Ideas for Business

Harrison Ford may have been a robot. SEO copywriters are not.

Copywriting, and all of marketing really, represent that beautiful intersection between business and creativity.  Those of us lucky enough to find our way into this niche find that, amazingly, we can actually make a living being creative.

Granted, the work we create may not always grab the attention of our hipster friends, but it will put food on our clients’ tables (most important), put food on our own tables (second most important), and put food on our aforementioned hipster friends’ tables (if they’re lucky).

Perhaps the biggest mistake we can make as copywriters when we find ourselves writing specifically for a search engine optimization initiative is becoming untrue to our own creative personalities.

Being a copywriter means adapting your voice to become the voice of your target audience, whether that means writing like an accountant, a technology provider, or even a business analyst.  When writing content for SEO, you add the additional layer of complexity of expanding your audience to include the search engine ‘bots.

This can frustrate the creative ogre that lies within us on a few levels:

• We work in marketing – the greatest industry forever and ever.
  Why can’t everyone, including the ‘bots, just speak like we do?
• Writing for robots is making us feel like robots, with the rules and what not.
  We’re not robots – we’re writers!

These may seem like good points when echoed in our own heads, but truly, they are misguided.  SEO copywriting when done correctly - is an enhancement to our creativity - not a limiter.

Take the creative approach towards the following SEO guidelines:

• Title tags must include the most important keyword related to the page
  This is great!  Think of it this way – if a title tag is limited to 10 words, and you are working with a keyword like “Accounting Software” you’re 1/5th of the way done!  Add in the client name, and you’re 1/3rd of the way there.

  Now, you just need those seven final words to make this a compelling bit of copy – compelling enough to get your target to click through.

  Finding the right creative mix of seven words is a challenge that should be received as a gift by any skilled writer.  Remember, Hemingway only needed six.

• Keywords must appear up and to the left
  How dare someone tell you what words should go where, right?

  Granted, the reasoning for keyword placement can feel robotic – after all – the search engine ‘bots scan for keywords that appear up and to the left.

  Want to know a secret, though?  So does everyone in the entire world who ever lived and took the time to learn how to read and scan something for their name.  (Note From Editor Dana Larson:  Except in certain cultures where they write right-to-left, not left-to-right…something to think about, Mike ) People are notorious scanners.  Humans created the ‘bots to take after their masters, and their masters do not have time to read anything unless hooked by a strong opening, ie, some compelling bit of copy they’ve spied “up and to the left.”

• The same keyword(s) must be used so many times
  This is an easy one.  You only have to use a keyword as much as it makes sense to use it.  Typically, 3-4 instances on webpage will suffice, although you could potentially include it more if in reference to a branded company or product name.

  Remember – we’re writing for humans, here.  Use your keyword just enough that a human will know what it is you are talking about.  The ‘bots we create will follow-suit.

• Internal links should be implemented within your web copy
  Gee whiz, I just wrote all this great stuff and now I have to worry about linking it to something else?  Think of it this way.  Some of the best jokes told by stand-ups comedians reference another joke recently told.  For the uninitiated, this is a “callback” – and it helps add a new level of fullness to the bit.

  Links in your copy are the same idea.  By linking to additional, relatable content your copy expands to feel fuller with very little extra effort on your part.

The best thing about taking a creative angle when approaching the rules of SEO copywriting?

Ensuring a successful website for your client (most important) and gaining recognition as a skilled and creative copywriter (a close second).

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© Mike Yanke for Online Marketing Blog, 2009. | Permalink | No comment | Add to del.icio.us
Post tags: copywriting, search-engine-optimization, SEO, seo-copywriting

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Some people Twitter. Others are on Facebook or LinkedIn, but did you know that 88% of all Internet users in the U.S. regularly use email? (UCLA Center for Communication Policy survey, 2001). I can only imagine that number has increased in the past few years. When you think about it, email is the feature most used on a computer. That’s why it’s the best way to contact your small business clients and business associates.

Building a house email list is smart step. Email subscribers want your email, so you’ve jumped over the first hurdle–being opened and actually read. Consider using email marketing programs such as
Constant Contact, Vertical Response, iContact, Relenta, Mailing-Manager, or Campaigner. Any of these programs will help you manage your subscriber database and create emails that are succinct and likely to be read, as well as help you create emails, marketing campaigns, and create autoresponders and the help you publish RSS feeds.

But don’t drive them crazy. Everyone’s inboxes are inundated with emails, and if you don’t do it right, you’ll be deleted before you ever get read.

The best way to avoid email delete?
Fill out the subject line and say exactly what the email is about.
Clarity. Brevity. Two words that make email readers smile.

Keep your emails short. Shoot for no more than two paragraphs. Or one paragraph and 3-5 bullet points. Start with an opening line or two stating what you want.

What do you want? Never send an email without asking yourself that question–and then making sure you answered it–before you press “send.”

Ask a question. Announce an event, promotion, or improvement. Ask for something you need. Say thank you. Plan a get together. Say it early and don’t bury it deep in a paragraph.

Leave lots of white space. Like I’m doing here. This is the easier way for a reader to peruse your email and let their eye fall to what’s important.

Use your English skills. Emails aren’t text messages, and you’re not 14, so spell things out–and run spell check. Strive to sound warm (not mechanical) and professional.

Expect some things to be misunderstood. It’s hard to read “tone” in an email so try to be clear. Sarcasm, humor, and frustration can easily be misread. If you think something you would write in an email could be misconstrued, then pick up the phone and call them.

Take the time to be nice. A little chit-chat might be necessary to build a relationship, especially with new customers. Remember to say thank you, please, and I’ll get back to you soon. And keep your word–as hard as it is to answer all your emails, prioritize them and respond properly–and when you can’t meet a deadline, let someone know.

Use an email signature to end your email, and always list your telephone number and website.

Yes, we all get too many emails, but no one minds the timely email that delivers needed information. Emailing your small business customers is still the best way to stay in touch.

SES New York did pretty well  considering many conferences are feeling the effects of business budget cuts. Publisher and VP Matt McGown stated that over 5,000 people attended 2009 SES New York.

Social media often folds well into search marketing and blogging represents a great example of the intersection between creating optimized content and a platform for enabling customers to be social with companies.  Some businesses have started blogs only to see them lose steam and die. Others are fearful of starting blogs in case customers make negative comments. 

My presentation for the Business Blogging session addresses both the common reasons business blogs fail and offers several tips for running a successful coporate blog, long term.

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© Lee Odden for Online Marketing Blog, 2009. | Permalink | No comment | Add to del.icio.us
Post tags: business-blogging, company blogging, corporate-blogging, sesny

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Thinking about social media? Or are you waist deep and need some help? A session today at SES NY highlights different approaches to social media, its purpose and how and why you should get involved.

Li Evans, of Key Relevance, hammers home the need for social media strategy within her presentation.

Social Media - done for the sole purpose of traffic or links - probably isn’t social media you should be doing. Social media is not about your marketing message, it’s about what the customer has to say good or bad. It’s about them talking about you.

Whatever you do socially, remember that the end user has control of your message and sometimes your brand. Li goes on to explain that these conversations are happening any way, online and offline, so would you rather be part of it or continue to ignore it?

Imagine if a group of your customers invited you to a party they were having to talk about your product? Would you attend? Of course you would. Or you would be stupid not to.

So when those ‘parties’ are happening online every day it’s interesting how many companies don’t rsvp.

Li reminds the audience, that there are multiple tools to help you engage in Social Media. It’s not just Digg or Facebook or Twitter.

But before thinking about the tools, think about your overall approach.
1. Start with a plan
2. Know where your audience is online
3. Integrate with SEO and PPC
4. Define Goals & Measure, Measure, Measure
5. Take What Works & Improve it

Next, is Beth Harte, of Harte Marketing &  Communications.
She starts by explaining that attention to social media by the PR industry is lacking. Specifically, the industry tends to still focus only on media, dodging crisis and ignoring customers.

It’s no longer just about the journalist. There are many conversations on blogs, forums, social media and PR needs to move toward putting the customer first.

Once you have a plan that rolls up to objectives and strategy, here are a couple ways to dive in:
1. Online newsroom, make it more than a repository for press releases
2. Social Media News Release which is searchable, includes keywords and tells a story

The next step for the PR Person is to connect the dots between offline and online to reach customers in a more effective way.

Rob Key, of Converseon, is here to represent the agency side of Social Media.

The marketing funnel has gone from a very linear approach to a Dr. Seuss type of funnel which includes conversations in multiple destinations and specifically destinations that aren’t always controlled by the brand.

While social media may not be hard to execute, culturally it can be very difficult. Since social media transcends marketing disciplines, it makes it even more difficult.

When developing social media:

• Utilize and engage different groups (comm, marketing, media, search)
• Pilot with low-profile business unit
• Encourage your clients to start listening first, then engage

Social media can be successful when you:
1. Listen
Free tools like Google Alerts can get you started. Conversation monitoring is documenting conversations. Conversation mining is taking the information, creating insights based on sentiment and letting that information drive what you do next.
2. Organize
Social media is an engine of organization transformation. Within client organizations, help them decide who ‘owns’ social media to make sure you have an internal champion and educator.
3. Policy/Ethics
Understand the cultural nuances of the different communities and educate the client on what is appropriate in what channel.
Work with your client to create a code of ethics and guidelines in an effort to increase confidence and cut down on the review process.
4. Infrastructure
Identify what conversation assets you have and what ones you need. How will you make this happen and within what timeframe?
5. Identify opportunities to listen and connect
Every social network is not right for every brand. Select based on where your target market is.
6. Engage with the Right Philosophy
Participate and learn. Identify the elders and come bearing something of value.
7. Measurement
Measure changes in conversation, increase in positive sentiment, share of conversation.
Then identify what a 10% increase in sentiment means to the overall business.

There are many ways to dive into social media, doing so with a plan is the first step to being successful and providing something of value.

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© Jolina for Online Marketing Blog, 2009. | Permalink | No comment | Add to del.icio.us
Post tags: online-marketing, SEO, SES-NY, Social Media, social media strategy

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Pepsi invited me to speak at a panel at  SXSW. I had hemmed and hawed about going to SXSW because it would mean a week away from family and work. With the invite – which was too good to pass up - I’ll only be going for a few days.

The panel I’ll be speaking on is Dad is the New Mom on Monday, March 16th from 5:00 pm - 6:00 pm. (Add this to your SXSW Calendar)

Here’s the panel description:

While 'MotrinGate' and other recent events have demonstrated the power of mom bloggers around the world, the other side of the parent blogger coin is also developing an engaging and influential voice. Dad Bloggers are sharing thoughts and ideas about parenting - and news and reviews about parenting-related products - at a rapidly increasing rate online.This panel provides an opportunity to connect with today's leading Dad Bloggers as they share their thoughts about tapping online communities centered around fatherhood and their insight into the future of social media as a whole.

• Bonin Bough PepsiCo
• Chris Brogan Pres, New Marketing Labs
• Brad Powell COO, IFC/DadLabs Inc.
• Jory Des Jardins Co-Founder, BlogHer LLC
• Anne-Marie Nichols Blogger/Publisher, This Mama Cooks!

Hope to see you there!