Here are the top Internet strategy, marketing and technology links for the week of May 4, 2013… [Read more...]
It’s admittedly a tired stereotype. In TV shows and movies we are beaten over the head with images of the therapist repeating questions back to the patient for comic effect. “What do you think about that?” As a fictitious talk radio therapist, Kelsey Grammer’s Frasier Crane began each of his broadcasts with the iconic phrase, “I’m listening.” As digital marketers we talk a lot about this but are you listening? Are you really listening?
If you cast aside all of the social media talking heads, the biggest way in which channels like Facebook and Twitter are different from our traditional broadcast mediums is the fact that they are multi-directional in nature. Simply put, this means that rather than crafting the perfect 30-second TV spot and blasting it one-way at whomever may be watching, we are now having conversations where our community can actually talk back (gasp!). – Are You Listening? by Nick Westergaard
Traditional wisdom teaches small businesses to partner with people whose services complement their own. If you’re a wedding planner, partner with a caterer. If you’re a landscaper, partner with a house painter, etc.
But to truly stay ahead of the competition, small-business owners need to think outside the box by initiating partnerships that dramatically increase the value that they offer their current and prospective clients.
Below is a guide to implementing three counterintuitive strategies that will expand your business reach and let you tap into new market segments through business partnerships.
Reach a New Audience Through Business Partnerships
Strategy #1: Go Where Future Clients Are Already Fans
In 2009, Chicago-based insurance company Aon signed on as the new sponsor of England’s celebrated Manchester United soccer team. Commentators questioned the connection. Aon is strictly a business-to-business company, and the most visible part of a Manchester United sponsorship would be the addition of the company’s name to team jerseys.
But Aon stood by its decision. After all, millions of soccer fans wear those jerseys and the sponsorship would effectively turn them into what the company’s chief executive called “walking billboards.” Even better, Manchester United boasted a large fan base in Asia, one area where Aon was looking to grow at the time it secured sponsorship rights. This partnership allowed Aon to flood its future target market with its name, thus building brand recognition. – 3 Counterintuitive Ways to Reach a New Audience Through Partnerships by Ted Devine
Not getting the search traffic you were hoping for? In a new Webmaster Help video, Google’s Distinguished Engineer Matt Cutts reveals five of the biggest basic SEO mistakes webmasters make, and suggests a few ways to improve your website.
1. Your Site Can’t Be Crawled
The biggest mistake, according to Cutts, is having a site that isn’t crawlable – or not having a domain at all.
Google uses web crawlers (a.k.a., bots or GoogleBot) to find and index web pages by following links. If you make your good content really hard to find, then Google can’t crawl, index, and rank your content.
To fix this, Cutts advises surfing around your website to make sure you can reach the pages on your site by clicking on regular links, ideally in a text browser (to do this, from Google’s search results, click on Google’s cache of your page/site, then click the “Text-only version” link).
2. You Aren’t Using Words People Search For
Do your pages use the words people search for? If not, users won’t be able to find your website.
For example, Cutts said if you have a page about Mount Everest’s elevation, you wouldn’t just put the words “Mount Everest elevation” – you’d want to use words like “how high is Mount Everest” because people are going to type that into the search box. Or, a restaurant website should include its menu in plain text, not just a PDF, and include its business hours. – Are You Making These 5 Basic SEO Mistakes? by Danny Goodwin
You already know that content marketing is the new SEO, but how do you do it? There are a lot of guides on the Internet that talk about it, but no one breaks it down from A to Z.
Due to this, I decide to write The Advanced Guide to Content Marketing along with the help of our Crazy Egg blog editor, Kathryn Aragon.
Here’s what is covered in this 40,000 word guide:
Introduction – a break down of what you are going to learn.
Chapter 1: Build a Strong Foundation – why not make those important content marketing decisions now so you can lay a strong foundation? In this chapter, you’ll get to know your objectives, your target audience, and your content strategy. You’ll also learn the technology and work flow that will help you meet your objectives.
Chapter 2: Generate Clickable Ideas – having a content marketing plan isn’t enough. You need to be able to generate enough content ideas to keep you going for months if not years. This chapter will teach you how to generate ideas for any industry. – The Advanced Guide to Content Marketing by Neil Patel
Social media marketing is a vast landscape.
When you decide it’s time you started making better use of social media to promote your small business, it’s easy to get distracted for hours looking at all the different social networks and wondering:
‘Which of these should I be using?’
Let’s break this down and look at the big networks one at a time.
Do I Need to Be on Twitter?
With a character limit that affords you one or two short sentences plus a URL, Twitter’s the place to broadcast interesting, concisely phrased updates and curate some of the best content in your niche.
Small businesses can make excellent use of Twitter for self-promotion, but there are other possibilities, too. You could offer customer support via tweets, or tweet out market research questions and collate the answers.
If you won’t be on hand to respond to Twitter messages on a daily basis, it may not be a good choice for your business. Twitter users tend to expect a rapid response, and can get snippy if it takes days to get an answer. – Which Social Media Tool is Best for My Small Business? by Sophie Lizard
Here are the top Internet strategy, marketing and technology links for the week of April 27, 2013… [Read more...]
Most Marketers use Twitter as a broadcast medium, creating bite-sized nuggets of interest for their prospects, clients and industry. There is a new revolution that is key on the Twitter-Sphere, whereby people can hold live discussions on topics related to the business or the industry with like-minded individuals. These are know as Twitter chats.
According to Hubspot, “Most Twitter chats have one or more organizers who moderate the discussion and set the day and time for the conversation. Additionally, the chats use hashtags, which are words or phrases that are preceded by a “#” sign, example: # inboundmarketing . Hashtags allow people to follow the group conversation using Twitter Search. To follow a chat in your industry you can simply put the hashtag for the conversation into Twitter Search and watch the the tweets flow.”
Some chats are just on Twitter, while others can accompany a live in-person meeting or conference . Another popular pairing is a TweetChat with a webinar.
Now, Twitter chats aren’t really new. Chats reached their maturation during the last presidential election, when both parties were trying a variety of ways to reach out to potential voters. But for the B2B industry, this form of communication is increasing in popularity as a means to get in front of very specific vertical markets. – Boost Your B2B Marketing Efforts with TwitterChats by Lee Rush Schwartz
While I’ve been in New York this week for the B2B Content2Conversion conference, I’ve been reflecting on some of the most common issues I see with companies trying to leverage content for increasing leads and sales.
Many companies new to content marketing miss important steps and without checklists or processes, content marketing contribution to leads and sales can be unimpressive.
Of course, not all content needs to “sell” in terms of inquiries or transactions, but for content designed with lead generation in mind, there should be some accountability or you won’t have anything to count.
While deciding the creative on your next infographic, the viral hook of your next video or which awesome thought leaders will be in your next ebook, step back for a second and consider these basic and often overlooked steps for aligning content with marketing objectives.
1. What’s the primary brand objective for this content? How will successful discovery and consumption of this information move the reader along in the sales funnel? – 6 Simple Steps to Boost the Marketing Performance of Content by Lee Odden
Let’s face it: nobody is really good at being receptive to criticism—especially criticism that is delivered in a manner that is more of an attack than anything else. However, that is exactly what we see more often than not from dissatisfied customers who go online to vent about their less-than-desired experiences with our products or services.
Although you cannot avoid criticism and as much as you would like to, you also cannot change what people are saying about you and your company—at least not directly. What you can do is change what people are saying indirectly though.
How? By responding instead of reacting.
Reacting to Negative Feedback is Dangerous for Your Business
When we react to someone, we make an immediate judgment about the information we are putting into our minds (aka the negative review) and the first thing that comes to mind is often what happens next. This is an example of reacting and can be incredibly dangerous. – Your Web Foot Print Matters: Dealing with Online Customer Complaints by Nicole Beachum