accclass 3-2011

Virtual Writing & Communications March 2011

Making Making the the

InternetInternet WORKWORK for Youfor You


Pleased to meet you


Business as usual


Content Marketing

Marketing:

• Conversation• Publishing• Relationship building• Branding


PLAN

•Business goals•Professional advice•Research / listening


EXECUTE• Devise SOP for online interactivity,

with your team’s involvement• Dialog with customers• Listen, adapt, be generous• Walk the edge between you and

your community (tribe)• Share content –news, conversations,

resources


MONITOR

• Google analytics • FB stats• blog stats• inbound links• Alexa rankings• Google ranking• social media conversations and connections• Leads – HubSpot, Trackur, Radian6


MEASURE

#leads to

#prospects to #buyers to #repeat buyers to #loyal fans

(power of your tribe)


INNOVATE

• Trends.• Options.• Sharing.• Think globally.• Smarter conversations.• ‘Coopertition.' • Be remarkable.


STEPS IN AN IM PROCESS• Listen. Absorb. Experiment.• Make a plan that is driven by your business goals.• Create online content ("brochure") about your business and how

it serves people's needs. Be sure to present benefits much more liberally than features. Concern yourself with the visitor to your site: what are they looking for, what are they hoping to find?

• Create a plan and schedule for continuously changing content.• Branding/trust. Building friendship.• Having created your cyber home, now go out in the neighborhood,

make friends and invite visitors. That is, set up social media accounts according to plan and participate with them.

• Be patient. Monitor. At previously arranged dates, evaluate and move on to innovation.

• Continuously produce content; continuously dialog with your market.

• (If you have a great product/service) Get ready for rapid expansion.


CONTENT• Website – accessible, attractive, informative, satisfying, up-to-date

• Blog – (create sub plan) written/pix/videos/guests/interviews/announcements/tips/ etc.

• Social media• Linkedin (profile and biz)• Twitter• Facebook• YouTube• Slideshare• Flickr• Quora• Foursquare• Google (inc. blogs, images, reader)• Whatever else• Q&A and forums for special interests

• Internet marketing• Google Adwords• FB/LinkedIn ads• Link online and offline (meetups, inside 336, groupon)


BLOGGING» PLAN» EXECUTE» MONITOR» MEASURE» INNOVATE

Blog = How you share your business with your market.

“… you need content in order to leverage the Web for traffic, sales, leads or buzz. As long as you have content via free ezine, e-alerts, bonus reports, etc. You can use that content, repurpose it and disseminate it around the Web in targeted locations for SEO, free PR, social marketing and more ....”


BLOG PLAN

• Medium• Who is the Reader• Goal• How often update• Overall topic area• Three possible post titles• Others who may help you produce posts• The first sentence of your first post


REASONS TO BLOG

From Quora.com (http://www.quora.com/Blogging/Should-every-business-have-a-blog-Why-or-why-not)

Whenever I talk, write, consult, lecture, I can’t stress enough the importance of blogging for your company or brand. Believe me, it really pays off. I have seen it time and again. If you are still in doubt, here are some reasons to blog:

• Create an image of an expert• Interact with clients and prospects• Improve search engine rankings• Spread the word• Talk about more than just products and services• Solve client’s problems• Build trust• Stay on top of your field• Build brand• Exercise your creativity• Put a human face on your brand• Proving ground• Foundation for social media activities• Differentiate from competition• Educate clients, prospects, stake holders• Increase traffic• Make money


Seth Godin and Tom Peters

http://www.youtube.com/watch?v=livzJTIWlmY&playnext=1&list=PL15563DBA80C099AE


10 Ground Rules of Social Media1. Social Networking requires “active engagement”

2. Be a community builder: Social Networking is relationship-oriented

3. Experiment with a number of Social Networks, but only focus your time on 3 or 4. (Don’t spread yourself thin!)

4. Consistently add value to the group (Share expertise, add great content, write recommendations)

5. Be selective and strategic about inviting “friends”

6. Avoid any aggressive marketing tactics

7. Build memorable profiles

8. Establish a routine and stick to a regular schedule

9. Be professional and personable

10. Be focused and flexible


TRUST

•Consistency and generosity•Monitoring ORM•Web presence as NORM (Natural Online Reputation Management)•Yelp, FourSquare, Groupon•Social networks

Measure trust/traffic/effectiveness

•Trackur•HubSpot•Radian6

Two Mega-forces in online inbound marketing are:TRUST and CONTENT.

http://trackur.com/

http://hubspot.com/

http://radian6.com/


CONTENT

• What can you give away for free?• What can you create regularly and frequently?• What way(s) do you best enjoy expressing yourself?

Repurpose and distribute content to• RSS subscribers (make easily available)• Articles sites• Facebook• Twitter• Delicious• Digg• StumbleUpon• Squidoo / HubPages• Newsletter• LBSNs (inside 336.com, ebatch.com, LinkedIn groups, etc.)• ETC.


QR code

”Media where QR codes have been deployed include: billboard ads, guerilla marketing campagns[21], in-store displays, event ticketing and tracking, trade-show management, business cards, print ads, contests, direct mail campaigns, websites, email marketing, and couponing just to name a few.”

http://en.wikipedia.org/wiki/QR_Code

http://en.wikipedia.org/wiki/QR_Code#cite_note-20


A few helpful linksDarren Rowse, champion blogger - http://problogger.netBrian Clark, ‘early-adopter’ - http://www.copyblogger.com/ Seth Godin’s blog - http://sethgodin.typepad.com/Mitch Joel, Six Pixels of Separation - http://www.twistimage.com/

Get the wordpress structure - http://wordpress.org/

Quora discussion - http://www.quora.com/Blogging/Should-every-business-have-a-blog-Why-or-why-not

Best corporate blogs - http://www.businessesgrow.com/2011/01/05/the-10-best-corporate-blogs-in-the-world/

Lee Odden recent post - http://www.toprankblog.com/2011/02/why-content-marketing-strategy/

http://www.quora.com/Blogging/Should-every-business-have-a-blog-Why-or-why-not

http://www.quora.com/Blogging/Should-every-business-have-a-blog-Why-or-why-not

http://www.businessesgrow.com/2011/01/05/the-10-best-corporate-blogs-in-the-world/

http://www.businessesgrow.com/2011/01/05/the-10-best-corporate-blogs-in-the-world/

http://www.toprankblog.com/2011/02/why-content-marketing-strategy/

http://www.toprankblog.com/2011/02/why-content-marketing-strategy/


Some free tools from

Virtual Writing and Communications:

• DIY Social Media Marketing Strategy

• Discovering Your Brand

• Writing Virtual Assistant

• Inbound Marketing with Mary

http://writingVA.com

http://inboundmarketingassistant.com

http://twitter.com/maryhruth

http://inboundmarketingassistant.com/DIY%20SMM%20Strategy.pdf

http://writingva.com/DiscoveringYourBrand.pdf

http://writingva.com/

http://inboundmarketingassistant.com/

http://writingva.com/

http://inboundmarketingassistant.com/

http://twitter.com/maryhruth

accclass 3-2011

Business

virtual writing

communications

marketing

content

business

create

internet

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