ACCclass 3-2011
-
date post
17-Oct-2014 -
Category
Business
-
view
573 -
download
1
description
Transcript of ACCclass 3-2011
Virtual Writing & Communications March 2011
Making Making the the
InternetInternet WORKWORK for Youfor You
Virtual Writing & Communications March 2011
Pleased to meet you
Virtual Writing & Communications March 2011
Business as usual
Virtual Writing & Communications March 2011
Content Marketing
Marketing:
• Conversation• Publishing• Relationship building• Branding
Virtual Writing & Communications March 2011
PLAN
•Business goals•Professional advice•Research / listening
Virtual Writing & Communications March 2011
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
Virtual Writing & Communications March 2011
MONITOR
• Google analytics • FB stats• blog stats• inbound links• Alexa rankings• Google ranking• social media conversations and connections• Leads – HubSpot, Trackur, Radian6
Virtual Writing & Communications March 2011
MEASURE
#leads to
#prospects to #buyers to #repeat buyers to #loyal fans
(power of your tribe)
Virtual Writing & Communications March 2011
INNOVATE
• Trends.• Options.• Sharing.• Think globally.• Smarter conversations.• ‘Coopertition.' • Be remarkable.
Virtual Writing & Communications March 2011
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.
Virtual Writing & Communications March 2011
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)
Virtual Writing & Communications March 2011
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 ....”
Virtual Writing & Communications March 2011
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
Virtual Writing & Communications March 2011
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
Virtual Writing & Communications March 2011
Seth Godin and Tom Peters
http://www.youtube.com/watch?v=livzJTIWlmY&playnext=1&list=PL15563DBA80C099AE
Virtual Writing & Communications March 2011
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
Virtual Writing & Communications March 2011
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.
Virtual Writing & Communications March 2011
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.
Virtual Writing & Communications March 2011
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
Virtual Writing & Communications March 2011
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/
Virtual Writing & Communications March 2011
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