It gets such a bad rap.

Aren’t we all interested in growing a network?  Growing an online network?  Growing an off-line network?

Better learn to kiss a little digital butt, it’s great!  It’s free!

Zero In On The Target Rear Ends

Make a list.  A list of the people that you want to get to know — these should be people that can make a real difference for your business.

Now, find out if they are online.  How?  Ummmm… it’s 2010 — Google their name. 

Here is a statement that is getting more true with each day that passes:

The “movers and shakers” in your industry have a digital podium.  Most likely a blog for their business or for themselves and they are probably using social networking sites like Twitter, Facebook and LinkedIn. They are carving out an audience within the industry and gaining business from it.

These are the aforementioned butts that should be kissed. They should be on your list because we know exactly what they want — read on.

Exactly How To Grow An Online Network

Pop quiz –

Q: What does everyone want that is publishing content to the web?

A: Attention

Here are some ways to brown your digital nose and grow your network online:

• Links — Link to the person using your own blog or website.  Don’t have a blog yet?  Get with the program, set one up here.  Review a piece of content they created, talk about one of their products/services, etc — then email them and let them know about it — say “I just reviewed your XYZ service on my blog, can you check it to see if you see any changes.”
• Refer them — If you see an opportunity to refer business to them, do it.  Look for opportunities on Twitter, Facebook or LinkedIn to refer this business.   Make sure it is a quality referral – a win-win for both parties.
• Retweet them — If the person is using Twitter, you should be following them.  Don’t know how to retweet, read this.  Retweeting means you repeat what the person said on Twitter to your Twitter network.  It is a way to spread good stuff around the web.
• Fan them on Facebook — Make comments on their Facebook Fan page
• Comment on their blog — Bloggers love to feel appreciated, they are trying to build a community and you can become part of that by becoming a regular commenter.
• Endorse them on LinkedIn — Write them a recommendation on LinkedIn
• Download their eBook — Read it.  Review it on your blog or recommend the ebook to your network on Twitter/Facebook.
• Ask them questions — People that are looking for attention on the web love to answer questions, it makes them feel important.  I know because I am one of them.  

I think you are getting the idea.

Here is what is so powerful about this — it is free and can be done in about 1/2 hour each day.

I “network” online for about 1/2 hour each day, usually during my lunch hour.  It is fun.  I love it.

What about you?  How do you grow your network online?  What tactics have you found that work or don’t work?  How much time do you spend networking online?

Related posts:

1. 8 Ways To Network Online
2. [Video] How To Grow The Depth Of Your Online Relationships
3. What Has Two Thumbs And Wants Your Attention?

Content Marketing is about creating real value for your target market in exchange for the permission to continue the conversation.

In the visual Content Marketing plan pictured above you can see that this valuable content is being broadcast from a blog through numerous “spokes” — all of which are virtually FREE.

Customers and prospects give you permission to market to them by:

• Opting into their email program
• Opting to follow them on Twitter, Facebook, LinkedIn, YouTube, etc
• Opting to receive your RSS feed
• Opting to download your eBook
• Attending your in-person networking events

The Internet has made this a viable strategy because the ability to publish content and broadcast it is FREE using the many tools we have available to us.  We now have the power of the New York Times, the Wall Street Journal or Penguin Press — the power to publish content.

The other aspect that the Internet provides is the ability to SHARE content that we find valuable INSTANTLY with our networks.  Creating a larger and larger group of customers and prospects that are willingly asking your business for more marketing.

During the course of these conversations you are having with your market (through your content creation) you will begin to get sales, referrals, requests for partnerships, speaking engagements and an innumerable number of other positive side effects.

Through Content Marketing you can create a group of loyal followers that KNOW, LIKE and TRUST YOU.  And your business will grow.

What are your thoughts about the visual Content Marketing plan?  What questions do you have?  Could you set this up for your company?

Related posts:

1. Content Marketing: A Real World Example
2. Content Marketing Strategy Building
3. Edit Your Marketing Plan For The Marketing 2.0 Era

A trade that is made every day of our lives.

Marketers trade us VALUE for our ATTENTION.

Is Humor Valuable Enough?

The most common value that Interruption Marketers (those that run ad campaigns through television, radio or print) bring to the table is HUMOR or ENTERTAINMENT value.

For example, this 30 second beauty from H&R Block is a great example of an attempt to trade HUMOR for our ATTENTION:

Although that commercial will get a few chuckles, it isn’t what I would call valuable marketing. But the real point of the commercial is not necessarily to provide tremendous value. The humor exists only so that you will tolerate the commercial long enough to see their branding (green square logo), hear their value proposition (we found errors on 4 out of 5 returns) and endure their logo (You’ve got people.) The idea is to build trust through repetition and branding.

Your Tiny Business Is No Joke

A tiny CPA firm can’t compete with H&R Block at this game — for obvious reasons.

But I would argue that this type of marketing has very low returns even for H&R Block. It may be funny, but will it cause me to buy? Maybe. But I will be much more likely to buy from someone that I know personally and that has provided me REAL value.

I would be more likely to buy from a CPA that did more than make me laugh.

Here are some other values that a CPA could provide for me.

Make Me More Money — A blog post on the CPA’s website that explains “10 Costly Tax Deductions That Most Businesses Miss”

Save Me Time — A product review (located on the CPA’s website) that shows me exactly how to use Neat Receipts to organize my receipts and business cards.

Educates Me — A 5 minute screencast video (located on the CPA’s website) that shows me exactly how to set up payroll in Quickbooks or Peachtree software.

Protects Me — A downloadable ebook (located on the CPA’s website) entitled “Legal and Lucrative: How To Keep Every Dime That Is Entitled To You At Tax Time”

What about you? What could you do to provide value to your market in exchange for their attention? Is a humorous commercial enough to make you buy?

Related posts:

1. You Can’t Buy My Attention Online
2. The Dirty Secret Behind My Marketing
3. What Has Two Thumbs And Wants Your Attention?