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Gary Vaynerchuk: Context is King

By on September 28, 2011 | Category: Article

One of the expressions that I am ambivalent about is, “Content is King.” On one hand, I agree with the sentiment – one of the best marketing strategies for establishing credibility and trust is through producing content of value on a consistent basis. On the other hand, so many people interpret the expression to mean quantity, not quality. And that is part of the problem with the information overload that many of us face – so much of the content flooding our collective inboxes is of such low value, that the desired outcome is not realized.

As I have discussed in the past, context matters (see here also). For me personally, strategy is everything. Strategic execution is dependent upon understanding and respecting context. And for me, context means answering the 5 Ws (and the occasional H) that we learn in grade school: Who, What, When, Where, Why, and How.

In a short, but clear video from The Daily, wine impresario/business consultant/author Gary Vaynerchuk explains precisely why Context is King:


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On Design for the Web: Re-Visiting Onswipe

By on September 13, 2011 | Category: Article

A while back, I wrote about using Onswipe, a service that automagically enables iPad friendly versions of WordPress websites. In that post I described how I had configured Onswipe to run on all of my sites. A couple days after writing that post, and without much fanfare, I disabled Onswipe.

A couple weeks ago, Carol Hagen mentioned something on Twitter about Onswipe. She enabled the service for her site, Carol’s Construction Technology Blog, which I consider to be an invaluable resource due to her deep insight. Her blog serves as an outlet for promoting her business, Hagen Business Systems, “an industry leader in providing project management, estimating and document imaging software designed specifically for the construction industry.” In other words, Ms. Hagen’s blog isn’t a hobby, but is part of a professional marketing strategy.

To Onswipe Or Not To Onswipe

Using my phone’s camera, I snapped some shots of Carol’s blog to show what the Onswipe display looks like (click on any of the images to view larger):

Carol Hagen's Blog with Onswipe - 1

Carol Hagen's Blog with Onswipe - 1

Here is what you see when viewing an individual post via Onswipe:

Carol Hagen's Blog with Onswipe - 2

Carol Hagen's Blog with Onswipe - 2

There is no denying that viewing the Onswipe-enabled version on the iPad is beautiful (when you’re actually viewing on an iPad, not looking at a mobile phone picture of it). The functionality is awesome, as well – swipe to move between posts, a cool page-turning animation – it is really cool. Even better, you can add the site as an icon to your iPad’s home screen. The result is a cool app icon with Carol’s smiling face, providing a one-touch access to her blog any time.

So, what’s not to like? Here is a screenshot from Ms. Hagen’s non-Onswipe-optimized site:

Carol Hagen's Blog without Onswipe

Carol Hagen's Blog without Onswipe

What’s different? Context. As I have written before, and will likely continue to rant about until I die, context matters. If you look at the regular version of Carol’s Construction Technology Blog, you will see the careful (yet subtle) attention she has given to the design of her site. The header, the top navigation bar, the search box, and the sidebar all add context. When visiting a site for the first time, perhaps from a link shared via social media, I want to know who is offering this insight. What is their perspective, when was this written, why is this relevant, and how will this (article, site, person, company) benefit me?

In the standard version of Carol’s blog, the answers to these questions are immediately visible, by design. In the Onswipe-optimized version of her site, to find out more about the context of an article, I would have to click on the small button in the upper-right corner labeled “Menu,” then click on “Pages” before clicking on “About.”

What’s The Point?

Onswipe is a really neat idea. A lot of websites are so crammed full of stuff, that mobile-optimized and iPad-optimized versions are necessary for usability. However, a properly designed website (designed for maximum usability) such as Carol’s works just fine on the iPad without the Onswipe overlay. Here’s a screenshot (at the bottom of Onswipe-optimized pages is a link to switch to “the desktop version”):

Carol Hagen's Blog without Onswipe 2

Carol Hagen's Blog without Onswipe 2

It looks just fine. And all of the context is there. Notice the little blurb in the about box right above Carol’s picture and contact info:

I have been speaking to and educating the construction industry on the impact computer technology has on accuracy, productivity and workflow since 1986. Moving construction firms and related industries toward the paperless office and identifying and implementing LEAN practices to achieve a competitive advantage is my passion.

Carol Hagen writes about technology for the construction industry, and to be perfectly honest, I value her insight over many of the industry heavyweights like ENR, Constructech, etc. She isn’t writing about this stuff as a staff writer at some big company – she is a business woman writing about her experience. And no matter what format Ms. Hagen publishes her content in, you can bet that I’ll be there reading it. And so should you.

Context matters.


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Confession: I’m Not That Good At Marketing

By on April 27, 2011 | Category: Article

A lot of the content I have written on this site has to do with marketing. I write about it because as a former philosophy major, the concept intrigues me.

The thing is though: I’m not very good at marketing.

With my first business, as a professional musician/producer, I instinctively knew that I needed to promote what I was doing. People wanted my contact information, so I spent $50 I’d made from a 2-hour gig at a senior citizen’s home on some business cards. [note 1] To advertise events, I used the rudimentary graphic design tools available: the infamous “PrintShop” program combined with a B/W Xerox machine. The results were not very good, in terms of design, but I did manage to get people to show up.

I didn’t have to try to bring in business. A lot of my business came from previous clients and referrals. But I didn’t do much to remain in contact with previous clients – I just waited for the phone to ring. In fact, I did everything “wrong” when it comes to marketing.

But I did well. I believe that there is a very simple explanation for this:

Execution.

From the moment my fellow musicians and I arrived at a gig, it was clear that despite our age (we were in high school), we were professionals. Everyone dressed appropriately. We didn’t eat until after the show, or during a break. There was absolutely no smoking or drinking allowed on the premises by any of my musicians. We set up and tore down our gear quickly. But most importantly, when it came time to play, we delivered. And by the first note we played, my clients knew that they were going to get their money’s worth. [note 2]

What I Have Learned

I do not believe that there is a right or wrong way to approach marketing. As a professional musician, manager and producer, I made a good part-time income with little to no marketing. So is marketing a waste of time?

If you’re a top-rated high school jazz musician looking to bring in a few hundred dollars a week, marketing isn’t that important. But if you have a business that you rely upon to put food on the table for yourself and others, simply showing up isn’t likely going to be enough.

As I mentioned, I don’t think that I’m very good at marketing. I wouldn’t last a day in any advertising agency. I don’t have all the answers and I’m not sure that any of the answers I have are the right ones. But I have seen what works. The most effective marketing techniques accomplish the following:

  • Establishing reasonable expectations – effective marketing provides an accurate impression of what the client/consumer can expect. What are you going to deliver?
  • Telling a story – the best marketing tells a story that is compelling and draws people in. How will you make a positive impact on the life of your client?
  • Building trust – we are so bombarded with advertising in nearly every aspect of life, that we have become desensitized. If you’re selling your services like a used-car salesman, clients will not be as trusting. Why should a client trust you?

One area that I have learned a lot about over the years is customer service. Solid execution combined with exceptional customer service makes up for poor/nonexistent marketing. But only to an extent. Perhaps the best approach (for businesses that are challenged in the marketing department) is to view marketing as an extension of customer service. Providing helpful and insightful information is very effective as both a marketing tool and as a service to your existing clients. Conversely, in this day and age, a company that does not maintain regular communications (through a blog, newsletter, personal correspondence, etc.) will be increasingly viewed as “not caring” enough.

In the end, there is no “one size fits all” approach to marketing. I’m no expert and most people that run their own small businesses aren’t experts at marketing either. It is about trying new things and sticking with tactics that work. More than anything, marketing is just as much about meeting your clients’ needs as the actual services that you provide.

Notes:

  1. I first developed my personal BLH logo at that time. Back to article
  2. About the money: Prior to any engagement, a fixed fee price was negotiated and established. Neither the client nor the musicians ever arrived at a gig with false expectations about the cost. I was always paid on time, and never extended credit. Although we generally based our price on an hourly amount (as high as $100 per hour per musician), the price was fixed and predetermined. Back to article

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Why Do I.T. Consultants Have Such Crappy Websites?

By on April 13, 2011 | Category: Article

I just don’t get it. I have yet to see a truly great website for an I.T. consultant, except for major providers. And it doesn’t help the already weak marketing position that most tech consultants have.

The barrier of entry fo most small businesses when it comes to putting together a website is the technical limitations of in-house staff. Setting up web hosting service, installing software on the server, configuring components – that is daunting for most people. But for a “technology consultant” this is what they do, or at least that is the perception that most prospective clients would have.

I have researched, sent out Requests for Proposals, interviewed, recommended and collaborated with numerous consultants in the technical support field. Except for big agencies employing numerous “independent contractors,” most marketing materials leave a lot to be desired. Their websites look like something from 1995. Very few IT consultants have blogs or are active in social media.

What’s the problem? When a business seeks a tech consultant’s services, they are looking for assurance. The business wants a consultant that will meet their needs – typically that means troubleshooting some problem. The business therefore is looking for a solutions provider that is confident, but not cocky. Someone that is approachable. Perhaps most importantly, the business wants someone who can explain highly technical issues in easy-to-understand terms.

In my opinion, the goals of any I.T. consultant’s website should be as follows:

  1. Set the visitor at ease. If someone is seeking out your services, they are most likely already overwhelmed by their own technical issues.
  2. Inform and educate. Too often I.T. consultants, if they have any content on their site, establish authority by listing all their credentials. That is telling prospective clients who you are. Providing informative and empowering information on your site shows visitors that you know what you are doing.
  3. Be relevant. There aren’t a lot of tech consultants that can truly handle every aspect of information technology. Everyone has specializations – emphasize your specialization. If your expertise is helping small businesses eliminate the need for in-house I.T. staff, make that clear. If you are an experienced database administrator, provide case studies that demonstrate your solutions. Don’t try to be all things to all people. It isn’t accurate and it isn’t going to be effective.
  4. Acknowledge misconceptions. Let’s face it, a lot of people think that I.T. consultants are basement-dwelling, World of Warcraft-playing, Mountain Dew-swilling, pirated movie-watching, single nerds. If you’re not, make that clear. But it is also OK to embrace that persona, if it is who you truly are. Just be aware of the preconceived ideas most of your prospective clients are bringing to the table.

What’s The Point?

I myself am a geek. I also am in a position where I recommend technology consulting services to businesses. However, I don’t get any of my information about technology from technology consultants. The sources for my tech information are primarily tech journalists. If there were some really knowledgable I.T. consultants writing insightful blogs or participating actively in social media in my area (San Diego), I would be recommending them over anyone else. I want a tech consultant that can inspire and inform. I don’t want a stupid landing page or a rarely updated website featuring a bland and dated design.

Note: I’m not saying that every I.T. consultant has a crappy website. In fact, I would like to point out a major exception to the rule – Marni Melrose and her company, MacAngel. I remember when Marni used to work at the Apple Store. She was one of the first consultants I sent an RFP to years ago when I was looking for someone to help us with a server configuration. What’s different about MacAngel? Let’s start with the homepage. Marni’s expertise is clearly spelled out in a blurb that sits right next to a video of her explaining her firm’s area of focus:

We help fuel productivity & performance in Mac based businesses. We specialize in business infrastructure, business process design & staff training on Daylite, Billings and Billings Pro software from Marketcircle. Daylite is the leading business productivity manager on the Mac platform.

What else is different? Marni has an active blog and newsletter. Even though I have never used her services, I get her newsletter regularly, and unlike many newsletters, I actually read it. I don’t use Daylite, but I learn a lot from her. Also important, Marni’s site design and tone eliminate any stereotypes about I.T. geeks. She is approachable, articulate, knowledgable and helpful.

If you’re in technology consulting, no doubt your business has slowed with the economy. Instead of sitting back waiting for calls to come in, now’s the time to reinvent your brand. Start a blog. Get involved in social media. Network (not the Cisco-kind of networking, the cocktail-party hand-shaking type). And if you are advertising web design, web development, search engine optimization or any other type of online marketing services, your own site better be a good indication of that. And finally, you most likely got into this line of work because you are passionate about technology and helping others. Your website needs to reflect that.

Want some help from a fellow geek? Drop me a line.


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VaynerMedia Discontinues Company Blog

By on February 26, 2011 | Category: Article

VaynerMedia, the powerhouse branding and social media consulting firm from Gary Vaynerchuk and AJ Vaynerchuk, just posted a curious announcement:

In addition to launching a new homepage, we have decided to put an official end to the VaynerMedia blog. As you may have noticed, we haven’t produced quality content in some time. We are proud of the articles we have published in the past but have found that we are far stronger in executing on social strategies for our clients than we are producing content on a daily basis. Thank you to everyone who has read and/or commented on our blog posts in the past. The blog will still remain as an archive, but as mentioned, updates will no longer be published here.

I find this interesting for a number of reasons.

First, this change seems to contradict the advice that Gary Vaynerchuk gives in his book, Crush It!, and in countless talks on business development and branding. When Vaynermedia first launched, I noticed that the blog posts seemed to be slightly anemic. Here is a firm consulting major clients on blogging and other forms of social media, yet their own blog seems to be an afterthought. Vaynermedia’s branded social media accounts are also somewhat sparse when it comes to updates.

That leads to the next thought, how are these people bringing in huge clients without engaging in the very tactics that their firm offers to their clients?

This question points to what I think is the real lesson. While Vaynermedia, as a firm, is not engaged in social media as a means for client development, brothers Gary and AJ are very much engaged in social media on a personal level. Gary’s video blogs, podcasts, twitter stream, facebook page, etc., are extremely active and engaged. While AJ is not as visible in the public eye, he too is very active in various social media. Therefore, the firm’s online presence is established by the firm’s key personnel.

The takeaway for me is that while companies need to have an established presence in social media to expand reach, the best results come from the personal involvement of key personnel. In other words, social media marketing isn’t going to be successful if it is relegated to “the marketing department.” The real engagement with clients and prospective clients (and others in your industry) comes from personal involvement by the real experts. You can hire a consultant to set up a blog or provide training on etiquette or other technical considerations, but YOU have to be engaged.

Considered another way, if you are spending time and money marketing to your clients and prospects, you want the marketing materials in the hands of the decision makers. If your reach only extends to their receptionist, you aren’t going to get fair consideration. For social media marketing to be effective, it requires engagement between the actual provider of services and the economic buyer (the person or persons responsible for making a decision to hire your firm).


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