Looking Cool Can Look Link Stupid

Have you seen the new social networking site Starbucks launched about two weeks ago called MyStarBucksIdea?

The media release Starbucks issued calls it an online community network but after going through it, it does seem like a glorified customer feedback form. Since I prefer Diet Coke as my caffeine poison of choice, I don't really care what Starbucks is calling their new venture but I was very interested to know how they were going to sell the concept to their customers.

I'm a big believer in cross promotion and incorporate offline advertising into all the custom linking services I offer. IMO, it's smart to advertise to your demographic offline because people assign credibility to what they read and transfer that trust to an online brand when they see it.

And we know trust helps to build links. So I figured I'd learn a thing or two from a company that managed to make paying $4 for a paper cup of coffee at any time of the day an unconscious part of our routine. I was curious to see how this retailer was going to promote a new online opinion venue to a customer base that's predominately offline. I headed over to our local StarBucks cafe to see if they were displaying any in-store collateral supporting the new networking site.

Surprise surprise - they weren't and the counter clerk didn't know anything about the site either. Which sincerely surprised me as I always had the impression StarBucks was marketing savvy.

I'm sure StarBucks spent a ton on money on creating this new Web2.0 platform so it's a surprise to see they're not taking advantage of in-store collateral annoucing it's creation. I know it's perceived to be cool to have a social media tool in your marketing arsenal and while I applaud StarBucks for making an attempt to build community, I'm shocked at their lack of basic Marketing 101.

I know that sounds a little harsh but I really feel that way. Everyone wants to use the latest toys and look cool because when you're cool, people talk about and admire you. But I have to wonder... here's a company with an almost 100% offline presence and they go and launch an online social networking site to build a -- community? They already have community in their stores everyday.

Which is why they should capitalize on it to market the new online venue. If they launch a new coffee, where do they promote it?

In the stores of course. So why wouldn't they promote a major new portion of their business in-store as well?

I know, I know, just because our local StarBucks aren't pimping the new site doesn't mean it's not happening elsewhere. It SHOULD be happening here, Williamsburg is a hot tourist destination and was visited by the Queen last spring so we're not total hicks. Starbucks owns thousands of offline stores -- thousands. Are they using them to promote a new marketing tool designed to listen to customers, the very people they want becoming part of their new community?

From what I can see -no. Too bad too. If the idea is to use the social networking site to empower customers, they're not doing it at the most effect level - the storefront.

Now I ask you, is that cool?

People turn from being customers to brand evangelists when they feel empowered and part of something. Think about your loyalties and why you have them, do you feel the way you do because someone listened and acted on your opinion? Probably. :)

If you have an offline store supporting an online presence, or even if you exist only online, it makes a world of sense to cross expose your URL/promotion at every opportunity.

If you're going to go through all the trouble of creating something as detailed as a social networking site or as a simple as a magnetic sign for the side of your car, be sure it's going to be seen by the people who can make a difference and in a format that reinforces credibility.

You want to look cool? Buy sunglasses. You want to grow your company and your link base? Advertise in on and offline publications and venues reinforcing your credibility.

Time for a fresh diet coke. :)

More Link/SEO Predictions 2008

With Barry griping about being bored every five minutes on Twitter I thought I'd help out and give him something to do by suggesting he ask around for people's 2008 predictions.

And amazingly, he did!! :

http://www.cartoonbarry.com/2007/12/send_me_your_search_prediction.html

After thinking about it, I have a couple more predictions to add:

• I think Google will drop the DMOZ this year. It's been taken from their "even more" drop down menu to where-ever so what's the point of having it?
  
  
• Someone will create a hand-held device that is a USB stick, satellite radio, telephone, camera and dictaphone all in one. Ok maybe that one is more wishful thinking.
  
  
• Creative conference swag is going to make a comeback. It started with the mug Stoney sent out for the holiday's, thanks for sending me one as well honey. Hatip Simon .
  
  
• Reputation management is going to be the hot service this year, with more and more people participating in the review process it's going to be extremely important to monitor and correct/bump/trump what's out there.
  
  
• I think you'll see a lot of the smaller SEO agencies/single shops consolidating or merging with larger companies. SEO isn't just about SEO anymore.
  
  
• More private forums are going to blossom as people become hesitant to talk openly about what works and what doesn't in SEOLand. It's sad really because the quality of the content being shared publicly might suffer.
  
  
• And on that note, my last little predication is really an annoucement: at long last we're re-doing our site, adding new services and bringing on new people to Alliance-Link in January.
  
  
• In addition, my poor little blog here will be transfered to a new big girl Link Spiel. See? Hell can freeze over. ;)-
  

Happy New Year everyone. I wish you good health, family happiness and online business success.

And for Barry I wish no day ever be boring. :)

~ Debra.

Here's Why I Won't Quit My Link Building Job

Besides the fact I'm old and have plenty of insurance, here's why I'll stick to link marketing and ignore future casting calls:



This little piece of video handiwork is my daughter's book report. She wrote the script, the cuecards (in crayon since she couldn't find any markers) and directed her dad (cameraman) her brother(cuecard guy) and me (sorry excuse for a talk show host). I'll let you know what grade she gets. ;)

Anyway....... enough schtick, there is some link building spiel here, read on.

Last week Justilien and Roger each wrote a piece on why it's a good idea to build links in-house.

Scott Boyd of FusedNation countered with an interesting and colorful point of view on why you should out-source. While I don't agree with some of his comments regarding link builders as professionals, I do get where he's coming from and agree that linking can be tedious.

I'm not sure there is a right or wrong answer with this whole issue of out-source vs in-house but I do know this:

if you want to rank well, you need links. But if you want to succeed online, you need link marketing.

We tend to put blinders on when we talk about link building and look at it from a technical standpoint rather than a marketing or tactical viewpoint. Everything we do to get online is technically related. Web design, shopping carts, CSS, databases, stat programs, live chat, etc. All widgets/software used for instant interactive success.

But then... we hit the SEO/link building aspect and boom --not so instant, not so easy. It doesn't matter if you outsource or keep this part in-house, this is where it gets hard for everyone.

So why is that? Even Justilen, Roger and Scott all agreed on this point - link building is hard. Why is this necessary evil we call link building so difficult for so many?

I believe part of the answer lies in the approach. Link building requires a technical and creative outlook, it's the one aspect of online business you shouldn't automate and can't just upload for success. The techincal nature of your business needs to be put aside for good old fashioned sales and promotion skills. If your background isn't in marketing or you're not channeling PT Barnum, here's where it gets hard for you.

I recommend a two-tiered approach starting with foundational linking and then branching into the custom work which can use tactics such as link bait, incentive marketing, traditional advertising etc.

Every business is different and requires a custom link marketing program if you want to attract quality links. There's no cookie cutter approach here, everyone is unique from the smallest of online business to the big boys so your custom link programs need to be the same.

If you want to outsource, use these guidelines.

If you want to keep it in-house, look for people who understand the difference between being a short order cook and being a chef. Those are the folks you want to train to be your link marketers.

Fetch / Sphinn