Publicity Web Design

Five Tips for Building a Self-Marketing Website

A potential client recently came to me with an existing site. It certainly was slick: the homepage featured a Flash animation of telegenic young professionals culled from a stock photo service, psuedo-jazz techno music, and words sweeping in from all sides selling you the company's service. Unfortunately the page had no useful content, no call-to-action and no Google PageRank. It was an expensive design, but I didn't need to look at the tracking stats to know no one came this page.

So you're ready to ditch a non-performing site for one more dynamic, something that will attract customers and interact with them. Here's five tips for building a self-marketing website!

One: Useful Content for your Target Audience Give visitors a reason to come to the site. Text-rich, changing content is essential. In practicality, this means installing a blog and writing posts every few weeks. You'll see measures like "keyword relevancy" increase instantly as excerpted text shows up on the homepage. Add videos and photos if your company or team has that expertise, but remember: when it comes to search, text is king.

Two: Give away something valuable or useful Many smart marketing sites feature some free giveaway right on the homepage: a useful quiz, professional analysis, a PDF how-to guidebook. A builder I worked with went to the trouble of posting dozens of floor plans & pictures to their website and compiling them into a PDF book, which they gave away for free. The catch in all this? You have to give your contact information to get it. Once the free material has been compiled, the site runs itself as a sales lead generator!

Three: Ask yourself the Three User Questions! It's amazing how focused the mind gets when you actually sit down to define goals. Just about every website can benefit from this three-step exercise:

Who is the target audience?
What would draw them to the site?
What do we want to get from them?

Get a group together to through your website page by page these questions. Brainstorm a list of changes you could make. You'll want to end up with Defined Goals: what quantifiable actions do you want visitors to take? It might well just be the successful completion of a contact form.

Four: Test Test and Test Again Many small businesses now get a lot of their customers from their websites. Your website is an essential piece of your marketing and publicity and you need to be smart about it. Compile together your favorite site-improvement ideas and make up alternate designs incorporating the changes. Then use a tool such as Google Website Optimizer to put the alternatives through their paces. Which one "converts" better, i.e., which design gets you higher percentages in the Defined Goals you've set? Once you've finished a test, move on to the next brainstorming idea and implement it. Always be testing!

An extensive series of tests of one site I worked on doubled it's conversion rate: imagine your company doubling its internet sales? It is completely worth spending the time and effort to go through this process.

Five: Don't Be Afraid to Get Professional Help If you need to hire a professional to help you through this process you'll almost certainly get your money's worth! A recent projects cost the customer $6000 but I was able to document savings of $100,000 per year in his publicity costs! See my piece What to Look For in SEO Consultants for my insider-advice to how to pick a honest and competent professional web publicity consultant.

Categories: Niche Marketing
Tags: Action, Client, Content, Conversion Rate, Flash, Free, Giveway, Goals, Google, Keyword Relevancy, Music, Pagerank, Pdf, Sales Leads, Seo, Stock Photos, Target Audience, Videos | Edit

Nonprofits and Social Media

I'd like to talk today about social media and nonprofits. I've had a couple of interesting projects lately helping nonprofits put together Facebook Pages, LinkedIn Groups and Twitter sites. I think this is an exciting way to reach out to audience members.

Today: Email Lists

Over the last few years we've focused on email lists. We all have big email lists--tens of thousands of users, segmented all sorts of different ways. We send out dozens of emails a week and they end up seeming not spam.

Facebook Pages

A new era is coming with social media. A big change is Facebook Pages. These are geared toward advertisers although you don't need to have a Facebook advertising campaign to use them. In March 2009, Facebook redesigned Pages to act much more like typical user profiles: there's a wall, there's an activity stream, and you can associate different applications with them.

Two things about Pages are exciting. One is the activity stream. People who sign up as "fans" of your Page see what you're putting out in their individual stream. They'll log into Facebook and see that messages like "Jen just got engaged!" or "Joe is having a bad hair day" and that your organization is having some great event coming up this weekend. You're seen in the association of happy news from their friends. It's different from a spammish email because it's coming in with the context of their friends, which is very powerful for publicity.

The other nice thing about Facebook Pages is that they're public. A lot of portions of Facebook aren't but making Pages public means you can point to them from your website or other social media campaigns.

I think Facebook fan groups are going to be the new email list. They are the way we'll be able to reach out to people. I'm very excited about this because there's all sorts of easy multimedia possibilities. You can integrate with Youtube, with Twitter, with podcasts, etc., embedded for fans of your Facebook page to see as it's happening. This is much more exciting than some of the emails that we send out. They are also more interactive because fans can post things on your fan walls so you can have conversations on your sites.

Intimate, immediate, engaging

What the smart nonprofits are going to be doing is a lot of posting in a style that's authentic and intimate and less worried about being slick than we've typically been.

What I would love to see nonprofits doing is to get serious about video. I'm not talking about fancy video, hauling in videographers for six months shooting a three minute slick commercial. Get an inexpensitve video recorder and start doing five minute interviews with the people your organization serves. This will differ depending on your organization's focus. One advantage to simple videos is that you can convince even the busiest of your interviewees to take out a few minutes. You make these videos and post them to Youtube, Vimeo or directly to Facebook video. It doesn't matter where they hosted but you'll have to make sure they're embedded on your Facebook fan page.

Building our Facebook Fan Page

How to direct? You can direct in the emails you're sending out or through other sources. Twitter is a great way of directing people to what's happening: you send out a 140-character "tweet" with an interesting tease about the video you've produced and a link to the Facebook fan page.

The whole goal is to get Facebook fans. Once you're in as a fan, you show up in their activity streams. All the fans get to see the events you're organizing, the videos. If you have extra tickets to an upcoming event, post about it because people will see it immediately. It's a wonderful way to reach people quickly in a way that's not as intrusive as email (I suspect a lot of younger users are actually checking their Facebook homepage more often than their emails!).

The New Nonprofit Outreach

I'd love to see a lot more of these intimate, almost home-made videos going up on Facebook fan pages and using fan pages as a way of connecting with people. We can think of these as the new email list.

I would strongly encourage nonprofits to use all of these these media to reinforce their message and to find new ways to reach their audiences in a much more engaging, intimate way.

--------------

Martin Kelley is a web developer and social media consultant specializing in nonprofits. This post is a loose transcription of his video, Nonprofits and Social Media. This essay is also available on the MartinKelley.com Facebook fan page.

Categories: Facebook , Niche Marketing , Practical 2.0
Tags: Activity Stream, Email, Facebook, Linkedin, Nonprofit, Outreach, Pages, Profits, Twitter, Youtube | Edit

I am the King of Folksonomy

I just relaunched my personal blog a few days ago, moving it from nonviolence.org/martink to quakerranter.org. I plan to write a whole big piece about it in the near future. But my access logs just picked up something amazing.

An important part of the redesign was an automatic keyword generator. Posts were run through a script that automatically pulled out keywords from the text. My 2003 article, Going all the way with Movable Type generated the following tags, which appear as links after the post:

Following the links takes you to similarly-tagged articles. At least that's the conceit. When you follow a tag's link you're simply doing a site search for that keyword. A little htaccess rewrite magic is making the result look like it's a static category page.

"Fine and well" you're thinking, "big deal." Well, here's what's cool. There are 225 entries on the QuakerRanter blog. Google's just gone through and indexed the site and is now claiming it contains 1300 pages. Each tag is being indexed as its own page. Every time I mention any interesting term, it becomes a page that Google indexes and delivers to its searchers.

Which brings us to today's cool piece from the access logs. In December of 2004 a rather innocent post on Quaker Ranter became the center of a mini-whirlwind on the political blogs when it mentioned that I had gotten a call from a CBS News publicist interested in Nonviolence.org. All political blogs get publicity calls from news and opinion think tanks trying to suggest (or plant) stories but no one's supposed to talk about it. I only mentioned it because it was so unusual. One of the blogs denouncing the liberal conspiracy my post revealed was the somewhat slimy Little Green Footballs. After a few weeks the denunciations died down.

But this morning, someone looked up littlegreenfootballs in Google and came to my site. Because of my automatic keyword generator, tags, and static-loooking links, I'm now the number two entry, on two three-year old posts, now relocated to a days old quakerranter.org. Cool.

This mixing and matching of content and rich manipulation of data is sometimes lumped together in the cool bu zzphrase folksonomy. Note that none of what I've done is a tricking of Google. Every tag is really going to a page with that content. These are "natural" and "organic" search results in the lingo of SEO. I'm just presenting my information in multiple formats that appeal that the widest array of audiences.

For what it's worth, I don't think I deserve #2 status for "littlegreenfootballs" and I don't think Google will keep it there for long. It's a bit odd that they have elevated that particular term so high and no others tags seem so stratospheric.

Positive Results:

As of February 2007, Google indexes 3,540 pages on QuakerRanter.org, a blog of only 239 posts. In December 2006 30% of my Google visits were to one of the "tags" page. Reconfiguring the blog in this kind of tag-intensive way has more than doubled search engines visits, again in a very natural and organic way. Adding tags has simply made what I've written more accessible to search engines. Very cool.

Negative Ramifications:

Shortly after installing this new system, my servers started periodically crashing (about once/week). The problem would be multiple MT-Search processes overloading the memory.

My guess is that a search engine spider came along and started indexing all of the tags. Each link initiated a search query in Movable Type. The built-in search for Movable Type is just not able to handle this volume of traffic.

I installed Fast Search to solve the problem (tip of the hat to Al-Muhajabah). It took awhile: Fast Search required a MySQL upgrade at my host. After that I needed to install these plugin fixes. Then it was fine-tuning the htaccess files. It was been more work than I initially expected and the tag results now forward to a funny URL that Google doesn't love as much.

Categories: Niche Marketing
Tags: Blogs, Htaccess, Keyword Generator, Magic, Movable Type, Movabletype, Nonviolence, Personal Blog, Quotes, Rewrite, Run Through | Edit

Marketing and Publicizing Your Site

"Build it and they will come" is not a very good web strategy. Instead, think "if I spent $3000 on a website but no visitors came, did I spend $3000?" There are no guarantees that anyone will ever visit a site. But there are ways to make sure they do.

Much of web marketing follows the rules of any other mode of publicity: identify an audience, build a brand, appeal to a lifestyle and keep in touch with your customers and their needs. A sucessful web campaign utilizes print mailings, manufactured buzz, genuine word of mouth and email. Finances can limit the options available but everyone can do something.

One of the most exciting aspects of the internet is that the most popular sites are usually those that have something interesting to offer visitors. The cost of entry to the web is so low that the little guys can compete with giant corporations. A good strategy involves finding a niche and building a community around it. Personality and idiosyncracy are actually competitive advantages!

It would be cruel of me to just drop off a completed website at the end of two months and wash my hands of the project. Many web designers do that, but I'm more interested in building sites that are used. I can work with you on all aspects of publicity, from design to launch and beyond to analyzing visitor patterns to learn how we can serve them better.

Making sites sticky

We don't want someone to visit your site once, click on a few links and then disappear forever. We want to give your visitors reasons to come back frequently, a quality we call "sticky" in web parlance. Is your site a useful reference site? Can we get visitors to sign up for email updates? Is there a community of users around your site?

Making sites search engine friendly

Google. We all want Google to visit our sites. One of the biggest scams out there are the companies that will register your site for only $300 or $500 or $700. The search engines get their competitive advantage by including the whole web and there's no reason you need to pay anyone to get the attention of the big search engines.

The most important way to bring Google to your site is to build it with your audience in mind. What are the keywords you want people to find you with? Your town name? Your business? Some specific quality of your work? I can build the site from the ground up to highlight those phrases. Here too, being a niche player is an advantage.

I know lots of Google tricks. One site of mine started attracting four times the visits after its programmer and I redesigned it for Google. My sites are so well indexed that if I often get visitors searching for the oddest things. We can actually tell when visitors come from search engines and we can even tell what they're searching for! Google apparently thinks I know "how to flatten used sod" and am the guy to ask if you wonder "do amish women wear bras." I can make sure your important search terms also get noticed by Google and the rest!

Categories: Niche Marketing | Edit

The Early Blogging Days

When Nonviolence.org morphed into a blog

An early edition of "Nonviolence Web Upfront," which debuted December 29, 1997.

I started Nonviolence.org in late 1995 as a place to publicize the work of the US peace movement which was not getting out to a wide (or a young) audience. I built and maintained the websites of a few dozen hosted groups (including the War Resisters League, Fellowship of Reconciliation and Pax Christi USA) but I quickly realized that the Nonviolence.org homepage itself could be used for more than just as a place to put links to member groups. I realized I could highlight the articles I thought should get more publicity, whether on or off the Nonviolence.org domain. The homepage adapted into what is now a recognizable blog format on November 13, 1997 when I re-named the homepage "Nonviolence Web Upfront" and started posting links to interesting articles from Nonviolence.org member groups. In response to a comment the other day I wondered how that fit in with the evolution of blogging. I was shocked to learn from Wikipedia's that the term "weblog" wasn't coined until December of that year. I think is less a coincidence than a confirmation that many of us were trying to figure out a format for sharing the web with others. Below is an excerpt from the email announcement for "Nonviolence Web Upfront." The reliable Archive.org has index of Upfront's second week, whose feature was a guest piece by John Steitz, Is the Nonviolence Web a Movement Half-Way House that sounds eerily similar to recent discussions on Quaker Ranter.

Here's the email announcement that coincided with Upfront's debut:

NONVIOLENCE WEB NEWS, by Martin Kelley Week of December 29, 1997

CONTENTS
Introducing "Nonviolence Web Upfront"
New Procedures
New Website #1: SERPAJ
New Website #2: Stop the Cassini Flyby
Two Awards
Numbers Available Upon Request
Weekly Visitor Counts

With my travelling and holiday schedule, it's been hard to keep regular NVWeb News updates coming along, but it's been a great month and there's a lot. I'm especially proud of the continuing evolution of what I'm now calling "Nonviolence Web Upfront," seen by 1800-2200 people a month!

----------
INTRODUCING "NONVIOLENCE WEB UPFRONT"
The new magazine format of the NVWeb's homepage has been needing a name. It needed to mentioned the "Nonviolence Web" and I wanted it to imply that it was the site's homepage (sometimes referred to as a "frontpage") and that it contained material taken from the sites of the NVWeb.

So the name is "Nonviolence Web Upfront" and a trip to http://www.nonviolence.org will see that spelled out big on top of the weekly-updated articles.

There's also an archive of the weekly installments found at the bottom of NVWeb Upfront. It's quite a good collection already!

Now that this is moving forward, I encourage everyone to think about how they might contribute articles. If you write an interesting opinion piece, essay, or story that you think would fit, send it along to me. For example, "War Toys: Re-Action-ist Figures" FOR's Vincent Romano's piece from the Nov. 27 edition, was an essay he had already written and made a good complimentary piece for the YouthPeace Week special. But don't worry about themes: NVWeb Upfront is meant not only to be timely but to show the breadth of the nonviolence movement, so send your pieces along!

Categories: MartinKelley.com
Tags: Cassini, Interesting Articles, Martin Kelley, Member Groups, Nonviolence Web, Org Web, Pax Christi Usa, Peace Movement, Quaker, Web, Wikipedia | Edit

Client projects and tech blog posts about Publicity

Five Tips for Building a Self-Marketing Website

Nonprofits and Social Media