So you’ve gone ahead and set up a blog for your company.  Or maybe you are just starting to think about it but aren’t sure what to do – or whether you should even have a blog.  No matter which of these camps you fall into, it’s critical to your success that you don’t just create a blog, you nurture it.  While an exhaustive list here could be a few hundred tactical points, these are the big keys that will help you to be more successful with your blog:

1). Start with a Strategy

This sounds incredibly obvious but amazingly isn’t usually the case.  Most blogs fall down because there is no strategy in place on how and when to communicate, what you want to say, who you are trying to reach, and all the other crucial elements.  All too often, businesses start a blog without a well-defined strategy and it all falls apart from there.  Make sure you have a plan in place for what you will discuss (more below) how frequently (at least enough to keep your audience’s interest) and that you have the time and people to write well.

2). Write What You Know, And Please — Don’t Sell, Educate

One of the basic tenets of writing has always been to write what you know.  Hand in hand with that, on your blog make sure you aren’t just pushing a sales agenda.  Use the blog as a forum to educate visitors on your area of expertise rather than a hard sell pushing your company.  Nobody wants to go to a cocktail party and listen to someone talk about themselves the whole time, and nobody wants to read your blog if it’s just a hard sell for your company.  Instead, be interesting and educate your visitors.

3). Make Your Blog Accessible

This really spans a variety of items on your page.  On your page, make it easy to search by having items such as a prominent search box, categories, tags, easily sorted archives and clean design and navigation  – it’s really surprising how often that basic is missed!  If visitors can’t figure out what to do on your blog because your design is screaming at them then your content is nearly worthless.

4). Make It Easy for Visitors to Interact and Share

The whole idea of a blog as a social vehicle is to be, well, social right?  So, make it easy for visitors to do just that by providing easy access to tools that let them share your post with their networks (Twitter, Facebook, LinkedIn, Technorati, social bookmarking etc.), post comments, and contact the authors.  Link to other interesting blogs in your blogroll so your visitors get even more value out of your blog.

5). Let People Know You Are Out There

Again, this covers a number of items.  On the simple side, make sure you are submitting your blog to search engines, relevant directories, industry specialty sites, providing visitors an easy to use RSS feed, and promoting it on your website and in email.  Additionally, consider utilizing your online and offline networks to make folks aware of your blog and latest posts.  Share a new post if you are on Twitter, but also tell people at your networking meeting if it is relevant.  Add a blog app to LinkedIn (such as the WordPress app if you are using WordPress) but don’t be afraid to mention and send a link to a relevant post to a client or prospect.

While there are hundreds of additional tips to enhance your blog, make sure you are first nurturing your blog with these 5 easy keys.

Have other key steps you would like to add?  Add it to the comments below.

About the Author: Will Davis is Managing Partner of Right Source Marketing.  Don’t hesitate to drop Will a comment on this post.  Follow Will on Twitter for more commentary like this.

Marketing takes it on the chin a lot.  Marketing as a word has almost dirty connotations to some (although I imagine not many of you reading this space).  And so it’s always nice to see the value of good marketing.

In a move that came as a surprise to many last week, Amazon acquired Zappos for what will end up probably being somewhere between $800 and $900 million (since the deal is mostly in stock it will vary depending on how the stock is valued).

I was with a few colleagues when we heard the news and it sparked an interesting discussion.  One of the folks in the room pointed out that while Zappos revenue numbers are a bit hazy; they trumpeted hitting the $1 billion mark in sales in a press release celebrating their 10th anniversary in 2008.  His point was that they sold for less than 1 year’s sales.

My point was completely different.  Here you have Amazon.com, the behemoth of online commerce, that already has its own shoe operation, purchasing Zappos.  And it’s clearly a triumph of marketing and customer service.  I don’t think any of us believe Amazon needed Zappos for operations (warehouses, access to shipping, etc.).  Clearly if success were tied solely to these types of operational logistics Amazon could have crushed Zappos.

Where Zappos succeeded was in marketing and great customer experiences.  Building a brand and a culture around customers, then delivering through surprise discounts, an accessible and personable CEO leveraging the social web, and what is legendary customer service they have been driving incredibly high levels of repeat customers and phenomenal word of mouth.  It’s that strategy that led to the acquisition by Amazon.

At a time when marketing in general takes so many hits, it’s worth hearing the Zapposs story and learning something from it – That smart marketing and phenomenal customer experience can indeed go a long way.

About the Author: Will Davis is Managing Partner of Right Source Marketing.  Don’t hesitate to drop Will a comment on this post.  Follow Will on Twitter for more commentary like this.

So you got yourself involved with a startup company.  It may have happened by circumstance or by choice.  You’re either a founder or one of the first employees.  You either envision your concept as a potential single to be flipped in 3-4 years, or a grand slam that will allow you to socialize with the likes of Brin, Bezos and Cuban.

Awesome.  We all love a good startup story.

Unless you’ve got an inherently viral concept on your hands (and by the way, keep in mind that there have only been about 5 inherently viral products introduced over the past 5-7 years), you’re going to need to put a significant emphasis on marketing.  I wrote an earlier post about the necessity of bringing marketing expertise to your internal/external team, but this post isn’t designed to belabor that point.

You’re going to need to do certain things during your first 90 days to survive and show some traction from a marketing standpoint.  Why 90 days?  It’s simple.  Business plans are great for fundraising and for attracting senior-level employees, but executing on a 5-10 year grand vision usually happens in pieces.  I happen to believe that this execution is best broken down into 90-day pieces.

One caveat before we get into the list.  All of the items below are tactics.  Tactics that do not flow from a broader strategy usually fail at some point.  Build a sound marketing strategy – identify goals, build your messaging, pinpoint target audiences – before you start getting tactical.

Here are the 10 marketing items every startup should consider executing within the first 90 days of operation:

1.  Build a clean, easy to navigate website.

I know.  Quite an “outside the box” statement.  All I can say is that people still miss on this first step, and miss in an embarrassing way.  Remember this – depending on which web genius you listen to, you have between 3-10 seconds just to convince a visitor to move further on your site.

And if you’re a startup that doesn’t think you need a web site at all, I wish you luck.  No need to read further.

2.  Create a blog, post quality content, and learn how to market it.

You’re still reading this post because you find the content interesting and the site doesn’t look half bad.  You’re here because you found the content via a search engine, another website, or perhaps a social media property like Twitter or LinkedIn.

If your website is your brochure (and hopefully it doesn’t look like one), then your blog is your platform to express your ideas and distribute some of your marketing content.

3.  Spend the time to do the basic SEO work, or have someone do it for you.

Search Engine Optimization (SEO), generally speaking, rarely will impact your business in the short-term.  That being said, if anyone tells you that SEO is dead and you shouldn’t worry about it, toss them out the window like the guy in the Bud Light commercial.  Even the most basic SEO work, if done appropriately, will pay significant dividends eventually.

4.  Do some public relations, or at a bare minimum issue a press release surrounding your launch.

Not every startup can afford to spend thousands of dollars a month on retaining a public relations agency, but that’s not an excuse to ignore public relations.  You can get a high quality press release written, distributed and pitched for as little as $1,500 – $2,000, even less if you do some of it yourself.

Is there a good reason NOT to announce your business?  Afraid of a poor first impression on the media and consumers of your product?  If so, you may be facing a product problem or a problem with other elements in your marketing mix.

5.  Get involved in social media.

Notice that I didn’t say to rush out, join all 10,000 social media properties and start posting.  As always, with social media, my advice is to join, listen, learn, then post.  Most startups join and post.  They don’t even acknowledge the listen and learn part.  Startups are typically in a rush to show some traction, and unfortunately some investors judge traction based on Twitter followers, Facebook friends, and LinkedIn connections.  That’s just silly, almost as silly as the valuations those investors placed on the revenue-less companies of dot-com boom times.

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One of the biggest changes over the last few years on the web has been how easy, affordable and powerful analytics packages are now compared to just a few years ago.  Regardless of whether you are using Google Analytics, Omniture, Webtrends or one of a host of other analytics packages one thing is universally clear – Analytics can not succeed with a “set it and forget it” model.

Here’s a situation I commonly run into.  Usually, there is a tremendous amount of excitement right out of the gates about monitoring the launch of a new website, blog or campaign.  Great!  But, too often that quickly starts to flicker out.  The once daily logins to view unique visitors, top content, referring URLs etc. start to become less regular, less talked about, and greeted with less enthusiasm, until nobody is looking at all.  The goal of understanding and tracking your Key Performance Indicators (KPIs) regularly falls by the wayside because “other things came up.”

With all the various marketing channels out there, now it’s more important than ever to review and evaluate your analytics regularly.  Understand up front which metrics are meaningful to your goals.  Just as importantly, if you don’t know the difference between visits, visitors, page views and hits (and which ones are impactful) make sure you ask.  Don’t be afraid to bring in the right help on a one-time or ongoing basis to help you with your analytics if you need to because understanding this is really important.  Make sure you track campaign results and optimize as you go where you can.  Understand what the traffic coming from Twitter, Google, your PR efforts, etc. is doing so you can make more informed decisions moving forward.  Are visitors doing what you want them to do on your website?  If not, what do you change to make that happen?

One of the reasons marketers say they love the web is because of the tracking – make sure you are doing it right.  Don’t just set it and forget it.

About the Author: Will Davis is Managing Partner of Right Source Marketing.  Don’t hesitate to drop Will a comment on this post.  Follow Will on Twitter for more commentary like this.

In Tuesday’s 5 Marketing Misconceptions That Need to Change post, Will covered some of the misguided statements we hear from clients.  If I only had a nickel for every time we hear those types of statements….

In the spirit of fairness, I am determined to defend the marketers who make these types of statements.  Here’s what Will left out – often times these misguided comments originate from an agency, consultant or service provider that the company has put its trust in.  So let’s look for some warning signs. 

If you hear your agency, consultant or service provider make any of these five statements, consider running.

1.) Hi, I’m Mike from XXX National Directory/Search/Ad Network Company, and I am a Marketing Consultant with the company.  I am here to help you build your marketing plan.

RUN! FAST! Nothing against these folks (really), but selling Yellow Pages or even a “boxed” pay-per-click solution does not make you a marketing consultant.  It makes you someone that is trying to sell Yellow Pages or a “boxed” pay-per-click solution.  There’s nothing wrong with selling.  God knows we all do it in some form or fashion, but please don’t try to mislead people by calling yourself a marketing consultant.

Clarification: If you are in fact interesting in purchasing what essentially amounts to an advertising package, by all means engage with these folks.  Just don’t expect to get any marketing strategy advice out of them.

2.) If you choose us for your SEO project, we can guarantee multiple top 10 rankings on your targeted keywords.

I thought these people had gone away, but it appears they’re back in full force.  And I can’t blame clients for listening.  When someone tells you they can guarantee results, it’s hard to ignore.

That being said, let’s all say this together:  SEO is not a quick fix, set it and forget it solution for driving traffic .  The best SEO strategies I’ve seen involve a long-term commitment to the creation of relevant content, building that content in multiple formats, and finding multiple distribution channels for that content.

I am guessing there are companies that make an SEO guarantee and do follow through on it.  I am also guessing that those guarantees are made on keywords like “patent attorneys that also handle divorce cases in reston virginia”.

3.) You really can’t afford to wait on addressing social media.  We should build out your presence on LinkedIn, Facebook and Twitter right away.

Stop.  Please.  We all realize that social media is important, even though it’s getting a bit crowded.  Like anything else though, you shouldn’t build anything if it doesn’t fit into a more strategic plan. 

Some of these groups will bait you with the promise of thousands of Twitter followers, Facebook friends, or LinkedIn connections overnight.  Great.  Go ahead and recruit thousands of followers, all of whom could care less about your message.  They’re following you because they’re trolling for followers as well.  And the followers/friends/connections you do want?  You’ll turn them off quick with the hundreds of meaningless updates you’ll have to post to accumulate all the meaningless followers.

Build a social media strategy.  Make sure it ties back to your overall marketing strategy.  Then join, listen, learn, and eventually execute.  It’s that simple.

And one more thing, and I know this will be painful for some “social media gurus” to hear.  Social media is NOT a necessity, nor is it necessarily effective, for every business and business category.

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