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08
September
2010
BLOG POSTS
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03
September
2010
Advertising Using Social Networking Sites
As a category, social networking sites are probably the most widely used sites on the internet after search engines. Sites like Facebook and Twitter are mentioned as the power houses of the internet, along with Google. So if you’re trying to market a business online, you can’t overlook their potential as a small business marketing tool.
Almost everyone that is online now has a Facebook profile or a Twitter account, and each of these people can be considered a potential customer. By trying to find ways to promote your products on those sites, you are going to be reaching many more customers than you would if you just stuck to other methods of online marketing, like SEO. This isn’t a recommendation that those methods be abandoned, but rather a suggestion that you can create an even more successful business by augmenting your existing internet marketing campaign so that it includes these more social advertising opportunities.
There are two ways to boost your sales through social networking sites. The first is to use the sites as a marketing tool and create profiles for your business on these sites. This is a great way to interact with your customers, grow trust in your brand, and to start and open an engaging dialogue about your services and niche with the public.
If you choose to do this on Facebook, you will set up a business page, rather than a normal profile. There is no such distinction on Twitter. Then on Facebook, rather than having people become friends with your business like they would with your personal profile, they will ‘like’ your business page instead. This is a great way to build a following. On Twitter, you would set up and run a business profile similar to how you would a personal.
There are also paid advertising options that you can explore in the realm of social networking. Because social networking is still relatively new in terms of the life of the internet, there is still likely going to be more growth and development in how these advertising models work. As it is, though, there are ways that you can pay to advertise your products through social networks; most notably and powerfully, through Facebook.
Facebook has a powerful system for buying advertising. This works on a system like that used by the major search engines; a pay per click system. This means that you will bid a certain amount that you want to pay each time a person clicks on your ad. You will then only pay when someone actually clicks through to your ad, not just when your ad is displayed. This is a great model for at least ensuring that your message is being seen.
The great aspect of these ads is like everything else on social networking sites, they’re social. If someone likes an ad that you’ve posted, they can actually ‘like’ it. This will get it to show up their news feed, and the news feeds of their friends, who will then hopefully click on the link, ‘like’ it, and repeat the process. This social aspect of advertising is what makes the process of advertising with Facebook so appealing. People are also much more likely to trust a product or company when it comes recommended by a friend than if it was simply a random ad appearing on a web page.
With Facebook, there is also a strong market for advertising within applications, as well as on the primary pages. So, if you have an ad that is successful or an ad that is in a successful application, then the social sharing aspect of the site should make your message spread like wildfire.
03
September
2010
Improving Website Conversion
The website is the most important part of any online marketing campaign. You can have the greatest off site marketing strategy in the world, literally, but if your site is poorly put together or just not functional, chances are good that you won’t make a lot of money.
If you think of online marketing as a pyramid, the website itself is the foundation upon which everything else rests. Small business internet marketing online depends on creating a website that can sell effectively. The measure of the actual efficacy of a website is known as its conversion rate.
Conversion rates are the rate at which you turn leads into sales. You can easily measure your conversion rate using an analytics program like Google Analytics. What you need to do is look at the total number of visitors that come to your site, and then look at the number of sales you made. The percentage of sales made compared to visitors is your conversion rate. There are ways to get a more accurate measurement, such as comparing rates separately for repeat or first time customers, and eliminating bounce rates, but you get the picture of what a conversion rate is.
Knowing your conversion rate is the first step in improving your conversion rate. This is really the measure of web success. Even if you have low traffic, if you’re converting at a terrific rate your business will be profitable. Of course if you’ve got lots of traffic and you’re converting well, that’s even better!
Now it’s time to start making changes to improve your conversion rate. One of the best things that you can do is improve the process required to buy. Nothing is more frustrating to a customer than having to go through a dozen screens, entering information on each, just to make a purchase. Websites that are set up like this will suffer from a high rate of shopping cart abandonment and lower conversion rates.
Improving the visibility of your call to action is another key component to boosting conversion rates. The call to action is where you actually ask your customer to do something, whether it be to ‘buy now’ or to sign up for a list (Remember – you could also be measuring conversions in terms of list signups or any other action. It does not have to be defined by sales alone). To improve your call to action, you should ensure that it is large, very clear, and, above all, completely visible. Once you alter your call to action, you can monitor the results to see if this has any appreciable effect on your conversion rates.
Next, you can start to look at tweaking and changing the design elements of your website. Many people don’t think that things like the color of the background, or the size and font of text will have an effect on the amount of sales that they make. Those who know better have found that even small changes to the design of a website can have a direct impact on conversions over time.
Another important tip for increasing website conversion: ensure that the most important elements of your site are above the fold. Don’t make users scroll down to see the most important part of your sales message, your call to action, or your sign up box. Make sure it is right where they can see it right when they first load the page.
Now the thing to do is test, test, and test. Each time you make a change, you need to let it run for a reasonable amount of time and then examine your conversion rate. Whether your pre or post change rate is better will tell you if the change was a great idea, or a bad move that you need to reverse.
25
August
2010
Finding and Nurturing Leads with Social Media
Social media is one of the most valuable types of internet marketing that a company can engage in. You can use social media in so many different ways to increase the profitability of your business, and it is those multiple benefits that make it so worth pursuing. Social media is a method that is recommended by all the top internet marketing experts like Scott Gallagher, so it’s worth taking the time to look into how you could be increasing leads through the use of social media.
Social media includes almost all types of content that can be created online. It doesn’t matter whether the content that you’re creating is text based, graphic (images), video content, or audio content (like podcasts.) What is important is that you’re creating high quality content, and that you’re releasing it regularly to social media sites. This is a VERY important strategy, and it is the first step in your social media lead gathering.
So, what type of media do you need to create in order to bring leads into your business? There are a few things that work as good types of social media and a few that don’t. The kinds that do work are materials that are funny, informative, or controversial. What doesn’t work in almost every case is anything which is simply promotional, or a hard sale piece of advertising.
When you create something that is funny or controversial, it is going to stick with those who view the media. These types of media can be among the best, because people are more likely to recommend this type of media, or to try and share it with their friends. That is the best possible scenario with social media. You want something to spread among the internet, such as when people share something on Facebook or recommend a YouTube video to their friends. This is how lead generation online works, and funny and controversial materials are often a good starting point for getting social media to spread.
Of course, once people become exposed to your media, they’re in a way a lead, but a rather tenuous one. From there, it’s up to you to nurture that lead and grow it until the person becomes a customer of your company. Getting someone to become a customer is all about making them feel comfortable with and trusting your company, and the best way to do that is through conversation.
Social media is all about sharing and discussion. If you post a great piece of media, there is a very good chance that you’re going to get people commenting on it. These are your leads, and you need to encourage them to become more. This is where many people fall apart on their social media strategies. They don’t realize that replying to the comments on media can be as important as the creation of the media itself.
When someone comments, you must reply. That is a rule that you should stick to almost all the time, the obvious exceptions like SPAM comments notwithstanding. When you reply, you should try to be open and honest. Don’t reply defensively to anything that you perceive as an attack on your company. Remember that not only will the person you’re replying to see your comment, but so will everyone else that is reading the media. Even if you can’t convince that person to change their stance, a level headed and open reply to a hostile response can help turn other readers into strong leads as well. Keep a steady cycle of social content creation going at all times and the effects will build on each other for the greatest lead generation success.
