A lot has changed in online marketing since I began this blog nearly seven years ago. Nobody is questioning the power of social media any more. Nor do they think it’s a fad. Facebook is a global phenomenon. We’ve learned to communicate in 144 characters or less. Foursquare was a fad and is fading.
There came a point in 2012 that I became convinced it wasn’t worth it for a new business to create their own blog. It’s just too hard to create content, promote it and develop an audience from scratch when Facebook has a built in audience and it is so much easier to share. Established blogs could keep creating for a while I thought.
Four years later, I don’t believe the same thing. It’s time for this blog to move to Facebook to its revamped native publishing system called Facebook Notes. So I’m moving over there to publish the latest online marketing articles. Some people may think I’m jumping the gun. Blogs aren’t dead! What about ads? What about my existing content?
Facebook didn’t kill blogs. Mobile devices did. Cell phone ownership is nearing 90% adoption reports Pew research. 68% are smart phones. Personal computer usage is actually starting to decline. Facebook has invested a lot of money and time into making a brilliant mobile platform and now it’s making improvements so no one will ever leave.
Consider the publishing enhancements that came out last year. For big media publishers Facebook users can view 3rd party content in Facebook without ever leaving the platform. It used to be if you opened a piece of shared content on your mobile device, it may or may not load properly. With content being Facebook optimized, that problem is gone. Look at Slate’s Facebook content as an example of this.
Let’s take a look at Notes. What began as a way to publish long Facebook posts has turned into a full blown blogging platform. Users can upload photos, embed videos, add links…all the things you can do on a blog. But it’s in Facebook and so easy to create and so easy to share. But what about search engines? Notes get indexed. Here’s an example of a test I did for my real estate site –
And the tweet I made about the note was also ranked on the first page.
What about affiliate income or selling ads? Make ad posts on your Facebook business page with your affiliate links embedded. Embed ads within your notes. Existing content is still valuable. When I was running SERP tests on Notes, I received a new pingback from a site linking to this blog. It made me reconsider what I was doing for about half a second. Notes also has metrics showing how many people have seen a post as well as how many people opened the Note to read it. In terms of functionality, it doesn’t lack a thing.
We’ve reached a point where findability is being surpassed by shareability. Mobile usage is making it more important to develop content on a standardized platform and Facebook is trying its best to become that platform. So I’m going to jump to that platform right now.
I’ll keep this blog around because it does still get found and it ranks well for certain keywords. There’s still a lot of great content here that I hope to update and repackage as a book some day. For now, there won’t be any new updates over here. But there will be plenty of great content over on Facebook and Twitter.
See you there!
Email marketing is still a viable and effective strategy to get sales, referrals and stay in contact with clients. The key is to have a strategy and stick to it. There are two main types of email marketing – drip marketing and blast marketing. Let’s take a look at what they mean and how they can be used in your business.
Blast marketing is designed as a one off, or part of a small campaign to promote a product or service with the singular idea the recipient will take action because of the message. Think about retail sales emails as an example. Email blasts can be sent to your existing database, a purchased list or even a joint venture with another business.
Drip marketing is very different in its execution, but can have some of the same desirable effects of blast marketing. Drip emails are designed for prospects or clients as a stay in touch method. Ultimately drip emails are designed to increase sales, but before that happens, they can be used to generate referrals, build traffic to your website and grow your social media channels. Drip emails are designed to be sent to people who know you – clients, referrals, prospects. They also take more time to create and execute since you are NOT directly selling.
What most small business owners don’t realize is email marketing has to be multifaceted. The goals of email marketing are to:
- Get sales
- Acquire clients
- Get referrals
- Stay in touch with existing clients
- Increase traffic to your website
- Increase your social media channels
- Build your drip marketing list
Did you notice the last item on that list? How do you build your drip marketing database? The answer is to get more clients or customers and you do that by making more sales.
- Make sure you ask your customers to join your list. You can do this at the point of sale or when you do post close follow up.
- Acquire databases for your list.
- Make sure you’re collecting emails and sending them something!
- Leverage your social channels to build your list.
Now that you understand the difference between blast marketing and drip marketing, you’ll be able to start utilizing them as part of your strategy. In a future article, I’ll dive deeper into drip marketing.
Step 1 – Find a co-host. Thanks Janet!
Step 2 – Brainstorm domain names and purchase it. Thanks GoDaddy!
Step 3 – Find a web host. Thanks Brian!
Step 4 – Design the site. Thanks WordPress!
Step 5 – Find a radio hosting platform. Thanks Talkshoe!
Step 6 – Find an audience. Thank YOU!