3 Ways OD Professionals Can Improve Web Presence
Posted on Sat, Oct 16, 2010
In the wake of the Otto Scharmer's fantastic talk, we had a lesson in "Web Presencing" by Rob Walling, who came to MassBayODLG group to share his expertise on "Strenthening Your Web Presence". Rob has learned this art and has been recognized as a prominent blogger, entrepreneur, and profitable business owner. Rob shared his story with several of us over lunch and here are a few things I took away.
1. Don't try to do everything all at once. Pick one or two things and focus on them. As Rob was starting out, he began his marketing efforts with his blog. He started blogging 2-3 times per week. After a year he had about 150 loyal subscribers. He had learned what he wanted to say and says he had found "my people". For him, those people were software developers that really wanted to launch their own software products. The following year, he cut down to 1 blog per week (that seemed to work for him) and had about 1,000 subscribers by the end of that year.
2. Don't quit your day job just yet. It takes time to build a strong web presence that translates to cash. We're not talking weeks or months, but years, although you can start seeing results in months. Rob shared that he was still working full-time, while building his web presence and waiting for the day when he could make his big break to owning his own company (one that could pay the bills). Interestingly, he found that inside his day job, he was building a following to his blog as well, since he was speaking to the challenges of being a software developer (including the "human side of software"). The day finally came where he was getting enough business through the visibility and credibility he had built from his blog that he could leave the 9-5 job!
3. Find and display your unique voice through the most important vehicles:
As you can see below in the picture - Twitter, LinkedIn, Facebook, Webinars, Ads, YouTube, iTunes, Search Engines, Google Profile, etc. are good, but they do not allow relationship. All of these work to bring people into your world (the widest part of your sales funnel, if you recall from the September Art of Profitable Relationships event)- Rob's perspective is that you have the opportunity to engage them and build a relationship and credibility with them (bring them one step further down in the funnel) through your website, blogging, and podcasting.
a. Website: We need a solid base from which people can get the information they need to start building a relationship with us. Rob actually has his blog features as the main part of his website and encourages others to do the same. When he has received calls for business, a common part of the conversation is the potential client saying, "I feel like I already know you" - because they have read his blog or heard him speak on podcast. He recommends using www.dreamhost.com ($10/mos).
b. Blogging: Blogging helps interested parties get to know your business perspective and gives you credibility, if done well. The problem is that thousands of blogs are started every day - very few become widely read. It takes time to develop this skill. If you're not a good writer, don't do it. Rob says, "It took me over a year to find my voice - and I thought I was a pretty decent writer already". However, after 5 years of blogging, he has over 6,500 subscribers and is recognized in his niche as a thought leader. He gets all of his business from the blog and subsequent businesses that have leveraged this audience - his "tribe", as another famous blogger, Seth Godin would say.
c. Podcasting: If blogging isn't your style, podcasting may be a better fit. Rob and his business partner do a podcast weekly recommended getting a high quality headset (spring for the $50-60 name brand - like Bose - with a noise canceling microphone and USB connector) and use Audacity for audio recording and editing. 30 minutes or less is optimal for two people. His experience is that it's very hard to have a podcast with just one person, but if you do, keep it to 15 minutes.
This was just parts of the conversation. We hope to have a continuation of our "Web Presencing" discussion in the near future!
Blog written by Priscilla Goodman, MassBayODLG Coordinating Committee Member