SEO & SEM — a true adventure
This week I’ve been hard at work doing keyword research for search engine optimization (SEO). I use this research not only to optimize our website, but to also evaluate keywords for search engine marketing (SEM).
I have been practicing – I say practicing because the search engines are continually changing their logarithms and there is something new to learn every day – SEO since 1999, and 11 years later, I find it fascinating how people’s search habits have changed, and how the technologies have advanced to really target messaging and analyze how people interact with the website, advertising and public relations.
What I observed this past year:
- The rise and fall, then the resurrection of banner ads – the modern-day billboard
- Social media tools have a great capacity to improve user engagement; I see this particularly in terms of conversions for one of our old economy PR programs that has found a new audience
- Translation tools, particularly Google translator, have become amazingly accurate and ubiquitous supporting expanded sharing of content; a good reminder to keep copy short and succinct, staying away from analogies and metaphors that may not translate well
- What did we do before Linked In and Twitter?
- The rise and fall, then resurrection of industrial directories as a resource for customers, and a source for excellent external links – my favorite is ThomasNet (formerly Thomas Register); the press room in particular, has been a real asset
- Google AdWords has some amazing new tools and they just keep improving their user interface; always a pleasure to use
- The increasing popularity of mobile access to websites and email — even in an old economy business like ours
The basics of SEO in terms of research, good writing, quality linking and Meta tag management have not changed, but the growth of technology has made SEO and SEM a true adventure – always changing, always amazing. One of my favorite jobs.
One more thing to know about Constant Contact…
They know how get it right.
Following my post last week, Mr. Larry Streeter, VicePresident Customer Support phoned me and apologized – but what was more important to me was that after reviewing my call records, he used my feedback to make adjustments to their customer service process. Constant Contact immediately provided a refund for services not used, no problem.
This really made my day; I treat my company’s money like it’s my own, and even though it wasn’t much money in the greater scheme of things, it is very important to me to manage the money I’m entrusted with correctly.
Constant Contact provides email marketing software that makes it easy for anyone to create professional HTML email campaigns with no technical skills. This is a huge asset, particularly for smaller businesses and non-profits to have access to high quality design and ethical list management services that fully meet Can-Spam requirements at an affordable cost.
The reason that I switched had more to do with the fact that we were ready to move up to a more technical solution, and in no way had anything to do with Constant Contact’s performance or price.
Read Larry’s comments: http://missmarketing.wordpress.com/2010/01/21/two-things-everyone-should-know-before-using-constant-contact/#comments
Link to Constant Contact website: http://search.constantcontact.com/index.jsp
Two Things Everyone Should Know Before Using Constant Contact
I started using Constant Contact in 2007 as a small business e-newsletter service provider, because, at the time they were the best value for the price. In 2009, I decided to switch because at the time, they charged for archive, had no mobile formatting, no social media tools and no A/B testing tools. That’s where my story begins.
Cancellation Policy
Unlike Google Ad Words or other typical internet business models, there is no clearly identifiable cancellation or put-account-on-hold process. I was informed by customer service that the cancellation process was included to the terms and conditions I agreed to in 2007 – wherever they are; evidently I was supposed to remember. I took for granted this information would be on the account dashboard; if it was, I couldn’t find it.
Segmentation
I stopped using Constant Contact and exported my list to Mail Chimp, my new provider. All of the segmentation was gone, a common problem.
Constant Contact Customer Service told me today that the problem is entirely my fault because I didn’t read the Terms & Conditions when I signed up and had I done so, I wouldn’t need any links on the Account page. If fact, there is no means to cancel the account.
Don’t you just love it when customer service people tell you the reason you’re having problems is because you’re stupid? Glad I switched to Mail Chimp 
10 Iconic Journalists Every J Student Should Study
What a great list for PR practitioners as well! One of the reasons I opted for the WVU IMC Masters is because it is part of the Perley Isaac Reed School of Journalism. This article comes from Online Colleges:
“What Matters Now” Good read. Great Inspiration.
At home & at work, December is my month to set budgets, goals, objectives, clean files and get ready for the New Year. A large part of doing that well, in my private and professional life, is aligning my personal values with emerging trends and set a practical direction for my choices. I must not be the only person who schedules themselves for this annual re-evaluation — Seth Godin is offering a free eBook, “What Matters Now,” an interesting collection of thoughts and conclusions from some of the greatest minds in business – both profit and non-profit.
Direct link to the “What Matters Now” : http://sethgodin.typepad.com/files/what-matters-now-1.pdf
Good read. Great inspiration.
Every Employee is a Brand Ambassador
A sponsor of this year’s Heritage Region Conference is Dulye & Co., an employee communications consulting firm. Learning about Linda’s Spectator Free Workplace™ concept was a good reminder of why employees are a key component of any Integrated Marketing Communications program – every employee is a brand ambassador.
One strategic tool in employee engagement is the ubiquitous Town Hall Meeting where the President and/or CEO of a company meets with all of the employees typically for a state-of-the-company presentation. Frequently, these meeting fail to achieve the goal of increasing employee engagement because the communication is one-way, with the leader pontificating, and employees listening in silence.
In her November 2009 newsletter, Linda Dulye invites communicators to attend her webinar, “How to Improve the Productivity of Your Company’s Town Hall Meetings”
http://www.dulye.com/free-webcast-effective-town-hall-meetings
Based on Linda’s conference presentation, I’d say this is a “can’t miss” opportunity to find out about strategies to promote 2-way communications at your next Town Hall Meeting. In fact, Linda has blogged some ideas based on President Obama’s Virtual Town Hall Meeting concept:
http://www.dulye.com/follow-president%E2%80%99s-path-and-make-your-town-halls-2-way
Employees are our most important stakeholders, treat them with dignity and respect and they will enhance your brand as your front-line customer service representatives.
Dulye & Co., http://dulye.com/blog
Tactical Transparency
Conference Day 3 — It just keeps getting better
Tactical Transparency: We opened the day with author Shel Holtz who shared his research and conclusions from his new book (currently on my Amazon Wish List), “Tactical Transparency.” Transparency is the new reality in the web 2.0 world, yet business has delayed changing their strategies to take advantage of the benefits of transparency, because the concept is frequently misunderstood.
Transparency is a requirement, because there are no secrets anymore. Today, employees are the front line of PR. Transparency is not full disclosure, there are many topics that should never be discussed in public, however, there are more issues that need to be addressed in open and honest conversations.
Here are three among many great examples of tactical transparency:
- Paul Levy, “Running A Hospital”: http://runningahospital.blogspot.com/
- Bill Marriott, “Marriott on the Move”: http://www.blogs.marriott.com/
- “Nuts About Southwest”: http://www.blogsouthwest.com/
Get the book: http://tinyurl.com/ShelHoltz
Writing for the Web: I have been writing for the web since 1995, but I picked up a lot of tips for better copy and layout in Samantha Enslen’s Writing for the Web: Secrets, Shortcuts and Strategies. Keyword: Streamline
Preparing Messages for Information Overload Environments was presented by Julie Freeman, IABC President. This presentation was a report on an IABC Foundation Research Study. Information overload is defined as “A state where more information actually reduces your reasoning and decision-making.” How well I know that! The research provides 6 principles communicators can use to improve messaging effectiveness.
Link to study (free for IABC members, $99 value): http://iabcstore.com/IABCRFRpts/overload.htm
Staying The Course While Running on Empty: Mark M. Crowley, Director for Internal Communications at Sherwin Williams wrapped up the conference with his communications strategy for Sherwin-Williams, a company deeply affected by the slowdown in the automotive market. He shared how he gets things done despite budget cuts and logistical nightmares communicating Sherwin-Williams global employees in multiple plants – we all left the lunch with new ideas on how to reach out more effectively to our employee audience.
After Mark, it was back to PA. It is always such a great feeling to get to listen to and network with the best professionals in the industry. My thanks to the Heritage Region and Cleveland Chapter for the privilege of attending the Heritage Region Conference through their Member-At-Large Scholarship fund.
I’m looking forward to our 2010 event in Philadelphia, PA!
IABC Heritage Region: http://www.iabcheritageregion.com/
