I can’t go on living with you this way.  We used to hang out all the time. You’d make my day better and show me new things that I didn’t realize existed.  Anytime I came to see you, you’d give me some great times. You and I would spend so much time together, walking on the beach or even just riding the bus. But things aren’t like they used to be.

Plus, you’d never come see me.  You wouldn’t introduce me to your friends. Honestly, our one-way relationship is strained.

Ok I’m just going to come out and say it – I’ve met someone new.  Someone that gives me just what I need.  She lets me choose the way I feel good, who and what I want to hear and even lets me easily reply quickly.  She introduces me to her friends with similar interests, and gives me more ‘feel good’ connections. She even lets me directly respond with her friends that create interesting items for me to consume. She teases me with quick blog titles and links that expose me to new industry writers and information.

Sure, you do some of that, too.  But the fact is I don’t really see a huge need for you any more.

And yes, I’ve heard the stories about her dating others. But that’s ok, too, because she isn’t afraid to share.  If another one of her friends see something that they like, she’s not afraid to share it with me too.  Yeah, I know that’s a little orgy-ish, but in the end I feel happy knowing that I got to experience something that I may have never done had it not been for her being in the middle.

Even weirder, she encourages me to share her goods with others.  And this sharing actually helps me with other relationships.

Her name is Twitter, and she has replaced your place in my heart.  I’m sorry.

Will

Scott, by the way, is speaking on social media at the upcoming Market Saint Louis seminar in August.  The ticket prices were just dropped to $149 for the all day event, so get yours before they’re all gone! (limited seating)

“Know your enemy” – Sun Tzu in The Art of War

If you use Twitter to promote your business (and you should), you are already ahead of most businesses in your industry.  Twitter is a great tool, if you can leverage it correctly.  Unfortunately, I see a lot of businesses using Twitter in ways that, while they think helps them, it’s actually hurting them.

Screwup#1: Missing Traffic Opportunities

If you’ve attended any of my seminars, you know that I’ve said blogging is by far one of the best ways to build your brand, promote your business, and increase your landing page count.  Providing quality information that people are ready to consume will automatically put you in an authoritative position in their mind.  You become the subject matter expert.

So when I see a business post a tweet that is informational about your industry, without a link back to your article, I hang my head in disgust.  Here you have a great piece of information, like a celebrity that uses your product, but you don’t link it anywhere.  You missed the target!

The real enemy here is simply missed traffic.  Twitter gets insane amounts of traffic. Ultimately, traffic back to your website means branding, which leads to sales; and that’s what we’re after.  Even if someone doesn’t need your product today, when they do need it, you want to have your logo/biz name pre-planted in their head.

It’s not enough to put posts on Twitter about interesting things.  Take all those interesting things that you find out and write a blog post about them.  Expand on them, add some great information about why this info is great, and provide it all in a way that is purely educational and not sales-y.

People aren’t stupid. If you’re talking about how blue widgets can kill mosquitos, and they happen to have a mosquito problem, they’re smart enough to click over to your blue widget page and buy.

As I hear all the time when my kids are playing Call of Duty 5, The Enemy has Taken Your Flag!  Don’t let twitter take your flag (traffic) and keep it.  You’re posting the information to help people, right? So make sure the traffic that your Twitter feed is seeing gets to your website.  Don’t drop the ball.

Screwup #2 – Posting Half of a Good Deal

Many business people understand that there’s an advantage to Twitter.  They’ve got the understanding that most people are following you because they’re interested in what you have to say/sell.  You’ve got your target audience in your hands, and they patiently await to be persuaded to buy.

So when you want to offer a deal to people because you’re nice, or because they are raving about your product, don’t post a message telling them that “for a good deal”, they need to contact you.

Why? Well, let’s go back to your audience. Many of these people are interested in what you have to say/sell, right? But they are probably passively interested.  Meaning, they aren’t interested in putting a lot of time into you (along with the thousands of other businesses clammoring for their attention).  So posting a message saying that in order to save they have to contact you, you may have just lost a sale.

Why not just post the coupon online for all to see?  The more your of your audience that sees it, the more sales you’ll get, right?

Screwup #3 – Dumping Your Followers to Competitors

While this one isn’t as big of a no-no as the others, it’s still one that makes me scratch my head when I see it.

You find a great article on something in your industry.  It’s written by a well known competitor, and (unfortunatly) you agree with what they’ve posted.  Or maybe you don’t. Either way, don’t go twitter-crazy and immediately post a link to the guy’s article, especially if you disagree.

If you agree with what was said, consider rewriting the article as your own content (careful here… you don’t want to be accused of plagiarizing or called a Johnny-come-lately) or post something on your site about how your business agrees with what was said on such and such’s site.

If you disagree, you’ve got all kinds of firepower to write up a great blog post.  Inform your readers by (politely) showing how your competitor is wrong, and how your company would do the project right.

In Saint Louis MO? Learn more about Internet Marketing at the Look at Me Seminar in June.

Think about it: @johndoe says “We are off to the XYZ conference. Talk to you all on Wed”

@MrBadGuy sees the tweet, and knows @johndoe’s house will be empty til Wed. so he robs the place.

How could the linkbait guys not be all over this?

Today I met with a potential client who owns several Italian restaurants here in the St. Louis area.  They are (just like every other restaurant) wondering how they can tap into the search engine and social media fields to gain new clients.  With the down economy, people are being more and more select about where they spend their money for dining.  Here’s where Twitter can come to the rescue.

I don’t want to go into the whole explain-twitter-to-me thing, but here’s something cool that many people may not know – twitter can link up to your cell phone, and you can receive updates about whatever it is you choose to see updates about.  You can see what friends are saying, or you can get notified anytime someone uses a certain phrase, etc.

So let’s say I’m looking for a good Italian restaurant in St. Louis and I post a quick note to Twitter via my cell. (Just a note here – if you don’t use your cell phone to do that, don’t think others don’t.  A *lot* of people are using their phones for this and a lot more.)

Using their API and search tools, Mr. Restaurant Owner can watch for phrases like “italian food” and “st louis”, “saint louis”, etc.  Anytime one of those phrases come across twitter, Mr Restaurant Owner immediately (or through automation) sends out a coupon for a free drink at his restaurant.  Or a free appetizer.  Whatever.

Using social media, getting clients that may have otherwise never known about you will get easier and easier.  But if you don’t know how to use the social media platforms to do these things, you’re going to be stuck standing on the front porch hoping customers see your sign.

I was surprised to find so many businesses taking part in the Chamber meeting. Several people who had taken my classes were there, so it was nice to see some familiar faces from the get-go.

The meeting included a lunch served by the people at Ponderosa Restaurant and a drink (water for me).  There were a few announcements along with the opportunity to introduce the guests (me and many others).  I met some nice people and had a good time.

Apparently normally the Chamber has a guest speaker at most of their meetings, however this one backed out, so they decided to do a ‘topic’ instead, and this months topic was Marketing Your Business.  Right up my alley, or so I thought.

The first speaker was from DDI Media, a local billboard company.  She promoted her billboards and told of her pricing schedule.  No mention of  ‘marketing’ tips.

Second and third were salesmen from local newspapers.  They talked about their great subscription base and blurted out their inflated circulation numbers, all in an attempt to get more advertisers.  No mention of marketing tips.

Can you see where this is going?

Next up was supposed to be the ‘Welcome Wagon’, a company that puts (imagine this) ads in a little packet that they give out to all the people who apply for residency permits.  No mention of marketing tips.

Last was the good ‘ole Yellow Book.  This lady was even worse than the others.  She simply read from a flyer that she had handed out and told the business owners about all the great things that YB does.  She mentioned (incorrectly) Pay to Click, and Search Ads, although I guarantee I could talk circles around her about her own product.  It was funny to watch her read what she was selling when it was obvious that she didn’t know jack squat about it.

So, since there was no mention of actual marketing tips (the “topic” of the day), I’m going to simply pretend like I was asked to also speak.

“Thank you for this opportunity.  I’d like to share with you seven tips that you can go back to the office and do today that will help increase your business revenue.

1. Add your business to Google Maps.  Take the time to put in as much information as you can, including your products, services, hours and what kind of payments you take.  Add information on what you do, how well you do it, and verify your address through Google’s verification system.
2. Start asking customers to write reviews about your business on Yelp!, Mixx, and other local-based websites.  Don’t fake the reviews yourself, or ask your relatives to do it – those are too obvious.
3. Set up a blog on your website, and publish something each week (at a minimum).  Listen to your customers, and use their questions as fodder for your upcoming posts.  Blogging for business can lead to very nice ROI.
4. Get a Twitter account, and start posting daily messages about your business.  Don’t be boring, post things that people will find interesting. Link your account to your website, and set up an account through twitterfeed that automatically posts your new blogs.
5. Start tracking your website visitors.  Add Google’s analytics program to your site and learn where people are finding you.  Do you know how many people call you because of your website? …which brings me to number six…
6. Consider getting a call tracking service.  Call tracking lets you get separate phone numbers for each of your marketing campaigns.  You can then track that campaign and literally tell how well or poor it did.  Doing a direct-mail campaign? Get a phone number that only shows up on your mailer. When people call, you’ll know just how that campaign did.  And it’s not expensive.
7. And lastly, consider attending a seminar on Search Engine Marketing (SEM).  You’ll be blown away by the amount of things you can do online that can increase your bottom line beyond what you ever thought possible.  There are competitors of yours out there who haven’t heard about SEM yet, but when they do, you’ll be sorry you didn’t get to it first.

Ok sure, some of this may be self-serving in a roundabout way, but hey at least I’m giving real marketing tips.

I look forward to future Chamber meetings, and the topics they’ll cover in the future.  I could definitely use some education on things like accounting and such, so I’m sure it will benefit me in the long run.