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SquareSpace, a web site publishing company, has launched a brash new promotion.

And it is paying off HUGE dividends!

Since the promotion started on June 8th, their twitter follower number has completely EXPLODED!

(more…)

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Even in the age of social media, press releases are still a great way to generate news about your business among the media and general public. Another plus about press releases is that you also can use these documents to generate content for other communication vehicles as well. Here are four tips that will help you stretch the content in your next press release.

• Expanded Focus : Most press releases cover the basics of your news topic: who, what, when, where, and why. Add some spice to your release and transform it into a short feature story for your next print or e-newsletter or e-zine submission.
• Social Media : Turn your press release into a blog post or break it up into short bursts of information and tweet about it on Twitter.
• Web Content : Fresh Web content is always a plus. Depending on your press release topic, you can turn your release into a Web Q & A with a key figure, a tip sheet, or even a free case study.
• Refresh Sales & Marketing Kits : It’s always worthwhile to let your customers and prospects know that your business is evolving. Add your releases to print and online sales and marketing kits to help tell your business’ story and to generate conversation that leads to sales.

These are just a few ways to add more bang to your press releases. Feel free to add to the list. We’d love to hear your thoughts.
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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small-and-mid-sized companies tell their story.

Popularity: 69% [?]

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Almost a year ago, I wrote a post called "Do You Twitter," which trumpeted the use of the then-new micro-blogging platform. The basic premise of this writing was that companies of all sizes and backgrounds were using Twitter to promote their products and services and engage their customers. It’s funny to look back and think that this was just the beginning of the Twitter phenomenon. Since then, the popularity of the platform has exploded. I found some stats stating that Twitter attracts nearly 14 million visitors in the U.S. alone and 6 million registered users. There also have been countless articles on the site (check these out here and here ). Amazing.

I’m still excited about Twitter, and its marketing potential for small and medium-sized businesses in particular. In fact, today I worked with one of my clients, Mert’s Heart and Soul restaurant, to launch the business on Twitter. I gave a basic Twitter presentation to the "Mert’s tweet staff" and they were happy to have another vehicle to connect with current and potential customers. Twitter also will give the Mert’s team a real-time marketing tool to promote activities ranging from special offers to recipes. I look forward to seeing the Mert’s brand grow on Twitter. This should be fun.

I’ll be blogging periodically throughout this journey to offer tips, lessons, and insights that can help other small businesses who are poised to launch on Twitter, too. If you want to launch your business or Twitter but have not made the leap yet, here are a few tips to help:

1. Research : There are countless online articles about Twitter. Use this library of information to familiarize yourself with the platform. Also, if you know of people and businesses who use Twitter, ask them for advice or jump on the site to see what they are tweeting about.
2. Strategy : Develop a clear strategy for why you are bringing your business to Twitter before you join. Twitter is essentially another marketing communications engagement tool, and you want to bring real, meaningful conversation to your community of followers.
3. Training : Train your staff on how Twitter will be used for your business and the appropriate etiquette, especially if they will be charged with posting tweets.
4. Think Value, Value, Value : Think about what value you want to deliver through the platform. What are some things that your customers/followers need and expect to hear from you? How can you extend your brand promise to the Twitter platform?

Have you recently launched your business on Twitter? If so, are there any insights that you can share from your experience? We’d love to hear from you.

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About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small and mid-sized companies tell their story.

Popularity: 51% [?]

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Like the majority of the more than half-million people who have viewed the Domino’s Pizza video that’s been circulating the web this week, I was totally grossed out during and after I watched this showcase of employee misconduct at its worst. My fears about what could happen behind the scenes at restaurants had been realized, and it wasn’t a pretty sight.

However, consumer gross-out and probably a few felony charges for the employees in the video aren’t the only thing at stake here. Also on the line is a brand, Domino’s, which thus far has enjoyed a solid reputation among consumers. Not a day goes by that I don’t see a Domino’s commercial on TV or a Domino’s delivery car rolling though my neighborhood.

Overall, I’ve been impressed by how Domino’s has tackled this catastrophic issue. They’ve spent the last few days wrestling their brand from destruction by issuing stern statements and press releases, fielding interview requests, posting video responses on YouTube, and establishing an account on Twitter that speaks directly to this crisis (among other things). I think this response and the incident in general has within it several worthwhile examples that small and mid-sized businesses can learn from as we all get used to navigating the world of social media. Here are a few thoughts:

• Recognize the power of social media : The Groundswell is real. Hundreds of millions of people across the globe are engaged in social media every second of the day, and this interaction will only continue. It’s important that everyone recognize the power of social media, and the people who participate in it. After all, it was the online community that brought the Domino’s employee video to the forefront. And, if you aren’t already engaged in social media in some way, now might be a good time for you to jump in.
• Monitor the web : Do you know your Webutation? If not, now’s the time to find out. Monitor what’s being said about you and your brand in the social media realm through vehicles like Twitter,  YouTube, Flickr, and online in general. The best part about online monitoring is that you don’t need a large budget to begin your monitoring efforts. Start off using free tools like Google or Yahoo! alerts and checking vehicles like search.twitter.com for key words connected to you or your company.
• Be Responsive : If you do find inaccuracies about your company online, swiftly respond using the appropriate channels. Like Domino’s, your response mechanisms can range from media and public relations, to posting on social media sites, to using your website, or using an integrated strategy.  Your response mechanisms will depend on the severity of the issue. All-in-all, it’s best to get a grasp on the situation before it spreads like wildfire.
• Education is key : If you haven’t already done so, invest in social media education for you and your employees. In today’s environment, even having basic knowledge of this new landscape can be beneficial to your organization’s growth and vitality. If you don’t have a budget to confer with an expert, follow blogs on the subject, find online presentations/websites/articles, or take a trip to your local library and check out a few books on the subject. It also might be beneficial to establish social media procedures for your organization that speak to how the medium will be used, employee participation, crisis response, etc.

These are just a few basic takeaways from the Domino’s case. As this story continues to play out, I’m sure that there will be more lessons that we all can and will benefit from. Are there any other lessons that should be added to the above list?

————————
About Kristina Hill

Kristina Hill is the owner of MarComm Creative Group, LLC, a marketing communications business that helps small and mid-sized companies tell their story.

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What is #followFridays, anyways?

For those of you who like to hit the bars or the clubs on First Fridays… it’s kind of like that.
Except, it’s virtually… virtual.

#FollowFriday (or #FollowFridays) started on January 16, 2009. And has become an International phenomenon (spilling into the prior Thursday, and the following Saturday, because of different time zones.)

Micah Baldwin started this trend. It works really well, and is so viral, because of three main factors:
(more…)

Popularity: 40% [?]

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Wondering why your online networking efforts aren’t yielding business results?  It could be that your networking partners are incompatible. By this I am not suggesting your associates are “bad” people but if the goal is business growth your networking partners should possess some specific characteristics.  In this, the first in a series on the fundamentals of online networking; I want to help you better recognize a compatible industry partner.

What is a Compatible Industry Partner?

A compatible industry partner is one whose products or services compliment your own.  Symbiotic relationships like these have the potential to exponentially increase your referral leads because customers will be naturally inclined to ask your cohort about the services you provide.

An Example

If you plan events for a living a compatible industry partner might be a contact at your local visitor’s bureau.  These people get requests all the time from visiting organizations looking to plan events in your back yard and if you have a trusted relationship with the bureau contact, you will be getting lots of calls.

The Bottom Line

One of the keys to generating regular referrals is being remembered.  This task is made simpler when your referral partners’ customers are compelled (vs. prompted) to make the ask. A stronger focus on incorporating compatibility into your online networking strategy just might keep you from participating in current and future recessions.

Okay, now fire up your browser, visit the Twitter Yellow Pages and locate some compatible industry partners. Subscribe to our blog updates to stay on top of this series.

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Do you find it challenging at times to come up with blog post topics?  One cure for bloggers block involves a quick visit to Search.Twitter.com, one of the better search engines for mining Twitter content. I call the site Tylenol for blogger headaches.

After visiting the site, clickthrough to the “advanced search” page.  No matter your blog’s niche, helping readers solve problems always proves valuable.  That said enter the phrase, “(your blog niche) help…”. Because blogging is becoming more important to our readers I entered the search string, “blog help” and the site returned the following results (note the blog post ideas - in red - that I came up with).

How do you find topics to fill your blog space?

———–

John Easton is a recovering corporate executive turned entrepreneur. Through his company, Eastonsweb Multimedia, John helps businesses attract the best customers using video, web and multimedia tools.  You can view his newsletter editions and subscribe by clicking here.

Popularity: 37% [?]

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The subject of social networking is still at the end of journalist’s pens and on the tips of the marketing gurus’ tongues but today I am more interested in where your engage your social media escape of choice.  I am an active blogger and Twitterer doing most of my social media work while waiting for delivery of  restaurant meals or for a movie premieres to begin.

In the warm months I can be found sitting by my favorite tennis court setting out the day’s blog post (photo above). Enough about me; tell us where you Twitter?

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                                  Image by Jeff Milner

Google social media for business and you will drown in a sea of guru advice about how MySpace, Twitter or Blogging are answers to your business’s financial woes but is social media all about the dollars?  I mean, isn’t there something more to the hype than money?

If you do social media right, I mean if you give more than you get here are just a few things your business might realize that are worth more than Benjamins.

Friends better yet, fans

Help out a social media newbie and you might win a fan for life, someone for whom your value is greater than the benefits stated in your brochure’s copy.  A fan will passionately sing your praises to their following potentially spreading the word to thousands.

Input

Large corporations spend millions on focus groups but your well tended social media tribe is a free focus group without the inherent bias of paid participants.

Defenders

If you spend your time in online communities referring business to others, extending a helping hand, adding value to conversations; your followers will excitedly defend you against naysayers and those speaking ill of you. Even if the Apple iPhone has a crappy keyboard, say it amongst the converted and watch out.

Answers

Need a web developer, business coach, marketing specialist or just need a question answered?  Simply raise your electronic hand within your social media stream and chances are someone has exhaustively investigated a solution already.

Ideas

Highly educated and diverse; the social media savvy are flat out smart and the ideas that flow will take you places you never thought to travel.  Just the other day, I followed a Twitter conversation with @jakrose about online community software and scripts and got some excellent insight from his research.

Collaborators

Your online community affords you ready access to capable and willing individuals to partner with on business projects.  If a deal you are going after requires a skill that you don’t offer, reach out to your community and you are almost sure to find a skilled associate.  Find a guest blogger or pitch your know-how for another’s blog, the collaborative opportunities are many.

Referral Partners

Share leads with others within your social networks.  This works particularly well in online spaces as these people are connected to larger communities of nodes who can spread the word about your business at click speed.

The bottom line here is never to forget the “Social” in social media. The quality of one’s life can be measured by the depth of relationships.

———–

John Easton is a recovering corporate executive turned entrepreneur. Through his company, Eastonsweb Multimedia, John helps businesses attract the best customers using video, web and multimedia tools.  You can view his newsletter editions and subscribe by clicking here.

Popularity: 37% [?]

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Let’s face it if your website visitors don’t make it beyond your home page you have little chance of landing the big deal, selling your next product or meeting whatever goal you have established for your website.  Going on about how great you and your company are just won’t cut it; so how do you pull in those elusive eyeballs?

Educate Visitors

Blogs, online forums, articles and newsletters are great tools to help visitors understand how a family of products or mix of services can help them.  Everyone wants to do business with the expert and adding learning tools to your site will position you as the resident expert in your niche.

Add Decisioning Tools 

People browsing the web, especially shoppers, go through a process to select the right product or service.  Use your site to simplify this process and shoppers just might choose or better yet refer you.  Expert and user ratings, calculators, “most popular” list, etc. are great tools to aid the decisioning process.

Be a Resource

Most of us don’t have the time, expertise or inclination to engage in exhaustive web research.  Why not do the heavy lifting for your site visitors.  Become an aggregator and filter of relevant information for your visitors.

Build Community

Combining all of the above website features into an interactive online discussion where you and your associates share thoughts with vs talk at your visitors will create a sense of community that will motivate visitors to return and bring others along for the ride. Create and promote an online forum, weave in Twitter discussion content, start a blog, help a charity…all of these tactics can become part of your online narrative. 

The relative ease with which people can create a web presence has created a lot of noise in your channel.  To rise above the chatter your site must be relevant beyond just marketing speak.  You will win by making your site more about your audience and less about you. Okay, I’m done; get to work!

———–

John Easton is a recovering corporate executive turned entrepreneur. Through his company, Eastonsweb Multimedia, John helps businesses attract the best customers using video, web and multimedia tools.  You can view his newsletter editions and subscribe by clicking here.

Popularity: 30% [?]

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