McIntosh Marketing Blog

I have always been a fan of Sun Tzu’s treatise, The Art Of War.  But when I recently watched the History Channel’s presentation on this world-renowned book, it made me think how most businesses do not apply it.

One would need to watch this TV version of the book as a good start, as well as read the book itself. ( I recommend the James Clavell version)  But one thing stuck out for me above all else and that was to attack an enemy’s weakness despite one’s size. In this case size does not matter. In other words, any guerrilla force can be effective if they are stealthy, consistent and attack the enemy’s weak spots.  And everyone has at least one.

In marketing, I hear to often about how they have a small budget, no sales people, lower revenue and on and on. In other words, they have not realized that they have to adapt and become a guerrilla marketer. And no where else can this be done more effectively than the web. This is because of two major factors:

1. The internet has evened the odds, more than any other factor in business. You may be operating from your home, or even while eating a muffin at your local coffee house, but your potential client cannot tell that by looking at your web site.

2. About 90% of the companies, big and small, are either not utilizing all possible methodologies and tactics or are making big mistakes that is costing them SEO and SEM potentialities.

The guerrilla marketer does not look at what he or she does NOT have. They look at their competition’s weakness and develop practical ways to exploit them.  Most companies do not blog often. This is a weakness. Most companies do not submit articles or use online PR distribution channels. This too is a weakness. There are hundreds of examples of weaknesses to be found.

Based on this knowledge, one can then develop tactics that would make Sun Tzu proud and your banker even happier with all the profits generated with your online marketing campaign.

Ancient knowledge is still as applicable as it was today, even in the world of internet marketing.

I know what most are thinking right now, “A blog is not a web site.”

Yes it is. In fact, for small businesses and entrepreneurs a blog really is the most ideal format in which to have your web site. But more than that, a bog as your web site puts you in control of the most important battle in web marketing: Generating original and  relevant content.

Having spoken to hundreds of small business owners, entrepreneurs, Dr.’s and even those in direct marketing, I know that blogs are not fully understood as to what they are and their power. While most have heard the term and even read them from time to time, most have not really understood what they are and how they are in reality your most effective marketing and PR tool when utilized correctly.

A blog is a a web site, but with some added bonuses. Communicating often and with passion positions you as a thought leader, an authority in the field. Not only that, every time you blog you are casting more fishing lines into the sea of business opportunity. Maybe your next blog will not generate a sale directly, but it starts a conversation, opens the door to a potential referral, or even being quoted in a trade magazine. Blogs set you apart, and the more you do and the more articulate you become, you start to rise the above the others.And studies have shown that the more you do it, this builds a cumulative benefit in that search engines recognize an active blogger, and so you earn higher rankings.

The Blog is short for “Web Log.”  Blogs are independent journals that allows you to not only demonstrate your competence, but it also allows you to add pictures and videos. This is your single biggest opportunity to get your voice heard. In fact, it can be the very anvil in which you can shape public opinion about you, your service or product, or even trends within your industry. Why be a bystander, a mere spectator, when you can be an active contributor to the ideals opinions of what is being commented upon. Blogs allow you to do this better than anything else.

Blogs can be placed into your social media sites, such as Facebook. Versus making a comment, link from Face book right to your blog. This build credibility and drives traffic your web site and blog.

Probably the best place to start is WordPress.org. This allows you to start your blog on a free format that is highly SEO friendly.

Let blogging become a way of communicating, sharing your vision and thus garnering more attention and business.

When frozen yogurt went explosive as a business model a few years, some saw that it could go viral as well.

Luis Garcia, CEO of Frapy’s Frozen Yogurt in Mission Viejo, has embraced social media as a prime way to reach new customers, while keeping a personal feel with his ardent fans. He mainly uses Facebook and his web site, but tons of personal contact and customer service.

More than that, Luis has established a high-end model for frozen yogurt, insisting on high-end ingredients while staying competitive on price.  Additionally, he has dressed up the shop itself with a comfortable, European feel. Makes sense, as Luis was born in Madrid, Spain. This explains the European feel of live music, parties and hosting social events. Luis has blended a cafe feel with one of OC’s favorite treats.

His business model has been so successful, that Luis is now opening a second shop in Lake Forest, CA and has garnered a recent article in business section of the Orange County Register.  Luis’s approach to high-end quality and social media is the new business model that entrepreneurs will need to embrace to be successful.

So many terms, so many things to learn. Just when we started to understand social media (a work in progress), then someone throws out a new term like “social bookmarking.”

Yesterday I was with two friends. One was eating a burger and I talked about delicious. The other person was confused, thinking I was talking about the burger. She did not understand that delicious is a social bookmarking site. http://delicious.com/ This confirmed to my burger eating friend that this is a subject that is not only misunderstood, but has not been evaluated to its importance from a SEO and SEM standpoint.

In short, social bookmarking allows internet users o share, organize, search, and manage bookmarks of web resources. Unlike file sharing, the resources themselves are not shared, but merely bookmarks that refer them. These are saved as tag and allow people to share bookmarks, just as they would share an email address or a link to a video. It not only makes your bookmarks more manageable, but more sharable. I think sharable is a word.

Social bookmarking also has another benefit. You can specifically target what you want to find when surfing the web. Instead of going into a search engine and attempting to find that needle in a haystack, you can rapidly zero in on the items to what you are searching for.

From an SEO and SEM strategy, social bookmarking is another tool in your arsenal, hardly known about to the newbie or the common business person starting out into the web marketing world. The more often a web page is submitted and tagged, the better chance that web site has of being found.

To understand social bookmarking further, watch this video:

It is always nice to have a video explain things. As you may have heard, Google now offers Google Buzz. This simple video gives you a introduction to what it is and how it works to help you:

McIntosh Marketing is an expert in using Google Buzz, as well as other social media, to help you drive traffic to your web site and thus generate word of mouth, referrals and more sales.