Archive for June 2010
The Lifeblood of the Internet
The Lifeblood of the InternetBy Robert Imbriale (c) 2010 If you’ve been involved in marketing of any kind over the last two decades, I’m sure you’ve heard the saying, “content is King.” Marketers, successful marketers, live by that mantra. When I look at the Internet what I really see are two things. There is the content and then there are the applications that allow you to interact with the content. To completely over-simplify things, the applications are what make it possible for us to create, share, and use the content we find on the Internet. So to say content is King, you’d have to also say that the applications are Queen in order to have a more complete view of the Internet. There are all kinds of applications from the browsers that make surfing the Internet possible to all sorts of applications that manage and deliver the content.Think about it. Without the application we know as Google, how would you find the content you’re looking for on the Internet? I’ve been there and I remember finding things online was next to impossible, but that was back in 1987. Then we have Adobe TM Flash that allows us to see and hear sounds and images over the Internet. There are all sorts of content management systems available to us today that simply didn’t exist a few years back. As it becomes easier and easier to manage and digest, the demand for new content grows and grows.Marketers who create quality content often find they are able to generate large amounts of traffic, they usually have large mailing lists, and it almost goes without saying that they usually have healthy bank accounts.It all starts with the content. The more you create, share, distribute, the better off you’ll be in building a profitable business on the web. If you want the real secret to Internet success, this is it.Content comes in many forms, and it’s best to use as many forms as possible on your web site because there are now so many ways to access and use content and not everybody wants it the same way. Some people love to read, others prefer to listen, some prefer to sit back and watch a video.As you develop your content, think about creating not just written articles, white papers, and special reports. Be sure to add streaming audio, podcasts, videos, screen-captures, and even animations to your mix.Sometimes it’s best to give the same content in different formats. For instance, you might present an article as both a regular web page and a downloadable .PDF file. You might present a video and also present just the audio track from that same video. Now how do you get from creating content to building a successful business?Think about why most people use the Internet. They get online and check e-mail. They log into their social networks to keep up with their friends. They search for information to help them answer a question. They look for things to purchase. They come to play games and meet people. All of these activities revolve around finding and using content.When you’ve got content on your web site and you make it easy for people to find, you íncrease the traffic to your web site, naturally.The more content you have, the more people will be stopping by your web site. Truly the days of the single-page sales letter web sites are done. You’ve got to do more than make a compelling sales pitch, you’ve got to demonstrate that you’re the leader in your market. You’ve got to show people why they need what you have and how it will truly make their lives better. And most of all, you’ve got to let them sample your stuff before they purchase.Let’s look at it from the customer’s perspective. Your customer wants the best of what’s available but how can they figure out what’s best from a sales letter alone? They need more information that’s not in the form of a sales pitch. They need to feel like they can try it on, test it out, and they can do that when you present them plenty of content on your web site.So if you’re selling a product that is best demonstrated in a video, be sure you have a number of videos on your web site showing customers using and loving your product. If you sell consulting, demonstrate your knowledge of your topic with articles, reports, white papers, audio presentations, and even videos of you speaking to an audience. As you plan your content, also keep in mind how you’re going to present it on your web site so that it’s in the formats people can really use, that it’s easy to find, and that it’s readily accessible from different Internet devices, including smart phones.If you’ll take to time to do this, what you’ll soon realize is that your sales letters will perform better, people will not need as much strong-arm salesmanship before they purchase, your mailing líst will grow, and your web site will show up in more places on the Internet.It’s no surprise that web sites that present a lot of content lead the field when it comes to sales. Take a look at your web site today and think about how a new visitor would really get to sample what it is you do without having to purchase what you’re selling.How good is your web site at attracting new visitors with little or no direct effort on your part? Do you have enough easily accessible content on your web site to keep people coming back for more?Most web sites, including my own, can always use more great content. Adding content is the best and most profitable use of your marketing dollars because the return on your investment continues for years.For instance, in 1991 I wrote my very first article on marketing. It was published in a national business magazine a few months later and it continues to appear on the Internet almost 20 years later. In that time, this one article has been read more than a million times, and has generated countless sales for my business. What other kind of marketing can do that?In my opinion, no other marketing piece can do what adding fresh content to your web site can. Ideally, you’ll be adding new content regularly, and expiring content that is no longer relevant. When you do, you’ll have the most profitable marketing strategy working for you all day, every day for years to come.About The AuthorRobert Imbriale is the author of the best-selling book, Motivational Marketing (Wiley, 2007). He has personally coached thousands of business owners since he began coaching in 1995. He is a leader in the marketing industry and regularly appears on radio and television. To get your copy of Why People purchase go to www.UltimateWealth.com/money.htm
How to Use Facebook as a Branding Strategy for Your Business
How to Use Facebook as a Branding Strategy for Your BusinessBy Lindsay Dicks (c) 2010 If you aren’t already connected to the social media revolution, it is time to get your head out of the sand and harness the power of the digital network. If you want to get out ahead of your competition and make consumers excited about interacting with your brand, social media is the way to go. It isn’t an overnight marketing fix, it takes time to build a following, but if done correctly you can use social media to drive people to your website and ultimately to your front door. Are you ready? After building your incredible website and blog, it is time to build a Facebook fan page. Before you run away at the thought of building your page, let me assure you that it is easy to get started, and I am going to walk you through it. But, of course, if you get stuck or need additional help with the more complicated aspects, we’re always here to help. (But I promise; set up is easy.) The first thing you need in order to create a Facebook fan page is a personal profile. What? You don’t have one yet? Time to get one! I am not going to waste time walking you through profile set up because the steps are pretty self explanatory. Just go to Facebook, fill out the information to get started and let the steps guide you. You can probably set up a basic profile in about 15 minutes. After setting up your personal profile, spend some time poking around Facebook and getting to know the site – have fun. Check out some of your favorite companies’ fan pages and connect with friends.Now to set up a fan page.Once you are logged into Facebook, scroll to the bottom of the page and click “Advertising,” and then click “Pages.” There is some great information here about fan pages, so take a moment to read through the information and when you are ready click “Create Page.” As you go through the set-up process, remember that in any branding and marketing it is important to categorize your company in the right area to help people find you. So choose carefully.One of the great things about Facebook is the ease of set up navigation. From here, setting up a fan page is really about following the prompts. Rather than point out each step, let’s look at the important ones to get your personal branding going.1) Photo – Before you do anything else, make sure you have the perfect photo for your page. Maybe your logo is the best photo for your page, but maybe not. Think about other branding materials you have, maybe something seasonal. Obviously, you want your fans to see your photo and recognize your brand – that’s the goal. But if you have a creative image that is also recognizable, it might help your fan page attract fans with an element of fun.2) Write something about your company – See the little box under your picture that says “Write something about your company”. This is very important because this is one of the items that is visible on every tab of your fan page. This is your elevator statement in 250 characters or less. Be sure to include a link to your website here, and in order to make your link clickable, don’t forget the http:// before the www. (Note: this statement can be changed at any time, so it is a great place to highlight a promotíon or other important happening for your company.) 3) Wall Settings – Another important tool in the set up of your page are the wall settings. You have to decide if you want visitors to be able to post messages for everybody to see or if you only want your messages shown. Unless you have a super controversial company, I recommend starting with allowing everything. It will help you build your wall faster because people like to post messages. If the posts become out of control or unflattering, you can always delete individual posts or change the setting later. (You will find “Wall settings” under “Edit page.”)Once you fill in all of the basic information, you have successfully created a fan page. Don’t forget, it is easy to change, so don’t sweat it.Now you are ready to take your page live. It is important for you to let people know about your page. This is where having an already active personal profile comes in handy because if you already have a lot of “friends” who are interested in your company, you can “suggest” your new page to them. Alright you have a page. You have suggested to all of your friends – now what? Now you start the real work. Marketing and branding takes time and attentiveness. You can’t just set up this page and hope people find you. If there is nothing on your page that interests people, no one will become a fan. Social media is fun – your fan page should be too. Post interesting things about your company, but don’t be afraid to post something fun too. Try posting open-ended questions (to entice responses from your fans) such as “What is your favorite XYZ?” “What do you plan to do for the XYZ holiday?“Posting links and/or photos are also a great way to get people interested, plus they are more visually appealing so people are more apt to pay attention. Posting links to your website has the added benefit of pushing people to your site to find out more. Try posting on your fan page every time you update your blog – “Check this out” and attach a link to your blog.Remember, the most important reason you have a Facebook fan page is to use it as a branding strategy to promote your personal brand. So, if your company is very “green” conscious, share tidbits about being green. If your company is all about marketing and branding (like us), you might post pictures of events, links to blog posts and information about the companies you help brand.Those are the basic features of a Facebook fan page, but once you get going you will realize that there are many more things you can add to your fan page such as customizable apps, connecting the page to your Twitter feed, and much more. But you can’t do any of the fancy things until you get started with the basics, so for now create your page and start building your fans. Oh, and don’t forget to include a new link on your website to let people know they can become a fan on Facebook.And that is how you can use Facebook as a branding strategy for your business. About The AuthorLindsay Dicks helps her clients tell their stories in the online world using social media powered websites and multi-channel marketing tools. Lindsay is a graduate of the University of Florida with a Bachelors Degree in Marketing. She is the CEO of CelebritySites, a marketing online company specializing in social media and online personal branding. www.CelebritySites.com
Top 10 Reasons Why Every Small Business Website Should Be Built with WordPress
Top 10 Reasons Why Every Small Business Website Should Be Built with WordPressBy Philip Light (c) 2010 I’ll tell you the same thing I tell every one of my new web marketing clients, “WordPress is incredible – and you should be using it for your website.” It can save you both time and money, while making it far easier to build a beautiful and limitless website that you can manage and control yourself. Once you learn more about WordPress, you’ll understand why over 80 MILLION websites are built on WordPress, and why now is the time for you to learn what WordPress is all about, and how it can provide immense value to your small business.Here are my Top 10 Reasons for why you should strongly consider WordPress for your website: 1. Incredible Power Straight Out of the BoxImmediately upon installing WordPress, you’ll have power features that make it easy to manage your website. You’ll have a Content Management System that allows you to add/edit/delete your content, including images and videos, a User Access system that controls who can access your Admin Center and what level of access they have, powerful Blogging software, and a central location to manage virtually all aspects of your website.2. Quickly Build Beautiful Websites with Existing ThemesForget spending $1,000′s on a custom website design when there are hundreds of highly professional themes for under $100. Simply find the theme that projects the right image for your business, install it in WordPress, and badda-bing, your new website has a top-quality look and feel to it. Any aspect of any theme can also be customized to suit your needs.3. Add Powerful Features with Thousands of PluginsForget spending $1,000′s on custom website features when there are thousands of Plugins that can easily be installed and utilized instantly. Need a Calendar, there are plugins for that. A shopping cart? A Contact Us form? An Image Gallery? Yep. If it’s a common feature, chances are you can find a plugin to use and most of them for free. If not, you can have custom features developed.4. It’s Completely Open SourceIs WordPress starting to sound like a website builder that you can buy for $5/month? In some ways it is, but here is where the similarities stop. WordPress is 100% Open Source and is written in an industry standard web-programming language. This means that your designer/developer is able to work directly in the code of the software to make ANY changes to the system and your website.For instance, you may have a theme in mind, but the colors don’t match your logo. Your designer can easily go into the code of the system and change the colors, or the layout, or the images used, or anything. Perhaps you are using a Plugin, but it lacks an option that you’d really like to have. No problem, your developer can adapt it for you to any specification. With WordPress, anything is possible. 5. Focus on Proper Search Engine Optimization (SEO)WordPress gives you a big head start in the SEO race by providing the core features for you to implement your keyword strategy. You can use search-engine friendly URL’s, edit the META tags for each page and include Header Tags and Alt Tags directly in the Content Management System. In addition, most theme designers take SEO very seriously and code their themes to strict SEO best practices.6. Constant Development and EnhancementTechnology is progressing faster and faster, and WordPress more than keeps up. New versions are constantly being developed and released to take advantage of new technologies, to enhance existing features and security and to develop new, cutting-edge features that make managing your website easier. 7. A Strong and Active CommunityIn addition to the team that develops the core of WordPress, there are millions of active WordPress users that can help you in many ways. These users develop new plugins, new themes, provide professional services and happily answer questions for you in WordPress forums worldwide.8. Keep Your Website Safe and SecureYou invest a lot of time and resources in your website and you need to know it’s safe and secure. In addition to security being hardened in every release, there are also tools that make it easy to keep backups of all your website files and data, allowing you to restore your website in the worse of circumstances.9. Not Outgrowing Your WebsiteYour data, settings, and design files are completely separate from the core of WordPress. This makes it easy to upgrade any area of your site – whenever you want. And, since it’s open source, you can build features as complex as necessary. Once you build your website with WordPress, you’ll be able to grow your website to keep pace with your business, no matter how big your business grows.10. It’s FreePerhaps best of all, WordPress is completely free. Zip, zilch, nada. Just download it, install it on your server and start using it – without spending a dime on the software.I hope this article has helped you get an idea of how powerful and valuable WordPress can be to your business. It will take some time and effort on your part to really understand how it works and operates, but it will be extremely well worth the effort in the long run. About The AuthorPhilip Light is the founder of the WordPress WebKit, a collection of WordPress Video Tutorials, Resources, and Support Options, making it quick and easy to learn and use WordPress for your blog or website.
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