Smiling Marketress

Beyond SEO: Real Time Marketing Fluidity

noreply@blogger.com (Andreea Cojocariu) — Fri, 17 May 2013 04:06:00 +0000

This week, the SEO community has been buzzing with Matt Cutts' announcement of upcoming algorithm changes. We pay attention because we want to prepare ourselves (and our clients) should our sites be affected. Unlike other online marketers, I don't see Google as the killer of our industry. My view is the opposite. The webspam team at Google is helping SEO.

SEOs use strategies to help websites rank well in search. It's our job to make search engines happy. That used to be all that mattered. The game has changed and now our job is to not only make search engines happy, but also consumers and website visitors. That should have always been our jobs--creating strategies and content written for websites with keywords in mind--keywords that consumers use to find what it is they're looking for. When Google's webspam got smart with their updates is when SEO went from being SEO to transitioning into online marketing--search engine marketing.

Ladies and gentlemen, I've said this before, and I'll say it again. SEO is one part of the equation. We are all marketers. That is--SEO is part of marketing efforts catered to the consumer. Our job is to juggle consumers, business goals, and search engines. Good SEOs are more than just SEOs doing keyword research and link building. They are highly skilled individuals who are understand all three.

That being said, SEO is part of an integrated effort. I've said many times that online marketing is fluid. SEO is fluid. It's not dead as some claim because the roles are being rewritten. Real time marketing--a concept that is emerging (and one that I plan to research with my doctoral research) is taking front and center. SEOs are to provide relevant content. They are having to become content marketers. SEOs also need to be Social Media strategists because Social Media creates relevancy and boosts your link visibility. You can have separate roles-- SEO, content marketing, and Social Media, or you can combine them, which I recommend. SEOs need to go beyond their once segmented roles and understand and be able to perform all aspects of the new real time marketing SEO function. In order to reach your consumers, you need to know which keywords you need to use in your content (both offsite and onsite). You need to know which audience those keywords will be used and how to craft good quality messaging.

Online marketing is fluid ladies and gentlemen. Upcoming Penguin and Panda updates just remind us that we need to change and go with the flow--follow the consumer. In order to that, Google is reminding us to provide good quality content and be transparent with our efforts (penalizing ads that pass page rank, that are also misleading). Honestly, I can talk about this all day as they say. Instead, I'll just put it all in a dissertation. We can continue this conversation if you're so inclined. Shoot me an email at smiling.marketress@gmail.com or connect with me on Twitter @andreeac_t.

Content Creation in 2013: Articles

noreply@blogger.com (Andreea Cojocariu) — Mon, 11 Feb 2013 23:15:00 +0000

By Gregory Sxarkiewicz

I have been creating a lot of content for my clients lately. It's the good (SEO) content that helps businesses with search engines, but also with conversions and reaching the right consumer. Back in the day, you could just submit an article purely for SEO purposes to any article directory site. Then came Panda and Penguin and sites like Ezine and GoArticles got hit really hard.

I don't post to those websites anymore. I have found better, more targeted alternatives. But it's not just about writing and posting for SEO. That's where a lot of SEOs even have it all wrong. Your content should provide some sort of value. Ask yourself how this [article] will help will help the consumer. If it doesn't, don't even bother. Google will see right through it, and it won't help you at all. Plus, Google is tracking author authority, so not only is the content at risk, but so is your reputation as a marketer.

I do push out a lot of content, specifically articles and blog posts for my clients. They provide some sort of solution or a suggestion for possible use. They always inform. I don't get link happy with anchor text links because too many links is spammy. Instead, I use my keywords as naturally as possible and link once or twice in the article. Too many links, even to different websites, are likely to get highlighted for spam.

So where do I post? I like tumblr, Hubpages, and Patch.com. I use tumblr to post blog-like articles. I use Hubpages for articles with some pizzaz. I also have used Squidoo in the past, but it's not a favorite. I love tumblr because what doesn't get approved with Hubpages goes on tumblr. It's a growing channel and reputable with Google.

Be fair warned that Hubpages does review all articles, like most websites. They are very strict, which is what makes them so good. Take time to build your author score. That's what will help you in terms of authority and do-follow-links for SEO.

Patch.com is my secret weapon. I've been writing with Patch for over a year. It's great for local SMBs trying to reach their market. That' is another post for another day. Just know that Patch.com is an online news site for cities and communities. More on this later, I promise.

As you approach content marketing in 2013, really make sure what you're putting out there is good. Don't buy links or pay some blogger to write something about your business when they have no clue who you are what you do. Make sure the output is informative, solves a problem, and serves the consumer rather than yourself. If you focus on the consumer with your content, you'll have less to worry about every time Google updates Panda or Penguin.

Synflex America, Liquid Glucosamine Provider, Helps Nonprofits

noreply@blogger.com (Andreea Cojocariu) — Mon, 28 Jan 2013 16:56:00 +0000

I like companies who give back. Consumers do too. eMarketer 53% of consumers said they purchase from companies who support social causes versus companies providing a similar product. 47% are more likely to order/shop more frequently at the monthly level.

Synflex America is one of those companies that gives back. They are known for being the original liquid glucosamine supplement provider. JR Rogers, now Synflex CEO, suffered from arthritis pain in his back and neck from an accident for many years. He came across liquid glucosamine and began taking it himself because he was tired of taking pain pills that didn't solve the problem. Fast forward years later, fully recovered and arthritis pain free, he made liquid glucosamine available to the public as an aid to arthritis joint pain relief.

Now Synflex is going to the extra mile to help those who can't help themselves. Their charity program helps nonprofits of all kinds with a little extra cash. The program is setup like an affiliate program. Nonprofits register and install a banner on their website. Every purchase that comes through their site gets $6.50 per bottle donated to the organization. Checks are mailed every month. Nonprofit employees and supporters are encouraged to order.

Synflex is made available for humans as well animals. I personally give my dogs the Synfelx for Pets beef formula and have noticed a big difference. One bottle usually lasts 1 month for humans. It varies for pets depending on weight. To notice any results, it's best to use Synflex regularly, every day.

If used every day and ordered every month through your banner on your website, it's easy to accrue a sizable donation from Synflex every month. Learn more about the Synflex Charity program or email for more information.

NYC, Fashion, and Getting Involved: Give-Back Opportunity Helping AIDS United

noreply@blogger.com (Andreea Cojocariu) — Mon, 03 Dec 2012 18:23:00 +0000

1.2 million

300,000

Those are big numbers. Those numbers could mean anything. It could be $1.2 or $300,000 in profit. Now wouldn’t that be a grand idea, especially for a small business. Or those numbers could be another kind of dollar value like overhead or cost of a campaign. Those numbers could mean something truly amazing.

But no. Those numbers are not happy numbers. 1.2 million is the number of people who currently have HIV/AIDS in the United States. The next number is even more sickening. 300,000 are people are infected with HIV/AIDs but don’t even know it. Those numbers are scary enough to make anyone’s holiday season really “blue.”

Now we can talk about how awful the problem of HIV/AIDs is in our country. Or…YOU can actually do something about it. I’m one to get involved and do something. Talking about it is going to do anything unless we take some action. Now remember my post about professionals giving back and getting involved in their communities? If you’re in the #NYC area, you can check off a few of those things mentioned in my post with The Reality of FASHION the Reality of AIDS February 9, 2013 at the Altman Building. It’s not for a few months, but you should plan on attending if you can.

Fashion and AIDS United

What does fashion have to do with this event really? Well, it’s a fashion week event where celebrities will walk the runway, raising money for AIDS United. The goal is to raise $1 for the 300,000 who do not know they’re infected with HIV/AIDS.

Networking Fun

This event checks off the networking fun box of getting involved. You will be surrounded not only by fashion, but other professionals as well. You never know who you’re going to meet, and how that connection will help you later. Plus, it’s fashion! Of course you’re going to have a fabulous time!

Getting Involved

The first thing you can do is attend The Reality of FASHION the Reality of AIDS on February 9^th. The second thing you can do is become a patron, which will make the biggest, most positive impact.

Patron gifts are suggested between the amounts of $2000 and $100,000. All Patrons are listed on the event website, within the event programs, and are thanked publicly via press and marketing materials. All donated patron amounts will be publicly displayed on http://www.realityontherunway.com . This is a great opportunity to even get your company involved and have a few coworkers join you. It’s a spectacular grass roots approach that will make your clients and customers proud to do business with you. Plus, the link on the website is great for SEO.

Patron gifts of $2000 - $5000 receive two tickets to The Reality of FASHION the Reality of AIDS event with priority row seating. You have to love that! You’ll be front and center of fashion week!

Patron gifts of $5500- $12,000 receive two tickets to the event with priority row seating, VIP celebrity gift bags, and access to the VIP Celebrity Gifting Suite. You know those gift bags have a reputation of including fabulous must haves.

Patron gifts of $12,500- $20,000 receive four VIP tickets with priority row seating, VIP celebrity gift bags, access to the VIP Celebrity Gifting Suite, and backstage passes.

Patron gifts of $20,500 + receive five (yes 5!) VIP tickets with front row seating, red carpet access, VIP celebrity gift bags, access to the VIP Celebrity Gifting Suite, backstage passes, photo ops with reality stars, on stage thank you, and celebrity tweets.

Reality Star List Please!

So there is this constant mention of reality stars. I promise, it’s not a ploy. You can expect to see these stars doing their part to help AIDS United. This is just an abbreviated list. There are others. You’ll just have to come to the event and see them.

Janice Dickinson of Americas Next Top Model
Nikki Rae Walker of Big Rich Texas
Mike Ruiz of The A List New York
Anthony Lombardi of JerseyLicious
Jon Kutlu of Glam Fairy
Briella Calafore's of Glam Fairy
Jessica Romano of Glam Fairy
Tiffany "New York" Pollard of I Love New York
Brittany Brower of Americas Next Top Model Cycle 4
Aviva Drescher of Bravo TV's The Real Housewives of New York City

You have to admit—that’s one super fabulous way to give back. All it takes is writing a check and you can have one of the options listed above. You’ll network, have a grand time, and help AIDS United all at the same time. To become a patron, email the amazing Monique Tatum or call 877.841.7244.

One more thing. Becoming a patron means you can take this off your taxes. That doesn’t hurt either. You really should be doing this because the fact that there are 300,000 people in the US who have HIV/AIDS but don’t even know it, spreading the virus is unacceptable. If you’re in the NYC area, take a stand and make a positive impact. Becoming a patron is easy and oh so worth it!

"Giving Back" for Professionals

noreply@blogger.com (Andreea Cojocariu) — Mon, 03 Dec 2012 15:47:00 +0000

It’s the time of year when we think of others, buying gifts, donating our time, and even making monetary donations. I’m a big advocate for getting involved in our local communities and making a positive impact on issues we care about most. As a professional, it’s even more important to get involved. Here’s why.

Networking

Making the choice to get involved with an organization can open doors to new opportunities you weren’t aware of. Trust me. I’ve done this. With every nonprofit I’ve worked with, I’ve connected with other professionals. They learn who you are and your strengths. When you need it, should you need it, those connections will come in handy and may even help you land your next career opportunity.

Positive Impact

This is the most important to me as a professional because it’s also the less selfish reason. Getting involved with a nonprofit organization should not be about what you will gain from the interaction, but rather what you can do to make a positive impact. Being selfless is incredibly rewarding. Working hard, using your super amazing talents to make a positive impact will leave a lasting a impression your community. These positive impacts will last longer than any personal gain. You will be changing lives.

A Good Time

From all my efforts, working with various nonprofits, I have to say that one of the selfish reasons I volunteer my marketing efforts or attend events is because it is fun. You socialize with others, working hard together to do something amazing that will impact your community….You smile, you laugh…and have fun. Whether that includes drinks or food or getting down and dirty and actually doing labor, it’s fun to give back. You make new friends and personal connections you would have never had. I’ve met some of my dearest friends because I chose to volunteer.

Professionals Can Help By…

There are many ways you as a professional can help. It’s really a question of how much time you have. You can:

· Offer your talents pro-bono. I do this all the time. I offer nonprofits the use of my marketing skills to help promote events and raise funds. You can do the same thing if you have the time.

· Attend events. Events are so much fun. They are super easy and almost effortless. Sometimes all you have to do is buy a ticket, get dressed up (depending on the event), and have fun at the event.

· Get your company involved. If you find a nonprofit you really care about and think your company would be willing to help out, ask your boss if you can get your coworkers involved. It’s great team building and will really boost the moral and culture of your office.

· Donate money. If you don’t have the time, but you have the funds, you can make a monetary donation. Nonprofits are in desperate need of funding. You would still be making a positive impact just by writing a check.

As you go throughout your workday, think about what you can do to lend a hand. Do it because you care and because you feel called to help. It doesn’t have to be now because it’s holiday season. You should always look for opportunities to make our communities more beautiful and add more smiles to sad faces.

Image courtesy of pakorn from freedigitalphotos.net

What Integrated Marketing Really Means

noreply@blogger.com (Andreea Cojocariu) — Fri, 16 Nov 2012 20:01:00 +0000

I use variations of "integrated marketing" quite a bit. I realize, though, that not everyone understands what that means, especially if you're not a marketing professional. It can mean many things depending on your organization. But to me, it's pretty simple.

Integrated marketing provides consistency across all marketing channels. That includes both digital and print. Most companies have shifted to digital marketing because of cost and increased reach. But there are still some out there that use both. Kudos to those companies because there is still value in using both if there is a budget that allows it.

The Problem

Courtesy of lumaxart from Flickr

The problem many organizations have is communication. Everyone says their departments communicate, but the reality is that they don't. I've seen it happen because everyone wants to take credit for something, especially if it's successful. You have one marketing segment doing something and pushing out a message and another doing something totally different. You're communicating different messages, which is so confusing both internally and externally. So let's make one thing very clear. In order to have an integrated marketing approach, all parties need to communicate effectively and approach strategies as a team. Teams get more accomplished, utilizing everyone's strength for the better good of an organization.

Digital and Print
Let's take a look at what integrated marketing means for those of you who use both digital and print. Ideally, digital and print departments regularly meet to discuss strategy.

Everyone should have the same high level goal, i.e., increase sales, increase ROI, customer engagement, etc.

Once all involved understand said goals, both teams develop strategies and come together for a discussion so that messaging is consistent. Timelines should be complimentary as well. The digital team should be aware of what the print team is doing and vice versa.

Digital
So let's discuss integrated marketing implications for digital marketing departments. This department consists of SEO, social Media, paid advertising, design, affiliate marketing, etc. The notion that each is an individual entity is what makes digital marketing so flawed. And to be quite frank, it drives me nuts. Again, there is this notion of teamwork involved.

I used to work for an agency and all departments (account managers, SEO, PPC) would meet fairly regularly to discuss issues and concerns and ensure everyone was on the same page. That worked well because everyone understood messaging, which allowed us to service our clients on a higher level than our competitors.

That being said, leaders (or everyone on the team) should meet regularly to discuss goals and messaging.

Content calendars should be shared
The SEO team shares links with the social media team for content distribution
Social media team uses SEO keywords as appropriate in posts
Promotional material is shared with all teams so the paid advertising and affiliate teams have the correct information. The SEO and social media team creates content to further expand the reach of promotions.

All of this will allow for better conversion tracking and will show the value each team brings to the company.

Customer Service
I'm going to throw in one more department in this mix, both digital and print. Your customer service team should be aware of all marketing messaging. If they're not, you're going to have angry customers and customer retention will plummet because the rep doesn't know about the promotion they're calling about. I've seen this happen way too many times both as a consumer and a professional. A simple internal newsletter of upcoming marketing communications will suffice.

Team Theme
There is a theme to integrated marketing and that is teamwork. It sounds very cheesy and the thought of working in a team scares so many people.

You accomplish more working as a team. Everyone has strengths that makes them unique. Use them! If one person is an analytics genius, put them in charge of tracking conversions. If someone else has an eye for graphic design, work with them to come up with a great piece that captures the essence of your messaging. I could most definitely go on and on about this, but you get the idea.

My approach to marketing is integrated. I want to know what you're doing now and how so I can create a strategy that maximizes those efforts and saves money.

2013 Online Marketing Mix

noreply@blogger.com (Andreea Cojocariu) — Wed, 14 Nov 2012 19:09:00 +0000

As 2012 comes to an end, it's time to get realistic about 2013. I tell clients all the time that marketing of today is more fluid than it was in the past. You can thank technology for that. So let's take a look at what you should be doing next year. Now remember these are merely suggestions. I can't advise you precisely on what your strategy should be because we haven't talked about it in detail. Take this post as a suggestion, and if you do want a more detailed strategy, we can have a conversation later.

Mobile

49% of SMBs are planning on incorporating a mobile strategy in their current marketing mix. Just from reading current industry news, I can tell you that I see more on mobile than anything. Whether you're B2B or B2C, the reality is that the majority of people have smart phones. It's much easier to look up a company or service on the go while you're thinking about it then wait until you get to your desktop at home or work. From an eCommerce perspective, mobile definitely doesn't hurt. 6% of of holiday sales are expected to come from mobile this year alone. Google is also expecting to see a surge in mobile search during the next month for holiday shopping.

If you don't have a mobile friendly website, it's time you get one. If you already have and existing site, there are services out there that are reasonable that can develop a mobile site if you don't have access to a developer.

I would also recommend looking into building an app if it's appropriate. Think of what you're customers do the most and create an app specifically for that task. There are mobile app companies out there that can help. Shoot me an email and I can make some recommendations, depending on what you're looking for.

Video

I have been asked about videos several times this year. Companies want to find more ways to connect with their base and video marketing is definitely one way to do that. There is a misconception though, that you need super expensive equipment and editing software to make a video. With smartphones and YouTube, that's no longer true. If you have a smartphone, you can create a video. If you have a laptop with a camera, you can create a video. There is even editing software out there that is fairly user friendly and inexpensive.

If you're going to use video, make sure you keep the following in mind:

Focus one topic/product/service.
Keep it short, about 5 min max. People have a short attention span.
Be authentic. You don't want to come off too rehearsed or that will turn off your base.
Upload to YouTube. I created a document for a client on how to do this. If you want a tutorial, let me know and I'll be happy to share.
Use keywords when adding your title, description, and tags.

Social, SEO, PPC

Of course, don't neglect your website. Continue with SEO and PPC. After all, you still need to drive traffic to your site and search is still the top way to do that. Use social media to connect on a deeper level with your base. Don't just post your own content, engage with your audience.

If you have any questions, it goes without saying that you can feel free to comment or contact me via email. Again, these are merely suggestions. I do think mobile is really important and something I know I'll focus on come 2013.

Balancing SEO: Search Engines vs People

noreply@blogger.com (Andreea Cojocariu) — Fri, 26 Oct 2012 17:09:00 +0000

I just read Deconstructing the Google EMD Update by Christopher Cemper, which does a really good job of explaining the EMD (exact match domain) update Google released about a month ago. A quick explanation for those of you who want it. The EMD update prevents a website from ranking well just because keywords are used in the domain. Many SEOs are smart to do that, but that doesn't mean their website is high quality. In the past, if you used your keywords in your domain, your website would easily rank well. But Google is on a mission to help people find exactly what they want. That means quality websites with good content.

Cemper brings up some great points. One is that SEOs optimize websites for search engines instead of people. Well, my approach is different. This is what differentiates good search engine marketers from bad. Ultimately, we should be optimizing websites for consumers rather than websites. It's not enough to just rank well. That traffic that SEOs are working so hard to increase actually has to convert to the all might dollar, especially for all you eCommerce sites out there. Service oriented websites, you need them to contact you so you can make your pitch. But that won't happen if your website content isn't compelling.

One thing I tell people about SEO is that you have to balance SEO for both search engines and your consumers. You do need to follow best practices and have the basics: keywords in the title, description, and in the content. But you don't need to stuff keywords a million times (total exaggeration of course) throughout your webpage. It needs to be natural because if it's not, yeah Google will ding you. But more importantly, it will turn off your consumers.

My advice is this. It's simple concept, but maybe a little difficult to implement if you're not trained in SEO. Write content for your consumer so they'll convert using keywords as naturally as possible. Remember that you don't have much time (4 seconds or less) to make that first connection with viewers. Your content needs to be convincing, providing solutions, benefits, etc as to why your product or service is worth your consumer's ever so precious dollar. You don't need to write a book on your website, but rather a paragraph or two if that. My rule of thumb is around 150-200 words. By the way, product pages need good content too. Don't just use the manufacturer's product description because it doesn't tell people why they should buy it from you. Customize it.

Another point Cemper brings up is how SEOs feel like Google is punishing them. This is my opinion, but that's just ridiculous. Look, our goal is to help our clients...websites improve their online visibility and increase conversions. The way to do that is to produce high quality work. It's not about what WE want or not even what your client wants. It's about what the consumer wants and figuring that out and implementing an SEO strategy. Google is not evil, nor is Google out to destroy SEO. It's about keeping the bad guys (black hate SEOs) at bay and rewarding the good. It's really a simple idea.

Go read Deconstructing the Google EMD Update and if you have questions about this post, send me an email or catch me on Twitter @andreeac_t.

Mobile for the 2012 Holidays

noreply@blogger.com (Andreea Cojocariu) — Tue, 23 Oct 2012 18:54:00 +0000

I would venture to say that most retailers have a strategy in place for the 2012 holiday season. It is fast approaching, and rumor has it that consumers are starting their holiday shopping early. So let's discuss things you can do now while it's still not late to capitalize on holiday spending. I'd like to focus on mobile for now just because it seems to be growing quickly, and I'm still seeing retailers with not so mobile friendly websites.

If you don't have a mobile strategy, you need to develop one ASAP. Data is all there. People are on their phones and that population is growing. Mobile usage (excluding talking) will grow over 50% this year. Need more data? Well eMarketer is reporting that consumer gift shopping on mobile for the holidays will grow 21% year over year.

Behavior
Let's talk about what people are actually doing on mobile. eMarketer does a great job of breaking down consumer mobile behavior.

Consumers research products on the their phones. Think about it. You have a random gift idea while you're out. What do you do? Do you wait until you get home and research or do you take out your smart phone and do it instantly? More likely than not, you're like other shoppers who search for products and deals via mobile. 42% compared to 38% year over year check for sales on their phones. 33% check product reviews while 30% check pricing.

Strategy
I could develop a mobile strategy for you, but for now let's discuss the basics to get you going.

Mobile Website. Do you have one? If not, get one ASAP. Ideally, you develop a feed of products that gets uploaded to your mobile site so it's current and accurate. Mobile websites should be simple and clean, without clutter, and it should be SEO friendly. Ideally, your website was designed with responsive design so that it fits all screen sizes (desktop/laptop, tablet, mobile). If it's not, you'll have to use a third party to develop your mobile site.
SEO. You do need SEO for mobile. Consumers search a little differently on their phones than they do with laptops or desktops. Search phrases are shorter and cleaner. I recommend doing keyword research specifically for mobile. Start with analytics and get a glimpse of how mobile shoppers are finding your website now. Use those phrases to start your keyword research. In terms of content with mobile, you don't want to do too much. Keep it a minimum. People don't want to read long paragraphs. Make sure you have SEO friendly titles, descriptions, and a line or two of text about the product.
Social. Make products on your mobile website easy to share via social outlets, especially Pinterest, Facebook, Twitter, and Instagram.

It's still not too late to jump on the mobile bandwagon if you don't already have a mobile website. But honestly, you don't have much time. Let me know if you have any questions. I would be happy to make some recommendations.

The Good in SEO

noreply@blogger.com (Andreea Cojocariu) — Thu, 18 Oct 2012 19:35:00 +0000

When you think of online marketing, what comes to mind first? For marketers like me, I instantly think of PPC, SEO, PR, and Social Media. That being said, there is one common element to all of online marketing.

Keywords
I've written about keywords before, but it's even more important because it binds PPC, SEO, PR, social, and mobile/tablets. Keywords are the phrases your consumer has in mind when they are researching products and services. A good SEO professional understands that integration will boost online visibility.

Integration
Aside from PPC, SEO is really at the center of the online marketing map. Those keywords are used onsite and offsite through various subsets of online marketing. Let's examine the SEO map.

At the heart of the map is SEO. Again, keywords used naturally, not forced, in a strategic manner boosts visibility.

Website content convinces visitors to convert. Your SEO developer and copywriter should develop content that incorporates your keywords as naturally as possible, in-keeping with current best practices and trends. It's not enough to just have keywords in the title, meta description, and keyword tags. Websites need actual verbiage. H1 tags followed by a paragraph, no less than 150 words, no more than 300 words, is standard. Be careful with too much content though. You want to be concise and to the point. I advise my clients to stay under 200 words. Your website is the hub for all your business online. Make sure content is convincing and to the point.

PR (press releases) aren't used enough in my opinion. This of course gets into the discussion of what is PR (also known as public relations). Well, PR used to be geared towards media only. Now public relations is more transparent, visible to media channels and the public. I advise companies to write press releases whenever there is announcement. Now especially with the retail industry gearing up for holiday shopping, the retail community, especially ecommerce, should be announcing sales. Shoot me an email to discuss publication websites, and we'll discuss this further. Keywords should be used while writing press releases. It's builds brand image, but also helps with backlinks. The public will search for these keywords and scan for them as they read news feeds or search results.

Blogging is one of my favorite channels for obvious reasons. It's communicating with your audience more frequently. Again, using keywords, write blogs that give readers more insight on a product or service. This is your opportunity to reach them on a more personal level and convince them to convert. It also helps backlinking, especially if the blog is hosted on a different site.

Articles. I advise using articles with caution. It used to be common practice to submit articles to article directories. But now with Panda and Penguin, Google doesn't look to favorably on directories. The rules for linking have changed drastically within the past few years. So write your articles using keywords carefully. Don't be so quick to anchor text link at the beginning of the article because that looks spammy. Instead, opt for using keywords as naturally as possible and linking variations of your keyword towards the end. I have quality sites I recommend if you're interested.

Email is way to give your subscribers the most important information in a condensed format. Use keywords since your readers will naturally scan for them. Use links to press releases, articles, and blogs. Keep them short and sweet, and make them somewhat entertaining to keep your audience's interest.

Social Media is a beast. It's rather large because content varies. It overlaps so much of SEO because you want to vary your content. As you write your posts, keep keywords in mind. Use them and keyword variations. Monitor keywords and listen to what others are saying. Use monitoring to guide you to your next social post. A social strategy is really another topic for another day. But for SEO, use keywords and use social to boost link visibility for other aspects of SEO.

So this is the good in SEO. It seems so easy, and it is for people who love it as much as I do. But it's strategic and somewhat complicated. You need a good strategy to make it really work. And the thing is... SEO is not guaranteed, and it does take time. But once you have it built, it's easy to maintain if you know what you're doing.

The Ugly of SEO

noreply@blogger.com (Andreea Cojocariu) — Tue, 16 Oct 2012 13:47:00 +0000

Inspired by The Pod Cast in My Pants, we are going to take a look at good vs bad SEO. We'll start with bad. Now the crew with Pod Cast in My Pants had a pretty slimy view of SEO because of the bad. So I'll break down what bad SEO entails.

Promises, Promises

One red flag is a person/agency who makes a lot of promises and guarantees. Avoid anything similar to the following:

Get guaranteed results
Guaranteed number 1 listing on Google
Guaranteed conversions

Guaranteed

Stay away from the word "guaranteed." Nothing in online marketing is guaranteed. SEO is dictated by variables.

Variable 1: Google's algorithm which changes often. Have you heard of the Penguin and Panda? Those are updates Google releases every now and then to keep search relevant for the user and to prevent bad SEO.

Variable 2: The consumer. You can't control how a consumer reacts to your listing. You can only hope that they like what they see and click on your link and then convert on your website. You can't make them do that. You can encourage it with good SEO, but the consumer has ultimate control over their behavior.

Variable 3: Cycles. Some industries (retail, sporting goods, education, etc) have cycles where traffic is higher during different periods. You may see a flux that repeats itself yearly. You are at the mercy of these cycles.

Variable 4: Keyword difficulty and competition plays a huge factor in how fast a website will rank for a keyword. The more competitive and difficult the keyword, the longer and more work will be required in order to see results.

So nothing is guaranteed. If someone tells you otherwise, they're probably using black hat practices. The truth is that SEO can take an average of three to six months to see results, and even then those results vary.

Black hat is bad. White hat is good.

Good and bad, good and evil. It's a simple premise to understand. Black hat SEO are practices that try and cheat Google and search engines.

Common black hat practices:

Keyword cloaking (making keywords invisible on a webpage using the same color as the background)
Keyword stuffing
Buying visitors, socia media followers, etc
Buying links to boost backlinks. This is fairly new. It used to be common practice, but not so much anymore.

Price

When I first started working way back when, one of the first warning signs I saw was price. SEO companies who promised results for simply $20k seemed suspicious to me. SEO isn't cheap, but it shouldn't bankrupt you either. Stay away from pricey packages. Realistically, good SEO will cost you a minimum of $1k and no more than $10k per month depending on how much work you have done. I will tell you that any SEO strategy I develop will cost between $1k and $2k per month.

There you have it. The reason why so many people probably have a negative perception of SEO. By the way, Google is well aware of black hat SEO and punishes websites who use those tactics. They're always on the lookout for those who try and "cheat the system." We'll focus on good SEO next. If you have any questions, feel free to comment below or send me an email.

An Outsider's View of SEO

noreply@blogger.com (Andreea Cojocariu) — Tue, 16 Oct 2012 00:29:00 +0000

I live in a world where terms like SEO, Social Media, Marketing, and Online Marketing are used so freely without caution. My peers and I understand what each term implies for businesses. Each has the opportunity to boost a company's visibility in hopes of converting users.

Today I had the opportunity to see an outsider's perspective on SEO. My dear friend (since way back when in high school), Jamie Strusz and her crew of educated young men have started Pod Cast in My Pants. Their show comments on current events, video games, techy stuff, and whatever else their genius minds desire. I found their first episode rather entertaining. It's a talk radio format, very casual and free flowing. You need a good sense of humor with a twinge of sarcasm to enjoy it. I liked it, but you should check them out.

Their episode today did take a turn to discuss SEO. Jamie, knowing what I do, did a good job of describing SEO and how companies use it get found online. But her counterparts shared a different first impression, which is eye opening for those of us who work in SEO and online marketing. I believe they equated SEO to being on par with a greasy lawyer who screws people for money. That was before Jamie chimed in. And do you know why they had this negative opinion of SEO? Because there way too many bad guys who make promises and don't deliver...SEO's who use black hat practices and try to cheat the system and their clients. These people claim to be experts or gurus but really are horrible backend coders who think they know a few things about Google.

I couldn't fault them for having that opinion. I know people who make SEO look bad. It frustrates me. Their main goal is to make money, not really help clients. They try to cheat the system (aka Google) instead working with Google to improve their website and user experience.

Later in the episode, SEO was redeemed. I'm a bit biased since they gave me a nice little plug. Thanks kids. This episode of Pod Cast in My Pants got me thinking. If a handful of people have a negative perception of SEO, how many others have that same opinion? As an online marketer, that's kind of scary. So I'm thinking of doing a series on good SEO. Make sure to check back here for more.

In the meantime, be sure to check out the first episode of Pod Cast in My Pants. Also check them out on Facebook and Twitter.

Content Strategy: What You Should be Doing

noreply@blogger.com (Andreea Cojocariu) — Thu, 11 Oct 2012 17:41:00 +0000

When someone first asks me to develop their marketing strategy, I take a look at several things first. I check their website and assess their website content, and then I check search to see if they have published articles, press releases, and blogs. If I see social media links, I check those too. That helps me understand what they're already doing so I can develop a strategy that works.

One of the things that many companies don't realize is the importance of actual content. Marketers understand it because Google reminds us every time the algorithm is updated. But others just care about design. What they don't understand is that consumers need to be convinced that their product or service is worth it. Sure you can post pictures, but you need some verbiage too. Tell the consumer why your product is best and how it will meet their needs.

I am a big advocate for quality SEO website content supplemented with both onsite and offsite articles, blogs, and press releases. Let's go over each, and I'll give you some inside tips on how to utilize them as part of your strategy.

SEO Content
I would say this is the most important. You need people to find you foremost so you need to use keywords in your content, especially on your homepage, category, and product/services pages. This is a bit tricky. You want to write content that is naturally infused with keywords your consumer is looking for. That is precisely why the keyword research phase is so important.

Just some advice. Don't go overboard with content. Keeping website content between 150 words to 300 words is safe. Anything more and you lose your consumer's attention and it looks spammy.

Articles and Blogs
Articles and blogs are good for providing explanations on how to use a product. I suggest providing examples, how-to's, success stories, etc. Offsite articles and blogs are recommended more than onsite articles.

Onsite articles used to be really popular back in the day for SEO because it was fresh new content search engines could crawl. Now, the focus is more on backlinks and quality versus quantity onsite. That doesn't mean you should you avoid onsite articles all together, just don't do it all the time.

I recommend having a Resource page on your website with links to onsite and offsite articles as well as press releases.

Press Releases
Hail to my old PR days. I used to write press releases so frequently back when I worked at ASI Food Safety Consultants and Network Solutions. Press releases, or as one of my professors would say-- news releases, provide the public with announcements that enhances your company public image. By the way, the more transparent you, the more people will trust you.

Press release announcements can be anything from a new product or service, new hires, break throughs and innovations, sales and promotions, etc.

PR isn't what it used to be. You're not only targeting editors, but you're also reaching the public. I recommend publishing press releases online either via Online PR News or PR Web. You can chose the free option, but you're not going to get very far with it. I recommend paying. It's definitely worth it for the backlinks and exposure. We can discuss which option is right for you if you have any questions.

Email Newsletters
One way to broaden the reach of all this content to is to funnel it into an email newsletter. Pick your content carefully based on your segment and provide a line or two about the information with an attached link.

Social Media
Social media is such a growing giant, but for the purpose of content you can use social outlets to spread the word about new articles, blogs, and press releases with corresponding links. For instance, I'm going to share this post on Twitter, Facebook, and LinkedIn.

You can create more customized content for your different audiences (because they are indeed different) with your posts. Socia Media is more about growing awareness and engaging with your audience. Don't use it just to promote yourself. Have actual conversations with your consumers/audience. We can talk about that too in more detail if you wish.

What the Numbers Tell Us

I am slightly biased with all this, but it's based on real data. I've doing this my entire career, and it's solid strategy. But it just so happens that others in the industry also agree. eMarketer just published an article discussing how content marketing is growing. The article states that 55% of in house brand marketers are planning on developing a content strategy. 38% already have one. Agencies are getting there. One 13% are using content strategies, while 58% plan on developing a strategy for their clients.

In terms of what type of content work the best....email newsletters are on the top of the list. That's not so surprising since email marketing has been such a heavy hitter in the marketing ballpark. Social posts and blog posts also made the list.

The important thing to take away from all this is that content is good for the consumer because they need to know how and why, which is ultimately good for your company as content converts. Content is also good for you because it helps with boosting your online visibility.

Networking Opportunity 8/23 in St. Louis

noreply@blogger.com (Andreea Cojocariu) — Thu, 23 Aug 2012 00:35:00 +0000

I can't tell you how many times I've had people--my peers, friends, and former coworkers, ask me to help them find jobs these past few months. They come to me because according to them, I'm well connected and active in the online marketing community. I try to help them, connecting them with people who might be hiring or offering some sort of advice. If you really want a job, I recommend two things.

1. Establish yourself as a thought leader in your industry or specific skill set
2. Network

It's a really simple idea. You go to networking events, hand out business cards, have conversations. It's easy. In these conversations, you may feel comfortable stating that you're looking for a job. You may decide to take the business card, check out the website and see if the company is hiring. At that point, you'd contact the person you met that works there. But this won't happen unless you actually go to networking events.

There is a networking event Thursday, August 23rd at the Omni Hotel in downtown St. Louis from 4 to 7 pm. The event is #HomelessHelpSTL put on by the St. Louis Salvation Army. They actually need help stocking homeless shelters with toiletries. This event will bring area professionals for food, drinks, and conversation. It's still not too late to register. It's $5 at the door or two toiletry donations.

If you're serious about looking for a new job, get out there and network. Talk to people. Let them see how great you are. There is no need to wait. I will see you tomorrow at #HomelessHelpSTL.

Handling Naysers Online

noreply@blogger.com (Andreea Cojocariu) — Sun, 19 Aug 2012 23:41:00 +0000

A couple of weeks ago, I wrote a post about a nonprofit on patch.com. A couple of days later, I checked back to find some negative comments. Needless to say, I wasn't expecting a negative reaction. So I responded back. That of course reminded me that handling negative comments would be a great Smiling Marketress post. I'm a few weeks late, sorry.

Another nonprofit I work with told me they were afraid to get social because of negative, unwanted comments. I told them that yes, they may get those, but you can also educate people in your responses. This particular nonprofit is now very active on Facebook and doing quite well. So...the heart of the matter is dealing with negative responses. Here is how I deal with them and advise my clients along the same lines.

Universal Tips

Respond immediately. If you're managing your company's online presence, you really don't stop at 5. If someone responds negatively, you respond immediately or as soon as you learn about it.
Acknowledge the person and the problem. People want to feel heard, whether you think they are right or wrong, they want someone to listen.
Address the issue. Start with, "I'll look into this further and get back to you as soon as I can." Then do it. That statement buys you some time, but not much.

Customer Service Tips

Ask for the commenter to send a direct message or email their account and contact info so you can research further.
Resolve the problem.
Stay in constant contact until the issue is resolved.
Acknowledge publicly that the issue has been resolved. If the person made the comment on a social platform, use that same platform to confirm the issue has been solved. This lets others know that you do work hard to ensure satisfaction.

Nonprofit Tips

Educate. Some naysayers just want to be negative because, sadly, it's who they are. So instead of ignoring them, and NEVER IGNORE a negative comment, educate the individual with facts. Include links to sources as well.
After you provide the facts, ask the individual to get involved and volunteer.

I had to remind myself of these tips not to long ago. Read my response. Don't be afraid of negative comments. Use them as a way to educate the public and show how your organization handles customer service.

4 Second Rule for B2Bs

noreply@blogger.com (Andreea Cojocariu) — Thu, 26 Jul 2012 12:06:00 +0000

One of the quickest ways to loose a customer is website usability. I've talked about the four second rule before, especially on Deck Insights. The rule states that your visitors will spend four seconds or less trying to find what they need on your website before they bounce. This applies to B2C and B2B. I work with both. My job from a B2C angle is to make sure websites and marketing in general is targeted, providing that critical information so consumers find what they're looking for quickly. Since I've talked about B2C so much on my other blogs, I want to focus on B2B.

Layer 1: Your Website
B2B is similar to B2C in that other businesses are your customers. They're shopping too, looking for services and products to make improve their business. You have to be price competitive and your website should be aesthetically appealing. The four second rule helps dictate how to ensure you're meeting your B2B customer's needs.

Layer 2: Usability

Freedigitalphotos.net

Even though you have sealed the deal by converting your B2B client, you still need to retain them. One way to quickly loose them is through your platform's usability. I'm talking about finding what you need once in the management system. You have to make it pretty intuitive and easy for your B2B client to get what they want or they'll get frustrated and quit, even after four seconds.

One problem area is reporting. If your B2B client is having a difficult time accessing reports, they're going to get frustrated, especially if you tease them with some of the data. My advice is to always provide more. If you show sales data, make sure your client can dig further. Most B2Bs want monthly sales data, compared with year-over-year figures. This isn't knew. You would want it, so why wouldn't your clients? It may mean more work for your developers, but it will be worth it to prevent loosing a client.

My recommendation for any third party service or software provider is to audit your website and platform biannually. Survey your customers. Ask for improvements. They'll appreciate your initiative and you'll attract and retain new clients. If you have questions about how to do this, I'd be happy to discuss it further.

#GarbageGala Clip from Show Me St. Louis

noreply@blogger.com (Andreea Cojocariu) — Wed, 25 Jul 2012 19:25:00 +0000

In cased you missed today's Show Me St. Louis clip about the St. Louis Salvation Army's Garbage Bag Gala, here it is.

Featured: Danni Eickenhorst, Erin Kilfoy, Kate Kerans, Florence Dewan, and me.

Tickets are still available for a discount for a few more hours if you're interested in checking out the rest of the designs.

#GarbageGala on Show Me St. Louis 7/25

noreply@blogger.com (Andreea Cojocariu) — Tue, 24 Jul 2012 22:13:00 +0000

I thought would give Smiles and Rants a break from another Garbage Bag Gala blog post. If you haven't caught my tweets, Facebook posts, and other blog posts, the St. Louis Salvation Army Garbage Bag Gala is Friday, July 27th at the Moonrise Hotel.

Florence Dewan, Kate Kerans, Me, and Erin Kilfoy

I was at the Moonrise Hotel today shooting a clip for Show Me St. Louis, a local daytime show discussing fun local events and issues. I am one of the models for the gala and was debuting one of the outfits for the fashion show portion of the event. I was there with my designer, the very talented Erin Kilfoy, Kate Kerans (another model) and her designer, Florence Dewan. Make sure tune in to Show Me St. Louis 7/25 at 12:30 on KSDK. I'll post the video after it's aired.

Me with my designer, Erin Kilfoy

I first mentioned the Garbage Bag Gala in a blog post here,Corporate Sponsorships: "Do the Most Good". I am more than excited about this event particularly because of what it will do for the homelessness community in St. Louis. The issue of homelessness is not going away. In fact it's growing, especially now in a down economy. One of the reasons I'm a part of this is because people can talk about problems all day, but very rarely do they actually take action. The Salvation Army is an organization that takes that action and tries to fix the problem. They help people. That's enough for me to want to get help them help others. The St. Louis Salvation Army will use this event to continue to fund programs that help the homeless.

And you can help too. Watch Show Me St. Louis 7/25 at 12:30. Get inspired. Purchase a ticket and come see me and others at the Garbage Bag Gala this Friday. By doing that, you'll help fight homelessness at the same time. For a limited time, Garbage Bag Gala tickets are 50% off the $45 ticket price. Sounds like a pretty good deal, don't you think?

If you have any questions, connect with me on Twitter @andreeac_t or reach out to @salarmystl.

Pictures: Michael Kilfoy, StudioX

Erin getting her mic

Filming

Ready to Launch!

noreply@blogger.com (Andreea Cojocariu) — Fri, 13 Jul 2012 18:37:00 +0000

My focus lately has been helping clients with launching products. I recently wrote a few blog posts for Deck Internet Solutions on an integrated online marketing approach to launching a product. Here are some very basic tips.

Product Launch Check List

It’s time to grow! You’re adding a new product to your existing line, but are you prepared to launch. Here are few tips to ensure you’re doing everything you can to be successful.

Launch Schedule

Here is a sample launch schedule you can use.

2 days before launch: Webpage goes live

1 day before launch: Finish and schedule press release. Setup PPC Ads and go live

Launch Day: Link the press release to your website, schedule social media updates

1 day after launch: Offsite article

2 days after launch: Blog post

3 days after launch: Email blast

SEO

You want people to find your new product. SEO helps makes your new product easy to find by incorporating keywords and content to get your customers to convert.

PPC

SEO takes time, but PPC is pretty instant. While you wait on search engines to crawl your website and fetch your new product page, you can drive traffic to your website with a few PPC ads.

Press Release

You need to announce your new product. Do it with a press release. Write a press release using keywords from your SEO campaign. Make sure to address “Who, What, When , Where, and Why.” The press release should convince your consumers with information and special features. Publish your press release online at OnlinePRNews or PRWeb.

Offsite Article

Offsite articles will help not only with your SEO efforts, but also with convincing your consumers that this product or service is worth their investment. Include even more details than you did in the press release. Articles can be how-to’s, narratives, gift guides, etc. Make sure to link to the corresponding page on your website.

Blog Post

Since you’re going into detail about the product in the press release and article, use the blog post to discuss how this particular product or service fits with your other offerings.

Email Blast

I say to do the email blast last because you can/should link your press release, article, and blog.

For more details, I invite you to read Easy Integrated Marketing and Spreading the Word: Integrated Marketing for New Products.

Introducing Dana: Marketing Project Manager

noreply@blogger.com (Andreea Cojocariu) — Tue, 10 Jul 2012 22:40:00 +0000

I normally don't this, but I thought I'd try something new. Ladies and gents, a friend of mine is looking for a job in St. Louis. Let me introduce you to Ms. Dana Ellision.

Dana is a transplant from Wichita, KS. She has a nonprofit background, but is looking to break into the marketing industry as a marketing project manager/strategic planner. Ms. Ellison has experience planning and developing projects, public speaking, and leading teams. She is also well versed with website management and social media.

All that stuff is great. But what companies really want is someone who will fit in their environment. You can view Dana's resume and decide if her skills match your job description. Let me tell you about her personally.

I met Dana at a networking event for AFP St. Louis discussing social media. Her and I became fast friends because of our love for nonprofits, but also because she is just as passionate and in tuned with social media as I am. Dana is a communicator. She knows how to connect her audience and a natural networker. That's because she's friendly and sincere. After speaking with her for a few minutes, you get the impression that Dana is quite the leader. Well that's because she is. Dana naturally gets your attention with poise and people listen. It's because she has this natural way communicating that would make her an excellent project manager. Add the fact that she's well versed in online marketing, and you've got yourself your next marketing project manager.

Do yourself a favor and review her resume. If you like what you see, you can email Dana at danamellison@gmail.com. By all means, share her resume if you think someone might need her skills.

Hotlanta, I'm Comin'

noreply@blogger.com (Andreea Cojocariu) — Fri, 29 Jun 2012 17:05:00 +0000

So I mentioned in Smiles and Rants that I was considering moving to Atlanta. Well, I'm pretty serious about it. So serious that I'm posting this :). Little did I know that my trip to Atlanta for my first doctoral residency would trigger this desire to relocate. Much love and thanks to my friends who shared their home with me and planting the seed that I should move.

There are several reasons why I want to move to Atlanta.

I have friends there.
School is there. Residency will be so much easier if I'm actually in town.
I love the weather, even the heat. I'm not a fan of snow and ice, sorry St. Louis. I'm a wuss like that.
There is so much green space. I love spending time outdoors surrounded by trees, but I also love being in the city. I get the best of both worlds in Atlanta.

And perhaps the most important reason that I just found out about today is that my stepmom, who I am super close to, will probably settle down there after she comes back from Afghanistan.

So I have started looking and applying for jobs. I'm looking for a mid to upper management position in online marketing. I'm pretty fabulous when it comes to SEO and Social Media. You can figure that out for yourself by stalking me on Twitter: andreeac_t . If anyone has any job leads, connect with me on LinkedIn (via andreea.townsend@gmail.com) or shoot me an email.

But here is the kicker. I have a tiny window to move. My lease is up September 10 and one month between classes. So I need to move between August 13th and September 10th. I'm not so worried about finding a place to live. I think I'll find that pretty easily. I'm thinking North Atlanta, Buckhead, Marietta Springs, even as far north as Cumming.

I told my boss today. I feel so bad knowing I'm planning on leaving and only giving a two week notice. So we had a nice convo. Either way, I'm good. If the move doesn't happen, he has plans for me here. We have a gal going on maternity leave soon and only two of us in the office. I really felt like I had to give him a heads up. I don't want to leave him in a total bind.

My heart and brain are on the same page. This relocation is a very good move for me. I'm super excited! God willing I find a job that will allow me to move in that window, the rest will fall into place.You know I'm already coming up with potential moving scenarios so this thing goes smoothly. :) So if anyone knows of a job, let me know! andreea.townsend@gmail.com or andreea.c.cojocariu@gmail.com

Marketing a Book

noreply@blogger.com (Andreea Cojocariu) — Fri, 29 Jun 2012 00:34:00 +0000

I attended my first doctoral residency in early June. While there, my profession did come up in conversation seeing as how I discussed my dissertation. You can read all about that on Dr. Smiling Marketress. One of my classmates from residency connected with me on LinkedIn and asked me for some advice on how to market a book she wrote. I thought we could discuss that together here.

Step 1: Get a website
My advice to anyone wanting to market something is get a website. Some would argue that you don't need a website if you have a Facebook page. I disagree. You need a website because you need SEO (Search Engine Optimization) when you're trying to market a product or service.

Why do you need SEO? Well, you want people to find you, right? The way they're going to find you is by searching for a topic using keywords. These keywords need a home base associated with your product and your name. A website is that base. SEO helps people find your base and your product.

Use your website to convince, not just sell. We get bombarded with sales pitches all the time. It gets tiring. A smart marketer won't give you a sales pitch. Instead, they'll give you all the information you need to make a decision to buy their product or service. An informed consumer then decides if they're convinced enough to convert.

So for my fellow classmate, I would say get a website and use it to convince potential readers your book is worth purchasing. Answer the following questions:

Why would a reader like your book?
What new perspective do you offer that hasn't already been revealed?

My friend doesn't need a huge website. In fact, she just needs the following:

Home
Contact
About

She could have a purchase page, but to make it easier, she can just link to the book on Amazon.

If you get a website, make sure you do have someone do the SEO for it. A good place to start for a website is Network Solutions. I used to work there, and I can tell you that you are in good hands should you choose to have them design and create the website for you. Make sure you get the SEO to go along with it. It's a one-stop shop. You buy your web hosting and get all the creative you need in one place. No, I don't get a commission from this. I just trust them.

Step 2: Get Social
Create a Facebook page for your book. Tell your friends and family about it. When you talk about your book, tell people to check out your website and become a fan on Facebook. Get a few people who have read your book to comment your Facebook wall.

I love Twitter, and I would say do it. However, unless you create a Twitter account for yourself as an author, I would advise against it if you don't think you can maintain it. For my friend, Twitter is probably not her best option. Facebook is though.

Step 3: Create Some Press
You can hire a publicist or reach out to local bookstores and have a book signing. Reach out to local papers and tell them about your book. Tell them to reference your website and maybe they'll do a story. Talk about your book with passion and vigor when you meet new people. That passion is contagious. Use it your advantage.

So these are my quick tips to this friend of mine from residency. You can take this same advice and transfer it to other products with a few tweaks. We can discuss it further if you'd like. Leave a comment, and I'll get back to you.

Overview on Google's May Algorithm Changes

noreply@blogger.com (Andreea Cojocariu) — Thu, 21 Jun 2012 12:16:00 +0000

Matt Cutts' tweet last night reminded me that I needed to discuss Google's May algorithm changes. There were 39 updates, several of which I think are fairly important to online marketers. There is absolutely no need to fret too much over these changes. You should just be aware and perhaps make some minor tweaks in your current marketing strategy. Let's explore them together.

Keeping it Fresh
Penguin 1.1-- Codename Twref2, Google released Penguin 1.1 update late May 25th. This update improves Google's signals for fresh data. This means that they're looking at dates to discover fresh content.

FLSP identifies newer documents on websites. Remember that Google does index pdf documents. This update helps identify newer documents to present in search results.

Pineapples adds a new classifier to help in searches for fresh content.

We want to find the most current results first when we search. We can filter by date of course, but these updates just make it easier for us to find those current search results. It also reminds us to make sure our website content is current. A few tips:

Update your content on your homepage
Make sure you add press releases and news to your site with appropriate links
Check your the keywords you're using, and make sure they're the ones you want to target. Then make sure you're using them in your title and meta description.

Checking Your Titles
TomWaits shortens titles. Google doesn't like long website titles. This update shortens titles and ensures they're accurate compared to the longer title. I would advise making your titles nice, short, and to the point.

Backlinks Again
Google loves going after backlinks, especially if they're bad. Improv-fix attacks link schemes (linking for the sake of linking, not taking into account the quality of links). Personally speaking, link schemes a pet peeve. I don't agree with buying links from a third party. That drives me nuts.

A quick note on good link building--I do think companies should write articles and blog posts that enhance one's understanding of products and services. Just make sure it's not a sales pitch. These articles should provide data and information. Also make sure you submit them to quality sites. I'm partial to Squidoo, Hubpages, and Ezine.OnlinePRNews and PRWeb are great for press releases.

Tablet Local Search
Mobile makes it easier to find local results on tablets. It makes it easier for users to view maps, reviews, menu links, and more. This is great news for brick and mortars. Make sure you're listed on Google Places. Google also launched Google+ Local May 30th combining local results with social.

These are just a few updates that I think are important to highlight. It's not worth rewriting your marketing plan, but it is important to keep these in mind. It's a reminder to keep content fresh and relevant. Companies who are already doing this won't see much of a change in traffic or rankings. Let me know if you have any questions.

Corporate Sponsorships: Choosing to "Do the Most Good"

noreply@blogger.com (Andreea Cojocariu) — Thu, 24 May 2012 01:00:00 +0000

Let's take a break from discussing marketing strategy to discuss corporate sponsorships. I think it's important for companies and their employees to be active in the community. But before I go any further, let me say this. You should want to be involved because you sincerely care about a cause or an organization, not because you have to. It's important to care about your community, because your community supports you by shopping or utilizing your services. So by supporting your community in return, you're helping yourself. It's a nice little cycle. Now that I've said, let's get down to business.

There are many reasons besides caring to get involved.

Builds brand awareness. The more you sponsor, the more your logo gets put in front of your ideal consumers, the more they'll remember you. It plants a seed so whenever they need your service, they might just look you up and give you a call.
Builds your network. As professionals, networking is gold. You never know when you're going to meet someone that will impact your business. Whether it's now or down the road, it pays to be social. Although the people you meet may not be your consumers right away, they may know others who might and they'll talk about you-- good ol' grassroots marketing.
Team Building. Sponsoring and participating in a nonprofit event builds your team. By working together to help another organization, you're taking the focus off the grind of sales and increasing the bottom line. It shows your employees that care about other things besides making money, although that's important too. It tells them you have heart and you in turn care about them as people. That's a good feeling for an employee. Sponsorships and volunteer activities keeps talent. I know that I work best with companies who give back. On a side note, I'm usually the one organizing these things. Seeing my team work together and people smiling while doing something good for others makes it worth my efforts.

I'm not going to spend a lot of time discussing tax deductions. Yes, Uncle Sam will cut you a break if you choose to help a nonprofit. But that should not be the sole reason you decide to sponsor an event or make a monetary donation. Again, I'm going to tell you that you should choose to help because you care.

I care. I am big advocate for community involvement on all levels. I encourage my employers to get involved, and I personally am involved. In the past, I've worked with the Madison County Child Advocacy Center in Illinois, helping them raise money so they can stay open to help child abuse victims. I help promote their events, especially their annual trivia night and silent auction held in February. Helping an organization who helps abused children heal stay open to provide those services is something I'll continue doing.

And now my focus is on helping the Salvation Army of St. Louis. They need help. I choose to help them because they help others on a massive scale. I say that we can save the world by smiling-- one smile at a time, one good deed at a time. That's unrealistic, but the idea is doing something simple to help others. The Salvation Army of St. Louis' motto is doing the most good. That is precisely what they do (while smiling of course). They were in Joplin this week during the 1 year anniversary of the tornado that destroyed this town. But let me say this. The tornado destroyed buildings. It did not destroy the human spirit of love and kindness. The Salvation Army showed Joplin how much their neighbors care. It was because of partnerships and corporate giving that allowed the Salvation Army to do the most good in Joplin.

Now it's time to help the Salvation Army of St. Louis again. The issue is homelessness. St. Louis homelessness is increasing yearly at alarming rates. More and more families are on the streets than ever before. It's time to do something about it. It's time to raise awareness and funds so the Salvation Army can do for the homeless what they did for Joplin.

The Garbage Bag Gala is July 27th at the Moonrise Hotel . Attendees will have a fabulous night. For $45, they get to eat, socialize, and watch a fashion show. Models will be showcasing the latest in garbage bag and duct tape designs. I, along with about 30 others I think, will be modeling these trend setting styles. Tickets for the Garbage Bag Gala are on sale.

As much fun as it will be, the Salvation Army of St. Louis still needs corporate sponsors. This is an easy and fun way to get involved and do the most good. All it requires is for your company to write a check. And honestly, the check amount isn't that much when you think about how many lives, how many homeless people in St. Louis, the Salvation Army will help.

Here is how your company can help and do the most good.

$5,000.00 sponsor Company logo to be featured on invitation, event signage, promotional flyers, website and social media. Letter from sponsor company in the gift bag (page – to be provided by sponsor). Company name will be listed in press releases, submitted to all media outlets. Company will be recognized from the podium at the awards ceremony. Opportunity to display multiple company banners at the event. Social media recognition. Opportunity to provide a give-away to all participants. First right of negotiation for GBG 2013.

$1,750.00 sponsor Company logo to be featured on event signage, promotional flyers, website and social media. Company will be recognized form the podium at the awards ceremony. Opportunity to display a banner at the event. First right of regusal for GBG 2013. Social media recognition.

$500.00 sponsor Strategic social media push before and during the event to showcase the partnership. Logo to be featured on website and eblast.

This is easy. It’s writing a check. What’s not easy is living on the streets of St. Louis, not having shelter when another devastating storm hits the area, not having food for your family. That’s the hard part. We’re lucky that we all we need to do is write a check and attend a gala. Do the most good today and talk to your company executives and become a sponsor for the Garbage Bag Gala.

If you are interested, you can reach out to me on Twitter @andreeac_t. But I'd prefer you reach out to the Salvation Army @salarmystl. I sincerely thank you in advance for choosing to help the Salvation Army of St. Louis raise awareness and funds for the fight against homelessness in St. Louis.

Mobile Brings in the Green

noreply@blogger.com (Andreea Cojocariu) — Fri, 04 May 2012 00:38:00 +0000

When you are out, away from your laptop or desktop, and you want information now, what do you do? You reach for your phone or iPad of course! With instant gratification of finding out what you want, when you want it, it shouldn't surprise anyone that mobile is quickly growing. And companies who aren't taking advantage of mobile will be left behind.

A recent study released by my friends at Grow Smart Business highlights the importance of having a mobile presence. Top motivators for investing in mobile were increasing local business and providing a better experience for current customers.

Good for Your Bottom Line

Grow Smart Business reports that 14% of the 500 companies surveyed currently have stand alone, mobile websites. 84% reported increased business activity because of their mobile efforts. 1 in 5 consumers using mobile actually made a purchase online, via their phone. Over 50% called the business.

Building Local Business

Let's talk about this for a second. Local is a whole marketing sector of its own. We can discuss it more in depth later. However, we can't ignore that more and more consumers are turning to their phones when they're out looking for something to do. I reach for my iPhone when I want to find restaurants near by and view menus. I look for stores for my last minute shopping via Google search on my iPhone. And guess what? I'm part of a larger demographic who uses iPhones for local search vs Android. And as Grow Smart Business reports, 25% of consumers using mobile made a purchase in-store. Mobile is good for local. Mobile brings in that wonderful green stuff that fills our wallets and pays our employees.

No Mobile? Face the Consequences

So what happens if you don't have a mobile website or if your website isn't mobile friendly? Well, the biggest consequence is that you'll lose new business. It's common knowledge that you pretty much have 4 seconds to capture the attention of a website visitor. I would say that it also applies to mobile. So if you're site isn't configured for mobile and your visitor spends more than 4 seconds on your site, they'll bounce. You lose the opportunity to make a sale.

Integration and Last Minute Tips

I don't advocate choosing one form of marketing over another. I always tell my clients that an integrated approach is far better. Don't focus on mobile and ignore social media, SEO, PPC, PR or even print. Instead, use similar keywords across all platforms. Include social media and share buttons on your mobile site as you would your regular, desktop site. Your content doesn't have to be the same either. In fact, it should be different. Mobile content should be condensed, bulleted, and easy to read. More importantly, your mobile website should be easy to use and intuitive.

For more information on the Grow Smart Business study, visit http://www.networksolutions.com/smallbusiness/smbmobileinfographic