Category Archives: Marketing

Marketing, Research

Are You As Popular As You Think You Are?

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Of course I’m starting this with a link to my latest book, Leadership Is/Isn’t Easy, because it leads into today’s topic. That and I’m hoping you’ll at least go check it out.

Picture 86
I’m so tired…

One of the things that got me to release the book when I did is that in many ways I have been enjoying and bit more popularity than I had been for a while. Once I started traveling for work, I stopped commenting on as many blogs as I had been previously, and even though I still spent a lot of time on Twitter, I’d start sharing my blog posts there or pretty much anywhere else. I had been sharing them on Facebook, but no one reads blog post on Facebook for the most part.

I’d also been writing articles on LinkedIn, and for the most part did in generating a lot of publicity as well. And, because I’d figured out new ways to get more attention on Facebook, I was thinking that it was time to strike while the iron was hot and releasing my new book. However, I didn’t just release it as a book, but as a package of goodies as I’ve mentioned previously.

I then went on a major marketing push in all these different places, which I wrote about a couple of articles ago. Truthfully, it’s not like I expected a whole bunch of sales. After all, my general belief was that it might only attract people who are already leaders of some kind in their job to think about purchasing it as an entire package is to adjust the book.

I figured that I might sell a few packages, and that a few people might take me up on my special coaching offer that’s listed on the package. In that instance I would’ve had to make a full bunch of sales just a couple of quick ones, and a cash wouldn’t be so bad in the long run.

You know what I discovered? I basically discovered I’m not as popular as I thought I was. Sure, the pages actually gotten a lot of visits, but nothing commensurate with the number I had thought might visit. And strangely enough, not all that many people from LinkedIn came by, and that was initially surprising based on how well I’ve been doing there.

That is, until I actually went back to look at things. Three weeks ago I had a post on their that had almost 700 readers. However, since that post it’s been hard to even get close to 100, and my last article I didn’t even reach 40 readers. Since I thought I had a formula that could get me a lot of readers, I have to admit that brought me down a little bit.

What Google Analytics tells me is that, for the book, the majority of traffic has come from Twitter. I only received one visitor from LinkedIn; isn’t that a shame? That’s from the social link that shown on Analytics. As it pertains to source, the majority of traffic has actually come via this blog; I’m not overly upset with that. Goodness, I got more traffic from Facebook than I did from LinkedIn, and I know those people aren’t even reading my blog posts.

By the way, an article I had written just a couple before the one they got almost 700 readers had 1,300 readers. So, I pretty much figured I had to be good enough to at least get one or two buyers that way.

It’s somewhat disappointing to realize you’re not as popular as you think you are. One would’ve thought that I would have been prepared for that one I look at the figures for this blog in general. At one point a few years ago I was ranked in the top 70,000 by Alexa, and now I’m sitting around 304,000.

At least half my visitors use to be returning visitors, and now that percentage is around 37%, which is still actually considered pretty good. However, after people from the United States the biggest group of people who are supposedly visiting the blogs are from Russia. Frankly I’m doubting that greatly, which makes me start to believe that may be I’m not even getting close to the visitors I think I’m getting, that instead it’s some kind of bots visiting the site and building up the numbers.

I don’t know. What I do know is that as a package the book didn’t sell, so tomorrow I will officially start selling it as a standalone product. It will be on the same page as the package so that people can make a decision as to which one they want once they see the pricing of it.

Once I officially launch it, I will be adding new marketing processes along with keeping the same marketing processes I did before in trying to get to by the book on its own, in .pdf form in case I haven’t mentioned it previously. And then we’ll see what happens, and I get to see if I really know anything about marketing or whether I’ve just been talking nonsense all these years; sniff! lol

How many of you have struggled with this idea of wondering how popular your blogs and websites are? I figure I might as will put the question out there and see what others have to say about it. Have a wonderful Thursday.

Marketing, Social Media

The Early Marketing Of My Book Leadership Is/Isn’t Easy

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This is the second post in my mini promotional series about my latest book. This one was titled The Process Of Writing Leadership Is/Isn’t Easy, and I think the title is self explanatory; I could be wrong though. 🙂

Tim Lawson in front of Rocky Horror Show billboard in Singapore
Toby Simkin via Compfight

So, check that out, then come back and check out my latest book, being served on a silver platter with a lot of goodies, Leadership Is/Isn’t Easy. This post is what I’ve done in marketing it to this point, and it hasn’t been easy. Y’all know I’ll be plugging that book for at least a couple of weeks don’t you? lol

If you do click on that link you know that’s my attempt at a squeeze or landing page. It was crucial that I create that before I started any marketing. Truthfully, I spent time trying to get it mobile friendly but that got irksome; I mentioned that last time.

Marketing started around 1:30 Tuesday morning when I wrote the blog post that was going to announce it first. I gave it the title of the book with the addendum my latest book is here to let people know it was a new book and not a rehashing of my previous book on leadership. I talked a little bit about the process of writing that book, which I followed up here on Wednesday; I’ll come back to that.

I knew the first post was going out around 9:30. I also knew it would hit Twitter with that title. I knew I wanted to advertise it multiple times on Twitter but I also knew that you can’t use the same exact words more than once every 12 or 24 hours; I’m not quite sure which one it is but I never take any chances.

I didn’t want to overdo it so I ended up creating 7 different phrases, some where I put the hashtag on the first word of the book, some where I added the word “leadership” with a hashtag afterwards, and a few with words either leading the title or after the title. You don’t have to do a lot since you only have 140 characters to keep the same message while making it different.

I wanted to space out my message every 2 hours, and that worked with what I’d created. But I wasn’t done and I knew I’d be adding some other things here and there in other spaces, but would still be able to add one more thing to Twitter.

Lists Of Note
Garrett Coakley via Compfight

Next on the list was writing an article on LinkedIn. I took a major chance and decided to make the title of the article the same as the title of the book, only I used “and” instead of “/”. Then I wrote an article talking about why leadership is easy for some people and hard for others. At the end of the article I wrote a short bio mentioning the book and adding my link. Not only that but I knew that my business blog goes to LinkedIn so I was hammering the name home. Savvy?

Next, I went to Facebook and added the sales link to my business page. I couldn’t add the link to the blog until it went live and I was scheduling the post on Facebook ahead of time. I mentioned when I added the link that I’d be adding the blog post about the book the next day. My intention there was to hope to build up a little bit of suspense, though I also know that few people from Facebook actually visit either of my blogs.

Later on, I decided to break ranks a little bit and put the link to the book on my personal page as well. I wasn’t sure that anyone would think about buying the book who’s in my personal space, but I figured they might be intrigued to see that I had put together a second book and might either look at it, like it or share it.

A few hours later I added the blog post to a group I’m in for local bloggers. I figured they might be intrigued a little bit also, but the site offers everyone who’s a part of it to share their blog posts there. I don’t do it all that often but I thought this was a day to do it.

I have two Google Plus pages, one that’s more personal and the other for my business. I added the blog post from my business blog to both pages and then I added the link to the book on my personal page and the community I run there called the Leadership Cafe. What I’m now realizing is that I didn’t add the link to the book on my business page, but I’m only connected to 10 people on that page, which I created so I could have a business video channel (which you don’t have to do now but did when I wanted the 2nd channel) so that’s not a big deal.

However, as I was adding the link to those pages I realized I was forgetting something… the video! I quickly made a short video using the Google Hangout way instead of doing it on my own computer. I did that because I thought it’d be easier to add annotations to it that would link to my blog and the book. Here’s that short video:
 


 
https://youtu.be/M5FZ__XXEck

I shared that video on both of my Google Plus channels. I’ve also added the link to that video to the other messages I’m posting on Twitter, along with the link to my LinkedIn article. That means I’m up to 10 messages I can rotate on Twitter. But there’s more. 😉

Wednesday I wrote the first part of this two part series about the book, the process of writing Leadership Is/Isn’t Easy, which mentions the name of the book in the link as you see, which gives me an 11th message. With this article I’ll have a 12th message; I keep hammering the title! I’ll be writing one more article on my business blog that mentions the book in the title in some fashion for next week; I’m just not sure what it’ll be at this moment.

This is my first real shot at marketing something a lot. The fear is that it might be the wrong topic. Some people think leadership books are kind of boring and dull; truthfully, a lot of them are. I’m not a “system” guy when it comes to leadership; I tell people what it is and I give straight advice, recommendations and tales that I know every leader’s going to have to deal with at some point.

So there you are, an idea of how social media marketing works. It takes a lot of work and a lot of repetition.

I hope you at least check out the link to the book, even if you’re not a buyer, and if you see anything from me mentioning the book, please share it; I’m not ashamed to ask that of you. lol If you think I’ve missed anything, let me know.
 

Marketing, Social Media

Social Media Can’t Be Your Only Marketing

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Often I talk about the need for businesses to get into social media so that they don’t get passed by because their competitors have gotten into the business. Whereas that’s true, what can’t be missed is that there must be a real world component to social media marketing.

The Other Cola (Peru)
Geraint Rowland via Compfight

For instance, say you make contact with someone because of your blog. Most probably they’re going to reach you by email or phone if you’ve remembered to add a contact page to your blog, or at least have a link to your business website, which should have contact information on it. This means that you’re following up with people in a more personal manner, whether it’s email or phone or, if you’re lucky, meeting someone in person.

I point this out because if your website or blog is so good that it actually does attract business, what you can’t take a chance on is that people are letdown by what they see once they’ve reached out to you. I don’t hide from anyone that I’m a one man operation, but some companies represent themselves as large corporations and suddenly find that they don’t have either the skills or resources to handle certain types of work that might come their way.

Another thing I’ve recommended businesses should do is follow both their business name and their industry on Twitter using hashtags. Many businesses have done this and have used the customer service potential to their benefit. However, what I’ve also seen is some companies using the opportunity to go on the attack rather than help their customers out, or reach out to a customer, answer the first query, then not follow up with any visible action.

Social media isn’t a game where business is concerned. Irk just one person, the wrong person, and you can believe that thousands will know about it soon enough. And when that happens, it’ll be hard for any business to follow up with all those other people to apologize, if it’s warranted, because they won’t know who they all are.

You can’t avoid social media because whether you like it or not, you’ll be pulled into it if you don’t act. It’s better if you make the decision to do it on your own. But be proactive across the board. Get it as right as you can. Your business will prosper and you’ll thank me later. 😉
 

Marketing

What’s Missing In Your Videos?

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Talking video today, and what kind of video post would it be without a video?

Here’s a reality. Most videos on YouTube have very few visits at all. The reason is simple; no one knows about your video because it’s not entertaining. It may be informational but we all know that to make a video go viral, it takes more than that.

Of course it also comes down to purpose. If you’re looking to make educational videos to highlight what it is you do so you can put them on your website, that’s one thing. But if you’re looking to advertise your business it takes something else.

Living in the Syracuse NY area, I remember back in the 80’s when this guy came on talking about buying cars from his auto dealership. It was a cheesy local video, like most of them are, but one thing stood out. He didn’t say “huge”; it came out sounding like “Youge”. And within days everyone I knew was walking around saying that word.

The guy was no dummy; he graduated from Syracuse University after all. So, every commercial he made after that had him saying that word and making sure it was emphasized. He now owns multiple car dealerships across the country, and it all started with one word that entertained people, even if by accident.

Anyway, I hope you enjoy the video and of course share it if you wish. I’m not the most entertaining guy so this is the best I can do… for now. 🙂


 

Blogging, Marketing, Social Media

The Concept of Social Media Marketing

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The concept of social media marketing is one that’s missed by a lot of people. Some people assume it means trying to sell products online by sending out a lot of spam email. Some people believe it’s related to those late night TV gurus who tell you that they’ll have you making millions of dollars within weeks if you learn their system.

Friendlies
Mo Riza via Compfight

There are a few differences between social media marketing and internet marketing, which is what a lot of people might be thinking of.

With a lot of internet marketing, there is little attempt to actually make a connection with someone. The idea is to push products, whether they’re products created by the marketer or not. Their push is to try to get big email lists of addresses and pound the masses to earn their 1 – 3% of sales and live off that. Some internet marketers do really well with that concept, while others fail because they were too late into the marketplace to truly be effective.

Social media marketing is much different. Its purpose is to establish a long term relationship with an audience in some fashion and hope to drive those people to them. If you have a traditional business location, social media marketing can help get people to come through the doors if done properly.

It can help you reach an audience who might have never heard of you. It can give you the opportunity to show some expertise in your field that people might relate to and thus help you build sales. At the same time, since it’s mainly done over the internet, and can be much more comprehensive, being known as an expert by more people works better.

How can it do a lot of these things? What kind of purpose can it serve? I’m going to say more, but first I’m going to share some links where I talk about social media marketing in some detail. Here are 5 links to articles on social media marketing in general terms that might help you understand what it’s all about.

Using Social Media To Grow Your Influence

What Is Influence?

Social Media And SEO

SMM – Audio And Visual Options

Social Media Marketing Won’t Work If…

Here’s what I see more of unfortunately. Though things might seem slightly better than they were in 2009 when studies showed that Twitter was mainly blather, spam, aka advertising, seems to have caught up, or possibly is just slightly under. It depends on what category you want to put advertising one’s own content, blog or otherwise in. Much of the automation that’s out there is to get the word out for an individual or specific company.

Just last week someone who’s known as a big time player on Google Plus actually posted the same link 6 or 7 times an hour between 6 and 9 in the morning (unfortunately I was up; ugh…). He did share a couple of things from others but in my timeline he was kind of irritating. To me, that’s spam to the nth degree.

On the other side, there are people who retweet others all day and never share anything they do; is that less irritating? In the last month I’ve dropped people I was following who only do that, or only post pictures or only post quotes. Is that engagement? Is that social media marketing?

I’m certainly not going to say I’m perfect at it but I think I’m pretty good. Over the past couple of weeks I’ve started sharing a lot more of my present and past posts from this blog and my business blog, as well as some quotes I’ve made in blog posts over the years from my business blog that I think might be motivational. I’m also sharing some of my video links. But I share as much content from others, moreso than my own stuff, and I add a comment to at least half of that, which sometimes leads into conversation.

To me, that’s what social media marketing should be about, adding in the concept of social media engagement. If you’re not giving yourself a chance to talk to your audience then why not just stick to email campaigns? Do you really think anyone is reading your posts on Twitter or Google Plus or Facebook if they know that you’re never reading any of their stuff, or that you’ll never respond to a comment they make back to you in those spaces?

Of course, this is my opinion. I ask you now, do you agree with any of what I’ve said, do you have your own thought on it? Let me know; I’d love to hear it.