Diva Marketing Blog Acquired .. Almost! Part II

02/07/2011

Continuted from Part I

To sell Diva Marketing Or not to sell Diva Marketing. The bling was shiny. The opportunities were exciting. I thought it might be the right time to go in a new direction. 

While the bling might have been shiny the opening offer was quite a bit lower than I'd imagined. Of course one always thinks their bebe is the most beautiful and worth the Hope Diamond or at least a closet filled with Jimmy Choos. By the way, did you know that Jimmy Choo oganized a Foursquare scavenger hunt in London last year? But I digress. 

Valuating Diva Marketing was a challenge for me. How much is a blog worth? For The X Man traffic was the most important element. Unlike traditional publishers who place a premium on your network, The X Man never asked about RSS subscriptions or my network reach. 

I countered his offer. He came back with some more bling. Not as much as I would have liked but more interesting. After many eMails and behind the scenes work I thought we were at the end of the yellow brick blogosphere road and the doors of the Emerald City were close to opening. For sale by owner

The doors didn't open. The deal didn't go through. That's okay. When I ask why, they chose not to go forward The X Man sent this eMail.

Email 9a diva marketing acquire
A little confusing considering the opening, but ...  

Lessons Learned: If you want to sell your blog host on your own site. 

Lessons learned: For most deals,traffic counts as a prime means of valuation. 

Secret Sauce For Traffic. Everyone who's been in this business for more than 30 seconds knows the secret sauce for traffic is a function of the number of times you posts. Throw in a little SEO and you've got N-U-M-B-E-R-S. If your goal is to sell your blog that may be enough. However, if your goal is to build relationships, establish credibility, service your customers, traffic may not be your silver bullet.

As for The X Man. I gave him some advice on how make his tweets more effective .. add links. Perhaps he's now counting his Twitter Followers. 

As for Diva Marketing. Perhaps a partnership with a brand that wants to reach a targeted community might be a better fit. Open to possibilities. Who knows where the yellow brick road of the blogosphere will lead?

Pink boa At the end of the day it sure was nice to be wanted.  A toss of a pink boa to Diva Marketing!

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Comments

Wow, Toby! What a fascinating experience ... Definitely the X Man's loss, although I'm glad Diva Marketing's brand integrity is intact. Thank you for sharing the valuable lessons learned here!

Posted by: Sybil on Feb 8, 2011 9:37:55 AM

Thanks Sybil, I appreciate your kind words and support. Needless to say, it was an interesting exercise. Perhaps an organization, that wants to partner and will keep the brand integrity in tact, will call on Diva Marketing. Never know what will happen in the blogosphere!

Posted by: Toby Bloomberg on Feb 8, 2011 2:44:55 PM

Hey Toby, Big congratulations to you regardless of the outcome. You were THE one who got me on the road to all this "marketing stuff" ~ seemed like a boring and capitalistic I'm not that kind of person until I met you and you showed me the light! Keep on keeping on.
thanks for all you do.

Posted by: Donna on Feb 9, 2011 6:27:59 AM

Donna - Thanks for your virtual hug. Loved how you dived in especially with your podcast series .. you go girlfriend!

Posted by: Toby Bloomberg on Feb 9, 2011 9:04:11 AM

Thanks, Toby, for sharing your experience. I'm sorry it didn't pan out, but that certainly doesn't make you any less valuable. :)

I think the most important point you made (actually in Part I) is that having trusted advisors to help guide you is critical at a time like this. Now if anyone wants to buy my brand, I'll know who to call first.

And we will have to have those Divi Tinis anyway.

Posted by: Daria Steigman on Feb 10, 2011 11:09:57 AM

That was a great story! I’m sorry that it didn’t pan out the way you hoped but what an experience! Thank you for the tips :-)

Posted by: Pat Kent on Feb 10, 2011 5:48:13 PM

Wow, Toby! What a fascinating experience ... Definitely the X Man's loss, although I'm glad Diva Marketing's brand integrity is intact. Thank you for sharing the valuable lessons learned here!

Posted by: Hiteluniversum on Feb 13, 2011 11:21:37 AM

I so appreciate your kind words about the post but even more so about the Diva Marketing "brand" that I've worked to create in a space where it seems the world takes itself a little too seriously.

Posted by: Toby Bloomberg on Feb 13, 2011 11:41:04 AM

Toby,
So interesting to read! Thanks for sharing -- and amazing that Diva is SEVEN.

Posted by: Betsy on Feb 13, 2011 3:44:47 PM

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