#4 Get reports. We provide clients with bi-weekly reports on current objectives as well as future action items. If your SEO agency can’t tell you in writing what they have been doing, then you can count on it being nothing. Reports should include past and current rankings, possible new objectives, and expectations. Remember, you are paying for professionalism and there are countless one-nighters out there to take your money. In this business YOU WILL get what you pay for.

#5 Don’t use link-building software. I know, this may be controversial and I welcome any comments about link-building software pro’s and con’s, but we only use organic search engine marketing techniques to generate traffic. The reason is simple. Just as there are thousands of here today gone tomorrow SEO companies, there are tens of thousands of software packages being sold to make it more simple. Personally, I have only seen a handful that work and eventually Google will find out.

Did you know you can be banned from Google? If you hire an SEO company that opereates in “black hat” tactics, you better be prepared for your site to become invisible. There is no way to cheat search engine marketing in the long term. It’s the same as traditional marketing: create a quality product that consumers want, provide a clear and concise message, be in business for the long haul. You don’t expect to be on the front page of the Wall Street Journal in a month, then don’t expect to be on the first page of Google until you have earned it.

author: John Millican

#1  Ask for references.  Simple enough yes, but many people don’t take the time.  By asking up front you are setting a standard for your professional relationship with your SEO firm.  They will know right away how serious you are and this can help weed out the wheat from the chaff.

#2  Don’t believe the hype.  If a company says they can put you on the first page of Google in a month and you are currently on the 10th, then very politley kick them the hell out of your office.  Rome wasn’t built in a day and Google didn’t become an internet juggernaut by being fooled.  Realistically, it takes about three months to see movement in quality, organic seo. 

#3  Special website checker services.  There are at least 10 different free services online right now which can check your website.  Some require registration, most do not.  I have included a couple we use in the beginning to help you understand how easy this can be done.  If a company tells you they created special software to keyword optizmize/seo/ bot your website, just know they copied it from somone else.  Run the check yourself.  Educate yourself on the lingo, then hire a professional to make the changes you already know are necessary. 

http://www.seocentro.com/

http://www.websitegrader.com/

https://adwords.google.com/select/KeywordToolExternal -use this to help discover keywords people are searching for you havn’t thought of

(part 2 to be released Friday 4/2/10)

author: John Millican

Without a doubt blogging has become very popular and an effective marketing tool in the midst of the social media movement.  Just because blogging is popular doesn’t mean its the golden key for your business.  Almost every organization now is wanting to incorporate blogging into their online marketing mix, but many do not understand the effort or resources required to create a successful blog.

So how do you determine whether or not blogging is a right resource and investment for your organization?

First you must (without bias) determine whether or not a blog would even be effective in your market space.   Just because you have a blog does not mean anyone will read it or even care about it for that matter.   If your in an industry with repeat customers where the buying decision requires a lot of  research, or if your industry is a hobby /sport most likely blogging will be effective.  However, you must determine whether or not the information you provide will be interesting to your target audience and whether or not they will interact with the given information. For example, a blog about office chairs would not be effective.  Sorry, your office chairs just don’t deserve twenty minutes of my day. So as an office supply company your resources are better off spent promoting your website and local brand awareness than wasting time trying to get people interested in office chairs.  But, “I could write something interesting about saving money on office chairs or office chair comfort, right?” Yes, you could, but still how effective would that be compared to spending that same time in other marketing avenues.  At the end of the day its about ROI.  So, if your questioning whether or not blogging is for you I have an absolute solution. Ask your customers if they looked at a blog in their decision making process or a blog related to your industry. On the flip side, if you are a software company that provides CRM and Accounting solutions. Many of your customers do a lot of research before rolling out a large scale purchase and want to find out best practices.  A blog to help them better understand your product, industry standards, and best practices would be very useful and effective.

Secondly, you have decided that a blog would be effective for your company, but is it the best choice.  A blog requires a set amount of resources, time and money.  Try to see if you can find a better way to spend those resources that would produce a higher ROI.   I know it sounds backwards, but don’t just blog because everyone is doing it when you may be unwisely spending resources.  I challenge all of the marketing decisions with alternatives to ensure we are making the right choice not the best sounding choice.

Finally, quantify how much effort will be required to make your blog successful.
1) How much money will be required to design the blog?
2) How much time will be required to set up the blog?
3) How much time on a weekly / monthly basis will be required to maintain and build the blog?
4) How much money / marketing resources will be required to drive traffic to the blog?

I have seen many organizations start off with good intentions, build a great looking blogs with practical information and resources but fall short in maintaining the blog and its marketing. For some reason people tend to think blogs are magic and when you start writing people start coming (Not Really True). Quantify the four basic steps listed above and put together a plan of action and budget for creating, maintaining and marketing your new blog. If the numbers are not overwhelming then by all means move forward with blogging, but ensure you’re dedicated to the process.

Author: Brandon Morgan

The Silent Type

Over the past few months the media has covered a tragic story of a fallen athlete recognized worldwide.  It appears after all these years Mr. Woods is human, at least off the course.  This is not to say he deserves his privacy certainly his children do, however, the inevitable backlash was as public as it was nasty. His silence and withdrawal into obscurity has only fueled the ridiculous stories which have covered the front page of newspapers.

In extreme conditions you must brace for the worst but meet the publicity storm head on.  By keeping silent until tomorrow’s scheduled news conference, Tiger opened the door to speculation and lies.  During this rough time he could have silenced many of his persecutors with the truth and an apology.  Instead his devout followers (those who pay $500 for a new driver) were forced to defend their hero as his floozies guest starred on cable TV.

In the past month, Toyota has faced millions of dollars of loss as they recall several of their flagship lines.  During the first couple of weeks, they remained silent hoping the media storm would eventually settle.  Instead, Toyota’s problems continue to plague them due to their misrepresentation or lack there of the facts.  Had they stood in front of the fiasco apologetic, and with intentions to completely check every vehicle, then their customers could have felt safe again.

Both Tiger & Toyota have demonstrated what not to do.  Solid public relations is communicating with people.  Your customers want to be proud when they represent your brand.  They need to know you care as much about the brand as they do.

When asked how he thought history would remember him, the great Winston Churchill responded “they will think of me well because I will write history.”

Gluttony is overindulgence of media.  A solid marketing campaign recognizes limited resources and seeks to maximize the use of those resources.  You can not be in every media all the time.  Find what social media works for you and your customers.  Be willing to experiment until you get it right.  I tell every client that in general it’s good to have a blog.  However, if they do not supply quality content at least 3 times a week, it hurts more than it helps.  The same is true for Twitter, Facebook, LinkedIn, YouTube.  Discover 2-3 mediums which consistently are successful for your industry.

Sloth relates to your ability to stay on top of all social media and listen to the marketplace.  Are you monitoring the blogs and other social media?  Do you actively engage the online community to manage your brand image?  Your customers and more important, your competitors are talking about you online, you must have a system in place to listen and respond.  You must listen and react with the marketplace.

Anger is the effect of not taking social media seriously.  This is the perfect opportunity to develop an open conversation directly with your customer.  If you listen and pay attention, they will tell you exactly what they like, and espically what they dislike about your product.  Instead of an attitude about your comment box, use these comments to modify the brand image making it more appealing to the marketplace.  After problems are fixed, if complaints continue to grow then maybe it’s the community trying to let you know you’re marketing to the wrong market. 

Greed occurs when a social media campaign fails to put the community first.  A company can not expect to always be selling the customer.  Social media is more about involvement than inventory and a brand must determine the different benefits each media provides.  For example Twitter is perfect for up-to-date information for an event but a Facebook Fanpage Campaign would be better to prepare attendees months in advance.

Pride, narcissism, self-promotion, no matter the media you must have a balanced discussion.  People want to see your company cares about others, especially the community.  Consider partnering with a local charity and supporting their cause or mention your biggest fans next time you blog.  There are countless ways to advertise your company, social media is a way to involve your company thereby evolving with your market.  In the long run your business will benefit with greater presence and increased sales.

Lusting after profits in the short term compromises your brand.  Yes the economy is bad and every business is affected, but those who sacrifice their brand for immediate gratification will be remembered.  Good business is mutually beneficial.  Your customers should receive what they need at a fair price no matter the economy and your business should always run slim.  Jack Welch, well respected CEO of GE used to fire the bottom 5% of the company every year to stay slim.  Now, GE is the 4th most recognized brand worth approximately $50 billion.

Envy is the green-eyed monster in the room for almost every business owner or manager.  If you are successful or felt confident enough to start your own corporation then you have a competitive spirit.  It is this competitiveness which makes successful people after they have learned to harness it’s power.  You must take objective approaches to your own marketing plan and not compare it with another’s.  Each brand is unique therefore each business is unique.  If you are busy worrying about what your competitor has (other than market share) then focus in not on you’re unique selling points.

Let me break down the incredibly complicated term.
News Worthy means to be “News” “Worthy”
Well that’s dumb your probably thinking to yourself as many people do, but here is the important part.

Average Press Release = News Worthy to you and your organization
Great Press Release = News Worthy to your customers

This is where the problem occurs in most poorly written press releases.  And your probably asking, “well for a press release shouldn’t I be mostly concerned with the industry, editors and writers?”  Yes, but they are not your target market and at the end of the day they are just providing news to your customers that they are interested in.

Time and again we have received press releases from companies to be distributed or our version edited into a poor sales script about a product or service.  Press Releases are not a sales tool they are a publicity resource.  No matter how bad you are wanting to list all the great things about your product or service take a step back and put yourself in your customers shoes.

1. Hows does this product or service relate your customers?
2. Hows does it affect their lives or lifestyles?
3. What are its affects on society? Environment? Government? Etc..
4. What are its affects on the industry? Standards?

If you write about something people are interested in, it does not matter how good your product or service is it will get read.  Spend more time trying to relate to your target audience than boasting on how great your product, service or company is.

Example
From the start your press release must serve a purpose.  Possibly a product launch, or a new division or maybe some new research finding.  Let’s use a product launch for the sake of this article and a average product like fertilizer.  So you are a fertilizer company and you are looking to promote your new fertilizer in a few media outlets using a press release.  Now your company has created a new environmentally friendly fertilizer that your sure will take over the market, you just have to let everyone know about your great product.  Now how you let people know will determine the success of your first press release.  Lets look at some different options.

1) Title: Company ABC Releases New Environmentally Friendly Fertilizer
You discuss the science behind your fertilizer and how your company’s research has truly created something never done before.  You mention that the product is patent pending.  You go on to list, in no particular order, the benefits from greener grass, to safe for the environment and  to even being cost effective.

2) Title: New Green Fertilizer Safe for Kids and Pets
You discuss how your fertilizer provides the same benefits as traditional fertilizers but is safe for your kids and pets.  You talk about your company’s focus on providing alternatives to chemicals solutions. Your briefly mention the release date and patent information at the end.

Now most organizations write the number one press release which is okay and to the point, but never challenge themselves to find a way to better relate their product or service to the customer.  The press release is submitted to various outlets and there is minimal news coverage and they can’t understand why no one cares.  Its simple, you have competition everyone is using the environment now, but what does it mean to me.  Whereas the second press release immediately catches my attention to what this means to me and fortunately editors and writers have not just a green topic to write about, but a green topic that relates directly to the customer!

In summary I believe the concept is very simple, yet we continue to forget to put ourselves in our customer’s shoes and settle for mediocre writing and mediocre results.  Challenge your next press release and get the industry behind your brand.