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Table of contents Why Use the Internet to Promote Your Local Business
Pg 3
Ten Ways to Use QR Codes
Pg 4
Three Ways to Advance Your Search Engine Rankings
Pg 5
Simplify Your Life With These Keyboard Short Cuts
Pg 7
Automate Your Prospecting With Email Marketing
Pg 8
How Pay Per Click Advertising Campaigns Work
Pg 10
Four Tips for Choosing a Website Development Company
Pg 11
How to Text and Chat Like a PRO
Pg 13
Social Media A to Z
Pg 14
The Local Business MarketPlace
Pg 16
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Welcome to the very first issue of Local Web Marketing Magazine. This magazine is designed to help you grow your local business using the Internet, email, and mobile marketing. I promise to keep strategies simple and straight forward, so that you can implement them quickly and easily. Technology has changed the business landscape, and now it’s possible to get the word out about your business with less. Within these pages, you’ll discover how to take advantage of many marketing tools, special resources and strategies available to you. I’ll also review a few tools you need to be aware of in order to keep on top of what’s working today. I invite you to give me your feedback, and tell me what else you’d like to see within these pages. This publication exists for you. I hope you enjoy this month's issue of the magazine, and please email me if you have any comments, contributions or feedback. Enjoy,
Edison R. Guzman
>>> Talk to me Keep your valuable feedback coming. I try to reply to every email. I appreciate your input as it helps to make LWMM the best magazine possible.
Local Web Marketing Magazine www.LocalWebMarketingMagazine.com Published 6 times per year. Advertising inquires: LocalWebMarketingMagazine.com/advertise sales@LocalWebMarketingMagazine.com Edison Guzman: (845) 940-5369 Subscription inquires: LocalWebMarketingMagazine.com/subscribe Publisher: HowToAttractCustomers.com, LLC Editor: Edison R. Guzman Advertising: Edison R. Guzman May/June 2013 Copyright© 2013 HowToAttractCustomers, LLC. All rights reserved. No part of this publication may be reproduced, translated or converted into machine-readable form or language without the written consent of the publisher. Articles express the opinions of the authors and are not necessarily those of the publisher. Please note: The information contained within this magazine is for educational purposes only. Every attempt has been made to provide accurate, up to date and reliable complete information. No warranties of any kind are expressed or implied. Readers acknowledge that the author is not engaging in rendering legal, financial or professional advice. By reading this magazine, the reader agrees that under no circumstances we are responsible for any losses, direct or indirect, that are incurred as a result of use of the information contained within this magazine, including - but not limited to errors, omissions, or inaccuracies.
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Why Use the Internet to Promote Your Local Business s you may well know, the Internet is a World Wide Web adventure. So, what impact does it have for those on a local level? Anyone can go on-line and see what is being offered at a fine shop in Paris or what the latest in home styles are in the Hudson Valley. But what about what is available in your own home town? As a business owner in any sized local community, the ability to utilize the Internet to promote your business is often overlooked. When we think about advertising on the web, we think “distance” and not “local.” This type of thinking needs to be changed. More and more people are turning to the Internet search engines to locate goods and services rather than thumbing thru a phone book and the local newspapers. As a matter of fact, many people are also turning to their smart phones for local search since it’s so fast and convenient. Not only does having a web site that caters to your local community allows people to find you, but permits you to direct your offerings and sales to the demographics specific to your area. In a phone book or newspaper ad, one can only find the broad generic description of your LocalWebMarketingMagazine.com
business, while an internet search can reveal so much more. For instance, an attorney could list specific types of law they specialize in, as well as all the services they offer, instead of the generic “Attorney” Yellow Page classification. Those people looking for a specific type of service will find the local attorney and know that they offer what they want. Not just what they want, but any other information necessary to making the hiring decision. The added information helps attract more customers. An internet presence for a local business for advertising purposes is synergistic by nature. You only need to build your web presence and update it as necessary. A little social media activity and an occasional visit to refresh content will keep your listing in front of your customers. You do not need to pour thousands of dollars into a vast advertising campaign that will only reach a few potential customers. Strategically funding a good Internet marketing campaign will reach those who specifically want what you have to offer. The internet will allow you to do this faster, cheaper and with more precision. LWMM 3
Ten Ways to Use QR Codes QR Code (Quick Response) is a mobile phone readable barcode that's been big in Japan for years, penetrated Europe a while back, and is now getting traction in the USA. A QR Code can contain a phone number, a web site address, an SMS message, V-Card data or just plain alphanumeric text. You simply use a scanning device (smart phone with the right app) and it will respond by opening up the correct application to handle the encoded data. Here is the QR code to read this magazine on your phone or tablet. Scan it with your smart phone. If you don't have an app, go to the App Store or Play Store and download a free QR Reader. Here are 10 ways to use QR codes:
1. Add code to your web site with your contact info, or any other info. 2. Add QR code to your facebook, hvBiz.com, and LinkedIn accounts. 3. Add QR code to printed material. (Stationary, brochures, flyers, billboards, etc.) 4. Add QR code to promotional material. (Mugs, pads, calendars, magnets, hats, etc.) 5. Add QR code to your business card. 6. Print QR code on a t-shirt and promote your business with it. 7. Print QR code on a badge and wear it to EXPOs, networking events, etc. 8. Use QR codes to build a list of subscribers. Instead of asking someone to text "myoffer" to "123456", this can be part of the QR code. No typing, just scanning. Once you build the list, you can promote other products and services to them in the future. 9. Use QR codes to send prospective customer to your mobile web site where you'll have videos, testimonials, product demos, etc. 10. Use QR code to send prospective customers to a special VIP page with coupons, special offers, “how-to” information, etc. There are dozens of ways to use QR codes to promote your business. If you don't already have a mobile-ready web site, you can get one at aedomain.com/web-site-mobile-2 or contact your web designer. If you'd like to create a QR code for free, go to VisuaLead.com, qrStuff.com or search the phrase “free QR code creator.” 4
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Three Ways to Advance Your Search Engine Rankings web site. This will give you an idea of other key phrases to target. Be cautious of using copyrighted, trademarked, or registered names. In other words, using your competitors' company name or trademarked product name within your key phrases, may get you in trouble with the law. Second, one of the main rules in search engine rankings is the frequency and location of key terms on your website. Search engines first look to see if the domain name contains the key phrase within it. If your domain name is AcmeInc.com, and you sell luggage, it would be best to have a domain name with the word luggage within it, such as AcmeLuggage.com
aving a web site for your local business is essential in today's society. Customers expect to be able to find their favorite business online, and companies that refuse to use the internet are often left behind. Simply having a web site, however, is often not enough. Your website must be available to prospective customers in order to be a valid source of advertising. The only way this can work for you is to be able to be found by search engines like Google, Ask and Bing. Search engine ranking gives internet users a way to determine if the page returned from the search they performed is of any value to them. The higher your search engine ranking, the more likely potential customers are to click on it. The lower your search engine ranking, the more likely customers are not to even find your website. There are three simple ways you can LocalWebMarketingMagazine.com
increase your search engine ranking and be found online.
It’s not too late to get a new domain name. You can have as many domain names as you want as long as you park them correctly on your web site.
The first way to improve your search engine ranking is to choose your target key word and phrases carefully.
If you need a new domain name, ask your webmaster, or go to www.aeDomain.com to search for and register a new one.
When choosing your key phrases, imagine which words someone would use when trying to find what you offer. Create a list of such phrases. Once you have a list of about 10 phrases, you should then investigate how many people search for those phrases.
Also keep in mind that if the domain name is not available as a .com, you can register it as a .net, .biz, .us, .info, .mobi, .me, .tv, .pro, .co .name, or .org. Although there are hundreds of TLDs, the .com is the most powerful and preferred by Google.
Google.com offers a free tool that can help. Their tool is called “External Keyword Tool.” You can search for it on Google. This tool allows you see how many queries have been made for each key phrase you’ve listed. This free tool also allows you to spy on your competition, and see which key phrases they have used on their
The second place search bots look for your key phrase is in your page’s title tag. Ensure to list your key phrases on the title tag of your page. The key phrases within your title tag should be no more than 72 characters. Separate each key phrase with a “|” (pipe). Your company name does not necessarily need to be on the title tag because most people don’t search for company names, they search for a product, service, information or solution to their problem. 5
If the search phrases appear in your pages’ META Tags, you are more likely to get a higher rating from a search engine as well. This is where the key words and page description are identified. Moreover, search engines look for the key terms at the top of the page, within the headline or the first few paragraphs of the page. The nearer to the top, the more the search engine assumes the page is related to the topic the searcher is looking for. The headline is equally important because you want to show the web site visitor that they have arrived at the right place once they click over from the search engine. Another thing search engines look for is the frequency of the term. Search engines examine how frequently you use the term in relation to all of the other words on the website. They calculate the percentage, and keeping the key phrase mention to no more than 3%, the higher your page ranking. Meaning that if you write 100 words, you should write your key phrases no more than 3 times. This percentage changes according to the search engine, but 3% is a good number for now. It is important to keep in mind, though, that search engines are built to detect spamming, and using the term too often will get you deindexed or pushed way down the rankings.
Finally, create relevant content on your page. Be sure that your page reflects the key words and phrases. Using text wherever you can, will help both search engines and your visitors to determine the relevance of your site. Using large graphics instead of text, means that the search engine cannot read your site. While they may look nice, they will not improve your search engine ranking. Keep graphics to a minimum, but use them to ensure you deliver the right look and feel to whatever you’re offering. You should also stay away from creating a web site using nothing but Flash. Search engines
can’t read Flash and unless you create an effective off-site search engine marketing campaign, your Flash-created site will not rank well either. If you use Flash elements, use it sparingly throughout your site. If you’d like to learn more about SEO, read a book, take a course or check hvBiz.com for events that will allow you to attend a local workshop. Alternatively, there are many instructional videos within www.BusinessU.co, that will show you exactly how to optimize your web site for greater search engine rankings. LWMM
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Simplify Your Life With These Keyboard Short Cuts ant to save some time when using your computer? Outlined below are key combinations you can use when browsing the Internet, or creating documents on your computer. These are for Windows based systems only. The control key is located on or near the bottom left side of most keyboards, with many featuring an additional one at the bottom right. It is usually labeled Ctrl, but sometimes Control or Ctl. When using the Control key, hold down the key and whichever other key is indicated below. Do not hold down the + sign key.
Key Result (Windows OS) combination
Key combination
Result (Windows OS)
Ctrl + A
Select all
Ctrl + Q
Quit application
Ctrl + B
Bold
Ctrl + R
Refresh page
Ctrl + C
Copy
Ctrl + D
Font Window
Ctrl + S
Save
Ctrl + E
Align Center
Ctrl + T
Open new Tab
Ctrl + F
Find
Ctrl + U
Underline
Ctrl + G
Go to
Ctrl + V
Paste
Ctrl + H
Replace (In computers)
Ctrl + W
Close window
History (In browsers)
Ctrl + X
Cut
Ctrl + J
Justify
Ctrl + Y
Redo
Ctrl + K
Insert Hyperlink
Ctrl + Z
Undo
Ctrl + L
Create List
Ctrl + +
Zoom in (Web browser)
Left align in word processor
Ctrl + -
Zoom out (Web browser)
Ctrl + M
Decrease Margin by 1/2 inch
Ctrl + Tab
Next window or tab
Ctrl + N
New (Window, document, etc.)
Ctrl + Shift + Tab
Previous window or tab
Ctrl + O
Open
Ctrl + Shift + Esc
Task Manager
Ctrl + P
Ctrl + Alt + Delete
Windows Security/Task Manager
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Right align (Word processing)
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Automate Your Prospecting With Email Marketing It is however, very important that you properly structure your email marketing campaigns so that they include specific criteria in order to maximize their effectiveness. We will cover some of the required elements in this segment and upcoming issues of this magazine, so that you are able to construct the highest converting, most profitable email marketing campaigns possible, quickly and easily. Not only will email marketing help you to build relationships with potential customers and establish yourself as an authority in your industry, you can also use email marketing to promote affiliate products, third party offers, sponsorships and joint venture projects that will further maximize your profit potential, and allow you to network with other business owners who target the same market and are not competitors. Having a solid, highly targeted email list is an invaluable asset as a local business owner or online marketer, and something that others take into consideration when considering creating a strategic alliance with you. By following the tips featured within this article, you will have more successful email campaign mail marketing is one of the most successful and productive marketing strategies for anyone who owns or operates any type of local or online business. You may or may not know that local businesses use email marketing strategies to build business, dig into hungry markets, convert customers, research and survey potential customers, sell their products and build their brand and reputation within their markets. They do so by use of list building. List building involves building responsive email lists of targeted prospects that have chosen to opt into your newsletter, white paper, free report, periodic coupons, etc. Each time a potential prospect enters 8
their name and email address, and confirms their request to be added to your list, they are entered into a database that stores their details and allows you to broadcast any information to your prospects anytime you choose. Imagine the possibilities of having a highly targeted mailing list and being able to instantly send out promotional based broadcasts to a large, responsive list of targeted buyers. These are people wanting what you have to offer. If you grew a list of even a couple of hundred prospects who were hungry for the information you are offering, you could easily turn this into a method of generating passive income every single time you sent out a new campaign.
with customers who look forward to your emails and who will be more likely to open them as soon as they reach their email inbox. Focusing on building relevant mailing lists will literally change the way you do business. Benefits of Email Marketing List building is not only a cost effective method of building a business and maximizing profit potential, but it's also the smartest way to minimize the time you spend marketing your business and instead, focus on growing it. List building allows you to connect with your target audience, and helps faciliate the process of an active LocalWebMarketingMagazine.com
subscriber becoming a customer. It gives you the opportunity to direct them to specific products, exploring what your target audience is actively buying, and what kind of products or services they are likely to purchase from you. Even if you are brand new to email marketing, building your email marketing system is very easy. All you need is a domain name, hosting account and email marketing service provider. There is no other start up costs involved. You may already have a domain name, web site and hosting account set up for your business. If you don’t, go to aeDomain.com and set one up today. Once your web site is set up, there are a few different email marketing systems online, such as Aweber, Constant Contact, MailChimp and many others. Here are just a few of the benefits from email marketing: Customer Relations As you build your customer base, you will also be building a relationship with those existing customers, or prospects. The most important part of customer relations is building trust. Your email marketing strategy should include allowing your customers to get to know you on a more personal level, which will in turn, help them relate to you. They will eventually trust your recommendations as well as your own products and services. First and foremost, you must always be honest with your customers and prospective customers. This is the most important factor in developing and solidifying a good, open relationship with your subscriber list. Once you have established trust and good communication with your customers, your email open rates will be higher. Keep in mind that you must continue to maintain this relationship by keeping up with the integrity you have established, and staying active and interacting with your subscribers. It’s far too easy for your lists to grow cold if you fail to keep on top of your campaigns, and work consistently to
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maintain your relationship with your list.
maximize your subscriber retention rate.
Announce New Products and Services
Email sales promotions are the best way to create and keep a happy client base. It also helps build a new client base from customer referrals.
Any time you plan on offering a new product or service, an email campaign can give you some insight into the popularity or need of your new product or service. In fact, you can conduct all of your market research from your mailing lists itself, eliminating any need to spend time and money surveying your market. This will save you time and money. Promote Sales When your company finds that a product or service has not been selling well and there is a surplus, you can offer these items in an email sale campaign. You can also boost sales by simply offering special bonuses or coupons exclusive to your list. Anytime you can offer your subscribers exclusive specials only available to subscribers, you will increase the value of being a member on your list. This will
When your customers are happy, they will refer other customers to your site or retail location, so that they can get in on the great deals as well. Word of mouth is one of the best marketing strategies, specially when combined with email marketing. By getting your customers talking about your product or service in a positive manner, feeling a part of a group or community and being given special offers, coupons, prizes and exclusive deals, you will consistently grow your subscriber base every single day, quickly and easily. Using email marketing properly will help your local business stand out from the crowd and give your prospective and existing customers a reason to subscribe and stay subscribed. LWMM
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How Pay-Per-Click Advertising Campaigns Work Ay-per-click (PPC) advertising works through search engines that have an agreement with an advertiser (your business). A business owner will place a small ad on the results page of Google™ for instance, for certain key terms people use when searching for products and services. The listing on the search engine page usually has a title, a short heading, and a short promotional blurb. The advertiser pays nothing to appear on the results page itself. You only pay the search engine, when a visitor clicks on the ad. Despite its popularity and record return on investment, payper-click advertising loses its luster unless done correctly. Done correctly, it is one of the most accurate, fastest, and most effective methods of advertising on the web. According to Google's record profit postings, lots of people see these ads and click on them.
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If you’re a local business owner, you should consider running a targeted PPC campaign.
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There are many different companies that offer pay-per-click advertising. Google's pay-per-click program is called AdWords. You can register at www.Google.com/adwords. Google estimates that over eighty percent of internet users search online using Google.
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Google allows you to create your own ads and set your own daily and monthly budget. They also have a service that will design your ad for you if you choose. They offer the tools necessary to run a successful campaign. Yahoo!™ and Microsoft™ have teamed up and also offer a PPC program called Bing Ads. You can register at bingads.microsoft.com. There are thousands of PPC companies online, but these two are by far the biggest and most effective. Choosing a company to sign up with can be difficult, but the most difficult part of pay-per-click advertising will be the planning and writing stages. To create the best pay-per-click ad campaign, you have to bid on specific key word phrases that people are actually using to find what you’re selling. You must also write very effective ads, and have a quality page when they click on your ad. The trick to it all is having the right key phrase as the headline, followed by the key phrase within the description of the ad. The final part is ensuring that the landing page (once the ad is clicked on) links to a page that delivers the same message as the ad. Unfortunately, most business owners will have the ad link to the home page of their web site. The more effective way is to have the ad link to a specific page, with a specific offer for your product or service. If you’d like to know which is the best key phrase to use when advertising, Google offers a great tool that tells you how many people are searching using a specific word or phrase. This tool is freely available, and can be found at adwords.google.com/select/KeywordToolExternal. The tool also helps you identify your competitors’ key phrases and also tells you what your web site looks like to Google from a search engine perspective. Pay-per-click advertising can be very effective if you have a worthy budget, your ad is well written and if your web site contains the right message. Without these elements, pay-per-click advertising may not yield the results you anticipate. LWMM 10
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Four Tips for Choosing a Website Development Company f you have decided to hire a webdesign firm to develop your web site, here are a few tips on how to go about choosing the right one. First, you must decide on your budget. Then, start with the end in mind.
Whatever the reason for your web site, you need to be clear about it. Being clear will make your job easier when sitting down to discuss with your web developer.
Being clear about what you want to accomplish will also help the web Know what purpose your web site will developer deliver exactly what you serve for your business. Do you simply need on time and within budget. need an online brochure? Do you want to generate leads? Are you selling a The characteristics of a good webdeveloping firm are as varied and product, or several products? unique as your site and needs. Perhaps you have a great idea that may prove to be the next YouTube, Here are a four factors that you will need to look at when spending your Groupon, or Ebay. hard-earned money and precious time.
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1) Experience - You will want to choose a firm that has extensive knowledge in developing web sites. There are many tools that make web development much easier than ever before. However, it’s not just about the tools. An experienced web developer will be able to guide you in developing the most effective web site for your business based on the experience they’ve had with other business owners. The more varied their experience, within different industries, the better. 2) Testimonials - If the company does
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not list testimonials on their web site, you should ask for the names of a few past or existing clients.
instance, is a difficult, and time future (something usually does). consuming process for getting your site Being there for you is important top positioning on search engines. throughout the development phase and If they have testimonials listed on their In fact, be wary of anyone who says he equally important after all the work has web site, look closer at what is said. Is or she can easily get your website into been completed. it a well thought out testimonial with the first page of certain search engines. the person’s full name, location and It does not happen overnight. Tweaking Since the Internet is forever changing, your web site has to be maintained, contact info? Or is it simply a generic and refining a website is a lengthy updated and kept safe from hackers and statement made by someone named process. They need to be willing to outdated technology. work with you and use the latest “Anthony B. of NY.” marketing techniques to get you there. When choosing a web development The best types and most believable testimonials are video testimonials that Putting just a few Meta tags in your site company to work with, consider other clearly state the person’s name, is just a start. There is so much more to options such as how long it will take them to complete your project. marketing it effectively and you will company name and web site address. incur additional fees for these Larger design firms have more clients, Caution: There are people out there additional services. so consider your needs. Understand that who will give you a video testimonial in exchange for a small fee. This is like 4) Price - This category could also fall they just cannot drop a project and work on yours. This is also true for the hiring an actor to say something good under integrity. Find a company that will let you know up front, what it will smaller firms on the market. about your services. cost, especially if you have custom Other considerations are: Ensure that the person giving the needs like search engine optimization testimonial is an actual client by work. What kind of additional services do matching the web site they mentioned they offer? on the video to a web site that clearly A written quote to redesign or design a indicates it was developed by the site for you is important. Ask for a Do they have exactly what you need? quote, but only after you have worked developer you intend on hiring. together to find exactly what you need. Do they package their work at a set 3) Integrity - Any reputable web price? development firm will be happy to give If their price seems too high (or too you a free consultation to discuss your low), you can always shop around. Are you comparing apples with apples web site needs before being hired. when shopping around? Caution: Judge the pricing on the size Trust your instinct when meeting them. and complexity of your project, the Ultimately, you will be the one to make ability for the developer to deliver what the final decision to hire the web design If they promise the world, ask how they was promised, and the ability for the firm. How you choose a firm will affect intend on delivering all they promise. designer to be present when something your company’s image – so choose goes wrong with your web site in the wisely. LWMM Search engine optimization for
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How to Text and Chat Like a PRO f you’ve ever received a text message or chat that you didn’t understand, it may not have been Chinese. There are over 1,300 special combinations of letters and numbers used when communicating via text or online chat. They are used as shortcuts when typing, instead of proper English. I’ve listed below 107 of the most commonly used terms for you to decipher your messages, and perhaps even respond. ASAP = as soon as possible
ILU = I love you
NE = any
2MORO = tomorrow
ASL = age/sex/location
IMO = in my opinion
NETHING = anything
TTFN = ta ta for now
ATB = all the best
IOW = in other words
NE1 = anyone
TTYL = talk to you later
ATM = at the moment
IRL = in real life
NO1 = no one
TTYS = Talk to you soon
BBL = be back later
IYSS = if you say so
NRN = no reply necessary
U = you
BBS = be back soon
JAM = Just a minute
NP = no problem
UR = you are
BCNU = be seeing you
JFF = Just for fun
OIC = oh I see
U2 = you too
BF = boyfriend
JFGI = Just *freaking* Google it
OTOH = on the other hand
U4E = yours for ever
OMG = oh my god
WAN2 = want to
PCM = please call me
WB = welcome back
PITA = pain in the a**
WKD = wicked
POS = Parent over shoulder
WTF = what the f***
PPL = People
WTH = what the heck
PLZ = please
W8 = wait
PROLLY = probably
YGB = You go boy
PRTY = party
YGG = you go girl
LOL = laughs out loud
ROFL = rolls on the floor laughing
xoxo = hugs and kisses
LTNS = long time no see
ROFLOL = rolls on the floor laughing out loud
< 3 = broken heart
BFF = best friend forever BFFL = best friend for life BRB = be right back BRT = be right there BTW = by the way B4N = bye for now CID = consider it done CU = see you CUL8R = see you later DNT = don't D8 = date EZ = easy FC = fingers crossed FONE = phone FYI = for your information GF = girlfriend GR8 = great G2G/GTG = got to go G9 = genius IC = I see
JIC = Just in case JK = Just kidding K = Okay KK = Okay, Okay KISS = keep it simple stupid KIT = Keep in touch LDR = long distance relationship LMAO = laugh my a** off
L8 = late
<3 = love, friendship
L8R = later
ROFLMAO = rolls on the floor laughing my a** off
^5 = High five
LYL = love you lots
RUOK = are you OK
LUV = love
4EVR = for ever
SRY = sorry
LUVU2 = love you too
4AO = For Adults Only
TBC = To be continued
MIA = missing in action
6Y = Sexy
TBL = Text back later
MSG = message
TC = take care
MTE = my thoughts exactly
THERE4 = therefore
MYOB = mind your own business
THX = thanks
IDC = I don't care LocalWebMarketingMagazine.com
4GOT = forgot
Find more terms at www.hvBiz.com
TMI = Too much information 13
ocial Media A to Z (It’s not just about Facebook.) Let’s talk about social bookmarking, which is going to be one of the ways that you can truly increase traffic to your website with very little cost. The Wikipedia definition for social bookmarking states: "an activity performed over a computer network that allows users to save and categorize a personal collection of bookmarks and share them with others. Users may also take bookmarks saved by others and add them to their own collection, as well as to subscribe to the lists of others. a personal knowledge management tool." Social bookmarking is based on the concept of sharing information on the web. It has evolved rapidly with the growth of the internet communities and interactive sites. As more people turn to websites to learn, research, and read the latest news, the ability to track and monitor this behavior is becoming even easier. Collective intelligence is leading the 14
wave of sharing information based on specific keywords and subjects and can help marketers and business owners in many ways. Today’s social networking sites are incorporating many social bookmarking elements into their platforms. This allows users to learn even more about each other, and is engaging people online by building communities, opening up new networking channels, and giving marketers and local business owners a chance to track behavior. Each social bookmarking site is designed differently, but ultimately allows users to create a profile, update their preferences, and share this information with friends and family. Since they are creating this growing network of information, a pattern of tastes and preferences is established—and made publicly available. This profile is the key element of interest to marketers; it’s created with basic registration, and in most cases, an e-mail address and login name
allow complete access to the social bookmaking platform. The visitor can begin publishing activity to share with fellow social bookmarkers, creating a network of categories. Discovering and sharing information with keywords in specific topics is what allows social bookmarking networks to grow; as more information is provided, the categories of interest also develop to provide key information. Digg.com is a perfect example of social bookmarking that has been growing rapidly. Users can rate and comment on articles, video content, and podcasts on thousands of topics; the more popular items are posted on the Digg.com front page, while others are rated and logged for the community to review. While Digg.com is primarily a news site, it is just one example of a valuable social bookmarking network that has developed into a proliferating online community. Any articles or information posted on Digg.com has the potential of being LocalWebMarketingMagazine.com
viewed by millions of visitors. Getting to the Digg.com front page ensures thousands of page views, all at a very low initial cost. Of course, the information that reaches this level must be valuable to their readers; since the votes are all user-generated, it allows anyone submitting information to learn about their audience from the ground up. People Love Building Their Own Bookmarking Pages. The fundamental reason why consumers build social bookmarking profiles is to create an identity to share. After doing so, they are able to interact on social networking sites on a regular basis, and marketers can use this behavior to their advantage by:
Monitoring their favorite brands Reading about new products Learning about competitor products Identifying with other users Seeing what friends and family find interesting Finding out what the latest trends are Identifying new products to purchase
In order to create a profile on many of today’s leading social
LocalWebMarketingMagazine.com
bookmarking sites, a user simply creates a screen name, login information, and possibly uploads a picture. Depending on the theme of the site, the user will then go ahead and ‘upload’ the relevant information such as links or products to their profile pages. After that, they can become a part of a community. Community members and leaders rise to the top ‘ranks’ of the site based on a variety of factors including:
Level of activity User feedback Number of products reviewed or discussions created Popularity within the community Number of fans
Planning Social Media Into Your Web Site Social media offers the latest roundup of online technologies that is based on the concept of community. Sharing opinions, posting comments, participating in discussion boards, and simply exchanging media files are all facets of social media on the web today, and social bookmarking and networking are just a couple of these online activities. Knowing how to develop your website so that it is conducive to social media applications can help you interact with your customers in a variety of new ways, and ultimately, lead to the traffic levels you desire.
In many ways, social bookmarking is considered to be a form of collective intelligence.
Increased traffic is a necessary result of innovation. Attractive web sites that encourage user interaction are making the business of marketing your business much easier.
Collective intelligence based on a few trends in the marketplace, news, or other information can provide very important data to a third-party observer.
Social media sites encourage users to set up a profile and interact with other community members.
Filtering data has become even more important today, as it provides insights and information on direct experiences with many of the goods and services available in the marketplace.
Get the full story about social media and 7 more ways to drive traffic to your web site with social media by visiting www.hvbiz.com/profiles/ blogs/social-media-a-to-z LWMM
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