in emphasis to “market thyself” strategies. It’s difficult for anyone without a huge marketing budget to keep up.It’s good to know we’re not alone, though, and a good laugh can restore perspective at the same time it’s lightening our day.
I came across a very interesting video via Facebook today, with some statistics that should make people in business sit up and think. New communications revolution? Well, at the very least we have to admit that the old paradigms don’t fit the new social media model. Watch below and see for yourself:
Internet sites are full of personal profile pages that look as though they’ve been abandoned mid-stride. Instead of a picture or icon, there’s a blank silhouette. Profile questions go unanswered. Once created, there’s not another peep: no comments, no replies, no posts, no pictures, nothing.
This lack of attention is bad enough for personal users of the web. After all, who wants to get to know someone who’s not really there? It’s far worse for a business, though. It’s like handing out a blank brochure or walking into a business networking meeting with a paper bag over your head. It makes you and your business seem amateurish and incompetent. It borders on the unfriendly, as if to say, “I’m not interested in telling you who I am and what I do.”
An Online Brochure and Resume, Rolled Into One
Your profile page deserves as much attention as you can give it. After all, you’re a business. As onerous as a highly detailed profile can be to fill out, it’s really the only way others can get to know you online. You need to establish your professional credentials. If someone on a network is interested in your business, your profile page is the first place they’ll go to find out more about you. What will make a better impression: a detailed page, with a professional but friendly photo, links to your websites, descriptions of your accomplishments and expertise, or a silhouette with no information?
Here are some tips for good profile-page building. By following them, you’ll be helping others help you develop your business:
Answer the Profile Questions Succinctly But Thoroughly
Your profile is like an online resume. I’ve heard it said that employers scan the first third of a resume to determine whether or not to delve further. Put your best food forward at the outset. A lot of profiles ask you to write about your business as well as your personal interests. Write about both, but don’t go overboard with multiple paragraphs of detail. Too much information and they’ll gloss over it. Too little and they’ll do the same.
Watch Your Grammar and Spelling!
I’m shocked at how many people write as if they’re still in the sixth grade. Despite our passion for multi-media, writing skills are still king of the hill. Make use of grammar and spell checkers on your word processor. If you’re still not sure, get some help from a professional editor.
Always Include A Profile Picture
Use a low-resolution photo, or your picture will take eons to upload. A head shot is fine, or at least something that definitely shows what you look like. Your profile picture should emulate your business, either formal or informal. The picture should catch you at your best, however, no matter where or how it’s taken. Since this is a more personal medium, you might want to consider changing your profile picture from time to time.
Include Links To Your Websites and/or Blogs
While you’re at it, make sure people can see your website, blog, or online community. My profiles include links to several websites, for example. I also have a connection to my LinkedIn profile. In one case, I also added a link to a food social network! People love food and I’m happy to share my expertise there as well, even though I’m no longer in the food business. It just tells people more about me.
Treat Your Profile Like The Living Thing That It Is
You’re constantly changing, adding new experiences as you pass through life. Keep your profile up to date to reflect this. Add new professional affiliations. If there’s an “update” section on your profile page, add to it regularly. Not only does it keep your profile fresh, your contacts are notified as well. That’ll keep you in the minds of those very important people.
Creating and maintaining a profile is a lot of work, but so is anything that’s designed to keep you in business. Give it its due and you’ll see a positive return, via the contacts and conversations that can drive your business forward.
I’ve been mentored by some of the best curmudgeons in the business: retired executives who volunteer their time through SCORE (The Service Corps of Retired Executives) and who place your feet to the fire and keep them there. “Prove it,” one hard-nosed fellow challenged. “I want to see a value proposition. I want to see how your services are going to help my business.” The challenge was on. “Let’s say I run a delicatessen,” he continued. “How would a social network help me? What if I’m a dentist? What good would a social media campaign be to a pack-and-ship business?”
He got me thinking because, like this valuable mentor, a lot of small businesses question the value of social media when it comes to their particular endeavor. So what if you are a deli, or a restaurant, or an acupuncturist, a mechanic, a membership organization or a pack-and-ship place? What can social media do for you?
The Personal Touch
It can do quite a bit, it turns out, and is even more valuable in this difficult economy. Basically, you’re giving people another way to reach you, and you’re giving them something of value at the same time. You’re helping them think about you. What better promotion can you have, especially since the cost of using these tools is usually $0.00? People turn to the web to socialize, to learn new things, to be entertained and to conduct research. You can contribute to all of those goals, provided you do it in a way that’s natural and honest. When you get right down to it, businesses are all one-to-one transactions built on trust and on good relationships, even if you’ve never actually met your customers in person. People want that. They’re tired of being put on hold or treated like an economic conquest. Talk to them. Share your interests with like-minded people. Your business will be better for it. Here are some examples of how:
The Who, The What and The How
Food businesses can post recipes, talk about the farmers’ market, give a luscious description of what they made for dinner. Listen and respond to other foodies. Find out what they enjoy. Then think of ways your business can give them exactly that. Great gossip about fabulous strawberries? Put them on the menu!
Pack-and-ship businesses can use social media to improve their customer service. Give folks information about what their parcels will cost to ship before they arrive. Yes, they can find that on the Post Offce or UPS website, but you can same them the trouble. Give them the option of downloading and filling out your shipping forms ahead of time. It’ll save time for you and your customer. During busy periods, like Christmas, you can send Facebook or Twitter updates to let folks know how many people are already in line, or when the best time would be to come by.
Healers of all stripes, be they traditional or alternative, physical or emotional, could do some significant outreach via a regular mind-body podcast, for example, or a traditional blog with relaxation exercises or yoga poses. Traditional practitioners could publish regular “healthy living” updates, nutritious recipes and the like. Healers could also start a social network of their own, open to their patients only. They could answer questions, post podcasts or blogs with health-related items, introduce others members of their practice, etc.
Automobile mechanics can post “how-to” tips for regular car maintenance, talk about their experiences growing up with a particular car or set of cars, post pictures or upload YouTube (or other) videos with car trivia, etc.
Help Them Think About You
Note here that I’m not suggesting you send out regular marketing blasts screaming about your latest product, sale or service. You can mention those, certainly, but bear in mind that the person who subscribes to your Twitter account, or Facebook page, podcast or blog is doing it because they’re getting something out of it. Remember that old marketing saw: it’s not about you. In this environment particularly, it’s about them. You’re giving them something, something they value. It doesn’t have to be long. A 140-character Twitter update may be all you need to do. People will respond, and they will reciprocate – because you’ve taken the time to talk to them first. In these days of: “your call is very important to us, please remain on the line…” that’s valuable indeed!
If a picture is worth a thousand words, then a video must certainly be worth a thousand pictures. I came across this posting on the Diva Marketing blog, which most definitely understands the implications of the new, interactive web. The tale begins about a year ago with the Sons of Maxwell, a country and western band from Eastern Canada. The band decided to fly United Airlines from Halifax to Nebraska for a gig. The United baggage handlers were not gentle and ended up destroying some rather expensive instruments. The band then experienced what I can only describe as the customer service experience from hell. No one was willing to take responsibility for anything. The band was on its own dime for repair and/or replacement.
We’ve all experienced this in one way or another. No service, no satisfaction and no recourse.
Until now.
The new web, as I’ve mentioned before, is interactive. People can use it to communicate, and their messages can spread far and wide. The Sons of Maxwell got fed up with United and decided to tell their story to the world. They produced a music video and posted it on YouTube, a well known video blogging site. The video went “viral” in mere days. It appeared on blogs, on news feeds, even on NPR’s “All things Considered” radio show. Suddenly, everybody knew about the broken guitar. Everybody knew about United’s abysmal customer service and – suddenly – United started returning phone calls.
The interactive web is very good at this kind of thing. Good news and bad news can both travel very fast. Businesses of all sizes should know this and learn their lessons from it. Listen to what the Sons of Maxwell had to say, and in no uncertain terms:
We had a rare day of sun last week, and I took advantage of it to talk to a colleague about technology. We usually meet at a local coffee shop – that favorite haunt of web workers everywhere – only, this time, we were actually outside! My voice tends to carry well (a gentle way of saying you can hear me in the next town once I get going), so before long we had another person overhear and then join us. We talked for a long while about our relationships to our computers and to the internet. We were all business owners of one sort or another, all older, experienced entrepreneurs. And (with the exception of me) all confused and disempowered by the new “social” web.
I hear this all the time: “I can’t figure out these social network things. Everyone says I should be on them. My business is taking a hit in this economy. I’ve heard these…whatever they are…can help. But, they confuse and terrify me. I can’t even upload a picture. I’m at its mercy.” There you are, cut off at the knees by a collection of wires and whirring gadgets that promise to connect you to the rest of the world, if only you had the magic key. A 15-year-old can figure out Facebook, but you can’t. It’s demoralizing, to say the least.
I think Franklin Delano Roosevelt was onto something when he said: “…the only thing we have to fear is fear itself—nameless, unreasoning, unjustified terror which paralyzes needed efforts to convert retreat into advance.” Roosevelt was talking about the Great Depression, of course, but I think the same attitude can be applied to just about anything we avoid because we’re afraid of it. We don’t want to feel incompetent. We don’t want to be upstaged by our teenage children, many of whom sneer at our occasional attempts to master the online world.
If you feel this way, it’s time to step back and take a deep breath. Believe me, this is not rocket science and don’t let anybody fool you into thinking that it is. It’s human nature to avoid things that make us feel uncomfortable. Unfortunately, as Roosevelt himself pointed out, this can hinder your business’s development at a critical time. While you ponder this, here are some basic truths about computers and computer technology to consider:
A Computer is A Tool, That’s All. You Control It. It Does Not Control You
A computer should have the same relationship to you that would a pencil, a notebook or a telephone. It’s a tool, a way of getting something done. That’s all. Forget the “geek speak.” That’s someone else’s specialty, like a car mechanic or a plumber. That’s all a geek is, a service technician. Learn to use your computer the same way you learned to drive a car or operate the remote for your television: one step at a time. Before you know it, you’ll be hacking away. You’re in control and always have been.
A Social Network is Just an Extension of What You Already Do (Or Should Be Doing) In Person
You go to business networking meetings. You shake hands, talk to colleagues and potential clients. You attend workshops, or give them. You offer advice, or request it. If necessary, you take continuing education courses – or provide them. That’s all an online social network is doing. Relax. You’re just talking, building relationships the same way you do in person. You already know how to do this.
Rome Wasn’t Built in a Day
You don’t have to do everything at once. There are a lot of tools out there and they can be overwhelming at first. That’s fine. Just don’t let it stop you. Pick one thing and give it a go. See what happens. Explore. Play! And here’s a secret I’ll share: not all social media tools are the same. Some are not that well designed. You may be confused for a good reason.
Don’t let “geek speak” or preconceived notions of what you can and can’t do get in your way. Statistically, baby boomers and other “over 40″ types are the social web’s fastest growing demographic. Most people in this category want to use these tools for their careers and/or their businesses. You most certainly won’t be alone. Just get up there. There will be plenty of hands to get you going once you do!
Open any good newspaper and you’ll find a lot of different information inside. In addition to local and national news, you can browse the business and sports sections, find out about the weather, read letters to the editor, check out the latest gardening news, laugh at the comics, read movie reviews and more. What’s more, the newspaper you read changes every day, so you get only the latest news, weather, reviews and so on. Remember that saying: “as old as yesterday’s news?”
BLOG = NEWS
There’s an internet version of this, and it’s called a blog. A blog (short for “weblog,” by the way) is a frequently updated online journal covering any and all subjects, much like a newspaper might. Weblog content is updated all the time so that, again like your newspaper, each “edition” contains new information for that day, hour, or even minute.
Blogs started out as purely personal journals, but have evolved into an information powerhouse covering every imaginable subject. There are millions of blogs, with thousands of new ones being created every moment. Somewhere in that stream are blogs covering your industry, with critical information that would be well worth your while to read.
READING YOUR NEWS
There are two ways to read blogs, after you’ve found them. First, you can go to each individual blog at its individual web address and read it there. If you read a lot of blogs, that can get very time consuming. For each blog you have to type in the web address (or select the site from your browser’s bookmarks), wait for the page to open, read the page, then type in another web address (or select the site from your browser’s bookmarks), wait for that page to open, read that page and so forth. It’s possible to read blogs this way, especially if you don’t have that many, but it’s not very efficient.
There’s an easier way to read blogs, though, through a magic little button that you’ve probably seen a million times before. It looks something like this:
RSS Feed Logo
Sometimes, you’ll also see something like this:
Feed Readers
PICK A READER
These symbols let you know that the content of this blog can be read, along with any other blogs you want, in one place – a special reader that’s made just for that purpose. This is accomplished via a process of syndication known as RSS , or Really Simple Syndication. Click on the icon and it will add the information in the blog to a news reader of your choice. It will update content every time the blog updates content. You don’t have to go to the blog. The blog comes to you. Simple. RSS syndication streamlines the process of reading your daily news. Articles are easy to read, save and categorize. Think of it as your online newspaper, only this one contains content you choose.
EMAIL – NOT!
But couldn’t you also read blogs via your email, and aren’t there options for signing up to read them this way? Think about your email inbox for a moment. Do you really want to add notifications about blog updates to that mess? Blogs can update their content several times a day, adding even more clutter to an inbox that’s probably already stuffed full. Chances are, you’ll delete the blog rather than read it, or it’ll end up in that never-never-land of emails that don’t get opened. Your industry’s breaking news is too important for that!
GETTING STARTED
So, how do you start? Here are some listings of well known blog readers. Go visit them, read their help and introductory sections and then create an account on one that you like:
So, go find yourself a reader, grab a cup of coffee and head online for the latest news. Once you get the hang of it, you’ll wonder how you ever got along without RSS!
If you run any sized enterprise, then you’re probably familiar with programs like Microsoft Office. They live on your computer and do the office “work horse” tasks such as word processing, spreadsheet financial tasks, presentations, email and more. You probably also know that these programs don’t come cheap. Not only do you have to buy them (individually or as a suite), you might also have to pay someone to install and maintain them. Finally, they’re big, gobbling up oodles of computer space that leaves your computer with less room and less speed for you to do your other work.
HIGH PRODUCTIVITY, LOW COST ALTERNATIVES
Although you can’t run an office without them, there are some alternatives to these big, pricey monsters that might be worth considering. Like so many other things, the software that runs your office has moved to the internet. This new model, often called “cloud computing,” combines desktop functionality with collaborative abilities you can’t get in an unconnected environment. Even better, these online office applications can be used for free, although some increased functionality may be had for a very low cost.
HOW IT WORKS
“Cloud” applications are located on a service provider’s computer (i.e., not yours) and are accessed via the web. There’s nothing to download or install. It’s all there, waiting for you. All you need is an account, which you create with a user name and password. Once you’re online you can upload documents from your computer, work on them online and download them again if you want. Or, you can create and store your work online, thus freeing up space on your computer and giving others the option of working along with you.
GOOGLE APPS
Computing in the Cloud
Two of the major players in this arena are Google and Zoho, although other viable competitors are out there as well. If you have a Google email account, then you automatically have access to its entire suite of products, called Google Apps. These include a word processor/spreadsheet/presentation package, a calendar, instant messaging and the ability to create simple websites. Google seems to own the world, it seems, so your account also gets you access to their blogging service (Blogger.com), the YouTube video sharing site, a blog reader and more. Google Apps also works with your website, so you can run your business with it – at least those parts that require multiple email users and a dedicated work space for you and your employees, customers, clients or other collaborators. I used Google Apps for a business I owned. It’s handy.
The other elephant in the room goes by the name of Zoho. Zoho seems to have taken online business management to the next level, with groups of applications designed for personal and business use. It has all the basics: word processor, spreadsheet, email, calendar, to-do list, etc. It also has a database, an invoice program, project management software, CRM (Customer Relationship Management) and HR tools. And that’s only touching the surface. Dig deeper to find applications designed for sales, marketing, education, non-profit management, customer service, IT and more. It’s a bit overwhelming, but rather extraordinary in its scope.
Here are a few places to visit for more information about Zoho:
Of course, nothing is perfect. Neither Google nor Zoho have particularly good documentation, for example. Online user forums seem to be the stand-ins for more substantive help. This means it’ll be up to you to figure out how to use the applications. There are video demos, but nothing that resembles a “how-to” anywhere. Fortunately, the user interfaces are fairly intuitive, but I don’t consider that an excuse for the lack of attention to this very important detail.
Cloud computing models also, by necessity, have to sacrifice some features in the interest of online access. Huge desktop office management programs require enormous computer processing power. That’s not as viable on the web, given the amount of time it would take to open and run something that big. On the other hand, programs that are leaner can also be more efficient and easier to use.
Given the cost structure, there’s very little to lose in giving these applications a try. They all open documents created in other programs, like Word or Excel. Since the software is on the web, you can use any computer in any location. All you need are your user name and password. It may take a while to become familiar with the programs themselves, but they are designed to emulate programs you’ve used before. Give them a try. See what you think!
Everyone is on the internet, or so you’ve been told. There seems to be a news article every day about Facebook or MySpace, although you really don’t know what they are or what they do. As a small business owner, you’ve probably heard about LinkedIn as the place to…to…
To what?
What’s This All About?
Business owners who aren’t “computer savvy,” or who are not that familiar (or comfortable) with the internet may never get beyond this question. Perhaps you’re wondering what the hype is all about. You’ve heard that MySpace is full of computer predators, just waiting for an innocent child to log on. How would that help your business? Or, you may have decided to give social networking a try. You’ve created an account (and probably forgotten the password by now), filled in a few lines on your profile and then sat back and done nothing. And nothing is exactly what you’ve gotten back.
Effective and Affordable Marketing
An online social network can be an affordable and effective part of your marketing plan. If used appropriately, it can increase visibility, establish competency in your chosen field and help drive traffic to your store or website. Even better, search services like Google and Yahoo! love the kind of content generated by a social network. Every time you add a one-line “here’s what I’m doing” post, upload a picture or update a blog you’re generating new material for these services to go out and find. In fact, that’s their job!
Social networks are a relatively new phenomenon. To some extent, the rules are still being written as these networks evolve and grow. There are some best practices, however, that online entrepreneurs can and should adopt. Use these techniques to make your time online more effective and profitable.
Do Nothing And Get Nothing
A social network is exactly what its name implies: a social network. It’s an interactive, user-driven environment. It’s not free advertising. In fact, its members often resent people who use it that way. A social network can help you reach out to other people, but only if you’re willing to do the work that’s required. Do nothing and you’ll get nothing. Get to know the community and they’ll get to know you. Be patient but persistent and you may end up with a sizable following. It really depends on you and your business. Like all marketing efforts, it requires planning and not a little hard work.
Go Slowly at First
Start with just a few of the better known sites. Have a look around before you sign up. There’s usually a “tour” feature, or a place you can get more information. It’s not going to give you a full featured look at the site, but it will give you a sense of its purpose and organization. Does this site sound like a place you’d like to visit? If so, sign up. Here are some links to more information for a few prominent sites:
This small sample will give you an idea of social networking’s diversity. Use Google or Yahoo! to search for other networks. Ask your friends, co-workers and colleagues. Public libraries are also good places to get information. Don’t be afraid to experiment. You can always change your mind and go somewhere else if your initial choice isn’t as effective as you thought it would be.
Network Appropriately. Don’t “Hard Sell”
Fill out your profile completely. Include a picture that’s professional, but comfortable.This is an important step. If you’re going to network for your business online, people need to know what you look like. Your picture makes you a real person and puts a face to an otherwise anonymous profile. Think of online social networking as a proxy for in-person networking and act accordingly.
Get to know other members. Your network will probably have groups, along with individual blogs, pictures, videos, music and more (these features may not apply to all sites). Go out there and work the virtual crowd. Wander around a bit. Read some posts, join some groups that interest you. Leave responses to blogs, etc. where appropriate. There’s usually some kind of comment or “wall” section. Use it to subtly introduce yourself and acknowledge the other person’s output.
Don’t Spam Your Network!
The last thing anyone wants to see is an ad barely disguised as a post. If you have a “SURE FIRE WAY TO BOOST YOUR INCOME WHILE WORKING FROM HOME. EARN $1,000.00 A DAY! GO TO WWW…” then buy an ad and put your message there. Don’t bother the people who are trying to get work done in your social network’s “small business” group. That tactic will probably kill the group and may get you banned from the network.
Add Content Regularly
Participate! Add blog postings, pictures, videos, music, whatever is appropriate to your niche and readership. Combine business as well as personal posts. Experiment to find the right balance. Of course you want to get your message out. At the same time, you don’t people to think you’re only there to hawk a product or service. Remember those two words: social network. The first word is “social.” Be just that. In this context “social” doesn’t necessarily mean mere “socializing” (although you could, depending on the site and the circumstances). It does, most certainly, mean networking. Find a way of doing both, in a personable and accessible way.
As soon as you’re comfortable, consider joining more than one network. I have a personal blog hosted on Vox, for example. I regularly cross-post that blog to another site, Live Journal. Why? I have a different set of readers on both blogs. This is just as true in a business environment. Different people will be on different sites. Maximize your outreach, but be careful not to spread yourself too thin.
Be Patient, but Persistent
Don’t expect results overnight. As in the real world, it takes time to develop relationships and increase the size of your network. Keep at it, but be patient.
Do some research to find appropriate sites, describe yourself and your business to the community, visit other peoples’ pages, participate in groups, post regularly and consider having a presence on more than one network. That’s a lot of work right there. Add it to your marketing and business development budget, even if your time and effort will be your main expenditure at first. It can be an enjoyable task, though. Take it one step at a time – and don’t forget to have some fun along the way!
