Marketing Blog

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?

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...

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.

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!

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.

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.

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.

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.

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 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: