自主創(chuàng)業(yè)如何玩轉(zhuǎn)網(wǎng)絡(luò)營(yíng)銷
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????親愛的安妮：最近，我結(jié)束了26年的打工生涯，創(chuàng)辦了自己的咨詢公司，第一個(gè)客戶就是我的前任老板。朋友向我推薦了一篇您的專欄，是有關(guān)如何開發(fā)新客戶的，我都一一照做了。但我還想利用互聯(lián)網(wǎng)讓更多的人了解我所提供的服務(wù)。到目前為止，我使用了職業(yè)社交網(wǎng)LinkedIn，F(xiàn)acebook, Twitter和博客，但肯定還有其他一些在線推廣的途徑，您能給我一些建議嗎？ ????還有，我該怎么處理博客上的網(wǎng)友留言？博客上總會(huì)有些惡意評(píng)論，我該據(jù)理力爭(zhēng)，還是置之不理？——單飛人 ????親愛的單飛人：“當(dāng)下，網(wǎng)絡(luò)營(yíng)銷和社交媒體的擁篤不少，但大多是夸大其詞。”帕特里克?施華德菲格如是說(shuō)。施華德菲格是一位經(jīng)驗(yàn)老道的創(chuàng)業(yè)家，現(xiàn)在是企業(yè)家和小企業(yè)研究院（Entrepreneur and Small Business Academy）的領(lǐng)導(dǎo)人，該研究院設(shè)在加州伯克利，服務(wù)對(duì)象是全美小企業(yè)主。 ????他補(bǔ)充說(shuō)：“但是，的確有一些企業(yè)靠著互聯(lián)網(wǎng)一夜暴富。” ????他們是怎么做到的？施華德菲格坦言，過(guò)去七年里，為了建立自己企業(yè)的公信力，提高知名度，他已“嘗遍百草”。他承認(rèn)：“有些行得通，大部分都行不通。” ????為了讓其他“單飛”創(chuàng)業(yè)者少走彎路，施華德菲格撰寫了《個(gè)體經(jīng)營(yíng)者營(yíng)銷捷徑——利用資源，樹立信譽(yù)，擊垮對(duì)手》（the Self-Employed: Leverage Resources, Establish Online Credibility, and Crush Your Competition）一書，專門用來(lái)介紹創(chuàng)業(yè)經(jīng)驗(yàn)。這本書分為80個(gè)章節(jié)，每章都循序漸進(jìn)地介紹了打造品牌的步驟。 ????可喜的是，大部分策略的成本都十分低廉，甚至是免費(fèi)的，也比讀者想象的更省時(shí)。比如，書中說(shuō)“去相關(guān)行業(yè)論壇發(fā)上50條評(píng)論，盡顯你的專業(yè)智慧。發(fā)一條有建設(shè)性的論壇留言也就不到10分鐘的時(shí)間，發(fā)50條也就是幾天的功夫。”當(dāng)然，別忘了在帖子下面的簽名處留下電話號(hào)碼和郵箱地址。 ????還有一個(gè)更高明的方法，就是搖身一變，以業(yè)內(nèi)專家的身份通過(guò)iSnare和EzineArticles等收費(fèi)低廉的互聯(lián)網(wǎng)平臺(tái)發(fā)表文章，并在文章里植入個(gè)人網(wǎng)站或者博客地址。 ????施華德菲格說(shuō)，文章不用太長(zhǎng)，500到700字就夠了，但內(nèi)容要足夠有見地。在線讀者對(duì)這樣的文章會(huì)更感興趣，并渴望了解更多內(nèi)容，最終他們會(huì)點(diǎn)擊文中植入的網(wǎng)站鏈接。 ????千萬(wàn)不要擔(dān)心文章發(fā)表到網(wǎng)絡(luò)后，客戶免費(fèi)獲得了這些信息，就不愿再選擇你的付費(fèi)服務(wù)了。恰恰相反，這是放長(zhǎng)線釣大魚的策略。施華德菲格講了一個(gè)故事，說(shuō)的是波士頓一名牙科醫(yī)師，寫了一本20頁(yè)的電子書，名叫《健康口腔，健康性愛》（Healthy Mouth, Healthy Sex），發(fā)布到網(wǎng)上供人們免費(fèi)閱讀。結(jié)果讀者蜂擁而至，紛紛造訪她的網(wǎng)站，甚至前往她的診所，成了她的真實(shí)客戶，她的年收入也從15萬(wàn)美元躥升到了100萬(wàn)美元。 ????你在信中提到你是Facebook的活躍用戶。根據(jù)施華德菲格的建議，發(fā)表博客文章后，可以在Facebook頁(yè)面上發(fā)布公告，并使用“Facebook評(píng)論”小插件，來(lái)增強(qiáng)和讀者的互動(dòng)。如果你還沒(méi)有開始這樣做的話，那就趕緊著手做吧！ ????針對(duì)你所說(shuō)的，有些互動(dòng)有明顯的惡意傾向，該怎么辦呢？答案是，堅(jiān)持回復(fù)。但施華德菲格建議，要先等24小時(shí)再說(shuō)，等到自己的情緒徹底平復(fù)之后再去回復(fù)。他還說(shuō)：“盡己所能回復(fù)這些負(fù)面評(píng)論；當(dāng)然，總會(huì)有些不通情理的人。” ????“最重要的一點(diǎn)是，要保證你的回復(fù)中只有百分之五是針對(duì)存心找麻煩的人；而其余百分之九十五都是針對(duì)大部分讀者，因?yàn)樗麄兺瑯訒?huì)看到最初的那條惡意點(diǎn)評(píng)。”換句話說(shuō)，讓本來(lái)和諧的交流氣氛演變成一場(chǎng)罵戰(zhàn)并非明智之舉，它只會(huì)讓人覺(jué)得你脾氣暴躁，缺乏專業(yè)素養(yǎng)。 ????施華德菲格也處理過(guò)不少類似情形，但他始終都盡可能把抨擊的言論當(dāng)做學(xué)習(xí)和改進(jìn)的機(jī)會(huì)。這里有個(gè)很好的例子，他2006年錄制的一條播客遭到了一番“惡毒的”評(píng)論，但冷靜下來(lái)仔細(xì)想想，他才意識(shí)到，當(dāng)時(shí)的確沒(méi)有給出足夠有力的數(shù)據(jù)來(lái)支持自己的結(jié)論。 ????那段批評(píng)是在播客的第四節(jié)發(fā)布之后出現(xiàn)的，施華德菲格說(shuō)：“如果你聽完整個(gè)系列，會(huì)發(fā)現(xiàn)從第五節(jié)開始，我用來(lái)支撐觀點(diǎn)的證據(jù)比之前多得多。換句話說(shuō)，第五節(jié)往后的節(jié)目質(zhì)量比前四節(jié)提高了不少。” ????這個(gè)故事的真諦在于：“負(fù)面評(píng)論有時(shí)候是求之不得的好東西，這聽起來(lái)有點(diǎn)諷刺，但是這樣的評(píng)論的確能幫助我們改進(jìn)。” ????反饋：如果你也在借助網(wǎng)絡(luò)開展?fàn)I銷，那么，您覺(jué)得哪些途徑最有效？而哪些只不過(guò)是徒有其名？歡迎發(fā)表評(píng)論。 ????翻譯：富來(lái)細(xì)特 |
????Dear Annie: I recently left a 26-year corporate career to start my own consulting business, with my former employer as my first client. A friend sent me your column about how to drum up new business, and I'm doing everything it suggests, but I also wonder how to make the most of the Internet in getting the word out about my services. So far, I'm just using LinkedIn, Facebook, Twitter, and a blog, but there must be more I could be doing online if I just knew where to start. ????Also, how should I handle negative comments on my blog? When people make nasty remarks about points I've made, should I respond and get into a protracted argument, or just ignore them? — Flying Solo ????Dear Solo: "A lot of people are singing the praises of online marketing and social media these days, but much of it is just a bunch of hype," observes Patrick Schwerdtfeger, a serial entrepreneur who now heads the Entrepreneur and Small Business Academy, a nationwide network of small business owners based in Berkeley, Calif. ????"A few businesses, however, really are using the Internet to explode their revenues practically overnight," he adds. ????How? Over the past seven years, Schwerdtfeger says he "tried everything" to build his own ventures' credibility and exposure. "Some of my efforts succeeded. Most didn't," he admits. ????To spare other solo fliers that trial-and-error approach, he has now collected his experiences in a book you might want to check out. Called Marketing Shortcuts for the Self-Employed: Leverage Resources, Establish Online Credibility, and Crush Your Competition, it's organized into 80 short chapters, each with step-by-step instructions on a different brand-building move. ????Happily, most of these tactics are cheap or free and take less time than you might expect. For example, Schwerdtfeger suggests, "Contribute 50 intelligent comments on relevant industry forums. Offering a quick piece of advice on a forum is easy and can be done in 10 minutes or less, so you could accumulate 50 of them in a couple of days." Include your phone number or email address in your forum signature. ????A more in-depth approach to positioning yourself as an expert in your field: Publish articles online, through low-cost services like iSnare and EzineArticles, and include a link back to your website or blog. ????The articles needn't be longer than 500 to 700 words, Schwerdtfeger says, but they should be packed with enough insight so that people who come across them through a search engine will want to hear more from you and will click on the link at the end. ????Don't worry that giving away information online will make prospective customers less inclined to pay for your services. Instead, it's more likely to prime the pump. Schwerdtfeger tells of a dentist in Boston, for example, who gave away a 20-page e-book called "Healthy Mouth, Healthy Sex" online for free -- and attracted so many visitors to her web site, and ultimately her office, that her annual revenues shot from $150,000 to over $1 million. ????You mention that you're already active on Facebook. If you haven't already done so, Schwerdtfeger suggests you start announcing your blog posts on your Facebook page and using the "Facebook comments" plugin to encourage interaction with readers. ????And what if, as you note, some of that interaction takes the form of snarky comments? Always respond to those, Schwerdtfeger recommends, but wait 24 hours first, to give yourself time to cool off. "Answer negative comments as best you can, but there will be some individuals you'll never be able to appease" he says. ????"The important thing to remember is that your response is only 5% intended for the person who's carping at you. The other 95% is intended for all the other people who will read the original comment followed by your response." In other words, letting the exchange deteriorate into a virtual shouting match will just make you look hot-headed and unprofessional. ????Schwerdtfeger has dealt with his share of hecklers, and he says he tries whenever possible to see potshots as a chance to learn something. A case in point: A "vicious" comment from someone about a podcast he recorded back in 2006 made him realize, once he thought it over calmly, that he wasn't giving enough hard data to support his conclusions. ????The criticism came after the podcast's fourth installment and, says Schwerdtfeger, "If you listen to the whole series, you'll notice that, starting in the fifth installment, my statements are backed up by a lot more supporting evidence. In other words, the later episodes are better than the first four." ????The moral of the story: "Ironically, sometimes negative comments are the best thing you can hope for. They tell you how to improve." ????Talkback: If you're using the Internet as a marketing tool, what have you found to be effective and what is just hype? Leave a comment below. |
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