Building Online Marketing Campaigns Infographic

Local Search Marketing Bypasses the Good Old Boy Networks

One of the challenges small business owners face is finding a foothold in the community. A new enterprise that is looking for customers may need permission from the established storeowners in town before opening up shop. All across the country there are networks of older, established community leaders who block the path for young new startup companies. The "Good Old Boys" impact on the success of new businesses by controlling whether customer loyalty and influencing the buying decisions of a community. Whether a company will survive its first year in business or not may come down to how well-connected the owner is.

Building and managing a reputation for quality service and products can take years of nurturing. But there is a way for small organizations to get around the often troublesome self-appointed local gatekeepers within the community. Using online resources to help them establish a trusted presence on the Internet, a number of small local merchants have been able to penetrate the "Good Old Boy" network. Instead of facing years of struggle to launch and build up a business, technology savvy entrepreneurs are using the Internet to bring customers to their place of business.

A local Internet presence consists of a website development, but it also counts on the search engines to deliver consumers to a brick and mortar location. Optimized maps that pinpoint the location of a business offer online consumers an easy way to attract sales to a new store or professional office. In addition to maps that can be optimized with keywords and product descriptions, a local marketing strategy delivers the social media component that was once exclusively guarded by word of mouth advertising.

People trust the opinions of others, which is how comments posted online support sales for small business owners. Although there are companies that have been around for decades that are adopting local search and social media marketing to promote their company and sell products, there a lot of startups that are finding success through the proper use of Internet marketing.

Where competition was once blocked by the network of established business owners, the Internet allows everyone to have equal access to opportunity and success. By developing a local online marketing strategy that includes website optimization, SEO link building, location mapping and social media, any small business can use the tools available to them to attract consumers to their storefront. A talented and creative marketing strategist can design local Internet marketing campaigns that allow a small business owner to build a reputation for quality through targeted online campaigns.

Whether a business operates exclusively on the Internet or it has a brick and mortar location somewhere inside a city, the Internet has leveled the field of competition by allowing everyone equal access to online marketing tools. A well developed marketing plan that targets local consumers uses social media and search engine optimization for reputation management and SEO link building to drive customers from the Internet to the stores where they can buy whatever they are searching for.

Strong websites grow from optimized Roots

The difference between social media marketing and search optimization comes down to viewing your website like a tree. If you understand the importance of continually optimizing your website then you will realize that the slow growth of your campaigns are like the roots of a tree that provide a solid foundation in the search engines. Taking time to deliver the page rank that will lead your website to the top of the SERPs (Search Engine Results Page) requires a long time commitment. For some people the rush to be recognized takes them to the social media sites where they can list their services or products and drive the attention of consumers to move from cleverly produced videos and ads on a social networking page to the landing page of their website.

I see social media as the next generation of online marketing that will be even more powerful than it is today. I see the importance of social networking and establishing a business connection with clients and customers that are engaged in following your posts and comments. I also recognize the importance of developing a strong root system for websites that are building a reputation as an expert within the various search engine directories. The way that I view a website is like a tree that has a solid trunk, strong roots and branches that reach toward the sky. 

The website represents the tree trunk and the ongoing optimization efforts that require constant nourishment are the roots that spread out behind the scenes (or in the case of a tree reach below the visible surface). Establishing the strong foundation for the website optimization takes on different forms that are each equally important to the branding and reputation of the site. Social media marketing (which is openly visible and requires just as much effort as SEO) is like the branches and leaves of a tree. Reaching into the visible world of reputation management the spreading branches of a social media campaign are strengthened by the roots of optimization.

Trees thrive on sunlight and water receiving nutrients from the soil that feed the tree's growth, a tree or a website depend on the work of optimization that is essential to the health of a tree. But without sunlight the tree is unable to grow and will perish. This is why it is important to cultivate equal amounts of social content that can be used in optimizing a website and building the reputation of a brand through social networking. With a solid marketing media strategy that supports both the ongoing work of SEO and the more fluid promotions that connect social media to your site, you can build a strong web presence that can stand tall in the SERPs and be recognized by customers and clients that are following your messages in the social networks.

What matters more...Time, Quality or Price?

It is one of the laws of the universe that when it comes to producing goods and delivering services somewhere somehow something has to give. Wouldn't you agree that when price and quality matter most it typically takes more time to get what you want? This is where some individuals get confused by the own impossible expectations. Although everyone wants the highest quality for the lowest price in the fastest turnaround time the reality is that one of the three value components that add up to create the final product must inevitably be sacrificed so that the other two higher valued expectations can be met.

Whether building a website yourself or paying a professional to develop your site you need to think seriously about the following. What are the two most important elements to consider when planning and developing a marketing media strategy?

Within every service industry the Cost-Time-Quality matrix can be applied to the people that are providing exceptional service to their clients. When time and price demand the lowest cost delivered in the shortest possible time you can bet that the quality of the final product will suffer.

The fast food industry is a perfect example of this. You are hungry and you want some cheap food you will get what you pay for, just don't expect a fine dining experience when you hit the drive thru window. By the same token a seven course meal in a fancy restaurant may be served up within a reasonable waiting time after ordering, but there is a premium that is paid for the quality of food that is prepared to order.

Simply put if you expect quality at an affordable price then you should expect the project to take some time to complete. If you prefer a fast turn around and want a fair price the quality of work might suffer from where it could be so that a demanding deadline can be met. And finally if you put speed and quality ahead of pricing you can expect to pay a premium for the services you request.

Whether developing a website, building your online reputation, or maximizing your SEO strategy you must to consider what you are willing to sacrifice to get the results that you really want. For most of us the quality of backlinks that are being added to a website are more important than the time it takes to add a massive amount of poor quality links over a short time. Because SEO offers the best ROI of any marketing effort available it is already a high priority for every business and website owner.

So the question is what is more important--building a lot of backlinks in the shortest time possible and hoping they will affect the SERPs (Search Engine Results Page) or adding quality links over the accepted 9 to 18 months that will lead you to the top of the search engine directories for many years to come?

Although social media content requires a certain amount of speed in developing and a video, the quality may be compromised to meet a low budget. This is where the quality of the final edit might lack the visual effects or sound clarity of a professional production, but the cost will be worth the sacrifice. On the other hand a high quality piece of film is worth the added cost if its produced for an audience that appreciates the high end finish of HD picture quality or the audible quality of professional sound mixing.

When considering your optimization efforts and social media campaigns think about the intended audience and what they are expecting as you choose between the quality of your work and the costs involved in developing quality links and posts that will be added to the Internet forever. If you remember that what you end up with comes down to your choice of picking from the three values of Time, Price and Quality your expectations will be met and you can have exactly what you want when dealing with service providers in online marketing or any other industry.

Does your Social Media Marketing have a goal?

Almost everyone is into social media these days, but without a goal in mind of what you want to accomplish for your business or personal objectives you are just posting information that has little if any meaning. Consider building a reputation management campaign that has a specific goal that you want to reach. It is important to realize that unless you have something that is relevant to your end goal to say in your posts it is not worth saying anything. 

The trouble that most people run into is that they are too busy dumping as much information about their business or them self onto the internet that they do not realize the potential damage they are doing to their own reputation.

With the search engine algorithms recognizing quality in the wording of every scrap of information that is being blogged, tweeted about and posted on the social networks most people do not know that when they are chatting about their cat or how their weekend was with their friends they are effectively reducing their credibility as an expert within their chosen field of business. Not that your hobbies and interests are unimportant, but they carry no weight for anyone that is in business with you.

To circumvent the common mistakes that individuals make in regard to their personal socializing it is best to create two different and accounts for your social standing. If you do want to keep everyone on your friends list informed about what you ate for lunch and what you thought about the last film you watched you can do that, but keep in mind that your clients, vendors and coworkers are more interested in what you can deliver by way of productivity and increased revenue. With separate networking media accounts you can be social with friends and family members while maintaining a professional image for all of your business contacts.

Going back to what I stated before, the best way to plan out a social media strategy is to have an end goal in mind. What are you attempting to do? What is the goal of your work? If you don't have one you will never know if you have reached it. All too often business owners say that they want to increase sales--which is why they are on the web. But that broad statement does not identify their purpose or the function of their social media campaign.

Just as any marketing effort is targeted to an audience and directed at gaining a specified result the work of any and all social media posts, blogs and commentaries has to be aligned with the overall goal of your campaign. So what you say through any social channel should to be relevant to your business, your website and the readers who will be reviewing your dialog.

Before sending out any message it should be filter through your strategy statement and measured to make sure that it is aligned with the goal of your media campaign. Basically a strategy statement is like your mission statement--it is the foundation of what you do, the essence of your business and relates to everything that you are presenting to an audience through your online marketing. A friend of mine and marketing expert, Brian Pope came up with what he calls a Unique Marketing Positioning Statement. Essentially this is what I am calling a strategy Statement. Identifying what you do and why you do it helps to create the vision of your company and is a test for each post and blog you put into cyberspace. If a posting is not in alignment with what you are offering to clients, it does not belong in your social media campaign.

However, if you are posting a blog and then telling others about your work, you can promote a relevant message that you will be happy to link back to your website. The acid test comes down to asking yourself this question. Is the post I am about to send something that I would put on my website to attract new consumers? If the answer is yes then move forward, if it is no then rethink your position and only post what will build you up as an expert in your area of business.

The goal of every marketing media strategy is crucial to the success of your ongoing public relations effort which is building your reputation. Keeping specific goals in mind each time you are tempted to post anything online will help you to decide what to post for the business public and what to send to your network of friends. With a targeted message you can do a greater good for your business than if you just sat down commenting on the things that no one really cares about. 

As you write your posts, ask yourself so what? What do others take away from this message? Is there a call to action if so is it relevant to your work? What is the reader going to do next? If they like the article, blog or post ask them to indicate it by taking action.

So what are you waiting for, click the like button, re-tweet this message to the people that can benefit from it and start following my blog! After all that's one of my social media goals. What are yours?

Changing trends in Online Marketing

As online marketing continues to shift and reshape the Internet a new series of strategies has emerged that is making the work of SEO even more effective. Using social media networks to affect the decision making process, businesses are now recognizing the need to build up a reputation through the links and posts on the densely populated social media sites. Creating campaigns that attract attention of an audience and redirect potential customers to their website, businesses of every shape and size are finding out that in order to be competitive they need to do more than just optimize their website. While link building and page ranks remain the goal of a successful SEO campaign there is a growing emphasis on how organizations use social media to guide the laser targeted of search engine optimization.

Because traditional offline commercial advertising campaigns are losing their momentum, the online world is continuing to bring newer and more effective marketing practices to the attention of business owners and advertising professionals. Mastering the tools and techniques for guiding millions of Internet users to the products and services of their clients, online marketing managers are achieving success that reaches beyond the accepted practices of SEO. With the technology driven short attention spans of younger consumers social media marketing offers a growing number of strategies that have and will continue to act as a laser for targeting unique groups of consumers that are constantly online with money to spend.

Of course the use of social media does not negate the need for a well planned SEO strategy. Adding to the success of a continual link building campaign the work of online social interactions by business professionals is an important element of Internet marketing that cannot nor should be overlooked. Selecting keywords and writing content that is sprinkled with a fair amount of keywords continues to be a vital component of success. Optimizing a website with Meta tags and content rich relevant wording still relies on the links that are generated through related article submissions, blogs and industry directories. Building an online reputation that supports the work of an optimized website requires continued posts to the social networking sites that are frequented daily by millions of people. Aiding in the effort of an effective strategically thought out SEO campaign the addition of social media makes internet marketing all the more successful. With the help of professionals that are versed in the uses of social media and who can create a customized campaign to promote any organization. Being ranked higher in the search engines is the result of all of the online marketing efforts of SEO, link building and social media posts.

Managing Online Reputations with Social Media

As I have thought about this blog I have created a list of topics that I am going to be blogging about in the coming weeks. Thinking about how to continue to offer tips or advice to those that working on their own search optimization efforts I realized that I also need to include the trends in social media that are allowing individuals and businesses to gain a stronger web presence. Managing an online reputation is an important piece of the internet marketing puzzle.

After interviewing for a position as a corporate social media manager this morning I sat down to strategize my own approach building a solid reputation as someone who not only uses social media to move my professional profile forward, but also looking at what I can do to help businesses to grow. With link building offering permanent additions to the ranks of search optimized websites, the social portion of internet marketing focuses more on the branding and positive perspectives that a company or individual has online.

For everyone that is not doing anything about managing their online reputation the lack of interest in social network sites is hurting their business. Even with a moderate amount of posting on the networking sites a business or individual can keep a positive vibe circulating about themselves or their work. For myself, the management of a reputation is something that I committing to right now. Although I have been involved in online marketing in one form or another for the past three years I am only now seeing the significance of creating an online identity that can boost my professional interest as an expert content writer. Wanting to add more punch to my resume I am including a healthy dose of social media contacting to my online reputation. The end goal of course is to be at the top of the search engines when someone types in social media networking, online media marketing, or internet marketing consulting. Even though I am a freelance writer who specializes in blog and article content for the web I am expanding my horizons and working to improve my own standing as someone who understands and utilizes social media on a regular basis.

And I am not the only on doing that! Businesses across the internet are invested in the continued improvement of their online reputations. With the ability to post a review about a company in a consumer focused web forum businesses are required to scan the internet for negative press and do all that they can to replace the hurtful dialog with positively reinforced posts and reviews. Through online reviewing sites that allow people to post their feedback about the service and quality that they received from a business, the reputation of that company is established. In some cases the feedback may be perceived as negatively impacting the business which is why it is vital to the organization to ensure that if their name is attached to the results of a web search that comes up as shining the best light on the company. Regardless of whether they are a multinational corporation with tens of thousands of employees or a mom and pop small business that serves the local community the only way to keep a positive light on any business is to promote it positively in as many places as possible.

This is where social media content comes into play. Using the social media networks, consumer reviewing sites and even allowing customer reviews on their own website, businesses can work to continually manage their online reputation and achieve the ranking among the social networks as a company that has integrity and delivers quality to each person they serve. Although it is tempting to keep up on the various activities that taking place in the social networks throughout the day, I recommend keeping the work related posts focused on the business you are in and spending the after work hours connecting to friends and  family members online. With a strategy to promote the positive image of the company, the posts to the social media sites can improve any reputation and lead to more beneficial impact on the search engines that are tracking the reviews and posts entered online.

Until next time...