It’s not Business. It’s personal.

Posted on September 30, 2010. Filed under: Advertising, Communications, ecommerce, Human Business, Jazz, Marketing, Uncategorized | Tags: , , , , , , , , , , , , |

This post is about human business. The musical post isn’t directly related. It’s a song I love, Don Quixote, a beautiful song by Brazilian composer/singer Milton Nascimento. I guess I hope that the concept of human business isn’t tilting at windmills. Hope it catches on.

I want to share with you a current project of mine that will be the role model for all of my future business development. And I hope for yours, too! The project is incredibly challenging and complex from the standpoint of strategy and implementation. It is joyous from the standpoint of trust, collaboration and respect among my client and business partners.

I launched this client’s bricks and mortar business 16 years ago. Her successful business model was based on quality, service, community and charity. Since the launch we have both evolved. I am now helping her to expand a spin-off division of her company online. We’re building an ecommerce site and planning a robust online and traditional marketing kick-off.

My partners in this endeavor are Bernadette Nelson and Dave Lostracco. Bernadette is a highly talented graphic, brand identity and website designer who codes as well as designs her sites. This is pretty rare. She was born in Paris and is a fearless sportswoman and good friend. She and I co-author a monthly column, Working the Web, for the Fairfield and Westchester County (Conn, NY) Business Journals.

Dave is a Renaissance Geek. (My new coined phrase.) He is a sublime techie, a veteran high-level operations guy for Group W, a musician, a recording studio owner, an SEO and Google AdWords expert and an incredible human being.

As a marketing team we are intensely focused on creating a seamless experience for our client. We want her to feel that we have her back so that she can relax and enjoy this new chapter in her business.

Our client, who will go unidentified so we don’t spill the beans before the launch of her site, is the perfect collaborative client. She is extremely excited about the expansion of her business and the opportunities it brings – albeit with a touch of normal anxiety. She recognizes that she has a role to play in the success of this project. Certain things can only be done by her. And she does them in an engaged and timely fashion.

We vendors so appreciate that our client appreciates us and trusts that we have her best interest at heart. We do! Her overt recognition makes us even more dedicated to her success.

We have communicated to each other – client and vendors – that we feel like friends. This makes the quality of our interaction so enjoyable. There’s a lot of positive emotion that we’re all putting into this. Personal makes business so much more rewarding – and successful!

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Back on the Content Wagon

Posted on July 31, 2010. Filed under: Advertising, Communications, Content, Inbound Marketing, Internet Research, Internet Traffic, Jazz, Marketing, Public Relations Marketing, Social Media | Tags: , , , , , , , , , , , , , |

Jeff, the love of my life, was practicing his drums this morning to this killer big band tune from George Benson’s Big Boss Band album – “Without a Song.” It struck a chord because content is the ‘song’ of a blog. Enjoy listening and read on for the relevance.

You may notice that it’s the last day of July and this is my first blog post of the month. My days have been full creating content for others and working on a couple of exciting new ecommerce sites that we’ll promote via a content marketing strategy. I, who am thoroughly convinced of the role consistent online content creation plays in business success, fell off the content wagon.

I only created one other piece of content under my own banner this month. It was ‘Working the Web’, the column I co-author for the Fairfield and Westchester County Business Journals with my web development/graphic design partner Bernadette Nelson of Studio B Visual Communication. Ironically the topic was “6 Tips for Getting Over the Content Hurdle.”

What resulted from the column has provided a huge reminder that for my business, content is job one. I’ll share the story, because it’s critical for your business, too.

The first tip in the column is that to begin creating useful content, it’s first necessary to buy in to the fact that this is an important business objective. To support that statement to the Business Journals’ small business audience, I went searching for some recent study data.

Thanks to Google, I found the stats I wanted in the Small Business Success Index, a study created by Network Solutions and the University of Maryland’s Robert H. Smith School of Business. I quoted the study in the column.

Working the Web runs in the two Journals’ print editions and also on www.westfaironline.com. Yesterday, it posted online. Within hours, I received an email from Shashib Bellamkonda, Social Media Swami for Network Solutions."Shashi Bellamkonda of Network Solutions"

Remember that the reason this content making for the web works so well is that it’s searchable and findable by people with an interest in certain search terms. Obviously Shashi monitors the web to see where Network Solutions’ content is being disseminated. He found, read – and liked — the column that mentioned the NetSol study.

Shashi emailed to say ‘thanks’ for the mention – and to invite Bernadette and me to write a guest post for Network Solution’s www.growsmartbusiness.com blog. He also tweeted the url to the column to his almost 11,000 followers on Twitter – and is now following my tweets.

The takeaway: Well-made content created for a relatively local audience, once put online, can yield much farther-reaching connections and additional credibility for our businesses.

Given that blog posts are highly searchable and that I’m going to tag this one with his name and the study, Shashi will surely see it. So, thanks Shashi, for helping me get back onto the ‘content wagon’ and for a good idea for this post. Looking forward to writing one for you!!

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