Squidoo lens design – Small Business Odyssey

December 22, 2011

Leverage Your Blogging: Create a Small Business Ezine

One of the easiest ways to leverage your blogging, is to create your own small business ezine. An ezine is basically an email newsletter where you share articles, news and blog posts with members of your mailing list (customer list). This approach to small business marketing serves multiple purposes and achieves leverage on a number of levels.

Your regular small business ezine enables you to maintain contact with your customers, educate them about your products and services and offer free information and advice. Most email service providers offer ways to further leverage your ezine via RSS feeds and automatic posts to social media sites like Twitter and Facebook.

If you are blogging regularly, you are creating the content for your ezine. If you blog daily, you will be able to provide a small business ezine of considerable substance.

How to use your blogging in your small business ezine

If you blog regularly, you can easily create an ezine from your blog posts. Since I blog daily, I send a weekly ezine to my mailing list covering a number of posts around a theme, e.g. Squidoo or LinkedIn. You need to decide the frequency of your small business ezine based on the regularity of your blog posts, the nature of your business and the kind of information you are offering.

Most autoresponders will replace the blog links in your email with their own generated links (if you specify that you want open rates and click-through-rates measured).

Another option is to use the URL shortener bitly.com to shorten your blog links. The advantages of this approach are that you can share each individual shortened link automatically with your Facebook and/or Twitter account and you can also get statistics on click-through-rates on the Bitly link. It is a good idea to add a comment (like a status update) before you share your link on Bitly.

Blogging has lots of benefits, not the least of these is that it provides you with content to share with your mailing list via your small business ezine.

December 19, 2011December 20, 2011

Linking Your Squidoo Lenses

The key benefit of linking your Squidoo lenses is to demonstrate your expertise in a particular topic or niche. Another benefit is that readers are more inclined to follow links to related lenses than to something that does not relate to their search term. Both of these benefits can provide substantial assistance to your small business marketing.

There are a number of ways to link your Squidoo lenses and I want to concentrate on two particular Squidoo modules that make lens linking very easy – the ‘Featured Lenses’ Module and the “My Lenses” Module.

[Image Credit: John-Morgan]

Featuring your lenses and creating a lens chain

The Featured Lenses Module enables you to highlight up to five (5) lenses that are related to the topic of your lens. You can feature your own lenses or those of other Lensmasters. With this module you specify the URL (web address) of the lenses that you want to feature and identify the number of lenses (up to 5) that you want to display. These options are illustrated below (‘Featured Lenses’ Module shown in edit mode):

One way to make good use of the Featured Lenses Module is to create six (6) lenses on a topic and then on each lens add a Featured Lens Module that highlights the other five (5) related lenses. This effectively creates a Squidoo lens chain and is a powerful option for small business marketing. I have used this approach on my Squidoo lenses about Online Learning as illustrated below:

Another linking option you can use with the Featured Lens Module is to link to lenses created by others. You have to make sure, though, that these lenses cover a topic related to your own. This approach can add value to your own lens because it gives readers ready access to further information on the topic of their search . It is also in line with the collaborative marketing ethos of Squidoo and may result in some form of reciprocal link or “liking”.

Using the My Lenses Module for linking your lenses

The ‘My Lenses’ Module differs in operation from the Featured Lenses Module in that you do not specify the URL of the lenses that you want to link to, but rather choose from a number of criteria that Squidoo then uses to list your lenses. This means, in effect, that you have less control over the specific lenses to be displayed in the module. A further difference is that you can display up to 25 of your own lenses. So if you have lots of lenses related to a topic, you might choose to use the My Lenses Module

As explained, this module works from criteria that you specify. You have two choices, (1) choose by Squidoo topic area from the drop-down menu (e.g. education) or (2) choose from the tags (keywords) you have used in creating your lenses. The My Lenses Module is illustrated (in edit mode) below:

Having chosen the basis for selection (topic or tag) of your lenses, you can then specify on what basis they will be displayed. The choices listed at the bottom of the module (in edit mode) are:

Lens rank
Recently created
Recently updated
Alphabetically by Lens Title

One advantage of both the Featured Lenses Module and the My Lenses Module is that Squidoo completes the details of the chosen lenses for you. So these two modules automatically display the Squidoo lens image, lens title (hyperlinked) and a brief description of the lens (as displayed above in the image – ‘Featured Lenses related to online learning’).

The two Squidoo lenses modules that enable easy linking of your lenses are a real boost for your small business marketing because they both add considerable value to your lenses in the eyes of readers and the search engines.

December 18, 2011

Squidoo is a Search Engine!: Implications for Small Business Marketing

Squidoo is a search engine in its own right with other 2.5 Million lenses focused on key topic areas. Even experienced lensmasters tend to forget this aspect of Squidoo.

As Squidoo grows so does its data base of information. So if you are searching for information on specific topics, you will increasingly find quality, focused information by searching Squidoo.

In fact, one of the reasons that Squidoo exists is to improve search engine results. Often you find that websites that gravitate to the top of the search engines are those that have cleverly manipulated the search engines’ algoriths, including automatic generation of backlinks. You have probably found that you are often disappointed by the information that is first displayed by a search engine.

Squidoo was designed to provide webpages that are windows (lenses) to relevant information on a topic. The concept of the lens is that it is not an end in itself but points to other relevant resources. The lens is intended as a mutimedia index to rich information resources about a topic.

Squidoo is intent on maintaining the quality of lenses and has many mechanisms in place to reward quality and remove spam-type web pages. This is one of the reasons Squidoo has banned certain topic areas that tend to be predominantly spam attractors.

Implications of the Squidoo search engine for small business marketing

The primary implication is that in addition to web traffic via other search engines, your Squidoo lenses can attract traffic from within Squidoo itself, from other Squidoo lensmasters. This not only serves to build exposure to your small business but increases the value of your website with other search engines such as Google.

Squidoo insists on original content and has even created an Originality Pact. One of Squidoo’s endearing features is the constant encouragement to develop your personal creativity and to stand out from the crowd, to show that you have something unique to offer (your Unique Selling Proposition – USP?). As the Squidoo editors explain:

Squidoo is an opportunity for you to share your point of view, your take on a specific topic. That’s why lenses are called lenses — they snap your point of view in to focus.

There are many Squidoo lensmasters who demonstrate by their creativity and commitment that they are able to produce quality lenses providing real value to readers – they pride themselves in the quality that they produce. Squidoo recognises these Lensmasters as Giant Squids, people who have achieved excellence in at least 50 lenses. The Giant Squid status tends to attract more interest and more traffic to your website and I have found that it gives you a real standing with Google and the broader Internet marketing community.

In the Originality Pact, the Squidoo editors encourage you to stretch yourself, create quality lenses and to brand yourself as a person of substance who consistently offers readers real value:

This is an agreement to create, craft, build, bake, innovate, write, opine, talk, storytell, review, recommend, and stand out from the crowd. That’s the magic of Squidoo.

So a key implication for your small business marketing on Squidoo is that you brand yourself by the quality (or poverty) of your Squidoo lenses – your lenses will be found through the Squidoo search engine, so how do you want to be seen?

December 17, 2011

The Many Ways to Market Your Small Business on Squidoo

Squidoo, as a multimedia platform, offers many ways to engage in small business marketing. You are really only limited by your imagination so it is well worthwhile visiting Squidoo to see how other lensmasters market their small businesses.

You can build Squidoo lenses that focus on various aspects of your business and at the same time provide useful information to the visitors to your lens. A starting point could be to build a lens that highlights your own profile and then move on to telling the story of your business, sharing information about your staff and then creating a lens that highlights your range of products or services. You could then create a series of lenses that takes each product or service that you offer and provides more detailed information about them, including related articles and blog posts that educate the reader (potential buyer). I’ll discuss some of these options in the following paragraphs.

Build your personal brand on Squidoo

The first way to build your personal brand on Squidoo is to make use of your Profile page to provide an insight into your brand with links across to your small business website and some background about your business. If your lenses are primarily related to some aspect of your business (including its location), you can really take advantage of the fact that Squidoo lists your lenses on your profile page. Many people make the mistake of having lenses on very diverse topics and this tends to dilute the effect of the lens listing on their profile page. Since the link to your profile page is provided on each lens (and other areas of Squidoo), it is important that this page provides clear personal branding if you are going to use Squidoo for small business marketing.

One of the other important ways to establish your personal brand is to build a Squidoo lens about yourself. This provides a great opportunity to use the multimedia features of Squidoo to highlight your background (builds your credibility), your interests (shows you are a real person) and the nature of your business (links you as an interesting person to your own small business).

Here’s an example of how I have developed my personal branding on a Squidoo lens:

Who is Ron Passfield?

Build a Squidoo lens to introduce your small business and your staff

Well this really opens up the field for you in terms of what you can present. You can mention what your business offers in terms of products and services and explain the structure of your business. You can also display your staff and decribe their interests and qualifications.

Some small business owners create videos of interviews with their staff and then upload them to YouTube. If you did this you could then display the videos via the YouTube Module on your small business Squidoo lens.

By way of illustration, I have provided a link below to one of my lenses that introduces my human resource consulting business. You can see here how I have used a number of different modules to introduce my small business and staff:

the Photo Gallery Module to highlight individual human resource consultants engaged in our business (see image below which can highlight people on a rotating basis)
RSS Module to provide the feed from our small business blog
Text Modules to highlight particular services we provide (includes images where appropriate)
Blackbox Modules to act as labels to introduce new topics (you have a range of color choices, not just black).

I have also attempted to use the corporate colors throughout this Squidoo lens by using CSS styling (an advanced feature of Squidoo). You can see my small business lens here:

Merit Solutions Australia

The following image illustrates the Photo Gallery Module:

Promote individual products or services on Squidoo lenses

There are a number of strategies you can use to build lenses that display your products or services. One strategy I have used, for example, is to highlight a number of services related to a niche or category. In my human resource management lens I have done this by listing the training courses we run in one module. To achieve this, I have used the Link List Module as illustrated below:

Another option for displaying products or services is to take a single offering and develop a Squidoo lens around this. You could include news about the product (changes, new releases), a history of the evolution of the product and a list of related products that you offer. You could also add summaries of articles on the topic of the product with links to the full article (published on your website or blog). In this way ou can build up an information and education resource for potential buyers and encourage readers to explore your own website. You can also avoid your Squidoo lens being treated as ‘overly commercial‘.

Tell the story of your small business on a Squidoo lens

Here’s an opportunity to be really engaging. You could talk about how your business started and the fluctuations you have experienced. You could give readers an insight into how your products are made or how you deliver your services. The personal touch goes a long way to capturing readers’ interest.

Make sure that your Squidoo lens contains original content so don’t just copy off your website or blog. Think about how your ‘story’ could illustrate why you are different to your competition. You could include testimonials and examples of people enjoying your products or services. When you have finished, ask yourself, “Have I added anything of value here for my readers?”

Develop Squidoo lenses about the city where your small business is located

You could extend this approach to include the area you service and the local attractions. Chef Keem has developed this type of Squidoo lens for Goldwasser Real Estate who market Shady Hollow in Austin, Texas. You could do well to study the principles behind this Squidoo lens design:

If you look closely at the Shady Hollow lens, you will see that Chef Keem has provided a history of Shady Hollow, created a photo gallery of Shady Hollow homes and identified some landmarks (Community Center & Schools). In addition, he has embedded a YouTube video in the lens in which he interviews the owners of Goldwasser Real Estate as a form of introduction to the Shady Hollow neighbourhood.

So you can make the most of the multimedia platform provided by Squidoo for small business marketing, if you take the time to be original and creative in the presentation of the different aspects of your business,

December 12, 2011December 13, 2011

How to Build a Squidoo Lens

Squidoo provides so many options for small business marketing that it is important to have a design plan in place before you start building Squidoo lenses. When designing your Squidoo lenses you also need to keep in mind the benefits provided by the Squidoo platform.

Setting up Your Squidoo Lens

When you first create a Squidoo lens you need to specify:

lens description (what the lens is about)
the lens name (which will form part of the URL: e.g. http://www.squidoo.com/improve-personal-productivity)
the topic area for your lens (choose from the drop-down list)
the content rating (choose from drop-down list, e.g. ‘G-rated’)
the tags (keywords) for your lens (list with comma separating each tag)
some ‘quickpick’ modules (these can be deleted or added to with ease once your lens is set up).

Your lens description can be changed at any time. However, your Squidoo lens name (URL) is fixed. It is important to do some keyword research before creating a lens so that you can incorporate your target keyword in the lens title and name (URL) and also include other related keywords in your list of tags.

Principles for Squidoo lens design

As mentioned in my discussion of the benefits of Squidoo, one of the key appeals of the Squidoo platform is the easy-to-use lens/webpage builder. Squidoo provides numerous modules for you to draw on so it is important to be clear about your design principles from the outset.

I have previously identified 7 key principles for lens design which I will summarize here:

Determine the purpose for your Squidoo lens (What are you trying to achieve?)
Create a concept plan (How can you best present your information to achieve your purpose?)
Create a lens design to implement your concept (Which modules will you need to best present your concept?)
Expand your keyword research to include search terms that are related to the primary keyword for your Squidoo lens
Produce original content to add to your lens (What information [in what format] will you add to your Squidoo lens?)
Locate images or photos (Will you use a paid service or a free source such as Pixabay)
Review, refine, link & promote (How will you improve and promote your Squidoo lens?).

Adding modules for your Squidoo lens design

When you are in edit mode for your Squidoo lens, you will be able to see the ‘Add Module” option in the top area of the right-hand column of your lens. You will see an image like the one below that gives you the option of choosing from the modules that are ‘popular’, ‘profitable’ or ‘favourites’ ;

The ones displayed above are ‘favorites’ as I have clicked on that menu option. To have access to the full set of modules, you can click on the “Browse all modules’ link at the bottom of the “Add Module” area. This will give you an alphabetical listing of all modules as displayed below:

In the image above, you can see displayed all the modules that begin with the letter ‘S”, as I clicked on that letter in the alphabetical listing at the top.

If you click on “categories’ in the left-hand menu, you will see groupings of modules under headings such as ‘writing’, ‘selling stuff’, ‘news and feeds’ and ‘widgets’. Click around and find out what modules are listed under these categories. You can then use the + button to add one or more of the modules to your lens design.

Some key Squidoo design tips

The “text’ module is a core Squidoo module as you can use it to add text, images and any html (such as hyperlinks or bulleted lists). Some key resources if you want to add HTML are:

You should add a guestbook module if you want to encourage visitors to leave comments and thus build up web traffic to your site. This module includes settings to control who can comment and whether or not you want to moderate comments before Squidoo publishes them.

Squidoo, through its modular design of lenses (websites), gives you a very wide range of options for your small business marketing but you need to keep the design principles in mind when developing your lenses.