Several thoughts came to mind from our March meeting that I'd like to share, along with a tip from one of our members:
I. Every Month: Monitor your online identity
Your Web site is not the only encounter search engines and potential prospects have with you. Your name and your business name may appear at anytime in places you have no control over, simply because someone thinks they have something to say about you and they take the time to sit down and post their thoughts online somewhere. This is the silver lining of consistently providing exemplary service. And, the more times people mention your business online, the more credence the search engines give to your Web site, and they, therefore, pull your Web site up sooner for relevant searches. This brings more traffic to you at no extra cost, other than the effort you put into being outstanding in the first place.
Be aware that the converse is also true - disappoint people and they'll quickly vent online, and you're tarnished.
How do you know which shade(s) of silver your name and business are right now? It's simple. Go to any search engine (google, yahoo, msn, ask, etc.) and type in your name. Then look to see what SERP's (Search Engine Related Pages) come up. If you have a common name like Bob Brown there may be thousands of pages. Scan the first few pages to see what's there, and click on any that look relevant to you. Or, do a new more specific search, like "Bob Brown Silver Spring Florist".
Repeat this process, this time searching on your business name.
If you discover some positive PR, you can always follow up to say thank you. If you discover negative or misleading PR, chances are there is an underlying misunderstanding. Follow up to find out the source of the misunderstanding, without being confrontational. Most misunderstandings can be resolved, and if handled professionally, generate goodwill. As long as you are making a good faith effort to resolve the misunderstanding, it is perfectly appropriate to ask that the person remove the reference to you while you attend to their concerns.
II. Generate Quality Traffic to Your Web site
Do you know how many options a bride-to-be who sits down and does a search for wedding vendors in Washington, DC will be offered in your specialty? You should. Because this is what you're up against. Here's how many options a Google search on the following terms generates:
Washington, DC Bridal Consultants: 1,050,000: Washington, DC Wedding Reception Locations: 2,260,000; Washington, DC Wedding Photographers: 1,400,000; Washington, DC Wedding Caterers: 2,640,000; Washington, DC Wedding Cakes: 2,490,000
If you've done your homework, maybe your business appears within the first two pages of options. But rankings can change on a daily basis, depending on what new criteria the search engines use, and depending on what new information the search engines find each time they cast their nets. To increase your Web site's ability to bring in potential visitors, you don't have to sit and wait to be found - you can do several things to influence potential visitors.
1 Be Proactive - Half of all traffic to wedding related Web sites comes directly from visitors that sit down and type in the exact address of the Web site they want to see. They do this because they have a direct referral, or they have your actual business card, brochure, postcard or ad in front of them. This traffic is more valuable to you than random shopping viewers, because these are people who are already thinking of using you and are taking the next logical step of validating their interest in you. It's like being invited into their living room where you have their undivided attention. You get these invitations by the things you do offline, outside of the Internet, through active networking, advertising, participating in shows, and direct mailings.
2. Be the Expert - Have a Web site with valuable content, and a name that stands for "Pro." If you become known as the source for the information and images that are more helpful and up-to-date than anyone else's, you create a name for yourself in two places - outside the Internet, and within the Internet. This is buzz. Think of "buzz" like a marathon. You can't control who's going to enter a race, but you can control how well you'll perform based on how much effort you put into each element of preparing to compete. Are you "conditioning" your identity every week that goes by? Are you tweaking the advice and the images your own Web site offers? Are you getting yourself referenced online and offline? Your image gets polished everytime an article gets posted online citing you as a source, and this gets you noticed by the search engines.
You don't have to wait for others to mention your name - you can make it happen. Think about the most common or most interesting questions customers ask you, and sit down and write a concise "Problem/Answer" message, ideally with the answer being written in 3 short paragraphs (5 lines or less each.) Review what you've written, and ask yourself, "Are there 3 good quotes here?" and "Did I include something fresh?" Other great things to write about are "New Approaches in....(fill in the blank)." If you have images to go along with your message, be sure to include those.
Once you have your messages, you can post them to your own Web site (be sure to state somewhere on the page that the contents may only be used by permission.) You can also submit them to AWP for consideration to be posted on our Web site (send to records@weddingprofessionals.org.) Others you can submit to include local publications, newspapers, TV stations.
So get in shape!! Freshen up your Web site, freshen up our Web site, and make the world a more interesting place!
III. Caution - Be Wise in the Ways of the Web
When is a helpful email a disaster waiting to happen?
Answer - When it's from someone you think you know but don't. This is called "Phishing" and it could happen to you in the next email you open. AWP member, Larry Glatt, forwarded the email he received that warned him, " Your D&B report has changed." The email looked like a professional email coming directly from Dun & Bradstreet, with all the right logos, colors, etc. Larry smelled a fish, and reported it to the Washington Metro Electronic Crimes Task Force who in turn validated that it is an example of ongoing attempts to scam people into linking to Web sites or replying to emails that fraudulently harvest personal information.
To learn more about deceptive online practices and how to protect yourself, visit www.microsoft.com/uk/security/protect/phishing.mspx
It was great to see those of you who made it to March's meeting with Brian Lawrence from Encore Studios and www.sellthebride.com. We have an exciting year of programs ahead, so stay involved!
Best regards,
Susan Gildersleeve, Publisher, Perfect Wedding Guide |
