Online Reputation Management

Online Reputation ManagementOne of my favorite quotes about online reputation management is by Tyler Tervooren: “Even if you opt out of participating in the digital world, your online identity still exists in parallel; you’re just not in charge of it.” Basically, it comes down to this: Refusing to acknowledge that people are talking about you does not make that talk go away. And if that talk is negative or inaccurate or untruthful, you have, essentially, decided to allow others to decide who you are and what your brand represents.

Whether due to time constraints, or not knowing enough about how online marketing differs from traditional media, or an inability to keep up with the ever-changing world of online marketing – monitoring online channels is not something the average business professional can reliably do on their own. Many try, only to find sooner rather than later that neither they nor their staff have the time and expertise necessary to develop the Know-Like-Trust factor that leads fans, followers and other online connections to be converted into buyers.

Understanding those challenges is what led me to transform my own business from a general sales and marketing consulting firm to one focused exclusively on branding through social media, online, and email marketing.

Managing Your Online Reputation

There are two equally bad responses to negative online feedback: (more…)

The Fifth P of Marketing

Marketing StrategyWe’re all familiar with the Four P’s of Marketing:

Product. The right product to satisfy the needs of your target customer.

Price. The right product offered at the right price.

Place. The right product offered at the right price available in the right place to be bought by customers.

Promotion. Informing potential customers of the availability of your product, its price, and where they can purchase it.

Each of the Four P’s is a variable that you control in creating the marketing mix that will attract customers to your business.

But marketing in the 21st century requires a Fifth P:

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What is Pinterest and Why Should You Care?

Pinterest Logo[ Spoiler Alert: There’s a freebie for you at the end of this post. Just thought you’d want to know. 😉 ]

You may have noticed (and I hope you have) that the list of ways you can connect with me on the web is G-R-O-W-I-N-G.

Why is that?

Because I know that not everyone is on Facebook (well, except those 800 million people – yes, literally! – that’s the latest number).

Because I know not everyone loves Twitter, although I find it really effective for engaging the 1,000+ people who have decided to follow me there.

And because I know many (most?) people have not yet heard of Pinterest, although this visually stunning pinboard-style site is one of the hottest social networks on the web – in the top 10 just 2 years after launch!

What is Pinterest and Why Should You Care?

In its simplest terms, Pinterest is a pinboard style site where you PIN images and videos of your INTERESTS. While I’ve been playing with it mainly for fun thus far, I am working on creating some business-related boards as a brand-building and brand-sharing tool with a fun twist! And I think you may want to do the same. Here’s why … (more…)

12 Things You Can Count on in 2012

  1. 12 Things You Can Count on in 2012Social media is not going away
  2. Inbound marketing will continue growing, as the marketing strategy that engages rather than interrupts the prospect
  3. There will be more social media platforms coming online, and no one knows which will take off and which will fizzle
  4. Ignore online networking at your peril
  5. The watchword in social media – as in all online marketing – will be “make it personal”
  6. Auto-tweeting and autoresponders and “auto-anything” are going to have to evolve in order to engage
  7. Having an online marketing strategy is more important than simply executing tactics
  8. Getting clear on your target audience is the very first step to online success
  9. Marketing, in and of itself, is not the objective; it is the means to an end
  10. Having a step-by-step program in place for effectively reaching and resonating with your ideal customer or client is Job 1
  11. Not only can you blog, you MUST blog
  12. Marketing your business requires time, effort and money; only the proportions are in question. If you want to spend less money, be prepared to spend more of your time and effort on marketing. If you want to devote less time and effort to marketing (and concentrate on serving your customers and clients), you will need to invest more money in your marketing efforts.

Social Media is Not a Numbers Game

The Social Media Numbers GameDespite what you may have heard, social media is not a numbers game.

Social media, online and email marketing is not about how many friends, fans, followers, subscribers and connections you have.

It’s not about how many pages you’ve “liked” or how many “like” your page.

It’s not about how many groups you’ve joined on LinkedIn or how many people joined the group you started.

It’s not even about how often you post or tweet or blog or publish your eNewsletter. (more…)

Mining Data Like It’s 1849

“Thar’s gold in them thar analytics!”

With all the information so readily available to us, I’m always surprised to learn that even some of my most tech-savvy colleagues aren’t diligently tracking their online marketing efforts. There are so many things your fans, followers and subscribers are telling you by their actions (and inaction) – and getting the message is as easy as just paying attention! For instance … (more…)