Do You Know Why Facebook and Twitter are Better Than SEO?

Do you know why Facebook and Twitter are better than SEO when it comes to getting more traffic for your business website?

They’re not!

Okay, I admit it was a bit of a trick question, but bear with me. The truth is that neither SEO nor social will get you targeted traffic that converts if you don’t focus on your audience.

When both are used correctly, however, I can guarantee you will find your customers and move them into your sales funnel.

Don’t believe me?

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Social Media Explained

markschaefer_circle-1024x1024Mark Schaefer, blogger, educator, marketing maestro and author, joins the show this week to talk about his new book Social Media Explained: Untangling the World’s Most Misunderstood Business Trend.

I ask Mark about why we need yet another book on social media and we get into an interesting conversation about how key stakeholders in businesses need to understand the current digital marketing climate.

We focus on just why social media and the conversations we have online are increasingly important in an era of content shock – a phrase coined by Mark to describe the rabid proliferation of content marketing in the last years.

Click to Listen

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$10 for a promoted update on Facebook earned me $7500

James Royal LawsonEarlier this year I ran a Facebook campaign. I paid to promote a status update I made on my Facebook business page. I got an ROI (so far) of 75000%.

As a small business owner, I’m faced with a multitude of marketing options both free and paid, time consuming and mindlessly quick.

I’m also a digital strategist, so I have a slightly easier time with the digital initiatives than I perhaps do with the analogue ones.

Even so, there’s only so much you can guess or hypothesise before you need to dip your toes in the water.
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The 4 Best Digital Marketing Platforms for a Consulting Business

It’s easy to drown in the different forms of digital marketing out there if you’re running a consulting business. Because time is precious, particularly if you work as a consult, juggling every aspect of your business, you need to focus on doing what’s imperative – not just helpful.

To help keep things simple but effective, here are the content marketing platforms I think you need to include in 2013 as part of your strategic online marketing plan.

1. Blog.

Do not ignore the power of a blog. They help get you found in Google and other search engines, generate leads and give prospects an insight to your core skills. What’s more, a blog is full of personality. If you write in a tone of voice that reflects just who you are instead of “corporate speak” you’ll show customers a personal side of who you are. This is important because we do business with people, not businesses.

Get a blog right and it will bring new customers to your door. If you’re thinking of starting a business blog or have let yours go on hiatus too long, check out this post on what makes a great business blog.
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One Thing Your Marketing Strategy Needs in 2013

Don’t ever be afraid just because you’re not the first business in a niche. Burger King obviously weren’t put off by McDonald’s being in the market and neither were Max here in Sweden or Hesburger in Finland.

Over Christmas I found myself in a shop on Södermalm in Stockholm and although the clothes weren’t really my kind of thing there in the background was a piece of country rock playing that I just loved.

I sat down and listened, trying to figure out the title of the song. After a bit of digging I found it on Spotify and favourited it on a playlist so I could find out more about the band when I got back to my desk.

The song was “I Run to You” and the band are Lady Antebellum.

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Bernie J Mitchell Talks Social Media and Meet-Ups

BernieJMitchellSocial media has changed the landscape of networking and events.

This week’s podcast is an interview with British “conversation architect” and self-titled “purveyor of community” Bernie J. Mitchell.

Bernie, who started out in catering, now runs events and ‘un-conferences’ and Meet Ups. He also ran the London TEDx in TED Global Week 2011.

In the show, Bernie talks about the possibilities for attendees to connect and communicate through social media both in the run up to and after an event.

Click the player to listen now:

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8 Guaranteed Ways to Ruin Your Social Media Reputation

1. Broadcast Spam

The easiest way to ruin your company’s social media reputation is to tweet spammy links or Facebook updates related to selling your stuff. Constantly. Frequently. Everyday. In no matter of time at all people will close their ears to what you have to say, letting your avatar drift by in the twitter stream. At worst they’ll block your account and unfriend you.

Oh, and as a bonus tip: sign up for as many apps that blast out those spammy “Hey, I just signed up with NAME OF SERVICE” messages. People hate those, so they’ll definitely help you ruin your reputation.

2. Do Anything to Get Likes

Yup, it doesn’t matter who, just follow anyone or anything all the time. A robot, a porn site, a spammer, collect them all. You just want other people to see that you have a bazillion online followers and friends.

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The One Thing Swedes Can Teach Your Business About Social Media

social media sweden

The results of a study here in Sweden by Viasat and SIFO reveal that every other Swede who uses social media like Twitter, Google+ and Facebook follows a business. The figure is even higher for Swedes who follow a business on Facebook with them on average liking four companies.

Despite these striking figures, less than half of the Swedes surveyed know that you can get customer service through social media, and instead see a company website as the main channel for getting customer support.

This still reveals though that 50 percent DO know that social media is a route to content businesses for customer service. [Read more...]

8 Things to Get Your Staff Prepared for a Social 2012

Although social media has got a lot of traction in 2011, there’s still such a long way to go. More and more companies are asking questions about it and what it means, not just for marketing and communications, but also employees across the board.

For companies that have decided to go down the social route in 2012, you might want to start thinking about how you are going to:

  1. develop an action plan that shows exactly what they plan to accomplish with social media in 2012
  2. get staff thinking creatively about what they can share on social media that might benefit the business
  3. make staff aware of some of the things that can go wrong with social media
  4. identify the person (or people) on your team who are responsible for handling a social media firestorm should something go wrong
  5. improve staff’s creative skills; for example, why not start the New Year with a training day looking at how video can be used to build better connections with customers
  6. pinpoint the social platforms you’re most likely to connect with your target audience
  7. decide on the metrics you are going to track to ensure you’re investment in social media pays off
  8. agree on a social media policy to ensure you’re all set on what’s acceptable and what’s not

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Be Good to Your Customers

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You probably already know that 80 percent or so of your business comes from repeat customers. So why is all your digital marketing and communications aimed at generating new leads, new customers? What are you doing for your existing customers?

Be Good to Those That Like You

With so much emphasis on digital marketing, social media marketing doing the rounds, it’s important to remember to reward B2B customers for their loyalty.

For example, when was the last time you produced an ebook for existing customers only? Or sent out an email newsletter that wasn’t designed to sell or generate more leads, but actually just help. For free. No strings attached?

Over the last couple of years it’s felt as if every business’s efforts online have been to drive traffic to landing pages, tweet links here there and everywhere, and broadcast their wares. Despite all the talk of dialogue, engagement and conversation, as far as I’m concerned the majority of what I see isn’t about genuine engagement: it’s about lead generation and, perhaps to a lesser extent, customer retention. [Read more...]