It doesn’t matter if you do business primarily or entirely offline or not, today’s consumers use the Internet to find businesses to do business with. And that’s especially true when it comes to local business, as Google recently reported that 20% of all Google searches have a local “flavour” to them (that number goes up to about 33% when you look at Google searches via the mobile Web).

And those numbers are only going to increase as Google and other search engines continue to improve local search capabilities and consumers continue to turn to the Internet in general and search engines in particular – and away from traditional tools – to find local businesses to do business with.

Establish and Build Your Reputation

People generally prefer doing business with companies and people that they know or, at least, feel like they know. You may have framed mission and value statements hanging on a wall in your office, but do your customers really understand what your business is all about and what it is trying to achieve? Do they know what’s important to you as a company? Do your customers understand the values and goals that are important to your business? A blog makes it possible for you to highlight achievements and contributions you’re proud of – such as charities you’re involved with and community activities you sponsor – showcase customer problems your business’ solutions have addressed – all with the intention of building your brand and solidifying your reputation.

Grow Customer Relationships

You might have some demographic/psychographic data on the people who are buying your business’ products and services, but what do you really know about them? People who are interested in what you have to say on your blog are probably your best customers and the more you know about your best customers, the better you equip yourself to find more of them. The comment portion of every blog post creates opportunities for you to engage in dialogues with your customers in a unique way. While the majority of your marketing efforts are limited to one-way messages, blog posts open up two-way communications.}

Build Customer Loyalty

Your customers want to get to know who they’re doing business with. And the more they know you – and know about you – the more loyal they become. As you showcase some of the different services and solutions your business offers, your customers and prospective customers are exposed to new and different ways in which you can help them, and they end up doing more business with you. Creating content around customer success stories is a great way to solidify your relationships with those customers and also  to position different services and solutions in a way that helps to sell them without selling. And by offering the ability to subscribe to your blog – via email or RSS – you can keep your customer base up-to-date on your latest posts on auto-pilot.

Establish Yourself as an Authority

Without a blog, your website is simply a flashy online brochure filled with marketing messages. And, if you’re like many business owners, your website probably doesn’t generate a lot of business. By adding a blog you will be able to establish yourself as an authority on your niche through the content you post and the dialogues you engage in with customers. And you’ll start to see that your blog will become a source of business. Letting customers and potential customers get to know you, what you’re all about and all about the problems you’ve solved for other people will go a long way towards cementing you as an authority in your field.

Drive Traffic

Blogs are search engine magnets because search engines – like the people who use them – love fresh content. And while a static website offers up nothing fresh for search engines to consume, regularly updated blogs – whose posts are rich with high-value keywords – keep search engine spiders coming back for more. Every post creates an opportunity for you to capture new rankings in the search results and, with them, more targeted traffic.

Over the course of the next couple of weeks, we’ll spotlight some local businesses in different markets that have been enjoying success in their markets as a result of their blogs (if you’ve got a local business blogging success story and you’d like grab the spotlight, send me an email and we’ll see what we can do).

Interested in adding a blog to an existing website; or, perhaps, establishing your presence on the web with a standalone blog? Click on the link to contact me for a free and painless – relatively speaking  – consultation.

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By Diane Mermigas | Jan 15, 2010

Google’s intensifying stand-off with China has implications for Internet users that exceed the  company’s threatened withdrawal from the Asian powerhouse over cyber attacks and censorship.

On a macro level, the confrontation focuses global attention on personal data security, freedom of expression, open commerce and reprisals by governments that have as much leverage and resolve as many of the Internet players involved. On a micro level, it publicly showcases how Google can use its clout for corporate and common good.

Some short-sighted press and investors are fixed on the mere drama and its impact on quarterly results, which Google reports Jan. 21. Wall Street has already written off the situation as a footnote to Google’s balance sheet, with China generating about two percent (or less than  $500 million) of its annual $20 billion revenues, according to Piper Jaffray & Co.

Skeptics question whether Google’s new found morality is too late to make a constructive difference, and whether it will adversely affect sales of its Android operating system-based smart phones in China’s booming mobile market. Cyber attacks on Twitter, Yahoo and other firms in the past year have failed to rouse as much attention and action.

As the world’s largest Internet market (it has more than 384 million users) and soon expected to become its dominant economy, China’s compromise of Internet security and freedom is all about the global long view. It compounds China’s  uncomfortable hold on US debt, technology and markets. The Chinese government’s heavy-handed censorship is uniquely evident in the sparse, skewed media coverage in China of the Google conflict.

Whatever the outcome, it will set a precedent for western corporate and consumer relations with China, where Google and other multinationals have long struggled. US lawmakers applauding Google’s defiance are urging other US firms to do the same even as it complicates American diplomacy and efforts to avoid a damaging trade war.

In a Jan. 12 post on Google’s official blog, the company said it was reconsidering the way it conducts business in China in the wake of continuing cyber attacks and censorship. As a result, it no longer censors its results on Google.cn. While the central issues are not new, Google’s willingness to take a demonstrative stand will shape the global Internet ecosystem, for better or worse.

Here are 10 more reasons why this unprecedented stand-off and its outcome matter:

1. It  raises the prospect that the Internet can be shackled by authoritarian governments with their own Web agendas, standards and values. Within the past year, the Chinese government has shut down thousands of web sites, arrested thousands of Internet users, and blocked social networking sites including Google’s YouTube, Twitter and Facebook.
2. It could leave China with a single dominant search engine, Baidu, which has about two-thirds of the exploding market. Baidu has been criticized for poor quality search results and advertising, and removing links related to sensitive news.
3. It heightens concern about the security of the detailed data Google amasses on individuals. Chinese hackers have used sophisticated programs to tap profile, account information and communications of human rights activists to use against them.
4. It fuels China’s flagrant theft of intellectual property. After decades of permitting the black market piracy of films, TV programs, books and other copyrighted materials, China has increasingly turned a blind eye to the illegal hacking, manipulation and sabotage of information stored on or linked from Google and other popular web sites.
5. It underscores the risk assumed by employees of multinationals working in potentially hostile foreign environments. Google says it is working to protect its China-based employees from potential government reprisal including interrogation, arrest and imprisonment.
6. It puts Google in the precarious position of potentially leaving behind some 700 trained technology experts and some infrastructure to the benefit of its Chinese competitors. For now, Microsoft says it would not follow Google out of China.
7. It would limit the ability of US companies to continue working inside China with free expression advocates, who instruct citizens on how to use restricted media resources such as Twitter and virtual private network servers outside of China’s boundaries and control.
8. It will set the tone for similar tussles over cyber attacks and censorship in several dozen countries where Google and its peers face similar challenges and conflict.
9. It is providing Google with new support and respect at home, which will not necessarily translate into regulatory clear sailing for many of its more controversial domestic business ventures. That includes Google’s latest proposal to become an unregulated market maker in energy services.
10. It is challenging the Obama administration to take a more definitive stand on Internet security and freedoms at home and abroad. Leading tech company executives meeting with the President at the White House  this week encouraged more aggressive incentives for innovation and protections for global expansion. The State Department said Friday it will lodge a formal complaint with China over the alleged hacking incidents. During his recent trip to China, President Obama  characterized Internet freedom as a central human rights issue.

via Google’s China Stand-Off: 10 Reasons It Matters | BNET Media Blog | BNET.

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Granted, this is just one research firm’s report, which will most likely vary from reports by other firms, but compare those December numbers against the ones from November 2009:

• Google: 65.4 percent
• Yahoo: 15.3 percent
• Bing: 10.7 percent

According to Nielsen, both Yahoo and Bing seem to have lost ground to Google heading into the beginning of 2010. It could be a monthly fluctuation. But it could also be perceived as a potential problem for Microsoft, when you consider that November-December timeframe saw the company launch a whole host of new features for its search engine designed to bring it into more direct competitive alignment with Google.

If Yahoo’s percentage is also falling, then that potentially spells trouble for the success of the Microsoft-Yahoo search-and-advertising agreement, which was supposed to radically boost Bing’s market share in 2010.

Specifically, I’m talking about features such as the beta version of the new-and-improved Bing Maps, which introduced an option for viewing local terrain at eye level, and a new Bing Bar for Internet Explorer and Firefox.

In conversations with Microsoft spokespeople at the 2010 Consumer Electronics Show (CES), I was given the impression that Bing’s engineering team would continue to refine the search engine throughout 2010. No doubt some new features will be rolled out, as well. But if data from other research firms comes back with a similar dip for Bing, and if that incremental downward trend continues through the first months of the year, then Microsoft may need to think very hard about what it needs to do to continue the slow search-related momentum it managed to build over the course of last year.

Posted by Nicholas Kolakowski on January 13, 2010 5:10 PM

via Microsoft Watch – Advertising & Search – Bing’s Dip Could Be a Blip or Oncoming Trouble.

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It’s only the first week of January and the mobile industry has awakened this winter like a hungry bear during the spring.

Consider the recent news:

• Apple acquired Quattro Wireless, an ad network, this week.
• Google, this week, unveiled Nexus One, a mobile phone that runs on the Android operating system and can be purchased direct from Google.
• And in November, Google announced it was acquiring AdMob, a mobile ad firm. The deal is awaiting regulatory clearance.

These and other developments have set into motion major opportunities for brand marketers.

Understandably, a lot has been written about why fascinating companies like Google and Apple bought ad networks, but most coverage hasn’t illuminated what this means for brands and their agents who toil every day to make shrewd marketing decisions. Here’s a direct guide to why these developments are good (actually great!) for advertisers, brand marketers, and the ecosystem of mobile service businesses.

Competition Has Heated Up and Competition’s Good for Us

Buying mobile media has been much more manual and less automated than online. The recent acquisitions by Apple and Google involve key technologies that present automated ad inventory and broader access to opportunities. Because these large entities are integrating these mobile platforms for planning, buying, and tracking their valuable inventory, they are competing fiercely. Pricing and innovation advantages will accrue to marketers looking for the best positions and ROI (define).

Ad Opportunities Are Now Catching up With Advances in Mobile

Google’s Android operating system, Google’s new Nexus One device, and the Apple iPhone are redefining the parameters of the mobile marketplace, drawing millions of new customers and establishing new businesses through things like paid and ad-supported apps and in-app commerce. Google’s acquisition of AdMob and Apple’s acquisition of Quattro Wireless will make developing, creating advertising, branding applications, and selling goods and services in these environments, easy, efficient, and highly visible for marketers. Until these acquisitions were made, the markets would have been fractionalized and we would have struggled to have tools to see what inventory and opportunities are available. Planning, buying, and tracking would have continued to be time consuming and mostly manual. These market developments now further consolidate and organize mobile display, search, local, and app advertising.

Applications Can Now Be Fully Realized as Advertising Vehicles

Advertising is crucial to the economics of applications and will continue to create more excellent opportunities for brands. Traditionally, app developers have fronted the costs of bringing their apps to the app stores (while paying fees to Apple) with the hope that they’ll monetize their ventures through advertising. Most apps in the iTunes App Store are free (approximately 80 percent), and the process of selling, fulfilling, and maintaining in-app advertising is arduous and complicated for busy developers. These developers are not necessarily media and advertising experts and don’t have sales forces. Now that Google and Apple will be integrating ad networks, app developers will go with the ad network that provides the best access to advertisers and the highest payouts. Both Google and Apple want the most and the best developer offerings, which in turn will provide us advertisers the best inventory, audiences, and opportunities. The new devices like Google’s Nexus One and the coming Apple tablet both indicate that the marketplace of apps and advertising will be huge. We have been able to buy in-app ads from AdMob, Quattro Wireless, and others for a while, but now they will be better integrated with other vertical ad opportunities within their new parent portfolios.

Display Ads in Apps Are Just the Tip of the Iceberg

In-app ads are a great way to advertise. Audiences tend to be highly targeted, costs are competitive (especially low in many cases), and tracking data is very valuable. But advertising in and around applications is already evolving. The new tablet products quickly coming to market are going to support digital magazines, newspapers, and expanded video features that will generate increasingly sophisticated advertising units and opportunities. Those ad units will be available through the apps stores and ad networks that are at the heart of the AdMob and Quattro Wireless acquisitions.

What’s Next?

The next big opportunity impacted by these marketplace developments is in-app payments for things like virtual goods. This will be a huge opportunity for marketers to direct sell branded items that serve as ads but are not specifically paid ad units.

Google and Apple may incorporate the ad network into the next-generation software developer kits and let developers incorporate ads themselves. They may also make the inventory available through outside ad networks and vendors in addition to their own (they’ll take a cut of course), so we shouldn’t expect these to necessarily operate as isolated buying environments.

Expect more connectivity with online (where Google obviously dominates), social networking, and environments like Apple TV. These moves are not about mobile in a vacuum, they’re opening up the eventual seamless advertising opportunities across channels that will be extraordinarily valuable to brand advertisers, provided that the campaign command and control is highly automated, integrated, and efficient.

Don’t forget that everyone else in the market has to continue to play competitive ball for ad dollars. Millennial Media and JumpTap will continue to offer opportunities for brands to get into mobile across display, search, long tail, local, and many other parameters crucial to successful mobile campaigns — it’s not only about AdMob and Quattro.

As advertisers, we should recognize that for our purposes, these recent market developments are not just wars of hubris between two huge, proud, and fierce competitors. These moves are automating, codifying, and growing a marketplace of ad opportunities that have suffered from over-complication, technical obstacles, fragmentation, and, frankly, a lack of innovation. In short order, we will see video, location-oriented, and highly personalized mobile advertising that is easy to plan, easy to buy, and provides superior tracking data, which is what advertisers need as mobile blasts onto the media scene.

via Sizing up Apple’s and Google’s Mobile Moves – ClickZ.

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As we close out the year, it’s important to look back at what happened in social marketing in order to plan for the future. There were four key trends in 2009 that CMOs should reflect on, starting at the macro level then shifting down to micro real-time updates. They are:

The Recession Spurred Consumers to Adopt Social Technologies. Humans are social creatures and, as a result, they tend to band together in hard times. During financial crises, this same behavior is evident: People connect to one other, share, learn, and communicate. What’s more, with unemployment at record highs, those with internet access have more time–and need–to connect with others. It’s evident through Facebook’s 350 million global users. For brands, it’s interesting to note a study by Razorfish, which indicates that 52% of consumers have blogged about a brand’s product or experience. Don’t expect this to change as the recession lifts, as it is the preferred method of communication for young people.

Some Brands Followed Suit With Social Marketing. Marketing budgets are pinched during tough times. Recent data from eMarketer indicates that companies are slashing print budgets by 37% and TV by 21% as a response to the recession. Yet marketers know that tough times also spur innovation, as they experiment with mediums such as social marketing. Social marketing promises lower costs and bigger returns. In fact, word-of-mouth campaigns encourage consumers to do the marketing on behalf of the brand themselves. Yet despite the opportunity, research conducted by the Altimeter Group (where I’m a partner) and Wetpaint found that while brands like Starbucks ( SBUX – news - people ), Dell ( DELL – news - people ), eBay ( EBAY – news - people ), and Google ( GOOG – news - people ) interact with their customers, most brands do not. Still, we’re seeing a noticeable increase in social marketing budgets, as brands find ways to innovative marketing.

Social Networks Share Data, Spreading Social Influence. A key trend across the technology vendor space in 2009 is that social networks are connecting with other systems. Much like how Apple ( AAPL – news - people )’s iPhone developer program enables third parties to build and create new applications, many social networks are doing the same. Take for example, LinkedIn, a business network that recently began allowing third party sites to connect with the LinkedIn platform to share data. Similarly, Facebook Connect allows users to log into third party sites using their Facebook ID. There have been over 80,000 connections since this time last year. So what does this data availability mean? It means that consumers’ social experience will spread from site to site, and that wherever they go online or off, they can access their friends’ opinions, experiences, and recommendations in real time.

Consumers Move Faster By Sharing Real-Time Data. In August, 2009, blogger Heather Armstrong, who boasts over a million followers on Twitter was miffed about a shabby customer experience and tweeted about it. Although the company, Whirlpool ( WHR – news - people ), responded within hours, the damage had been done–Armstrong’s real-time feedback about her company experience spread quickly through her network and beyond. This spread of customer experiences in real time is a trend, in fact, status updates are a feature found not just in Twitter but in many social networks like Facebook and LinkedIn. Recently, Twitter signed a deal to allow Microsoft ( MSFT – news - people )’s Bing and Google access its real-time data, displaying real-time tweets which appear along side traditional search results. So what is the impact of this increase in real-time data? It means that consumers can instantly give feedback about their product experiences and tell their friends. For brands, it means they have to move faster to keep up with consumers who are sharing.

Takeaway: This year, consumers are more connected, and moving faster than brands. It’s essential for senior marketers to use the past to plan for the future, and these four trends indicate that people are connecting and sharing with each other–at an increased pace. Brands need to develop a strategy and a plan to respond–not simply react–to the latest technology. In our next piece, we will discuss the key trends to watch in 2010 to help with strategy planning.

Jeremiah Owyang, a Web strategist, is partner, customer strategy, at Altimeter Group.

via A Year In Review: 2009 Social Marketing Trends – Forbes.com.

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Not a fan of big game hunting? Parsons killed an elephant on a safari.

Get bent out of shape over the objectification of women, especially as a rudimentary — and wildly successful — marketing ploy? GoDaddy’s now-infamous, insanely gratuitous 2005 Super Bowl commercial featured a scantily-clad former foot fetish model. (Good thing the Fox network pulled it after its initial airing, given this hypersensitive era of wardrobe malfunctions.)

Believe in a one-strike policy? Parsons repeat-offended in 2008 with a spot that instructed viewers to visit the GoDaddy website to see for themselves an even racier commercial, called “Exposure,” that Fox had refused to air that year. Apparently, animatronic beavers are suggestive, in a double-entendre sort of way.

On the company website, Parsons describes this approach to marketing as “GoDaddy-esque.” That is to say, “fun, edgy and a bit inappropriate.”

Despise the bawdy and juvenile? On his weekly SIRIUS (SIRI) and XM Radio (XMSR)broadcast, “Life Online,” Parsons pontificates on a range of topics before signing off, “I just may bump with the fat lady tonight.”

Are you a Wall Street shark or savvy investor always looking for that hot IPO? Parsons nixed plans to take GoDaddy public in 2006. According to CNN Money, he cited poor market conditions and called “the period mandated by the Securities and Exchange Commission, in which he went off the radio for 3 months, ‘suffocating.’”

Recoil at a show of force? The Vietnam veteran and Purple Heart recipient has a penchant for bodyguards – because you never know when some rival CEO is going to go for the jugular at an industry conference.

And Bob Parsons, no stranger to diamond earrings or self-aggrandizement, doesn’t care to make a distinction between his business and personal life. In fact, he very deliberately blurs the lines.

A June 2005 entry on his blog, Hot Points, drew fire. In the post, he describes treatment of Guantanamo Bay detainees as “incredibly mild” in contrast to prisoners of war in the Middle East , who are liable to have “their heads hacked off.” (In a rare about-face, the former Marine reconsidered and redacted the statement.)

One blogger called it “the first truly inappropriate use of a blog by a CEO that I’ve seen.”

And Bob Parsons, who sold his software company, Parsons Technology, to Intuit (INTU) in 1994 before starting GoDaddy, doesn’t have time to talk to you. He’s quoted as saying:

“If a stranger calls me they better get right to the point. I insist that if someone is calling me and I don’t know them, that they immediately get to the point with what they want.

“In fact, if I have someone on the line and they start rambling and simply talking about who they are, I will chime in that they have 30 seconds to get to the point. If they don’t immediately get to the point, I hang up.

“Once they get to the point, if it’s something I’m not interested in, I will simply say, ‘I’m not interested,’ and immediately hang up.”

Unless you’re a customer. In response to a question on Dot Journalabout what GoDaddy brings to the table that others registrars don’t, Parsons said: “Unlike many of our competitors, whose primary goal is to be profitable or to be acquired by another company, [our] primary goal is to provide customers with the very best experience anywhere.”

For all of Parsons’ grandstanding and envelope-pushing, the company he’s built is nothing if not service-oriented.

In fact, that’s another thing Parsons doesn’t care for: Outsourcing.

via CEOs Gone Wild: Bob Parsons – Minyanville.com.

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How else can we say it: Unless you’ve been living under a rock, you’ve probably heard of Twitter, Facebook and LinkedIn as tools to promote your services and products online. According to a recent survey of 148 private companies by the University of Massachusetts Dartmouth Center for Marketing Research, 43% say social media is “very important” to their business and marketing strategy, 52% are tweeting and 45% are blogging.

But don’t feel pressured to jump in quickly and create a profile on every site. First, decide if it’s right for your company. “Are you a social organization?” says Simon Salt, CEO of integrated marketing communications agency IncSlingers. “Everyone seems to know to have a Facebook page or a Twitter [account]. Is that what your business is about?”

For instance, a Facebook fan page probably doesn’t make sense for a business-to-business outfit, says Neal Schaffer, author of “Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn.” And companies that target older or retired customers might benefit more from direct-mail campaigns, or even knocks on doors. “Don’t believe the hype,” Schaffer says. “Understand what fits your business.”

If you’ve decided to incorporate social media, remember that YouTube videos, blog posts and status updates are just a part of your entire marketing arsenal. Here are three best ways to use social media.

1.Stand out by trying less-crowded or up-and-coming social-media sites. Everyone knows about Facebook fan pages. But if you’re a neighborhood business that relies on local clientele, you might want to consider Foursquare or Gowalla, which combine elements of other social-networking sites (Twitter, Facebook or Yelp) to help spread word of establishments and provide rewards to encourage customer loyalty. John Jantsch, author of “Duct Tape Marketing,” suggests trying underutilized networks that cater to business owners, such as Biznik and BizSugar. If you’re strapped for time, at least maintain a blog that provides good content and answers consumer questions, he says. Or create quick, educational YouTube videos that – along with a blog – are more likely to come up higher in keyword searches. Samir Balwani, contributor to social-media news blog Mashable, suggests creating your own social network at Elgg.org.

2.Don’t expect instant sales, but make sure to get actual results. Social media is more about brand outreach. Make sure you have a reasonable goal and a well-thought out strategy to achieve that end. First, listen to what is being said about your business and competitors on Google alerts, RSS queries, Twitter, Yelp and BackType. Make sure you have your profile account names on all print communications you distribute, such as flyers and menus. Identify your biggest fans, and figure out how to organize them or point them out in some way. For example: On Twitter, if you know a person is a loyal customer, mention them in a post or announce a free service or product they’ve won for loyalty. Or reach out to other bloggers in your industry. Sarah Endline, founder of dark chocolate treat maker Sweetriot in New York, said she connected with blog site Hungry Girl and that lead to getting her company’s name out and sales.

3. Don’t forget social media is a tool to strengthen offline relationships. Many small businesses already have personal ties to customers in their communities, and these tools are designed to enhance those relationships, not replace them. For instance, you can use social-media tools such as YouTube to give customers a behind-the-scenes glimpse of your company, or display more of your personality than you can through an ad. “It also allows you to show your culture,” Endline says. “They’re not just there to [see] a static promotion from you. They want value.” And remember, a social network is “really a big room of people,” author Schaffer says. Use it to “meet” potential clients or business partners, but make sure you follow up with an in-person meeting or phone conversation.

Write to Willa Plank at willa.plank@dowjones.com

via Small Business: Three Best Ways to Use Social Media – WSJ.com.

A few thoughts of my own…

Neal Schaffer, the quoted author of “Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn, raises two contentious (in my view) points:

That a “Facebook fan page probably doesn’t make sense for a business-to-business outfit”

I think that simply ruling out Facebook Fan Pages is a little shortsighted.  A Fan Page can be a great way to build community with customers, prospects, and employees. It can also serve as an effective communication channel.

My former employer – Drake International – is an example of a company that is using a Fan Page that appears to be getting good results. Drake is recruitment agency that uses its Fan Page to promote jobs for which they’re recruiting, interact with job-seekers and clients, and promote some good collateral as well as events.

They’re getting double-duty out of their Facebook Fan Page by reaching out to both clients and to candidates and are, as a result, putting a “face” on their business (it is called Facebook, after all).

It’s also well worth noting that their cost of acquisition – be it a client or a candidate – is considerably lower than through other channels.

That “older or retired customers might benefit more from direct-mail campaigns, or even knocks on doors”

Very simply, the fastest-growing demographic on Facebook is the 55+ set.

Anyway, while I’m taking issues with a few of the comments made by the author of the book who is quoted in the article, I think that the author of the Wall Street Journal article, Willa Plank, makes some good recommendations.

Agree, disagree, no opinion either way? Share your thoughts!

Cheers

Dawson

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