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January 2013 archive

Why Google+ is Good for Business

This blog was originally posted on

If you haven’t paid much attention lately to how search results are being displayed, then you may have missed just how much priority Google is giving to content published on its Google+ social network.

To give you an idea of the propensity of this trend, we went straight to Google’s news page ( The hot topic of the moment is North Korea’s nuclear testing, and following the very first story by news giant, ABC, is an article by +Pierre Markuse.


What’s the Difference Between Marketing and Sales?

Let’s think about this question for a moment. Without Marketing you would not have prospects or leads in which to follow up; yet without a good sales technique and strategy your close rate may be somewhat depressing.

Marketing is everything that you do to reach and persuade prospects. The sales process is everything that you do to close the sale and get a signed agreement or contract. Both are necessities to the success of a business. You cannot do without either process. By strategically combining both efforts you will experience a successful amount of business growth. However, by the same token, if the efforts are unbalanced it can detour your growth.

Your marketing will consist of the measures you use to reach and persuade your prospects that you are the right company for them. It’s the message that prepares the prospect for your sales team. It consists of advertising, public relations, brand marketing, viral marketing, social media, trade shows, direct mail, and more. (more…)

Web Seminar Recap: Social Media Policies

Why You Need One and How to Write It

In this day and age of digital media, the liability of the actions of just one employee can reach well beyond their cubicle. Whether you have five employees or 5,000, you need a social media policy.

On Wednesday, January 23rd social media consultant, Shelli Dallacqua presented the free web seminar Social Media Policies: Why You Need One and How to Write One.  In this one-hour presentation Shelli discussed the basic aspects of a social media policy and how to protect your organization.  Specifically, she covered how to put your policy in place, how to make sure your employees have read and signed a policy and what to keep on file, and how to enforce implementation of a social media policy to its full degree.

You can listen to a complete recording of this presentation at Select “View Event Recordings” in the top right corner.  You can also download the slides from this presentation by visiting our Web Seminar Archives.

Looking for more information on social media plans and policies? Check out our 3-day Social Media Boot Camp. Learn about social media ethics and how they apply to your business, legal issues surrounding social media, why your customer service department should be up to speed with your social media policy, how to create a social media policy, and get numerous examples of big brand social media policies and why they work.


Crisis Communication in Social Media

by , Director of Social Media – Shelten Media, LLC

Social media, like any sector of communication, is not immune to crisis. Below are three examples of such crises and how the various organizations responded. It’s always a good idea to look at the PR efforts of other organizations, as they can often provide valuable tips for you—both as an individual and as the face of a company.

If you want to learn more about how to identify an online social media crisis and ways to deal with it, check out our Social Media Boot Camp

Kenneth Cole:

  • What happened: During the 2011 uprising in Egypt, Kenneth Cole tweeted the following from the company account:

Millions are in an uproar in #Cairo. Rumor is they heard our new spring collection is now available online at ——- – KC

This insensitive tweet amassed negative attention alarmingly quick, prompting Cole to issue an apology just two hours later. A variety of fake Twitter accounts were created tweeting parodies such as “Our new slingback pumps would make Anne Frank come out of hiding! #KennethColeTweets.” (more…)

How to Write Online Content that Matters

This blog was originally posted on

Writing online content is an important part of any marketing initiative, especially in the arm’s race of search engine rankings and the recent addition of Google Authorship.


Caption: Google Authorship puts quality online content at the top of SERPs.

However, not just any content will do. It must matter to your brand, your industry and, most importantly, your audience.

Here’s how to make sure you’re doing it right:

Imagine Them in Their Underwear

We all know the foundation of this advice: to see the audience in a funny way, which will then (hopefully) ease your nerves. While you won’t be seeing any of your audience while writing your content, this little adage does communicate the importance of feeling more comfortable with them. It’s important for online content to stand out, and a good way to do that is by using humor and a conversational tone (think more talking with a favorite co-worker and less bantering with your Uncle Harry). You want your readers to feel at ease with you without compromising your position of authority and thought leadership.

More than a Number, More than a Name (more…)

Web Seminar Recap: Grow Your Business with Social Selling

On January 9, 2013 Kurt Shaver explored how the Internet and social applications have changed the buying process. He taught that the selling process must change, too, if salespeople want to be successful in 2013. Attendees learned how to leverage the latest Social Selling tools and techniques to win more clients and sell smarter.

Some topics that Kurt focused on included:
• The 2 Things You Must Get Right Before Prospecting on LinkedIn
• How to Attract Your Ideal Customers to You
• Advanced Prospecting Secrets of Top Sales Pros (more…)

Advertising vs. Marketing: What’s the Difference?

It happens all too often. We’re standing around at the annual company holiday party, throwing around these technical terms about our organizations’ marketing efforts, and then someone asks, “What IS the difference between advertising and marketing?” Cue the awkward pause and stumbling babble.

Advertising and marketing are very closely related. Knowing the distinct difference between the two can save you from embarrassment at your holiday party and, more importantly, can propel your business on a path of success in market research. (more…)

Web Seminar Recap: Content Marketing: Content is Still King

Content marketing has become one of the most successful assets a business can leverage because consumers prefer to make informed decisions, and what better way to learn about a product than through informative content and reviews?

Google is finally putting it’s alogorthim where it’s mouth has been for the last decade, as the first page for most phrases now return sites with strong brands and compelling content. If you want to compete with the big dogs on page one of Google, you need to have a strong content strategy, and a content marketing plan to make it happen.

On Thursday, January 10th ASPE-ROI Instructor, Phil Buckley (@1918), presented the free web seminar, Content Marketing: Content is Still King.  In this one-hour presentation Phil gave listeners a step-by-step plan for creating lead-generating, customer-convincing content that will help to turn customers into brand evangelists. (more…)

Last iPad Winner of 2012 Chosen – Three More Chances for 2013!

We have another winner! Congratulations to Tracey Gillespie from Round Rock, TX for winning the third and final iPad of the 2012 drawing! Can you say “Winning”, Chris?

All three iPads from our 2012 drawing may be gone, but guess what? We have three more to give away in 2013! And quite possibly even more after that, if you’re lucky. Enter NOW to win one of three iPads in 2013 from ASPE. Winners will be chosen on April 12th, May 10th, and June 14th.

Sign up at for your chance to win one of three iPads, an an exciting way to experience the web, email, photos, video, & more.

Enter to win a FREE iPad from ASPE!