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Search engine results are similar to the Billboard’s Top 100 music charts; your business should aim for the top. In a world where web surfers tend to choose the top search result, getting to the summit of the charts should be considered an honor. Having a good relationship with Google and Bing can play a major role in where your business ranks among search engine results. Luckily, there are many ways to climb the charts and increase your businesses placement in search engine results. Although optimization is a very detailed process filled with meta-tags, java, and web servers, there are a few basics that all businesses should be aware of.

Research is vital in search engine optimization. Google Analytics  provides the tools necessary to monitor where your web visitors are coming from and the search terms they are using to locate your site. One can in turn use this information to update their web content and provide information that better targets their audience’s desires.Website content can have a large impact on where your business is placed in search results. In addition to providing imperative information such as business location, hours, and phone numbers, one should update web content on a regular basis. By providing new and fresh information, visitors are more likely to visit on a regular basis.  Results are never set in stone and they change on a daily basis, so it helps to frequently analyze what’s popular at the time.
It also helps to think like a search engine user. If you were searching for a certain business, what would you type into the search bar? It is useful to know what key terms are being used in the search to locate your site. This varies based on the type of business and who your business hopes to attract. In order to attract clients, a weight loss clinic should update website links, URLs, image names, and web content to mention weight loss, diets, vitamins, supplements and body fat. Similarly, a spa should include content that mentions relaxation, massage, facials and beauty.

Although keywords are necessary to attract website visitors, going overboard can have an opposite effect. By using strong, relevant keywords, your website is more likely to attract the right audience.

Climbing up the Google rankings may be a very intricate process. However many websites provide detailed tips on how to raise your rankings. The Search Engine Journal has provided 55 tools to help get started.

The key is figuring out what your audience is after and providing what they want. With research and restructuring, your business has the opportunity to gain popularity within the search engine results.

Just last week I joined popular social networking website, Foursquare. At first I thought it was ridiculous to broadcast my whereabouts; however after receiving my first “Adventurer” badge for traveling to more than 10 locations, I can now say that I’m hooked. It’s difficult to determine what causes these location-based networking sites to be so popular- it’s as if members are glued to the program following sign-up. As a business, using these location-based programs is an easy way to keep up with a fixed population.

Foursquare is one of many location based services. Others such as Gowalla and Loopt are close in popularity, but it seems that Foursquare is still the top choice. The concept behind these websites is to bring awareness to new locations. Members join to discover new places and share their places of interest with friends and family. At each location they visit in the area, they “check in”. Then, friends are notified of their whereabouts via Twitter, Facebook, or text message depending on their specific settings. Members are typically a target audience since they love their own community and are anxious to know more about what it has to offer.

One characteristic that makes Foursquare so popular is its reward system. It has a gaming aspect that draws in competitive audiences. As members check into local businesses, they receive badges and awards for visiting. Many businesses have used this as a tool to market coupons or special deals to top-notch visitors. The member with the most visits is awarded the title of “mayor”. For example, the person who visits Starbucks the most is known as the “Mayor of Starbucks”. These companies see that giving specials to the mayor of their business is an excellent way to encourage more business. There are also frequency-based tools that allow companies to give 20% service discounts after a certain amount of check-ins.

Another quality that makes Foursquare stand out is its capability to allow members to add tips and write suggestions about local venues. Members can write about their experiences. As a small business, this provides an excellent opportunity for positive word-of-mouth marketing.

Adding your business to location based sites is easy and free. Thus, it provides a quick and convenient tool for free marketing and advertising towards a target audience. To claim your business, click here.

According to Consumer Reports, the average American is introduced to over 3,000 advertisements a day. The message you’re trying to send out regarding your company is hidden and tucked behind a colossal amount of information regarding thousands of different products. In order to promote your company in this busy and intricate atmosphere, it’s imperative that your message is presented in a creative and artistic manner.

Your audience wants to be astonished and left in awe. Popular 90’s band Ace of Base sums up a brilliant consumer response as they sing, “I saw the sign and it opened up my eyes, I saw the sign.”

A good example of companies taking advertising and promotion to the next level occurs during the SuperBowl. People of all ages gather to view the inventive advertisements that companies create. These ads are considered to be the best of the best and should serve as a model in shaping your company’s image. Make it a goal for your business to have a new, refreshing, creative image.

Although business cards are informative, there are other ways to advertise your company to the public that are far more interesting and creative. One must think what will catch their attention?

Promotional material is an excellent way of getting your information across. Business cards have a tendency to get tossed around and lost, yet other objects such as magnets, keychains, and drawstring bags are used frequently by customers. These objects are far better at gathering the public’s attention.

In addition to products, many businesses are becoming more creative with advertisement placement. Advertisements are becoming more common on the back of receipts, on textbook covers, and at local bus stops. When promoting your business, take a step outside the box; you may even want to embellish it with your company’s logo.

With the recent increase in the number of natural disasters, the approach of the anticipated active hurricane season, and potential threat of man-made disasters, physicians should review policies and procedures related to their individual disaster and recovery plans.

     Knowing your community is a key to success. Yet sometimes, figuring out what the public enjoys can be a daunting task. Learning about the public is not impossible; however it takes effort and determination. As a medical professional, reaching out and attending community events is an excellent way to learn about the community likes and dislikes.

     Just last weekend, flocks of Bay area locals joined together at the annual Taste of Pinellas held at Vinoy Park in St. Petersburg for food, fun, and entertainment. This event brought a very diverse audience from all ages and professions. While going to events to enhance your business may seem impractical, they provide excellent ways to network and become an involved community member. While at these events, you are not only surrounded by potential clients, but you are building trust within the community.

     Despite the growing popularity of social networking sites, our community does not live in a social bubble; they are constantly on the move from one place to the next. As a medical professional, knowing where your clients are on a daily basis can be highly beneficial. Aside from large scale community events, there is a plethora of other activities which provide community networking opportunities. Attending fundraisers demonstrates to the community that you care and want to give back. Health fairs are also excellent opportunities to meet and socialize with locals who are eager to learn about your practice or business.

     Take the time to walk around and discover what your community has to offer. Not only will you meet new people, but you may be surprised at what you find.

As the oil spill gradually permeates across the gulf, news teams are smart to follow with a close eye. Yes, it’s their duty to report on the catastrophic affair, yet they are clever and know the emotional effect the spill has over the American audience. A recent article  from the Washington Post mentions local species such as the Near Isle Grande Terre pelican that have been found covered in oil.  It’s a sad truth to be acknowledged, yet people are naturally drawn to drama and emotionality.
 
This trend of gravitating towards emotionality is apparent across television, movies, and even top social media websites. Popular YouTube video “Charlie bit my finger-again!” which demonstrates a child being agonized by his baby brother has over 194,000,000 views. To watch the video for yourself, click HERE
 
Despite this video’s popularity, if your company went around filming coworkers harming one another, it would not have the same effect. However there is a lot your business can learn from this video relating to emotional appeal. What has your business done to make a difference in your community? Many businesses benefit from participating in local events. Simply by setting-up at a local fair or speaking to a classroom sends a signal to the community that you care. In addition, many companies have shown their level of responsibility by “going green.” By reducing the use of fossil fuels and using fuel efficient vehicles, FedEx has obtained sympathy from the general public.
 
If a company and its public relate on their level of emotionality, there will be a trustworthy relationship.  What can your company do to create a more heartwarming feeling?

A little birdie told me that word of mouth can be one of the most useful marketing techniques for your business. What exactly is word of mouth?

Word of mouth is a powerful marketing tool that works to build a trustworthy relationship between your business and the customer. Although word of mouth can also have a negative effect, if handled correctly, it can increase customer satisfaction and create a positive perception of your company.

Look at it this way: When looking for a new car, do you trust the car salesman, or your friend of 20 years?

When friends and family spread optimistic remarks regarding your business, the positivity spreads from one customer to the next. Thus, a chain reaction is created. Using word of mouth has the same effect as a free referral source. One happy customer tells their friends about their pleasant experience. Using this third-party endorsement, their friend decides to learn more about your business. Eventually, they will decide to pass on the information to more of their acquaintances. 

However, it’s also important to note that word of mouth works as a two way street. If a customer has a bad experience, negative remarks can spread just as rapidly. However anyone who has played the “telephone” game knows that in the midst of spreading information, words tend to get jumbled and misinterpreted.

In order to fight negative word of mouth, businesses should track their reputation online using tools such as Google Alerts or social media websites such as Twitter and Facebook. Replying to blog posts or having a direct conversation with the customer are also ways to create more positive perceptions.

Keeping the customer satisfied is key to maintaining positive word of mouth. Take my word for it!