But “standing out” doesn’t always mean being revered or criticized for being different. And when it comes to being online, there is nothing so common as to do something different or innovative.

So what does it mean to stand out online?

When it comes to the internet we aren’t talking about a high school class of 200 + students. We are talking about 500 million people who are actively using Facebook or searching Google daily. So to understand this concept we first have to narrow down our target market and define our niche.

What people group are you trying to appeal to? Who is your niche? Where can you find them?
When it comes to the internet, stick with the concept of “quality over quantity.” For example, it isn’t HOW many twitter followers you have, it is WHO you have following you.

“I want to stand out online among Virginia small business owners who are trying to embrace technology to better their online marketing.”

Ok, it’s your turn: I want to stand out online among: ____________________________________

What does it mean to stand out online to your target niche?

Again, unlike high school, standing out doesn’t necessarily mean that you are constantly being revered or criticized for your actions or fashion sense. For small businesses we are just trying to grow. It means you are noticed, acknowledged and recognized for the work you do or product you sell. You aren’t in the limelight all day long, but instead people keep you top of mind in your field of expertise. You are the go-to expert in your niche!

So what is your online goal? What kind of attention do you want to receive? How many regular blog readers do you want gain?

“I want to stay top of mind to Virginia business owners who are looking for advice on their online marketing and websites.”

Your turn. I want to stay top of mind for: _______________________________________

So that’s it. Standing out online means being considered and recognized by your target market for your specific area of expertise. And remember that after you know what standing out online means for you, define some goals and strategies on how you can get there.

For help on defining your “stand out action plan” register for tomorrow’s workshop. Or email me for coaching.

“…eye movements move in the shape of an F. First users read in a horizontal movement across the header. Then they read in another horizontal movement across, but this time only about two thirds of the way across and a little further down. Finally users scan down the left rail.” From idwebdesign

Valid, I would say, if the studies were not based on old web design standards and offered a variety of website layouts in the eye map study.

As you can see, the first website used in this study automatically draw the eyes into an F shape, first with a main header, then with a secondary header down the page, and finally with a left hand navigation menu. The second Google results page is more of a blob, heavy on the top left. Which frankly doesn’t tell us anything, since the Google results page is content heavy, and doesn’t offer the eyes anything specific to draw to.

If the “F-Factor” is not all true, then why does the first website in the study look like an F?

Because the elements on the page draw the eyes where they need to go. This is the most important principle used in any good design. That’s why we use large headers, contrast, different colors and white space to create ads, brochures and … websites. It is up to the designer to create whatever alphabetically pleasing design he or she chooses, so long as it draws the eyes to the most important elements on the page.

Why do I see so many websites designed like an F?

You may see, or used to see, lots of websites with this format. The websites had a long navigation menu on the left hand side and the rest of the site was content heavy. Can I be the first to say… ew? These early 2000’s style websites are mostly used in free turn-key websites or web designers who aren’t also graphic designers.

Today, backwards F shaped websites are popular, as well as websites with colorful backgrounds that separate their content with floating boxes, like this website

When designing a website, I defer to the 4 basic principles of good design. It seems to keep me out of trouble:

1. Alignment
2. Proximity
3. Contrast
4. Repetition

In lieu of our weekly Friday 2.0 meeting which was canceled due to vacationing, I have compiled a list of news items I would have normally presented this AM.

Facebook can now recognize facial features. Google has offered this feature on Picassa already, but now Facebook has integrated facial recognition into tagging. Scary, right? Read more >

Happy… social media…day? Apparently June 30 is now noted as the official global “social media day” (recognized by British Columbia and… Vancouver). The funny thing is, the day connected thousands of people… face to face. Read more >

Study shows consumers view companies who microblog as more trustworthy. Hear that? You need to use twitter and Facebook. Read more >

Don’t miss these social media resources. A list of 35 social media resources “you may have missed.” Read more >

And a shameless plug for my new product: In the month of July you can get 5% off Website Workbox! Check it out and use coupon code “SUMMERSAVINGS” >

One of the most pressing questions that I have received is “How can I measure my social media success?” But I think before any person can answer that question for themselves, a predetermining question must be asked:

“What is the real value of social media for business?”

The real value of social media is not going to be exactly the same for every business. Many marketing professionals claim that the one and only purpose of using social media is to engage others. While I think that is an admirable goal, it is also one that is unrealistic and sets forth an unfair expectation of people in general. Social media has many purposes which includes engagement, but also information sharing, collaboration, customer service, and reputation management, just to name a few.

The real value of social media has to be self-determined based upon two main criteria.

DIRECT RETURN ON INVESTMENT. Your businesses direct ability to use social media as a marketing platform, integrating strategies into your overall business plan; both enhancing and replacing some forms of traditional media.

INDIRECT INFLUENCE. Your individual ability to indirectly influence others through thoughts, social actions and relationships being built, sustained and cultured, while translating that into a business value.
Using Social Media to Have a Direct Impact on Your Target Market

Get instructions on creating measurable social media strategies, and how to position yourself as a trustworthy online niche leader:

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• Advertise it EVERYWHERE – your website, your blog, your email, your business card!
• Make it easy and obvious to find
• Create interesting content, and publish often
• Email everyone you know
• Suggest the page to your friends every few months
• Give incentives for becoming a fan EXCLUSIVELY on your facebook fan page
• Create a competition for whoever helps you get the most fans
• Offer exclusive content on your page
• Promote the page with a Facebook ad
• Offer people value
• Update daily
• Add Facebook badges to your website and blog
• Make your fan page a forum
• Find the right time of day to post

And remember… Facebook is for FRIENDS not selling!!!

Making any idea happen is not about the NUMBER of twitter followers you get, but getting the “RIGHT” followers! (Quality not quantity)

Here are some ideas on getting the “right” twitter followers:

• Customize your twitter profile. Include industry-specific key words that might reach your target market.
• Follow others in your industry and interact with them.
• Follow others in your geographic location or target market, and interact with them.
• Offer good customer service and opportunities for your target marketing EXCLUSIVELY on your twitter account.
• Post your twitter name all over your website, blog, email and on your business cards!
• Give away something for free that your target can ONLY get by following you on twitter.
• Use twellow and some of the other “twitter yellow pages” to find twitterers interested in your field. Click on their profiles and browse through their followers.
• Use Twitter-bait: key words that attract things your target may be searching for!

And always remember, twitter is for building new relationships – NOT for harvesting and advertising to people you do not know.

Scott suggests that ideas are only 1% of what make ideas happen, and the rest is made up of organization, community and leadership. I would highly recommend this book to… almost everyone.

I have been encouraging businesses for years that the best way to approach social media is to add it to their existing marketing plan… to have a weekly checklist of things to do on social media networks like Facebook and Twitter.

Scott makes this easier to grasp by suggesting that we create daily ‘Action Step’ for everything we do – from adding sugar to the grocery list to returning a phone call and following up on your employees. He calls in ‘The Action Method’ and I can tell you first hand, it works. I didn’t know it, but I have been using the action method for years by processing all of my to-do’s on a piece of paper every morning – it helps me to focus during the day and not get side tracked by all of the ideas that randomly pop into my head. (Making me crazy!)

Adding Social Media to Your Action Plan

I come in contact with business owners every day who are afraid of social media. They don’t know what it is, they don’t have time for it, and they are afraid to adapt. If this is you… you aren’t alone!

They key to overcoming this “socialmediobia” is twofold:

1) Start using it. You cannot get past a fear without getting to know the thing you are afraid of. Spend some time on it. Sign up for a Facebook account and invite someone you know to be your friends, then try writing on their wall. Do it!

2) Organize it. Anything can become overwhelming in life (even eating breakfast) if you aren’t organized and prepared. If I don’t have yogurt in the fridge in the morning, I won’t eat anything and starve to death. But if I continue to do my grocery shopping every Sunday and buy my week’s supply of yogurt and granola, it becomes part of my routine.

The same concept works for social media. If you add it to your daily schedule, your action plan, and organize it… you won’t have to be overwhelmed, or afraid of it, anymore.

Now, I am going to go check this article off of my Action Steps checklist…

YOU, go check out the book! >

MailChimp is a fairly new email list manager that integrates with the best website building software out there (Expression Engine) and the best invoicing software out there (Freshbooks).

Unfortunately, MailChimp lost – not only the battle – but also my support. Although MailChimp rated among the top 10 best email management services out there, it was still missing some of the most basic and important features, like Plain Text emails and Auto Responders.

But enough about MailChimp, let’s talk about what DOES work.

According to Email Marketing Services Review 2010, iContact was rated #1 all around, for feature set, ease of use, campaign creation & reporting, and help and support.

Some of the runner ups were Benchmark, and one we all have heard of, Constant Contact.

Since my review I have gone gung-ho for iContact and am now helping them to give away free trials. Get yours today!

Email Communication Experts – Email Marketing, RSS, Surveys, and Autoresponders. Free Trial of iContact

Here is one of the most relevant search engine marketing questions many small businesses find asking themselves: “How do I get to the top of Google Local Map results?”

This doesn’t take months to do and often can be achieved within a couple of days, if not hours. Some business owners will find themselves struggling with getting a high ranking, because of the competition within their city.

Small businesses now have the opportunity to be seen first before organic search results are displayed, by securing placement and continuously improving psoitioning in the maps section of various search engines. Maps listings include phone numbers, links to the business website and other critical business information that isn’t normally displayed in organic listings.

There are ways that you can improve your Google Local Map listing and here are a few steps that can help in improving your ranking on Google Local.

Step 1: Claim your Google Local Map listing, if you haven’t already.

Step 2: Login to Google Local online.

Step 3: Verify your information and make sure your description is specific with keywords. Use keywords to describe your location and what your business is by as well as search keywords that customers will use to find you.

Step 4: Use keywords in your company and organization name. For example in my Google Local Map listing I used the following as my company and organization name (Keywords are in bold) – Tucker Hosting – Web Hosting and Web Design Don’t be deceptive by changing your company name, but if your keywords are in the extended business name or LLC, make sure this is the name in which you register.

Step 5: Don’t forget to categorize your listing and make sure that you complete all 5 categories. The 1st category is the most important, but the next 4 follow in at a close second when it comes to ranking importance. Try to use Google’s suggested categories.

Step 6: Customer reviews will also help in improving your Google local listing rank. Don’t write your own review, but ask your customers for a recommendation. You can not have too many. Don’t fake them either, it’s easy to see. Just like any other review, people will trust products or services when they have lots reviews, especially if they have kept above three stars.

The secret is that Google focuses rank mostly on the businesses closes to the center of the city. If you are not near the center of the city the prior steps are vital to improving the rank of your Google Local Map listing in order to compete with the businesses that are closer to the center of the city than you.

Here are the other five steps:

Step 7: Add lots of high quality photos – They only recently they allowed this. Add as many photos as you can and a company logo.

Step 8: Add a Coupon – Google allows printable coupons to be added by your listing.

Step 9: Create links to the Google Places Page – Add a link from your homepage to the listing and encourage current customers or website visitors to review your company.

Step 10: Add Videos- If your company already has videos on YouTube you can place them right there on the page.

Step 11: Contact Tucker Hosting to find out more information on how their Local Search Engine Optimization (SEO) experts can provide the highest long-term return on investment of all marketing methods.

As with any local business SEO strategy, your Google Maps listing should be optimized for obtaining the best results. 82% of internet searches are made through Google for local business information. With the right strategy, your small or medium business can get spotted immediately on the front page of local search results. Call Tucker Hosting for a free consultation: 434-515-1573

Phil Tucker is an Internet Marketing Strategist with Tucker Hosting. Being passionate about helping small businesses become more successful online; Phil’s biggest asset is his understanding of the challenges small business face from an owner’s point of view. Phil spends most days monitoring and advising clients on how to improve their online reputations, social media campaigns and performing search engine optimization duties.