I gave a presentation at the Tampa Bay CEO Magazine Power Player breakfast in Tampa.  The presentation is entitled: What B2B Marketers Need to Know about Web 2.0.  I’m sharing the slides from my presentation in this link to a really useful Web 2.0 social site called Slideshare: http://www.slideshare.net/bernbay/tampa-bay-ceo-breakfast-web-20/.

Hope you find it useful…

I’ve had many questions from B2B marketers about podcasting.  They range from how do you get started to what is the return on investment?    Effective podcasting requires you begin with the end in mind.  What do you want to accomplish?  Who is your target audience for podcasts? And how will you measure success? There are two important factors to consider in podcast marketing:

• Content
• Delivery

What content do you have that is of interest to your audience?  This is often the easiest question to answer because you could have a lot of useful content.  So, how do you decide what content to put in a podcast?  Consider topics you can break up into segments or episodes.  Each episode should stand on its own merit.  But each episode should also leave your audience interested in another episode.   

Allow the content to be your primary marketing.  Don’t sell your company or products too aggressively or at all.  It’s ok to plug your company a little bit but let the primary marketing message be the value of your content.  In time, you’ll get people contacting you if your content is of interest to them.   

The delivery of your content can make or break your podcast.  Who will record your podcast?  Will it be someone who can engage listeners for ten or twenty minutes?  BTW, most business podcasts shouldn’t be longer than about twenty minutes.  Consider an interview style of delivery.  Interview styles can work well especially when the people involved can be somewhat spontaneous and very natural.  They should not sound scripted at all. Podcasting offers marketers a lot of potential. 

This blog post is very brief but offers some food for thought based on my experience with my podcasts.   I can send you a survey report citing statistics about podcast usage among 3900 business and I.T. professionals surveyed.  If you want to receive a copy of this report send an email to podcasts@findandconvert.com and mention podcast survey in the subject line. 

Happy podcasting!

Amy Norman, CEO - Tampa Bay Technology Forum

Amy spoke on November 6, 2007 at the Tampa Bay CEO Magazine Power Play breakfast event.  Amy spoke to over 100 CEO’s and local business executives about the origins of the Tampa Bay Technology Forum (TBTF), its vision and current contributions and achievements in central Florida. 

In this podcast you’ll learn how TBTF has grown to over 450 member companies representing over 45,000 people, hosting over 120 events throughout the year and is connecting business professionals through various peer groups.  TBTF is focused on providing an environment where business, innovation and technology thrive.  You’ll also learn about TBTF’s commitment to the community through its foundation which is dedicated to providing computer labs to disadvantaged youth across Tampa Bay. 

TBTF’s vision is to make Tampa Bay a recognized top 10 technology hub in the U.S. by 2015.

• Bernie’s definition of Web 2.0: web properties where you “hang out” and communicate and collaborate with other people who share common interests (communities).
• Social networking: “same as physical networking, just online.” 
• Don’t overanalyze - dive in with your toe.
• Find social sites that fit your industry.
• Facebook (maybe), LinkedIn (maybe) MySpace (maybe not).
• Look for industry social networks, keep looking if you don’t find one today.
• Consider starting one in your industry as a non profit.
• They are often at an industry blog site.
• Search engines are increasingly watching the content in social networking sites.
• You can create links from Web 2.0 sites which will improve your search engine rankings.
• You can create buzz which will increase visibility and traffic to your website.
• You can create controversy (give something away).
• You can use emotion if it’s ethical and appropriate.
• You can be conspicuously absent if you don’t get involved.
• Would you miss out on the biggest trade show in your industry?
• Don’t miss out on social networking sites that pertain to your industry, or where like minded people are collaborating.
• Designate one person in your company the Web 2.0 guru, coach him or her and stay in the know.
• Encourage him or her to hang out at these sites - allow it to be a portion of how their time is spent. 
• Create buzz, thought leadership, controversy or emotion.
• Develop your own “Matt Cutts.”
• Don’t be reluctant of Web 2.0.
• Devote time to Web 2.0 each week.
• Embrace Web 2.0 into your marketing strategy.
• Don’t get caught behind because your competitors may be way ahead.
• People who participate in conversations in Web 2.0 are visible and can be influential.
• Don’t make the mistake of thinking Web 2.0 is limited to one demographic because it’s not!

Download or click the play button above to listen to this podcast.  You can also subscribe in iTunes in the right side navigation.  Below are the Podcast show notes:

Search Engine Marketing (PPC) Tips to Minimize Cost & Maximize Conversions: October 2007

• Bullseye keywords cost the most
• Long tail keywords cost the least and produce the best results
• Ads should be direct and to the point
• Point out what your product is (the obvious)
• Include a benefit statement and call to action
• SEM (search engine marketing) has become the industry term for PPC (pay per click advertising Go after the right keywords)
• Landing pages are critical!
• The landing page is the ad 
• Strong headline is a MUST
• Synchronize headlines with the ad
• Use multiple landing pages for multiple ads
• Test, measure, and revise
• Keep testing, measuring and revising as needed
• Track conversions
• A conversion in lead gen is a lead Give people a reason to convert
• Use a short form with a call to action
• Consider other creative call to actions
• Remind people what they get when they convert
• Use visuals in the call to action if possible
• Don’t ask for the conversion too soon, but
• Don’t give people too many options or distract them
• Test, measure, revise…

Download or click the play button above to listen to this podcast.  You can also subscribe in iTunes in the right side navigation.  Below are the Podcast show notes:

Common Mistakes to Avoid in Internet Marketing - Oct. 2007

Not understanding the difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM).
SEO is dependent on your website’s architecture and on a lot of text based content and on links.
SEM is paid advertising also known as Pay-per-Click (PPC) advertising.
Don’t consider a webmaster just a techie.

Evaluate website developer’s understanding of search engine friendly website design.
Don’t pick the keywords for your Internet marketing strategy without doing keyword research.
For example: “billing legal software” has 8.5M listings in Google.
But “legal software” has 604M listing which is 71 times more competitive.

Optimizing for many relevant keywords is important and some will be more competitive than others.

Win the battles you can win and take a long term view on some other keywords.
Overlooking the importance of links! Links are critical for SEO success.
The purpose of your content (in search engines) is to attract links from other websites.
Links are the measure of the popularity of your content.
Links must be one way to be of value. Turn down offers for two way links.

Ways to produce links:
Press releases.
Articles which are syndicated on the web
Directories with links anchored from a desirable keyword phrase.
Web 2.0 sites such as blogs and social networks.
SEO results change frequently. Don’t assume a good ranking will last.
Search engines track links from multiple sources including social networking sites.

Competition can move up which can push your ranking down.
You’re never “done” with Internet marketing. It’s an ongoing effort

Check out our press release announcing our new podcast web marketing service: http://www.prweb.com/releases/2007/09/prweb555697.htm.

And, yes of course there is a podcast download available at this link…

This podcast was recorded live at the TBTF Tech Jam 2007 at Raymond James Stadium, August 16.  This was the 6th Annual “Party with a Purpose”, benefitting several computer literacy and workforce education programs for local youth in the Tampa Bay area.   For more information about TBTF and the Membership Drive, check out THIS PODCAST, or the TBTF WEBSITE.

Amy Norman, President & CEO of the Tampa Bay Technology Forum (TBTF) recently recorded a podcast discussing the TBTF membership drive and the many reasons people should consider joining during this promotional period.  TBTF  is a professional association representing over 400 technology and business firms, investors, government agencies, educational institutions, and economic development organizations who comprise Tampa Bay’s technology ecosystem.  For more information about the membership drive, and  special discounts, contact Bonnie Eaton, Member Services Coordinator, at (813) 341-8283 or beaton@tbtf.org.

Start with episode #1: http://www.findandconvert.com/blog/2007/web-marketing-best-practices-trends-podcast-episode-1/

In the third episode of the TBTF web marketing strategies seminar I cover Web 2.0.  I begin with a definition of Web 2.0 and discuss the three major components that businesses should be aware of:

• Social networking sites
• Blog marketing
• Podcast marketing

What You Will Learn

• Why you should pay attention to social networks
• How blogs can affect your business
• Podcasting research shows the opportunities for marketers is NOW!