Point of Entry Marketing

social media

PeterShankmanGot a minute? Then click here to watch one of social media guru Peter Shankman’s "Brand in 60 Seconds" video. It’s a quick little piece on why your company's social media efforts should always focus on your readers and current or potential clients – not you.

Once you watch the video, visit your company’s social media pages and browse the last several posts. Are they merely about an award you won? An event you’re hosting? A new product you’re offering?

Instead, consider a post that shows how winning the award will benefit your clients, what visitors will get out of attending your event, and how that new product will benefit your customers.


SEO_200Search Engine Optimization (SEO) – the process of increasing the likelihood a web page will be found via Internet search engines - used to be all about adding specific keywords and phrases to a page as many times as possible. According to the theory, the more often the keyword was used, the higher the page was likely to rank.

This approach led to long paragraphs of extremely repetitive copy written only to attract search engine spiders, not for human consumption or understanding. But now, according to, almost 85% of what determines how a web page ranks in a search engine is actually based on factors other than keywords and phrases.

This doesn’t mean that incorporating keywords within website copy isn’t important; it’s just that SEO involves more now, like the authority of your domain, what web surfers think about your content, links leading to and from your website, and the relevance of your content.

To optimize a site these days, you’ll need to write compelling content, share your information through social media platforms, link your site to others, establish yourself as an authority within your industry or market, and earn the trust of your visitors.

To do this, make sure you are:

1. Creating eye-catching and descriptive headlines.
2. Providing quality content that gives readers tips, how-to hints, and other information.
3. Including videos, links and social media feeds on your website that help keep your pages fresh and new, whether you’re changing your site’s written content or not.
4. Utilizing link building.
5. Writing easy-to-read copy that includes subheadings and bulleted lists.

Successful SEO requires an ongoing commitment. If you don’t have the time, skills or resources to take on the job yourself, have a qualified website marketing company do it for you.


Thats_How_Social_Media_WorksThough Twitter and Facebook have been staples of the social media scene for several years now, many small businesses haven’t yet figured out how to leverage these platforms to communicate with their audience, develop their brand and, ultimately, drive sales.

But research shows that more and more people are making purchasing decisions based on things they read in social media. So, what’s a business to do?

Think about how you use Facebook. You may put up with the random ramblings of your friends, but when it comes to companies that post nonsense or information that’s irrelevant to you, you’re probably more likely to reach for the hide button.

On Twitter, the relevance and accuracy of your information is what makes your audience want to share your content. And, as with most other marketing tools, it takes time and consistency of message - not a hard sales pitch - to make it effective for your business.

Take a note from Gary Vaynerchuk (@garyvee). This is an excerpt from his book The Thank You Economy:

“When I first started Tweeting, I had no brand recognition; no one knew who I was. To build my brand, I started creating conversations around what I cared passionately about: wine.

I used…to find mentions of Chardonnay. I saw that people had questions, and I answered them. I didn’t post a link to and point out that I sold Chardonnay. If people mentioned that they were drinking Merlot, I gave them my Merlot recommendation, but I didn’t mention that they could buy Merlot on my website.

I didn’t try to close too early, like a nineteen-year-old guy; I made sure to invest in the relationship first. Eventually, people started to see my comments and think, “Oh, hey, it’s that Vaynerchuk guy; he knows Chardonnay. Oh cool, he does a wine show - let’s take a look. Hey, he’s funny. I like him; I trust him. And check it out: he sells wine, too. Free shipping? Let’s try a bottle of that…” That’s what caring first, not selling first, looks like, and that’s how I built my brand.”

And that’s how social media works.

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