Inbound marketing, blog your way to millions, web presence, SEO

How To Blog Your Way To Millions


Millions of eyeballs reading your content, that is.  While I’m sure if you own a business, you’d want to make millions of dollars, you need to first focus on winning friends who believe in your brand.  That is the idea behind social media:  to engage your audience by giving them something they can use.  You’re going to need to abide by a few very easy and simple cardinal rules of blogging in order to be effective and show your craft-mastery.

Here are some things to keep in mind:

1)Keep it simple:  The web is full of white noise, you need to keep your  message simple so it does not get lost in the frey.  Be suscinct, don’t be overly wordy.  If you’ve already written blogs, go back and edit to be more concise.  Don’t feel bad, everyone makes this mistake.

2)Be Relevant: Don’t use your work blog as a soapbox to spout your views on topics that are totally unrelated.  Make sure you stick to the subject at hand, and only stray from the pertinent subjects if you are extremely clever or witty and can find some way to make it relevant.  This is a word of caution, not everyone can pull this off.

3)Use Keywords: Tag your blog articles with relevant tags.  For example, if you are writing a blog about medical device measurement, make sure you are tagging the posts with “thickness measurement,” “medical device,” “medical device inspection,” etc.  This will increase your visibility on the web.

4)Be patient: You are not going to be an overnight success.  Do not expect it.  It will take weeks, maybe months, maybe even years to get to the “millions.”

5)Participate in a meaningful way:  Find other blogs that are either industry relevant, or geared towards success in business and start following them.  Subscribe to other blogs.  Comment on posts.  People want to receive comments, just like yourself.  In this case, one hand washes the other.  DO NOT leave spam comments with links to your site.  Think about what you are going to say first, and make it relevant, ask a question that provokes an answer from the author.

6)Post regularly:  You’ve worked hard to gain the readers you have thus far, you don’t want to lose their interest.  Update frequently to give them the content they want.  Also, if you are posting regularly, the search engines will crawl your pages regularly looking for new content to index.  Again, this circles back to the whole concept of increasing your visibility on the web.

7)The More The Merrier: Quantity does matter, when it comes to increasing your web presence.  However as a word of caution: don’t post just for the sake of upping your post count.  Make sure your articles are relevant and remarkable.  Keep the quality standard high so you don’t lose credibility in the eyes of your fans.

8)New information matters: You don’t want to post about topics that are outdated.  If you do post on an outdated topic, it needs to be relevant to something that is going on right now.  Your readers do not want to read old news.

9)Encourage participation: Always make sure your articles call your readers to action.  Ask for their opinion, their resources, or even just feedback on what types of future articles they would like to read on your weblog.

10) Research everything: The quickest way to lose credibility is to publish misinformation.  You want to make sure you have your facts straight, or you won’t be seen as the master of anything.  Also, cite your sources- you want to give due diligence to the professionals whose work you use for your information.

11) Have a voice:  Give your weblog a personal side.  You want your readers to feel as though you are speaking directly to them.  It’s okay to have opinions, so long as they are industry relevant.  Do not be afraid to write about controversial “hot topics” in your industry, as this is one of the best ways to inspire participation from your audience.

12) Use different posting styles:  It’s a good idea to mix up the styles of your posts- you can post “How To” articles, like this one.  Post video interviews, transcripts of real life interviews (always get permission to use these first), white papers, or business best practices such as “10 ways to increase your sales.”  Do not bore your readers with continuous long research style posts.

13)Titles matter: This is the first thing your readers will see when gauging if they want to continue on reading.  Make sure it’s catchy.  This becomes even more important if you are blogging in an industry where your audience will not have long periods of time to read long articles- and if they do have time for one, they will be drawn in by the post title.  Know your audience so you can tailor your weblog style to meet their needs and time constraints.

14)Get your blogs out there: Use these articles in the rest of your social media and your other marketing strategies.  Make it known that you have important information to give to your fans.  Make sure you have the option to subscribe on your blog- RSS or other types of subscription services will work very well.

Remember, this is not the final say on what will help your blog gain readers.  The main thing to keep in mind is that you need to be patient.  If you are doing these things, along with incorporating your blog into your other social media and your existing marketing strategy, you will definitely see your numbers increase.  Be consistent with your work on your weblog, if you cannot meet these requirements, consider hiring someone to do it for you.

You  may wonder if a blog is the way to go with your business.  Trust me, it is relevant for any business regardless of industry or size.  You want your customers, contacts, industry partners, competitors to see you as someone who really knows what they are talking about.  You want to be seen as someone who cares about your industry as a whole.  These articles will help your customers feel like more than just a number.  They give your audience a sense of importance, it gives them information that is useful to their own agenda, and ultimately becomes the gold standard of customer service.

If you blog, what are your strategies to increase your readership?  If you already have lots of readers, what have you done in the past that has worked really well?

Inbound Marketing Tip: White Papers Demonstrate Expertise


I like this term.  A white paper is jargon for “research paper.”  White papers are typically based on a topic in your industry that warrants further research or discussion.  Why would a white paper help you in a business sense?  In several ways, first, if you are on the receiving end of a white paper, it’s usually going to be something you are interested to know more about.  If you are on the giving end of a white paper, it shows your audience your “marketing muscle.”   How does this show marketing muscle?  It shows you know a LOT about your industry.  Who wouldn’t pay for a good/service from someone who is a true craftsman?  Hands down, when all things considered are equal, I’d much rather give my business to someone who cares to continually learn and educate people on important matters that they are passionate about.

Here is how I need your help.  What (in your opinion) is the more accepted standard for writing research papers?  There are two widely used formats: MLA Format (Modern Language Association) – I used this format throughout high school and college.  Then there is the APA Format (American Psychological Association).  I’ve personally never used APA, I can easily become acquainted with it, so there is no issue there.

My friend, Jill, said that “English uses MLA and science uses APA.”  So that’s why I’m stuck.  I can see that marketing is an art form, a very intricate art form.  I also see that in marketing, the use of quantifiable data and statistical analysis is prevalent to get your marketing to where it needs to be from a numbers standpoint.  My first thought is to write papers with less data using MLA and papers with more data using APA.  I do not want to come across as a research paper format basketcase.

What are your thoughts?  APA or MLA?  What is your reasoning behind this?  Here is a handy poll to help me figure out what is best.  I’ve included an “other” category for your thoughts as well.  Or feel free to comment.  Thank you in advance for your consideration in this matter.

Effective Advertising and the White Noise of the Web…


There is a lot of noise out there, especially when it comes to the world wide web and advertising.  There are millions of people with important things to say.  How do you set yourself apart from your competitors in a meaningful way?  How do you get your very important message out there to the right people?  Social media is the answer, if its being implemented correctly.

So, let’s say you’ve decided to venture into the world of social media… you’ve set up a few accounts, perhaps even uploaded some pictures.  You’ve very astutely filled in all of the pertinent information fields, and probably have even found some “friends” or “fans” depending which network you’re on.  Then… you come to a screeching halt.  It’s ok.  It’s totally easy to do when you don’t really know what to say.

The best way out of this debacle is to become opinionated.  Drink lots of coffee and find a soapbox to stand on.  In order to throw you a nugget of wisdom in regards to your soapbox derbies- here are some things you should consider when it comes to being opinionated about your business:

1) DO NOT rant about the person who cut you off in traffic today.  DO rave about a product or service that has helped better your business in some way.

2)DO NOT take strong political positions on your social media, unless you are a politician, or unless legislation directly effects your business and you can back it up with factual information.  Although you may have many people who agree with you, your business facebook page is not the proper platform.  DO take strong positions on industry-relevant matters.

3)DO NOT post about anything on your blog other than work related content.  If it is not directly tied into your industry, find some way to make it relevant.

4)Get involved in other discussions surrounding your industry.  Join a forum, post on message boards, find out what people want to know about.  This helps your content to be relevant.

5)Resist the urge to “moderate” your comments on your company blog.  I mean- completely disable the “approve comment” feature on your blog.  If people see that their comments have to be “approved”, this will further discourage them from speaking their mind.  Even if a comment is negative to you or your business in any way- this is the platform to show your customers that you want to make it right.  This is the platform where you stand up for your product/service.  It shows you care about giving the gold standard of customer service without “censoring” what people write.

6)Avoid schlepping your product/service all over the place.  The point of social media is to increase web presence- however you don’t want to come across as being annoying with your product schtick.  You want your audience to feel that you care about bettering them in the process.  Offer networking opportunities, best practices, webinars, etc.

You will without a doubt be seen as a master of your craft if you provide useful information.  What are some of your social media strategies?  What do you like to avoid when populating content?  What are you more prone to read when looking for information on your industry?

Our Passion: Making Your Marketing Work for You and Seeing Your Business Succeed


The reason why we’re so passionate about effective marketing is because marketing dollars are precious.  The costs of keeping your marketing goals alive and updated can be daunting.  Having worked in advertising, I have a real working knowledge of the costs of most mediums to advertise- what it costs from all perspectives- from radio rates, to billboards.  It’s costly.  To any business owner with passion and a great idea- the gates of business ownership are guarded by fierce looking guards, which is why most would-be entrepeneurs never just go for it.

The cost of failure is high.  Luckily, we found a solution.

Here at Daly Marketing, we’re able to keep our rates so low because of our mutually beneficial professional relationships with other local businesses. We’ve built a network with other like-minded companies to help each other out, to help each other win.  I’ve always wanted to find a way to be able to magically be able to wave a wand over the business here in Rochester and manufacture a winning streak for them, too.  It seems we’ve finally found a vehicle to be able to to this.  Rochester, NY offers the resources that so many small start-up companies need to get past the tense initial incubation period.

At Daly Marketing, we have access to these resources: a myriad of professionals to help us with coding and site work, all the way to business networking opportunities that we can pass on to our clients.

Our passion is to foster such a positive entrepenurial atmosphere that business owners realize they can manufacture their own success.  Eventually, we want to spread the prosperity to other regions of the country to help other business owners build their dreams into a reality without feeling so overwhelmed at the costs of marketing.  Obviously we want to profit from this business venture, who wants to work for free?  But if we spread the seeds of success now, everyone benefits.  Everyone gets a shot at building their own American dream and the entire economy is better for it.

If you have any questions at all, or suggestions on how we can improve our content to best suit your needs, feel free to e-mail me personally at kristin@dalymktg.com

Social Media Tracking? Or Social Media Stalking?


I would say among all great things having to do with the Social Media Revolution, is the ability to track your viewers. Whether you are using an e-mail program, a newsletter design program, or are just moderating your blog, you can track visitors down to their e-mail address and street address. Creepy, right?

No. Not if you’re using it the right way. The reason why trackability is so important is so you can strike while the iron is hot. The moment someone opens your e-mail, you can follow up with a phone call. I’d advise against calling and saying “hey I just saw you opened your e-mail” because frankly, that sounds a bit stalkerish.  A better way to phrase your follow-up call is to wait an hour or so, then call and say something to the effect of “Hi! This is XYZ from ABC company.  I am just calling to see if I can answer any questions for you regarding (insert product or service here).”  This way, you’re reaching out to them while the content you’ve delivered is still fresh in their mind.

Another way tracking is beneficial is so you can populate content that is useful to people in different geographic regions.  What I like to read about here in Rochester, NY, may not be useful to someone- for example- in Niagara Falls, NY or Buffalo, NY.  Sometimes, when tracking your visitors/audience, you can even see their company name if they’re viewing your information from work.  Again, this gives great insight into what KIND of content you want to populate.  What a Marketing person would want to read, is usually a bit different from what a Lawyer or Doctor would want to read.

Thankfully, most e-mail newsletter programs give you the handy tool of being able to use merge tags and edit source code to make different pieces of content viewable to different groups of people on your e-mail list.  This way, you’re not creating fifteen different newsletters each month.

I am sure you know (as any business owner does) that there’s nothing more disheartening to follow up with “dead” leads that have gone cold since your initial contact.

The idea behind tracking your audience, is to give you the unique ability to foster your business relationships- to remain in contact with them for pertinent business reasons at all times.  It gives you insight into their thoughts so you can create relevant content that matters to them.  This sets you apart in the industry as a business with a social conscience who truly cares about bettering their clients, and industry as a whole.  Even if the prospect isn’t ready to purchase NOW, when they are ready, you will be the first person they call.

So… what’s your take on trackability?  How have you been successful by tracking your leads?  What tools have you found to be most helpful?