about internet marketing

Companies across every industry are competing for top rankings on search engine results. And whether they turn to a marketing agency, SEO firm or consultant, there is an increasing demand for search engine optimization specialists.

Marketing professionals looking to break into this relatively new niche can’t necessarily rely on prestigious certifications or a long background as a SEO specialist to demonstrate their knowledge.

We spoke with SEO firms to get their advice for aspiring SEO specialists who want to impress potential employers and stand out from the pack.

1. Show, Don’t Tell

It doesn’t matter how pretty your resume is or how many years of experience you have. What SEO firms are looking for is proof that you can do a good job pulling their clients’ websites to the top of search engines. Do that, and you’re in.

“What I want to look at is sites that they’ve optimized,” explains Nick Spears, the director of search for SEO firm Incredible Marketing. “And I am going to basically open up the source code; I’m going to look at how they’re optimizing title tags and things as simplistic as keyword meta tags and descriptions.”

The best way to present your work is through an online profile. Billy Canu, the co-owner and COO of SEO by the Hour, suggests that you take screenshots of your rankings in case they change. If you’re wondering if something is impressive enough to include in your portfolio, use these guidelines from Spears:

First spot on class='blippr-nobr'>Googleclass="blippr-nobr">Google: “very impressive.”

Anything in the first five results: “generally where you want to brag.”

Obviously, the standards are different depending on the competition for the keywords. “SEO Firm” for instance, is a national search and harder to win than a geo-targeted phrase like “SEO Firm, Irvine, CA.”

2. Work For Anyone to Build Experience

Nobody (good) is going to hire you if you have no experience. But there are plenty of opportunities to get experience before you get your first SEO job. Here are a few ideas:

• Work on your own site. This is how both Spears and Canu got their start. Spears says he used his first sites as “crash dummies” in order to test what worked and what didn’t work. class='blippr-nobr'>Billyclass="blippr-nobr">Billy learned SEO while running an online DVD rental business. Working on your own site can be a great way to not only perfect your trade, but build a portfolio.
• Volunteer to help a non-profit improve its SEO. You’ll be contributing to a cause you care about and building your portfolio at the same time.
• Offer to work on somebody’s site for minimal compensation. There aren’t a lot of SEO internships, but there are plenty of businesses that need the service. Working for little pay now can pay off later.

3. Experience Trumps Degree

Since SEO is a relatively new field, most accreditation programs are relatively new, and universities are just now starting to offer classes on it. There are instructional programs offered through organizations like SEO company Bruce Clay and the Search Engine Marketing Professionals Organization (SEMPO), but your experience will trump any certification that you can buy.

“[Being certified] is fine and dandy, but what it really comes down to, for me hiring someone, is actually seeing their work rather than their ribbons or their certificates,” Spears explains.

4. Keep Learning

An SEO specialist’s job changes as fast as the class='blippr-nobr'>Internetclass="blippr-nobr">Internet. The rise of social search and social media, for instance, has affected how SEO works.

“Someone who would come to me and say, ‘I have a very good understanding of class='blippr-nobr'>Facebookclass="blippr-nobr">Facebook and Twitter’ is going to be a step ahead of someone who just comes in and says, ‘I understand the SEO strategies and history and things like that,’ ” Spears says.

A good way to stay up to date is to read SEO forums like Digital Point, SEO Guy or Webmaster Talk.

SEO/SEM Job Listings

Every week we put out a list of social media and web job opportunities. While we post a huge range of job listings, we’ve selected some of the top SEO/SEM job opportunities from the past two weeks to get you started. Happy hunting!

• Senior SEO Manager, eHow at Demand Media in Santa Monica, CA.
• SEO Developer at WebsiteBiz in Charlotte, NC.
• Search Engine Marketing Manager at The Advertising Checking Bureau, Inc. in Tempe, AZ.
• Sr Analyst, Search Engine Marketing at Digitas in Chicago, IL.
• Director of Search Engine Marketing and Pay Per Click at Jawa in Scottsdale, AZ.

More Job Search Resources from Mashable:

- Top 5 Qualities to Look for in Startup Job Candidates/> - HOW TO: Use Twitter Hashtags to Boost Your Job Search/> - 5 Tips for Aspiring Digital Copywriters/> - 6 Job Search Tips for Aspiring Programmers/> - HOW TO: Find a Job on Twitter

Image courtesy of iStockphotoclass="blippr-nobr">iStockphoto, alex-mit, tacojim, SchulteProductions

For more Business coverage:

class="f-el">class="cov-twit">Follow Mashable Businessclass="s-el">class="cov-rss">Subscribe to the Business channelclass="f-el">class="cov-fb">Become a Fan on Facebookclass="s-el">class="cov-apple">Download our free apps for Android, iPhone and iPad

If you're like most people who want to save money, de-clutter your home and still be connected at the fasted download rates available then you may be thinking about ditching your landline and relying on your mobile more. Less than two thirds of those under 30 years old connect a landline when they move out and this is expected to jump to half in the next three to five years.

About 15% of mobile phone users no longer have a fixed-line telephone at home, says a survey of 18,000 people conducted by ACMA (Australian Communications and Media Authority). But why is this? Well it's quite clear after Global Mobile hit the streets and spoke to a group of under-30-year-olds to find out the top three reasons.

1. Cost. The average cost to keep a home phone you never use is approximately $25 monthly i.e. you only use it to have broadband Internet in your home. Given the fact you can now get naked connections (connections that no longer need a live home phone account) this means more and more people are switching to naked connections. The providers are smart enough to price a naked Internet connection less than $25 extra to ensure you can see the cost benefit and switch.

2. Clutter/Wireless. The majority of people thought it was a no-brainer and would prefer to have an Internet connection with no wires. Why would you want cords running in your home office when you can go wireless?

3. Mobile Phone. The mobile phone is the number one personal device in the world today. In Australia. penetration has surpassed 100%; there are more mobile phones than people now. The costs are dropping month by month with unlimited plans starting from $70 a month. So why would you pay $25 monthly plus call charges when you can consolidate your services and reduce your costs by using your mobile more?

Continued on the next page


bench_craft_company

The <b>News</b> Diamond reinterpreted: “Let the crowd have the middle <b>...</b>

Jonathon Shuler has published a post exploring the News Diamond from my Model for a 21st Century Newsroom. As part of that he's added an extra layer to th...

No Batmobile in Arkham City <b>News</b> - Page 1 | Eurogamer.net

Read our news of No Batmobile in Arkham City. ... Batman: Arkham Asylum 2 teaser 14 December, 2009. Latest News. Batman: Arkham City details emerge . Batman: Arkham City revealed, dated . Batman domains name Arkham sequel? ...

Minecraft dev explains sales transparency PC <b>News</b> - Page 1 <b>...</b>

Read our PC news of Minecraft dev explains sales transparency.

bench_craft_company

The <b>News</b> Diamond reinterpreted: “Let the crowd have the middle <b>...</b>

Jonathon Shuler has published a post exploring the News Diamond from my Model for a 21st Century Newsroom. As part of that he's added an extra layer to th...

No Batmobile in Arkham City <b>News</b> - Page 1 | Eurogamer.net

Read our news of No Batmobile in Arkham City. ... Batman: Arkham Asylum 2 teaser 14 December, 2009. Latest News. Batman: Arkham City details emerge . Batman: Arkham City revealed, dated . Batman domains name Arkham sequel? ...

Minecraft dev explains sales transparency PC <b>News</b> - Page 1 <b>...</b>

Read our PC news of Minecraft dev explains sales transparency.

bench_craft_company

Companies across every industry are competing for top rankings on search engine results. And whether they turn to a marketing agency, SEO firm or consultant, there is an increasing demand for search engine optimization specialists.

Marketing professionals looking to break into this relatively new niche can’t necessarily rely on prestigious certifications or a long background as a SEO specialist to demonstrate their knowledge.

We spoke with SEO firms to get their advice for aspiring SEO specialists who want to impress potential employers and stand out from the pack.

1. Show, Don’t Tell

It doesn’t matter how pretty your resume is or how many years of experience you have. What SEO firms are looking for is proof that you can do a good job pulling their clients’ websites to the top of search engines. Do that, and you’re in.

“What I want to look at is sites that they’ve optimized,” explains Nick Spears, the director of search for SEO firm Incredible Marketing. “And I am going to basically open up the source code; I’m going to look at how they’re optimizing title tags and things as simplistic as keyword meta tags and descriptions.”

The best way to present your work is through an online profile. Billy Canu, the co-owner and COO of SEO by the Hour, suggests that you take screenshots of your rankings in case they change. If you’re wondering if something is impressive enough to include in your portfolio, use these guidelines from Spears:

First spot on class='blippr-nobr'>Googleclass="blippr-nobr">Google: “very impressive.”

Anything in the first five results: “generally where you want to brag.”

Obviously, the standards are different depending on the competition for the keywords. “SEO Firm” for instance, is a national search and harder to win than a geo-targeted phrase like “SEO Firm, Irvine, CA.”

2. Work For Anyone to Build Experience

Nobody (good) is going to hire you if you have no experience. But there are plenty of opportunities to get experience before you get your first SEO job. Here are a few ideas:

• Work on your own site. This is how both Spears and Canu got their start. Spears says he used his first sites as “crash dummies” in order to test what worked and what didn’t work. class='blippr-nobr'>Billyclass="blippr-nobr">Billy learned SEO while running an online DVD rental business. Working on your own site can be a great way to not only perfect your trade, but build a portfolio.
• Volunteer to help a non-profit improve its SEO. You’ll be contributing to a cause you care about and building your portfolio at the same time.
• Offer to work on somebody’s site for minimal compensation. There aren’t a lot of SEO internships, but there are plenty of businesses that need the service. Working for little pay now can pay off later.

3. Experience Trumps Degree

Since SEO is a relatively new field, most accreditation programs are relatively new, and universities are just now starting to offer classes on it. There are instructional programs offered through organizations like SEO company Bruce Clay and the Search Engine Marketing Professionals Organization (SEMPO), but your experience will trump any certification that you can buy.

“[Being certified] is fine and dandy, but what it really comes down to, for me hiring someone, is actually seeing their work rather than their ribbons or their certificates,” Spears explains.

4. Keep Learning

An SEO specialist’s job changes as fast as the class='blippr-nobr'>Internetclass="blippr-nobr">Internet. The rise of social search and social media, for instance, has affected how SEO works.

“Someone who would come to me and say, ‘I have a very good understanding of class='blippr-nobr'>Facebookclass="blippr-nobr">Facebook and Twitter’ is going to be a step ahead of someone who just comes in and says, ‘I understand the SEO strategies and history and things like that,’ ” Spears says.

A good way to stay up to date is to read SEO forums like Digital Point, SEO Guy or Webmaster Talk.

SEO/SEM Job Listings

Every week we put out a list of social media and web job opportunities. While we post a huge range of job listings, we’ve selected some of the top SEO/SEM job opportunities from the past two weeks to get you started. Happy hunting!

• Senior SEO Manager, eHow at Demand Media in Santa Monica, CA.
• SEO Developer at WebsiteBiz in Charlotte, NC.
• Search Engine Marketing Manager at The Advertising Checking Bureau, Inc. in Tempe, AZ.
• Sr Analyst, Search Engine Marketing at Digitas in Chicago, IL.
• Director of Search Engine Marketing and Pay Per Click at Jawa in Scottsdale, AZ.

More Job Search Resources from Mashable:

- Top 5 Qualities to Look for in Startup Job Candidates/> - HOW TO: Use Twitter Hashtags to Boost Your Job Search/> - 5 Tips for Aspiring Digital Copywriters/> - 6 Job Search Tips for Aspiring Programmers/> - HOW TO: Find a Job on Twitter

Image courtesy of iStockphotoclass="blippr-nobr">iStockphoto, alex-mit, tacojim, SchulteProductions

For more Business coverage:

class="f-el">class="cov-twit">Follow Mashable Businessclass="s-el">class="cov-rss">Subscribe to the Business channelclass="f-el">class="cov-fb">Become a Fan on Facebookclass="s-el">class="cov-apple">Download our free apps for Android, iPhone and iPad

If you're like most people who want to save money, de-clutter your home and still be connected at the fasted download rates available then you may be thinking about ditching your landline and relying on your mobile more. Less than two thirds of those under 30 years old connect a landline when they move out and this is expected to jump to half in the next three to five years.

About 15% of mobile phone users no longer have a fixed-line telephone at home, says a survey of 18,000 people conducted by ACMA (Australian Communications and Media Authority). But why is this? Well it's quite clear after Global Mobile hit the streets and spoke to a group of under-30-year-olds to find out the top three reasons.

1. Cost. The average cost to keep a home phone you never use is approximately $25 monthly i.e. you only use it to have broadband Internet in your home. Given the fact you can now get naked connections (connections that no longer need a live home phone account) this means more and more people are switching to naked connections. The providers are smart enough to price a naked Internet connection less than $25 extra to ensure you can see the cost benefit and switch.

2. Clutter/Wireless. The majority of people thought it was a no-brainer and would prefer to have an Internet connection with no wires. Why would you want cords running in your home office when you can go wireless?

3. Mobile Phone. The mobile phone is the number one personal device in the world today. In Australia. penetration has surpassed 100%; there are more mobile phones than people now. The costs are dropping month by month with unlimited plans starting from $70 a month. So why would you pay $25 monthly plus call charges when you can consolidate your services and reduce your costs by using your mobile more?

Continued on the next page


bench_craft_company

The <b>News</b> Diamond reinterpreted: “Let the crowd have the middle <b>...</b>

Jonathon Shuler has published a post exploring the News Diamond from my Model for a 21st Century Newsroom. As part of that he's added an extra layer to th...

No Batmobile in Arkham City <b>News</b> - Page 1 | Eurogamer.net

Read our news of No Batmobile in Arkham City. ... Batman: Arkham Asylum 2 teaser 14 December, 2009. Latest News. Batman: Arkham City details emerge . Batman: Arkham City revealed, dated . Batman domains name Arkham sequel? ...

Minecraft dev explains sales transparency PC <b>News</b> - Page 1 <b>...</b>

Read our PC news of Minecraft dev explains sales transparency.

bench_craft_company

The <b>News</b> Diamond reinterpreted: “Let the crowd have the middle <b>...</b>

Jonathon Shuler has published a post exploring the News Diamond from my Model for a 21st Century Newsroom. As part of that he's added an extra layer to th...

No Batmobile in Arkham City <b>News</b> - Page 1 | Eurogamer.net

Read our news of No Batmobile in Arkham City. ... Batman: Arkham Asylum 2 teaser 14 December, 2009. Latest News. Batman: Arkham City details emerge . Batman: Arkham City revealed, dated . Batman domains name Arkham sequel? ...

Minecraft dev explains sales transparency PC <b>News</b> - Page 1 <b>...</b>

Read our PC news of Minecraft dev explains sales transparency.

bench_craft_company

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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>

The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...

Rivet returning to lineup - Sabres Edge - Blogs - The Buffalo <b>News</b>

The Buffalo News updated every day with news from Buffalo, New York. Links to national and business news, entertainment listings, recipes, sports teams, classified ads, death notices.

autosport.com - F1 <b>News</b>: Rosberg: Pirellis won&#39;t help Mercedes

Nico Rosberg doubts the new Pirelli tyres will do anything to ease the difficulties Mercedes suffered with front-tyre grip on the 2010 Bridgestones, after the Formula 1 teams tried the 2011 rubber for the first time in Abu Dhabi today.

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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>

The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...

Rivet returning to lineup - Sabres Edge - Blogs - The Buffalo <b>News</b>

The Buffalo News updated every day with news from Buffalo, New York. Links to national and business news, entertainment listings, recipes, sports teams, classified ads, death notices.

autosport.com - F1 <b>News</b>: Rosberg: Pirellis won&#39;t help Mercedes

Nico Rosberg doubts the new Pirelli tyres will do anything to ease the difficulties Mercedes suffered with front-tyre grip on the 2010 Bridgestones, after the Formula 1 teams tried the 2011 rubber for the first time in Abu Dhabi today.

bench craft company rip off

Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>

The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...

Rivet returning to lineup - Sabres Edge - Blogs - The Buffalo <b>News</b>

The Buffalo News updated every day with news from Buffalo, New York. Links to national and business news, entertainment listings, recipes, sports teams, classified ads, death notices.

autosport.com - F1 <b>News</b>: Rosberg: Pirellis won&#39;t help Mercedes

Nico Rosberg doubts the new Pirelli tyres will do anything to ease the difficulties Mercedes suffered with front-tyre grip on the 2010 Bridgestones, after the Formula 1 teams tried the 2011 rubber for the first time in Abu Dhabi today.

bench craft company rip off

Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>

The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...

Rivet returning to lineup - Sabres Edge - Blogs - The Buffalo <b>News</b>

The Buffalo News updated every day with news from Buffalo, New York. Links to national and business news, entertainment listings, recipes, sports teams, classified ads, death notices.

autosport.com - F1 <b>News</b>: Rosberg: Pirellis won&#39;t help Mercedes

Nico Rosberg doubts the new Pirelli tyres will do anything to ease the difficulties Mercedes suffered with front-tyre grip on the 2010 Bridgestones, after the Formula 1 teams tried the 2011 rubber for the first time in Abu Dhabi today.

bench craft company rip off

Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>

The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...

Rivet returning to lineup - Sabres Edge - Blogs - The Buffalo <b>News</b>

The Buffalo News updated every day with news from Buffalo, New York. Links to national and business news, entertainment listings, recipes, sports teams, classified ads, death notices.

autosport.com - F1 <b>News</b>: Rosberg: Pirellis won&#39;t help Mercedes

Nico Rosberg doubts the new Pirelli tyres will do anything to ease the difficulties Mercedes suffered with front-tyre grip on the 2010 Bridgestones, after the Formula 1 teams tried the 2011 rubber for the first time in Abu Dhabi today.

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Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>

The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...

Rivet returning to lineup - Sabres Edge - Blogs - The Buffalo <b>News</b>

The Buffalo News updated every day with news from Buffalo, New York. Links to national and business news, entertainment listings, recipes, sports teams, classified ads, death notices.

autosport.com - F1 <b>News</b>: Rosberg: Pirellis won&#39;t help Mercedes

Nico Rosberg doubts the new Pirelli tyres will do anything to ease the difficulties Mercedes suffered with front-tyre grip on the 2010 Bridgestones, after the Formula 1 teams tried the 2011 rubber for the first time in Abu Dhabi today.

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bench craft company rip off

Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>

The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...

Rivet returning to lineup - Sabres Edge - Blogs - The Buffalo <b>News</b>

The Buffalo News updated every day with news from Buffalo, New York. Links to national and business news, entertainment listings, recipes, sports teams, classified ads, death notices.

autosport.com - F1 <b>News</b>: Rosberg: Pirellis won&#39;t help Mercedes

Nico Rosberg doubts the new Pirelli tyres will do anything to ease the difficulties Mercedes suffered with front-tyre grip on the 2010 Bridgestones, after the Formula 1 teams tried the 2011 rubber for the first time in Abu Dhabi today.

bench craft company rip off

Fox <b>News</b> President: Jon Stewart Is Crazy And NPR Is Run By Nazis <b>...</b>

The second part of The Daily Beast's interview with Fox News president Roger Ailes is out today, and Ailes' encore doesn't disappoint. He responded harshly to Jon Stewart's pervasive criticism of cable news and had some tough, ...

Rivet returning to lineup - Sabres Edge - Blogs - The Buffalo <b>News</b>

The Buffalo News updated every day with news from Buffalo, New York. Links to national and business news, entertainment listings, recipes, sports teams, classified ads, death notices.

autosport.com - F1 <b>News</b>: Rosberg: Pirellis won&#39;t help Mercedes

Nico Rosberg doubts the new Pirelli tyres will do anything to ease the difficulties Mercedes suffered with front-tyre grip on the 2010 Bridgestones, after the Formula 1 teams tried the 2011 rubber for the first time in Abu Dhabi today.

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GT5 installs while played - Sony PlayStation 3 <b>News</b> - Page 1 <b>...</b>

Read our PlayStation 3 news of GT5 installs while played - Sony.

One and a Half Cheers for Fox <b>News</b>, David Henderson | EconLog <b>...</b>

Senator Jay Rockefeller made a splash Wednesday by suggesting that the Federal Communications Commission shut down the Fox News Channel and MSNBC. My guess is that he mentioned MSNBC because he wanted to sound equally oppressive of both ...

The Tools of Ignorance: Friday <b>News</b> - Pinstripe Alley

A big offer, the big man's snub, a little trade, and a call for a dose of sanity.

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Small Business <b>News</b>: SMB Blogging and Social Media Basics

Far from a fad, a new blogging and social media infrastructure has emerged and is still being built and becoming a part of the new hierarchy can be important to.

Small Business <b>News</b>: Questions For Your Business

Everybody has questions when going into or running a business...everybody. If you have some burning inquiries you'd like to get answered, read our small.

GT5 installs while played - Sony PlayStation 3 <b>News</b> - Page 1 <b>...</b>

Read our PlayStation 3 news of GT5 installs while played - Sony.

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More on Fox <b>News</b>, David Henderson | EconLog | Library of Economics <b>...</b>

I had had hopes for the Fox News Channel as an advocate of smaller government, hopes somewhat justified by evidence. But their treatment of Ron Paul has been off the charts. Chris Wallace has been absolutely vicious - at one point, ...

Small Business <b>News</b>: Questions For Your Business

Everybody has questions when going into or running a business...everybody. If you have some burning inquiries you'd like to get answered, read our small.

GT5 installs while played - Sony PlayStation 3 <b>News</b> - Page 1 <b>...</b>

Read our PlayStation 3 news of GT5 installs while played - Sony.

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Making Money Tips

Corporations are free to lobby against your interests – and to fire you if you fight back.

The short suspension of MSNBC on-air personality Keith Olberman is over. He was suspended for making candidate donations without the permission of his MSNBC boss, Phil Griffin. The public reaction to the Olberman suspension was nuclear, and the NBC walk back was lickety-split. But during his victory lap (on last Tuesday’s Countdown,) Olberman made one important mistake – he called NBC’s donation rule “probably not legal.”

GE, owners of MSNBC donated over $1.5 million politicians on both sides of the aisle. There may be more, but the Supreme Court recently ruled that we no longer have a right to know. The Court says its Citizens United ruling merely puts corporations on equal footing with citizens — a nutty goal even if that were the extent of it. But it does much more.

At first blush Olberman’s point might have seemed obvious. What right does an employer have to require you to disclose your private political donations, “in advance” or afterward? And a requirement for “permission” seems to fly in the face of the very notion of free expression, doesn’t it?

But that’s not how the law sees it. Well-settled law allows your employer to make most any rule it wants, thanks to a doctrine called “At-Will Employment.” In thirty-seven states and the District of Columbia, employers are free to fire any employee whose politics differs from the company line. Under At-Will, It is perfectly legal to terminate your employment if your employer considers you ugly or doesn’t like your lipstick. An employer can dictate which side you must part your hair, and fire you if you don’t comply. An employer can fire you just before you like to watch Keith Olberman. It’s perfectly legal.

This principle of law (combined with the Supreme Court decision) leads to an overwhelming advantage for corporations — they both have free speech and have a free right to stifle others. Corporations are effectively granted superior status, simply because they can tell you to “shut up or be fired.”

Continued on the next page

Tactics are specific actions, steps or decisions that you can use to execute your chosen strategy.

For example, if your objective is to “increase net profits” and your chosen strategy is to lower overhead by lowering your cost per lead, then your tactics might be:

• Build a presence online.


• Build a branded, customized blog.


• Start building a list by using our blog’s content as bait.


• Create a high-converting opt-in section in our blog. Make it convert well by creating an irresistible freebie to give away.

Social Media Platforms

After you have formulated your M.O.S.T. plan, it’s time to identify, assess and select the appropriate social platforms to use.

The most popular social media platforms for business are LinkedIn, Twitter, Facebook and YouTube. The best ones to leverage are those where your target audience is already active and engaged. So go to where they are, interact with them, build a relationship and then drive them to an appropriate website of yours (for best results, send them somewhere that continues the conversation, like a business blog).

Your choice and prioritization of platforms should depend on how well they fit into your strategy and how regularly your target audience uses them, NOT which brands are currently generating the most hype on them.

For example, a common trend identified by Marketing Sherpa is that there aren’t many businesses that blog because they perceive it as difficult to initiate and maintain when compared to the investment in Twitter, Facebook, social bookmarking, etc. As a result, these businesses make the mistake of focusing on using specific media just because they are perceived as easier to set up and use, not necessarily because they generate the best return.

Marketing Sherpa’s Social Media Marketing Report 2010 revealed that tactics related to blogging and microblogging earned the highest ratings among social marketers in terms of the most effective tactics for achieving objectives.

Blogging for Business

Once you’ve established your presence on the appropriate social media platforms, the best way to profit from those relationships you’ve built is to drive them to your blog (NOT your company website) and engage with them even more.

In your blog, aim to:

• Post valuable, useful content that demonstrates your expertise, and encourage your audience to spread your message.


• Encourage interaction with your market. Instigate conversations. The more participation and involvement you can generate from your audience, the better.


• Pre-sell, NOT sell. Many business blogs make the mistake of posting exclusively about their sales, promotions or discounts.


• Exude your brand.


• Give a taste of what it’s like to work with you or buy from you (fun/enthusiastic/easy, etc.).

The above are key reasons why it’s best to direct Internet users to your blog, not your website.

As long as your target market can be found online and as long as you’ve identified specific platforms that your prospects actively use, you’ll need a business blog to effectively market online.

But wait a second.

We’re not talking about just any business blog, we’re talking about a blog that’s designed, configured and optimized to:

• Attract traffic.


• Convert visitors into leads on autopilot by getting them into your sales funnel.


• Establish you as a trustworthy thought leader in your niche.


• Convert leads into loyal, raving fans.


• Help spread your message and generate buzz by digital word-of-mouth marketing.

Create Your Sales Funnel

Your sales funnel is the process you’ll use to take a prospect from unfamiliarity (”I don’t know you”) to loyalty (”I love you!”) or even fanaticism.

One of the most proven and best ways in our experience to get prospects to become leads can be summarized in this process:

• Opt in -> Relationship building -> Make an offer

Opt-in: When a prospect arrives at your blog, offer them something of massive value in their eyes (maybe an ebook, report, video series, etc.) in exchange for their name and email address.

Relationship building: Using an auto-responder, send them an email every week or twice a week. Your email should also contain something that gives massive value. It could contain tips, links to tools, strategies, reports, updates, etc. Make sure to give value and build your relationship with your audience before you try to sell them anything.

Make an offer: We recommend a ratio of 80% free, valuable content and 20% selling. This means that 80% of your emails give value (no selling) and only 20% of them are invitations to take their experience of you to a higher level and buy from you.

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Corporations are free to lobby against your interests – and to fire you if you fight back.

The short suspension of MSNBC on-air personality Keith Olberman is over. He was suspended for making candidate donations without the permission of his MSNBC boss, Phil Griffin. The public reaction to the Olberman suspension was nuclear, and the NBC walk back was lickety-split. But during his victory lap (on last Tuesday’s Countdown,) Olberman made one important mistake – he called NBC’s donation rule “probably not legal.”

GE, owners of MSNBC donated over $1.5 million politicians on both sides of the aisle. There may be more, but the Supreme Court recently ruled that we no longer have a right to know. The Court says its Citizens United ruling merely puts corporations on equal footing with citizens — a nutty goal even if that were the extent of it. But it does much more.

At first blush Olberman’s point might have seemed obvious. What right does an employer have to require you to disclose your private political donations, “in advance” or afterward? And a requirement for “permission” seems to fly in the face of the very notion of free expression, doesn’t it?

But that’s not how the law sees it. Well-settled law allows your employer to make most any rule it wants, thanks to a doctrine called “At-Will Employment.” In thirty-seven states and the District of Columbia, employers are free to fire any employee whose politics differs from the company line. Under At-Will, It is perfectly legal to terminate your employment if your employer considers you ugly or doesn’t like your lipstick. An employer can dictate which side you must part your hair, and fire you if you don’t comply. An employer can fire you just before you like to watch Keith Olberman. It’s perfectly legal.

This principle of law (combined with the Supreme Court decision) leads to an overwhelming advantage for corporations — they both have free speech and have a free right to stifle others. Corporations are effectively granted superior status, simply because they can tell you to “shut up or be fired.”

Continued on the next page

Tactics are specific actions, steps or decisions that you can use to execute your chosen strategy.

For example, if your objective is to “increase net profits” and your chosen strategy is to lower overhead by lowering your cost per lead, then your tactics might be:

• Build a presence online.


• Build a branded, customized blog.


• Start building a list by using our blog’s content as bait.


• Create a high-converting opt-in section in our blog. Make it convert well by creating an irresistible freebie to give away.

Social Media Platforms

After you have formulated your M.O.S.T. plan, it’s time to identify, assess and select the appropriate social platforms to use.

The most popular social media platforms for business are LinkedIn, Twitter, Facebook and YouTube. The best ones to leverage are those where your target audience is already active and engaged. So go to where they are, interact with them, build a relationship and then drive them to an appropriate website of yours (for best results, send them somewhere that continues the conversation, like a business blog).

Your choice and prioritization of platforms should depend on how well they fit into your strategy and how regularly your target audience uses them, NOT which brands are currently generating the most hype on them.

For example, a common trend identified by Marketing Sherpa is that there aren’t many businesses that blog because they perceive it as difficult to initiate and maintain when compared to the investment in Twitter, Facebook, social bookmarking, etc. As a result, these businesses make the mistake of focusing on using specific media just because they are perceived as easier to set up and use, not necessarily because they generate the best return.

Marketing Sherpa’s Social Media Marketing Report 2010 revealed that tactics related to blogging and microblogging earned the highest ratings among social marketers in terms of the most effective tactics for achieving objectives.

Blogging for Business

Once you’ve established your presence on the appropriate social media platforms, the best way to profit from those relationships you’ve built is to drive them to your blog (NOT your company website) and engage with them even more.

In your blog, aim to:

• Post valuable, useful content that demonstrates your expertise, and encourage your audience to spread your message.


• Encourage interaction with your market. Instigate conversations. The more participation and involvement you can generate from your audience, the better.


• Pre-sell, NOT sell. Many business blogs make the mistake of posting exclusively about their sales, promotions or discounts.


• Exude your brand.


• Give a taste of what it’s like to work with you or buy from you (fun/enthusiastic/easy, etc.).

The above are key reasons why it’s best to direct Internet users to your blog, not your website.

As long as your target market can be found online and as long as you’ve identified specific platforms that your prospects actively use, you’ll need a business blog to effectively market online.

But wait a second.

We’re not talking about just any business blog, we’re talking about a blog that’s designed, configured and optimized to:

• Attract traffic.


• Convert visitors into leads on autopilot by getting them into your sales funnel.


• Establish you as a trustworthy thought leader in your niche.


• Convert leads into loyal, raving fans.


• Help spread your message and generate buzz by digital word-of-mouth marketing.

Create Your Sales Funnel

Your sales funnel is the process you’ll use to take a prospect from unfamiliarity (”I don’t know you”) to loyalty (”I love you!”) or even fanaticism.

One of the most proven and best ways in our experience to get prospects to become leads can be summarized in this process:

• Opt in -> Relationship building -> Make an offer

Opt-in: When a prospect arrives at your blog, offer them something of massive value in their eyes (maybe an ebook, report, video series, etc.) in exchange for their name and email address.

Relationship building: Using an auto-responder, send them an email every week or twice a week. Your email should also contain something that gives massive value. It could contain tips, links to tools, strategies, reports, updates, etc. Make sure to give value and build your relationship with your audience before you try to sell them anything.

Make an offer: We recommend a ratio of 80% free, valuable content and 20% selling. This means that 80% of your emails give value (no selling) and only 20% of them are invitations to take their experience of you to a higher level and buy from you.

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bench craft company rip off

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