Need Butts In Seats?

Keep Your Restaurant Marketing in the Neighborhood

Most of us have heard that  80% of your business lives and or works in within your 3 mile radius of your restaurant. If we you threw out the paid advertising and focused on the Neighborhood, Grass Roots, Guerrilla Marketing,  your effectiveness, ROI, and your restaurant sales will increase.

The core of your overall marketing strategy (plan) must center around your restaurants neighborhood. Tempting as it may be to hand money over to your newspaper, local magazines, radio and even cable ad rep touting the latest deal for promotion to massively spread your name to thousands for just pennies, per day, resist the temptation until you have a solid Guerrilla Marketing Plan.

Restaurant Branding

Who are You? Who is your Customers Do you have a brand? do you know who your customers are? Hell do you know why they come to your restaurant?  A simple old school tactics for doing market research is to find poll your employees and find out where they are coming from. Sound silly, well it ain’t. It is easy all you need is a

1. Corkboard / Maybe an easel
   

   Do You Know Who You Are?

2. A map (of your neighborhood)
3. Pins
4. A wee bit of Training

Now just collect data, sounds easy, well it is, incorporate some pre-shift meetings, conversations with each and every , host staff, have the wait staff communicate the desire at the table, voila, market research.

Collect Restaurant Marketing Data

Make collecting data fun, Use the time to graciously welcome your guests as they arrive and when the are leaving.  Welcome your guests back! (step number 10 in the ten steps of service) have fun, collect names, build relationships, learn names, “The Cheers Factor”.

Now What?… A Hospitality Marketing Plan

Analyse then set up a grass roots campaign (More on this to Follow) do,  find other businesses in the area that you can “Coop”, Joint Venture, Ready, Fire Aim… ok maybe not lets create a restaurant marketing plan.

Community Organizing (Not Really)

When I first began managing, I learned a new term  MBWA (Managing By Walking Around) my mentor, the regional VP,  did this better then anybody I know. The restaurant industry has adopted this term to communicate a style of restaurant management, this can also be a very effective tool in your restaurant marketing campaign.

True MBWA marketing starts with your neighboring businesses, remember joint ventures.  A great way to find those other businesses to joint venture with is to first begin building a relationship with the owners and employees, the ideas will happen naturally.

Ciao

The Power of the Press Release

What Makes You Unique?

More then 27 million People use Yahoo News and google News

Each month more then 27 million people in the US use Google News and Yahoo news to find the latest information about any topics that interest them. Yahoo News and Google News reach online audiences in excess of the off line CNN and BBC. A press release or news release is a condensed article that is written in a “journalistic” style. The sole purpose of a press release is to highlight what is interesting and newsworthy, about a company organization or industry. I highly recommend implementing a press release strategy for your restaurant marketing plan including new product releases, new services within your market.

Building Traffic vs. Back Links

As we will discuss below there is very strict rules to writing a press release. However do not let that scare you there are some great templates at www.docstock.com to help you find a template that works for your niche. Press releases have changed quite a bit from the old school versions. The search engines have created some opportunities to help us maximize our exposure. We will discuss strategy and Search engine promotion later in the article.

Press Release SEO

Send out press releases. Your restaurant marketing press release has to be news-worthy. If done right, you may get a lot of publicity in additional to links from authority web sites that will strengthen your positions in search engines. Media coverage may bring in a surge of traffic to your blog.

• An optimized press release will follow the same or similar rules and obstacles as articles.
• Best Case scenario we will be able to anchor link keywords directly to your pages, however many press release sites will only allow links to created within the bio section of the release.
• Incorporate as much optimized content into the release and bio section as possible.
• Always post releases to your sites “News” Page first.

“In the News” Strategy

Create an in the news section of your site. Link to and write about your competitors product or services, become a news authority.

• Set up a “News Press” page
• Set up a google news alert for your specific niche.
• Find ideas to write about the product or issue.
• Then anchor link and post the release to your site first, post link to the competitors site, then submit to PR sites.

Stand Out:

In the past, savvy PR professionals used press releases to hopefully bring their clients a little media exposure. The process was long and drawn out, with the ultimate goal being to get a journalist or news source to read your release. However, the days of a press release being used solely for a newsworthy announcement are long gone. The Web has changed what a press release can be. While not all press releases are going get your face on the nightly news, they can serve another purpose.

How to Reach New Readers and Improve Your SEO at the Same Time

Thanks to the internet, a  press release used for restaurant branding and marketing can now be seen by the general public without ever even being touched by a journalist. Sites like Google News and Yahoo News are constantly updating their search results with fresh press releases from sites like PRWeb. So what does that mean to you, the new online business owner, blogger just looking for a attention?

You can now reach thousands of potential new readers, overnight. When you distribute your release via a place like PRWeb, and hundreds of other sites to re-publish your release via the PRWeb, RSS feed. Not only does this mean more places for new readers to find your content, but it means more backlinks to your site (yes a press release can include links). And don’t forget, if you do it right your release will also appear in Google News, Yahoo News, Topix, etc… just to name a few.

A Restaurant Marketing Press Release is a different style of writing, in that it must be “news worthy” journalism. The part of the press releases that make them difficult is to be able to write them in third person. Write as a journalist. Well we are not all trained and or schooled as a journalist. So keeping a few things in mind will help us to format and write a better

news release.

The Basic Press Release

Includes Who What Why When and Where

The most interesting Fact(s)

Supporting Data

Business USP

Benefits to the Readers

Why is this interesting

Company name information etc

What a Press Release is Not

This is succinct news on how you can benefit the community and or market

The sole purpose is to provide news and information for your readers, customers

The lead Paragraph is the most important and should state the 5W’s The rest of the release supports these 5 w’s

Write as if you are giving instruction, advice, directions

Optimize SEO

Additional Press Release Guidelines

Initial Case –A journalism term which means every first letter in the headline should be capitalized, we do this with our blog titles and site headlines, this carries over to our press releases. Exclusions to this would be words with less then three letters long.

All Caps – It is a negative to have your press release and or headline to be entirely in capital letters, it is not professional and really detracts for the news.

Summary – the initial paragraph is a summary for the entire news story. Just as I writing an article in the newspaper. We understand that most newspaper articles are written in this format because not everybody reads the entire news story. Your summary needs to be “hard hitting” and grab the reader’s attention. Including one to three sentences long

Date line – Your release should begin with a dateline, this is dependent upon the news release source you are submitting to. And example of this is

City, State, Month, Day, Year, the city and state is optional yet will be affective if you are submitting to sites that offer geo submissions

Spacing – Each paragraph should have natural line wraps, one line in between paragraphs. You do not need to include dashes, asterisks, or other symbols to separate sections

Grammar – Need I say more?

HTML – Most of the press release submission sites will only allow HTML with certain upgrade practices

Link Spamming – Again your press release may be limited to a certain number of links back to your site. For instance PR Web the largest of the press release sites allows only 3 links per 100 words of content.

Ticker Symbols – The use of company ticker symbol, corporate name and mention must have permission to do this. Many of the sites will require expressed written permission.

Lists – These work well for content on your site however do not read well for a press release nor are they acceptable form the journalism world.

Length – First of all if you can not write more then a paragraph the submission sites will considered your release not news worthy. Shoot for 300 to 800 words in a paragraph format.

E-mail – Do not include your e-mail in the press release. Add it in the with your bio and contact information. There are reasons for this and is has to do getting your self spammed

Facts – Tell the truth avoid fluff hype or advertising. If your story sounds to good to be true you are probably hurting your credibility.

Jargon – Limit your use of industry jargon. Again speak plain English a limited use of jargon is appropriate.

Proofread – Of Course

Again Do not hesitate to jump into writing press releases to help build back links however just remember at the end of the day actually doing it and making mistakes, correcting them and moving forward is far more productive thinking about it.

Do I Have to Pay to Submit Press Releases?

Back in the “old days” pre 2007, that is how fast things change on the net, right? One could submit press releases to www.prweb.com for free. However once the press release SEO angle became mainstream the largest submission site had to adjust their strategy to keep press releases and to continue to cater to being the number one press release site on the net.

Yes the Laws of Supply and Demand do apply to press releases. PR Web had to begin charging for press releases to keep the supply under control. It has actually been a good thing. We have experienced increase competition and the ability to test and find sights that will produce more traffic for the dollar invested.

PR-Web still is the leader for press release submission, however what do you do if you are just starting out and are a bit leery of the $40.00 to $360.00 and more price tag for one submission?

You search for “Free” (my favorite price for bootstrapping a business start-up). Now I understand that you get what you pay for however what a great way to begin writing and submitting your press releases to get your feet wet and help develop your writing and maybe typing skills.

Through much scouring I have come across a list of “Free” Press Release Sites that meet the criteria mentioned below.

Free Press Release Site Criteria.

1. Be Indexed by Google, this sounds obvious but how do we know and when we are searching for the best bang for the buck submissions for our time and money this would be some great information to have access to.
2. Have a page rank of 4 or more however one of the exceptions is listed below with a page rank of three-ish.
3. An Alexa ranking of over 300,000 ( within the top 300,000 sites on the web)
4. Must be free of course but also offers upgrades.

Below are some sites that meet the criteria; These are in alphabetical order and not by ranking.

24-7pressrelease.com

Bignewsbiz.com

Clickpress.com

Ecommwire.com

Exl.com

Express-press-release.com

Freepressrelease.co.uk

Newswiretoday.com

Powerhomebiz.com

PR-inside.com (UK)

PRlog.org

PRUrgent.com

Theopenpress.com

Usprwire.com

Remember the focus is to be able to submit to the top 3 press release sites,

PRWeb.com

24-7press release.com

PRNewswire.com

These are some good places to begin to submit your press releases. In addition, be sure your analytics tool is installed to begin tracking effectiveness from the press releases. Without tracking and testing we are just wasting our marketing time. Set up your accounts track your accounts and slowly move into the paid upgrades.

Social Media is about branding, branding is about standing out from others in your niche and showing your readers restaurant is all about and why they should pay attention to you. Social Media allows the growth of your brand virally, there are a number of different methods that you can implement for branding yourself, your blog or your business, and social media is one of them. Active engagement in social media as a tool will allow you to more effectively listen and engage with customers for the purpose of business growth. Social Media is about dialog and creating two way discussions.

Restaurant Branding Using Social Media

Topics to be covered

· Building your brand

· Cultivating a Community / Relationships

· Create Referral Leads

· Social Media Tools

Social media has as many tools as Home Depot. This may initially cause some confusion but with a bit of research and a plan we can identify the right mix of tools to enhance and move your online business forward. Social Media tools do range from general to specific applications in nature. The key is to identify the objective of your brand and the conversations that are taking place within the networks (tools). Jumping on and using every new social media site that is launched would be a mistake, plus you do not have the time trying to run your restaurant business. Our focus needs to be having conversations with people we want to meet. We first need to know our brand restaurant websites are best used to help create and further your operations brand. Social media is about Social Science not technology. Social media goes beyond user generated content into social or crowd generated content through sharing, and discovering new content. This is why it is sometimes called Viral Marketing.

A Bit about Social Sciences

Social media communities take the form of formal to informal networking people establish associations, friendships around content, products and services. How people interact is really a matter of how the network tools work. People adjust based upon the internal culture. Humanizing our brand is a necessity within the social media world we would not communicate to our friends and family like an ad campaign. Social Media is about observing, reading, and participating. This allows us to gather information and market research, and create more customer loyalty, the end result we have to listen.

Why Social Media Marketing and Excellent Opportunity for Restaurant Branding

1. Its Free

Social media marketing doesn’t require any financial investment, something that most business owners are concerned about. Anyone can be effective with social media; it just takes some time and effort. When you consider the impact that social media can have for a business it’s incredible that you can create those kinds of results without spending any money.

2. Unlimited Potential

The impact that social media can have on your business and how you are branded is just about endless. Some very successful blogs have been built primarily on posts that have taken off with social media. It’s not the shortcut that many bloggers think it is, but there is plenty of potential if you’re willing to use it effectively.

3. Large Audience

Each of the major social media sites has an incredibly large audience this allows us to tap into and network. Small sites may not have the same impact individually, but the social media audience as a whole makes up a large and growing population of internet users. Niche sites are even contributing to creating a more diverse audience of social media users

4. Success Can Be Achieved Quickly

Branding yourself through social media will not happen by getting one post to the front page of Digg, but it can happen relatively quickly, especially when compared to other more traditional marketing methods. Even new businesses can achieve a strong level of branding through social media in just a few short months.

5. Other Perks

With social media marketing there are plenty of other good things happening while you’re branding your web site, including lots of new visitors, building links, gaining subscribers, and developing content that will draw search engine traffic for years to come.

Why is Branding Important for the Internet?

Well, in the first paragraph I mentioned that branding is critical for restaurant, hospitality and hotel internet marketing success, so let’s take a look at some of the specifics of the objective.
Beat Competition

I believe any body in your niche is competition, if they’re getting all the attention from readers and you’re getting none, they basically are the market. In order to communicate your brand you need to make some progress in regards to readership and fan base. Simply put, there are too many sites/blogs in most niches these days to get noticed and retain loyal readers without branding your site. Those who are able to stand out from the pack in one way or another will excel, and those that don’t give any thought to branding will be limited to using their blog for link building strategies.
The Personal Nature of Social Media

Because blogging is a tool used throughout the social media world effective branding can help readers to connect to you and understand where you’re coming from and what you’re trying to accomplish. This is the advantage of blogging as a social media tool. When readers are able to develop a strong connection to you and you’re brand you can then begin to transfer your blog from a link building tool to a true social media tool to increase your success.

Action Steps for Using Social Media for Branding

1. Know How You Want to Be Seen by Readers

The critical first step of branding is to know how you want to be branded. What do you want to be known for? Without a clear goal or vision for your business you will just be using social media to pad your stats with very little long-term relevance or targeted traffic. It’s possible that your branding will change with time, but for now you need to decide how you want to be seen. This actually took me several months to really identify and narrow down my blog niche focus.

2. Develop Posts with this in Mind

After identify your niche, you can work backwards and develop posts that will put you closer to making it happen. Write on topics that will build your brand, and use a style and an approach that will work with your goals (this may require some testing) When use social media for the branding, you’ll also need to consider the social media audience when you’re developing content (not every post, but some). Ideally, you’ll come up with some ideas for posts that social media users will like and will further establish your image/brand.

3. Focus on Specific, Well-Targeted Social Media Sites

In order to have the best results with social media you should be focusing on a few specific sites, rather than spending a small amount of time trying to use a hundred different sites.

4. Be an Active User of Social Media

It’s hard to effectively optimize and market your blog through social media if you rarely use it yourself. By staying active you’ll learn all about your target audience and how you can create content that they’ll appreciate. You don’t need to be active at a large number of sites, just those that you are targeting.

5. Network with Others in Your Niche

By being active at your targeted social media sites, you can build strong connections to other social media users and bloggers that may benefit you in terms of getting your content noticed. Getting to know others in your niche (for mutual gain, not just for your own) is one of the best things you can do to help your chances with social media. People tend to vote for others that they like, not just for content that they like.

6. Prioritize Branding Over Traffic

Social media marketing can be difficult because the numbers and the potential for traffic can lead you to make decisions that aren’t in the best interest for your long-term blogging growth. Many times you may have an idea for a post or a method of marketing that can generate some impressive numbers, but it may not be a good fit with your overall branding goals. If you’re concerned with branding your blog through social media, drawing the most visitors shouldn’t always be the priority.

7. Repeat Topics and Cover Them In-Depth

When you’re trying to develop your brand and position yourself as a leader or an expert on a certain subject, you need to be willing to go beyond the scope that any other site owners or bloggers are covering for that particular subject. I’m not suggesting that you duplicate content or post the same thoughts repeatedly using different words, but make sure that you are covering every aspect of the subject as thoroughly as you can.

8. Focus on Building Links

Referrals from other bloggers (again another advantage to blogging) are extremely valuable for branding, and of course this usually comes in the way of a link. When other bloggers link to you, mention one of your posts, or recommend you to their readers, they are endorsing you and the work that you’re doing on your blog. Ultimately, the opinions of readers and other bloggers will determine how well you are branded. Social media has been used for link building for several years, and that’s because it can be very effective.

9. Pay Attention to What Others are Saying About You

Because the opinions of others are so influential to your branding success, knowing what is being said about you can be very important. Set up a vanity folder, the vanity folder isn’t just to make yourself feel good, it’s also to spot situations where others may be writing something that could be potentially damaging to your brand. Staying on top of the issue will keep you in tune with what is going on around you and it will give you a chance to put out fires that may arise from time-to-time.

10. Build Your Profiles

The majority of this post has addressed social media by referring to social news and bookmarking sites like Digg, Reddit, StumbleUpon and Delicious. However, social networking sites like Facebook and LinkedIn can be extremely valuable as well. There are also niche specific sites like Virb where you can connect with others that may have similar interests. These sites won’t send you a huge amount of traffic like Digg would, but they can be useful for gaining some exposure outside of your blog and creating the image that you’re after.

Types of Social Media Tools

· Social Bookmarking
· Crowdsourced Content
· Blogs/Conversations
· Blog Communities
· Micromedia
· Social Networks
· Live Video and Audio
· Customer Service Networks
· Video Aggregation
· Documents

Social Bookmarking Sites

Social bookmarking is a method for Internet users to store, organize, search, and manage bookmarks of web pages on the Internet with the help of metadata. In a social bookmarking system, users save links to web pages that they want to remember and/or share. These bookmarks are usually public, and can be saved privately, shared only with specified people or groups, shared only inside certain networks, or another combination of public and private domains. The allowed people can usually view these bookmarks chronologically, by category or tags, or via a search engine.

Crowd sourced Content

Crowd sourcing is for the act of taking a task traditionally performed by an employee or group and add information to it from an undefined, generally large group of people or community in the form of a comments, forums or wiki’s. For example, the public may be invited to develop a new technology, carry out a design task (also known asc ommunity-based design and refine or carry out the steps of an algorithm or help capture, systematize or analyze large amounts of data. Wikipedia is a great example of this.

Blogs/Conversations

A blog (a contraction of the term “Web log”) is a Web site, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. “Blog” can also be used as a verb, meaning to maintain or add content to a blog.

Blog Community

Online journaling communities, where people from around the world share stories, discuss topics and keep in touch with friends. It’s a free service that you can use for meeting people and creating bonds through writing and sharing.

From art to zombies, if you can think of it, there’s a community about it. If not, you can create your own! Never miss an update typically you have a Friends page which lets you read all your friends’ posts and any RSS feeds all on one page. Many communities also make it easy for you to keep the conversation going through voice posting, instant messaging, text messaging, and notifications. Communities give you the ability to share with the entire community or just a few people or keep it private like a diary. You’re able to set the privacy level on everything you publish, so you decide who sees what.

Micromedia

Micro-blogging is a newer form of multimedia style of blogging that allows users to send brief text updates (say, 140 characters or fewer) or micromedia such as photos or audio clips and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, digital audio or the web.

The content of a micro-blog differs from a traditional blog in that it is typically more topical, smaller in aggregate file size (e.g. text, audio or video) but is the same in that people utilize it for both business and individual reasons. Many micro-blogs provide this short commentary on a person-to-person level, or share news about a company’s products and services.
Social Networks
Social networks present an enormous opportunity — maybe the biggest in tech since e-mail. The sites have simplified and amplified connections between people online, creating a thriving ecosystem of small programs that let friends interact through games, greetings, video clips and more. Face Book, MySpace Personal networks to Linkdin a professional network.

Customer Service Networks

Yelp is the best example customer service networks are typically communities and networks where local businesses are reviewed and content is controlled by the users the ultimate city guide that taps into the community’s voice and reveals honest and current insights on local businesses and services on everything, this is word of mouth marketing –gone viral. Savvy local marketers now have channels to target local customers Sharing the experiences they’ve had with local businesses and services.

Live Video and Audio

BlogTalkRadio is the social radio network that allows users to connect quickly and directly with their audience. Using an ordinary telephone and computer hosts can create free, live, call-in talk shows with unlimited participants that are automatically archived and made available as podcasts. No software download is required. Listeners can subscribe to shows via RSS into iTunes and other feed readers. Our network has produced tens of thousands of episodes since it launched in August of 2006.

Documents

There are two general types in this category.

Docstoc is an online community to find and share professional documents. Docstoc also provides the platform for users and businesses to upload and share their documents with all the world, and serves as a vast repository of documents in variety of categories including legal, business, financial, technology, educational, and creative. All documents on Docstoc can be easily searched, previewed and downloaded for free.
Scribd is geared towards self publishing place where you publish, discover and discuss original writings and documents. More than 50 million people each month are finding or sharing fun, functional or fantastical writings and documents on Scribd.com and tens of thousands of other websites that have embedded Scribd’s document reader.

Video Aggregation

There are number of these sites however Youtube is the most popular. YouTube is a video sharing website where users can upload, view and share video clips. Youtube uses Adobe Flash Video technology to display a wide variety of user-generated video content, including movie clips, TV clips, and music videos, as well as amateur content such as video blogging and short original videos. Most of the content on YouTube has been uploaded by members of the public, although media organizations including CBS and the BBC offer some of their material via the site.

Unregistered users can watch the videos, while registered users are permitted to upload an unlimited number of videos.

Review

Restaurant Marketing is about creating and communicating your brand/reputation

Restaurant Websites need to be more then just a menu and hours of operations on line

All hospitality online strategies need to be proactive and reactive / protective

Build your networks

When using the internet to market your restaurant, this tool will help quickly to check your on line

Restaurant Branding

brand and Search Engine Optimization (SEO) using the checklist provided below.

Objective of this Tool

This tool can be used as a final basic checklist to help you review your finished site to find or discover areas where you might improve and enhance the site. Following are the basic ideas. These are two focuses for the check lists. These are really act as a guide to build your future pages for your sites, and will be a tool to helpful in moving your business forward. This is also a great time to check the load speed using http://analyze.websiteoptimization.com/wso this tool also gives you some feedback and recommendations. The two checklists we are going to check is your Brand and On-Site SEO.

Your pages should load within 3 seconds yes the faster the better, but slower then 3 secs is definitely way to slow. www.truckeconomy.com is .08 seconds. However there is not much content of photos on the site. Follow the recommendations to help improve your site load speed. Remember you have 3 seconds to capture a customer you will lose them for sure if your site takes that long to load.

Branding and Brand Concept

Branding
• Check your unique position
• Do you have relevant page headings incorporating your best keywords for the page?
• Does your content incorporate your USP?
• Are your Headings (Headlines) incorporating H1,H2,H3 tags?
• Do your page Headings (title) incorporate your pages best keywords?
• Are you using Call to Actions on each page?

Site Usability
• Is the navigation bars down the left side or across the top, or both?
• Do you have a site map in the footer section on each page?

• Are your pages using the same layout from page to page?
• Is your theme and message easily identified from page to page?

Layout and Design

Screen Real Estate
• Have you optimized above the fold?

Scanabilaty
• Can the visitor easily scan the page for useful information / benefits / solutions

Readability
• Does your page title act as a headline to grab the visitors attention?
• Are you using an easily read Font Type?
• Is the Font Color a color and background that is easy on the eyes and easy to read, simple and

non distracting?
• Is there useful information USP?
• Spelling and Grammar seem obvious however most cases another set of eyes (have someone else read it) will help with identifying any possible errors

Graphics and Multi-Media
• Are the graphics small and fast loading?
• Are Graphics used where color and text would work?
• Is Multi media forced on the user? Or can it be controlled?

Links
• Are links the standard color and underlining
• Are there title tags for the links
• Are they easily found?

Cross Platform
• Does the Site look right in Internet Explorer / Firefox / Safari?

Professional
• Does the site look professionally built?
• Do people like the look and feel?

Search Engine Optimization Checklist
This List will help us to gain ground and is the foundation to increase our sites natural search engine rankings.

Keywords
• Number one Are your Keywords the best (search volume verses competition) for each Page?
• Are they displayed in your sites title tags? (minimum of 6 maximum of 10)

Homepage
• Your Homepage should be focused on the two to three most important phrases you want your

page to be found for
• Sub-pages should be targeted on the rest of your relevant phrases
• Do not try and pack every site keyword into your homepage
• Does the pages use friendly urls? i.e. www.truckeconomy.com/truck_fuel_economy.html

Meta Data
• Is your page optimized Using title tags that incorporates your best page keywords incorporated into the meta section of the site?
• Are your title tags approx 6 to 10 words long? (the title tag is the most important part of the site form the search engines point of view)
• Have your maximized your Meta Tag sections with relevant keywords used in the page content headlines?
• Is your page content full of relevant keywords
• Do you have at least 100 words of content per page
• Is the content readable useful information not just a list of keywords (some directories will not allow pages that are just a list of keywords
• Does each and every keyword on each page have alt least one link to another page?

Page Content Guidelines

Four Concepts to keep in mind
• Keyword Prominence; The best area of the page to place your keywords is at:
*As close to the top of the page or the start of a sentence the better.
*Also at the bottom of the page linked to other pages (footer navigation)

• Keyword Proximity; Some search engines use the concept of keyword proximity or how close your keywords are to each other, the key is to ensure readability. (Resist the desire to saturate with keywords just for the sake of having keywords in the content)

• Keyword Density; (weighting) measures the relationship of keywords to the total amount of text on the page. The higher the better to a point. The recommended density is 3%-7%. (3-7 for every 100 words of content) For each keyword you are wanting the page optimized for.
• Keyword Frequency; is related to density which means that the search engines want to see the keyword phrase at least 3 to ensure it was not an isolated case of repetition which also ties into the minimum of 100 words of content per page. (On page Optimization Content is King)

Navigation
• Make sure there at least two forms of navigation on each page
• At least a set of internal links that are text based and not graphic based

Site, Site map
• Create a site, Site Map for your entire web site
• There should be links to every major page within your site.
• Incorporate a short description next to the name of each page with hyperlinks for key phrases in the description
FAQ page
• This is a great way to add additional content and links from the category page key phrases.

Contact Page
• Essential to link page call to actions to the contact us page should be optimized and incorporate content and gratitude to the visitor for visiting your site using action words to capture emails for future campaigns

Google Site Map
• Essential to tell the search engines which pages to index when spidered
• This is different from a Site, Site Map. This is code that you get from your google webmaster tools if site builder does not offer the code

Google Analytics
• Essential to track traffic and visitors

Wrap Up
Using a final Check list will help to reduce errors for each page of the site
• Check to see if you are communicating your brand
• Check to see if your site is set up for the search engines

Creating your brand is creating your identity for your business. Who are you are in the marketplace?

Restaurant Branding

First and foremost you need to know what you are promising to your customers. To do this you need to Create your brand and message. We do this through a series of steps.

1. SWOT Analysis
2. USP
3. USP Analysis

These are the first three steps we are going to address in creating a brand.

SWOT Analysis

What it is:A simple system for identifying a company’s strategic growth opportunities in the marketplace: also suggests strategies to increase competitive advantage.
Where it comes from: The 1969 book Business Policy, Text and Cases by Edmund P. Learned and others (Irwin).
Summary:
An organization conducting a SWOT analysis will list its:

1. Internal factors, such as proprietary brands, company culture, distribution systems, exclusive access to natural resources, image, market share, patents, and personnel. The analysts will then decide which of these factors are strengths and which are weaknesses.

2. External factors, such as competitors, economic trends, partners, regulatory concerns and suppliers. The analysts will then decide which of these factors are Opportunities and which are Threats.

Analysts then create separate lists for each of the SWOT categories (strengths, weaknesses, opportunities and threats) and compare them to uncover strategic insights. Example: Could a sagging brand image (a weakness) be reduced by a strong marketing department (a strength)? Your opportunities are then backed by your keyword research! Your keyword research helps identify the high demand, low competition phrases that position our business idea not only into the niche but also helps us to identify and move our brand into its future position.
What else you need to know:

SWOT’s usefulness depends on management creativity and vision. Example: A new technology might look like a threat in the hands of a competitor, but become an opportunity when you get the rights to use it.

USP (Unique Selling Proposition)

What it does:
Defines what makes an organization’s products successful in the marketplace; also pinpoints the most effective way to market products to consumers.

Where it comes from:

The term USP was coined by the legendary advertising copywriter Rosser Reeves, who explained it in his 1961 book Reality in Advertising (Knopf, now out of print). Reeves was known as a no-nonsense advertising copywriter who rejected the notion, popular in the 1950s, that people bought products because of deeper Freudian needs. Reeves wrote, “If the product does not meet some existing desire or need of the consumer, the advertising will ultimately fail.”
Summary:
The USP is the unique trait or feature of a product that differentiates it from competing products. It is the one predominant thing about a product that causes a consumer to choose that product over others.
USP’s are broken down into 3 parts
• Features
• Benefits
• Solutions

A great example of this is the Energy Star web site under Home Improvement

http://www.energystar.gov/index.cfm?c=home_improvement.hm_improvement_index

The page is broken down into 3 sections
• What Energy star is solving
• The Benefits of the energy Star Program
• The Solutions that Energy Star offers

USP in Advertising

These are really Slogans or Taglines these are the result of going through the branding process
Domino Pizza’s “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.” No claims are made about the pizza being delicious. Speed of delivery is the USP.
Fedex’s “When it absolutely, positively has to be there overnight.” There is no talk about nice-looking trucks or careful handling of packages. Overnight delivery is the USP.
Because the concept of USP has become widely used and misunderstood in marketing circles, it is worth returning to the definition that Rosser Reeves first gave for it in Reality in Advertising:
- Each advertisement must say to each reader “Buy this product and you will get this specific benefit.”
- The proposition must be one that the competition either cannot, or does not, offer. It must be unique.
- The proposition must be so strong that it can “move the mass millions,” as Reeves put it. In other words, it must be unique enough to attract new customers to the product.
What else you need to know
It can be a worthwhile exercise to weigh your products and services against the USP concept. Does your product have some critical feature that differentiates it from all its competitors? If not, can you develop one and use it to drive your marketing and advertising? In short, do your products have one compelling feature that causes consumers to make an immediate buying decision?

Create your Brand (Identity) Then Tell the World!! (or at least your 3-5 mile radius)

The aim of marketing is to know and understand the customer so well the product or service fits him and

Feeling a bit Lost?

sells itself
Peter F. Drucker
The objective is to identify and break down the process of writing ad copy for your web presence and or other advertising campaigns. We are going to break the process down into 3 steps

Step 1 Create your USP (Unique Selling Proposition)
Step 2 Optimize your Content
Step 3 Convert to Ad Copy

When creating content for your web pages, or other advertising media you are not only writing content but you are also refining your brand and communicating it to your customer. The Content on your web site is actually written as Ad Copy (this is the type of writing specific to the advertising industry). The basic principle behind writing ad copy is to attract your customer’s attention and then persuade them to take action.

The foundation to writing ad copy is to first know your customer (Market Research) and second know your service (USP) Ad copy follows a structure that incorporates a headline to attract attention, text content that clarifies the facts and claims of the headline. Then a lead up to a natural call to action, in other words what do you precisely want your reader to do? Buy something sign up for an e-mail, etc. We are bombarded of with headlines and data on a daily basis from all types of media. Ultimately we have a lot of competition.

Step 1; Write your USP (Unique Selling Proposition)
The Unique Selling Proposition (also Unique Selling Point) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects.
Today, a number of businesses and corporations currently use USPs as a basis for their marketing campaigns.
In Reality in Advertising (Reeves 1961, pp. 46–48) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts:
1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: “Buy this product, and you will get this specific benefit.”
2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.
“If the product does not meet some existing desire or need of the consumer, the advertising will ultimately fail”

Rosser Reeves

Your USP is broken down into 3 parts
• Feature (what are you solving for the customer, Identify their pain)
• Benefits of your product or service
• Solutions you offer for their problem or desire.

Step 2; Use your business USP for the home page and then optimize the content with the most relevant Keywords for the individual page.
•
Each page needs to have some text based content (between 200- 400 words) describing what you offer on that page.
• Make sure you utilize the keywords for that page.
• Use your BEST keywords (Title tags) in the opening, first few sentences including the headline using H1, H2, H3 this not only helps with the search engines but also grabs the attention of the customer searching for those words.
• The search engines look from top to bottom, left to right, therefore if you can bring them in at the top left (introduction) of each page, you will get better placement with the search engines.
• Make EACH keyword anchored text if the to the page that deals with that product, even if you’re linking to the same page you’re on.
• Incorporate the best keywords at a saturation rate of 3-7% for each keyword on that page (I usually shoot for 5% keyword density for each keyword phrase).

You can check keyword density at http://www.rankquest.com/tools/Keyword-Density-Analyzer.php . Then repeat the process using your business USP as a guide for all of your subpages.

Step 3; Convert the content to Ad copy using the AIDA model of writing ad copy.

The acronym AIDA is a handy tool for ensuring that your copy, or other writing, grabs attention. The acronym stands for:
• Attention (or Attract)
• Interest
• Desire
• Action.
These are the four steps you need to take your audience through if you want them to buy your product or visit your website and we need to do it in approximately 30 seconds.
1. Attention/Attract
In our media-filled world, you need to be quick and direct to grab people’s attention. Use powerful words, headlines or a picture that will catch the reader’s eye and make them stop and read what you have to say next. Remember you are fighting the backspace button as your biggest enemy.
2. Interest
Building interest is one of the most challenging stages: You’ve got the attention of a chunk of your target audience, but can you engage with them enough so that they’ll want to spend their precious time understanding your message in more detail? This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out.
3. Desire
Interest and desire parts of AIDA go hand-in-hand: As you’re building the reader’s interest, you also need to help them understand how what you’re offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants. How? By communicating your business benefits and solutions that you offer

4. Action
Finally, be very clear about what action you want your readers to take; for example, the stock standard, “buy now”, “download now” “sign up now” etc. rather than just leaving people to work out what to do for themselves. We need to get them to where they want to go with in a few pages or our message is for not.

Review;
1. The 3 steps to writing ad copy begin with identifying who are in the marketplace. If you do not know your unique position, or who you are in the marketplace how can you communicate it?
2. The next step is then to take your USP and then optimize it. This process will then enable you to adjust your content specifically for each category page.
3. Then convert to Ad Copy, this means to ad optimized headlines and calls to action for each page.
4. Incorporate plenty of white space bullet pointed content and easy to skim and scan benefits for the reader to see quickly, painlessly, effortlessly.
Recommended Books
Content Rich “Writing Your Way to Wealth on The Internet” By Jon Wuebber
Words that Sell By Richard Bayan