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SMB Online, Referral, and PR Resources

SMB Online, Referral, and PR Resources
Employee ‎07-13-2011 03:50 PM

This is a guest post by Anita Campbell, founder and editor of  Small Business Trends, who hosted a webinar brought to you by the Verizon Small Business Center.

 

 

From my webinar today, “Marketing on a Shoestring,” below you’ll find the links to the sites and resources I referred to, broken down by the three major marketing approaches I touched on.  To catch the replay of my webinar click here or go to http://bit.ly/pUmHUT.

 

 

 

 

 

Online

 

Looking world-class on your website: Lisa Barone lists 5 “must haves” for your About page:

http://smallbiztrends.com/2011/06/about-us-page.html

 

Content Management Systems:  Use a content management system (CMS) to allow easy updating without getting your Website developer involved all the time:

 

  • Intuit websites are updatable
  • WordPress.orgcan be used for uncomplicated, non-commerce sites
  • Large domain registrars offer updatable websites – Network Solutions, Verisign and GoDaddy
  • Services like Edit.com will convert your existing website
  • Drupal is another, although more technical, CMS
  • If you want a CMS that is more customized, check list at:

http://en.wikipedia.org/wiki/List_of_content_management_systems

 

 

Trust seals:  Use them legitimately – don’t just grab them. Remember, they serve different purposes (business complaints, ecommerce, secure website, industry expertise, etc.).  Here are some examples of trust seals:

 

Search Engine Optimization (SEO):

 

Google offers a “Starter Guide” for SEO:

http://bit.ly/rfQuce (PDF file)

 

Great guide for bloggers to learn about basic SEO:

http://www.seobook.com/bloggers

 

 

Local businesses:  to improve rankings, try to get citations to your site from the most important places.  David Mihm has a list from his recent survey: http://www.davidmihm.com/local-search-ranking-factors.shtml#citations

 

  1. Yelp 
  2. Superpages 
  3. Citysearch 
  4. Yellowpages 
  5. Infogroup 
  6. Yahoo Local 
  7. Localeze 
  8. InsiderPages 
  9. Niche Industry Sites (including TripAdvisor, OpenTable, and DealerRater) 

 

Referrals

 

 

John Jantsch of Duct Tape Marketing has an excellent book dedicated to developing referrals to grow your business:  “Referral Engine”.  There’s an accompanying website at http://referralenginebook.com.

 

 

Public Relations

 

Establish someone in your firm as an expert for speaking, articles, guest blogging:  Pick someone with business expertise in your industry and/or your CEO.

 

According to the Edelman 2011 Trust Barometer

 

Slide #19:

 

  • 64% trust a technical expert within a company – 2nd highest trusted source after an academic expert
  • 4th highest trusted source is the company CEO at 50%

 

Slide #21 – repetition matters, so the more you get your company people out to speak, in more places online and offline, the better:

 

  • 59% of people will believe something about a business if they hear it 3 to 5 times.  Increase the number of times, and even more people will believe it. 

  

Becoming an expert for PR purposes:  If you’re not an expert, how do you become one?  Read: How to Establish Yourself as an Expert

 

 

Comments
Contributor

Great resources! I enjoyed the webinar very much! I look forward to the next one!

 

Employee

Thank you for your feedback.  The next webinar presented by the Verizon Small Business Center (http://business.verizon.net) will be on Wednesday, July 27 at 2 p.m. ET featuring Jennifer Prosek author of Army of Entrepreneurs who will offer tips to motivate and incent your employees.  To register for this webinar go to this link: http://bit.ly/p2G7Hw

About Verizon Business Markets
Get news from Verizon about Business Markets services and market trends that affect your bottom line. Here, you'll find tips and commentary from the Verizon Business Markets group and other experts to help keep your business growing.

       




Contact the editor: sandra.j.lee@verizon.com

About the Authors

Sandy Lee

Social Media Lead: Verizon Business Markets

Photo of Sandy Lee

Sandy is a member of Verizon Business Markets marketing team where she leads social media marketing.


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