Making Web Sites Work

Virtual Communications - Are you Building Walls or Bridges?

In a recent post at Baseline Magazine, Hiding Behind Technology, author Samuel Greengard laments the sorry state of connecting with people in the age of instant communications. Of course it's always "those people" who are so rude. You and I would never let a call go to voice mail just to screen a caller. Of course not.

It's more than an issue of virtual etiquette. It's a question of business survival. On a recent assignment with EZCarCreditFL.com, we conducted a thorough evaluation of their Earned, Paid and Owned media. We invested in expensive media campaigns, pored over web analytics, and evaluated linking strategies.

The result? The bottleneck to lead acquisition was not anywhere near the web. It was the phones. After brainstorming with the staff, we performed an extreme makeover of the phone system, assigned a specific team member to answer the sales lines, and tracked each and every call.
Sales increased immediately.

 If you're tempted to ask your customers, "Can you hear me now?" It might have nothing to do with their hearing, perhaps your organization is hard of listening.

Virtual Hearing Test

Is your organization getting the right message to the the right prospects at the right time? Here are some tips to help you clarify your message and connect with your most valuable prospects.

• Check All Channels - How do your customers and prospects prefer to hear from you? Put on your customer hat. Do they call or text, send an email or submit a web form? Check all available communication channels to see if your message not only gets through, but if your organization is speaking with one voice.
• Check Your Culture- Does your communication process build bridges or walls? Are your people using Caller ID to screen callers or anticipate their questions?
• Check Your Results- I can tell you who called last Tuesday, not to mention, when, for how long, what they needed and how I responded. It's not magic, just a solid Customer Experience Management program called SugarCRM. It's web-based, so I access it on my computer, iPad and Smartphone. To create success you need to improve the quality of your communication, and quality started when you measure results.

Suggestions?

Some of the best ideas I've ever heard came from listeningto prospects and customers. If you have a communication tip, please share it with me, either as a comment below or a voice message at
727-278-9382.

Yes, I think I can hear you now.

 

Tis' The Season For Reason



Happy New Year I know it's still the 31st in the US, but it's already New Years on Fiji!

Congratulations! You've almost made it through the holiday season. All the presents were delivered, opened and returned. You realize you only need to buy one more container to store those newly acquired decorations.

It's that brief moment of time between the sigh of relief for festivities accomplished and the deep breath of anticipation for a bright New Year. Go ahead, take a moment to reflect on the blessings of the season.

But what ever you do, don't let your guard down.

Come Monday morning I predict a Perfect Internet Marketing Storm is going to bury you in a blizzard of:

• Urgent!
• You Must Act Now!
• Secrets Never Revealed Until Now!

How can so much snow pile up so fast?

As the holiday season comes to a close, let's resolve to celebrate the Season of Reason. This year, let's think twice before accepting all those marketing claims. Let's consider paying attention to our customers instead of paying the hucksters. 

In the spirit of my New Year Season of Reason, here are answers to the 4 most outrageous questions found in the digital marketing offers you are about to receive.

Don't you want to have the latest technology everybody is talking about?

Not necessarily. It's really not about technology, in 2011 it's about connecting. The best way to evaluate the latest technology is get the answers to two questions. Will this new technology help me connect with the right prospects? Will it help me build a better relationship with my existing clients or customers?

I've found it's best to focus first on the task, then look for the right tools.

Is it true that people are making millions on the internet?

Yes, but only those who can convince you to invest in their “How I Made Millions on the Net” home study course. The increase in broadband and 4G wireless have made a tremendous impact on the speed of the Internet. But the speed limit will always be set at the speed of trust*. In 2011, the race to business success will be won at a slow and steady pace. It will require:

• The use of multiple communication channels
• An increase in message frequency
• A decrease in message length
• Congruency and transparency in message content

Why should I invest time and money in a (blog, YouTube Channel, Facebook Company Page, etc.).

Definite Maybe. Who are you trying to connect with? Would they connect with you via your blog, watch your videos on YouTube or “Like” you on Facebook? I recommend using as many digital communication channels as possible, but not all technology is created equal. Make sure you choose from each of the M.A.P.** Categories:
Marketing (M) - Blog Posts, Newsletters, Articles, White Papers.
Advertising (A) – Content Distributors, Autos – AutoTrader, Books – Amazon, Collectibles – eBay.
Promotion – Facebook, Twitter, LinkedIn.

Should I invest heavily in the latest technology to jump ahead of my competition?

No, Fear of getting left behind is a common technology marketing ploy. They will do almost anything to get you to join their revolution. Wait until you see the direction of the inevitable evolution before jumping on board. Blogs started as platform for ranting, then evolved into Newsletter management platforms. Avoid the cutting edge, wait for the bleeding edge.

My New Year Wish... and gift.
My wish is that you have a safe and prosperous New Year.

And my gift?
When you start receiving those wild and crazy technology marketing offers next week, send them to me. I promise to respond with a measured response, a balanced perspective and links to additional resources you can use to make your technology work.

Happy New Year!

Jerry Gitchel
757-278-9382

*The Speed of Trust, by Stephen M.R. Covey, Stephen R. Covey, and Rebecca R. Merrill
**Growing Your Business, by Mark LeBlanc

 

 

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

 

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  

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.