Author: Joseph Schaefer, PhD

  A press release picked up by editors can give your marketing campaign long legs and far reaching results when executed properly. But how do you grab the attention of these editors and readers to encourage them to take a nibble of your story bait long enough so you can reel them in? When working the press release, consider a few best practices: Grab ‘em early! In other words, the headline. The first few words of your headline might be the only words read by an editor if it isn’t something that grabs their attention immediately. It needs to be short, intriguing and stands out against the sea of other stories out there. The maximum characters a search engine will show is 70 (Google) and some are even less (only 65 for Bing). So in short, make it interesting for a quick...

Read More

Many people believe that SEO is dead but others maintain that it has instead evolved. Now there are two types of SEO practitioners: those who believe in this evolution and have adjusted and evolved with it, and those who cling to the past using tricks to take advantage of Google’s weaknesses with SEO. With Google Panda sites with poor content no longer rise to the top. Sites must earn good search visibility through good content and not just through optimization. It is a better use of resources and time to create good content rather than trying to work around Google’s algorithm. In the past SEO focused on very specific ways to configure your website for search visibility, like an internet librarian making sure the search engines would put the sites where they should be. SEO focused on the technical: SEO programming,...

Read More

Social Media is an amazing tool that has saved lives and caused inspiring revolutions across the globe. It has done wonders for businesses but, not surprisingly, it has also caused some problems for companies whose employees misrepresent the company. While many companies are afraid of their employees using social media as a means to hurt the company, they may be missing out on an opportunity to utilize their employees through social networking. It's possible, according to Cheryl and Mark Burgess, authors of The Social Employee: How Great Companies Make Social Media Work, that these employees may offer a great opportunity to capitalize social networking and bolster brand image. It's well known that a prank filmed at a Dominoes pizza restaurant, the video being published on Youtube, drew in millions of viewers and resulted in bad publicity for Dominoes. Cheryl and Mark...

Read More

It may be that leaving your business, whether to go on vacation or to simply take a little break, is a very scary prospect. Maybe things collapse without you there, do not run as efficiently or at all. If this is the case than you may want to consider evaluating how you run your business. You cannot carry the entire load on your back. Systematizing your business can allow your employees to function more directly and more efficiently without your help. If everyone has a clear understanding of what it is they do the company will thrive accordingly. Odds are you are not a business systematizing prodigy. Maybe nobody is. There are books that can and will help you. Get Your Business to Work! 7 Steps to Earning More, Working Less and Living the Life You Want by George Hadley shares...

Read More

Increasing traffic on your website is necessary for your business or brand to grow. Without visitors you have a product sitting in an empty warehouse. Search Engine Optimization, or SEO, is a technique that can boost the traffic that flows through your website. Finding the right key words to use will allow people to view your website more readily. For example, say you run a Sausage and Hay website. It's ridiculous but imagine it. You want your website to be the number one Sausage and Hay website so that when people Google “Sausage and Hay” your site pops up. What words would draw in the most number of visitors? Imagine your words are a large net you have to cast into the ocean. The fish drawn to those words will come to your site. They are important. Be sure to know...

Read More

Email is key to most any marketing these days. Fifty years ago advertisers could have only dreamed of such a personal way to contact their consumers. The only problem with email is that more and more people are using it as a marketing tool. As a result, emails have a high chance of never being read or even being seen. Certain things to consider can help you get your email through any spam folder and successfully reachin the inbox of the consumer. The subject line is important. Something that will catch the reader's eye but is not too over zealous is ideal. You do not want to fall into the category of other cheesy spam mail. It needs to be concise and considerate of the recipient. Great content can help ensure the validity of your email. It should sound like a person...

Read More

Technology, like anything else, is changing at a constant rate. Though, unlike the evolution happening in the DNA world, technology tends to change rapidly and unpredictably. Rules and policies are still being figured out. This flux in technology couldn't be more apparent than it is in the evolution of Search Engine Optimization. It was until recently when keyword data was considered to be the number one factor in SEO. Now Google has stated that keyword data will not be provided, to better ensure privacy of users. Up until the present, SEO optimization was achieved through keyword data, though now it is fairly certain that Google will be monetizing its data, causing companies to rethink their strategies and attack SEO from different angles. Different people take on different methods for handling the ever changing SEO guidelines. Some believe SEO is dead and...

Read More

I often hear resistance to the concept of Pay Per Click advertising. The arguments against it usually come in one of these three forms: 1 - I shouldn’t have to pay for someone to visit my site. 2 - I just want to get free organic traffic from Google. 3 - I tried Google AdWords before and it was a rip-off.   "I shouldn’t have to pay for a visit." This particular myth only appeared in the age of the internet. No serious business owner looking to make a profit and stay open for more than a few months would have ever dreamed of planning to NOT spend money to drive interest to their business. In fact, they would have thought they had died and went to heaven to be able to pay for traffic that ONLY targets people that are interested in their specific product...

Read More

There is little debate that mobile computing is here to stay. With more and more consumers turning to mobile devices to do business, it is imperative that web sites and your customer’s retail experience be developed to support mobile devices. With that in mind, there are some basic rules of thumb that you should consider as you design and implement your company’s mobile strategy to improve sales and conversions from mobile devices.   Your web site needs to be optimized for use on a mobile device. If you have difficulty navigating your website from a mobile device, it is unlikely that a customer is going to make a purchase. Of primary importance to your mobile site is the ability to easily and effectively search for products and services. The search function needs to be easily identified and consistently available on all pages.   Mobile...

Read More

So you’ve heard all about search engine optimization (SEO) and you want to beef up your website’s ranking in the search engine results. If you don’t have the time or technical expertise to redesign your website, you might consider hiring a consultant to help. However, if you go this route, how do you know what you are buying? Working with any consultant requires you to do your due diligence. Be sure to review a consultant’s past experience. If they are reputable, they will have no problem providing references and examples of the type of results they can provide. As you review their work, and listen to their approach, be inquisitive. Ask them how they will improve your search engine ranking.   Do your research so you know what to talk about. Make sure your potential consultant adheres to Google’s best practices. A failure...

Read More