I’m always looking to improve any web site (media property) I own, contribute to, represent, or help bring to life.  I’m mainly referring of course to [fruitioninteractive.com] and [mitchellfanning.com].

I’m consistently tweaking and fiddling with these sites in an effort to optimize results.  At the same time, however, I’m keenly aware these sites are not as important to you.  It’s not your morning destination.  It’s not the place you go to first thing to see “what’s new.”

I’m okay with that.

Why?

Mainly because, I’d rather be hanging out where my audience “is” (and so should you).

So where do people hang out?  I’m glad you asked.

Search Engines

No doubt about it, the minute someone hears something about you (or meets you in person) and want to know more, the first place they go is to their favorite  search engine to see, exactly, what your story is.

The point.

There is a digital footprint that represents you and your business on every major search engine.  The first page of search results is your “brand” and the way the world sees you.

Your brand is not what you say it is, it’s what Google says it is.

Here’s the deal…much of what determines ranking position of your web site (in a search engine) is now mainly due to what happens off the page, in the form of links from other sites, which brings me to my next point.

Social Networks

Consider this fact.

People now wake up and check their Facebook and/or Twitter streams (usually on their smartphones) to get a handle on what’s happening in the world.

More importantly, social networks are where your audience hangs out.  It also happens to be an effective way to attract links and increase your search engine rankings.

Put simply: If your content isn’t good enough to attract good, natural links (via authoritative sites like Facebook and Twitter), it doesn’t matter how “optimized” the content is on your web site.

The Lesson

Spending time improving your web properties is fine.  Just make sure you’re also hanging out where your audience is and stay focused on ensuring your brand is being properly maintained on those online channels.

So, where do you hang out online?

About the Author:

Mitch Fanning is the VP of Strategy & Business Development for Fruition Interactive. He’s spent 10+ years (and put in his 10,000 hours) working with businesses of all sizes, from global brands to Canada’s fastest growing Internet companies ranked in the PROFIT 100. At any given moment, Mitch can be brainstorming ideas for a client, writing for blogs he contributes to, or resting under a tree in a quiet vineyard with @treatqueendiva.

Photo credit: mandyxclear

I was involved in a discussion on LinkedIn recently with a personal injury litigator who had this question:

I am an experienced plaintiff’s personal injury attorney. My practice emphasizes motor vehicle collisions involving large trucks, automobiles, motorcycles and/or bicycles.

Most of my cases come by referral from clients, past or present and other people I know in the community. Marketing techniques that might work with corporate or organizational clients such as trade group participation and golf outings are not likely to be productive in reaching potential clients whose need for services are more of a “one-shot” situation. Further, there are ethical restrictions on the direct, in-person solicitation of cases. I don’t use large yellow pages ads or TV advertising and would prefer to avoid these.

I would like to carefully expand my practice, by adding a limited number of high quality cases (10-20 per year) preferably with emphasis on people injured in large truck accidents.

Your suggestions of specific marketing approaches/tactics or other ways to accomplish this goal would be greatly appreciated.

Here was my advice: Read More…