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This is my occasional coverage of interesting developments in online marketing. Please feel free to comment and contribute by emailing me at riggs@riggs.com.
Aleksika Keywords is a search engine optimization and online advertising tool features statistical information on keywords, including number of clicks per day and number of ads.
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I’ve been looking for a great blog design that also “pushes out” well as a newsletter. This latest from MarketingVox (see attached) is the best example yet. Its only flaw is that it doesn’t forward nicely, which is a key requirement.
It was designed in Movable Type by design4results. Movable Type (with its readymade version TypePad) really is the king of professional blogware.
1. He recently joined the Microsoft development team for Longhorn.
2. He has become probably one of the most respected Microsoft employee bloggers. Why? Because he has figured out the fine line of building credibility with a (potentially skeptical) external audience while maintaining internal respect amongst his corporate peers at Microsoft. Yet he does not hold back on initiatiing discussion of controversial issues.
These days he is encouraging debate on the role of "employee bloggers" within the overall Microsoft corporate communications activity (note I did NOT say "strategy") where there is the potential for "free thinkers" to embarrass the company. (Having participated in an employee cc:Mail bulletin board for free thinkers a decade ago, that potential is real.) So he is seeking a Bloggers Best Practices code.
In this discussion is reference to a Corporate Weblog Manifesto he authored a year ago. Employee weblogs can be a powerful force in demonstrating the human side of what are seemingly corporate monoliths. If you want to study how Microsoft works and how to work with Microsoft The Scobilizer makes an excellent reference piece.
Weblogging is here to stay. Just as ten years ago the corporate world had to figure out a role for the Internet as a enterprise communications medium, today the world needs to figure out the role of blogging within the enterprise marketing environment.
"I have more links to my site that that!" you exclaim. "Why isn't Google showing them?"
In the past year, Google seems to display substantially fewer incoming links to sites than do other search engines such as AllTheWeb.com. I wondered why and asked linking specialist Leslie Rohde, developer of OptiLink Link Reputation Analyzer. Here's his answer:
"The additional links are almost always there, but Google is only showing the higher PageRank results. When you use the syntax with Google "link:domain.com" (without the quotation marks) Google filters the search results so that similar results and lower PageRank results are removed. But the other links are still in the index and do still count towards PageRank. Google has more results -- generally, far more -- than it shows us."
You can find out whether a page with links to your site is listed in Google's index by viewing the page and seeing if it has a PageRank showing in the Google toolbar. If it has a page rank, it is in the Google index.
The syntax to see all the pages in your site listed in the Google index is "site:domain.com" (without the quotation marks). Other Google "operators" can help you find interesting things about your and others' sites.
Excerpted from Web Marketing Today, 04/21/2004
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One of the most effective ways you can get publicity for your business is to be prepared to share case studies that demonstrate how your product or service makes a difference to your clients. Reporters love "proof" that the story you're telling about your company is true. What better way than to have satisfied clients speak on your behalf?
Don't wait until a reporter asks you for a reference. Do this instead:
1. Build a database of potential media references. Before you need them, contact your best clients and ask them if they would be willing to do an interview with a reporter, should the situation arise. Assure them that you won't give out their name and number without a "heads up" notice first, but you want to keep their contact information handy in case a reporter asks for it.
2. Seek diversity in your references. Make it a point to include in your media reference database a variety of clients. Consider size, geography, type of product or service used, length of time they have had a relationship with you, and their industry type. This will allow you to offer a reporter a reference that will be particularly meaningful to the reporter's specific magazine, newspaper, etc.
3. Be specific about what you want from your references. Don't just ask, "Will you be a media reference for us?" Instead, tell the client what specific messages you would like them to relay and ask if they feel comfortable, even enthusiastic, about offering that message.
By the way, if you need to "sell" the client on the notion of being a media reference, consider this: they benefit from being included in a story because it showcases their leadership in proactively solving a problem. Offer to help them get their key messages across as well so that the story is a win-win for you both. If your reference is used in a story, make sure you send a thank-you note and perhaps even a token gift. If it's a particularly positive story, offer to purchase reprints for your client.
By Marilynn Mobley
Marian Mobley is "head nut" at Acorn PR Consulting Inc. and the author of "The Scoop on Media Interviews: How to be a Respected Resource Reporters and Producers Love."
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