Like with many things besides the pie vs cake debate (pie is clearly better!), there is no clear answer to the blog vs email marketing debate. There is also room for both – have your cake and eat your pie too! Lorrie (of Web Marketing Therapy) and Kate virtually sat down to create some guidelines for to help get you started.

Before we get into it, though, let’s break down what form they take most often:

A Blog: A blog is part of a website or a stand-alone destination in which content is published over time. It becomes a valuable repository (hopefully) of information and links.  Also, people can visit to read/view/listen to your posted content and interact with the author(s) by leaving comments at any time. People can use an RSS feed to subscribe to your blog, which delivers the latest content from your blog to their Feed Reader or their email inbox. You need a platform on which to create your blog, like Blogger or Wordpress (my favorite).

Email Marketing: Email Marketing is a subscription-based service in which you send content (eg: a newsletter) via email to a subscription list. What you send can include text, links and images, but needs to adhere to some of the limitations of the email programs that will display them. Often, an incentive is offered to entice people to sign up for your mailing list. You need a service that allows you to create a way for people to sign up, manage the subscription list, and send emails to them.

So how do you know which to use when?

Read on…

Recently I wrote about the importance of delegating when it comes to running your business & maintaining your sanity.  Among the tasks that may be delegated is the generation of blog posts, Tweets and Facebook content.  While there is nothing quite like your authentic voice, and you probably should add your own personal touch from time-to-time, it is possible for someone else to easily add some targeted content to your social media outlets with great success.

By establishing the keywords that bring the most relevant information and people to your attention, someone else can take the reigns when it comes to posting news that position you as an expert, making fruitful connections, and bring your product or service to the attention of those who may need it.  With just a couple of hours a week, someone can handle your social media, and also track its effectiveness through analytics to be sure that future efforts have a greater chance of success.

Not only will your social media impact increase because someone will be dedicated to it, but you’ll maintain a single voice with the added benefit of collaboration.  Collaborating with a social media expert will bring new content not only to the attention of your audience, but to you as well.   They can track mentions of your business, and promote your triumphs!

Finding someone to work with is as simple as finding someone who is willing to understand your business and how you see it evolving… it might be someone you employ already.   If you find someone who is comfortable and familiar with social media, you’ll achieve traction more quickly — but anyone who is passionate about what you do will be a great help.

Recently I wrote about creating custom Twitter backgrounds to extend your brand, but what about Facebook?

In the magical triad of social media marketing (your blog, Twitter and Facebook profiles), you want to make sure your brand appears in each place – not just in your tone and message, but also in the way it looks. With so much competition for people’s attention, brand synchronicity certainly helps you stick in people’s minds.

You can customize your Facebook page to include any number of tabs, with whatever content you like, but when you stick to one or two beyond the standard “Wall” and “Info” tabs – you’re keeping your message clear and concise. Click to check out some best practices for creating custom Facebook pages…

You’ve probably seen Twitter profiles from users who have a custom Twitter background. A custom Twitter background is a background image that has some information about them, maybe a photo, information about their website, etc…

Realizing that their brand can be extended not only through the content they author, but also through the way their profile looks on services like Twitter, they had custom background images created:

• http://twitter.com/SPOONFoundation
• http://twitter.com/taxresolution
• http://twitter.com/sweetbeemagic
• http://twitter.com/cooltweets
• http://twitter.com/ijustine

This is a relatively small investment for brand synergy, and helps people already familiar with your brand know they’ve found the right person on Twitter to follow. Remember that people aren’t usually reading your Twitter feed on your Profile page, they’re reading it on their Twitter Home page, or another Twitter application (like Tweetie). So, we’re really just talking about first impressions – like when someone clicks through a reference to you in another tweet, or clicks through to your Twitter profile page from a website – people will make the decision about whether to follow your feed very quickly. Their decisions will be based on whether the content looks interesting/valuable – don’t forget that part of that perception is based on the way your profile looks!

Read on to learn more about some best practices…

User Experience comprises many aspects of a website, including the navigation, the content, the design, and the staying power.  While there are some blanket rules for web usability (from Wikipedia)…

1. Present information to your users in a clear and concise way.
2. Remove any ambiguity regarding the consequences of an action e.g. clicking on delete/remove/purchase.
3. Organize your content so that it’s obvious how to use the site.

…there are also specific usability & user experience guidelines for each web niche, including author and book websites.  Having designed many author and book websites, and tracked analytics to determine design success, here are some guidelines I’ve come up with that help create a great user experience for author and book website:  Read on to learn about usability and user experience tips for author and book websites…

We all know how it’s important to make meaningful connections with your clients and/or customers. One of the ways you can do this is by sharing with them not only through Twitter and Facebook, but also through YouTube and Flickr. Your brand is an extension of your personality, so use the great tools out there that help you bring it to life!

Putting a face and a voice to a name brings an instant connection that may not have been there previously. It also gives you the chance to share goings-on in a way that enhances your customer’s experience…

For example, if you’re opening a restaurant, add photos and videos of the process of creating the venue to your blog posts – or even create just a photo-blog as a way to start building publicity. People are often invested in and excited about what you’re doing well before they set foot in the door. Or, if you’re building a small business around dog training, offer up some free video tidbits of you and your pup in action. Be creative! If you’re reluctant to be the star of the show, collaborate with someone else – or keep yourself behind the camera. There’s no right or wrong way to go about it.

Bringing your business to life like this can make it, and you, much more approachable & lowers the bar for initial customer contact. It also allows you to spread awareness to audiences who might not otherwise have discovered your offering. With user bases in the millions, using targeted tags and linking back to your website on YouTube & Flickr is fantastic way to bring a new audience to your offering.

First impressions are often made online today, and your online identity is your public face to the world. In addition to doing a Google search on your own name to find out what exists about you, setting up one or more Google Alerts so that you can thank the source and rebroadcast what was said about you (or manage it if it’s not positive), tracking what’s said about you and/or your products on social media outlets, and making sure you own a domain that maps to your name, you need to think strategically about what you want your online identity to be. Choosing an identity doesn’t mean you’re locked into it forever, or that you can’t branch out, but it does give you a starting point to establish yourself when you’re just starting out or are working to establish your brand.

Recently I’ve worked on projects for clients who happily have their hands in multiple pies. For example, they might have a consulting business and also be an author. Ideally these projects start with an established web presence for the consulting business, which can then be leveraged for marketing the related book – and a new site can be created specifically for marketing and selling the book. But what if the book came first? And what if a single person consults about Topic A, and writes books about Topic B? What to do then?

Read more about creating and managing your online brand…

This week in the Client Spotlight is Ann Levine, Esq., Law School Admissions Consulting Expert and author of The Law School Admission Game: Play Like an Expert. Ann is the former director of admissions for two ABA law schools, and more than 100,000 law school applicants have relied upon her Law School Expert blog to guide them through the application process.

What do you wish you’d known about creating an online presence before you started?

I wish I’d understood the importance of branding. I started in 2004 with a free template website that looked TERRIBLE. I spent a lot of time teaching myself everything and thought that because I had a lot of credible information on my site that the site itself should appear credible. A year later I upgraded to a basic web design and paid about $700 for it – which felt like a lot at the time. It looked better, but was really still a template. It did the trick but didn’t brand me because it was fairly generic. Only when I (literally) sat down with someone who understood my brand and what my online presence needed to project did I feel like I was projecting credibility and deserving of charging higher prices to my clients as a result.

What’s the most important thing you learned about online marketing along the way?

To employ experts. People hire me to have an expert at their side through the law school application process, and I hire others because I don’t have time to become an expert on web marketing, SEO, PPC, etc. So, I hired people to help me who already know this stuff better than I ever could learning it on my own. It’s not as expensive as you might imagine, but it only works if you work with people who “get” what you’re all about. I flailed using big companies that I found online and only thrived once I found that one person who understood what I meant in a sentence long email or 2 second phone call and didn’t need me to coach her to get what I wanted.

What’s the best advice you have for someone just getting started now?

Use a blog to provide quality information and form relationships with others in your field and related fields. If you are good with people, Twitter and Facebook. Network constantly, and help others in their quests because good acts come back around.

There are so many awards out there online – for everything from awards for women in business to awards for great use of the internet to awards for the best blogs. Some are free to enter, and some have an entrance fee. Some offer a cash prize, and others the notoriety that comes from winning. All help put your name out there, though, and may be a way to get your product in the hands of major influencers. So, if you’re looking for another way to get your name out there and bring some great positive attention to your work, consider entering your project (or having a friend nominate you) for an award!

This isn’t the time to be shy or lack confidence as there’s little-to-no downside to entering (especially the ones with no entrance fee). And the benefit of being nominated as a finalist or winner is huge.

Since I often work on websites for authors/books, I have collected a list of awards that you may not yet know about as an author.

Read on for online awards offered to authors/books…

It used to be that hosting ads on your content-driven site was a no brainer – there was lots of money for ads out there because there wasn’t much evidence as to its effectiveness. Everyone was throwing money at the internet just to see what would stick. These days it’s unclear whether the time/money/thought you put into online advertising is actually worth it in the end. This doesn’t mean that online advertising is a bad idea, it just means you need to go about it thoughtfully & creatively.

Read more about ways to advertise effectively and creatively…