The Value Of Content And Ideas For A Business Marketer

The Value of Content To A Business Marketer

Re- written from July 2009

An interesting NewYorker.com piece published July 6th 2009 by Malcolm Gladwell, titled ‘Priced To Sell’, looks at “FREE” and the value of content & ideas. It’s a very useful read for the average small to medium sized business marketer.

In it Gladwell questions some of Chris Anderson’s theories [Wired Magazine and The Long Tail fame] on free products and services. Says Anderson, “…an ability to participate in Journalism extends beyond the credentialed halls of traditional media. Journalism as a profession will share the stage with journalism as an avocation.”  What Anderson is saying is digital storage, processing and bandwidth costs are so low that there’s no longer any ‘barrier to entry’ for content creation.

What he is also, indirectly, suggesting is that by sharing good content & ideas with a target- market for “FREE” a business can trigger interest for its’ actual paid- for business products or services! With the cost of distribution to people who search, who social network and who subscribe being negligible, we’d argue publishing ‘useful advertorial information on subjects a business is authoritative for’ is actually less an avocation than it is a modern business responsibility! Ultimately a business can create & distribute it’s advertorial message without any time limit = it can remain on the worldwide web forever and it can do it at a negligible cost. Versus the cost of traditional advertising, a business is either sharing useful and timely product / service knowledge for consumers to find OR … missing the boat on how those same consumers are actually evaluating future purchases.

However, time, effort and intellectual capital have cost. Entrusting them in any form of content to FREE host, communication or advertising services has downside. Gladwell doesn’t necessarily argue for or against these points so much as he questions them. Cautioning AGAINST FREE Gladwell says, “Free removes the necessity of aesthetic judgment.” Using Youtube as an example he asks, “So how does YouTube bring in revenue? Well, it tries to sell advertisements alongside its hosted videos. The problem is that the business’ video may not only be surrounded by various forms of less- desirable user-generated content, but also the sort of advertising it would NOT want to be near- to or associated with. Gladwell certainly makes interesting arguments any serious business person should consider.

By all means, give ‘Priced To Sell a quick read! 

10 Reasons A Business Must Blog!

blogging copy writing by kinetic knowledge Why is Blogging So Important for Business?

New challenges arise and business owners solve them every single day. And as problems occur the people who need answers and support are going to be searching. By blogging about how a product or a service solves problems a business increases its’ probability for discovery. Why? It’s because each post generates subject specific keyword indexing for ‘search engine result pages’ (i.e. SERPs). The more subjects, answers and keywords covered the more potential visibility there is among the MOST QUALIFIED POTENTIAL new leads. They are QUALIFIED by the INTENT of their searches! And by writing to educate and also answer these new questions a business can present itself as ‘trustworthy’ versus competitors who may not ever bother. 

10 Reasons Business Blogging is a Top Marketing Opportunity!

1. Search: All consumers search and they research. Search engines reward those businesses willing to publish or blog good content with visibility in their indexes. Of note here is a search engine needs to remain relevant to its searching consumer and so organic search results should not, in theory, ever be influenced by advertising dollars.

2. Organic Search Results: Approximately 90% of all searches result in an organic search results click through and NOT a Pay Per Click Ad click.

3. Unlimited Visibility: A business can become visible in organic search result pages for an unlimited number of keywords surrounding its products and/ or services! The ‘Long Tail of Search‘ rewards a business with visibility among qualified searchers. 

4. Advertising Longevity: With search and blogs, a business is never limited by time or space. Unlike traditional advertising, where it pays for limited circulation, advertorial content or blogs may remain available online forever. Think ‘Advertising Disintermediation‘ and the breaking of barriers between a businesses knowledge and those who want it.

5. Qualified Leads: The search engine interface is a natural lead filtration system. Because consumers can search the topic keywords of their choosing, they are the most qualified leads imaginable to an advertiser.

6. Simple Content Publishing: Business blogs make it very easy to compete for the attention of qualified searchers. The publishing interface makes blogging as easy as crafting an email.

7. Builds Trust: Business blogging affords a chance to present a business in a much more human way than traditional advertising ever will. A business blog helps to keep the attention of current and future clientele.

8. Direct Subscription: A blog offers a business the unlimited potential for direct and voluntary subscribers. Blogs may offer email subscription and once a consumer is subscribed they will automatically receive a message every time the business blogs. It means staying on radar screens until a consumer is ready to buy … or buy again.  

9. Cheap Technology: Blog solutions are cheap easy to manage content publishing tools and almost routinely a feature of a website. 

10. Reduced Overall Marketing & Advertising Cost: Versus other forms of advertising a good Business Blog can dramatically reduce overall marketing & advertising costs, while simultaneously raising visibility!

Get yourself a good Business Blog ( see Copywriting | Blogging Services ), of find out about different types of SEO Services by contacting Kinetic Knowledge!

Common Sense: When Targeting New Leads Do You Consider Your Own Behavior Online?

CONSIDER YOUR OWN ONLINE SEARCH AND SOCIAL BEHAVIOR 

do consumers behave differently than we do? | kinetic knowledgeAs a business person looking for new customers, have you considered your own behavior online? Or better yet, do you think your prospective client or customer behaves that much differently than you? Folks, your future leads are searching [and social networking] for answers & information just like you do it.

In this day and age, we search and social network because it’s so easy, reliable and it’s so free! Because of Google, for instance, we can do our research really quick. To a degree, we interview businesses and research their services prior to ever actually talking to them. We’re all human, we want to gauge what’s online about the most valuable service available for our dollar so why wouldn’t we look around before talking to a provider? 

Considering people can get virtually all the information they’ll ever need, we must accept the playing field we’re forced to market in. With the consumer (just like you) in control, including an almost immediate ability to compare product & service information PLUS reviews, what are you doing to show them the value you have to offer? As a consumer, what would you expect… of yourself?

WHAT DO YOU LOOK FOR IN OTHER BUSINESSES

Times have most definitely changed; regardless of old school relationships or methods, if you’re not sharing your knowledge- base of information transparently you’re already losing the long term competitive battle for attention and trust.  All  business owners should publish useful timely information and seek out good reviews in order to be visible & worthy of  public’s trust.

This is about performing, just like you would want others too when you are the consumer seeking service. It’s about making a commitment to be transparent, to share knowledge and to demonstrate you are a value added product and/ or service provider.

Life is a two way street folks: have we considered our own online behavior?!

Check Out:

What Is Your Plan For Business Reviews?

Getting Positive Online Reviews For Your Business

For today’s digital marketer, online business reviews are unavoidable. In fact, they have become an essential part of branding and marketing. Reputation can build trust in a way that sets a business apart from its competition. For this reason asking customers & clients for their good reviews must become a marketing priority!

Consumers are looking for every product & service imaginable online and when they do they also look for feedback. The immediate benefit is to make future customers feel confident AND (IMPORTANT) the more positive reviews the less any negative review will influence any consumer confidence.

80% of consumers say they research a business online before they commit to purchase. 90% say they are influenced by online reviews when making purchasing decisions. With this information, it is very clear that you need good online reviews. Marketers cannot afford NOT to participate! It’s time to embrace online reviews and to make a plan for how you are going to get them.


Google Listing Reviews May Be The Most Important!

Although there are several online review sites, Google is the leading resource for VISIBLE consumer reviews all tied directly to a local business listing account. Many believe that positive business reviews left on a Google based listing are not only the most influential for what search results get clicked, but also for actual buying decisions. Reviews can also help increase visibility online via any unique keywords used by the reviewer (that search engines index) AND also from when they share their reviews into social networks. This makes a positive Google listing review as potentially valuable as any signal!!

All that consumers need, in order to leave a review, is their own Gmail account. Think about this: more than 1.5 million Android mobile devices are activated a day (source: Larry Page, CEO, Google) and each come loaded with a Google/Gmail account. And while a business listing likely exists, a business must consider claiming it and carefully crafting the most detailed page possible. That detail should include a clearly laid path to the business website where a brand is best presented & detailed.

The tsunami of influential consumer driven reviews is growing. It’s time to get serious about tapping into the digital marketing power of happy customers. It’s time to identify and to ask customers to post a good review today! And when possible, try and know about all reviews when they happen, for instance via review alerts so that you can genuinely thank those that share them.


Honesty Is The Best Policy = Get Honest Reviews Or Else

While we all want as many good reviews as possible, NOTE that they all must be 100% authentic reviews from real customers. A genuine review will come from a customer who has truly experienced your business or product and has had a good experience. You should never fake, pay or incentivize anyone to leave reviews. Not only do consumers sense dishonest reviews, but any exposure for such behavior would destroy consumer confidence. PLUS, posting fake business reviews is now considered to be false advertising and can be punishable by law!

What AbHow to get Business Reviews | Kinetic Knowledge Monmouth County NJout Negative Business Reviews?

No matter how wonderful the business truly is, it’s probably healthy to assume that, for one reason or another, any business may get a negative review. And it shouldn’t make a business hesitant to pursue them. On the contrary, it is yet another reason to have a proactive plan for building the odds of this game in company’s favor. The more positive reviews the less that pesky negative review will hurt consumer confidence. With enough positive reviews, people will likely identify what is not an objective review and disregard it. When a negative review does appear, be proactive in contacting and communicating with the reviewer right away. Ask them how you could have done better and what you could do in the future to make it up to them. Invite them to come back and have a better experience. No review is written in stone. If they do come back, they can easily edit that negative review and turn it into a positive.

There are tons of variables when it comes to getting positive online reviews for your business, but there is no arguing with the conclusion. Love or hate them, reviews are a necessity! So ask for them! Make it easy for folks, maybe by directing them to an easily accessible website tab or graphic linked to a Google listing or Yelp page, and maximize those positive reviews!