Marketing, design, and technical resources for making your digital and print communications more effective.
February 16th, 2007
As a former boss of mine used to say, “Having a great idea and not telling anyone is the same as not having any ideas.” Do you have a great site with a valuable message? That’s a significant achievement but if you’re a relatively new company you need to think back to high school physics and Sir Isaac Newton’s First Law of Motion, “An object at rest tends to stay at rest and an object in motion tends to stay in motion.” We’ve built the mass into our site to keep it going but the challenge for now is to take it from rest to motion. Our slingshot will be Google et. al. who, if we treat them right, can serve as our matchmaker to unite us with those people out there who need our solutions most.
Will work for backlinks
The good news is that Google and company claim to want the same thing…they want to serve up the most valuable sites to their users for any combination of keywords. The most important means by which Google and the other major search engines claim to decide which sites are truly the most valuable is by taking a vote from the Internet community. The votes they use are link backs from other sites.
So your mission is clear, submit your URL for consideration to as many other sites, indexes, and directories as possible. There are many options for where to submit, but some of the most important ones I’ve listed below. I recommend to our clients that they go through this list methodically to get the best exposure possible for nominal cost. Keep in mind
the process and protocol for getting your URL listed at each one of these sources will vary…some are an automated submission and others will require you calling the organization to make a case for being listed, yet others may require
you make a contribution of value to their community.
- All the major search engines of course, you might consider using a service like Traffic Blazer from RisingLineWeb.com
- dmoz.com (open directory project)
- Local business directories
- Public Library Sites (you’ll need to make a convincing case as to why they should list your link)
- Blogger.com (your profile)
- Press Release Sites e.g. prweb.com
The process of submitting to these potential partners can be time consuming. To keep from being overwhelmed, consider setting aside 15-30 minutes every week or two for backlink hunting. As always, I would be interested in your feedback or suggestions.
December 8th, 2006
Despite all the negative publicity from some pundits on the effectiveness of blogging, the current trend of corporate blogging is gaining momentum. For instance, there are twice as many Fortune 500 companies blogging today as there was a year ago, and I would estimate that number to grow substantially as the need for dynamic Web applications grows.
So why is it that corporations are starting to buy into the blogging trend? I would narrow it down to these basic factors:
– The necessity to edit and update information on the Web instantaneously
– The need to reach out to and engage customers rather than passively addressing them through advertising
– The reality that consumers are more savvy today than a few years ago; and they demand relevant and up-to-date content via the Web
As the blogging phenomenon continues to evolve and progress, the realization that a blog is far more than a rant platform or a personal Web page will bring more companies into the fold. A blog is not simply a tool in which to share personal opinions, but rather a communications device that allows businesses like to reach out to and communicate with targeted audiences.
Articles of Reference:
Fortune 500 Business Blogging Wiki
November 30th, 2006
Here’s a great interview of the marketing VP at Nokia that provides credible evidence to the bright future of new media and word of mouth marketing. Not only does this interview shed light on the huge potential power that new media offers, it also stresses that in order to utilize such grassroots efforts, a company has to offer real quality, otherwise the whole effort will backfire. This is one of the beautiful things for all of us about this new era of customer led marketing.
While new media is exciting, we here at RisingLine feel it’s important not to lose balance and forget that other marketing channels still have an important role to play. It’s encouraging to see that a progressive company like Nokia feels the same. It seems there are a lot of advertising agencies that totally discredit new media and grassroots marketing and the few grassroots marketing firms out there can lean to the extreme in their admonition to ditch advertising completely. While the answer as to the advertising/grassroots mix will be different for every business, as a general principle each business needs to plan their comprehensive marketing strategy with careful consideration of both.
To get you started on some fresh multichannel marketing strategy, check out the latest issue of Practical Ecommerce.