Making Web Sites Work

Shift Your Article Marketing Strategy from "Exposure" to Profits

Do you make presentations, conduct Webinars, or write articles for the "exposure"? A prospective client shared her frustration with the strategy by saying, "I've published all these great articles online, but no one's buying anything!" I suggested perhaps it was time to choose a career. Did she want to be a Journalist or a Businessperson?

If you find yourself writing more but enjoying it less, maybe it's time to rethink your article marketing strategy. Look behind an appearance by most talk show guests and I guarantee you'd find a book promotion. Savvy entrepreneurs know the importance of not only having a heart-warming story, but also a valuable product, available immediately.

Have you invested a bunch of time and effort in an article marketing strategy and received little in return?
Here are some tips you can use immediately to turn words into dollars.

Article Marketing Tips

Choose Topics Carefully - Have you ever listened to a friend tell a story in a social setting only to hear someone in the group say at the end, "So what's your point?" Avoid dead-ends articles, shift the topic focus from article marketing to product sales. Pick a product to feature then chose your topic to match. Either write a new article or pick one from your library that features the benefits of the product.

Make the Length Just Right - Goldilocks had a knack for making the right choice. From monthly newsletter to hourly tweets on Twitter and everything in between, when it comes to the written word, shorter is better. Measure article length by "Can I write it and will they read it?"

Once Upon a Time in Productville - My professional speaking clients continually prove to me the power of storytelling to inspire their audiences to action. If your articles focus on How, there's no reason to buy. Use stories to tell readers Why they should buy.

Be a Resource - Each article should end with a resource box. It should provide the reader with a clear call to action. Three items to include; short paragraph about the author, another about the topic/product and a click-able link to the product detail page. Use "These ideas are from ..." to highlight the product name.Avoid the bland. generic "Visit my site" link. Take their hand and lead them directly to the "Add to Cart" button. 

The path to profits starts by creating a path from from your article to your checkout. I hope you'll find these tips help make your technology work!

Jerry

Save the Date - Check your inbox next Tuesday for my annual Red Tag Sale!

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Jerry Gitchel works with organizations who want to become the master of their digital domain. He coaches entrepreneurs who need to make strategic technology decisions and with business owners who want to connect with qualified prospects.

The ideas presented are from Jerry's popular presentation - From Internet to Profits in 5 Simple Steps.
Call Jerry now to learn how you can bring the Jargon-Free Zone to your event. 727-278-9382

Andrew Needs Our Help

Publisher Update

: Our thanks to Will Van Sant of the St. Petersburg Times for getting the word out. From the visitor comments and emails I'm receiving, Saturday will be very busy. 

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Growing up in foster care taught me to be self reliant, so it's rare for me to ask for help. But after hearing about Andrew Scott Hall of Safety Harbor, I knew this was an important time to ask. Andrew was struck by a car as he stood on the sidewalk in front of his residence while waiting for a ride. He transported by Bayflite to Bayfront Medical Center late Monday night. He has a crushed pelvis and has lost one leg. I understand he has gone through 36 units of blood. That's why I'm publishing this post today.

I've never met Andrew, but from reading Rita Farlow's coverage on Tampabay.com and the comments published by his friends it seems like I've known him all my life. Like me, Andrew left home early in life because his mother could not care for him. Like me, Andrew has had caring adults who stepped up when he needed them the most. Andrew has spent his life expecting the best, looking for the good in others and always ready to share a smile and a hug with everyone he meets. I can identify with that. 

Now more than ever Andrew needs the help of a few caring adults. 

Would you please join me in donating blood in Andrew's name either Friday or Saturday afternoon?

It's all about Courage

If you have never been a blood donor, I can understand how the idea might give you pause. But trust me, all it takes is a little bit of courage. Not anywhere near the amount of courage it takes for my brothers and sisters in fostercare to get through a day not knowing where they are going to stay or if they will have something to eat. And donating blood also takes a lot less courage than the commitment shown by Andrew's surrogate family and brother, Hanyn and Mary and Allen Arana when they decided to make Andrew part of their family. 

Blood Donation in the Name of Andrew Hall

Florida Blood Services
Regal Cinema - Park Place Stadium 16
4385 Park Blvd
Pinellas Park, FL 33781 - Location Map
(It will take about 30 minutes of your time, depending on the turnout)

Friday 4/24/09   1-5 pm   (I'll be there to greet you from 1-3 pm)
Saturday 4/25/09   2-8 pm   (I'll be there to greet you from 2-4 pm)

I hope you can make it. I'll have a big get well poster you can sign.

If you can make it, please contact me, so I can let FBS know who's coming.
jerry@gitchel.com or 727-278-9382.

Jerry Gitchel
Member - Foster Care Alumni of America

Resource Links

Florida Blood Services

• If you are a new donor, please read, Can I Donate?
• If it's been a while since you've donated, please read, 50 Reasons to Give Blood Again.

St. Petersburg Times

Rita Farlow's coverage  

The Reports of Blogging's Death are Greatly Exaggerated!

I recently read a Wired Magazine article by Paul Boutin touting the death of Blogging, Twitter, Flickr, Facebook Make Blogs Look So 2004. Based on the needs and standards mentioned in the article, I agree with the "Blogs are Dead" pronouncement. It's the standards I don't agree with, or should I say, no longer agree with.

The idea that a blog is the best way to publish your personal memoirs is certainly passe, but that's not it's contemporary purpose. As mentioned in the article, Blogs have evolved into a convenient and useful way to publish long form content. I have to laugh at the idea that blog posts are now considered long form. Twitter's 140 char. limit has certainly redefined the meaning of long form.

As a dyed in the wool historic preservationist, I still see blogs as useful. Not as a historic relic, but as a candidate for adaptive reuse. By placing your blog closer to your web site, (similar graphic design, menu placement and such) I see not only a continued usefulness, but a bright future as well. 

The word blog may disappear, but I believe the publishing structure will endure. In fact, I intend to expand my use of blogs to accomplish the following specific goals:

• Newsletter Blog - The greatest benefit? Automated article archiving.

• What's New Blog - When integrated into an existing website, creates a quick and easy way to update your content.

• Individual Topic Blog - Creates a global platform for your favorite topic.

• Event Blog - Used within a limited time-frame, allows you to connect and interact with attendees before, during and after an event.

• Public Relations Blog - Compare the page layout of a blog to an online media room and you'll have a clear reason to use a blog to post and archive your press releases.

I've been involved with mobile telephony since the mid-80s, yet I now use a simple cell phone. I don't see the need to chase the latest technology because I know I'll have to read the manual, buy a different car adapter and reenter my entire phone book.

I can accept Twitter, Facebook and such as a better, more robust platform for online expression, but what happens when they grow up and get replaced with younger, sexier technology? Will we have to start the acquisition, learning curve all over again?

If I were you, I'd keep your blog, but perhaps invest in a face-lift or at least a banner tuck. One of the best ways to extend a blog's usefulness is to connect it to your other online channels. This blog is published using TypePad and allows me to connect to Twitter, Facebook, LinkedIn and any other service I choose.

There are many ways to extend the value of your existing technology. I invite you to add a comment to share your favorite!

I Found the End of the Rainbow in, Oklahoma(?)

I know most folks associate Kansas with the song, Somewhere Over the Rainbow, but I think the other end must be in Oklahoma. I recently returned from a very successful presentation titled, Social Networking, Myth or Moneymaker? which I presenting in Tulsa to the Oklahoma chapter of the National Speakers Association.

What made it successful? I can tell you in two words, Hospitality - Professionalism.

The chapter leadership team really piled on the VIP treatment for my visit. From the moment Programming chair Shari Alexander invited me to visit until President John Storm made sure I got on the right plane headed home everyone made me feel like I was a rock star. Shari Twittered my arrival to her Tweps as I stepped off the plane. The team invited me to join them for dinner. Dick Alexander had no problem creating my very special room setup. They even "procured" a huge balloon arch from a nearby event to lend a festive flair. At every point the went out of their way to make me feel at home. (Click the photo above to get the full effect.)

I always arrive an hour early to my sessions to ensure a smooth setup. I was shocked to see the entire leadership team in place when I arrived. The biggest challenge for this event was the room change. Apparently the social networking topic was so popular the session was moved from a small salon to a section of the main ballroom. The move was swift, invisible and accomplished without drama.

The hospitality extended beyond the leadership team. NSA member Christine credited her pal and visitor Scott for helping her make social networking work. Network marketing expert Michael Butler, Sr shared valuable tips gained from his use of social network marketing. Monique inspired the session attendees with her use of Twitter to "break the fourth wall". During an interactive activity, she called on her social network to answer the question, "How do you use social networking in your business?"

It was a cold day in Tulsa, but the warmth of the folks I met that day made my visit, "Just Another Day in Paradise". I'm grateful to the leaders, members and visitors for helping me find gold at the end of the rainbow. Thanks for making my session a success!

Making Web-Based Event Management Work

In my work with various non-profit organizations including the Celma Mastry Ovarian Cancer Foundation, I use a very methodical event management system. As sure as Spring follows Winter, there is a rhythm to the life of an event that flows from Save the Date to Celebrate!

I'm preparing the materials for a training session for the Foundation's Event Committee Chairs in March and it occurred to me that you, or someone you know, may be involved with a non-profit who could use this information. These organizations are especially vulnerable during a economic recession. Please share this post with the charities you support, not only the Web-based Event Management Phases by more importantly, the Marketing Message Opportunities section that follows.

Do you belong to an organization that uses the web for event promotion? I invite you post a comment to share your tips for creating successful charity events.

Web-based Event Management

Each event flows through several phases from Save the Date to Celebrate! Savvy event planners can use this outline to guarantee the success of their event before it happens.

Phase 1 - Save the Date- Add a new page to your site to announce your future event. Include contact information for event team. Create a home page link to the page within your "In the News" page section.

Phase 2 - Promote Sponsorship - Add a new page outlining the benefits and commitment expected at each sponsorship level. Publish newly committed sponsors immediately, then use their example to garner additional sponsors.
 
Phase 3 - Participant/Patron Registration - Create product links within your shopping cart to provide on-line registration. The ability to Identify registered users allows you to communicate directly with them as a group and prevents the annoying, Have you Registered Yet?messages from reaching those who pre-register.

Phase 4 - Event Reminder Broadcast - Your busy sponsors and patrons appreciate follow up reminders. As the date draws near, publish driving directions, map links and event detail updates and send an event follow up email to your world. This also serves as a gentle reminder for those who have not yet registered.

Phase 5 - Conduct Event- Depending on the needs of the event and your ability to connect to the web at the event site, consider using your on-line eCommerce resources to process on-site registrations, accept donations and conduct real-time auctions.

Phase 6 - Celebrate Success- Sharing the results of your event with loyal sponsors and patrons paves the way for their future participation. Publish fund-raising totals, prize and award winners, Images of HSP (Happy Smiling People) and acknowledgment of sponsor and patron support.

Phase 7 - Event Hibernation - Once the cheering dies down, replace your registration links with a  "See You Next Year" invitation. This year's event description, results, photos and valuable sponsor links should remain visible, leaving the page dormant until it's time to launch the "Save the Date" phase next year.

Marketing Message Opportunities

Distributing incessant, gratuitous marketing messages is the fastest way to kill the promotional buzz for your event. The solution to this marketing challenge lies in the event phases outlined above. Inviting sponsors and patrons to "Save the Date" demonstrates your respect for their busy schedules and the value you place on their participation. Announcing sponsorship opportunities reveals your understanding that sponsorship relationships are built with the handshake of partnership, instead of simply begging for a handout.

Each event phase provides a natural marketing message opportunity. It allows you to include the 3 W's vital to all successful on-line marketing:

Who - "I'm Jerry of the [blank] organization."
Why - "I'm contacting you to announce ..."
What - "Please Save the Date", "Consider Sponsoring", "Download the driving directions.", etc.

The 3 W's are especially useful for email messages. They not only tell you what to say, but when you have said enough!

I hope you find these tips valuable and invite you to share them with your favorite non-profit organization.

Thanks for visiting, and may all your days be Just Another Day in Paradise.

Jerry Gitchel
727-278-9382

Virtual Presentations - Breaking the Fourth Wall

I just returned from the National Speakers Association  (NSA) Winter Conference in Orlando, Florida. I had the privilege sharing the platform with NSA President-elect Philip Van Hooser and his wife Susan. Well, not exactly. Phil and Susan were affected by the recent ice storm that ravaged their part of Kentucky. Susan, or as Phil calls her, 'Mrs. McGiver" chose to stay home and literally, "Keep the home fires burning".

Which presented a huge problem for Phil and I. The session was a case study of a successful book marketing campaign we conducted via the Internet. It focused on how we created a virtual team using carefully cultivated business relationships and communications technology to make "Willie's Way: 6 Secrets for Wooing, Wowing and Winning Customers and Their Loyalty" become the number one business book on BarnsandNoble.com in less than 24 hours. The problem? With our "Ringmaster" and project manager (Susan) hundreds of miles away, our most valuable team member could not share her important role in completing the project.

Since desperation is often the mother of invention, we chose an ageless visual aid to sell our team concept. Using a stuffed doll, a downloaded portrait and a sports headband we created "Jogging Susan".

Propped up by a stack of foreign language editions of Phil's book Willie's Way, on top of a tall stool, Susan participated, if only in spirit. The subterfuge put a positive spin on her absence, endeared us to our audience, and helped bring Susan into the meeting room.

All of which got me to thinking about the concept I call, Breaking the Fourth Wall. As a presenter with technology expertise, I seen an evolution in presentation style and format. When I joined NSA a decade ago, professional speakers were often categorized as motivational experts who handed down pearls of wisdom to mesmerized, attentive audiences , who bestowed thunderous standing ovations. After which, the speaker would exit with a flourish while attendees returned to their status quo business environments.

Boy, has that changed! During this recent presentation, Roxanne Emmerich, a prominent NSA member approached me after the session and thanked me for publishing our online session resource center, which she accessed during the presentation.

I believe it's no longer enough to be present during the presentation. Pre and post session dialog, interactivity, and follow up have gone from interesting novelty, to presentation necessity.

Breaking The Fourth Wall

Successful meetings are no longer confined within the four walls of the meeting room. Here are some tips successful presenters use to not only demonstrate relevancy, but enhance the value of client events and meetings.

• For smaller meetings that lack a A/V services, offer to provide an audio recording of the session.
• If your presentation includes a computer slide show, use a digital white board to capture ideas from a brainstorming activity.
• Build an online resource center attendees can access after the presentation. Include contact information both on the site and within any of the printable resources you provide.
• Invite attendees to use a web-based contact form to submit their burning follow up questions.
• At your next breakout activity, instead of instructing attendees to break into groups of two, invite them to turn their cell phones back on, and call someone who couldn't make the meeting.

 

It may sound scary to give up total control of your presentation, but then again, you may find it exhilarating.

How do your break the wall? I invite you to share your ideas by adding a comment below.

Is this the End of Customer Service?

As reported yesterday by Joshua Freed, AP Airlines Writer, United Airlines "told workers on Tuesday that it would stop publishing its customer relations phone number, which will be turned off altogether at the end of April." United Airlines spokesperson, Robin Urbanski said "the Chicago-based airline is able to respond better to customers who write, since they often include more detail, making it possible to provide a more specific response." That may be true, but would it be a timely response?

Talk about flying the unfriendly skys, so much for High Tech, High Touch.

I believe United Airlines has defined access to a live human voice to be a premium service. At a time where Internet technology is focused on interactivity and user engagement, United has chosen to send customer service to the discount rack. It will surely reduce expenses, but can they afford the price?

When it comes to making technology work, there are two kinds of organizations, those who view the Internet as a tool, and those who see it as a weapon. The tool people use technology to provide infinite channels of communication. They use it to create a dialog on the customers turf, whichever channel they choose to use. The second group use technology as a weapon to hijack the customer experience.

I suspect the new system will use a support ticket architecture. Customers will submit a complaint ticket, receive confirmation via email then await a response. The challenge with this type of system is the initial response will either miss the mark prompting a follow up to clarify or request additional information. By phone this is handled by a simple question and immediate answer, by email this process often drags on for days.

I believe United Airlines is betting this arms length approach will provide a built-in cooling off period. I suspect customers who already come to this process at a low boil will quickly blow their stack. Once customers perceive United Airlines has turned a deaf ear to their concerns, they will turn to alternate sites like Untied.com in an attempt to air their grievance.

I believe technology can be used to create an effective customer service experience, but using technology to deflect or ignore is not the answer. What's your opinion? I invite you to post a comment to share your ideas or positive examples of customer service technology. I doubt United Airlines will be listening, but maybe we can use the power of the Internet as a tool to solve the problem ourselves.

OMG, It's Kelly Neal Mariotti!

Ok, maybe Kelly is not on your radar, but she is not exactly hiding under a bushel basket. She is a well-known leader in the juvenile furniture industry as a designer, manufacturer, award winning business owner, philanthropist, lawyer and ... cover-girl(?)  That's Kelly on the cover of the April 2008 edition of Working Mother Magazine. Not only was she featured in the issue, but her company, Green Frog Art was named one of the 25 Best Women-Owned Companies. How do I know all this? No, I'm not a stalker, it's because Kelly is a client and I use Google Alerts to follow all my clients.

Google Alerts are emails automatically sent to you, or delivered via feed to your feedreader when there are new Google results for your search terms. You can tailor your alert to deliver results from News, Web, Blogs, Video or Groups. You can also choose the how often you receive an alert, once a week, once a day, or as-it-happens.

I not only track clients, but also their competitors. You can also use Google Alerts to:

• Track emerging trends in your industry
• Alert you to trademark infringement
• Track your "Virtual Street Cred"
• Conduct research for an article or your new bestselling book

Getting Started with Google Alerts

You don't need a Google account to setup an alert, just to track them. Visit Google Accounts to create a new account or sign in to your existing account. Visit Google Alerts to create your first alert. You can also sign in to manage your existing alerts. Once you get your feet wet check out the Google Alerts Support page where you will find tips for creating advanced alerts.

Do You Use Google Alerts?

Speaking of advanced tips, are you currently using Google Alerts? Please add a comment below to share your tips. Oh, wait, here comes another alert. I wonder what Kelly's up to now? To learn more about Kelly's award winning company visit, GreenFrogArt.com/about.

They Say Email Newsletter, I Say MARKETING

This is a tale of two email newsletters, one on my whitelist and one just added to my in-box blacklist. Judging from their subject lines they started pretty even. One read, "AAA Member Newsletter", the other (from our local farmer's Saturday Morning Market) read, "December 2008 Customer Email".

Each message was delivered in HTML (web) format. Each contained plenty of color, text and images. Each cost just pennies to deliver. But that's where the similarity ended. The AAA message contained over 30 links, only one pertained to news (a future event listing) the rest were marketing offers for upgraded membership, offers to purchase AAA gift memberships, cruises, gift cards or event tickets.

Some of the links appeared to lead to valuable news including the The Road Map to Good Health for Seniors. The landing page stressed "you will get straight talk on the pros and cons for all plans". The link lead to a "FREE INSTANT QUOTE" page at an AAA affiliate. Check out little insurance man in the the pop-up video.

By contrast, the Saturday Morning Market message left me with a favorable impression. Although both messages contained marketing information, the use of the word Customer instead of Newsletter, as well as the ratio of news to marketing, set an accurate expectation for the farmers market organization.

Each organization has taught me what to expect from their email marketing, which is why the AAA subject line is now marked as spam. While I intend to continue to be a customer of both businesses, AAA has forever lost the opportunity to use permission based email to contact me. Here are some tips to help your organization avoid a similar failing grade from appearing on your permanent record.

Set Realistic Expectations - Customers don't mind receiving marketing messages, as long as they know what to expect. Use the subject line to describe the true nature of the message, not to trick your valued customers into opening your marketing messages.

Respect My Time- Customers visit the web for only two reasons, they want relevant information and they want it fast. Include a limited number of links your customer will see as having value.

Stay on Message- Sending a "Join/Renew Now" link to existing members demonstrates both ignorance and arrogance. Don't they know I'm already a member? And why is their need for my early renewal payment more important than my need to maintain a budget?

Creating Value Leads to Valuable Relationships- My expectation for the content of an December automotive club newsletter includes information on Winterization, Winter driving, or tips for planning a trip to Grandma's house during the holiday. Sit in your customer's (driver) seat as you choose the content for the next edition of your newsletter.  

Make Unsubscribe Links Unnecessary- Forcing customers to unsubscribe is no excuse for a poorly conceived newsletter, in fact, it's dangerous.  Marketers can take little comfort in the excuse, "If they don't want to receive it, they can unsubscribe." Recipients rarely unsubscribe, they simply block it from appearing in their in-box. It tarnishes your brand image, trashes customer goodwill, and in rare cases, may provoke a customer to complain via a blog post.

And now a question for you. Did this post hit the mark by providing relevant information, fast? If it did, which point hit home (or struck a nerve)? If not, where or what did I miss? Feedback through an open dialog is the only way to create valuable customer relationships. Please share your thoughts.

Me, Lee and Earl T - My Thanksgiving Wish

I'm going to have a Happy Thanksgiving this year, which hasn't always been the case. Many of my Thanksgivings were memorable, even if they were not special. I remember how nice the guards were at the reform school the Thanksgiving when I was 8. All the kids were surprised. Mr. Chuck didn't hit anyone for the whole weekend.

The social worker and nurse picked up my brothers and I when I was 6 months old. We ended up in separate foster homes, so I'm not sure where I spent my first Thanksgiving. But I remember my first Happy Thanksgiving. Me, Lee and Earl T were reunited for Thanksgiving 1968. It felt weird, but I was happy. I was simply thankful to know I was part of a family. For foster kids, Thanksgiving is more of a spectator sport. It's just not the same as being a member of the team.

Until this year, I thought you couldn't get a happier Thanksgiving than my reunion with Big Brother Lee in 1994. It's not every family who get to see their feast on ABC News. I was thankful for the watch Lee gave me with the inscription "For the Time We've Lost, Love Lee". I was most thankful that he had the courage to contact me after 24 years. For foster kids, it's often really hard to open doors to the past.

I don't have much experience in this brother thing, but apparently it's the big brother who's in charge of reunions.  While decorating the house for the holidays last weekend I received another email from a big brother, my oldest son Jason. He simply asked for contact information for his brothers, Andrew in Boston and John in San Diego. Sometimes big brothers can be so cool.

I'm thankful this holiday because once again, a big brother had the courage to prove that even though we are scattered to the four corners of America, there really is no distance between hearts.

Brother-Link Photo Gallery

My Thanksgiving Wish

My holiday message is the same one I shared with that TV reporter fourteen years ago. My Thanksgiving wish is that you take advantage of this perfect opportunity to reconnect, reunite  and rejoice with your family and friends this holiday season.

Happy Holidays!
Jerry Gitchel

Need an Excuse? Feel free to use our story as an excuse to reconnect with a loved one. To share this article, invite them to visit:
MakeTechnologyWork.com/thanksgiving

To finish the statement, "I am most thankful for ..." use the Comment link below to share why you are thankful this holiday.