The Ultimate Social Media Marketing Plan – Part Two

It may be tempting to jump on the social media bandwagon, but look before you leap. Adopting a strategic approach to social media marketing will give a better return on your investment. Welcome back to the second part of our social media marketing series – designed to enable you to plan your social marketing approach carefully in order to see what works for you and your business.

Remember though - with social media fast becoming one of the most targeted and pro-active marketing platforms the question is, can you afford not to have a strategy at all?

Boosting Business With Social Marketing
In part one we looked at identifying your objectives, adopting the right tone, understanding and publishing to your target audience, being consistent and being interactive. Here are the final steps to planning the ultimate social media marketing strategy.

1. Embrace the Blog
It probably won't come as a surprise to find that social media and the world of blogging are integrally linked. With RSS feeds, Tweets and Facebook plug-ins now coming as standard, blogging has truly become a part of the social media landscape. Blogs are also a valuable tool for updated, fresh content to keep readers (and search engines) engaged.

Decide up front the purpose of your blog and stick to it – a consistent approach is likely to retain visitors. Perhaps you're after new clients; interacting with other professionals or simply raising your profile – keep your content concise and relevant.

2. Share and Share Alike
Your work is your most valuable asset, and a great tool for attracting new clients. Finished a new piece of work you're really proud of? Landed a high profile new client? Finally landed that contract you've been chasing? Tell the world about it (be careful not to give too much information away) by sharing a link or posting an update via Facebook, Twitter or your chosen platform. You never know, you may just catch someone's eye.

Don't forget though – it's a two way street. Be careful to retain a balanced approach and use a variety of ways to interact with your readership. No one likes a show off after all!

3. Links are the Key
Just as you can link to your Facebook or Twitter profile from your blog, the same is true in reverse. Virtually every social media platform provides a facility to an external website or blog.

Given the popularity of social media sites, it's a great way to increase traffic by letting others know you have an external profile they can check out. Either by curiosity or whether they wish to find out more about your service – you're onto a winner.

4. Social Media and Blogging – As One
As we've already touched upon, a blog provides an excellent opportunity for a little cross-selling. Whether you're tracking tweets, linking to your Facebook/LinkedIn profile or using a widget, don't be afraid to experiment. Most blogs now provide users with a simple button interface which allows users to click straight through to the relevant page or profile.

Try to engage your readership by making it simple for them to follow you – this is also where relevance and consistency play a key role. If the content is relevant and your message clear, they're far more likely to be interested in what you have to say.

5. Keep Your Eye on the Ball
Don't lose track of why you started your social media presence in the first place. Keep your long term focus and build your profile by interacting with your users. A decent social networking strategy focuses on the bigger picture, rather than simply going for the quick win.

Given time, a multi-angle social media strategy will prove far more valuable than your website alone. That's not to say the website has become redundant, it should become the hub of your overall strategy.

A quick word of warning in closing; manage the time you spend on your social media activities. Keep track of how long you are spending promoting your services. – in fact, try and allocate a sensible and proportional amount of time each week (or even daily) to social media marketing. Call us on 01488 72281 if you would like help planning your social media marketing strategy.

Return to the top

Is Your Website Working Hard Enough?

Growing a business without a solid marketing plan can be like building a house without a blueprint. As much as you wouldn't set up a retail business in the middle of nowhere and expect it to flourish, you can't expect your website to take root out there in cyberspace without some kind of internet marketing strategy. After all – what's the use of a website without a solid return on investment (ROI)?

Creating the right online marketing strategy can save you time and help direct your advertising resources in the right way. So what key areas should you address in getting your website working hard for you?

Key Areas Of Focus For Successful Websites
Online marketing is still a relatively new medium, with a myriad of new routes to your target audience. What works for one doesn't necessarily work for everyone. With this in mind, here are some key features of any well-rounded online marketing plan.

Is Anybody Out There?
The primary aim of any new website must be to attract fresh visitors. The digital landscape is changing rapidly, and traditional methods of search engine marketing (SEO, PPC etc.) may longer be the most appropriate route to market.

Why? Well, mainly because of the social media revolution. User search habits have adapted to encompass an ever-growing resource of blogs, forums, social media platforms (such as Facebook and Twitter) and mobile applications (apps). This means internet marketers are faced with a brave new world – a world they must adapt to quickly.

So, to start with here's a few simple tips for success:

• Submit and XML sitemap to all the major search engines
• List your web address in local and national directories of relevance
• Create social media profiles and become an active member of the community
• Write press releases and distribute it to content-hungry platforms
• Don't neglect traditional methods such as offline campaigns to help drive traffic

Take care to adopt a cohesive approach, using your website as the hub for all your online marketing activities. Any social networking activity for instance, should be used to help promote your website, not replace it.

Turn Enquiries into Sales Opportunities
After you have spent a little time building your online profile, it's time to convert those visitors into customers (or at least leads). This is where the art of conversion marketing comes into play. Your website should be designed to drive the visitor towards a desired goal such as providing their details via a web form or making a purchase.

This is achieved principally using the AIDA principal (attention, interest, desire, action). Here are a few tips to get you on your way:

• Call to action! Simple visual prompts such as "buy here" or "find out more" can prove highly effective
• Offer an exchange – encourage visitors to provide their information by providing some kind of incentive such as a free whitepaper or ebook
• Landing pages can prove an effective direct sales platform when driving traffic to your site, or even purchasing a product direct
• Use snappy, eye catching headers and keep the copy brief
• Split test multiple strategies to establish the most effective activities

A good website design, combined with persuasive navigation, will make sure nothing distracts your visitors from carrying out your main objectives.

Build relationships
Regardless of which approach you take to engage your online audience, business is and always will be about interaction and relationships. Building strong personal links will help you to (a) gain credibility and (b) retain clients. There is no substitute for trust and loyalty, so a little investment goes a long way.

Here's a few ideas to make things that little bit smoother:

• Web 2.0 offers a wealth of platforms that offer opportunities to interact with others.
• Encourage regular interaction with current clients through various channels.
• Ask for feedback regularly – not only will you gauge your progress, but also leaves a good impression with clients.
• Build an email list of both past and current clients – offer regular tips, advice and promote your profile as an expert in your chosen field.
• Consider using a rewards scheme to encourage referrals and new leads.

A word of caution, don't try and run before you can walk. Bombarding clients with a marketing blitzkrieg will no doubt damage your reputation and damage credibility.

Develop a measured schedule that provides a steady stream of marketing content. Get it right, and the rest should follow. If you would like help to get your website working harder, call 01488 72281.

Return to the top

10 Steps To a Better Content Strategy – Part Two

Social media sites, blogging, tweeting, YouTube – the internet is littered with a veritable treasure trove of usable content for savvy marketers. Yet for the uninitiated, understanding where to start can prove a daunting – if not near impossible – task.

Welcome to part two of our 10 step guide towards building a better content strategy. In our last article we looked at understanding your audience, creating the right message, pacing yourself, planning a content calendar and collaboration.

Creating Great Website Content
Whilst it can be tempting to grab the nearest social media platform and launch a marketing assault, the absence of a measured, viable strategy will ultimately spell failure. Following are the remaining five steps towards building a better content strategy.

1. Multimedia is the Way Forward
In the age of YouTube, written content alone is unlikely to keep your readers engaged for long. Whether you're using images, photos, videos or audio – a little multimedia content can go a long way. Stand out from the crowd, by livening up proceedings.

2. Share the Load
Ultimately, content is still king. Yet ensuring a fresh, steady flow of content can prove a daunting task, especially if you're trying to run a business at the same time. The solution? Use those around you – colleagues, readers or fellow professionals. Don't be shy, get others involved.

Whether you're encouraging comments, reviews or regular guest slots, interaction is vital in establishing a strong profile and attracting credibility amongst your readership.

3. Stand Back and Observe
Have a hot piece of news? Don't be fooled into thinking you're the first to report it. You won't be. With a camera in every pocket and the ease of publishing content via social media sites, news travels faster than ever these days. Instead, focus on providing a considered, unique commentary that encourages debate and social interaction.

Commentary is also a useful way to establish an identity for yourself or your brand. If people like what you're saying, they're going to want to hear more.

4. Don't Fear the Feedback
Whichever platform you choose, it is vital to ensure that comments are enabled, easily visible and monitored. Reader feedback not only demonstrates client interaction, but is the most useful tool available for measuring your success. Google analytics may be one thing, but there is no better gauge than hearing it direct from the horse's mouth.

Feedback also provides a useful breeding ground for fresh content and feature ideas.

5. Stop Talking and Listen
Remember – it's not all about you. Part of building an established a credible profile lies in community participation. Spread yourself around a little and get involved with what's being discussed by others in your arena.

Offering advice, commentary or recommendations can be an effective tool for raising your profile and attracting others to your own page(s).

If you would like assistance with creating fresh content for your web presence, call 01488 72281.

Return to the top

10 Ways to Boost Sales Using Video Content – Part One

In the wake of YouTube's meteoric rise to become one of the most powerful marketing platforms on the internet, the profound popularity of video content is indisputable. Search engine marketing is no longer the ultimate route to the masses online, as users adapt to a social media and interactive content-driven landscape.

This realisation is only half the battle however, as knowing how to use video content to your advantage is not always straight forward. Video advertising can prove an extremely cost-effective way of promoting a brand, but can also be a powerful platform for direct-response marketing. So, which method will work best for you and your business?

Engage With Customers With Video
In this two part article, we shall look at some of the most popular & effective models for video marketing.

1. Everyone likes a good story
Studies have shown that the average video marketer has 5-10 seconds to engage the viewer. One of the most effective tools in this instance is a compelling narrative that keeps the viewer wanting to find out more, allowing you to drive your key messages home.

2. Authenticity
The days of the high pressure, intensive sales pitch are long-gone. Nullified by a daily media barrage, marketers are having to develop far more sophisticated methods to engage their audience. Ironically, in this day and age of subversive marketing and subliminal messaging, viewers seem to respond most to an honest, open approach that supplies them with enough information to make an informed decision.

Of course there are always more covert and complex ways to engage your audience, but leave this to the experts. As with most things in life – simplicity is the key.

3. Ensure your information is relevant
Once you have your audience's attention, the most important factor to consider is how relevant your information is. Relying on a simple pitch alone will likely cause the viewer to switch off, as well as failing to deliver your key message.

Once engaged, a viewer simply wants to know whether the product or service will meet their needs. No more, no less. Give them just enough relevant content to compel them to find out more by clicking through, completing a form or contacting your company directly.

4. Call to action!
As touched on above, the call to action is that pivotal element of the video that drives the user to perform a specific action. Think about it – simply providing the user with a well-produced segment is all very well, but what are they going to do about it? Without a call to action, you have nothing more than a mild mannered informational piece at best.

Decide what you want the action to be, and then include elements in the interface to make that required action as simple as, well, clicking a button.

5. Avoid over-production
Not everyone has uber-fast fibre optic broadband. Consider your audience's needs, and attention span by adopting a simple approach. Some of the simple online videos have been proven to be extremely effective in capturing the attention of audiences all over the globe (YouTube is a great example of this).

Fancy effects and polished production will often confuse the overall message and elicit a negative response, with all your efforts lost. Find your comfort zone and maximise any return on investment by treading the middle ground between production values and clear message.

Look out for 10 Ways to Boost Sales Using Video Content – Part Two, next month! If you are interested in getting video to work for you, call 01488 72281.

Return to the top