Dear Ford Motors,
I can remember it like it happened yesterday. As a 16 year-old teen just getting ready to enter my final year of high school, I looked out my bedroom window one morning to see what was the coolest gift I’d ever received in my life from my dad– A brand new 1994 Ford Festiva….with a sunroof.
Yep, I was now the happiest kid in Virginia.
So what if the car had something like 2.3 cylinders?
So what if it looked like a go-cart on steroids?
So what if my other friends had big trucks and sports cars?
Nope, I didn’t care what others thought.
Like your main man there Jim Farley, I loved my car.
And without question, I drove that little white matchbox around for the next year with a smile from ear to ear.
My Quest to Find Your Blog
I tell you this story my friends at Ford because, well, I’m not a Ford hater. Nope, not at all. You guys, in many ways, are as “American” as it gets.
But I have to be straight with you– I’m confused.
Here’s the thing– The other day I was listening to my man Jay Baer do his thing on his awesome new podcast, SocialPros. In one particular episode, he landed as a guest your head of Social Media there at Ford, Scott Monty.
I listened to Scott for a while talk about all you guys were doing to “get social” and being the inquisitive marketer I am, I took a stroll on over to your company website and started looking around for your blog. For whatever reason, I couldn’t find it (Note*** This is not a good sign) until I finally gave up and simply went back to Google and typed in the phrase “Ford Motors Blog”, at which point I saw the following:
First page seach results in Google for "Ford Motors Blog"
Hmmm, odd search results indeed. Was it found in Ford Media? Was it found in Ford Social? Heck, was it found in Scott’s blog?
Not sure where to go, I figured Ford Social had to be the home of what would surely be an exceptional blog about Ford and the auto industry.
And after a good look around, I saw this nice little image buried at the bottom of the page:
Finally, I’d found your “blog.” Whew….
Sorry Guys, But Your Blog Stinks…and Google Doesn’t Like You Very Much
After a few minutes of looking over this section of your site, as well as what I’d reviewed on your main Ford site, I was left with two distinct impressions:
1. What you’re doing with Social Media is innovative, impressive, and commendable. Props to you guys for that.
2. What you’re doing with Content Marketing is, well, not so good. In fact, I’ll be honest in saying I think your blog, for the most part, stinks.
Why?
For me, the sign of a great business blog comes down to one core issue– it’s ability to address every consumer question about a product or service in a way that teaches, informs, and even entertains.
If a blog does this, not only will readers appreciate the content, but Google will reward it with awesome search engine rankings.
Make sense?
Testimonials Ain’t Gonna Cut It
But here is the thing– Your company blog isn’t really more than a bunch of product/Ford testimonials. In other words, it really didn’t address the questions I was looking to have answered.
I’m not saying what you’ve done with all these great stories is bad, but in terms of consumer questions, long-tail keywords (SEO), and great teaching–well that’s another story.
But don’t take my word for it, look what the “Big G” has to say on the matter. I went to Google and started typing in basic Ford questions/phrases that consumers would ask. And as soon as I started typing phrases like “Ford Vs…”, Google would step in with their suggestion feature and offer me up tons of keywords that others had searched before me. So sticking to Google’s suggestions, I came up with a small list of 30 commonly-searched phrases, and wanted to show you where your company website was ranking for each:
Keyword rankings in Google for www.Ford.com
As you can see, not too good.
Actually, just to keep it real, it’s a train wreck.
Out of 30 major phrases, you’re only ranked #1 on Google for 2 of them.
You’re ranked in the top 10 for 5 of them.
And you’re not even ranked at all for 9 of them!
Ouch!!
Who is Your Voice?
How is it possible that your company isn’t showing up for these phrases?
Look, as I mentioned earlier, I like what you and Scott are doing, I really do, but your blog and your content marketing in general needs a serious face lift.
It’s time to start answering every single question folks are asking their friend Google.
It’s time to put your thoughts out there without fear.
It’s time you stopped ignoring the topics consumers like me really want to discuss.
(Note***Some folks will say, “But they don’t want to know Ford’s opinion on these subjects, they want other opinions.” And although people do like multiple opinions, I submit this question: When a person is shopping at a Ford dealership, and they ask the sales person a “vs” or “compare” or “reviews” question, do they simply ignore it, or do they answer it? Fact is, sales persons that work for Ford get these questions all the time. And why is this? Because consumers DO care about what Ford has to say. Otherwise, they wouldn’t ever ask the question in the first place. Furthermore, as I think most content marketers would agree, if someone in sales is getting the question, we should be answering that same question on our website.)
After all, why would you allow other companies and competitors to own your most important keywords? Why would you allow someone other than yourself to be the voice of your brand, your products, and where you stand in this incredibly important industry?
So, to my friends at Ford, I say put it out there. Be a fearless marketer. Be a teacher. Embrace the power of content.
After all, what’s more American than that?
Your Friend,
Marcus Sheridan
____________________________________________________________________________________
Your Thoughts
Well I’ve had my bit of fun, but now I’d like to hear your take. Why do you think a company as massive as Ford, with such a high marketing budget, has yet to properly approach their blog by addressing the thoughts of today’s consumer? What type of difference do you think it would make if they did this? How would Google react? And, do you think I’m all wrong and that Ford’s blog is effective?
Jump in folks, time for your voice to be heard.
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I filed in, took my seat,…
{ 118 comments… read them below or add one }
I don’t think Ford needs to blog nor should they own their keywords.
Here’s why:
From a marketing perspective most people searching for info on Ford products will be MORE interested in the reviews and info given by consumers vs. the company.
Given your research it looks like many others are doing their job for them AND it’s that’s exactly what the consumers are looking for: unbiased reviews.
Face it – Ford clearly doesn’t need a blog.
Not every company should blog. *shock horror*
Ameena Falchetto´s last [type] ..Business Sluttery: Why FREE is NOT a business model
Ameena, I think you’re completely missing the mark here in how content marketing works. Here are a few facts:
1. Ford wants every possible shopper that’s interested in their products on their own site.
2. Ford wants every possible shopper that’s interested in their product to enter their sales funnel as a lead.
3. For wants every lead to eventually turn into a customer.
I have countless stats, analytics, and metrics that could show you that readers DO care about a company’s opinion. I’ve made hundreds and thousands in sales from keyword searches that are addressing “Vs”, “Who’s the best”, “Compare”, “Reviews”, etc.
Numbers don’t lie, pure and simple.
Also, if I’m comparing a ford mustang with a chevy camaro, I absolutely want to know Ford’s take on the matter. In fact, how many times has a Ford sales person been asked these questions:
“How does this car compare to the….?”
“Is this motor better than the…..?”
“The warranty of your ___________ is better or worse than the warranty of the _______________?”
I’ve been involved in auto sales. Plus I’ve bought vehicles. So have you. In fact, you comparison shop all the time. We all do.
Fact is, what you’re saying essentially is that we should answer the questions face to face, but we shouldn’t do it online.
How in the world do you come up with that???
No Marcus, I hear you. I just don’t agree with you on this one.
I think your desire to hear the company’s take on the question you pose is because you are passionate about content marketing and you aren’t in the majority when it comes to sourcing information online.
Last time I bought a car I actually test drove it – went to one car dealer who was the licensed distributor, thought their attitude sucked so went to another, independently owned licensed distributor and bought from them. The sales person on the ground answered the questions – they pushed for the sale.
Did I do my research online? Sure, I looked for user reviews – the details of the engine, the financing etc was something I KNEW I’d get from the distributor – plus I knew I was going to have the opportunity to try before I bought.
Blogging is a tool. Content marketing an approach.
To say every company should be blogging and applying the rules is like saying EVERY company should do print advertising, or TV commercials.
Do what works for YOUR business. Ford are clearly doing some innovative stuff online. Content marketing is not the only way to grow a business. I am sure Ford’s “stinky” blog really isn’t losing them a cent.
Ameena Falchetto´s last [type] ..How to blog for business
You make some good points. What about having a blog that sucks? If you are a mega company and you have one, shouldn’t it be good?
I get your point that they could probably delete the blog forever and not really feel it, but there is something to be said about doing something and doing it right.
John | Married (with Debt)´s last [type] ..Make a Monthly Debt Budget: Rule 3
Yes, I do believe if you do something it should be GREAT. I guess it’s not a priority for them right now but it’s there.
Ameena Falchetto´s last [type] ..Business Sluttery: Should I drop my price?
I’ve been in the auto industry for a little over 10 years now and you’re right, what the OEM/Dealer thinks IS important. People like to do business with people that have a good reputation and while you can always bet that people will have an opinion on a dealership, it’s important that a dealership separates itself from the competition by building authority through content creation.
I teach dealerships how to use Social Media so there is no speculation on this, it’s the truth. Ameena, user generated content is important to Ford and they do a great job of influencing it, but I’d like to see a corporate blog from Ford, no doubt they would do it right!
I’m a fan Marcus, keep up the great work!
David Johnson´s last [type] ..Are You A Social Hoarder Or A Social Networker?
David, howdy man! Love that we have an auto-specific social media guy in the house, sweet!!! Plus, I’m sure you’re dealing with this stuff day in and day out, so it’s great to have an opinion of someone in the trenches.
Thanks so much for dropping by man!
Marcus
It’s an uphill battle for sure! I fight everyday to teach and show dealers why inbound marketing is important. Some get it, most don’t. Push marketing is king to them, even though the ROI is low it’s what they’ve always done. I remember writing a post called the Extinction Of The Old School Car Dealer sometime last year… that was fun! Even one called The Worst Dealership I’ve Ever Been In, Is It You?
Fun times! LOL
David, Marcus, totally agree. Even though I look for user reviews and their experiences, I would RATHER see this on the company Blog. I would feel comfortable if I could find their blog on the first page.
I tend to look at user reviews with caution, after having read multiple reviews
(totally confusing and misleading) and would have really liked it, if I could have found something sensible on the company blog.
Latha´s last [type] ..Local Business Marketing Online – What are you selling?
I agree, I think Ford needs both. They do a great job of influencing user generated content, they just need to work on pushing out their own content so that they can pull in more traffic and generate more (even) leads.
David Johnson´s last [type] ..5 Content Marketing Tips To Include In Your Social Strategy
Exactly Latha. You speak for many people here. That’s why when someone says, “They don’t want to read reviews on our site,” I just don’t agree because although that may be true with “some” people, it’s not the case with everyone. Just like some folks like text blog articles and some like video blogs— different strokes for different folks. I think the key is addressing all our audiences in their language.
Thanks again for stopping by Latha,
Marcus
Maybe you should be going after the Ford dealers Marcus – the guys who sell the cars …they absolutely should be listening to what you are saying …. don’t agree with you because you are going after the mothership who actually produces the product – you can’t BUY a car from the Ford.com site. You have to buy from the dealer – and I am sure there is fierce competition on that side of the business.
Ameena Falchetto´s last [type] ..Business Sluttery: Why FREE is NOT a business model
You’re right but the Ford.com site funnels a ton of leads to the local dealer. Leads that close rather high. People go to Ford.com to research the Ford brand. If the blog was displayed prominently on that site then I think they would convert a bigger percentage of their traffic into leads.
David Johnson´s last [type] ..Are You A Social Hoarder Or A Social Networker?
I get what you are saying but I really, really am not worried for Ford at all.
I fear than blogging types place more importance on this kind of thing than is really required.
Majority of the people I know IRL have never commented on a blog, think the internet is for self diagnosing their latest ailment, for porn, buying clothes, researching products – but reading blogs? Nope, not up there on the list of MUST DO’s online.
Ameena Falchetto´s last [type] ..Business Sluttery: Why FREE is NOT a business model
I’m not worried either, they are doing an amazing job but I think they would do good by having a corporate blog. One that is as fun as the rest of the social stuff they are doing.
Studies by JD Power show that people are researching models 3 month – 6 months prior to purchase. They are looking at the OEM websites and ARE looking for more information. With a blog, people will be able to get more of what they want.
Put is this way, they wont hurt themselves by NOT having a blog. I think that they will help themselves by having one though, all because of the tremendous amount of traffic/leads that are coming through Ford.com.
David Johnson´s last [type] ..Are You A Social Hoarder Or A Social Networker?
That statement right there is maybe one of the most important of this whole thing David.
Ford.com generated leads close high.
All I’m really talking about with this article is lead generation through better content….to sell more cars!!!
I have first hand knowledge that the right content sells cars. It helps to convert leads, then one converted to sell them. Yes, a blog does help to sell more cars.
I love Ford and what their doing. Scott Monty does an amazing job, I’d love to see more Ford created content though.
Ameena, You do have to go through a dealer at some point but that is not where a growing number of people start. I have sold cars, including Ford, on the internet. I did this when the idea of such a thing was scandalous to the old guard salesmen, which was about 10 years ago. My office was in a dealership that handled Ford, Mazda and Hyundai. The Ford mentality was light years behind the other two brands.
I believe now more than ever Ford needs to drop the ‘old boy’ attitude which has dogged them for years and join the majority of the industry. Some brands, VW in particular (I’m partial to them) has an extensive online presence and it keeps them front and center.
Social media moves so quickly it’s hard to keep up, but now more than ever you better hire a teenager to show you how to stay current or it will eventually come back to bite you.
Barbara,
Ford is the leader when it comes to social technologies in the automotive vertical. They do a ton with social, just look up their Fiesta Movement. As far as ‘old boy’ attitude they have dropped it, a long time ago. They are younger and hipper now and speak in the same language as their customers… social.
David Johnson´s last [type] ..Are You A Social Hoarder Or A Social Networker?
David,
I’ve read about the Fiesta Movement and it was successful, but as Marcus says here, they let customers speak for them. Don’t you think it’s better to have control of your own blog than to let others speak for you?
I admit, it’s been a while since I’ve worked with Ford (10 yrs.) but I still have friends in the industry and they aren’t thrilled with how long it’s taken Ford to catch up in social media.
I think the bottom line, for me anyway, is we, here in the States, need our industry leaders to be just that…Leaders. We root for them and truly want this recent success to continue. I believe Marcus is just trying to point out an obvious hole in the plan.
b
OH… and by the way when you Google ‘Ford Motor ranking in social media’ THIS post is on the 1st page!
Both Barbara. As a marketer it’s important that you influence your community to create content, as long as it’s positive it’s a good thing. Ford does need to maintain a corporate blog but that doesn’t mean they are behind the times.
I work with dealerships everyday, nobody is complaining that Ford is lagging behind in social media. In fact, they are leading the charge in social, but they could use some help in creating their own content.
David Johnson´s last [type] ..Are You A Social Hoarder Or A Social Networker?
If you are signed into Google yes, but not yet to the world … I have no doubt that Marcus will get it on to the first page!
Ameena Falchetto´s last [type] ..Business Sluttery: Why FREE is NOT a business model
Hahaha, I’m sure I’ll garner thousands of new customers from that phrase.
I hope you’re kidding about hiring a teenager. If you are going to engage in social media you don’t give the reigns to a rookie with little to no business experience.
Jack@TheJackB´s last [type] ..Echoes Of The People We Miss
Actually Jack that was a little humor, but I think some teenagers are a lot more tech savvy than many long time adults.
Marcus,
Ford actually doesn’t want “every” prospect to do everything the way you just described it in your three points. They have acceptable metrics they’re shooting for, I’d think. If the acceptable metrics were 100%, they’d be wanting to market an off-white car with a “vanilla” interior that comes with a loaf of white bread in the glove box. : ) And every salesman would only be allowed to say “yes,” or lose their jobs. And then they’d still be way short of projections.
They get buyers, still, who never visit their website, or don’t even own a computer. Or only have one at work. If this will be someone’s fourth Ford, they probably expect to land them. If someone enters their sales funnel and also enters the sales funnels of Audi and Porsche concurrently, they know the interest was likely not strong to begin with. They track and analyze this and plan accordingly.
Businesses usually know their sales cycles and their closing rates. They know that to improve on the very real number of each would take additional investments. They don’t think in terms of “all” and “every,” because the reality is a percentage they plan around.
And they know that appealing strongly to the right folks means driving away the wrong. That’s strong branding. Otherwise you have a commodity product.
Like…oh…hmm…
The Wallymobile.
FromWal-Mart.
It’s nothing you ever wanted.
It’s all you can afford.
: )
They don’t need everybody to do everything one certain way. The want to have cars driven off the lot, and then to say, “OK, whatever caused that to happen, let’s find out what it was and do more of it.”
John
Hard hit there on Ford, Mane man.
It’s true though, a company as big as Ford should really have an online platform where present and future consumers can learn more through content, and not just from their main website.
Josh Sarz´s last [type] ..How To Keep Your Content From Flatlining
It’s really not meant to be a knock on Ford Josh. They’re doing great things, especially with their social media. But at the same time, I think there is so very much potential in their company blogging strategy, and because I see the world from the consumer’s point of view, I believe we should market accordingly.
Good seeing you bud,
Marcus
I wonder whether it is a huge brand thing? Rick Wion, the head of social media at McDonald’s has said that McDonald’s don’t create their own noise (with blogs), but let other people create noise for them and reward those advocates. Just a thought.
I think it’s very different with McDonalds Ross. I say this because buying a car is so comparison driven, and sometimes a very research oriented process. Folks will literally set up spread sheets comparing every element of 2 or 3 vehicles in an effort to make the right choice. This process is much different than with food. So although I agree that McDonalds has a different strategy, I do think it’s a very different sales process.
Thanks for your thoughts Ross.
Marcus
Thanks for replying, Marcus. Appreciate that. Definitely get they are different sales process. Although i still feel they have similarities. The decision making that goes into whether its a Big Mac or Whopper for lunch could be determined by the same factors as buying a car: previous experience, ads, word of mouth etc. i get that the budgets are off-the-charts different though!
Don’t get me wrong Ross, I’m with you in that a buying decision typically has the same steps. My main point is that the cycle is much longer here with many consumers being very info/spreadsheet driven.
Thanks again Ross, love having you here.
Marcus,
I am disappointed.
I really don’t understand your reasoning for not being able to find the blog. Granted, they didn’t use the word blog on the home page, but ford social does seem to be their blog page. Using the navigation anyone can move to ford articles, user articles, ideas, images, videos and so on.
What you mention as having found is actually their testimonials or mention section on other blogs. Check out the URL (http://social.ford.com/ford-on-blogs/), it says “Ford on Blogs”. So I guess you missed the whole idea which they intended to convey.
About some of the keywords you mention like “Ford Vs. Toyota”, “Ford Focus Reviews” etc. Do you think users would want to land on Ford site to find trusted reviews or third party sites? I’d go with third party sites since I believe it will be a neutral approach!
For keywords like “is ford escape a good car”- do you really want Ford to build another page to paint a fancy picture of how good their car is? No. As a consumer, I’d prefer to find out the answer from someone other than ford!
While comparative studies are good, people will never fully trust a company should they appear better than their competitor on their own study. So I don’t really see a point why Ford must try and rank for those keywords.
Nut one thing Ford should look into is that they should try and avoid confusion. If it got you confused, then there is a very high chance others are going to get confused too. But it all depends on the audience.
As a blogger, I always tend to look for words like “blog”. but a general consumer might not check for the word blog. The social link is pretty much obvious and sites in the main navigation. So I assume it should be good for them.
Marcus, no offence. It’s just my thoughts.
Cheers
Adarsh Thampy´s last [type] ..Is Traditional Marketing Dead?
Adarsh, you say you’re dissapoited but in the same sentence you say “Ford social does SEEM to be the blog page”….
So is “seem” a good or bad thing?
Also, to answer your question– YES.
Yes consumers want to read Ford’s opinion. This is exactly why they ask the sales persons of Ford these very questions during the buying cycle.
This is what you’re not understanding Adarsh– I’ve done all of this. I’ve tested every single point I’ve made here. I have my company stats in the pool industry (very similar to the auto industry in terms of manufacturers and dealerships). I have the stats of companies I’ve consulted with.
I’ve said it so many times but I’ll say it again— If someone has asked an employee in your company a question, it should be answered on your company blog.
This is the essence of content marketing.
This the essence of teaching.
And this is exactly who Google rewards.
Do you think, when a sales person gets asked a question, that they simply ignore it and say, “Uhhmm, I’m sorry, but I can’t give you my opinion on that because I work for Ford”?
Of course not.
They answer the question.
And finally, more and more consumers are looking for blog. Just check out the number of searches per month for the phrase “Ford motors blog”.
Consumers are smarter than we give them credit for.
Marcus,
I am not saying that they shouldn’t be answering their client questions (I’m with you on such questions need to be answered). My reasoning was, they shouldn’t be overly obsessed about “ranking” for it.
Also the reason I said “seems to be” is because I am a blogger. I am very much experienced dealing with business websites and I am accustomed to look for the word blog. But most consumers need not do the same way.
While I have limited knowledge when it comes to fortune 500 companies (I haven’t worked for any of them), my analysis came form small business I have deal with. So there’s a big chance that my conclusion might be wrong or limited to certain niches.
Also I don’t really trust Google keyword data. Example “Ford motors blog”. Since Ford has been doing social media marketing very well lately, there is a very high chance that these searches are done by marketers like you and me and not necessarily the consumers (Something similar to what happens in the SEO industry).
Adarsh Thampy´s last [type] ..Is Traditional Marketing Dead?
Now you’ve confused me a bit Adarsh…
In all seriousness, what’s your take on this question:
If a sales person is asked a question by a consumer, is that a subject that should be addressed on a company blog?
Also, I didn’t say Ford should obsess over rankings.
What they should obsess over, though, is thinking exactly like a consumer, and answering every possible question they’ve ever been asked.
If they follow this strategy, the rankings naturally happen.
And, btw, rankings are critical. We sometimes like to act like they’re not, but that’s simply nuts. Because my company shows up for a mountain of long tail keyword phrases, we’ve been rewarded with a huge amount of leads and sales we never would have gotten. This has literally saved my business.
As for trusting the data, whether the number is exact or not, “Ford motors blog” gets searched a lot, I don’t think it’s our job to distinguish whether or not the search is a consumer or a marketer.
I think the point that Marcus is trying to make here (Marcus correct me if I’m wrong) is that Social Media is Marketing is great and innovative forward ideas are exciting.
But the Content has to be there. The Value-Driven Solution-Oriented Wow-I’m-Really-Glad-They-Answered-My-Question content has to be there to solve the problem or answer the question.
It’s like a house with no foundation.
Ryan Hanley´s last [type] ..Blog For You
Ryan. The content is there. Check out http://social.ford.com/ and you’ll see they have some 600+ articles on their blog.
But the articles are not really keyword based, question based, articles Adarsh, which is why their SEO is suffering.
My Answer would be: Yes, they should answer it on their blog. If it’s not something that would require an entire blog posts, at least as a FAQ.
“Also, I didn’t say Ford should obsess over rankings.”- You didn’t! I just said that companies shouldn’t obsess about ranking for just about any keywords related to their industry. They should be spending time focusing on their main keywords which drives the most traffic and sales .
“And, btw, rankings are critical. We sometimes like to act like they’re not, but that’s simply nuts. “- True Marcus. But whenever we focus our efforts on ranking for just about all keywords we want to rank for it always ends up in a mess. It’s a matter of choice. Choose some keywords and stick to it. Maybe down the line your domain authority will grow and you will automatically start ranking for some long tail keywords!
“I don’t think it’s our job to distinguish whether or not the search is a consumer or a marketer”- Not our responsibility? OK Marcus, let’s say that you are tasked with improving the sales of a company. You optimize their blog for certain keywords like . But you soon find out that it’s not working for increasing revenue because those who specifically check out on Google for the company blogs are either competitors trying to learn our strategy or marketers in general.
Obviously if most of the searches are not buyers or our direct target audience, there isn’t much to gain from optimizing for the term . Here, we don’t exactly know what kind of people search on Google for their blog. Only their analytic’s can tell the true story.
A blog doesn’t have to be a place where every question a customer asks IRL is answered. There are lots of places to address that.
And in case you missed it, in this case there does happen to be a place to ask a question. It’s called Ask Ford: http://social.ford.com/ask-ford/
Scott Monty´s last [type] ..Some Perspectives on Pinterest
I think you are right.
Jack@TheJackB´s last [type] ..Echoes Of The People We Miss
Adarsh,
When it comes to trust, for me it would depend on how the blog posts were written. If they were written like slick sales pages, then I would be less likely to trust them. But if they were written like “normal” blog posts that just answered my questions, then I’d be more likely to pay attention to them.
I’m not exactly sure what you were saying with the link to the “Ford on blogs.” Those are links to other people’s blogs about Ford. Were you thinking those were blog posts by Ford? Also, it looks like it was posted on October 5, so almost 5 months ago. When you click on “view this blog” it goes to a blog written by some guy named Mark Malkoff, and except for the one post, all of the links go to blog posts by this guy that have nothing to do with Ford.
That’s the thing Rebecca, and you’ve nailed it on the head.
I don’t espouse slick sales pages.
I also don’t espouse poor ad copy.
But, let say someone types in the phrase: “Chevy Warranty vs Ford”
Would it be hard to factually, without bias, answer this question? No, not at all.
Ford has a written warranty. So does Chevy. Therefore, the article wouldn’t be a matter of opinion, it would be a fact.
This little example is applicable to everything I’m talking about above.
Marcus,
The example you gave was exactly the same type of thing I was thinking of because it would be factual and not at all hard to verify. There are times when the competition would have a better warranty (or whatever) than Ford, but I think if Ford put that stuff out there, I’d be more likely to trust them and want to do business with them. So I think that could still work in their favor.
Rebecca,
Take a note of Marcus saying “Finally, I’d found your “blog.” Whew….” after saying that he clicked through that banner at the bottom.
I think Ford does confuse everyone with the mention of the word Blog on the banner. What they actually meant is that it’s a place where they showcase other blogs talking about Ford. Or at least that’s what I could gather from that page. Again, check the URL. It says “Ford on Blogs” which really means they are showing you what others are talking about Ford on their own blogs or as they put it “continue the conversation beyond it’s virtual walls”.
Yep, you’re exactly right, Adarsh. A lot of the problem is that the whole set up is confusing.
I hope Ford reads this because they actually have a good story to tell: turnaround before the bailout; making new and exciting cars, etc. They could tie in racing and their promos with American Idol, etc.
You are right that they need to fix this. It is not hard to do and within a few months they could be dominating their keywords.
I wonder how a megacompany like Ford can follow your helping model, which seems more suited to the little guy trying to get big.
John | Married (with Debt)´s last [type] ..Make a Monthly Debt Budget: Rule 3
Hey John, good to see you bud and thanks for the input.
You brought up a very important point– Yes, Ford could DOMINATE these keyword phrases within a very short period of time if they were but willing to address the questions.
Now granted, this strategy does do very well for companies of all sizes, but especially for smaller ones that aren’t laced with red tape and bottlenecks. That’s why my swimming pool website is #1 in the world when there are a ton of huge manufacturers– We did EXACTLY what I’m espousing here, to the “T”.
The thing is, Scott Monty is as smart as they come, which is why I’m surprised by this.
I’m diggin’ the feistiness displayed by Ameena and Adarsh. I was beginning to think this community was signin’ a little too much “Kumbaya”. And I must say, I’ve been chompin’ a the bit to take a shot at Marcus. He certainly had some fun at my expense during our recent summit.
But I’m gonna lie in the weeds…for now. The Sales Lion is still king of the jungle. Let’s say you were comparing a Ford F150 to a Chevy Silverado. So you talk your buddy who owns a Chevy (you know the one who has the bumper sticker of the kid peeing on the Ford logo). What’s he gonna say? My guess is something like “Ford F150 brakes stinks”, or something like that. And then what are you going to do? Of course Google something like “Ford F150 Complaints”. And guess what? Ford isn’t found on the first page. In fact, just about all the SERPs are dedicated to knocking Ford. There’s even a website called fordproblems.com. How does that help Ford’s reputation? Wouldn’t they want to defend themselves – even at the risk of sounding biased – and simultaneously knock all the Ford-sucks websites down to 2nd and 3rd page steerage?
Save Detroit Marcus (as long as my wife doesn’t make me move back there!).
Matthew Stock´s last [type] ..Foundation Crack Repair Methods and What to Consider
Hahahaha Matt, that made me laugh man.
I love Ameena and Adarsh. And I love that they were willing to step up and express their opinions.
For some reason online, when people disagree, all of the sudden they’re no longer ‘buds’. This drives me crazy.
I should be able to debate until the sun goes down with Adarsh and Ameena and everyone should be able to draw all the fire from within and then when it’s all said and done, we should be able to laugh about it.
If we don’t go about it that way, then this whole blogging thing is a waste of time, because we’re not pushing thought, we’re just mindlessly following….which ain’t no good my man.
Oh, and thanks for the solid points you made in the comment, as it was a perfect metaphor to what I’m trying to express in this post.
Matthew,
I just want to say that I like the way you think, and you also made me laugh, and people who do that always rank pretty high on my list. Hope to see a lot more of you around here.
Rebecca
Why doesn’t Ford have a website called http://www.HowToFixFordProblems.com?
If I had a National Brand that was attacked on a daily basis I would spend all my time providing solutions to every problem that occured…
Brakes squeek? Lube ball-joint XYZ…
Give people the solutions, show them how to fix the cars and trucks themselves. That is powerful stuff.
I drove Ford Rangers for the first 12 years of my driving life…
As always love this community (No Kumbaya though)
Ryan H.
Ryan Hanley´s last [type] ..How To Get Found in the Social Media Madness
Glad you are taking it in a positive way Marcus. it’s one of those reasons I believe I am part of TSL community.
Recently I had a negative experience when I had to disagree with a blog author. He just wouldn’t even try to reason with me and had the attitude that “either you agree what I said or got to hell”.
Thanks for opening your blog for all sorts of ideas!
See, the thing is Ryan, we can’t just give advice on how to go fix your vehicles yourself because the first time something goes wrong when someone doesn’t follow the directions, guess who gets sued? Besides, we have an amazing dealer network that has great parts and service that we help to supply. We leave the DIY stuff up to the DIYers.
Scott Monty´s last [type] ..Some Perspectives on Pinterest
Hi Ryan,
Check out the following:
http://www.google.com/search?q=site:owner.ford.com+how+to
Scott – TheDealerBlog´s last [type] ..tuneyfish: Check out the People Changing The Car Business Twitter list I’ve added to Listorious http://t.co/L3FHKh5K #bloggers #cars #gurus
Matthew,
I love the kumbaya reference…probably because my three kids have two youtube channels that each have over 100,000 hits on their music videos, and the guys on there who are the most consistently complimentary in the comments section are guys who want to “champion young talent”… which means they leave comments wondering why these “incredibly talented kids don’t have millions of hits,” etc. …
…and if you take the time to visit their channel and scan their comment stream, you’ll find that every comment they leave to everyone says pretty much the same thing. Which gave me about the same impression I’ve gotten from, say, church “leaders” who’ll insist that “every idea has value!” or association marketers who’ll look at a creative portfolio and say, “Everyone’s work that I see is so good, I can’t tell the difference!”
My impression is, “It sounds like you trying to say what you think I want to hear.” : ) Which is fine, because I accept that they don’t have the experience in implementing the ideas and tracking results that would enable them to make informed pre-evaluations, and, lacking that, their desired outcome becomes for everyone to feel good about themselves and to be happy…especially with them.
To see the reality, they’d have to put the ideas into action and track the results, consistently and over time. Then they could look, consider and think, “OK, this looks like a real dog”…”I expect this did OK”…”This one, I bet they rolled out and scaled up.”
Of course, if one hasn’t done that and is searching for an alternate activity, peacefully singing kumbaya is nothing if not benign. : ) And when it’s done, everyone is totally motivated to lay down, be still and embrace contentment, as one. ; )
John
I think that Ford is a pretty representative of most companies out there who are missing the mark with corporate blogging. My corporate clients seem to know that they should have a blog, but have no clue to what end.
Blogging seems to be like this social mystery in the corporate sector. Sort of like email, 20 years ago. I remember telling my boss that I had an email account through school, and he said, “Oh, that’s for students. It’ll never take off in the workplace.” And then when email was finally accessible in the workplace, a lot of companies didn’t know how to leverage it to their best business advantage. It was this strange, unfamiliar medium.
If there is no strategy behind the blog, if it’s written in a corporate, salesy voice, if it doesn’t speak to the readers’ pain points and interests…it’s a lost opportunity and a waste of time. So in that sense, Ameena is correct – as long as Ford is going to blog the way that they are, they might as well not be blogging.
Though of course I realize that wasn’t Ameena’s point. I disagree with her. Ford is missing a critical opportunity and as long as they aren’t ranking for the search terms you’ve noted, the competition will eventually scoop them.
Ruth Zive´s last [type] ..How the Oscars’ Red Carpet Inspires Brilliant Content Marketing Strategy
But Ford ARE blogging, they get OTHERS to blog for them. This post should be aimed at the dealers who SELL Ford cars – they are the ones who should be hit for content marketing strikes. Not the mothership!
Ford does what it does best; making cars, pumping up their distributors so they can sell, making glossy slick advertising campaigns …
Ameena Falchetto´s last [type] ..Business Sluttery: Why FREE is NOT a business model
I loved that car
Hi Marcus,
I have been thinking about the same thing, not about Ford especially, but why so many huge brands are not blogging. I see advertisements everywhere for cars, especially in newspapers and on TV. But, I don’t see them on social media / blogs. To me, it seems that the bigger the budgets, the more lazy they get.
On the other hand, I was talking to a local dealership a few months ago. And they told me that they couldn’t start a blog or discuss the brand online, because the national organization for the brand was suppose to do that job, not the local dealership. I thought that was a very strange decision. In my opinion we need to have blogs on every level.
Jens P. Berget´s last [type] ..Content Development for Real Business Results
Marcus you are so right here. It’s the ‘old boy’ network type of thinking that almost put the Big Three off the map. Now that they’ve been taken off life support it’s time to catch up to the rest of the industry. Unless they believe selling only to my generation (I’m old) will keep them alive they had better bring some young blood with fresh ideas into the fold.
b
Wow, great post and even more interesting and lively debate in the comments. I’m pretty new to this site, just RSSed it last week, but I’ll definitely be coming back. As for me, I don’t really have an opinion as to whether or not Ford needs a blog. But if they are going to have one, as a freelance “ghostblogger” I’d love to know how I could get that account and write that blog!
Leslie´s last [type] ..Moving Forward With My Writing Career Requires Some Fear Busting
Leslie, first of all, welcome! You are right that it can be a little lively around here, and that is definitely a big part of the fun.
I will admit that I smiled when I read what you wrote about ghostblogging for Ford. I do some ghostblogging myself, and well, I would say to be careful what you wish for! I’m just not sure that blogging for a corporation like that would be fun, due to the red tape. But if it ever works out for you, I’d love to hear about your experience with it, because I could definitely be wrong on that!
Either way, I wish you the best with your ghostblogging endeavors.
Rebecca
Must admit, I was a bit tongue-in-cheek about that whole thing…
Leslie´s last [type] ..Moving Forward With My Writing Career Requires Some Fear Busting
Great post and an interesting debate!
I’d say each brand should have high rankings – ideally position 1 – for as many branded key phrases as possible.
I am not sure, however, about Ford targeting phrases including other brands like “ford vs toyota”. In the UK one has to be extremely careful with comparisons as they are quickly deemed misleading and one could easily be fined by Advertising Standards. US law is less stringent I believe. Even so, is a brand the right source for comparative information?
Ford is always a brand that I’ve known so I was surprised to read here that they don’t have a company blog. I don’t know why, maybe because Ford is a quite an old name? Whoevers in charge does need to get on with it though!
Harriet´s last [type] ..Sony Ericsson Xperia X8
I’ve been in or around the car business since the early 80′s. The first sales trainer that I ever had the pleasure of learning from drilled this one thought into our mind every single day and I live by it and teach it ever chance I get.
” It’s the things you do…that you don’t have to do…that determines the difference when it’s too late to do anything else about it.”
So I’ll sum that up in four words.
Ford needs a blog!
Crusty Old Car Guy.
Marc,
That was a grand slam article Marc! Ameena, while I understand your point, if you have a good marketing plan (which is what we are talking about), you have to be the first thing that comes up. The last thing you want is for a chevy blogger writing a vs blog for you and if you aren’t writing the blogs folkes are interested in, it’s only a matter of time before that happens. You want people to see your blog first …. then if they want others opinions, they can skroll down and see reviews from others and make and educated decision.
Once again, great article Marc.
Thanks true Freddie – you have to be the first thing that comes to MIND, that is not necessarily what comes up on Google. If I want to research Ford cars I would do something really crazy like type “Ford.com” into my browser!!
Google is a powerful tool, it should not be ignored but we do also need to remember that offline marketing is NOT dead.
Ameena Falchetto´s last [type] ..Business Sluttery: Why FREE is NOT a business model
Thank you to Marcus and everyone for providing the salient points and counterpoints above. We do appreciate the attention and let me see if I can at least address a few of your concerns.
First Marcus, congratulations on the attention-grabbing headline. Clearly, it was designed to get traffic and to rank in search, as well as to get my attention. Mission accomplished.
I will say that the blog post seemed pretty negative about our efforts, despite your admission in the comments section that “it isn’t meant to be a knock on Ford.” That alone is at odds with your previous statements like “Your Company Blog Stinks,” “I think your blog, for the most part, stinks,” and “it’s a train wreck.” If this isn’t a knock, I’m not sure what would qualify. All of that aside, I’ll try to be as objective as I can in my reply.
**The Blog Question**
For as long as the site has existed (first as The Ford Story and now as Ford Social), we have never branded it as a “blog.” In my view, the term is too limiting in what it means and it automatically pigeon-holes the effort before its even out of the gate. At Ford (and that’s pronounced Ford Motor Company, not Ford Motors), we’ve been of the mind that the site should evolve over time, serving whatever purpose we need it to. This isn’t a shopping site, nor is it a site that is designed to answer every single consumer question.
There are a variety of sites out there that answer those questions perfectly fine, and we’ve found in our extensive research that people trust third party sites like Edmunds.com, cars.com and kbb.com more than they trust Ford when it comes to comparisons and specs – even though they can get those on a number of Ford sites already. They’ve told us that what they want from us is cool and interesting product information and an inside look (and frankly, a first look) at what goes on at our company, as well as a chance to see what other like-minded people are driving and saying about Ford. That’s what we’re delivering on.
If you look at the site which is clearly marked in the navigation as containing “Our Articles,’ it should be pretty clear that it’s blog-like in nature. There’s a title, a byline, a date and a place to comment. Again, our research with mainstream consumers shows that they don’t care if it’s called a blog – they just want a place to read information that is regularly updated and a chance to comment.
**Questions Answered?**
I disagree with you that a blog should “to address every consumer question about a product or service.” Should it answer questions? Absolutely. But *every* question? No. This is not a wiki. It’s a blog. There are many places to go to have other questions answered, including the company’s own website. However, not that we think questions are immaterial or unimportant; in fact, we’re rolling out a feature called “Ask Ford” where consumers can ask specific questions that can be answered by our staff: http://social.ford.com/ask-ford. But you don’t need a blog post to do that.
Furthermore, with regard to the questions you wanted answered, there are a few things to say. First, a number of the search strings are irrelevant: we no longer make the GT; the Ranger has been phased out for North America; we can’t use phrases like “best” for legal purposes. Also, it is not Ford’s policy to speak negatively about our competitors. Our focus is on Ford and the progress we’re making on our plan (and not, as Ryan indicated above, our position with respect to TARP funds). If you want to see comparison tests, there are plenty of other sites that cater to that. And we don’t leave it to chance; we have a well seasoned communications staff that provides vehicles to these sites to let them review vehicles and that supplies them with all of the facts and subject matter experts to help them create balanced reviews. And if something doesn’t look like it fits the facts, we work with them until they get it right. Media relations 101.
**Ford On Blogs**
The image you’ve pulled, “Ford On Blogs,” is confusing and is one that we’ve discussed as a team many times. We recognize that this entire section of the site needs to be completely overhauled and made more clear. The initial intent here was to regularly showcase what other people were saying about us – bloggers whom we invited in, bloggers whom we loaned vehicles to, etc. It was meant to be a curation of content that appeared spread across the rest of the web, reachable from one handy place on our site. We are currently assessing just what we’re going to do with this section.
**SEO**
Here you and I violently agree. We’re painfully aware that we need to work on search results for the site overall; in fact, we had a meeting not more than a month ago when we agreed that something needed to be done from an SEO/SEM perspective to make our content pop in search results.
Overall, the site does need a facelift and needs to serve our purpose a little better. You can debate whether or not it needs to be called a “blog” or whether every single question from every single potential customer needs to be answered, but we’re aware that we need to constantly improve the site.
Thank you for your diplomatic encouragement. I’ll be sharing this post with the team so we can all learn together.
Scott Monty
Global Digital Communications
Ford Motor Company
Scott Monty´s last [type] ..Some Perspectives on Pinterest
Finally my guess work for a Fortune 500 company proved right
Thanks for clearing it up Scott.
Scott, first let me say huge props to you for jumping in the conversation here. That says a lot about you. Now for some points…
Regarding the negative comments, of course this post was a knock on your blog. Actually, it was a knock on your content marketing approach from my perspective. I simply stated my experience as well as Google stats to support said opinion. At the same time, I complimented what you’re doing with your social media campaigns (which is not the same thing as content marketing). As for the title, yes, it’s catchy, but that’s the way I write every single post here on The Sales Lion, so I didn’t go out of my way here. Frankly, I write like I talk, my vernacular has it’s own goofy style, as my readers will attest, especially when I speak in public. If you an I were talking in person, you’d hear no different. Plus, I don’t attack people when I write, I go after principles, and actions, and strategies, and status quo thoughts….but enough on that.
“Blog”
I agree, the word blog is dumb. I’ve written about this before because there is a bad stigma with it. “Educational Library”, “Resource Library”, “Info Center”, etc…Those are all better words in my opinion. But I wasn’t making that point, I was just saying I tried finding your blog and it was hard– no more no less. (And note, there are thousands of consumers out there that use the phrase “Ford Motors”, just like me, regardless of the official name, so honestly I see them as one and the same. Some folks call my swimming pool company “River Pools”. Others call it “River Pools and Spas”. I really don’t care as long as they know what they’re talking about.)
Questions
The thing is Scott, you and I just see the role of a blog as a very different thing. Again, I look at this as a content marketing issue. The goal of content marketing is to be the best teacher in the world at whatever it is you do. There are no exceptions to this rule, as many industries would like to claim, big and small. (Note, I’m not saying content marketing is for every industry, I’m saying for the ones it is for, great teaching is the approach.) I espouse a culture of education in everything I do. So does Google. They reward those persons that take the time and effort to give great information to the world. Frankly, when someone says to me, “We’re not here to answer all the questions,” I find that’s similar to a teacher of a grade school class getting questions from the students but then electing to ignore them. Furthermore, now you’re going to have a Q and A section…Hmmm, that’s great, but instead of constantly answering the same questions over and over again, wouldn’t that be an article in your education center that you refer everyone to?? Sounds to me like we’re saying the same thing there, I just want you to benefit from search rankings more than you are. After all, who doesn’t want more web visitors?
Use of words like “Best”
Here is where I’m really confused Scott. Your 2011 commercials on TV specifically state you’re ranked “BEST IN CLASS by JD Power and associates”. You also use phrases in your commercials like “BEST MPG”. After reading what you said, I specifically looked at many of your 2011 commercials and their verbage is contrary to what you’re saying here. Let me ask you, can you not write an article that says:
“For Mustang Ranked ‘Best in Class’ for 2011 by JDPA”
Now you’re letting others(JDPA) do your messaging (as you stated above), but you’re also showing up for more keywords and educating readers in the process.
My simple observation is that your company compares itself with others on TV all the time. You mention “best” on TV all the time. So do your competitors.
So if you show it on TV, why aren’t you writing it as well?? (again, just my observation)
Regarding the competition, I’m not stating here that you should talk bad about them. But there is absolutely no reason why you can’t do a camaro vs mustang article and compare the line item features of each car. Why would that be a bad thing? Facts aren’t disputable. There already out there for the world to see. I’m just submitting that it makes more sense for you to put the article on your website so you’ll get the search ranking benefits (getting people in your funnel and not another) and also give sound teaching to your prospects and clients.
How is that such a bad thing?
SEO
Scott, look bud, I know you’re the man when it comes to Social. Your IQ is also higher than mine (I’m being very serious). I would never say that I have a clue about your social media campaigns. But this much I do know because I’ve lived it with my 2 businesses, plus many, many other companies I’ve consulted/coached—
Unless you go after the long-tail, you’re going to struggle with SEO.
The only thing I’ve really done in this article is beg you to do just that– go after the long-tail. Address the questions and phrases people are typing in. That’s all I’m saying. If you do that, you’ll get rewarded. If you don’t, you won’t.
Keep in mind Scott that I really do like your company. I was there in Blog World LA and met your CEO. I’ve owned many, many Fords with my businesses. Sure, I write with a goofy and frank style (that many people tend to find refreshing btw), but ultimately I’m here to help businesses do better. And in this case, I really felt like Ford was the perfect example of a company hitting home runs on “social” but hitting bunt singles on “content”.
Thanks again for stopping in Scott. I’m sure you and I will be running into each other a lot more in the future as we all walk this new digital age together.
Marcus
Great points about the long tail. You can only get that by putting out consistent content.
If I were a shareholder I’d be a bit concerned that Ford has a policy not to go after competitors? Really? That’s pretty scary. I’m not saying run attack ads like a Super PAC, but people need to FEEL why Ford is better than Chevy (is it?).
I remember reading in Millionaire Next Door that many (maybe it was a plurality) of millionaires drive Ford F-150s. I could build a whole social campaign about that, tying it in to the American angle.
Kudos to Scott for jumping in.
John | Married (with Debt)´s last [type] ..Best Personal Finance Writing – Week 8
Love the idea about the millionaires John, that’s a good one.
Regarding competitors, like I said in the article, I see auto manufacturers compare via TV commercials all the time, so there seems to be quite a precedent, which is why I’m a bit confused on the matter. And like you, I don’t think we should dog our competitors, but putting out the differences makes sense to me.
Thanks for dropping by man,
Marcus
This is a nice post. I think Ford Motors need to be more conscious with their blog. Being a big brand name, you cannot afford to have your blog’s link lying on the bottom of a page.
Ford needs to have a good website for themselves.
Thanks.
-Jonathon
Jonathon Victor´s last [type] ..how to seduce a woman
Nicely done piece of forensic blogging. You is the man.
Blogger CSI
Thanks Chris
Thanks for sharing your thoughts with the Ford’s company blog sites.. So disappointed to hear that they it really stinks.. Hope they are aware of it and fix it sooner!
LuccyT05´s last [type] ..MMA weight training
Have to kind of agree with Marcus here….
Large Fortune 500 companies who hire a “director/manager of social media” should know enough to have a solid company blog as part of their social media platform. Maybe not for inbound marketing per se, but rather as another channel on the internet to share Ford accomplishments, announcements and activity as well as provide die hard loyal Ford fans another place to interact with them. It’s simply an oversight on the SM Directors part IMHO.
Maybe it’s a symptom of a larger problem where fortune 500 companies feel like they “have to” blog?
Mike Glover´s last [type] ..The Battle of Good vs Evil in the World of SEO Wars
G’Day Marcus,
May I offer my completely inexpert opinion. What have Ford got to blog about? What’s a Ford? Like all the other major motor manufacturers. Ford has line extended it’s way into mediocrity.
I’m a lot older than you Marcus. But I well remember the days when names like Ford and General Motors meant something definitive. I mean for instance, what’s a Chevvy? It’s a big, small. medium, family , sports, on-road, off-road, tourer,sedan etc. etc. The same goes for Ford and most other major manufacturers.
Motor vehicles have become generic. Just look at their dreary advertising. In Australian TV there are adds urging us to buy a particular brand of car because the interest on loan repayments is low. I’m sure you have them too.
Bill Gates said something to the effect that had the auto industry invested in research like the IT industry, cars would cost $1000 and give 100 miles to the gallon.
Marcus, Ford doesn’t have a blog because it has nothing to blog about . And the same applies to GM and most of the other major manufacturers.
When I started in business in 1978, I bought a state of the art answering machine. It cost $2000! in 1978! Today they cost cents by comparison. Why is Lexus your biggest selling luxury car? because Toyota has very carefully positioned it that way. You can’t wander into a Lexus showroom and get a sports coupe or a family sedan. And most people have forgotten it’s a Toyota.
As I keep on saying: marketing isn’t everything: but everything is marketing. Ford isn’t alone. But it’s further proof that in business, trying to be all things to all people is the old “slippery slide.”
Hear about the Apple mainframe? Sorry, couldn’t resist.
Have fun, Sheridun!
Best Wishes
Leon
Leon Noone´s last [type] ..PowerPoint Presentation Pitfalls You Must Avoid
That was one seriously awesome comment Leon. Really man. Maybe I should just direct people away from the actual post and send them to what the good-old Aussie had to say.
Thanks for the humor and wisdom that you spread around these parts with every visit Leon. You’re much appreciated.
Marcus
One thing for me that stands out is why the local dealerships arent’ doing more..? Maybe Ford stops them on new stuff, but used cars, service dept, body shop etc..there are tons of oppty. to create some great and informative, relevant content.
Marcus, just like the main mfr of pools you are a dealer for..maybe their web site isn’t great but your own company web site is all the things new age content marketing should be… trying to move a mountain, frustrating, trying to roll some boulders, now you can see some results.
joe´s last [type] ..Mom and Dad in the Desoto
Good points about the local dealerships Joe. I strongly believe there is a ton of opportunity there as well as on the national level.
But like you said….we’re moving boulders man.
Marcus
I haven’t gone car-shopping in a while, but the points you’ve made remind me of what I expect to find if I was searching the phrases, “Logic vs Pro Tools” or, heaven forbid, “Mac vs PC” or “Android vs iPhone.”
I’d hope to find well-edited and fact-checked reviews from some review sites that put their reputation for accuracy on the line with every statement, and then I’d read some consumer comments on Best Buy and the like, but always with the knowledge that when a lot of self-appointed consumer advocates speak, it’s from the perspective of someone wearing massive blinders and with the intention to convert or denigrate. I tend to pay greatest attention to the comments that start, “I’ve owned both, and…”
And I look for lots of stars and for 90%+ satisfaction.
But then, I also love to read all I can from the folks at Logic and the folks at Pro Tools, even when it looks like “marketing,” because in my experience, the people behind the marketing are folks like Scott Monty, above, so, a bit idealist, and, more often than not, striving to be open, and problem-solvers.
So I end up reading a large manufacturer’s “sales copy” about its own products with the perception that they’re saying: This what we set out to do, and how we think we did, and what we thought you needed, and how we hope we met that need. (Because the extended and extensive teams that put together the products we have today involve programmers and designers working to meet the needs of an incredible array of users while providing the capacity for their product to work in integration with other products in ways most of us will never even need… ; )
…so I very much value anything they put up about what in the world they were intending to accomplish by developing what they developed. If it’s material from one of the couple market leaders in its class, they have plenty to say about what they actually accomplished, and they can skip the hyperbole. If they use terms like “best” or “leading,” I expect them to provide an attribution for who said that about them, or in what tangible way they “lead.” (I assume they mean they are either the largest or most award-winning for innovation, and can cite sources.)
(Small businesses, in comparison, can say “the leading provider of ______,” and I read it and think, “they could have said ‘most plaid’ or ‘most oblong’ and it would have made just as much sense.”)
So I definitely look to the manufacturer to tell me about their product.
But I don’t look to their blogs for this. I look to their product descriptions, and their tech/help section, and possibly their discussion board.
I don’t look to their blogs because, well, look at how many discussions on here are focused on trying to determine what to talk about. That seems to be reflected in every blog I’ve ever seen…so a blog that doesn’t seem to be wandering in the dark is more like, as Marcus suggested, above, an “Info Center.”
If I wanted to read everything the folks at Final Cut Pro have ever said about how to output a completed project so it will look its very best on YouTube, I would NOT expect, these days, to find that in a blog. But, just maybe, that’s exactly what Marcus is telling people they need to build, over time, because it will bring readers to it and they will value it, and, by extension, the experts and company that provided it…
Perhaps a great blog eventually becomes a Filemaker-like database of truly informative and useful blurbs that users and search spiders come to see as one of the definitive providers of information on the subject…appreciated for its relevance, timeliness and searchability…and trusted because the writers have been instructed to only post thoughts that start with the unexpressed thought, “I think you’ll appreciate knowing this…” and END as soon as that initial sense of “this knowledge WILL be valuable to you” has passed.
I can see where that would have great worth. But that totally switches the discussion from “can my staff write” to “can you, individual staff member, concisely express something that you are utterly convinced some customers and prospects will appreciate knowing, and stop as soon as you’ve imparted the knowledge?”
And it also brings up this reality: I’d LOVE for you, random business, to build an encyclopedic database of knowledge about your specialty that I can refer to when I have questions, and I’d LOVE and trust your company for providing it…
But you shouldn’t expect me to read or even care about every entry that’s added as it’s developed, much less comment on it. ; )
So is a blog supposed to read like a magazine or an ever-growing encyclopedia? Because one, we knew to keep forever and refer back to again and gain. And the other, we threw away after reading, probably because it gave us news that aged fast, not knowledge that lasted.
“So is a blog supposed to read like a magazine or an ever-growing encyclopedia?”
This is such a great question, John. Just wanted to say that.
Carmen Sognonvi´s last [type] ..Why You Should Do the Thing You’re Terrified to Do
Carmen,
Thanks so much and glad it was useful to you. And, furthermore, : ) sorry my comments have had a kind of meandering aspect of late…I know you had to get through a lot of other ruminations to reach the point where I realized: Wait a second, this is not that and that is not this…so which IS a blog?
Next I’ll realize that company could have two “blogs,” with one being a knowledge database and the other a PR outreach. ; ) Like…you know what would be a great Ford “blog”? Get eight old timers and eight bright young talents together at a big table at a bar, and, sometime after the fourth round of cognacs, start transcribing the comments and post them. : ) I’m kidding, of course, but…well…if you got to “once spend an evening with 16 guys from Ford hq, just shooting the breeze”…well, that has a kind of “Inside the Actors Studio” feel to it. : )
Anyway… : ) yeah…it is an interesting question. And I think when people don’t have a vision of what they want their body of blog work to look like three years out, that’s when you have visitors thinking, “Why would I ever read this?”…as the unavoidable outcome to having the company still thinking, “Why are we writing this, again?”
John
I think it’s a great question too….and I’d answer it as:
“An incredibly entertaining and engaging Wiki”
IMO
I had a Ford too some years ago. Great car. I think that if a business is honest and says things as they really are, they put their true face on it, blogging could be a useful tool either to keep in touch with customers or future customers or to drive sales to dealers. Possibly both. Blogging or being social can bring a backfire if they are not ethic, lie to sell and get caught. Think about what’s happening with Costa these days and have a look at SpinSucks for the topic. If you are sure about what you say and can stand for it then a blog only helps. Plus employing a good blogger full time costs less than a ten seconds commercial and can bring in more revenues. Imho.
A very solid and balanced approach Andrea. The benefits, at least for certain companies (especially one like this), are incredible. And the Costa example is a perfect one to reference here.
Good stuff Andrea, thanks for dropping in!
Marcus
Marcus I love how you went Wu Tang Clan here. Ever hear their song Bring on Da Ruckus?
So seeing all these people upset you feel Ford doesn’t have a ‘blog’ and should I will tell you I agree with you but for different reasons. Forget inbound marketing. Forget social, they don’t need Twitter or Facebook considering their TV spend. In fact any company with such TV spend isn’t getting a thing from those channels.
BUT think of their TV campaign where they exchange the persons car for a Ford for a week. Why stop with the 30 sec spot. They should have those people write a blog post on their experience. That is a great tie in.
Lastly from the corporate communications standpoint. The CEO or similar should be blogging about Ford initiatives and the ‘good side’ and also have guest spots from employees. Why? Because even if they have sections on their site with this the human voice means so much more. And that in itself is a reason to have a company blog. Someone mentioned they prefer third party reviews. Because we don’t trust the no face company. But we would trust John Johnson who is an Engineer working to improve gas mileage.
Cheers and grats for going all Wu Tang!
Howie at Sky Pulse Media´s last [type] ..skypulsemedia: The Top 10 Fiction Books Every PR and Marketing Pro Should Read http://t.co/4WBG69MM @spinsucks @mollimegasko
Hey Howie, loved all your ideas here man. Seriously, I hope Ford reads them, as something tells me they’ll like yours more than mine.
As for going Wu Tang, I just hope people that read this remember the other points I made— I like Ford, I love what they’re doing with social, and I want them to succeed.
Most people aren’t willing to take a stand on a subject like this. As for me, though, when I see something and feel strongly prompted to discuss it, then it’s my obligation to do so. After all, isn’t that supposed to be what blogging is all about?
Thanks for the support bud,
Marcus
Howie,
They don’t need to have folks write on the “missing Ford blog”, because they already have these people writing on their own blogs where the earned trust is. Additionally, brands pull feeds and publications into the media channels that Marcus was having a go at.
Like others have said, there’s no need for Ford to blog. They’re hugely active on social media; they have a great representative in Scott Monty; they have thousands of brand ambassadors already; and they have multiple channels to tell their story.
Some companies just don’t need to blog, end of. Ford is one of them.
Danny Brown´s last [type] ..Woot Woot, JugnooMe is Here – And You’re Invited to the Open Beta!
No Ford must blog or I am never buying one. Simple as that. 8)
And when I do buy from them will be my first LOL
Howie,
Having started out at a big “creative” ad agency that won lots of “creative” awards, and appreciating the introduction of humor into the discussion…
I had the thought…
It’d be fun if Ford set up a blog where the picture of the blogger looked just EXACTLY like Jack Nicholson in “The Shining,” except for the addition of a nicely Photoshopped FORD Motor Company baseball cap…and the first entry read:
Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford. Buy a Ford.
Followed shortly by:
Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW. Buy a Ford NOW.
That would be followed by:
Hey guys, this is Mike Rowe and I’m supposed to be meeting a Ford Motor Company engineer up at this empty hotel in the mountains to look over a new design he’s been working on…up here alone for the past three months…but I can’t seem to find him. But he left his blog page up so I thought I’d say hi!
Oh wait, there’s a light outside…
[Hmm...so I guess next he'd come back and say the light was from an F-150 four-wheel-drive that was "sure was charging through the drifts out there thanks to its (sales features...)."]
I bet that would be a blog that got some hits. Actually, a faux-blog. : )
But the press might cover it. And the youtube videos would be fun. ; )
John
As long as the pix show up on Facebook.
Jack@TheJackB´s last [type] ..Echoes Of The People We Miss
Howie,
You may want to divide the salary of the Ford Motor Company CEO up into an hourly rate and check with the board of directors before you assign him to write a blog, which wouldn’t be written by him anyway.
Similarly, I’m pretty sure the job of managing the running of a $136-billion-a-year multi-national business has a lot more to do with running any business of that size than it does with, well, the product line of the company…if you were to write up his job duties.
I could be wrong on that one, but I’m pretty sure CEOs tend to move laterally…so their expertise is more in business management than operations and the like.
John
Finally landed on TSL, a little jetlag here, but you know my brain is in order. I just want to say that Ford’s team will consider the content in this post – and they may decide to polish their blog a little bit or leave it to such blogs as Australia’s CarAdvice by Alborz to help them get their questions answered.
Back to the cabin ready for take off.
Philos´s last [type] ..How to write detailed blog posts to supplement what your FAQ page already offers
Sorry about the jetlag Philos, and good to see you man stop by, it’s an interesting debate indeed.
Continued success!
Marcus
Seems like an awfully negative and conceited article if you ask me. I read through the article, and most of the comments. I think, while you have had great success with a pool company (I have with different building trades too), your pool company is no Ford Motor Company.
I also, as a consumer, agree with Scott. I don’t want Ford to answer all those questions, I want to find them on Consumer Reports, KBB, and other reputable 3rd party sites/forums.
I really don’t want to step on anyones toes in their own backyard, but it seems like your blog has taken a turn towards negativity. Like you are talking down to everyone all the time…. gettin’ a little big for your britches? Honestly it’s quite a turn off.
Hope that didn’t come off wrong, but I think you needed to hear it and I hope you can look at it objectively.
As Ameena said, not everyone “needs” to blog. Once I all but completely stopped, my business more than doubled in only a few months, and is set to double again by the end of the year. Hell with blogging, I will laugh all the way to the bank…..
Keith´s last [type] ..What the Experts Are Telling Builders
Keith, I’ve never said my pool company is a Ford motor company. But the fact is, the process of buying a pool is very much like a car. There are manufacturers, and there are dealers, and there are consumers.
I’m currently in the process of becoming a partner with a manufacturer (similar to an automobile manufacturer) because they see how much traffic and leads our site generates on a national level, due to the educational efforts and a willingness to discuss things you have stated you don’t agree with.
Besides Keith, this is a principle driven subject, not about pools or cars. The question at hand is the method of content marketing. So I’m not sure why you’d make that statement.
You said you aren’t interested in Ford’s opinion as a consumer Keith. That is fine. But there is a big reason why so many consumers ask Ford sales people these very same questions. In fact, yesterday I received 3 emails from Ford dealerships that expressed a private approval for my words in terms of strategy. I learned a long time ago that my opinions and habits don’t reflect the masses when it comes to “how we buy”.
As for negativity, here are my last 5 articles:
Your Employees aren’t Stupid, Let them Write— Deals with the hidden worth and talents of employees. VERY positive.
How to NEVER Run Out of Blog Topics and Ideas Ever Again— Very postive
50 Qualities of the Best Business Blogs in the World—- Very positive
Why Guest Posting is Often a Major Waste of Time—- Neither positive nor negative, just dispelling a myth.
The Power of Passion to Explode Your Career, Business, and Life— Very positive
I believe in the ability of people to teach, write, create, etc. That’s what I talk about. I also challenge ideas. I do not talk bad about individuals here. I don’t attack individuals. I question strategies, methods, etc. (which is why I praised Scott in the post)
Bloggers get attacked for being too bland. Bloggers get attacked for not truly being thought leaders. Bloggers get attacked for not having an opinion. Bloggers get attacked and criticized for having an opinion. It goes on and on and on.
Also, I’ve never said everyone “needs” a blog. I’ve said the opposite many times. That’s just you putting words in my mouth and frankly I don’t understand where you get it from, nor did it make any sense when Ameena said it. Maybe you should read some of my past posts on this very subject.
I write for people that DO have a blog or are thinking about blogging Keith.
I like you Keith, I do, but seriously man, if you don’t like the blog, please stop reading. My stuff isn’t a good fit for many, many people. When someone is willing to stand out with their opinions, that’s a natural biproduct. This Ford article lead to as many private emails as I’ve ever received after writing a post. Every single one was positive and appreciative. And that is why I do what I do….as this has nothing to do with “britches”.
Best,
Marcus
Actually Marcus,
I understand what you are saying and doing much more than you think. I sold my little fence building business and became a distributor for an aluminum manufacturer, much like what you are doing with pools, and for the same reasons. I still have that little online fence distributorship. So, I can relate to the same experiences, and yes, blogging built that business up and created the leads and sales. As a matter of fact, I had NO other form of advertising or marketing other than a blog and Twitter for my contracting business.
So, yes, I believe in blogging for content marketing, educational, and informational resources. But I think it fits better at that level. My manufacturer doesn’t need a blog, they don’t sell to the public. The dealers need the blog.
A perfect example of it is when I found that it was next to impossible to find the codes and ordinances for ALL the many municipalities around my city for installing fence and walls (including around pools), I called everyone of them, got the codes, and published them on my site.
I found a need, and I filled it. Those articles became the highest searched, and highest visited on my fence blog. But they belong on a “local dealer” site…. not on the manufacturer whose aluminum or vinyl I was selling and installing.
I actually like your blog Marcus, simply put, we come from the same place (very similar stories in business).
Maybe I judged based on the last couple of times I visited (I think the last one was how you said tweets don’t make sales or something similar) as I don’t read every article (nothing to do with you, I am just too busy to read as much as I used to, same goes for writing…).
Keith´s last [type] ..Raise Your Prices For More Business
You are correct, the dealer needs to be blogging. Don’t worry I’m all over that but so does the manufacturer, especially in the automotive vertical because the OEM is doing so much advertising and sending a tremendous amount of leads to the dealer.
Ford is doing a ton of SEO to bring buyers to their site, in effect they are blurring the lines between themselves and their dealers. With a corporate blog they will be catering to the desire of the people who frequent Ford.com by giving them more ways to research the brand. Studies by JD Power have shown that once people land on an OEM site they are still in research mode, so yes people go to Ford.com to read blog post and learn more about the Ford lineup. A blog just makes sense.
On the dealership level we are seeing roughly a quarter to a third of their onsite traffic checking out the blog. In other words, car shoppers are interested in what the dealer has to say, I would wager the same would hold true for Ford.com.
David Johnson´s last [type] ..Are You A Social Hoarder Or A Social Networker?
Marcus,
A lot of pressure can come along with advising small business owners and their staffs how to spend their time and money to maintain their business base and, ideally, grow. If what they commit to doesn’t work, people may or may not keep their jobs, and the business owner can end up polishing up his resume.
With that in mind, picture yourself coming upon a blog called The Success Tiger, and finding that it contains a lot of nice and encouraging and appreciative comments made back and forth, but also comments, from the blogger, like these: This blog is for radio advertisers and those looking to start advertising on radio…and…If you don’t like what I’m saying about radio, stop reading my blog.
Or something like: I’m here to advocate for radio advertising; that’s my job.
And let’s say the writer of the blog is the guy who helped Long Fence grow their business like gangbusters using radio, or perhaps he’s a guy from the radio station that helped Lon Solomon build a giant church in Tysons Corner by putting his sincere, homespun, earnest voice on the air, so…a guy who, even today, has got plenty of reason to say, “Radio works! Period!”
Well, is that a guy whose blog you’d recommend to a friend looking to build his business as, let’s say, “Objective, nurturing, informative and fact-based?”…or might you think, “Well, this guy’s got a hammer, and a hammer’s worked for him really well in the past and you can’t dispute that, so for him, everything’s a nail”?
I think the people who challenge you on here (mostly to not overreach with promises, I think) are of the “steel sharpens steel” and “beware when all men speak well of you” variety, is all. They’re not progressives looking for harmony and unity and contentment. They want to run the race and win, and so they look you in the eyes and say, “Are you sure that when we apply our faith in what you are teaching us to action, that the promises you have made will come to pass?”
They’re the kind of people successful entrepreneurs appreciate most, because the people who tell us we’re wonderful every time they open their mouths never tell us anything we didn’t already know was coming. And so we learn to look past them to the ones who can trust to give us their most earnest and honest answer when we ask, “Am I getting this right? Am I meeting this need?”
And they probably also know that business success is never easy, it’s never one-dimensional, and it always requires what most people don’t want to have to go through, really. So they’re the pragmatic ones looking past your wonderful bedside manner to say, “OK, doc…give it to me straight…if I want to live and thrive, what do I *really* have to stop doing, start doing, and give up (even though I love it dearly)?”
: D Ah…I think you already know this stuff. You know Ameena and Keith are very generously asking the kind of questions that will speed you from thinking, “This is so easy if you just do what I did,” to realizing, “This is so…attainable…if you adopt a process for doing the things I did that seemed easy to me but might require more direction and preparation in your case…and will require a lot of work and a sea change, regardless.”
Oh…also, perhaps Keith is from a less rural area than you. If my coal miner/farmer dad had ever said to me, “You’re stupid, your idea stinks and it would be a total waste of time”…I might think, “I see that dad has initial misgivings but I can probably talk him into this.” : )
If an executive director of a national association had ever said to me, “You’re stupid, your idea stinks and it would be a total waste of time”…I’d think, “Holy crap, my work must have gotten her fired, leading her to get smashed at lunch, and in any case, why is she talking like she’s 11?” : )
I remember many discussions I had with girlfriends in which I argued that people in western PA could only be thought rude if they knew they were being rude. “You’re a stupid idiot” in Johnstown, PA, equates to, “Don’t take this the wrong way, but I may not completely agree” in Washington, DC business circles. : )
So…that’s just a little heads up about differing conventions. What sounds like you don’t quite agree in one setting can sound like you must think someone is totally useless and beneath you in another.
Heck, there are huge swaths of the country where “sophisticated” and “ambitious” are two things you’d never be called by anyone who likes you. ; )
John
Best comment EVAH!
I have much respect for Marcus, he knows that. I certainly didn’t mean to be disrespectful on his blog, I think he knows that too.
My point was, I remember a time a couple of years ago, I had a blog, it got 100+ comments most articles, I wrote on it 5+ times a week…. then I remember this feeling that I had to tell everyone how they were “doing it wrong”, and I did. It got me no where. I shut it down, and now I have a great business. I don’t need to blog, and I rarely do.
I kinda felt that way yesterday as I read this article and the comments (your doing it wrong)…. except it wasn’t me.
Here’s the thing with online marketing. What works for me, may not work for you. Period. There really is NO right or wrong (other than breaking laws). I don’t use auto DM’s on Twitter, but who am I to say not to if they are making you sales?
I agree with Marcus that so many businesses can benefit from using a blog to educate, inform, and market there products. But not ALL businesses need it.
Where is Apple’s company blog? Where is Apple’s Facebook? Where is Apple on Twitter? They don’t need it….. (ok, I think they have a “Hot News” section, but it is only press releases about them, not by them). When I started researching for my MacBook Pro, I hit YouTube, emailed friends I knew were already using them, and then drove my butt down to the Best Buy and test drove one (dealership?).
Is this really any different? The stores are competing to sell more Macs, so they do the marketing, Apple doesn’t have to.
Does any of that make sense?
Keith´s last [type] ..What the Experts Are Telling Builders
Keith,
Yes…it makes perfect sense to me, but I’ve only ever spent two years working for a salary, and 27, so far, on my own…so I tend to have a lot of cause-and-effect evidence to draw from.
In this case, I can imagine someone wanting to rush in to build the case that even Apple could benefit from a blog…but…if one types in http://www.apple.com…one might decide, pretty quickly, that Apple’s got its internet ducks in a row.
The bigger, simpler question is: If a blog or inbound guru, consultant, or public speaker could, over the next year, guide and instruct five to 20 small businesses to generate a couple million in increased sales from in-bound marketing and blog use…and would like to find those businesses and guide them to do that…
…or, even if the goal is to sell books for profit plus book more staff training/motivational sessions and speaking engagements, and not really maintain contact with the businesses who buy into the program (and so go with more of a publishing/information-provider business model)…
…the short route is to really think through what kinds of people want these products and services, and then fine-tune the message to talk to those people, in which case you end up with: Do this and this and this, and what will happen is this and this and this…which is EXCITING…and you need to get started, because it’s doable, and it’s doable NOW. (If you’re willing, and open to a structured approach to reaching specific milestones and goals.)
To me, that’s the short route, and it’s the path you guide your best prospects down if the goal is to prepare them to prosper…and, possibly, keep them on the right path.
So if you’ve taken these guys by the hand and they’re ready to be led and then you suddenly say, “Oh, wait, let me run over here and attack Ford, and then I’m going to talk about how every other option but in-bound is bad, and then let me show you why your company owners and staff should be creating their internet materials themselves…”
…that creates a situation where a good, strong prospect that Marcus’ experience and knowledge could help may be thinking, “OK…um…I don’t know if Ford should have a blog or if they’re dumb or not…I’m not really interested in having to agree that more traditional advertising is now really dumb, because I’m following you because you’re smart, not because every else is CLUELESS, right?…and…my staff and I, at least in our case, already have jobs and full schedules, so don’t ask me to act like we don’t; if we need outside help, we’ll invest in it, and if we can manage this in-house, we’ll do that…
“But what in the world does what Ford does, or what media other companies use, or whether we want to be do-it-yourselfers or not have to do with whether your blogging and in bound programs can be implemented successfully by our willing and interested company in order to return ROI?
“Can we let YOU worry about Ford, and your radio and billboard and newspaper competition, and proving that every staff has competent communicators already on board, on your OWN time, and not make it seem like we have to sign off on total agreement with ALL those points in order to make any commitment at all to trying inbound?”
I think Marcus is learning, pretty fast, as he goes along…and getting feedback and being open to learn. It won’t take him long until he pictures a really good prospect or happy user coming up and saying, “Wow, I totally agreed with you about how inept Ford Motor Company is in that one area. That ‘knowledge’ will really come in handy for me and my $3M business when I…when I…hmmm…uh…when I…um…wait…HOW will I use what you told me about Ford, again? And…should I be aware of anything about IBM? Sony? Exxon/Mobil?”
Over time, the people who enjoy the banter but don’t benefit from it will wander off, and those who are having real needs met will make it clearer and clearer what those real needs are. Like…if an effective blog is a really informative and entertaining wiki, how does, say, a 20-person home services business begin, from scratch, to make that happen? With a brainstorming session that leads to a list of possible subjects, and headings, like a flowchart? With schedules? With break-out groups?
That’s the kind of stuff people will come here to find, over time, I bet, simply because that’s what people need to know. Less what you, blogger, think. And more what I, reader, (have to) do.
John
John, you’ve really been active around here the past few day my man.
I’m not going to beat a dead horse but I want to make a couple of points quickly, so as to make sure there is clarity:
1. I’ve never said every company should have a blog. Ever. (I’ll write more about this topic next week.)
2. I’ve never said there isn’t a place for certain types of outbound marketing.
3. I’m not anti pay per click either (just in case someone wants to start saying that too.)
Regarding this Ford article…
1. I’ve received more private emails from this post than comments on the post itself. Most folks will never see that and that’s more than fine with me. That’s also what’s fun about the invisible blog community. (I’ll be writing about that soon too.)
2. Multiple (and I mean multiple) Ford and non-Ford auto dealers have emailed me and expressed strong agreement with what I’m stating here. (This stems from the fact that Ford.com sales-leads have a strong closing rate when sent to dealers.)
3. I’ve received a few significant offers for content marketing help from significant companies as a direct result of this post.
I’ve also learned that, more than I realized, many folks have a whacky perspective of what a “blog” is.
To me, when a blog is really done right, you don’t so much see it as a blog at all.
It’s an education source that attracts readers and search engines though content. That’s really the core.
Finally, I think it’s important to say, as I’ve said for a long time now, that this blog isn’t for everyone. Many will NOT like my style. Unlike the early days of this blog, it’s not my goal to please everyone. My goals are simple yet serious:
1. Be a great teacher and explain my thoughts very clearly, frankly, and simply so all can understand them.
2. Share my thoughts and observations about business and life, regardless of whether or not they fit the status-quo or not, regardless of whether they’ll attract fans or not.
Once I made these two decisions many months ago, this blog exploded, along with my brand and business.
And as for this Ford article, I’ll freely admit that I’m very proud of everything about it.
Marcus,
It’s not too hard to find examples of large local marketing companies that “started a blog” with a PR release in 2008 — and promised it would be a world-class source of information and the like — and made literally three or four more posts, period. You click on the “Blog” link on their home page and find it hasn’t been touched since 2009. So there are innumerable examples of what a blog isn’t.
That said, I’ll look forward to the “not everyone needs a blog” post…simply because I know that’s true…and because making that clear let’s you make stronger statements that when a blog is a fit, it’s a good fit.
Here are three other suggestions for either future posts or just points to ponder:
1. Solo practitioners and companies of under five people or so often experience a pattern of roller-coaster cash flow because they promote when they have noting to do, and as soon as their time is booked, they stop promoting.
Can a strong inbound program, or a well-thought out online presence, help with that?
2. Fabienne Fredrickson, when she was around six-years into building her multi-million dollar “Client Attraction” business, wrote a newsletter article about the wisdom of abandoning the “sinking ship” client. In it, she said she’d realized that there was a certain other kind of client that was just so much easier to work with, and more profitable: The kind that was already successful.
She gave seven attributes of the sinking-ship client, and there were things like: When you tell them what will help them, they don’t correct you (and tell you why it won’t).
So…can long-tail keywords and a well-target online presence pull in who you want and drive off who you don’t? (And…is that what you’ve been doing lately when you say, “This blog isn’t for everyone?”)
(After all, any effort that fills the sales funnel with bad prospects can become a big, time-consuming problem fast…or one a business chooses to abandon without rethinking and retooling.)
3. SEO and keywords would seem to be all about finding new customers. Do they play a role with a consulting firm or the like that might have 10 clients, keep each for an average of five years, and be happy with a year in which they add four clients and lose two?
In other words, if 80% of your business is repeat business, and if marketing to your current clients is still the most efficient new business to generate, how big of a role can SEO play?
Or…is the reality that that type of business doesn’t have to be in the sights of inbound providers right now because there are so many other businesses that have a clear and obvious need to drive search-related sales? The world is still full of low-hanging fruit, if inbound proponents learn to see themselves as very good fits for some types of business, and less of a fit for businesses that are thriving doing something very different.
(I’ve run into a few “prospects” through the years to whom I’ve ended up saying, “Why are you thinking you can do better than (a 90% member retention rate, or the like)? What you’re doing is working. If I were you, I’d keep doing it. And…also…find actual problems that exist that have to be solved.”)
So an article on what types of companies have been shown to use blogs best would be cool, one day. We know pools are one, and construction supply companies, and I know there are many more. It’d be cool to see an objective look at what they seem to have most in common.
So…those are three ideas I think it’d be cool to hear your thoughts on…but I’m just one guy with a drive to learn and to always know what works…so I can recommend what works to others. Hopefully you have dozens of other questions that readers have emailed you…or that folks have brought up at your appearances…so I understand if none of these ever make your editorial calendar.
But I hope they illustrate how seriously I’m taking what you’re doing and what you’re learning, in that I can see the potential of “community building” (or whatever term we want to use) being brought to bear on common and deeply entrenched challenges that face small businesses…
…simply because those small businesses will now be able to see and address the problems more directly and clearly than ever before…as soon as the providers can objectively see and describe their actual real-word abilities to help, and how they can help best and most dependably.
John
Great discussion, but the bottom line is this: a blog, whether you hate the term, gives you a centralized location to build and control a narrative.
I would argue that a company would be better served by making a blog the platform for social interaction.
Rather than inventing some new gimmick every 6 months because you hired a new ad agency or social media consultant, do one thing and stick to it.
Companies bounce around too much from one idea to the next. What if we start a new hashtag on Twitter (ask McDonalds how that worked out).
Quit being so damn schizophrenic.
Just lay out your story, and constantly repeat the message. Ford didn’t take any bailout money. Ford is making new cars and trucks that people want. Ford is eco-friendly. There it is.
I know Ford pulled their no-bailout message after the White House pressured them, but it’s time to bring it back.
John | Married (with Debt)´s last [type] ..Best Personal Finance Writing – Week 9
Very strong points with lots of merit John. Thanks for adding your thoughts man, it’s always appreciated!
Marcus
This blog, right now, reminds me of a list-serv that once existed in Northern VA called the netpreneur exchange. It was extremely busy when millions and millions of dollars were being poured into new-business start-ups in the Dulles area, and it was a great place to make observations like: Wow…this is interesting. Some of you guys have tens of millions of dollars to spend, but you’re asking questions that I’d expect to hear from three guys starting a business in a garage. Get someone from SCORE to come in and sit down with you for a while.
Then I’d get a direct email back from a Wharton grad telling me I was right, but that the start-ups were in the game trying to build perceived value (or perhaps a workable technology) and sell out. Their “business model” never called for a working business.
Who knew? : )
And, of course, very few of those businesses actually stuck. And a couple people sold out to Cisco and the like and have $100 M in their pockets.
THIS community may be useful to a lot more smaller businesses that LAST…and might help launch many millionaires…but…we won’t know ’til ten years out.
But that’s why I tend to see Marcus as the facilitator who proposes a thesis statement, and then to look beyond him to the community members who, yes, want to use a blog (and inbound and social marketing)…but want to use it to build a business. So their goals, to me, are primarily, to build a business, and secondarily, to use a blog to do it.
I think a lot of the community sees it that way…there seems to quite a few very smart people here who are thinking, “This internet/community thing is going to be incredibly powerful, but a bit of a bear to figure out. It’ll all come down to who matches the right shapes of pegs into the right shapes of holes first…and proves their configuration works.”
I mean, it’s the total dynamics of all that that pulls in a Ford Motor Company executive to talk about that corporation’s goals and approach from an internal perspective…
…in a forum that lets folks who are building or advising ambitious small businesses sit in. And that’s something pretty special. And it’s bigger than one person, clearly. And it may not always be like this…
One day Marcus might be making $100k a year from five different corporations. And folks at multinational corporations (other than Ford) might be saying, “Remember that stretch where we’d tie up staff members for weeks and end up with 250 youtube views and 1,000 blog subscribers?”
As I say, this is another community of very cool and very sincere people brought together by the shared conviction that “anything can happen.” And the reality, over time, is always, “Yes, but *everything* can’t happen, and certainly not for everybody.”
We stack the deck in our favor to have good things happen to ourselves, individually, by being discerning and intentional…tracking our time (that tells us what we’re really trying to do, regardless of our stated intentions)…and always asking three key words: To what end?
This is a great community, and I hope a LOT of lasting good comes from it.
What a great topic! Please visit the Acton Ford Blog and if there is a better Ford blog anywhere I’d like to know about it!
Content is the best investment any business can make, but it’s not a commodity. If you want to rank well for competitive search terms, you can’t slap together posts and expect to sit there for long.
A blog should tell the story of your business, it should be updated regularly, it should not contain your overt marketing collateral – keep that on your website, which is optimized to convert visitors.
A blog will attract attention, so if you’re a dealership, be prepared to hear from corporate about how you worded one of your titles – it will happen. Be prepared to respond to people who comment, because if they do – you’ve done well.
A blog is where you can publish the content you know attracts your ideal customers. If you’re a Ford dealer, don’t just blog about the products – blog about technology because it will attract the types of people who want and need Ford Sync to make their lives easier.
Creating content is the most important marketing decision you should implement in 2012.
This is because Context (the byproduct of high quality content) is King.
Scott Golembiewski
TheDealerBlog.com
Scott – TheDealerBlog´s last [type] ..Acton Ford Employees Honored for Excellence
Scott, wow, what a pleasure to have you stop by here and share this, as I can tell you’ve really embraced content marketing as a major part of your business.
If you don’t mind telling me, what’s your take on Ford.com and their content marketing approach? Would you prefer it to stay as it is or would you prefer more long-tail, keyword based content? Also, do you find they’re very supportive with your content marketing efforts, or more restricting in manner?
Again, thanks for this Scott,
Marcus
Hi Marcus,
Thanks for the warm welcome! I agree that Ford would benefit greatly from a more targeted approach to the content on Ford.com – if you do site:ford.com in Google and look at the titles and descriptions (filter by month) in the SERPs it seems that very little, if any, of what is being indexed would be considered quality “evergreen content”.
I would suggest an investment in content, a shift of their budget from SEM / PPC to SEO, and a program within the company that would reward their employees for writing on subjects people want to know more about.
For example, they just did a hackathon with Facebook on the Sync Applink. The Ford team should have a blog about the apps they are working on, could have tech meetups in Dearborn, could create ….. lots of engaging content if they listen to what we are saying.
Problem is most big companies aren’t going to listen to “free advice”, let alone want to hear they suck at anything. Kudos to you for posting this, hopefully they appreciate the analysis that a Good Blog such as yours can do!
Scott – TheDealerBlog´s last [type] ..Dolan Auto Group School Contest Is Crushing It On Facebook
Now that’s an interesting analysis, and it’s probably quite accurate. I suspect it’s a little like most new corporate blogs – quick the train is leaving, get on board!
Daniel Rose´s last [type] ..Managerial Power — Why Coercive Power is Overrated
Here is the thing Daniel– we can argue all day long about whether or not Ford needs a blog, but Google’s numbers are Google’s numbers. And ultimately, I think that’s what makes my argument accurate.
Thanks for dropping by bud,
Marcus
I would have to agree, Ford really sucks when it comes to blogging. Hyundai do a great job with it!
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