| LED Digest 2524: Ask the Experts, Vol. 1 |
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================================================== The LED Digest Moderated Discussion List "Effective Online Advertising, Since 1997" Data > Information > Knowledge > Wisdom www.GetWebContent.com/LED : the LED's Key Sponsor The Web's Most Experienced SEO Content Providers. www.SEOToolSet.com/training/ : the LED's Premier Sponsor Bruce Clay's Search Engine Optimization Training & Certification ================================================== List Moderator: Published by: Adam Audette LED Digest adam, led-digest.com http://www.led-digest.com .............................................. October 30, 2007 Issue no. 2524 .............................................. .....IN THIS DIGEST..... ======= NEW ==================== <Moderator Comment> ~ Ask a Marketing Expert --== Social Media - What's the Point? ==-- ~ Anthony Kirlew ~ Thomas Schmitz ~ Michael Linehan --== Does Article Marketing Still Work? ==-- ~ Jeremy Weiss --== SEO for International Sites? ==-- ~ Chris Nielsen ========== NEW =================================== <Moderator Comment> Greetings LEDer, Here it is (finally), your sampling of stumpers for marketers with savvy chops (see this issue for a refresher http://www.led-digest.com/content/view/1926/190/ ). This is just a sampling of answers and topics. There are so many valuable responses that I've decided to run a series; there's just too much to fit in a single issue. I'm also publishing these online in series format, the first of which is here: How To Get A New Site In Google http://www.led-digest.com/content/view/1937/172/ Now for the fun part -- let's hear some counter arguments, differing opinions, and new ideas. Challenge these experts, LEDers -- the discussions should be interesting. Enjoy, adam -------------------- From: Anthony Kirlew Subject: Social Media -- What's the Point? QUESTION: "We run our web development business on the internet and have for many years. The "social media" influx is new and, to me, a confusing area. By social media, I'm assuming this means Facebook, YouTube, etc. "My question is- just how would pursuing some kind of involvement in "social media" sites benefit our business? Maybe I am just an old geezer, but I don't see the point." ANSWER: If you didn't run a web development business I would answer this question differently, but because you do I would say it is just like being in any other business where you are forced to stay current. It is the equivalent of a doctor saying he doesn't want to use these "fancy new xrays (referring to CAT scans or MRI's)". The word would eventually get out that he was behind the times, and he would be out of business in a short time. I assume you have upgraded form developing in straight HTML, and this is a similar progression, in the realm of Internet Marketing. Simply put, Social Media is the next generation of the what the web once was (hence the term Web 2.0). Yes, it includes Facebook & YouTube, but more than that it is about connecting with people, which is what business is about in general. As a technology provider, it will allow you the opportunity to connect with colleagues, share information, and learn. As well, you will have the opportunity to connect with people that may need (or recommend) your services. There is a lot there and it certainly can be overwhelming, so I strongly recommend picking one site and building community there. Facebook is a good one, and you could even start your own "group" related to what you do which would give you a platform from which to speak. As far as YouTube goes, if you were to put together any kind of tutorial, it will give you another opportunity to capture the attention of an audience. StumbleUpon & LinkedIn are also a great Social Networking communities. There are many to choose from and they all have a different twist. I would recommend all 4 of those previously mentioned, regardless of the industry to anyone who is looking to build web traffic. The point is just like years ago when people were selling SEO and saying there are "millions of people out there searching for what you are selling", The same folks (myself included) are now saying there are "millions more spending time in social networks that are prospective customers". Thanks Adam for the opportunity to share... Anthony Kirlew Web Traffic Team http://www.WebTrafficTeam.com -------- new post - same topic -------- From: Thomas Schmitz Subject: Social Media -- What's the Point? Social Media is a fancy way of saying community driven. It includes original user generated content like videos, posts or comments and passing news and stuff around as in word of mouth or the Echo Chamber. Facebook and YouTube are only a part of social media. It also includes applications like blogs, bookmarking sites, and even old school forum sites. (Add fancy graphics and an Ajaxed interface and some people call it Web 2.0) If you are familiar with push marketing and pull marketing, most social media websites and applications seem to have elements of both. Loosely speaking, there are three ways to use social media, - To interact with people directly - To get other people to communicate your news to their audience on your behalf - As linkbait or off-site SEO for higher search engine rankings Let's look at one popular example, BlendTec's Will It Blend? does all three. TO INTERACT WITH PEOPLE DIRECTLY We've all seen demonstrations of kitchen appliances at department stores and other retail outlets. But what would you do differently if you had the power to make your product demonstration reach hundreds of thousands or millions of people? The Internet makes this possible, but they are not going to come to any old demo. With the right hook like humor, shock value or even consistent superior quality, you can build a loyal repeat audience. http://www.youtube.com/watch?v=qg1ckCkm8YI Of course, not everyone can go the video route. One of the most popular blogs on the net, www.copyblogger.com, became required reading for many people by publishing well written common sense advice about writing. The biggest failing I see is that people who publish original content only do it when they have something to sell. To succeed you have to create something your audience or prospects want, not what you want, and do it over and over and over. BlendTec blended many unique items before its famous iPhone episode. www.willitblend.com In fact, people were hoping and begging for an iPhone episode long before it was published. TO GET OTHER PEOPLE TO COMMUNICATE YOUR STORY ON YOUR BEHALF Look at http://snurl.com/willitblend [google.com/search]. There are 237,000 results indexed by Google. Look at Digg, http://digg.com/apple/Will_it_Blend_iPhone, 8,633 votes. When you capture the imagination of people they will retell your story, and on the Internet with millions of blogs and with social bookmarking sites like Digg and Propeller, a good story will go a long way. Okay, most of us are not going to destroy an iPhone for the shock value. The way that most successful online communicators get their start is they become a part of the community. They stop being lurkers (reader only) and they begin posting comments on blogs and start new threads or topics in forums. Most successful bloggers direct a portion of their blogging to writing about posts on other blogs. That way, when they have something they want others to write about they are not seen as moochers. AS LINKBAIT OR OFF-SITE SEO FOR HIGHER SEARCH ENGINE RANKINGS This is one that is difficult for a lot of people. The reality is that most people do not read a lot of blogs or participate on forums or follow Digg or hang-out on FaceBook. Most people, when they want something, go to Google, search for it, get what they came for, then return to their non-Internet lives. Go to Google and search for BLENDER. What do you see? I see only one kitchen appliance, Blendtec at #8. The reason Blendtec has that 1st page ranking is because of all the links the web site has. Why does the site have so many links? Because of Will It Blend. Hey, I know people who would sell their older brother into slavery in exchange for a page 1 Google listing for a major one word search query. Thomas Schmitz Marketing Piranha http://www.marketingpiranha.com/blog/ -------- new post - same topic -------- From: Michael Linehan Subject: Social Media - What's the Point? I think your caution is wise. Maybe there is no point. Just because something is the latest trendy thing, doesn't mean it matters to you. I'd ask: 1. Who are your markets -- and who do you want to be your markets, in the future? 2. What do they want? 3. How can you reach them repeatedly, powerfully, and for the most return on your dollar. If #3 happens to include social media, go for it. If it doesn't, forget about it. A couple of marketing truisms are also relevant, "Don't try to be everything to everyone; focus on your best prospects", and "20% of your effort is producing 80% of your profit." So where are your best prospects? On Facebook? (I doubt it.) What's your most effective work? Identify what that 20% is, and do more of it. And finally, one relevant article (from May 2007) is on the BBC site. Jakob Nielsen is widely regarded as a guru of web usability. Essentially, he is making the point that all the hype around Web 2.0 is making web firms neglect the basics. Well, neglecting marketing / sales basics has been true long before Web 2.0, but his point is well taken. http://news.bbc.co.uk/go/pr/fr/-/1/hi/technology/6653119.stm I tend to think face-to-face networking with the best people you want to reach will bring far more return than making friends in MySpace or Facebook. Michael Linehan, Marketing Alchemy www.marketing-alchemy.com ========= Begin Sponsor Message ========= Who *DID* Put The Jolly In Ol' St Nick? Santa's copywriter, of course! How incredible has that person's work been for the past four or five centuries? For SEO'd web content that's fresh as a Christmas rose and relevant as a reindeer, visit http://www.GetWebContet.com/LED today! ========== End Sponsor Message ========== -------- new post - new topic -------- From: Jeremy Weiss Subject: Does Article Marketing Still Work? QUESTION: "Is article marketing still effective (or was it ever effective) at bringing traffic to one's site?" ANSWER: Article marketing still works, if you work it. It's not a magic bullet and it can be quite time consuming. There's no need, in my opinion, to submit to 100's of article directories. Simply join the top 3 to 5 article distributors and submit regular quality content to them. Then search for your articles and find out who's publishing them. Approach the editors of the best sites and offer them unique articles on relevant topics. In these articles you'll place links to your site or affiliate links, or whatever it is that you're trying to publicize in the article itself in addition to the resource box at the bottom. Not all websites will take you up on this offer but some will. The people who come to those sites have a better than average likelihood of clicking on your links. All the links do have the potential to raise Google's opinion of your site resulting in better rankings there which could result in more traffic. There are a lot of variables here. But when assuming the best, as you said, then there's no reason not to do it. However, in reality, some people make a killing at it and others waste many, many hours. Jeremy Weiss Internet Consultant | Blue Phoenix Consulting, LLC Small Business Consulting and Internet Services http://www.BluePhoenixConsulting.com -------- new post - new topic -------- From: Chris Nielsen Subject: SEO for International Sites QUESTION: "How do you optimize international sites? As an American SEO, how can I offer UK businesses my skills? What's different, what's the same?" ANSWER: Speaking as a SEO Consultant, you need to know the differences in language. For English, you need to conduct your scored keyword research with a source that will show you things like "optimisation" and not just "optimization" for example. After that, you will need to submit to UK sites in addition to the normal US search engines and directories. That's the only differences I am aware of. If it's a non-English site I would partner with another company that can work in that language. Chris Nielsen Nielsen Technical Services http://www.nielsentech.com/ (c) Copyright 1995-2007 Orange Wheel, LLC. All Rights Reserved. ----------------------------------------------------------------- "Every right implies a responsibility; Every opportunity, an obligation, Every possession, a duty." - John D. Rockefeller |
