The Web For Business.com Blog

Internet marketing observations, perspectives, tips and tricks for your education and enlightenment.


Calling Bullshit on Bullshit

Mark Kawabe - Monday, October 02, 2017

Manure spreaders onlineYou don't see large brands sabotaging their online marketing efforts. Messages are carefully vetted in order to preserve the brand image. Small business owners aren't nearly as careful about this, but it might be in their best interests do pay more attention to what they post online. Here are some thoughts.

Credibility

Posting information that is demonstrably false or, at the very least can't be proven true will lead some people to question your judgement. After all, if you're not aware you're spreading lies, what else don't you know? Your credibility is one of your most valuable personal and business assets. You should be jealously protecting it.

Connection

Business is built on connections and a perception of shared values and trust. Posting information that's not true will lead people to trust you less. Every message you post has the potential to weaken or break the connections you've made with the people who choose to spend their time and money interacting with your business.

Small business owners are more connected with their customers and communities than big brand stores. If your personal social media presence is available to your customers and prospects, you may want to keep in mind the potential downsides posting erroneous information can bring. While nobody expects perfection, a simple fact-check before posting / re-posting / sharing a meme / infographic / statistic can be a serious credibility saver.

As a small business owner, you have enough issues to worry about. Lazy posting on social media can have unintended consequences for you when the information you're sharing is wrong, either by accident or design. Just remember: whatever you post is a reflection of you, which is in turn a reflection of your business. Accuracy matters.


Posting is Like Flossing

Mark Kawabe - Thursday, September 04, 2014

Floss - I mean post - for the long-term health of your businessThe quest to create new and unique content is a challenge for most people who have a website. We're all knowledgeable people, but sometimes knowing what to write about is confusing. My suggestion: read the news.

Every day, there is likely something in the news that you can share your perspective on. Why you agree or disagree. Share your knowledge and expertise. Let people know where you stand.

People do business with people who they trust. That trust is developed online one post at a time. Those pieces of information tell the story about who you are and what you stand for.

Working in the marketing field, there are always plenty of things to comment on. Sometimes I come across items through the mainstream media that are worth discussing. Other times an interesting article will be making the rounds on social media. If I'm really strapped, I look at what other marketers are talking about and share my own perspective on the topic.

I think of posting as something akin to flossing. It's beneficial to do, but because the benefits come over the long-term, most people don't do it. Regularly posting meaningful, self-generated content is a good practice. It shows people who you are, demonstrates your expertise and builds credibility. It can also benefit your search engine positioning, especially in long-tail search terms.

As with flossing, the payoff for posting is likely in the future. It's the kind of thing you would benefit from starting now if you want to realize the benefits down the road. An added bonus: if you post AND floss, you'll have a great smile to show your new clients.

Turning the Online Monster into your Servant

Mark Kawabe - Thursday, July 25, 2013

Websites. 1000 social media websites. Blogs. YouTube. SEO. There are thousands of ways to market online. What's a business to do? Here are some tips on how to turn the online monster you've created (or are thinking of creating) into your servant.

Plan

When managing your online presence seems overwhelming, it's probably because you didn't plan. If you don't know where you're going, you'll have no idea if you're getting there or not. Fortunately, you can change this whenever you want.

Implement

This is where many people start - they start doing before planning. If this sounds like you, take a deep breath, back away from your monitor and take some time to plan your activities. Make a schedule. Define your goals. Then work on making them happen.

Social media sites make it easy to implement. Slap up a post or a picture or comment and voila! You're done! But how do you know it's what's most beneficial?

Websites or other corporate social media tools that are not current demonstrate a failure to implement. Most businesses can improve in this area. My business included.

Measure

Do you know how many people read your last Facebook post? Did anyone like them? Do you know who they were? How did that Facebook post compare to the previous one - and the one before it?

How about your site traffic? Is it up or down from last month? How about your search engine rankings?

Not measuring the results of online activities means you're shooting at targets without knowing you've hit them. This is why many business owners say marketing online doesn't work for them. They or their staff don't measure the results they get.

Analyze, Study & Plan Again

So you've planned, implemented and measured. Can things be improved? Of course they can. Take what you've done and build on it to make it better.

If you don't know HOW to make it better, you're in luck. There are at least a few million pages of online advice (including this one) on how to improve every aspect of your online presence.

If you've read my earlier blog posts, you'll know this stuff isn't rocket science. It's "common sense" - but we all know how prevalent that is these days. I came across a website just before writing this post that proudly exclaimed their latest news on the homepage - except it was from 2011. When the primary purpose of a website is to create confidence about doing business with you, how does something like that benefit your business?

Most "problems" with websites and online marketing are solved by following the steps above. If you don't have time or patience to follow the prescription, then feel free to call "Dr. Mark" at 905-227-6667. I'd be happy to help you manage your online marketing needs so you don't have to.

What's You're Opinion . . .

Mark Kawabe - Wednesday, February 22, 2012

. . . about people who misuse common words like "your" and "you're", or "their", "there" and "they're"?

What message does it convey?

Here are a few thoughts from around the web.

  • Poor spellers look stupid, foolish, incompetent or careless.
  • Bad spelling damages credibility.
  • Typographical errors make you look lazy or undisciplined.
  • You won't be taken as seriously if you can't spell properly.
  • A BBC news article outlined how some e-commerce sites had sales reduced by 50% because of typos.
  • Google's Matt Cutts recently said "...if you look at the PageRank of a page . . . the ability to spell correlates relatively well with that. So, the reputable sites tend to spell better and the sites that are lower PageRank, or very low PageRank, tend not to spell as well."
  • Misspelled words and bad grammar are common indicators a message is spam.

Don't think for a moment that built-in spell checkers will save you. The following made it past the spelling and grammar check in Word 2007.

"Good buy my deer hairy. I to will look to the see in hopes of your too ships appearing awn the horizon. But for the grace of dog, wood I go they’re."

Just some thoughts on spelling for this beautiful Tuesday.

Oh, and in case you were wondering about the title of this post . . . yes, the misspelled word is there on purpose : )