amyrivers.com

On November 15, 2007, Julie Roberts asked:

I was wondering, I’m involved with a new startup company that is mostly web-based. We would like to set up some type of dialogue betweeen our target audience and ourselves. The challenge is we’re not sure what type of medium would be best. What do you think? Should it be an open forum or a blog of sorts… We would love to have your input on the matter…

To answer your question, I’d like to offer this discussion of blogs and forums.  First, blogs and forums share a lot of common features. They both allow you to post content. They both allow users to comment on posts and to comment on other comments. In this way, both blogs and forums create a arena for conversation between you and your customers.

 Some difference…

 Forums generally require registration before users can post comments. In addition, focums often allow users to send private messages to one another. Ultimately, forums encourage “community.” When users register for a forum, they are not only able to find information on topics that interest them, but they can easily connect to other people who share the same interests. In this way, forums are just as much about connecting people as they are about providing useful information.

Blogs also encourage dialogue between users, but in a different way. First, blogs do not necessarily require registration (though you can set yours up to require users to register before posting). In addition, blogs do not allow privte interactions in the same way that forums do. The point of a blog is more about the posting of articles and other topical content. Whether the blog is informational or merely a place to share opinions on selected topics, users interact with this content (or at least with a focus on content).  They do not necessarily interact with each other.

One important feature that blogs offer is RSS. Bloggers can setup their blog to offer RSS feeds. Users can then subscribe to blogs that they enjoy reading and receive new posts to an RSS reader or mobile device. In effect, users don’t have to go to your website to enjoy new blog posts – they just open up their RSS reader, cell phone or PDA and anytime you post something new, they can read it right away!

 From a search engine perspective, blogs do tend to get more notice. In my experience, forums can be harder to optimize. Posts are often short and the format tends to be very dynamic, making it difficult for search engines to grab hold of the content. With a blog, posts become permanent pieces of website content. You can use permalinks and other features to help search engines find your posts. And, since posts are often focused on a particular topic, it is easier to use relevant keywords to increase your search engine rankings.

 At the end of the day, both blogs and forums are useful in their own ways. It is important to ask yourself what you are trying to accomplish for your website. And, don’t forget, these tools are not mutually exclusive – you can have both!

By now, it may seem obvious that getting people to link to your site is an important part of your web marketing strategy. These links help improve your Internet presence and provide direct traffic from other website to yours. But I’d like to talk a bit about the not-so-obvious reason for getting involved in link generation. That reason: networking.

As business professionals, we often find ourselves at mixers, lectures and other events that are meant to get us together, to broaden our professional networks and get our names out there. After all, for most of us, warm referrals are much less painful than cold calling! But when it comes to the Internet, it is sometimes difficult to see the networking potential – especially when our main focus is often on how to get our information out to the world.

 But the Internet can be an amazing tool for starting dialogues and building relationships. In its most basic application, we can use the Internet to locate businesses like ours (or maybe complimentary to ours). These types of websites provide great link building resources, so it’s important to contact the owner and talk link exchange. In doing so, you’ve reached out, sometimes across town, sometimes around the world. You’ve started a relationship that can lead to business and can be mutually beneficial.

So, what’s the bottom line? If you’re not using the Internet to reach out, to get your names out there and to build relationships, you’re not using it to its fullest potential. I should know, I’ve been asked to speak at events and have gotten jobs from people I met through link generation work.  I’ve also built some of my most important business relationships with people who I may never meet in person, but would never have been able to connect with any other way!

In answering web marketing questions for my clients, I often find myself thinking “this information could really benefit all of my clients” or “this is just what Jane asked me about yesterday.” In an effort to share information and encourage open communication, I’ve created this blog.

I’d like to ask my readers to send me their questions and comments regarding website marketing. Whether you have a general question or something specific about your site, please post your comments here and I will try to provide answers that will benefit everyone.

Looking forward to seeing your posts!

Inbound links, links leading from other websites to your website, are very important in achieving higher search ranking and direct traffic to your site (provided they are high quality links and relevant to your business). The activity of link building allows you to connect with other businesses online, creating a strong online network and opening the door to professional relationships. Here are five easy ways to make link building a natural part of your business process:

1. Ask for links anytime you begin work with a new client or vendor. Whether you’re on the giving or receiving end of a product/service, its important to ask for a link and to be willing to provide one for the client/vendor – its mutually beneficial.
2. Ask colleagues, business partners and mentors to link to you. These are people who know you and can provide not only a link, but some related information to provide context for site visitors.
3. Request a link from any organizations  you belong to. And once the link is live, verify that the information is correct and that the link works.
4. Post press releases on online PR distribution sites like PR Web and PR Newswire. Be sure to include a link to your website in your press release.

Extra tid-bit: Allocate 5 minutes everyday to identify new websites that would make good link partners for you. If you make this task a part of your work schedule everyday, it will soon become second nature.

Just finished reading How to Win Sales & Influence Spiders by Catherine Seda. The book is divided into two sections. Section one deals with online public relations and includes discussions on SEO, blogging, press releases, etc – things that would help you earn higher ranking in the search engines, as well as attracting the attention of the press. Section two is a look at online advertising and how to make it more effective for your business.

The book is a great, non-technical introduction to these topics. It is not a resource for the experienced website designer or search engine marketer – but then, it was not created for those audiences. Instead, Seda provides an overview of website marketing, online public relations and online advertising for the business owner, focusing primarily on the potential benefits of these elements.

I would recommend this book to any business person who is trying to understand how the Internet can positively impact their business.