Style AND Substance

How to Optimize a Website for 2012

2012-01-25T09:10:00.000-06:00

It has been over two years since I answered the question, “Does my Small Business Need a Website?” if you still don’t have a website, stop reading this right now and call me at 715-584-6773. If you do have a website and want to get maximum results from it in 2012 and beyond, read on.

*Let me also tell you a little secret, it is NOT the job of a website developer to ensure that your site gets found, to write quality SEO content, or to use marketing techniques to make more conversions! Though some developers offer SEO services, most will simply create aesthetically pleasing webpages. You need someone like me, Terra L. Fletcher, to do the rest. I’ll be the first to tell you – I’m not the world’s best web developer. Sure I can do a simple site, but I rely on a strong network of really good developers if you want a really nice website. What makes Fletcher Freelance different is the combination of quality SEO content (with a no-typo guarantee) and the infusion of proven marketing techniques that will help your website do what it’s supposed to – SELL! (And you just thought you needed a site to look pretty and keep up with thejones.com.) So how do you take your attractive – but possibly not worth its hefty price tag website – to the next level? There are two key opportunities here, Search Engine Optimization and optimizing for conversions.

Search Engine Optimization

Search engine optimization or SEO basically means that your website will get found in search. There are several elements that will make search engines more likely to crawl, index, and rank your website. Sites are ranked based on relevance, authority, popularity, and legitimacy.

At my internet marketing classes I have a tendency to give away the two big secrets to SEO. First, content. Content needs to be relevant, unique, and of high-quality. The right words are imperative! Second, links. Quality inbound links are not easy to attain, but they are essential. Links need to be from relevant websites (gambling or adult sites, won’t help you for example).

In addition to the big two, your site needs to be user-friendly. Ask yourself if your site is well structured, clean, and easy to use. If you want an unbiased opinion email me today, terra(at)fletcherfreelance(dot)com; ask for a website review.

Optimizing for Conversions

When a visitor happens upon your website through search or even going directly to your site you need a site that is going to convert. By that I mean that a favorable percentage of viewers do more than just browse your site, they buy something. To get people to buy, you must have strong, clear calls to action. Don’t assume they will know where to click, how to buy, to call, or stop in your brick-and-mortar location. Ask them to! This ties in with usability as well. Make it easy. Design should not be overwhelming or detract from your message, either.

Provide visitors some assurance that you will do what you say. Online, your reputation is everything, especially if they have never encountered your business before. Prove why your company is the best choice. Include testimonials; provide guarantees; display credentials, industry affiliations, and awards.

The structure of your site is also important. Make it easy to get to your most popular products or services from the home page. Remember you only have 6-8 seconds for a visitor to decide to stay on your site.

Need some help? If you’re looking for SEO assistance, there are things to watch for. There are tons of questionable companies. Don’t trust anyone who says they can guarantee you a rank. No one can do that directly. Want to try it yourself? Take a class. Want to hire an expert? Give me a call at 715-584-6773.

What’s worked for your site? Share your SEO tips in the comments below.

Ads Reviewed by Terra L. Fletcher

2012-01-18T09:26:00.000-06:00

I begin today with a marketing technique that gives marketers a bad name, the fake bill. I remember years ago getting phony phone book bills when I worked for my parents. Because then they advertised heavily in the publications, it would’ve been easy to pay a fake bill.

Recently I received this bill for “Business Week.” I don’t subscribe to that, but I do get “Bloomberg Businessweek.” How easy it would’ve been to sign a check and send this out. This dirty marketing trick really irritates me! If you look closely you will see the words “Not a bill.” Then don’t make it look like one!

The reverse side makes it more apparent that this truly isn’t a bill, but who really reads their bills anyway? You’ll never catch Fletcher Freelance sending out anything like this on the behalf of myself or any of my clients. I’m all for creativity, but against outright deception.

This ad for Geico didn’t really strike me as extraordinary. In fact I flipped right past it without a second glance. But my three-year-old noticed it (upside down) from across the table. Now, I keep my little one as sheltered as possible, mind you. I keep the television off all day. Sure he might catch an occasional commercial while I’m watching football on Sunday, but that’s really about it. But get this, he says, “Mom, that was Geico. They save you money on car insurance so you can get a nicer car.” Really? Wow, kudos Geico – if my overprotected three-year-old got that, your marketing team must be doing a good job!

Here is an ad that did catch my eye. I think it was primarily the simplicity and use of a bold color. The main headline for this Discover ad is, “#1 cash rewards program.” But there are only a couple other lines of content in this ad. And the call to action, “It pays to switch. It pays to Discover.” is followed by both the phone number and the website.

As always, if you have a marketing piece you’d like reviewed please mail it to me, terra@fletcherfreelance.com. And share your thoughts on these ads in the comments below.

NYC Ads Reviewed

2012-01-12T08:59:00.000-06:00

Having just returned from The Big Apple, I thought I’d share some of my favorite ads and marketing pieces that I encountered.

“It’s a chalice, not a glass.” I liked this ad because I believe that the glass you drink from does change your beverage experience (just as we equate packaging with product). Though I can’t imagine tracking the ROI on a Times Square billboard, Stella Artois gained my attention. Brewed primarily in Belguim, Stella Artois is imported and distributed by Anheuser-Busch. They’ve been using prestige appeals for years. In the UK their slogan was “Reassuringly Expensive.”

“Skin as dry as toast?” I saw this display through a window. I think I was walking near Rockefeller Center at the time. The simple, yet striking visual display caught my attention long enough to snap a picture. Finding their website, I discovered the nice match of simple and striking there as well (a nice consistent brand image). The company says, “We create handmade bath & body products and hand crafted home ware with the utmost attention to detail using natural ingredients with African origins. Rain products are responsibly handmade with love and care for our customers, craftspeople and the environment.” Who wouldn’t love that?

Here’s an idea that I didn’t include in How to Market to Tourists. This idea works because almost no one I met in New York City was actually from NYC. Several of the restaurants I ate at gave a postcard with the check. Some of them I mailed out, but I saved this one. I really like it, despite the backhanded dig at copywriters. (And please forgive the profanity.)

As always, if you have a marketing piece you’d like reviewed please mail it to me, terra@fletcherfreelance.com. And share your thoughts on these ads in the comments below.

Your Corporate Blog in 2012

2012-01-04T08:21:00.000-06:00

If you thought starting a blog was easy, good. If you’ve had no problem coming up with fresh and relevant content, great. If you don’t have a plan to make your corporate blog work for your bottom line in 2012, read on.

Get Focused

Choose a topic. Even if you’ve been blogging for years, the start of the year is the perfect time to plan your “big picture.” What is the focus? The most successful blogs have a clear theme and are written for a specific audience. Ask what your goal is: To educate? Inform? What is your perspective? What makes you a subject matter expert? Who are you writing to? Answer the above. Then write a mission statement for your blog.

A Word about Content

So you’ve got your mission statement, and broad ideas. Now drill it down. Match your bullet points with things you’re passionate about. Take your brainstorms, decide which ideas you’d like to work on first. Combine several ideas if possible, this will result in truly unique content. Now get out your calendar and fill in topics and when you’ll post on them.

Get Famous

So you’re producing great content, but no one’s reading it? It’s hard to stand out in a global blogosphere. Follow these tips to boost your blog’s readership in 2012 and beyond. First record your current stats. What are your traffic, comment rate, and/or conversions?

Because your blog is a reflection of you and your business, publicize it to like-minded individuals. But remember, it’s not all about you. Highlight the benefits of your blog, benefits to the reader, that is. Focus on building relationships. If your blog is the primary way you hope to position yourself as a subject matter expert, you need to be engaging. Be specific. Leave comments for others. Reply to comments left for you. Personalized comments reflect genuine interest.

Don’t forget to ask for comments. This is the call to action on your blog. Don’t assume readers will leave a comment if you don’t ask. And don’t be a know-it-all. Ask, “What did I leave out?” And allow your readers to disagree with you. (You’re welcome to disagree with me at anytime!)

Social Media

If you’re not using social media, you’re missing out. Your blog can truly go viral, with the right exposure. Using tools like Networked Blogs, you can even have your blog automatically published elsewhere. There are tools you can use to autopublish on Facebook, Twitter, even LinkedIn.

Do you need help developing your blogging or Internet marketing plan for 2012? Call me (Terra) at 715-584-6773. If you have a corporate blogging experience (good or otherwise), please share in the comments below.

Ads Reviewed by Terra L. Fletcher

2011-12-28T09:56:00.000-06:00

“A fleeting moment when time stands still. It all begins with a one-hand watch.” This watch ad by Rufus Lin Designs has an obvious sexual element. Buy a cool watch; get the girl. But this watch is truly unique, something I’ve never seen before, so despite the obvious and the cliché, it works. The ad has a clear call to action to view this and other timepieces online. It includes several options for contact. The interested party can call, email, or even snail mail. But the company name and contact info isn’t the most prominent thing in the ad (that’s a good thing).

“Give ‘em the bird.” If this Wild Turkey ad didn’t capture your attention, I don’t know what will. I was in the waiting room in a clinic when I saw this, so please forgive the poor camera phone picture. (But at least I didn’t rip it out of a magazine that wasn’t mine.) I like that this ad has the QR code, perfect for curious smartphone users. It also has the address of their Facebook page, which you know I like. What a great way to continue the conversation.

I’m all for ads that don’t look like ads. That really is the best kind of advertising. If you notice the word “advertisement” on the top of this page, that’s you’re only clue that UPS paid for this page. I don’t like that it is in Businessweek because I know business owners will see the word advertisement and might feel (as I often do) that the advertiser was trying to trick them. Of course the carbon neutral is a good point and everyone likes to see companies they work with go green, but this ad just missed the target.

Having worked as the “keeper of the data” back when I still had a “day job” I could really relate to this ad by Splunk. “Every company is a data company.” There is a lot of truth to that. And I like the “AHA! moment.” This ad tells me that Splunk can make sense of all the numbers and jibberish before I even read the ad. The ad has strong benefits for users and great prestige appeals. It does lack a strong call to action and only has one means of contact.

Got an ad you'd like me to review? Please email it to terra@fletcherfreelance.com.

Please Don’t Flash

2011-12-21T14:44:00.000-06:00

Both myself and most web developers will tell you to skip the flash. Of course flash has its place, but embedding flash into your website is asking for trouble. Flash isn’t supported by a lot of devices. You can create many of the same products with free web applications and technologies. Try JavaScript, HTML 5, CSS 3, or others.

Why Not?

Apple refuses to allow Adobe to create a Flash plug-in for its devices because Adobe has had problems making said plug-ins secure and high performing. Apple even removed the Flash plug-in from Macbook Air. Sites with Flash often take longer to load and we all know how impatient web surfers are. I once read that you only have six seconds before they click away. And with Google Instant, speed is crucial. When major search engines can bring up thousands of sites in an instant, who will wait for yours?

When is Flash Okay?

Well, it isn’t easy to otherwise embed a video into a website. A Flash plug-in is often the only way to play video on every browser (without headaches). And where would we be without sites like YouTube? Many game developers have become Silicon Valley sensations for creating addicting Flash games.

What’s the Future?

Adobe ceased development of mobile Flash in November. HTML 5 is the new route. Some predict that the desktop versions of Flash are not far behind. CSS and JavaScript are poised to take over.

Your Website?

It’s about that time when I do an annual update to my website. (I mean, really overhaul it.) I recommend a facelift at least once a year for most businesses. If you’re looking at your site, ask if your Flash animation is necessary or if it’s just some attention seeker? If your site really would benefit from a demo or video of some sort, that’s fine. Just make it the user’s choice. Add a button to your homepage that routes the viewer to the video.

Need your website reviewed? This is the perfect time. Let me use my SEO knowledge, marketing techniques, and eye for spelling and grammar to get your site ready for 2012. Email me now for a website review ($39). Terra@FletcherFreelance.com

More 2012 Business Predictions

2011-12-14T08:04:00.001-06:00

It’s certainly that time of year. The time where we finalize our budgets and plans for the year to come. It’s also the time I like to make business and marketing predictions. Objective guesses about the future help guide the rest of my business plan.

Overall predictions suggest a slow growth in the United States. Some sources say, two percent, but each local market and each industry will differ. I was just reading in Bloomberg Businessweek, for example, about the growth expected in infant and toddler products. Because January 23 marks the start of the year of the dragon in China and with changes to ease the one child rule, a baby boom is expected. The best way to respond to fluctuations in the market is to predict them and respond before they take place.

For 2012, your small business will want to stay flexible. With the Euro crisis and global economic uncertainty, business owners are creating flexible long- and short-term goals and visiting them often. Business owners do well to view marketing as an investment in their company. Now is the time to position yourself so you’re ready for increased demand.

Multichannel marketing will allow business owners to analyze the complexities of customer behavior. I’m a firm believer in highly targeted, tailored marketing campaigns that reach the right audience at the right time.

When it comes to your business’s social media presence, I’m still expecting businesses to demand a measurement of their return on investment. I understand the challenge this continues to pose, but I expect to see more tools that allow customer relationship management and by now you should be well on your way to crafting the right messages and delivering them at the right time.

Social media is continuing to change how market research is conducted. Products will continue to refine themselves and markets will splinter into further niche groups. With online polls, such as you’ll find on Facebook, it is easier than ever to find out just what your customers need.

Lower cost online ads are appealing. Because the innovative ads can reach very specific audiences in both search and social media, I see an increase of online ads and internet marketing and a continued decrease in small businesses seeking traditional print and broadcast advertising.

If you haven’t caught on to the mobileshopping trend, don’t wait any longer. Retailers need to be optimizing their websites for mobile phones.

What do you expect to see in 2012? Please leave your comments below.

Google+ Tips

2011-12-07T09:29:00.001-06:00

If you’ve been following my blogs and articles and more on Google Plus, and have tried out the new social network, perhaps you’re wondering, “Now what?” Truth is, so am I. with all the changes to Facebook (many of which making Facebook more like Google Plus) and a slow start to the Google network how do you make the best use of Plus and Plus Pages for business? (If you haven’t started a business profile yet, read this.)

If you haven’t already done so, use the circles! Put clients in one, prospects in another, people you follow for marketing tips (ahem, Fletcher Freelance) in another. Then you decide how much business you share with family and how much of your personal life you share with business associates.

Think SEO. You’re Google profile should be visible to the public. Use SEO and copywriting principles when writing your profile and sharing in your stream. Include a keyword or two in your subtitle. Take advantage of the Introduction, Bragging Rights, and Occupation, but don’t get too carried away and make them strictly keyword lists. Include simple calls to action. Ask for input. Add headlines to links.

Let’s get visible. Customize your profile by creating information specific to your circles. If your Introduction is a compelling piece of copy that sells your services, have only prospects and clients see it. put your achievements in Bragging Rights and select who get to see them.

Apply text styles to your updates. Tag people. Get creative. Check out this Google+ Style Cheat Sheet. When your updates are more attractive and easier to read, more people will see them.

Consider a vanity URL. Although at this time Google Plus isn’t offering an easy way to change your mile-long address. Some have suggested altering your Google profile before signing up for Plus or using an app. You can also create a redirect from a page on your site to your profile.

Commit. As with any marketing, the biggest fault of those who try social media marketing is to stop too soon. If you expect results you need to be engaging and commit to posting regularly. Stay disciplined and track your results. Soon you’ll be getting business from Google Plus!

Even Better Than the Real Thing?

2011-11-30T16:05:00.000-06:00

Such was the title of a recent article by Bloomberg Businessweek. Many of the principles of that apply to private store brands apply in other areas of business. See what retailers are doing to woo value-conscious shoppers.

Buyers are primed for products that present a better value. Store brands were once poor copycats, but today they’re rewriting the rules. Store brands made up over 31% of new products introduced so far this year in food and beverage according to Packaged Facts. Safeway reports store brand’s growth 3-to-1 over national brands.

What are retailers doing? Retailers are seeking marketing experts to “get their slice of the pie.” With decreased brand loyalty, lack of innovation by penny-pinching companies, and sophisticated shoppers this is the prime time to target buyers looking for something different. Companies are seeking branding experts who understand that packaging is part of the product, experts willing to try something outrageous in their marketing and communications, experts who are focusing on image and relationships.

Small changes can make a big difference. Kroger discovered that changing packaging had a 22% change in “purchase intent.” What did they do? They discovered that while dog owners like to see both humans and their companions on packaging, cat owners just want to see a happy cat.

If you need a fresh perspective from a marketing guru, call me! 715-584-6773

Using Foursquare to Grow Your Business

2011-11-23T08:22:00.000-06:00

Foursquare’s own site claims include, “Make the real world easier to use. Keep up with friends. Discover what's nearby. Save money & unlock rewards.” With millions of users and continuous growth, it just may be time to get your business on Foursquare.

The location based app has made it easier for businesses to get on Facebook. The free marketing opportunity allows businesses to find out who their biggest fans are and target them with specials. As more shoppers are using smartphones to make decisions about where they go and what they buy, potential is huge.

If your business has a brick-and-mortar location, Foursquare’s Merchant Platform allows owners to claim venues, establish specials, and analyze results. Whether you’re a small business or chain, it’s just as easy. Simply search for your venue then claim it. You must be logged in to see the “claim it” link, so sign up; it’s free.

If you can’t find your business click “add a new venue to Foursquare” at the bottom of the page. Fill out the form; then claim. You’ll have to answer basic questions about ownership and type of business. You’ll verify via phone or by mail. A PIN will be sent to you and you’ll enter it on the site. Foursquare will send you a window cling to identify your affiliation with the app.

Now you can create specials. Just follow the wizard. Swarm Specials are created when multiple Foursquare users check in or Friends Special for checking in together. Flash Specials are for the punctual that show up at a certain time. Newbie Specials for first checkin or Check-In Specials for every checkin can be offered. You can consider Loyalty Specials to reward visitors on their 10^th checkin, for example. Mayor Special is for that regular who is oh so loyal. Your most frequent visitor deserves something extra special.

You will have to meet set requirements before offering a special. Be sure to print info for employees and customers so everyone learns how to get the most from the location-based app.

Be sure to watch your dashboard for valuable analytics. Track the number of checkins, top visitors, and follow up with your customers. Relationship building is the best benefit of this type of marketing.

If you’re a business without a physical location, consider Foursquare Pages and Partner Badges. Business owners can submit a form. The request will be approved in about two weeks. You can customize the page with logo, brand info, and links. You can even leave tips at other locations. Go to foursquare.com now to learn more and start using this marketing tool.

Making the Most of Your Retail Business this Shopping Season

2011-11-16T16:25:00.000-06:00

If you haven’t already noticed, people aren’t shopping the way they used to. Americans are “mission shopping.” They’re going to the mall less often and are less likely to browse. They’ve done all their research online and know exactly what they want. Mission shoppers come in, buy what’s on their list, and leave. Visiting three stores instead of five on each trip and reduction in impulse buying has hurt retailers. What can you do to get your slice back?

Many retailers have improved e-commerce in recent years, but have neglected investing in their brick and mortar stores. While labor was pulled back in 2008/2009 many are filling those spaces again. Old Navy is using more greeters. Lowe’s has given staff iPhones to check inventory in real time. Foot Locker is asking “What kind of shoe are you looking for?” This has started more conversations than the standard, “How may I help you.”

Old Navy is reconfiguring floor plans to encourage moms in their 30s (target market) to see more merchandise. By widening pathways to accommodate strollers and installing “racetrack” layouts they’ve upped sales. Quick fit changing areas and checkout items that speak to their generation have made decision making faster. Two dollars per person, per visit was worth the effort.

Many other retailers are grouping items by lifestyle categories to entice shoppers to purchase entire ensembles rather than a single piece of clothing. Pacific Sunwear has given iPads to staff so they can create outfits virtually and show shoppers the combinations in store. With a few small tweaks to your current plan you’ll be making the most of your retail business this shopping season.

Jumpstart Your Google+ Page

2011-11-09T16:16:00.000-06:00

In case you haven’t heard, Google Plus Pages are here! If you’re ready for a quick how-to to get your page going, you’re on the right blog! Create your page at plus.google.com/pages/create. Please note: not everyone will be able to create a page yet, but soon everyone will be able to.

Your Plus Page will look much like a profile and have a lot of the same features. Make sure you add anyone who has added your brand to a circle to your Page’s circles. Remember, this is why we like Google+, you can share the right info with the right audience. You may wish to distinguish between potential clients, past clients, and your network of resources.

Follow the prompts from Google Plus “Get Started.” Fill in as much content as you can; think “keywords” while you type. To toggle between your personal and business pages, find the drop down menu below your name and profile picture. You can go back to “Get Started” to finish where you left off. Notice the useful Admin section where you can get codes, badges, and locate your URL.

Be sure to link your website and your Plus Page. You’ll be ready for the Direct Connect feature when it becomes available to general pages. And make sure you add useful links to your About page. You’ll find this under “Edit Profile” “Recommend Links.”

Add photos to the Scrapbook at the top; people are very visually inclined. If you are your brand, upload pics of yourself. You can even click and drag from an open folder elsewhere on your computer. (How cool is that?)

This is so new, I don’t have much else for you today, but add my page to your circle and stay tuned! And if you need help in writing your social media marketing plan for 2012 (or your general marketing plan) let me know. Call 715-584-6773.

Back by Popular Demand, Ad Critiques

2011-11-02T15:49:00.001-05:00

“Is your retirement broken? Some fixes require professional help.” This ad by Premier offers a strong visual that is quick to capture your attention. The copy addresses a point of pain (broken retirement) and offers a solution (professional help). The next few lines of text end with a strong call to action, “Call us today for a free, no obligation consultation.”

“The one on the left adds corn syrup. Good thing we make the one on the right.” Spice Islands took a risk with this ad. It is a comparison ad that addresses a performance gap. The other brand is not explicitly identified, but the inference can be made due to the colors and shape of the bottle. The ad in a women’s interest magazine was cleverly placed below a recipe that called for vanilla. I don’t think it was a coincidence that I came across this ad. It was written for me; I know this because it worked. As a health conscious cook, I’ll think twice the next time I purchase vanilla.

I really enjoy Fluevog ads. They do a great job of creating a brand image that fits their USP, “Unique soles, for unique souls.” And for those of you who follow me, you understand that likeability is becoming more important in post modern advertising. The copy on this ad is, “Stopping traffic is a good thing. Especially for the people you’ve caused to walk into it.”

Come See Me!

2011-10-26T17:03:00.000-05:00

10/27/11 - On Thursday October 27^th I’ll also be making an appearance at the Shawano Country Business Expo to be held at the Menominee Casino in Keshena. The keynote speaker will present at a luncheon from 11:30am-1pm after which the expo will continue. I hope to spend some time learning about area businesses and their recent marketing triumphs and challenges.

11/1/11 - Wanna know what’s new in search and social media? Wanna hear it from an expert? Come see me Tuesday November 1^st at 8am. I’ll be presenting for the spotlight during the Orthopedic and Spine Therapy Breakfast Connection at Farm Inn on Main in Shawano. I’ll be sharing all the latest and greatest tips and hints to get your website found.

While you’ve got your calendar out, take a look at next year; it’s just around the corner! Do you have any trade/association/organization conferences you’ll be attending? Do you need someone to speak to your group on Internet Marketing, Social Media Marketing, Facebook for Business, Presenting a Professional Image, Customer Loyalty and Relationships, Marketing Basics, Demographics, or a related subject? Please call me today 715-584-6773! I’ll be filling up my 2012 calendar soon.

Thanks and I hope to see you soon!

2012 Website Tips, a Sneak Preview

2011-10-19T14:51:00.000-05:00

I know it is a little early to be thinking about 2012, but is it? It is always a good time to get your website poised for the future and SEO is a long-term project. I came across a minor error on my site and thought it would be a good time to address 2012 site readiness. So let’s make our to-do list together.

Give your site a checkup. It’s hard to know where you want to go, if you don’t know where you’re at currently. My favorite sites for checking your rank and visibility are Alexa.com and LocalVisibility.org.
Similarly, you’ll want to revisit your keywords. Are you still looking to target the same audience with the same services? You may find that your focus has shifted and your keywords need realignment.
Update your content. Content is king, remember! Update your site to include any new products. Update your personnel listing. Add social plug-ins. List any current promotions.
Plan your online marketing for 2012 now. Start lists of blogs, articles, and status updates that you’d like to use for the new year. In slower times, build up your articles and posts so they are ready to go when you’re busy. If you’re not sure where to find content, ask the people that answer phone calls and emails to write down questions they receive. Use your online networks to your advantage. Ask your communities and followers what they’d like to see in the year to come.
Check your links. Where are your incoming links coming from? Are the sources varied, relevant, and reputable? Do all of your outgoing links still work?

What’s on your list for the new year? Share in the comments below.

Why Twitter Won’t Help Your Business

2011-10-12T15:10:00.000-05:00

Allow me to repeat, the title of this blog is “Why Twitter Won’t Help Your Business.” I’m sure I could write a blog where the reverse is true, but today I’m telling you why Twitter isn’t my favorite social networking tool (and yes, many of these same cons could apply to other networks).

Overpopularity, Noise, and Content

There’s just too much noise. It’s hard to sort between the useless “I’m just getting out of the shower” and “I’m having an omelet for breakfast” and actual useful morsels. Because so many twitterers tweet from their phones the site is becoming even more bogged down. No one cares about the mundane details of your daily life! (Or maybe that’s just me. I guess if you like reality TV and wouldn’t mind having no pictures and reading it instead of hearing it…)

Much of Twitter is a numbers game. It’s all a competition to see who can get the most followers. In my world, it is quality that counts, not quantity. Everyone knows that the closer you get to your target market, the higher your conversion rate will be. Why waste your time broadcasting to the world when you could be having smaller conversations at a deeper level? I think this social network is anti-social. People forget to be where they are physically; they’re too busy living life virtually.

Popularity is a double edged sword. When something is really popular, it isn’t cool anymore. Twitterers have a tendency to assume that everyone reads their tweets. This can result in a faulty, inflated sense of self. (I have tens of thousands of followers. I had a conversation with a celebrity.) People also forget that it is quite possible that everybody did read their tweets. So, you thought you were having a conversation with a couple of close friends? Nope, I read about it, too.

Character Limit

As a copywriter, it’s hard for me to say this, but some things just can’t be said in 140 characters or less. And as a writer I have a hard time even texting. I just don’t like to see words spelled wrong!

Time Waste

Let’s not even discuss the time waste factor. If you thought Facebook was bad…

But hey if you’re interested in trying to fit in your own shameless self-promotion on Twitter, that’s fine with me. Just ease into it, get to know the pace and rhythm. Learn the rules, written and otherwise. And if you have success, I’d be happy to hear how you did in the comments below.

How to Keep Your Business Busy Year Round

2011-10-05T09:49:00.000-05:00

Most businesses have a measure of seasonality. Some go almost dormant through the fall and winter months, but there is something you can do about it. If you market yourself year round, you’ll be busy year round. And remember that most forms of advertising do not elicit immediate response. It will take several marketing messages to reach your target. The job cycle from initial ad to last job generated from a specific ad campaign could be several weeks or several months. Follow these additional tips to keep busy year round.

Don’t Blame

Sure, it’s easy to blame the public for not responding. It’s even easier to blame “the economy.” But the truth is there are still plenty of people out there who want or need your services and have the means to purchase. Change your marketing message and try again. Consider hiring a marketing expert to improve your advertisement response rate.

Invest

I’ve said it before, but it’s worth repeating. Now is the time to invest in your business. If you view purchases and marketing as expenses and not investments, you must change your viewpoint. Every dollar spent should focus on generating a positive return on investment. Companies that invest in their business now will see short-term results, but will also be poised to take on more business as the financial state improves in the months and years to come.

Diversify

Some of the most seasonal and weather dependent businesses have found a way to keep busy year round. Garden centers offer everything from fall mums to teaching indoor gardening for the winter months.

If you find yourself with time to spare don’t twiddle your thumbs. Clean the store room, write newsletters ahead (then you have them ready when you’re too busy to write), do some internet marketing, write thank you notes to your best customers, or volunteer your time and resources for a good cause.

Be Transparent

Remember that relationships are more important now than ever. People will come to your business for more than what you sell. They come because of who you are and what you stand for. And because they like you and enjoy doing business with you. Your brand image and personality should shine through in all your communications. Let people know which charities you donate to and what values are important to your organization.

If you’re actively working on your business, hold yourself accountable, diversify, and build quality relationships, your business will boom year round.

Boost your Email Response Rate

2011-09-28T15:08:00.000-05:00

If you have an appealing subject line, you’ve jumped the first hurdle. But how do you make your emails more engaging, and boost your response rate?

Don’t be Boring!

No one wants to read the same old, generic emails they’ve already read before. Pleasantries and simple greetings may aim to start conversations, but unless you are writing one-on-one and you really know the person, skip it. You’re better off getting their attention and getting right to the meat of your topic. Try opening with a relevant fact or interesting statistic.

If you’re sending an email to someone who has visited your website and left contact info, you don’t need to remind them of this. Instead, use what they looked for to craft a message that is significant to what they did. Give a reason for your email. A generic, “I’m just following up to see if you need anything else,” isn’t strong enough. This is a sales letter. It should sound like one.

Make a Sale

If your message doesn’t have a call to action, you won’t get action. When sending an individual email, don’t write, “we should get together for coffee sometime.” Write, “Can we meet at the local coffee shop on Tuesday at 10am?” In email blasts, give a compelling reason for contact. End with one specific thing you can do for them and make it easy for them to say yes. Always give a deadline with special offers.

In Every Email

Keep it short and get to the point. Break up large blocks of text. Before you write, always consider your purpose and what you want the audience to do.

P.S. Don’t miss out on Fletcher’s monthly email. Sign up now! Enter your email address in that little box to the right. View the latest edition.

Why Business Owners Should be Irritated with Facebook Changes

2011-09-22T15:06:00.003-05:00

I’ve seen countless status updates from my Facebook friends, expressing irritation with all the changes Facebook has been making. Many of the changes weren’t previously announced. Changes implemented this week are more than an annoyance, many will detrimentally impact the way businesses use Facebook.

Likes are changing. Likes are no longer on the main newsfeed. This includes business page likes and likes on friends’ posts. If you like content outside of Facebook, however this still shows up on the feed. Fewer likes mean fewer impressions and fewer opportunities to target your fans’ friends.

Newsfeed algorithms are now giving emphasis to relationships with friends over brand pages. Same holds true for pictures. Photos on the newsfeed have increased in size, but only for users, not for brand pages.

That’s not all. Rumor has it that at the end of the month Facebook will no longer publish business page updates to fans’ newsfeeds.

What can your business do? Continue to focus on using Facebook to build relationships. I’ve always touted this as the best intention, not hard selling! Also, allow the public to have the option to subscribe to your public feeds. Make business related updates viewable by the public.

One positive change is that business pages no longer need 25 likes before they can customize the URL. Just go to facebook.com/username to get your unique address.

Stay tuned for more updates from me, Social Media Marketing guru, Terra L. Fletcher. I love my job because it is never boring. There is always something to learn. Please share your comments below. How do you plan to use Facebook for business in the months to come? Are you looking forward to seeing what Google+ will come out with for business?

Three Classes and a Celebration

2011-09-14T14:38:00.000-05:00

Be sure to sign up for fall classes!

Tuesday 10/11/11 - Internet Marketing for Your Small Business presented by Shawano Community Education at the Shawano Community Middle School 9am-noon. Reserve you seat by calling 715-526-2192 x 3102.

Monday 9/26/11 - The Power of Email Marketing at the Shawano Community Middle School offered by Shawano Community Education. Call 715-526-2192 x3102 to reserve your seat. Class is from 6-7:30pm.

Monday 9/19/11 - Facebook for Business at the Shawano City County Library through the Shawano Community Education Program. Class is now two hours, from 5:30-7:30pm. Call 715-526-2192 x3102 to reserve your seat.

Celebration!

This month marks the Fourth Anniversary of Fletcher Freelance!

Purchase any three hour marketing package and get the fourth hour FREE!

Must call 715-584-6773 or email terra@fletcherfreelance before 9/30/11.

Using LinkedIn to Grow Your Business

2011-09-07T14:55:00.001-05:00

Regularly I tout the benefits of growing your business through Facebook, but after having a great Beans and Books conversation with Tony from ATailoredSuit.com, my enthusiasm for LinkedIn was renewed.

LinkedIn is a powerful social networking site, with a specialized reputation. More than searching for your high school girl/boyfriends, LinkedIn is for professionals. The site is particularly important if your marketing efforts are B2B or if you’re looking for a higher income clientele.

On LinkedIn connections are made, leads are generated, and deals happen every day. Here’s why you should be spending more time on LinkedIn.

Facebook is Overpopulated

I knew Facebook had changed the day my mom was on it (sorry, mom). But everyone is on there. And what marketers need to be doing is identifying influencers. Sure, Facebook has groups and you can choose who sees what, but sorting contacts is easier on LinkedIn. You also enter how you know each contact.

LinkedIn’s Reputation

The recommendations offered on LinkedIn are real recommendations by people who know and have worked with the person they are recommending. The resume is much more detailed on LinkedIn than Facebook and you’re a lot less likely to see pictures of over-served individuals. LI is a great community/networking tool.

Groups

Being a member of a group that relates to your industry and/or where your best prospective clients hangout is a great place to position yourself as a subject matter expert.

If you choose to create your own group, be sure to add keywords in the description so the group will be found in search. The group title should have keywords, too. Add your company website to the group. Add your blog RSS to the group (and your profile). Regularly contribute comments of value. Introduce people to others in the group.

Questions

Are you setting aside time to work on your business each week? If you aren’t, you should be. Marketing is any effort that leads to a sale, without marketing your business will fail. Start scheduling an hour a week to answer LinkedIn questions. This will position you as a subject matter expert. You’ll need to set up the Answers Application found on the bottom right of your homepage. Monitor the categories that you know well.

Best answer questions by first finding out who is asking (to tailor your response). Give your answer with references; recommend someone you know. Always leave an option for continuing the conversation.

Events

LinkedIn is a great avenue to promote your events. I like to remind my customers that the best way to find more people just like their best customers is by reaching their connections. When you host an event with LinkedIn, every time someone RSVPs their connections see the response. Invite your best customers and your connections that are well-connected.

Advanced Search

The advanced search tool is exactly what it sounds like. You can search for leads by location, industry, keywords, company, and title. Then send them a personal message. Get to know their profile first. Look for similarities and mutual connections. Some may be hesitant to respond without said connections. (On a similar note, regularly check the “People You May Know.”) The message should be personal, but professional. Mention mutual connections, groups/companies in common. Be brief and quickly express what you’d like to give and receive: “I’d like to learn more about your experiences with social media marketing as a public speaker.” Or try the Get Introduced option to show the steps that brought you to their profile.

Other Benefits

If you’re the type of individual who doesn’t mind checking your email, but would rather not hop out to a social network several times a day, consider LinkedIn. Both LinkedIn and Facebook will send you an email to let you know you have a new message. LinkedIn gives you the whole message and the option to reply or forward the message.

Just like any social media, the more you put in, the more you’ll get out. Regularly polish your resume/profile. Post meaningful updates. And you'll be growing your business with LinkedIn.

A Better “Me”

2011-08-31T11:06:00.000-05:00

Terra L. Fletcher, 8 years old

I have this really great article on How to Write an About Us Page for a Company Website. Sometimes it is hard to follow your own advice. Matters are further complicated when you are your brand.

I read stacks of magazines. And what struck me recently is the simplicity of most interviews. Most are brief question and answer segments that give you just a taste into someone’s personal life. This got me thinking about my About Me and Biographies that I’ve written for various purposes including websites, profiles, and info I send along for speaking engagements.

My About page on my website was a 533 word essay (including mission and vision statements). And not what it should be, a quick glimpse into my personal life in an easy to read format. To fix the problem I called on a freelance writer I know for help.

I asked Amanda Lauer what questions she would ask if she were interviewing me. Here are my answers. Hopefully this is just enough to satisfy your curiosity and leave you wanting just a little more.

Where are you from?

I was born in Milwaukee. I moved around a lot when I was young, but I’ve been living in Shawano, Wisconsin long enough now that I call it home.

What formal education do you have?

Formerly, I dreaded this question. I’d stall, saying that I went to school for this and that and I studied this and that… and that’s all true, but I don’t have a degree. In anything.

I knew my business was doing well when people stopped asking what my degree was in. My work speaks for itself. Don’t get me wrong; there is nothing wrong with formal education and I do believe strongly in continuing education. My grandmother was a schoolteacher and she encourages me to learn something new each day. And I read. A lot. You can learn so much from experience and good books.

What is your business background?

Much of what I know about business must’ve come to me through osmosis. My parents were hardworking entrepreneurs. I started working as a young child. I spent spring and summers cleaning cottages and taking care of guests. In the fall and winter the chimney cleaning business was booming. I did everything from exhibiting at trade shows to answering phones and designing customer retention programs. I created my first website for my parents’ business. As a teenager I got jobs in supper clubs and once at a nursing home. For five years I worked for a manufacturing company where I learned inventory, accounting, and production. If you really want to see my full resume, email your request.

How did you get into your current line of work?

I’ve loved to write for as long as I can remember. In 2007 I tried selling what I wrote. I soon realized “I must be pretty good at this.” I sold articles on a variety of topics to a wide range of publishers. When I combined my varied business knowledge with my love of marketing Fletcher Freelance was born. I began reading everything I could on psychology, marketing, writing, and business.

What is the focus of your business?

Fletcher freelance provides marketing consultations. First, I like to get to know where a business is and where it would like to be. I help put together a marketing plan and then we begin. I specialize in internet marketing and website content, specifically search engine optimized website content. Social media marketing is also a favorite venue.

What is your wish for your professional future?

I have a young son and I enjoy the freedom and flexibility that comes from working at home. I hope to continue to do so. I’d like to do more work for internet marketing agencies and web designers – providing them with quality website content. That is what I enjoy doing the most. When I write my talent really shines through.

What is your perspective on the current economy?

There are still people with money. You can blame your business shortcomings on the economy or you can view it as an investor’s market. Now is the time to invest in your business to get the most out of it. Don’t be afraid to take action. That’s the way I try to run my business, always looking forward.

What is the most gratifying thing about what you do?

Writing has always been a passion. If I can write and get paid for it, I’m happy. When my clients get a positive return on their investment, I’m deliriously happy. And when my work pays for itself, I know I’m doing my job. Plus, I get to work with really great people. I especially enjoy meeting local business owners.

For help with your professional biography or company About Us page please call me today at 715-584-6773.

Social Media Marketing Checklist

2011-08-24T08:56:00.000-05:00

Who

The first consideration is the human one. Who will make the social media team? Consider your executive sponsor and who is already active in social media. Not everyone will be an asset to reach your objective. How will social media marketing best be carried out?

Listen

What is the brand perception? How do consumers refer to the brand, products, and services? What topics are of interest to your target market? What questions are being asked by prospective customers? You should be listening to your competition as well. Look for similarities and opportunities.

Have a policy to handle customer service issues, sales opportunities, and other important conversations that happen online. Messages need to be taken to the appropriate person/department in a timely manner.

Your Audience

Identify who your listeners are. Look for preferences in engagement and what information they need. What channels or medias are they spending the most time in? Who are the most influential of your fans?

Goals

Track your level of engagement, frequency of updates, and watch the dashboard. Goals should always include developing relationships, learning from customers, and gathering contact information. Set goals for likes, mentions, tweets, fans, friends, followers, etc. Watch for trends and revisit goals regularly. Place this metric next to the frequency and type of communication. You should be able to tell if videos are most popular or if your customers like helpful tips.

Plan

Your Social Media Marketing plan should be a subset of your marketing plan. SMM needs to be documented. What content will be shared and how? Will you lead conversations or react to them? Define the brand’s online persona. Set goals based on potential for prospecting conversations. It is also wise to set social media guidelines for employees.

For help in defining your social media marketing plan, call me today. 715-584-6773

How to Advertise a Small Business

2011-08-17T15:11:00.002-05:00

As the daughter of entrepreneurial parents, and living in a city of 9,000, I have a special place in my heart for the small business owner. And I understand that these people have an incredible drive and focus. A positive return on investment of their advertising dollars is crucial. When you’re working with very limited budgets, advertising cannot be just another expense, it must be an investment.

Advertising Rarely Works Overnight

It takes an average of nine exposures before a consumer will consider your business credible. Since they won’t catch every ad, you may have to run 20 or 30 ads for the same demographic to see nine ads. When you’re trying to get down to a cost per customer to calculate ROI, this is tricky business.

Advertising Cannot Be Generic

Your advertising plan must be tailored to your business, your audience, and your small town or market. Before you begin ask why you are advertising and what you expect to be the result. Do you know who your target market is? Who will buy your product or service?

If your advertising goal is to get the word out about a new business, your campaign will be very different from a more established business looking to take a larger slice of the pie. List and prioritize your goals. Focus on one goal at a time.

Great advertising is directed at one person, your best customer. Who is your very best customer? Talk to them. You need to know their age, gender, income, address, and what motivates them to buy. Are your best (potential) customers familiar with your business? Are they loyal to you or the competition? How can you better fill their needs? What emotional benefit can you give?

Does Advertising Work?

People often ask me what is the best media to advertise in? My answer is always the same. They are all good. But are they all good for you? You must be reaching your target market and getting a positive return on your investment.

Overwhelmed? Need a little direction? Call me. (715) 584-6773

Proper Use of Speech Organs to Improve Public Speaking

2011-08-10T08:49:00.000-05:00

To communicate effectively you need to make proper use of the speech organs. Speaking clearly will ensure that your interesting and important information isn’t lost. If you’re clear and understood your audience will be motivated. Slurred words, poor enunciation, and indistinct speech detract from your message.

Slow Down

Speaking too rapidly is like hitting fast forward on a good movie. Much of the effect and benefit is lost. Running words together or slurred speech is difficult to understand. Don’t skip syllables or drop word endings. This is especially common with words ending in “ing.”

Speak Clearly

Recognize the syllables that make up words. Pronounce each one. When you’re practicing be overly precise. You will soon find balance between slurring and over enunciating. Use sufficient volume and a reasonable pace. Releasing tension will also allow smooth coordination between the mind, vocal organs, and breath control.

Open your mouth sufficiently. If your jaw muscles are clenched or your lips are rigid your speech may be muffled. Keep your head up and chin away from your chest. Release tension in the face. The jaw must be relaxed to follow orders from the brain. The lips have to be soft to put finishing touches on sounds. Relaxed jaws and lips will allow the mouth to open properly and avoid forcing sound through the teeth.

Practice

Practice reading aloud. Notice how you open your mouth and whether your face, neck, jaw, and lips are relaxed. How much facial movement is there? If there is no movement, your speech is likely indistinct. Tape or video record yourself speaking naturally. Record several minutes before listening. Listen for trouble with slurring, muffling, or clipping words. Is there a specific sound you produce incorrectly?

A little practice will go a long way in improving your public speaking. Whether in the boardroom with a few colleagues or speaking to large groups, clear expression of your viewpoint will only be made if your words are understood.

Improving your Online Visibility

2011-08-03T07:34:00.000-05:00

From simple steps you can do yourself to tasks that require assistance (ahem, Fletcher Freelance), there is much that can be done to improve your online visibility. Particularly your local visibility.

Local Search

It is essential that you claim or create a business listing on the local search side of all major web directories and search engine directories. This would include sites like Google Places, Bing Local, and Yahoo Local – to name a few. When you do, be sure to put your business in the right categories (check what your competition is listed under). Fill in every blank you can. List your products or services, list keywords, and add a photo wherever these options are available. Encourage your customers to write testimonials for your use, but also let them know that their online reviews will allow you to help other people like them. Make it easy; give them a link to such sites. (If you do get negative reviews, be sure to respond to them.)

If you don’t claim your business on these directories, your business information may be listed incorrectly. And someone other than you could claim a listing and post incorrect information.

Also search for industry specific directories. If you’re a hair salon, Google “hair salon directories.” List in every one that is free. If you find success with one of these directories, it may be worthwhile to pay for a premium listing on a site.

Social Media

Social media is a fun way to interact with your customers. Find out where they are hanging out online and make it your aim to master one site. Focus on building relationships and becoming a subject matter expert, someone they’ll think of when they need what you have. You’ll gain visibility by engaging in dialogue and sharing interesting tips. Social media also puts you in front of your customers and potential customers more often. And it is a common way to share recommendations.

If you are new to social media, don’t just start “talking” right away. Follow other conversations first; then join in. If you need help with this tricky avenue of online marketing, consult an expert.

Website

Make sure your site is easy to use and easy to find. Consider keywords and how people will find your site. Quickly address why most visitors come to your site in the first place. You should answer all customer questions here: who you are, what you do, how to contact you, prices, and your latest news. Gather a piece of contact information (i.e. email address) so that you can continue to build a relationship with them.

Please keep in mind that this isn’t a once done and always done kind of marketing. Your online visibility needs to be maintained. Fletcher Freelance usually recommends a Jumpstart Internet Marketing Package followed by a Monthly Maintenance Package. Please call for specific recommendations for your industry and business.

(715) 584-6773

All’s Well and Good

2011-07-27T06:53:00.002-05:00

It seems a simple question: “How are you?” But how do you answer? “I’m good,” is a common response. Your Grandma might insist you say, “I’m well.” Not that I want you to pick a fight with Grandma, but you can let other grammar nitpickers know: it’s perfectly acceptable to say, “I’m good.” And there is no need to respond to the taunting, “How good are you?”

What Does Well Mean?

The hecklers may taunt that well is an adverb and modifies verbs. Good is an adjective that modifies nouns, but there is more to it. Linking verbs differ from action verbs. Action verbs include run, jumps, and swim. To describe them you’d use the adverb well. Linking verbs aren’t about actions. They are more about connecting other words together. To be or is (a form of to be) function as linking verbs. Seem, appear, look, and become also act to link a noun and adjective or noun and sense.

Confusion comes because some verbs can be both linking verbs and action verbs. If you can replace the verb with a form of to be, it is probably a linking verb. For example you could replace feels with is in the sentence: He feels bad. It would still make sense. But not if the sentence were: He feels badly. He is badly doesn’t work. In this case feel is an action verb.

Say, "I’m Good" with Confidence

Because am is a linking verb and you use adjectives after linking verbs, it is okay to say, “I’m good.” There is nothing wrong with using the adjective good. Predicate adjectives refer to the noun before the linking verb.

Confusion can also come because well can be both an adverb and a predicate adjective. When you say, “I am well,” well is a predicate adjective. In this case well is generally reserved to mean healthy. If your state of health is being asked in the question, “How are you?” it is appropriate to say, “I am well.” If you’re just describing your general state, some argue that, “I am good,” is actually more appropriate.

We could avoid this tension, even arguments perhaps, if we went back to the question, “How do you do?” according to The New American Etiquette © 1941, How do you do “does not require a direct answer. It is simply a greeting – a social opener. From it, as a starting point, the conversation can go off in any direction with complete disregard for the question involved. ‘How are you?’ differs in that it calls for an answer as to the state of a person’s health or general condition. For that reason it may cause a fleeting moment of pain to a person in ill health or under uncomfortable mental strain who is trying to forget. Unless used with care, it is not as good a greeting as, ‘How do you do?’”

5 Easy Tips to Increase Your Facebook Fanbase

2011-07-20T08:02:00.000-05:00

If your Facebook business page has stagnated, here are a few easy ways to get more fans and quality interaction. Use social plugins and email to your advantage. Be engaging. Add photos and videos. If you’re really stuck, Facebook pay-per-click ads can be highly effective.

Use Social Plugins

It should be easy for visitors to go from your blog or website to your Facebook business page. In addition to a simple Facebook logo or icon that links to the landing page, consider using social plugins. Add a Like Box with a live stream of recent posts and the first name and pictures of your fans. Add links, buttons, and badges to your personal Facebook profile, as well.

Email

Encourage your email list to like your page. Constant Contact has made this super easy. They have several templates just for this purpose. Be sure to add a link to your business page from your email signature.

Be Engaging

Consider contests, polls, and lively conversation starters. Remember that the more your fans interact, the more their friends will see your company, too. Use @ tags where appropriate and comment as your page on other business walls.

Photos and Videos

Most people are visually inclined and love seeing pics and vids. Be sure to take pictures at live events and encourage fans to tag themselves. Videos are a great way to get people engaged. Videos are more likely to be viewed and shared than other posts. I recommend loading videos to YouTube first, then use an application that autofeeds to your business page.

Facebook Ads

By now you know the rules of advertising; (1) the closer you get to your target market the higher your conversions and (2) know your return on investment. With Facebook ads you can narrow down your audience by age, location, and even interests. If you know your demographics and psychographics, this can be a highly effective way to get fans.

Additionally, be sure you are displaying the Facebook logo and your custom URL on any print advertising, commercials, and even mention it on radio. Don’t forget to use the Insights you get from Facebook. Track your audience and the interactions. Remember, what doesn’t get measured, doesn’t improve.

Can Google+ Compete With Facebook?

2011-07-06T06:39:00.000-05:00

There’s a new contestant in the ring, Google +. Who is this new contender and could Google Plus replace Facebook as the top social networking outlet?

Be sure to read my latest article on Directory Journal. Click this posts title or follow the link http://www.dirjournal.com/articles/can-google-compete-with-facebook/.

Questions that Will Improve Marketing and Brand Loyalty

2011-06-29T11:45:00.000-05:00

Pyramid of Customer Loyalty (Brent Leary, Technology for Business Sake)

To market a mature product category one will need to focus more on intangible qualities than physical attributes. Intangibles are in direct relation to the essence of the brand or brand image. Questions to consider in marketing include:

1. Does the product packaging give consumers what they want?

2. Does the packaging address or promise what they want? Does copywriting address a point of pain?

3. Does the package delivery align with consumer expectations?

The first three question focus on barriers to good marketing. Remember that for consumers, perception is reality.

4. Can the packaging exceed expectations?

For this question focus on what the product could be. Consider attributes and perception. Use your imagination.

5. What is the essence of the brand?

6. Does it have value?

7. To what extent is the brand liked/preferred?

As physical distinctions are reduced marketing must differentiate between a brand’s images, personality, or company/brand values. Connections result from the way a brand has been promoted and the way people experience a brand.

8. How strong is the brand?

A logical conclusion, the answer to this question will develop the strategic focal point of any good marketing campaign. The objective should be to improve customer loyalty. To move from brand awareness to acceptance, brand preference to brand insistence, is tricky business. And it isn’t reasonable for all businesses to achieve brand insistence to the level that the name alone is worth what Pepsi or Mercedes is. At this point most businesses do well simply to assess the current brand and determine its opportunity to get stronger.

*Watch for future posts on customer loyalty.

For an outside, unbiased perspective on your latest marketing efforts, bring in Fletcher Freelance. Call (715) 584-6773 today.

How to Integrate Social Media for Business, Part II

2011-06-22T09:04:00.000-05:00

Of course, you’ve read last week’s blog. You’ve followed the tips to observe, have an objective, join conversations, watch your analytics, and are now building relationships (or at least know how to). Part two takes things a little further. Remember that community is an investment in the cultivation of affinity, interaction, advocacy, and loyalty. You need to do more than create a social profile.

Reach Out

There are ideal social media participants who are key influencers. Proactively reaching out to engage potential ambassadors will go a long way in building a rich and rewarding network, full of valuable information and quality connections. Remember that the average person can have thousands of loyal followers.

Adaptation

Social media should be used to listen, respond, and adapt to ensure a company’s place in the market. Social media introduces new roles, necessitating organizational transformation to support social media objectives. Effective engagement, production, and brand/product evolution requires human resources. Improving products and services in response to community feedback requires internal collaboration.

Organizational transformations may include the support of Social Customer Relationship Management programs or sCRM. A company will realize that all departments can be impacted by social media. A network of internal brand ambassadors must work together. The company may work from top down, starting with social media policy and education; then empowering its employees. The organization will recognize that relationships with all people, not just customers, are equal.

Metrics

If you’ve been following this blog you’ve seen my 2010 internet marketing predictions. And if you get my newsletter you've read my 2011 internet marketing predictions (email "subscribe" to terra(at)fletcherfreelance(dot)com or sign up from the blog). Over the course of time between these two, my opinion on social media metrics changed. While I initially expected executives to be expecting measures of the true return on investment of social media dollars spent, I later recanted.

Most companies now recognize that this is just what needs to be done. However, if you are reporting to superiors not interested transparency or authenticity, you’ll need to further measure your efforts. The goal of such “higher-ups” is to steer the company toward greater profits. And I did previously mention that any social media strategy needs to include a clear goal and objective.

In order to measure the positive effect of social media, you need numbers. While you may not be able to measure explicit ROI (of course, companies with Super Bowl ads, don’t either), there are plenty of numbers to track. It is essential to measure data that correlates with activity. Track the number of fans, follower, and likes. Calculate the percent of engagement (2% feedback is good). Watch how many followers are active. Identify your biggest influencers. Strive to understand the volume, locations, and nature of online interaction. As you get more involved, the important metrics will become more clear.

For help with your social media strategy call Terra today at (715) 584-6773.

How to Integrate Social Media for Business, Part I

2011-06-15T09:36:00.000-05:00

Corporate culture and specific marketplace conditions will impact social media success. Social media integration will happen in stages for both companies and consumers (and for some industries it’s easier than others). When you’re ready to immerse your business in social media take the following steps for an improved success rate.

First, Observe

Track what’s already going on. Eavesdrop a little before you walk into a circle of conversation and try to take center stage. Enlist the aid of Google Alerts, Twitter Search, or other listening devices. On Facebook, take some time to follow other businesses. Pick a few in your area. Pick a few in your industry (outside of your area). See what works well for them and be inspired. If necessary, devise a report for higher-ups to make informed decisions to proceed.

Your research should help you form an objective and a plan for your social media integration. Don’t just start publishing content. Create official presences. Use custom URLs, usernames, and/or page names that match your company name or brand. Track how quickly connections increase.

Join the Conversation

Start by responding to any early participation. Highlight events, activities, or announcements. Pay attention to the reaction of your audience. Respond and improve content over time by watching for emotional activity. Do your fans respond to humor? To what do they lend positive support? Do they have “hot buttons” to avoid?

Watch your analytics. Being aware of the number of fans, views per comment, and frequency of consumer engagement will help you gauge your effectiveness. If the network provides you with a chart of these metrics, note which comments of yours were at the peaks and the valleys. As you get more adept at understanding what your audience wants, you’ll be better equipped to humanize the content and let your personality (brand image) shine through.

Make it Count

Hear and listen, observe responses and mannerisms. Only by doing so are you able to understand points of pain, source ideas, foster innovation, gain inspiration, learn, and feel for your audience. Observe overall trends in social media to ultimate behavior. Look for answers to questions; where to concentrate activity, how frequent to comment, and with what tone?

Of course, you cannot do everything – nor should you. Focus your online presence where you would be missed. Search for places where influential dialogue transpires. Remember that the average person can have thousands of followers and a huge influence.

Remember your objective. Aimless chatter is not as effective as strategic communications. Building trust and loyalty takes effort. Captivating content will only come by shifting to purposeful, strategic communication with a persona worthy of attention and affinity. Only such communication will lead to action.

*Be sure to check out the business page Facebook.com/FletcherFreelance!

How to Write “Speedbump” Headlines

2011-06-08T07:56:00.001-05:00

Perhaps you’ve already read Crafting Catchy Titles, one of my most popular blog posts. It’s been so highly favored, that I decided it was time for more of the same. Well, not the same, but in the same vein.

Speedbump headlines, or even better, stop sign headlines grab attention. They make the reader stop in their tracks and reevaluate before moving on. Let me reassure you. This may seem simple; it is!

Don’t be intimidated by the thought of writing headlines. You don’t need to be a copywriter. Headlines are used for PowerPoint presentations, sales calls, emails, and more. Use these psychological triggers and you’ll be moving more people to action in no time.

Question-Based & Curious Headlines

Try a headline in the form of a question. Questions make people think harder than statements. The little squiggly question mark makes your brain want to know more. Make the question problem-based for even more power. Bring to the fore your customers “point of pain.” When you’re audience identifies with the problem they’ll be ready to solve it.

Get people curious by using the right words. Use definitives when possible. Words like “the” or “these” imply there is only one solution (or set of choices). The reader will have to read on to know what the answer is; we’re naturally inquisitive. “How to” headlines are usually curiosity based. Starting with “why” can also be highly effective.

Revise and Perfect

Make a list of several possible headlines. You’ll want to keep your headline simple. First, can you cut out unnecessary words? Ask if your headline could be a question. Does it address the correct audience and will it appeal to them? Does it address a problem? Go ahead; ask some friends or colleagues which one of your headlines “speaks” to them.

Crafting attention-getting headlines that will make viewers stop in their tracks and become readers is part science and part art. It’s worth the effort to improve your skills. The slightest difference in headline wording could bring monumental changes to your click through rate, conversions, and sales.

Got some headline ideas that you need to “bounce off” someone? Send me an email. terra@fletcherfreelance.com.

How to Improve your Public Speaking

2011-06-01T09:04:00.001-05:00

What is the goal or objective of your presentation? Likely you want your audience to do something. To make a lasting impression on your listeners you need to stimulate the minds and hearts. Practical application has the power to influence people’s actions, thoughts, and feelings.

Your Attitude

Many speakers are by nature outgoing and confident. It is essential to maintain humility. Pride directs attention to oneself rather than educating others. Those who are more reserved will do well to focus on the message, not themselves.

Using Contrasts

John Amos Comenius, 17th-century educator wrote, “To teach means scarcely anything more than to show how things differ from one another in their different purposes, forms, and origins… Therefore, he who differentiates well teaches well.”

Drawing contrasts and making clear distinctions allow participants to see how what you’re saying differs from previous thought. Although contrasts can be drawn between two things that are not direct opposites. Distinguishing varying degrees of an idea, takes contrasting.

Contrasts are especially helpful when dealing with abstract ideas. Pairing a new thought with something already understood brings a new concept into focus. Use a physical object when possible. Visual aids are helpful as well.

Engage the Brain

Encourage your listeners to cultivate thinking ability. We like to be shown, not told. Asking questions in a thought provoking way may allow hearers to draw their own correct conclusion, affording dignity and building anticipation for what is next.

Reach the Heart

Motivational speakers in particular will benefit from understanding that it is not a matter of getting your audience to memorize facts or conform to rules. Change involves the heart, a person’s desires, affections, feelings, and motivations.

For others to benefit from your speaking you must help them connect to what is in their heart. Encourage them to analyze their motives and examine their feelings. To correct wrong ideas ask why they think, act, or speak the way they do. Follow up with a statement, illustration, or action that leads to the correct view.

Motivational speakers should teach others to ask why their current course of action appeals to them and why they react the way they do. Supply motivation for them to change their viewpoint. Changing the action will naturally follow.

You will find greater success and satisfaction in your public speaking if you first have the right attitude, use contrasts, mentally engage your audience, and reach their heart.

Letter Writing Tips

2011-05-25T15:43:00.000-05:00

I received a nice card in the mail today and was so appreciative of it that I thought I’d just share a few letter writing tips to help you in your letter writing, both professionally and personally.

Letter Writing

Letters have enriched the lives of millions. Letters have been written to build up, keep in touch, inform, and encourage. Letter writing was once among the primary forms of communication, but it has quickly become a long-lost art form.

Letters can go places we cannot, carry warmth and personal expression in a way email cannot. Don’t wait until sickness, bad weather, or power outage limit your communication. Why not write a letter today? It will surely brighten the life of someone dear to you.

Content

Write as if you were talking to the recipient face-to-face. Write what you would have said if you could’ve visited him or her. You may wish to jot down a brief outline to ensure natural flow of subjects and coverage of each topic you wish to address. If you haven’t written to this addressee before (even if it is a dear friend) keep you letter short. You don’t want them to tire of reading it or feel overwhelmed by the thought of penning a lengthy reply.

Form

Your letter should look tidy. It should clearly state who you are. Always use a return address on the envelope. The purpose should be simple and directly stated at the outset. Each main thought should have its own paragraph. The style (casual or formal) should coincide with the relationship you have with the reader. Use an appropriate salutation and closing. The signature should be handwritten.

Take a moment to reread your letter. Give attention to proper spelling and grammar. Neatness counts! Paying attention to these details adds dignity to your letter and its message. Read the letter aloud. It may be hard to convey feeling in words if not carefully chosen. Does it sound friendly, kind, negative, or pessimistic? Does the letter represent you and what you stand for? Does it look and sound the way you wish?

Now, go ahead, send your letter. You just might make someone’s day!

For help with business letters, please call Fletcher Freelance at (715) 584-6773.