Leverage Blog: How to Exploit the Web.

New Work for Cricket

Wheel Media recently launched a new website for Cricket, the global leader in salon shears and products.  I'll spare you the puns when describing our cutting-edge work (oops, that one slipped...) and keep it simple.

The new site contains hundreds of products and detailed information on each.  We used a programming structure that is especially friendly to search engines, because the broad range of product brands in the Cricket family are well known in the salon industry.

We opted for very large detail views of products because we want the visitor to see and appreciate the quality and precision in the product design.

Next, we created an easily searchable database of suppliers, moving our visitors seamlessly from browsing to purchase.  To stay top-of-mind with our clients and coordinate efforts at tradeshows and events we envisioned an email marketing campaign.  We'll use rich HTML emails for promotions, product launches and more, and the back-end will manage the mailing and tracking of each campaign.

You'll also find a pretty engaging animated product tour on the homepage.  Thanks to all the sharp folks at Cricket for their work on the project.

Take a look at www.cricketco.com.

Social Bookmarking (i.e., Delicious) improves your life.

OK, so it's not the new, new thing, but on LeverageBlog, I've always fancied the useful thing.

I've found that Social Bookmarking is still unfamiliar to most of my clients, so I've posted another fantastic video from Common Craft to help people along.  Hey, click the arrow.

What is a Podcast (and why should I care?)

The most common question we heard last week:  What is a Podcast?

I'll rely on the talent at Common Craft again, and thank them again for sharing the info.  Ready for your first podcast?  I recommend the earnest, enlightening stories of This American Life.  Find them here.

Wheel Media Created a new blog for the CCI

Wheel Media is pleased to announce the launch of a new blog from The Center for Citizens Initiatives:  Russia: Other Points of View (ROPV).

ROPV is an alternative perspective on the current economic, political and cultural environment in Russia today.  In-depth news, research, interviews and more inform academics, analysts and everyone interested in following the growth of Russia.

Our services included the creation of a design to meet client preferences, custom programming to enable the posting of images, articles and files within the blog's pages, and training to enable the CCI team to maintain and grow their blog.  Unique features include email subscriptions to help drive traffic to the blog, and a search tool to enable visitors to find information on topics of interest.

Congrats to CCI for their introduction of a new voice in media coverage of Russia.

What's Next In Marketing & Advertising

A supersmart presentation from Paul Isakson from the agency Space150.

If I can impart even a sliver of the ideas shared here into my work with the fine clients of Wheel Media I'll rest easier at night.
   

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Do you need search engine help?

Great new article in Forbes about how to hire a firm to optimize (i.e., SEO) your site for the search engines. Here's an excerpt:

For small companies that rely on search engines to drum up customers, search engine optimization is an essential part of doing business. While a committed individual can learn the basics of optimization, the process can be complicated and time consuming. But if you're thinking about hiring a consultant, avoid going with a firm whose pitch sounds too good to be true... more

To see some search engine optimization results, see this google search for "san francisco web site design"   GO.  Wheel Media is our result (and also the SEO firm)

For a product specific search, see this google search for "used anesthesia machines".  GO.  Anesthesia Plus is the client.

SEO doesn't need to cost an arm and a leg.  Get a quick quote here.

 

A good read: The New Rules of PR

This Friday I offer you some smart ideas about Public Relations in today's online world.  A few highlights:

• Optimizing news releases for search.
• Utilizing online distribution services to reach thousands of web sites and blogs.
• Leveraging advanced social media features including TrackBacks/PingBacks and Technorati tagging to extend the reach of your news.
• Developing content that attracts your key audiences and drives traffic to your site.

Thanks to PRWeb and David for the open distribution.

Download New-Rules-of-PR.pdf

Search engine optimization tips in USA Today

I was suprised (happily) to see SEO (search engine optimization) mentioned in USA today this week.  A sign that small businesses understand that succeeding on the web is a one-two punch.

Punch One is having a great website.  Great websites have a clean, easy-to navigate design with clear headlines, persuasive content and inviting calls-to-action.  There is no reason to invest time and money in SEO if we can't convert the visitor to your site into a LEAD, right?

Punch Two is search engine optimization.  As the article says, you first need to research the terms (called keywords) that your customers are using on Google and Yahoo! to find a business like yours.  At Wheel Media we do this research up-front.

Next you need a developer to incorporate those keywords into your website code using a formula that works with the search engines.  There is no magic bullet here-- changing one or ten elements on your site won't be enough to make significant impact-- the optimized site needs a cohesive structure.

Finally, get other sites to link to you.  Again the article is on the right track here, but as the reader says at the bottom...the process can be very time consuming and full of trial-and-error.  I suggest you outsource to a firm that has a track-record...and stay focused on running your business.

• Read the article here
• Get a quote for search engine optimization here

I'm back

Yes, I'm back.

From vacation?  Well yes, but that's not important.  Wheel Media, the web design and marketing agency that is my j-o-b has been flying high, leaving no time for writing.  But I'm managing the growth by finding really amazing people to join us, and that will bring me back to Leverage.

I was pointed to some great ideas from Paul Gillin in BtoB magazine (thanks to David Baker,) and without a lot of commentary I'll throw them out here:

"We hear a lot about blogs, but blogs aren't important. What's important is personal publishing, or the ability to communicate a message to a global audience almost instantaneously. Personal publishing will permeate electronic media, providing counterpoint to mainstream sources and adding depth and color to the conversation.

"We hear a lot about podcasts, but podcasts aren't important. What's important is time-shifted media. The phenomenon that started with TiVo has spread to digital audio and will soon capture portable video. Information consumers will no longer be beholden to program schedules or even their living rooms. Our TV shows will travel with us.

"We hear a lot about RSS, but RSS isn't important. What's important is the ability to subscribe to information that really interests us. RSS is mainly used to subscribe to blog posts and podcasts. But in the future, they will use it to subscribe to ideas."

Simple and smart food for thought.

...yet with all the talk about new Internet technologies I still find it odd that many small businesses don't understand the importance (i.e., the potential) of a website.  Most entrepreneurs know everyone goes online to check us out before they call.  It's a no-brainer.  Yes blogs and podcasts and RSS are valuable communication and marketing tools, but often forward-thinking ideas like Gillin's make me look backward at the foundation-- a plain website with a 1980 design makes a poor first impression.

Anyway, I'm back.  More news soon.

---

Sacramento Web Design

Web 2.0: I believe in its future

I've got a theory on the Web 2.0 technology boom, and I brought a visual aid.  Refer to the chart at left, and let's begin.

OK, right now the number of "Web 2.0" companies is growing like crazy. (See the top line, the thin one.)  What's a Web 2.0 company?  To keep it simple, let's say Web 2.0 products and services involve social-networks and user involvement on the web. MySpace is one, where the users are creating the online content-- personal web pages-- and connecting with one another.

Flickr is another.  Users, like me, upload photos to share, and we label them for others on the site to find and enjoy.  (Go here for an expanded definition of Web 2.0.)

These companies and their online "products" are (mostly) amazing, creative and very, very useful.

On my chart thick line is the number of people who understand these new tools and are using them.  I'm not talking about being hip and in the know; and I'm not making a value-judgment.  I'm talking about people who have chosen to invest the time to learn about and use tools like Flickr, RSS or del.icio.us.

After all, it takes time to integrate this stuff into your life, right?  What if you enjoy Triathlons more than technology, like my brother Eric?  He's not listening to podcasts, he's running his business...and training for the next race.  He's no slouch when it comes to technology, but we all make choices about how to spend our time.  Choosing the web over a Triathlon-- one isn't 'better' than the other.

My point is there are tens-of-millions of Americans like my brother, slowly integrating the new technology into their lives.  It will take time.

OK, back to the graph.  The two lines intersect, and that's good because with adoption we get profitability, which leads to more innovation and more creative, useful products.  BUT before they intersect I see this...gulp...downturn.  (The cross-hatched area.)  I'm a startup veteran, and I helped burn-through venture capital and watched the business turn-out the lights; I've been there, it's heartbreaking.  But here's my point about this downturn (and I hesitate to call it that:) It's going to be different this time.

That cross-hatched area on the very scientific graph up there?  Not fallout or crash.  Not YIKES but more...YOWZA! Why?  The people.  The people starting these companies are collaborative, open-source thinkers and this will help the consolidation (which will happen) to occur more gradually and with less fallout.  These innovators are more patient, less enamored with wealth, more often self-funded and stable, and the VC's funding them are more prudent too.  They will merge with one another and will survive.

I'm optimistic. I'm excited. I say YOWZA.

What do you say?