Tag Archive: Kansas City


There’s a general fervor boiling through the business community around social media. Their eyes glaze over at it’s mere mention and the look on their faces resembles something akin to mine the first time I saw Daisy Duke in those shorts at the ripe old age of eleven. They’re right to be excited, there’s a lot of power there and a ton more is coming around the bend (we’re talking about social media again, not Daisy Duke, come on guys, focus). Truth is, I firmly believe every business should have a social media strategy, and that it needs to be bigger than having a Facebook business page, but more importantly it needs to fit into a overall online marketing scheme.

Facebook And The Rise Of The Social Media Marketing Company 

With all that excitement brewing it was only a matter of time before social media companies started appearing. The problem is that on it’s own social media marketing is pretty one sided, and if that’s your complete focus, you’re pigeonholing yourself into a much smaller segment of the market. I’m not saying your business won’t see results, it very likely will, but only a fraction of what’s possible. I tell clients online marketing is like a bike, the combination of the parts accomplishes much more than the individual pieces. I may get a bicycle wheel, fashion it into a unicycle, and get from A to B faster, but not nearly as quickly or efficiently as if I built the entire bike. When a business operates in just one area of the online marketing realm it’s effectively riding that unicycle. Hence lesson number one, don’t put all your eggs in the social media basket. That includes using your entire online marketing budget to hire a firm specialized in social media marketing.

Your Customers Use The Web In Different Ways

Your customers have a variety of different personalities and use the internet in equally different ways. Currently one out of every eight minutes online is spent on Facebook and 63% of business to consumer companies have picked up a client from Facebook (the number for B2B firms is 42%), those are some solid reasons why your company needs to have a Facebook business page. But those other seven minutes are spent somewhere and there are equally powerful statistics supporting blogs, online business listings, email marketing, and a host of other online marketing techniques. Type A customers in “buy mode” respond to online business listings, while your type B customer who is researching before she buys is often reading blogs.  Lesson two, a proper online marketing strategy outlines plans for all of these various tools.

Integration Is Key

The various online marketing tools need to connect and interrelate. Each serves a different purpose and your customers will use more than one, so make it easy for them to get to them. There need to be Facebook and Twitter feeds on your business website. When you publish a new blog article it needs to automatically post on Linkedin, Twitter, and Facebook. The average person has to see a message six times before they register it, so show up in all the areas of the web and continue to drive things home. Lesson three, all of your businesses online marketing tools need to connect.

“Absolutely I’ll read your blog”… I just never promised I’d get any farther than the third line.

Not the most inspiring intro for the guy looking to get you the end of this one. Don’t worry, I save my “So do you come here often” pitch for the Saturday evening crowd. The truth is most of us have been told, “if you want to build your business you should write a blog.” Ehhhh! Correction, you should PUBLISH a blog. There’s a difference, and those gory little details tend to determine whether your blog drives business or drives everyone you know into facial gestures closely resembling Kim Jong Il during a United Nations nuclear oversight meeting every time you ask what they thought about your latest post. Now that I’ve effectively insinuated that  there may be no one reading your blog aside from your mother, let’s get down to the brass tacks.

Blogging versus Advertising: Blogs are an asset

First of all, I’m going to take the soapbox and talk a little about why your business should publish a blog. Well here’s always the 900 lb. gorilla. Recent statistics cited by Hubspot indicated that an examination of 1500 small to medium business revealed that those with a blog experienced 55% more web traffic. Yep, blogs drive people in the virtual door. Now that I’ve embroiled your attention let’s keep going and look at blogging versus advertising. What happens tomorrow if I don’t pay my advertisers? My ads disappear right! My phone stops ringing, my inventory backs up, and suddenly I’m stuck with a living room full of those creepy garden gnomes I was previously selling like hotcakes. The company blog scenario paints a little different picture. Whether I’m spending marketing dollars or not the business blog visibly stays out there, and as long as I’ve provided relevant content to my prospective customers they continue to find and shop at my business… as an added bonus I don’t end up sharing the couch with four porcelain figurines in pointy red and green hats. In other words, the company blog becomes an asset that drives business in the door on a continuing basis. So how to I turn my blog into an asset.

Pull versus Push Marketing

The key stems from the mindset you use when you publish the blog versus writing it. Notice I keep chalking that publish word in there. Your company should be publishing interesting, useful, and relevant information designed to pull your potential customers in. Magazines, newspapers, and Ted Kopple all contemplate what’s going to capture the attention of their prospective audience prior to ever penning a single line of rhetoric and so should you. You’re company is giving useful information to the people you want to turn into customers. Yep, giving! Give, ask, then receive.  It’s like chumming the waters before I start trying to hook Jaws. Future customers are much more likely to bite my line while they’re salivating over the metaphorical chuck steak I’ve thrown in the water – I save the porterhouse for the client appreciation dinner after they’ve signed. It’s called “pull” versus “push” marketing and it’s dead on effective. If you’re that garden gnome company, you’re not sending people junk mail or spam (both push marketing) with the hope they’ll buy that oversized chachki they weren’t really looking for when they woke up this morning. Instead your blog is giving them information on all the hottest trends in landscape design, which happens to include that latest and greatest fashion statement, garden gnomes, including pictures and details on how they can pick theirs up today before you run out, “or they go the way of shag carpet and orange formica countertops… if garden gnomes are your thing you might refrain from mentioning that one.” Either way you get the gist. Your blog should pull them in with solid information on the radar of your future customer.

Call to Action

Ok, so now that we’ve established that you made it past the third line let’s wrap this bad boy up. I’m finishing you off with that all important piece, my blog call to action. I’ve given you the tip of the iceberg… the chuck steak so to speak… so if you want that porterhouse I need you to: look me up, give me a call, send me an email and if today’s not the day… come back and read my blog.

%d bloggers like this: