Archive for 31. March 2010

Online Brand Management: Optimizing Facebook

Copyright (c) 2010 Enzo F. Cesario

We’ve previously discussed the Web’s amazing tendency to take very good ideas and adapt them to techniques largely unrelated to their original intent. Nowhere is this more currently prevalent than in the realm of Social Media Networking.

SM sites were intended to allow people to present a profile and keep in touch with interested parties. In essence a combination of email and webpage, they exploded in popularity with the sort of overnight success prevalent on the Web. Of course users drive popularity, and where there are users, there is a captive audience – and businesses are always keen to adopt a potential audience.

Now Web writing and development résumés often need to include Social Media Networking experience, and businesses have their own Facebook pages. The Web is ever sensitive to the principles of competition and advertisement, so in the wake of this upsurge in popularity and usage come the techniques and principles of Social Media SEO.

Search engines rate all websites based on their internal criteria, and this increasingly includes Social Media pages such as Facebook. With that in mind, let’s consider five key ways you can apply SEO techniques to Facebook in order to drive interest.

Method 1 – Respect Your Audience

We’ve covered the power of individuality on the Web. While it is true the Web offers exceptional degrees of anonymity and collective activity, at the end of the day every user has his/her own judgments to make, and will make those judgments known via clicks and comments. There are websites solely devoted to expounding on peoples’ bad experiences, such as the popular Not Always Right. Rest assured that if you stick to sales pitches and infomercials, your work will be forgotten or derided quite quickly.

Instead, focus on promoting interesting, non-sales material on your Facebook page. Comment on interesting developments, or explain a personal angle from one of your employees that helps people connect with your organization. Some of the most profitable sites on the Web don’t make any major sales pitches, so take advantage of the chance to have a conversation and keep people interested.

Method 2 – Identify and Use Your Keywords

We’ve talked about keywords before, and they remain relevant still. Search engines are able to provide more precise listings based on effective keyword usage, and good placement in a search return is often dependent on how your keywords relate to user searches.

Keyword usage requires research. It isn’t a matter of simply plugging in all the buzzwords in every awkward conversation – this is a good way to get sites to blacklist or penalize you in their rankings. Take the time to really examine what key roles your business works toward, and then research the keyword usage of related activities. Pick out those keywords that seem most relevant, and then work them into your site as naturally as you can.

However, keyword use doesn’t always require focusing on the content and writing portions. Your Facebook profile includes an ‘about’ section. Putting your core keywords here is a good idea but keep it concise; more than two or three keywords risks diluting the impact of your message.

Method 3 – Remember Reciprocity

The interesting thing about your Facebook page is that your company website doesn’t host it – Facebook does. This puts your content in two distinct places on the Web, potentially doubling the coverage you can receive during Web searches. Take advantage of that by remembering to provide links from each site to the other. Your company homepage should be linked from your Facebook profile, and vice-versa. This will increase traffic to each site by bringing in visitors from the sister sites, and takes less than a minute to implement.

Method 4 – Harness Multiple Media

Broadband is common now. Perhaps it was still acceptable to lack significant video content in an online venture ten or even five years ago, but modern broadband connections cost customers less than the first dialup connections, and can channel extraordinary amounts of video and audio.

Given the social nature of Facebook, it’s an appropriate page to include ‘related’ content to your venture that isn’t strictly relevant in the normal sense. Consider a site focused on pet care and related products. Rather than tying in a sales video, post the latest adorable kitten video from one of the many cat websites on the Internet. Tag it with keywords related to your focus by all means, but the key here is to give people additional reasons to visit your site and help drive your numbers.

Method 5 – Learn From the Best

A writer once commented that every good story has already been written – what remains is for the good writer to borrow judiciously. If there is one thing the Internet is good for, it is copious amounts of free information. Take a look at popular Facebook sites and take notes on what they’re doing. You do not exist in a bubble, but rather a network of ideas and interactions. Consider adopting different approaches that others are making work, or putting your own spin on them for even more success. Creativity drives much of the Web, so feel free to experiment.


About the Author:

Enzo F. Cesario is an online branding specialist and co-founder of Brandsplat, a digital content agency. Brandsplat creates blogs, articles, videos and social media in the “voice” of our client’s brand. It makes sites more findable and brands more recognizable. For the free Brandcasting Report go to or visit our blog at

Local Search – Sales Leads

Sales Leads - Local SearchThere is a new trend happening (well not all that new).  I have been hearing about it at my networking events and reading about it on various blogs and recorded webinars.

It is called local search which translates into Search Engine Optimization (SEO) for local companies.

Certainly SEO is not new. Local contractors and business owners have been doing it for years. Depending on the SEO company chosen to do the work the results have been mixed.

If you have been trying to sell a Search Engine Optimization job lately you have probably heard words like….

  • “I have been burned in the past.”
  • “Cost too much.”
  • “No results from my past experiences.”
  • Worked for a while.”
  • “Not cost-effective.”

The list of why not to do a local SEO projects grows longer as more companies enter into the space.

What is new is the number of “PROFESSIONALS” entering this field. As an example Ad Zoo is basically an MLM focusing on local PPC search. They do a great job of getting you to the top of page one by just managing your PPC budget and tying it to a specific geographic location. Now you and I can do this without them but local business people don’t have the time to spend learning these PPC systems and why should they when we could do it.

The newest trend is lead production using organic search. These types of companies are terrific for the local businesses because they only get paid if they produce a local lead! So they assume all of the risk and they spend all of the money needed to get a site listed and maintained on the major search engines. One such company is Atlanta Internet Marketing Company.

Here is a company that either a posts a local website to generate leads for your local business or they will manage your PPC campaign for you.

There is hope for local business owners. This new class of professional lead generators could greatly help your bottom line and increase your sales.

Mary Kay Sales Training

Mary Kay Sales TrainingMillions of women around the world use and sell Mary Kay cosmetic products.

Most probably start out as users of the product. They like the quality, and how the products make them look and feel.

And then there is that Mary Kay Independent Representative that is so helpful…

                    “I bet I could be just as helpful!”

Just when the lady is thinking that exact thought the Mary Kay Independent Representative says… “Have you thought about being a Mary Kay salesperson?”

The marriage begins. The first meeting is attended and the product training flows in at an enormous rate. One thing is clear about Mary Kay Independent Representatives – they know and use their products!

After about 4 weeks of product training our new representative begins to venture out on her own. Sales come in but then, then something happens to her that was unexpected. For her and a sizable amount of these new salespeople their sales begin to drop off or become non-existent altogether.

Quickly and finally the new sales reps just fade away from their independent businesses due to lack of sales.

Mary Kay Directors are excellent at recruiting and product training. To keep these new independent representatives engage in the sales process they also have to teach how to sell the product.

Sales is about the customer and what the customer is thinking at that moment, not the location of the next host party.

Here is an article to support this exact point. Directors spend so much time on recruiting and product training yet the turnover of representatives can be a daunting task to get under control.

My advice set up some professional sales training. Or if you need more convenience attend an online or web based sales training so you can learn the fundamentals of sales and pass that along to your own recruits.

Web based sales training can be found here…

Athletes Use Steroids – Entrepreneurs Use This

Years ago, I saw a seminar where the presenter was saying the only difference between where you are now and where you want to be is knowledge.

His argument was that if Bill Gates lost all his money tomorrow… he could get right back up there again quickly because he had knowledge which people would pay for.

Well, I kind of agree with that.

And I kinda don’t.

Because I know plenty of people who have heaps of knowledge that aren’t raking in the cash because they don’t take the right action and don’t have the right mindset.

I believe knowledge is to entrepreneurs what steroids are to athletes – only it is good for you and has no side effects.

But they both give you an unfair advantage.

Of course, even if an athlete takes steroids, if he doesn’t take action or have the right mindset – he’s not going to win.

So I would say the 3 things successful entrepreneurs have in common (and I’ve met plenty of them ) are…

  • Knowledge
  • Action
  • And mindset
    However today I want to talk about the knowledge problem and how it holds us back.Now there are a few problems which exist in business. And they generally revolve around people… systems and money.Let’s look at people… if you can’t get the right staff, you probably have a knowledge problem in terms of not knowing how to attract them… how to set up systems so you have developed relationships with potential staff members before you need them… how to set your company up as “the place everyone wants to work at” and so on.

    If you can’t get things done because you are always doing $15 an hour work, you have a knowledge problem. And you need to learn how to set up systems so everyone else does this work and you can focus on what you do best. (if you haven’t read Michael Gerber’s E-Myth, I highly recommend it).

    Make sense?

    And it’s the same with money problems.

    If you can’t get more customers, you have a knowledge problem –

    If you can’t get your ads to work, you have a knowledge problem –

    While knowledge may be the total solution. And while there are plenty of people out there with lots of knowledge and little to show for it… if you combine knowledge with action and the right mindset, you have an unbeatable combination.

    So go and learn something 😉

    Scott Bywater

    P.S. Please note, I am not encouraging the use of steroids in any shape or form – simply trying to make a point that in business it’s easy to get an unfair advantage without breaking the rules.


    Scott Bywater is a successful direct response copywriter and heads up Copywriting That Sells, a direct response advertising firm. Want to learn how to get more customers – then get your hands on his popular 17 page ebook “7 ways To Increase Your Turnover… No Matter What The State Of The Economy.” It’s been downloaded by over 8,247 business owners over the past five years and you can get your hands on it now at