News & Reviews

Spreading the Word Online, Dec 2009

Here is my final tip for the Lavish newsletter 09:

I've spent the last few months talking about optimising your site through thoughtful programming and content as well as using third party sites to generate traffic back to yours.  Now it's time to generate your own publicity online.

 

Blogging

A blog on your web site allows you to speak personally to your audience.  You can, of course, use it to promote what you are doing but I would suggest mixing that up with general, unbiased comments and advice, too.  Build yourself a profile as an expert in a specialism you enjoy and then go for it!  When you are confident about a topic, it will just flow.  And, most importantly, be you - use your own vocabulary. 

Whereas your website shows information on your organisation, your blog is for you to have your say.  I would definitely have a name behind a blog, rather than it just being faceless.  If you have the chance, set up other blogs for colleagues in separate areas of the business to add variety.

Compile a list of possible topics and plan them in advance so that you don't force yourself to blog when the creative juices aren't flowing.  Don't write too much either - people have a very short attention span when online.

 

Social Networking

We've all heard about Twitter (www.twitter.com) and Facebook (www.facebook.com) by now and some of us will have already have active accounts.  It does take a while to set up, upload information and photos so put a few hours aside and have your copy and images ready.  Your images will need to be a certain size and shape to look their best so be prepared to do a lot of tweaking.

A Twitter account is there for you to "tweet" about anything that crosses your mind that you think is useful to people and relevant to what you do.  Keep it short, sweet and to the point.  You only have 140 characters to play with.  You can search on Twitter for conversation topics and then follow or join in or interact with your followers' tweets.  I think the thing here is not to get too carried away and go off on a tangent.  People will follow you because they will expect certain news and advice from you so don't forget what your organisation stands for as well as having some fun.

Here's a great example from The Spa PR Company who have over 1,200 followers www.twitter.com/thespaprcompany

Facebook works differently but, like Twitter, is very effective at reaching out the people you wouldn't otherwise come across in traditional media.  If you are a business, you can set up a Facebook page and encourage ‘fans' to join.  Some people worry about getting negative posts.  As with any online reviews, be ready to reply quickly and honestly.  At worst, you are always in control so you can hit the delete button and get rid of it!

Champneys has two separate pages - for their resorts and for their products.  There are also various groups that have started up connected to students and business colleagues making for a thriving community of social networkers.

http://www.facebook.com/lavish#/search/?init=quick&q=champneys

 

YouTube

How many of us have gone on to www.youtube.com to view one clip and then stayed on for hours?  It's a phenomenon!  Let's all take some inspiration from Lauren Luke who, from her bedroom, has probably become the most viewed make-up artist in the world!

http://www.youtube.com/watch?v=seQweeWvKFw

It goes without saying that a video should be interesting or entertaining or both to be popular.  If you are struggling for subject matter, search for "spa treatments" or something similar and see what the most viewed videos are about.  Then read what people are commenting on.

Again, I wouldn't be outwardly commercial, just subtly so.  It doesn't have to be a beautifully presented production.  Here's one I really love from Apothia candles.  His descriptions are so vivid that I get lost in his story and I don't feel he's selling to me at all!

http://www.youtube.com/watch?v=TjI4wgAjVio

 

Online PR

When we think of PR, we tend to think of the traditional magazine and print mediums but ask your PR agency to represent you online, too.  It's a really quick way of gaining exposure and helping you with your google search stats.

Most magazines and newspaper have an online presence now which works separately or in tandem with what is in print.

http://women.timesonline.co.uk/tol/life_and_style/women/beauty/

There are also stand alone sites and blogs dedicated to beauty and spa:

http://www.beautyandthedirt.com/

http://www.kissandmakeup.tv/

Use your site optimisation key word list and offer bloggers an incentive to say them too by sending them products to review or vouchers to spend on your site.

 

The trick with all these mediums is to keep doing it!  You will be amazed by how quickly you can build a following on Twitter or a fan base on Facebook by simply adding content and keeping in touch with your audience as much as possible.  Good luck!

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