HOW TO: Build a Brand for Your Business

Published on August 31, 2010 by in Business Success

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HOW TO: Build a Brand for Your Business

Welcome to the Social Media Marketing Success Series! There are 4 things you have to do in order to be successful in using social media to market your business; you have to Build a Web Presence, Build a Brand, Build a Base, and Ask for the Sale. We’ll go over each of these this week and give you everything you need to succeed in social media marketing!

Ready?

Let’s Go!

Note: The series recap - 4 Steps to Social Media Marketing Success is now available!

Part 2 – How to Build a Brand

Build a Brand

Need to Build a Brand?

Social media marketing gives your business the opportunity to carve out a unique niche across the web. How are you going to represent yourself, business, services, or products? What image, feeling, or emotion do you want to convey whenever someone thinks about you and your business? This is the basis for branding.

In this short clip I’ll show you the 5 elements to building a brand for your business. As you watch, reflect on each and come up with a plan to take your business and brand to the next level. Be sure to leave your thoughts in the comments below once you’re done. Once you’re ready, head on over to the next lesson and learn how to Build a Marketing Base for your business.

Note: I recorded the video in a different format than usual – call me adventurous – There may be some audio sync issues. Sorry.


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About The Author

Rod Kirby

Rod Kirby helps entrepreneurs, small business owners, and organizations take advantage of social media marketing and new media through his company, Kirby Enterprises. Follow Rod on Twitter here.

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HOW TO: Build a Web Presence for Your Business

Published on August 30, 2010 by in Favorites, Online Success

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HOW TO: Build a Web Presence for Your Business

Welcome to the Social Media Marketing Success Series! There are 4 things you have to do in order to be successful in using social media to market your business; you have to Build a Web Presence, Build a Brand, Build a Base, and Ask for the Sale. We’ll go over each of these this week and give you everything you need to succeed in social media marketing!

Ready?

Let’s Go!

Note: The series recap - 4 Steps to Social Media Marketing Success is now available!

Part 1 – How to Build a Web Presence

Web Presence

Need to Build a Web Presence?

If a potential client looked for you online what would they find? Embarrassing Facebook pictures, a negative article written about your business from the local paper, a website that hasn’t been updated since it launched, or nothing at all? Of course, no one wants to fess up to any of those answers, but a lot of people fall into these categories;

A. Their web presence consists of their personal social media accounts,

B. Their web presence consists of what other people say about them,

C. Their web presence consists of a website that still has a “splash page” back from 1998,

or

D. They don’t have a web presence at all.

If you subconsciously raised your hand then you’re reading the right article.

Having a web presence is defined as having an Internet footprint. It’s more than just having a website where people can read about your company, see your services, and order from you. It’s how a person finds, follows, and fellowships (connects) with you online.

There are 4 things you have to do in order to build a web presence for your business. You have to secure a domain name, get online with a web host, launch a blog, and get social!

Step 1: Secure a Domain Name

Domain Name

Domain Name

The web address of this blog, The Success Center, is www.rodkirby.com. Why did I choose my name for a domain name? Because, I wanted people to find me when they looked for success (It’s a part of my brand – we’ll talk more about branding tomorrow). Here are a few tips in helping you choose a domain name to start your web presence;

  • Keep it as short and simple as possible!
  • Don’t include numbers.
  • Use your real name, nick name, stage name, or pen name.
  • GoDaddy.com is a pretty good place to secure a domain name.
  • Be sure to select private registration. This keeps your personal information safe from data miners.
  • Securing your domain for multiple years in advance rates well with search engines. It shows stability and let’s them know that your site will be around for a while.
  • Some web hosts such as Fused Network (aff link) will register your domain name for you if you get a hosting package.

Step 2: Get Online with a Web Host

Web Hosting

Web Hosting

Web hosts come a dime a dozen, but great ones offer excellent customer service and give you more for your money. The Success Center is hosted through Fused Network (aff link) which I have had for over a year now. Needless to say, I love their service. Here are a few things to look for in choosing a web host;

  • Shared Hosting – A shared host refers to a web hosting service where many websites reside on one web server connected to the Internet. You’ll find the most bang for your buck with these services.
  • Dedicated Hosting –  A type of Internet hosting in which the client leases an entire server not shared with anyone. More expensive but is great for sites that get extremely large amounts of traffic.
  • Shared Hosting vs. Dedicated Hosting – My advice is to start with a shared account and as your site grows, scale it to a dedicated account.
  • If you already have a website up, look for a host that offers free data and email migration services. It’ll save you tons of headaches in the future.
  • A host that offers free WordPress installation and theme set-up is definitely a plus.Speaking of WordPress . . .

Step 3: Launch a Blog

Blogging

Blogging

The key to building a web presence is to have a hub where everyone can receive updates, news, content, and other information about you and your business. This is where blogging comes into play. For most people a blog is simply an online diary with a couple of pictures chronicling their recent trip overseas. However, for the successful, a blog is the pulse of their online community. I could cover blogging for days alone, but for now, I’ll just hit the “high notes;”

  • Install a WordPress blog for maximum stability, support, and functionality.
  • Purchase a high quality WordPress theme to give your blog a unique look. I highly recommend Woothemes (aff link) as their themes are custom made and give you great support as well. If “free” is best for your budget then check out Smaching Magazine’s 100 Free High Quality WordPress Themes collection.
  • Enhance WordPress with free plugins. Among my favorites are;
    Disqus Comment System – Great commenting system that adds user avatars, sharing, and more!
    FT Signature Manager – Adds an “about the author” box at the end of each post.
    GD Star Rating – Lets readers rate articles with stars and more!
    Page Links To – Links any page to any website. So you can have an “About Us” link directly to your Facebook fan page as an example.
    WordPress Mobile Edition – Generates a beautiful mobile version of your blog. Perfect for smart-phone readers.
    Sexy Bookmarks – Adds beautiful social bookmark and sharing options to your blog.
    Tweetmeme RT Button – Allows readers to share your posts on Twitter.
    Facebook Share Button – Allows readers to share your posts on Facebook.
    Note: Get more of my WordPress plugin recommendations from my Resources page.
  • Define your blog’s niche – Start with your industry, break it down into categories, then topics, and get your creative juices flowing from there.
  • Create a Plan – You’re not going to get very far unless you have an idea of where you want to go. Start with a name for your blog, niche, topics you want to blog about, who you want to read your blog, how often you’re going to update your blog, and what kind of content you’re going to create (articles, videos, podcasts, or all of the above).
  • Create an Editorial Calendar – It doesn’t matter how often you update your blog . . . as long as you do it consistently. Having a schedule is a great way to keep content fresh and updated on a regular basis. Watch this video to learn how.
  • Want to take your blog to the next level? Watch my PowerPoint presentations; Treat Your Blog Like A Magazine and Take it to the Next Level! and 4 Pillars To Building A Successful Blog.
  • Check out the “Best Of” page for more of my best advice on blogging.

Step 4: Get Social!

Social Media

Social Media

If your blog is the hub of your web presence then Twitter, Facebook, and Youtube are your outstations. The greatest marketer in history was Jesus Christ. He didn’t give salvation to only those that were in a church, he went where the people were! You have to do the same. Potential clients and customers are waiting to connect with you outside of your blog and that’s where you have to go. Here are some tips on maximizing social media to enhance your web presence;

  • Facebook – A Social network with over 500 million users. Great for building deeper connections with blog readers, followers, and potential customers.
    - Create a Facebook Fan Page to centralize your customers and help them engage with your brand, business, and content in new ways.
    - Customize the look of your fan page to keep your brand consistent and unique (more on this tomorrow).
    - Share exclusive content on your Fan page such as videos, podcasts, and etc.
    - Install the Networked Blogs app to automatically share your blog posts on Facebook.
  • Twitter – Twitter is a social messaging utility for staying connected in real-time. It’s great for sharing useful content (news, articles, special deals, etc.), generating blog traffic, and building community.
    - Start by searching for keywords related to your niche and “listening” to conversations.
    - Follow thought leaders, influential types, bloggers, and others who are related to your industry.
    - Engage by sharing related content, commenting, and promoting others.
    - Share what’s happening in real-time at events, conferences, and other places of interest.
    - The more you share the more followers you’ll build up!
    - Don’t forget to download a free copy of my e-book, The Entrepreneur’s Guide to Twitter Success!
  • Youtube – YouTube is a video sharing website on which users can upload and share videos. It’s an excellent network to reach customers, generate web traffic, and have content “go viral.”
    - Search for videos related to your industry, product, service, or blog niche. Use these to start a “video hub” of content.
    - Upload videos of tips, best practices, advice, and how-to’s.
    - Create your own web TV show and upload video interviews of people related to your niche.
  • Tip: You don’t have to have an account with every social network. Only the ones you know you’ll be able to update consistently. There are many more social sites you can be a part of, just remember to go where your potential customers are!
  • Use tools such as Hootsuite or Tweetdeck to update and manage your social media accounts at the same time.
  • Create a Social Calendar – similar to an editorial calendar, except, include when and how often you’re going to update your social networking sites.
  • Be sure to check out the Best Of page for more advice on maximizing social media.

Your web presence is the sum of your digital footprint that leads people from your hub (blog) to your outstations (social networks) and vice versa. The domain name and web host are only the formalities permitting it all to be found and branded in a unique way. Come back tomorrow for part 2 of the social media marketing success series as I show you how to build a brand. What do you think of the series thus far? What tips or advice would you add to building a web presence for your business? Leave your comments below!

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About The Author

Rod Kirby

Rod Kirby helps entrepreneurs, small business owners, and organizations take advantage of social media marketing and new media through his company, Kirby Enterprises. Follow Rod on Twitter here.

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How to Make Your Marketing Dollars Work For You

Published on August 4, 2010 by in Guest Articles, Marketing Success

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How to Make Your Marketing Dollars Work For You

This is a guest post by Ralph E. Plaskett

marketing-dollars1

Are Your Marketing Dollars Going into the Trash?

Do you remember the last piece of mail that you received? Do you remember what it was about? If you are like most people, you don’t. You probably considered it to be junk mail because it didn’t pertain to you or your interests. In the online world, this would be called spam – unwanted or unsolicited mail (or email). This type of mail is what I like to call name, rank, and serial number mailings, otherwise known as traditional marketing.

Traditional marketing is far from being effective because it doesn’t appeal to the wants, desires, and interests of the people. As humans, we often think that something works when we see an abundance of it. Unfortunately, we see even more bad marketing because many businesses owners feel that because they see an abundance of a particular marketing piece that it must be effective. Well the secret is that they are often not effective for the reasons mentioned above.

So how do we turn from marketing that wastes money to marketing that provides a solid return on investment? The answer to this question is quite simple yet difficult for so many business owners and entrepreneurs to understand. If you have ever worked in retail, your manager probably told you “The customer is always right”. Although this isn’t always true, the philosophy behind this popular saying is true. ‘The customer is always right’ takes the focus off of self or
the company and raises the interests of the customer in the employee’s mind. People-focused marketing does just that; makes the marketing about the recipient, not the company or its products/services.

If you have ever spoken with someone that only talks about themselves or their interests, then you know how annoying it can be. Your marketing is no different. The challenge that small business owners face is turning their marketing from self-centered marketing to people-focused marketing. To accomplish this, small business owners need to understand who their customers are. Here are a few questions that will help you figure out who exactly are your customers.

•       What are their interests?
•       What are their fears?
•       What kind of periodicals do they read?
•       Do they have their own lingo?
•       What is their education level?

As you can imagine, this isn’t even close to a complete list of questions that small business owners can ask to gain a better understanding of their customers. Each industry, product, and service has its own questions that can be asked to become familiar with customers who may be inclined to purchase. Far too many small business owners do not do the necessary research to truly know their customers. It is much easier to put their name, rank (years in business), and serial number (street address) than to do the hard work of understanding who is the customer and how that relates to their product or service.

Once a solid understanding of the customer is discovered, the creation of a message that is tailored to that ‘ideal customer can be created. This is known as message to market matching. What many small business owners don’t understand is that their product or service is a solution to someone. They also don’t understand that everyone isn’t their customer (which is a totally different article). Your product solves a problem that the customer is facing. The challenge of the small business owner is to discover how many solutions/benefits their product or service provides. This is why it is critical to understand who the customer is.

Making marketing that is centered around the customer and the benefits they will obtain from a product or service is admittedly difficult, time-consuming, but very rewarding. Not only are you providing benefits and solutions to your customers but your will also increase your revenue 10-fold.

Proverbs 13:4 (NIV) says The sluggard craves and gets nothing, but the desires of the diligent are fully satisfied. So which one will you be, the sluggard wishing and hoping for greater success in your business or the diligent who is fully satisfied and seeks greater achievements?

———————–
About the Author
Ralph E. Plaskett is known as the Peculiar Marketing Expert for peculiar people, the go-to resource for action-oriented information where readers can take the words right off the page and put them to work immediately! His effective strategies develop, grow, and expand businesses for Christians. Visit his website at
http://www.PushingKingdomBusiness.com

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Will You Help Me Win the Logitech “Host with the Most” Contest?

Published on August 2, 2010 by in Miscellaneous

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Will You Help Me Win the Logitech “Host with the Most” Contest?

Host with the Most

If you haven’t heard the tech news, Google TV (video explanation) is coming to a set-top box or HDTV near you in the fall. Think of having the search power of Google plus a full web browser in your TV and tell me if you’re not excited (oh, and the service is free!). If you’re note excited yet, take a look at some of these quick facts that Mashable put together.

In support of their set-top box, the Revue, Logitech has launched the “Host with the Most” contest for a gig as a spokesperson once Google TV launches in the fall. Being the uber-gadget geek that I am, I entered the contest and could definitely use your help.

Here is an excerpt from an interview I did with the editor at GTVhub.com;

What initially attracted you to the “Host with the Most” contest?

It’s a real opportunity for me to: A. get some exposure, B. get my hands on a Logitech Revue device (for free!), and C. be a “brand champion” for a company whose products I genuinely love to use!

What excites you about Internet TV, and what do you think Google TV and Logitech Revue will bring to the table over other platforms?

In a way, the Internet TV revolution started with Youtube and Web 2.0, now we (consumers) want a better user experience (watch what you want on your HDTV!) and that’s a part of what Google TV will offer. Having Logitech as a hardware partner is just the icing on the cake. They make PC peripherals that are durable, of high quality, and “just feel right” in your hand. So, in short, Logitech Revue + Google TV = Pure Awesomesauce.

Finally, if you are selected, how will you help Logitech promote the Revue and spread awareness of Google TV?

I had the idea of starting some kind of web-TV show. One where I’ll review tech products, do interviews, etc. I have a unique ability to connect with people, especially those in the social media community. So, I’m confident that they’ll respond with their support of Logitech’s Revue and Google TV.

If all else fails, I’ll stand outside with a sign that reads, “Will Work for You if You Check Out My Revue!”

You can check out the full interview here.

So, please, if you’ve got 2 minutes, vote for me and help me win the opportunity of a lifetime. If you love me, and I know you do, then click this link, log into your Facebook account, and vote. Best part of all, if you really think I deserve the job, you can vote for me once a day until the 20th!

Vote Now

So, thanks for your support in advance. It’s a great opportunity for me to get some national exposure, connect with even more people, and generate new and exciting content for you here.

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Rod Kirby

Rod Kirby helps entrepreneurs, small business owners, and organizations take advantage of social media marketing and new media through his company, Kirby Enterprises. Follow Rod on Twitter here.

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