Marketing

Let's get started off on the right foot.

We are here for you and yes, we can help.

We will MAKE time (even if we are busy) to listen and come up with a plan of action or just a few tips and tidbits to get you going on your way.

Here's what you need to do:

Step 1: Contact us. Use the form on the Contact Us page or shoot us an email. Either way we will respond within 24 hours. If we don't, you have our promise that we'll do something really nice for you…like feature you on our blog or throw some specialized links your way or give you an hour of free consulting.

Step 2: Determine your needs. Promise…this is painless. After we've taken a little time to talk about where you are right now in your online marketing endeavors and figured out where you want to go and any budgetary requirements, we can throw in our expertise about what's available and how we can help you grow.

Step 3: Ante Up. We will provide you with a made-to-order marketing agenda (based on what is proven to work in an online environment and our wealth of experience in this area).

Step 4: Pick and Choose. Make your selection from the agenda we provide: a. all of the above; b. some of the above; c. this, that or the other.

Step 5: Time to Shine. We get busy shining up your marketing and growing your business. We will be right there with you every step of the way - holding your hand and showing you exactly what we are doing and how we are doing it so YOU can actually take over when the project is complete.

Our job is to not only help grow your business but to teach you HOW so you will ultimately be one very empowered entrepreneur. Ok, enough said? Let's get busy!

As most of you know (our loyal TrulyTwistedMarketing readers) this blog is all about exploring and offering up tried and true tips and tools to get you on your way to growing your online presence - from web development to paid online advertising to social media marketing and pretty much everything in between.

We do try to throw in a bit of hilarity and "OMG you won't BELIEVE what happened here" type of fiascos that tend to occur just to keep it fun and interesting and to let you know that there are real live human beings at work here.

We like to dish it all out so you can get a good feel for what's about to happen with your marketing and web development endeavors and so you can clearly see a means to tackle the "HOWs" and the "WHYs" that invariably come up in any type of web marketing or web site development project.

You could call it an advice column… 

You could call it an internet science experiment…

You could call it sharing the marketing love…

Um, we don't really care. We just know it's stuff that is important and it's based on experience in doing this type of work a long time and these are things that will ultimately help you along your merry marketing/web development way. 

So now that we are all, once again, on the same page…here's some love for you (that's code for advice that you should take) on web development.

The cheapest price isn't always the best.

The most expensive price won't always get you top quality work.

You are looking for the person or web company that has a clear understanding of what your needs are, can look into the immediate future and see that your site needs to be built in a way that will position you and your company with every advantage to compete in an online environment. 

Typically that translates into the following:

• a site built with high search engine ranking capabilities.
• a site built with a component that will PULL traffic to your business both online and offline.
• a stie built to convert your visitors (traffic) into paying customers, or clients or big believers in whatever the concept is you are publishing.
• a site built with the user in mind - easy to navigate with a sense of high quality design and functionality.
• a site built that you can ultimately run without the help of a professional web developer.
• a site built with your future needs in mind - affiliate network, paid advertising spots, targeted site search, forum or membership area.

Of course we just happen to know a company that can take care of this entire list and more.

As always feel free to meander on over to our "I want to grow my biz page" or take a gander at our "portfolio" and feel free to drop a line or throw in your comments about the whole shebang.

And yes, we do know it's NOT officially Shameless Self Promotion Day (A day we all love and await with much anticipation, bated breath and general all around excitement)…but look, it just HAPPENED to come up…

Marketing isn't just about creating that new ad or making a web site or a brochure to hand it…really good marketing consists of being aware of the many ways you actually reach out and touch a customer.

And, the hands-down best marketing is a simple concept that I talk about all the time…it is personal. It can be felt.

The thing is that when you take the time and energy to really think about the different ways you actually touch your customers and make those as personal as possible, they will remember you. They will recommend you to their friends, family, co-workers. And THAT viral word of mouth marketing is exactly what you want.

Ever heard of the Nametag Guy?

Stick with me, this is word of mouth marketing, right here, right now…I'm about to tell you why this guy is so cool - in essence I'm helping him further his brand, build his credibility which could ultimately boost his bottom line and the coolest thing (for him) is that I'm doing the work for him, for free. Now, understand, I'm not doing this because I think he needs help, not because I know him, not for any reason OTHER than he had an understanding of how to touch a potential customer in a way that is personal and can keep them talking about his business.

Isn't that what YOU want for YOUR business?

Ok, here are ten tips to remember (this is his philosophy for what he calls "approachable service")…

1. People buy people
2. Friendly always wins
3. Make the mundane memorable
4. Be unique, not different
5. Interaction, not interruption (In other words, INTERACT with your customers, don't make them feel they are INTERRUPTING you)
6. Be That Guy (or That Girl)
7. You want FANS not customers
8. Don't sell; allow people to buy
9. Consistency is far better than rare moments of greatness
10. If you don't make a name for yourself, someone will make one for you

There you have it. Not so complex, really. Just a simple shifting of perceptions and how you interact with your customers.

But if you do all these things your marketing will become more personal and you will, in the minds of your customers, be more approachable. Then the snowball effect will kick in. Your potential customers will remember you for your approachability and personal touch and if you've done your job really well, they will pass on how truly fabulous you, your service, your product is to their friends, family and co-workers.

If you didn't see it on Twitter from Celebrate Green…here's an awesome article from the Toilet Paper Entrepreneur on Women Business Owners.

Check it out!

"Why Women Entrepreneurs Are The New Face For Small Busness"

1.    Write a Compelling Headline — The goal of a headline is to grab the reader’s attention and make them want to know more. So always use benefits-oriented headlines and subheads that speak directly to your ideal customer’s wants, needs, problems or goals.

2.    Write like you speak — The best copy writing reads like a one-to-one conversation between the reader and the writer. Read it out loud - that's what I do…you'll also pick up any grammatical errors or funky sounding verbiage. 

3.    Keep it simple — This one is pretty straightforward. Don't alienate your readers by using long suspicious sounding words that aren't commonly understood. Keep it to an 8th grade level (any professional copywriter will tell you this) and write simply and clearly.

4.    Make it skim-able — Paragraphs should be brief (four to five lines max) and most sentences short (18 words or less). And use bullet points to explain separate pieces of information.

5.    Use Active Voice — Whenever possible, always choose to use active voice in your writing. Avoid passive voice. This basic grammar rule will keep your writing more lively and…well…active!

6.    Sell the Benefits — Promote benefits, not just features. Benefits are what the features can do for your customer. It’s why they should care about, or want, those features. Here’s a quick tip to get you thinking about the benefits…Make your list of features, then for every feature put yourself in the customer’s shoes and ask, “What’s in it for me?” The answer every time is the benefit. That's what you want to promote!

7.    Call to Action — Always, always, always include a “call to action” and ask for the sale. This is not the place to be shy. You want to make sure your customer has an open invitation and knows it. And it needs to be easy - always include your contact information, phone, email, link to a page…whatever way you want them to contact you, be sure to list it here within the call to action.

On the fly…

A few quick and easy blog tips to remember for 2009! 

1. Post items to your blog at least three times a week. Scheduling a specific time of day to blog (like at 9 a.m. every Monday, Wednesday and Friday) will keep you focused.
   
2. Find content for your blog by setting up one or more Google Alerts. You can do that here… http://www.Google.com/alerts. Set up the alerts for topics you want to write about or are a part of your niche. Google will email you when it finds content online that is of interest to you and it will serve as a continued source of inspiration.
3. Commenting at other blogs is a great way to pull traffic back to your own blog. This is an awesome thing to do but how can you possibly keep up with reading the gazillion blogs that you are interested in where your particular brand of expertise (your comments) are needed? Those Google Alerts will include many blog posts that are just ripe for your comments!

We love (I mean, really LOVE) those fun little tips and tidbits that help move our business in the right direction. Plus you know we believe it’s all about sharing so here’s an easy marketing task.

The kicker? It’s free. F-R-E-E!

Yep.

Every online business needs to be found in the search engines but we often forget that one of the easiest most obvious places to promote ourselves and our businesses is locally. Google, Yahoo and MSN have local searches and your odds of being found there are pretty darn good so come on and let’s get to it.

Here’s what you need to do.

Step 1: Check to see if you/your business is already listed.

Follow each of these links. Look for your business name or general category in your zip code. This will also give you an idea of what the local search listings look like.

• Google Local link: http://local.google.com
• Yahoo Local link: http://local.yahoo.com
• MSN Live Local: https://llc.local.live.com/BusinessSearch.aspx

***Note – Your business may already be in there (even if you didn’t actually put a listing in) and if that’s the case, click the “edit” link or the “add it” link in Yahoo to update the listing with the information you are compiling in step 2.

Step 2. Get your info ready

This just makes it easy because you have all the pertinent information at your fingertips when it comes time to fill in the blanks to get your business listed via local search. We recommend using a simple text file to store your information so you can easily copy and paste.

• Your business name
• Address
• Phone number
• Web site address (URL)
• A brief description of your business – always include your keywords (the search phrases you want to be found for in the search engines).
• Gather together your logo and photos (Google allows you to upload 10 photos)
• Think about categories where you’re business fits…For example, do you sell services or tangible items? Do you maybe own a pub, a laundromat or an online retail store that sells eco friendly items?

Step 3: Create Your Listing

Create an account for each search engine. If you have one, you can just use your current account. No need to make a new one. And, remember, if you get stuck, you can always come back later to edit your listing.

• Google Local https://www.google.com/accounts/ManageAccount

Once you've created an account, go to "Local Business Center" and just follow the instructions to add a new listing. Yeah, we know, we know….easy!

• Yahoo Local http://listings.local.yahoo.com

After you create your account with Yahoo, just enter your details Yahoo keeps it all pretty straight forward and doesn't require confirmation which saves a little time and is a nice perk.

• MSN Live Local - With MSN you first have to check to see if your business is listed. https://llc.local.live.com/BusinessSearch.aspx

If your business isn’t listed you’ll be prompted to enter your information. From here, just follow the instructions…again, easy!

That's it - three steps, three F-R-E-E- and easy steps to move you along. 

Now, here’s a little trick for you.

Use local reviews to get yourself some added exposure. You’ll notice (if you are even only a bit observant) that some of the Local listings contain ratings via stars and customer reviews.

You want reviews.

Wait.

Let’s say that one more time to make sure you will remember….YOU WANT REVIEWS…preferably good ones.

Here’s why.

The reviews make your listing stand out and the search engines love reviews – they are content that is easily indexed and listed so the more reviews the better. Plus it helps in the decision making process that is happening in the potential customer’s head. You’ll go for a business that has rave reviews over one that has no reviews any day of the week and so will your customers. Word of mouth referrals give you a slight advantage over your competitors because word of mouth is the strongest type of business referral you can get especially if it’s from a trusted source.

Now, here’s a little hot tidbit to get you some reviews.

Contact (oh, let’s say) 10 of your best customers just for starters and ask for a review.

Yes, that’s it. ASK. Most people will be flattered you want their opinion.

But do make it easy.

Give them the link to go do a review. And give them a demo question to answer like…did Our Company help you with X, Y or Z?

Um…in the off chance you are wondering, X, Y or Z would be some kind of benefit to the customer like saving time or bargain pricing or fast customer service or a high quality product.

You are probably getting the picture by now.

But, when you ask, be sure to give something back to the customer. Give them some tangible thing be it a free service or discount or maybe offer to review their business for them and always, always, (did I say always?) remember to say THANKS!

Oh and one last (but very important) thing.

Do not write your own reviews. Fake endorsements have a really bad odor. People can smell them from a mile away.

Ok, so I've gotten a few emails asking about the ins and outs of green marketing and I figured it might be helpful to line up our top ten tips. So to kick of the week…here goes!

Green Marketing Tip #1

I get a lot of traffic to this blog for search terms about 'green' and 'eco friendly' marketing.
And, if you read this blog somewhat regularly, you'll know that I'm taking a web site and transitioning it into being 'green' and adding a blog component. It's an ecommerce site and the goal is quite lofty. You […]

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Green Marketing Tip #2 - Know Your Market!

The green market is booming and FAST. Determining who your audience is, who the market demographic is can't be stressed enough.
Right now, everyone (and I mean everyone) is trying to figure out who these people are and what they want. I've talked a lot about eco-chic and luxury green. But Alex Williams over at […]

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Tip #3 Participate in Green Events - Think Globally, Act Locally!

Participating in Green Events like Live Earth on July 7 is an absolute must for any business going green. Whether it's hosting an event locally in honor of an event like Live Earth, or creating your own event, a big part of being green and reaching the green audience is about "thinking globally and acting […]

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Green Marketing Tip #4 - Participate in Online ‘Green’ Communities!

It is an absolute must to participate in community. After all 'green' is grassroots. And, using technology (that whole web 2.0 idea) to socialize and increase awareness of your company is not to be overlooked.
Communities have long been an internet staple but with the increased socialization of the web, it's important to find […]

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Green Marketing Tip #5 - No Greenwashing

WARNING – No Greenwashing Allowed…
Greenwashing is a term used to describe companies that are pretending to go ‘eco’ in an attempt to cash in on the green market trend. In effect, they say they are green, create a couple of green educational resources or throw up a few eco friendly products and shout to the […]

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Green Marketing Tip #6 - Purchase Ads On Green Blogs

Okay this is an obvious one. You've probably already thought about it but I have to throw it in, just in case it's slipped your mind.
Purchase online advertising where your green community frequently visits to collect information. Yes, for this particular tip, I'm talking about green blogs. Here are a few, but I encourage you […]

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Green Marketing Tip #7 - Make New Friends…

This isn't a tip, exactly. It's more of a helping you in the right direction. You know, sharin' the love.
Remember the song that goes…"make new friends but keep the old, one is silver and the other gold?" Well, here's your starter list of new friends in the green blog arena.
This is not the […]

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Green Marketing Tip #7.5 - Why You Need Friends

Okay, okay…I really couldn't justify this as a full blown tip. It really just explains tip #7 so it's kind of an add on to yesterday's post about making new 'green' blog friends.
This is the WHY of making new friends in the 'green' blogosphere.
First off, these bloggers are people who really know a lot about […]

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Add to Your List, More Green Blog Friends

We aren't quite to #8 but we'll get there, I promise…
Here's an add-on to #7 - more green blog friends to add to your list. If you don't know about making new green friends, check out green marketing tip #7.
JetsonGreen - green building, sustainable architecture, and eco-friendly development with a modern perspective.
Inhabit […]

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Green Marketing Tip #8 - Be a Green Resource

Okay, this tip applies to you if you are selling a product or service. Once you know who your market segment is and hopefully pinpointed WHAT they are looking for product-wise. You can further establish your positioning and branding by being a resource.
Providing resource information to your customers is extremely important. It legitimizes who you […]

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Green Marketing Tip #9 - Speak to the Senses

There are many products that are not geared to an online environment. However, with the growth of the web and online purchasing by consumers there’s an increasing need to speak to the senses. Seeing, smelling, touching a product are all important but don’t lend themselves, obviously, to an online shopping environment.
So, what do you […]

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Green Marketing Tip #10 - Throw Away Stereotypes and Be Real

Yeah, I know, you’ve been waiting on that last tip for green marketing. Just sitting on the edge of your seat in silent mouth-watering anticipation. And, believe me, I recognize the fact you probably feel like you’ve been waiting…
and waiting…and waiting…
And then, maybe wondering if I dropped off the face of the planet.
Luckily, no, […]

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You know we are pretty persnickety about who we recommend, here at TrulyTwistedMarketing.

But we have someone so cool, so fabulous that we felt it was necessary to extend their skill set as a virtual resource for our readers, clients, lurkers and  anyone else who might be in need of administrative and organizational help. We like to share ideas and resources that actually work! 

So, here you go! If you need a few tasks handled or you need help for the next 5 years of your life, this person can work one-on-one in your place of business if you are local or in an online virtual environment. 

Just follow this link to contact her and check out her services

Oh and, you don't have to thank us. Just sharin' the love! 

You know the routine…you are casting out and reeling in your line and you know if you wait long enough you are going to catch SOMETHING.

But only if you don't give up.

And like fishing, with SEO you are never 100% sure what that SOMETHING you catch is going to be.

There simply are no guarantees.

I mean, you might be fishing for trout in a lake or river but wind up catching a catfish.  And if you've ever tasted either one of these you know…they just aren't quite the same. You caught a fish (which is good) but it's not the EXACT fish you set out to catch.

Here's the good part. You caught SOMETHING. Because, let's face it, it could have been a slow day or the fish just weren't biting and you could've gone home with NOTHING. SOMETHING is always better than NOTHING in the fishy and often murky waters of SEO.

Why? Because you can build on the SOMETHING that you caught. You can take a rank for a search phrase that you rank well for and parlay it into ranking for the search phrase you want. To use my fishing example…you HAVE your catfish now let's change the bait a little and see if we can get that trout. :-) 

Here's an example of a real work in progress.

The truly fabulous site BestEcoStuff ranks for the search phrase "best eco products" at number 3 which isn't bad. Click here to see it ranking in Google and look at number 3 spot. This phrase is not a phrase I planned on. In fact, I'd rather it rank for  "eco products" whch from a search and search competition perspective is a whole different fish…a much bigger fish. And, I'd a like a rank at number 1, not number 3. However, I'm not knocking that phrase…oh no, I'll keep it and raise it up to that number one spot (if the universe is on my side and the fish are biting) and then take that lesson and look at how I can garner the same spot but for the very sought after "eco products."

Sounds simple, right? It is.

BUT and it's a big but…you have to remember are no guarantees in the "fishy and often murky waters of SEO." So, in your SEO mix you do need to include some targeted ppc (pay per click) or ad placement for the places where you are lacking a good organic search. It's a patch for the "no guarantees" problem that will keep you running until you get what you want out of your organic search marketing campaign.

Ok so if any of this didn't make sense, call us, email us, or comment below. We are always happy to hear from you and to help out!

In the meantime, here are a couple of good SEO resources.

My fave…Jim Boykin's SEO Blog 

Another fave…Greywolf's SEO Blog 

Yet another fave…Stuntduble's SEO Blog 

Enjoy!