Larry BraunerI would love to spend my entire workday blogging, social bookmarking and business networking. However, long ago I discovered that combining these activities with other outreach is both more efficient and more far reaching than relying on social media alone to build a web presence.

Not only social media but search engine optimization, press releases, email marketing — and even advertising — all figure in my web strategy.

Salvatore Ferragamo WatchesOur company represents luxury watch brand Ferragamo Timepieces in the US and Caribbean markets. Industry leader Paul Ziff was appointed US and Caribbean Ferragamo President, and I was responsible as Social Media Director for spreading the word about the appointment and about Ferragamo.

I had about a week to implement a plan and capitalize on the news before it became stale and irrelevant. Our company was ready to host numerous sales meetings in Las Vegas, and I needed to create adequate buzz before the start of the meetings.

The effort consisted of writing and publishing web content related to Paul Ziff and Ferragamo, distributing press releases about Paul’s appointment, and emailing the news to a very large list. We were able to impact several thousand people, thanks to excellent resources and superb teamwork:

  • Marketing expert, blogger and watch enthusiast, John Sealander, did a marvelous job writing all the web content. I merely added a few links and images.
  • Paul Ziff wrote the press release, which was effectively distributed by eRealeases — via PR Newswire — and through their own channels. Our story was picked up by several hundred news websites.
  • Our huge quantity of email messages were delivered and tracked by Green Wave Email Marketing, under the direction of software guru, David Alexander, my good friend of more than 40 years. I use Aweber to manage my blog subscribers, but I prefer Green Wave for my email marketing because David’s service provides greater flexibility and more personalized attention. In my opinion, Green Wave is more geared to mainstream business than Aweber.
  • I leveraged search and social strategies and techniques to drive additional traffic to John’s content on our company website and blogs.

Please subscribe to my blog and share ways in which you’re going beyond social media. :-)

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.
Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring! Use the handy SHARE widget.

Bookmark and Share

Tags: , , , , , , , ,

Larry BraunerI was away yesterday with my family. About once a month we all spend a day in a group home for multiply handicapped girls. Our hope is that they will enjoy, at least for a brief time, a warm family environment.

When I arrived home I found three pleasant surprises.

  • Another reader had registered as a user of my blog bringing the total to 105.
  • My blog had moved up to #8 in Google for the keywords online social networking. I’m back to #51 today, but it felt good to receive validation, however temporary, from Google.
  • An envelope had arrived by Priority Mail with my very own copy of Mike Dillard’s Building on a Budget.

Today I’m feeling jetlagged from the advance to Daylight Savings Time, but I’m happy to report that I’ve already read Mike’s book cover-to-cover. Here is my feedback.

My book review of Building on a Budget is mixed.

The advertising promises to show network marketers how to leverage a one-time cash outlay of about $500 to acquire new skills and resources and generate a continuous stream of leads without further expense.

Building on a Budget outlines an excellent marketing approach and provides great tips that all marketers could learn from — not just network marketers. The Internet and social media marketing concepts presented in the book are explained very clearly and concisely.

The book discusses one pre-requisite and five marketing strategies which are more effective than the strategies that most marketers currently employ. There’s a chapter each for lead capture pages, Craigslist classified ads, video marketing, press releases, blogging and funded proposals. I feel that these are all excellent choices.

Social networking sites are mentioned but only in passing.

Here are my reservations about Building on a Budget.

I have the knowledge and the resources to implement Mike Dillard’s suggestions. I’m already using several of these techniques in my online marketing, but what about a newbie?

Let’s say that our enthusiastic new marketer decides to follow the book’s instructions. He or she sets up web hosting, domain names and an autoresponder, all absolutely essential tools, and purchases Magnetic Sponsoring, MLM Traffic Formula, Black Belt Recruiting, a camcorder, Camtasia Studio, and one or two other items. The $500 figure can very easily top $1,000, and paid third-party assistance might still be needed.

I have spent much more than that to educate and equip myself to market effectively in today’s environment, and I’m a former IT professional with more than ten years network marketing experience.

I don’t regret it at all.

What I object to is an unrealistic $500 price point established by Building on a Budget. And not only is it unrealistic, the book itself is a powerful sales letter — not an academic marketing text. It’s written to sell information and recruit affiliates. Mike points out that he’s a great copywriter. I totally agree. However, I don’t fault him one bit.

I will make good use of Building on a Budget. It’s a compact reference that I will want at my fingertips. You may find it useful too. However, please be careful about your expectations.

Oh, before I forget to mention it. I will schedule conference calls to help. So if you purchased the book, expect to hear from me.

I welcome questions and comments about the book, but please, keep them upbeat.

Did you enjoy this article? Subscribe to my RSS feed or by e-mail. Visit my About, Services, Media Buzz and Connect pages to learn about Building Your Audience and Brand on the Web. See also my Disclosure Policy regarding affiliations and compensation.

Dofollow Blogs Online Social Networking Home Online Social Networking Sitemap About Larry Brauner
Sharing is Caring!
Tags: , , , , , , , , , , , , , , , , , , , , , ,