consultingwoodworker.com Blog

I will admit upfront, I am not an expert in Search Engine Optimization (SEO), and I am guessing neither are you. So how can you make the most out of your website, social media efforts and other online presence? The good news is, you don’t need to be an expert, and you don’t need to hire one.

I’m not putting down SEO experts, but really, you are not likely to hire one. And SEO practices are constantly evolving. Google and other search engines are constantly updating their algorithms to make searching more accurate for the user, and to screen out “tricks” that improperly drive web traffic. So getting attention for your site is up to you. Any SEO specialist will tell you that content is king. You provide solid, interesting content, others will want to connect to your site. And while search engines are always evolving their algorithms, links are always the basis of all SEO rankings.

For small businesses, especially those that operate in a niche market like woodworking, getting online attention is a matter of making connections. Any time someone anywhere on the web posts a link to your site, your site gets ranked higher in the search engines. When other people post a link on their site to yours, there will be people that visit their site who may never have found yours, but can now.

Also, if your content is specific to your niche, then it is far more likely that the new visitors to your site will be interested in what you and your site are about. Want other woodworkers to visit your site? Have free plans available. Have a “Tips and Tricks” page. Want people looking for a kitchen remodel to find your site? Have free articles on new kitchen hardware. Show pictures of how it works and add your experience with it. Publish ideas on design and how to maximize the small kitchen. If you want local customers, be sure to reference local landmark, city and town names. Talk about how your designs are affected by local climate. With good content in hand, it is time to begin getting the word out. You know you need other folks to link to you, but how to get them to your site? Tell them about it. This brings us back to your Social Media Persona.

Twitter and Facebook are excellent ways to broadcast what you have to offer. When you post a new review or plan, let folks know about it. Remember, as I have explained before, this is SOCIAL media. Be a participant. Be helpful, friendly and informative and people will follow you. Offer up great content, and people will visit your site and pass along your information through links. Every time you post a “Tweet” with a link in it, that counts. When someone else “Re-Tweets” your post, that counts as another link. Passing along links is a two-way process. Be sure to pass along good links from others and they will, in turn be more likely to pass along your links as well. You need to check the links you pass along to insure that they are useful and not spam.

The internet is known as “The Web” for a reason. Things become interconnected in unpredictable ways, and any good connections you can make with others will increase the search results for your site. And as you provide solid content, your reputation will begin drawing those you most want to your site.

As I indicated in my last blog, the economy seems to be on the road to recovery. But I am convinced that this road does NOT lead back to the way things were. The business environment I see emerging from the market crash is a whole new, social, world.

I have written here before about Social Media strategies, but as time goes by, a broader picture is emerging, Social Media is no longer enough. The “Media” is NOT the message. I am looking to define a whole new “Social Persona” where your entire business is focused around your customers being participants in the “face” you present online. It is no longer enough to simply maintain a Twitter account and FaceBook page.

Rockler is an excellent example of a company developing a Social Persona. They have an active FaceBook Page, and their Twitter managment is a model that others should be emulating. But Rockler understands that they need to be integrating that those efforts deeper into their business. Rockler has recently unveiled a new gallery where customers can show off their projects and comment on others member’s projects. Rockler’s blog continues to evolve, and they are now beginning to link outside reviews and video demos into their own online product pages! The customers are helping to shape the “face” that other customers see when they connect with Rockler.

MicroJig regularly asks permission and posts user reviews directly on their site. They reaalize that their customers will use the products in ways they may not have envisioned. The accumulated knowledge base blows way beyond any reasonable FAQ page and adds an element of trust because Microjig’s advertising claims are backed up by customer experience. Another fine example of what I am discussing is a company called Indonique.

Indonique is a retailer of fine Indian tea and chai. The owner, George, is also a woodworker, and we began discussing how he could attract more woodworkers to his site. He has added a “Tea and Woodworking “page to his website where he is sharing information and plans for tea related woodworking. This in itself is excellent, but rather than simply filling the page himself, George is inviting anyone who wishes to contribute content. I have contributed plans for a tray, and will likely be “guest blogging” at some point.

None of us are yet sure exactly where all this may lead. What we do know is that consumers are wary of traditional advertising. They trust the people in their social networks, and are constantly seeking and sharing information; “I am car shopping, anyone have experience with the 2009….” “Rockler’s Bench Cookies look cool, but how do they work when they get dusty?” “ What chai should I try for my dinner party next week?” Your customers are asking a million questions a day. Let your OTHER customers help you answer them.

Built properly, your “Social Persona” (Website, Facebook, Twitter, Forums, Galleries, etc)becomes the portal that they will go to for answers, and they will in turn answer others. Got a fence to whitewash Tom Sawyer?

I know what you small business owners out there are saying: “ I do not have time with all the other stuff I am doing!” and you are right. My next post will be discussing strategies for dealing with this issue.

After a long Summer hiatus, the Consultingwoodworker Blog is back.
Monday’s Wall Street Journal had a feature article on companies that will emerge from the recession as “winners”. Those profiled shared certain traits: The first was having their finances in order. Ford may be hurting like all the automakers, but because they had reformed their finances before the recession hit, they are emerging stronger and government bailout free. Having a plan and sticking to it during hard times was another indicator.
Innovation was another common factor. The times have changed, and I think for good. As the economy recovers, I do not believe things will return to the heady days of the past. Consumers are likely to be saving more, and demanding more quality spending instead of conspicuous consumption. Is your business model ready for this new reality? How can you make it so?
If you have survived the recession intact, there is good news for you: Historically, those companies left standing after a recession do very well the first year into the recovery. Pent up demand drives business, and there are fewer surviving players to meet the demand. The housing market will take some time to really recover, but as your customers feel better about the economy, there will be a lot of repair and remodeling business that had been put off.
Maintaining contact with your customer base is more critical now than ever before. You want to stay “top of mind” so that when they start shopping, your company is on their list. Be ready with information and suggestions. Keep them up to date on the latest products. Show them timeless design instead of the latest short-lived trend. Educate them about what makes your work better than the competition. Are you using better materials? More durable hardware? Your customers should know this. They should know this now. Today. You want, when they begin their search, to already have you in mind.
And this is the time to be innovating in your shop as well. Have you been putting off a new equipment purchase? This may be a good time. Interest rates are low, vendors are still dealing, and it will make you more efficient than your competitors.
So schedule some time in the next few weeks to review your market, marketing and production. If needed, bring in some outside help. Take the steps necessary to get your operation ready for the recovery. A rising tide lifts all boats. Make sure yours isn’t leaking.