Posts Tagged ‘seth godin

04
May
10

5 reasons blogs pay off

A frequent comment from businesses and people new to blogging is:  I have a website, so why do I need a blog?

Here are 5 reasons blogs pay off.

  1. IMPROVED BRAND IMAGE: Positive perceptions of  a business or company increase +36% if there is a blog either on or linked to the website. That’s because consumers view you as accessible, transparent and willing to help (source: Nielsen) .
  2. BETTER SEARCH RESULTS: A blog is a major asset for better search results, especially since you can link your blog to others (and visa-versa), a primary characteristic search engines use for determining relevance. For example, my name, Rob Petersen, is pretty common. In searching the name, this site, BarnRaisers, comes up 4th, ahead of a famous magazine publisher and a former running back for the Philadelphia Eagles (sorry, I’m not them).
  3. STRONGER RELATIONSHIPS: 95% of people never read more than 5 pages or spend more than 5 minutes on a website (source: comScore). If your company or brand website has more than 5 pages, consumers are likely to get to know you better through your blog than the chance your website can beat these odds.
  4. RETURN ON INVESTMENT: “Open source” blogging platforms are very good now and keep getting better.  To reveal a little about myself, seven months ago, I built this site with a little sweat equity and $7.50.  Given the platform capabilities, I also made it the company website and put 5 tabs on top to tell the story of our business (with great respect to comScore). Although it also took knocking on dozens of doors (well, dozens of dozens) to secure initial assignments and there was  time, travel and other business expenses, blogs played a critical role delivering the necessary ROI to  start and build a business.
  5. SHARED OBJECTIVES:  Blogs and brand websites share (at least they should) the same business objectives; that is, to drive leads, provide useful information, be helpful, convert consumers, complete desired transactions (e.g. create inquiries, sign up subscriptions, make a purchase) and keep your audience coming back to build your brand. Can any business have too much of that?

I go to blogs, before websites, for inspiration, ideas and help.  Bloggers I admire keep me in the know and have graciously helped me, either directly and indirectly, be a better communicator, business person and blogger.  I also feel like I have a relationship with someone which is always preferable.  Just a  dozen of the many I turn to are:

  1. http://www.chrisbrogan.com
  2. http://sethgodin.typepad.com
  3. http://mashable.com
  4. http://www.marketingprofs.com
  5. http://www.bloombergmarketing.blogs.com
  6. http://www.tomhcanderson.com
  7. http://www.marketersstudio.com
  8. http://mackcollier.com
  9. http://www.socialmediaexplorer.com
  10. http://www.n2growth.com/blog
  11. http://conversationagent.com
  12. http://altitudebranding.com

A blog I also admire for its business acumen is http://www.singleservecoffee.com

The blog’s creator has smartly identified a topic that is also be a niche business in a big, crowded, competitive category.  The brand name/URL establishes category authority and comes up #1 on search engines for “single serve coffee” and “single serve coffee makers.”  The blog reviews products, has relevant ads (that generate revenue) and sells single serve coffee makers and accessories direct to consumers.  On the site, there is also social community on the subject.  The ROI must be extraordinary.

Does this help you see the value of blogs?

17
Feb
10

Knowing when to quit or stick

Six months after starting BarnRaisers, a friend offered some sage advice.  He said,   “you’ve made it to the middle of a rope bridge, too far to look back and you definitely don’t want to look down.”

The next day my business partner gave me The Dip, by Seth Godin, a quick 80 page read that would take most people less than an hour.  I read and reread it many times.  Remembering the rope bridge, I knew we were in the middle of the dip.

The Dip is about your talents, your goals and being the best, especially when your efforts are at their maximum and results are at a minimum (see the graph above).

According to Seth’s law that you decide the life you want to lead, when you’re giving much more than you’re getting, conditions are ideal for producing the best results.  That’s because expectations are highest you’ll quit.  So, since less people continue, those who stick deserve greater rewards.

The alternative to going through the dip is to find yourself circling in a cul-de-sac.  Regardless of the path you choose, you still have to decide whether to quit or stick.

There are great quotes to help with the dip.  Dale Carnegie said, “Most of the important things in the world have been accomplished by people who kept on trying when there seemed to be no hope at all.”  Winston Churchill said, “Success is the ability to go from one failure to another with no loss of enthusiasm.”

These are great motivations.  So are the writings in The Dip.  And, because The Dip is about a journey and progress, you look toward the periphery, instead of down.




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