Marketing Encompasses More Than Digital Outreach; Don’t Neglect Other Outreach Vehicles

April 26, 2016

ID-100391020

With all the current emphasis on digital marketing, it can be easy to overlook other outreach avenues. And that can be a big mistake. Yes, it’s important to have a strong, cohesive online presence. (See my previous post An Online Presence is No Longer Enough for important elements of online marketing.) But – is this where the majority of your customers will find you?

Consider the following marketing vehicles:

  • Consumer press (online and print)
  • Trade press (online and print)
  • Press releases
  • Advertising in trade publications or local or national newspapers
  • BillboardsID-10093559
  • TV and radio advertising
  • Company magazines or newsletters
  • Company brochures
  • Events
  • Invitations
  • Postcards
  • Posters
  • Speeches
  • Mailings
  • Joining business or industry or local organizations
  • Networking events
  • Fundraising events – yours or other companies
  • Conferences
  • Product demonstrations
  • Classes
  • Word of mouth
  • Company shirts or hats or mugs

These are just the first ones that come to mind; you can probably think of more. Depending upon the size of your company, perform some analytics or do a simple survey to determine the best way to reach your customers. You also need to look at your demographics. Generally speaking, older customers are not online as much as younger customers. You might be surprised with what you find, and you might need to adjust your marketing strategy.

1st Image courtesy of everydayplus at FreeDigitalPhotos.net — 2nd Image courtesy of pat138241 at FreeDigitalPhotos.net.


Keyword Proliferation – not just meta tags anymore

September 21, 2010

The notion of a “keyword” first came to my attention over a decade ago when I was building my first web site. Among the metatags, it was important to put keywords so search engines could/would index your site.

At that time, the sort of informal rule was to use less than 30 keywords (or maybe it was 50); if you used more than that, the search engines “would be suspicious” and you might not get the results you wanted. I put 28 keywords (or maybe it was 48) in the code of each page, not just the home page. Obviously, I was looking for as much exposure as possible. Some people laughed at me and thought I was overdoing it. To me, it was much better to have 28 keywords for indexing than just the 8 or 10 words the others had.

Fast forward to the year 2010, and it’s now necessary to put keywords in most everything.

Usually the top recommendation for optimizing your Linked In profile is the propitious use of keywords. The search function works by keyword, so you need to decide what keywords a potential employer may search for, and include those words in your title, status and profile.

Many employers now review resumes electronically, and if you don’t have specific keywords, a live person may never see your resume or cover letter. Again, you need to focus on what words hiring managers may use.

When I started my blog recently, I hunted around until I found the place to put keywords. In the case of my blog, my keywords are for people interested in the topic(s) about which I’m writing.

Press releases used to be just for the press. You sent your news directly to the reporter or producer or to the wire services. If you put your press release on your web site, it was more of a courtesy than a real marketing tool.

Now, releases can be and are often viewed by the public in addition to the press. As it becomes more and more common to turn to the internet first for information, you need to include keywords in your online communications, such as news releases. Think about what is of interest to your customers. What could they be looking for that you offer?

Twitter, I would suggest, is all about keywords, since you have a limited number of characters through which to broadcast your message.

The bottom line is if you’re interested in promoting your business, you need to think long and hard about the appropriate use of keywords. If you are well versed in the subject, you’ll unconsciously include appropriate keywords as you write. However, it’s important to look at the piece before you publish it and identify the keywords. When you do this, you can decide if all the necessary keywords are included or if you should add more. It’s much easier to write, and then go back and substitute a few words, than it is to try and write something with a whole list of words next to you to include. It’s too stifling that way.

So if you’re trying to catch the attention of a certain audience, as most of us are, you need to add another step to your writing process:

1) Write/edit/check sources

2) Add keywords

3) Proofread

4) Publish


Proofreading: Top Do & Top Don’t

September 13, 2010

You’ve spent days or weeks writing your very important document, and it’s now time to publish it. But first it needs to be proofread.

Since you’ve spent so many hours writing and re-writing your document, you’re not the best person to proofread it. When you read things over and over, you tend to almost memorize them, and you’re less likely to see mistakes. You know what it “should” say, so you can even fill in words in your head that aren’t actually on the paper. This is especially tough for speed-readers, who can’t slow down their reading enough to catch mistakes. Some speed-readers routinely skip the smaller words; other speed-readers skip many more words.

If you have time, set it aside for a day or two, then take a fresh look at it. Or if you’re lucky, you have a proofreader in-house. Most of us don’t.

My solution? Read it backwards – out loud. And spell the words.

For example, if the sentence is “The sky is blue.”, read as follows:  blue, b-l-u-e, is, i-s, sky, s-k-y, the, t-h-e.

Proofreading backwards is very time-consuming, but it will catch any spelling errors or typos. It will not catch grammatical errors. I first learned this proofreading technique when working on technical journals.

You can also have someone read the document to you  – either backwards or forwards. For example: The, capital t-h-e, sky, s-k-y, is, i-s, blue, b-l-u-e, period.

Obviously, if you’re reading forward, you are more likely to catch grammatical errors.

And don’t, don’t, don’t rely on your computer’s spell checker and grammar checker. Use it as one tool, but don’t use it as your only tool. A spell checker can’t tell you if the word should be “too” or “to”. It won’t tell you if the word is “there” or “their”. The grammar checker may catch some of these words, but it won’t catch them all.

You may also want to REMOVE some words from your spell checker. For example, if you use the word “gape” frequently but have mistakenly typed it as “gap”, remove “gap” from your spell checker.

I learned this lesson the hard way.  Hopefully, after reading this post, you won’t.


%d bloggers like this: