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Networking – You Just Have to Do It Yourself
Networking is a form of relationship marketing. It works because of relationships. This makes it very difficult to outsource networking. It ends up being something you pretty much HAVE to do yourself.
Larger companies often outsource networking. But when they do it successfully, they do it using someone who has an engaging personality – that PERSON becomes the company. It is still personal. They also often hire salespeople, and those salespeople network for their OWN benefit. They may represent the company as they do so, but if they leave that company, they take their networking power with them, and it transfers largely to the new company.
For small businesses, since the owner is their own best asset in creating a unique and memorable business distinction, networking is something you really must do for yourself.
People respond to networking because of personalities. So being yourself in networking is an asset. Sure, there are skills you can learn – listening, what kind of things to share, how to write intelligently (interesting, I almost misspelled that word!), and where to share. But your greatest power lies in your own personality – showing an appropriate sense of humor, sharing discouragements others can identify with, being excited over good things that happen, etc.
Networking becomes very much about who you know – your circle of acquaintances. People associate the business with the person whom they met. They either like, or do not like the business, because of the person they interact with.
Someone else just can’t do that for you. Because they are then networking for themselves, not you. If they leave, their power goes with them, and you have to start all over. You want to build that power for yourself.
Yes, it takes time, but it is time you MUST invest. Because when you do it right, networking is very powerful – and comes back to repay you over and over.
When “Local” is a Curse
One of the major advancements in the internet in the last few years is a greater emphasis on Local marketing. The internet evolved through a few phases, and is finally to the point where enough businesses have websites that local marketing is effective for some businesses, especially those in larger metro areas.
We find that it is a curse, and not a blessing, most of the time. This happens for two reasons:
- Our business is national. We rarely gain ANY clients from our local area, and even when we do, they do not find us by searching for THEIR town. Because in Wyoming, ALL of Wyoming is “local”. But internet promotional systems don’t see it that way. They see a town as being local, and anything outside of that being something else. So here we are, in a town of less than 300 people. Seriously. When we do make “local” sales, they are NOT in the town we live in. They are at least 60 miles away. Most internet systems consider a radius of only 50 miles. We don’t have enough people within that radius, and cows and antelope are unlikely to care about owning a good website, or learning to be a webmaster. Using local promotion, in this instance, is completely useless, and you don’t have to hear the “moo” to figure that out.
- We promote to other areas. In this instance, geo-targeting is helpful, but the implementation is often a hindrance. We found a new “local” promotional engine online. It could have been VERY useful for promoting our seminars, which ARE local to major cities in the US. However, they required that we enter OUR address, and based all search capacity on that address, NOT on where we were offering the local service. And they were not the same, because we travel to various locations in the US. Again, the system was unable to accommodate what is actually a fairly common need. So even when local promotion SHOULD help us, someone else’s system has tunnel vision and cannot see a use outside the one they envisioned.
Local search and promotion has been a fairly useless thing for us so far. While we can target some paid ads, free resources which make a big deal over regional promotion based on our physical location are completely useless. There are no customers here!
We had an SEO pro once give us some assistance in optimizing our site. She got all hung up on the local search thing, and could not seem to understand that the entire state of Wyoming has significantly less than 1 million people, and that there are only a couple of searches per day for Wyoming based search terms, almost all of which are monopolized by companies from other states who assume that all states are created equal, so they go after all 50 states. It simply wasn’t a worthwhile expenditure of energy to attempt to dominate the search engines for Wyoming related terms, when it would not result in any significant number of site visitors, let alone actual conversions. Interestingly enough, we’ve had better success from having the word “Canada” in our pages than from having the word “Wyoming” in them.
I haven’t yet figured out if there is a solution that would allow us to capitalize on local search for our Workshops. It does not seem practical to attempt to set up multiple profiles to target multiple regions, because they all do share the same business name, and I don’t have a physical address or mailing address in all the areas we will be traveling to. Yet most systems do not even consider any kind of situation like this.
I also know there must be many other kinds of businesses who have a target market located somewhere other than where their physical location is situated. And I guess they are left out in the cold as well.
What Google Doesn’t Want You to Know
If you own a website, you may think that the information released by Google is reliable information to base your actions upon regarding your website. You’d only be partially right. Because Google doesn’t tell you everything, and doesn’t want you to know everything.
Google has a set of standards. They want you to think that those standards are completely enforceable, when in fact, they are not. They want you to adopt those standards as your own, and to never never try to trick the search engines into giving you what they consider to be an unfair advantage. Of course, their definition of “unfair” is probably not the same as yours – but they want you to act in a way that is in compliance with what THEY prefer to have you do – and not necessarily what is in your best interest.
Google does NOT want you to know their exact methods of judging what they consider to be quality and what they do not. They do not want you to know what their technology is, or is not, capable of. And they do not want you to know exactly how they decide that one site is more important than another. They are afraid if you know that, that you will use that knowledge to manipulate their search engine to give you an unfair advantage. In fact, the Guidelines in the Webmaster Tools contain many verifiable inaccuracies, combined with instructions so vague and commonplace as to be completely uninformative – so even their own instructions do not yield any useful information.
They would like you to believe that their technology is capable of more than it really is. You see, computers cannot THINK, and never will be able to. So when it comes to judging quality, they really can’t do that. Because they cannot think, they’ll punish you unfairly a good percentage of the time, and reward you unfairly a good percentage of the time. And interestingly enough, those numbers really haven’t changed a lot with improvements in their system, they’ve just changed the kinds of things they reward or punish.
Let me be clear on one point right off – I do not recommend “black hat” (sneaky or deceptive) SEO tactics, and I never have. I have always believed that quality and value are the best choices, and that they give you the best return, no matter where they are applied, and that this philosophy is the best one for SEO. I believe that an honest person, trying to convey an honest message, has the advantage in the long term.
The fact that Google (and other search engines as well) do not really WANT you to know what they measure and what they don’t, means that to an extend, SEO professionals are simply guessing on many points. Oh, sure, experience tells them that this matters and that does not, but sometimes that experience is misinterpreted. There is NO SUCH THING as objective double blind testing with SEO – because no two situations are identical, so they cannot be objectively measured. So it is not only impossible to get Google to give you a straight answer, it is also impossible to figure it out by objective analysis.
This accounts for many of the misconceptions online about SEO, and for many of the wild theories that repeatedly resurface. It also accounts for the buzz raised each time Matt Cutts says anything even mildly suggestive of real information (which, upon closer examination, always reveals itself to be more sidestepping of genuine communication). It is almost funny to see the news reports after he gives a public address – people will be announcing the amazing thing he said, when in fact, he did not say anything at all, just suggested that he might know something he is not going to tell.
So take the words endorsed by Google with a grain of salt. They are not always true – and they are more often implication than actual statements.
Because in reality, Google doesn’t WANT you to understand how it all works.
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Advertising on FaceBook
It has been a new experience to begin experimenting with advertising on FaceBook. I have run, or attempted to run, several ads, and one of my associates also used FB ads.
They can be purchased as PPC, or Pay Per Page Load (referred to as CPM). PPC costs more per, but is action based. CPM just charges you to show the ad, and does not guarantee clickthroughs.
FaceBook has some rather strict, and often strangely implemented rules about advertising. It seems to be implemented through keyword flagging, rather than by thinking people. If you have an ad that has certain words in it, which they consider to be restricted, your ad will be disapproved. No appeal. NO second chance. Once disapproved you may NEVER resubmit it, and never advertise that website again. We find this to be not only harsh, but entirely unreasonable, especially since reading their guidelines won’t really clue you in as to which keywords they are flagging, or even why. Their terms of use are fairly vague, and non-specific, so it is difficult to tell sometimes just what they are forbidding.
This means, that if you word a disallowed topic to sound like an allowed one, you can promote it. If you accidentally describe an allowed topic using a word that they have flagged, your ad will be disapproved, regardless. Even more oddly, when we had one ad approved, they subsequently disapproved an ad for the SAME THING (using a word they did not like), and they said I could never advertise that item again – all the while, the original ad, going to the same URL, was running in the background and they were happily charging us for it.
The second thing that people often misunderstand about FaceBook ads, is how they are targeting. If you are offering Web Design services, for example, and list “web design” as a keyword in your list, they will display your ads to OTHER WEB DESIGNERS! Because the match words are pulled from the profiles. So you have to list keywords that fit your target market, and NOT necessarily words they would use in a search engine. This is obviously a problem to many users, because I am constantly bombarded with ads for web design, and graphic design.
Can they work? The verdict is still out. We did get clickthroughs – though the price we had to pay for them was pretty steep for one industry ($1.50 to $2.00 per click). The “suggested bid” was so far off that it was pretty well useless – it suggested bidding $.67, when clicks were STARTING at $1.52.
We did not make any sales, but we also did not run it for an extended period of time. We did try tweaking the ad – but ran into the disallowed issue above, and did not dare submit another ad for the same thing, lest they blast our current ad. Such inconsistencies make it very difficult to truly test and optimize the system.
They do have a nice ability to target regionally, which is useful for some businesses.
Overall, I think they could really work for our seminars. But having insulted their word list, I’ll never know that unless I want to set up another website and promote it there and link to the main site. That seems a bit too much like playing games to me, and frankly, I’m finding that FaceBook is making it a bit too difficult to allow me to pay them money, so I have sort of lost the enthusiasm for testing it anymore.
Our associate who used this found that it was good for delivering visitors – though she also had to tweak her keyword list – but that it really didn’t result in increased sales. She is hopeful that some of the people who still associate with her due to contact through the ads may eventually result in business.
If you decide to play with them, realize that a $5 per day budget may not go as far as you think, and that the censor-bot that screens your ads is impossible to predict.
Call Me Paranoid
I’m a little suspicious of some of the free things Google is offering now. Because I distrust their motives, and I distrust the way in which their freebies can affect my business. Most of my colleagues are raving about them, but I am not feeling compelled to jump on the Google train and just go wherever they want to take me.
Let’s try Google Analytics. Free stats tracking. What could be bad about that? We find two issues with it:
1. Like Google Adsense, it uses Javascript. It is such common Javascript, that malicious coders have found ways to exploit it – and since so many sites use it, it is well worth their while to do so. There’s enough anecdotal evidence on this to have strong suspicions that Google Analytics code is frequently exploited, and we have personally experienced instances of exploitation of this kind of code – either viruses or malicious website links injected through the code.
2. Just how is Google using that data? They claim that they use analytical data in delivering more accurate search results. But their idea of “accurate” may not always be in the best interests of small businesses, because of what Google thinks is the most important criteria for “accuracy”. Generally, Google is just gathering bits of info and extrapolating (that’s a fancy word for “guessing”) the rest. Google CAN’T really get traffic stats for your site, unless YOU give it to them, or unless other computer users give them access to individual browsing profiles (more on that). The most efficient way to get site data is, of course, to get it directly from the site owners. Google Analytics gives themselves exactly that – a complete statistical rundown on your website. For startups and small sites, that information, in the hands of Google, does NOT help you! Because Google’s basic philosophy is that popular is better than unpopular.
That brings us right into two other services which I distrust, and do not use as a result – for similar reasons. I think Google just does not need that much information about my browsing habits.
1. The Google Toolbar. Google uses this to gather individual browsing data and then analyzes the patterns. Theoretically, if enough people use it, then Google can get a pretty good estimation of site visit patterns for most websites. This is one of the data sources used in their extrapolations also.
2. Chrome Browser. This is just the next step from the Google Toolbar. Give people a shiny new toy, and maybe they won’t notice the price attached. For both webmasters, and website owners, I think that the cost associated with Chrome may be too high.
I do not like Google having access to my desktop, to my internet history, etc. I think this is just information they can well do without, and that they are NOT gathering it for MY benefit, but for theirs, and that my goals, and theirs, are often worlds apart. Giving them access to my browsing history helps THEM achieve THEIR goals, but does not help me achieve mine.
Google Desktop has no place in my work environment either. In fact, anything produced by a third party that uses data as Google does, has no place in my work environment. I am suspicious of free “tools” which come with a craftily worded privacy or terms of use policy.
Google is not alone in the desire to gather data in every way possible, nor are they alone in their lack of transparency over it. Yahoo has valiantly tried to infiltrate our computers, and Bing is making a go of it.
But if I do not want “spyware” on my computer, and if I run software to ensure that nobody can sneak it onto my computer without my permission, why would I want to open the door and let a company like Google just waltz right in with the cameras? I don’t care how big a company is, or how common their name. There is just a limit to how much data they need, and how much they need to know about my habits.
I am NOT paranoid about the kind of data they gather. I just think there may be more harm in anonymous patterns and statistical data than we realize, especially for small businesses that are trying to launch a new site in the face of huge competition.
I don’t care if I am just “one of the numbers”. They can do without me!
The Wearying Process of Supply and Demand
We bought a truck this week. It was the most difficult and exhausting vehicle purchase we have ever made! And it all had to do with supply and demand, and the economic effects of a recession on a particular product line.
We wanted a truck. But not just any truck. A 3/4 ton or better. Now, half ton trucks are a dime a dozen. But the price just JUMPS as soon as you go any larger. There is not much price difference between used 3/4 ton and one ton trucks – a matter of perception of fuel efficiency, mostly. But supply drops, and demand rises right at that 3/4 ton breakpoint.
The problem in Wyoming is that it is a truck state. Everyone and their dog has a big truck. In the current economy, big trucks are not being traded in, or sold used by owners. They are keeping them longer. More people are buying used instead of new. So we now have a shortage of used trucks, and a higher demand for them. This has pushed prices up about 50%.
So what you now find, is higher miles, and higher prices. Not a good combination. That means they are harder to afford, harder to finance, as well as being harder to find.
We searched aggressively for days before finding one. We had a time limit, could not take our time. Every other time we’ve bought a car, the entire process took less than a day, to find the car, and finalize the deal. We’ve even bought two cars on the same day, and it didn’t take the whole day. We found good deals and met our needs quickly. So this time was really exhausting.
We’ve had one other time when outside influences affected a market this strongly, and that was from the seller’s perspective, not the buyer’s perspective. We sold bulk foods, and computers. When 9-11 happened, the computer market crashed, and the bulk food business boomed – so much so that we could not meet the demand, and had to issue refunds because the items simply were not available.
We often don’t connect things like this until we need something that has been strongly affected. When they do happen, we just have to deal with it. Tiring or not, we had to spend the time. High, or not, we had to spend the money, and take what was available.
People who say they don’t have to let the recession affect them are dreaming. Because it will reach out and touch you whether you want it to or not. We can’t choose what comes into our lives, but we can choose how we deal with it when it does.
Check out our new Cottage Industry Consulting and Development services at CottageIndustrialRevolution.com for help in meeting business needs in a trying time.
Difference Between FaceBook Pages and Profiles
Pages and Profiles are two separate things, with two separate purposes on FaceBook. But if you don’t know the lingo, they can sound like the same thing.
A PROFILE is what you start with. It has some rules, and it does some thing, for a specific purpose.
It is designed to let you communicate within a group of people – and to allow people to connect with people. Therefore, a Profile is for a PERSON. It is NOT for an entity like a business, town, or organization.
Profiles allow you to let people know what you are doing, tell people about yourself, and control who can see it, and who cannot – Profiles are only partially indexed by search engines. They have a limit of 5000 connections.
People can connect to you by requesting a Friend connection.
A PAGE, is something that is OWNED by a PERSON – so in order to have a page, you first have to have a profile. Because a page is essentially owned by a profile.
Pages are designed for ENTITIES. If you want to promote your business on FaceBook, create a profile (that’s personal), and then create a page (for the business).
Many of the functions are the same. People SUBSCRIBE, instead of connecting through a Friend request. A Page has no limits to the number of people who can subscribe.
When you are connected as a Friend to someone, you see all their posts. When you are subscribed to a Page, that page does NOT receive your personal information. Communication is one-way on a Page, Two-way on a Profile. A very important difference.
Pages are fully indexed by search engines, and have options for discussion groups. Unfortunately, the discussion groups do not send notifications on discussions, so they are rarely used by page subscribers.
A Page is a good way to keep customers informed though.
You can feed a Page into Twitter. You can feed Twitter into a Profile. So you can post to your business page, and it will show up automatically on your Profile wall if you have connected both feeds.
FaceBook also offers other options, such as Groups (really just another form of Page, which you can join, but you won’t get discussion notices from that either so they are rather ineffective), and Causes (again, a variation on Pages, and completely ineffective because everybody joins, but then does nothing to actually make a difference to the cause).
The first step is getting your Pages and Profiles straight. Once you understand the purpose for each, and how they can be used to advantage, FaceBook can become a better tool for you.
Earning More than Money
“All things being equal, business owners do not make more money than those who hold a corporate job.”
All things are not equal. I get up every day and go to work, in my livingroom, and I earn more than just mere money.
- I earn time with my husband. A precious commodity, even though working together in a business has been one of the hardest things we’ve ever done.
- I earn time with my kids. Yes, that is hard too. But worth it.
- I earn the ability to set my own schedule. Mostly.
- I gain the opportunity to work with people I like, and can choose to let go of those I don’t like working with.
- I get the chance to chart my own destiny – to choose the work and business that I engage in.
It isn’t all sunshine and roses, not by a long shot. But it is better than working a job for a boss. The last job I had drove me nuts. I could see so many things that would help, but could not do any of them. I was required to do things that didn’t matter, at the expense of things that did, on someone else’s schedule. It made me truly appreciate what I have in being a business owner.
And now, the money ain’t bad either. Though we put in long years of work to get it to the point where we feel like we have more of the financial choices that we wanted.
But I would not trade it for a job that paid twice this much.
Creating Online Lessons
It is just so much more complicated than I thought it would be! Learning to use an LMS is just another learning curve for me. I managed to figure that out. But figuring out how to do a brain dump, in a combination of text, images, videos, audios, site links, and software downloads, is downright hard. How to organize it all so that people can move through the courses in a logical manner, get their questions answered, and look up reference material?
Online courses can happen in a variety of ways. They can be anything from simple “pay to access” online content, to content plus quizzes, to emails loaded into an auto-responder, to a full fledged Learning Management System with prerequisites, forums, quizzes and certifications. We went with the last option, because we want certifications to be part of the picture. But it is important to realize that you may not NEED a full scale LMS to do online lessons or protected content. Often a much simpler structure will be enough.
I’m finally well into the process of creating short courses. I have several long multi-segment courses to upload eventually, but decided to start with the short ones that have only 8-10 lessons. I am not sure how capable I’ll be of tackling the big ones, but figure the experience from the small ones will be a help.
An LMS allows you to group things together in a fairly granular way. I have the following options:
- Categories. I can group Courses together into categories.
- Courses. A course can contain multiple lessons. A course contains lessons on a single topic, or single group of related topics, usually.
- Lessons. A lesson should be a fairly well defined learning concept. It can be further broken down if needed, but is often the lowest element in the tree.
- Units. A lesson can have multiple units, if you need to assign additional study on a concept.
- Examples. I can put in examples for any given lesson.
- Assignments. I can create assignments to complete for any lesson.
- Videos or Documents. These can be attached to a lesson.
- Quizzes. Each lesson can have a completion quiz.
- Tests. Courses can have final tests.
A course can have a forum attached as well. So the learning options are fairly flexible. But it also means that setting it up is a VERY involved process.
Oh, anyone can go in and create a lesson and paste some instructions into the page. But to create a real online course, that someone can actually learn from, and then demonstrate that they have learned, is much more difficult! All the pieces have to be found, created, and set to work the way you want them to.
I think it will be worth it though, because it doesn’t just teach people. It does so in a way that frees the teacher to reach more people at one time.
Hard. But worth the learning curve and time.
Eliminating the Competition
In theory, if you create a product that the competition can’t touch, you have effectively eliminated the competition. But only in theory. In reality, the competition still has as much of an effect on you as always.
It is a powerful strategy to define and separate yourself from the competition by what you offer. By doing so, anyone who understands what you offer, won’t even consider your competition. In that respect, you’ve eliminated the competition, because they can’t really even do what you can.
That whole concept though, hinges on one thing: Whether or not your prospects really understand what you offer.
Helping them understand that can be tricky. In some industries, it is simple, and obvious, and once people know, they will flock to it. But in others, it is much more difficult.
In many industries, there is a standard way of doing things. It is so ingrained in the customer, that the customer will expect you to be like all the rest. Even when you can get people to purchase, they often think you still ought to behave like the competition – because even when the standard way is inferior, it is familiar, and people often default to familiarity even when it is not what they say they really want. People are like that.
Educating them to understand how you do it, and why you do it that way, can be very difficult. One in 20 will “get” it.
Your competition may use the same words you do, to mean different things. They may persuade people that a solution ought to be “easy”, when an easy one doesn’t EVER work. They may just talk louder than you, and get noticed more, so people choose them because they could not find you.
So eliminating the competition by providing a clearly superior offering isn’t the magic pill it should be. It is, however, a great place to start.
The Mobile Internet Dilemma
So we’d like a means of accessing the internet on the road. And an iPhone isn’t quite what we have in mind.
We need a high-bandwidth solution which we can use while traveling, which allows us to actually maintain websites in a relatively secure environment. Can’t do that with cell, it fails on two points:
1. Inadequate bandwidth. Most cell plans have a pitiful amount, and it drops to no more than a smidgen of that if you are out of area.
2. Inadequate security. Cell signals are too insecure to use for website work where passwords are transmitted over the net.
We have Satellite internet here at home, as our backup internet provider. So we know the limits of it, and we feel it would be adequate for travel. But we will never use Hughesnet again, and they are about the only consumer provider of mobile satellite.
We finally found a commercial provider which offers consumer priced options – the plans have unlimited bandwidth, so one of our primary problems is solved, and the connection is private, so it is much more secure than cell. The drawback is that the dish has to be mounted on an RV (we don’t have one yet), and the cost is around $7500 for the dish and install.
We have determined that it would be worth it though. Combined with a used RV, we would have the ability to travel as we wished. Traveling is currently a problem for us because hotel connections are often insecure, which limits the kind of work we can do on the road, and because time in hotels is limited. We have dietary issues with hotels too – we have to pack all our food since we cannot eat out, and we have to rent hotel rooms with a fridge and microwave – this puts us in the higher cost bracket. An RV would solve both of those problems.
So we are now planning and budgeting for an RV and the mobile dish. It won’t solve all the problems, but it will give us some very useful business capabilities.
The Myth of the Accidental Business
There is a myth out there about business startup. It is perpetuated by magazines like Taste of Home, and other sources that tell stories of small business startups. It goes something like this:
Betty Jean loved to make salsa. She gave salsa to her friends and family for Christmas, and pretty soon people started to ask if they could buy it from her. So she started selling it at craft fairs, and demand became so great that she finally added on a commercial kitchen to the back of her house, and now business is booming.
Makes it sound easy, right? Like you can just lazily indulge in a hobby, and business will come your way without even trying, and people will pay you to do what you’ve always done.
Only problem is, they left out half the story.
Betty Jean spent weeks making the stuff for her friends and family at Christmas. She prepared sampler bottles for everyone at the company where her husband worked, and distributed them at the Christmas party, or sent them to work with her husband. Her husband loved her salsa, and was a great talker. He talked to everyone, and kept asking Betty Jean for more salsa to give to his clients as thank-you gifts. In fact, he gave salsa to everyone he met, eventually. He always thought she could sell it and researched the legal and financial requirements for going commercial long before Betty Jean was sure that is what she wanted to do.
Betty Jean started working the craft fairs – again, working for weeks ahead of time to prepare. She created her branding and worked on a clever slogan. She bought the decorated jelly jars instead of the plain ones, and put cute stickers on the top. She experimented with various pricing and sizes to work out what people really wanted most.
By the time Betty Jean went commercial, she and her husband had BOTH been working hard on laying the foundation. In fact, they’d done more work BEFORE she expanded to a commercial kitchen than many business owners do AFTER they have already obtained a business license.
It didn’t happen accidentally. It happened because they started out putting a lot of effort into it, and when they realized it was a practical opportunity, they pursued it and continued to work on it. Demand from friends and family didn’t happen by accident. It happened from a lot of work – work to share it, work to let people know what she could do. Demand from friends and family just let them know the market really WAS there.
Business never happens accidentally, and it never happens easily. It always takes work.
So the next time you read one of those fairy tales about someone just happening into business without really meaning to, don’t believe it. Read between the lines, because there was a lot of work and effort put into it, whether they intended to form a business from it initially, or not.
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Life from the Garden: Grow Your Own Food Anywhere Practical and low cost options for container gardening, sprouting, small yards, edible landscaping, winter gardening, shady yards, and help for people who are getting started too late. Plenty of tips to simplify, save on work and expense.
