![]() In a nutshell – Squidoo lens is essentially a webpage that helps you to share your personal perspective on whatever topic you want to share with the rest of the world. Updated August 22, 2007.Basically, Squidoo is a community website platform that enables users to create pages called lenses that could be used to sell products for charitable donation or profit. I’ll throw the new definitions in here as they get added. It’s not an overnight strategy, far from it. Make sure they know how to find you to continue the conversation.Break interesting, useful information into chunks.Figure out what your customers want to know more about.Leverage that knowledge to start building trust and recognition. Running a business is basically about doing something that you know how to do and your customers don’t. All you’re doing is creating some additional doors for interesting opportunities to knock on. You’re not trying to sell wine from a Squidoo lens. There is no call to action (or if there is, it’s a friendly invitation to come find out more about you). (There is a place for predetermining the path you want prospects to take, but consider throwing a few wild cards like this out as well.) All kinds of fascinating things happen when you cross-pollinate this way, especially when you don’t predetermine the next step. And make sure that people who are engaged know how to get hold of you to find out more. ![]() Talk about what your customers love about it. The definition lens itself should end with a paragraph about your winery and what makes it wonderful. Your readers get a little gift of extra information when they click on it. Then, on your Web site or blog, any time you happen to mention brix, link it back to the definition you’ve created. Think of the kinds of interesting conversations you have at a good party. Don’t just define brix, talk about how it applies to your experience of winemaking and their experience of wine tasting. Each definition needs to be personal, engaging, and interesting. Instead, come up with 5 or 10 mini essays about selected terms that mean something to you, and that wine lovers want to know more about. I’m not suggesting you create a true exhaustive dictionary. You might create individual definitions for a number of wine terms. Let’s say you own a winery (you lucky sod). There are a lot of excellent white hat techniques for increasing SEO (search engine optimization), but Squidoo is one of the easiest. Adding links back to your site or blog from your Squidoo "lenses" (which are essentially tightly-focused micro Web sites) will help you do better on search engines, too. ![]() Even nicer, Squidoo’s architecture can quickly give your lenses a decent Google ranking if you find the right topic. I used Squidoo because its tools are well-designed and easy to use (the technical part of creating a lens, not counting writing your copy and selecting the right images, takes maybe 20 minutes). When you create value that’s appealing and easy to find, you start to build a brand of helpfulness, trustworthiness, and expertise. ![]() You’re digging the well before you get thirsty. But as I run across marketing terms that are a little jargon-y to normal people (that is, those of us who aren’t marketing geeks), I go ahead and create a new one.Ĭreating a resource like this is one way to create marketing that gives value before you get a return. I’ve been working lately on a marketing dictionary.
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