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Adweek Article: Who’s in Charge of Social Media?

There is confusion between traditional advertising agency and PR models as to who should handle social media (the new medias). They both bring different skill sets to the table. This should not deter clients or agencies from the bigger picture: social media can compliment your existing ad campaign.

The problem is that we are allowing all this new technology to complicate matters even when it is really quite simple in my opinion.

Branding and advertising will always be necessary whether you use either a Facebook fan page, a blog or simply rely on traditional medias to enhance your brand.

An advertising agency should have no problem embracing new medias as another tool or an enhancement to what is already in existence.

Aren’t marketing and advertising all about reach and frequency anyway? So the answer to the question “Who is in charge of social media?” is… whoever can use it more effectively. – Janette Speyer –WST. Read more

Who’s in Charge of Social Media?

Marketing’s latest ‘must-have’ mixes up traditional matches between shops and clients

That’s led some agencies to reorient the type of accounts they pursue. Deep Focus, a digital shop, was primarily an online promotions agency that worked heavily in the entertainment industry. Its social media chops is leading it in a different direction, according to Schafer, as about eight clients are using it as an “engagement agency.” It recently was put on Microsoft’s roster, for instance, to serve as social media agency for Bing.

“Clients are waking up to the fact that either their lead traditional agency doesn’t get social media or gets [it] enough to be dangerous, but not enough to be effective,” said Schafer. “They know it’s important, but that’s not where they’ll make their money.”

That’s led Deep Focus into competition with upstart social media consulting firms. “There’s a hodgepodge of firms who can deliver elements, but … most are really new, young and underdeveloped,” he said.

EVB finds its competitive set shifting as it uses social media to provide the “pixie dust” that gets people talking about a brand. What often happens, said CEO Daniel Stein, is clients know they want to do something in social media, but aren’t sure what. That puts the shop in a different position in pitches like the one for VSP. “The client doesn’t even know who to call with some of this stuff,” he said. “You used to know what the [competition] would bring in. Now you have no idea.”

Source: ADWEEK

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Filed under: Online Advertising and Marketing, Online Branding, Online Business, Online Marketing, SEO, SEM, Keywords, Direct Response W, Social Marketing, Social Media, Social Profiling, , , , , , ,

Marketing Tips to Help Legal Professionals Build Their Brands

All too often we get comfortable in our jobs or companies doing what we do best. But periodically these good habits need to be re-examined. In recessionary times you need to constantly reinvent yourself and try new avenues to increase your market share or profitability.

Times are a-changing. The Internet is a dynamic environment and you need to become more active in social media, online networking groups, and good old fashion hand pressing. It’s also a good idea to reassess your website by freshening it up with new content, promotions and calls to action.

Another excellent way to reach out is to actively maintain a blog and blog at least once a week on topical issues of interest for your potential customers. – Bob Speyer, Web Success Team.

Strategic Branding Firm Provides Advice on Effective Legal Marketing Tactics

WASHINGTON, Aug. 3 /PRNewswire/ — Following a trying period with little-to-no-growth and industry layoffs and pay cuts, legal professionals are turning to proven business development efforts to freshen their brands and generate business.

Working with law firms to help them dig out of this smoking crater, Moire Marketing Partners, a strategic branding and communications agency specializing in professional services firms, is offering some tips on how firms can position themselves for growth in the post-recession economy:

  1. Incorporate social media into your business development efforts. Your clients, prospects and their suppliers are using it; you should strategically use it too. Leverage tools including LinkedIn, Facebook and Twitter to connect with prospective clients and other professionals to build your network and demonstrate your expertise.
  2. Be a brand ambassador. Remember, you are the face of your company’s brand. Use your interactions to communicate your firm’s brand promise and support that continuously in your efforts.
  3. Network. Relationships matter. Social media is a great way to start a conversation with a client or prospect – but don’t let it stop there. Offer to meet new and old colleagues at an upcoming industry or bar association meeting, civic event, non-profit activity or social mixer – or host your own hospitality function at your firm.
  4. Seize the podium. Apply to be a speaker at upcoming events. If you aren’t accepted, attend anyway to get a better handle on what topics are creating buzz.
  5. Learn from other professionals. Invest in consultants to sharpen your brand. An outside perspective can help you assess the effectiveness of your business development efforts and offer insight into what strategies would work best for your personality type.
  6. Be active in your home and business communities. Dust off those memberships in the local chamber of commerce and non-profit organization. Get involved in industry related activities and slowly increase your profile. Read more

Source: PR NewsWire

Filed under: Business Networking, Facebook, Online Advertising and Marketing, Online Branding, Online Business, Online Marketing, SEO, SEM, Keywords, Direct Response W, Social Marketing, Social Media, Social Profiling, , , , , , , , ,

Advertising Will Change Forever

“I believe that digital advertising is just another tool in the general media world. The economic downturn and slashed budgets have increased the need to think out of the box. One the benefits of digital media is that you can measure analytics in real time.
I also believe that advertising will become more personalized as we delve into Social Media. But as the Internet world becomes saturated with constant messages, we will have to go back to the basics: Good creative!” – WST

Advertising Will Change Forever

By Josh Bernoff

Here’s one of the things we do at Forrester Research: we interview as many marketers as we can about their plans, identify trends and project future likely conditions, and then we put together some numbers to make a projection. If you’ve ever seen a Forrester projection, it comes from a process like this.

This means that inside every projection is an idea or ten about the future. Those ideas can be powerful, and they come from research with marketers and consumers.

My colleague at Forrester, Shar Van Boskirk, just published our five-year interactive marketing forecast. The idea inside it is the real kicker.

In this recession, marketers have learned that interactive marketing is more effective, and advertising less effective, per dollar spent. While budgets for online have decreased, they decreased less than other budgets. Six out of ten marketers we surveyed agreed with the statement “we will increase budget for interactive by shifting money away from traditional marketing.” Only 7% said “we have no plans to increase our marketing budget.”

Unlike the last recession, digital marketing is no longer experimental. Now it looks more like advertising is inefficient, relative to digital. More than half of the marketers we surveyed said that effectiveness of direct mail, TV, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years. In contrast, well over 70% expected the effectiveness of channels like created social media, online video, and mobile marketing to increase. Read More.

Source: Advertising Will Change Forever

Filed under: Blogging, Facebook, Google, Online Advertising and Marketing, Online Branding, Online Marketing, SEO, SEM, Keywords, Direct Response W, Social Marketing, Social Media, Social Profiling, Twitter, Video, Video Marketing, Web Analytics, Web Success, , , , , , , , , ,

Branding for Social Change

It’s a great day when your brand name is strong enough to effect social change. This article explains Levi Jeans use of their brand name to promote HIV testing in South Africa. Levi’s effect on social change not only increased sales for the company, but also increased testing. The lesson here is to broaden the use of your brand. Be innovative! – WST

By: The Times (South Africa)

Companies are using their financial muscle to bring about change, writes Claire Keeton

LEVI’S uses the sex appeal of its products to sell safe sex and SABMiller SA uses taverns to teach men about responsible drinking in philanthropic programmes that benefit South Africans.

The irony of this is not lost on the leaders of corporate social responsibility programmes.

Read the rest of this entry »

Filed under: Online Branding, Online Business, , , , , , , , , , ,

Writing Content for Small Businesses Online

Search taxonomy is becoming very important in search engine optimization.  Using a recent study, Bill goes into detail on the types of searches that are done and how to implement them in your content.  Knowing how users find your business and what they are looking for can help with ad and SEO campaigns.  Marketing is a key factor for any online business.   If you are starting out or need to revamp your website check out our new Solopreneur Package. –  WST

By: Bill Slawski

There are creative ways that a small business may use to help visitors find them online, engage those visitors and customers, and keep them coming back. The Small Business Administration has a article that describes some ways that many businesses can use to promote their business in 15 Foolproof Ideas for Promoting Your Company. The article offers ideas like holding contests, or publishing a newsletter, offering demonstrations and seminars and more. Many of those ideas can work well in an online setting.

When you create content for an ecommerce site, it also can help to think about more than just how you may present the products or goods that you offer on your pages. Many ecommerce sites on the web simply break products own into categories, and provide very little beyond a listing of those products and brief descriptions about them.

Understanding how people may search for what you have to offer can be really important, especially if you hope to have visitors find you through search engines. It can be a key to finding creative ways to bring people to your site who might be interested in what you have to offer.

Different Intents Behind Searches

It can be helpful to understand that when people search, they often have different purposes in mind. When someone from one of the major search engines writes about these different purposes, they often refer to them as “user intent.”

Some people may want to learn about a topic, or to buy something, or to learn how to do something for free. Since many visitors may arrive at a web site through a search engine, it helps to know about different types of queries that a searcher may use to find your site. So, an important way of thinking about queries is to consider the intent behind them.

A convenient way of breaking down queries into different types is described in a paper written by search engineer Andrei Broder, who classifies the intent behind queries down into navigational, transactional, and informational, in the paper A taxonomy of web search (pdf)

Informational Queries – The web is much more than just a commercial space, filled with marketing and commerce. It’s a medium where people can communicate with each other, share ideas, learn about a world of topics, find and offer advice, and explore other countries and cultures and communities. Many people who do go online with some kind of commercial intent do so to save money rather than spend it, often looking for ways to do things themselves. People who may want to buy something may be looking for information that can help them make an informed decision before they decide to make a purchase.

Navigational Queries
– A navigational query is one in which a searcher is attempting to find a specific page or site that they have visited before, or have assumed likely exists on the Web. For example, if I want to visit the pages of the American Psychological Association, I might type [apa] into a search box, hoping that the top search result might be the home page for the organization. The major commercial search engines have even been trying to help people who perform navigation type queries by attempting to associate certain query terms with sites that may be ideal destinations for those queries. The search engines may even offer additional links under a listing for those sites, referred to as site links or quicklinks, which may help lead searchers to pages within a site that they may be interested in ending up at on those sites.

Transactional Queries – Transactional queries are ones in which a searcher may not have a specific site in mind, but they want to perform or complete some kind of task online, such as accessing and searching a database about a topic, being entertained interactively, downloading a video, making a purchase, or interacting with the site or others in some way. If you offer goods or services to consumers or to other businesses, you’ll want to be found by the people who are looking for what you have to offer and want to interact with you.

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The Web Success Team’s Solopreneur Package includes a 5-page custom direct response website fully branded and optimized for Search Engines with 6-months of online marketing, social networking, blogging, article marketing and much more. Lock in your special pricing now before the rate goes up! Contact the Web Success Team at 818-222-5643 or email bob@websuccessteam.com. To your web success!

  • Filed under: Content, Online Branding, Online Marketing, SEO, SEM, Keywords, Direct Response W, Search Engine Optimization, SEO Expert, Web Content, , , , , , , , , , , ,

    Clickset and Your Online Identity.

    Clickset is a new tool that helps you keep your online identity in one convenient place. Once you sign-up you can connect with your pre-existing accounts like Google and Yahoo.

    For more reading and information, here is an article from mashable.com

    Cliqset Wants to Unify Your Social Identities

    March 10th, 2009 | by Jennifer Van Grove

    Previously hidden away behind closed doors, Cliqset, a social identity platform, is drawing back their curtains today and opening up their beta site to the public. Similar in purpose to the private beta site Chi.mp, Cliqset’s ultimate goal is to help users connect their online identities in one place so they can then safely share that online social identity with Cliqset-aware applications.

    Cliqset even claims to be the last social identity you will ever need. After signing up, new Cliqset members can connect their Cliqset identity with their pre-existing Google, Plaxo, and Yahoo accounts, which means those contacts can be pulled into Cliqset and grouped into relationships. Read more.

    TeamWork Builds Web Success
    The Web Success Team specializes in building and marketing direct response websites that take full advantage of the latest developments on the Internet. The Team has an arsenal of effective web strategies, online tools and proven techniques to promote your products and services. And we’ll show you ways to increase the amount of qualified traffic to your site through the expanding “social web” and how to convert visitors into buyers at a high rate of return.

    Contact the Team today for a complimentary consultation at Contact Us or email Bob Speyer at bob@websuccessteam.com. To your web success!

    Filed under: Google, Online Branding, Online Business, Social Marketing, Social Media, Social Profiling, Web Success, , , , , , , ,

    Build Brand Identity on Twitter

    If you are seeking the most effective way to build your brand identity on Twitter to increase traffic to your site, then The Web Success Team recommends this great article.

    25 Power Tips To Build Brand Identity on Twitter

    Posted by Web Strategist ShriNagesh November 15, 2008

    By The results of your social media networking depends on what you want to achieve with the time you invest on social media. If you have specific objectives, chalk out a plan before you get started.

    read more

    Filed under: Drive Traffic, Online Branding, Social Media, Social Profiling, Twitter, Web Success, Web Traffic, , , , , , ,

    A Makeover for Your Un-Sexy Product

    Let’s say you are selling a product that should be doing better but instead could be putting people to sleep. How do you create a buzz and revitalize interest and sales? Here are a few “sexy” tips.

    read more | digg story

    Filed under: Online Branding, Social Marketing, Social Media, Social Profiling, Twitter, Uncategorized, Web Success, , , , , , ,

    Happy New Year from the Web Success Team

    Brand your company in 2009

    read more | digg story

    Filed under: Online Branding, Uncategorized, Web Success, , , ,

    Is the Bad Economy Bringing Branding Back?

    It’s great to be reminded that branding your online business has the potential to keep your company running through the current recession. The Web Success Team found this article helpful:

    So, here at SES Chicago, I keep hearing about a marketing practice I thought was dead – BRANDING. After all, aren’t conversions, ROI, data, analytics and landing page testing/optimization the name of the day?

    read more | digg story

    Filed under: Direct Response Marketing, Online Advertising and Marketing, Online Branding, Online Business, Web Development, , , , ,

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