February 26, 2011
Just when you thought it was safe to optimize your website for Google they changed the algorithm again. This time it is aimed at “content farms” – those websites designed to contain a tremendous amount of content; typically low quality original articles or information plagiarized from other sites. However, based on existing/older algorithms, this content draws high SERP (search engine results page) listings. The content farms typically sell ad space due to their high traffic (often from Google itself) but are of little use to the visitor because the content in unacceptable.
So what does this mean for you, the Kitchen and Bath Professional? It is a reminder that “content is king” and quality supersedes mediocrity. Taking the time to create valuable, original content will win the SERP battles over pages and pages of keyword-crammed copy. You are experts in design, cabinetry, appliances, the intricacies that make up a functional kitchen, color, work space; the list goes on forever… Write about what you know with thoughtful, in-depth articles for your website or blog and you’ll be fine.
Here is a link to a more detailed article from Mashable.com that includes links to other helpful information.
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Posted by zpromotion
February 6, 2011
One of things I truly love about blogs is that fact that one can shamelessly self-promote and blather on about anything and everything. Well this sunny, warm(ish) Sunday February morning in North Carolina is going to be just that – shameless self promotion.
Within the next week or two, my partner Max Isley, CMKD and I are scheduled to officially launch the Kitchen & Bath Channel Smart Phone Mobile Apps. These are [unabashedly] the greatest marketing tools to hit the kitchen and bath industry since the advent of direct mail, if not ever!
These apps are free to the consumer. They include a database of over 15,000 kitchen & bath and remodeling professionals. When your customer launches the app (on the iPhone, Android or Blackberry), the phones’ geo positioning locates the closest kitchen and bath professionals on a map. From that map they are able to access each professional’s profile. In addition, the consumer can search for a kitchen and bath professional through a number of queries including, city, state, room they want to renovate, profession of the remodeler, accreditation, products and more!
So, as a professional, how do you stand out from the crowd? You take top priority among your 15,000 peers through “Gold” or “Platinum” annual subscriptions.
- With a free, standard listing you are placed in alphabetical order, with a contact name, phone number and address.
- An upgrade to Gold moves you to the top of the list, gives you a link to auto dial, an interactive map for directions, your website on the phone’s browser, a link to send an email and the ability to be linked to the user’s contact file.
- If you upgrade to Platinum, you receive everything a Gold subscriber does PLUS the ability to include up to 5 photos and 5 videos of your choosing and you appear above the Gold Subscribers in the list of results. Click here for more information.
In addition to the apps for the customers “on the go” – the website KitchenBathChannel.com is a database of professionals where your customers begin their research!
I’ll post again when the apps are ready for download – but in the meantime, if you are a kitchen and bath professional become a subscriber BEFORE the apps are launched and SAVE 25%!
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Posted by zpromotion
January 15, 2011
Are you sitting at your computer mouse in hand, staring at the keyboard, glancing at the screen, searching your brain for a nugget of creativity? Perhaps you’re designing a new kitchen, looking for the right words to describe your showroom, considering a new positioning line or logo – but nothing is flowing from your brain to your computer. The problem is likely that you are using the incorrect tools to creativity.
You only need two items to get the creative juices flowing: a legal pad and a sharpie. The legal pad can be yellow or white, although I have always found yellow produces better results. The sharpie… not the fat fine points – those bleed through too many pages, and not the new Sharpie Pens – they lack the personality required for this type of operation. The Sharpie MUST be an “ultra fine point” – only this type of pen can release the creative imagination required to be successful. Color? Not important, but having a variety at your disposal can help capture your mood.
The most creative guy I ever met gave me this tip… and oddly enough it has been reinforced by novel writers, designers and others who make their living with “on-demand creativity”. I am not a neurologist, but I believe it has to do with the process of hand to page – that direct flow from the brain thorough the arm to the hand to the Sharpie to the legal pad.
Don’t believe me? Try it and report back!
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Getting ready to lauch the Kitchen & Bath Channel Mobile Apps within the next few weeks. Be sure your showroom is included. Visit The Kitchen & Bath Channel for additional information – or email or call (919-932-4600).
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Posted by zpromotion
December 26, 2010
I observed something during this snowy (for much of the country, it not the world) holiday weekend. It seems the kitchen and bath industry, along with the rest of the world took advantage of some down time to reconnect and do some online exploring.
The Z promotion & design Facebook page added close to a dozen new fans, and my personal page became a few friends richer, as well. My Twitter account found followers and the Kitchen & Bath Channel on YouTube got viewers as if we were showing “It’s a Wonderful Life” – and Christmas Day was among the busiest this blog has seen in weeks.
What’s the lesson to be learned? Simply that your online presence should be all-encompassing – a website, a [business] Facebook page, Twitter account, a blog, YouTube – create a presence on any social networking site you are comfortable maintaining. The key is maintaining – even when you are closed, you’re open. Be sure your information is up to date, accurate and compelling.
A reminder that the Kitchen & Bath Mobile App is almost ready to launch, with marketing to the consumer becoming finalized. We are still offering our pre-launch specials, allowing you to save 25% on your annual Platinum or Gold subscription. This is the kitchen and bath industry’s first ever marketing tool that will drive customers to your front door WHILE they are out shopping. Don’t miss out on the incredible pre-launch special!
Click to join the Kitchen & Bath Channel
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Posted by zpromotion
December 18, 2010
Did you plan for the Holidays this year? I am not talking about your Hanukkah or Christmas shopping, but rather your Hanukkah and Christmas selling. As Thanksgiving rolls around each year, the kitchen and bath industry typically goes on hiatus until the first of year, although I have heard reports of busy showrooms. Regardless, when business slows, your marketing should increase.
You know that a new kitchen or bathroom is as much (if not more of) an emotional sell, as a logical or price-based sale. So, plan to use the time around the holidays to take that to your customers. When putting together your 2011 marketing plan, remember that dropping off the grid in December may influence how effectively you hit the ground running in January.
This is a great time to utilize email or your Facebook and Twitter accounts, as those connections/customers expect to hear from you and your message will not get as lost in the shuffle of holiday greetings and sales.
Some emotion-based ideas for consideration as you develop your message.
- Frustration – “I am tired of trying to cook for guests in this antiquated kitchen”
- Embarrassment – “I hate that my family and guests have to use that old, barely functional bathroom”
- Pride – “next year my guests will love my new kitchen”
- Confidence – “the perfect pie from my perfect kitchen”
- Shame – “maybe I’ll be able to invite guests to my house for a change”
- Intimidated – “I know my in-laws think less of me because of the condition of my kitchen”
Get the idea? Look to the internet for a wide range of emotions and put them to work for your business around the holidays! Need some guidance? We are available to assist. (info@kitchenmarketing.com)
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The Kitchen & Bath Channel Mobile Apps are almost ready for launch! http://www.kitchenbathchannel.com/join.html – sign up today. Give your business a leg up in 2011!
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Posted by zpromotion
December 4, 2010
During the course of the past week, two of my clients made similar “out of the blue” comments – “let’s look at how we can better assimilate the iPad into our marketing program.”
Now, as an early iPhone adopter, I look at the iPad as an overgrown iPhone and didn’t run out to purchase the first generation – in fact I was under the misguided impression I could go through life without an iPad – I am mistaken.
Both clients intend to create photo galleries of their kitchens, baths and other design and remodeling projects, displaying them proudly during sales calls – utilizing the iPad as many of us use a photo album or PowerPoint today.
In addition, one client is concerned that the Flash elements and Flash video on his site are not visible on the iPad – Apple and Adobe may never come to terms over this travesty of egos that hurts us all. We are changing all the Flash to “less compelling” animations. However, his complete site is now visible to all – on all platforms… he can easily go from showing his slideshow of kitchen and bath projects to his website, without embarrassment.
As you look into your 2011 integrated marketing plans and budgets, consider the iPad, as well as mobile marketing as real opportunities. As always, Z promotion & design is just a phone call (9119-932-4600) or email away if you are looking for marketing assistance.
Join us on Facebook @ http://www.facebook.com/Zpromotion
Join us on YouTube @ http://www.youtube.com/user/KitchenBathChannel
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Posted by zpromotion
November 27, 2010
SEO… Search Engine Optimization or Seemingly Endless Opinions. I am looking for feedback, so please post liberally – not spam, but legitimate posts, with real insight!
This past week I was fortunate to have a conversation with a “best-selling author”, as he described himself, in the field of Search Engine Optimization. One of my clients retained his company to optimize the code within the website, as well as provide consulting services regarding the use of third party sites, inbound links, social networking, etc. to improve his SERP (Search Engine Results Page) ranking.
I fully understand there are different search engines, each utilizing proprietary algorithms to determine SERP rankings. I further understand that they are businesses – dependent upon ad sales for revenue, therefore “adjustments and changes” in the algorithms [almost] guarantee a company needs to pay per click to make it “to the top” of the SERP. And while I am in an understanding mood, we cannot ALL be listed first – regardless of how well optimize. Someone needs to be second, third or pushed to page two.
Based on my conversation this past week, along with past conversations with other “experts”, and a library of books, articles and websites… as a consumer (website owner), who do you believe? Many SEO experts contradict one another.
Two elements on which the experts are clearly in agreement:
- A website owner needs to determine by what keywords they want to be found, and prepare web pages that reflect those keywords, through optimized keyword density.
- Inbound links from quality sites are very important to legitimize your own site.
But that’s where agreement tends to end. I have heard a number of theories about page length, number of words, landing pages, coding specifications, meta tags, alt tags, title tags, url expiration dates, geo tagging and the list goes on and on and on…
Who knows the “real” steps to high rankings? And, how long will those steps remain applicable in an ever-changing landscape of Search Engine Optimization?
I would love to hear from you!
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Posted by zpromotion
November 13, 2010
The Kitchen & Bath Channel Smart Phone App
The Kitchen & Bath Channel Smart Phone Apps are almost ready for distribution to the public. To get ready for the launch, we are having a Pre-Launch Sale for Gold and Platinum subscriptions.
What is the Kitchen & Bath Channel Smart Phone App?
It is a free app (for iPhone, Android and Blackberry) to the consumer that contains a database of you, and over 13,000 of your competitors. Everyone can get a free listing consisting of your name, your business name, address and phone number. Gold and Platinum Subscribers received higher listings, hyperlinks to Google Maps, as well as web and email links and the ability to present photo and videos of your work directly to the smart phone. Click for more information about the Kitchen & Bath Channel Mobile App.
How does it work?
Consider the following scenario… a couple just walked out of a competitor’s showroom. They were all set to buy, but got cold feet – perhaps they didn’t “click” with the designer; maybe the cost was beyond their budget, it could be a myriad of reasons… but what do they do next? They are ready to buy and not sure where to turn. With the Kitchen & Bath Channel Smart Phone App, they launch the app, the phone’s GPS locates them and lists ALL area kitchen and bath professionals. If you’re a Platinum subscriber, you’re at the top, followed by Gold subscribers, and then the free listings. The consumer can even sort by room, product, even accreditation… Click for more information about how the Kitchen & Bath Channel works.
Check out the Kitchen & Bath Channel website to learn more. Subscribe today – before the apps are launched in mid-December, you can save 25% on any annual subscription.
Questions… email me
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Posted by zpromotion
October 30, 2010
It is hard to believe that October is quickly becoming November, but the calendar doesn’t lie – or I’d still be a lot younger… So, in addition to raking leaves, bringing in the plants and breaking the sweaters out of mothballs, your autumn checklist should include your 2011 Integrated Marketing Plan.
Let’s hope the remainder of the year shows continued growth, but traditionally the kitchen and bath industry slows down this time of year, giving you time to consider your marketing plans for the following year.
Integrate your message across media. If you think you can get by with just an online campaign – think again. You need to reach your customers often and in places they frequent. Always bear in mind that effective marketing is reaching the right person at the right time with the right message in the right way using the right media.
The media you choose should be determined by your target market, rather than your budget. The 20-somethings use “different message delivery systems” (media) than 50-somethings. Media varies by income bracket, as well.
As you look to 2011, determine your competitive advantage, (re)define your target market, craft your message, set your budget, find the right media and develop your integrated marketing plan. Now is the time to be sure you are ready to greet 2011 and the traffic it can bring to your showroom… if your customers know you’re out there.
Housekeeping:
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Posted by zpromotion
October 16, 2010
When I first heard about Goggle TV, I was “psyched” – maybe it’s the dozen or so years I spent in broadcast TV, maybe because I am the consummate sitcom watcher, or maybe it’s the marketer in me. Regardless, I have been saying that Google TV has the potential to change the way we market ourselves, because it has the potential to change the way we watch TV. > See my May 22, 2010 entry.
With remotes or keyboards in hand, consumers will search for “Kitchen Design”, “Kitchen Remodel “or “Kitchen Design Ideas” and those in the industry taking advantage of online video can be discovered, viewed and reviewed from the comfort of their customers’ living rooms! You no longer need to hope and pray for a shot on HGTV – today, you only need to create your own program!
In preparation for the rollout of Google TV, I established The Kitchen & Bath Channel on YouTube. We currently have 19 videos, and would love to add more. The more we can include, the more popular a destination this will be. Our viewership grows by about 200 people a week… are you missing out on potential customers.
If you need additional information or a video created email me.
Some articles of interest about Google TV and related concepts:
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Posted by zpromotion
The Kitchen & Bath Channel – Smart Phone Mobile App
Book: A is for Advertising… B is for Branding…
