Today I had the honor of participating on a panel of local search marketing experts at JMU612 (a local digital marketing education and networking group) where a capacity crowd filled the Urban Bean on the outskirts of Uptown Minneapolis.  The other panelists were independent consultant David Erickson and Lela Phommasouvanh of FWRD.

Tracy Henry, David Erickson, and Lela Phommasouvanh

Photo Credit: Kay Roseland

The general theme of the discussion centered on search marketing, both SEO and sponsored.  Lela and David both contributed excellent tips on practicing effective SEO.  My summary focused on creating both a usable and a search engine friendly website.  I stressed that an effective website for usability and search will have three key elements: content, performance, and a focused design.

Content

“Content is King” is a common meme within the SEO industry.  The phrase also applies within other marketing disciplines, but is especially true for organic search optimization.  Search engines are attempting to deliver content to users searching for it.  They cannot display your website as a search result if there is no content to index.  Even more important than giving the search engines something to display, good content demonstrates that a company has industry expertise, is a thought leader, and has the solution to their users’ problems.

Performance

In this context, performance refers to the responsive speed of a website and to the usability of its various features.  In this modern, mobile, fast-paced environment, slow load times are incredibly detrimental to user experience.  Nobody wants to wait 14 seconds for a three image carousel to finish loading.  Consequently, many disgruntled users bounce from slow websites to look for sites that are more user-friendly.  The major search engines have incorporated load times into their search algorithms, so it’s wise to avoid sacrificing performance for extravagant design.

Focused Design

The home pages for Google, GoDaddy, Apple, and YouTube are good examples of simple, functional design.  For most companies, using the home page as a directory for all the other sections of the site is an outdated concept.  The home page should invite users to explore the rest of the site with clear guidance on where they will find the solution to their query.  This issue is also directly related to performance, as a simple design will often load significantly faster.  Also, with consideration to Google’s preview tool, an elegant design may even help improve click-through rate.

You can learn more about JMU612 through their official Twitter account here

You can follow me on Twitter at @Tracy_A_Henry

By Tracy Henry, Online Marketing Manager, Risdall Online Marketing Group

I know how it is. You start out caressing every syllable as you craft each sentence or stanza or bullet point. But after a while you just don’t pay as much attention. Pretty soon, writing starts to feel like a chore. The thrill is gone.

It’s time to get your groove back. First of all, step away from the business books. I know you’re still trying to finish The Challenger Sale, but trust me, you don’t have to. Try any or all of these ways to fall in love with language all over again:

• Pick up some fiction and remind yourself what it’s like to read words that were never meant to fit on a PowerPoint slide. The novel I hope to read soon is Nicholas Christopher’s Tiger Rag. But any fiction will help you get your mojo back. Go to a bookstore and pick up a mystery. Agatha Christie is still in print for a bunch of reasons, including the simple fact that she could craft a story like nobody’s business. If mystery isn’t your thing, download a romance. 50 shades of whatever? Sure. Then read some Jane Austen from the library and compare and contrast just for your own amusement.
• Do you prefer non-fiction? The biography Cleopatra: A Life by Stacy Schiff is as engaging as good fiction, and it will inspire you to lead more than any motivational tome.
• Read your kids a book that will actually keep you awake with its humor and wit, like the Chet Gecko series by Bruce Hale. The first one is called The Chameleon Wore Chartreuse.
• Read some poetry. Intimidated by poetry? Try some Ogden Nash or Dorothy Parker for a verse and a chuckle.
• And there’s always Shakespeare. It all goes back to him. Try just one sonnet. Break it down line by line, like you would some mysterious directive from corporate headquarters, or your mother. Unlike those, the sonnet will enrich your mind and heart for days.

By the way, if you recite Shakespeare to your sweetheart, you are guaranteed a very happy Valentine’s Day.

- Tina Karelson, President, Risdall Creative

Years ago when I was an account supervisor at Campbell Mithun, I had a great boss who was mentoring me to take over one of the agency’s largest accounts, International Dairy Queen. His name was Joe. He was a straight shooter, managed his clients with aplomb and loved teaching young account people to become great account managers. I adored the man.

It was a great honor to become the lead account supervisor because IDQ had been a client of the CM’s for more than 35 years. There was rich history with the account – we were known for shooting beautiful television commercials and adding exceptional post-production effects.  I wanted to make sure everything went smoothly on my watch.

IDQ would annually host a three-day meeting for its Dairy Queen franchisees. At the time, there were more than 5,000 DQ stores operating in the US and Canada. Sandwiched between franchisee meetings and new product updates (hot eats and cold treats) was “the agency presentation.” This was CM’s time to shine. It was our turn to unveil new creative, recommend limited-time promotions and sell preliminary media plans for more than 100 TV markets. It was a big deal.

As the new account supervisor, I was bit nervous about the presentation. Joe provided excellent coaching, identifying potential franchisees who liked to stir things up. I presented to the franchise leadership group in the morning against a backdrop of new chocolate-flavored Blizzards. The audience loved the new work and appreciated our marketing ideas to promote various products. The media plan received a tepid response.

Joe wanted a recap when I returned to the agency that afternoon. After my briefing, he suggested I write a letter to the chairman of the leadership group. In reviewing my draft, he took me to task on how I used the word, “anxious.”

As in, “I am anxious to hear what you and the other franchisees think of our TV media plan.”

Joe gently chastised me for using the wrong adjective. He told me that anxious should be used only when its subject is worried or uneasy about the anticipated event. Anxious is related to the word anxiety; it traditionally means “worried, uneasy.” It’s often used, though, where eager or keen would be more appropriate. Given the fact the franchisees loved the creative and product promotions, did I really want to convey uneasiness about our media plan? No, I did not.

A quick edit with “eager” repaired my sentence. The franchisees approved the media plan (they just needed more time to review), and nearly 20 years later, I never have to think twice about using the proper adjective.

– Tom Wilson, President, Risdall Marketing Group

MINNESOTA PUBLIC RELATIONS SOCIETY OF AMERICA ANNOUNCES LEADERSHIP FOR 2013

MINNEAPOLIS (Jan. 16, 2013) – The Minnesota chapter of the Public Relations Society of America (PRSA) announces its new leadership for 2013. Minnesota PRSA is the ninth largest chapter of PRSA, the world’s leading organization for public relations professionals.

“More organizations today understand that their actions are scrutinized by an informed, sophisticated and well-connected public. They know they need strategic communications to build and protect their reputations,” said Tracy Carlson, APR, Minnesota PRSA president. “As one of the nation’s most active PRSA chapters, we have a strong 2013 leadership team who will focus on promoting our profession and equipping members to be strong, confident communications counselors.”

Minnesota PRSA is comprised of more than 350 professionals from agency, corporate, non-profit, government and freelance sectors. The chapter’s leadership consists of the Executive Committee and Board of Directors as follows:

2013 Minnesota PRSA Executive Committee

• President – Tracy Carlson, APR, Director, Media Relations, Padilla Speer Beardsley
• Vice President – Anna Lewicki Long, APR, Communications Director, Minnesota Department of Veterans Affairs
• Treasurer – Joel Swanson, APR, President, Risdall Public Relations
• Secretary – Jason Sprenger, APR, President, Game Changer Communications
• Ethics Officer – Dr. Michael Porter, APR, Director, Master of Business Communication Program, University of Saint Thomas
• Immediate Past President – Brant Skogrand, APR, Chief Communications Officer, Skogrand PR Solutions, LLC

2013 Minnesota PRSA Board of Directors

• Susan Beatty, APR, Public Relations and Social Media Manager, Bremer Financial Services
• Susan Buckles, APR, Public Relations Specialist, Northwest Area Foundation
• Heather Cmiel, APR, Account Director, Weber Shandwick
• Theresa Skillrud, APR, Communications Consultant, Children’s Hospitals and Clinics of Minnesota
• Angela M. Babb, APR, Director, American Academy of Neurology
• Eva Keiser, APR, Principal, the plural i

A comprehensive leadership roster can be found on the Minnesota PRSA website (http://www.mnprsa.com/about/board-of-directors/).

About Minnesota PRSA

Chartered in 1949, Minnesota PRSA is the ninth largest chapter of the Public Relations Society of America (PRSA), the world’s largest organization for public relations professionals with nearly 32,000 professional and student members. PRSA is organized into 112 chapters nationwide, including 14 Professional Interest Sections that focus on specific industries and practice areas. Minnesota PRSA is comprised of more than 350 professionals from agency, corporate, non-profit, government and freelance sectors. (http://www.mnprsa.com/)

Online marketing and public relations divisions continue to grow with addition of Danielle Norgren and Maggie Peterson 

NEW BRIGHTON, MINN. (Jan. 9, 2013) – Risdall Marketing Group (Risdall) announces the addition to two new hires, online marketing specialist Danielle Norgren and public relations account coordinator Maggie Peterson.

“Adding Danielle and Maggie to the Risdall team boosts the abilities of our online marketing and public relations divisions, which work closely together,” said John Risdall, vice chairman and CEO. “We are constantly evolving to meet and exceed clients’ expectations in digital and traditional marketing.”

Norgren

As an online marketing specialist for Risdall, Norgren specializes in developing strategies for online tools such as social media, search engines and blogs. By using keyword and search engine optimization tactics, Norgren helps clients reach their targeted audiences online. She joined Risdall as an intern in June, and was hired after her graduation in 2012 from the University of Minnesota Carlson School of Management with a bachelor of science in business, with a major in marketing and a minor in finance.

Peterson

Peterson joins Risdall Public Relations as an account coordinator. She came to Risdall as an intern in September 2012, and works with the PR team to implement research and media relations efforts, as well as craft news releases. Her background as a newspapers and magazine editor lends itself to tell clients’ stories from a news-oriented perspective. Peterson graduated from Central Michigan University in 2006 with a bachelor’s degree in journalism and Spanish.

About Risdall Marketing Group

Driven by its profound understanding of the digital space, Risdall Marketing Group creates and establishes brands with an integrated and entrepreneurial approach. Now in its 40^th year of business, Risdall is a full-service agency organized in 15 specialized divisions, including the 2^nd largest web/online marketing agency in Minnesota, the 7^th largest ad agency and the 6^th largest PR firm. As a whole, Risdall ranks as the 23^rd largest independent agency in the U.S. It won two Health Care Clio Awards in 2010 and regularly ranks as one of the most awarded digital marketing agencies in the world by the Web Marketing Association. The agency was founded in 1972 by John Risdall, now the longest tenured agency head in the Twin Cities. Visit www.risdall.com.

New Year’s resolutions are incredibly powerful. Just the simple declaration that you will commit to actually doing something is a great start. It makes you feel good too. Here is the start to my list:

1. Win a new account that will strengthen our agency’s position in the digital space.
2. Lose ten pounds in two months and keep it off for 12.
3. Improve performance areas from 360 degree evaluations.
4. Create total accountability. Now that is one heck of a resolution!

Create total accountability. When you think about it, those New Year promises are worthless if we aren’t committed to delivering results. We need to actually pin down “action steps” and assign responsibility. In other words, hold folks accountable for what they say they are going to do.

As we crack open the new year, I want to be accountable. That means – “Doing what you said you would do, as you said you would do it, when you said you would do it – period!”

The keys to creating total accountability:

• Be the model of accountability in all areas of your life
• Paraphrase or repeat all verbal requests
• Always agree on the completion date and time for all delegated work
• Keep track of all delegated work
• Insist on results with no surprises

It’s really very simple. You are making a promise to not disappoint others… and yourself.

– Tom Wilson, President, Risdall Marketing Group

Read Risdall Public Relations Crisis Guru Jim Lukaszewski’s most recent article, “Give Peace a Chance” in IESE Insight, found on page five: INSIGHT_CASE.

This article is also available in Spanish at http://protectedpdf.iese.edu/descargas/ART-2267-357489.pdf.

Read an excerpt straight from RPR’s in-house Crisis Guru, Jim Lukaszewski’s latest newsletter;

Managing the Victim Dimension of Large-Scale Disasters

In his book, “The Wisdom of Psychopaths,” Kevin Dutton lists the top 10 MOST psychopathic professions, and many of them are the client contacts and partners in our PR and marketing world:

1)      CEO

2)      Lawyer

3)      Media (Radio/TV)

4)      Salesperson

5)      Surgeon

6)      Journalist

7)      Police Officer

8)      Clergyperson

9)      Chef

10)   Civil Servant

That’s not necessarily a bad thing, as some of the most successful people have psychopathic tendencies that allow them to survive and thrive – accepting risks, taking action, dealing with failure and rejection, staying focused, being personable and charming, and more. Add writing to the list, and it could be a list of traits on one of our job descriptions!

To learn if you’re a psychopath and learn more lessons of success from those traits, visit the author’s website at www.wisdomofpsychopaths.com.

- Joel Swanson, President, Risdall Public Relations

Agency posts positive third quarter growth in its 40^th year

NEW BRIGHTON, MINN. (Nov. 12, 2012) – Risdall Marketing Group (Risdall) added nearly a dozen new accounts in the third quarter, further diversifying its client base in its 40^th year in business. Among the 11 new clients are Eemax, the nation’s leading manufacturer and distributor of electric tankless water heaters, Conservation Beyond Borders, a nonprofit organization dedicated to biodiversity and landscape conservation, and Venture Academy, Minnesota’s first digital blended learning school for grades 6-12, opening in 2013.

“At Risdall, we pride ourselves on offering clients integrated solutions. Our public relations team, in particular, saw a busy third quarter, and their success was bolstered by support from our 14 other divisions,” said John Risdall, Risdall vice chairman and CEO. “Our clients gain recognition from their audiences through Risdall’s innovative approach and expertise in the digital field.”

Risdall’s new and expanded accounts include:

• Codex Corporation – Public relations
• Conservation Beyond Borders – Web design and development, and public relations
• Crown College - Social media, SEO and PPC services
• Eemax - Product launch, positioning and public relations
• PRA Location Services – Web development and public relations
• Venture Academy – Public relations

About Risdall Marketing Group

Driven by its profound understanding of the digital space, Risdall Marketing Group creates and establishes brands with an integrated and entrepreneurial approach. Now in its 40^th year of business, Risdall is a full-service agency organized in 15 specialized divisions, including the largest web/online marketing agency in Minnesota, the 7^th largest ad agency and the 6^th largest PR firm. As a whole, Risdall ranks as the 23^rd largest independent agency in the U.S. It won two Health Care Clio Awards in 2010 and regularly ranks as one of the most awarded digital marketing agencies in the world by the Web Marketing Association. The agency was founded in 1972 by John Risdall, now the longest tenured agency head in the Twin Cities. Visit www.risdall.com.