Article Archive by Marni Weinberg

August 8 2011

What Are You Tweeting About?

by Marni Weinberg

As you can probably guess from the title, this blog post will focus solely on Twitter. If you are not already familiar with Twitter, this link from the Twitter Help Center is an excellent resource. Twitter is an ideal way of communicating information to your followers in 140 characters or less, of course. Yes, that includes spaces and punctuation. 140 characters may seem like a very little amount, and if it seems that way now, just wait until you start tweeting!  Not to worry.  A URL shortener can be your best friend. It is basically a very creative way of sharing a link without compromising as many of the precious 140 characters you are forced to work with.

So, as a company, what are you tweeting about? The amazing sandwich you just ate? No. Whether or not you loved the movie you saw last night? Try again. There are way too many companies out there tweeting about irrelevant topics that have nothing to do with their industry. Those topics may be fine for a personal Twitter “handle” but are not appropriate for most companies. Below are just a few suggestions of topics that companies could (and should) tweet about:

  • A discount or promotion offered only to your followers.
  • The mention of a new product, service or deliverable your company is offering.
  • Announcement of an upcoming event either by your company or in your industry.
  • An invitation to a future Webinar that will be held.
  • Your Newsletter.
  • Your blog.
  • Any and all Retweets that are relevant to your industry (a professional way to give a shout out to another handle in Twitter world).
  • Any industry related news.

Many companies have turned to Social Media and Twitter specifically, as a means of staying in touch with their clients and customers, which is a great medium. It is important to have a strategy in place as to how you will be presenting your company from a professional standpoint.

July 14 2011

How well does your site rank?

by Marni Weinberg

When you visit Google or any other search engine and type in keywords that are important to your business, do you see your listings anywhere on page one?   If your answer is yes, great — keep up the good work! If your answer is no, it’s time to consider (or reconsider in this case) your Search Engine Optimization (SEO) strategy. When was the last time you reviewed your website from an Organic perspective? If your site is not optimized for the most important and relevant keywords, then you will not likely show up when someone searches for them. This is not to say that all you have to do is add some content to your site and poof — there you are, #1 in Google! Sorry, but that isn’t going to happen. Unlike paid search, which can garner results almost instantly, organic search takes time, patience and a knowledgeable team of SEO Engineers, who are well versed in the industry.

First, you will need to determine where your site is lacking in terms of being “Google Friendly”. We have created a rather robust document called our Search Engine Optimization Review, which I typically like to describe as a website report card. Here is how it works: Our SEO Engineers carefully review a site and provide a detailed written analysis, complete with prioritized action items, in order to get your website in better shape for organic search. This Review will look at every aspect of a website that matters to the search engines and ultimately affects rankings. Just a few topics that are focused on during this Review: domain configuration, navigation structure, content optimization, inbound and outbound link structure and much more.

No matter which tactics you employ, be sure to always follow a Best Practices/White Hat approach. In other words, do not ever do anything to trick or fool the engines. This approach is known as Black Hat and it will backfire eventually if not immediately. If you do decide to outsource your efforts to an agency, I encourage you to dig deep into their reputation, knowledge and experience as an SEO firm to ensure that they are not engaging in any tactics that would be considered unacceptable by Google or the other engines.

June 17 2011

What NOT to do with Your Social Media Channels

by Marni Weinberg

For better or for worse, most companies have added social media into their overall marketing strategy at this point. For better, meaning they got started and are now actively engaging with their community of likes (on Facebook) , followers (on Twitter) and connections (on LinkedIn). For worse, meaning they dove into the pool without even knowing how to doggy paddle, without first testing the water temperature and without a plan. A bad combination if you ask me. Now they are barely (if at all) staying active.

One of the biggest mistakes a company can make is to begin Social Media without a strategy. Below are a few things you should NOT do with your Social Media channels.

  • Set them up and do nothing. This is way too common and is simply not acceptable. If you are not ready to embrace Social Media head on, don’t do it at all.
  • Get started with your channels and then after a month or two, just stop cold turkey. Again, if you are not ready to take Social Media seriously, don’t bother starting it at all.
  • Only engage in shameless self promotion about yourself and your company. Social media is all about engaging within your social circle and encouraging people to want to like your Facebook page, follow you on Twitter and connect with you on LinkedIn. If all you do is talk about your company and discourage interaction, you will get nowhere fast.

If done correctly, Social Media can be a highly rewarding addition to your overall marketing plan. If done incorrectly, the ramifications can potentially be damaging. Be smart and take the time to do it right and maintain an active, engaging social media existence

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