Pitching a Post

I swear that time did not exist today.

I'm not sure if it was the extra caffeine shot that I am 99.9% sure the Starbucks barista slipped into my coffee or if it was my absorption in the singular task I was given.

Anyway, today I spent a very large amount of time (like, very large) writing a blog pitch for one of our clients to send to the Huffington post, researching how to do so, and editing their bios.

Again, I have no idea why it took so much time to do so.

I wish that I could have done this task before last Thursday, when I sent several blog post pitch emails to various websites with our own post, so that I could have been as well versed in sending such an email as I am today (those were shorter and a little less detailed, however it still would have been helpful).

I don't think I have ever edited and researched so much for a singular email in my life. Ever.

Despite the large chunk of time it most likely took from Nikki's day (thank you so much Nikki) it really was a good exercise. Although, the extra caffeine did not help, as I was continuously shaking and squirming in my seat the entire day.

It helped to "think like Ernest" as my English teacher used to say - Ernest Hemingway that is. Being concise and to the point is paramount, and Ernest was way ahead of his time in his writing, since these words hold even more true during this day and age where people would rather read a Twitter feed than a book.

By the time I sent the final draft to Nikki, it had been chopped in half, tweaked, read over at least thirty times, modified there, altered here - the main objective being to have it relay as much information as possible while also being concise and keeping the reader interested.

The task required much research as well, but most of my time was spent editing this single pitch.

It got me thinking of how if I were Nikki or my mother, this would have taken at most 15 minutes (perhaps I am wrong), and today it took me almost my entire time here to do so. I hope this is something that comes with practice - because while I enjoyed it, I don't think it should typically take this long to write and edit a pitch...

Anyway, another great day at Frozen Fire. I hope that in some way I contributed half as much as I gained.

Also note to self -- never drink a Starbucks coffee unless I have watched the baristas like a hawk to see that they don't put extra caffeine in my drink... I have never struggled so much to sit in one place!

Guest Posting Mania!

I have spent the past 5 1/2 hours on guest blog posting and can basically call myself an expert on the various blogs you can guest blog on and how to do it on each one.

Perhaps the most frustrating part of today was the various rules and credentials that each website required. Most of them were "booked up" and were not accepting any more guest posts. Others required 700 words when the blog we wanted to post has 796. Another did not want the name of our company/any form of advertising of our company whatsoever.

Although I understand that they do not want to just become a website for companies to put links to their websites on via blogs that might not have the best content, but that is not the case for our blog. While our blog has a goal of putting our name out there, it also is instructive and valuable material for small business owners to read. We would be returning the blogs the favor of posting credible and interesting material to their websites.

But, unfortunately, the blog hosts do not know this and we had to edit our blog to meet their needs. Most of the credible blogs I found didn't even accept blogs that have already been published on their creator's website (I guess they want new and exciting stuff...). Cutting the blog down to less than 700 words was not difficult - however editing it so that it does not mention our name anywhere and is not written in the first person proved to be more difficult and jumbled the original message a little.

All of this was time consuming and hard --- today took a lot of reading, writing, and patience but what I got out of it was experience and some great new blogs that I can read in order to learn more about everything.

Some of the websites include Kissmetrics, Men with Pens, Search Engine Examiner, Duct Tape Marketing, Moz.com, Search Engine Journal, E-Junkie.info, Firepole Marketing, and Traffic Generation Cafe.

These are all the better blogs of the ones I found (some of the blogging websites that claimed to know about internet marketing and brand building barely even knew how to brand their OWN business! It was terrifying. I would go through the Annual Haunted House in Grand Prairie or attend my sister's high school graduation with a count of 1,200 graduates than go through some of the blogs of these websites... let alone be in them! I guess these provided a good contrast from the others, showing what not to do..

Anyway, another great day of learning and hard work at Frozen Fire! So happy I'm staying an extra week!

Posts and Press Releases

Sadly, my plan of becoming the next Miley Cyrus because of my innovative breakthrough last week (The Gem Spin), has turned out to be a flop.

Alas.

So, I've decided to return to my old dream of working in marketing and advertising.

After informing Nikki that my dream of making it big in the performance industry failed, she welcomed me back with open arms and invited me to stay longer until the end of next week. (Just kidding -- but I will be staying an extra week so look forward to two extra blog posts :D)

Today was the polar opposite from last week -- Nikki first had me write my first press release (Mom -- aren't you proud? You can put it next to the picture of me on my first day of school!).

For those of you who don't know - so basically anyone reading this - my mother does PR for a living, and has worked for chains such as 7-Eleven and Blockbuster and currently works for Dunkin Brands (Dunkin Donuts and Baskin Robins).

Well, just because my mother and I eat the same, write the same, and even talk the same, does not mean that we write the same or that I have some inherent knowledge of how to write press releases.

It proved to be more challenging than I had expected, and had Nikki not supplied me with templates on how-to write press releases, I have no idea what I would have done.

Probably just tap danced the Gem Spin right out of the office.

Anyway, it required hard work and some imagination. Nikki was kind enough to sit with me and explain my errors and although it wasn't perfect, I learned a lot and can now join my entire family tree of PR people. (too premature?)

After this, I sat (for a surprisingly long time...) writing various posting options for Facebook, Twitter, LinkedIn, and Google + (three possible posts for each one). Usually I would need to sit and think about them more, but we'll see how they turn out. I found the Facebook and Twitter (typically more casual platforms) to be much easier and more fun because it felt like there was more freedom with what I could write.

I've come to realize that the biggest thing I have struggled with here thus far is knowing the boundary between being overly casual and writing formally. In high school, I seemed to be the only one who could get away with being extremely creative in a research paper, and during my first year of college, two out of three writing classes I took were creative writing classes in which I didn't write formally or in prose.

While that perpetual gray line between the two still continues to hover above, I will be following as many social media/marketing blogs as possible this year to learn more. More on that next week though, seeing as I still have a few days of learning to do here!

Curveballs

Today was even more eventful than Tuesday, if you can believe it!

I didn't know until the end of Tuesday that I would actually BE in Frozen Fire's video. Remember? The one I choreographed a dance for on Tuesday?

Well, today I had the privilege of walking around downtown Dallas with the Frozen Fire film team to interview people for our explainer video and to show them the "Gem Spin" (that's the dance).

My main task was to be the "DJ" and play the song over and over so that Trae (thankfully not me!) could do the dance for the onlookers. 

People's reactions to a 6'4 guy walking over to them with a posse of camera people following behind were priceless. From time to time, people would cross the street to get away from us, however everyone would stop whenever Trae started to do the "Gem Spin" (probably because it is so fabulously wonderful and is the next Gangam Style or 'twerk'). 

Before we left for the shoot I was able to edit a blog that Nikki wrote, but most of my day was comprised of following the film crew around and be looked at by scared pedestrians. 

It was a good experiment though, not just a fun day out of the office. I'm not sure if I can disclose yet what the point of the video is, but it serves to prove a point - one that will draw more people to our business. 

The funny thing is that while they had me, the intern, choreograph the dance due to my modest dancing background, Nikki would most likely have been the one to choreograph it had I not had a background at all. It goes to show that while interns have to do often weird and silly things, these things would have to be done by the actual employees of a company when there is no intern. I realized that although Nikki and Liz  typically exercise their usual tasks within their fields (if that made any sense...), they would have to (and probably have had to) do some strange things in their careers. 

Not everything is concrete, and life is definitely going to throw some curveballs at me in my career - and this was a fun reminder of that! :)

The Gem Spin.

After a year at school of writing essays about social media, attending lectures presented by the likes of Paul du gay and Stuart Hall, and researching countless information from blogging to client specific topics here at Frozen Fire, it all boiled down to one thing today:

Choreographing a dance.

Yes. That's right, choreopgraphing a dance.

I'm not sure how Ms. Cherrylane, my dance teacher of ten years, would feel if she could have seen me today, sporting moves from The Sprinkler to The Chickenwing in a utility room with my laptop as my only source of self-awareness.

But luckily, Ms. Cherrlane was not there with her ruler or accusing remarks to belittle my gem of a dance:

The Gem Spin.

(yes... Gem as in Meg backwards.)

That is correct, Frozen Fire is launching my career as a hip hop dancer, and Ms. Cherrylane, I will mention you in my 2014 Dance Award speech.

Okay, okay. My skills are really for an explainer video that Frozen Fire is shooting on Thursday (keep your eyes peeled, folks), but little do they know that I am taking this dance with me and hitting the stage!

Okay, enough with my false aspirations of being a famous hip hop dancer. Ms. Cherrylane, if you haven't fallen over in grief, I am just kidding.

I've always heard stories about the crazy happenings that an intern encounters and performs at their internship, but I have to say, I never thought about what mine would be. Not even the infamous skateboarding gang I had to battle against at the Balcom Agency (summer of 2013) could really top the hours of work I put into this masterpiece I created here on N. St. Paul Street today.

So that all happened. ^

Anyway, my last task (the dance actually took most of my day), was to write a few paragraphs on the importance of knowing your customers (as a business) for 45 minutes, with nothing but my own knowledge to supply the information. It was actually really fun -- I ended up writing almost a page and a half without stopping. It allowed me to see how much I know and how quickly I can organize it/pull it from the top of my head.

Of course I need to hear Nikki's feedback, but I feel good about how much I was able to write. Not that I had a doubt, but it showed me how much I have learned here at Frozen Fire these past six weeks (They have gone by so fast!!).

Anyway, it was an eventful and fun day here at Frozen Fire, and Nikki just informed me that I need to wear something for Thursday that will allow me to move around outside without getting too hot... Apparently I'll be in the film too!

*Gulp*.

CTA, Shutterstock, and Landing Pages, Oh My!

I came in yesterday for an extra day this week to work on the project from Tuesday. It was a good thing I did -- I made major changes to the landing page that I think were very positive.
As I said Tuesday, the main problem with the landing page I had created was that it was too market oriented. I followed the examples online too closely and forgot that the aim of the page was to educate and use that information to draw the viewers to the CTA, (call to action).
In marketing, the Call-to-Action is an instruction to the audience to provoke an immediate response (such as prompt them to sign up for an email list, take a survey, etc.).
We had two CTAs for the page -- the first being to make them want to make an appointment with the doctors, the second being to, after giving them all of this information, inspire them to obtain a second opinion with the "Get a Second Opinion" button. By educating them, we showed them that the medical condition explained on the page was something that you should not/cannot treat on your own (which is the truth... we only juxtaposed all of this information we gathered from the internet conveniently next to the "Make An Appointment" button. If you think about it, we saved them a lot of trouble and typing there!
Anyway, I wrote much more than I had -- which were some tiny paragraphs that barely said anything. A major objective of the landing page was to expand the SEO, which meant the more copy, the better. Should have realized that sooner... Oh well.
Anyway, after writing the copy, Nikki showed me how to organize it: Headline>Subtitle>Hero Photo>Subline 1> Copy > CTA > Subline 2 > Copy >CTA 2.

It was quite clever. Placing the first CTA after the first Subline (symptoms), instilled a sense of urgency in the viewer, as they realized that what they have is serious and that seeing a doctor may be the best thing to do. After that, the second CTA was skillfully placed after the Subline 2, treatment -- which explained to the user that home treatments do not show optimal results like those offered by doctors offices -- specifically our client's office. In this paragraph, I also wrote the copy to instill some urgency (not alarmingly) and to explain how seeing a doctor may be the best option. -- all of this was complimented nicely by the "Get a Second Opinion Now" button right below.

I honestly never realized how much work went into landing pages...
And when I say landing pages, I'm talking about the page with the specific CTA of getting people to sign up for an email, get in contact somehow etc. Landing page is a pretty broad term because it really just means the section of a website accessed through a hyperlink and can even be a homepage. A homepage could have the CTA, but not usually. Typically, there is a specific page for getting people to connect with the business. --- at least that is what the internet seems to think. I read countless blogs and websites that went into detail about what should be on a landing page and where to put what, and what to say, etc. There is an art to it. I used to think that landing pages were just annoying pages that were blatantly asking for my money and business, however, when done correctly, landing pages can be both informative and promote revenue.

After doing this, Nikki had me look up photos for the website on shutterstock (which is a very cool website). One had to imply surgery and the other had to show happy people doing something active to indicate that once the customers had visited with our client, they would be able to do normal, active things. The one that implied surgery was really difficult -- it couldn't be gruesome or show the model's faces since they weren't our clients. I found a large amount of pictures showing surgical gloves holding x-rays, however the x-ray would always be of the wrong body part, etc. It was so hard!!

Will keep looking today since I'm not sure how well I did with that...

Most Challenging Day Yet

Today was more challenging than most, but not the hardest... if that makes any sense.
I'm not sure, my mind is jumbled into a wad of confusion.

I should say today was more challenging less tedious than others.

There we go.

I like to think of myself as a creative individual, however when I am in a setting that requires me to be both confident and creative, the creative side tends to dwindle, bringing the confidence down along with it.

This morning, Nikki asked me to design a landing page for one of our clients.

When I say design, I don't mean color schemes, or the question of whether Helvetica or Georgia is the better font -- I'm talking writing copy and deciding the placement of that copy from scratch with my own research and understanding of our client to guide me.

Researching was familiar and fun -- I got to read several well-written and informative blogs about creating the perfect landing page and other less glamorous articles on the medical condition I was researching. I had all my information.

When it came to creating the page -- my creative side struggled a bit. From the start, Nikki asked me to make a landing page for a certain medical condition that our client offers services for. This meant providing useful information about the condition and creating a Call-to-Action on the page.
Instead, I looked at several (rather bland) landing page samples and created one that was much too market based and didn't provide enough information about the condition itself.

Nikki has been so patient with me and showed me what needed tweeking and re-editing. I'm not one to take criticism well (it makes me doubt my abilities), but this exercise, while one in creativity and writing, was a test to my "confidence" -- a test that, I will argue, is almost more valuable than one exercising my writing skills.

I am a strong believer that one can only learn by experience... which at times can be intimidating and can arouse feelings of self-doubt.

Rather than take Hickson's approach of "If at first you don't succeed,: Try, try, try again." , I see this as more of an opportunity to grow rather than an opportunity to let someone down or fail.

I'm still not finished yet, but I am coming back tomorrow  to work on the same project.
Until tomorrow!

Becoming a Walking Encyclopedia

The tasks that Nikki gave me today exercised my grammar and writing skills and proved to be more challenging than I had initially expected.

First, I reedited the definitions in the Frozen Fire Package document (which lists the prices for our services and then closer definitions/descriptions of those services). I am happy that I used to be a huge grammar nerd because the writing was very clear and nearly perfect! Except for the minuscule grammar glitches that I found. Anyway doing this took me a surprisingly long time because I checked over it several times to make sure that it was perfect. (I feel like I put too much stress on some things...)

After this, I had a small chunk of time to read over my favorite blogs before Nikki gave me the task to define nine key terms for one of our clients.

Well, this took me about an hour and a half because I didn't realize that the terms were for Frozen Fire's purposes only -- while I had been under the impression that these definitions were to appear on the website. I spent almost ten minutes on each one trying to make it perfect!!

Oh well, at least everyone will get (hopefully) an enjoyable read from my definitions of men's Botox and skin products. I really do think I made them sound quite pretty.

Anyway, even if these were to appear on our client's website, I'm not sure that they should have taken me so long to write. I am hoping that it only took me a while because I was a little nervous and because I am new to professional/business writing. I'm hoping that this comes with practice....

Although I did not have several tasks today, the ones I had were challenging (even though in both cases I think I made them a little more challenging for myself than need be) and have reminded me on what I need to work on.

Also, by thinking I was writing for the actual website most likely helped improve my professional writing. I also went on other websites to observe how they got their messages across on their websites... and I will definitely continue to observe website copy now that I have done it for a few of our clients (which will hopefully influence my own writing).

Also, you have to hand it to being in marketing, especially in a marketing agency... you become a walking encyclopedia. I know so much about men's botox and testosterone replacement therapy after this. 

In all, today was filled with more learning experiences that I will grow with and improve upon throughout my career (Who knows? Maybe one day I'll need to know about men's dermal fills!)

NoDaddy

Today was more tedious than others have been -- however it was performing these tedious jobs that enabled me to learn a lot about purchasing domain names and how Google+ and Hootsuite work.

We finally came to a conclusion as to how to fix our Google + problem... Amongst other problems, the one I worked on today was transferring all of our Google+ page posts onto one page (seeing as the problem was that we had two Google+ pages as a result of Google taking over the world. We had created a Google Local and Google+ page before the two had become connected so thus we had two pages. One with customer reviews and one with over one year's worth of content).

My job was to go through our Google+ page that contained all of our posts and transfer them to our other page which contained our reviews (since it is less tedious to copy and paste them all onto the other Google page than ask all the people to re-review us).

I made a Word document and copied and pasted ALL (well, most) of our posts from the original page and then went through and pasted them individually into HootSuite, reposting them onto the newer page. Also, HootSuite was acting strange, so I had to go to the physical pages of websites we had posted links to, copy the link in the URL, and THEN paste that into the HootSuite post. Don't ask me why... there always seems to be something!

Anyway, now the page looks great and we have a presence on it (everything posted within two hours!) and then it was time to move onto my next task: GoDaddy.

More like NODaddy!

Geez.

For the past few weeks, Nikki and Brad have been trying to purchase  a certain domain, however each time we logged into GoDaddy to purchase it, it hasn't been available.

I spent an hour or two chatting with Gwen K., my new best friend, and employee of GoDaddy, who was able to add the domain to our cart and purchase it. Yay!

But, no.

Because we then got an email saying the domain was unavailable.

As it turns out, the domain has expired, however the original owner still owns it for 43 more days unless they choose to buy it again. Meaning that we have to WAIT and then when/IF it is for sale, we have to BID for it!!! AGH!

This is all a lot simpler sounding than it was... we then had to ask for a refund and then PAY for a backorder (which basically just lets us know when it is available). Grrr...

It doesn't sound like much, but today involved much tedious busy-work... busy-work that allowed me to become an expert in the fields of GoDaddy, Google+ posting, and HootSuite managing!

Google -

Several posts ago, I stated that Yelp was the most frustrating website when dealing with customer service.

I was wrong.

Google is.

In fact, I now understand why Yelp doesn't even have a help line -- because if it is anything like Google's, they are WASTING their money.

Gone are the days when I look upon Google with reverence and awe (I say as I type on Blogger -- yet ANOTHER website Google has taken over!!). Now I see it as an evil entity trying to take over all of the web!!!

Okay, I'll come down and tell you about my day, unless Google wants to interfere with that as well.

I came into the office and wrote some personal blog posts and did some step by step how-tos about reviewing Frozen Fire on Yelp and Google as Nikki was speaking with Brad about the very frustrating thing that I am writing about. It was peaceful. The hours went by normally, without pain or frustration. They were happy times. 

And then I sat down with Nikki and Pete to figure out this mess.

So basically, to keep it short, Frozen Fire has several Google accounts that they have set up over the years, ie YouTube. Now, we have three accounts with various Google entities we use all representing Frozen Fire but on all these different accounts, which makes us hard to navigate online. Frozen Fire is not to blame -- Google has basically bought all of these companies such as YouTube and made them require Google accounts -- meaning that our YouTube channel from 2006 has no Google account managing it... leaving us with the problem of merging it along with all of these other accounts that are under three different emails. And we want to merge all of our reviews, posts, etc onto ONE page/account. It is more complicated than this but I'm afraid if I try to explain it further my head might explode.

We spent over an hour on the phone with various Google representatives who did not seem to understand what we were asking... let alone Google itself.

You may be asking yourself what I learned from all of this... and it is that doing business is hard. And at school, if I have a problem, I can go to my professor, etc, but this is the real world and you are on your own to figure things out. You can't be lazy... from dealing with something as "simple" as a Google account to rocket science. This is business.

Hormones & Home Insulation

I started the day off listening to a phone call Nikki had with a graphic designer who is working with us on a new client's website.

Not only is this client new to us -- they are opening their doors in less than a month!

Usually at Frozen Fire, we have developed a marketing campaign before creating a website, however, due to the short amount of time we have, we are already working on the website.

Nikki gave me some very useful information today - that when it comes to designing a website from scratch, design and layout comes before copy and content - I honestly thought that it would have been the other way around... that you would plan out how the website is going to look based on the information you want to get across.

I listened to Nikki as she spoke with the designer. In front of her was a website 'map' that she had previously created in collaboration with the graphic designer that walked through each page of the website. As I listened, I realized how much detail goes into a website, whether it be for a doctor or for a fashion magazine -- a lot of thought goes in. Nikki and the designer had already decided that they wanted a scroll section on the homepage - but of what they were not sure. They did not know what content was to be put on each of the three pages, but they already knew that it would be a good addition to the front page and its content - whatever that may be!
After sitting in on this meeting and then later going on to websites for other projects, I've found myself analyzing each page I've come to and asking myself why they decided to put what where.

Going on to later projects -- I helped Pete with keyword research for two clients. I went onto the websites of competitors for both clients and made lists of keywords that I saw occurring over and over again -- honestly, I know so much about air conditioning and testosterone after today. Go me.
It was a pretty good exercise actually because I wasn't depending on internet tools to tell me what words were best. Pete sent me WooRank reports for both clients, but I was mostly just reading each page of the websites (it took a very long time) and writing down each keyword and then at the end, seeing which words were most used cumulatively.

Nikki then had me look at a draft of Frozen Fire's marketing packages page, which consisted of the definitions and descriptions of each of our services. I only did some tweaking because whoever wrote it did a beautiful job - that might sound silly because I'm talking about a simple document, but Mr. Hagood, my high school English teacher, would be proud. He was all about getting a message across in the least amount of words possible (yet with strong rhetoric).

Anyway, it was a good and eventful day, full of home insulation and hormones.

Copy & Coco

Today I was given one of the most important tasks I've had these past few weeks at Frozen Fire: to edit the copy for one of our clients.

But first, it was a festive morning today at Frozen Fire as we grouped in the conference room, Simon holding an American flag and Nikki pulling the familiar red stripes and white stars up on the big screen as we posed for a Facebook post. If you are not a seasoned sports fan and have no idea what I am talking about - We at Frozen Fire, although reasonably patriotic, are not die-hard America fans... I am talking about the U.S. versus Germany World Cup game.  Check it out on our Facebook page!

Anyway, the client I mentioned, whose name I am not sure if I can repeat, told Frozen Fire that they wanted to change their target audience for their services... which meant that almost every page of their sizable website had to be edited to meet their newest needs. 

While at first the small changes to pronouns, etc, that I had to make sounded easy enough, I didn't realize how difficult, yet extremely educational this task would be. As one of my goals that I outlined on the first day, learning to write with professional etiquette had to be checked off at some point. Not only have I been changing words around, but I have been deleting and creating full sentences, and have put deep thought into each one (hopefully it shows). After using several keywords over and over again to make the text appear to be written by a professional, my "professional" vocabulary - if you will - is already improving only after about four hours (has it been that long?!) of editing (only a few more pages to go!).

While it has been an excellent learning experience, I could only sit for so long writing copy, so when Nikki and Pete invited me to go to lunch with them, I was excited (Goal #2:  Learn professional behavior etiquette). Sitting with Pete and Nikki was relaxing and fun, and it was a great experience to sit with two professionals and having intelligent - yet laid back -conversation with adults. I also got to meet the renowned Coco. 

~ If I have not discussed Coco by now, I feel like I have failed Nikki as an intern. Coco is Nikki's baby (well, not actual baby. Coco is a small wiener dog) ~

Eventually, we returned to Frozen Fire after taking the Dart to Nikki's (too meet Coco of course) and I have been sitting in my same spot going back to writing copy.

Writing copy.

I feel so professional just saying it! I was watching Mad Men last night and Don Draper said something about Peggy "writing copy" and I got all excited thinking about how I might get to do that at some point during my internship. 

Anyway, 'twas a lovely day of Copy & Coco. I can't wait to see what next week will bring!

~ Meg

Moz & SEO optimization

June 24, 2014

Zip! Another day has gone by.

Today, Jordan showed me how to use HootSuite, which is SUPER cool. It is definitely a necessary tool when managing multiple accounts.
When I was at Balcom, I only watched Leslie use HootSuite for about ten minutes, which was cool, but not enough to fully comprehend anything. Well, today that changed.
Jordan sent me some Excel spreadsheets, each one for a separate client, and each had the next week's Facebook and Twitter posts planned out - content, links, hashtags, and all! It was so cool.
I never thought about how agencies know when and how to post - much less how they organize it, yet there it was - all I had to do was copy and paste the content/links to HootSuite!
And the coolest part?
HootSuite lets you schedule when something is to be posted - meaning I scheduled a tweet to be sent out a week from today! I didn't remember that from Balcom!

I don't think that I wrote last time about my plans for Valerie's (my friend's mom) interior design company, Harding Designs. I'm planning on taking the things I learn here at Frozen Fire and working for her in order to hone my skills and implement the strategies I am learning here at Frozen Fire. Anyway, I have already drafted several "plans of action", and getting a HootSuite for Harding Designs and making a spreadsheet of social media posts are another thing I am adding to the list!

Last Thursday, I wrote about the SEO meeting I attended with Nikki and Pete, which, as I indicated, was extremely helpful and educational (and which I am also using to help Harding Designs!). Today I wrote up a summary about what changes we made to that client's webpage - describing the point of changing the keyword and key phrase , how we figured these were the best options, and how they affected the rest of the page in improving the page in terms of improving the SEO. Concerning search engines - keywords seriously are the key to all questions... well, they are pretty darn important. 

Finally, I researched Moz, a software as a service (SaaS), which is a location data management tool AS WELL as a marketing analytics software. It is SO cool, and if you buy the more expensive Moz Pro package (of course), there are endless analysis tools, such as Moz Analytics, Open Site Explorer, Followerwonk, etc to track and improve SEO, social, branding, link building, and content marketing efforts. Moz is definitely something worth using if you have problems like the ones I was researching on Yelp (yikes!) and it most certainly is valuable when you are dealing with SEO and follower feedback.

06/19/2014

June 19, 2014

Today was busy as usual, but perhaps the most interesting and important thing I did was sit in on a meeting with Nikki and Pete about expanding one of our client's SEO. I never realized how much work went into SEO - I simply thought that you just inserted a few extra words into your website and BAM! you improve your SEO. Although that is a major component, we used all sorts of tools - such as Google AdWords (my best friend), and typed in countless keyword and phrase combinations to see which were most effective. Google would tell us the level of searches and competition for each keyword/phrase we tried - basically, the better for us if the search for that word/phrase was high and the competition (aka other websites using those keywords) was low. We went through our client's Wordpress (the tool FF uses for their website) and made sure that the article heading, page title, page url, content, and meta description all came out effective. We only focused on the website for today (we will go through YouTube, etc later), on the blog adding “bunion” as a keyword and “What is a Bunion?” as a key phrase and on the home page “bunion surgery” as a key phrase in order to improve their SEO. We also edited their meta description and inserted “bunion” into it (another SEO tactic).

06/17/2014

June 17, 2014

Another very busy day at Frozen Fire-

If I walk out of this internship only learning one thing, its that Yelp has terrible customer support (joking - I already have learned way more than that).

Today my task was to help two of our clients with their Yelp pages - reviewers on Yelp can start pages for businesses without the business’s involvement whatsoever, which, at least for the businesses, can be a hastle. Due to the customers’ vibrant enthusiasm for our client(which, although a good thing, is not so good in this aspect), there are three pages, one for each location, thanks to reviewers (thankfully they are good reviews). This can be a little confusing - it is best to have just one clean, concise page with the three location listed, rather than three separate pages. My task was to see if we could someone delete or merge these pages into one page, which is where my snide remark about Yelp’s customer service comes in. They have NO phone number on their website, and I had to find it on some sketchy ‘top-secret’ website most likely made by a Norman Bates-type, and after several pushings of buttons and listening to voice recordings, another voice recording said “We are sorry - Yelp is unable to provide on-call support due to the amount of questions we receive daily” WHAT?!

I’m turned off from Yelp and I’m not even a user! HAVE GOOD SUPPORT, PEOPLE!!!

Anyway, after hours of looking through conversations on Yelp (I swear, Yelp is Facebook for some people - there were countless conversations about “what dog should I get?” or “5th birthday party ideas?” that had nothing to do with the salt to pepper ratio of a certain restaurant’s certain braised lamb or whatever Yelp is supposed to be for!), I noticed a man who was commenting on several of the conversation feeds with helpful advice. It was by hunting this man down that I FINALLY was able to get the help I needed. Seriously, I had to go through pages and pages of people’s thoughts about life and dogs until I found this guy. Besides providing the ability to discuss publicly on their website, Yelp had almost NOTHING to do with my success whatsoever!!

Anyway, he’s currently helping me with both accounts. Apparently, we can claim more than one Yelp page and we can merge the two duplicates we had. Thank goodness. My only question for him is, if we claim all three, what exactly will that do…? Besides giving us more control over them. When people search for our client will three pages pop up? One girl commented on a conversation I started on Yelp (yes, I did that too, and people have already begun to argue via comments about things that have nothing to do with my question… Who are you people?!), and stated that

“...when you go to a business on Yelp, there is a button on the right hand side of the screen that says "Edit Business Info". Click on that. There is a listing that says "This is a duplicate of another business on Yelp", and there is a box provided where you can copy and paste the URLs for the different listings. “

So hopefully she and Don (the guy I had to hunt down) will be the only sources we need.

Other than that, I finished the SurveyMonkey task. It was WAY easier than the GoogleAds (RateMD) task -- which I feel like I’m extremely close to understanding, but the website just bombards you with information. I think I’ve got the gist though. I have a meeting with Nikki later about everything I did last week and today so hopefully we can clear that up together based on the information I’ve compiled.

06/12/2014

June 12, 2013

After attempting to arrive at Frozen Fire fifteen minutes early and failing due to a homeless woman who stood in front of my car and would not move until I gave her some money, I entered through the glass doors and began my second day at Frozen Fire (with a minute to spare).

In all, it was an extremely productive day for me - after walking into the office, I attended a quick meeting with Nikki, Liz, Jordan, and Greg discussing the company’s new approach toward their Facebook page, putting Jordan in charge of regulating and posting the content. We spoke about making the page more ‘fun’, meaning posting behind the scenes images, etc. of the staff and what goes on at Frozen Fire (while still maintaining a professional and serious face). Just from sitting in this meeting I learned something new: to speak up when I have an idea. Luckily, Greg said what I had been thinking - which was to have some pictures/small bios (VERY small) of the three new interns at Frozen Fire. That was something I was very impressed with at Balcom when I worked there - they posted a picture of me with a small bio so that all of my friends would see it on my Facebook feed, and as a result, some of my Facebook friends began following Balcom on Facebook in case they eventually wanted to intern there as well. It is a fun thing for followers to see and like, but also gave Balcom access to all 1,500 of my Facebook friends (not to brag :) ).

I had a meeting with Nikki and Jordan today on one of our client's new campaigns. We met to discuss a 6-month plan to increase revenue from one of their services while simultaneously reaching new patients. I have to say this was very exciting for me - Nikki handed us each a small packet outlining the plan of action, with goals that we are all working toward. My first task was to become familiar with their website and social media profiles, which was very impressive (also Frozen Fire’s work). The website was very clean and pretty and its social media platforms had interesting posts (I started following them on Facebook - I had no idea that I would ever follow podiatrists on Facebook, but the content was VERY interesting!). After doing this, I had to do a write-up of advertising costs and options on Facebook and RateMD.com, which sounds simple enough, but GoogleAds, which RateMD.com uses, is extremely complicated (which one would not think) and they don’t have helpful videos like Facebook does. At noon I attended a webinar on “Blogging for Local Business”, and did a write-up of it for Nikki - in all it was stuff I had picked up on Tuesday from reading Frozen Fire’s blogs, but I will paste it here in order to keep the information on hand.

I was extremely busy today and learned a lot (yet again!). I’ve gotten to see the inner workings of a project and have had hands on experience!

(Blogging for Local Business)

The 30-minute webinar today emphasized the importance of maintaining a blog as a local business owner, stating that over 60% of consumers have made a purchase based on a blog post they have read and that 70% of consumers learn about a company through their blog rather than through paid advertising. Obviously a good reason to start blogging.

The webinar speaker pointed out some good reasons to keep a blog, one being that having a blog creates a one to one relationship between the consumer and the small business, and that it establishes a long term footprint for people to understand what each local business values. Along with this, having a blog promotes social media sharing and increases a business’s SEO, while also providing a cheaper means for putting their message “out there”, rather than learning HTML or paying for a web design developer.

So, what sort of content should a local business create?

For one, local businesses should be educated, especially of what is going on in the area around them. Reading Twitter feeds, content from customers (reviews, comment cards, surveys, etc), emails, should give good ideas, but when it comes to writing, the webinar speaker had some good suggestions, such as writing how-to articles, company news, upcoming events, staff profiles, fun facts, customer reviews, and he pointed out that these should be should be useful, original, actionable, shareable, timely. One VERY important point that should be stressed is that local businesses should not just talk about themselves in the blog. They can instill a sense of being trustful and a leader by posting things such as interesting articles that they have found. It makes them appear to be reliable, educated, and a leader. ASK yourself, “Would I be interested in reading this blog?”

The speaker also stressed the importance of image use in blogs, stating that they encourage social media interest and sharing, support your point, introduce the message, make the blog more memorable, achieve an emotional connection, more color and vibrancy. An excellent source for images is Flickr Creative Commons, in which photographers have offered their work.

Although it is important to have good content, it is also important to have read-able blogs- meaning don’t write a thirty-page manifesto. Keep it short. Use small snippets from the blog post to introduce the post. Sharing views and statements from the post in the form of short attention grabbing posts works as good on Facebook as it does on Twitter. And finally, although writing a blog is important, taking the next few steps to put the message across is almost as important as the message itself. make your content epic so people NEED to share, link to influential blogs so they link back, reference and quote experts so they share your content, make your content easy to share, optimize your content for SEO to attract interested prospects, add keywords to rank for relative terms, etc.

Finally, blogging is a marathon, not a sprint.

First Day - 06/10/2014

June 10, 2014

My first day at Frozen Fire was the perfect experience to commence my time there, and I learned my first lesson within minutes: professional attire.

Of the three goals Nikki had me set for myself, one was to acquire professional etiquette, both in behavior and attire. For a Pitzer student whose wardrobe consists mainly of high-waisted shorts, clogs, and cut out Ts, this is actually more challenging than one might think. I’m sure that once in the habit, dressing to make a good impression will become more routine though.

Anyway, for most of the day I sat at my shiny, white desk and observed the Frozen Fire website and blog, as well as the company’s various social media profiles. This may sound simple and unvaried, but I learned so much just sitting, reading, and observing. After reading the blog posts written by the Frozen Fire employees, I started to notice a trend - most of the blogs were advice from Frozen Fire to their clients on how to digitally market themselves better - they had a very how-to and DIY feel. I took their ideas and practiced going onto websites such as Dunkin Donuts and their social media platforms and observed how well, if at all, they were implementing Frozen Fire’s tips. (Something else I noticed about the Frozen Fire blogs was that they were taking sips of their own medicine -- they were keeping a “conversation” with the client via the blog, yet maintaining a somewhat authoritative and all-knowing face. They were also telling the clients how they can digitally market themselves better, however, since the clients lack the tools and skill sets, Frozen Fire can plant these ideas and then swoop in when a client decides they want something.)

In summary, I learned a lot just from doing research on my own. I took note of the blog, how the use of bullet points made it quicker and easier to read, how each entry had a small introduction to pull the reader in, the use of their mission statement at the end of each post, etc. I noticed the overall visual scheme, reflected by their website and office space - a clean, minimalistic look that gives the sense of ease and simplicity (which translates into fast, easy results). I also read the blog post called “The White Background” about Apple’s genius idea of using a simple white background in their ads to create the same sense of simplicity that Frozen Fire abides by. I also noticed Frozen Fire’s media platforms all contained the company’s mission statement, however they did not give much else information -- just a link to the site. I thought this was quite a good idea - give people a taste of the company, using a certain aspect (YouTube = videos, Facebook = personal, etc.) yet leave them wanting to know more about the company, drawing them to the actual website.

In all, a great way to begin this internship! More on Thursday! (See goals below)

• Goals
• Acquire professional etiquette: both in behavior and in professional attire (something that I have already pushed a little)
• Learn more about marketing, which I got a taste of at the Balcom Agency, however I would like to see it integrated with film since I have a passion for both. (I also would perhaps like to start a digital marketing company like Frozen Fire one day, but we shall see!)
• Become more proficient in writing for other people, rather than the language and syntax I use while blogging for myself. Basically, I would like to learn how to write more professionally, yet in a way that still allows me to integrate my personality into the writing without making it too personal/sarcastic.