Or “How To Post Your Way To The Poorhouse”
Image by Cate Sevilla
On at least one occasion in the last few years I have been asked various forms of the questions, “how do I blog to be sure and get sales”, “what can I expect from my efforts on Twitter”, “how does this translate to food for my children”, and so on. The good news is I don’t know. The bad news is “they” don’t either. But in all hopefulness and by careful examination of the data we see it is possible and there are some guidelines to be followed which are more likely to lead to sales success than the poorhouse. I don’t like the poorhouse.
Being named a Reuter’s Top Ten Small Business Expert on Twitter is pretty cool. Translating that little puppy to a paycheck is work. In spite of what everyone may believe I don’t check my PayPal account daily and, surprise, see three or four thousand dollars that popped in there over-night just from me hosting Social Media Edge Radio and writing a few blog posts. In fact until I write some code or create some content the money flow direction is ebbing toward the negative. Chances are that’s not what you have in mind for yourself. You, like I, must sell some widgets or face the piper, er, spouse.
While the social media gurus who tout their wares and charge really small fees, snark, for their workshops and seminars may assure you their oil is the best for snakes you can bet most of their ROI is derived from the attendees. However, and let’s keep fairness in play, most attendees likely found out about the event through … social media. Hey, I do events. I get it. What you need to know, however, is not how to get people to attend your seminars and buy your books or your retweet campaigns, you have widgets for sale. Darned good ones, too! You need to sell those puppies and you need to sell a lot of them every week. You probably suffer from a food and shelter addiction – just guessing.
I wish my parents had known more about SEO when they named me.
Embrace the name!
Sometimes when we in the digital branding and marketing sphere take on a new employer or client we face a few “name” challenges. We really cannot do much about it because the company is already born and we’re late to the game. I understand. I mean my name is Ken Cook for Pete’s sake. Google me by name and you’ll have to dig way down to find me. On Google, in fact, I am currently 9th and 11th in raw search results and those are my Twitter and G+ accounts respectively! I feel as if I have no respect. But alas, it is my fault.
SoLoMo - Social Local Mobile
Like every other piece of buzz, or most other buzz at least, SoLoMo is not the end all. You will still be able to market other ways but for the local business: the chiropractor, the real estate agent, the auto repair center, and other services offering services within a relatively narrow diameter – SoLoMo is now. Much like the yellow directories of yesterday SoLoMo focuses on local market areas with a higher transactional focus.
Twenty years ago when you applied for a business phone it took about a week for the yellow directory sales pitches to start. They would drop in, phone, send cards and letters, rinse and repeat. My very first purchase of a yellow directory ad just about made me regurge but I knew I had to have it back in 1980. In fact without a yellow directory listing back then if you depended on people who did not drive by your storefront, I was in the entertainment electronics retail business, you may as well put on a monkey suit and stand on the street corner … selling rocks.
The cost of my first add, a half-page, was $3700 for a year. It reached roughly 180,000 people in 112,000 homes if I remember right. It worked. Most of my business back then came from the yellow directory with my second amount from storefront advertising.
The yellow directory was, for all practical purposes, the top search engine of the day. It produced a significant amount of revenue for shops like mine, plumbers, lawyers, auto-repair, tailors, doctors, squirrel catchers, and many more. There was, however, a major catch: once that ad was printed and distributed it was set for the next 12 months. If you were specific about discounts or hours or special product offerings you better still be able to deliver.
Enter the digital age and live engagement