8020 Marketing Blog

First Month Local SEO results for Ipswich car servicing centre are in

Fri, 30 Apr 2010 16:12:00 GMT

It's been just over a month now since we launched the new and improved website for Ipswich car servicing and repair garage, Landspeed. So I thought a quick update on the Local SEO work we're doing for them would be a good thing to cover...

That and the fact I've bought 2 more cars from them in the same time frame, so they're definitely on my mind and in my wallet :)

First page search engine results In 1 month

There are four main keywords we've decided to target initially; car servicing ipswich, car repairs ipswich, main dealer servicing ipswich and mot ipswich.

I'm glad to say Landspeed now ranks on the first page of Google and Yahoo for all four terms and are obviously number 1 for their name Landspeed. The amazing thing to understand though, is the fact the search engines are now the main marketing channel for the website. In other words, the Landspeed website is visited by more people who type in these phrases at the search engines than by any other source.

To put that in perspective for you, it's more than doubled the amount of visitors to their business in just ONE MONTH. Now doubling visitors to any website isn't that difficult, but when you consider the terms we're targeting, car servicing ipswich, car repair ipswich etc., these are not just visitors, they're highly targeted visitors and therefore convert at a much higher rate.

Getting in the top 3 positions will make these figures look laughable

It's a well documented fact in SEO circles the only places to aim for are the top three positions on Google for the simple reason the most people click these links.

I'm not talking a small amount either. In an eye tracking study conducted by Cornell University they found approximately 80% of all searchers click on the first three rankings and then it's like falling off the side of a mountain - The fourth result gets just 4% of the clicks.

As the top three positions are the most wanted, it's rare to be able to achieve this with just on page SEO, so now the game for Landspeed turns to link building.

In my humble opinion, building strong, one-way text backlinks from high quality sites is the single most important thing any website owner can do. You see, Google sees every link as a vote, just like the ones we're about to cast in the up coming election. So the site with the most and highest quality links pointing to their pages - Wins.

Sounds too simple doesn't it? It's often the simple things people overlook, which is why every one of our clients enjoy not only first page rankings on the main search engines, but top 3 rankings where the lions share of potential clients are.

If your website only has a trickle of visitors and you'd like to turn it into a torrent of high quality leads, find out more about our local search engine optimisation services.

NEW FEATURE: Paying through the nose for web site updates, edits or changes has just become a thing of the past

Mon, 12 Apr 2010 13:51:00 GMT

Watch this short video and in less than 4 minutes from now you'll be able to add, edit and republish your website without the need for any technical knowledge whatsoever.

Click Here And Get Instant Access to TheHub for 30 days

One of the biggest issues small business owners have when it comes to adding and editing content on your website has just been solved.

You no longer have to write out web site updates and edits, email them to your web designer and hope the updates are done quickly and affordably. With our new In Context Editor all you have to do is login, make the changes or additions and click save.

Breaking news: Google launches translation for animals on Android

Thu, 01 Apr 2010 17:54:00 GMT

Google just keep on releasing application after application; Google Wave, Buzz and now Google Translate for animals.

This is breakthrough technology which allows you to translate a huge amount of animal noises and sounds into English, making it possible to literally talk to the animals.

Just head over to: http://www.google.co.uk/translateforanimals/

Landspeed Ipswich launch new website and are an instant hit at Google

Wed, 31 Mar 2010 14:48:00 GMT

Landspeed have undegone a massive change in the last few months and have decided to concentrate solely on car servicing, car repairs and MoT's. They'll still be able to find you a car at the best possible price using their car sourcing system, but their central Ipswich showroom is now full of exotic cars provided by Proveeda.

They're a friendly, enthusiastic bunch with all the experience and diagnostic equipment needed to compete with the main dealers but at much more wallet friendly rates, and I should know, they've been supplying and servicing my cars since 2001:)

This has led to the re-launch of their new web site which includes full lead capturing and automatic follow up using The Hub automated marketing system.

Their new car servicing site went live 4 days ago and Google already have them on the first page for the keywords we agreed to target, namely:

Car servicing Ipswich
MoT Ipswich and
Car repair Ipswich

Using the drag and drop web form creation wizard made it simple to create customised lead capture forms on each of the main selling pages, which automatically create a customer record in the back end CRM, making it simple to follow up with any future promotions and offers with just the click of a button.

Now we know the site has been set up properly for Google it's time to start stage 2 of their marketing, a link building program to make sure the pages already listed are soon in the first 3 places for maximum traffic and conversions.

Watch this space...

How Fresh is Your Marketing Message?

Sun, 14 Mar 2010 15:47:00 GMT

When was the last time you took a good look at your website?

I'm not talking about a loving glance at the pretty images and graphics you have on your home page, I mean when was the last time you looked through your whole site?

Nothing stays the same. Everything is changing including your company and your customers' needs. What was a great selling point six months ago may not be so relevant today.

Time for a spring clean

It's good business practice to review your web copy every six months or so. Not only will you have changing products and prices, but your customers will have new problems for which they'll be looking for answers.

A stale marketing message will turn your readers off faster than anything. If, when they look at your site, you are telling them the same thing again and again they are going to get bored and look elsewhere. You must ensure your key message moves with the times - after all you don't want to try and sell your customers flares when straight-legged jeans are all the rage.

How do I know what they want?

Knowing what problems your customers have is always going to be tough. So how do you ensure you're giving them what they want?

The simple answer is to ask them. A frequent survey of your customers to find out what they think of your products, how satisfied they are with them (and your service), and even whether they have any suggestions that can improve your product/service, is priceless.

You'll be gathering information directly from your consumers - how powerful is that?

If they tell you what they want and you act on it there's a pretty good chance you're going to sell shed loads!

If you're worried about motivating them to complete the survey, combine it with a free prize draw so they have a reason to respond. It doesn't have to be anything ridiculously valuable - perhaps 10% off their next order, a bottle of champagne - use your imagination, but it should be something that will appeal to your customers.

Shout about it

If this reasearch brings about big changes - new products, new services, new pricing structure, new website - let everyone know about it.

Send out an email to all your existing customers, send out press releases (both on and off line), mention it in your next newsletter...the possibilities are endless. One simple survey could result in a load of free publicity for your business.

By following these simple techniques you're going to be seen as a proactive company; one that listens to its customers and reacts to their feedback. This will help gain trust and bring in business through exisiting clients and referrals.

So make sure you diarise regularly to review your website. Survey your customers and keep one step ahead of your competitors.

Blogging Is The New Yellow Pages

Tue, 02 Mar 2010 19:29:00 GMT

5 Reasons why you should be blogging

Blogging is hardly a new concept. It's been around a number of years. At one time it was seen as the realm of the 'geeky techy types' (not wishing to offend anyone) but today it is something that everyone should be doing, especially if you are in business.

What blogging gives you is a platform from which you can discuss your opinions and impart information to the masses. And that's a lot of people. Consider for a moment the number of people using the internet today. There are millions of receptive ears and eyes out there ready and waiting to read your inner most thoughts.

Why should I blog?

That's an easy one - because it is the most cost effective and powerful way to market your business.

Today's market is different to the 'good old days'. People are far more savvy now and it takes more than a flashy looking advert or catchy strapline to make them part with their cash. Today it's all about relationship building and nurturing trust. After all, if someone doesn't trust you why would they want to buy from you?

You are probably sat there (especially if social media marketing hasn't 'got' to you yet) thinking you are perfectly happy with your Yellow Pages ads. Well, if that's the case, good luck to you. Just watch out for the stampeed of competitors who are dashing past you.

How much do you spend on your Yellow Pages advert every year (or its equivalent)? Is that really value for money? You might argue that it reaches a wide audience. Sure, it probably does, but how many of those people are likely to be potential customers? Advertising like that to the masses doesn't mean you will get an equivalent ROI.

By using social media and especially blogging, you will be writing and giving information about your particular field. The people who read your blog posts are interested in what you have to say (if they weren't they wouldn't have been searching for the content in the first place). Therefore the traffic that your blog will drive to your website will be targeted traffic - they are people looking for what you are offering.

Therefore your blog will be constantly delivering targeted traffic to your website. A constant stream of willing buyers - how powerful is that? Plus you don't have to stump up a heafty annual fee for the priviledge.

When you consider how many people are turning to the internet today to find service providers, the internet is where your company needs to be before it's too late.

Now, earlier I mentioned 5 reasons why you should blog, well, here they are:

1. Simple

Before you throw your hands in the air and claim to be a complete non-techy let me tell you something - you don't need any advanced technical knowledge to blog. Simply write about your industry, 'how to' articles, experiences, industry news etc.

2. Authentic

Your blog will be sharing information with your readers. You won't be overtly selling them something. Therefore this subtle marketing approach will help you build relationships with potential customers and elevate you to expert status in your field. If they can see you know what you are talking about they are more likely to come to you when the time is right for them to buy.

3. Free

That's a fabulous word, isn't it? Apart from the initial set up of your blog the only cost in running it will be time. Why pay for expensive off line ads (or online for that matter) when you can reach far more people (targeted people) through your blog?

4. Credibility

I touched on this one earlier. The idea of your blog is to impart your knowledge. People love to find out information on line. It might go against the grain to give away free information like this but just think how powerful it is. By giving help and advice you are building trust between you and your reader. You are building an association between your company name and a particular field - when they want to buy who are they going to go to?

5. Increase your marketing

Give your readers ways of subscribing to your blog (e.g. by RSS or email) so they can always be kept up to date. Build a marketing list by offering a newsletter (either through the blog or your main website). You can even use your blog to run an informal survey to guage your readers' interest in new ideas. Link your blog posts back to your main website to drive traffic to it.

I hope this post has whetted your appetite to dip your toes into the world of blogging if you're not already doing so.

Blogging will reach so many more people than traditional marketing methods. It will drive targeted traffic to your website and help your search engine rankings. GIve it a try - what have you got to lose?

Claim your free Google Business Listing before someone else does

Mon, 01 Feb 2010 15:51:00 GMT

Google Local is quickly replacing the Yellow Pages as the most used tool for finding local and regional businesses. Google has spent millions developing this service which remains free to all businesses right now but many unclaimed listings are being hijacked by spammers and crooks.

When you perform a local search at Google eg. 'accountants ipswich' the first results you'll see will be a map with local results to the right.

Because they appear at the top of the results page, they are an easy and highly effective way to drive quality visitors to your business - Whether you've a web site or not.

We've been working with local Ipswich companies and helping them claim their listings with some spectacular results, so if you haven't claimed your listing and want more customers this month take a look at our Google local business listings service.

Small businesses can't afford to ignore the internet anymore with proof like this

Thu, 28 Jan 2010 18:28:00 GMT

6.2 Billion searches performed online, in the UK, in December 2009

Take a look at these recently released search statistics from ComScore comparing 2008 to 2009.

In December 2009 there were 6.2 Billion searches performed in the UK, the vast majority of which were conducted at Google. This figure adds up to a massive 35% increase in searches performed in December of 2008.

...Someone's losing out.

We all know the Newspapers are having kittens about collapsing advertising revenues and Yellow page advertisers have noticed a big dip in the number of enquiries compared to the golden days of yesteryear, so getting to grips with marketing and advertising online is no longer an option for business owners, it's an absolute must, or face the consequences.

I know this sounds like a bit of a rant, and it is - This is too important to mess about with. This is happening right now and there's no sign of it slowing anytime soon.

If you were thinking of gettng round to optimising your website in 2010, don't delay. Here's a search engine optimisation case study where we helped our client increase her website traffic by over 6,100% and her return on investment is currently well over 10 times her outlay.

If your web site is working like a car with no engine, read this

Thu, 21 Jan 2010 13:19:00 GMT

I was speaking to a small business owner this morning and he was telling me how the web couldn't help his local carpet fitting business.

"The internet doesn't work for businesses like mine as I only cover a small local area".

Over the years, I've learned to keep my mouth shut at this point and just ask why they think like this.

Then the recording I've heard a hundred times comes pouring out...

"I've had a website for x number of years and it's never got me any business."

"I'm furious at wasting all that money".

"They told me customers would be lining up and the phone ringing off the hook".

A few minutes later, after the outpouring of frustration I get my chance.

How much did you pay?

"Do you mind me asking how much you paid for the site?"

The answer, for most small businesses is between £300 and £500 for a few pages. I then ask how many carpets, or whatever it is they sell, they'd fit for this kind of money...

And then the penny usually starts to drop - There's a realisation of just how little time and effort would be put into something, before having to move onto something new.

Let's say the web designer wanted to make a decent £30,000 per year salary, that would mean more than 1 site a week, every - single - week - of - the - year, if he was charging £500.

...and this doesn't take into consideration holidays or expenses.

-That doesn't leave much time to make your site successful, does it?

Now I don't want to appear rude, but if people honestly think the flood gates are about to open and hoards of hungry customers are going to be beating a path to their door with credit cards in hand - You'll see me sprinting, hell bent for leather in the opposite direction, as fast a humanly possible.

Demented pitbull syndrome

And if it was this easy, do they really believe the web designer would be wasting his time trying to convince them to have a site - He'd be attacking the internet and building his own web sites like a demented pitbull on steroids.

Yes you can get a decent design for this kind of money, but it's never going to make you any money unless you're unbelievably lucky, because the engine is missing.

It's a bit like the car ad's you see on TV where the bodyshell of the car has just been put together and it's slowly heading for the robots who then spray it a lovely colour. If you tried to drive it at this stage your chances of success are pretty slim without an engine and wheels.

So, if your current web site has got an engine problem, we've all the specialist web design tools you'll need in one place to fix it once and for all.

Website Content - Go Local

Tue, 12 Jan 2010 15:11:00 GMT

Your content should be relevant to your products and your local area

When creating their web content, many businesses concentrate on the bigger picture SEO aspects.

Many are caught up in a desire to be on the front page of Google for incredibly generic search terms. The problem with this is that, even if it does happen, it is a very long game you'll be playing.

Take for example a regional business such as a wedding photographer. Yes, they could spend a small fortune (not to mention a huge number of man hours) trying to get to the top of the pile for wedding photographer but why bother?

Target your market

If you are a Suffolk wedding photographer the likelihood is that 90% of your clients are going to either come from Suffolk or will be getting married in Suffolk. It would be fair to say, therefore, that they'll probably begin their research by using terms such as Suffolk wedding photographer.

So let's take an example of how this will work:

1) Un-optiised copy:

Bruce Wayne offers a wide range of wedding photography packages. You'll want your wedding day to be perfect and, although we can't guarantee the weather, we can ensure your wedding photography captures every moment of your special day.

You can also obtain through our studio individually designed wedding photograph albums in which to display your photos in an inspired way that will be enjoyed for generations. We have something to suit all tastes, from a modern story book style to something more traditional, it will enhance every moment of your special day.

Wherever your venue, we are here to make your day perfect and capture every second.

2) Optimised copy:

Bruce Wayne, a leading Suffolk wedding photographer, offers a wide range of wedding photography packages. You'll want your wedding day to be perfect and, although we can't guarantee the weather, we can ensure your wedding photography captures every moment of your special day.

You can also obtain through our Suffolk studio individually designed wedding photograph albums in which to display your photos in an inspired way that will be enjoyed for generations. We have something to suit all tastes, from a modern story book style to something more traditional, it will enhance every moment of your special day.

We work mainly in and around Suffolk as well as nationally. Wherever your venue, we are here to make your day perfect and capture every second.

OK, not the greatest copy in the world but it's only meant as an example.

Competition is a lot less for local keywords so use them. You won't be limiting your market and you'll be getting great exposure while you work on more compeitive keywords.

So give it a go - think local!

Twitter Marketing for 2010 - Try It

Wed, 13 Jan 2010 12:51:00 GMT

Promote Your Business Through The Power Of Twitter

Unless you've been hiding under a stone for quite sometime, or don't own a computer (in which case it's unlikely you'll be reading this), you can't help noticing that it seems as though the entire world is Tweeting – celebrities, those who think they’re celebrities, news agencies, radio stations, businesses, normal people and not so normal people.

So have you started using it for your business yet?

“Are you kidding? I don’t have time to be messing around with Twitter; I’ve got too much work to do.”

Is that right? Or do you think that view is being a bit short sighted?

Marketing is moving with the times

We all know conventional marketing (i.e. newspapers, Yellow Pages etc. – did you know that 76% of UK Adult internet users find out about local services online, Ofcom, August 2008) is dying a slow but sure death. Online marketing and the internet is where it’s all happening these days. So why not embrace Twitter?

Be a talker not a promoter

Many business make the mistake of seeing Twitter as a promotion tool pure and simple. They set up their account and tweet away about their products, business, offers, products, business, offers, products.....

BORING!

Twitter isn't about promotion per se. The whole point of Twitter is engagement. Talk to your followers, retweet them, tweet about useful stuff, share interesting links, comment on industry news or current affairs - anything that will show you as being interesting and worthy of followers.

If you sprinkle promotional tweets in amongst these types of messages you'll be followed, retweeted and will probably get clients too.

Have a strategy

Without a strategy Twitter (and this also goes for other social media marketing tools such as facebook fan pages) will just be a huge waste of time. Decide from the outset what you want to achieve from it. Plan how long you'll spend on it (and stick to it).

Will it really help my online marketing?

The simple answer is yes. I don't if you've noticed, but Google has started to include live Twitter feeds into its search results.

The following video has been put together by our very own Jon Young who demonstrates the power that is Twitter.

How to get listed in Google and Yahoo local listings today

Wed, 31 Mar 2010 14:03:00 GMT

Even if your business is done completely offline, you can benefit from knowing how to get listed in Google Local or Yahoo's local listings. When someone types in a local search in Google or Yahoo (one which contains a place name) the searcher is given local results right at the top of the search engine.

Best of all it's completely free... Submission to Local Search at both Google and Yahoo are free, and may bring you more business than you expect. Here are the URLs for the signup forms below, but before you get started you should have the following information ready at hand:

1. The first thing they will ask for is the physical location of your business

If your business is in your home, that is no problem, just use your home address. You shouldn't, however, use a post office box, as Google doesn't accept them.

2. The telephone number(s) of your business

If you use your home phone number for your business, be sure you have an appropriate answering machine message, and that your phone is answered in a professional manner. It is best to get a separate telephone number for your business, even if it and your budget are very small. If you have a fax number, have that ready also.

3. A business email address

Use an email account at your business domain. If you don't have a website for your business, buy a domain for your site from a registrar such as 1and1.co.uk who give website space with a domain purchase, or at least put up a "one page business card" website on the free space Yahoo offers to local listers. In any event, don't use a "freebie" email service such as Hotmail or Yahoo for your business. This is considered very unprofessional.

4. Your business website address

Get a site if you honestly mean to have an internet business. Yes, a website is not strictly required in order to earn online, but to anyone with online business experience you will appear as a rank amateur without one.

5. A description of the services or products you sell

This should be a short 1 to 3 sentence summary such as: "Your Business Name provides widgets to all widget users, with special emphasis on blue widgets for widgeteers. We also offer widget payment plans." Don't make it a blatant advertisement, just an explanation of services.

6. Categories your business falls under

You'll be able to choose up to 5 categories for your listing.

7. What types of payment can you accept?

Cash, credit card types, etcetera

8. Contact Name

Likely yours.

Google users will need to setup an Account. Fear not...if you have Gmail, Google Sitemaps or any other Google service requiring an email address you are already registered. When you have your information ready, go to the Google Local Business centre. Sign into your Google account and follow the onscreen instructions. Once you have finished, Google will telephone or send you a postcard (your choice) with a confirmation number. When you receive the pin number in the mail or by phone, you will then need to go back to your account and enter that pin number before your entry can be activated. After that, just wait for the phone calls from new customers.

Yahoo Local Business

For Yahoo, the information is slightly easier as they use Infoserve to supply their local listings, so all you need to do is visit: Sign up at Yahoo here: http://yahoo.infoservegroup.com/business-owner-form.html Get going and boost your business into areas you might not have thought of trying.

Want your listing set up for maximum visitors? See our Google Local Maps page.

Don't Let Your Marketing Fail Your Business

Mon, 04 Jan 2010 17:34:00 GMT

Why do so many small businesses fail to get their marketing right?

Many small businesses are started from a passion. The business owner isn't a trained marketer and they certainly don't have the budget needed to hire an in-house expert. Because of this, their marketing fails to achieve what they want - sales.

What kind of marketer are you?

If you surveyed 100 businesses, you'd probably get a three way split regarding marketing methods:

1. The 'I'm going to do what he's doing' type - they just mimic everyone else's strategy rarther than come up with their own. The result is poor. This method doesn't work because it simply results in a market place flooded with the same message. Without something distinguishing you from every other Tom, Dick and Harry out there why would anyone pick you?

2. The 'I've always done it this way, why should I change?' approach - these are the guys that stick with the same old method regardless of technology or market conditions. With today's increasing internet usage by consumers searching for products and services, these are the guys that keep throwing money at adverts in the Yellow Pages. The result is a huge marketing spend for little return.

3. The 'why should I market? My product is so damned good customers will come to me' blind fools. Oh boy, do these people really exist? These are the guys who think that what they provide is so great they don't have to advertise because they'll have a steady stream of customers banging at their door.

What is marketing anyway?

Marketing is all about doing the things you need to do to make people find you, like your product/service and grow to trust you. Would you buy from someone you didn't like or trust?

The stages of devising your marketing campaign are very simple:

Identify your cutomer - where do they hang out? what problems do they have that need solving? what kind of businesses are they? are they individual consumers?...

What is your offer? - what is it they want that you can supply? The best example of this is a headline from Dominoes Pizza - "Hot Pizza Delivered to Your Door in 30 Minutes or Less or It's Free" - fabulous, they knew precisely what their customers wanted and provided them with an irresistable offer.

Sell with a strong call to action - get your message out there on the web. Give them testimonials and real life stories of people who've benefited from your product/service to build trust and credibility. Make your call to action strong - tell them to get in touch, order or email you.

Be the guy or girl they all applaud

It takes real guts in today's competitive market place to be a marketer. Your neck is on the line if you don't perform and get those illusive sales. When you run a small business, your marketing strategy is the 'do or die' of your business.

Without professional back up you've got to do it on your own so get internet savvy and go where the smart marketers go - online.

90% of marketing budgets are wasted every year because small business fail to follow up leads. They grab the money from the small percentage of people they contact who are ready to buy there and then but walk away from everyone else. Perhaps they were interested in your product but just weren't ready to buy. By failing to follow them up you've paved the way for your competitiors to walk in and steal the sale. You've done the hard part by convincing them your product/service is for them but if you don't constantly follow them up again and again, the sale will be lost forever.

Now's the time to get smart, get online and get automated. Once the exclusive realm of the "big boys", automated online marketing is now available to any business regardless of its size.

What are you waiting for? Get online, get automated and watch your sales soar.

Stand up and take a bow - now all eyes are on you.

Email Marketing Is On The Up

Wed, 23 Dec 2009 16:54:00 GMT

More businesses are turning to social media

Print media such as local papers and Yellow Pages are dying a slow death.

More and more businesses are beginning to realise that to make their marketing pounds go further they have to get smarter with their marketing strategy. Blasting out an advert to an untargeted audience just doesn't cut it anymore. Successful marketers understand that their efforts have to be targeted if they are going to bring in the results they want.

One of the biggest changes seen in business marketing in recent years is the boom in email marketing. The automated follow-up of leads is saving and making companies huge amounts of revenue from sales that would have been lost to competitors using their old approach.

The following post was recently seen on emarketer.com which identifies the extent to which email marketing is expanding.

Social media to get biggest bump

Like their larger counterparts, small businesses will be doing even more marketing online in 2010, according to studies from Vistaprint and Ad-ology.

Vistaprint found that small businesses would be increasing marketing activities in social media, online and search advertising, and e-mail most in the next year, with e-mail marketing currently their top tactic.

The largest group of small businesses, 19%, also rated e-mail marketing their most important tactic, and it was also the No. 1 activity that had been used more because of the recession, followed by social media.

“Not only are online options like email marketing, local search and unique websites cost efficient, especially in a recession, but the Internet is where potential small business customers are moving,” said Trynka Shineman, chief marketing officer for Vistaprint North America, in a statement.

Only 38% of small businesses polled already had a company Website, but one-third of respondents said they would if they had more time and money to spend on it.

Vistaprint also found that small businesses were interested in tracking the results of their marketing efforts, with one-half currently doing so.

In a separate survey, Ad-ology found that 46% of US small businesses did not have a Website. Respondents planned the most increases in 2010 on e-mail marketing to customers and prospects, Website development and search engine optimization.

This study identifies a huge shift in attitudes for many small businesses. They realise that now is the time to play like 'the big boys'. No longer is it acceptable to play second fiddle to large corporations. The technology smaller businesses need to compete with these business monsters is now available to all.

Imagine the power your business could have if you were able to build a mailing list easily, market to that list automatically, tailor email campaigns to customer segments simply. Automated online marketing is where the smart businesses are heading today - are you with them?

Is Twitter important for small business marketing? Google thinks so...

Tue, 22 Dec 2009 14:31:00 GMT

This morning I was researching the X Factor marketing power versus the rest of us when I discovered something very new and very interesting on Google.

When I searched using 'rage against the machine' on Google.co.uk I not only got the usual News section, Images and Videos...I also saw a new part of Google's first page results - The latest results slider which updates breaking stories without you having to refresh the page.

I noticed most of them were coming from Twitter, so I jumped over to my account, added a Tweet with 'rage against the machine' and in about a minute this happened...

Social Media - It's Good To Talk

Tue, 15 Dec 2009 13:59:00 GMT

Talk is cheap

It is indeed which is why it is a great way to market your business.

I'm sure you've done face-to-face networking for years, so now's the time to take those skills online.

My last post looked at the phenomenon that is Twitter. This time I want to address the subject of making yourself different, how you can stand out from the crowd and therefore build a strong personality for your business.

Adopting social media as part of your ongoing marketing strategy is great for raising your company's profile to your online audience. With more and more consumers turning to the internet to find local businesses, the web is definitely the place to be.

Whether you are using Facebook pages, Twitter or a blog (or all of them) engagement is the name of the game - engagement is what will build your brand.

As Eric Brown explains in his recent blog post Will 2010 Be The Year For Engagement?, branding isn't what it used to be. He quotes Seth Godin's recent definition of 'Brand':

"A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one product or service over another. If the consumer (whether it's a business, a buyer, a voter or a donor) doesn't pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

"A brand used to be something else. It used to be a logo or a design or a wrapper. Today, that's a shadow of the brand, something that might mark the brand's existence. But just as it takes more than a hat to be a cowboy, it takes more than a designer prattling on about texture to make a brand. If you've never heard of it, if you wouldn't choose it, if you don't recommend it, then there is no brand, at least not for you."

So for you and your brand to mean something, people need to be talking about you. The only way to generate that kind of interest is through interaction. Whether that is through your Facebook fan page, Twitter or through your blog you have to start a conversation before you can creat a buzz.

Be different

That's not as daunting as it might sound.

Being different is effectively being yourself. You are unique so use that to your advantage to forge relationships with your readers/fans/followers. Talk about your interests as well as what your business is doing to create a personal connection.

Don't forget everything you do creates your brand personality - you are your business, your customers are buying from you.

Be chatty, give great information, respond to people, above all be friendly and the rest will follow.

Internet Marketing and Twitter

Tue, 15 Dec 2009 13:21:00 GMT

Spread the word with Twitter

Social media has proved to be an important part of any businesses internet marketing strategy.

Through its various channels you can:

- Increase your web presence
- Become an expert/authority in your field
- Keep yourself up to date with the most recent happenings in the world of the web
- Boost targeted traffic to your website

And that's just for starters.

The most recent phenomenon to hit the social media scene is Twitter.It is something that people either 'get' or 'don't get'. So let me help you out a bit.

Why you should be tweeting

A lot of people make the mistake of signing up for Twitter and then spam about their business. Others set up their account, send one tweet and then moan because they aren't getting any followers.

Twitter is all about building relationships and interacting with other tweeters. This is why it goes so well with blogging which is also about relationship building. That isn't to say you should only tweet about the weather, what you had for tea last night or what you'll wear on the next lads' or girls' night out.

You can tweet blog posts you've found interesting, your own blog posts, news items, latest industry happenings as well as your latest business news. Read the tweets of the people you are following (not constantly because when you start getting loads of followers you won't have time to do anything else) and retweet anything you find interesting.

Why you aren't getting followers

First things first, just because you have an account does not mean you'll be instantly followed by thousands of people (unless you happen to be famous). It takes time to build up a following.

You have to give someone a reason for following you. I came across a great post on 10e20 blog by Patrick Winfield talking about 7 Tips for Building Twitter Followers.

The main reasons why people don't follow you are:

- You have no avatar
- You have no bio
- You protect your tweets

People like to know who they are following so add your picture. If you are tweeting for your business and you want your logo as your avatar, add your photo to your Twitter page to add a personal touch.

Filling out your bio is like putting out a welcome mat. It looks as though you've taken time over your profile, you want to tell people about yourself, you are approachable and want to talk, you've mentioned your likes and dislikes so you'll find like minded people - it just makes you human!

If you're not sure who to follow use the Mr Tweet application which suggests tweeters who might be interesting to you.

There are a lot of websites out there that will tell you how to gain thousands of followers quickly. If that's what you want, fine. Personally I would rather build up a following of people who are interested in what I have to say. That way I know that the information I am sending out in my Tweets is going to people who might need it, be interested in it and it might just help them out.

Reciprocity!

Why not follow us @8020marketing.

Until next time, happy tweeting!

Is Your Web Content Commanding?

Mon, 14 Dec 2009 18:20:00 GMT

Do your readers know what you want them to do?

That might seem like a strange question but one that you should always ask yourself when writing your web pages.

There is no point in having the strongest website copywriting known to man adorning your site's pages if you don't actually tell your reader what you want them to do. It would be like taking a sat nav with you on a long journey without switching it on.

The mistake many businesses make is they think their copy is so powerful it will somehow implicitly tell the reader what they should so next.

Wrong.

Call to action - big and bold

The call to actions (yes, you can have more than one per page) are one of the vital elements of a web page. Assuming your copy has been interesting, relevant and compelling enough to keep your reader engrossed, you must make sure you end your page with a bang, not a whimper.

A call to action is your last opportunity to get your reader to buy (or take whatever action you want them to take). Using desier drivers can strengthen the chances of your reader acting as you want them to. Below are a list of 8 desire drivers that you can try:

1.    Finish on a high note – Use your most powerful benefit to show them how your product has as the example.
2.   End with a warning – Basically the opposite of number 1.
3.   End with a review of your advert – Repeating all the major benefits and features.
4.    Give a deadline – Restrict supply by a limited time offer or closing date.
5.    Give a guarantee – Peace of mind is a powerful thing.
6.   End with a testimonial
7.    Give a free bonus – A free sample or a free trial period.
8.    Offer a discounted price – A great tip is earlier in your copy show your normal price but offer a discounted price if they order straight away.

These may seem simple and, well that would be because they are. Many people try to over complicate their sales copy. Why? if you wanted to buy something wouldn't you prefer something that was simple and straightforward? I know I would.

Writing sales copy isn't the time to be showing off your literary talents - save that for the novel that is deep within you. The knack to producing good sales copy is to keep it simple.

Jumping On The Social Media Bandwagon

Wed, 09 Dec 2009 17:33:00 GMT

Are you blogging and tweeting?

Social media for many is a mystical thing they often hear about, talk about, nod in a knowing way and then change the subject. But it really isn't that frightening.

The great thing about social media is the exposure it gives you. There are millions of internet users out there and the thought that your blog posts could reach thousands and thousands of people is mind-blowing. With that kind of reach, anything is possible.

Blog-ability

A lot of people shy away from blogging because they don't know what to write about. They think it will take too much time. Granted, it takes time to write stuff but you have to consider whether you can afford not to.

A blog is an excellent way to drive traffic to your website. But not only traffic, targeted traffic.

What's the difference?

Well targeted traffic is looking for what you are offering. By making your blog posts relevant to you and linking them through your keywords back to your website, you are effectively laying a path for your ideal customer to follow. Why are they ideal? Well, if they searched on Google for a term that led them to your blog they are obviously looking for what you can offer them.

Tweet awareness

I'm sure you've come across Twitter by now. This is a micro blogging tool (plus relationship builder and great fun) which helps spread the word about your blog. Once you've built up a following, simply add your blog RSS feed to your Twitter account to spread the word (you can follow us @8020marketing).

Need a second opinion?

OK, here's a video from SocialMediaExaminer interviewing Brian Clark of Copyblogger about how he finds the inspiration for his blog and how Twitter has boosted his following.

Interview With Brian Clark of Copyblogger from Michael A. Stelzner on Vimeo.

Do You Want to Know The Greatest Marketing Tip Ever?

Wed, 09 Dec 2009 16:57:00 GMT

Never give up

OK, that might sound rather obvious but it is also very true. How many of you have tried to market your business online only to give up because 'it wasn't working'?

If you do your research it will work after all, what other medium of communication allows you to target your marketing efforts to a specific audience? And such a large audience?

Granted marketing for a small business can be daunting so before you begin you need to set some ground rules:

What's your budget?

This is number 1. Set your marketing budget and stick to it. Don't get caught up in the 'oh, he's advertising over there, I'd better follow him' syndrome. Surprisingly enough the more money you shell out doesn't correspond to the amount of sales you'll generate. Be specific, be targeted.

Who are your customers?

If you don't know who they are, how can you market to them? What type of person are they? What are their likes and dislikes? Once you have a profile of your ideal customer your marketing will become a lot easier.

Why do they buy from you?

To answer this you need to know the benefit of your product. People buy from you because your product helps them solve a problem they have. You have to identify that. Once you have, that will give you the main driving force of your marketing campaigns. It can make up your headings and content - push your benefits because they are the most valuable asset you have.

Give an offer

Giving an offer to someone after they have bought from you may seem odd, but how many receipts have you received from supermarkets that have an offer of some sort printed on them? By giving an offer on your receipts and invoices you are strengthening relationships and encouraging them to buy from you again. Simple but effective.

Testimonials

People love real life stories. By displaying testimonials on your website or in your newsletter you'll increase your credibility in your customers' eyes and they'll be more inclined to buy from you.

Find your ideal partner

No, this hasn't suddenly turned into a post for a dating agency. Finding another business that you can partner up with can generate a huge amount of business at little cost. The relationship would obviously have to be reciprocal but it will work because it increases the reach of your marketing.

So there you go. Online marketing may seem easy at first but if you don't do your research first you'll be singing in the wind. The main thing to remember is to be focused in your approach - do your homework.

What Does Your Blog Sound Like?

Tue, 08 Dec 2009 10:05:00 GMT

Blogging is big for businesses - it is a great tool for positioning yourself as an authority within your industry and it can drive traffic to your website.

But despite all its positives, blogging normally is seen to have one giant negative - namely, how on earth do you start?

We're not even talking about the technical stuff here. The things that seem to scare virgin bloggers the most are:

1. What do I write about?
2. How do I write?
3. What tone should I have?

The 'what' and the 'how' are going to be different for everyone. Try to find ideas that relate to your industry but you find interesting - it will be a lot easier to write something you have an interest in. You can generate ideas from daily conversations, industry magazines, other blogs...the list is endless.

But often more of a problem is what tone should your blog take.

This is the subject of an interesting post that appeared on smallbiztrends.com entitled 5 Steps to Creating Your Blog Voice.

Personally, I write as I would speak (within reason). For me, to write a blog that is interesting, I have to come across as approachable. Writing in incredibly 'tight' and 'up-yourself' language isn't going to be very appealing to people. Whereas writing in a 'chatty' style makes my writing accessable and, I hope, enjoyable to read.

Of course that is my own opinion and I could be wrong - and I'm sure you'll tell me if you think I am.

But basically the best advice I can give is be natural, be yourself, consider your audience and enjoy it.

YouTube Quality Using Camtasia Studio 5 Screen Recording Software

Wed, 21 Jul 2010 17:05:00 GMT

The YouTube quality when it comes to screen recording and training videos using Camtasia Studio has always been something I've struggled with...Until now.

I don't know about you but the different formats MP4, .MOV, .AVI, .FLV, .SWF, WMV as well as the different recording sizes, audio settings and quality settings, makes publishing anything online in video format about as easy as catching a glimpse of Gordon Brown with a smile on his face.

Cut costs whilst gaining customers

In the past I always uploaded my videos to my own server and then used embed codes to place them in web pages for great quality, which is really pretty time consuming, fiddly and a great way to get BIG EXTRA bandwidth bills from your hosting company.

But now, using the HD settings in YouTube, (ie recording and uploading at 1280 x 720), I've not only benefitted from great size and quality, huge time savings and instant deliverability/streaming...it has also opened up another, highly prized distribution channel which is already bringing visitors.

Save time

What used to take over an hour post production now only takes 20 minutes per video upload and I get the added benefit of placing our brand on the second biggest search engine on earth.

If you use Camtasia Studio 5, here's a quick video I put together with all the settings you'll need to get really good YouTube quality videos in HD format.

Whether you're using screen capture or not, recording video in the 16:9 ratio and uploading your video in 1280x720 you're going to get superb results. You'll also fill out YouTubes HD video player window without having those really nasty black bars top bottom and on the sides.

Use video to gain trust

As a business owner, you've a wealth of knowledge hidden away inside your head people are really eager to learn, and using videos to explain things makes life pretty simple. I'm definitely not a writer, but I can show you using video.

Show them you care, show them how and you've just gained trust, gained authority and probably another customer.

Google Local Gets Your Business Noticed

Fri, 04 Dec 2009 16:36:00 GMT

Google Local is one of the best ways to get yourself noticed on the web.

The internet is one vast market place open to all who are brave enough to dip a toe in the waters of cyber space. So, it makes sense to utilise it as much as possible to gain maximum exposure for your business.

Most businesses today have a website and are probably listed on a few directory sites and perhaps run a blog - you do, right?

But how else can you boost your online exposure?

Get local

What is that supposed to mean?

Well, I'm sure you've seen the Google local 7 box in search results; it looks like this:

Getting your website included within this box will really help your exposure. As explained in the post (and video) on Webpronews called Getting Noticed With Google Maps, if you're not listed for your geographical area you could be walking away from a shed load of sales.

Getting listed is easy, just go to Google local, login to your Google account (or sign up for one) and claim your business or add your details - it couldn't be simpler.

Here's a quick video I found showing you what you're missing out on:

What are you waiting for?