Posted on Fri, Jul 30, 2010 @ 09:13 AM
There's little question that times
are changing for business seeking to build and promote their business. No longer does a business need 20 years to build their image and customer loyalty, or establish word of mouth advertising. No longer do business owners rely on TV Executives, Radio Station Directors and Newspaper Editors for an opportunity to market their brand. Now, we have Social Media. If you are just catching on to the social media craze you had better buckle up, because there is no shortage of social media networks, tools, tips, and resources. For this reason, we've compiled a straightforward, brief summary of what you need to know in order to incorporate an effective social media strategy.
Be real
The age-old saying "be yourself" is equally, if not more, important in online etiquette. Those that have been online awhile know who’s there to market & sell, and who’s there to build relationships. They smell SALES PITCH coming a mile away, and some will call foul the moment they do. Remember, your goal is to build relationships through interaction, not self promotion.
Listen
To be a better marketer you need to be a better listener. Have you ever had a relationship that ended because the other person never seemed to listen to you? That rate multiplies by 10 in social media because it’s easy to click & un-follow.
Value attention when you get it
People are starved for time and are generally thinking about 5 or 6 things at once. If you manage to capture some attention from your prospects don’t squander it, and don’t expect to constantly be in the spotlight. Value the attention you’re given because time is truly a limited resource.
Don’t focus on numbers
A short-term marketer or sales person only sees the quota they need to hit or the volume they need to produce. Social media is about long-term relationship building. Make it your goal to build lifelong connections. Rome wasn't built in a day and your social media strategy shouldn't be either.
Treat your network like a garden
Personal and timely communication is vital if you want to gain business from social media. Tend to your group, help it grow and bloom, and enjoy the beautiful results!
Don’t be a bore
Let your personality shine and you will find the influential connections come much easier. Be different, be fun, be interesting.
Don’t be a social litterbug
If you’re going to create social profiles on every network out there and only visit them once, congratulations, your profile has just become online litter. It clogs the system and will irritate users, not influence them.
Be personable
With the vast numbers of brands and individuals using social networks nonstop, the social sphere can often compare to a virtual vuvuzella. With so many choices and potential competitors available on the web, what makes you different and relatable to others?
Welcome participation and feedback
It's important to keep in mind that due to the internet's ambiguity, people tend to be more direct than they are face to face. But if you are prepared to not take negative feedback too personally, it can be a great way to understand how your brand is perceived by the public and allow you to adjust your marketing strategy accordingly.
Commit time and resources
Social media does take some time – it’s like attending a meeting and building a relationship all rolled into one, except digitally. Social Media Marketing embedded in your Marketing Mix is a long-term goal, not a quick-fix solution, and if utilized correctly it can bring unparalleled results!
By Ilona Lemeshov, Internet Marketing Associate
save
Posted on Wed, Jul 28, 2010 @ 01:47 PM
Site Speed
Many website operators may not know or have just become aware that Google now takes into account how fast your web pages render. This will affect your overall Google Page Rank and for good reason. Google realized that web pages that take longer to load have a higher bounce rate than faster loading pages. Through additional data collection Google found that increasing site speed also reduces operating costs. Although there are numerous ways to improve overall Google Page Rank, website operators should pay attention to how quickly your sites open. Check out Hubspot's Website Grader to find Google Page Rankings.
Tend To Your Website Often
- Handle existing content with a close eye on where your niche market stands
- Create new content constantly with new links
- Carefully analyze web analytics to see where your website stands
- Promote your website through various social media outlets
- Build upon your existing relationships
Duplicate Content Myth
There’s an ongoing rumor that Google penalizes a website for duplicating web pages, but it’s not so clear cut as one would think. In a perfect world the most original content is what Google would prefer, but it’s not to say that they wouldn’t rank a page on top because it wasn’t unique. What’s more important is improving the text links to change the overall web page rather than the content itself. Google might not index a webpage if it is exactly duplicated, but it will index a page if you provide quality links and the best links will rank at the top. If you’re constantly worried about duplicating a page, use a 40% mark for making the website content unique.
Establishing Calls to Action
If you’re a website owner and cannot answer the question, “What are your calls to action?” then you have a problem. Creating a Contact Us Form, Subscribe by email, Subscribe to our blog, are all desired objectives for users to your website. Creating these forms is important because their conversion rate will become a great measuring tool for the success of your website. Also, it helps users achieve their overall needs which can be gauged through an experimentation process, distinguishing which forms are most helpful.
By Cameron Moulton, Internet Marketing Associate
Posted on Thu, Jul 22, 2010 @ 09:34 AM
Does your brand have incredible stench to it that makes marketing campaigns difficult to provide viewers with quality content? Do your viewers find that your content is only “good enough” and never exceeds expectations beyond the norm? The Old Spice Man, Isaiah Mustafa, may have a few words for you and your underachieving content. He possesses a humorous ignorance to him which has viewers just dying for the next Youtube video. “The man your man could smell like, but never be like,” he says, making women go crazy about him and men wanting to go for a long run. Old Spice’s campaign began with a twitter comment that could have changed the entire image of Old Spice, whi
ch read “Today could be just like the other 364 days you log into twitter,” it read. “Or maybe the Old Spice man shows up.” And with that comment sparked a viral frenzy for Twitter users. The Old Spice Man began firing off videos last week with answers to questions posted by Reddit, Twitter, and Yahoo users. Someone could ask a question and within minutes, receive a video response to their question. What impact did this have for Old Spice and its image? Well, for me and people I have spoken to about their videos, it has transformed the Old Spice image from a brand for old men to a brand for real man. The Old Spice Man possesses a younger, stronger, more appealing image that is capable of attracting the most desirable women. Let’s review what The Old Spice Man’s campaign accomplished:
Reinvented its Image
With a name like Old Spice it’s only logical that one would assume the deodorant is for old men, not surprising given that “old” is in the title. Go to a CVS and just look at how many deodorant products are on the shelf. Most of the newer products grab your attention with their cooling effects, invisible stick, clinically protecting labels that entice younger generations to buy their products. Old Spice, however, was first introduced in 1937 and improvements have been minimal throughout the years. They have been around for a while and something had to be done to reenergize the Old Spice brand. The Old Spice Man has brought new life to an aging product through a series of hilarious videos that started with their Old Spice body wash commercial.
Real Time
It seems like anyone online in search of an answer isn’t willing to wait more than 5 minutes. The Old Spice Man targeted those itching for answers with video responses within minutes of their questions. Each and every question on social networks was answered. Old Spice was able to create loyalty, an online relationship, and a caring sense for its viewers.
Built Connections
Not only was Old Spice able to reach out to anyone who had questions but they also connected with networks like Gizmodo and Biz. The Old Spice Man not only gave thanks and praise for their tweets but even went as far as making fun of them. His ability to make fun of them, while still expressing appreciation made the videos hilarious. He was able to address the media, celebrities, and news outlets and even designed personalized messages.
Posted on Mon, Jul 19, 2010 @ 11:32 AM
We recently introduced the value of providing viewers content-based information, but it’s time to look at a much more interactive solution to providing information. Webinars have become very popular since they became capable of informing viewers, “live”. This is a very attractive setting and allows interaction with the speaker of the webinar through Q&A sessions, surveys, and polling to increase product awareness. Typically, participants will be e-mailed a powerpoint presentation before the "live" webinar begins to give an even better understanding of the topic. I enjoy webinars because it gives me a chance to respond to the speaker without the added pressure of an entire room of people wondering, “Why would he ever ask that?” Here are five reasons to use webinars and how they can be used efficiently.
1. Create Brand Awareness
There is great response to an event being “live” and having the ability to hear the "real voice" of the speaker. This gives your viewers a chance to interact with you and others in an attempt to inform and notify what services you intend to promote. “Live” webinars are a professional setting that can take place virtually anywhere, which makes it a very attractive place for viewers.
2. Interaction
What viewers love is the fact that they can break down components of the webinar into what he/she finds most interesting and have the ability to ask questions that are of importance to them. This eliminates the guesswork of creating content online because you’re able to instantly respond to what is being asked. Also, if you’re providing information that is resourceful to others, it can be passed on virally in the form of the webinar's video file. That can be the easiest form of promotion without actually having to do anything yourself.
3. Build A Community
This is about as close as you are going to get to having a one-on-one meeting with a client without actually having to move from your desk. “Live” webinars allow thousands of viewers from all parts of the world to attend your meeting. Such a feat simply cannot be achieved through simple content production. Once you provide valuable information, your viewers will be hooked and an online relationship is born. Creating a series of “live” webinars will attract a following that will need more information and have even more questions that you can respond to instantaneously. This in turn creates brand loyalty for your product.
4. Convert Visitors into Business Partners
Webinars will help you find out who really is interested in what you have to say. Before having webinars, you may have been missing out on a niche market that you didn’t think was there but was starving for information. From your new niche markets, you can target these visitors to form partnerships. If anything, these visitors will inform their current market about the value that you hold for them.
5. Generate Income
With the ability to promote your product “live”, you’re able to sell your product without the sales pitch. All you’re doing is providing information about your product to those interested. It’s not as if you’re going after them for a sale, so the information you provide is much more valuable to those in need of answers. Conversion rates will rise with the addition of webinars and that is added revenue for your company that was missing beforehand.
By Cameron Moulton, Internet Marketing Associate
Posted on Thu, Jul 15, 2010 @ 03:37 PM
Is your company in search of a cost effective solution for distributing audio and video content? If so you’re in luck, as podcasting has become a mainstream way to sharing customized media productions. A podcast is a series of digit
al media files that are downloaded through web syndication and can be viewed through audio and video capacities. Apple has sold over 40 million iPods since the product was introduced in 2001 and is transforming the way that we market our products. In this day and age, life is a constant on-the-go process which is why over 33 million Americans own an iPod.
Podcasting is a great alternative to large-scale marketing efforts that don’t require the same effort and cost, but still assume all the benefits. Podcasts are built to create relationships that extend beyond the podcast itself and into a business relationship. Creating a series of podcasts keeps your customers up-to-date, enhances your brand awareness, and assures your audience that you care about keeping everyone informed.
Podcasting can become a part of your lead nurturing process by offering prospects an engaging way of learning about your product without the pressure of a sales environment. Your viewers will appreciate the non-sales tone and find great value in your content. This will only lead to further trust between you and your prospects. If any negative feedback comes back from your podcasts, it will surely be noted by viewers, but you always have the opportunity to engage the situation and respond directly to your audience.
If you are still unsure, just look at Apple’s reach and how their products are transforming the way we attain information. The newly introduced iPad is selling about a million units a month. With a product this hot that allows people to use podcasts, it is crazy not to engage in this community. More often than not, internet marketing is about engaging the right communities, and right now there’s no better place to be.
By Cameron Moulton, Internet Marketing Associate
Posted on Wed, Jul 14, 2010 @ 01:50 PM
A great way to provide quality information to your readers is by creating e-books on your website. An e-book (electronic book or digital book) is an electronic version of a printed book that can be read on a computer. E-books are great because they are usually short documents that go in-depth on a particular subject that you or your company is well-versed in. An effective e-book will often be much more interactive and engaging than any document you will find on a website, one that contains links for viewers seeking additional information.
Why e-books?
- It’s easy to do- Basically all you need to create an e-book is a PowerPoint software, which is a cost-effective solution for creating a valuable source of information.
- It’s an attractive document– With e-books, it becomes much easier to get your viewers involved and interested in the document. From an e-book you could create links, offer a printable version of the text for referencing, connect your e-book to blog articles, and promote it across social media channels you have a presence on.
- Make your e-book free! – Making the document free is the key to getting your viewers attracted to the downloadable document. Your e-book will become a part of your next email marketing campaign, the document can be blogged about it in your next article and can be traced through analytics to see exactly how the e-book is performing.
- Make it a fun document – The difference with e-books is the ability to make the document much flashier than most documents. When creating your e-book always be mindful of your audience. Including videos, links, step-by-step processes, and other engaging content will further enhance your document.
Creating an e-book or a series of e-books is a great marketing tactic because it can be used in a variety of forms. Our website provides users with a form that must be filled out and then the document can be downloaded. This ensures a company that viewers are indeed interested enough to fill out a form, which is just more positive feedback for your content production. So engage in the production of e-books and keep your audience in mind.
By Cameron Moulton, Internet Marketing Associate
ZJAVSJVQ2T5Z
Posted on Fri, Jul 02, 2010 @ 10:03 AM
- You don't need the benefits of leverage that "closed loop" marketing automation provides.
- You don't mind a good qualified lead "slipping through the cracks" of your organization every once in a while.
- You don't need a quality lead nurturing program to re-market to your older leads that may become future buyers.
- You don't need to identify returning website visitors for different treatment than new visitors.
- Your website leads do not need to be automatically distributed to a diverse sales team based on geography, skill-set or industry.
Catch our drift? Integrating your CMS and CRM is imperative to streamlining your lead nurturing and lead management efforts.
Posted on Thu, Jul 01, 2010 @ 10:58 AM
As most companies know social media has become a necessity for conducting business. What most companies are having trouble identifying, is what social media can do for your business. There will always be naysayers out there that say, "There are too many social media outlets out there to know what is really going on, I'd rather just pick up a phone." Well for those people in that situation I can understand where you are coming from. But before you start to disengage yourself away from social media, ask yourself, "What do I want social media to do for my business?" Once you are able to assess your needs for social media, then you will you be able to start utilizing social media effectively for your business.
Increase Your Brand Awareness Through Feedback
Creating a buzz around your product on social networks is one of the quickest ways to create brand awareness, but this can attract both positive and negative response. The solution to effectively marketing your brand is by monitoring what is being said about your product. Negative comments aren't necessarily a bad thing for your business; it only creates an opportunity to resolve the issue. By closely monitoring your brand, you will be able to quickly pick up on what is being said and engage your customers better. Negative feedback can become one of the best ways to increase brand awareness, because you have now filled the void of customer satisfaction with a quick response.
Create a Loyal Following
Now that you have engaged conversation with your customers, they now feel bonded to your product. This can be done in a variety of ways...internal blogs, online events, twitter, and just communicating with your audience have shown to be effective. A loyal following goes a long way and will enhance your product for other users that are not yet engaged in your community. Not everything that is conducted online has to be a big sales pitch; users like to see the more personal side. If you are not willing to engage with other users, they will never know who you are.
Driver Traffic To Your Website
Social Media makes this very attainable and it's a fun engaging way to go about it. A few ideas on how to drive traffic to your website are:
• Submitting articles to the correct social bookmarking sites (Top 10 social bookmarking sites)
• Make your headlines enticing; Top 10 articles, Why you need to..., How this product is changing lives. These are engaging headlines that draw attention to your article
• Avoid Pop-ups and banners - they're annoying
• Use images that are fun and relevant to your content
Now that you have a better idea of what your companies intentions are for social media, you must realize that social media is all about communication. Communicating with users is the fastest way to create a buzz around your product. If no one is talking about your product, how will anyone know about it? If you can take anything away from this article it is that communication is the greatest means of interaction and with social media can be used effectively for a business.
By Cameron Moulton, Internet Marketing Associate
NMJJYZS2WK8D
Posted on Wed, Jun 23, 2010 @ 02:37 PM
With the rapid emergence of professional Twitter accounts, it has become more and more urgent to create a Twitter presence and manage it efficiently. Before your company begins Tweeting away, you need to create a Twitter Strategy or "Twittergy" as I like to call it.
Monitor the Online Conversations
First, you need to target your audience by selecting a list of 10 keywords to monitor on a daily basis and follow those discussing the topics your company should be weighing in on. A great way to find people who are writing about hashtags(#) based on your business is to use Blastfollow. Blastfollow will allow you to see anyone that is tweeting and using a "#" to identify the content of their tweets. Identifying these voices and following them is a great way to create a customer Twitter community.
Hashtags are trending topics that people are discussing, and can be seen on twitter in the following format; KeChange seeks answers to #SocialMedia. A hashtag will take the trending topic and serve as a resource for all users searching that topic. This will enhance your online presence and allow users to follow you based on your hashtag.
Project the Right Message
Once you have your 10 keywords in place, you need to establish yourself as an authoritative voice for these areas. Submit articles based on these 10 keywords that pose questions, concerns, and responses for your community of Tweeters. Providing your Tweeters with resourceful information is the best way to get your posts "Retweeted". Retweets are essential for getting your information out to multiple viewers. You can see in this diagram how a retweet can get viewed by hundreds and thousands of external Tweets that aren't apart of your following yet but are potential followers.
Here at KeChange we like to incorporate a content-based formula for Tweeting on an hourly basis. This content schedule includes approximately 8 tweets a day for our business with usually 4-5 of the tweets being business-oriented and 2-3 tweets that are more casual and fun. The combination of these techniques provides a personal way to deliver informative content.
Choose Your Platform Wisely
Twitter has many different outlets for keeping an eye on your followers and we found that a website called Hootsuite is one of the best outlets for staying up to date with your followers. Hootsuite allows you to see your homepage, @mentions, direct messages, as well as trending topics. Hootsuite also allows you to schedule tweets to be delivered at a later time and date. (FYI- @mentions are a public mention of a particular person during a post, designated by using the "@" symbol immediately before a person's twitter name. Responding and recognizing these @mentions is a great way to thank and encourage people to continue interacting with you.
Here's a list of some other effective Twitter outlets:
search.twitter, tweepsearch.com, refollow.com, oneforty.com
By Cameron Moulton, Internet Marketing Associate
3WMNDJN2RMZG
Posted on Mon, Jun 21, 2010 @ 01:36 PM
Attracting and engaging people online is social media at its best. To explain how 
your company can effectively engage viewers, I looked at the company Blendtec.WillitBlend, a video series that literally throws anything into a Blendtec blender and blends it, not limited to Iphones, video games, bic lighters, marbles, etc. I was immediately drawn to a clip that puts an Ipad in a blender.
I stumbled across Blendtec while browsing YouTube for interesting clips about Apple's new Ipad when I stumbled across
The list of products destroyed by this mega-blender is endless, demonstrating that this is certainly not a machine to be reckoned with. I was in awe that a blender had such power because I had never seen any kitchen utility with the ability to do that. I then realized that not only was Blendtec engaging in communities outside of their traditional scope, their impressive videos were actually drawing in viewers that would otherwise never visit their website.
Blendtec's effective marketing campaign managed to attract several markets that prior to WillitBlend, have never been accessible. Blenders are typically used for blending fruit smoothies, vegetables, and various food related products, but never electronics. By utilizing YouTube, one of the largest social media pioneers, to stream their videos, the company is able to create a buzz around their product and attract an array of people in the technology, food, and blenders market. Blendtec is leveraging YouTube in an effective marketing tactic and according to comscore, YouTube has over 320 million searches a day. Had BlendTec simply targeted the food market, they would have greatly diminished their exposure to countless viewers searching for Ipads, video games and the like.
I typed in Ipad to Youtube and there was Blendtec with a video that generated over 7 million views. If the company was only targeting blending fruit, they would have missed out on the ability to reach all those Ipad viewers, such as myself. Not only are they branching out into unforeseen markets, but they are proving to customers that their blender has remarkable capabilities that truly deserve attention.
So what have I learned from Blendtec?
1. Their blender has some serious swag to it and can blend even the most challenging gadgets without breaking down.
2. The outreach for BlendTec goes far beyond the food market and into the technology market
3. YouTube rules all! Why not view countless videos and expose your own videos to the 320 million daily viewers on YouTube?
4. New products introduced in the technology market are YouTube hits and if you can engage in these communities then you're going to create a buzz
5. Creating a series of videos keeps your viewers engaged and awaiting the next video, best known as retaining your customers.
By Cameron Moulton, Internet Marketing Associate