In my last post, I mentioned that I would continue to cover how Web 2.0 tools are disruptive to the old ways of marketing.

First of all, as a reminder, here’s the official definition of Web 2.0 by Wikipedia.

Why is Web 2.0 disruptive to traditional business models?
Web 2.0 Tools enable people to do a great job at reaching out to the market (marketing) in an interactive way. The “secret” to creative and successful marketing has always been new tools combined with inspiration and action. The “new tools” we’re looking at are Web 2.0 tools. Traditional marketing takes more time and money and is all too familiar to your market. These Web 2.0 tools create much more powerful marketing for you to reach (and impress) your existing customer base and potential customers in a more cost effective manner. Less expensive, more powerful, and easier to manage than traditional marketing, sound good so far? Well then, read on my friend…

One powerful Web 2.0 marketing tool is called “podcasting”.
Podcasts can deliver audio and video to anyone, anytime for little cost. You can target and penetrate your local market by using audio or video in a way that your competitors don’t have a clue about. Podcasts are a great way to offer your customers direct download or streaming content that they are interested in and appreciate. They add a more interactive element and better communication of your company’s brand, beliefs, and offerings. Podcasts give your company a way to deliver compelling content about existing or new products and services that your customers didn’t realize you offered. Best of all, your customers can easily share your podcasts with others. How’s that for good marketing?

“How does podcasting work?”
Barriers to entry are very low for businesses. Basically, if you have a microphone, a computer, a camera, and an Internet connection you can publish audio or video “shows” that can be listened to or viewed by people anywhere in the world. You can also use a service like… GoldfishNetwork.com! These podcast files will be online so your customers can easily play them on their computer or put them on their MP3 players at their convenience and listen when ever they want to. When your customers have that kind of control, they are much more open to your message.

Many companies choose to provide podcasts to the public for free, but podcasts can also be a “Premium content” subscription-based service.

Why is podcasting disruptive to traditional marketing?
The companies who are acting now and using tools such as podcasting are rapidly gaining an advantage over their competitors by drawing new customers and delivering content directly to their customers the way the customer wants it. This translates into a better relationship and bond with your customers resulting in more referrals, more sales, and higher retention of your customer base. Companies that are restricted to the more traditional (and expensive) marketing approaches are facing an increasing disadvantage.

From blogs and RSS feeds to podcasts, Wikis, and social networking, when you get up to speed and use at least a couple of these new tools, you’ll create new customers, serve your existing customers better, and see a payoff in the bottom line.

“Thanks Michael, but what about you and your well-being?”
Thanks for asking. And you know, this blog just wouldn’t be the same without ending with an utterly shameless plug so here you go… I can help you market better and make more money by coaching you and showing you how to implement cool web stuff that creates more business. Is this something that you might be interested in? If so, call or send me an email.

OK, I’m done for now. Next time we’ll take a look at RSS feeds…

Okay, that sounded weird the second I typed it, but it’s true in the sense that, although we want to grow and do well, we won’t do it at the expense of ethics and our appreciation of our clients. It’s not because we are superior human beings, although my wife is pretty cool, it’s because we’re people. Just like our clients, we want fairness wherever and whenever we can get it in the business world. If you don’t give a fair shake, don’t complain when you don’t get one.

Here’s an example of what most web designer’s attitudes are towards clients.
He’ll remain nameless, but the author of “The 7 Reasons…” below, is a very high-profile, successful web designer sharing his outlook on clients with his many fellow designers, the vast majority agreeing with him wholeheartedly. Although this is a single subject, it is enlightening to observe the standard attitude a lot of web designers have towards clients in general…

7 Reasons why they “Avoid Hourly Billing Like The Plague.”

Them: 1. “It’s time consuming”
“Constantly starting and stopping timers is an annoying and time-consuming practice—it’s completely counter-productive.”

Goldfish:
Keeping track of everyone’s time is the only way to pay your contractors correctly and demonstrate that your client is getting all that they are paying for (and more). Besides it’s your job to keep track of time with whatever you do. Otherwise, you’re just blowing bubbles through the client’s treasure chest…you know, like in a fish tank…okay never mind.

Them: 2. “It makes clients nervous”компютри
“You would be surprised how much more comfortable your clients will be if they know exactly how much they are going to spend. Open-ended hourly billing, even accompanied by a ballpark figure, makes buyers nervous. Flat-rate billing makes them feel secure.”

Goldfish:
Give control of the project’s time and money to the client (without the project being open-ended) and simply ask them what they are comfortable with. Sounds crazy, I know.

Them: 3. “It encourages lower productivity”
“When you’re getting paid by the hour, there’s no incentive to work faster or smarter. In fact, the slower you work, the more you get paid. Flat-rate billing encourages you to work efficiently.”

Goldfish:
There should be an incentive to work as efficiently and as hard as you can, no matter. How about appreciation of the client, their trust, and their money for incentive. There’s also the incentive of referrals when the client knows you worked your rear fins off for them.

Them: 4. “It lends itself to tedious website update work”
“Some may feel differently about this, but I hate doing updates on ugly sites I didn’t design. Charging by the hour lends itself to this kind of work. I want to spend my time designing new sites and helping my recurring clients. Flat-rate billing will help you do more of what you like to do.”

Goldfish:
Helping clients with whatever sites they currently have helps them in a pinch and surprise! they become “recurring clients.” I hate to get all complicated but, if GoldfishNetwork didn’t design the site and the client asks for help, guess what? We help them.

Them: 5. “It doesn’t stop feature creep”
“One common misconception about hourly billing is that it puts an end to feature creep. In reality, all it does is frustrate the client. I their mind, every time they ask for something that should have been included in your original time estimate, they’re being hit with unfair additional charges. Start with a flat rate with plenty of padding for feature creep, and this will rarely happen.”

Goldfish:
Our proposal to the client spells out what is included in the first place and gives examples of what kind of additional work the client may, or may not want done as the project moves along. As a client I wouldn’t want my trusted web designer to “Start with a flat rate with plenty of padding” and leave it at that.

GoldfishNetwork gives two options, one option is a single solid number bid (that does include padding that we explain thoroughly) and the other option is a hybrid that gives the client the safety of a single solid number with options and a discount on top of it. Both options leave the possibility of the project coming in under the proposal (which happens). We don’t just scoop up all the gold coins at the bottom of the tank.

Them: 6. “It severely cripples billing potential”
“Imagine giving an $3000 estimate for a very basic website. Let’s say you’ve been designing websites for awhile and you’re getting pretty fast—you know it will take you about ten full hours of work to get the project finished. Billing by the hour, puts your rate at $300 per hour. It sounds outrageous when you put it in those terms. They have no idea how much work and effort it’s taken to hone your skills to their current level. That same site may have taken you fifty hours when you first started designing websites. Flat-rate billing allows you to charge what your services are really worth.”

Goldfish:
I guess the point is, hey, why not charge $300 per hour for a basic site, the client won’t know and besides, in the past, you had to learn your craft and everything. I guess this well-known, wealthy web designer feels that he has paid his dues and can now pull stuff like this with a clear conscious.

GoldfishNetwork charges less than the guys “in the city” because we’ve spent years working out how to combine “People, Process, and Technology” to deliver top value and get some new blue gravel for the old tank once in a while.

Them: 7. “It encourages clients to abuse you”
“When you charge by the hour clients tend to argue and grumble about every little charge because they can see every little charge on the invoice. When clients feel that you’re cheating them by not working fast enough, they can get really grumpy. Flat-rate billing keeps everybody happy.”

Goldfish:
Hey, mister successful web designer guy(s)… If your clients “abuse you,” “tend to argue and grumble,” “feel like your cheating them,” and “get really grumpy” as stated above… you may not be good at having clients.

Folks, this widespread attitude that clients are so darn-gum difficult and unappreciative of the fine and dandy, “smoke and mirrors,” $300 per hour work they’re receiving is perhaps a wee bit arrogant. Unfortunately, you’ll find this attitude all over the place.

Maybe these web designers should take a nice long swim and think about why their clients seem so ignorant and hard to get along with, they might get lucky and see their own reflection in the water.

There, I feel better. I hope you do too.

A lot, especially if you’re a business or a person…

Hi! Michael here. First of all, here’s the official definition by Wikipedia.

Ok, here’s my quick and simple definition for businesses:
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Web 2.0 is now the way smart businesses are using the web to reach their markets…and have their markets reach them. That interaction between business and client transcends the “conventional” way businesses have used communication for marketing. Web 2.0 is about interaction with clients using the new tools that the web is providing.
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But wait there’s more!
Tools such as blogs, wikis, RSS feeds, and Podcasts are used with serving community in mind. They are ways to stay informed and in touch. Blogs, for example, are a huge phenomena in the business world and are used by millions of people to criticize, praise, and give suggestions to businesses (the ones that listen…)

“So what?”
So, businesses that listen to their customers and act on what they learn, prosper. And customers also compare notes with other people (fellow customers or potential customers) by having conversations about the company’s products or services. It’s a very powerful way for businesses to not only engage their market by actively taking part in that conversation, but to also gauge ongoing marketing efforts, product or service satisfaction levels, and test new product or service ideas. That’s what.

“What’s all this mean to me and my business?”
Web 2.0 is changing so many things about doing business so fast that companies are struggling to keep up with what’s going on. The phrase “lead, follow, or get out of the way” is quickly becoming more true than ever. “Listen up” is also a nice, useful phrase here. For businesses that are making the moves and getting up to speed, it’s a very good thing. Good for everyone involved. The customers win with more information and insight from the company and the company wins with more information and insight from the customer.

*Warning* Shameless plug directly ahead… I can help you get up to speed with all this and make sure you win (so your customers win too). Because when I help you make more money, you’ll give me some (which I give to my wife). It’s a win-win-win…win situation. My telephone number is up on the header of this page…

Ok!
Well, that’s my simplified overview of what’s fast becoming a way of life for people and a fact of life for companies.

The next post will give some examples of how “disruptive” (wait…that can be good, very good) “Web 2.0″ has been to the old way of marketing…. See ya then.