You are probably wondering where in the hell have I been? It’s been seven months since my last post … a lot has happened. The biggest change was I received custody of my two teenage sons in March, and while I was elated at the time, I had no idea how much of a challenge it would be. I know, stupid me, I will know better next time.

Nordstrom Epic Win for the Holidays...

Okay, let’s talk business strategy and how to set yourself apart from your competitors. Too many companies follow instead of lead. It used to be that you knew Thanksgiving was close when the Christmas decorations went up. Now they are often up before Halloween hits. That’s just wrong. Thanksgiving is my favorite holiday and as my “protest” I would never set foot in a store that had their holiday decorations up before Thanksgiving (and yes, I kept a list). It was so bad last year that I did all of my holiday shopping online. There was no where I could go.

I can understand retailers reasoning, they do the bulk of their yearly sales during the holidays and since their competitors are getting into the Christmas season they need to as well or they will lose. That is one way to attack the market, or you can be totally awesome like Nordstrom … and take the high road.

This is a shot of the signs they have before you enter their store. These signs do a few things. First, it informs you when the holiday decorations will go up; Second, it tells you why, because they believe in celebrating one holiday at a time; Third, it is giving the bird to all the competitors for “Thanksgiving Creep”.

Look for obnoxious things your competitors do. Look at their ads, their sites, call their order numbers, do they have a phone system from hell that makes you press one to proceed in English? If so, make fun of them. “We never make you press one to proceed in English because I live person answers your phone and can help you right now. Your call is important enough for a live person to answer it.”

In this crappy economy do something that is completely outrageous, give great customer service and treat your customers as actual people instead of objects. You might be stunned to find out how awesome they really are and how much they like giving business to you. But first, you have to quit being such an idiot just because your competitor is.

The last remaining IPv4s (Internet Protocol addresses) were dispersed to the five Regional Internet Registries. This announcement was made by The Internet Assigned Numbers Authority (IANA) at a ceremony in Miami, Florida on February 3, 2011.

Think of this like Y2K for IP addresses. Now that the original 4 billion IPv4 Internet addresses are dispersed, Internet access providers, network providers, and organizations must make compatibility upgrades to welcome a new IP address format: the IPv6.

Obama administration rejoice. There will be jobs.

The Future With IPv6 (more…)

One month after a Federal Trade Commission (FTC) report on improving online privacy, Google launched Keep My Opt-Outs which is a plugin that blocks ad tracking cookies. It gives users the ability to decide if they want to deny ad cookies; however, opting-out doesn’t mean the ads go away, it just means the ads become repetitive aka annoying.

Taking privacy of the anonymous searcher even further, Google has a beta plugin for Google Analytics. That means users can deny cookies that provide data to you such as how long they were on the site, if they are a new or returning users, etc.

Mozilla (Firefox) has created the Targeting Advertising Cookie Opt-Out (Taco) plugin that allows users to deny behavioral ads. And Microsoft has sated that a “Tracking Protection” feature will be part of the next IE version with features similar to Google and Mozilla’s plugins.

Why the New Plugins? (more…)

When we hear the word “cyberspace” most of us think of our little world on the Internet, but it’s much more than that.

Cyberspace is, “the interdependent network of information technology infrastructures, and includes the Internet, telecommunications networks, computer systems, and embedded processors and controllers in critical industries. Common usage of the term also refers to the virtual environment of information and interactions between people” as defined by the National Security Presidential Directive 54/Homeland Security Presidential Directive 23 (NSPD-54/HSPD23).

On June 25, 2010, via the White House blog, a draft release of National Strategy for Trusted Identities in Cyberspace (NSTIC) was announced. It was described as, “a blueprint to reduce cybersecurity vulnerabilities and improve online privacy protections through the use of trusted digital identities.”

In June it was just a “draft,” but on January 7, 2011, Howard A. Schmidt, Cybersecurity Coordinator and Special Assistant to the President, and Commerce Secretary Gary Locke announced that the National Program Office (NPO) will be moving forward with a national identity program, expected to be implemented within months. In fact, some of you may have already been asked to participate in a test group.

“We have a major problem in cyberspace, because when we are online we do not really know if people, businesses, and organizations are who they say they are” Schmidt stated via The White House Blog.

One goal of the NSTIC is to “reduce inefficient identification procedures” and improve security and privacy. This would involve getting credentials from various online providers, such as a digital certificate, to prove individuals and websites are who they say they are when performing transactions, online banking, accessing personal information and records, and sending email. The NPO envisions a process where you sign in once and move among your sites without signing in each time. Details are vague, but users will have control over how much information they input and whether they want to surf verified or log out and remain anonymous.

Potential Hiccups
A big question this all brings up is, what happens if someone hacks into or steals your online identity. Now they don’t just have your password, computer or phone–they’ve got your “digital certificates” verifying your identity and possibly allowing thieves to float among your financial sites. It seems like a lot of damage could occur pretty quickly. I can just hear the banks and credit reporting agencies now–”but you were logged in using your verified national identity.”

Identity Ecosystem–Sounds Gritty
This new world, as envisioned in the NSTIC is called the Identity Ecosystem. With the help of some in the private sector, Schmidt states, “Now is the time to move forward with our shared vision of a better, more secure cyberspace.”

Here is a link to the Cyperspace Policy Review.

Works Cited:

Schmidt, Howard A. “The National Strategy for Trusted Identities in Cyberspace.” The White House Blog. 25 June 2010. Web. 12 Jan. 2011. .

Schmidt, Howard A. “A National Program Office for Enhancing Online Trust and Privacy.” The White House. 7 Jan. 2011. Web. 12 Jan. 2011. .

Your Thoughts?
Let us know what you think? Is this new program too intrusive? Should the government focus more on securing infrastructure and less on personal interactions and business? Or is this a change that is long over due?

The New Year is the busiest time for some industries and the slowest for others. One thing many of these sites have in common during the New Year is that they lose out on money. Yes, they’re losing money by not advertising either because they’re already slammed with business or because it’s viewed as a wasted expense during a down time. So, what can you do to create buzz and sales for your products and services whether it’s your busy season or not? Create an effective press release campaign to create awareness and increase sales.

• Find out what people want to know: Wordtracker Questions tool.
• Use trending tools like Google Insights to determine what people are searching for.
• Create a press release that provides the solution.
• Try to spot seasonal-topics that are on the rise.
• Find an angle that will make your news stand out and interest readers.
• Start a contest for readers to submit their best solutions (how-to, recipes, tips, ways to save money, traditions, history, etc.).
• Get industry bloggers involved.

Release the Beast: Getting the Most out of Press Releases
Don’t just create a press release—create an entire campaign with a related theme. For example, if you were writing a press release for a coupons site, you would create a landing page which would be linked from the press release. Within the press release, an event would be promoted which would lead to future blog posts and even invite user generated content. How to videos could also be created. Ask people to share their photos of related theme. In turn the content could be shared on Facebook, blogs, Twitter and all across the web. Let niche bloggers and sites know about your press release and events and invite them to participate or write about it.

America is the great melting pot of cultures, and many people are most comfortable speaking their native language. Businesses everywhere have recognized this fact, and as a result have begun to offer services in varying languages. Extending your customer base by offering your site in additional languages can only help your bottom line!

Those of you with brick and mortar businesses have probably noticed the advantages of having a bilingual staff. As indicated by the fast rising growth of online shoppers, this advantage extends to your business’ online presence as well. Neglecting to translate your website’s sales pages may be causing you to lose out on sales.

For example, in San Antonio, Texas, 62% of the population is Hispanic; most of this Hispanic community speak Spanish, so a business there would greatly benefit from a Spanish translation on its website. You can easily check your county, city or state demographics to see if your business would benefit from translating your sales pages into another language.

There are many ways to get your site translated; you can use Google Translate, other translating software such as Babylon 8, or hire someone fluent in the language to do it for you. Many people have questioned the accuracy of Google’s translation application, but I don’t have any personal experience with it. Find whatever method works best for you to get the job done.

Your work doesn’t end at the translation; now you have to get the word out there that you offer pages in another language. You can run advertisements or a PR campaign both online and offline to spread the word that you are now offering services in another language.

First, check to see if any of your competitors have translated their sites. As always, the secret is to check the back links of those who have; you’ll find many resources for getting your business out there as a bilingual site.

Another way to find PR resources for your site’s new translation is to look for business organizations similar to the US Chambers of Commerce, such as the United States Hispanic Chamber of Commerce. Once you find these organizations, look at the back links of their press releases to see who has cited them.

Translating your site into other languages benefits you in two major ways: first it increases your audience, thereby increasing your sales; secondly, it opens up new avenues for publicity and link building. Building a business requires a willingness to change and the ability to adapt. If you are missing out on customers because they don’t speak English, you’re letting opportunity pass you by. Keep an eye on your target audience; your customer base may be broader than you think.

Congratulations! You have designed a new program, are offering a new product, or have designed an awesome iPhone app. Now you need to get the attention of the media to let the world know! There is a secret to getting your word out there effectively. You first have to find a reporter, figure out the real reason behind your desire to market your product (beyond sales, of course) and create a press kit.

Find a Reporter

Obviously, the first thing you have to do is find a reporter who has written articles within your niche. Let’s say that you are the developer of games for the Kinect game system. Do a search on a well known newspaper, such as the New York Times. You can do this from Google by using the “site:” operator.

So look at one of the articles, click on the author’s name and view his or her other articles. Be sure the reporter you choose has written many articles regarding the topic you want. In this case, we clicked on an article by Seth Schiesel; by clicking on his name, we notice he has written many articles about video games. The NY Times also provides you with the author’s email address. But, don’t email him yet; make a note of his email address, and we’ll move on to the next step.

Research the Reporter

It’s always smart to research anyone you attempt to contact for a favor; reporters are no different! Do a Google search for “Seth Schiesel Biography”. Gather all the information you can find on him; read online biographies, check on Facebook, Twitter, Myspace, LinkedIn and other social networks. Once you feel that you know the reporter well, it’s time to move on to the next step.

Make a List

Think about why you want this reporter’s attention. You can’t say that it’s just to get traffic to your site; otherwise, all you would need is a one sentence deal: “Joe Schmoe has created a great new game for the Xbox 360 Kinect; go buy it!”

Obviously, you want more than that. So list exactly what you want for this article. Include at least 10 specific points you want the reporter to feature in the article; what do you feel people absolutely have to know about this game?

Create Your Press Kit

The last thing you have to do before contacting the reporter is create your press kit. Having a press kit makes you look more professional, and allows you to provide all pertinent information on your business or product in one convenient file. Things go much more smoothly for both you and the reporter if he can read your press release then, if he still has questions, he can ask you; otherwise, there could be a number of phone calls or emails and the entire process would take much longer.

Create a PowerPoint slideshow that includes all the vital information the press would want to know. It should, at the very least, contain the following information:

Slide 1: This slide will be about the CEO/Founder of your company, and should include a short and sweet biography.

Slide 2-4: You may not need 3 slides for this section, but some companies will. Describe your company’s funding sources, whether it was privately funded, or if you started off your kitchen table. Tell the readers who your executive team is; this is especially important if you have someone who is well known in the industry working with you. Share information about who helped you develop your product (in this example, this would be the game developers).

Slide 5: On this slide, describe your target audience, and share how your game helps them with their lives. This information will transition nicely into the next couple of slides.

Slide 6-7: Now you want to list your product’s competitors. Is there another company that has put out a Kinect game similar to yours? Perhaps someone else tried to (or did) use a certain technology in the game that was similar to how you used yours? Include games in the same genre, even if they aren’t exactly the same. Then, on the second slide, describe how yours is better than those of the competition. How did you do things differently?

Slide 8-10: Get a few testimonials; if you don’t have any from end consumers, use testimonials from your testers. Be sure to include photos, to give them more credibility.

Slide 11: This is where you will list the benefits of your game. Don’t be overly technical; a good way to test if your presentation is user-friendly is to invite some friends over that are not knowledgeable in your field. If you lost them anywhere, go back and rewrite that slide.

Contact the Reporter

Now it’s time to contact the reporter. You are well prepared, and are ready to approach them with your idea. Don’t immediately send them an email with an “I have this great game, will you write about it?” approach.

For the initial contact, stroke his ego; let him know that you love reading his articles. You want to make it sound like you worship the ground he walks on (OK, maybe not that strong, but you get the idea). Ask if there is a way that you can subscribe to his posts only, so that you can be notified of any new articles he publishes.

Once you receive a reply to that, follow up with another personal email. Remember all of that knowledge you gained in your research? Now’s the time to use it; point out as many similarities between the two of you as you can. Your goal should be to establish a personal link; do you both like the same music artist? Mention you just went to a concert; or that you just bought the latest CD. Are you both married? Do you both like old cars? Create as many personal links as you can between you and the reporter without it sounding freakishly fake.

Once you have a nice email rapport going, toss something in there about your new game, and mention that you have attached your press kit for him to peruse. The two of you should be, by now, in the middle of a nice conversation; make it a “by the way,” type of insert in the middle of your email, then go back to what you were already discussing.

Creating the perfect rapport with a reporter to get a press release may seem like a lot of work; but when done successfully, can really help your business or sales numbers. Successful business people do these methods every day, only they do them in person. If you think about it, the methods outlined here are easier (especially for people who aren’t good with people) because all the contact is through email.

Promotions or special deal sales are usually available for a limited time only; but what do you do with the page when the sale is over? Obviously, you don’t want to take the page down because you never know how many people linked to your sale on that page. The content you place on that page is very important; you want to prevent any visitors to that page from leaving your site.

Before deciding exactly what to put on the page, think about what the purpose of your site is. Are you trying to sell products? Are you providing a service? Whether you’re selling products, sharing information or redirecting to affiliate programs, every page should be geared towards either directing visitors to your sales pages or building a subscriber list.

To start, your header should recognize that the sale is over while letting visitors know there are still many other great deals to be found on your site. Then, point them in the direction of those other deals they shouldn’t miss out on. If you are running another sale, put a link to that page. If you have products or content similar to the original deal, add a link to that. The whole purpose of this page is to redirect your traffic to other sales pages so you don’t lose potential customers. If the sale is completely over, and you don’t want the page anymore, use a 301 redirect pointed at a related page. You won’t lose any links that may be pointing to the page; they will transfer to the new URL.

Something you definitely want on this page is an email capture box. Building a list of emails is always a great idea! Include text above the box telling visitors not to miss out on any more sales by entering their email address to receive updates.

Now you have created a page that successfully redirects the visitor’s attention to other content on your site. Any links you may have acquired to the sales page in question are kept intact, and you have a great sales pitch. So why do you need the subscription box?

By gathering emails of your visitors, you can build a list that you can use for marketing. Send newsletters of new sales, special deals, and even request links in exchange for an offer; you could give site owners a special coupon for placing a link on their site, or offer their visitors a percentage discount.

Utilize every possible resource available to you for building links to your site. Pages that are “expired” can be changed to reflect valuable information, or links to other pages that your visitors will find interesting. Collecting emails gives you a resource for pushing future sales numbers up, as well as building more links to your site.