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Strategic Thinking on the Go!

August 2010
Dear Colleagues,

Have you heard that Google is into caffeine now? Recently they introduced Google Caffeine for a real kicker to online search. How does it affect your Web site? Read the article, How Google Caffeine Gives Search a Kick, to know the answer. There may be something you need to be doing differently now that caffeine has been added to search.

We talk about corporate blogging, but did you know that small businesses with corporate blogs receive 55% more traffic than those that don't? Maybe we should all read 10 Tips for Corporate Blogging, so we will know the best way to create an effective business blog. This is the list of do's and don'ts for corporate blogs.

And for those of you thinking about redoing your Web site, the article
3 Tips to Avoid E-Commerce Failure
is just in time. We all have Web sites, but it's important to know what to do to keep from getting an "F" on your site. Be sure your customers can easily get the right information they need to purchase from you.

Last, but certainly not least, the article See Your Clients In Person For That Personal Touch discusses one of the original marketing techniques. Have we forgotten how to apply the personal touch to marketing?

Keep marketing every day and see the success you achieve.

Happy Marketing!
In This Issue
10 Tips for Corporate Blogging
How Google Caffeine Gives Search a Kick
3 Tips to Avoid E-Commerce Failure
See Your Clients In Person For That Personal Touch
10 Tips for
Corporate Blogging

In a world where small businesses with corporate blogs receive 55 percent more traffic than small businesses that don't blog, companies should be taking note on how to improve their blog, attract more readers and get more results.

But still, a lot of companies with corporate blogs seem to be bogged down in uniformed policies and simply aren't thinking outside the box.

Afraid to take on colorful personalities or step a bit outside of their company's happenings, many corporate blogs employ an official tone announcing the play-by-play updates of company news. This is just one mistake that businesses are making in the blogging world.

There is a laundry list of issues that need to be addressed when it comes to improvingNumber 10 corporate blogs, but here we've narrowed down the key elements that companies should focus on. Here are 10 tips for corporate bloggers hoping to make a positive splash in their communities.

1. Establish a Content Theme and Editorial Guidelines
When creating a product or service, you must be able to define the value that it's bringing to consumers. In the case of a blog, you need to clearly define the focused theme that your team will follow. Choose a blog name and theme Click here for rest.

Written by Erica Swallow and published by Open Forum for Small Business.

How Google Caffeine

Gives Search a Kick

Google recently announced the release of its long anticipated Caffeine algorithm. But what does Caffeine really mean? How does it change search engine optimization?

What's Caffeine?

The good news is that for all of the anticipation about the potentially devastating effects of Caffeine on existing search results, its release for the most part had minimal impact on rankings. Google defined the Caffeine update in this June 8 blog post:Cup of coffee"Caffeine provides 50 percent fresher results for web searches than our last index, and it's the largest collection of web content we've offered. Whether it's a news story, a blog or a forum post, you can now find links to relevant content much sooner after it is published than was possible ever before."

In other words, Caffeine simply incorporates faster indexing capabilities to promote fresh content more quickly than before.

How does Caffeine change SEO?

Click here for rest.

By Janet Driscoll Miller, eM+C Online Marketing Strategies and Tactics.

3 Tips to Avoid
E-Commerce Failure
Letter F
What would you do if I told you that nearly half of the visitors to your website can't find what they're looking for and subsequently head to your competitor with their business? In a recent study we found exactly that: e-commerce sites surveyed had an alarming 45 percent task failure rate. It's a frightening number - one that would hopefully launch you into an immediate website redesign with a strong focus on usability so that you can start turning website visitors into customers.

Successful website redesigns, however, are often easier said than done. So here are three tips that you can use now to increase your website's usability and positively impact your bottom line:

1. Be redundant.
E-commerce sites face a two-fold challenge: they have to clearly convey information about the company and its products, and they have to make a sale. It's a lot of information and functionality to pack into one site, with each customer looking for something different than the one before. Pleasing everyone all the time is a hard job; that's why redundancy is the key.

Just think of it this way: Why would you ever make it difficult on consumers to find what they're looking for? By placing links in the menu, sidebar, footer and body of a website, you'll ensure increased exposure - making it Click here for rest.

By Lisa Wehr, eM+C Online Marketing Strategies and Tactics

Marketing Pathways provides professional marketing services that dazzle and perform. You will be pleased with the results. Let's increase your company's sales together!

Cindy Neky

Contact Me.

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See Your Clients
In Person
for That Personal Touch

Too often we get so caught up in thinking of ways to reach our customers-online, mail, Web site, twitter, blog, and Facebook- that sometimes we forget the old fashioned way, seeing them in person.

For those of you in a business-to-business (B2B) selling situation, that means going to your client's office or maybe even taking them to lunch. A business-to-consumer (B2C) seller should get out on the sales floor more often.

Sure, you have plenty to do in your office. Bookwork, address personnel issues, or finish your most recent project, but there isn't anything more important than the personal touch of seeing your clients face-to-face. While we are all busy (is there anyone out there that isn't?), your clients and customers still want to see you and know that you care.

OK, I realize it may sound a little corny, but the people factor still plays a huge part in selling any product or service. People still buy from people.

There has been a huge increase in online purchasing. Which means there is a lot of buying done without any personal interaction. And if you can sell your product in strictly that way, you are extremely fortunate.

Many sales still depend on some personal interaction and it is critical that you know when your marketing depends on it and when it doesn't. Don't ignore your customers and the necessary personal touch. Try not to forget them when you get busy with the operational part of your business.

A few ways to reach out and touch your clients:

Retail Businesses-
1. Personally greet your customers when they come through the front door. How many times has that happened to you? Differentiate your business.
2. Ask their opinion of new products you are carrying or thinking of carrying. Give them samples to try.
3. Have an open house or theme event. Announce that you will be holding a holiday open house with food, prizes and/or speakers. Choose an unusual holiday such as National Popcorn Day, National Pie Day, Friendship Day, or Son and Daughter Day. Be creative.

Commercial/Industrial Businesses-
1. Have an open house at your headquarters. Invite all your good clients and prospects.
2. If you are a national company, hold regional meetings closer to your customers' location. Invite several attendees and give them a chance to meet other clients.
3. Surprise your customer by personally delivering a small gift to them, for no special reason.

There are more, but this gives you an idea of the type of personal attention you can give your customers.

Spend time with your customers, so that when your competitor comes knocking at their door they won't answer.

Cindy Neky

Cindy's Blog
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