What do you think of this article? Comments welcomed.
I'm just putting together an article for a small business newsletter. What follows is a first draft.
I'm not absolutely sure when my final deadline is for this, but if any of you guys have any comments that would be great.
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WHY WEB 2.0 IS BIG NEWS FOR SMALL BUSINESS
There’s a second revolution happening right now on the web. And this revolution, for once, is going to have a big and positive impact on small businesses who see and then seize the opportunity. Not by doing anything technologically advanced, or by designing flashy websites, but simply by doing what they do best – developing strong relationships with their customers, talking to them and serving them well.
So what is this revolution? Put simply it’s the fact that blogs, podcasts, networking sites like MySpace and Facebook, ubiquitous broadband and mobile phones mean that the web is a much more social and connected place. A place much like where you live, with people chatting, socialising, networking, doing business and shopping. A place where people may already be having conversations about your business, conversations you should be participating in. It feels like a village with global scale. An interesting paradox, but also a great business opportunity.
For small businesses, blogs (short for weblog) are the quickest and simplest way to get started and take part in this new social web. A blog is simply a website that you can update quickly and easily yourself, with each piece of new content appearing in reverse chronological order.
In practice you’ll be wanting to add regular updates on you, your business and what you’re up to, giving customers and potential customers a chance to get to know you and your business. Be transparent, let your interests and let your personality shine through. A warts and all approach is far more likely to establish trust. Don’t fill your blog with marketing spiel.
Why do people do business with you in the real world? In part because they trust and like you. Blogging can help establish trust for a business on line - a sense of the real people behind the business. And small businesses are in a much better position to achieve this than large businesses where every utterance is filtered, signed-off and corporate through-and-through.
Because Google loves new content on websites, blogs are also an excellent way to get your business higher up the search rankings, making it easier for potential customers to find you.
Small and medium-sized businesses in Britain are already taking advantage of blogs and what’s become known as social media. One of the best known is the Tinbasher blog, written by Paul Woodhouse of Butler Sheet Metal. It’s a well written, amusing insight into life at this east Lancashire stainless steel fabrication business. It’s also garnered Butler Sheet Metal huge attention and recognition.
The same goes for Heather Gorringe at Wiggly Wigglers, an organic gardening suppliers based on a remote Herefordshire farm. Heather’s team create a 21st century reality-Archers on their podcast and blog each week which has seen their business featured in national newspapers in the UK, but also in the San Francisco Chronicle.
Clive Birnie is managing director of Severn Delta a textile manufacturer which has also recently started blogging and which is rapidly establishing an interested readership.
What is surprising about all of these companies is how traditional they are in many ways. Internet start-ups they are not. But each has recognised that they can be part of an online conversation which will bring attention, trust and customers to their business.
The internet has very much shrunk the plant for small businesses. As marketing guru, Seth Godin frequently says: “small is the new big”. Now’s the time to get involved, make new connections and make sure your business is part of this exciting new world.
I'm not absolutely sure when my final deadline is for this, but if any of you guys have any comments that would be great.
**************************
WHY WEB 2.0 IS BIG NEWS FOR SMALL BUSINESS
There’s a second revolution happening right now on the web. And this revolution, for once, is going to have a big and positive impact on small businesses who see and then seize the opportunity. Not by doing anything technologically advanced, or by designing flashy websites, but simply by doing what they do best – developing strong relationships with their customers, talking to them and serving them well.
So what is this revolution? Put simply it’s the fact that blogs, podcasts, networking sites like MySpace and Facebook, ubiquitous broadband and mobile phones mean that the web is a much more social and connected place. A place much like where you live, with people chatting, socialising, networking, doing business and shopping. A place where people may already be having conversations about your business, conversations you should be participating in. It feels like a village with global scale. An interesting paradox, but also a great business opportunity.
For small businesses, blogs (short for weblog) are the quickest and simplest way to get started and take part in this new social web. A blog is simply a website that you can update quickly and easily yourself, with each piece of new content appearing in reverse chronological order.
In practice you’ll be wanting to add regular updates on you, your business and what you’re up to, giving customers and potential customers a chance to get to know you and your business. Be transparent, let your interests and let your personality shine through. A warts and all approach is far more likely to establish trust. Don’t fill your blog with marketing spiel.
Why do people do business with you in the real world? In part because they trust and like you. Blogging can help establish trust for a business on line - a sense of the real people behind the business. And small businesses are in a much better position to achieve this than large businesses where every utterance is filtered, signed-off and corporate through-and-through.
Because Google loves new content on websites, blogs are also an excellent way to get your business higher up the search rankings, making it easier for potential customers to find you.
Small and medium-sized businesses in Britain are already taking advantage of blogs and what’s become known as social media. One of the best known is the Tinbasher blog, written by Paul Woodhouse of Butler Sheet Metal. It’s a well written, amusing insight into life at this east Lancashire stainless steel fabrication business. It’s also garnered Butler Sheet Metal huge attention and recognition.
The same goes for Heather Gorringe at Wiggly Wigglers, an organic gardening suppliers based on a remote Herefordshire farm. Heather’s team create a 21st century reality-Archers on their podcast and blog each week which has seen their business featured in national newspapers in the UK, but also in the San Francisco Chronicle.
Clive Birnie is managing director of Severn Delta a textile manufacturer which has also recently started blogging and which is rapidly establishing an interested readership.
What is surprising about all of these companies is how traditional they are in many ways. Internet start-ups they are not. But each has recognised that they can be part of an online conversation which will bring attention, trust and customers to their business.
The internet has very much shrunk the plant for small businesses. As marketing guru, Seth Godin frequently says: “small is the new big”. Now’s the time to get involved, make new connections and make sure your business is part of this exciting new world.
Replies to This Discussion
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Permalink Reply by Heather Gorringe on
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Good article Alex - and thanks for the mention. However my mystery is what happens as information gets more and more niche and communities form around those niches...and yet we humans become more and more worldly wise and therefore interested in tonnes and tonnes of different things. Wont we end up half heartedly joining lots of social networks that never reallly get momentum?
Anna Farmery from The Engaging Brand says I must read The Clue Train Manifesto - so I will - unless you have the answers?
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Permalink Reply by Alex Bellinger on
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Hi Heather - excellent point and one I've been pondering for some time. I think we'll all have to learn how to ration our use of social networks. You're right, we can't participate in every niche.
Many social networks just provide an opportunity to say hi or give someone a thumbs up. There's not much engagement. There's not much participation in community. We can't all be active participants in spiralling numbers of communities.
Take this one for example. I know most people here have plenty of other stuff to focus on and only a tiny percentage are ever going to participate. Statistically this is true for almost every online community. I don't think we should put ourselves under any pressure to participate. Participation is not the be all and end all. Sometime it's just nice to join a network to say hi, and demonstrate your support for an idea, a company, a podcast or whatever.
As for the Clue Train - it's a must read. I haven't read it though ;) I have read the following which will give you a quick idea of it: http://www.cluetrain.com/book/95-theses.html. It's of most relevance to corporations.
In essence, Wiggly Wigglers is the embodiment of Clue Train principles, so I'd just keep doing what you're doing Heather!
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Permalink Reply by Martin Peacock on
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No so sure about the Google bit any more..... Take a look at:
http://www.techno-culture.com/?p=46
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I've not noticed any significant change in search result referrals to SmallBizPod. Ultimately though it's Google's job to try and make sure the quality will out, not just optimised content.
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Permalink Reply by Patricia Mata on
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Hi Alex, and hello again Heather ( met you at pod cast Con 2006 ) ,
I think the article sounds great and could support development of small businesses if there was an expansion on the dialogue, the 'online conversation'. This network here is JUST that dialogue and online conversation, building trust and networking opportunities for those that have hooked up here at smallbizpod network. I see the friends, adding element froma group at This network, more in line with the interests I already have in business, I have more trust that those here and that frequently share information are also, and are keen to share views opinions, ideas and a joke or two!. this for me, is the real 'human voice' that I hear, with very little that seems corporate or contrived.
As far as Google rankings is concerned, I'm seeing almost everything I write or is tagged with key phrases, come up sometimes higher than my own website, in my own searches on google.
I am happy to be involved in a number of networks as long as it doesn't get to be 'plate spinning'. I have a niche, and that will probably be sufficient for the side of my business and person centred endeavours.well for now.. lol
I like meeting people, virtually or otherwise. So this suits too I suppose.
Web 2.0 for small businesses is the way forward, as long as the dialogue is kept.
Tish
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