by Guest Blogger, Lena West
I know you want to do the right thing. How do I know? From the conversations I've had. From the questions you ask me at speaking engagements. From the comments you leave here and on my tech blog.
You want to be really smart (read: strategic) about using online technology - social media and the like. The challenge comes in when experts in my industry tell you that you can "set it and forget it". That you can create/start a:
- interactive ezine
- webinar series
- online community (wiki-based or not)
- teleseminar series
and just let it run itself. If someone ever says this to you (and doesn't mention the amount of up-keep required), they lie. Head for the hills. Run as fast as you can.
Thought leadership, increasing your leads online and developing better relationships with your customers/clients - all that the Internet promises - this takes attention and focus. But, you shouldn't be dysfunctional about it either. Once you get it all sorted out, it doesn't take nearly as much energy but, you can't just walk away from it and still expect stallar results. That's just not realistic. If it sounds too good to be true...you know the deal...
Now, what makes it easier is having an integrated plan. I call this an editorial calendar for your online technology - knowing what you're going to do when and how it all weaves together.
I'll give you an example. We worked with a well-known coaching/expert last year. She had excellent content but, her ezine, blog and web properties each had their own look and feel and none were "feeding off" each other. She would promote an event or product in her ezine and never reinforce it on the blog - with the incorrect assumption that anyone who reads her blog also reads her ezine. Incorrectamundo. In addition to setting up some serious business management metrics systems and dashboards so she could tell what the heck was effective and what wasn't, we helped her integrate all her web "stuff" under one strategic goal and launched a very successful and well-received podcast that helped her to leverage and repurpose her content from her popular radio show. Results? We *substantially* increased her passive income and her ezine AND blog subscribers.
Even still, she had to *CREATE* the content for these outlets. She had to post to her blog. She had to record some snippets for her podcast every other week. She had to write content for her newsletter. She had to make sure someone manned her online community to prime the pump for sales and interactivity. She had to show up.
Now, I don't tell you this to show you what geniuses we are (although we *are*) but rather to show you that someone has to (wo)man the machine in order for it to work effectively. (Notice I didn't say it has to be you.)
The work that we do with you is intense work. I don't lie about that but, once you've got the foundation in place...once you've got your Internet strategy nailed...you're no longer wondering what you're going to say or do. You know exactly what to do, when to do it and more importantly HOW to do it so that you get the results you've invested for.
Then *ALLLLLLLLL* the time and energy you were wasting running around like Chicken Little, can be siphoned back into building your business....ahhh...and therein lie (lay? lays?) the results. In the words of G.I. Joe:
Knowing is half the battle.
P.S. A lot of you have asked what's going on with the Technology Diet. We'll the short answer is, we're pulling the plug for now on the 8 week course and it'll be coming back at you in April in a brand new format. I'll keep you posted and hey - thanks for the interest!