Smojoe makes hero driven Social Media Marketing

Business people with bottom lines are tired of web marketing mantras, brand-building baloney, and self congratulatory praise for a fledgling industry by its most unqualified evangelists.

Harvesting honey in Ontario, McCracken's beeyard in Campbells Honey, Smojoe social media marketing, Toronto, Ontario, Pure Canadian HoneySmojoe’s message to new clients is clean and simple; we use innovative social media marketing to improve search engine rankings for the keywords most commonly associated with your goods or services.

Smojoe writes intelligent articles, blogs and discussion forum posts that get added to Facebook and tweeted to other humans who find compelling story hooks that lead to informative text.  Its precisely because of its high usability among humans that my content gets promoted by search engine robots.

On the internet today, there’s a return to family honour that lets small business compete with big brands. In community blog websites, mom bloggers write better copy than ad firms not due to spelling but because their stories and conversations are real. Are you for real? Are you an expert in something unique? The search for experts drives the internet.

Rob Campbell with honey sign, pure Canadian Honey, Smojoe, Campbells HoneyIts that simple, and yet there’s a lot of confusion surrounding best practices in internet marketing.  There’s no textbook or dvd series yet; every guru’s book is out-of-date a few months after its published.

I think this confusion is sometimes deliberately encouraged by tech team apologists interacting with sales teams and support people – its also found in sales meetings, especially by black hat or grey hat SEO tacticians that promote unrealistic rags to riches success stories.

So what’s a bottom line businessman do?

Hire a freelance Social Relevance Producer, before you even talk to anyone else, including web designers. Get your path to profitability sorted out early in the venture and work toward realistic goals. Answer me why should anyone care about your new website? Why would anyone ever go there twice? And then lets write stories and re blog and discuss those hooks as we endeavour to make your business website the best destination for the most popular keyword targets in your business niche.

Who is Rob Campbell this son-of-a-beekeeper to tell me anything?

honeybee propolis for sale, Smojoe, Rob Campbell, social media marketing in Toronto

first for bee propolis for sale on Google organic

Smojoe is a relevance producer that sees the big picture from the perspective of a jaded web consumer – someone searching for something to help themselves, quickly, efficiently.

Smojoe has a dozen case studies of ‘relevance building’, including work for Miss Teen Canada World where we designed an entire Blog Army that has relevant conversations about, and links to nine different key sponsors each year, and or the work I did personally for a Toronto dentist that propelled her to the first page of all four search engines.  But my new favourite example is one where I made a business where nothing existed before…

In the pictures above, the first one is Canadian honeybee propolis, a substance the insects use to stick their beehives together. In Canada this compound is composed primarily of plant resins, mostly pine tree gum and beeswax and honey mixed together. The bees use it to glue their wood and wax world together, and up until a few years ago it was not collected commercially.  But because of the pine tree resin (think of turpentine) and other plant resins, the stuff has antibiotic properties for the honeybees, and perhaps medical properties for humans. Some famous homeopathic doctors have indicated that it could be used as a mouth and throat tonic and applied via tinctures; I wrote about my own experience collecting honeybee propolis at the source, Bee Propolis For Sale, once, in one blog post right here on this domain.

Story Funnels to Buckstops, the example continues as I linked in photos to three other discussion forum posts that other people had started on the subject of collecting bee propolis months or years earlier. That was last year 2009. It took me five hours max to do all that including post pictures and research. And today I’m first in organic search for ‘propolis for sale’ because of the sincere passion of my information rich contributions to the subject.

man watching barrel fill up with pure canadian honey, search engine marketing, social mediaBeing first in search has its rewards, for any keyword, no matter how insignificant- now I get all manner of strange emails from the world’s most eccentric doctors looking to buy pure Canadian honeybee propolis for their own medicinal concoctions, and of course I sell it to them for $20 CAN per 100 grams, email me rob at smojoe dot com.

In summary, one year ago, I wrote one good informative story all about honeybee propolis right here on this otherwise sterile business marketing blog, and then funneled in some other discussions to dominate the ‘propolis for sale’ search category on forever.

My alias Roberrific ‘son-of-a-beekeeper’ on Tumblr also helps remind readers of my free wheeling propolis dealing character traits, to reinforce my authenticity as a real human with hopes, dreams and emotions.

What search categories do you target? What informative and compelling stories can we tell the world about your otherwise boring business?  Transform homemade pictures and stories into usable social capital today, for more social relevance tomorrow.

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  • August 19, 2010 at 3:06 pm
    Faith Seekings

    Great post! You say blogging can be better than ad copy because it’s real and authentic. I agree, but a lot of our mid-size B2B clients are reluctant to put out anything that’s not tightly controlled, according to brand and inline with marketing objectives. Even harder address, they’re afraid the execs or engineers may say something wrong or negative. How do you start to change their way of thinking?

  • August 19, 2010 at 3:30 pm
    Charles Moffat

    Hey Rob!

    I agree, real bloggers write much better content. And more importantly what they write is often more on topic and practical.

    The problem however is the old advertising industry, the “dinosaurs” as my friend and colleague Vanessa calls them, who don’t understand online social media, how it works and have unrealistic expectations when it comes to keywords and budgets. Vanessa works for an old advertising company and is the only SEO/SEM person on their staff… and she has to explain to her dinosaur boss on a regular basis that she can’t guarantee the top spot in a particular topic (let alone multiple keyword phrases) because there might be other people or companies out there competing for the same phrases/keywords.

    So really the only difference between different SEO/SEM companies is the quality of the work they put in. Carefully monitored content is too time consuming and when you want to make 100 different blog posts promoting the same topic you can’t micro-manage them all.

  • August 19, 2010 at 3:57 pm
    Barb Sawyers

    What a mouthful! Smojoe is a Relevance Producer that makes hero driven Social Media Marketing, Multi-Platform Brand Storytelling.

    I agree that bloggers are often better than professional copywriters because of their authenticity. But that title is too wild to be real. How about: Smojoe gets noticed and appreciated by telling his story everywhere. Or maybe you were trying to squeeze in more keywords for the robots?

    Anyways, great post. Point taken. As a sensitive professional writer, I had to criticize something.

  • August 20, 2010 at 9:43 am
    Rob Cambell

    Barb, you’re right. I was actually trying to squeeze in more keywords, but your comment made me change the title. Generally I never change a title after publishing but your comment made me do it this time… you’re exceptional.
    Faith thanks, we think the same way about so many things. I also despise seeing stock images on business website homepages, esp the ones where people are shaking hands low angle in front of tall buildings.
    Charles, the online social relevance producer is much more than a blogger, but I hear you on the old meets new approaches. Thanks for your comment.

  • August 20, 2010 at 2:41 pm
    Richard Carmichael

    Good advice Rob, I always enjoy the things you have to say and your unique perspective on things. Of course, I would like to chime in… like most medicine, this advice should be taken with food, for thought…

    While it is nice to find a genuinely talented Social Media Mercenary (like you) or a boutique firm who can work small miracles for clients—ne off victories on the cheap, it sometimes pays off to hire someone like you as an integral part of a comprehensive team, more like a squad of highly trained commandos that can not only collaborate to optimize your site strategy before it gets off the ground, but also offer the full package of strategic planning design, development, content and creative all working together towards a common goal on behalf of a client. A team that can not only get the job done right and completely the first time, but one who can and is willing to teach your client how to maintain the momentum once the commandos are off doing other things for the rest of their clients.

    As you can attest to, Google and all of the major search engines change up their algorithms and methodologies for ranking sites on an ongoing basis. As a result, what works today, does not necessarily work six or even three months from now.

    In the long run, clients are better off familiarizing themselves with and keeping up to date on the tips, tricks and tools of the SEO trade (on page and off) so that they can tweak and refine their keyword strategy on their own, as their company, products and customers evolve over time, but also and some would say as importantly, as the search engines and their (top secret) algorithms and methodologies evolve over time to stay ahead of the rest of the search engine Yahoos in this business.

    Give your client a fish, you give them a meal, teach your client to fish and you keep a client happy and healthy for life. Don’t worry, if they like what you have been doing for them, as evidenced in their search rankings, they’ll keep coming back for more.