Posts Tagged ‘marketing strategy’

RSS Your SEO

September 13, 2008

Every website owner and manager fantasizes about the day a flood of prospective customers hit Google researching product information and the site owner’s website site shows up in the top 5 search results.  This fantasy is soon crushed when the reality sets in that millions of other site owners accross the globe are also competing for that coveted spot in the search engine’s results.
 
One of the best ways to win search engine favor is to blog.  Blogs produce an abundance of a search engines favorite food, text. In addition, blog content updates can be distributed through RSS feeds (read definition) and if your feed is distributed through a service like Feedburner (see details), then search engines are notified of updates immediately vs the 4-6 weeks it normally takes for search engines to index your site in response to your direct request (more on indexing).  In short, a Feedburner enabled blog is exponentially more search engine sticky than a standard website, even if the site is tricked out with the latest rooty tooty fresh and fruity search engine optimization modifications.

Now if that blog of yours is integrated into your site vs operating as a stand alone entity, then your website proper can benefit from a traffic rush from Google searchers. The morale of this story is add a blog today so prospective customers can’t help but come your way.  That was a horrible rhyme but you get the point.

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Helping Market GetGlow Could Help Your Business

August 6, 2008

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After stumbling upon a “request for marketing help” post at the Publicity Hound’s blog (Natural hair care Products Company needs publicity ideas) I decided to add my two cents. The inquiring company’s plea went something like, “We’ve gotten a fair amount of coverage in national magazines which you can see at http://getglow.com/press.html but we need more people to find out about us…”  Below is my response to the folks over at Get Glow Products.  Perhaps my suggestions just might help your marketing plans as well.

… I suggest creating a series of short 2-3 minute videos where you show women how to manage common hair care problems, showcasing your products in the process. Once your videos are produced you might consider the following distribution options:

  1. YouTube:
    Millions of people now use YouTube videos to help them solve everyday problems from food recipes to household cleaning tips…why not haircare problems
  2. Your website:
    Upload your videos to a multi-episodic streaming environment like SplashcastMedia.com where you can easily feature all of your videos in a compact video player on your website and viewers can select from among all of your demos.
  3. Pitch the videos to beauty industry bloggers:
    Bloggers love “good” video content. See my blog post on this: http://www.customerflypaper.com/?p=48.
  4. Lobby Loops:
    Give the videos to salons to play as looped content in their waiting rooms.
  5. Evangelize:
    Create handheld versions of your videos for satisfied customers to download onto their multimedia capable smartphones and iPod devices. They will become walking commercials for you.
  6. Pitch your video to popular social networking site managers (myspace, etc.):
    You would be surprised at how much traffic some of these sites get and if you select sites that cater to your target audience, your videos will find a home.

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5 Marketing Ideas To Recession-Proof Your Business

June 1, 2008

Two-thirds of 52 leading economists in a recent USA Today poll believe that “the U.S. economy is in a recession.”

The natural inclination for some businesses, especially small and mid-sized operations, might be to scale back on marketing activities in an effort to save money. Though this is a challenging time, there’s also a great opportunity to roll out a few cost-effective marketing tactics to keep your company’s name in the public eye. Here are five marketing ideas that can help you recession-proof your business:

  1. Launch an e-newsletter: An e-newsletter is an affordable way to stay connected to your customers and attract new business. Start collecting email addresses from your customers to build your database – and even invite them to contribute ideas. There are services on the market that distribute to and manage the contacts for e-newsletters. Constant Contact is probably the most popular. This newsletter will represent your company so think carefully about its design, name, and editorial layout.
  2. Sponsor a Community Event: Sponsoring a community event can generate awareness about your business and show your commitment to the community. Identify an upcoming community event that aligns with the core value of your business and find out how you can help. Sponsorship contributions don’t always have to be in the form of cash. If you own a restaurant, donate food. If you operate a graphic design firm, volunteer to build a website or design fliers. Be creative and lend a hand.
  3. Jumpstart your public relations activities: Public relations is a good tool to use as a marketing tactic because it generates free media coverage. Think about an interesting angle for your business and the services you offer, then write a press release and distribute to a targeted list of media contacts.
  4. Start (or continue) advertising: Now is not the time to slack up on your advertising – you need to communicate with the public. Pinpoint several print or broadcast outlets (or even websites) that appeal to your target audience and place a call to the outlet’s sales rep. They can help you put together an ad campaign that’s within your budget.
  5. Keep your eye on the goal – your customers: Your customers are the backbone of your business. Find new ways to serve them that takes the pinch out of the economic downturn. Do you need to offer more specials or bundle services? Learn what your customers need and try to deliver. Keep them happy, and you will be, too.

How are you using marketing to recession-proof your business?

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; media planning and placement; integrated marketing plan development and execution; and article, website, advertising, editorial, and sponsorship writing.

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The Right Idea, The Right Time

May 16, 2008

I wrote an article for the May 2008 edition of Charlotte Magazine that features an event called SoulBowl Lounge that’s taking off in Charlotte and other cities across the country. The event was created by Virginia-resident Johnathan Mayo after he noticed a lack of social events for African American professionals.

Each SoulBowl Lounge features bowling, a soul food spread, cards, live music, and other activities. The event has caught fire since launching in 2007, attracting hundreds of people to each outing.

SoulBowl Lounge is proof that it only takes the right idea at the right time to catapult your business to another level among your customers – or an entirely new customer base.

Here are a few things to ponder as you work towards a “light bulb-moment” for your business:

  1. Is there a need in the marketplace for your target audience that’s not being met?
  2. Is there a product or service on the market that you can improve upon?
  3. Can you tweak an idea that didn’t previously work for your business and reintroduce it into the marketplace?
  4. Do you notice emerging trends that point to the need for a new product or service for a particular group?

Businesses are started or revitalized everyday because someone decided to move forward with the right idea, at the right time. Are you next?

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; media planning and placement; integrated marketing plan development and execution; and article, website, advertising, editorial, and sponsorship writing.

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  4. For hundreds of ways to get customers to call you (subscribe to our newsletter) (browse archive)

 

Marketing Lessons from the Campaign Trail

May 12, 2008

I’m addicted to the 2008 presidential campaign. My nightly viewing habits over the past few months have centered on switching back and forth between CNN, MSNBC, and Fox News to find out what the political pundits have to say about the election, the candidates, and what will happen next. I know, it’s ridiculous. I don’t feel too bad because surely, I’m not the only one with this addiction!

I ran across an interesting article on Time Magazine’s website entitled, “The Five Mistakes Clinton Made.” The journalist, Karen Tumulty, shared what in her estimation were the key mishaps that Sen. Clinton made during her campaign. Out of the five, here are a few that stood out to me:

  1. She misjudged the mood: didn’t understand that voters wanted to hear a “change” message instead of “experience.”
  2. She didn’t master the rules: picked people for her team out of loyalty instead of relying on who were the best strategists.
  3. She relied on old money: failed to incorporate the new model of online fundraising early enough in her campaign.

Politics aside, I thought that there were several key marketing lessons to learn from the article:

  1. Develop a clear, consistent message for your marketing and public relations campaigns. It’s a good idea to develop your message based on research. Don’t be hesitant to fine-tune the message if necessary in order to reach your goal.
  2. Put people on your team who can help you accomplish your goals. Go against the grain and pull from departments outside of marketing/PR when planning your strategies. Great ideas come in all shapes and sizes.
  3. Technology rules. Cell phones, video, MySpace, Facebook, Twitter, and countless other technologies have changed how we communicate with each other. Make it a goal to investigate which one will help you reach your business goals and incorporate them into your marketing/PR strategy.

I’m sure that there are countless other marketing/PR lessons that we can learn from the election. What are a few that stand out for you?

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About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; media planning and placement; integrated marketing plan development and execution; and article, website, advertising, editorial, and sponsorship writing.

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