My sister-in-law called me today with a question about Facebook. Should her church spend money to advertise itself on Facebook? My gut reaction was absolutely not. I am not comfortable with a church spending it’s tithes and offerings on advertising. Shouldn’t that money go to social services like housing the homeless or feeding the needy? However, I have to be careful not to let that reaction become dogma. This issue, like most in life, does not have a simple yes or no answer.

Here in Nashville, we have multiple mega-churches. You will see billboards all over town advertising these churches as if they were a company advertising it’s services. Now, I understand that it would be foolish to think these churches aren’t run like a corporation at times. Honestly, that’s not entirely a bad thing. A well-run church will be efficient, and will use it’s resources wisely.

However, some part of me feels that free services like Twitter, Facebook Fan Pages or Squidoo are better for churches to use. The resources that would be spent on advertising could then be spent on programs like Room In The Inn, food banks and counseling services. These are the types of things I have always felt were the Church’s true calling. After all, Christ implored his followers to help the “least of these”.

In the end, I can’t say whether or not it is a waste of church resources to pay for an advertising campaign. It is up to the individual churches to decide if that is part of God’s mission for them. Nevertheless, I think they would do well to make sure they are fulfilling their core mission. What do you think?

As marketers and new media lovers, we spend an abundance of time trying to sell our clients on the idea social media, why they need it, and the best ways to implement it. Because of this, and also due to recent trends and boosts in how we use social media, countless businesses are using Twitter, Facebook, LinkedIn, YouTube and other networks tools to get their message(s) out there.

Some businesses do it well. Some businesses do it poorly. Some businesses don’t do it all.

This begs the question: Do all businesses NEED social media? And in today’s rapidly moving marketing environment, if you aren’t taking advantage of social media, is there a cut off point? At what point does it become too late to invest in a newborn social media strategy?

There isn’t a clear answer to this. The truth is that some businesses don’t need social media; businesses that won’t use social media correctly especially shouldn’t use social media. If you’re not producing your own content, and don’t intend on producing your own content then social media will be nothing more than an exercise in regurgitation for your company. While I don’t believe there is a cut-off point making it, “too late,” to utilize new forms of media, I do believe businesses run the risk of being left in the dust.

If a company has never used social media in their business plan, and is committed to creating (with guidance) original, interesting and significant content then they are the perfect candidates for new and social media. And I would like to meet them.

I’m sure you get emails just like I do everyday telling you how to obtain all the online traffic you could ever imagine; and it requires little time or money. If you get these, run away and do not click on it for any reason because there are 2 main reasons you are not getting the type of traffic you want; Google can’t find you and/or Google has no idea what you are about. Let’s take each one of these and drill down a little further.

Google Can’t Find You

The first thing to realize is that unless you are in a very specialized niche market, you are not the only one in town, in the state or in the nation doing whatever it is you do. That means you should get an idea of who your competition is and what they are doing online. You must also realize that you may be in a category that is highly competitive and that means you will have to do even more to be found.

It is still amazing to me how many people believe that once their website is built they’re done! If this is what you’re thinking then you really are done; online. The idea of “build it and they will come” has been disproved so many times I’m not going to go into it again here. Just know that after a website is built, the real work begins. That’s because being indexed in Google and other search engines is not enough. You have to work to get the right links, citations, reviews, mentions, articles, videos, podcasts, etc., etc, etc. to get ahead and stay ahead of the crowd. This means you will either be doing it yourself, which take a lot of your time or paying someone else to do it for you, which means it costs money.

In the town I live in I typed into Google “my town bank” (with the quotation marks so I would get an exact match) and got back “about 10,700,000 results” This simply means that out of all the banks in my town there are about 10,700,000 pages competing for the top 10 positions on Google. So you have a chance of 1 in 1,070,000 of achieving that ranking in the organic search. If I put “my town my state bank” the results are “about 68,700 results” or 1 in 6,870. Now think about how you are listed on your website and the terms you are associated with.

As you can see, it will be easier to be found if you are competing against 68,700 pages instead of 10,700,000 pages. This brings me to the next item on our list.

Google has No Idea What You are About

The first thing you need to understand is that Google ranks pages, not websites. The rank you have on your home page is for that page only; not the entire website. Every page on your site needs to be about something particular so your pages are not competing with each other. While this seems impossible, it’s not. Let’s take the bank example and look at how a bank can divide and conquer in the online space.

One tactic is to divide your pages by location. While this is very doable, it can be tricky because of local and map search technologies. Make sure you consult someone who understands local search, and not everyone in search does, who can help you through the local search maze if you have multiple locations.

Another approach is to divide your pages by services; your home page would be toward your overall bank and you would have your other pages highlight your services. For example you might talk about the history of the bank and why your customers can trust the bank with their money on the home page. You may then put up category pages that are topical as in mortgages, savings, CD’s, etc.

The biggest mistake companies and people make are talking about the same things on multiple pages and using the same wording and keywords for descriptions of those things. Remembering that the search engines see each individual page as a place where information is stored and they will pull up the best information that can be found that is indexed. If you talk about the same things on each page you are in essence competing with yourself; thus Google, Bing and the other search engines see a bunch of pages talking about the same things so they dismiss your website as confusing.

So how do you compete? Be very targeted and concise and choose your market well.

For the uninitiated, the Streisand Effect is a phrase coined by Techdirt blogger Mike Masnick. It refers to a situation that arose when Barbara Streisand sued a photographer who was shooting the California coastline. He happened to shoot her home, and she felt this was an invasion of her privacy. However, once news of the lawsuit hit, the photo of her home got much more attention.

I’ve talked about the hotel in England that regularly trashes it’s guests on TripAdvisor.com, and there is the story of the towing company in Michigan that is suing a college student for $750,000. These two businesses, in an effort to protect their reputations, actually brought more negative attention on themselves. Rather than address customer concerns, they brought attention to the complaints. In the internet age, businesses must never forget that even a small matter can blow up in very short order.

The moral of the story? Don’t sue or try to intimidate in any way people who say negative things about your business. Even if you win, you’ll lose. Releasing a reasoned and matter-of-fact response, while offering to help rectify the situation, will help you diffuse the criticism. Plus, you’ll gain the reputation of a business that takes care of it’s customers. That’s a win for everyone!

A lot of people love the idea of having video on their site, but when it comes down to it, don’t follow through. This is a mistake that could be costing you tons of page views, which in turn can cost you money! Studies have shown a large increase in traffic for those sites that have content-related video. In fact, we have a client who is a former mortgage loan officer. His website still gets hits because of the video we shot of him.

Your first thoughts are probably, “How do I get video on my site? What kind of video do I put up?” I’ll answer the second question first. You’ll want to put up video that is related to your business, preferably video that features you or your company. Use your digital camera’s or mobile phone’s video function to video yourself talking about what you do. Hopefully, you enjoy what you do, so that your personality will show.

As to the “how you get video on your site” question, use YouTube. It is the world’s second largest search engine. It is very easy to embed video from YouTube into your website, and it is another place to help your business be found.

You really are missing out if you don’t have video on your website. If you don’t want to do it yourself, hire us!

With the advent of Google turning so much attention to local search I see many companies turning from traditional search engine optimization and chasing the local directories, maps, etc. What you need to know is the same principles behind organic listings are behind local listings so it is smart to make sure your website is search engine ready; even when chasing local listings.

Google turned their attention to local when they discovered that over 70% of searches are done with local intention. However, if you’ve noticed, Google actually gives you the results it thinks you are looking for. An example of this would be to type in something like, “dentist Nashville” as opposed to, “dental information”, as opposed to, “dentist”. The first search will give you listings of dentists in Nashville, which is local. The second will give you the best sites for dental information, which is all organic while the third search has a mixture because it doesn’t know exactly what you mean with the broad term “dentist”.

What you don’t see is that the sites that rise to the top in any of these searches have very good back links as well as reviews and citations. This simply means that at this time you should not abandon your linking tactic, even if you are strictly a local business.

Much has been said about HTML 5 and CSS 3 lately. While this post is not seeking to add revelatory statements to those made elsewhere, I am seeking to aid the average layperson – people like our clients – in understanding why this updated code stuff is so important, and how it represents yet another sea change in web site visitor expectations.

You may remember a time a few years back when you couldn’t go an hour without someone using the buzzphrase “Web 2.0″.  Many of us felt it was a kind of hyped up way to say that the web was changing, and with it people’s expectations.  As with any mass hysteria, you have to wait for the dust to settle before real meaning and understanding can be gained.

What Web 2.0 was then is exactly what Web 3.0 and 4.0, etc. will be about: Evolution. The gradual change that takes place along a continuum.

What was touted as a destination by those caught up in the hype has turned out to be the next logical step in the evolution of web technology and computer-aided human interactivity.  Whatever Web 2.0 was about, it wasn’t a stopping place.  There are no real stopping places on the internet.

We have been pushing the limits of our web since the first day two computers could talk to one another.  Big surprise then that we would continue to rearrange the virtual furniture.  We will never be completely done decorating the spaces within our browsers. (And that’s the big lesson for any business that wants to remain relevant.)

Whereas the previous wave of disruptive technologies centered mostly on the cool stuff you could build and run on web servers (those glorious and all-but-invisible computer boxes that fueled the growth of countless social startups), and to a troubling extent a “glassy button” graphical look that almost supplanted the actual advancements being made, this upcoming wave of change seems to have as its beach the browser itself.

And that’s as technical as I am going to get.  Why?  You’re busy making your company work for you.  You don’t need to know the difference between server-side and client-side actions.  What you need to know is that as this new wave gathers strength and presses inexorably toward landfall, your web site visitors – the people from whom you’d like to extract a measure of value while providing the same in return – are about to get even more sophisticated in their expectations of what a web site should be and do.

So if this article is seeking to add anything to the conversations happening around the release of new web standards, it’s this: You cannot afford the luxury of a set-and-forget web strategy.  You must continue to invest and innovate in order to keep pace with the evolution of your market.