Timeless Business Wisdom

I was just catching up on this week’s blog reading and this article caught my eye.Daily, I am reminded that even though some new marketing and advertising delivery mechanism emerges and others disappear, eternal truths remain.

The writer focuses in advertising, but the same wisdom applies to marketing.

When I started my career, the Apple product everyone was talking about was the IIc.  Since then, technology has transformed the way that messages of all kinds are delivered to consumers.

Read this entertaining article about some advertising basics that really apply to business in general throughout time.

http://digiday.com/agencies/5-olgilvyisms-that-still-apply-to-digital-media/

 

Blogging With Purpose Resource

You can blog with purposeOn Friday, I shared some thoughts and a challenge to consider your purpose in creating a blog.

If you found yourself stumped, don’t despair!  Blogging with purpose is important, but not necessarily easy.

Check out this post from Copyblogger, one of my favorite Content Marketing resources:

http://www.copyblogger.com/purposeful-blogging/

Blogging with Purpose

Dog with purposeSince it’s Friday, I thought I would bring a little fun to the blog.  What’s more fun that a photo of a cute dog, right?  However, Heidi is here to share something about blogging:  the importance of having a driving purpose.

Every morning, I walk two miles with Heidi.  Like all dogs, she has a purpose in life.  Since I adopted her two years ago, her main purpose has been as a Zen practitioner, Yogi and dog food critic.  Because dogs don’t talk, I know nothing of her life before she became a stray, then a rescue.

What we frequently forget about Poodles is that they were originally bred as bird dogs.  The extreme haircut which they are known for was designed to protect their heart and lungs from the icy waters of lakes in Northern Europe when they swam out to retrieve ducks and geese.  When Poodles came to American, they were classified as non-sporting, but in Canada and Europe, they are still popular as gun dogs because of their intelligence and stamina.

Though Heidi is only about twelve pounds, and spends most of her time napping, she was reminded of her true purpose about two weeks ago.  On our morning walk, we encountered a dead crow on the sidewalk.  I really try to keep Heidi way from dead wildlife, but as soon as she saw the dead bird, she was charging toward it.  I steered her away and walked on by, but she was not to be thwarted.  As I trudged   on up the hill, she was dragged behind on her leash, barking furiously and straining to run back to the dead bird.  I’m sure she imagined herself retrieving the bird and proudly dropping the fallen prize at my feet.

The bird was removed by a street crew, but for several days, Heidi would walk past the spot where she found the bird, nose to the ground, ready to spring into action as a retriever. Given the opportunity to fulfill her true purpose, she was filled with determination.

I’ve found that almost anything we do can be either drudgery or a source of pleasure, depending on how we approach it.  Sadly, many business owners consider writing, whether a blog or any other type of communication, drudgery.

But imagine if your had a true purpose and direction for your efforts.  What if blogging was transformed from that is supposed to be a good idea, into an activity that was directly related to your true purpose.

Does your blog have a purpose?  Frankly, if not, there really is no point in doing it.  While blogging can achieve many goals, you have to start with a defined purpose.

Here’s my challenge:  take some time this weekend to think about why you are blogging.

Dog with purpose

Facebook’s Latest Algorithm Update

Improve Facebook VisibilityIf you have a Facebook Business Page and have noticed that your posts are receiving fewer views than in the past, it’s not just your imagination.  Facebook is constantly analyzing and optimizing their algorithms to enhance the user experience and to increase the amount of money they earn from paid placement.

Social Media Examiner, a valuable resource for social media marketers, recently published this blog post with a detailed analysis of how Facebook currently “likes” for posts to be formatted so that they will achieve maximum visibility, along with examples of best in class Facebook posts.

http://www.socialmediaexaminer.com/facebook-news-feed-visibility/

What do I blog about?

There are significant reasons to spend the time and effort required to build a blog.  The next question, naturally, is what to blog about. As with all things related to marketing your business, the best way to answer this question is to think about your potential clients.  After all, the whole point of blogging for business is business.

One of the Five Benefits of Blogging is getting found by search engines, so a good place to start searching for topics is in your keyword list.  If you don’t have one, now is the time to generate one.  Google and Bing offer free online keyword tools that you can use.

Let’s imagine that you are a yoga instructor and you have decided to add a blog to your website. Your goal is to fill all of the classes at the yoga studio you own.  You also sell yoga apparel and accessories at your studio and through your online catalog.

Sit down and generate a list of the words and phrases you think might attract your target audience.  Because you have a local business, you can be specific and use what are known as “long tail keywords.”  Long tail keywords are more narrowly focused, and will bring more qualified visitors to your blog.

Examples of keywords for a local yoga studio might be:

Ashtanga Yoga, Prenatal Yoga, Learn Yoga, Yoga Studio

with location information added, perhaps your city or county.  When you plug these in to a keyword tool, you will get more suggestions based on recent searches.

This is just a start.  When you are really ready to get serious, block out some time and brainstorm all of the possible ways your potential clients might look for your yoga related products and services.

You might be wondering how this relates to what you will be writing about.  Your potential clients will visit your blog because they want to read about your topic.  By analyzing your keywords, you can artfully guide potential clients to your site by incorporating the words into your writing.

Continuing with the yoga example, you could blog about yoga trainings you’ve recently completed, or retreats you have participated in.  You can share information about the benefits of yoga related to your specialty or target audience.  You might occasionally post about more personal matters as a way to connect on a more personal level with your readers, but ideally personal sharing will relate to your target audience and topic.

The thought process is the same, whether you are a local business with a brick and mortar location or a web based service business.

Keep in mind that a blog is not a sales page.  Your blog is the hub of your online community.  Of course, you will want to capture emails from as many visitors as possible, so that you can keep them updated on news, events, upcoming classes and special offers.  The success of marketing your business with inbound marketing (blogging, social media and email) is a subtle art.

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