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17 February 2011

B2C: Building Relationships with Social Media

By: Category: Internet Marketing Comments: 2

Something that small businesses need to consider today is what methods they have available to them that will allow them to connect with their customers. Small business internet marketing is all about connections and networking and building relationships. Everyone that you come into contact with online could be a potential customer some day, so you need to find ways to create engaged relationships with all those points of contact. One way to do this is through social media.

Almost everyone that is one the internet these days spends at least some of their time on social media sites. Some people browse through social media sites just to see what is new or interesting, while others find their way to social media content that is returned in the search results when they look for a specific piece of information. In any event, there are massive amounts of traffic that ends up on social media sites daily, and if you want to start connecting with some of those visitors as potential customers, you need to have a presence on those sites.

Social media can comprise just about any type of media. Whether you want to create great audio, textual, visual, or video content doesn’t matter. In fact, it can often be a very good idea to create all of them, if you can keep up with the demands of the content creation. What is important is that you create interesting media that people are going to want to view and comment on. If you try and create items that are basically ads and post them to these types of sites, you can expect your credibility and your page views to hit rock bottom in no time.

Instead, you should post the type of material that you would be interested in reading about if you were a customer, rather than a business owner. For instance, if you ran a stereo company, you can be sure that your customers aren’t interested in reading about exactly what types of sales that you’re offering every day, because it reads like an advertisement. However, regular updates about the new products being developed across the industry, new technologies, or tips for setting up your audio system for maximum performance are all things that they would likely be very interested in reading.

Creating and posting media is the first step. The next, is to invite comments on your media. The one thing that will encourage more people to post and comment on media is if they see responses coming from those who posted the media initially. Whenever someone posts on your comment, try talking to them. Engage in a back and forth, and other viewers will be more likely to comment. Posts with more comments always get more attention.

Be aware that when you’re trying to build relationships with consumers, you are always going to encounter a few people that attack you, or who are extremely negative about your company, products, or services. It is impossible to avoid this forever on the internet. It is critical that you don’t rise to attacks though. Don’t let them provoke you into responding in a similar fashion, or you will see that your credibility quickly vanishes, as no one else will want to respond to a company that lashes out at those who comment on their posts, no matter how nasty the original poster was.

Remember to share links to any social media that you’ve created across all your social networking profiles. This helps you leverage the value of any material that you’ve created for greater gains, and exposes it to a wider audience.

17 February 2011

B2B: Building Relationships with Social Media

By: Category: Internet Marketing Comments: 0

When you’re engaged in a business where B2B sales or relationships are important to you, then you need to start thinking of ways that you can build those types of relationships. Obviously, networking events are an important part of this, but these events can be time consuming and often require you to be away from your business. Instead, you should consider ways that you can connect with other business through social media. Using a local keyword tool, you can start to create a social media campaign that will help you network with other businesses.

Most businesses will now be engaging in their own social media campaigns. This is something that is becoming a commonly accepted business practice. As a result, business owners and managers are frequently on these sites monitoring their own campaign, which also means that they will be engaging in others that are using these sites. These are the same strategies that you would need to use in order to build relationships through social media, so it makes sense that they would be using them as well.

The key to building relationships with other business on social media requires a combination of two things. It requires the creation of your own great content that you are going to post on the social media sites. However, it also requires that you find the content that is created by the businesses that you want to interact with and engaging with their content.

This can be the big difference between creating relationships with customers directly, and with other companies. Because other companies are going to be focused on interacting with those who comment on their media, the same way that your company would be when targeting consumers, you need to go to them. Unless they have a specific reason to seek out B2B contacts, they won’t be as interested in seeking you out, so it’s important for you to go to them. Comment on their posts, post response media and so on, and eventually, a conversation can start to take place.

Conversation is the only way that meaningful relationships take place on social media sites. So, once you choose someone that you hope to create a relationship with, you have to follow up on your initial contact. Do not simply make a single comment on one piece of media put out by a business you want to form a relationship with. Instead, comment on all the material that they put out. The business will start to recognize you and welcome your comments, as well as respond to them more often.

It is important that you make comments on other businesses material informed and interesting. Simply saying “nice post” is the equivalent of waving at a stranger on the freeway, you shouldn’t expect any results from it. On the other hand, an informed post that possibly offers some new insight, asks questions, or proffers an opinion about the content is much more likely to get some attention paid to it.

Of course, you can’t spend all your time commenting on everybody else’s media. You also do need to have a solid social media campaign of your own going on where you are creating content on a regular basis. Make sure that your content has all of the qualities that you would look for in content posted by other businesses. Then, follow the same principles. If you get businesses, especially ones that you’ve been reaching out to, commenting on your material, then you need to be sure to engage in conversation with them however it is possible to do so. These principles extend to all forms of social media.

06 February 2011

Marketing Employment versus Marketing Self-Employment

By: Category: Blog, Business and Employment, Internet Marketing Comments: 0

In the age of the internet, anyone has the option to be self-employed. Any skill set, with a little additional, specific knowledge, can be turned into a career online if you have the right mindset and the entrepreneurial drive. That said, when considering the options available for marketing employment, there is much to be said about a marketer looking at the opportunities available to them as an entrepreneur online rather than going the traditional route of working for a larger firm.

When you are applying for regular marketing jobs that you see posted on job sites, you are going to find that companies are constantly looking for three things. They want to see applicants that have a combination of education, experience, and strong references. However, there are many incredibly talented marketers out there that might only have two of those three factors that find themselves constantly passed over for jobs because someone with more experience or more education looks better on paper. However, these people shouldn’t let their talents go to waste. Instead, they should start thinking about the opportunities that abound for a strong marketer in self employment.

Self employed marketers can find a wealth of opportunities right out their front door, especially if they are highly skilled internet marketers. Every town, city or community is full of local small businesses that are trying to eke out a living. Very few of these businesses have a monopoly, and most have competition right in the area. Therefore, marketing is an essential part of their survival. However, small companies like these can often not afford the services of the pricier and larger marketing firms.

The self-directed marketer can turn these types of businesses into opportunities quickly. By approaching these types of companies directly and showing them how they could benefit from your services, you can go from being unemployed to being a self employed marketer with a wealth of clients in no time.

One of the most important skills that the self employed marketer needs to learn is how to approach potential clients and how to present your services to them. This can be the more difficult hurdle for many to overcome than learning the marketing techniques themselves. The key is to be confident in your approach, and to expect some rejection. That is just part of the game. However, if you know that you can help businesses sell their products, that confidence will come through, and some businesses will start to test the waters with your services.

One thing that helps up and coming marketers with this is to have some concrete proof to show clients. If you can show them sites that you’ve had success with in the past then you can really build credibility and get them interested in finding out more about your services. You can build this type of portfolio in a few ways. Some marketers will come up with an idea for a site of their own and then promote it successfully in order to have something to show for it. Others will find someone to work with on a joint venture basis perhaps, where they will provide marketing services in return for a service offered by another company that they need. Whatever the method, having something to show that includes real results will be one of the most valuable tools that you can have when trying to sell your marketing services in the offline world to real local businesses. Once you gain confidence in approaching them and selling your services though, you will quickly discover that there is really no end to how far you can grow your business if you desire.

05 February 2011

Picking the Keywords for a Small Business

By: Category: Internet Marketing, Local Business Marketing, Search Engine Marketing Comments: 2

When you’re marketing a small business online, one of the most important steps that you take in putting together a marketing campaign will be choosing the right keywords. Small business search engine marketing is all about targeting the right keywords, because if you get that step right, you can help to bring in the right kind of qualified traffic to the website.

Of course, when picking keywords for any website, keyword research is where it all begins. When you first are preparing to promote a new site, you need to dig out the keyword tools like Google’s External Keyword Tool and start doing some research. You want to find keywords that are related to the industry but which are specific enough that there aren’t hundreds of thousands of searches for them monthly, or the competition will be far too high to rank highly. You want to find the terms that you think that you can reasonably expect to rank for in a reasonable amount of time.

Another important part of keyword research is looking into what keywords the competition might be using. You can do this in part by just looking at their site and going through some of their online marketing materials, but there are also some keyword research tools that are designed specifically to investigate what keywords the competition is using. This might give you some inspiration for your own keyword choice. You could try to directly compete with them on those keywords, or instead focus on appropriate volume keywords that your closest competitor is not paying much attention to yet.

It’s important when doing your keyword selection that you remember to focus on long tail keywords as well as shorter key phrases. Long tail key phrases are the phrases that people might search for that are four or more words long, instead of the usual one or two that most people put into the search engines. The reason that these can be good to focus on is because people who search with a long tail key phrase tend to have something very specific in mind that they are looking for. If you can rank highly for that key phrase and they visit your site, there is a good chance that they will be a highly qualified visitor.

Of course, when focusing on long tail key phrase, you should also focus on long tail key phrases that incorporate local search terms. This means targeting some of your SEO efforts on keywords that include the location of the store that you are promoting. These keywords can be very specific, but there is still a good reason to target them. As with all SEO efforts, the ultimate goal is quality qualified traffic. This means that the person that clicks the link is someone that would actually potentially buy a product from that company.

The concept of qualified traffic is something to always keep in mind when you are selecting keywords for any business. Basically, unless a person is ultimately a potential customer, you don’t stand to gain much by having them visit the website. So, in the case of a local business, especially one that only sells products through their physical store, there is not much to gain by attracting searchers from the web at large. However, attracting visitors from the local area can be very valuable. By focusing your keywords on local search terms, you can help ensure that everyone that ends up clicking through to the site either lives or is currently close enough to the store to actually walk in and make a purchase. This is a strategic way to search engine optimize a site for small business.


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