Scrappy Marketing Solutions Blog

Announcing ScrapbookMarketing.com

I am thrilled to announce the launch of my new website, www.ScrapbookMarketing.com, home of my consulting company, Scrappy Marketing Solutions.  Everything is finally in place, and ready for visitors.

If you visit the homepage, you will see where you can sign up to receive a Special Report on "Scrapbook Marketing: 27 Ways to Promote Your Scrapbooking Business with a Blog" -- essential reading for marketing on today's Web 2.0.  (not that I'm biased, or anything...)

I'm also working on a 4-6 lesson Scrapbook Publicity email course -- 4 of the pieces are written; I just need to wrap end the loose ends.

What kinds of topics would you like to see addressed in a Scrapbook Publicity course?

How to Trackback

In the article I just posted, 16 Ways to Drive Traffic to Your Blog., the Blog Squad offers this tip:

14. Use Trackback links when you quote or refer to other blog posts.  What is TrackBack? Essentially what this does is send a message from one server to another server letting it know you have posted a reference to their post.  The beauty is that a link to your blog is now included on their site.

I put together a tutorial on How to Trackback, specific to blogs hosted at Typepad, complete with screenshots. It breaks down, step-by-step, How to Trackback.

For a little bit deeper description of what a trackback is, read my post, TrackBack - Blogging's RAK.

The more you educate yourself about what blogs can do, the more effectively you can use them to promote yourself and your business.

16 Ways to Drive Traffic to Your Blog

16 Ways to Drive Traffic to Your Blog
© Denise Wakeman and Patsi Krakoff

You've got your blog set up and you've started posting pithy, useful information that your niche market would benefit from and enjoy.  Days go by, you keep publishing, but no one comments and your traffic stats are barely registering.  What do you do?

Like any website you own, you must do some blog promotion to start driving traffic to your site.  Here are 16 steps, in no particular order of importance, that you can start doing now to get traffic moving to your blog.

1. Set up a Bloglet subscription form on your blog and invite everyone in your network to subscribe:  family, friends, colleagues, clients, associates.  We now recommend Feedblitz.com for setting up an email subscription on your blog.  It's more reliable than Bloglet. (updated 10/7/05)

2. Set up a feed on MyYahoo.com so your site gets regularly spidered by the Yahoo search engine (see tutorial on Next Level Biz Tips) http://www.my.yahoo.com

3. Read and comment on other blogs that are in your target niche.  Don't write things like "nice blog" or "great post."  Write intelligent, useful comments with a link to your blog.

4. Use Ping-0-matic to ping blog directories. Do this every time you publish.  http://www.pingomatic.com   We are now recommending using pingoat.com for pinging more than 50 blog directories vs. ping-o-matic's 20 directories. (updated 10/7/05)

5. Submit your blog to traditional search engines: Submit Fire

6. Submit your blog to blog directories. The most comprehensive list of directories is on this site:  http://www.masternewmedia.org/rss/top55/

Tip:  Create a form to track your submissions; this can take several hours when you first start so schedule an hour a day for submitting or hire a VA to do it for you. (if you want to save 7 to 10 hours we can handle this for you for only $95 with our blog directory submission service)

7. Add a link to your blog in your email signature file.

8. Put a link to your blog on every page of your website.

9. If you publish a newsletter, make sure you have a link to your blog in every issue.

10. Include a link to your blog as a standard part of all outgoing correspondence such as autoresponder sequences, sales letters, reports, white papers, etc.

11. Print your blog URL on your business cards, brochures and flyers.

12. Make sure you have an RSS feed URL that people can subscribe to.
The acronym RSS means Rich Site Summary, or some may consider its meaning as Really Simple Syndication. It is a document type that lists updates of websites or blogs available for syndication. These RSS documents (also known as 'feeds') may be read using aggregators (news readers). RSS feeds may show headlines only or both headlines and summaries.  To learn how news aggregators/RSS readers work, see this site:  http://www.rss-specifications.com/rss-readers.htm

13. Post often to keep attracting your subscribers to come back and refer you to others in their networks; include links to other blogs, articles and websites in your posts

14. Use Trackback links when you quote or refer to other blog posts.  What is TrackBack? Essentially what this does is send a message from one server to another server letting it know you have posted a reference to their post.  The beauty is that a link to your blog is now included on their site.

15. Write articles to post around the web in article directories. Include a link to your blog in the author info box (See example in our signature below).

16. Make a commitment to blog everyday.  10 minutes a day can help increase your traffic as new content attracts search engine spiders. Put it on your calendar as a task every day at the same time.  Of course, make sure what you have to say is relevant and valuable to your readers. Don't post for posting's sake.

Tip:  Use a hit counter to track your visitor stats: how many unique visitors, how many page views, average length of visit.  You can get a free hit counter at http://www.sitemeter.com

About the authors:  Denise Wakeman of Next Level Partnership, and Patsi Krakoff of Customized Newsletter Services, have teamed up to create blogging classes and marketing services for independent professionals.  You can read and subscribe to their blogs at http://www.biztipsblog.com, http://www.coachezines.com and http://www.bizbooknuggets.com

3. Read and comment on other blogs that are in your target niche.  Don't write things like "nice blog" or "great post."  Write intelligent, useful comments with a link to your blog.

4. Use Ping-0-matic to ping blog directories. Do this every time you publish.  http://www.pingomatic.com   We are now recommending using pingoat.com for pinging more than 50 blog directories vs. ping-o-matic's 20 directories. (updated 10/7/05)

5. Submit your blog to traditional search engines: Submit Fire

6. Submit your blog to blog directories. The most comprehensive list of directories is on this site:  http://www.masternewmedia.org/rss/top55/

Tip:  Create a form to track your submissions; this can take several hours when you first start so schedule an hour a day for submitting or hire a VA to do it for you. (if you want to save 7 to 10 hours we can handle this for you for only $95 with our blog directory submission service)

7. Add a link to your blog in your email signature file.

8. Put a link to your blog on every page of your website.

9. If you publish a newsletter, make sure you have a link to your blog in every issue.

10. Include a link to your blog as a standard part of all outgoing correspondence such as autoresponder sequences, sales letters, reports, white papers, etc.

11. Print your blog URL on your business cards, brochures and flyers.

12. Make sure you have an RSS feed URL that people can subscribe to.
The acronym RSS means Rich Site Summary, or some may consider its meaning as Really Simple Syndication. It is a document type that lists updates of websites or blogs available for syndication. These RSS documents (also known as 'feeds') may be read using aggregators (news readers). RSS feeds may show headlines only or both headlines and summaries.  To learn how news aggregators/RSS readers work, see this site:  http://www.rss-specifications.com/rss-readers.htm

13. Post often to keep attracting your subscribers to come back and refer you to others in their networks; include links to other blogs, articles and websites in your posts

14. Use Trackback links when you quote or refer to other blog posts.  What is TrackBack? Essentially what this does is send a message from one server to another server letting it know you have posted a reference to their post.  The beauty is that a link to your blog is now included on their site.

15. Write articles to post around the web in article directories. Include a link to your blog in the author info box (See example in our signature below).

16. Make a commitment to blog everyday.  10 minutes a day can help increase your traffic as new content attracts search engine spiders. Put it on your calendar as a task every day at the same time.  Of course, make sure what you have to say is relevant and valuable to your readers. Don't post for posting's sake.

Tip:  Use a hit counter to track your visitor stats: how many unique visitors, how many page views, average length of visit.  You can get a free hit counter at http://www.sitemeter.com

About the authors:  Denise Wakeman of Next Level Partnership, and Patsi Krakoff of Customized Newsletter Services, have teamed up to create blogging classes and marketing services for independent professionals.  You can read and subscribe to their blogs at http://www.biztipsblog.com, http://www.coachezines.com and http://www.bizbooknuggets.com

Scrapbook Marketing Tip: Promote Your Publicity

Garden Spa Scrapping has issued a press release, an excellent example of getting extra mileage out of recent publicity.

Arroyo Grande, CA. (PRWEB) April 13, 2006 -- Garden Spa Scrapping, a spa getaway for scrapbookers, today announced that Scrapbook Answers magazine featured the getaway in its April edition's travelogue section. The travelogue describes this retreat as "a veritable oasis, where boutique spa meets the ultimate crop.”

So this company was featured in one of the scrap mags, and they issued a press release about it on one of the free press release sites, PRWeb.com.  They opened the press release with a description of the publicity they received, establishing their credibility as a resource in the community.  They included a testimonial quote from a former customer, and mentioned some of the company's amenities.  They wrapped everything up by including a scan of the article on their website.

Nicely done!  How can you squeeze a little extra mileage out of your publicity?  Or how have you already?  Report in!

Marketing Tip: Grass Roots Marketing & Charitable Events

Interesting promotional idea, with a portion of proceeds going to charity: Buzz, Balls & Hype: Author Driven Marketing.  Author Elaine Viets writes:

At the MWA Florida chapter meeting, I heard M.J. Rose talk about reaching more readers through related organizations and also giving some proceeds to charity.

I thought of Lulu and Harry. There was a way to give back. I could sell books and benefit PAWS. They'd help me by making my offer known to their members. I'd help them by donating money. The more successful the campaign, the more we both got.

I pledged $1 for every copy of "Murder Unleashed" sold through May 20 to PAWS or other animal charities.

Why a dollar?

"A portion of the proceeds" sounds vague. A buck a book is a figure people understand.

...I wanted to involve lots of stores. I emailed a friendly Barnes & Noble sales rep and asked if B&N would be interested.

...I emailed stores in the Independent Mystery Booksellers Association and asked if they'd participate.

..."This is not a contest," I explained. "If your store sells two copies, I'll donate $2. If you sell 200 copies, I'll donate $200. If you sell 20,000 copies, I'll donate $20,000 and we'll all be happy." The IMBA stores could choose PAWS or a local animal charity.

The money would be paid when I got my first royalty check, so I wouldn't have to front the cash. Pre-orders were accepted.

...My publisher sent out a press release announcing the donation program. So did PAWS. Reporters started calling for interviews. Meanwhile, the Internet was humming. PAWS sent emails to all their members. Animal-loving friends posted the announcement on lists and forwarded it.

Now this is an example of grass-roots marketing!  Did she do all this with a hefty ad budget and splashy magazine ads?  No.  She went right to the source(s) -- she called B&N direct (through a sales rep).  She contacted a retailers association directly to pitch her campaign.  Now she has "ambassadors" all over the country helping to promote her cause (and book). 

I also like her idea of making the donation more specific than "a portion of proceeds" -- it's much easier to visualize $1 per book.

How can you link a store/product promotion to a charitable donation, and get "ambassadors" to help promote it?

• Offer referral incentives -- if you're organizing a benefit crop, offer a discount for customers who bring paying friends to the event.
• Send out press releases.
• Contact manufacturers' sales reps to see if they're available for in-store demos/classes.  Offer them a referral bonus as well!
• Pick a religious charity, and contact local churches to help spread the word.  (There's lots of women's groups at churches...)
• Pick a national organization and contact local chapters to help promote the event/campaign.  Offer a project instruction handout or PDF that they can give to members -- it's always nice to have a 'takeaway'.

When you secure a contingent of ambassadors, ask if they'll take pictures of their promotional efforts (window displays, store signage, association newsletters. etc) to send to you for your files.  (Then you'll know who to contact for your next campaign, because these resources already proved helpful!)

Educate Your Customers via Your Blog

Pam over at Scrappy Secrets provides us with a super example of "educate-by-blog".  In her blog entry, she gives definitions of some common scrapbooking terms.  This helps clarify some of the jargon she probably uses in her blog writing, as well as acting as a potential search engine "magnet" for people looking for more information on those terms.

Also, by providing this information, Pam positions herself as an expert/information resource/"go-to person" for her customers -- they know they can rely on her to help them make informed decisions.  Which often leads to buying decisions.

How can you use your blog to educate your readers?

• explain terms and definitions, as Pam did
• give step-by-step instructions on how to do something: an artistic technique, use a tool, get more XX out of things they already have, etc.
• provide a list of educational resources and website -- you don't necessarily have to know all the answers to serve your customers; you just need to know where to go to find the answers!
• detail the history of a hobby, a company, or a trend, providing fun trivia
• List lessons you've learned in your experience in your niche

I'd love to hear your ideas for educating-by-blog, and/or hear about examples you've seen on other blogs.

Card Making Class Idea from Bazzill

Loved this card class idea posted on the Bazzill Blog:

Each person attending designed one card and made a kit with all the components for everyone else to make as a group. Come to think of it, this is a great class idea if you haven't tried it.

This is a great way to encourage and nurture the creativity of your customers.  Think of this as a card-swap-to-go; customers could kit their own supplies and do the cards on site as a workshop, or take them home to complete later.

Blog Consulting as a Service

On the Duct Tape Marketing Blog, John Jantsch offers four suggestions for how consultants can help their clients by offering customized blog consulting services.  Great specific ideas.

I did a little blog consulting just today -- I walked someone through the process of making a blog entry and creating a trackback.  She had her browser open so she was actually doing each step as I explained it to her over the phone.  Took about 10 minutes.  And now she can do it for herself, on her own. 

I hope to do more blog consulting in the (near) future.  The medium is so ripe with marketing/promotional potential; I honestly do want to help scrapbooking business owners become more informed, help get their "bloggy juices" going, and get them pumped about getting in touch and in tune with their customers.

DesignerZine - Why Blog?

[Cross-posted to my Blog of Me]

Carla Sylvester has written a very comprehensive article at DesignerZine.com - Why Blog?  In it she discusses, well, why one should blog, especially for promotional purposes.

Over the past 12 to 18 months, designers have been jumping on the blog bandwagon, and for good reason. “Blogging is a very inexpensive and easy way to reach out to those who share the same interests,” says public relations consultant Kami Watson Huyse. Her own PR and marketing blog, Communication Overtones, ranks in the top 20 PR blogs worldwide for the last 30 days (as of this writing), as tracked by PubSub, a content-matching site. It is ranked by Technorati in the top one percent of all blogs.

Sharing interests is one large reason behind the rise of blogs in the craft community. In an online community where fast friendships are formed on message boards, blogging is a way to further cement those relationships. Designers learn about each other and stay in touch through blogs. Crafters blog for reasons beyond the personal, though: they can help crafters market themselves and their work. According to Dr. Aaron Delwiche, Associate Professor of Communication at Trinity University in San Antonio, Texas, a blog gives you “the opportunity to construct a public brand, a public persona for yourself. That is not to take the joy out of your creative work – but to present yourself as an artist, a creative person, and carefully present information about yourself that you want others to know.” Dr. Delwiche himself has a personal blog, or live journal and a site for his class.

Angie Pedersen can tell you all about blogs and websites – she has at least six. The author of The Book of Me, a popular scrapbook guide, Angie started her first website in 1997, even before she discovered scrapbooking. Today, her websites range from OneScrappySite.com, which she calls a “scrapbooking and mom resource,” to her Smart Noodle Creative Marketing blog, which promotes her newest venture as a public relations and marketing consultant.

“I think having a blog and/or website is most useful because you can include the URL in your marketing materials – it’s a central place to post your current projects and availability, allowing prospective clients to get a better sense of who you are, and what you can offer them. Basically a website/blog is your personal ‘salesman’ when you’re not there to make the pitch in person,” says Angie.

Ok, so posting about this article is a little self-serving, since I was quoted as a resource, but the article really is quite good.  Her advice and warnings about what to keep in mind when blogging are right on track.  There's much more to the piece than what I've excerpted here.

[The article is here -- I'm not sure if you have to log in before being able to 'see' it.]

Need Killer Headlines for Your Press Release?

Need a killer headline for your next Press Release?  Do your homework!  See what the pros (and non-pros) are using for their headlines, and tweak them for your own needs.  You can find examples of the most current press releases available online at PRWeb.com.

Some examples:

• "National Survey by Chi Herbal Finds 90% of Endurance Athletes Will Injure Themselves This Year" -- the media loves survey results and statistics
• Laugh Doctor Celebrates National Humor and National Stress Awareness Month This April -- cute moniker combined with current holidays
• Virtual Trespassing - A New Trend in Web Surfing -- the media is always watching for trends, and the term "virtual trespassing" piques interest (what's THAT mean??)
• Gastric Bypass Just One Piece of Weight Loss Puzzle -- piques interest (what are the other pieces of the puzzle?)
• Motorcyclists Find Peace of Mind in Their Hip Pocket -- how can you find peace of mind in your pocket?  Makes you want to read on to find out
• How to Get the Most from Walt Disney World’s $1,500 Family Vacation -- How-To's are always good, as are specific dollar amounts (and I know I'd love to know how to coordinate a family vacation at WDW for that amount!)
• Working Mom Launches Used Wedding Dress Website to Stay at Home With Kids -- you just KNOW there's a good story behind this; the media loves a good backstory

Another place to look for headlines is the covers of our beloved scrapbooking magazines!  They're written by professional writers, and already targeted to the audience we're trying to reach!

• 195 Great Ideas for Fall
• Hot Internet Finds
• 35 Easy-to-Do Techniques
• 7 Amazing Pop-Up Projects -- Fully Illustrated!  Every Step Explained!
• Fiendishly Fresh Tricks for Halloween
• How to Get That Lovingly Worn-in Look
• Heritage Photos: Unlocking Their Hidden Stories
• This is Card Making Made Easy

Do you notice the buzzwords?  Hot, Easy, Fresh...  Work those into your copy, and you're halfway to reaching your audience.

Check out other magazines for cover headlines, like Cosmo, People, even the Star (you know you read the headlines in the grocery store checkout line, anyway...)  Take note of which headlines pull you in and make you want to read more -- those are the ones you want to file away for later.

Copywriters call this creating a "swipe file" -- find examples of effective headlines, sub-headlines, persuasive ad copy, etc, etc, and keep a file of them.  Next time you need to write promotional copy for your business, pull out your file and "swipe" some inspiration from the examples you've compiled.