Archive for April, 2012

Ellish Marketing Group completes brand positioning work for leading franchise brand Interim HealthCare®

Marketing Your Local Business: Make Sure Potential Customers Can FInd You On-line

Warren Ellish, President and CEO of Ellish Marketing Group is featured as a guest blogger in Thomas Paige International’s Leadership Insights. Five great thought leadership blogs from industry experts are highlighted.  Check out all of the blogs from Joleen Goronkin, Rick Van Warner, Rob Grimes, Tom Spry and Warren Ellish.

Check out Warren’s guest blog at:

Marketing Your Local Business: Make Sure Potential Customers Can Find You On-line

It is so common today to see local businesses of all types focusing on social media and generating “likes” for their business on their Facebook page, followers for their business on LinkedIn or Twitter and forgetting all about optimizing their primary on-line vehicle, their website. And when they do think about their website, they are worrying about what the website looks like and not on how it performs.

If you have a local business and are trying to generate new customers, patients or guests, it will be difficult to do so if they don’t know you exist, know little or nothing about you, have no idea where you are located or how they might do business with you.

Building a properly developed website is of critical importance to establishing an on-line presence and should be your primary area of focus.

Here are 12 tips on developing a website that performs — where you will be on the first page of relevant searches and in many cases at the top of the pages.

1. Set objectives for what you want your website to accomplish

While it is important how your website looks, it is even more important how it works. I hope the objective is not to “look cool” (or something like that), but rather to allow people looking for your type of goods or services to easily find you and learn something about your business and how you can help them.

2. Develop a strategy for your message

Your communication strategy should link directly to your brand positioning. Your target audience should be able to relate easily to your website and understand what business you are in and what your point of difference from your competition is. You must also identify what specific web pages are appropriate and needed to implement your strategy.

3. Start with a powerful domain name for your type of business and geographic location (and it is not usually the name of your business)

Select a domain name that combines the business you are in, your geographical area and an adjective that people would use when conducting their search. For example, if you were a dentist in New York or an Italian restaurant in Alpharetta, effective domain names might be and

4. Use a design platform that is not proprietary to the company that builds your website

You want the freedom to be able to move your site hosting and development wherever and whenever you desire, and you should be able to make simple updates and enhancements to your site by yourself. WordPress is a great free platform to consider.

5. Build the website around Search Engine Optimization (SEO)

Define search terms (combinations of words) that you think someone looking for your business would type into his or her search browser. Then develop unique META (title, description and keywords) for each page of the site. Make sure to follow a strict character count for each; too many will negatively affect your search results.

6. Integrate Social Media into your website

Design Facebook, LinkedIn, Google+, YouTube, and a blog into your site when applicable and when it fits comfortably. Remember that if you integrate with a social source, you need to have a presence on a regular basis to be relevant. And make sure your employees are aware of and engaged with your social efforts.

7. Build your website to be mobile and tablet friendly (across platforms)

Make sure people can use your site no matter where and how they link to the Internet.

8. Generate online reviews and link them to your website

Ask current customers, patients and guests to write reviews for your business. Postings to Google Places and other local review sites will boost your search ranking. Offer easy links to these different review sites within your own website and boost your ranking even further.

9. Establish yourself with Google Places

Make sure you sign your business up with Google Places (which will become linked to your site).

10. Optimize before going live and posting your website

Don’t trust a company developing your site that tells you once the site “looks good” to go live and post your site and then they will work on content, META, SEO optimization etc. Optimize everything before going live.

11. Keep your website current

Once you launch your site, your work is not over. Good sites that rank high constantly enhance their content and coding.

12. Track and learn from your website

Be sure to use some form of analytics tracking built into each page of your site. Google Analytics is a great free option. If you have a business that generates call inquiries or requires reservations or appointments, utilize a unique phone tracking number on your website that will allow you to track responses accurately. You can even have the calls, forwarded from this unique tracking number, recorded for training purposes.

For more information on how to quickly and affordably market your local business to succeed in today’s competitive marketplace, visit, or reach Warren directly at 303-762-0360 or .

Warren Ellish to Address 2012 National Restaurant Show

Attendees at the 2012 National Restaurant Show in Chicago will have the opportunity to hear Warren Ellish, President and CEO of Ellish Marketing Group and Senior Lecturer at Cornell University’s Samuel Curtis Johnson Graduate School of Management present “The Three Critical Steps to Positioning Your Brand Into a World Class Brand” on Monday afternoon May 7th at 2PM in room S403A of McCormick Center. Warren will be following David Novack, Chairman and CEO of Yum! Brands, talking on “Taking People with You”.

Mr. Ellish is a well-respected lecturer, speaker and expert on the topic of brand positioning and restaurant marketing, has held executive positions with Boston Market, Darden Restaurants, Burger King and PepsiCo, and has been responsible for the positioning for hundreds of well-known international, domestic, regional and local restaurant and franchise brands. He will share his winning approach in this engaging session, illustrate what positioning is, why it is important and how to determine the optimum brand positioning for your restaurant brand using real-life cases.  You will leave with tools to immediately bring additional focus to your organization’s initiatives and allow you to strategically communicate your brand’s message, making an impression that lasts.

For a complete schedule of featured NRA show speakers, visit 

To register for the NRA show visit

Warren Ellish 2012 Center for Hospitality Research Brand Mangement Roundtable Participant

The 2012 Cornell Brand Management Roundtable presented by the Cornell Hotel School Center for Hospitality Research, sponsored by Hilton Worldwide and lead by Professor Chekitan Dev, is by invitation only, and took place on Monday, April 2nd, and Tuesday, April 3rd, on the Cornell University campus.

Af few of the featured topics and session provocateurs included: Brand Champions-Insights from the Best Global Brands (Jezz Frampton, Group CEO Interbrand);  Brand Innovation-New Brand Development (Christian Hempell, VP New Business Development and Delivery, IHG); and Digital Branding-Social+Search+Mobile (Jezz Frampton, Group CEO Interbrand).

The Center for Hospitality Research (CHR) roundtables provide an opportunity for a small number (approximately 25) of invited senior-level executives and educators, Cornell faculty members, and scholars affiliated with CHR to share experiences and exchange ideas. Roundtable events are divided into several focused sessions. Each session typically begins with a short presentation or guiding question offered by the moderator. After initial remarks, the conversation is then open for lively discussion. Given the relatively small number of attendees, all participants have ample opportunity to ask questions and express their views. Cornell School of Hotel Administration faculty members and students often observe the roundtable discussions and interact with the invited attendees during session breaks.

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