In most enterprises, PR generally focuses on creating a certain image or viewpoint about a company or its products. In doing this, PR departments seek to get coverage in print media and develop relationships with thought leaders and influencers in the company’s market space. The general purpose is to build the brand, resulting in increased interest in the company’s product or services. This is a good classic definition of what a public relations group does. But in today’s Internet environment, the opportunity exists to get a lot more out of the PR department. This is especially true in large enterprises where the PR team can have extensive contacts and relationships with key people throughout the industry. With a little tweaking of the approach, these contacts can be leveraged to have a large impact on SEO and social media alike. This requires a certain amount of change in the way that PR is done, but the payoff is huge. Sadly, in many enterprises this is not being … [Read more...] about How To Leverage Brand PR To Drive SEO & Social Media
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Fact: All businesses, large or small, want to save money wherever they can. I understand this. I sympathize with this. What I don’t understand, however, is why so many businesses try to take the cheap route and cut corners in their online strategy— and then are dumbfounded when they get scammed/receive terrible results/get blocked by Google. I know how devastatingly costly it can be to launch, maintain, and grow a business. But there are certain aspects of building a business where it’s never okay to cut corners. You wouldn’t hire an inexperienced, too-cheap contractor to build the building. You wouldn’t buy discounted, bruised produce if you owned a restaurant and you wouldn’t buy day-old bread for your sandwich shop. So why would you trust your website and your online reputation—the very first introduction your customers will have with your business — to an inexperienced amateur or a too-cheap scammer? In life and online, you get what … [Read more...] about The Hidden Cost Of Cheap SEO & Social Media Labor
The peppered moth (Biston betularia), once white with black spots, faced a strange challenge in London during the Industrial Revolution. Buildings and trees, stained with soot, turned black. The light colored moths could no longer hide against this backdrop, and were eaten up by birds. But some peppered moths survived — by turning black themselves! To survive, you must adapt and change with your environment. Otherwise, you’re dead. That’s the powerful lesson business owners, marketers and entrepreneurs can learn from a humble moth. The Times, They Are A-Changin’ A major shift has taken place that alters the way you’re doing business online — and offline. It has to do with social media, SEO and public relations (PR). Ignoring their impact on your marketing is suicidal. Weaving them into your strategy can be transformational. Let’s talk about why you mustn’t merely include social media, SEO and PR in your existing business and marketing, … [Read more...] about You’re Dead… If You Don’t Integrate Social Media & PR Into Your Local SEO Strategy
I recently presented at SMX East on how SEO and Social teams can no longer operate separately. Why? Because social media is playing an ever-more important role in SEO, and it has the potential to be disruptive to the status quo. Everywhere I turn, I find examples: personalized rank results, results with rel-author that display in Google search more prominently, and recently, # searches that incorporate G+ hashtag queries as part of the Google search experience. The Value Of Aligning Search & Social Traditionally, SEO has focused on content, website architecture and linking. These areas of focus are still critical, but as social media gradually becomes more important for SEO, it’s also about identity, relationships and content. Identity-based signals can potentially include agent rank, relevancy and the engagement graph. Quality content, on-page relevancy and on-page optimization signals are all still important. Plus, the impact of relationships can be clearly seen in … [Read more...] about SEO & Social Media Alignment
We all remember from Marketing 101, that the ability to measure the effectiveness of marketing activities and calculating ROI is imperative to a company’s go-to-market strategy. While it is quite easy to measure ROI with most traditional marketing channels like print, radio and even search marketing; it’s much more difficult to measure ROI from social media marketing. In fact, just a few months ago; Comscore announced a research and development initiative that is designed to provide comprehensive measurement of conversational media such as blogs, wikis and community-driven social media sites. Unfortunately, we all know that Comscore studies can take anywhere from 6 months to 2 years to complete; and most marketers probably don’t have that time to wait. So, here are a few things you can do today to measure the effectiveness of social media. Standard ‘Engagement’ Metrics In most cases, if you are leveraging social media, you are driving traffic back to your … [Read more...] about Measuring Social Media Marketing: It’s Easier than you Think!