Posted by Jody Raines
Social media marketing is important as part of an effective internet strategy and website tool. As an Internet Marketing Strategist, part of what i do on a daily basis is assist my clients with using tools such as Twitter as part of an overall plan. Sometimes it's 
interesting when a client feels they are already doing something correctly, to show them that there are ways to improve the ROI of their internet investment.
I had a conversation with a client today about Twitter. Yes, they have a Twitter account, and yes, they've done some tweeting. However, a quick look at their account, and I knew instantly that they were struggling how to use Twitter.
Social Media marketing is not much different than regular marketing. To some, because social media marketing is new and it's a bit geeky, it's foreign territory. The idea of communicating over the Internet is where they get hung up. They open an account, maybe even create a profile, then they get 'tongue tied' (or more appropriately 'finger tied') because they don't understand the protocol.
In this instance, the stream of tweets indicated that something was glaringly missing.
What was it?
Every statement in their carefully crafted 140 character tweets was presenting their business well. They did a great job.
Bottom line: Doesn't matter how great of a sale you have... No one is listening to your tweets!
But wait, they did have about 200 followers, who they were sure were hanging on every tweet, just fascinated to see what was coming next.
Reality check. No one is listening!
You can have a zillion followers and if you do not have any interaction, you can be sure you are tweeting to no one.
So, how do we remedy this? What's the cure? And how do we use Twitter to make it an effective tool for business?
Jody's Top 5 Tips For Effective Twittering:
1. Figure out who you want to talk with. Let's say you can identify people based on their interests or their geography, or even by their company. If you can do that, do you think you can find a few people who are interesting to communicate with? If the answer is yes, there are ways to do this, in my next post, I'll give you some tools that help.
2. Once you figure out who you want to listen to, follow them. What I like to do is read a few of their posts to get an idea what they 'talk' about, then possibly ask them a question or respond to one of their posts. This has nothing to do with business, it's simply a way to get on their radar.
3. Build your following by aligning with influential Tweeps. Some of the twitteratti have so many followers that they don't check who they are or are not following, therefore if you would like a reciprocal relationship, it's important to let them know that you exist. The simplist and easiest way is to say 'hi'. Re-tweeting is also effective (RT) and follow friday is another great way to pay a compliment (#FF or #FollowFriday).
4. Listen to the conversation by using a 'Twitter Client' such as Seesmic, Hootesuite or Tweetdeck. These interfaces enable to you follow and monitor specific people that you organize into groups. It's much easier to scan these if you organize your followers by category. It's also easier to jump in and out of conversations.
5. Don't just talk about your business. Use the 70-20-10 rule where 70% of the time you are being social, 20% of the time you are sharing information and just 10% of the time you talk about what you do.
The KEY is to establish relationships. And here is the gold at the end of the rainbow - by establishing these relationships, when you have something you need to get out there, to a huge audience, you can ask for the ReTweet... which has two huge implications:
1. Your message will be conveyed to the followers of your followers - a much much bigger audience than your followers alone.
2. The impact of someone extolling your virtues (or your company's virtues) is much much greater than your telling people just how wonderful you are. This takes on the tone of a recommendation or "Word Of Mouth" advertising, the most powerful advertising you can generate.
But don't take my word for it. Try some of these tips and then let me know if they work for you. Also, if you have additional tips on how you use Twitter to make it effective, I'd love to hear about them.
Send me a tweet @Sunswept next time your on Twitter and let's connect!
Posted by Jody Raines
So, youve been eyeing social media, have you? It's sexy, hot and young, I don't blame you. What a seductive approach to communicate...
Yes, its fast. But not neccessarily cheap or easy. 
Fast - you can reach an audience within moments which, through retweets can become viral quickly.
Cheap - it doesnt cost more than your time. But that's where the cost starts and the easy part ends...
Easy - It's easy to open an account, but maintaining the relationship and building trust is where the effort pays off...
There is a protocol with social media that makes courtship more than mere stolen moments.
Social media demands your attention.
But does all that attention mean giving up your current relationship with traditional media? Not neccessarily. Although to some extent, that relationship has us putting out and putting out, and just not getting a lot back. Not like it used to be when that relationship was new.
Slowly but surely the flirtation with Social Media becomes a full-fledged relationship... first, we 'stumbled upon' a social conversation, then more than a few titillating tweets, and suddenly its a rendezvous with Facebook, a LinkedIn linking... Social media, well it was 'delicious'! And the attention, well, we could 'digg' it.
So, does that mean we have to divorce our advertising campaign in order to begin a love affair with... (dare I whisper this?) Social Media?
But how to keep it HOT and vibrant? To this end, a list of 5 tips for a steamy relationship with social media marketing:
1. Be easy, not sleazy. You know you want it shared, so add share-to-social buttons on your website, your email campaign. You want your brand message to be passed among your brand advocates.
2. Stimulate and make it entertaining. Unless your message is fun, compelling or informative, don't expect it to be shared. Social content must be entertaining in order to stimulate viral sharing.
3. Shamelessly seduce your customer's testimonials. Let them be part of the conversation. Reward their positive reviews.
4. Embrace your brand's identity on social platforms. Understand you can't control what's being said, but you can share in the conversation and participate.
5. Be social, be real, be transparent and raw. Let your audience know who you are. Transparency is critical. Then, relax and enjoy the notoriety and spice that a young, fresh powerful digital marketing program can bring to your older more traditional relationship.
Posted by Jody Raines
Wow. One more inch and we'll have a new record! After 27 inches of snow on Saturday, why is Mother Nature adding another snow/rain mix for us?
So, what's a snowed in business owner to do? Bemoan the weather or be proactive? Here's a list of 5 things you can do to promote your business while snowed in!
1. Sign up for Twitter. Connect with people you've not had a chance to connect with. Yes, it's frightful out side, but you are not the only person who is snowed in! Plus there is a whole part of our nation where the weather may be sunny and warm. If you haven't started, try downloading my podcast- How To Tweet Like A Master. It's full of ideas for managing your Twitter account as well as how to develop a Twitter following, how to connect with others, what to say on Twitter, how to say it, and how to create a custom background for your Twitter profile.
2. Create a Facebook Page for your Business. It's not a difficult thing to do, but it can be confusing. Today is the day that you can take the time to work through your Facebook Page setup. If you already have one - post some comments. Your Facebook page should be informative and helpful.
3. Use YouTube. It's the 2nd most popular search engine. Take a video of your snowfall and post it on YouTube. It's not difficult. If you have a video record function on your mobile phone, you can take the video on the go... Today's a great day to learn how to use it! For a fun exercise, try uploading pictures to animoto.com and select from their music to create a custom thirty second video. Then upload the video to YouTube. Here's an example of one that I did.
4. Explore Live Streaming video. I love UStream and it has some neat functionality. One of the best users of this technology is Adam Sokoloff and the team at Sunrise Signs. They took live streaming video of a vehicle wrap, and they are adding new content on an ongoing basis. Check their stream out: http://www.ustream.tv/channel/sunrise-signs-live
5. Set up your blog. A blog is a great way to add new content to your website. As a Hubspot Certified Partner, we are always looking for methods to improve conversion and generate leads. A recent Hubspot study shared the following:
"A study of 2,168 HubSpot customers shows that businesses that published at least 5 blog articles in the last 7 days draw 6.9 times more organic search traffic and 1.12 times more referral traffic than those who don't blog at all."
So after you've done your first round of shoveling, take a few moments and enjoy exploring Social Media Marketing and Inbound Marketing with some of these neat programs. As always, please add comments or thoughts, and start today, while you are snowed in, to take your business to the next level...
Posted by Jody Raines
The age of social media and viral video has changed the complexion of business communications.
Your employees are Twittering, posting on Facebook and "connecting" through Linked In. Should you condone this behavior or censure it? How does social media in New Jersey and Pennsylvania impact the way businesses go-to-market? And should it?
Many sharp business leaders are struggling with this question.
At a recent breakfast meeting, when Bob Earl, President of VBA (Voorhees Business Association) and owner of Express Personnel asked me to think about a good topic for the VBA to present, it sparked a passionate rant about the public relations nightmares that social media could foster. Imagine workers complaints about quality virally expanding through the Twittersphere. Or a disgruntled employee's criticism being re-tweeted with geometric progression. It's terrifying how vulnerable a company is these days.
So, what's a CEO to do?
Cut off the Internet? Hmm. That doesn't seem right. The Internet is full of good information and represents a valuable way to reach potential clients.
And hence an idea was born: To put together a panel of experts to discuss their perceptions of how to legally deal with Social Media from an HR perspective.
On February 10, at 8 am, I'll be moderating a panel which will focus on this issue. Our keynote speaker is Chris Blackman, VP of News for NBC 10 in Philadelphia. Chris is a true luminary and intellectual. Nonetheless, he faces an incredible challenge the likes of which would cause many HR professionals to cringe. Imagine if every employee on your staff had a following of thousands who truly pay attention to their every post or tweet. As VP of news, part of Chris's job is making the tough decisions that teeter at the edge of personal expressive freedom and the company's best interests.
In addition to Chris, our panel includes Alex Nemiroff of Archer Greiner. Alex specializes in Labor Law and he deals with issues surrounding social media on a daily basis. He'll share the state of the law as it exists and has evolved with regard to rights and ownership and usage.
We'll also hear from Deb Myerson, Licensed PI and paralegal for Intelysis. Deb uses the Internet, among other tools, to screen candidates for positions to report back to the employer. Deb will point out the wealth of information that can be found out about anyone, from ebay purchases to Amazon reviews, you'd be surprised how much you can learn.
Gary Finger, former Voorhees Mayor and former member of the Voorhees Township Committee is also an expert with pre-hire screening. Gary will highlight the strategies and legalities of investigating your employees.
The event starts at 8 am with a full breakfast (yep, including eggs!) at Elite Caterers, located at 333 Preston Ave in Voorhees, NJ. Cost to attend is $20.
If you have a business, or have employees, this is one event you won't want to miss.
More info at www.voorheesbusinessassociation.com
Posted by Jody Raines
Well, it's only a few weeks into the New Year and I've managed to break my resolution for blog articles! I wanted to post two each week, but last week definitely got away from me. With Social Media and Internet Marketing it's important to be consistent. By posting on my blog and also reading and posting on other's blogs, I am able to grow Internet Presence and help my cause with the search engines such as Google, Bing and Yahoo.
So, here we go, with part III, the rest of my resolutions for 2010.
9. Facebook Is Important. Facebook, which started as a platform for College students to communicate has now become a platform for the over 30-somethings to re-connect with friends and family. Even more important, however, is the presence that Facebook poses for businesses. With over 350 million subscribers who are incredibly loyal (over 50% log on every day and the average user spends more than 55 minutes per day on the site), the power and visibility for businesses who use Facebook is enormous. Interesting - that Facebook user profiles are generally not google-able, but Facebook pages (which are great for businesses) are! Today there are over 700,000 local businesses who have a page on Facebook.
I do have a Facebook page, which, when it reaches 100 fans, I can customize with a vanity URL. (I'm close, so please become a fan!) I use the page to post updates on Social Media and Internet Strategy for friends, fans and family. My resolution is to continue to use my page, and to post more often.
10. Read And Post. Repeat. There are some fantastic blogs that share wonderful thoughts and information on this rapidly changing landscape that we call "Social Media" or "Social Media Marketing". I learn from my colleagues and as I do, I try to post a note with a thoughtful response to their article. Again, it's a great way to network and communicate. And that's what it's all about. Isn't it?
The Internet has become the required instrument of communication. If you aren't being found and you aren't using the tools, your business may suffer. Join me in utilizing the tools - it takes some time and there is a learning curve, but the benefits in fast-forwarding your business for SEO, being discovered on the Internet, capturing leads, interacting and communicating through social media marketing is wonderfully enriching.
Start your 2010 right, and join me on your Social Media and Internet Marketing regimen!
Posted by Jody Raines
In the spirit of keeping my resolutions, my last blog post promised that there would be more! And, being a person who intends to do what I resolve, I kept promising to sit down and write this blog post.
Time was passing and while I had these resolutions and blog media tips in my head, the process of committing to paper (or screen) means time. Plus, of course, the mere posting of articles means more opportunities for keywords, for optimizing my site (yes, links to your blog do help with Google ranking if your blog is part of your website), for adding content (another SEO tactic), and also for sharing my resolutions!
Therefore, I think you'll get a chuckle out of these next resolutions.
6. Time Management - Always important to make a list and prioritize. If you are like me, I start on one project and especially when it comes to the Internet, I can be sidetracked to others. Which leads me to our next resolution, but I'll explain: For example one of my tactics to improve SEO (Search Engine Optimization) is to post comments on articles in the blogs of others. This helps me two ways - first, it helps me connect with the writer of the blog - everyone wants to think that their post is being read, it's a compliment to see that it is. Second - when I post a comment, it typically asks me for my email address and my website. If my comments are well thought out and someone who reads that blog wants to know more about me, then they can click on my name and find my site. This also means that I've generated an inbound link to my site. (Again, very important for SEO. Incidentally, this is also know as Search Engine Marketing or SEM.)
7. Inbound links - As mentioned in number 6, it's a goal to produce inbound links. I'd like to say that I'll do this every day, but reality is that I'm committing to at least once a week. My goal is to do this more. I find that by grouping my contacts on Twitter by their interests helps me to find great articles to comment on. Using Tweetdeck or Seesmic to follow Tweeps by their interests enables me to quickly read the most recent posts and see which I want to dive into the links to read the articles. It's great Social Networking and also a great way to use (SMM) Social Media Marketing.
8. LinkedIn - I truly think LinkedIn is one of the neatest social media sites. I like to think of it as a business community and living contact directory. When one of my connections winds up changing companies, I know about it and can send a congratulatory note. I can keep in touch with former co-workers and share with them what is going on with my business. I can join groups (such as the Cherry Hill Regional Chamber of Commerce, or Voorhees Business Association) and be appraised of upcoming networking events. I can find new groups and meet new people. I can comment on my business and "crow" about upcoming events that I'll be speaking at. I can post questions or responses to questions to position myself as a "thought-leader". Bottom line, my resolution is to use LinkedIn more as a tool to establish my business. At least once a week, I will post or answer a question. At least once a week, I will update my status. (This helps with inbound links too, by the way). Also, here's where I share my shameless advertisement that I am available to Speak on "How To Use LinkedIN to Build Your Business". Which leads to resolution 9, but that's coming soon...
Well, it looks like we will have resolutions part three coming soon! Stay tuned.
Posted by Jody Raines
Like many other people, I start my New Year with resolutions - usually these are personal lists of things I feel I could do better. I've decided this year that in addition to going on a diet and exercising more, I am going to make some business resolutions.
These are thoughts and ideas that I have that I feel would improve my Internet presence and which will help position my business on the Internet.
For example, I have a blog. Blogging is very important. A blog is very important to help boost SEO (Search Engine Optimization). Therefore, if I am not posting, I am not helping myself get higher ranking in Search Engines, like Google, Bing or Yahoo!
My exercise for my business is goal oriented. I am a new business and many of my connections (and future connections) may not know that I exist or what I do. Therefore, it's critical for me to get the word out and establish some "buzz" around my business. In fact, whether my business is new or established, the goal should really be the same - to keep my name in front of my audience and develop the reputation as an expert for my field.
So, here is my list. Please feel free to borrow my list and make it yours as well. And... if you need help with any of these, this is what WebMarCom does, so give me a call! I'm happy to help with your New Years resolutions as well!
NEW YEAR RESOLUTIONS FOR INTERNET MARKETING:
1. Blog (at least twice a week) - Blogging improves SEO. In fact, each blog article is a new page. Especially important to optimize each blog article for a keyword or keyword phrase that can help boost placement in the search engines. This acts as new content and also, like having lottery tickets, assures that you have more 'tickets' to win (be found) on search engines, like Google, Bing, or Yahoo.
2. Tweet daily (on Twitter) - Tweeting is a relationship based exercise. If I am not responsive to the Tweets that other's send my way, then they eventually will stop tweeting me! I want to connect with more people and develop new relationships. These relationships add value and I learn tremendously from the information that I receive. I think of Twitter as a newspaper - I scan the headlines and every now and then I want to read the article. That's the way I use Twitter. The articles are the blog postings and links to information that I may not have seen any other way! Twitter is also great for promoting things that I've posted to my blog! Or new services that I've added to my website. It's only effective that way, if I have relationships, though. So, I also resolve to use Twitter wisely!
3. Web analytics (evaluate and improve keywords and pages) - Every day the Internet is changing. There are new articles posted and new websites being created. Just in the Philadelphia and South Jersey marketplace, there are dozens of listings created. In order for me to continue to improve my Search Engine Optimization, I need to evaluate how my pages are performing and work to optimize my site. Again, this is an ongoing process. Using Google Analytics is one way that I can see where traffic is coming from, and I can see what my bounce rate is for each page. If the bounce rate is high, then I have to determine why. Only by continuously examining my success and failures am I able to improve my Google rank and my placement in search results.
4. Lead nurturing - Every time someone asks for information on my website, I should have an auto-response that goes to the potential client and I should also have an auto-response that goes to me to alert me. I also should be pro-active at following up these requests. After all, that's why I have my website set up as a lead generation tool. So, my goal is to set up a 'drip' campaign of information that helps to keep my name in front of my potential clients, and also is a value. This means that I will provide great information that my potential clients will find useful and therefore they are more likely to read it. This is a one time exercise that I need to set up in my website.
5.Outbound Email Marketing Campaign - In addition to the people who find my website, I have a rich list of connections that I've met at various networking events. These connections may have need for the services I provide. Yet, I don't want to hammer them with sales information. Instead, I want to share knowledge with them in the hope that something I mention may spark the glow of interest. In the outbound email campaign, my goal is to have a link to at least one landing page with a call-to-action which is focused and directed at just one offer. This will encourage my potential clients to request more information and therefore be an opportunity for me to address this request with them. My goal is to offer these emails at least once a month.
Stay tuned for Part II - I have more resolutions that are incredibly useful to optimize your business!
Posted by Jody Raines
The world has changed. From the perspective of a marketing geek, it’s amazing to me how much technology has impacted the way we reach our audiences. The days of traditional marketing are gone and the days of social media and tracking brand identity are here.
Regardless of whether your business is located in Cherry Hill, New Jersey or in Philadelphia, or whether your product is web design or selling widgets, understanding the nature of the Internet and Social Media is critical to business health and success.
No longer is it safe to put your advertising for the product on television, radio, newspaper, magazine… then sit back and wait to “monitor” the results in sales. No longer can we identify our demographic in broad strokes, such as females 18 to 35. There is just too much information available to and from our customers for advertising agencies, publicists and marketers to take that dangerous approach.
If we are not monitoring our brand – what’s being posted or said about us on the Internet, we run the risk of negating any paid advertising that we do. In fact, the example of Pizza Hut, where a couple of employees created a video that disrupted our concept of the brand, brings to light the accessibility and availabilty ‘new media’.
So, what’s a marketer to do?
First – be aware of channels where the brand can be mentioned, either positively or negatively. In the case of Comcast. there is a team involved to monitor customer complaints, and take quick action to respond to them. Other companies are jumping on that bandwagon. Can you afford not to?
Second – take advantage of new media opportunities. Are you on Twitter? Do you have a business page on Facebook?Are you writing articles about the company? Does the company have a blog?
Third – Join communities and monitor the conversations. Join in the conversations. Humanize the company.
The days of faceless giant corporations are coming to a close – those are the dinosaurs that face extinction; much like taking the corporate jet and asking for taxpayer dollars. Today the customers are vocal and they want to be heard. They want to interract, and they want their opinion to count.
Can you afford not to listen?
Posted by Jody Raines
When it comes to Internet Marketing, the list of the top ten strategies includes search engine optimization social media marketing and keyword research. This is according to a list just released by website SEO.com.
The difference between an Internet Strategy and a presence could not be clearer when evaluating the list of ten items. All are critical to being found, for the right reasons, by potential customers, who offer their information (inbound marketing) and are qualified buyers for your offer.
By establishing credibility, eliciting trust and directly targeting a desired demographic, companies have been able to build a following and build credibility.
The importance of establishing an online presence becomes particularly important in an economically challenging year. Trust can make the difference between a sale and a bounce.
If the site is unprofessional, with little to no links, no social media buzz and it is unreliable, the site tends to lose trust. When there is little trust, customers will go to a more trusted network. Even how long the site takes to load is a consideration in the customer's choice.
According to SEO.com here is the top ten list to consider:
1. Organic Search Engine Optimization (SEO): 80% of web users click on the listings they consider the 'real' results.
2. Facebook/Twitter/LinkedIn: Social media marketing can be more cost effective than traditional forms of advertising. Just as Word Of Mouth is more effective than 3rd party advertising.
3. Keyword Research: What are customers searching for online and how do you position your site to reach these customers?
4. Video Marketing: YouTube is the number two search engine. More and more, it makes sense to include video as part of your online strategy.
5. Online Public Relations: Online communities and public relations with content about your company creates buzz, which helps to build credibility.
6. Link Building: Links pointing to your site imply that your site has greater credibility.
7. Blogging: Adding content helps your site improve ranking - also better content helps search engines identify your offer.
8. Conversion Web Design: Many sites are built without a call-to-action or plan to convert visitors.
9. Paid Search Marketing: Pay-per-click (PPC) advertising is a method that many companies use to be sure their name comes up at the top of a page when the organic optimization may be too competitive.
10. Email Marketing: A drip campaign to nurture new leads is just as important as an ongoing email campaign to current clients.
With our process and technology, we make sure that all of these bases are covered. The importance of viewing your web presence as a strategy and as an investment will be clearly evidenced by the inflow of leads.
Posted by Jody Raines
As a Social Media affectionado, I'm always interested in local activities in the Southern New Jersey or Philadelphia metro audience. When I was asked to participate as a Speaker for the National Speaker Association, Philadelphia, it was hard to resist.
Had a great time last week speaking for the National Speakers Association Social Media Lab for Philadelphia. This was a full day of hands on activity for participants to learn Twitter, Facebook, LinkedIn and Blogging. At the conclusion of the day, each attendee had hands on experience with each of the platforms. My role was to teach Twitter.
At the conclusion of the event,
David Newman, Vice President of the National Speakers Association and President of DOIT Marketing grabbed a video camera and interviewed each of us. I thought you'd get a kick out of seeing how my impromptu interview on camera came out.