Belle Strategies - Business Consultant

AI Ethics and Tech Trends


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Mashable’s How to: Create a Successful Company Blog

So you know you need to blog, and you’re convinced you ought to write about something you’re passionate about and that speaks to your customers. How can you create something that people will want to come and read every day? Here are some tips to create a successful company blog from our friends at Mashable:

1. Be authentic

The thing that kills most blogs, in my view, is when you can tell that the writer is just going through the motions. You need to find a “voice” that is authentically yours. People will get used to your style and your style will become your signature.
2. Be transparent

The “old school” way of getting media attention was to submit press releases. These were artificially crafted documents that were filled with glowing reviews of your company. In short, they felt fake. The best way to establish your voice is to be transparent.

Be willing to talk like a human being. Be willing to show feelings and a point of view. Let your inner self come out rather than your “inner bullet point.” Don’t use too much lingo. Don’t feel like your prose has to sound like it was crafted by a university professor. Just speak!

3. Get inside your readers’ minds

I give this advice often and in many scenarios, including public speaking. When people speak to many audiences, they sometimes get into a canned routine. They give the same presentation no matter which crowd they’re addressing. The key is that each time you present, you need to think about who is in the audience and what they want to hear. The same is true for blogging.

On my blog, my audience is made of startup entrepreneurs and probably other VCs. When I write I try to be mindful of who these people are, the knowledge I assume they have, and what I believe they want to know.

4. Solicit feedback

I ask people what they want to read about. I regularly ask for feedback on what I’m writing. When people give me good suggestions, I try to cover those topics.

When community members write awesome comments, I’ll sometimes write a post about what they said to highlight them and their contributions. In my opinion, the best way to build an audience over time is to engage with them and to highlight those that really contribute positively to you.

5. Don’t be offensive or take big public risks

I sometimes read blogs that get extreme. I read a blog once that jokingly suggested “offering your angels cocaine if that would get them to invest.” It was intended to be funny. It wasn’t. And comments like this run the risk of offending people. This was a blog about personal finance, and I found the comment totally irresponsible and at odds with the brand image the blogger was trying to project.

I read a blog yesterday where the author was trying to make fun of a negative comment he got on his product. The blogger highlighted him and called him “retarded,” which I, and I’m sure many others, find offensive. There’s no upside to this type of comment, but there’s a big downside. My esteem for him went down.

Further, unless your company revolves around taking stands on controversial issues, it’s best to leave your political commentary at home. Statements like these stand to upset or anger half of your potential customers no matter what side you take.

6. Have fun

This may be obvious, but if writing a blog becomes a chore for you it will show. Try to make your writing fun and it will be easier to stick to. It will also reflect in your voice.

Happy blogging!

For more information please visit http://mashable.com/2010/03/01/company-blog/


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Optimize your LinkedIn in Two Easy Steps!

LinkedIn is an excellent place to be if you’re seeking new employment.  Recruiters are constantly searching for job candidates!  If you want to pop up in those searches, you need to optimize your LinkedIn profile to include buzz words.

You’re probably used to seeing profiles that look like this:

li1

Notice the generic title I’ve listed.  It’s vague and doesn’t indicate where my expertise lies.  LinkedIn asks you to choose an industry, so you can see I’m working in the eLearning field and that’s about it.  When people are searching on LinkedIn, they usually only see your name and title.  Take a look at this generic search for eLearning:

li3

Now let’s look at some properly optimized titles:

li4

To include the RIGHT key words in your own profile, follow these two easy steps:

1) Make a list of your skills and professional accomplishments.

You might be a Manager or a President, but those words don’t matter as much (in this case).  Determine what you want potential connections, recruiters, and employers to know about you.  Have you increased sales by 500%?  Did you write a successful marketing e-book? It’s okay if you don’t have any specific examples like the ones listed above; industry key words are more than enough!

2) Incorporate those key words into your profile.

Take a look at my title description now:

li2

Now, anyone searching the major terms used in the eLearning industry are going to find me, and so are people looking for design work.  Before the changes, none of those people would have seen me because my “formal” title is too vague to accurately convey what I can do.

I recommend spending a little time on step one.  Do some research on others in your field.  You can also ask those closest to you; sometimes they can shine a light on skills and accomplishments you haven’t considered.  Enjoy!

 


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Hubspot Content Creation Tips

HubSpot_Logo_2xWe give thanks to @corey_bos at HUBSPOT for an excellent article about creating great social media content fast! Let’s look at her tips:

“How you can whip up some blog posts quickly to feed your social media presence:

  • Reach out to guest bloggers — they’ll create your content for you!

  • Curate content — round up the best blog posts, data points, infographics, etc. on various subject matters.

  • Jot down the answer to a common question — people love a good FAQ.

  • Publish excerpts from existing content, like ebooks and white papers.

  • Conduct a quick interview — either on video or via email — and let your subject matter expertise blow your audience away for you.”

You can download these tips and many more in her e-book here!


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The Top Five Business Blog Musts

Professional blogging requires writing skills and creativity; but it takes more than that to put together 150+ words if your goal is to bring in new and continued business. I’ve put together a top five list for you to see exactly what every effective business blog needs!

1) Get Out There.

Being visible to your readers is crucial – and that means more than just having a clear link to your blog on your homepage.  Your blog URL should be in the bio sections on your social media pages, as well as in your email signature (if that applies).

SEO (Search Engine Optimization) helps new readers find you.  Consider what your post is about and what key word(s) your potential readers would use to “search” the topic.  Include the word(s) in your URL if possible, and utilize it throughout your post.  Don’t overdo it though; search engines are smart enough to tell if you’re overloading the key words!

2) Blog Regularly.

It seems a little obvious, but I have to point out that consistency is key when it comes to blogging for business.  As long as the content of your blog is interesting, relevant, and/or useful – more is always better.  Determine how frequently you can post while ensuring your content still fulfills the above requirements, and then make a schedule you can stick to.  We recommend no less than twice a month, but each business is different!

 3) Utilize Social Media Buttons.

Aside from standard search engines, social sharing is the best way new readers can find your blog.  Make sure to have social media icons on your blog so people can share it with their followers.  Like it, tweet it…whatever they are doing with it – it’s helping people see your content (and that’s the goal)!

4) Appeal Visually.

Incorporating images and video into your blog can be done in a way that still conveys the level of professionalism your business wishes to uphold.  Don’t be afraid to appeal to your readers with visual aids, just make sure you don’t use copyrighted materials.  In fact, using properly named imagery will increase your search optimization!

topfiveThis little guy is named “topfive.png”.  Part of our logo is in the background, and our website’s URL is right there too.

5) PRUFREED.

Listen people – proof your copy!  An effective blog is one that develops credibility for your business.  Well-crafted sentences, proper punctuation, and proper spelling are all musts!  It seems a little silly that this is on a top five list considering your 2nd grade teacher taught you to double check things, but it deems repeating.  Your readers are researching you and determining if they want to give you their business…typos are a turnoff!

 


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Choosing the Right Logo Design Firm

Let’s be honest, your logo will come to symbolize your company more than anything else! Finding a firm that can craft a sophisticated design takes research, open communication, and an honest evaluation of your business. So I have compiled these four tips for finding the right firm.

Decide on a Budget

Before the search even begins, determine how much you can spend on the logo. One thing to keep in mind is that, like any other business investment, the more you put into it, the greater the return. A logo that costs $100 will yield only the most basic design. You get what you pay for…

Research, Research, Research

A talented firm can handle any client, but you should first make sure you like the firm’s style, form, and previous work.

Talk about your Company

This might seem obvious, but humor me. During your first meeting; a good firm will ask you to describe your company’s personality, tone, and future aspirations. Make sure they get a good feel, so they can portray your company correctly.

Discuss the Contract

A contract will not only secure the transaction between you and the designers, but it will also detail what will come next.

That’s it for today. I hope you find these tips helpful!


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Are you LinkedIn?

 

LinkedIn is recognized as the professional social network.  It’s a place where people in all industries can go to build relationships with their colleagues and demonstrate their experience and expertise.  You can establish connections with people who are in the same industry or an industry you’re interested in becoming a part of.  Here are a few tips to keep in mind while creating a personal or professional LinkedIn profile.

Keep it professional

Silly or risqué photos we often see on Facebook are not a good choice on LinkedIn.  Keep your headshot professional. Make sure that your profile photo is appropriately cropped.  Your profile picture is the first thing most people see so make sure you are giving your best first impression.

Update your contact information

It’s important to keep all of your information up-to-date.  You don’t want to make it difficult for people to connect with you.  With the LinkedIn app it is now easier than ever to maintain your profile and engage in important discussions.

Personalize invitations

When you invite someone to connect on LinkedIn, your request is accompanied by a brief note.  You have the option of selecting a standard boilerplate message that reads, “I’d like to add you to my professional network”, but adding a quick tailored note will enhance personalization.

Keep up with new tools

LinkedIn, along with all the other social media outlets, are constantly adding new tools to enable a smooth, user-friendly experience.  Make sure to educate yourself on any new tools offered.  LinkedIn recently updated their company page analytics.  With this new set of analytics, you can:

  • Identify the updates that drive the greatest engagement.
  • Filter engagement trends by type and time period.
  • Get more detailed demographic data about your followers.
  • See the growth of your follower base and benchmark it against similar brands.

Stay tuned for more tips to create an effective LinkedIn profile and network.

 

 

 


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Twitter Ads: Mo’ Money Mo’ Followers

For a business, Twitter has long been an easy way to keep in touch with customers at little to no cost. Twitter ads aren’t new, but we’re seeing the capability of Twitter Ads enhancing in ways that can benefit businesses both large and small.

Twitter ads offer the unique ability to target and track users in more ways than other social platforms can. Clicks, follows, replies and retweets are all offering up stats that can be dissected in a multitude of ways:

  • by @handle
  • by device
  • by gender
  • by interest
  • by key word
  • by location

For companies diving deep into the analysis of a social campaign, these kind of metrics allow for easier and more detailed split-testing opportunities (and we all know how hard it is to measure ROI in the social world without that). These robust options are making it easier for anyone to utilize Twitter ads in a way that optimizes their investment, regardless of budget.

Twitter ads offer two types of campaigns: Promoted Accounts and Promoted Tweets.

Promoted Account Twitter ads helps advertisers gain more followers. Twitter ads lets you target potential followers who are similar to your current follower base OR those who are similar to another Twitter account (you can even upload a specific list of @handles if you want). You can also target new followers based on interests.

Promoted Tweets offer three types of targeting: keyword search, keyword timeline, and interests in timeline. Keyword search Twitter ads is the same as other paid-search ads across the internet; promoted tweets show up when key words you bid on are searched. Simple! Keyword timeline will likely get you increased impressions and engagements (compared to timeline search) because Twitter users aren’t as actively utilizing the search bar as they are engaging in their timelines. Last up is interests in timeline; this option works exactly the same way Promoted Accounts work. Target followers (in the timeline) with the same interests as your current followers, other’s followers, or upload a list of @handles.

The best part about twitter ads is that you feel like you’re getting a deal every time you invest in a campaign. The platform’s wider opportunity for engagements means your overall CPE (cost per engagement) means your money is working harder for you here than other social platforms.

 


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Should Businesses be on Google Plus?

Should your business sign up for a Google Plus account?

My answer is YES! Why wouldn’t you be on the social network that is run by Google, the #1 search engine in the world and gateway to YOUR business?

By now, you should know I love using big-name brands as examples. H&M is one of my FAVORITE stores, so I will use them!

Miriam Tappert, Global Social Media Manager, explains that H&M’s goals for their Google Plus page was simple: “To be where our customers are, have a dialogue, and share the latest fashion.” She goes on to say, “We have chosen to focus on inspiration…nice images, films, and, of course, a lot of fashion.”

H&M uses video and photos frequently in posts, as visuals of their customers in H&M pieces. That is an effective way to promote fashion and lifestyle. They also links to product pages on their site to help convert social visitors to potential customers. And of course a no-brainer… they post great content. You can learn a lot from H&M’s use of Google Plus.

On top of those great takeaways, we must note:

The greater your visibility is on Google Plus, the better chance you have at high-level visibility in Google searches YOUR customers are conducting; google plus activity increases your website traffic flow PERIOD. It’s no wonder Google Plus (sometime referred to as “ghost town”) has seen a 33% increase in usage since July 2012. Get on, get posting, and get visible!


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Doing it Right on Pinterest

If you are only using Pinterest for DIY projects and delicious recipes, expand your thinking to help drive targeted traffic to your business.

Here’s how Sephora is using Pinterest to do it right…

With more than 14,000 products, Sephora has one of the world’s largest and most diverse selections of beauty products. And they took notice when a new beauty trend erupted on pinterest.

Pinterest users were regularly saving their favorite Sephora beauty products and inspiration to boards on Pinterest (instant marketing).  As a result, a growing number of potential clients were discovering Sephora products on Pinterest, and visiting http://www.sephora.com/.

So here is how Sephora further increased their traffic:

  • Made it easy to pin from their website Sephora.com
  • Used email to encourage Pinterest engagement (pinnable emails)
  • Encouraged clients to pin their “beauty shopping list”

This growing social network provides unique opportunities to reach users in a new visually driven- way. Go ahead, try it out!

 


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Get Social or Get Left in the Dust

So you’ve toyed with the idea of putting your company on Facebook, Twitter or another form of social media. You ask; will being on social media really benefit my product or business? The answer is almost certainly yes.

Social media is a very effective way to generate exposure for your business in today’s marketplace and it has many indisputable benefits. It has become a powerful medium that can benefit your business by attracting more traffic to your website, growing brand awareness, helping you understand and identify your customer’s needs, pinpointing your target market, and connecting with key influencers.

According to Infographics Zone:

  • 63% of companies using social media say it has increased their marketing effectiveness — among other benefits.
  • Blogging:  Companies that blog generate 88% more leads per month than those who do not blog.
  • Search Engine Optimization (SEO): 89% of US internet users search online before they make a purchase, even when the purchase is made at a local business.

With statistics as powerful as the ones mentioned above, it’s never been more important to utilize social media marketing for your business. Consumer behavior has changed due to the social, mobile nature through which we consume content. We are seeing more and more that consumers take to search engines and social media to perform product research and acquaint themselves with brands and products.

It’s not just who you know…It’s who knows you. Say yes to social media or get left in the dust!

 


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Geo-Tracking – Who’s Stalking You?

When a warning-fueled blog post about a dramatic news clip covering online stalking started circulating through social media, I wanted to know what made this so interesting since most of us know that posting online makes us visible to the world (that’s the point right?)…

After watching the clip I learned that even people who are not choosing to freely share their locations are still subject to high-level internet stalking due to geo-tracking through mobile phones.  This technology, like the GPS in your car, embeds your location when your upload an image to a social sharing site.  Free browser add-ons allow ANYONE to turn data from your pictures into a map and start stalking you.

geotrack

Put simply, online mapping is so advanced that people interested in stalking you can use it to find and follow you without ever leaving their home. Stalking with geo-tracking is scary and it’s a real threat – so please turn geo-tracking OFF your smartphone’s camera.

This link offers easy directions for most phones (settings for newer models are close if not the same). Some phones offer app-specific location services as well. http://www.tech-recipes.com/rx/11712/how-to-disable-geotagging-on-your-smartphones-camera-android-iphone-blackberry/

We’re all doing our best to build our brands and gain followers, but let’s make sure they are the right kind of followers.

Watch the news clip referenced above here.

 


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The Art of Blogging

Hi everyone! This week I am going to be talking a little bit about the Art of Blogging!

Blogging – there’s all kinds of people doing it today – for business, for pleasure, and even just for entertainment.  A blog is essentially an online journal that can be read by anyone. Blogging is an instant way to promote yourself or company and your knowledge of your specialty. But what exactly makes a good blog? It’s a funny thing to say, but yes there is an art to blogging.

The first blog I wrote took me hours. I wish I were exaggerating. I was focused on all the wrong things. A lot of people make the mistake of starting out by picking a niche they are not exactly passionate about simply because it pays well. Mixing business with pleasure is not only possible, but it is also a good idea. Yes, you can make money by doing something you love and, even more so, you will also see your personal productivity go through the ceiling. Try starting a blog on a topic that relates to your specialty. You will be surprised at how easily the words flow. Readers will be able to sense your enthusiasm and passion.

Another quick tip – It’s vital that you market your blog in all possible ways to drive targeted traffic. Comments on popular, active blogs and forums helps a lot. Post to your website and remember to link your blog to Twitter, Facebook, Goggle+ and LinkedIn. If you want to go even further, Socialmediaexaminar suggests getting your blog on smaller less well-known networks such as Quora.com, Tumblr, and Empire Avenue.

And don’t forget images! Images don’t just make your blog look pretty, they also help people find you in image search options offered by Google, Bing and Yahoo! Plus nobody wants to read a blog without images…it’s well…BORING!

Happy blogging!


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Using Hashtags on Facebook

Hi guys, this week I am going to write about the use of hashtags on Facebook. Yes… hashtags; that pound sign looking thing you see all over social media. Believe it or not, there are legitimate reasons for them!

As you have undoubtedly seen, hashtags are now clickable on Facebook. Using a hashtag # (or pound symbol) in front of a word or phrase turns the word into a clickable link. And when you click the link, you will find a feed of public posts that include that hashtag.

If used correctly, hashtags can expand your reach, amplify your brand and promote specials and events. But there are some common mistakes that people make when using hashtags.

Don’t Do This:

  • Create a hashtag that is two words. Hashtags have to be all one word.
  • Use another brand’s hashtag. Do your research!
  • Use hashtags too much. Use them sparingly (not in every single post). Some people may not be as excited about hashtags as you are!
  • Use long hashtags. Make them short and easy to understand.

Well, that about wraps up this week’s post! Hopefully you use these tips to your advantage and are able to see the benefits of increasing your visibility. Now, get out there and get your #hashtagging on!


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Get More Attention – Facebook’s New Ranking Algorithm

Hey everyone!  This week I am writing about Facebook’s new algorithm…why I love it and also sorta hate it. Mom always taught me to sandwich an insult between two compliments so let’s go with that theory and start off with this:

Love It: Story Bumping – one of the new features – pushes stories that users haven’t seen above the ones they have. Before Story Bumping, Facebook ranked all published updates since a user last logged in. That user’s News Feed would display the best ones, effectively burying stories that Facebook didn’t deem relevant. You might have also seen the same stories over and over when logging in multiple times over a short span. Story Bumping won’t let that happen anymore! It will bump all the updates a user hasn’t seen to the top of the feed since last logging in even if they aren’t super new.

Hate It: Story Bumping – ok don’t be confused but I also kinda hate this. From a professional perspective this is so awesome! But personally, I am a process nut and a detail freak. I want to see the most recent stories and scroll down my feed in chronological order…it’s ironic that Story Bumping gives me the opportunity to do my job more effectively but goes against my first-to-last, loves-making-lists nature.

Love it: Last Actor – another new feature – is a huge win for businesses/organizations using facebook to create an online community. Without getting too technical, Last Actor keeps track of your last 50 interactions, then shows more (or less) of people/pages based on that. For a company this means a) the more a user interacts with you (likes, comments, shares) the more likely your posts will show up in their feed moving forward and b) it increases the likelihood of that user’s friends seeing information about your company too (for example: “Rachel Creveling likes Belle Strategies” will show up on my friends’ feeds more and more as I interact with the Belle Strategies fan page).

What it comes down to is this: Post relevant and engaging content that will prompt your facebook fans to interact! More social, more sold!