Lorrie Thomas
Marketing Is About Relationships, Not Sales

Marketing is not just a means to make sales. Marketing creates and cultivates and relationships.

There is a big difference between a transaction and a relationship. A one time sale has to be replaced with another one to keep a business alive. You have to start the process over and over again to get one result. A relationship can grow and refer you to other relationships. Marketing that matters will get you the results you want.

The next time you wonder if it’s worth your time to blog, post to social media, send a personal thank you card or go the extra mile to offer great customer service, remember that all of this is part of the marketing puzzle.

While the world of web marketing is highly techy, remember that being high on personal touch will set you apart from the competition.

 

Lorrie Thomas
Do You Have The Keys to Your Website?

Whether you make your own website updates or not, you still need the keys to your website.

Do you have the FTP Login? Blog Login and Hosting Login details?

I’m not saying that you have to make your own website updates, you just need to have the keys to your site. Shoot, I don’t cut my own hair or do my own auto repairs – I go to professionals for that!

The keys are KEY in case something goes wrong. For example, we got a 911 call from a client – his site was down. We built the site but a small, independent web firm was hosting it (which we did not recommend, but the client wanted to support the business owner, a friend of his). When the site went down, his friend was MIA for over 24 hours. Because we had the access to his domain registrar and the keys to his site, we were able to get him to professional GoDaddy hosting in a matter of an hour.

Savvy companies have savvy marketing support on their side, but they aren’t handcuffed 🙂

It’s a healthy exercise to make sure you have in your files updated FTP, blog and hosting logins.

If you don’t have access to your site, blog or social media and your web marketing people won’t give it to you, that’s a problem…..

We can talk you off the ledge if that’s the case….

Lorrie Thomas
Content Marketing That Multitasks – The How-To Hire Article

One of my favorite content marketing pieces that I advise my service-based business clients to create (or create for them) is the “how to hire” article. No matter what industry you are in, there are things that you know potential clients should ask when interviewing service providers, but may not know to. These questions and the answers can help a lead see you as the right choice faster and spare them from hiring the wrong company. The How-To Hire Article multitasks in three main ways.

Visibility. The title of a “how to hire” article usually has your profession name in it and sometimes your geographic location, helping to pull in searches. Title examples:

  • How to Hire The Right CPA
  • Hiring an Austin CPA for Your Business
  • Questions to Ask Before Hiring a Stylist
  • Ask These Three Questions Before Hiring a Wardrobe Stylist
  • What to Ask Before Hiring An Atlanta Web Marketing Company

Little easy titles, simple post to write, big online marketing asset. These questions kick off your article and when used in in the meta title and the url and the body of the text, the content might be picked up by a potential client searching for your services too. We call this “pull marketing” since the content pulls a prospective client in versus having to “push” ads to help generate visibility.

This content marketing piece can also be something you post to social media from time. We are big on reposting great content! Recycling is great for the planet and it’s awesome for your content marketing too!

Credibility. A client of ours has been creating content for a third-party industry publication that is very well known in his niche. He emailed us saying he had a huge potential client lead and that client was interviewing other people before they made a decision, a smart thing for a consumer to do. When he sent the after-meeting follow email, he included a line in the follow up email along the lines of:

As you interview other ________s, my recent article on titled How To Hire A __________ will serve as a great reference. It includes what to look for, questions to ask and more.

Any service professional can be an expert…you become the authority a client wants to hire by owning your awesomeness…owning your awesome is accelerated when you author content. In the word authority is the word author!

When my team and I are supporting Web Marketing Therapy and Wild Web Women clients, our work includes online PR, pitching our clients to journalists who are looking for expert advice to fill an article they are working on. My clients who do active content marketing make the cut 90% more than a non-content creating client does. Why? Simple. We can either pitch the writer referencing content that is already on the website (how’s that for multitasking marketing?) or if the client gives expert advice, we can turn that advice into content (yay, way to repurpose effort) and lastly, we can say ________ writes extensively on the topic of ______ as you can see on her website and blog (include link) which shows the client can talk the talk, but also walks the walk.

Sellability. When you actually SHOW what you KNOW it can help reinforce someone’s decision to hire you. Anyone can say they are the best choice, but when you actually document what you know, it reinforces this knowledge to the potential customer and to yourself.  

I coined the term MarkEDing® with my clients to help convey an ethical, effective and an easier approach to marketing. In a short 7 minute talk, I explained the concept of MarkEDing, how it works in today’s influence economy and how it can give everyone regardless of income, size or experience the power to have a place in business. (It’s worth a watch, fun and funny but will make a mark on your marketing brain!)

The wonderful, wild web world has taken the elitism out of marketing and allows service and product providers to market in a way that could never have been done before. MarkEDing is not about touting your products and services, it is about educating your current and prospective customer.

Take the time to write that “How to Hire” article. It will be a therapeutic exercise to reinforce your distinction, selling power, knowledge and will multitask for your marketing for years and years!

The fabulous thing about content marketing online is that the effort builds and compounds over time…a good investment for your visibility, credibility and sellability!

Virtual marketing hugs!

wildwebwoMAN
Web Marketing Tip: Update Your Facebook Header

You may have noticed recently that your Facebook header cover is cut off on the sides when your page is viewed on a mobile device and be saying to yourself, “but I created it in the recommended 828 x 315 pixel size.

The reason: Facebook changed the display size for mobile last year so the trick is to make your header cover image much taller than the recommended 828 x 315 pixels.

To get everything to display in the proper aspect ratio, create an 828 x 464 pixel file with the understanding that 75 pixels on the top and bottom will be cropped off when viewed on a desktop (so keep what is in those areas benign).  Also, know that Facebook no longer overlays the profile image in the lower left-hand corner (it’s displayed on a sidebar now), so use that area for content if applicable.

Finally, remember to upload your file as a PNG file for better resolution by avoiding image compression.

Anne Orfila
Web Marketing Tip: Are Your Facebook Posts Getting Seen?

Recently while visiting my client’s Facebook page, I noticed that Facebook changed their page layout. Instead of seeing posts up high like I was before, I was scrolling really far down to get to their actual posts. I was seeing “Services”, “Appointments”, “Videos”, “Events” and so much more until I finally came to their “Posts”. Here is a screen shot of the actual line-up:

Are Your Facebook Posts Getting Seen?

While it is beneficial to have information (such as “Services”) and options (such as”Request an Appointment”) on your Facebook page, I still think “Posts” at the top of the page serves the greatest benefit. Why? Because Facebook is about connections, not about business hours or Instagram feeds (you can find all of that elsewhere – on Yelp! or on the business’s website). People want to see what’s going on when they log on to your Facebook business page and here is how you can adjust your Facebook page so that your posts are seen at the top.

Don’t stress! It’s an easy fix – here’s how to optimize this!

Go to SETTINGS and select EDIT PAGE (on the left menu). The screen will show up and look like the above list. Use your cursor (click and drag) to re-arrange your menu to your heart’s desire. (Which, in my case is “Posts” at the top!)

Happy Facebook-ing!

Lorrie Thomas
Define Success On Your Own Terms

When I support entrepreneurs with web marketing at Web Marketing Therapy or work with women on their web-based businesses though Wild Web Women, I’m often reminding these wonderful passionate professionals to stop comparing themselves…

You CANNOT compare yourself to others! 

The sooner you break down the habit of comparing yourself or business to others, the sooner you will start to pave our own path and see business breakthroughs.

“Define success on your own terms, achieve it by your own rules,
and build a life you’re proud to live.

– Anne Sweeney