Mmmm … CAN-SPAM

No, not the gooey canned mystery meat, but having worked in Spamtown, USA I couldn’t help but think of the gelatinous food.

SPAM, when it’s not coming from a can, is another word for junk e-mail. And the CAN-SPAM act, created in 2003 attempts to control “the Assault of Non-Solicited Pornography and Marketing.” So before you compose that next e-mail newsletter, stop and review whether you’re in compliance with the law. Here are a few easy ways to ensure you’re not a SPAMer.

1) Make it easy to opt-out. If you’re using a reputable e-marketing tool, like iContact or Constant Contact, this is the easiest step. These providers include an “unsubscribe” link and manage the unsubscriber list for you. If you’re still sending e-newsletters from Outlook, discontinue doing so immediately and subscribe to a email marketing service.

2) Respect your subscribers. Assuming you are using an email marketing provider, your subscribers have the option to report your message as SPAM. So don’t overload your subscribers with 5 newsletters every day. Once a week is more than enough, one a month is plenty.

3)  Don’t be deceptive. It’s important each and every piece of email marketing you send out is clearly identifiable as coming from your company. This holds your company accountable for the content, and assures your readers that you’re not asking for a cash advance from Nigeria.

It’s easy to avoid becoming a spammer, but if you want more information on remaining in compliance with the CAN-SPAM act, visit the FTC website.

A Bad Web Site May Cost You Business

By now we all know that your brand makes you credible, motivates buyers, and creates customer loyalty. But if you have a bad Web site you could be undoing all the hard work you did in building that brand in the first place!

Surprisingly, some people still underestimate the value and importance of a website. Your website is a vital part of your business image. A quality Web site gives visitors the information they want, when they want it, and where they want it. In the era of instant gratification, that’s tremendously important.

A bad Web site is hard to navigate, has poor content, and frustrates customers. A frustrated web user will leave your site, visit your competitors website, and, if that site provides what they were seeking, your customers will do business with the competitor. They will make assumptions about your credibility or your ability to meet their needs if your website hasn’t clearly provided them what they were looking for. This bad experience with your Web site can carry through to damage your entire brand.

User-friendly design and relevant content is the best way to build a Web site that reinforces the brand. The average internet user may not have an PhD in design, but they know a bad Web site when they see one. What makes a site “bad”:

FRAMES – Frames were a big deal in Web site design in the ’90s. Nothing screams “hey, I’m outdated!” faster than clunky frames. They can also interfere with search engine indexing, which makes it harder for your customers to find you.

BAD NAVIGATION – If your users can’t figure out how to get around your website, they’ll just leave. Make it easy to get “home”, have consistent navigation through all the pages, make reaching the next page a logical step in the customers discovery process.

TYPOS – Since second grade we’ve been taught that proper grammar, correct spelling and punctuation indicates intelligence. A visitor may forgive the occasional typo, but too many and they’ll assume you’re an idiot. At the very least, have someone else read your text before you put it online.

TOO MUCH FLASH – Flash is cool, but like everything else it must be used in moderation. Flash images take longer to load, which can be really frustrating to the customer using a slower connection.

JUST PLAIN UGLY – Clashing colors, mismatched fonts, and pixelated images can overpower whatever content was on the site and make the web surfer grimace with repulsion. Are you wondering if your site is ugly? Sit next to someone who visits your site for the first time and watch their reaction. You’ll know.

There Are A LOT Of Social Media Experts, Who Should You Trust?

It’s no secret that everyone is declaring themselves “social media experts” lately. This new form of marketing has really hit a nerve with a lot of business people lately, and as such there has been an immediate rush to fill the need and start consulting.

I admit it: I too, rushed into social media thinking I could make a quick buck by setting up Facebook pages for less computer-savvy folks. But the more time I spent learning about and using social media, I realized there’s a lot more to it than that!

Marketing your business using social media is tremendously important. You have the opportunity to really interact with your customers in ways never before available. But what that doesn’t mean is that you can set up a Twitter account and broadcast your specials all day long.  Note to businesses currently doing that: PLEASE STOP.

I’ve helped businesses and individuals learn how use social media and there has been one common theme among all my clients. When I ask them what their goals are, their knee-jerk answer is “start doing it.”  Before you set up a Facebook fan page, a Twitter account, a Ning profile, or anything else, stop and ask yourself what you really want to achieve. “Keeping up with the Joneses” is a terrible objective. Just because your competitors are using Facebook does not mean it’s something to emulate. They may be doing it all wrong and damaging their brand.

Define some objectives, set some benchmarks, and take things slowly. Start by just listening. Is there a conversation already occurring about your industry, or your company? How can you contribute to that conversation?

Incorporating social media into your marketing strategy takes time and knowledge. You should consider asking for help, it can be overwhelming if you don’t know where to start. But before you open your wallet to the first “expert” who knocks on your door, be careful. Don’t trust the descriptions of social media as the land of milk and honey. Be sure to review their social media use. Are all of their Twitter updates a sales pitch in 140 characters or less? If so, don’t hire them.

RT @TheHobbyRoom: Lifetime Eyecare here in #rochmn is donating all eye exam proceeds for a day to fight leukemia Feb 22

How To Get Free Advertising On Google

Most businesses don’t realize how easy it is to use Google Local or Google Maps and get found on Google for FREE.  Google offers a simple way for you to provide tell them with basic information about your business, and in turn they include those results into their main search engine.  Think of it as the phone book of Google, but free.  This simple process can help your business show up in localized searches, leading to more traffic, leads and customers.

For example, a Google search of “lawyers minneapolis mn” brings up several results, including Meshbesher and Spence, immediately after the sponsored links.

Step-by-Step

1. Go to www.google.com/local and search for your business to verify it is not yet listed with an advertisement.
2. Go back to www.google.com/local and click on Add/Edit Your Business at the bottom left part of the page.
3. Follow the steps provided by Google.  They are pretty simple and straightforward.  As part of the process you will need to verify your business either by phone or mail.
4. Check back in a few weeks with Google and verify your listing.  If you want to update it, you can use the same process outlined here to update your listing.  See image below of the advertisement for the Boston Scholars Program including details and logo.

These local results can change and rotate positions with each search. And, these results allow users to add “reviews” so be sure to monitor your listing. Combined with strategic search engine optimization, it’s a one-two-punch for powerful search results.

Objectives and Goals Social Media Can Help You Achieve

Have you found yourself wondering if your business should be using social media in your marketing? Lots of businesses are, and even more people are talking about it. In fact, social networking sites were two of the top three most Googled words of 2009 (#1 Michael Jackson, #2 Facebook, #3 Twitter). But before you dive in head first, determine what your goals are for using social media. Some examples include:

Research Your customers are probably already talking about your company or products. Social media tools allow you the opportunity to listen to the conversation and gain valuable insight without focus groups or surveys.

Enable Brand Evangelists Enthusiastic customers love to tell their friends about your product or service. They’re your best sales representatives! Give them the tools and encouragement they need to spread the word.

As 2010 approaches, one thing is clear: you can’t ignore social media anymore. Your customers aren’t and neither are your competitors. Don’t be left behind. Let MLT Group help you create an effective strategy and embrace the power of human connections.

The Buzz About Internet Marketing

There are a lot of people throwing around the phrases “internet marketing”  and “web 2.0″ lately, but what exactly does that mean?

Web 2.0 is a term coined to describe the reincarnation of the internet. Web 2.0 is a user-generated world, filled with blogs, Facebook pages, search engine marketing,  Twitter conversations, social bookmarking, and more.

For business, the result is niche groups of consumers researching, investigating, and talking about your product. This presents tremendous opportunity to speak directly to your target market. Moreover, internet marketing is significantly more affordable than traditional techniques.

Internet marketing is also known as permission based marketing, a concept popularized by Seth Godin, author of Unleashing the Ideavirus. In permission based marketing, your message doesn’t interrupt customers (think of annoying telemarketers) and is thus better received and retained by customers.

Internet marketing allows business to reach a large audience quickly and efficiently. If your business hasn’t incorporated the internet into your marketing plans, you’re missing a huge opportunity! Don’t delay, start today.

“The Internet? Is that thing still around?”

Homer Simpson may have said it first in 2001, but the answer is the internet is here to stay. Consumers are turning to the internet to research and buy products and services. Today’s internet users are a community of buyers, sellers, and friends who communicate with each other.

As 2009 comes to a close, if you’re still on the fence about the power of the internet for your marketing, consider the following facts:

• 75% of the population above the age of two has internet
  access.
• 84% of internet users have used the internet to contact or get
  information from a group
• 83% used the internet to research a product or service before
  buying it.

Source: Pew Internet & American Life Project, 10/31/01

If you’re not using the internet in your marketing efforts, you are missing a huge opportunity to grow your business. Let me help. Email me: samantha.bishop1@gmail.com

21st Century Marketing: Create, Craft, Communicate

The internet has revolutionized the way marketers reach consumers and how consumers speak to each other. Marketing in the 21st century is more important than ever and involves many processes. However, the process can be simplified with three simple steps: Create, Craft, Communicate.

Create your image. Your branding is the foundation of your marketing efforts. The logo, packaging, and website are the face of your business. Before you start any marketing efforts, create the look and feel first. A professional image will carry through to the rest of your plans.

Craft your message. Once you’ve designed and created the look of your business, it’s time to build strategies to market the business. In this phase a solid marketing strategy is essential. Identify the target markets and how you will reach them. Developing a road map for success will guide you along the way and prevent you from straying off course.

Communicate your message. Carefully crafted and executed public relations strategies, social media messages, and advertising campaigns will attract the attention of consumers and ultimately generate sales.

Marketing is an investment in your businesses long term success. A well planned and executed strategy will give your business an advantage over your competitors whose plan is “shoot from the hip.” This strategy leads to wasted vtime and money. Protect your investment with a well researched and planned strategy. Not sure how to develop a strategy? Let me help! Email me at samantha.bishop1@gmail.com

Integrated Marketing Communications

Integrated Marketing Communications is an approach to marketing that unifies all aspects to work together, rather than independently. Integrated marketing communications intent is to maintain a consistent message and use complementary media. The concept includes online and offline marketing channels. Using an integrated approach maximizes the impact of the message, maximizes profit, and minimizes cost.

Each advertising medium has its own unique niche. Television provides the power of emotion, while radio spurs consideration, especially during drive time. Direct mail drives consumer response, and print is best used to reinforce branding with supporting information.

Over the last 10 years the internet has grown into this mix, incorporating a little bit of everything. In fact, more than a third of all web users watch television while they use the internet (Nielsen Media Research, 2008). The combination of web and TV is a potent tool; imagine a compelling commercial with a call to action that immediately drives viewers to the website.

The internet has changed the way marketing works and some doomsayers have proclaimed online advertising as the death of newspaper, phonebook, radio, and television. The reality is each media is still uniquely important, and by embracing an integrated approach the savvy business can stretch their marketing dollars farther and make their business more profitable.