The Holistic Web Site Approach

452 header image

The Holistic Web Site Approach

May 3rd, 2010 by Lou Amico

At L.A. Management Company we believe in a “Holistic Approach” to web site development. You can no longer just build a web site and hope to be successful on the Internet. You need a comprehensive strategy that keeps up with the competition and improves your visibility. Your web site strategy also needs to be more interactive with your audience and content needs to be constantly evolving.

Components of a Holistic Approach include the following:

Web Development

  • You need to begin with assimilating your brand across all communication platforms and that when someone visits your web site the look and feel quickly communicates your brand.
  • Navigation and usability need to be carefully planned so that visitors can find the information they are looking for. You also need the programming ability to deliver a smooth and seamless experience for your visitors.
  • Conversion or data capture capabilities need to be built-in so visitors don’t just use your site as a source and then move on.
  • Ongoing evolution of your web site needs to be calculated into your plan, whether you move on and change to a new platform overtime or build your site on a platform that is expandable and easy to keep current as business growth, applications and technology change the requirements of what your web site should be and how it delivers communication to your clients.

Content Development

  • Good copywriting is at the core off all content development. If you do not have established content or have no one in-house who can provide this service you need to hire a professional copy writer with search engine optimization (SEO) experience to develop effective, compelling content that is rich in appropriate keywords while still communicating your message in a clear and concise manner.
  • Photography should be professional and whenever possible personalized to your business. Professional headshots or personnel, facilities and products help connect your clients to your business.
  • Video content is exploding on the Internet and is the easiest and most effective way to communicate your value and demonstrate your products. With the advent of YouTube and other video distribution sites you can have a broadcast channel to your clients.

Web Site Marketing

  • Every web site requires at least basic SEO practices to assure visibility across the various search engines. Organic SEO positioning of your web site for major keyword searches is free and raises your web sites visibility and authority over your competition.
  • Search Engine Marketing (SEM) is the paid placement of ads or “sponsored links” on search engines and other online advertising channels for specific keywords or phrases. The managing of these campaigns can be difficult and costly. An experienced online marketing firm can significantly increase your effectiveness and ROI.
  • Social Media is the fastest growing segment of the Internet and includes content distribution, interactive discussions, audio and video. The community aspects of social media and the ability to communicate to an audience of like minded individuals and groups makes social media an unavoidable component to any holistic online marketing campaign.

In Summary

A holistic approach to your web site development requires an ongoing, flexible and evolving platform and strategy. There are multiple components to manage and update. Whenever possible you should be directly engaged in the process. Sites with content management systems (CMS) help empower the non-technical user to update their web site and interact with visitors to the site and social media pages.

As your business and online profile grows you need to have a team of professionals that work in concert to make sure your stay up to date, deliver your message effectively and maximize return on your marketing dollars.

There is no place where opportunity is so great to reach a large audience on an affordable budget. You just need to properly plan and bring together a team of experienced professionals to assure that you take advantage of this opportunity rather than squandering the opportunity to your competition.

Tags: , , , , ,
Posted in News | No Comments »

The Top 5 Ways to Leverage Facebook Fan Pages for More Buzz, Visibility and Sales

March 11th, 2010 by Lou

Many small business owners are already on Facebook but are either still not sure that it is a good use of their time, or they see its potential but are just confused about how exactly it can work for them.
Starting a Fan Page for your business may be your answer. But how can you use a Fan Page to achieve fantastic results?

1) The first way to leverage Fan Pages is to set up your Page for success.

One of the first things you need to do when you set up a new Page is to give it a title. A tip with this is to think about using keywords related to your business that you would like to be found for.

You also want to choose a good, clear photo for your Page. Another thing to note is to make sure you have filled out the Info tab on your Page thoroughly with all the relevant information about your business.

2) The second way to leverage Fan Pages is to build your Fan base.

You have to be a little proactive about getting Fans, especially when your Page is new. An easy way to invite people is to use the “Suggest to Friends” link underneath the picture on your Fan Page. Facebook will then pull up a list of your Facebook friends and you would just click on the ones you want to send invitations to.

You’ll want to consider people like former and current clients, people you’ve partnered with in your business, vendors you work with, people who you know have purchased from you before, etc.

3) The third way to leverage Fan Pages is to interact and engage with your Fans.

Once you have some supporters of your Page, you want to encourage more dialogue and interaction between yourself and them and even among each other. The biggest impact comes from simply having conversations with people.

One thing that I do on my Page is to just ask open-ended questions. Asking people to share experiences is another great way to get a dialogue going.

4) The fourth way to leverage Fan Pages is to provide good content.

Offering regular content will naturally encourage interaction because you are giving people something to respond to. You don’t need to come up with all the content yourself, either. You might just link to an interesting article or blog post you have found on the web related to your business or industry.

What content like this does is attract comments from your Fans, which is activity that in turn goes out into the News Feed. The more activity on your Page then, the more attention to your Page you have a chance of attracting.

5) The 5th way to leverage Fan Pages is to use them to drive traffic to and from your blog or website.

To do this, you definitely want to list your website in the Info section, and you also want to share links in your updates to your own site.

You can also use an application like Notes to enter your blog feed so that it pulls your posts into your Page. You also want to add your URL to your email signature, and use the free badges and widgets Facebook provides that you can add to your website.

You can check out http://www.facebook.com/facebook-widgets for those. Once you have something like this on your site, visitors can just click on it and they will land on your Page where they can become a fan.

So, if you don’t have a Page yet, head over to http://www.facebook.com/pages/create.php and start one now. If you do have one set up, use these tips to help make your Page stand out, get noticed, and become a helpful destination for all of your raving Fans.

About the Author: Christine Gallagher, MLS, MSIS, founder of CommunicateValue.com, teaches small business owners and professionals how to conquer the overwhelming aspects of online and social media marketing to increase business and maximize profits. For free tips on how to build profitable relationships, leverage technology and create your own successful online business, visit http://CommunicateValue.com.

Tags: , ,
Posted in Marketing 101 | No Comments »

Baby Boomers Take on Social Networking

March 8th, 2010 by Lou

According to The Nielsen Company, global consumers spent more than 5.5 hours on social networking sites in December 2009.  In December 2008, users were only spending about 3 hours on the same sites.  That’s an increase of 82% in just one year.

A recent report by eMarketer looked at the social network usage of multiple generations.  They broke up the generations as follows: Millennials (14-26), Generation X (27-43), Boomers (44-62), and Matures (63-75).

Some of the most interesting data focused on Baby Boomers and their major jump in social media activity from just 2008 to 2009.

Forty-six percent of Boomer respondents said they maintained a social network profile (compared to 30% in 2007, according to a recent Deloitte study).

Here’s the breakdown on 3 popular social sites:

Facebook:

  • Baby Boomers using Facebook increased 107% from 2008 to 2009
  • 73% of Boomers maintain a Facebook profile
  • 90% of Matures maintain a Facebook profile  (That number comes as a surprise considering it was the highest of all generations.)

Twitter:

  • Twitter usage jumped 714% from 2008 to 2009
  • 13% of Boomers maintain a Twitter account
  • 17% of Matures maintain a Twitter account (again, higher than the Boomers!)

LinkedIn:

  • 13% of Boomers
  • 4% of Matures

“Boomers expect that technology will help them live longer and better lives and keep them connected to family, friends, co-workers and, eventually, healthcare providers,” said Lisa E. Phillips, eMarketer senior analyst. “To fulfill these expectations, Boomers are turning to social media, where they keep up their offline social connections and make new ones. Online marketing messages that help them build on their connections—and foster other online relationships—will get their interest.”

Source: SocialMediaExaminer.com

Tags: ,
Posted in Featured Articles, Marketing 101 | No Comments »

Marketing strategies that can pay off

May 23rd, 2008 by Lou Amico

Originally published in the Charlotte Business Journal – 5/23/08

There are many challenges associated with starting a small business.  While many businesses succeed, there are many that fail.  The biggest reason companies fail is that they miss their target market and neglect to showcase their value and benefits that set them a part from the competition.  With a new or existing business, time and money can be limited, but it’s important to implement a marketing strategy that will move your company forward.  Here are ten strategies that can provide long-term sales success even on a small budget.

Network

Find opportunities to network with other business owners and people in your target market.  It’s inexpensive and beneficial in helping you establish relationships.  Keep in mind that networking is not the same as selling. Networking is all about relationships.  If you are constantly in sales-mode at networking functions you will not be successful at establishing relationships.

Get involved

Increase your visibility in the community by becoming active in your local church, community or industry organizations.  Choose an organization that meets your passion and interests and you will not only bring a lot of value to the organization, but will benefit personally as well.

Create a Web site

A great Web site should convey professionalism and expertise. Most people go to the Web when searching for a product or service.  You want to ensure that your website is well optimized to be found and when people visit your site, it readily conveys who and what you are and the image you want to convey.

E-mail campaigns and newsletters

Get business and industry lists and send informative communication to prospects and vendors who may use your service or refer you to others.  It’s important that this communication provide information on the value and benefits of your services without being blatant sales pitches.

Build alliances

A cost-efficient way to compete in your industry is to start quality referral networks.  For instance, if you are a Web site designer, you may partner with a marketing company to offer search engine optimization for the Web sites you design for your clients.  This allows you to leverage strengths in order to offer more to your clients.

Develop a 30-second “commercial”

This 30-second “commercial” includes who you are, what you do and the value you provide to your customers.  This “commercial” can be used when networking and gives you the ability to quickly and effectively communicate your business.  In networking functions, people want to know who you are and what you do.  Having a 30-second “commercial” allows you to provide this information concisely and effectively.

Engage in public relations

Submit news releases regularly to the media and news wire services to communicate your latest business news, clients and opportunities.  Regular media exposure keeps you top of mind when your customers need or want your product or service.  It can also help improve your website position by creating important incoming links.

Do pro-bono work

Offering your product or services to an in-need organization or charity is good for business for a variety of reasons.  The motto “Give and you will receive” is very applicable.

Consider trade

If you have excess capacity or inventory you could use a Barter Exchange to find clients and trade for travel or advertising. Sometimes organizations are happy to trade memberships, goods and advertising in exchange for your product or service.  If it’s mutually beneficially for both sides, then it may be worthwhile for you to consider.

Have a vision

If you can’t envision what your company is or will be, no one else will either.  The components of a vision include core values, core purpose or mission and long-term organizational goal.  Once you have determined your vision, all your business decisions will reflect this and allow your business to adapt to change more easily.

Successful start-up companies have one thing in common:  their market growth was linked to a focus on a well-defined target market and marketing strategy.  The firms developed and delivered products and services that met customer needs in selected market segments. They had solid value propositions, and they were continually reassessing their offerings to maintain a competitive advantage.  Focus on building trust, reputation and leadership, even at a small scale, and you’ll see results.

Lou Amico is founder and president of LA Management Company, a multi-media marketing firm based in Denver, North Carolina. He can be reached at 704-560-6274 or visit LAManagementCo.com for more information.

Tags: , , ,
Posted in Featured Articles, Marketing 101 | No Comments »