Three Ways to Improve Your Web Site
A Dummy's Puppet's Ramblings - from Chip Martin, Mannequin American
3 Ways to Improve Your Web Site
There are a lot of ways to differentiate your company's Web site. No matter what else you do, it's absolutely essential to make sure your site is perceived as an authoritative Web site. Here's how.
- In many ways, it's how unique your content is that sets you apart. That means you must give away good original information that your targeted audience will appreciate and use. Your content should demonstrate your expertise, compared to Web sites that claim expertise
- Educational, tutorial-style content works online. It attracts links, it brings traffic, it builds trust, and it helps you to rank higher for relevant keyword-phrases in search engines. And all the while, you'll be decreasing sales resistance.
- What other people say about you is more important than what you say about yourself. Perceived authority can outrank actual authority. So work hard to get others to link to your site. Search engines compute that as being "authoritative."
The key is to create a resource versus a site that simply talks about how great your company is. B&M helps companies improve their Web sites' search engine rankings and value to customers. So if your Web site's not performing ... or you don't know if it's performing ... email me at chip.martin@bmpr.com and I or someone from here will gladly answer your questions.
The Basics of 
First of series by guest contributor, Leslie Bonk, APR
How to Join the Twitter Conversation
The best way to join the conversation is to create a Twitter account, find people to follow and just listen to what those people are saying.
Here's how to create an account. Go to http://www.twitter.com/ and click on the Sign Up Now green button. Enter your real full name and then the name you want to use on Twitter. Think about that username. If you are tweeting for a company, I would use the company name. If you are tweeting for yourself, use your name or some variation. A lot of names are already taken, so you may need to use a middle initial or something like dalebrownvent. You don't have to sign up to determine whether your name is available, Twitter checks that for you during the signup process. (Many folks who are not tweeting are grabbing their names, just in case.)
Twitter names can consist of letters, numbers, and underscores. Avoid underscores. They are very difficult to find on a phone.
Now you can enter your password and email address and the security words. Then Twitter will suggest some people you may want to follow. It'll be quite a few, so don't just push accept or your inbox will be inundated.
Listening is crucial...you need to understand what people are tweeting about and why. Then you can decide if you have something to add to the conversation. Don't be too self-promotional. I see a lot of tweets like that and they don't work.
Should you join the conversation? That depends. I find it helpful because I get tips on many great articles related to marketing and social media. It relates to my job. At the same time, if you have a hobby or interest, you will find folks out there who have the same interests and you may want to connect with them. And if you like to live vicariously through others, you'll find a range of celebrities to follow. For me, it's Tyler Florence and Emeril. One word of caution, every tweet is a public tweet unless you use the direct message button. You can only direct message folks that are following you. Many people think that if you use the "@" plus a twitter name, it only goes to that person. That's incorrect. It goes to that person and everyone following you.
Follow me www.twitter.com/moxxy333
What You See May Say a Lot About You
This photo isn't what some of you may have thought it was at first glance. I'll wait while you get your mind out of the gutter and around this creative ad for Samantha Cracked Heel Lotion. "Sexy Heels." Pretty clever photo. It wouldn't work for a Mannequin American though. We don't have backs with cracks.
Here's the Real Thing
This Nike ad via Kiss My Black Ads (what a great blog name!) demonstrates Nike's continued superiority when it comes to marketing. The copy is small in the ad above, so I'll repeat it below.
My Butt is Big and round like the letter C and ten thousand lunges have made it rounder but not smaller and that's just fine. It's a space heater for my side of the bed - It's my ambassador to those who walk behind me - It's a border collie that herds skinny women away from the best deals at clothing sales. My butt is big and that's just fine and those who might scorn it are invited to kiss it. Just do it. Nikewomen.com
Embolden and witty versus discourteous and offensive. Difficult to achieve and highly effective.
Another Look "Behind" You
The photo below of a Chanel billboard and its onlookers was taken in Berlin by Stefano Corso. You have to admit that it's attention-getting. On the other hand you could probably slap almost any product or company name on it and get the same result.
Good Association Web Site
The Wisconsin Milk Marketing Board has a new site, Cheese & Burger Society. It's one of the best association sites that I've seen lately. It uses a rolodex format to walk you through an index of delicious looking burgers all adorned with Wisconsin cheese. It's fun to play with ... but you'll probably make yourself hungry.
Patrick Walburton of Seinfeld, Rules of Engagement and the voice of some Disney characters, explains each item in his own unique way. It's clever and worth a look, especially if you're looking for recipes with cheese.
The site also takes names and addresses in return for a chance to win a stainless steel grill. But don't enter because I'm trying to win it.
