Making Web Sites Work

Virtual Visibility and the Art of Becoming a Media Darling

Can you imagine the impact to your organization of being mentioned on the front page of the Wall Street Journal? For Lydia Ramsey, author of Manners That Sell, adding the Polish that Builds Profits, it's more than wishful thinking. Lydia is quoted in today's edition in an article on one of Lydia's favorite topics, business email etiquette. In Hey, Folks: Here's a Digital Requiem For a Dearly Departed Salutation By DIONNE SEARCEY Lydia is quoted on her take on the use of "Dear" as an email salutation, "People who don't start communications with dear, says business-etiquette expert Lydia Ramsey, "lack polish."

Lydia's appearance on WJS.com is neither an accident nor a fluke. It's simply a product of her Internet marketing strategy. It's great to have client testimonials you can publish on your site. It's even better to have them mention you in their blogs or provide you with a Amazon review, LinkedIn testimonial or Facebook "Like". The sweet spot in virtual visibility is when a respected publication elevates your brand from expert to recognized expert.

It's more than just recognition. Whether Lydia is featured in the Journal, Inc, Cosmo, or on NPR, the emails from well wishers are soon followed by subscriber confirmations, orders from new customers and booking inquiries for speaking engagements.

Wish You Were a Media Darling?

Following in Lydia's footsteps is really very simple, even if it's not easy. It requires a commitment to knowing what's going on in the world of business and not being afraid to "tell it like it is".

To improve your "Virtual Visibility, you need to:

• Write about what's going on in your area of expertise.
• Increase the frequency of your publishing and balance it against the quantity of content.
• Be consistent in the words and phrases in your message. Lydia uses my Key Phrase Thesaurus to ensure important words like Polish from her book title: "adding the Polish that Builds Profits" are repeated in the published interview or blog post "lacks polish".
• Seek interview opportunities where your expertise can shine. Reinforce the linkage between your published blog posts, articles, white papers, products and services.
• Create an easy to follow linkpath from:
  • The content distributor, the magazine or network site, which leads to
  • Your published content including "Owned Media" like Twitter feed, Blog posts or Articles which leads to
  • Your product or services landing pages which leads to
  • Your bank account.

Although it's not easy, the interview strategy produces results in a relatively short time. Lydia has accomplished front page status in less than a year.

So when are you going to get started? Give me a call at 727-278-9382 and let me know how you are doing.

 

Owning Your Message - The Power of Focused Blogging

In a recent post from eMarketer.com titled Companies Struggle to Keep Social Media Content On-message, 69% of company messaging was distorted when conveyed by blogs. When conveyed by mainstream media, distortion dropped to 45%. As reported by PR and communication firm Burston-Marsteller, bloggers tended to include "Opinions, personal experience... and speculation".

The post suggests the one of the best ways to combat message distortion is through the use of owned media. Forrester blogger Sean Corcoran defines Owned Media as "channels a brand controls". It's no longer enough to simply publish your story on your website. Each day, blogs increase in influence as they move toward mainstream media. You (and your message) need to be there.

Eliminating Message Distortion

 Here are some steps you can take immediately to to increase the power of your blog posts:

• Connect "Here" with "Now". Blog content changes frequently, compeling Search Engines to index frequently. Composing a post  about what's happening right now improves the search ranking of your post. Including your expertise and insight connects readers to the "here", your products and services.
• Switch to Draft Mode. Insight may appear to be inspired, but rarely is it instantaneous. I've configured my blog software to compose my post in draft mode instead of publishing each time I press Save. Leave room in your blogging process for research, reflection and fact checking.
• Use Just the Right Word. I recommend creating your own personal thesaurus of key search terms. Keep it close and refer to it while composing a brand message for digital distribution.
• Capture "This Just In!" With tools like Google Alerts and or an RSS reader, you no doubt will have plenty to write about. Consider creating an early warning system to alert you when topics aligned with your expertise appear in the news.

 How do you manage to stay on message when publishing blog posts? Please add a comment to share your tips.

Resources

• eMarketer.com - Companies Struggle to Keep Social Media Content On-message
• Forrester blog by Sean Corcoran - Defining Earned, Owned And Paid Media
• Key Phrase Thesaurus -Worksheet with instructions by Jerry Gitchel

 

Blog Commenting - Putting in Your Two Cents Worth

An article mentioned in this weeks Bloomberg BusinessWeek Tech Insider caught my eye. Working on the Waterfront outlined how technology (and self-employment) enables a growing number of people to actually work from the beach. Not much new here for veteran road warriors, other that how to get bargain access to Malibu beach from the Las Costa Beach Club.

The real gem in this article came from the posted comments. The best was posted by Sherry Paprocki. It simply said, 'Hey, part of the book The Complete Idiot's Guide to Branding Yourselfwas written at the beach!' So who is Sherry Beck Paprocki? She's the author, of course. And not just any author. She's published over a dozen biographys on celebrities including Katie Couric, Martha Stewart, Vincente Fox, and Bob Marley. Quite a group to be associated with.

Which was Sherry's goal in the first place. By adding a comment to the post she created an association linking:

• Business News- Bloomberg BusinessWeek
• Working on the Beach - alternative office environments
• Entrepreneurs - interested in alternative environments and personal branding
• Sherry's book -  The Complete Idiot's Guide to Branding Yourself

I agree that not everyone would have searched for the book from the comment. Only Sherry's target prospects would have invested the effort, but it only took a 17 word comment on her part. Hey, it was just like a day at the beach!

Let's Go Fishing

Ready to try you hand at it? It's easy, it's kind of like fishing:

• What are you trying to catch?
• Where are they hiding?
• Which bait should you use?

The bait is your book, product or service. The fish is your prospect. Where are they hiding? Online of course. Identify online news outlets catering to your prospects. Use Google Alerts or set up a feed to keep track of the topics associated with your area of expertise. When you get a nibble identifying a likely article or blog, post a comment and see if you get a bite.

Posting comments to business blogs is a easy, low cost tactic to put your marketing two cents worth in front of likely prospects. Go ahead, post one here.

 

 

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!

Are You Memorable?

It's been said that the late Hennie Youngman was the"King of the One-liners". After returning from assignment in New England I think I've found a new contender.

Samuel Clemens is revered for his memorable chronicles about life on the Mississippi. While touring The Mark Twain House & Museum in Hartford Connecticut I discovered it was not his books but his mastery of the quick turn of a phrase over a century ago that endeared him to readers around the world.

Carved in the stone and brick walls of the museum are dozens of "Twain-isms" including "Always do right, This will gratify some people and astonish the rest."

Suddenly, halfway through the tour it hit me. Mark Twain's enduring popularity was based on his ability to create memorable phrases.

Creating a Memorable Personal Brand

A century before branding and corporate identity became popular buzzwords, Mark Twain created a unique personal brand by the clothes he wore, the words he wrote and the ideals he cherished. Can you or I say the same?

I invite you to review your blog posts, the articles you write, and marketing phrases you craft for quotable phrases. In a vast sea of web information, readers are desparate for even a single pearl of wisdom. If you are looking for some inspiration visit, Quoteland.com and TwainQuotes.com.

During our visit, Nancy our tourguide showed us the 3rd floor billiard room where Samuel Clemens sat at a desk turned toward the wall. It was the room where he wrote seven of his most memorable books in as many years. I left his home with a keen appreciation for the hard work he invested creating his life work, and with a new favorite quote to hang on my office wall:

"Laughter without a tinge of philosophy is but a sneeze of humor. Genuine humor is replete with wisdom." - Mark Twain

May all your words be memorable,

Jerry Gitchel