The Public Relations and Marketing Group Archives - Page 6 of 7

Google+’s Advanced Technology Addresses Facebook’s Shortcomings

Google recently launched Google+, a new social media giant that has taken the Internet by storm. Although it is still in its field-testing phase and by invitation only, Google+ has reached 10 million users in just 16 days, from June 28 to July 14. This remarkable feat took Twitter a total of 780 days and … Continue reading “Google+’s Advanced Technology Addresses Facebook’s Shortcomings”

Google recently launched Google+, a new social media giant that has taken the Internet by storm. Although it is still in its field-testing phase and by invitation only, Google+ has reached 10 million users in just 16 days, from June 28 to July 14. This remarkable feat took Twitter a total of 780 days and Facebook 852 days to accomplish. According to the latest official estimate on July 18, Google+ now has over 18 million users.

Google+ improves upon the features of existing social media outlets. Like Facebook, you can create a profile, complete with personal information and photo albums, comment on other users’ content and share posts. Like Twitter, anyone can follow you and you may follow any user by adding them to your “circles,” no matter who they may be. For example, you may choose to add Google+’s founder, Larry Page, to your circle and you will not need his approval to do so.

Although there is no functionality for business pages or advertisements at the moment, we would encourage you to seek invitations from those you already know on Google+ and create personal profiles. Google+ also automatically imports your Gmail contacts so it is simple to find people you know. The company plans to add a business feature within the next couple of months. Google+ is rapidly evolving, with more features soon to come.

This article will provide you with an overview of Google+ features such as the +1 button, Circles, Hangouts, Sparks and its unique mobile and privacy capabilities.

+1 Button — This button is very similar to the Facebook “like” button. To click +1 on a blog post, article, photo or any other content is to give it your stamp of approval. You can get the code to put the +1 button on your own website and blog here.

Circles — On Google+, you can group your contacts into circles. For example, you may have a separate circle for friends, co-workers, business contacts, family and so on. You can create as many circles as you like. To add a person into one of these groups, simply drag them into a circle. Your contacts can be added to multiple circles as well. When you post text, photos, videos, links and location to your Google+ stream, you can select which circles to share the information with. For example, you may want to share a photo only with your friends, or you may share an interesting industry-related article with your business contacts. The Circles feature helps to address one of the shortcomings of Facebook which will help fuel the popularity of Google+.

Hangouts — This unique feature allows users to engage in live, face-to-face chats involving multiple people at a time. You can notify friends of who you’re hanging out with and they can choose to drop into your chat.

Sparks — Sparks delivers popular content from across the Internet on any topic you choose, in over 40 languages. Add your interests to Sparks and the tool will provide you with the videos and articles that would be of the most interest to you.

Google+ Mobile — Cell phones have become the ideal outlet for sharing information with our contacts. They are always by our side, always connected to the Internet and simple to use. Even in its beginning stages, Google+ has superior mobile capabilities. Now available on Android Market, the mobile Web and the App Store, Google+ allows users to announce their location, upload multimedia and join in “Huddles.”

Location — With Google+, you may choose to add your location to every post. Like FourSquare, this is a good tool for letting your friends know what you’re up to and recommending places for them to visit.

Upload Multimedia — Google+ has made sharing videos and photos from your phone to the Web effortless. Using Google+’s mobile feature, your photos and videos are uploaded automatically from your phone to a private album on Google+ that you can then moderate. After they are uploaded, all you have to do is decide who to share them with.

Huddles — Huddles is a unique group messaging feature that allows multiple people to chat in one place. Think of it as a texting conversation involving as many of your friends as you like.

Privacy — For those who are concerned about their privacy on social media websites, Google+ is a breath of fresh air. Google+ allows you to share any information on your profile selectively. For example, you can choose to show your occupation to business contacts but not your relationship status. If you only want your friends to be able to see your phone number, simply set up this information in your “Friends” circle only. A tip is to create a circle specifically for people who you don’t personally know and set restrictions on what they can and cannot view on your profile.

Advertise with Able Newspaper Fall Issues

Although we’re still in the midst of the sizzling summer, Able Newspaper is gearing up for their upcoming fall issues. Able is a newspaper that features news that pertains to people with disabilities, including a calendar of events, columns written by various experts and a variety of informative articles. The newspaper is mailed to a specific population that includes disabled individuals, their families, involved professionals, volunteers and other interested parties. It is also distributed to key locations that are frequented by this population. Able is offering advertising plans for those looking to promote their programs, products or services and reach this targeted audience.

The deadlines for the fall issues are as follows:
September – August 9
October – September 6
November – October 11
December – November 8

If your company is interested in placing an ad with Able, please contact us at (631) 207-1057.

Why Quality Content Reigns Supreme

Developing and Deploying a Comprehensive Content Plan is the Foundation for a Successful Marketing Strategy It has never been more important to create and implement a comprehensive strategy to develop and deploy valuable content as a foundation for your marketing efforts. The quality of your content is what influences your audience’s decision on whether or … Continue reading “Why Quality Content Reigns Supreme”

Developing and Deploying a Comprehensive Content Plan is the Foundation for a Successful Marketing Strategy

It has never been more important to create and implement a comprehensive strategy to develop and deploy valuable content as a foundation for your marketing efforts. The quality of your content is what influences your audience’s decision on whether or not to invest their time into viewing your website, articles or advertisements. Thought-provoking text, coupled with visually stimulating multimedia, have the power to inform, attract and persuade readers. Content affects every facet of marketing, from lead generation to portraying your organization as an expert. View your content as one of your most valuable resources. Producing valuable content on a regular basis shows your organization’s knowledge, authority and expertise in your industry.

It is essential to cater content to your clients, not your own ego. When people visit you online, they are not looking for commercials. Instead, they are looking for information to help them make a decision or to inform them about a topic which they are unfamiliar with. Show them that you are a thought leader in your field, don’t just tell them. Content should be useful, interesting and valuable to your targeted audience. Excellent content, published on a variety of platforms, is an essential component of any effective marketing strategy.

This article outlines the importance of content, knowing your audience and their needs, how to build a content library, how to schedule content, where to share content and a case study of The Public Relations and Marketing Group’s content strategy.

Why is Content So Important

SEO — A high search engine ranking will drive more traffic to your website. Strong, fresh content is quickly picked up by the major search engines and pushed to the top of the search results. Publishing excellent content as consistently as possible is key to enhancing SEO.

Position as a Leader —To position your organization as a leader in your industry, it is important to produce fresh and unique content in a variety of outlets. For example, write articles about topics in your field and provide your own insight and suggestions. You may also comment on industry news, events or controversies.

Media Relations — If your business is producing quality content on a regular basis, media outlets will also begin to distinguish you as an expert in the field. This results in more positive publicity and media coverage for your organization. For example, if they should ever need advice or an interview on a related topic, your organization will come to mind first.

Know Your Audience and Their Needs

When you are creating content, determine who you are targeting. Some articles may be very general and intended to reach a broad audience while others may target specific groups. For example, you may write a general “Marketing Tips” article that is meant for any organization, or you may be writing suggestions specifically for restaurant owners. Once you have determined what is of interest to your audience, you can better cater your content to meet their needs.

Build a Content Library

Blog — Use your blog as your online content hub. Excellent content related to your industry and organization should be published weekly, at the very least. You may also add photos to your blog posts and embed related videos to incorporate a multimedia element.

Website — Your website should be complete with well-written, interesting and informative content. This is the most important element in influencing people whether or not to stay and return to a site. If your content is strong, readers will be more likely to visit your other Web pages and respond to any calls to action on your site, such as signing up for an e-newsletter or connecting with your organization via social media. Your goal with website content should be for people to become repeat visitors, link to your site and bookmark it.

Off-line — Even in this digital world, it is important to have an off-line library of content. From brochures to print newsletters, your organization should also have an off-line database of content to share with clients, potential customers and bring to meetings and presentations. A good library of information and strong content is vital to your organization’s marketing success.

Reinvent Your Content — Maintaining a client library on and off-line will make it that much easier for you to reinvent and recreate content. While you will always need to develop new content, reusing your existing material will make it that much easier to consistently produce content. You can also reformat your content to be published in different outlets. For example, you publish an article and then create a PowerPoint and video relating to the same material. Not only do you want to write what’s of interest, but also what will be easiest for you to devote the time to. Building upon already existing articles will be less time-consuming and ensure that your content is current. For example, if you wrote an article on Facebook advertising when the service was first created, the content needs an overview of newer features and tools for it to be accurate.

Schedule Your Content

It is important to determine what content you can create on an ongoing basis so you don’t encounter a shortage. You should be able to produce ongoing content that relates to your organization and builds upon its credibility. Whether you can produce weekly articles, monthly e-newsletters or daily tweets, it is crucial to always engage your audience with a fresh supply of content.

On the other hand, if you have a lot to say, don’t say it all at once. Having your content spread out gives your audience the opportunity to take in one thing at a time instead of being bombarded with multiple posts. Programs like Tweetdeck and Hootsuite allow you to schedule your tweets to keep your profile consistently updated. Likewise, you can schedule blog posts as well. Ideally, your blog should be updated at least twice a week.

Share Your Content

Social Media — Excellent content is easily and quickly spread on social media sites. If people read an article that is of interest to them, they may post the link on their Facebook wall to share with friends or tweet a small blurb about why their followers should check it out. Because of the 140-character limit on Twitter, we advise that you use a free service such as Bit.ly to shorten your URLs. This leaves more space for text and a call to action for your followers.

Article Directories — There are thousands of article directories that will enhance your Web visibility by publishing your content and offering backlinks to your website. These free directories, such as Bpubs, Articlesnatch, Articlecube and GetYourContent, sort articles in relevant categories so interested readers can easily browse through the database and find the information they are searching for. For example, if your law firm published an article, it would be published in the legal section of these directories.

Bookmarking Sites — Social bookmarking sites allow readers to favorite an article or website and share it with others. The top three social bookmarking sites are Digg, Delicious and StumbleUpon. A tip is to include these icons and links in your blog so readers can easily share and bookmark posts. On WordPress, there is the option of adding social bookmarking, as well as social media icons, under the title of every post.

PRMG’s Case Study

At The Public Relations and Marketing Group, we regularly publish content on multiple platforms. Our blog and website serve as our content hubs. The focal point of our content strategy is our weekly e-newsletter. In our e-newsletter, we include a featured article, an advertising spotlight, and an overview of “What’s Happening at PRMG.” The “What’s Happening at PRMG” section includes public relations and marketing successes on behalf of our clients. These successes provide our audience with case studies of what we can do for their organization. Advertising spotlights are also easy to produce consistently. These spotlights are sent to us from media outlets, which we summarize and include as our suggestions for our audience. Our advertising spotlights provide valuable information and opportunities to those who may be interested. As successes and advertising spotlights occur, they are posted on Facebook and Twitter. This basically just leaves the featured article, which takes up roughly 4-6 hours of our time. However, we find that this article is helpful in educating our audience and positioning our organization as a thought leader. Any time we publish fresh content, we notify our audience through our social media sites, post it on our blog and see how we can add it to our website or microsites. We also utilize LinkedIn, article directories and social bookmarking sites to share our articles and favorite websites with a broader audience.

Advertise with The Town of Brookhaven’s Concert “Vets Rock: A Salute to Our Veterans”

JVC Radio Broadcasting Group, comprised of the stations PARTY 105.3, 98.5 LaFiesta, 103.9 WRCN and My Country 96.1, along with the Town of Brookhaven, will be hosting Vets Rock: A Salute to Our Veterans, a country music concert, on Sunday September 18th at the Brookhaven Amphitheatre. Artists scheduled to perform include Thompson Square, Eric Church, … Continue reading “Advertise with The Town of Brookhaven’s Concert “Vets Rock: A Salute to Our Veterans””

Artists scheduled to perform include Thompson Square, Eric Church, Lisa Matassa, the Jane Dear Girls, Frankie Ballard and others. Proceeds from the sales of tickets will be donated to charity. Sponsorship opportunities are available for budgets as small as $1,500 to campaigns as large as $10,000.

Exposure at this event is recommended for advertisers looking to reach veterans and their families, country music fans and patriotic Long Islanders. If you are interested in sponsoring this event, please contact us at (631) 207-1057.

Interest-Based Advertising

Marketers always want to better target demographics and spend less money in the process. Facebook’s targeting features allow you to narrow your audience to only those who will be most interested in your product, based not only on demographics, but also by interests. This is different from Google AdWords, which is search-based and responds only … Continue reading “Interest-Based Advertising”

Marketers always want to better target demographics and spend less money in the process. Facebook’s targeting features allow you to narrow your audience to only those who will be most interested in your product, based not only on demographics, but also by interests. This is different from Google AdWords, which is search-based and responds only to the use of keywords without knowing anything about the “clicker.”

PRMG has recently been coordinating and maintaining more complex Facebook ad campaigns for a variety of our clients. I wanted to share with you three interesting cases where our clients have utilized different aspects of Facebook’s targeting options, with varied outcomes.

Case Study 1: Islip Condo Complex
One of our most successful long-running campaigns has been the ad we put together for this condo community back in February. We attempted to target the ad to first-time homebuyers by selecting for adults between the ages of 25 and 40 within a 25-mile radius from the community’s location. We capped the daily budget at only $10 and have seen a very consistent result of 6 or 7 clicks every day, for a total of over 1,000 clicks!

This campaign is a perfect example of consistent diligence paying off. Someone who may have seen the ad back in March, but wasn’t exactly in the market for a new home, might click on the ad in July, when their circumstances have changed. Though this client has paid over $1,700 for these leads over the last six months, that amount is about the cost of a single ad in the three local Pennysavers, which would have nowhere near the lasting impact of this ongoing ad.

Case Study 2: East End Restaurant
One of our clients is an upscale, East End restaurant that serves two distinct demographics: local, year-round residents and seasonal residents and tourists. The owner had decided to run two different ad campaigns to capitalize on the restaurant’s distinct appeal to each group.

We ran a set of four ads advertising Thursday night as Ladies’ Night with Two-for-One drink specials. Each ad had a different picture of one of the bar’s signature summer cocktails. This ad was targeted to female users between the ages of 25 and 35 who live within 10 miles of the restaurant’s location, and were not already connected with the business’ page. We initially bid very close to the suggested bid, but raised the price we were willing to pay when we only received a few clicks in the first two days. We also posted the special on the page’s wall to ensure those connected with the restaurant were made aware of the special. The wall was also the destination of the link in the ad.

Then we set up a set of four more ads to target the summertime visitors – again utilizing different photos, this time of plated entrées. The restaurant had recently received an excellent review from a reputable East End publication. We took the content and photos from that review and created a landing page on the business’ website that featured the positive content. For the Facebook ad copy, we included a brief quote from the review and a call to action to read the rest of the piece on the website. This ad was targeted to 28 to 45 year olds living in New York City. However, because that in itself is such a broad demographic (and we really only wanted to show our ad to those who might travel to eastern Long Island) we used Precise Interest Targeting to narrow down users who had listed “culinary arts,” “fine dining,” “Fine wines,” “French cuisine,” “Hamptons,” “Hamptons restaurant week” or “Montauk” in their profiles. This allowed us to show our ad to most of the 2,700 users we were interested in.

When we assessed the success of the ads after four weeks, we saw that 25 local women had “liked” the restaurant’s page, and over 30 NYC residents had visited the landing page. The 50+ leads cost the business about $65. Considering how competitive the restaurant industry is, we consider this to be a decent result for an ad that ran less than one month.

Case Study 3: Day Camp Program
One of our clients was having a tough time filling the slots in its summer day camp program. Since we only had a short period of time to promote the camp before the program’s commencement, we determined Facebook advertising was likely to give us the most bang for our buck.

We put together a campaign using Broad Category Targeting. The only parameters we used were adults living within a 25-mile radius of the camp. Then we selected three broad categories to narrow the audience further. We selected the “Parents (0-3yrs)” and “Parents (4-12yrs)” from the Family Status heading and “Pets” and “Environment” from the Interests heading, since these were most relevant to the topics of the camp. The ad directed clickers to the portion of the business’ website that gave detailed information about the camp. Over 250 people have been directed to the website in only three weeks, costing less than $350. We considered this to be an excellent response, considering we bid at the very low end of the suggested range.

The introduction of Broad Categories does facilitate a lot more depth in easily targeting your advertisements, but it isn’t necessarily more specific, especially since you cannot combine Broad Category and Precise Interest Targeting in one ad campaign. This means that you can reach users based on qualifications that were not previously available to advertisers (including what kind of smart phone they use to access Facebook and their family status). However, because you are limited to selecting from a seemingly limited list of categories, your ad will likely be shown to persons whom you did not intend to target.

When running campaigns, we suggest creating a few versions of the same ad to experiment with the images and wording to determine what has the biggest effect on your audience. Include a call to action when possible. (“Come on down!” “Check out our page!” “Visit our website for more info.” “See what eveyone’s saying.” “Join us for the event.”) Check in every few days to see if you need to adjust your bid. You can also pause your campaign if your business plans to be closed for vacation, for example, and resume the campaign upon your return. This is better than ending your campaign to create a similar one a few days or weeks later because it saves time and preserves more accurate statistics.

Advertise with The Gazette

The Gazette offers readers stories about kids, community events, stories about kids and local happenings in Suffolk County, New York. This mailed free newspaper provides great advertising opportunities to businesses in the area. Barbers, salons, day care, pre-school, dance, karate, self-defense and many other businesses have special focus this month for the back-to-school market. Also, with the upcoming Labor Day parties, party suppliers and caterers would also benefit from this issue. The next issue of The Gazette will go out August 9 but you may also follow up with the next issue on September 2. You can also buy three months of advertisements with The Gazette and get the fourth month free.

The deadline for this advertising opportunity is Monday, August 1 for the special back-to-school issue. Please contact us at (631) 207-1057 if your company is interested in placing an ad.

No, We Can’t Get You Those Results Overnight

Long-Term Strategies to Improve Your Search Engine Ranking Through Off-Page Optimization With millions of Web pages flooding the Internet, search engines must sift through the clutter and develop a ranking system that allows the strongest sites to be given optimal exposure by placing them at the top of search engine results. Since the majority of … Continue reading “No, We Can’t Get You Those Results Overnight”

Long-Term Strategies to Improve Your Search Engine Ranking Through Off-Page Optimization

With millions of Web pages flooding the Internet, search engines must sift through the clutter and develop a ranking system that allows the strongest sites to be given optimal exposure by placing them at the top of search engine results. Since the majority of website traffic comes from these major search engines, it is imperative that your site has a high ranking. Off-page SEO includes anything you can do to secure a high page rank for your website in order to reach the ultimate goal of high Web visibility for your organization. In contrast to on-page optimization, the phrase “off-page” refers to the ways to promote your website and enhance your search engine optimization outside of the pages within your own site.

The most important factors of off-page SEO are linking, link value, bookmarking, social media, blogging, press releases, articles and Web directories. These factors will help build quality links back to your website to help improve your site’s rank with search engines.

Linking — The most important off-page optimization factor is gaining inbound links that direct others to your website. The first step in securing inbound links is to produce fresh, interesting and flawless content. Search engines love unique and frequently updated content. Once your site is completed with strong content, a clear navigation scheme and carefully chosen keywords begin to request links from other sources. For example, reach out to bloggers and demonstrate that you read their site and understand their audience. Send them a link to the content you created that you think will be valuable to them. This is important because you are offering them something of value while increasing your own Web presence.

Keep in mind that there is such a thing as overdoing it with backlinking. If you build more than 50 backlinks in one day, search engines may treat you as a spammer, diminishing your site’s ranking. A good goal is to keep within the range of 10-15 backlinks per day. By integrating linking techniques into your Public Relations and Social Media strategy, you shouldn’t have a problem with this. For example, each time you contribute a press release, post the release to the free posting sites cited below. Likewise, each time you publish an article, post it to the article directories also discussed below.

Link Value — When building backlinks on the Web, it is important to understand link value. There are several factors that determine the value of your link:

• The first step is to determine whether the link is a no-follow or do-follow and always strive for the latter. For example, never leave links in the comment sections of blogs. These links will automatically be marked as no-follow, providing no SEO benefit.

• To get SEO authority, get as many backlinks as possible from as many high-authority sites as possible. The higher the authority of the page that your link is on, the more of this authority will transfer to your site. For instance, Google gives high authority to newspaper websites. Having an article published in these online papers with your link is worth a lot more than many other websites.

• A second factor is the number of other links on the page that is linking to you. The more links that are on that page, the less SEO benefit each is given.

• The anchor text of the link is also crucial to its strength. Be sure to use relevant keywords in the anchor text so you will rank higher for those keywords.

You can check your website link’s popularity at http://www.linkpopularity.com/. The higher your link popularity is, the higher your page ranking will be.

Bookmarking — Bookmarking is an effective means of driving traffic to your business’ website. On bookmarking sites such as Digg and StumbleUpon, users can bookmark important Web pages that they visit regularly and would like to organize as favorites. Bookmarking sites are the hubs for one-click marks of approval. It is important to first check if your URL has already been listed on these sites and then, if it hasn’t, submit your link along with a website description, articles and tags. Each bookmarking site offers different features. For example, Delicious lets people bookmark a URL while others let users vote. Once your site is listed, encourage social media users who are on the myriad of social bookmarking sites to bookmark your website and post and vote for your articles. It is important to submit strong quality content to these social bookmarking sites that will attract reader interest and votes.

Popular bookmarking sites:
Digg
Reddit
Mixx
Delicious
StumbleUpon
Tweetmeme
Fark
Slashdot
Friendfeed
Newsvine
Diigo

Social Media — Aside from being a crucial marketing tool for your business, social media also provides great off-page SEO benefits. Social networking sites can improve natural search visibility for your organization. Sharing, commenting and linking are at the core of social media. This shared content can get your website exposure, traffic and possibly a high number of inbound links. Since you can reach a vast amount of people using social media, there is a greater likelihood of gaining more links, which is one element that major search engines look at when ranking sites. Anything that raises awareness of a business or a particular website is good for SEO. Keep in mind that social media sites are also “do not follow,” meaning you won’t get SEO benefits from just posting links to your site on Facebook, LinkedIn, etc.

Each of your social media profiles should link back to your business’ main website in a variety of ways. Facebook, Twitter and LinkedIn are the main social networking outlets that your organization should have a presence on, but there are many sites to choose from. Facebook status updates, your profile descriptions and tweets especially should include links to drive traffic to your website.

Popular social media sites:
Facebook
Twitter
LinkedIn
YouTube
Flickr
Myspace
MyLife
FourSquare
Vimeo
Photobucket
Avvo (attorneys)
JDSupra (attorneys)

Blogging — The major advantages of having a blog are that you will establish your company as a thought leader in your industry, change your site from an online brochure to a living, breathing hub and give your visitors a way to engage with you. Blogs also provide off-page SEO benefit by driving readers back to your website in order to learn more about your business. It is necessary for blogs to produce fresh, unique content so make sure to update your page at least once a week. Include keywords in the titles of your entries and diversify your posts by adding video and photos. Within the actual text, turn keyword phrases into hyperlinks to point to your website. Once you’ve started your blog, promote your entries by posting your link on social media outlets, bookmarking sites and discussion forums such as Yahoo! Forums and LinkedIn Answers. Also, interact with other bloggers to gain exposure. In order to build a name for yourself in the vast blogosphere, it is important to interact with bloggers who write about your field. Add to the discussion in the comment sections of another blogger’s work. Likewise, make sure that your readers can leave comments on your own blog and subscribe via RSS and email. Maintaining an effective blog is key to maximizing your off-page optimization strategy.

At The Public Relations and Marketing Group, we use WordPress to host our blog and would highly recommend using this site. However, there are other popular blogging sites out there such as Blogger, Blogspot and Tumblr. We generally recommend that businesses incorporate their blog into their website versus a separate site. This way, your blogging and link-building will benefit your website and you won’t have to work on SEO for two separate sites. However, doing this does involve a bit more programming when setting up your site.

Press Releases — Publishing professional news and press releases in various online outlets is crucial to your off-page optimization success. Posting press releases, media advisories, media availabilities and events is a great way to generate interest in your organization and drive traffic back to your website. Each time your release is posted on another website, the inbound link from that page to your website helps increase your SEO rank. It is important to write releases that are complete with keyword-rich language used by your audience and to include links that point to a specific offer or landing page on your site.

Consider using a service such as NewsEdge, Dow Jones Factiva, LexisNexis and Marketwire to deliver raw press releases.

Free press release sites:
www.longisland.com (regional)
www.openPR.com
www.prLog.com
www.pressmethod.com
www.pr-usa.net
www.PR.com
www.PR9.net
www.pressabout.com
www.press-base.com
www.prbuzz.com
www.PRUrgent.com

Articles — Publishing articles is a great way to demonstrate your area of expertise and portray yourself as a thought leader in your industry. Strong articles can also lead readers back to your business’ website. At the end of your article, place a link back to your website. Add links back to your site for related articles as well. If the article is thought-provoking and interesting to your audience, readers may feel compelled to share it with others, learn more about your business and click on your backlinks.

Thousands of online article directories will publish your articles for free and enhance your Web visibility by offering backlinks to your website.

Free article directories:
www.bpubs.com
www.articlesnatch.com
www.joinandpost.com
www.articlecube.com
www.articlesbase.com
www.ezinearticles.com
www.isnare.com
www.articlealley.com
www.articledashboard.com
www.businessknowhow.com
www.buzzle.com

Web Directories — Free Web directories are great for listing your website and quickly building your link popularity. These sites can help to boost your website’s rankings on popular search engines such as Google and Yahoo! by categorizing link submissions. Web directories list websites by category and subcategory so that readers can easily find what they’re searching for. There are several paid and unpaid Web directories and it is best to take advantage of the free directories first.

Free Web directories that offer a one-way text link:
www.dmoz.org
www.geniusfind.com
www.busybits.com
www.hotfrog.com
www.somuch.com
www.skoobe.biz
www.gimpsy.com
www.exactseek.com
www.clickey.com
www.canlinks.net
www.zeezo.com
www.surfsafely.com

Track Your Progress — Once you’ve implemented these off-page SEO techniques, it is important to monitor your progress over time. Monitor your keyword ranking with a program such as Web CEO. Website Grader is also an excellent program to monitor the strength of your site and best of all, it’s free. Using Website Grader, you can build a custom report for your website to determine its strengths and weaknesses. It is important to regularly monitor your grade and make changes as needed.

Advertise with 2011 U.S. Open Tennis on Verizon FiOS

Magnificent grounds, world-class entertainment, breakthrough innovations and electrifying action are among the major reasons why fans from all over the world come together in New York and turn the U.S. Open into the center of the sports and entertainment universe. Join the action, as the tournament unfolds on ESPN2 from August 29th to September 11th, … Continue reading “Advertise with 2011 U.S. Open Tennis on Verizon FiOS”

Magnificent grounds, world-class entertainment, breakthrough innovations and electrifying action are among the major reasons why fans from all over the world come together in New York and turn the U.S. Open into the center of the sports and entertainment universe. Join the action, as the tournament unfolds on ESPN2 from August 29th to September 11th, and let your message be heard through the most trusted name in sports. Advertising packages are available for those in Suffolk County, South Nassau and North Nassau County.

Two championship packages are offered per zone and each will include a total of eighteen 30 second spots per daytime session on ESPN2, twenty 30 second spots per prime session on ESPN2 and ten 6:00 a.m. to 12:00 p.m. mid rotator spots per network on ESPN Classic, ESPN and ESPN News. As a special bonus, each championship package includes two tickets to the 2011 U.S. Open. The total cost is $1,500 for South Nassau, $600 for North Nassau and $1,150 for Suffolk County.

If your company is interested in placing an ad, please contact us at (631) 207-1057.

Getting Started with Reputation Management

Negative publicity on the Internet can cost your business in both revenue and customers. While blogs and social media have transformed the way businesses communicate with the public, it’s also easier than ever for people to post negative, false or scandalous claims about businesses in a public media outlet. By simply posting damaging comments on review sites, blogs and social media sites, people can tarnish your business’ public image and reputation. Implementing an online reputation management strategy is crucial for any organization’s success in today’s business world. Managing your online reputation requires a multi-faceted and integrated approach including monitoring your online reputation, engaging your audience, and by publishing content to help develop your organization’s Web presence. Lastly, in certain necessary circumstances, take legal action.

Monitor

It is essential for businesses to monitor what is being said about them online. In order to succeed in enhancing your company’s online reputation, you must be a good listener. Listen to and address your friends, followers and fans’ comments and concerns. Interaction, communication and awareness are keys to creating a positive image for your business. Your company must implement a listening platform so that you may quickly spot and address any complaints or damaging comments.

Helpful Tools

One helpful tool is Google Alerts. Set up Google Alerts for your business to keep track of keywords, such as your business name or products, and receive updates whenever they are mentioned online. This service will allow you to monitor everything that is being said about these keywords online. Another useful tool is the Twitter search engine. Search and use hashtags (#), followed by the name of your organization, products or services. Twitter will then compile everything that has been said about this subject for you to browse through. The advanced Twitter search engine will provide you with auto updates of key terms. There are also a variety of social media monitoring programs. Another program, Icerocket, allows you to monitor Twitter, blogs, the Web, news, images and more, while offering the ability to bookmark your search results for later reference. Other social media alert tools include Addict-o-matic, Boardtracker, Twazzup, socialmention, Tweetdeck and Radian6. All of these tools report alerts when your keywords are found on social media sites and other online platforms.

Once the negative content is found, some defaming pages can be removed by contacting Web administrators. However, the goal is to prevent negative content from ever appearing, and when it does, to push it to the later pages of search engine results by deploying an integrated and proactive strategy. It is also essential to implement some form of damage control and prevention before the issue gets out of hand. Having good customer relations and engaging your audience is essential in this area.

Engage

Always encourage customer communication and feedback. Reach out to your audience and respond to any criticism in a professional and compassionate manner. Your audience will appreciate superior customer service and the effort you made to address their concern. Don’t limit yourself to responding only to negative feedback. The goal is to reposition your business on the Web as a more customer-oriented organization.

Negative Feedback — Index all negative reviews in one document. Try to match reviewers with past clients and send them all personalized emails or notes at home, addressing each individual concern and specific case. Apologize, if necessary, and offer them a great deal to get them to give your business another shot. If the matter has been resolved, invite reviewers to withdraw their negative review if their next experience has proven to be better than the last. If they cannot withdraw the comment, then invite them to post again. With the high presence of anonymity online, it isn’t always possible to track down the culprits behind damaging material. For reviewers who cannot be identified, respond with an “owner’s reply” online, addressing their concern and promising to do better next time.

Positive Feedback — Responding to praise and gratitude is just as important as addressing negative publicity. Always thank customers for positive comments and reviews. Facilitate positive postings in forms, emails and comment sections by thanking your audience for their time and encouraging feedback so that you may improve their experience.

Improve Customer Relations — Promote your business as a client-friendly organization, with their best interests in mind. Cater your content to what would be most valuable for your target audience. Write educational articles and post helpful videos. Another tip is to create and maintain a blog with a weekly question from a customer, responding in helpful and compassionate terms. This will demonstrate that your business is open to conversation.

Publish

Develop Your Web Presence — Carefully consider all content before you publish it online. When you post on a social media site, or anywhere else online, you are speaking on your business’ behalf. Despite its casual feel, take social networking seriously. All content should be positive, accurate and put you and your organization in a good light. It is important to generate more positive publicity for your business so that the major search engines focus on this to create and maintain a positive online image. By creating lots of favorable online content, published on several online platforms, you will not only nourish your favorable reputation online, but also improve your search engine presence. You want your social media pages, blog, website and any positive media coverage to appear on the first two pages of Google when someone searches for your business. This will help to push negative publicity, if it cannot be removed, to the back and out of sight. Another tip is to create microsites to publish positive content and increase your organization’s Web presence. Microsites tend to rank high when people search for your company, allowing you to have greater visibility in search engine results.

Optimize Content — Using the right keywords is essential to having your site found on Google and the other major search engines. The typical Google search consists of three words so you must choose your keywords wisely. They must be relevant, important, generate sufficient search volume and reach your target audience. Further, always maintain and update your website(s), blog and social media accounts with fresh content to ensure that they rank high in search engines when someone searches for your business. However, in your goal of optimizing positive content and pushing negative content out of sight, you cannot manipulate the search engine’s system. Violating Google’s guidelines may result in a negative adjustment of your website’s presence on Google, or even the removal of your site from Google’s index. There is no issue in using positive content to overcome negative content, but it must be done within Google’s guidelines. This area can become tricky and a professional reputation management service will guide your organization through the process.

Social Media — Social media is all about enabling conversations. While you cannot control conversations, you can influence them. Create and maintain accounts on popular social media sites such as Facebook, LinkedIn and YouTube. Actively engage your audience through social media. For example, publish a tweet asking customers if they need help or assistance with anything and when they respond, address their problems accordingly. Upload a valuable how-to video to YouTube to demonstrate to your audience that you have their best interests in mind.

Earned Media — Continue to gain earned media through the development of positive news media stories about your organizations. Send press releases, articles and photos to media sources and participate in community events that may garner positive media coverage for your organization. News outlets generally have a high degree of authority online and rank high with the major search engines.

Free Postings — As press releases and articles are generated for media distribution, your blog or newsletters, post the content on appropriate local and national websites that accept press release and article submissions. Thousands of article directories will publish your content for free, enhancing your online visibility. When you publish an article on one of these directories, that directory will give you a link back to your website, driving traffic there. Some free posting sites include:
www.PRLog.com
www.getyourcontent.com
www.articlesnatch.com
www.joinandpost.com
www.articlecube.com
www.businessknowhow.com
www.bpubs.com
www.articlesbase.com
www.buzzle.com
www.ezinearticles.com
www.isnare.com
www.articlealley.com
www.articledashboard.com

Legal

In appropriate circumstances, businesses should consider legal options to help address damaging content online. For libelous and defaming comments made about your company online, you may want to take legal measures, including filing a lawsuit for defamation, tortuous interference with business relations and even criminal cyber-bullying or harassment.

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There is still time to reserve space for your special greeting ad in this keepsake issue.

The deadline for the August issue is July 15 so if your company is interested in placing an ad or sponsorship, please contact us at (631) 207-1057.

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