More and more as I speak to clients about social media they ask where they can find the material that will help them understand this medium. I find myself sending links and blog posts from the same social media champions time and again.  I thought it would be a good idea to list the top 7 resources in this blog because finding pertinent and timely information in the social media realm can be daunting to say the least. When you dive into these 7 websites you will get a comprehensive look at business and marketing resources that can help guide your small business through this vast maze of wonderfulness.

Mashable
Founded in 2005, Mashable is the top source for news in social and digital media, technology and web culture. With more than 40 million monthly pageviews, Mashable is the most prolific news site reporting breaking web news, providing analysis of trends, reviewing new websites and services, and offering social media resources and guides. Mashable’s audience includes early adopters, social media enthusiasts, entrepreneurs, influencers, brands and corporations, marketing, PR and advertising agencies, Web 2.0 aficionados and technology journalists. Mashable is also popular with bloggers, Twitter and Facebook users — an increasingly influential demographic.

Chris Brogan
Chris Brogan consults and speaks professionally with Fortune 100 and 500 companies on the future of business communications, and social software technologies. He is a featured monthly columnist at Entrepreneur Magazine. Chris’s blog is in the Top 5 of the Advertising Age Power150. He has over 11 years experience in online community, social media, and related technologies. Chris is involved in dozens of start-ups and non-profits. I met Chris while taking video at a social media seminar and he autographed his New York Times bestselling book Trust Agents for me. After reading it I went from an interested bystander in social media to changing my career to internet and social media marketing. It was that profound for me.

Brian Solis
Brian Solis is globally recognized as one of the most prominent thought leaders and published authors in new media. A digital analyst, sociologist, and futurist, Solis has influenced the effects of emerging media on the convergence of marketing, communications, and publishing. His blog, BrianSolis.com is among the world’s leading business and marketing online resources, ranking among the top 1% of all blogs tracked by Technorati. Solis is also ranked as one of the leading voices in the AdAge Power 150 index of worldwide marketing bloggers. He actively contributes to FastCompany, BusinessWeek, AdAge, Harvard Business Review, and Mashable.

ProBlogger
Australian Darren Rowse started ProBlogger in September of 2004. This site is dedicated to helping other bloggers learn the skills of blogging, share their own experiences and promote the blogging medium. This is a rich resource for all thing blogging whether it is for a small business, personal, or for your company. Explore the categories to find what type of blogging interests you the most. Be sure to sign up for Darren’s 31 Days to Build a Better Blog Project. Not for the light hearted but it will most assuredly get you started on the right blogging foot.

Net Neutrality aka Network Neutrality or Internet Neutrality is meant to be a neutral internet, unbiased, and equal to all. On Dec 21 2010 the FCC made three rulings regarding this very idea. The tight voting, which will also need congressional approval are:

1) Internet-service providers will not be able to block legal applications or services
2) Providers will have to disclose their network management techniques in a push for transparency
3) Providers will not be able to “unfairly discriminate” against content

The rulings were cut along party lines and with a Democratic President in office and a Republican Congress, the spin and swagger from the politicos is in full swing. Considering the billions involved in internet control (or lack thereof) it’s a red hot issue and ambitious politicians and lobbyists are eager to be heard. But let’s stay away from their tussle for this post and look at what it actually means to folks who rely on the web for their income and information.

This ruling has no bearing on mobile phones as the FCC declared cell phone networks to be a separate issue. With the tremendous growth rate of mobile internet users, separating the two seems short sighted and counterproductive.  Along with leaving out the mobile market the rulings are ambiguous.

The order prohibits network providers from charging application and content providers for access to the network’s Internet service customers. However, it does provide the possibility of “paid prioritization” with a very high hurdle.

So, the FCC has laid out the hoops for the poodle show, only the next act involves lions. Broad band providers like Verizon and Time Warner have indicated a tier pricing system that could become a pay to play structure. They say if they pay for and maintain the lines, which costs billions, they should be able to charge what they like. That sounds fair in a free economy right? Google says Internet regulations will hinder if not halt innovation. They say whatever they touch on the internet they make better anyway, and they specifically point to YouTube. Who wants to stop innovation? Not me that’s for sure!

Then there’s the proverbial writing on the wall. Can we rely on the network providers to do the right thing? Would they see a problem with disallowing competition to even come through? Can we depend on them not to extort the mom and pop shops to financially compete with the fortune 500 for page rank?

That’s the conundrum, when you listen to the network providers you hear the word “free” and when you hear the government they heed the word “regulation”.  I don’t know about you, but I pay for my internet as is and don’t really want to pay more especially for a censored version. And when the government uses the word “regulation” I hear taxation.

I don’t know, I can’t make up my mind. Should the government oversee the internet or should we let the providers call the shots?

It can’t be said enough … good original content is necessary for the success of a website. Without it, you will not be able to attract search engines or customers.

Long gone are the days when adding 30 key terms to the Meta tags was pretty much what you did to win page rank in Google. Search engines now look at the total sum of the written content on your site; the page titles, sub-titles, paragraphs, image names and captions that appear on the page, and they are looking for that content to be relevant to what you sell.

The challenge for many small businesses is that they do not have budgets that allow for hiring web copywriters, photographers or graphic designers to continually produce content for the website. Luckily for your customers, you already have that meaningful information. Start looking for the content in your own company.

1.) Listen to the Voices Inside
The people in your company who sell and support your products and services are an important source of your website content.  Capture insightful comments about your companys’ products and services from employee’s. Staff can supply founatins of content, ask them to get involved.

2.) Talk to Customers
Ask your prefered clients to write three … just three … sentences on each of your major offerings.  Encourage them to share thier thoughts on how, when and why they use your products and services.

Fiber vs. T1 – is there really a choice?

When Cazbah moved into new offices a few years ago, we explored options for phone and internet service.  The only feasible option was to choose a conventional T1 line to be installed that would be split between a VoIP phone system and internet service.  We contracted with a major provider who coordinated the work between a number of companies and after a few months, our service was operational.  This approach also required the purchase of a standalone hybrid VoIP telephone system to “translate” between the T1 and our phones.  The system works fine.

Unfortunately, as it turns out, the build-out of a fiber optic network throughout Ontario County was not yet positioned for service into our facility.  A little background:  The $7.5 million ring of optical fiber being built in Ontario County is designed to bring high-speed Internet service and improved wireless and cellular service to all corners of the county. The ring is a project of the nonprofit corporation Axcess Ontario, also known as Finger Lakes Regional Telecommunications Development Corporation.  Additional information can be found at http://www.co.ontario.ny.us/tdc/index.html .  One national bit of recognition from the Harvard University’s Ash Center for Democratic Governance and Innovation at the John F. Kennedy School of Government entitled Ontario County Fiber-optic ring garners praise can be found at http://www.rbj.net/article.asp?aID=185241.  All-in-all, the project has received significant recognition on a national level that should be saluted by all of us that have access to the ring.

Now, back to Cazbah:
We recently determined that our bandwidth was insufficient due to our growth and we went about the process of bringing in additional bandwidth.  We contacted a local company, Finger Lakes Technologies Group and were pleasantly surprised to discover that the ring was now totally accessible to our location and after a few simple conversations, we committed to the installation of a local link to the new fiber optic network that was now approaching maturity.

Here’s what it came down to:

Choice 1 consisted of the installation of an additional T1 that, although it would increase our bandwidth, involved a lengthy installation process involving more than 1 service provider.

Choice 2 would be to go with Finger Lakes Technologies Group and have them install a link from a local demarcation point into our facility.

The T1 would be a static increase in bandwidth that was based on conventional technology that has been around a long time.  The fiber optic link, based upon new but proven technology, has a very interesting feature in that now, when our continued growth demands additional bandwidth, we simply place a call and through a software modification, can instantaneously dial up the bandwidth without requiring the installation of any new hardware!

Oh, and by the way……  the economics of the fiber ring option certainly added to making the choice an easy one.  It is not exactly an apples to apples comparison, but the performance difference of 10 to 1 in download speed and 2 to 1 in upload speed along with a significant cost advantage certainly suggests that the choice between fiber and T1 is an easy one for those whose proximity allows access.

Remember the late 90s TV commercial where a group of employees are standing around a computer, turn on their e-commerce web site for the first time and orders immediately start to pour in? So many in fact they don’t know how they are going to fulfill all those orders. That ad was probably one of the most effective yet destructive ads ever produced. It was a destructive ad because it permanently convinced the American public that Internet commerce was immediate and infinite. Most believe even today that every online market is endless, and that the only limitation is technology itself (i.e. How do we trick Google). Over 10 years later I continue to be amazed at the number of customers who come to me with that notion.

The French philosopher Jean-Jacques Rousseau once said, “Patience is bitter, but its fruit is sweet.” Patience and understanding is what I preach to my customers.  Patience because sustained online success takes time – Understanding because there are very concrete steps one should take to be successful online.

Does this sound familiar? “I don’t know what happened. I hired a web firm(s) to build my site, but once they were done I never saw any online business.” We hear this one a lot. Truth of the matter is that companies usually have some form of online success (usually increased traffic) shortly after they launch their new site but are completely unaware of it, lose patience, and give up their effort.

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We are warning our clients and small businesses to be aware of a search engine ranking flimflam. A confidence game played on the unsuspicious who pay for keyword ranking and traffic. This unscrupulous charade demands money upfront and promises that your website will move ahead of the pack. They also guarantee oodles of visitors that could take other websites months if not years to accumulate. Don’t be scammed, these third party search engines are illusionists. They use slick technology as their smoke and bots as their mirrors, all the while lining their pockets with your much needed marketing dollars.

The misconception of “the more traffic the better” is only part of the equation. Relevant traffic is what affects the bottom line. These “new” search engines that are charging upfront for web positioning and traffic are using bots and malware to make it appear their false promises are true. To separate the wheat from the chaff we rely on the data. Google Analytics provides us with the raw information that shows that these new search engines or catalog referral sites are not bringing relevant traffic. In fact, in many cases they are using bots to click on your site. The bots will show as a visit, but they aren’t real people who wish to do real business.

This scenario has reared its ugly head recently. A fairly new client bought into this suspicious and intricate ruse. They we’re charged $1,500 a month for website traffic. They did get plenty of visits but with a bounce rate of over 92%. The fraction of visits that did not immediately bounce out stayed on the site for an average of 11 seconds. Out of all this buzz and bother there was not one goal conversion. Not one of the so called visitors purchased anything nor requested more information.

Google Organic (unsolicited web traffic) for the same time frame was about 20% higher in visits, had a bounce rate of fewer than 43% and the visitors here spent an average of 3 minutes on the site. Affix that with 23 goal conversions (and another 24 from other reputeable referrals) and it is apparent to us that the “new” search engine is about as reprehensible as it gets.

There are no quick fixes to Search Engine Optimization and everyone should be very wary at the “throw money at it” solution process. Before you send one RED cent to these companies with unrealistic promises, do the research. A basic search will pull up many threads of conversation regarding deceitful web marketing practices.

Because this is an ongoing investigation and for legal reasons we cannot provide the exact name(s) of these internet advertising scammers here.  But we will offer free consultation regarding this post. You can leave questions in the comments section or email me directly at bgriffin@cazbah.net

If you are a victim of fraud of this type of criminal marketing scam or sales pitch activity you should file a complaint at the Internet Crime Complaint Center. The Internet Crime Complaint Center (IC3) is a partnership between the Federal Bureau of Investigation (FBI) and the National White Collar Crime Center (NW3C). Victims need to report these incidents and start fighting back. Don’t let the Internet Search Engine Data Merging Keywords scammers do this to other victims.

Have any stories about internet advertising or instant traffic scams? What are your experiences with the “new third party” search engines? Write back on the comments section we would love to know your thoughts.

There’s nothing better than a fired-up client … a client eager to spend resources and energy on doing smart things in a smart way … a client ready for results and willing to do what it takes to get them.

And there’s nothing worse than having to tell that client to holster it back up because they aren’t ready to pull the trigger.

That is sometimes the situation we find ourselves in when our small business clients are interested in implementing social media strategies before they have made sure that the location they are driving traffic to – usually their Web site – is prepared to handle the traffic.

When it comes to marketing their own brand, many small- and mid-sized businesses are working with limited resources.  So a decision to increase focus in one area often inadvertently becomes a decision to decrease attention in another.

Embarking on a social media strategy is a major undertaking for any company, an effort that often manages to soak up a lot of internal resources.  This can mean that the more mundane efforts it takes to update the company Web site can often go ignored, leaving the place you are trying to drive more traffic to looking something less than its best. Why is this a problem?  Because social media efforts are just a means to an end, with your final goal being to convert traffic into sales.

It’s important that the first step of your social media strategy be taking a look at your Web site and making sure it is an effective end-destination for every tweet, blog post and shared video.

• Are there clear “calls to action” throughout your Web site?
• Are your products and service pages current, accurate and complete?
• If you are targeting a specific audience with specific services/products needs in your social media efforts, are those services/products easily found?
• Are your contact pages updated and complete?  Is it easy for customers to continue the dialog that you started with a social media vehicle?
• Is your Web site content of interest to your social media audiences?

Pages that need simple corrections should be taken care of right away.  Any section that needs more extensive effort should be avoided as landing pages for social media traffic.  Once you are comfortable that your Web site is ready and able to do handle the new traffic, your company can feel comfortable in taking its first shot at social media success.

For years now my customers have asked me about video on their websites and how that medium might be used to compliment their products and services sales. Until recently, I have always been a bit cautious because of the time and cost of producing videos versus the benefit received from such a marketing activity.

In the last year we’ve seen a number of tools introduced into the marketplace to increase value while decreasing the amount of time spent producing videos. Social media sites like YouTube and Facebook have made it very easy to upload videos and share them. Additionally, video camera and even cell phone technology have made it much easier to create videos and get them onto the internet for viewing.

Why
So why would you ever want to create a video for your ecommerce web site? You want sales. After all isn’t that why you have a commerce site? Video can give you a real competitive advantage by sharing your knowledge and advice on how to get the most out of the product or service you are selling. This will attract viewers who,if done correctly, can become customers.

How
I like to use a video camera called Flip Video. This inexpensive video recorder is small and easy to use. It creates quality video without a lot of complexity. Most importantly Flip Video has very easy to use software for editing and uploading your videos. Once you have shot your video you need to decide where to upload it. I use YouTube as the hub for my customer’s videos. YouTube allows you to store your videos for free and has a number of tools to allow you to promote them. Once I have uploaded the video to YouTube I can embed that video on my customer’s web site, blog, Facebook, etc.

Results
In the end the reason we do this is because we are creating value. We are showing the world what we know about our products and services so we can build trust and ultimately make more sales. This is precisely what a number of our clients have done. For instance take a look at my customer’s video listed on the Google search page for the term “saniguard spray”. My customer doesn’t just sell Saniguard spray, he creates value by showing how to use it properly. This video has done a lot to increase their sales of the Saniguard spray product line. Lastly I will leave you with a video that took me about an hour and a half to shoot, produce, and upload. I used a Flip Video, uploaded to YouTube and then embedded the video to my customer’s appropriate product web page. The “video value” my customer creates in this video will be sure to increase his sales. How can you increase your “video value”?

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(The importance of your differences cannot be overstated.)

The short answer to this question is, you do! If you want to do more business, more effectively on the Internet, then you definitely need a Unique Value Proposition.

The term Unique Value Proposition can be best understood by breaking it down into its parts.

Unique refers to the characteristics of your product or service offering that distinguish you from as many of your competitors as possible. Think about it. What is it about what you do that sets you apart? Take the time to really understand how you are different from your competition. Then, write it down!

Value is the intrinsic worth of your offering to your customers. In other words, it defines what your customers get for their money. If you’re having difficulty with this one, ask your customers to describe how your service or product has helped them. Take this input and translate it into several concise statements.

Webster defines Proposition as; a statement containing only logical constants and having a fixed truth or value. That pretty much sums it up! It is your factual and truthful proposal to your customer. Being able to qualify and quantify your claims is very important and makes your Unique Value Proposition that much stronger!

The Internet is a tremendous resource for gaining a better understanding for the UVP concept. There are numerous examples that you can find online through a search using any search engine, on the terms ‘Unique Value Proposition.’ Using the results of your search as a model, construct your own Unique Value Proposition.

Documenting your Unique Value Proposition and making it easy to understand is very important. As with goals, the elements of your Unique Value Proposition are not real until you have written them down. Once you have done so, place them somewhere that you are sure to see them. Reading them on a regular basis is an excellent test of their accuracy. Ultimately, your customer will determine how well you have captured your Unique Value.

As an aid in this process, ask yourself this question: “What is it about what we do that makes us different (better)?” And, “Why should anybody care?” Combining your honest answer to these two question with some objectivity and customer input will get you far along the path to identifying and documenting your Unique Value Proposition.

Use mind mapping to capture your Unique Value Proposition. Write your product or service features in the center of separate pieces of paper. Once you have documented the features in this way, draw a circle around each one. Then, write the benefits that your customers receive from that feature in smaller circles, surrounding the center. Connect the circles with lines, like spokes in a wheel. When finished, evaluate them all to ensure that they accurately represent your offering. Compile each feature map page into one sentence. Then, combine the sentences into an itemized list or paragraph. Congratulations, you have just created your Unique Value Proposition.

As I mentioned before, your customer will be the ultimate judge of the accuracy of your UVP. Take the time to test your newfound focus by sending it to some of your better, longer term customers to gain their insights. Their input will provide you with the finer points that will allow you to refine and sharpen your Unique Value Proposition even further.

All The Business!

We’ve been at this specialty small business online marketing game for the better part of 10 years now, and we have hundreds of successful specialty small business customers, for whom we generate literally tens of millions of dollars in new revenue from the web…

So here’s what really chaps my set-upon; I would have to say that every customer (to a one) that we’ve gotten (and still have by the way) over the years, has had at least one (if not several) bad experience with another web development company or so-called guru or expert, before we’ve had the pleasure of their business.

In most cases this has cost them tens of thousands of dollars in fees for a mediocre website and whatnot, plus the loss of revenues, i.e., the money they should have made but didn’t. This can easily get into the hundreds of thousands of dollars.

Being completely objective, which is difficult for me to do in this particular case, this is a blessing and a curse:

The Blessing — There are an ever increasing number of hucksters out there putting out an incessant commentary on the virtues (not that they would know virtue if it bit them) of Internet Marketing, in all of its varied forms and functions.

That’s good, because whether they realize it or not, they are advancing the cause, so-to-speak, by raising the awareness of the relatively uninitiated small business owner or entrepreneur for all things Internet. If there is anything we can use more of it’s awareness.

The Curse — These maleficent marketers who shill, bait and switch, sell a pig in a poke, have no concern for the bad faith and jaundice they create in the industry as a whole. I can’t tell you the number of times we hear things like, “You guys are all the same.” Or, “I just talked to a group that does exactly what you do.” Or, “I spent 2o grand with the company who did my website and now they want even more money to fix it. Why should I trust you?”