Integrated Marketing Strategies – Building and Maintaining Brand Awareness Pt 4

Your website should still be the center of your marketing efforts; however, to make this happen you now have to have a marketing plan that drives traffic to your website. How do you do this? Through a variety of tools that include some variations of the following:

• Search Engine Optimization
• Press Releases
• Social Networking
• Blogging
• Article Marketing (to include possible syndication)
• Newsletters
• Internet Advertising
• Video or Podcasting
• Viral Campaigns
• Pay per clicks
• E Books
• White papers

The key to marketing success is learning what people are looking for and where they are looking. The internet has become ubiquitous in our world. A smart marketer will build a keyword-rich webpages and websites based on those words.

The future of information marketing is in the social networks that are popping up all over the internet. Facebook, Biznik, and other networks are growing in popularity. Engaging prospects and customers on social sites has now become a critical part of a focused marketing plan.

Just because you launch an awesome site and announce it in social websites does that mean you will get the traffic you are looking for? Of course not! If only it were that simple! Planning and creating an amalgam of methods that reaches out to the world at large and begins to create an audience. Your marketing plan must:

• Catch the audience’s attention
• Generates interest
• Provides useful or helpful information that solves a specific customer problem
• Create and opportunity for your target audience to take action

One inexpensive way to do this is to create newsletters, eBooks, and white papers. But how do you get those to your audience? How do you create the audience? Through opt-in methods that are permission driven. Give them something of perceived value to get their name and email address in order to build a database of contacts. A good newsletter contains relevant information that benefits your audience. It also helps that audience to learn more about you and your company so they can build the trust required to potentially make a purchase in the future. Newsletters and eBooks help personalize your business and create a positive perception of you and your business when done well.

Integrated Marketing Strategies Pt 2 – Building and Maintaining Brand Awareness

I have a son who at a young age wanted to start a business painting 911 curb addresses in the neighborhood. We lived in an area where the snow plows regularly scraped the numbers off. His startup wasn’t a bad idea. He just wasn’t sure of how to close the sale. He had stencils; he had the pre-requisite black and white cans of spray paint. He beta tested his process on our curb and on the neighbors’. He had practiced all his techniques but his “elevator speech.” His father pressed him to try and “sell” him a painted curb. My son inhaled and began with a stammer, followed by a stutter, and then a long string of “ahhhs and uhhhs.” His dad asked him, “Do you know what you want to tell me?” Long pause followed by a deep inhale and a sob. His dad asked him, “What are you selling? Why do people need to buy what you are selling? Why are you the one to hire for this service?” My son paused for a minute and then said through the curtain of frustrated tears, “Dad, I don’t know why they should hire me. I guess ’cause I do a good job.” Shrugging his shoulders he turned to walk away. His dad stopped him, “Boy! Are you a man or a mouse?” My son without missing a beat said, “I don’t know dad, but I sure like cheese!” He had no clue what his message was or how to get it out effectively…he just knew he liked money.

Integrated marketing is about building and maintaining brand awareness and identity. Good integrated marketing sends a coordinated series of different but related messages through different kinds of media thus increasing the chance or reaching and persuading the target audience. Perhaps the most critical part of an integrated marketing campaign is to maintain a consistent theme in your message.

Integrated Marketing Strategies – Building and Maintaining Brand Awareness

What are you trying to accomplish in your marketing methods? Do you really have a strategy in place or at least a cohesive outline? In order to have a strategy you have to have a good idea of your marketing goals. Is it to bring in “lookie lou’s” or to capture email addresses to add to your database or is it to get product sold? If you aren’t sure what you are trying to accomplish then you will more than likely accomplish nothing.

To improve the effectiveness of your integrated online marketing campaign you must be clear on what you are trying to achieve. Don’t get caught up in the siren song of statistics. Measurements without a clear objective are just numbers that reveal nothing. Some things in your plan will work and some things won’t but you cannot know what did or did not work if you are not crystal clear on your target.

The key to marketing success is learning what people are looking for and where they are looking. The internet has become ubiquitous in our world. A smart marketer will build a keyword-rich webpages and websites based on those words.

The future of information marketing is in the social networks that are popping up all over the internet. Facebook, Biznik, and other networks are growing in popularity. Engaging prospects and customers on social sites has now become a critical part of a focused marketing plan.

There are many methods for marketing online but applying integrated marketing techniques is a matter of testing and seeing what works for you. Trial and error is not a bad thing in marketing. Think about what you have used in the past and if it was successful or not. What would you do differently now as a result of “lessons learned”? The biggest thing is not to choose whether you want to be a man or a mouse. The biggest lesson to take away is that you want to develop a real taste for the cheese!

Creating Time to Write

Making time to write is really difficult in our intrusive modern world. The siren song of email beckons us to respond to its ‘in your face’ immediacy. Blackberries chirp and ding in public places like a chorus of obnoxious magpies in discordant harmony. Telephone, email, and people clamor for my attention all day long. If only I could find some peaceful downtime I might be able to make time to write.

The easiest way to create more time for writing is merely a function of the earliest technological breakthrough of the Industrial Revolution: The ON-OFF switch.So simple but so hard to use… but you owe it to yourself to develop the discipline to disconnect and start writing. Turn off the phone, turn off the email, turn off the instant messenger, and make the time to write.

• Your time is incredibly valuable
• Commit in writing to write
• Put your writing schedule in your calendar…in ink!
• Get organized before sitting down to write – time spent researching is not writing time

You have to schedule down-time for writing much like you schedule time at the gym and doctor appointments. Let people who matter know that you are not available at that time daily. Block out at least 90-120 minutes per day to dedicate to your writing craft.

Make a contract with yourself to write X hours per week or X number of pages per week. Create a viable plan that produces a measurable output. Start small and build more goals for time and output as you become more disciplined in your writing schedule.

Get a wall calendar and a day planner and schedule time for your writing. You and your writing are important. Make the time to write articles, blog entries, or your next chapter.

Writing with discipline and purpose can be hard at first but over time it becomes an ingrained personal routine. But beware! Writing regularly can become as addictive as email, IM, and texting. 

Blogs – Publish or Perish

Publicizing your blog is not as hard as you might think. Compelling content is not enough to create a dedicated large following. It takes a little work and exposure on other sites and blogs to build your readership.

 You can self-promote to other blogs by writing a brief post on other blogs that have a similar topic. Send a brief introduction of yourself to 2-3 bloggers who you would like to trade links.

Another way to publicize your blog is to ping major weblog tracking sites. Once you are blogging regularly and have a month’s worth of entries submit your blog to a blog directory and to weblog tracking sites.

You have to include your permanent main blog URL to these directories. If you don’t you may point them to a URL for an old entry and not anchor the complete blog site. Don’t overlook listing your blog with social bookmarking sites:

•         Digg.com
•         StumbleUpon
•         Reddit
•         Del.icio.us 

How to Use Article Marketing Directories as a Marketing Tool

Writing articles related to your book’s topic is a great way to drive traffic to your blog or your website. More visibility on the web keeps those little SEO spiders fed and improve your rankings. The more articles you get out there with your signature line (that includes your web and blog addresses) the more backlinks you get. Each article should be between 300 and 700 words (some allow for up to 3000 but who reads that large of an item on the web unless it is for academic purposes?) and should be key word rich without being key word stuffed. Once you article written, edited for tightness and cohesion, and proofed it is ready to post…after you put it on your blog first! (This is to avoid getting a duplicate content slap on the wrist by some directories.) Once your article is written and your resource signature block is perfected (all links to you and your blogs and websites are to be found here and NOT in the articles themselves):

• Prepare a list of directories to submit the article
• For each submission site the article requires a different title and rework some of the content (change the intro and closing and perhaps add an extra point of discussion)
• Submit to no more than 2-3 directories a day. This allows the little spiders to do their work properly.

Now sit back, and watch your traffic increase. It is a very satisfying experience to watch your articles take on a life of their own.

Internet Sources for Effective Book Marketing

The Internet is a rich resource for marketing your latest book to readers. The Internet has three author marketing instruments at your disposal:

• Blogs and Vlogs
• E-communities
• Social Networks

Blogs allow authors to create a on-line journal that others can comment and add to the conversation. Some authors use their blogs to post bits and pieces of their latest writing efforts to generate interest in their work and to get popular feedback. While this may prove a good method for some, posting an entire chapter is not encouraged!

E-communities are forums and sites where people who have a common interest “gather” to present, and generally hang out and read. E-communities are usually centered around professional topics.  WebMD and iVillage are good examples of an E-community.

Social Networks are driven by membership that allows members to link and connect around common interests. MySpace and Bookmarketing.ning are social networks based on invitation.

Don’t overlook the power of these as rich resources for getting your ‘name’ out there. The more you are out there engaged in the various communities, the higher your ranking in the all important aggragators (Google, Lycos, etc).

Now you just have to decide…do you want to be a leader, an expert,  a participant, or perhaps all three! Try them and see what works for you. The more visible you are, the more recognized and trusted you are, the more likely people are to buy your books.

Writing Articles – How to Write To Promote Your Book

Many authors think, I have written the book, the publisher will make sure I get good marketing. If my books don’t sell they don’t make any money. Nothing could be further from the truth. Publishers spend as little money promoting you and your book as possible. Their business thrives on selling the book but only so far…

What? Did you hear that right? Yes, publishers are looking for the next J. K. Rowling or Stephen King. They give your book only so much of a push out into the world but if it does not catch on quickly (and that is measured in days and not months) it goes to the sale bin to make room for others.

An astute author will take it upon him or her self to market their work and their name long before their latest book is even off the bindery press. The web has created a cheap (as in free) forum to create hype for your book before it is even on the shelves at your local book store.  Authors are busily participating in social networks and forums. Others are out their blogging about their book or their next speaking engagement. A growing number are out their writing articles and posting them with article directories.

Article directories are a rich environment for testing new material and having you voice heard. Some article directories are more appropriate for your material then others so it behooves a savvy writer to shop around for a good fit.

Why consider on line article submissions instead of traditional print media? Traditional print media often has a lengthy process for submissions that requires an author to establish their credentials, pitch their idea, and then wait for the editor’s approval. Often this requires significant edits and rewrites to fit the publication’s need for a specific issue. The article is then printed (once) and once read becomes the temporary floorcovering for the reader’s pet bird Polly.

Articles with ezines have a shorter submission process, the terms for submission and content restrictions are generally clearly represented in written form and accessible 24/7.  The review process is relatively quick and the posting is up for long periods of time. They are then catalogued with SEO’s and become a permanent part of the web.

The best part about posting an article in the ezine directories on line is that you by-line can be quite lengthy. Most limit you to 250-300 words in your “about you” or “take” box. That is long enough to get in your name, some of your recent published works, your website, your blog site, a brief bio, and even a plug for your next book.

Hurry! You can’t afford not to get out there and write and be heard! This is one author marketing tool that is so easy and so economical. Write articles so you can promote your book for free. Cheap is good…free is better!

What Not to Do With Keywords

Keyword rich articles, web pages, and blogs are critical if you want to keep SEO spiders fed. Keywords are what anchor searches to your entries on the web. They are also want vendors who are looking for ad space want to hook their ads to as well.

There are people who try to beat the system and who only manage to kill their own writing efforts. There is an old saying, “Winners never cheat and Cheaters never win.” This adage holds true in the use of keywords and their misuse by some nefarious bloggers and website owners.  But the people who own those SEO spiders are pretty smart and they know what is really happening. Pretty soon the cheaters’ plans back fire on them and they either get shut down or get nasty threats from the legal department of someone’s business.

So what are they doing that is raunchy and ill mannered abuse of key words?

• Irrelevant Key words - Using words irrelevant to page content to generate traffic.  For example, let’s say my blog site is all about dog food and dog food brand comparisons. But I know that the most popular blog topic of the week is “how to blog”. How to blog and dog food have NOTHING to do with each other. If I have loose blogging morals I might try and stuff “how to blog” in my dog food conversation to drive more traffic to my site.
• Key Word Stuffing- Repeating the same word over and over and over in a web page or blog entry. Some even go so far as to repeat the same keyword rich paragraph verbatim on the page. There is actually a tool called the “key word density cloud” to test if your page has keyword density overkill.
• Splogging- Prolific plagiarists who steal your blog content or your article content and post it as their own are dirty rotten sploggers. While mimicry is often called the highest form of flattery…stealing is stealing! All they want is your article and the web traffic that goes with it.

Finding the right amount of keywords for your site is similar to dieting, you have to find the right balance that works for you.  To keep you spiders happy and healthy, use keywords in moderation and drive your site responsibly!

Sticky Secrets of Blog Headlines and Blog Titles

Blog titles, blog headlines, and blog sub-headlines need to be ”sticky” for SEO spiders to crawl in and out of your work and catalog the content. Becoming a master of stickiness is much like become a master of yoga…you better be ready to put in the effort, study, and practice or you won’t make the cut!  

Creating sticky titles and headlines takes a little bit of familiarity with the key words and ideas that are popular search terms in your niche on the web. This is not really a closely guarded secret. With a little research in Google and other Search Engines you will find what works best for driving traffic to your blog and expanding your audience.

Sticky Headlines:

1.   Incites interest – Titles that are provocative or controversial stimulate the reader’s interest. They act to inflame the emotions of the reader who feels compelled to stay and read.
2.   Questions and Queries – Headlines that ask questions and raise uncertainty keep the reader hooked.  They will continue to read until resolution is achieved. These readers want answers and will hang around as long as they think the writer is working toward one.
3.  Benefits – Readers want to know that they will gain some kernel of information or knowledge from your work. They will hang around as long as there is something in it for them that promotes, assists, or gives them an advantage in their world. 
4.  Power Words – Certain types of words appeal to readers who are looking for a bargain, a particular benefit, or are trying to solve a problem. Words like ‘benefits,’ ‘rewards,’ ‘secret’ and ‘free’ all make readers pause. If you reveal a secret or provide breaking news you will capture reader attention.

Accurate, clear and concise titles that truly relate to your main topic are crucial to the success of your individual blog entries. Think of each headline as a definition of your article. If you stick to that and use keywords that define your article’s content you will attract readers and search engines.

Longer titles are often more persuasive giving readers the extra “hook” that gets them to stick around and read the content. Make sure the title is not so long that the keywords are lost on the reader. People scan headlines they don’t really read them carefully. Make the title jump out and grab the reader, holding their interest.   

Shannon Evans, senior editor of www.mywritingmentor.com lives with her best friend Rick on Bainbridge Island in the Puget Sound just a “ferry ride from Seattle.” She works at her desk with her two Labrador virtual assistants, Mocha and Luke, and her feline copywriting assistants, Caesar and Yoda. She is widely recognized as one of the top writing coaches to authors of non-fiction.