No, I don’t mean the New Year’s Day party or your next ski outing, I mean your social media marketing plans for the New Year. Have you started yet?

Okay, so November and December were crazy busy and you took some time off to rejuvenate, but you’re back at it now, right?  Your social media marketing plan, remember? I know, it’s a long-term strategy, but that’s why you need to get on it NOW. It takes time to build an effective social media marketing strategy.

Yes, I said EFFECTIVE SOCIAL MEDIA MARKETING STRATEGY.  Have you thought strategically about the objectives you need to accomplish? It’s really not about what you’re having for lunch, where you are at the moment, or for venting about your political views. Last year it was the “in” thing to do. The brave jumped in, but most did it because it was “free” and “cool” or they thought it would look good for their Web site. But, at least they jumped in, and we’ve been encouraging you to do just that. Just take the plunge! You need to get comfortable with it somehow.

But, expert social media marketers call this the Trial Phase or Phase I of the Social Marketing Maturity Model. Have you heard of this? There’s actually now a “practical method for mapping an EFFECTIVE SOCIAL MARKETING STRATEGY. “  It’s called the “Social Marketing ROAD Map and Social Marketing Maturity Model.” The MarketingSherpa 2010 Social Media Marketing Benchmark Report defines the term “ROAD” Map as an acronym for these four elements: 

• Research – monitoring target audience dialogue about brands and competition.
• Objectives – defining objectives aligned with target audiences and social metrics.
• Actions – creating a social marketing strategy with a definitive plan of action.
• Devices – deploying social platforms based on audience, objectives and strategy.

The benchmark study analyzed these elements to determine where organizations currently are in the Social Marketing Maturity Lifecycle, relating to these three phases and marketing maturity benchmarks:

• Phase I: Trial – No Process; Platform Centric
• Phase II: Transition – Informal Process, Randomly Performed
• Phase III: Strategic – Formal Process, Routinely Performed 

When averaging all the elements from the respondents, the report reflects

• Transition Phase – 40%
• Trial Phase – 1/3
• Strategic Phase – 23%

This supports our theory that social media marketing is a growing trend and that businesses are starting to view it as a viable component in their marketing mix. Yes, it can be FREE IF YOU DO IT YOURSELF, but FREE may not equate with EFFECTIVE and “competent practitioner.”

The MarketingSherpa 2010 Benchmark Report reflects that we will see significant increases in social media marketing budgets this year, regardless of what industry your organization is in. It further indicates that 60% of social marketing expenditures next year will be spent on salaries for blogging, content development, and social monitoring; and that another 20% will be spent on agencies, consulting firms and other social marketing service providers.

So, if you haven’t yet, get serious about creating an EFFECTIVE SOCIAL MEDIA MARKETING STRATEGY for your business in 2010.

Download the MarketingSherpa 2010 Report or call 877-895-1717

Which phase of the social media marketing life cycle are you and your company in? Are you budgeting for social media marketing in 2010? We’d like to hear from our own reader audience how many of you are embracing social media marketing for 2010. Share your thoughts with us here.

EasyChair Media is a full-service marketing firm and custom publisher, specializing in Social Media Marketing. If you need help developing an effective social media marketing program for your organization, or any component of your social media plan, give us a call or email me here.

800-741-6308 or 970-686-5805

In case you didn’t know there’s even a Social Media Business Council (formerly the Blog Council) that publishes best practices to ensure your companies employees know how to act within the social media community. They help large organizations build successful social media programs. This is a good place for you to start if you haven’t implemented your social media strategies yet.

If you’re not using social media as the number one way to promote your Web site and your blog, you’re behind your competition in the game.  What are you waiting for? You need to get going now. Come on. Commit! Make it a big part of your marketing plan for 2010.

The good news? It’s free! It just requires commitment and a few minutes of your time.I hear from customers all the time how they get so much business from “word of mouth.” Well, there’s no better word of mouth than social media sites. Just think of it as talking with your customers.

Social Media is an inbound marketing technique that can help boost your SEO. You’ll leave links to your Web site and your blog.  All you have to do is meet people and start conversations.

Here are a few basic guidelines for participation:

• Don’t advertise your products. Just simply share good information and answer questions. Help people.
• Ask questions and receive advice.
• Publish everything you have that’s valuable content.
• Look for what others publish and promote it.
• Invite your customers to join in on the conversation.
• Monitor what’s being shared about you.
• Network and make new friends and customers.

Be social and get found online!

EasyChair Media is a full-service marketing firm and custom publisher. Need help with your social network and blog strategies? Give us a call at 800-741-6308 or 970-686-5805 or email me here.

Got questions or great success stories? Be social. Just share them here and help our readers out.

Here’s 7 successful PR methods to let your customers know you value them:
 

1)   Host a Holiday Tea or Wine & Cheese party by VIP invitation only. Add entertainment to create ambiance. Decorate to the hilt, and encourage your clients to invite a special friend.

2)   Send exclusive coupons or gift cards for discounts on your products and services. Leave it open enough so they can purchase anything they want, rather than making it product specific.

3)   Retailers, offer special shopping hours for VIP customers, perhaps in conjunction with a holiday VIP party.  Add a holiday fashion show featuring your loyal customers as models, or put on a spirited demonstration or special exhibit. Again, invite your client to bring a friend. If you do it up right, you may be able to pitch a local TV station to give your event live coverage.

4)   Provide a service or product for your customer’s office that the entire staff can enjoy.

5)   Give gift cards for personal services or restaurants, special gift baskets or tickets to a local museum.  Make an appointment and hand deliver them to the person you want to make sure receives it.

6)   Treat your point of contact to a holiday concert, play, musical or local sporting event.

7)   Send a professional customized greeting card with a special note of thanks from you. Include a newsletter, whitepaper or executive summary on market trends or new products and services for 2010.  Make sure it’s meaningful information to your clients.

“Studies show that 68% of customers leave because they feel they are being treated indifferently, not because of a “bad” experience, poor quality products, or better pricing somewhere else,” contends Kevin Lawrence, a business coach, speaker and agent of change.  “That’s why it’s so important to be sure your clients feel valued and appreciated. Studies have shown that loyal customers spend more money than new ones.” 

The best way to keep your loyal customers buying is to create a unique positive experience that no one else is giving them. Take the time to go through your list and identify your best clients. Design your appreciation gift or event with their needs in mind. Create something memorable. Make it more intimate and more personal, and don’t wait until the last minute.

No matter what type business you’re in, this kind of royal treatment will keep you top of mind with customers and nurture deeper long-term relationships resulting in referrals, customer loyalty, and repeat business. 

We love new ideas. What are you doing this holiday season to express gratitude for your loyal customers and ensure customer retention? Share you creative ideas with our readers here.

EasyChair Media is a full-service marketing firm and custom publisher. We offer marketing and PR consulting services and host of marketing products to help you stay in front of your customers and build your brand. Need help with PR campaigns, newsletters, custom collateral, blog and social media strategies? Give us a call at 800-741-6308 or 970-686-5805 or email me here.

People have no problem giving their opinions on blogs or engaging in conversation topics started by others. But, most are perplexed with how to get started and what to write about for their own business blog.

After you’ve made a commitment to blog, your next step is to decide what you want to accomplish with your blog. Do you simply want to stay in front of your customers? Are you looking to carry on a conversation about your products and services? Are you looking for feedback on your business? Or are you looking for a way to educate your buyers and keep them informed on the latest industry information?

Your number one priority is to start a list of your reasons for blogging. Many want to drive traffic to their Web site. Others want to increase subscriptions to a company newsletter or publication. Some just want to use their blog as a public relations tool. I’ve listed several valid reasons for starting a blog. Determine exactly what you want to accomplish, make a list and share it with your staff. 

Once you’ve made your list, ask yourself, “Are my reasons important to the customer?” If you can truly answer “Yes!,” then investing time and energy into your blog is well worth it. 

Amber Naslund at Altitude Branding, states it well. “ROI Begins At The End,” she writes, “You cannot calculate a return on anything unless you know whether or not your goals – and your definitions of both return and investment – are the right ones.” 

And Grant Griffiths at Blog for Profit, in his ‘Kick Your Blog in the Butt’ series, eloquently reminds us that in measuring ROI, a sale is not the only metric that counts. How much value do you place on the “journey of the sale?”  How about customer retention and crafting long-term relationships? 

Clearly defining goals for your blog will enable you to focus on what is truly important when measuring ROI, and that’s, “Am I providing valuable information that truly matters to my customers?” 

Griffiths, a lawyer, professional blogger for profit and co-founder of G2WebMedia, also suggests you ask yourself these four key questions: 

1)   What keeps my customers or clients up at night?

2)   How do they keep themselves educated in order to do their jobs better?

3)   What channels (online, print, in-person, mobile, etc.) do they use to get their information?

4)   How do they engage with each source of information?

And, he cautions, “Blogging is not a 50-yard dash. Blogging is a long 28-mile marathon. You will not see overnight success. You’re going to feel like you’re writing to yourself and only your mother is reading your blog. It takes time.” 

So, once you have your goals defined, carve out ample time each week to focus on your blog.  Identify and tap into steady sources of information via RSS feed to funnel you regular and current information for your blog posts. Commit to doing the research, if it’s required, and get serious about writing current and relevant content consistently. 

Okay, I took a short break. You can take vacations, but otherwise no excuses! If you need help with your blog strategy, call us. From blog coaching to content creation, monitoring and management, EasyChair Media can start you on the course and help you stay on track with your blog goals.  800-741-6308

What’s haunting you about your blog? What’s keeping you from getting started?

Got great business blog success stories? Help us encourage our readers. Share them here.

Do you know the difference between personal blogging (citizen journalism) and business blogging (for profit)?

Tina Marie Hilton, contributing editor at Home Office Warrior, points out the difference: The goal of your personal blog is “popularity and entertainment through personal expression, your own private soapbox, sharing your life and ideas with family and friends,” and basically whatever you want to dish.

In contrast, the goal of your business blog is to attract potential clients by giving them helpful information on a consistent basis, and ultimately, to convert those visitors into clients or customers. This relationship is built on trust. So, Hilton advises, it’s important not to engage in politics, personal issues, complaints, profanity, or anything at all that has the potential to alienate your audience. 

Your business blog should reflect your personality, but only your business personality. Think “office setting.”

Business blogging is fast becoming the number one way for businesses to reach their target market. A September 24, 2009, Nielsenwire indicates, “Americans have nearly tripled the amount of time they spend at social networking and blog sites. “

Business blogging takes commitment. So that’s your first step.

Next, “be patient and aspire to build relationships and lift others up” recommends New Media Lisa in her post 8 ways to be extraordinary online. “Listen and read a lot more than you tweet and write. Answer questions, talk to people, and read and comment on blogs. Consider your audience and provide information they’ll appreciate. Listen and look for feedback. Build slowly on solid ground.”

If you haven’t started blogging, what are you waiting for? Call us if you need help. Your target audience wants to connect with you now online. 800-741-6308.  

If you are blogging for business, are you selling advertising on your blog? Have you seen an increase in your blog advertisers in 2009? Share your tips on how to get started selling blog advertising.

Do you have a corporate newsletter? Do you have a blog? What’s the difference?

Email newsletters were the turn-of-the-millenium “Aaha!’  for most corporations.  We recognized the need for sharing helpful information. The challenge was, “What’s helpful information?”

As a result, most corporate newsletters “in the beginning” were filled with everything most could care less about, about your company. It was completely self-absorbed promotional information.

Chris Baggott’s Guide to Blogging, implies corporate blogging today is Email Marketing in 2001.  Now, he says, we’re “measuring ROI, driving relevant message to the right people at the right time and selling our products and service to a mostly receptive and appreciative audience.” 

We “millennium” email blasters,” (not cool, nor sensitive to our audience), have now become email campaigners, or even better, in most cases.  We’ve learned how not to be spammers and provide self-promoting junk to our audience. Thus, the upheaval of social media and blogs. 

In the same way we learned about email marketing, we now must embrace blogging as a “socially acceptable” means of connecting with our audience.  Corporate blogging is permission based, just like email marketing has become. Your audience today is searching for information. They seek to be enlightened before they take the plunge, any plunge. This is a good thing! It simply means they’re open to hearing what you have to say and what your customers have to say. People love it when you help them solve problems. When you provide answers they listen…and they value your opinion.

Baggott reminds us “search is permission marketing as long as we deliver relevance.” He states, “Blog Marketing is “not good when it doesn’t help anyone.”

We still like email campaigns and we really like blogging because we believe today’s consumers require multiple “touchstones” and they ‘re open to being reached in many ways, as long as they’re receiving relevant and timely information.

Are you blogging for business? How has it increased your bottom line? We want to hear your successes? 

If you’re not blogging, consider blogging. Call us if you need help getting started or figuring out how blogging can boost your SEO efforts and ultimately increase your bottom line. 800-741-6308, or email us here.

I’m not an internet or Web guru. I’m a publisher of magazines (in their print form) and I love the whole experience from start to finish of putting together a well thought, beautifully laid out, editorially enticing publication.  I’ve loved magazines since my early days of clipping through McCall’s for the paper dolls and have boxes stored under the stairs in the basement (don’t tell my husband) of a variety of publications that have grabbed my fancy over the years because of their cover, the recipes, articles, or just because I couldn’t bear to throw them away.  Paper, ink, the whole process is in my blood.  Yet who can ignore all the recent hype about the coming digital age and I believe it is only in the very beginning stages. 

There is a lot more to digital publishing and publications (and going to be even more in the future) than just the page flipping or send to a friend standard features we are currently seeing.  We are now moving into a world where pages can tell a story behind a story, where with the push of a button an audio or a video can play to enhance the experience, and at any minute something can fly out of a page corner and surprise you. Enter the complex and engaging world of digital publishing and while I’m not giving up on the print world just yet, I have to admit that the potential of what can now happen on a page in a digital magazine really intrigues me.  I love the idea of reading a travel story online only to be able to right then and there take a virtual tour if I feel like it and then even actually booking the reservation if I am so moved or looking at a clothing boutique ad and at the click of the button see a fashion show video or bring up their entire catalog of fashions for the upcoming season.

Does this replace what I still want to take with me to bed at night for my reading night cap?  Not at all, but in many ways I actually think the digital component can add to the print version and vice versa.  As our director of marketing, Pam Houser pointed out this month in her newsletter, Business 4 Brunch, Print Marketing is a vital outbound approach to drive customers to you online.  Recent research by iProspect and Jupiter Research indicated that over 65% of online searches were driven to search by offline channels. So you see, the need for print does still exist.

But what’s a publisher to do?  Abandon print, incorporate digital into the plan, at what level?  I think the best option we have is to continue to create cost effective print sources that can maintain a readership hold in the market while building expanded, fully featured digital components.  Many publishers today are simply converting their print versions by creating online  replicas, but take caution.  A conversion of a print version alone may not be enough to actually engage, connect, or convince your audience to take the time to go online and read your publication.  With the easy availability and access to such features as video, slideshows, links, hotspots, etc. you need to move forward with your digital pages keeping these features in mind.  After all, it won’t be long before page flippers alone become the dinosaurs of the digital age.  When the technology is out there and available (as it is today) you are going to have an audience who will want and demand it.  Look at what has happened to cell phones and ipods.   A phone is not a basic phone any longer and an ipod doesn’t simply play music anymore.  The technology was available for these items to carry these additional features and it wasn’t long before consumers were demanding them.  Do you know one person under 30 who has a phone that only operates as a phone these days? 

Digital publishing is in its infancy stages of development and I think we have a lot more exciting things coming in the future that in turn I hope will inspire those of us still in print publishing to turn out some exciting new magazine concepts and ideas. For the time being I am going to continue with print while embracing the new world of digital and finding interesting ways to make it all work together.

Meanwhile, I’d love to hear about your digital adventures in publishing, email me at info@easychairmedia.com.

Kristie Melendez, EasyChair Media CEO & Publisher

1)   Today’s consumers begin their purchase process online

2)   67% of online consumers are driven to search by offline mediums

3)   30% of online consumers are driven there by print

4)   Digital Advertising ensures unlimited distribution, expanded shelf-life and search marketing opportunities for more targeted buyers.

5)   55% of digital magazine readers spend more than 1 hour on a digital magazine

6)   85% of magazine readers pay more attention to ads than in the print version

When you need to capture the attention of modern consumers, digital magazines must be included in your marketing strategy. Digital magazines are the leading edge of the Web 2.0 revolution.

 Digital Magazines Present A Unique Value Proposition:

1)      Live links to your Web site for immediate response

2)      Indexed by leading search engines: Yet another way to draw readers to your message. Readers searching for specific info can land on a digital magazine page as easily as a Web site.

3)      Makes you accessible by Iphone, Ipod and other on-the-go mobile devices

4)      Your visual message can be enhanced with animation or video and audio for heightened impact and emotional connection

5)      Provides instant access to you and the reader. Think of maps vs GPS; letter vs email

6)      Deliver information sooner than print publications. People search out online publications precisely because they produce current information faster.

7)      Broader reach: Immediately available to a far wider audience

8)      Improved ROI: Ability to work it, measure it and adjust for maximum results

9)      Readers love them: Studies reflect that 88% of digital magazine readers were very satisfied with their digital magazine experience

10)  An extension of print media; not a direct replacement. Expanded content online without the cost of print.

11)  Environmentally conscious

Here’s what one of our digital magazine readers had to say:

 “Well, this is a first — the first time I have ever read a magazine on-line — and it was fun.  Loved the opening music!”            H.M., EasyLiving Colorado Magazine Reader, Arvada, CO

EasyChair Media is a full-service marketing firm and custom publisher, specializing in custom electronic magazines and advertising strategies.

If you’d like to learn more about how digital marketing strategies and electronic magazines can produce optimum returns for your marketing dollars, contact us at 800-611-3316 or 800-741-6308.

View our electronic magazine demo and custom magazine and page samples at www.ecmpub.com.

The key to successful marketing today is that prospective customers are able to find you in their search. Earlier in this series, we covered the importance of key words and the basics of pay-per-click advertising or “paid search marketing,” which is the easiest and quickest way to ensure you’re found online.  

Since we know that organic or natural search rankings occur over time, and ultimately we’d like to appear at the top of page one in the search without having to pay, we know it’s important to continually look for ways to elevate our natural positioning in the search engines.  

A blog or Web log naturally contributes to your company’s organic search ranking because you’re frequently updating the content, and your content continually grows over time, ultimately generating hundreds of articles and thousands of words in a relatively short time frame.  Your blog is your best opportunity to establish yourself as the expert that you are, share information or advice on your industry, products and services, and engage with your target audience.   

Your key words are “key” in your blog content as well. Chris Baggott, Co-founder and CEO of Compendium Blogware writes “In traditional website strategy, you are dealing with a finite number of pages. Blogs, on the other hand, don’t suffer from this limitation. Think about your keyword strategy for PPC and use that as a guide for your blog titles. Search engines also love finding keywords within your content.”  

Traditional Web sites are space-limited when it comes to content. The sheer volume of blog content built with keyword strategies in mind is extremely powerful, and the natural variation of keyword phrases in blog content simply multiplies your opportunity for raising your organic search engine rankings. 

Blogging is one of the most effective marketing tools available for any size business. But, how you build and maintain your blog is critical.  

Here are 10 quick tips to get you blogging:

1. Find the right blog software for you. Just Google blog software and begin to educate yourself on the differences and cost. You’ll find that some are more appropriate for personal blogging than for business. You may also want to check out Hubspot business blogging software.
2. Business blogs are used for relaying information, not pitching products. However, it’s okay to let people know who you are and what you do in order to give credibility to your information.
3. Try to blog at least weekly to maintain steady readership and boost your SEO efforts.
4. Put a call to action in your blog as in all your marketing materials.
5. Reference other people’s blog content in your posts and let them know it. This is a great way to get links and followers back to your blog.
6. Give your visitors an easy way to contact you via Email or a contact form built right into your blog.
7. Promote your blog on social media sites such as Facebook, LinkedIn and Twitter. 
8. Search for other blogs in your industry using Technorati.com or BlogSearch.Google.com. Read and subscribe to them. Post your comments.
9. Register your blog with these and other sites and get links back to your blog
10. Measure & Analyze your blogs metrics 

Blogging is a form of inbound marketing and is permission-based. Join your customers and colleagues online now and get in on the conversation. There’s no better way to hone your skills and craft your business blogging strategy than to jump in with both feet and start writing. 

If you’re sincere about using your blog as a marketing tool, but you’re reluctant or are just getting started, you may want to hire someone to help you set up your blog, set your blogging strategy, and to write your headlines and blog copy with SEO in mind. It could save you critical time and get you quickly on your way to building your following. 

EasyChair Media is a Colorado-based full-service marketing firm and custom publisher with a comprehensive, multi-dimensional approach to marketing. We offer Web marketing strategies, Keyword Research, SEO Copywriting, Blog Articles, Optimized Expert Articles & Whitepapers.  

If we can help get you blogging, call 800-741-6308 to request your one-hour complimentary consultation, or email me at writehand@comcast.net. www.easychairmedia.com

We invite you to ask questions or share your profitable blogging stories.Got expert advice on blog design, blog platforms, or how to quickly build a following? Share it here.

By Pam Houser, Director of Marketing & Product Development

Miles Galliford, author of The Link Building Bible and co-founder of SubHub, an online content solutions provider for publishers and developers, claims over 80% of free traffic is generated by “adding great-quality, highly focused content and getting inbound links from well-ranked, reputable, and relevant sites.” Galliford maintains that link building is a crucial part of your online marketing success.

Search engines look for how many Web sites link to yours. They also look at the page ranking of the linking site and how relevant its content is to yours. Links from other relevant sites generate well-targeted traffic directly to your Web site. Each link acts as a reference or recommendation that indicates to search engines that yours is a quality site. Inbound links from trusted, well-respected internet sites offer great value in the same manner that customer references and testimonials add great value.

Next, build more links into your content using your keywords as link “anchor” text. Search engines recognize these content links to understand what your site is about. Give others a reason to link to you. Become an expert in your field and write related articles. Chris Sherman at Search Engine Watch offers excellent tips on how to become a successful content provider and other inbound marketing, link building strategies.

Sherman advises, “Leave your Links Everywhere!” Submit them to online directories like Yahoo! Communicate with others in your industry through blogs and social networks, chat rooms, guest books and related newsgroups.

Inbound links build traffic and ultimately increase your page rank in search engines. The key is to link strategically with reputable, relevant sites. Inbound linking must be done with great care as low-integrity Web sites can actually hurt your site’s ranking. For optimum organic ranking through inbound linking, learn what to avoid and how to measure your results.

Is your Web content optimized with relevant keyword phrases?

Have you published articles as an expert in your field?

Share with us your stories about how publishing expert content has impacted your bottom line.

Tell us how inbound linking has improved your organic search ranking.

EasyChair Media is a full-service marketing firm and custom publisher with a comprehensive, multi-dimensional approach to marketing. We offer Web marketing strategies, Keyword Research, SEO Web Copywriting, Blog Articles, Optimized Expert Articles & Whitepapers.

Call 800-741-6308 to request your one-hour complimentary marketing analysis and consultation.

Learn more about us at www.easychairmedia.com; www.easylivingfrontrange.com; www.ecmpub.com; and www.biggerthanbiz.com

Join us here for our continuing E-series on MultiDimensional Marketing, Part IV

Coming next: How Blogs Help Customers Find You Online