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    Infographic: Quality Content Powers Improved Web Presence

    Last updated 6 years ago

    The message is simple -- in order to be discovered by more customers online businesses need to create a fresh stream of quality content that gets published, indexed and shared across the web.  

    Graphic credit to my employer ReachLocal.  Feel free to use this with local businesses to explain how content marketing leads to search discovery, social discovery and improved online reputation.

     

     

    What's better -- a search result or a recommendation tailored just to your tastes?

    Last updated 6 years ago

    My company is funding a great new startup called Bizzy that just launched the beta of their local recommendation engine. 

    What the heck is a local recommendation engine and why should you care?  You should care because discovering businesses near you is easy via a simple search of Google or a local directory.  But discovering fantastic places that are perfect for you is really hard.

    The answer is Bizzy.  Here’s the official description from their site:

     “Bizzy is a personalized local business recommendation engine that helps you find the best places to eat, shop, and play based on the spots you already know and love. You tell us your favorites, and we'll find you new ones. We created Bizzy under the belief that life is not a one-size-fits-all proposition. We have undertaken a mission to help you find the right recipe for your consumer happiness by creating a search mechanism that finds not just an answer, but the best answer for you.”

    Please help us get it off the ground by going to Bizzy.com and answering 20 questions about your favorite spots to eat, shop and play. Once Bizzy knows your favorite places, and the favorites of other people like you, it churns out recommendations for cool places you may not have discovered yet. The more information Bizzy collects, the smarter it gets and the better job it does giving great recommendations for local businesses in your area.

    Thanks for your help!

    Old School is Cool

    Last updated 6 years ago

    Read this great post by my colleague James Smith about the "old school" sales process.  Here's a taste...

    "People do business with people who do business.  They want to have a conversation with a professional.  And, people do want to be sold on why they should do something.  People who deal with sales people on a consistent basis appreciate sales people who practice the art of listening, understanding their needs, providing a solution that can help them and most importantly, people who want their business.  That has been the same for generations and will never change.  Being a sales person is about all of the above mentioned statements and being true to one's self and your profession."

    I'm proud to be "old school" just like James, but on the marketing side.  I believe in starting every project or product launch with the foundations of marketing -- things like customer needs analysis/segmentation (what problem are we solving for whom?), brand personality, positioning, value proposition and competitive differentiation all baked into a key message document.  Too many marketers these days skip over these steps and go right to execution in the name of speed to market.  But they're just being lazy and inevitably the project takes twice as long and the results are half as good.  The bottom line is that the fundamentals of excellent marketing have not changed in decades whether it's 1.0, 2.0 or 10.0.  

     

     

     

    @Garyvee says the ship has sailed on employee publishing - I couldn't agree more!

    Last updated 6 years ago

    This video by Gary Vaynerchuk hit home given that we are in process of writing our new social media and online publishing policy.  

    Here's my take.  It's a brave new world and there's no going back.  Your employees are your brand ambassadors and you should enable them to use social media to spread the word about your company and products.  Their authentic communications humanize your brand and bring it to life.  Sure it can be a bit scary wondering what they will say, but what's the alternative? Instituting a gag order and only issuing closely corporate messages?  Sorry, that will only bore your customers to death and they'll flock to competitors that are more authentic and engaging.  The bottom line is that you need to embrace the new era of employee publishing and leverage it as part of your marketing strategy.   

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