JULY 2009 NEWSLETTER

20 Twitter Tips for Business

The social networking website Twitter continues to grow in popularity amongst British web users, recently becoming the 38th most visited website in the UK. Twitter is a free-to-use micro blogging platform allowing users to correspond (or 'tweet') with each other in 140 characters or less.

Estimated at having more than 10 million users, Twitter is currently growing faster than any other networking site. As a result, businesses are getting on board as a means of extending their reach and participating in the 'online conversation'. So what are some of the best ways to use Twitter for business?

Tweeting for Business the Right Way
The ability to communicate in real time with your followers is one of the main attractions of participating in the micro blogging arena. Add to this the ease of making updates of only 140 characters or less – and the ability to do so via a mobile device – and you can see why Twitter's popularity is growing so quickly.

These same benefits also apply to businesses. At present, Twitter is free to use for companies. But users are not easily fooled. Participating with no other reason than to make sales will soon leave you 'friendless'. To help you succeed on Twitter, consider the following 20 Twitter tips for business.

1. Begin with a strategy; otherwise, you may quickly find it a fruitless (and time-consuming) exercise
2. Update your personal profile, incorporating your business colours and 'visual personality'
3. Add a picture profile
4. Include a 'Follow us on Twitter' link on your own website
5. Include a 'Follow us on Twitter' link in your email newsletters
6. Update your Bio information to give a little background, including a link to your website
7. Keep your strategy in mind as you tweet: stay on song
8. Use the Twitter search tools to find your target market
9. Search for Tweets related to your industry and participate in the conversations
10. Use ReTweets (RT) and replies (@...) when commenting on related Tweets
11. Keep an eye on trending topics
12. Ask for help from other Twitter users – it's a great way to engage people
13. Use links in your Tweets to others sources, including (but not exclusive to) your website
14. Recommend other Twitterers; it's a genuine act that is often reciprocated
15. Be yourself. Don't be afraid to share your personality – it's a part of being genuine
16. Ask questions and conduct polls
17. Give advice or assistance where applicable; this helps position you as an expert
18. Keep an eye on your Direct Messages (DM) and take time to respond to the genuine ones
19. Try not to use automated software. Think quality before quantity
20. Add yourself to the We Follow Twitter directory.

Other social networking sites such as FriendFeed and Facebook provide micro blogging tools as well, and it is possible to link your accounts with each application in order to update them all from one interface. Be selective, though. Don't spread your resources too thinly.

While Twitter is fast becoming one of the biggest players in the social media arena, it shouldn't be adopted as your only marketing activity. Instead, use it to complement your other marketing channels. If you would like help improving your social media strategy, call us on 01488 72281.

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Making an Impression with Flash Animation

The internet is a wonderful communications medium, providing a vehicle for businesses and consumers alike to engage the masses. However, for all its advances, it still relies heavily on text and static images despite the fact that animation and audio have been available for some time in the form of Flash technology.

Flash technology has been a welcome addition to the internet. When used well, it can be the best way to get your message across. If used unwisely on the other hand, it simply deters your site visitors from sticking around. So how can you get the best out of Flash animation?

Using Flash Animation to the Best Effect
The internet community is split over the effective use of animation on the web. Some feel it has its place and is the direction the web should take. Others feel it is overused and not always effective, citing the following issues:

• Potentially long download times, which slow down the Web
• Usability problems from a majority of hand-held devices
• Lack of programming skills amongst developers
• Search Engine readability issues (although improvements have been made in this area)
• Prohibitive development costs.

All of these are valid concerns. Consideration should be given to your own circumstance: Who is your target audience? How are they going to be accessing your website? Could animation help enhance your message?

A measured approach can help you identify the most effective way to use animation on your website. The following suggestions are offered to help you use Flash to great effect, rather than simply using it with no real purpose other than 'it looks great'.

1. Subtly Rotating Content
The main reason for using Flash animation is to draw the eye and give attention to your main message. A subtle rotation of well-thought-out slogans, perhaps with accompanying images, will enable you to convey your most important sales messages.

The subtle animation will draw your visitor's attention without overly distracting attention away from other content on the page. In other words, the rotating slogans enhance your other content, rather than become an unnecessary distraction.

2. Image Galleries
If you need to display a number of images in an orderly, professional manner, you should consider using Flash animation. A well-devised Flash-based image gallery will not only look great, but will also give the user a simple-to-use interface to navigate through your pictures with ease. Some features might include:

• Self-navigation buttons
• Functionality to scroll through the images
• An auto-play slide show function
• The option of including copy with each image
• The option to link to another web page from each image
• Little or no delay in loading images

It's important to keep in mind that the aim of your image gallery should not only be to look good, but also (and perhaps more importantly) to provide a good user experience.

3. Video Footage
One area in which Flash technology is being well utilised is to enable the playing of video footage over the internet. Websites such as YouTube, Vimeo, and a myriad of other video-sharing sites have made online video almost commonplace with most web users.

The trend now is for businesses to make effective use of video on their company websites. A short 2 to 5 minute video enables the presenter to share a message on a whole new level – without having to cost the earth to produce or broadcast.

Other more complex uses of Flash animation could include product walkthroughs, interactive tutorials, animated calendars, multi-track audio players, and more. When incorporating animated content, the key is to enhance – not distract from – your main message. If you would like help implementing Flash animation effectively on your website, call us on 01488 72281.

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Are You in Home Page Heaven or Hell?

Although it may be a bit cliché, first impressions count. It is human nature to make instant judgements. Whether it's a person, event, or website, the most vital time for winning over your audience is in the first few minutes – or even the first few seconds.

Occasionally, you may win over visitors with a website because the content is actually pretty good. However, more often than not, surfers just won't invest the time it may take to look past an overly busy, flashy, or simply unfathomable website home page. So what makes a great home page?

Employing Home Page Essentials
Your website's home page is your invitation to stay and see some more. As such, it has a number of roles to fulfil: tell your visitors who you are, what you offer, how you can help them, and where to find additional information. Each role is important and should be prioritised in accordance with your website goals. Following, in no particular order, are 4 tips to help fine-tune your home page.

1. Clearly Identify Who You Are
A well-devised logo will enable you to immediately introduce your brand – and maybe even convey your USP. Your website colours and style will also have an immediate impact on that all-important first impression.

Your company name should be prominently displayed, taking away any guesswork in identifying who the website represents.

2. Set Out Your Stall
This is your 'elevator speech' – what do you do? Make it short, punchy, and to the point. The fewer words the better. If your introductory paragraph (or two) successfully does its job, then you will have more opportunities to wax lyrical about your products once the surfer extends his or her visit.

Keep in mind that your website should be an extension of your normal business demeanour. A cleverly written home page introduction can also convey the tone of your website.

3. Include Clear Calls to Action
Don't be shy. Make it clear where you want your website visitor to go next. Your navigation menu provides access to all the areas of your site, but that doesn't mean you shouldn't direct visitors yourself.

A strategically positioned image can work wonders as a "call to action," instantly indicating the benefits of following your suggested path rather than following any other link from the home page.

4. Don't Get Busy
Be selective with your home page content. In most cases, less is more. Establish your main website objectives, then organise your home page content accordingly. Here are some tips:

• Use white space liberally to differentiate between your content; this will make it easy to quickly hone in on the most relevant messages.
• Be selective with your images. The right pictures can instantly get your message across. Too many and your home page may lose some focus.
• Consider using video. A well edited video message can be a fun and effective way of sharing your elevator speech.
• Keep your most important messages "above the fold". Your visitors shouldn't need to scroll down to learn what you are all about.

Remember, too much content crammed into your home page can be confusing at best – and downright annoying at worse.

Your home page is perhaps the most important page of your site. It can make or break that all important first impression. If you would like help improving your website home page, call us on 01488 72281.

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The Magic of Viral Marketing

Drastically reducing your marketing budget during a recession is not necessarily the best strategy, although exploring more cost-effective ways to spread your message is worthwhile. The internet provides many marketing opportunities – some of which cost very little to implement, such as viral marketing.

Viral marketing relies on individuals to pass along your message for you. Once a viral campaign takes hold, the word can spread quickly – and at very little cost to the message beneficiary. How can you get viral marketing working for you?

When Marketing Goes Viral
Although the benefits of a successful viral marketing campaign are self-evident, the possible drawbacks should also be considered. Perhaps the greatest potential pitfall is the inability to control how the message is shared once the viral activity begins.

When preparing a viral campaign, consider how the message may be perceived, taking care not to compromise the brand. That said, you may be of the view that no publicity is bad publicity.

It's All About the Idea
The main cost involved in sending a marketing message virally is in the creativity to originate the initial ideas. Ask yourself:

1. What motivates your customers? What do they like to talk about? What are they passionate about?
2. What will make your campaign original?
3. What makes it worth passing along?

The following viral marketing campaign ideas might help get your creative juices flowing:

• Be funny
• Be thought-provoking, even provocative
• Provide a resource
• Offer a freebie
• Get behind a good cause

Each type of campaign has its pros and cons, so take time to think through your ideas and try to anticipate how to best prepare for the resulting activity.

Getting Started
Once you have a plan in place, the next step is to start spreading the word. Ideally, this should happen naturally as a result of an original, attractive message and subsequently publishing it to the right people in the right places.

As you may have experienced yourself, online video is a superb medium for viral marketing. Other successful methods might include:

• An email newsletter broadcast – emails are very easily passed on
• The use of Search Engine research to identify the best places to publish your viral message
• Appropriate blogs on which to participate
• The publication of your message (not spamming) on various Web 2.0 social networking websites
• SMS text messaging

The aim should be to have a catchy title so you can gain the attention of your target audience and then make it easy to share by adding a 'forward to a friend' capability, for instance. Utilising existing relationships with related businesses is another good way to get the ball rolling.

Viral marketing can be challenging to get off the ground. However, once the ball starts rolling, the resulting customer activity is well worth the effort. If you would like help preparing a viral marketing campaign, please call us on 01488 72281.

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