Location data platform and provider Yext has introduced a range of new data types and rich content into its PowerListing local data syndication product. The new offering is called PowerListings+ (Like Google+).
Anthony Hall‘s insight:
If you have a local business, you or your marketing person needs to see this.
Part two: An introduction to selling yourself aka personal branding.
How does one apply branding when it comes to handmade marketing? Branding is one of the principles of salesmanship, meaning, you must sell yourself before attempting to sell your product. Branding is also a logo that differentiates one company from another. As promised in the last post, we will go in depth today and discuss both.
To answer the title of of this post, the brand comes before the product. Because we take the terms, product or brand, for granted and use them interchangeably, there is often confusion with new sellers trying to learn the ropes of marketing. When I write Crest on my shopping list, I mean Crest tooth paste, but the Crest brand carries many products. How many can you think of?
The brand is you and your story. If you can sell yourself, then you can sell most anything—handmade products or glow in the dark toilet paper. Branding is what drives your creative process. Ultimately, your story introduces your product. And if its a good plot, then your brand sells itself. Does this just sound like semantics to you? Perhaps a con job? It’s neither. Read more
I wanted to point out one of the downsides of a fan base created largely out of Facebook Ladders and Like Sharing. Then I want to show you how to reach the friends of your Facebook fans.
Getting Facebook Fans Using Ladders
If you don’t already know what Facebook Ladders are or what Like Sharing is, they are powerful ways to grow your Facebook fans. The idea is simple.
Someone posts a “Ladder” or “Like Share” in their timeline
Each participant leaves one or more comments for this post containing a link to a Facebook Fan Page (referred to as a “shout out”)
Each participant visits each of the fan page links left in the comments using their personal profile and clicks the “Like” button.
There are several variations of the but the overall effect is the same. The fan pages that are included in these comments get lots of “likes” or new fans. Not only does this grow your fan base, but it is real people. Since the fan base is made of real people, it means the respective fan page posts have a chance to get seen by many people and potentially experience some viral action.
There’s no doubt that the internet has fundamentally changed and enhanced marketing methods in the handmade business niche. Yet, many who still rely on conventional marketing methods may be missing out on increased visibility and profits. Full-time artisans, already experienced in business, understand that sound management and internet marketing are the foundation to a wider audience resulting in sales and increased profits.
At best, outsourcing the mundane non creative functions of the handmade business comes with financial success, allowing full-time creation of product-if that’s what is desired. At worst, learning the basics of handmade marketing, living in the handmade niche, and becoming the dreaded sales person, can leave them short on time for product creation. Upon eventual success, the handmade artisan will gain valuable business acumen needed for a stable career.
Business Myths and Misquotes
Business basics don’t always come natural, but lucky for us, there are coaches, books and websites to the rescue. As humans, we are not immune to internalizing common myths the throw us off our path. It’s time to put those tall tales to bed. If you are still relying on that old idiom “build it and they will come,” and it various illogical versions, lets first prove it wrong.
You should! Backlinks are important in your online marketing efforts. Some of you may have been scared away from backlinking because of all the changes that Google and other search engines have made.
Actually, the search engines are making it better. They have made it so that quality backlinks receive the most search engine love. It used to be that you could blast a website with a bunch of any kind of links and it would rank really well. Now, the links need to be from quality sources and should be related to where they are pointing to.
This is a great video for anyone who is trying to get their brand noticed. It’s easy to forget that what it takes to get noticed isn’t about carpet bombing your target market with your brand image and products. It’s important to capture the attention of the people who are interested and then leverage those people to get the word out.
I am going to tell you a little about the under-used over-looked power of press releases. A press release is one of the finest examples of marketing power available for 3 big reasons:
You can compete for high competition keywords
Search engines like news and press releases and so they give them a little more special attention compared to the ranking of websites. The trade-off is higher rankings over a shorter amount of time for press releases compared to long term rankings for webpages.
So in short, you can rank well for hard to get key terms, but the exposure is relatively short lived. There is a way to lengthen this exposure that I will get into later in this post.
With exposure comes traffic and if the press release is written with content relevant to your site or shop, then the traffic will be valuable targeted traffic. Remember, it’s better to have a few visitors that buy compared to many visitors that do not buy.
The real bonus to press releases is the backlinks it creates. Just one submitted press release can create a valuable backlink to your site or shop. In some cases, you can create anchor text backlinks back to your site or shop which increases the value of that backlink.
On top of that, press releases tend to get syndicated by other sites which means the backlink multiplies it’s value since that one link will turn into links from other sites. This has the potential to explode.
I have used this technique myself and have seen 3 press release submissions turn into 12 or more backlinks.
How To Create A Press Release
There are two basic options:
1) Have it written for you.
– or –
2) Write it yourself.
I am a fan of writing these myself. The reason for that is that I have intimate knowledge of what it is I am trying to promote and the formula for press release writing is fairly simple.
This was posted in the Etsy forums by us shortly after the Handmade Marketing shop was opened.
This is a handy trick for figuring out the best keywords to use for your shop items. I haven’t really seen anyone talk about this yet, but some of you may already know this trick.
It’s a keyword tool that is right under our noses!
Have you ever noticed that when you start typing in the Etsy search box that it tries to guess what you are looking for by giving you real-time term matches?
You can actually use this to your advantage. That key term matching is based on the commonly searched on keywords and phrases. As vendors, this helps with trying to know how to title, describe, and tag your items.
How Does This Help?
Knowing what words people use to find what they are looking for means that you can use those same words to describe your items. This can help you in two main ways:
1) Traffic – Naturally, if you are optimizing your listings using words that people search with, your items will have a better chance of showing up in the search results.
2) Relevancy – Sometimes vendors will use very few words to describe their items. While they may be extremely accurate, fewer words means less exposure.
Both of these are very closely tied together and the key to it is balance. You don’t want to use too few words and you don’t want to use too many and here is why:
Part of the reason we all work so hard to make sure the right keywords in the right places is not to just attract traffic, rather it is to attract “targeted” traffic.
I would rather have 8 visitors out of which 6 buy something than have 100 visitors out of which 2 buy something. Make sense?
Ok! So, I finally am getting around to getting the blog portion of this site started. I know from an external point of view, it must seem as though I am dragging my feet, however; this is not quite true.
Unfortunately, I have a rather terrible habit of involving myself in too many projects at once. As such, this site has gathered a bit of dust. I am making this site one of my main focuses and plan to create something like a platform for marketers of handmade goods to learn and grow and, of course, sell more of their things.
We have been doing some testing as much as we can in order to find a cost effective way for online shop vendors to leverage the power of internet marketing techniques without the need to divert their attention from what they do best. In other words, we are trying to create an online marketing service to boost traffic and sales for online shop vendors. So far, things are going well, but the tests are still going… so more to come on that.
Keep an eye out for more. We will be adding more content and changing the site a little bit, but ultimately, we are trying to provide some good information and opportunities for those who need and want it.