SMB Online, Referral, and PR Resources
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.
Looking world-class on your website: Lisa Barone lists 5 “must haves” for your About page:
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:
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:
- Better Business Bureau
- VeriSign Trust Seal
- McAfee Secure
- Industry association and Chamber of Commerce memberships
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:
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
- Yahoo Local
- Niche Industry Sites (including TripAdvisor, OpenTable, and DealerRater)
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.
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
- 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