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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 17, 2009 By 1 Comment

Credit union website design tips

In today’s market, credit unions are enjoying renewed popularity among consumers due to their membership-driven policies, personal service, and local community ties. Many people are drawn to these features of their local credit unions and are starting with research on the web.

For this reason, progressive credit unions must capture the attention of these researchers with a compelling online story via a modern corporate website.

Great design. This should be obvious but many credit unions still utilize outdated websites with poor design and awkward usability which hurts their credibility. Prospective customers are making decisions about where to put their money. They need to feel trust and a strong design is necessary to communicate brand integrity. Credit unions should focus on a clean, crisp design that stays very content-driven.

Social media. Today’s consumers are on Facebook, LinkedIn, and Twitter and they sometimes read blogs. Smart credit unions will take advantage of this by creating special promotions for “fans” or “followers” on these networks in order to build a list of permission-based constituents. Each presence on a social network links back to the appropriate content piece on the credit union website.

Blogging. Every credit union website should feature a blog. Educational blogging helps build authority and places the credit union in a position of “trusted advisor” to its customers which opens the door to up-selling additional products. Blogging also boosts search engine rankings.

Up-to-date rates. When consumers are researching your credit union online, makes it easy for them to find rates. Keep in mind that your rates do not have to be the best. If you post your rates clearly and your competition keeps it a secret, you will create more trust in prospective customers because you are giving them an easy path to information, which increases their comfort level.

Online registration for seminars/webinars. Being very member-focused, credit unions are in a great position to offer educational seminars to their customers. Make it easy for people to sign up for these events via your website. Also consider conducting webinars to allow your customers and prospective customers to learn valuable financial information by participating from their computers over the Internet.

Usability. Credit union websites should pay strict heed to common usability norms. Navigation should be in logical places, nav items should use common naming conventions, and sectional or sub-navs should be well-structured. Since credit unions typically have so much content to publish, card sorting exercises should be used to determine the most logical structure to present to users. Over and over, most organizations are finding that “About Us” and “Contact Us” are the two most popular nave items that website visitors click on. Don’t deviate from common conventions like these.

Professional content. The underlying foundation of all these other tools is content. On the web, content must be clear, concise, and logical. Follow the inverted pyramid rule and keep it simple. Make sure your content is written by a professional to ensure that website visitors feel a sense of trust and credibility as they research your credit union.

As member-focused financial organizations that value education and community, credit unions are in a unique position to connect with customers using web tools like never before.

Filed Under: Design 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 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 7, 2009 By Leave a Comment

The Advantages of a Hosted Solution

At SpinWeb, we are big advocates of hosted solutions. This philosophy of outsourcing hosting and software is also sometimes called “Cloud Computing” or “Software as a Service” (SaaS). Despite the current trends and data that support the wisdom of a hosted solution, I still frequently encounter resistance from some business owners and, more frequently, IT people.

So why the resistance? I can’t figure it out. The advantages of an outsourced hosting and software infrastructure are so compelling that it can sometimes be difficult to understand why it’s not considered more often.

So what are the advantages of outsourcing your hosting and software? Here are a few:

1. Reliability and Security. Is your office designed to store and protect mission-critical web servers? Do you have fire protection, biometric security, 24/7 monitoring, and redundant Internet connections? What happens in the event of theft, fire, water damage, and Internet connection problems? Wouldn’t your website be safer in a location designed to protect your data?

2. Maintenance. Who is maintaining your server and software? Do you have a full-time systems administrator that keeps up on the latest software patches and upgrades your systems on a continuous basis?

3. Cost. Purchasing, maintaining, and upgrading your own hardware and software can be very expensive. Compare that to the cost of a low monthly subscription and it quickly becomes apparent that a hosted solution is much less expensive.

If you’re an IT professional, these are points that you should be prepared to talk about with your vendors and your employer. More and more organizations are realizing the benefits of a hosted solution and embracing this trend rather than fighting it can actually make your job easier. Be a hero and go home early. Outsource your hosting and software and save your company time and money.

Filed Under: Technology Tagged With: , , ,
July 27, 2009 By Leave a Comment

7 Habits of Highly Effective Websites

All websites are not created equal. At SpinWeb, we know this and take great care in crafting association and corporate websites that provide clear benefits to site visitors and assist our clients in meeting their marketing and communications objectives. So what makes an effective website?

1. Design. Good design matters. When prospective customers or members visit your website, they are making a snap judgment about your organization. I have lost count of how many times I have heard my friends say (when talking about an organization) “Have you seen their website? It looks terrible!” People notice your image. It matters and it makes an impression.

2. Content. Along with good design, quality content contributes to the impression your website visitors have of your organization. Not only should your content be grammatically-correct and well-written, but it should be current. If you are posting news items, blog entries, or time-oriented items, be sure that these areas are kept up-to-date. Otherwise, your organization looks stale. Consider hiring a content writer to ensure that your organization is presenting itself professionally.

3. Usability. Resist the temptation to cram everything on the home page. Instead, craft a logical navigation structure that allows your site visitors to progress through information in a way that makes sense to them. This can be done through a simple card sorting exercise or by consulting with your website design agency (who may use card sorting as part of their process).

4. Transaction-ready tools. Today’s websites must be far beyond the days of the “online brochure”. Site visitors today demand interactive tools that allow them to purchase items, register for events, get answers, communicate with others, pay bills, and acquire content. In order to be competitive, your website must provide these tools and process data in real time. These tools must also make it easy to capture information and process it for later communication so that you don’t lose touch with visitors. Don’t make visitors call to register, fill out a paper form, or wait three days for an answer. These activities must happen in a matter of minutes via your website.

5. Structural quality. Most people don’t ever see the code “under the hood” that makes up a website, but how that code is structured makes a difference in the user experience. Clean, well-crafted code will result in a website that loads quickly, is search-engine friendly, and is accessible to users with disabilities.

6. Social media integration. Today’s websites must integrate seamlessly into social media in order to have an effective presence. Be sure your press releases, blogs, events, and other content items include a “Share This” button to allow site visitors to easily share your content. Your website should also automatically post content to other networks to automate the distribution process (done via Ping.fm). After this, be sure your employees are re-posting and participating in the resulting conversations.

7. Search engine marketing. Where do people go to find information? You guessed it: Google. If you are not targeting topical keywords and aligning your website with these terms, you are missing a huge opportunity. Creating a well-structured website is one prerequisite, but your organization must also invest in a systematic search engine marketing strategy that targets your audience correctly and collects leads from the resulting traffic. Organic search marketing is the most effective but AdWords are also effective.

While not a comprehensive list, these are the minimum requirements for an effective website. Whether your organization is an association or a corporation, these guidelines will help maximize the effectiveness of your website.

Are there other habits that you would like to add? I would love to hear your comments.

Filed Under: Design, Marketing, Technology Tagged With: , , , , ,
June 1, 2009 By Leave a Comment

Websites: Ask Me What I Want, Not Who I Am

Your website navigation is a critical structural component of your website. A well-designed site navigation can create a comfortable and effortless user experience, while a poorly-design navigation can frustrate and chase away your website visitors.

One trend that I dislike is the philosophy of asking me to define “who I am” with website navigation. University websites do this all the time. Instead of providing me a logical path to find what I want, they instead present me with a decision tree that forces me to put myself into a box. I have to choose between being a student, alumnus, community member, instructor, prospective student, etc. What if I’m an alumnus, a community member, and a prospective student? What if I’m looking for something relevant to students but I fall into another group?

Don’t force me to choose a label! Present me with a clear and logical site navigation that allow me to find what I want. Asking website visitors to fit themselves into boxes only serves to raise anxiety levels and increase the chance of frustration.

Filed Under: Design, Marketing, Technology Tagged With: ,
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