My name Jenni Edwards and a Director of Sales at Compendium Blogware. I began dabbling in blogging and social media with the advent of the personal, web-based blogging tools and also have become a bit of a social networking 'junkie'; but what I am really energized about is what blogging can do for businesses. Blogging allows businesses to communicate, grow and build relationships more effectively and on a larger scale than ever has been possible with traditional marketing and public relations tools of yesteryear.
This blog will focus on the many benefits of blogging for business and will discuss some of the latest findings and research related to organizational blogging. I will also provide some updates about the growth of Compendium Blogware: a provider of easy to use corporate blogging software.
It's hard to get away from the buzz of Twitter, Social Media and blogging. This weekend in Pennsylvania (while rafting with fellow Compendium-ites Kaila & Abby) I read the Pittsburgh paper and saw this fascinating quote inside of a larger article titled "Businesses Using Twitter, Facebook to Market Goods."
Through those media (TV & radio), "You can hit people who are both interested and not interested," said Mr. O'Connell. Facebook or Twitter reach only those people who are engaged with the company. What Mr. O'Connell (of Eat 'N Park), you want to waste money advertising to uninterested people? I guess there is the power of suggestion to some degree, but the bluntness in his need to reach people that are uninterested seems like an utter waste of money. I'd rather spend my time, energy and money on the interested crowd --- those people out there with a problem and me with the solution. This thought process of marketing to the uninterested reminds me of the inevitable person in a social setting that doesn't quite get the social cues that they are talking too much...just stop, we aren't listening in either setting!
In the spirit of seeing both sides - I do agree that Facebook and Twitter only get the "super fans" of your company or your product engaged, not the passive person that is maybe just searching for the "best burger in Pittsburgh". This is where search marketing and social media marketing differ.
Anything with the word "blog" inside of my favorite newspaper, The WSJ catches my eye...so even if this is a little bit of a "personal blogger" article -- there are a few good points made and it's always important to see what non-industry folks are reading/hearing because well, most of our clients are non-industry folks.
Here are a couple of highlights...
Blogging allows you to set your own agenda and your own schedule. This is true in the business blogging space as well. No more waiting for a paper to pick up your article and hopes it is seen. You can be your own media.
Focus. Without it - your authority is diluted and readers are distracted without it. In simple corporate blogging terms - "talk about your business" --- no one cares what you think of Obama, they didn't come to you for that (there are plenty of cable news shows for that)
I know User Generated Content isn't a new thing...but I do think that it has somewhat become a buzz word where few understand the real value of these 'gold nuggets'. So why is UGC so good?
Increase content for your blogging strategy by soliciting feedback.
Increase your SEO through the aforementioned blogging strategy and win search.
Allow for a real, human voice outside of the company to tell their story; get your brand advocates in front of the world.
It's FREE.
The super long tail --- a user (customer) may describe their situation in a very unique way that internally you would never think of saying. This provides phrases that could very well match someone else's way of describing the problem when they Google.
Discovery of new keyphrases --- as you get UGC you can see how your current customers talk about your product or services which can give you some great new ideas for keyphrases to begin to target.
We here at Compendium have actually been playing with some UGC on our website where a couple of clients such as Carhartt have been utilizing it on their blog. Both have increased conversions thusfar.
It's sometimes hard for us to say this; I mean, after all ---- we are a blogging company, so our advice always seems subjective...but it makes sense - blogging is the center of your social media universe!
Lately, we are getting more involved in large companies that are looking at their entire social media strategy and we de facto become consultants in this realm. Let's not forget, Compendium is a customer acquisition tool --- focused on winning organic search. That's step one in our eyes, acquire new customers!
So how do blogging and social media relate? One thing I catch myself saying a lot is "at the end of the day...the content is the most expensive piece or free - depending on what your employees would otherwise be doing or are already doing - regardless, how do you make the most of that content?" First, is choose a blogging platform that is going to optimize and organize that content for Google in the best way. Second, re purpose it! Use your blog content in email (as Chris said, "The Original Social Media"); link to your posts on Facebook, LinkedIn, Twitter, etc. (you can automate all of this, so now all you have to do is post to your blog and ta da).
One thing I can say is that there is a bit of an issue with "pushers" in social media (especially Twitter - maybe?)...so don't forget to also be aware of the conversations going around you --- site your own posts when appropriate in these conversations. I don't need another Facebook friend or follower on Twitter (of course, I like them...) but I could use more leads and referrals (always) - a blog is a place where I can see a real conversion not just another "friend".
Yesterday I went to one of my favorite stores only to find most of the racks empty and everything clearanced 60% or more. What?! It couldn't be - this store is in a great location and has a loyal customer base and THEY were going out?
In all honesty, it scares me when companies and stores are going out of business left and right --- I guess our generation just isn't used to seeing that much. In the past, empty storefronts were quickly filled by the next entrepreneur or company and now the stores sit empty for months and months. If nothing else, it's just weird.
On the other hand, I have to think that in the next months and years there is going to be an opportunity that we never had before; the big guys aren't as big anymore and property, talent, credit and resources have never been as cheap or flexible as they are today. I guess in part, I am just excited to see what's to come --- the new businesses and ideas are bound to be innovative (they HAVE to be now) and internet marketing has leveled the playing field in regards to awareness and reach.
I guess the question to ask is how will your company or will you come out on the other end of this recession and what innovative tools and ways are you using search engine marketing to help get you there.
So recently, I have had a new motivation for networking as I have moved from an inside sales role to an outside sales role. I've always been the weird one that generally enjoyed business networking...especially over drinks. Watching people network is always interesting - some are the shy, quiet types who may leave with only talking to one person at length; others have a plan in mind of who they want to talk to that day and some may try to work the entire room. Everyone wants to stand out...some do it by the way they dress, others by what they have to say and then there are the business cards. We've moved about everything else virtual, but even at conferences where badges can just as easily be scanned - business cards are still the rule. I've always more or less dismissed the importance of good design on business cards (although I think my cards from KA+A are awesome and of course, use green).
However, my mind was changed at last night's AMA event - I got a cute little half card from aglowmarketing and while Laura is still working on the website and this new venture; this card is sticking out on my desk. Maybe part of it is that I think there is a great business opportunity for us to work together - but a big piece is that since this card is different in size and look and feel it always ends up on top of my stack as I organize my desk.
I know that once again I am having a round about comparison back to my topic of business blogging, but when it comes to design; template and content - don't be afraid to stand out. A traditionalist may say that a bu-sines card needs to be 3.5"x2", your website needs to have a contact us page or your business blog needs to feed people right back to your site; but this is clearly not the case!
Blogging is a lot like running --- to me, it is always painful to get started...especially when I am busy or it is early; but once you start going it's a great feeling and you feel better when you are done with either. I know, a little philosophical; but just like every paper in college - the first sentence was the hardest. So how can a blog administrator help with this? How about you write the first sentence for your bloggers?
Such as..."My most interesting conversation today was...." or "Today's news story that relates best to our business is..." I know it sounds silly, but prompting your bloggers with a starter line is much like the personal trainer at the gym for most --- we all know what we should be doing it; but getting started and having someone to be accountable to is a whole different challenge.
Wish me luck as I try to get better about both --- the OneAmerica Indianapolis Mini-Marathon is coming up in a couple weeks, eek!
2. What did you do today? Well, recently - Doug Karr spoke at a local conference -then he wrote about it, how ingenious is that?!
3. Megan Glover on the other hand turned a simple, everyday coffee meeting into a great post here...
Some great ideas...right here at Compendium - so get to it, write about your day, your customers, your questions...sooner than later your own business blogging will pay off as a great customer acquisition strategy.
A recent internal debate has began...can you be automated and personal at the same time? Do people really care how personal their interactions are?
Here's the thing --- it's not scalable to do a 1:1 communication to prospects, customers, employees --- really, anyone in your business. How does this intersect with blogging?
Blogging allows for you to do a personal, but "one to many "approach. I am still being personal --- it's ME, dorky Jenni Edwards, nice to meet you!
Somehow this topic reminds me of the song "Son Of A Gun (I betcha think this song is about you)". The premise of this catchy song is everyone that listens to this song is "so vain...they think the song is about them". Blogs aren't that different from this trickery of words --- if the blogs are well targeted and on point with what the person was searching for -- the blog is "for you" (maybe not about you...that would be even a little creepy for me).
Indexed video is 50 times more likely to rank on the first page of Google than textual results.
WHAT? Wow, this fact is amazing and shakes my world a bit. (I am saying fact as it is from Forrester who we have a huge amount of respect for here.)
Although I don't have access to the full study, there does appear to be a few pieces missing and some methodology questions as laid out in Reel SEO but I think the main takeaway is beset stated from the study itself:
“Best of all, so few interactive marketers focus on video optimization that most of the videos in Google’s index aren’t very well optimized — so if you optimize your videos well, your chances of success will increase even further.”
After getting a bit fired up about all of this (come on, textual results are a prime value proposition of blogging for search), I did take a step back and realize that the importance of video and the importance of blogging are not mutually exclusive for a business and that places all of your videos on YouTube and Google Video (if longer) and tagging your videos properly are always best practices. Compendium is all about casting a wide net not just with a blogging strategy, but on a broader scale of search as well.
This was a great find, we are always using various versions of heatmaps to illustrate the idea that people click in the organic section of search results and particularly, in the upper left hand corner (Rankings 1-3). We try to show that by using SEO techniques and blogging for rankings you are able to get the majority of the attention.
So...it looks like this is getting even clearer now --- and is a great argument for the long tail as the importance of ranking 1, 2 and 3 are more obvious.
So I came across this article today and am a bit confused, so more or less looking for some additional comments around this. Anyone out there?
Basically, this article outlines the recent rise of some big corporate brands on some top searches (i.e. - "watches", "auto insurance") and Google recognize their brand strength and reflecting this in search results. Can this be? What happened to the most relevant article based on the search? Although, part of me tends to think that big brands oftentimes should win these; I am not sure if they deserve to based on brand recognition...and how is that measured anyway? Pagerank?
Sorry for the rant...it could all just be speculation and there is also the point that big brands might just now be getting on the organic search and brushing up on some SEO techniques. Although we preach the power of the people in business blogging, it obviously becomes much more powerful with a company of 40,000 versus 4; however, that's not to say that if a group of 4 doesn't work hard and use the best blog software that they aren't able to make a substantial increase in their online traffic and conversions.
A blogging hiatus? Are you allowed one of these? I know musicians "retire" and come back all the time...so can I do the same? We know that consistency is important in blogging and "content is king"; but lately I have gotten so wrapped up in other responsibilities I have been guilty of ignoring my own blog, luckily with our multi-blog platform other Compendiumites have been pulling my weight.
So what have I been doing during this hiatus?
Working with some great agencies on on boarding new clients, it's amazing when an agency "gets it" how all of the sudden every one of their clients is a great fit for Compendium.
Bringing on board a variety of clients --- I actually signed a large navigation and logistics company and a liquor company...every industry is really a fit!
Trying to get organized --- this is a "forever" on my to do list, but really trying to do this right. One thing that I have been working on is a new demo deck (what we show prospective clients). One great piece of data we have added is this graph below that shows the importance of MORE BLOGS = MORE TRAFFIC!
Look forward to getting back into the swing of things with the blogging!
I love this video --- it really gets to the heart of a lot of what happens in large and small businesses (I can say this, because I have definitely sat in on a meeting similar to this!).
What are the lessons here?
1. Don't reinvent the wheel. If there is a software as a service solution out there that serves your needs, why take up your IT/developers time? Unless it is your core business, I am willing to bet someone else can do it better.
2. Looks aren't everything and don't try to be everything to everyone. It's important to have a focus; at the end this "stop sign" looks like a mess of information. Be focused on achieving the end goal. Compendium does this with business blogs by having a clear call to action.
3. Stop getting hung up on looks. Didn't your mom tell you it's what is on the inside that counts anyways? While we definitely get that look and feel is important, it's not the end game. A pretty website that no one comes to is still a waste.
I had an "ah ha" moment the other day...it's not groundbreaking; but important. A lot of advertising agencies deliver visual or sensory (sound, movie, etc.) items every day and they are great at selling this type of product, but how do you switch to selling "traffic". I can't see traffic, I can't hear traffic, smell traffic...you get the idea...
Traffic is even more important than these things (websites, videos, billboards) that can be seen, felt and touched. Who cares if you have a great campaign if no one sees it? I couldn't find any evidence that the highest award in the advertising industry, the Addy's, even cares if anyone ever saw the ads...interesting.
Winning search through a business blogging strategy is one of the most effective ways to drive traffic and there are some "visual elements" to comfort the creative type (a template, call to action, landing pages, etc.); but the value of blogging cannot be stifled into just these things, because the real ROI of business blogging is around traffic and gaining new customers.
We are always discussing blogging for acquisition around here at Compendium and the main reason for this is that most people don't quite get the power of blogging for SEO and for lead generation. However, there is a less measurable aspect of retention and customer loyalty focused blogging that we can still serve with Compendium in which this article from a local Milwaukee newspaper points out. The problem is that these are often a harder goals to measure than a search and acquisition focused strategy.
For example, the article discusses Stone Creek Coffee who seems to have really gotten the idea of opening up a blogging strategy to all of its employees, creating a more authentic voice as well as increase SEO benefits with this additional content. Their VP of Operations feels that their blogging efforts have increased awareness and return visitors - a great success story of local business blogging. I would have to argue with the last point by Ramon Ray of Smallbiztechnology.com that you have to have a decent website to get started and everything else all figured out; a true business blogging strategy does not have to be a side dish of a marketing campaign - it truly can serve as an integral and measurable part.
This is a bit belated as we are coming up on February at this point; but wanted to comment on this interesting post by Steve Rosenbaum from earlier this month; "5 Trends That Will Change Media in '09".
Curation: Editing and filtration will become more important. I couldn't agree more, but think that Steve misses the fact that search engines are the number one filtration system out there today. Choosing the best content is important if you are looking to become a destination site; but even more important than that for small business marketing is being found on the search engines.
Intent Driving Commerce: I love this idea! It's all about how people are going out to search their need or desire rather than advertisers telling them what they need.
Great post Steve, some interesting ideas of media in 2009!
I am not that green, but I am trying! Although I have my reservations around "global warming" - I do think that it is important to be conscious of your own environmental footprint.
That being said...I am such a sucker for "green marketing" if someone says its green, I am there! I even started bringing my own bags to the grocery store for the simple reason that I got a cute free Macy's ReUsable bag for just that reason. Wow, it's easy to get me! I know a lot of small business marketers are always looking to trends in marketing and this is definitely one of them; but beyond a seal of "greenness" how do you market yourself as green?
Well, the answer is to tell YOUR story of becoming green on your corporate blog. It's amazing how many people this would resonate with; including me! :)
We finally got together as a sales team to blog at lunch and while we all love to get out of the office, it was actually a pretty good time! Unfortunately, the chatter of catching up left me with not too much in the way of an inspired blog post, but one thing that I do believe is that with any small business marketing (Are we still a small business? I think so?) you need "all hands on deck" and while marketing isn't my specialty, it definitely makes my job a lot easier and better.
So hats off to our marketing team for all of the recent blogging incentives and reminders.
My name Jenni Edwards and a Director of Sales at Compendium Blogware. I began dabbling in blogging and social media with the advent of the personal, web-based blogging tools and also have become a bit of a social networking 'junkie'; but what I am really energized about is what blogging can do for businesses. Blogging allows businesses to communicate, grow and build relationships more effectively and on a larger scale than ever has been possible with traditional marketing and public relations tools of yesteryear. 
What Mr. O'Connell (of Eat 'N Park), you want to waste money advertising to uninterested people? I guess there is the power of suggestion to some degree, but the bluntness in his need to reach people that are uninterested seems like an utter waste of money. I'd rather spend my time, energy and money on the interested crowd --- those people out there with a problem and me with the solution. This thought process of marketing to the uninterested reminds me of the inevitable person in a social setting that doesn't quite get the social cues that they are talking too much...just stop, we aren't listening in either setting!
Blogging is a lot like running --- to me, it is always painful to get started...especially when I am busy or it is early; but once you start going it's a great feeling and you feel better when you are done with either. I know, a little philosophical; but just like every paper in college - the first sentence was the hardest. So how can a blog administrator help with this? How about you write the first sentence for your bloggers?
