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8 Ways to Amplify Your Content on Mobile

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Dave Landry – Enjoy!

photo credit: shutterstock

Mobile is becoming a powerful, driving engine in the content world. The January 2014 Mobile Technology Fact Sheet shows that 63% of adult cell phone owners use their phones to go online, while 34% of cell phone Internet users go online using only their phone rather than any other device.

Mobile content is distinct because of the idiosyncratic and curious ways users interact with it. A Rumble study from 2013 found that while certain mobile app user behaviors were similar, most of those interacting with mobile content exhibited unique behavior.

Apps account for 86% of the average US consumer’s time on a mobile device, while time spent on the mobile web declined. How can marketers make their content stand out in such a crowded mobile marketplace?

Here are eight ways marketers can amplify content on mobile:

1. Be mobile-friendly.

You must optimize for the device as well as the way that users will interact with your site’s content. Mobile users NEED simple sites with easy navigation. Utilize the principles of responsive design to ensure that your content will display correctly for all users on all devices.

2. Build a community.

You can amplify your reputation by being helpful and relevant to your audience. When you build trust, you also build a community – and this community will be vital when it comes to amplifying content. The cultivation of long-standing relationships is key to having your content amplified. Even if you’re not posting undeniably quotable and shareable content all day every day, your base community of followers with whom you regularly engage with will still have your back and interact.

3. Develop a mobile app.

With so many users trading in time spent on the mobile web for time in apps, it’s easy to see why it’s beneficial to develop your own app to deliver content to users. The added bonus is that you can further target content for the segment of users that download and use your mobile app. Enable all possible sharing options to allow users to share content with their network.

4. Make mobile a part of your overall strategy.

Keep your business and marketing goals in mind as you consider your mobile campaigns. Don’t make the mistake of treating mobile as something separate from your marketing strategy, as it should be integrated into the rest of your initiatives. Do not silo mobile because it will likely affect other aspects of your organization and marketing. Understanding where mobile falls into your overall strategy allows you to drive sales activities.

5. Consider real-time video.

In May 2014, Grabyo, a company specializing in real-time video, released a report stating that 72% of the traffic on their platform came from mobile. The company found that live TV clips generate exceptional levels of engagement on Facebook and Twitter. Content creators can sponsor these mobile clips to reach new members of their target audience. Content creators interested in amplifying content on mobile should consider paid sponsorship and advertising opportunities. With targeted advertising you will be able to measure exact analytics.

6. Don’t just think social – think branded.

Mobile users are almost twice as likely to share content on social media sites. A study from the video technology company Unruly showed that branded Vines are four times more likely to be shared than branded videos. Brands like PepsiCo, AT&T, and General Electric are already taking advantage of consumers’ love for bite-size content and use it to boost their overall content marketing strategies.

7. Add SMS to the mix.

comScore’s January 2014 report showed that 159.8 million people in the United States owned smartphones, making up only 66.8% of the mobile market penetration. The majority of devices on today’s market are SMS enabled. SMS messaging is affordable and provides a sizable ROI for marketers, as 90% of SMS text messages are read in the first 4-6 minutes of delivery.

8. Always analyze.

Perform a thorough analysis to help you understand what campaigns are working and which need to be adjusted. Take your newfound data and apply it to your next round of marketing. Your collected data and improved campaigns will be critical to amplifying future content.

Successful content amplification is rooted in providing your audience with engaging, valuable content. With creative power and vision, marketers can take advantage of the wealth of opportunities that mobile opens up for them.

Dave Landry Jr.Dave Landry Jr. is a journalist and business owner who enjoy creating graphic and written content on his downtime. He hope you enjoy this article.

Just Work the Program

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Justin Belmont – Enjoy!
Work The Program

Photo Credit: Barber Chair

Many barbershops go beyond a simple haircut to treat customers to a grooming extravaganza. A haircut may come with a beer, great conversation, hairstyling tips, full shampoo and conditioning with top-notch men’s hair products, and a massage chair. A repeat customer will likely expect a repeat performance. Yet, if the barber falls short on the friendly conversation, if he forgets to offer a beer, or even if the massage chair is out of order, the customer may not return.

While any of these mistakes is forgivable, the customer has come to expect a certain type of haircut. As the owner of a new luxury barbershop, you would need to set the standard of service and stick to it.

Marketing is no different. Patience may be difficult in the midst of a marketing program, but if you lay out a plan and follow it consistently, you build customer confidence in your brand.

Work The Program

Photo Credit: Maplay out a plan and follow it consistently, you build customer confidence in your brand.

For example, if your social media campaign begins with three tweets per day and you begin to build an audience on this strategy, that audience is going to expect to find tweets three times a day. Along the same lines, if you only tweet once or twice a week, you may build an audience that prefers a sparse style. If you start to ramp up your daily tweets, this audience may un-follow you.

In either case, decide on a consistent strategy that is appropriate for your brand before execution. If your social media ship has already set sail without a consist heading, reevaluate the program. Start anew, but be faithful to the new program. In some ways, correcting course on a social media program may be easier than on other marketing platforms. Format is fairly standardized, making frequency the primary consideration. As long as you supply relevant content, there are relatively few corrections to be made. Traditional marketing campaigns, such as pitching media or running online advertising, may require more work to recover.

Work The Program

Photo Credit: Marketing

Whether the business is a barber shop or a new real estate investment firm, the rules are the same for any small venture. Consistency is key. The logo on social media pages should be the same as the logo on emails signatures and on the bandit signs posted around town. If you want to build consumer confidence that your business is legitimate, maintain branding across platforms to establish recognition. For example, the Nike “swoosh” branding is so recognizable that Nike no longer needs to supplement it with the brand name. The logo speaks for itself.

Inconsistencies are a red flag to audiences that something is amiss. Sloppy marketing may indicate that the product cuts corners as well. Audiences may think your company can’t handle the work, either because distractions have let the marketing program fall to the wayside or because the company cannot afford proper business promotion. No matter the cause, inconsistent marketing will elicit shaky confidence, which in turn will make customers disappear.

 

Justin BelmontJustin Belmont is the founder and editor-in-chief of Prose Media (prosemedia.com), a writing service that creates high-quality content for brands–from blog posts and newsletters to web copy and white papers. Prose (@prose) employs top professional journalists and copywriters with expertise in a variety of industries.

With a background in corporate communications, Belmont has an MFA in Writing from Columbia University and was formerly an editor at Google.

How Mobile Marketing is Changing the Face of Events

It’s guest post day here at Duct Tape Marketing and today’s post comes from Adam Hope.

‘Mobile marketing’ Image Credit: Osman Kalkavan

‘Mobile marketing’ Image Credit: Osman Kalkavan

In today’s increasingly mobile world, more and more marketers are focusing their activity primarily at mobile users. According to research from mobiThinking, there are over 2 billion people using a 3G or 4G mobile phone network. That means nearly 30% of the world’s population has access to high-speed mobile internet – and this percentage increases dramatically among business users and those living in developed nations. Data from eMarketer predicts that by 2017, 50% of the world’s mobile phone users will be using a smartphone with access to the internet and mobile apps.

Keeping up with the mobile trend

Mobile marketing is nothing new, businesses have been creating mobile friendly websites and using social media to reach their on-the-go audience for years. However, as with all technology, the industry is constantly evolving as new hardware and software are developed. These developments are aimed at enhancing the mobile experience for the user and are giving mobile marketers an increasing number of channels through which to reach their customers.

Mobile marketing at events

One key area of growth in the mobile marketing world, is the use of targeted activities to connect with customers at events. Whether it’s creating a pre-event buzz, managing the duration of the event or keeping in touch afterwards, mobile technology offers countless possibilities for customer engagement. Event marketing is rarely a fixed location affair, with businesses travelling to meet their target customers’ locational convenience and, as such, mobile marketing and event marketing make a well suited pair.

Creating a social buzz

The event marketer’s job starts long before the actual date of the event and mobile marketing is a great channel through which to build pre-event hype. Social media and mobile friendly email campaigns are a fantastic way to reach your pre-existing audience, giving them an early introduction to an upcoming event.

In order to have a wider mobile reach and grow your audience prior to the event, research influential local retweeters and sharers alongside complementary businesses in the location of your upcoming event. Get them to share your event information by building a relationship with these people and asking them to share information which may be of interest to their followers.

During the event

There has been an emerging trend in the creation of custom event apps. Businesses are either creating an app specifically for an event or expanding their pre-existing mobile app to include the event. This offers the ultimate convenience to the customer – putting all of the essential event information in their fingertips. Apps also provide great brand exposure as your business’ branding is installed on the customer’s phone, keeping your message fresh in their mind, as they use their mobile device.

Make it as easy as possible for your audience to access further information on your business, product or service at your event. Direct customers to your social media accounts by including information on how to find you online in your printed display materials. The use of QR codes has had a varying success rate, allowing mobile users to scan a code with their smartphones camera which takes them directly to your site. The more mobile channels through which your target audience can access further information, the better.

The use of geotagging at events is extremely valuable to businesses as it shares your attendees’ location with their friends, having a visible knock-on effect on social media. Ensure your event’s social pages are set up in a way which allows attendees to ‘check-in’ to your location.

The post-event social sweep up

The success of an event is generally measured by examining post-event data, whether it’s the number of leads generated or the level of attendee engagement. Social media is a great way to follow up your event and give attendees a specific #hashtag that they can use when sharing images or comments socially, during or after your event. This makes it easy for businesses to track any mentions and gather a general overview of the event’s success.

Industry trends predict clear growth in the use of smartphones as people’s primary access to the internet. It is clear that successful event marketers will need to shift their focus to ensure that their events are fully integrated with mobile communications in order to ensure future success.

Adam HopeAdam Hope is a blogger for The Events Structure – the UK’s largest single source provider of road show exhibition trailers and mobile event marketing vehicles. We provide versatile event venues for exhibitions, one off events and marketing roadshows. These range from inflatable pop-up structures to fully customizable exhibition trailers. We work with a variety of large and small businesses to promote their products at events around the UK. Our self-drive promotional vehicles offer the ideal economical solution for small businesses looking to make a big impact.

 

In Sales & Marketing, Zero Dark Thirty is 30 Minutes Too Late

… or why the biggest sales problem businesses think they have isn’t the one they actually have!

It’s guest post day here at Duct Tape Marketing and today’s guest post is from a member of the Duct Tape Marketing Consultant Network - Kurian M. Tharakan– Enjoy!
Zero Dark Thirty

Photo Credit: Zero Dark Thirty – IMDb

In the movie Zero Dark Thirty, the US Navy Seal team raid on Al Qaeda leader Osama Bin Laden’s house was conducted at 00:30, or thirty minutes past midnight. If that raid were a sales and marketing operation, zero dark thirty* would be thirty minutes too late!

Before I explain what I mean, let me provide some background. In the past few months I have consulted with numerous companies who believe they have a sales problem. However, in almost every situation the primary issue was identified as a marketing problem and not a sales problem. How did I determine this? By examining close ratios, or how many leads were converted into a sale. Although average close ratios vary by industry and market, if you are in a competitive environment and closing more than 15 – 25% of your QUALIFIED leads you are on the right track!

All of these clients were closing their fair share of the leads they were generating. They just weren’t generating enough QUALIFIED leads to pursue.

Lead Generation is a Marketing Function

In each situation above the sales team were expert closers but spent most of their non-sales time waiting for the phone to ring or following up on previous leads. Now some might say that these guys should be using their “spare” time prospecting for new leads, but, by definition, prospecting (lead generation) is a marketing function. Besides, these sales teams’ skills and expertise are best used to close sales, but their company’s marketing efforts were not producing enough qualified leads for them to pursue.

Now, Here’s the Big Problem

It’s estimated that up to 70% of the buying decision is made PRIOR to anyone even talking to a sales person. Today’s customer has numerous resources available to them, usually just a few mouse clicks away. By the time that they arrive at your sales desk the majority already have a preferred direction to go and are now seeking confirming or dis-confirming evidence to support their decision. If you have not positively biased their decision PRIOR to this contact point, YOU ARE AT A SEVERE DISADVANTAGE!

This is Time Point Zero Dark Zero

A properly functioning company will have a marketing process which creates qualified leads to HAND OFF to sales. Let’s name this crucial timeline juncture as zero dark zero. This is the point of truth where marketing delivers a “primed” prospect for sales to close. Primed is the key word. These are the prospects that have a preference to choose you from all of your competitors! If a company only STARTS their selling process AFTER zero dark zero WITHOUT HAVING PRIMED THEIR PROSPECT to choose them, they are at a severe disadvantage!

You Don’t Have a Sales Problem, You Have a Lead Generation Problem!

So, these clients don’t have a sales problem, they have a lead generation problem. All of their future revenue depends on their sales abilities with UNQUALIFIED, UNPRIMED prospects. But sales abilities can only go so far with prospects whose minds have already been 70% made up to travel in other directions!

If we were to put this into the context of Zero Dark Thirty the movie, the vast majority of the plot dealt with the CIA unearthing, tracking down, and qualifying leads on Bin Laden’s exact location. The seal team’s actual on the ground time was less than 38 minutes from entry to exit, but it took over 10 years of research to pinpoint the location to attack.

The First Step to Improving Sales is to Improve Lead Generation!

So, if the primary sales problem is actually a lead generation problem (marketing), what are some things you can try? Here’s a VERY BASIC list. Although not all of them will apply to your specific business, you should be using at least six on a consistent basis, with full measurement and tracking of the results. How many are you doing?

Website

  • Pay per click (e.g. Google Adwords)
  • Search Engine Optimization (SEO)

 

Social Media

  • E-Mail marketing
  • Facebook
  • Industry specific social sites
  • Linkedin
  • Twitter
  • Etc.

 

Content Marketing

  • Blogging
  • eBooks
  • How to guides
  • Newsletters
  • Special reports
  • Video
Advertising

  • Billboards
  • Catalogs
  • Classified ads
  • Direct mail
  • Fax advertising
  • Flyers
  • Magazine
  • Radio
  • TV

 

Other

  • Joint Ventures
  • Press Releases
  • Pro bono work
  • Publicity
  • Seminars
  • Speaking
  • Sponsorships
  • Trade shows
  • Webinars
  • Workshops

*technically, in military terms zero dark thirty does not reference a specific time of day, but is slang for the very early morning.
StrategyPeak Sales & Marketing Advisors

 

 

Kurian M. TharakanAbout the Author – Kurian M. Tharakan
Kurian Mathew Tharakan is a Sales & Marketing Consultant, Speaker & Facilitator, and founder of the marketing strategy firm StrategyPeak Sales & Marketing Advisors. Prior to StrategyPeak, Mr. Tharakan was vice-president sales & marketing for an Alberta based software firm where his team achieved notable wins with several members of the US Fortune 500. Previous to his software experience, Mr. Tharakan directed the sales and marketing programs for the Alberta practice of an international professional services firm.

Marketing Techniques Every Small Business Should Use

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Kristin Hovde – Enjoy!

Small-Business-Marketing

photo credit: iStock

Having the best, most innovative product on the market is not enough to drive traffic to your office or store. It takes a carefully-planned strategy to effectively promote your products or services.

Marketing is a critical component for any business, but can be done effectively without having to shell out thousands of dollars. Small business owners may feel intimidated competing with their larger, more established competitors, but these ideas will help increase brand awareness, drive more traffic to your website, and gain new customers.

1. Have a Measurable Goal

Before beginning any marketing campaign, having a realistic goal to aim for is a critical piece to the marketing puzzle. There are several steps to creating a goal to successfully launch your campaign, but for an easy way to remember it, think S.M.A.R.T:

  • Specific: Know Who, what, where, when, which, and why.
  • Measurable: Determine how you are going to measure your progress.
  • Attainable: Create a goal that can be achieved.
  • Realistic: Aiming high can give you the motivation you need to reach your goals, but it can also make it much more difficult to reach. Shoot for a goal that can realistically be accomplished.
  • Timely: Know what time frame you would like to accomplish the goal by.

2. Know Your Target Market

If you target everyone, you will be wasting valuable time, energy, and money on promoting your business to an audience that may not be in the market for what your company has to offer. Do your research to determine what age, gender, location, and any other criteria needed to discover what demographic you need to sell your products to.

3. Get Involved in Networking Events

Networking events such as trade shows are excellent ways to get the word out about your business. It will allow you to get out of your office and meet other professionals in your industry. Instead of going to these events with the sole intention of selling your products, try to connect with these people on a personal level. The friends you make could refer customers your way down the road.

4. Grow Your Social Media Presence

Social media is everywhere we turn; from checking Facebook newsfeeds to tweeting about our day entirely from a smart phone. Billions of people are using social media, so having your business be a part of that world will help to reach out to a larger audience. Set up company accounts on Twitter and Facebook, a company page on LinkedIn, and a YouTube channel for downloading videos on useful tips that could help your customers.

5. Join Volunteering Groups or Start Your Own

Is there an event coming up that supports a cause? Help support it by having your employees and yourself volunteer or by donating money or items to the cause. If there is a cause that is close to your heart, consider starting your own volunteer group. Not only will volunteering or donating put your company’s name out there in the public eye, but you will also be helping a group of people in need.

6. Show Your Expertise in a Blog

Show readers how knowledgeable you are in your field by writing about it. Write blog posts that include helpful tips on a subject that your readers will find useful. This will show everyone that you are an expert in your industry.

7. Be Consistent in Your Marketing Campaigns

Whatever marketing message you are communicating to potential customers, make sure it is consistent throughout all of your marketing materials. Having the same text, motto, and pictures throughout your different marketing mediums will be much more memorable to potential customers.

8. Keep Your Website Updated

Online shopping has increased in popularity from 10 years ago, so keeping your products updated regularly is important. Not only should new products be added or outdated products be deleted, add fresh content to the products you already have listed on your website. Also, add new images and graphics to build traffic and keep visitors from getting bored. Regularly updating your website will also help your search engine rankings.

9. Write a Press Release

Are you launching a new product? Does your company have big news? Writing a press release about it will get the attention of the media, which will end up getting the word out to your target audience very quickly. As much as this tool can help boost the awareness of your business, don’t write a press release just to write one. Make sure you have something that is news-worthy to write about in order to get readers interested.

10. Measure Your Results

As I mentioned in tip #1, having a goal that is measurable will help you discover the success of your marketing campaign. In order to find out which campaigns have been the most successful, have employees ask customers how they heard about your business, offer coupons with promotional codes, or look into purchasing tracking software that will be able to tell you where your website visitors are coming from. Once you have gathered this information, you’ll be able to find out which tools and campaigns have been the most successful.

With these tips, you will be well on your way to effectively marketing your small business.

161352_100001963608959_2491958_nKristin Hovde is the Marketing Manager for Smash Hit Displays, an online trade show display company. She has written numerous articles related to trade shows, marketing, budgeting, and social media.

 

Why Social Media is a Must for all Companies

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Margaret Dawson– Enjoy!
Why social media is a must for all companies

While younger demographic groups are higher users, all ages are on social media. Source: comScore

Social media is all around us and has become a daily part of people’s lives.

As of this month, there are nearly 650 million Twitter users, posting some 58 million tweets every day.  Facebook is even bigger, with 1.4 billion users, spending 700 billion minutes on the network every month.  In the United States, 58% of the population use at least one social network, and that number leaps to 98% for those aged 18 to 24 years old.

And yet, I still have organizations or consultants tell me, “my customers aren’t really on social media.”

Your customers ARE on social media

Unless your customers live under a rock and do not have Internet access or a smartphone, you should assume they are on social media.  In fact, according to research by the University of California Berkeley, some 80% of respondents use the Internet to research information on a product or service they want to buy, and increasingly, that’s on social media networks, no Google search.

Using social media to reach your customers and tell your story is no longer an “if” but a “must have”.

But where do you start and how do you figure out which social media channels to use?  You will want a plan. The only thing worse than not being there at all is creating a profile and having zero content or information.  In this case, build it and they will come doesn’t work.

Top 8 steps to get you started

  1. Research which social network your customers use most and start with the top one: If your customers are mostly consumers, then Facebook is a must have and a good starting place. If you are a B2B product or service, then start with Twitter.  One fast way to figure out where to start is to research where your top competitors have a presence and make sure you are in the conversation.
  2. Build a great profile:  As you build your first profile, make sure you are following best practices.  Each social network provides helpful guides and suggestions, and if you don’t have the time or staff, then hire someone to do this for you.
  3. Develop compelling content: Content is king on social media.  Spend some time researching your competition or market leaders to determine what type of content is driving the best engagement and follower growth. If you don’t know what to write or don’t have the resources, look to getting expert help from a social consultant or agency.
  4. Grow your follower base:  In spite of what some people say, growing followers should always be a case of quality over quantity. Think of your followers as leads. You should be able to do this organically or at a very low cost.
  5. Measure, analyze and adapt:  As you start building out your presence and community, make sure you are using data to determine what’s working and what’s not and track your progress.  You want to do initial baseline metrics, and then continue to use data to improve how you are engaging and adding followers.
Why social media is a must for all companies

Use metrics to set a baseline and track progress. Here’s an example of consumer soda brands on Twitter. Source: Rival IQ

  1. Increase frequency of content: Once you know what type of content works best with your followers, try doing more. But be clear on how different social networks require very different levels of frequency. On Twitter, work up to 10 posts a day. For Facebook, 1 or 2 a day is usually fine. Use these numbers as a guideline, as dach market is slightly different. Experiment with post frequency, while always measuring, to determine what works best for you, and look for tools to help you find great content and schedule posts, like Hootsuite or Buffer.
  2. Do targeted follower campaigns: As you work to build out your social community, look into targeted follower campaigns. Again, your goal is NOT just quantity, but using filters, comparables and research to build a relevant base of users who would be interested in what you have to say and sell.
  3. Rinse & Repeat with the next social channel:  From there, you will want to look at other channels based on the market and your product. While it’s tempting to think you must be everywhere, it’s better to have a great presence on one or two channels then a mediocre or bad presence on many.

Of course, this is overly simplified, and each of these steps takes hard work.  But it gives you an idea of how to move down the vital path of social media.

Margaret DawsonA 20-year tech industry veteran, Margaret is known for taking people, teams, brands and companies to the next level through creativity, awesome positioning and messaging, coaching and hard work.  She is a proven entrepreneur and intrapreneur, having led successful programs and teams at several startups and Fortune 500 companies. Margaret is Chief Marketing Officer for Rival IQ. Prior to this, she was Vice President of Product Marketing and Cloud Evangelist for the cloud computing division of Hewlett-Packard. She’s a frequent author and sought-after speaker on subjects such as marketing analytics, big data, cloud computing, women in tech and the convergence of technology and business. She is also an active mentor for men and women in technology. You can follow Margaret @seattledawson.

30 Tips for Great Digital Marketing

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Tara Banda – Enjoy!

Tips-great-digital-marketing-ducttapemarketingA man walks into a bar/restaurant/hotel/car repair shop. Chances are, he found it online. That’s because today’s consumers, 80% according to Google, rely more on the Web to find and choose local businesses.

So how do you make sure that these consumers find and choose your local business? By using a mix of these four strategies for great digital marketing: search advertising, webSite, search engine optimization, and social media. Here are 30 tips to get you going.

 

Search Advertising Tips

1. Identify and follow the rules of Bing, Yahoo!, and Google search ads before running your campaign as all have slightly different formats.

2. Optimize the URL displayed in your search ad so that it’s relevant to the product or service you are promoting.

3. Include target keywords in your headlines and copy that either match or closely match the keywords you bid on in order to boost the chance that your ad appears for those terms.

4. Write strong calls to action for your search ads that directly state what you want consumers to do. For example “Contact for a Free Estimate” or “Get a 50% Coupon.”

5. When using a click-to-call extension, consider using a tracking number so that you can identify and measure which ads perform the best.

6. Don’t spend precious text ad character count on your business name. It should already be in your optimized URL.

7. Do capitalize the first letter of major words in your ad. Don’t (read “NEVER”) go crazy with all caps.

8. Should you use correct punctuation in text ads? Yes! It just makes good sense.

9. Using trademarks in text ad copy is a no-no unless, of course, you own them. You can, however, bid on terms relevant to your business.

10. DUUA (don’t use unknown abbreviations). While it could pique the interest of a few searchers, why take that chance?

Website Tips

11. If you haven’t updated your website since 2010, do it now. A clean, modern design is key in digital marketing, plus it ensures that you meet today’s best practices and Web standards.

12. Make your website mobile-friendly! The 2014 Local Search Study results indicate that nearly 80% of local mobile searches end in a purchase. This is a big audience you shouldn’t ignore.

13. Accurately complete your site’s metadata (title tags, descriptions, alt text, etc.). Not doing so can negatively impact your visibility on SERPs.

14. A business blog is a winning addition to your website. It can help boost your site’s SEO, set you apart from the competition, and demonstrate your knowledge and expertise. It’s a win-win situation.

15. In order to get found by local consumers, you need to optimize your site with local information like your address and geo-targeted keywords.

Search Engine Optimization

16. Having a business blog is useless if you don’t regularly create and promote original and sharable content to help prove relevance and therefore rank in search engines.

17. Enable share buttons on your blog so that readers can easily post your content to their social media pages and drive visitors back to your website.

18. Optimize your Google+ Local page to help your business name, phone number, location, and even opening hours show up in Google Maps and Google’s local search results.

19. Much like Google+ Local, Yelp is platform to complete and post information about your business. More importantly, it helps feed Apple Maps with local business results.

20. Include geo-specific keywords, such as your city, neighborhood, and zip codes, in your website, blog, and even social media copy to appear in search results for these terms.

19. Don’t only promote blog posts once. Repurpose them as engaging images, quotes, or questions in order to generate additional views, shares, and subject relativity.

21. Getting backlinks from influencers and other industry-related websites that have already established credibility are great for building your own authority and driving more visits back to your site.

23. Enable Google Authorship to help build your personal brand. By establishing yourself as a subject matter expert, you can share your own content, generate more shares, and drive more website visits.

22. Since positive reviews rank in search engine results, generate positive reviews with high rankings to help persuade consumers to choose your business.

26. Once you receive positive reviews, promote them on your website and social media sites so that consumers who search for you business on social sites or local directories see the great things others say about your business.

25. Images can help sell your business, and they also rank in search engines. Don’t name your images “photo.jpg,” and instead name them more descriptively, add alt text, or captions on your website to help images show up in search results.

Social Media

27. Think, review, and review again before you make a social media post or comment. The ability to easily take screenshots makes it difficult to take back a social media mistake.

28. Since your employees also represent your brand, both in person and online, implement a social media policy that at the least permits them from sharing internal information.

29. Before you jump on a trending hashtag, make sure you know the origin of it. Not doing so can potentially cause social media regrets.

30. Like it or not, you “share” your brand on social media. And since consumers can start good and bad conversations about you, make sure to set up alerts that notify you of new mentions, comments, or messages.

Tara Banda Duct Tape MarketingTara Banda is a brand-builder, copywriter, and social media marketer in Dallas, TX. She has worked with businesses of all sizes — from Fortune 500 companies to local non-profits to startups — to define their voice, promote their brand online through digital marketing, and build lasting relationships with fans and advocates.  Tara is a currently a Content Marketing Manager at ReachLocal. In her spare time, she is obsessed with learning recipes for international cuisines. You can learn more about her on LinkedIn or Twitter.

 

Social Media Marketing for Lead Generation

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Michael Bird– Enjoy!

photo credit: whoohoo120 on Flickr

photo credit: whoohoo120 on Flickr

Let’s say you’ve devised the perfect marketing strategy for your small business, a photograph business. It involves placing ads in papers and passing out business cards. The business comes in, and for a while things are good. After a few more months, however, it seems that the leads have dried up. You’ve had nothing but success at the events you’ve done thus far, but fewer people are responding. So what do you do? Make a new plan, Stan, and it should probably involve social media. Look, I’m not saying your marketing strategy doesn’t have potential, but if you’re not using social media to generate leads, you’re missing out on an opportunity to reach a huge market. Not convinced? Lend me your ear…

Tides Have Changed

facebook

photo credit: Flickr

Now more than ever, there has been a dramatic shift on social media from being purely a community to being a viable market. Here your customers sit, just waiting for you to reach them and tell them why they need you at their next bar mitzvah. Small businesses are using social media to create a brand for themselves, making them almost instantly recognisable. Through posts, tweets, pictures and videos, they’re encouraging conversations about their products and services. Social media also makes your company appear more personable. Your customers will feel like they can approach you, ask you questions and potentially pass your name on to their friends.

Content Leads to Leads

In recent years, social media has come away from the community builder aspect and become more of a lead generation and content publishing platform for small businesses. This encourages them to become content publishers, writing blogs and posting photographs in order to further connect with the customer. professional-photographer-blogIt works like this: The photographer might show off his or her expertise in a blog explaining the rule of thirds or the best time to use outdoor lighting. He or she then posts the article to the company website and begins posting the link on Facebook, Twitter and Instagram, along with an accompanying photo on Instagram. The followers then read the post, comment and even share it with their friends. The photographer has reached out to more people, who probably have a relative or friend who needs a photographer for an event. The content helps potential clients view the photographer as an expert, and they’ll be more likely to trust the service provider. The links on the various social media sites help point back to the business website, bettering the link profile. Sure, community is a great aspect of social media, but just having people “like” your page just isn’t enough. You have to keep them engaged with new and original content, questions in posts and photographs that will provoke a positive response.

Get Out the Measuring Tape

photo credit: Google Analytics

photo credit: Google Analytics

It is now so much easier to measure social media’s return on investment (ROI). After you establish the goals you want to reach, such as clicked links, filled-out contact sheets or booking dates for events, you need to define a strategy to reach them and find a way to track your progress. Check out these programs:

  • Simply Measured
  • Google Analytics
  • Socialbakers
  • Rival IQ
  • Zumm

These tools (and others) will help you see your social media efforts in action. You’ll be able to see what is working, what isn’t and what you can do to change that. Some companies rely heavily on paid advertisements, such as Google Adwords or Facebook Ads, and it’s true, they can be very useful. Their value, however, should come from the number of clicks back to your website, and if they aren’t doing that, they’re not really worth it. The possibilities are endless with social media and landing page marketing. Who knows? A social media shift might just lift your small business out of a marking slump.

Michael Bird

Michael Bird is Co-Founder and Director of Strategy at Social Garden, a Social Media Marketing, Content Development, and SEO Agency based in Melbourne, Australia. You can connect with Mike on Google+, Twitter, or click through to check out Social Garden’s Blog.