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"How to
" are two words that end up in search engines quite frequently. The Internet is 100 percent information transmission someone has something to share, and others have things they want to gain. The how-to phenomenon exemplifies this dynamic like few other events can. People no longer have to go out to the store to get a book on car maintenance or pot roast recipes they just hop online and grab the information for free.
Ah, but thats not to say there's no money in how-tos. How-to...
Brand Management - Retweets and Viral Marketing
Twitter's strengths as a messaging service come from the fact that the messages are short, and the service is easy to use. If someone can type within the character limit and handle a few basic concepts, Twitter is actually easier to use than many instant-messaging clients, and doesn't even require an install on a computer.
An example of these basic concepts is the retweet, which is sending a tweet one likes or approves of to her list of followers. Retweets account for a lot of Twitter traffic,...
Brand Management Success Story - "I Can Has" Branding Success?
There is really no other way to say it: Sometimes the weirdest things become branding superstars. For example, begun as a trend on assorted forums and message boards, humorously captioned pictures of felines made $2 million in 2007.
Yes, you heard that correctly! Pictures of cats in amusing poses with badly-mangled English captions in the vein of "I can has cheezburger?" or "Y dat fud on fyr?" proved so popular that the most central blog hosting them was purchased by an investing company for a...
Brand Management - 5 Opt-in Methods
A big aid to the success of any online business is those customers paying attention to the site and its messages, including e-mail and newsletters. People who are following your progress on a regular basis are receiving more exposure to your product, and are more likely in the end to purchase the services or item you're selling than someone who just chances across your site. Thus, one of the many metrics set by businesses is a high number of followers they can reach via such contact...
5 Reasons to Hire a Ghost Producer For Your Video Content
The principle known as the division of labor argues that when people have sufficient resources available, they begin to specialize in different tasks, allowing more complex and profitable work to be done. The industrial revolution was based on this principle as machines were provided that reduced the number of farmhands needed to grow crops, jobs requiring mechanics for the maintenance of these machines arose. More people were available to work in factories, which became increasingly...
Brand Management - Four Ways to Cross Pollinate Your Blog
While using single marketing tools can be revolutionary and powerful, combining multiple tools really brings out the best in each tool. Wheels are tremendous things, air conditioning is wonderful and everyone loves a comfortable seat, but simply having all three isn't the same as having an automobile.
The same holds true of an online branding campaign. If you treat it as a bunch of distinct tools, you will gain some effort from it, but not as much as if you combine all these elements into a...
Not Your Grandfathers Press Release
Sometimes the various means of branding a business overlap. Blogs, video archives, promotional pages, the online press room and press releases all seem to bleed into each other without distinction. So what is it that makes any one element distinct? Fortunately, there are ways to separate each element, if some consideration is given to the role of each in the greater branding effort.
In the case of press releases, it can sometimes seem that the brand's blog already addresses the issue. The blog...
Building Brand Identity: The Shining Success Of Penny Arcade
As brands go, few are as successful as Penny Arcade. Begun in 1998 as a web comic focused on videogame culture as seen through the eyes of the writer and artist, it has grown into a cultural touchstone and an example of how a brand can develop from humble roots into a true powerhouse.
Penny Arcade began as a comic focused on gaming jokes and little else. It made humorous references to the difficulties of console and computer gaming alike, made early commentary on the Mac vs. PC war and...
Online Brand Management - 5 Benefits of Viral Videos
Viral video is simultaneously the most entertaining and the most infuriating element of online marketing. Lets clear the air quickly: No one can promise you a viral video success. Ever. Viral videos succeed because the audience likes them and spreads them on to other people. If the audience doesn't get it, the video doesn't go viral, and there is nothing that can guarantee the response you want.
That said, there is every reason to continue developing video content with the aim of going viral....
Building Brand Identity - Five Reasons Your Blog Needs a Ghostwriter
A ghostwriter is any writer who creates content for a project that will be presented under another name. As you are traveling in a bookstore, you might marvel at the sheer volume of works certain names such as Tom Clancy put out. In many cases, these books weren't written by a single writer but rather many and then published under the big name. This arrangement is a good one for many writers, as it allows them to get work and valuable writing experience, while also benefiting the larger name by...
Building Brand Identity: How Wikipedia Defines Branding Success
It is instructive and inspiring to take a look at the people who have succeeded in your field. Whether it's an attempt to learn from their mistakes and victories or just a pause to reflect on the admirable accomplishments of another, studying the work of those who've set the benchmark can inspire reflection and spur us on to greater heights.
The world of branding success stories is one of the most fickle, given the rise of the web. Every day, there is more new information generated and...
Creative Conjuring For Your Writing Team
Let us suppose for a moment that you have made the decision to hire a permanent, in-house writing team as opposed to seeking out writers on a more per-contract basis. The advantages of this decision are numerous, of course for one, you get to grow a team with a focus on your business so they grow more and more aware of it as time goes on, benefiting from long-term exposure to what you have them writing about.
However, now that you've got them, what's the best way to maximize their...
Building Brand Identity - Tag, You're It
Taglines are difficult things to pin down. Some taglines have a certain force, a certain efficacy that makes us remember them years or even half a century later. The best ones even stick in our minds long after everyone has forgotten what they were originally for. "Reach out and touch someone" remains a well-known expression today, despite the fact that it originated as a slogan for AT&T back in 1979.
However, it's also all too easy to put out a tagline that ends up being derided as clichι....
Online Brand Management - Deliver the Best of Your Brand With an Online Newsletter
Many organizations are replacing their hard copy, dead-tree-edition newsletter with an email publication. Emailed newsletters have the benefit of requiring fewer resources, going out faster, reaching a wider audience with less effort and being easier to correct if a mistake slips in. However, many of them end up being ignored just as much as their physical counterpart.
Every interaction designed for a brand, whether print, online or face-to-face, should be something that advances the brand's...
Online Brand Management - Follow the Tweeter
No one with any degree of sanity can safely dismiss the impact of Twitter. Everyone of note is using it, as are about half the people who aren't of note. Most of the latter category are either watching the people who are of note, or doing their best to become one of them. Other social media services may have equal popularity, but none has changed the fundamental way people communicate as much as this little service that forces them to compress their thoughts into 140 characters or less.
Follow...
In Their Own Way: Stories of Online Branding Success
One of the most important elements of any venture is inspiration. Humans like to have heroes or idols to look up to, people to examine and hold up as the best examples of success. It is reassuring on a very basic level to be able to point to someone and say; They did it, so I know it can be done.
With that in mind, consider the following web branding success stories. These are not the names that are usually thrown about, like YouTube or Facebook. Rather, these are people who have developed a...
Almost There - YouTube and Social Networking
Innovation doesn't wait for anybody. It's a constant, vital force, thriving on new ideas, new interpretations of old ideas, and a deep desire to understand the next important step. This generation has been defined by its technological advances, and the creation of a global society on the Web. This society is as complex and dynamic as any physical city or province, and has become the important battleground of ideas for the foreseeable future.
YouTube has played a vital part in this process...
Building Brand Identity - New Tools Demand New Methods
Military students often learn of a certain mistake that a commander can make: fighting last years war with this years tools. The lesson is that it may not work to use the newest techniques and technologies as a way to do the same old thing more effectively, when the answer instead might be using new tools to foster an entirely new approach. The concept holds true in many fields, especially in the discipline of social media marketing.
The Internet and the Web are incredibly powerful tools,...
Social Media Marketing Agencies
Experts exist for a reason. For example, there are many tasks the average car owner can perform on their own with a little practice; they maybe can change the oil, replace brake pads, tune a few elements. But in many cases it's far more efficient and effective to let an expert dig into the heart of the machine to make it really purr.
Marketing has its own experts, for every conceivable aspect. Entire businesses are founded on the effort to market a product to a client, and there are people who...
How to Avoid Four Surefire Ways to Kill Your Brand
There are no guarantees of success when developing a modern brand. There is no switch that will pour out money, there are no stunts that will automatically create attention, and there is no how-to manual that, if assiduously followed, will assure your brand's place in the annals of the great Internet legends. Brands are driven as much by the customer as they are by the originator, and the customer doesn't always want whats being sold.
That said there are certain behaviors and practices that...
Building Brand Identity - Marketing With Twitter
Twitter, the nets networking success story, is intriguing and intimidating because of its message limitations: they can be 140 characters, and no more.
This is to say; each message sent on Twitter can be no larger than the previous sentence. Not an additional letter, space, period or dash can be added. These limitations have proven to be the greatest asset and the greatest challenge for people trying to use Twitter for any number of purposes.
On the advantageous side, the short messages have...
Brand Management - Four Options For Focusing Your Newsletter
Recently, the Brandsplat blog took a look at the basics of newsletter writing. We covered some material that we've stressed time and time again: make sure the content is well written, pay attention to presentation, and tie it into the brand without going by rote. This is part of the Brandsplat message that quality always matters, and that every venture put forward should return to the same basic principles. Building on these lessons, this article highlights specific ways that a newsletter can...
Online Brand Management - Optimizing Facebook
We've previously discussed the Web's amazing tendency to take very good ideas and adapt them to techniques largely unrelated to their original intent. Nowhere is this more currently prevalent than in the realm of Social Media Networking.
SM sites were intended to allow people to present a profile and keep in touch with interested parties. In essence a combination of email and webpage, they exploded in popularity with the sort of overnight success prevalent on the Web. Of course users drive...
Online Brand Protection: Don't Get Crazy
Previously we discussed some of the issues surrounding the protection of your online brand. It is true that there are people out there who intend to misuse and abuse brand associations that others worked hard to create, and there are steps to take to limit them. After all, hard work should be protected, and there's no reason to let someone trash your brand just because you didn't consider every single eventuality.
However, there is such a thing as overzealousness. Planning ahead is good, but...
Online Brand Management: Brand Protection Basics
One of the greatest strengths of the Web is that it gives everyone with a connection the ability to publish content, period. Anyone can register domain names and build attendant webpages, often for what amounts to a pittance. Some domains cost as little as ten dollars to register, or less if the buyer wishes to bundle the purchase of several names at once. Naturally, this flexibility has attracted the attention of people with less than honest motives for their efforts.
Like it or not, there...
Hitting Your Stride: Four Keys to Timing Your Blog
There are a number of important factors that go into the production of a first-class blog. Quality of content, the layout of the page, how best to integrate video, formal versus informal tone, each of these is a decision that must be made during the creation of the project. That all comes before more esoteric concerns, which include the integration of meta tags, link building, traffic generation, and keyword/SEO implementation.
Yet underlying these important issues is one that many people...
Online Brand Building - Do You Need a Social Media Newsroom?
Curriculum vitae, work experience, references, skills inventory, resume: all describe a source of information where people can condense the vital information about themselves into a single document for interested parties to examine. The idea is giving people an overview they can sort through in order to weigh your merits and strengths against their needs, as well as to get an idea of how you present yourself.
This concept has been adopted for the web in a number of ways, but none more unique...
Online Brand Protection - Must-Know Tactics to Safeguard Your Business
Intellectual property, trademarks and copyrights--if you are in business, you probably know what these are and how important they are. However, an online business has additional factors that must be considered to protect its brand within the Webs wide exposure.
What follows is an excerpt from a Brandsplat Video Report in which Brandsplat CCO Enzo F. Cesario interviews Daniel Greenberg, director of domain name management and online brand protection for Lexsynergy. Greenberg is also a practicing...
Online Brand Building by the Numbers
In the process of building your company's online brand, you're going to have to deal with a veritable ton of information. We have discussed how the practice of Web Analytics can quantify all manner of data such as number of users, the location of visitors, and changes over time, all intended to allow you to analyze your brand's performance. However all the information in the world isn't going to do your online marketing efforts a bit of good if you aren't able to measure it against carefully...
Social Media Management Setting Your Sights On The Right Sites
One of the most amazing features about the Web is that it allows many people to take advantage of features they did not originate. Livejournal, Twitter, Digg, Reddit and each of the many other Social Media sites were proposed and implemented with a relatively small cadre of people, yet thousands of businesses are finding ways to use these sites for promotion and improvement every day. These sites allow for communication with the nearly captive audience that is any business' dream.
Of course as...
Beyond Grammar: Easily Avoided Copywriting Mistakes
No system is perfect. There are always flaws and breakdowns that will occur, for any number of reasons. This holds true in the world of online marketing and especially in the realm of the most common web practice, copywriting.
Now we are not talking about the obvious mistakes here. Errors of grammar, syntax, spelling or revision are fairly obvious and can be averted with a simple double-check by running your article past a colleague for critique. This article addresses broader errors of...
Why Your Web Presence Needs Video
Since the middle of the last century, mass media has been largely defined by video content. Television supplanted radio and newspapers as the dominant form of mass communication, and the main reason the Internet began as a text-based medium was the limitations of processing and connection technology. Thanks to broadband and high-powered video cards and processors, video is once again taking its place in mass communications.
YouTube became the fourth most popular website in the world within a...
Getting a Web Presence - Six Reasons to Go Cyber
Saying that the Web is complicated is like saying that football is aggressive. Web trends come and go, with success stories and disasters wrestling for attention in the public eye. Sometimes people get it, and you have an amazing case like the advent of Twitter. Others miss the point spectacularly, such as CNNs short-lived series where newscasters read excerpts from blogs.
With so much coming so quickly, its no surprise that some people are hesitant to expand their business into the online...
Ten Video SEO Tips
Within one year of its launch, YouTube became the fourth most popular website in the world, and is currently a multi-million dollar enterprise. This fact alone should explain the utter relevance and power of video content to the modern Web. Widespread broadband internet access, increasingly capable video recording hardware and editing software, and high-capacity data storage have conspired to convert the web from predominantly text-based to an increasingly audio-visual phenomenon.
Since people...
Email Marketing Three Keys Before You Hit Send
Unfortunately, the first word that pops to mind when many people mention email marketing is 'spam.' The junk mail of the modern era, spam is frequently held up as an abominable combination of inconvenience and social evil, with spam blockers and anti-spam petitions filling the news online and offline. Of course, this means legitimate email marketing campaigns can get lost as weary consumers indiscriminately flag all marketing material as spam just to keep their inboxes clutter free.
How then...
Article Writer - Do You Need One?
Content is king. Your web presence needs content that your audience will be interested in, period. People go to websites for the content they provide. They read web comics for amusement, visit consumer advocacy sites to inform themselves, visit political blogs to find causes to champion - in short, people visit websites to find things out. Whether its for shopping or simple erudition, a large part of the web process involves reading, and the people doing the reading want to look through...
Branding in the Digital Age
Branding has been a rather complex topic since the advent of brand named goods, originating with maker's marks on certain blacksmithing products, proceeding through guild-approved stampings on quality goods, and progressing into the names we know and associate with major brands, such as Chevy, Barnes and Noble, Starbucks, and Wendy's. Some brands are virtually immortal - manufacturer Beretta has retained its name since the 1500s, and continues to be a leader in the field of military...
Three Paths to Better Link Building
Information drives the World Wide Web: websites, articles, directories, databases, blogs, vlogs. Where theres a desire for information, there is someone on the web who either has it or is willing to provide it. Sites host everything from personal interests to highly rated, peer-reviewed academic articles intended for circulation among the intellectual elite. The web is the single greatest achievement in the field of human interaction and information sharing, putting a great part of the entire...
Branding For Better Or Worse
The point of a brand is to create an instantaneous association in peoples minds. The Nike 'swoosh' brings to mind footwear, athleticism, and Michael Jordan. The Toyota 'bull' logo evokes images of compact cars, foreign business competition, and new ways of doing things. The name Budweiser reminds us of everything from the actual beer to those clever talking frogs, and the 'wassup!' advertisements.
These are cases of successful, memorable branding. Michael Jordan is retired from professional...
Web Analytics And Your Website - What You Need To Know
When it comes to the web, information is king. Indeed, the web itself is information, a massive collection of articles, videos, blogs, news stories and photographs trying to convey a message to various audiences scattered around the world. The big sensation over the last year has been Twitter, a system built around condensing information to a mere 140 characters and broadcasting it out to interested users with a minimum of frills and features.
YouTube, a site where literally anybody can upload...
Social Media Marketing Dont Make These 3 Mistakes
The Cluetrain Manifesto asserts that "Markets are Conversations." The Manifesto is a document published in 1999 and 10 years later is still considered to be an outstanding treatise on the Internet phenomenon in regards to the impact and opportunities of Internet and web technology on the modern businessman. Nowhere has this assertion been borne out more than in the complex, fascinating world of Social Media Marketing (SMM).
What is Social Media Marketing?
Any definition of SMM requires an...
How Can Blogging Help My Company Grow?
It is an indisputable fact that the world's economy is moving more toward the online model of exchange. Amazon and Google stand as icons of companies that began as small projects, only to grow into massive successes, largely due to the successful marketing of their services. The question then arises, how can a small business take advantage of the opportunities presented by the Web in order to make a profit?
Same as it Ever Was
At its core, online marketing follows the same principles as any...
Strengthen Your Advertising With SEO Copywriting
Advertising should be part of any growing business. Regardless of what your business does, customers have to know about your product or service in order for them to use it. As the Internet becomes a primary source for consumer knowledge and increasingly, purchasing, it's imperative that your company gets its message out through this medium. However, advertising on the Internet works differently than traditional advertising in that the customer must find the business instead of a business coming...
What Are Meta Tags and Why Do I Need Them?
There is no other way to put it; the World Wide Web is big business. As an example, you only have to look at the phenomenal success of the online bookstore, Amazon. In 2008, Amazon brought in over nineteen billion dollars in income, yet only required an operating budget of approximately eight hundred and fifty million dollars. It really is no surprise to anyone then that more businesses are investing in expanded web presence and capability. Yet, not every organization has the same successes....
Article Marketing -- Writing for the Internet
Article marketing incorporates writing carefully and concisely for a target audience on the Internet. While all writing begins with good grammar, accurate spelling and compelling content, there are several differences between print writing and online writing in both structure and purpose. Online articles tend to be shorter than printed text, as do the individual sentences that make up the text. Readers usually skim what they see online, so articles are not only shorter, but often broken up into...
Online Branding the Basics
The term brand has been around for many years and can be used to refer to a company name, a product name, an advertising campaign or a logo. Branding is used to create an emotional attachment to a product or company. It can also create a sense of perceived higher quality or value.
In Internet marketing, branding is more than logos and theme songs. Branding lets customers know who you are, what you do and how you do it. Its your promise of value. Effective branding will increase your...
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