Online Marketing Blog

Next week is the final search marketing conference of the year for me and most others in the SEM industry: Search Engine Strategies Chicago is a MidWest focused event that will offer keynotes from the likes of Jeff Jarvis, Author of What WouldGoogle Do? and a multitude of Beginner, Intermediate and Advanced breakout sessions covering SEO, PPC, Social Media and many other related web marketing topics.

I know there are plenty of agencies and companies that are experiencing slimmed marketing and travel budgets, wondering if marketing conferences are worth the investment. Sponsoring and exhibiting are a big part of many companies marketing strategy and for those companies that do it right, with pre, during and post show promotion, it’s very productive. Even at small shows.

The quality of email content is one of the core factors in determining whether an email marketing campaign succeeds or fails. But successful email copywriting is an art — rather than a science — making it different from most other forms of business writing. To start out on the right path, consider these 5 tips for effective email copywriting:

1. Focus on the subject line. The subject line may be the shortest piece of content to write, but it’s one your campaign’s most critical elements. The challenge is to create excitement for a special offer, provide enough information to be clear about purpose and convey a brand’s essence – all in 50 characters or less.

When writing your subject lines:

• Create a sense of urgency. Include timely information to encourage subscribers to open the email.

Any marketer who’s successfully made the move to social media will tell you the rules of traditional marketing have to be reexamined. That’s particularly true with Twitter, where brands have just 140 characters to inform, evoke emotion and inspire action. One of the most basic and critical rules for brands on Twitter? Be authentic and transparent in all you do.

Check out these 5 Twitter tips for staying authentic and transparent:

1. Reveal who’s behind the Tweets. It doesn’t necessarily matter who it is—the CEO, the social media manager or a marketing intern. It just matters that the person is in fact a person. Putting a face and name behind your Tweets through a photo and brief bio can help followers relate to and connect with your brand.

The transition from old to new technology creates both challenges and opportunities for communications professions.  The field of public relations is directly tied to the publishing industry which of course, is directly connected to business and consumer information discovery and consumption.  The migration from offline to online has left these industries in a state of flux and traditional PR becoming increasingly digital is no exception.

There are tactical challenges as well as strategic. For example, the shift towards digital communications means a new set of tools must be learned in order to accomplish today’s PR goals.  Now more than ever, public relations professionals need to familiarize themselves with a new arsenal of tools to adjust and thrive in a digital world.

As companies grow their confidence and familiarity with the social web, there’s a bit of a mental hurdle they pass in accepting that it makes sense for their organization. It’s not unlike 10 years ago when companies finally started to “get” the need for a company web site.  And just like a web site, building it doesn’t mean “they” will come, so the logicial next step is:

“Once you start a social media effort, how do you promote it?”

The reason for a company or brand’s social media participation, the audience they’re trying to reach, budget/resources and the actual social platforms being used will all flavor how a social media program can and should be promoted. This can be resolved with a few key questions that should be a part of a social media strategy:

Like many others, I scoffed at Twitter when I first heard of it. What use could sending short messages to people I don’t know be?  The mental leap from IM and Facebook status updates to Twitter makes it easier, but business use seemed pointless at first.  As I noticed more of my Search, Social and PR industry peers using Twitter, it seemed a good idea to test out.

While I don’t have a million followers, or even 100,000, I’ve found out that for my purposes, quality is the key and the 13k or so followers I am lucky to be associated with are appreciated a lot more. Being strategically useful and helpful builds trust, attracts influential followers (vs bots and spammers) and results in a new channel for social networking.  Individual tweets may or may not be useful, but when you add them up over time, a bigger picture emerges.

While Google offers advice on hiring SEO consultants, there’s not much information about how to get the most value afterwards.  There’s an impressive amount of information and resources for webmasters on SEO related topics, but I’m pretty sure Google as a company has never hired a SEO agency and therefore isn’t in the client/vendor relationship advice business.

Having worked as a consultant for well over 10 years in the SEO space with hundreds of companies, large ($100bn) and small (un-funded startup ca 2001), there have been many opportunities to learn the ins and outs of working with companies to effectively provide SEO related services.

In October we decided to mix things up a bit and offer more posts with practical tips, especially the SEO Basics series. While many of our readers appreciate industry insights, observations, conference coverage and interviews, it was the practical tips and resources that attracted the most interest.

While started out with tips focused on search engine optimization in October, we’ll begin offering similarly practical tips for digital PR and social media marketing as well.

The two day Social Media Smarts workshop in conjunction with the DMA will offer more than enough basic social media tips to share.  Here are the top 10 Online Marketing Blog posts according to visitors, post ratings and incoming links for October:

1. Geeking with Jonathan, no wait, “Greek-ing with Jonathan Mendez with the speaker, the listener and the argument in “Lessons in Ad Persuasion from Aristotle“.

2. Proactive Profile Linking. Social profiles and profiles of any kind can provide benefits as part of a Search Engine Reputation Management effort since they can rank well on brand and company names. Profiles can also provide a source of crawlable links. It may serve a company well to secure the profile names before the competition does. Two tools that will quickly check user names at multiple sites include: usernamecheck.com and the social media keyword check tool from Solo SEO.

When you create a new site design, you should always remember a few key points. If you don’t, not only is it bad for search engines, but also visitors.

1. Consider keeping the same file naming structure so that it will be easier for spiders to re-crawl the new site and peoples bookmarks don’t return 404 error pages.
2. 301 Redirect all old or changed URLs to the new corresponding page.
3. Create 404 error pages so that when errors occur, visitors get a nice message with the site’s look and feel.
4. Look for broken links that may have come up as the site architecture changes a bit.
5. Create a site map for your visitors so if they feel lost, they have a listing of all the pages on the site.