You are here: Home / Archives for Marketing
December 18, 2009 By Leave a Comment

5 emerging marketing tools you need to start paying attention to

As 2009 wraps up and we look toward the new year, it’s nice to re-evaluate plans for the upcoming year and use the holiday downtime to focus on some initiatives for 2010. I know that the holidays are a great time for vacations but it can also be a great time to work on high-level strategic items, such as business plans, marketing strategies, and processes. It’s also a good time to make some personal commitments about what you will do differently to build your business.

Here are 5 marketing tools that are becoming more relevant all the time. I would encourage you to take a serious look at these tools and decide for yourself if they can help you grow your business.

1. Blogging. Though blogging is not new, it is still uncomfortable to most people. Nobody wants to take the time to blog on a consistent basis and no one knows what to write about. Well, that may be true but at the same time, nobody wants to take out the trash, either, but it must be done if we want to run a tidy business (or household). Blogging is a fantastic way to improve search engine rankings as well as build authority. It gives you a platform for producing re-usable content, visibility, and expertise. It helps build trust with your audience and also is a great personal development vehicle. If you prefer not to write, consider a ghost blogger.

2. Twitter. Out of the big three (Twitter, Facebook, LinkedIn), Twitter is still the social network that is the scariest and strangest to most people. I encourage you to do whatever you can to get over it. Twitter is an incredibly powerful tool for communication, lead generation, and research. I see referral opportunities almost every day on Twitter that most businesses aren’t even aware of. Pick up a copy of Kyle Lacy’s “Twitter for Dummies” book or attend a SpinWeb Twitter Seminar to learn how to get started. Just don’t be scared. You can grow your business with Twitter.

3. SlideShare. I love SlideShare and I think it is an under-appreciated gem in social media. SlideShare allows you to post your presentations online and share them with others. It also allows you to create a profile to give more information about yourself, and it also allows you to capture leads from viewers. Posting your presentations online is a fantastic way to build your platform of content and authority. Many of my speaking engagements have been facilitated by my use of SlideShare to clearly publish my presentation content.

4. GoToMeeting/GoToWebinar. Going a step further than SlideShare, GoToMeeting and GoToWebinar allow you to give live demos and presentations to people anywhere in the world on an almost unlimited scale by sharing your screen with your audience. Though I prefer in-person presentations, when it’s not possible or practical to travel these tools allow you to remove geography from the equation and present your content to a huge audience from varied locations. This allows you to build your authority, reach new prospects, and capture qualified leads. It also allows your sales team to deliver rich web-based demos to anyone in the world. If you become comfortable hosting web meetings and webinars, you will open up a whole new opportunity for marketing your business.

5. Your website. Ok, so business websites are not as new as some of the other tools listed here but I have to include it because I am constantly surprised at how often organizations neglect their own websites. Your website is your primary information portal and should be an investment that supports your marketing efforts and goals. It should be well-designed, well-planned, and should have the right tools in place for your organization and your audience. An outdated, poorly-designed, or poorly-managed website is absolutely unacceptable in 2010. Make the investment in a great website.

Make 2010 a year of positive change and new ideas. Step out of your comfort zone and build your business with some tools and methods and you may not have tried before. If you have any other tools that you would like to suggest, please feel free to leave a comment here. I would love to hear what you think.

Filed Under: Marketing, Technology Tagged With: , , , , , , , , , , ,
December 2, 2009 By 5 Comments

Why consider ghost blogging?

You’ve probably heard all the buzz about blogging by now. As you may have heard, blogging can help build visibility for you and your company through improved search engine rankings and distributed content. Blogging also helps add an element of transparency to your business because it allows your customers to learn more about the people behind the services you offer. Finally, blogging gives you a strong content platform to distribute via multiple channels, including social networks.

Blogging sounds like a great idea, right? However, what if you don’t have time to blog or you are not inclined to be a writer? This is where ghost blogging may be a good fit.

Ghost blogging is a service in which a company or individual writes blog entries on behalf of someone else. For example, let’s say Acme Corporation is interested in ranking better on search engines, as well as publishing industry articles that build credibility in the marketplace. Acme Corporation does not employ professional writers and no one on staff has time to become a great blogger. In this case, Acme Corporation might hire another company to write scheduled blogs on behalf of Acme. These blogs might be published as the CEO, Marketing Director, or a VP. The ghost blogger will do a brief phone interview with one of more Acme representatives in order to gather topics and outlines, and then write blog entries based on those notes.

This may seem inauthentic at first, but it’s actually quite the opposite. Rather than painstakingly trying to craft articles that communicate the proper message, Acme executives can now speak freely and comfortably during the ghost blog interview and know that their words will be crafted properly in the written form. Additionally, a good ghost blogger will structure content in such a way that important keywords and phrases are included in order to assist in better search rankings for Acme.

Most ghost bloggers will do a monthly or semi-monthly interview that produces about four blogs per month. Ghost blogging is a great way to build a content platform and improve search engine rankings. Additionally, it gives you great content to distribute on LinkedIn, Facebook, and Twitter. This helps strengthen your brand and authority.

So how do you know if ghost blogging is right for you? If you don’t have professional writers on staff, you want better visibility on search engines and social media, and you want to build a reputation of expertise in your industry, ghost blogging may be a great fit for you.

Filed Under: Marketing, Productivity, Technology Tagged With: , , , , , , ,
November 30, 2009 By Leave a Comment

Web 2.0 Expo in New York

A couple of weeks ago I had the pleasure of speaking at the Web 2.0 Expo in New York. My session went very well and we got excellent feedback but I also had a wonderful time attending the other presentations and learning from other speakers.

The first session that really piqued my interest was “The Elephant in the Room: Social Media ROI.” It was an interesting session and the presenter did a really good job of keeping the concepts simple and productive, like reminding us that ROI is simply “(Profit – Investment) / Investment” – a concept that we sometimes over-complicate as marketers. I was a little disappointed that the presenter ran out of time because he kept answering questions from the audience rather than finishing his outline.

The next session that I really enjoyed was “Business and Community in the Facebook Era” by Clara Shih. Clara was an outstanding presenter who was very competent and had a smooth and articulate delivery. The subject matter was also more conceptual in nature, rather than technical, which made it easy for the audience to adapt the concepts to individual businesses.

From an entertainment standpoint, the highlight of the conference was “There’s a #Hashtag for That,” a Keynote by Baratunde Thurston. This presentation was absolutely hilarious and very insightful at the same time, covering creative uses for hashtags on Twitter. I’m normally not a fan of using foul language in presentations but he was so good that I was able to enjoy it anyway. Be sure to watch the video.

The last presentation that I enjoyed was “Effective Twitter for Business,” by Sarah Milstein. Sarah was a great presenter and the session was full of solid material but it was a bit more on the beginning level for my taste. It was nice validation, however, for my own Twitter presentations.

The next day was spent preparing and presenting my session, “Social Media – Secret Weapon for SEO.” I presented with John Limbocker and was sponsored by Verio. John, Janine, and everyone I worked with at Verio were fantastic and the session was a great success.

I learned a few other neat tricks, like the fact that you can place a plus sign at the end of any bit.ly URL to see its click-thru stats – even if it’s not your link. Pretty cool!

The Web 2.0 Expo was a great experience and I not only learned some great marketing and technology tips, but also gained a lot of new insights into speaking and presenting and have enjoyed polishing my own presentations as a result. I encourage everyone to take the time to attend conferences like this to continue to push your skills and knowledge to the next level. I will be able to serve my clients and my constituents better as a result of this continuous learning. I look forward to next year’s Web 2.0 Expo!

Filed Under: Design, Lifestyle, Marketing, Productivity, Technology Tagged With: , , , , , , , , , ,
November 20, 2009 By Leave a Comment

Know when to use your hammer

“When you have a hammer, everything looks like a nail.” I’m sure you’ve heard this phrase before and it makes a great point. In business, we all have hammers and we are all looking for nails. This blog post was inspired by a post by Seth Godin, in which he explains that different professionals will tend to recommend their own “hammers” for the same problem based on what they are familiar with. He goes on to say that it’s a good idea to know when to switch to a different hammer for different circumstances.

It’s a great point and I happen to agree but I would like to approach it from a different angle. I would argue that something more businesses need to get better at is knowing which nails to hit.

Many smart businesses are realizing the value of specializing and narrowing their targets in order to become really great at a few things rather than mediocre at many things. The problem is often that businesses have a hard time admitting it when their hammers don’t fit the nails that are in front of them.

As service providers, businesses need to have a clear picture of what they are good at and what they are not so that they can discern properly and know when to say yes and no to customers. A business that eagerly accepts every customer that comes along is inviting disaster since this can often lead to failed promises, unmet expectations, and inefficient work.

At SpinWeb, we have some great systems, processes, and tools. We know when to use them and who we can help. If we have an opportunity to work with a client and we know that the project will fit our systems well, we are eager to deliver. However, if we are asked to do something that does not fit our processes, tools, and skill set, we are very quick to politely decline the work and make every effort to refer that client to another resource that might be a better fit. If we can do a great job at something, we will. If we cannot, we will say so clearly and honestly. We know when to use our hammers and we want our clients to be happy.

In your business, do you know how to decide when to use your hammer?

Filed Under: Design, Lifestyle, Marketing, Productivity, Technology Tagged With: , , , ,
November 14, 2009 By Leave a Comment

Website load time may affect your Google rankings

I noticed an interesting article today on The Marketing Technology Blog about Google and its plans to account for website load times in its ranking system. The article was written by Doug Karr, who I respect a great deal and makes some good points. All opinion aside, however, this policy from Google is significant to businesses since it can impact how easily their websites are found.

Website load time is always an important factor to improve when creating websites, but as it becomes even more important, I’d like to touch on two things that play a huge part in ensuring your website is not penalized.

One factor is your hosting platform. As Doug points out in his article, if your website is hosted on a bargain basement hosting plan, it may get penalized by Google because of slower load times. I have always been in favor of high-quality enterprise hosting for business websites for a number of reasons but this only adds to the argument. At SpinWeb, we are very transparent about the fact that we are a Verio parter. SpinWeb websites are hosted in Tier 1 Verio data centers on high-quality hardware, extremely fast connections, and well-tuned servers. Verio is a owned by NTT Communications, which is a billion-dollar company with one of the largest and most reliable networks in the world. We rest easy at night because we partner with a business-class hosting provider which ensures that our websites load quickly and are backed by enterprise technology. We do not skimp on website hosting.

Another factor that affects load time is website structure. At SpinWeb, we take great care to utilize intelligent CSS techniques that accomplish more with less code. We also optimize images and Flash to ensure the smallest file size possible. If something can be rendered the same way with fewer lines of code and less overhead, we will do it. This leads to websites that load faster.

A fast-loading website is good for your visitors but now it is becoming good for search engine rankings. Make sure you are doing all you can to maximize your chances of being seen.

Filed Under: Design, Marketing, Technology Tagged With: , , , , , ,
November 4, 2009 By Leave a Comment

How design affects credibility on the web

I hate ugly websites. I realize that I have a particular bias as a result of what I do so I’m sure that is to be expected. In fact, people often have fun with me by sending me links to ugly websites just to see how much I cringe.

All fun aside, however, how often do we really think about how design affects our credibility as businesses? Do ugly websites hurt business? Turns out, the answer is yes.

Many studies have been done on this topic, including this one from Stanford University. In these studies, we find out that there are a number of design factors that influence how your website visitors perceive your organization.

“Real-world” aspects of your organization. Do you list your physical address? Do you display professional photos of your key team members? In short, does your website reflect the legitimacy of your organization?

Ease of use. A website that is difficult to use damages the credibility of your organization because it gives the appearance you don’t care enough to present a logical, well-designed navigation. If you don’t care about your information infrastructure, how much do you care about your customers?

Markers of expertise. Your corporate or organization website is an opportunity to display credentials and examples of your expertise. Take advantage of this and increase your credibility through case studies and credentials.

Markers of trustworthiness. The Stanford study referenced above found that visitors responded more positively to websites that presented content in a transparent and unbiased fashion. By contrast, websites that crossed the line into being too promotional resulted in decreased levels of trust in visitors. Be honest and factual when presenting your online image to increase trust.

Tailor the user experience. If your site allows customers to log in, give them access to specific data that is relevant to them. Additionally, allow your website visitors to easily find data relevant to their specific needs or markets.

Avoid over-promoting or over-advertising. Advertising elements can sometimes be very effective when implemented tastefully. However, avoid the trap that many newspaper websites fall into when they plaster ads all over their home pages. Too much advertising damages credibility.

Pay attention to design details. Even small glitches like a broken link or misspelled word can damage credibility. Additionally, avoid outdated, amateur design. A professional design goes a long way toward legitimizing your organization and can make the difference between a transaction and a lost customer.

Ultimately, credibility is a significant factor in your bottom line because trust must exist for a sale or a transaction to take place. Does the design of your organization’s website inspire trust?

Filed Under: Design, Marketing, Technology Tagged With: , , , , , ,
October 25, 2009 By 4 Comments

How an insurance agency generates business using Facebook

I always enjoy hearing stories of small business owners using social media to generate leads and connect with new clients. As much as I encourage people to give social media a chance, it’s the real-world case studies that speak the loudest.

Jim DeWitt is an owner at DeWitt Insurance Group and is a member of my BNI chapter. Jim’s agency offers life and health insurance (both business and individual), as well as property and casualty insurance. During our BNI meetings, Jim sometimes shares with us how he finds new clients. Frequently his clients come from Facebook as a result of his commitment to staying active in social media. I sat down with him to learn more.

Jim let me know that he started off on Facebook just reconnecting with old friends and used it for keeping in touch. He did not overtly talk about business but when people asked him how he was doing, he would let them know that he was an insurance agent and that he enjoys helping people save money on their insurance. This frequently led to opportunities to provide quotes to his connections and sometimes led to new business. At its most basic level, Facebook allowed Jim to expand his network and engage in business conversations with his connections.

As Jim earned more and more business via Facebook connections, he began to share his stories via the Facebook news feed. One such posting announced that he was able to save someone $1,000 a year on insurance and explained how much he enjoyed his job. It was not a hard sell, but rather an authentic story that displayed his passion for helping others. Following this post, a number of his connections asked him for quotes on their insurance. Jim acquired 3 new clients as a result of that post.

Facebook also helps Jim keep an eye out for opportunities. Sometimes his connections will share their dissatisfaction with their insurance policies. When this happens, Jim politely offers to provide quotes for them to see if he can help. This has also led to new business.

Jim also let me know that not only do his clients frequently come from Facebook, but those same clients also often refer him to other friends and family – sometimes via Facebook.

So far, Jim’s activity on Facebook has led to approximately 20 new business opportunities (some still in progress) and 10 new clients. Not only is he able to find new clients, but Facebook also helps him provide better service to his existing clients. When he notices that his connections announce life changes on Facebook, it gives him the opportunity to proactively offer to update their insurance policies and offer advice on proper coverage. This strengthens the relationship and improves his client retention.

While other insurance agents are struggling to squeeze more business out of offline marketing and cold calling, Jim DeWitt is integrating social media into his business strategy and is achieving great success. By being authentic, helpful, and active on Facebook, Jim is growing his agency and expanding his network.

To learn more about Jim, contact him via his Facebook profile or call him at 317.695.2317… he would love to hear from you!

Filed Under: Marketing, Technology Tagged With: , , , ,
October 6, 2009 By 1 Comment

The importance of high-quality photography on the web

The quality of your photos can make or break a website design.

The right photos make a huge difference in the overall impression and effectiveness of your website. I’ve seen many otherwise decent websites that are ruined by poor photo choices or low-quality photos.

Do not skimp on photography. The best case scenario is to have custom professional photos taken for your website. If this is not possible, at the very least choose good stock photos that properly represent your brand.

When visitors view your website, they are making a snap decision on the credibility of your company. Your website is setting a tone. This is your chance to create a specific reality that will influence your prospective customer through imagery. Great photos will have a positive impact.

Here are some guidelines in using photography on your website:

  • Always use professional photos – hire someone or ask your design agency if they offer this service. Photos taken by someone in your company as a hobby don’t count.
  • As an alternative, utilize high-quality stock photos from a leading photo site.
  • Photos of people are good – people relate to seeing other people.
  • Even though photos of people are good, avoid the meaningless “business people shaking hands” photos.
  • Always show positive imagery – smiling, happy people invoke the proper positive emotions in website visitors.
  • Resist before and after photos – only show the after. Nobody wants to go to a dentist’s website and see photos of ugly teeth. Just show the final result: beautiful teeth.
  • Fewer, bolder photos are better than lots of little photos. Less is more. Make each photo significant.

When planning your website, be sure to budget for tasteful, high-quality photos. It will make a significant difference in how your company is perceived.

Filed Under: Design, Marketing, Technology Tagged With: , ,
September 26, 2009 By 1 Comment

Facebook profiles are for people, not companies

I still see this over and over on Facebook: profiles used as company accounts. This is an incorrect use of Facebook and of social media in general. A personal profile on Facebook is meant for a person. No one wants to engage with a Facebook user that has a company name as the profile name and company logo as a profile picture. It is impersonal and uninteresting. Your Facebook profile should be you, with your actual photo (not a picture of a tree or something) and not your company logo. People want to interact with other people.

Facebook fan pages are the best way to create a business presence on Facebook. That is what they are designed for. Use your company fan page to create your company presence on Facebook and then invite people in your company to contribute to it.

Profiles are for people; fan pages are for business.

Filed Under: Marketing, Technology Tagged With: , ,
September 18, 2009 By 2 Comments

Auto-unsubscribe is the only acceptable policy

I finally got annoyed today at the number of “noisy” emails I was getting from Overstock.com so I decided to unsubscribe. Never mind that I was already annoyed with Overstock.com because of the frequency of sending, low content quality, and difficulty in unsubscribing. That’s a story for another time but it will suffice to say that the company’s brand now conjures up negative feelings in my mind.

I finally found the unsubscribe link (hidden among some other links) and I clicked it. The first mistake Overstock.com made was that the process was not a one-click process. After I had already clicked on the (well-hidden) unsubscribe link, I was taken to a confirmation page which required me to click again.

The worst part, however, is that when I finally confirmed my desire to leave this mailing list, I received this confirmation message:

“We have received your email frequency change or unsubscribe request for the email address listed below. Please note that it may take up to 10 days for your change to take effect.”

Seriously? It takes 10 days to remove me from a mailing list? There is absolutely no excuse for this. The technology has existed for over a decade which allows unsubscribe requests to be processed automatically. A delay of this nature implies that human intervention is required to update the database which means that not only will I continue to be annoyed by emails, but Overstock.com has to pay someone to click buttons.

Be sure your email newsletter offers an automatic one-click unsubscribe process. Anything else is wasteful and irresponsible.

Filed Under: Marketing, Technology Tagged With: , ,
« Older Posts
Newer Posts »