Become a Good Listener on Social Media
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No, you don't need to be a C-Suite exec for this position! "Listening" simply refers to an awareness of the buzz around your brand or business on Twitter. How can you locate potential followers or measure customer satisfaction via Twitter? You'd be surprised how many services and features are out there to help businesses do just that! Check out Trendrr or TweetBeep, for example, or measure the value of your own Twitter identity using TwitterGrader!
Don't just react. Interact.
You will quickly discover that repetitive spamming and relentless hawking is not well received on Twitter. Users are looking for responses to their questions or concerns, naturally. But to go above and beyond, it's important to engage in ongoing dialogue with users that extends beyond the occasional reply. Essentially, Twitter's a great tool to serve as an interactive FAQ or customer service, but it can be so much more. Here are just a few suggestions for businesses to consider:
The social frontier moves at a rapid-fire pace, but success on Twitter still takes a little time and patience. Don't get discouraged! You're involved with a marketing channel that levels the competitive playing field better than any of its predecessors! Experiment, get creative, and have fun!
Don't just react. Interact.
You will quickly discover that repetitive spamming and relentless hawking is not well received on Twitter. Users are looking for responses to their questions or concerns, naturally. But to go above and beyond, it's important to engage in ongoing dialogue with users that extends beyond the occasional reply. Essentially, Twitter's a great tool to serve as an interactive FAQ or customer service, but it can be so much more. Here are just a few suggestions for businesses to consider:
- Menu changes
- Exclusive discounts/promo codes
- Re-Tweet articles relative to your industry
- Solicit feedback from followers about potential additions to your product line
- Headed to a convention or summit? Tweet your experiences while there!
The social frontier moves at a rapid-fire pace, but success on Twitter still takes a little time and patience. Don't get discouraged! You're involved with a marketing channel that levels the competitive playing field better than any of its predecessors! Experiment, get creative, and have fun!
The Power of Social Media
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Here is a great video explaining the power of Social Media.
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Defining the Different Channels of Digital Marketing
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By now you know that all businesses (including yours!) must embrace a digital marketing strategy that extends beyond merely operating a Web site. But each digital marketing channel plays a different role as part of a broader overall strategy. Let's look at how these individual channels - all of which are integrated and available through your solution - could be used specifically for a comprehensive digital marketing strategy!
Facebook:
Facebook is ideal for creating a community around a business or brand. Seek input from followers and friends, and let them carry relevant conversations, too!
Blogging:
Blogs allow you to establish yourself as an expert! For a business, this can mean weighing in on industry news or even discussing upcoming events within the company to demonstrate growth, credibility and expertise!
Twitter:
Sharing is the name of the game for Twitter! Send out links to articles, videos, images....anything! Twitter's other primary role is quick customer service - respond in an instant to valued patrons with questions or comments!
Email Newsletters:
An email newsletter is perfect for sending out a call to action! Businesses can tell their opt-in email recipients all about upcoming store events, exclusive discounts, new menu items, product recommendations...the opportunities are nearly endless!
[Pssst...remind your clients to insert links to their Twitter and Facebook accounts in their e-newsletters for optimal results!]
Bear in mind, of course, that none of these channels have to be used solely for each purpose we listed here...this isn't an exact science, and there's bound to be some overlap! But as you and your clients move forward with social media, blogging and email, you'll establish more specific goals and a better strategy if you decide at the outset which role each channel will play!
Facebook:
Facebook is ideal for creating a community around a business or brand. Seek input from followers and friends, and let them carry relevant conversations, too!
Blogging:
Blogs allow you to establish yourself as an expert! For a business, this can mean weighing in on industry news or even discussing upcoming events within the company to demonstrate growth, credibility and expertise!
Twitter:
Sharing is the name of the game for Twitter! Send out links to articles, videos, images....anything! Twitter's other primary role is quick customer service - respond in an instant to valued patrons with questions or comments!
Email Newsletters:
An email newsletter is perfect for sending out a call to action! Businesses can tell their opt-in email recipients all about upcoming store events, exclusive discounts, new menu items, product recommendations...the opportunities are nearly endless!
[Pssst...remind your clients to insert links to their Twitter and Facebook accounts in their e-newsletters for optimal results!]
Bear in mind, of course, that none of these channels have to be used solely for each purpose we listed here...this isn't an exact science, and there's bound to be some overlap! But as you and your clients move forward with social media, blogging and email, you'll establish more specific goals and a better strategy if you decide at the outset which role each channel will play!
Referrals Are Your Golden Ticket!
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If you're not actively seeking referrals from everyone - clients, friends, networking contacts, family members, etc - you're missing out on a golden opportunity to get in touch with viable leads for your business! And now that we've entered a season packed with warm greetings and social gatherings, we thought it would be a great time to reiterate some valuable referral-gathering tips!
- Communicate the importance of referrals in your business. We know there's a (valid) concern about being "salesy" when you bring up referrals, but it doesn't have to be a pitch, and it doesn't have to be obnoxious. You can get the message across in a very casual and sincere way during your conversations with clients...no need to make it formal and rigid!
- Tell them who your ideal prospect is. When you approach clients and associates for referrals, you have a golden opportunity to hone in on genuinely qualified leads. For example, you should emphasize that you need to connect with all Decision Makers so that everyone can be involved in the appointment. Or, if there's an industry you like to work with, you could identify characteristics of your ideal prospective client in that arena. You may even want to mention that your ideal referral is a business that acknowledges their need for a comprehensive digital solution and is ready to consider making that kind of investment.
- Set up a meeting. Whenever possible, arrange a lunch or meeting over coffee during which your client can introduce you to the individual(s) they are referring. This can do wonders for your credibility!
- Don't pull a disappearing act. Here's a tip that's especially appropriate for this time of year. If you haven't followed up with clients, get to it! Send a holiday card and reconnect! The old saying "Out of sight; out of mind" is especially true for busy entrepreneurs. Stay visible and you'll stand a far better chance of growing your list of referrals!
- Network & Identify Centers of Influence. Again, this is an ideal time of year for you to get out there and be visible! When you attend networking events, don't discount anyone! Even if the person you're talking to isn't a match for your solution, he or she may be a Center of Influence - somebody who can send an ideal referral your way!
Four Fundamental Strategies for Search Engine Optimization!
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For any business to get noticed on the Web, it's vital that Decision Makers understand how to promote their digital presence on search engines. That's easy for larger companies with budgets for ongoing SEO services, but what about your prospective clients at small businesses?
If Decision Makers ask how they can use your solution to gain visibility through SEO, discuss these tips from Anita Campbell at the Small Business Trends blog! Campbell's compiled a list of expert-recommended SEO tactics for small businesses written by fellow bloggers. We've plucked a few of the ones that are most relevant to your Web solution!
If Decision Makers ask how they can use your solution to gain visibility through SEO, discuss these tips from Anita Campbell at the Small Business Trends blog! Campbell's compiled a list of expert-recommended SEO tactics for small businesses written by fellow bloggers. We've plucked a few of the ones that are most relevant to your Web solution!
- Place trust and credibility above everything else. Matt McGee from the Small Business Search Marketing blog wrote that "Trust is the #1 SEO ranking factor." To that end, he advises readers to earn trust from site visitors by "providing great content," assuring them that "search engines will follow suit."
"Establish yourself as an expert - create excellent content that people will want to link to and share."
Tell Decision Makers that this should be their highest priority! If they use your Web solution to build credibility, everything else will fall into place naturally! This ties together nicely with another of Campbell's tips...
- Use your content to target humans, not search engines. Marty Lamers at the blog Articulayers suggested that readers write site content with humans in mind rather than attracting the attention of search engine crawlers.
"Create stronger content versus increasing the density of targeted keywords," he wrote. This will make the content more valuable to a wider audience.
- Keep it local! Since most consumers are using search engines to find local businesses, Decision Makers should include as much local-oriented content as possible, according to Vedran Tomic of SEO Rabbit.
"To attract visitors from your local area, include words on your website that your customers use to describe your business (not necessarily the words you use). If you serve a specific geographic area, describe that in detail on your website."
- Integrate Social Media
This suggestion was provided to Campbell by Tamar Weinberg at Techipedia. According to Weinberg, the popularity and trust that consumers instill in social media sites like Twitter and Facebook mean that "search engines may rank these pages higher than other destinations on the 'net."
The secret? It's a no-brainer, and it's so easy with your Web solution! "Create profiles on social media sites (e.g., Twitter) and add content to such sites regularly. Fresh content means search engines will visit often!"
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