The WPO framework has evolved over the past 34 months from the spaghetti-ish original WPO model to the refined definition of web presence optimization a year ago to today’s streamlined version focused on the five broad areas of presence: Content strategy is developed based on market interests, competitor moves and company or product differentiation then shared through one (or more often a combination) of channels. are they more likely to use Facebook or a specialized discussion forum? What online publications do they read? What groups do they belong to?) How many conversions? MORE >>

How can you differentiate yourself from others who are blogging in your niche?”). How to Differentiate Your Content by Geoff Livingston’s Blog. 'Despite the occasional “death of blogging” pronouncements (often made, ironically, in blog posts), blogs remain the core of a robust social media strategy. The proliferation of themes, tools and plugins have transformed blogs from mere online text collections to powerful interactive, rich-media sites that can attract, engage and educate your potential buyers. Why Blog. Reporting that “the number of Inc. MORE >>

This is where you differentiate yourself from the pack. Be as direct and factual as possible about your differentiators: service, price, features, capabilities, technology, experience, focus, expertise, acknowledgments, TCO, ROI…tell your prospects what makes your product or service uniquely suited to their needs. Differentiate your organization from competitors make it an effective sales tool by concisely answering these key questions for your prospective customers. Twitter, YouTube videos, text messaging…there’s no question attention spans are short. MORE >>

Focus on your differentiators. I’ve spent several weekends this summer experiencing the excitement and trepidation of visiting colleges with my eldest offspring. The adventures have been eye-opening (college life has changed a lot since the 90s) and, sitting late last week in another university presentation, it occurred to me that there are lessons to be learned for social media marketers from the way colleges handle this process: (at least) nine of them. Only the largest b2b enterprises approach that level of sales activity. Provide prospects with a “guided tour.” MORE >>

And smart companies, big or small, who recognize that in a social media world, their people are their differentiation , will find ways to capitalize on personal branding.  Personal branding is a hot topic for entrepreneurs and solo consultants, by does it matter to large enterprises? Oh yeah. Consultants and small business owners get the concept of personal branding , because in one-person or very small companies, one person is the “corporate&# brand. Not at all. That brand image matters little in social media. You can’t do that with executives at GE, IBM, Ford, etc. MORE >>