Brown Blog

Brown Blog

Category: Uncategorized

22 Jul

Your Website Should Fascinate

fascinate-superhero

So thanks to Sally Hogshead, speaker, author, and branding expert, I was reminded yesterday during an AMA webinar (love those!) that instead of measuring how YOU communicate to the world, you should measure how the world is communicating ABOUT YOU. She discussed seven specific triggers in detail: Power, Lust, Mystique, Prestige, Alarm, Vice and perhaps the most important, Trust. She is soon to complete a book on the subject. I will be first in line to purchase.

I took away from the webinar not only a renewed energy in making our own website “fascinate,” but ideas that I can apply to our clients’ sites that will take them to the next level. We are all up against a fierce competitive environment online. We need to separate ourselves from the pack, so to speak, and really captivate our audience through valuable, fresh content, our unique points of view and the innate power we all have to engage.

It is critical to frequently take a step back from our daily routines and ponder what we have to offer that our clients, customers and even personal relationships want/need. If you find yourself without a differentiator in this economy, you might as well roll over and play dead. Create some mystique around your brand through social networking tools like Twitter, LinkedIn or perhaps Facebook. Generate some excitement that will be infectious and spread out across your network.

08 Jul

Creating a Marketing Schedule Keeps Your Website "Fresh"

While the old expression “Content is King” is indeed relevant, a more accurate (and less sexist) adaptation should be “Fresh Content Rules!” Search engines adore newly added, keyword-rich content and interpret it as credibility of a web site’s worth. Even knowing this, clients express time and again how daunting a task it is to accomplish this feat on a regular basis. After all, they have their own job to address.

marketing-calendar1

I encourage them to follow a comprehensive marketing schedule that breaks e-tasks down to daily, weekly, monthly and even quarterly To Dos. That way, one can look at their schedule and realize they only have to check off a few items throughout the month in order to accomplish their annual goals which may include blogging and website updates. Easy right?

So while I listen to David Byrne of the Talking Heads and compose this post, let’s look into how specifically you can create your own marketing schedule and stick to it.

To begin, decide what your eMarketing goals might be for the year. They might include blogging, content development, review of website analytics and improved search engine optimization. Maybe they go as far as wanting to send out branded email messages or entering into some social networking arenas!

Once defined, create a spreadsheet with monthly columns. Begin at top of each column by adding daily tasks if you have any. (I find that I can better manage my time over a week as I never know what might come up during a single day, so I restrict my smallest tasks to weekly.) “Weeklies” are a great place to list your blogging goals. On a monthly basis I recommend reviewing your analytics to see how you are ranking relevant to your competition. This will help you or your developer adjust your website content to keep you positioned high up in Google’s organic results. Don’t forget, you may not be the producer of these items but the delegator. You can hire professionals not only to review your metrics but create content too!

Either way, I am a big believer in retooling information over several mediums. A single blog post might provide future content for a quarterly eZine or branded email blast. It might then be sent out redressed as a press release or local news media article. This is smart not only to save you time, but it disperses an important message out to a diverse audience.

I find that by taking the time to write down my eMarketing goals, I am more apt to accomplish them!

Top 5 Reasons to Keep your Website “Fresh:”

  • More content, more ranked pages
  • Encourages frequent visits from search engine spiders
  • Credible content reinforces authority and trust
  • Interesting content encourages more backlinks
  • Essential for any website’s long-term success!
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