Logo design aside, the company is trying constantly to create ways to search better, faster and more efficiently. There’s no stronger evidence of this inventive spirit than Knowledge Graph, Google’s latest and greatest in search result delivery.

According to Google, Knowledge Graph is designed to think more like a human. For example, if you search for “Rob Roy,” Google still retrieves a list of websites, but now includes a pop-up bar that splits results into different categories.

Did you mean Rob Roy, the cocktail? Or the 1995 Liam Neeson film? Or, perchance, Rob Roy, the famous Scottish folk hero? Google will present these options to you in the top right-hand corner of your screen, giving you the option to filter and limit searches to make the results more meaningful.

If you were searching for the historical figure – or any other famous person, for that matter – another exciting piece of the Knowledge Graph puzzle will appear. Google will automatically present a summary section on the figure, which also will appear on the top right of the page.

Google unveiled Knowledge Graph for some of its U.S. users earlier this week. For those of us who still haven’t gotten to play around with it, Google promises that Knowledge Graph is coming our way soon.

I don’t know about you, but I’m very interested to see what all the hubbub is about. Google’s official blog describes Knowledge Graph’s search results as “things, not strings.” That must mean something, given that Google updates its search algorithms (which cater to the “strings” side of things) about 500 times a year. Now, the focus is more on contextual meaning and less on a series of keywords.

Excited yet? We’ll see how users respond to this new feature during the coming weeks and months. For now, I’ll look forward to my first dance with Knowledge Graph.

I just wanted to say thanks to everyone for helping us celebrate. The past five years have flown by because it’s truly fun to come into the office every day. I’ve never worked with such a talented and caring group of people, and I can’t wait to see what the next five years have in store!

A writer sent me a draft of a magazine article he wrote recently so that he could get my feedback about the content. It was well-written and engaging, but it’s a good thing he sent it to me. He overlooked the punctuation and grammatical errors.

I emailed him about it. His response was predictable.

“Well, I spell-checked it.”

The crutch that keeps on giving

We’ve come to rely on spell-check as a crutch. We think the computer gremlins will catch all of our errant commas, dim-witted misspellings and dangling participles. The truth is that spell-check is not reliable. In fact, it can be pretty dumb.

Consider this example: “I’ll more than likely possibly call you Tuesday for sure.”

I’m guessing the guy who said this to his apparent girlfriend on the L last night isn’t as clueless as that sentence might insinuate. He was looking for an out. I guess I’ll probably maybe never know for sure.

I do know one thing. Spell-check skips over that sentence. An editor, however, would flag that so fast, you would have thought you had whiplash.

The department of redundancy department

A neighbor who has graduated from being a nuisance into a certifiable crazy person stands outside late at night and repeatedly yells at his wife, “I’m going to kill you! I’m going to kill you dead!”

I have to restrain myself from pointing out that he’s being redundant. Somehow, I don’t think this would be in my best interests. “Kill you dead” gets a free pass from spell-check.

It reminds me of TV newscasts that habitually reference, “brutally murdered” and “brutal murder.” Is any murder not brutal?

Again, spell-check misses the point. Maybe they should say “really brutally murdered” to make sure we know it was a horrendous crime. I wouldn’t want you to have any doubt.

Dumb and dumber

Spell-check is notorious for passing over words that are misused but are spelled correctly, such as “affect” and “effect,” and “two” and “too.”

See if you can spot what’s wrong here:

“Susan wore complimentary shoes with her dress.”

This one is tricky. If Susan’s outfit included free shoes, “complimentary” is correct. If she forked over $800 for a pair of Manolo Blahnik’s, however, the correct word is “complementary,” as in her shoes complemented her dress.

This example underscores the importance of a good editor.

Don’t rely on a robot

Don’t count on spell-check to make you look good. Use it as a guide and then have someone edit your work. A professional editor with writing and proofreading chops will add a sharp eye. If you don’t have the budget, colleagues, friends and family members may be willing to review your work.

Having a fresh set of eyes to go over the material will help you maintain credibility and encourage prospects to do business with your company.

Spell-check can be your friend, but not when the going gets tough. Use it as the first step in editing your document – but not the only step.

An infographic displays a high volume of data or information visually to  explain a message quickly and clearly.  Many companies are using infographics for advertisements, signs, maps, case studies, technical writing and sales. And why not? They’re easy to read, visually compelling and convey a large amount of information in a memorable way. 

Graphic designers can use text, images and data to create an integrated message that is more powerful than each component on its own.  Infographics can include a combination of symbols, pictograms, diagrams, timelines, maps, charts or graphs. No matter what combination you choose, make sure it enriches the reader’s experience. You can accomplish this by presenting a narrative about your product or service that highlights important facts, comparisons and analysis.

What do your customers gain from infographics?  They can:

• Easily understand information at a glance
• Effortlessly share information with others(using blogs, Facebook and Twitter, for example)
• Reinforce their brand awareness and loyalty
• Visualize comparisons and benefits

Infographics are a great tool for communicating a message to your customers.  According to the Visual Teaching Alliance, approximately 65 percent of the population is made up of visual learners.  People remember what they see and are more likely to spend time looking at a picture than reading a detailed description. Ever heard the phrase, “Pictures speak louder than words?”  It’s a cliché for a reason.

According to recent stats, my Pinterest addiction is totally normal. The startup hit the 10 million user mark faster than any social media site in history, digital business analytics source comScore reports, and is rapidly approaching 20 million users. Pinterest is also great at driving people to third-party websites: The site now generates more referral traffic than LinkedIn, YouTube and Google+ combined.

For the uninitiated, Pinterest is an online bulletin board where users “pin” images and organize them in their own inspiration boards. Pinterest also allows you to like, comment on or repin other users’ pins. The site’s allure stems partly from how pretty it is, thanks to all the eye-catching images, and partly from how easy it is to share whatever you’re digging with fellow users.

The site is a natural fit for B2C companies, which can post pins of their products and drive users to their e-commerce sites. But why should they have all the fun? B2B companies can also tap into Pinterest’s power, and the best time to do that is while the site is still white-hot. Here are some pointers to get you started:

Define your goals. Just like any other marketing initiative, think about what you want to accomplish with Pinterest before you jump in. Are you looking to connect with new prospects? Strengthen relationships with your customers? Pump up sales for a particular product or service? Setting goals ahead of time will help you determine whether Pinterest is working for you.

Think visually. Pictures rule on Pinterest, but that doesn’t mean you’re out of luck if your products and services aren’t particularly camera-friendly. Consider posting infographics, images from conferences or events, or photos of key employees that link to their LinkedIn profiles. You can also post videos, so try sharing your latest how-to video or product tutorial. One key to creating a compelling Pinterest page is organizing your pins into themed boards, which help users sift through the information more easily. For example, GE has a From the Factory Floor board, which features behind-the-scenes pics of its aviation manufacturing facility, and a That’s Genius board, which shares quotes from GE’s founder, Thomas Edison.

Master the basics. When you’re ready to start pinning, craft your content to get the most mileage out of Pinterest. Your account description, which appears at the top of your page, should include a short company description, the purpose of your Pinterest page, and your company website address. When you post new pins, make sure to include your company’s name and any relevant keywords, which will help people find your content when they search the site.

Spread the word. Announce your new Pinterest profile through your other marketing channels, such as email, newsletters, Facebook and Twitter. To increase your exposure on Pinterest, try tagging other users by including @username in your pin (similar to tweeting at someone on Twitter) – it’s a great way to connect with others in your industry. Including a PinIt icon on your company website allows visitors to pin content from your site easily and is another good way to get your name out there.

Track and adjust. Pinterest shows you who is repinning, commenting or liking your pins, and you can also see who’s mentioning you in pins by visiting pinterest.com/source/yoursitehere (for example, check out Copyblogger’s source page). Monitor this information regularly to see what resonates with users and what doesn’t, and adjust accordingly.   

Has your company taken the Pinterest plunge yet? Let us know in the comments section below.

Big mistake.  Killer landing pages, blogs with bells and whistles and fresh content don’t do any good if no one knows about your new site. Here are a few easy and cost-effective ways to get the word out to your current customers and prospects pre- and post-launch.

Before posting a new site

• Create a teaser for your existing site. Announce the new site is coming and when. List a couple of features that will build excitement.
• Send announcements to your email lists. Send a “coming soon” e-blast with a quick preview of the content that will appeal to each audience. If you don’t have targeted lists, send at least one general announcement to everyone. Remember to provide the Web address.
• Send a postcard to your current and prospective customers. Provide the address, the launch date and some of the new content to build buzz. Include a quick response (QR) code for smartphones that will link recipients to the site.
• Promote the new site using LinkedIn, Twitter and Facebook. Let your connections know the site is coming and when.
• Include a teaser article in your company’s newsletter. Whether you distribute a newsletter through email or mail printed copies, this is a great way to generate buzz.

After posting a new site

• Include the website in your email signature. Tell people to visit your new site and include a link.
• Send announcements to your email lists. Follow up within a few days after go-live and encourage customers and prospects to visit the new site. Highlight areas on the site that will appeal to specific groups if you have targeted lists. Include a link to the site.
• Send a postcard announcing the site is live. Mail to customers and prospects, and provide a QR code that will take them there.
• Tease the site using social media. Announce the launch to your LinkedIn, Twitter and Facebook connections. If you have a blog, be sure to promote it as well. Social media is a great place to learn what content is most relevant to your customers and prospects, and make changes as needed.
• Hold a contest to encourage people to visit the site. You can announce the contest on your blog and through LinkedIn, Twitter and Facebook. When possible tie the prizes back to your business. For example, offer discounts on your services, a free lunch with the CEO or exclusive content, such as an e-book or white paper that addresses common problems customers have.
• Include a story in your company’s newsletter. Reiterate the site’s new features. Interview customers who are using the new site and include quotes from them about the new features and why they like them.
• Promote the site in online ads. Google, LinkedIn and Facebook are good places to start. The ads have increased in price recently, but they’re a great way to test traffic and adjust your site accordingly. Google, LinkedIn and Facebook offer rich analytics so that you can see who’s coming to your site, what they’re looking at, how long they’re sticking around, and what areas you need to improve.
• Create promotional items with the site address. Print your Web address on pens, nail files, hand sanitizer bottles, reusable grocery bags, flash drives and other giveaway items, and hand them out at trade shows, presentations and other events.

Last but not least

Be sure to track and measure your website traffic analytics before and after launching the new site so you can learn what’s working and what needs to be tweaked. You may need to adjust your strategy as you measure the results.

While you may have eaten your last slice of Bugs Bunny-themed dessert, there’s still plenty of room for birthday celebration at your business. To many people, longevity in a company suggests integrity and trustworthiness, making a milestone year a huge marketing opportunity. Whether your company is turning 20 or 100, marketing your anniversary can help you reach new prospects, cement relationships with clients and boost employee morale – not a bad haul of birthday gifts.

Not sure where to start? Try these tips for getting people revved up about your business’ birthday.

Develop an anniversary logo and tagline. To reinforce your anniversary message in your day-to-day communications, create new branding and use it on your corporate stationery, calendars, ads, sales materials, newsletters, and any other internal or external collateral. Make sure your logo acknowledges the milestone while still reflecting your brand’s overall look.

Spread the news. It’s not every day a company turns 100 (or 75, or 50). Let the community know about your big year by sending a press release to your local news outlets. To up your chances of press coverage, highlight interesting company details – like if you’re the oldest printing shop in town, or your founder’s great-grandson now runs the business – and keep the release short and sweet.

Throw a party. When Berglund Construction celebrated its centennial last year, we helped the company organize a bash for its key clients and professional colleagues. The party was a fun way for Berglund to strengthen its industry relationships and thank its customers for their support over the years.

Get in touch with your roots. Whether you put together a commemorative book, a series of blog posts or an anniversary brochure, consider mining your business’ past to help spread the word about your anniversary and raise your profile. An added bonus? Compiling your company history will prevent factual errors in the future when you and your employees need to provide historical background on your business.

Give back to your customers. You wouldn’t have made it this far without your clients, so acknowledge them during your big year. While throwing a party is one way to say thanks, providing your customers with a free or discounted service, sending a thank-you e-card, or giving them a small gift, such as a desk item with your anniversary logo, are also effective ways to share the birthday love.

Don’t forget your employees. Give your employees the credit they deserve by hosting an anniversary event for them, whether it’s a company luncheon or a weekend picnic they can invite their families to. You can also get your employees invested in your business’ birthday by asking for their help in planning and executing your anniversary marketing efforts. Engaged employees mean less turnover, better performance and a bigger bottom line for you.

Get two for the price of one. Have a new project on the horizon? Timing it to coincide with your milestone anniversary will maximize your exposure. This is the year to launch that new product, open a new location or debut your new branding – all eyes will be on you.

Have more ideas for celebrating your business’ birthday in style? Let us know in the comments below.

But what does this mean for businesses?

The pros:

• Timeline has a more professional appearance.  You can use a high-resolution photo or graphic in your page’s cover photo section to promote your product or company image.
• You can highlight recent news.  Add newsworthy stories at the top of your feed for up to seven days.
• It’s easy to switch.  Transitioning to Timeline is seamless – current users simply opt in. The layout is automatic for new users.
• Timeline displays a snapshot of all your posts and pictures. This means users can avoid the hassle of clicking through multiple pages.

The cons:

• If you’re not posting on a regular basis, having a snapshot of all your posts and pictures out in the open can make your page look sparse.
• You’ll need a more strategic layout plan. Because of the new design, picture placement and posting have more aesthetic value, and getting it wrong can disrupt the page’s flow.
• You aren’t allowed to post contact information or a call to action on a cover picture.
• You can’t customize a landing page for fans and visitors to “like” you when they visit your page.
• It’s mandatory.  You must use Facebook’s Timeline format.

As a B-to-B company, you can take advantage of this new format and use it as a tool to post relevant information, inform customers of launch dates, and create contests or special promotions. My advice is to embrace this change and use it to discuss your many products and their different applications.

We’d love to hear what you think about Timeline.  Do you love it or hate it?

Here are some ways to add value to your website:

Add a blog. Adding a blog allows your company to lead industry discussions and share news about accomplishments, new products and more with your customers. Leading the discussion can give you an advantage over the competition. Posting to your blog regularly also helps your SEO.

Blogs give you the freedom to talk directly to your customers. Know your audience and write to them in a conversational tone. Here are some blog writing tips:

• Tell stories that affect customers.
• Highlight company achievements.
• Showcase new products and services.
• Assign individual names to each blog post so readers know who it’s coming from.   There is nothing wrong with having a blog posted by (your company name), however.
• Use personal pronouns: I, me, you, your, etc.
• Change it up by adding a short video, animated graphic or slide show.
• Send an e-blast announcing each new post.

Add testimonials. Testimonials are great way to show potential customers how satisfied existing clients are. Make sure the content shows how the client benefited from your product or service. If possible, add a picture or video of the person sharing their experience to give the testimonial credibility.

Include employee biographies. After you’ve shown customers how great your products and services are, why not tell them how great your people are? When you add employee bios to your website, you give your company a human face. Including this information helps create a connection with customers before you even get them on the phone.

Timing 

You should send your message shortly after the meeting.  Avoid waiting too long, because your follow-up will lose its relevance.

Format

How does your contact like to communicate?  Are they tech-savvy or more old-school? Use what you learned about them during your meeting as a guide.

Length

Avoid long messages in any format. Remember to be respectful of your contact’s time.  A short thank you should be a stand-alone communication and precede any additional sales and marketing material you send.  Keep the initial communication brief and focused on reconnecting.

Frequency

One thank you message is enough, but you should maintain regular follow-up to keep growing the relationship.  Remember to keep your additional communications at a reasonable frequency, or you could risk aggravating your contact.

Basically, just think about how you would like to be treated and act accordingly.  Your contacts will appreciate being treated as individuals and not dollar signs.