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6 Quick Biz Tips for Your Blog – Authentic Content & Conversation for Business

February 25, 2010 By 1 Comment

By: Ryan Evans

Rand Media Group

Twitter: @ryanevans

1. Develop a Readership Strategy

Before you start writing your blog, consider your overall goals.  Targeting potential customers isn’t the only strategy for business blogging.  Sometimes your blog will be read by other people in the industry or by the press.  Here are a few basic readership strategies:

Speak directly to prospects

Communicate with existing or past customers

Write for industry influencers

Engage with other bloggers or press

Questions to consider:

What is my overall goal in writing this blog?

Who is going to find my topic interesting?

2. Think about Your Message

Writing a business blog is a tricky balance. You want to be personal, but not unprofessional.  You want to stay true to your brand, yet be interesting.  Think about the following points when considering your message:

Stay true to your brand

Be interesting

Be personal

Stay focused

Be unique

Take a position

Questions to consider:

What will my blog say about my company?

How can I make the content interesting?

What tone is appropriate for my readers?

3. Encourage and Participate in Authentic Conversation

A popular blog can be a powerful way to communicate your company message, but that is only part of the equation.  Encouraging conversation among readers makes blogs more personal and interesting. Conversations often spill out onto other platforms, which increases exposure. Here are a few ways to foster conversation:

Open blog to comments

Respond to comments

Don’t sensor bad comments

Comment on other blogs

Invite others to write a guest post

Engage with readers on social media platforms

Leave comments on other blogs

Write blog posts about other blogs

Keep track of conversations

Questions to consider:

Is my blog set up to allow a conversation?

How can I facilitate conversation?

What topics are going to spur conversation?

How can I participate in conversation?

4. Open Channels of Distribution

Make it easy for people to find your blog and keep coming back. Here are a few channels of distribution for your blog:

Social Media (Twitter, Facebook, Linkedin, Digg, StumbleUpon, etc.)

RSS Feed

SEO

Pay Per Click

Online Advertising

Email

Other bloggers

Industry Publications

Questions to consider:

How would potential readers find my blog?

How can I stay in front of my readers?

How can I make my blog content easy for my readers to share?

5. Monitor the Conversation

Monitoring the conversation that is occurring online is a good source of content for your blog and shows you where relevant conversations are happening.  Here are a few basic monitoring tools:

Twitter Search

Follow Industry People on Twitter

Google Reader or RSS Feeds

Google Blog Search

Questions to consider:

Where are conversations about my topic or industry happening?

What tools can I use to find and stay current with these conversations?

6. Track your results

Effectively tracking your results depends on what your goals are.  You can track the actual performance of the blog content or analyze sources of blog traffic.

Google Analytics (Track blog visits, page views, average time on page, traffic sources, SEO impact)

Feedburner – tracks RSS subscribers

Yahoo Domain tool – track links to your blog

Questions to consider:

What metrics accurately represent my goals?

How can I easily track those metrics?

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Filed Under: Blog, Blogging, Business Solutions, Communications Tagged With: ,

Integrated Marketing Think Tank: Our Path To Success

February 15, 2010 By Leave a Comment

One of the tasks of our Think Tank is to develop strategies for real-world business results.  It is important to have a model or framework to get to the desired endpoint.  The IM Think Tank process for corporate training and consultation is a helpful path to success for Internet Marketing.  We provide professional development for executive teams customized to reach for new business goals.  Our training provides corporate leaders with critical insight into “why” the various disciplines of Internet Marketing work together to form a transformational marketing approach.

Custom Assessment

We start with a custom assessment.  This is an in-depth look at the here and now of a company’s marketing program.  We distinguish between what is working and what areas need to be strengthened.  We discuss past and current campaigns, evaluate goals, and get an overview of the entire marketing approach.

Create a Strategy

Our motto is “Do what makes sense.”  When it is time to create a strategy we look at all of the facets of integrated marketing and determine the top priorities for the marketing strategy. We make sure that all of the bases are covered, and keep in mind the risks and opportunities involved with each approach. We work with you to set realistic goals and put together a plan for strategic results.

Integrate Action

Our philosophy is that action is more than working on a list of tactics.  Integrated action means that all of the professionals are working together with the end result in mind.  We integrate an Optimization Strategy that permeates the work of all of the team-members.  When everyone is on the same page, working together with a common vision, the action is integrated and comprehensive.  This concentrated action is key to real-world business success.

Analyze Results

Analysis is essential, of course. So is being able to make sense of the analysis.  Targeted and measurable goals lead to clear analysis that gives business executives the tools they need to make real-time decisions.  This benefits the company’s bottom line quickly and efficiently.  Then, the process begins again with a new assessment, strategy and implementation.  Once we walk you through it, your company will also be on the path to Integrated Marketing success.

Filed Under: Business Solutions, Integrated Marketing, Marketing Campaigns Tagged With: , , ,

Interview with Ryan Evans of Rand Media Group

February 12, 2010 By Leave a Comment

Ryan Evans

Think Tank Live! Topic:

Opt In and Go Social – Social Media Optimization
Connecting SEO Strategies with Social Media for Results

Hi Ryan, please describe your approach to internet marketing:
I believe that an integrated approach is the best way to leverage the internet for marketing. People get fixated on the latest and greatest technique, but building a truly successful marketing campaign usually requires executing a variety of tactics simultaneously.

Tell why it is important to you to be a part of IM Think Tank.
Online marketing is a new and rapidly evolving field and there isn’t a playbook. I can’t think of a solvent business owner who doesn’t want to understand how to leverage the internet. Learning from experts who are in the trenches is the only way to learn about this industry. IM Think Tank has put together a great group of high-caliber professionals. I’m happy to share my knowledge, but I’m just as excited to be learning from other people who are at the top of their game.

What is your pet peeve about the industry?
I hate top ten lists.
What are you excited to see come about in the future of integrated marketing?
We are at the very beginning of the most significant transformation of communication in the history of humankind, which is changing the entire business landscape. This is destroying a lot of companies and industries, but it is creating enormous opportunities.

Wow, that sounds pretty dramatic, but how is marketing changing?
Ok, maybe I was being a little dramatic. But I do believe that this change is a big deal. With the democratization of media, the distribution channels of information are not so top-down any more. People can be a consumer of information one minute, a publisher the next minute and a critic the next minute. This makes communicating a message, especially a marketing message, a lot more complex.

A company message isn’t mindlessly absorbed by the masses as much any more. A marketing message can now be ignored, ridiculed, changed or spread by the masses. Companies now need to understand how to harness this dynamic process.

Recommend a website related to business on the internet:
I’m a big fan of Twitter. Sure it can be a huge waste of time, but it doesn’t have to be. It is the only place I know where you can learn, network and promote all in one place. You can learn from the smartest people out there, network with people all over the world and build an audience.

What makes Rand Media Group stand out from all of the rest?
We don’t have salespeople and we aren’t trying to push a one-size-fits-all solution. If we can help a company then we’ll work together. If not, we’ll point them in the right direction. We turn down a lot of business, but we have great clients who refer us other great clients.

Any tips for people just getting started?
Stop looking for shortcuts. Some aspects of online marketing can be technical and people think there is a super secret computer code that will gain them riches. I think people get brainwashed by seeing too many “automated wealth-generating systems” videos on Youtube. They think that if they just discover this one secret trick, they will have it made. It doesn’t exist. Stop looking for it. Successful marketing requires thought, work, patience and usually money.

What is your motto?
To do extraordinary things, you have to do extraordinary things.

What is the best restaurant in your favorite city?
Pequod’s Pizza, Chicago IL

What inspires you creatively?
The shower.

You can find Ryan at www.RandMediaGroup.com or reach out at
Twitter: @ryanevans

Filed Under: Chicago, Communications, Interview, Marketing Campaigns, Social Media Promotions Tagged With: , , , ,

Internet Marketing Strategy to Improve Wisconsin’s Economy

February 11, 2010 By Leave a Comment

When we take a look at what can be done to improve the economy in Southeastern Wisconsin, Internet Marketing is a great place to start looking for answers.

Your company website is an integral marketing tool and there are many facets of marketing online that need to be attended to in order to get the most out of your online presence.
People want to know… “How can I get more customers to my website?”
and, “How can I get more sales when they get there?”

Why a Think Tank?

We started I.M. Think Tank, a group of online marketing professionals from the Milwaukee and Chicago areas for several reasons.  First of all, we are a group of amazingly creative individuals, and we each have a specialty: Business strategy, search engine optimization, inbound marketing, social media, affiliate marketing, search engine marketing, blogging, building online communities, web development, design, video production, PR, branding, connecting live events to online activities, just to name a few…

So, bringing the individuals together to brainstorm on real-life issues in business is fascinating.  The technical aspects of each of our areas of expertise change constantly it would be impossible to keep up with every change in every area. By wrestling with problems from various points of view, we start to see a more holistic viewpoint.  And, we begin to discover real business solutions for businesses in our region.

In the middle of the country, reaching out…

Second, our location is important.  The Midwest Great Lakes Region has a unique quality of being progressive and solid at the same time.  Part of the heartland, in the center of the country, we have an excellent perspective on American life that is not too hyped up and not too relaxed.  I.M. Think Tank wants to highlight remarkable minds on the cutting edge of integrated marketing from this part of the United States. We know that local business as well as international corporations all can benefit from this work, and we are poised to help you increase business right here at home, and across the world.

We want to make it real for you!

Third, we believe there is so much to teach about how you can achieve results in their businesses when you master a variety of internet marketing techniques. We know that to make it work you need an overall strategy that looks at internet marketing options as a whole. Then, it gets down to tactics, sometimes it means optimizing a website so Google can find you better, and sometimes it means a snappy new social media campaign.  We want to show you how all of the areas of internet marketing work together to create successful results.

Our next training opportunity is at Think Tank Live! in Waukesha, Wisconsin on February 23, 2010.  See you there, and we can all start improving Wisconsin’s economy together!

Filed Under: Business Solutions, Integrated Marketing, Wisconsin Tagged With: , ,

Jo Stumpner, Internet Marketing Specialist

January 30, 2010 By Leave a Comment

Jo StumpnerDescribe your approach to internet marketing:

My approach to internet marketing starts with understanding the clients’ goals. Once we understand the objective we need an in depth understanding of who our audience is and how the product or service can benefit this audience.

What is your favorite internet tool or application?

Google Analytics:
Google Analytics is a free tool that allows you to gain priceless insight with vital, in-depth data regarding your site’s visitors.  By carefully studying your analytics, you are able to make data driven decisions to refine and test marketing initiatives.

Google Keyword Tool:
The Google Keyword Tool is another free tool from Google that is a critical part of my search marketing toolbox.
Tell us about your latest project:

One of my most my recent projects involved taking my client’s campaigns internationally. Historically, cost per lead had been very profitable when targeting the US. However, we saw a 50% decrease in the cost per lead in other countries compared to the US. Some countries were generating leads at a 1/3rd of the cost of the US campaign.  Our only mistake was not suggesting this sooner.  We are only 3 months into this campaign and I aim to make it even better.

Share one marketing tip:

Try ANYTHING! Just be sure to measure it!

Coming to industry events such as Think Tank Live on February 23rd will provide you with valuable knowledge on where to start and what to avoid. If you can learn from others’ trials and errors on what works, you can save valuable time and money.

What makes your company (or your work) stand out from all of the rest?

Top Floor Technologies has always been focused on tracking the performance and return on investment of our client’s campaigns.  It has never been about simply creating a pretty picture or driving traffic to the site. We aim to drive quality traffic that can be measured and monitored by tracking the conversions or leads generated from that traffic.

Owner, Jim Bernthal challenges us to ask ourselves; are we bringing value? Are we meeting the objectives? Do you understand who your audience is? Would we buy our own services?  I think this sets us apart. We treat each client as if it were our own business.

Any tips for people just getting started?

Begin by reading. Google offers great free resources and there are an abundance of valuable blogs on the various internet marketing topics.  Then start doing.  Start by conducting keyword research to get an understanding of what people are searching for. Build a sample website; install Google Analytics, Webmaster Tools and being marketing through the various channels.  Track and monitor everything and make the necessary adjustments.

What is your motto?

MMAC = Measure, Monitor, Adjust & Control

What profession other than your own would you like to attempt?

I would love have a career devoted to inspiring positive change in other’s lives such as a motivational speaker.

What inspires you creatively?

My beautiful children inspire me. They teach me to see extraordinary things out of ordinary objects or situations.

What is your idea of success?

Success to me is working because I want to, not because I have to.  I already love what I do but how amazing would it be to devote my time helping business owners succeed with no need for compensation?

Jo’s Think Tank Live Presentation: Winning with Search Engine Marketing and Online Advertising

Contact Info:

Jo Stumpner
PPC Marketing Director/Sr. SEM Specialist
Top Floor Technologies
262-364-0010
www.TopFloorTech.com
jstumpner@topfloortech.com

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