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Jeff Layton: What if I am a small business or just a business, what's one step I could take to help my marketing effort online? Lorrie Thomas Ross: Number one step is creating content, and they say in online marketing content is king, especially with search engine optimization--that's a phrase has been tossed around for years and years. Whether you are a small business or a big business, people want the expert, they want the authority, whether it's the authority in a product or the authority in a service, and in the word authority is the word author. And when you author content, it doesn't have to be in a book necessarily, it could be in ebook, it could be on a blog, it could be articles that are on your website, even press releases that are educational and informative, that helps educate, it helps build awareness.
Sometimes it multitasks to build search visibility, which I love, but all of that thought leadership that's created in the form of content--and it's not just text now, Jeff, it's actually videos too, which is exciting. It can be videos, it can be blog posts, Facebook posts, Tweets, pins on Pinterest. So, it's a really creative way now to create content, but I would say that's the best thing you can do. Jeff Layton: Speaking of Facebook, Twitter, Pinterest, it can be a little overwhelming all the tools that are out there, more keeps bringing up every day. Do you have any advice for someone who might feel a little overwhelmed, saying "I've got to be on everything, I think." Lorrie Thomas Ross: Yeah, the marketing therapist to me always says like take a deep breath.
It's natural to be overwhelmed, and I think it's actually healthy. I call folks healthy skeptics that start to feel that, and what I encourage everyone to do is just to stop and think. And as adults, we learn by doing and we self-educate, but then we roll up our sleeves and we get in there, and sometimes if you are feeling a little overwhelmed, what you can do is choose to not jump into something, whether it's Pinterest or Twitter immediately. But the beauty of online is that you can watch and you can observe. You can go to Facebook and see what other organizations are doing.
You can go to Pinterest and just play around, and start to build your strategy about what's going to work best for you, and also what you can mindfully manage. It's important. I always joke that I'd like to support an abandoned blog shelter, because there are so many blogs out there on the web that get started and then the business owners say, oh, we don't have time to blog or it's like, well, again that's the tool, but it's how do we use the tools? So, being a healthy critic about what's going to work for you and thinking about what you have time to manage is certainly important, but I would say that the ease of adoption of these tools-- whether it's Twitter, Facebook--blogs is very manageable, and getting started is not as difficult sometimes. I mean, often you can go to lynda.com and search for things and take courses or you can go to Google and type in "how to create a Facebook page" and just take small steps.
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