The Web For Blog

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

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.


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.


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.


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.

How Wrong Can You AFFORD to Be?

Mark Kawabe - Thursday, May 19, 2011

As usual, another inspiration based on Seth Godin.

Seth talks about "the privilege of being wrong". Most of us can be wrong. We're not in life and death struggles that are going to kill us TODAY.

In business, you're in a life and death struggle that will kill you EVENTUALLY if you don't "do the right things".

Of course, whatever you're doing today is "the right thing", isn't it? What makes it right? Is it because it's comfortable? Free / inexpensive? Easy?

This probably isn't a revelation to anyone, but if it's easy, free or comfortable, then it's probably not the "right thing" to be doing, unless you have the systems in place in your business so that things that USED TO  be uncomfortable, expensive or difficult are now the opposite.

Take writing. It's hard work - initially. Over time, you will improve. Sure, there will be peaks and valleys, but over time your writing ability will increase and it will become easier.

The "common knowledge" is that content is king online (another post on that later...) so "the right thing" to be doing is to create content - and that usually means writing. MOST people have a hard time with this, so MOST people don't do it - because their business won't fail TODAY if they put off writing until tomorrow.

My point (and Seth's) is that you have the luxury of failing. One day though, if your business is close to going down the tubes, it will be too late or inappropriate to experiment with your online marketing. You might as well start now, while you have the luxury of getting it wrong. Experiment. Get it right - and you'll never have to worry about your business failing in the first place.

Brute Force Social Media Marketing

Mark Kawabe - Sunday, March 13, 2011

One of the "golden rules" of social media marketing is that you need to give value in order to receive it back. It's considered a "best practice". It's what the "gurus" preach. So why isn't it the norm?

I think there are two factors. The first is that like any other form of interruption advertising like radio, television or print, drawing attention to yourself via social media appears to have some effect.

The second of course, has to do with the values of the people doing the interrupting as well as those of the people receiving the message. The person sending their message takes advantage of a tacit level of approval by people who are their "friends" or "connections" to hear from them. The logic is hard to deny. After all, if I am your "friend", then why wouldn't I want to hear about your new product or service?

I don't expect all businesses on Facebook or Linkedin will change their ways, but here are my suggestions on winning over more of your friends or connections.

  1. Lead with the benefits. Here's a typical post: "All you can eat pasta tonight at the XYZ Diner!". Rephrase to focus on the benefits. "Enjoy a great family meal without cooking. Join us for all you can eat pasta tonight at the XYZ Diner! Now rated at 4.5/5 on!" Now add a link to your website or to the review site. It's still an interruption, but it's more subtle and conveys benefit, value and quality while you inform.

  2. Target messages carefully. You have a fan page or group, right? Well then, perhaps you can avoid blasting your message to everyone you know. Just send it to those who cared enough to like or join. Those people EXPECT business-related communications from you; your regular friends or connections don't.

  3. Test your approach. Many people get started in social media because it's now the "in" thing to do. Interruption marketing is what people are used to, so it's just perpetuated through social media. Measure your results from your existing campaign, then switch your approach and see if the "giving before receiving" method gives you any better results. If you never try, you'll never know : )

As people become more familiar with social media tools, filtering is going to become more widespread and your message won't get through as easily. It's better to start building value now so people will want to hear what you have to say in future - and they'll let you through while the rest of the social media "noise" gets blocked.