Cuando me preguntan si podemos crear una página de fans en Facebook siempre respondo con la misma pregunta ¿la mereces? | DESTACADO ;)

Si estamos hablando de que la gente recomienda en las redes sociales sus marcas favoritas ¿por qué tantos se centran en la parte de “redes sociales” y tan pocos en la de “marca favorita“? ¿O es que esperan convertirse en marca favorita por estar en Facebook? Ni lo sueñes. Ni siquiera haciendo comentarios ingeniosos en Twitter. Lo siento, no es tan fácil.

No veo un interés similar por contratar profesionales para mejorar la experiencia de marca: ni ingenieros para mejorar los procesos, ni coaches para mejorar las relaciones, ni diseñadores o comunicadores para mejorar las percepciones… las redes sociales no han provocado una estampida de gerentes queriendo mejorar su producto o su propuesta de valor.

¿P o r q u é?.

Las experiencias irrelevantes son igual de irrelevantes en Facebook que en el supermercado, no nos engañemos.

Una marca que genera experiencias irrelevantes, en el mejor de los casos y con mucho esfuerzo, podría conseguir unos cuantos fans y seguidores a base de machaque, promociones, sorteos y demás tácticas de “push” que bien podría hacer igualmente en el supermercado.

En cuanto dejas de invitar las copas, se acaba la fiesta y cada uno a su casa.

Me parece estupenda la preocupación creciente de las marcas por estar en las redes sociales, pero yo me preocuparía, antes, por proponer a tus consumidores una experiencia singular, única, apasionante, inmejorable. Una experiencia que valga la pena recomendar. Me preocuparía por ser la marca favorita de, al menos, un puñado de personas.

Pero si empiezas por el final, si lo haces al revés, corres el riesgo de convertirte en el que paga las copas para tener algo de compañía. A que sería patético, ¿verdad?.


Marketing del retail
Artículo original de Mau Santambrosio “¿Dónde están mis fans?”
http://www.marketingdelretail.com/branding/donde-estan-mis-fans/Desde hace un tiempo, no mucho realmente (unos pocos años), empezamos a ver, cada vez con más frecuencia, titulares como estos: 

“El X% de los usuarios de internet recomienda su marca favorita en las redes sociales”.
“A la hora de comprar, los usuarios de internet aceptan las recomendaciones de sus amigos en las redes sociales”

Corren tiempos difíciles para las empresas y toda oportunidad debe ser atendida. Así que “a por el social media” dicen muchas, y sin acabar de entender muy bien de qué se trata, se lanzan a la batalla por los fans, seguidores, amigos y “recomendadores” de gusto y click fácil.

Y de repente, empiezan a crecer como hongos las páginas y perfiles de empresas en Facebook, las cuentas de marcas de Twitter, los blogs corporativos… Todo el mundo quiere estar en las redes sociales, los profesionales elaboramos maravillosas y convincentes presentaciones sobre por qué y cómo hay que estar en las redes sociales. El mundo se llena de Social Media Strategists, Social Media Evangelists, Social Media expertos y especialistas en todo lo que tenga más de 5 usuarios conectados, y por supuesto, Community Managers.

El Community Manager se convierte el perfil de moda: medio mundo quiere ser Community Manager, y el otro medio quiere que su primo, el informático, le haga de Community Manager para su empresa (por supuesto sin tener la más remota idea de qué debería hacer un community manager).

Si buscas hoy “Community Manager” en Google, te devuelve aproximadamente ¡291 millones de resultados!. No está mal ¿no?.

Dejad que lo ponga en contexto:

Landing pages: los 10 puntos clave para la generación de leads

No importa si nuestro cliente tiene o no un web site “oficial”. Si queremos conseguir leads debemos crear una landing page con los elementos que el usuario espera encontrar. Tanto si su “aterrizaje” proviene de una acción de e-mailing, de SEM, o de SEO, el contenido y el mensaje de la landing page deben ser particulares para cada uno de los casos, es decir, para cada usuario en función de su perfil. En este sentido, el uso de landing pages permite modificar y optimizar el contenido de forma muy rápida y flexible ofreciendo así un óptimo margen de adecuación a las necesidades de cada usuario.


por Verónica Miquel Miquel Torres

No importa si nuestro cliente tiene o no un web site “oficial”. Si queremos conseguir leads debemos crear una landing page con los elementos que el usuario espera encontrar. Tanto si su “aterrizaje” proviene de una acción de e-mailing, de SEM, o de SEO, el contenido y el mensaje de la landing page deben ser particulares para cada uno de los casos, es decir, para cada usuario en función de su perfil. En este sentido, el uso de landing pages permite modificar y optimizar el contenido de forma muy rápida y flexible ofreciendo así un óptimo margen de adecuación a las necesidades de cada usuario. Leer más “Landing pages: los 10 puntos clave para la generación de leads”

SEO: A Comprehensive Guide for Beginners

SEO.

You hear the term all the time, but how do you actually rank higher in the search engines? I know when I first heard the term, it sounded like some voodoo magic that only a few people understood how to use.

The reality is, SEO isn’t rocket science. Some gurus would have you believe it takes years of dedicated study to understand it, but I don’t think that’s true. Sure, mastering the subtle nuances takes time, but the truth is that you can learn the fundamentals in just a few minutes.

So, I got to thinking, “Why don’t I lay out the basics, all in one post?”

It’s a long one, to be sure, but after years of studying SEO and working behind the scenes to help companies get first page rankings, I’m convinced this is all you need to know. If you are looking to boost your traffic so that you can increase your sales, just follow these basic guidelines.
The Traffic Trap (and How SEO Really Works)

Lots of marketers make the mistake of seeing SEO only as a source of free traffic. It’s true, free traffic is the end result, but it’s not how SEO works.

The real purpose of SEO is to help people who are looking for you find you. To do that, you have to match the content on your website to what people are trying to find.

For example:

Mary sells custom knitted sweaters. On her blog, she shows how she makes the sweaters by hand, often talking about the different yarns she uses. There’s not much competition for keywords relating to yarn, and Mary is publishing lots of great content about it, so before long, she has front page rankings for several different types of yarn.

Do you see the potential problem?

The people searching for yarn most likely knit themselves, and it’s unlikely they’ll be interested in purchasing Mary’s sweaters. She’ll get lots of traffic, sure, but none of the traffic will convert, because the visitors have completely different goals.

The lesson here: if you want SEO to work for you, you need to make sure your goals match the goals of your visitors. It’s not about traffic. It’s about figuring out what you want, and then optimizing for keywords that bring in visitors who want the same things.

How do you discover what those keywords are?

Simple: research.


SEO Guide

By Neil Patel

SEO.

You hear the term all the time, but how do you actually rank higher in the search engines? I know when I first heard the term, it sounded like some voodoo magic that only a few people understood how to use.

The reality is, SEO isn’t rocket science. Some gurus would have you believe it takes years of dedicated study to understand it, but I don’t think that’s true. Sure, mastering the subtle nuances takes time, but the truth is that you can learn the fundamentals in just a few minutes.

So, I got to thinking, “Why don’t I lay out the basics, all in one post?”

It’s a long one, to be sure, but after years of studying SEO and working behind the scenes to help companies get first page rankings, I’m convinced this is all you need to know. If you are looking to boost your traffic so that you can increase your sales, just follow these basic guidelines.

The Traffic Trap (and How SEO Really Works)

Lots of marketers make the mistake of seeing SEO only as a source of free traffic. It’s true, free traffic is the end result, but it’s not how SEO works.

The real purpose of SEO is to help people who are looking for you find you. To do that, you have to match the content on your website to what people are trying to find.

For example:

Mary sells custom knitted sweaters. On her blog, she shows how she makes the sweaters by hand, often talking about the different yarns she uses. There’s not much competition for keywords relating to yarn, and Mary is publishing lots of great content about it, so before long, she has front page rankings for several different types of yarn.

Do you see the potential problem?

The people searching for yarn most likely knit themselves, and it’s unlikely they’ll be interested in purchasing Mary’s sweaters. She’ll get lots of traffic, sure, but none of the traffic will convert, because the visitors have completely different goals.

The lesson here: if you want SEO to work for you, you need to make sure your goals match the goals of your visitors. It’s not about traffic. It’s about figuring out what you want, and then optimizing for keywords that bring in visitors who want the same things.

How do you discover what those keywords are?

Simple: research. Leer más “SEO: A Comprehensive Guide for Beginners”

25 Free SEO Add-ons for Mozilla Firefox

If you use the popular web browser Firefox and are interested in building up your freelancing business by using search engine optimization techniques, you’re in luck. There are many free SEO add-ons available for Firefox.

In this post, I’ll share 25 SEO add-ons and explain why freelancers might wish to download SEO tools to their browser.

# SEO Toolbar–This toolbar is fully customizable. There are several different views available, including icons and text, icons only or page ranks only (PageRank, Alexa Rank and PI Rank).
# SEO Professional Toolbar–Offers many SEO-related tools in one place. Display PageRank, S-Rank and the number of backlinks for visited pages. This toolbar also stores the history of ranks for selected sites. Highlight words, links, view number of words and more.
# SEOpen–Includes tools for Google backlinks, Yahoo backlinks, PageRank checker, and http header viewer.
# Swoosty SEO Tools–A tool that automatically shows the Google PageRank and Alexa ranking of all the sites you visit, and provides other essential tools for complete analysis. You can also activate and deactivate it without having to restart Firefox.


If you use the popular web browser Firefox and are interested in building up your freelancing business by using search engine optimization techniques, you’re in luck. There are many free SEO add-ons available for Firefox.

In this post, I’ll share 25 SEO add-ons and explain why freelancers might wish to download SEO tools to their browser.

25 Firefox SEO Add-ons

Here are 25 free search engine optimization add-ons that you can add to Firefox. (Note: although all of these tools are available free of charge, some tools do have a suggested donation to cover development costs.) Leer más “25 Free SEO Add-ons for Mozilla Firefox”

How to Not Catch a Social Media Disease

In speaking to some design students, answering how I got started in the business, I told them I slept my way to the top. They didn’t fall for it but they stood silent for a good, long time. As I laughed and explained how I got started in the days before the internet, dodging velociraptors and flowing hot lava, I quickly realized they had no idea of traditional marketing techniques.

They weren’t tied to business sites as of yet, but in going over the wealth of free exposure one can easily use these days, it struck me about how I forked over thousands of dollars to source books and directories, waiting a year for them to be distributed to art directors and other practitioners during those dark days of the Inquisition. Sending postcard mailers was also the norm and art directors routinely threw away dozens each day, as opposed to now, when art directors call me and relay that I’m the only one who sends cards and they adorn their bulletin boards. How times have changed.

When I started sending e-advertisements in 1993, simple jpegs and animated gifs attached to regular e-mails, people went nuts! When I was asked what it cost, I would reply, “not a penny.” They were blown away at the possibilities. Shows you how far we have come in just a few years.

But, I always knew it was important to keep up with the cutting edge of technology and think I lost it when I got too comfortable with the ease and availability of the interface tools out there on social media sites. Drag and drop, point and click, drool a little less, etc. It’s like the guys on the bridge of the Enterprise (Star Trek) and their rapid-fire button pushing to program the computer to go forward. In reality, in the future, there will be a go and stop button with a simple joystick. Our machinery is getting smarter than we are. Just in time!


By Speider Schneider

I caught a disease from social media and I don’t know if it’s “tweetable” by modern medicine. I am fully vested in all the important social sites; LinkedIn for business, Facebook for friends, old business coworkers and a few “must know” people registered for the big time waster. I even have a fan page. I have a couple of blogs, write for some blogs that aren’t mine, I tweet, I Plaxo, Spock and other social sites I’ve long since deleted the bookmarks. I was one of the first people to discover social media. Not a pat on the back – just a testament to my ability to keep my sanity.

Sm2 in How to Not Catch a Social Media Disease
Image credit

In speaking to some design students, answering how I got started in the business, I told them I slept my way to the top. They didn’t fall for it but they stood silent for a good, long time. As I laughed and explained how I got started in the days before the internet, dodging velociraptors and flowing hot lava, I quickly realized they had no idea of traditional marketing techniques.

They weren’t tied to business sites as of yet, but in going over the wealth of free exposure one can easily use these days, it struck me about how I forked over thousands of dollars to source books and directories, waiting a year for them to be distributed to art directors and other practitioners during those dark days of the Inquisition. Sending postcard mailers was also the norm and art directors routinely threw away dozens each day, as opposed to now, when art directors call me and relay that I’m the only one who sends cards and they adorn their bulletin boards. How times have changed.

When I started sending e-advertisements in 1993, simple jpegs and animated gifs attached to regular e-mails, people went nuts! When I was asked what it cost, I would reply, “not a penny.” They were blown away at the possibilities. Shows you how far we have come in just a few years.

But, I always knew it was important to keep up with the cutting edge of technology and think I lost it when I got too comfortable with the ease and availability of the interface tools out there on social media sites. Drag and drop, point and click, drool a little less, etc. It’s like the guys on the bridge of the Enterprise (Star Trek) and their rapid-fire button pushing to program the computer to go forward. In reality, in the future, there will be a go and stop button with a simple joystick. Our machinery is getting smarter than we are. Just in time! Leer más “How to Not Catch a Social Media Disease”

4 Tips for Writing SEO-Friendly Blog Posts

In addition to writing for their human readers, web writers and bloggers have to consider the digital web crawlers employed by search engines like Google (Google). Your business can’t skip the task.

Since most would-be readers use search engines to find blog posts, you need to make sure that Google ranks your site highly when those readers search for terms related to your business and the content you’re writing.

You could spend thousands of dollars to have a search marketing firm optimize your business’s blog for search engines, but chances are that you can learn a lot of the fundamentals yourself, saving yourself a lot of money as long as you have the interest and the time. Here’s a basic primer on Search Engine Optimization (SEO) for your company’s blog…(let’s see)


Samuel Axon
mashable.com

This post originally appeared on the American Express OPEN Forum, where Mashable regularly contributes articles about leveraging social media and technology in small business.

In addition to writing for their human readers, web writers and bloggers have to consider the digital web crawlers employed by search engines like Google (Google). Your business can’t skip the task.

Since most would-be readers use search engines to find blog posts, you need to make sure that Google ranks your site highly when those readers search for terms related to your business and the content you’re writing.

You could spend thousands of dollars to have a search marketing firm optimize your business’s blog for search engines, but chances are that you can learn a lot of the fundamentals yourself, saving yourself a lot of money as long as you have the interest and the time. Here’s a basic primer on Search Engine Optimization (SEO) for your company’s blog…(let’s see) Leer más “4 Tips for Writing SEO-Friendly Blog Posts”

One year ago: Marketing Your Website with Search Engine Optimization

Many of the marketing techniques described on this blog are active, rather than passive. In other words, they require that we do something – pick up the phone to make cold calls, hit the social networking circuit, attend business mixers, that sort of thing.

Not surprisingly, these things take a lot of time. And they get short shrift when we get busy with paying clients. Nothing like having marketing that works. But it sure would be nice to have marketing that doesn’t require so much work.

Enter search engine optimization (SEO). Call it marketing that gets business to come to you, even when you’re sleeping. I’ve been in this fortunate position, and I’ll elaborate on it later in this article.

In the meantime, let’s talk about what you can do to improve your search engine positioning. Be forewarned, this can turn into a time- and life-sucking project. I hope you don’t get so tunneled into SEO that you forget to interact with The Real World. Keep SEO in perspective, okay?

The first decision you should make is what you want to rank well on. It may not be what people are searching for. Google has a couple of tools that can aid your quest for the perfect keywords:

1. AdWords Keyword Tool shows the previous month’s search volumes. And, if you’re interested in purchasing some AdWords, it will also show the number of advertisers bidding on each keyword.
2. Search-based Keyword Tool looks at your site and matches the content with words that Google searchers are using. While some of the terms it finds will seem far-fetched, you’ll probably see one or two that would be worth weaving into your copy.

If you’ve already built your site, you can see how people have found it with Google Analytics. This is a wonderful traffic analysis tool – and it’s free. But prepare to be surprised. The keywords you’ve carefully worked into your site may not be on your visitors’ minds.

What do you do about this? Well, you can get all huffy and remove that wonderful photo that you took five years ago. You know, the one that really doesn’t relate to the primary purpose of your site. But, gosh, that photo made for a great blog post. And your site visitors like it so much that it’s the most searched-for thing on your website.

Instead of squashing that off-topic photo with your delete key, why not offer visitors a chance to purchase prints and licensing rights? You could make this happen with PhotoShelter or RedBubble. And then you can thank your website visitors for showing you an opportunity that you’d overlooked.

Now, back to the purpose of your site. I imagine that you built it to promote your freelance business. So, make sure that your desired keywords are in:

1. Page title tags
2. Page headlines and subheads
3. Copy on the page. Be sure to get the keyword(s) into your first paragraph.
4. Words that are boldfaced within your copy.
5. Captions for photos and other images
6. Filenames of pages and images
7. Link anchor text. Don’t just tell them to “click here.” You’re more creative than that. Besides, your keywords are just waiting for something to do.
8. Page navigation breadcrumbs. Not only are they helpful to your visitors, breadcrumbs help search engine robots travel through your site.
9. Description meta tags. Google uses the content of this tag in its search results. Use your page copy to create a 60-character summary of its content.
10. Keyword meta tags. Due to widespread abuse by spammers, this tag doesn’t carry the clout that it once did. But pick the 10 best keywords on each page. Those are your keyword metas.
11. Site map. Use an HTML version on your site and create an XML version for Google. And be sure to add a link to your HTML site map from your “404 Not Found” page. This will help lost humans (and search engines) get back on track.
12. Blog. Google and other search engines like frequently updated sites. And, every time you add a blog post, you’ve updated your site. And, do your blog and your site link to each other? Make sure they do!


a chart to describe the search engine market
Image via Wikipedia

Many of the marketing techniques described on this blog are active, rather than passive. In other words, they require that we do something – pick up the phone to make cold calls, hit the social networking circuit, attend business mixers, that sort of thing.

Not surprisingly, these things take a lot of time. And they get short shrift when we get busy with paying clients. Nothing like having marketing that works. But it sure would be nice to have marketing that doesn’t require so much work.

Enter search engine optimization (SEO). Call it marketing that gets business to come to you, even when you’re sleeping. I’ve been in this fortunate position, and I’ll elaborate on it later in this article.

In the meantime, let’s talk about what you can do to improve your search engine positioning. Be forewarned, this can turn into a time- and life-sucking project. I hope you don’t get so tunneled into SEO that you forget to interact with The Real World. Keep SEO in perspective, okay?

The first decision you should make is what you want to rank well on. It may not be what people are searching for. Google has a couple of tools that can aid your quest for the perfect keywords:

  1. AdWords Keyword Tool shows the previous month’s search volumes. And, if you’re interested in purchasing some AdWords, it will also show the number of advertisers bidding on each keyword.
  2. Search-based Keyword Tool looks at your site and matches the content with words that Google searchers are using. While some of the terms it finds will seem far-fetched, you’ll probably see one or two that would be worth weaving into your copy.

If you’ve already built your site, you can see how people have found it with Google Analytics. This is a wonderful traffic analysis tool – and it’s free. But prepare to be surprised. The keywords you’ve carefully worked into your site may not be on your visitors’ minds.

What do you do about this? Well, you can get all huffy and remove that wonderful photo that you took five years ago. You know, the one that really doesn’t relate to the primary purpose of your site. But, gosh, that photo made for a great blog post. And your site visitors like it so much that it’s the most searched-for thing on your website.

Instead of squashing that off-topic photo with your delete key, why not offer visitors a chance to purchase prints and licensing rights? You could make this happen with PhotoShelter or RedBubble. And then you can thank your website visitors for showing you an opportunity that you’d overlooked.

Now, back to the purpose of your site. I imagine that you built it to promote your freelance business. So, make sure that your desired keywords are in:

  1. Page title tags
  2. Page headlines and subheads
  3. Copy on the page. Be sure to get the keyword(s) into your first paragraph.
  4. Words that are boldfaced within your copy.
  5. Captions for photos and other images
  6. Filenames of pages and images
  7. Link anchor text. Don’t just tell them to “click here.” You’re more creative than that. Besides, your keywords are just waiting for something to do.
  8. Page navigation breadcrumbs. Not only are they helpful to your visitors, breadcrumbs help search engine robots travel through your site.
  9. Description meta tags. Google uses the content of this tag in its search results. Use your page copy to create a 60-character summary of its content.
  10. Keyword meta tags. Due to widespread abuse by spammers, this tag doesn’t carry the clout that it once did. But pick the 10 best keywords on each page. Those are your keyword metas.
  11. Site map. Use an HTML version on your site and create an XML version for Google. And be sure to add a link to your HTML site map from your “404 Not Found” page. This will help lost humans (and search engines) get back on track.
  12. Blog. Google and other search engines like frequently updated sites. And, every time you add a blog post, you’ve updated your site. And, do your blog and your site link to each other? Make sure they do! Leer más “One year ago: Marketing Your Website with Search Engine Optimization”