A blog can increase your search engine ranking thus helping you to generate leads from the web. How? By establishing many links across the Internet when your content is posted or linked to from other sites.
If you update the blog with new posts every week it can also create a community of loyal followers who will subscribe to receive weekly posts. However, blogs require ongoing updating and need to be marketed to realize their benefits.
Video has become a super hot medium for online marketing. Not only do high-ranking videos improve search engine rankings, but having video on your website can be an effective way to engage your audience, drive web traffic and convert customers. In this post, we discuss six ways to build your brand with video.
There are some impressive statistics that show the growing power of video today.
Drive web traffic — Banner ads with video generate 6 times as many post-ad site visits as standard banner ads. (Source: MediaMind)
Increase sales — Enjoyment of video ads increases purchase intent by 97%, and brand association by 139%. (Source: Unruly). Also, a recent study from unBounce shows explainer videos can increase conversion rates by almost 20%. (Source Unbounce)
Go Mobile — Two-thirds of the world’s mobile data traffic will be video by 2016. (Source: Cisco)
Use a Proven Medium — In the US, 181 million people watched more than 39 billion online content videos during September 2012 (Source: comScore)
Increase email click-through — Including the word ‘video’ in the subject line of an email will boost click-through rates from 7-11% and emails that contained an embedded video achieved a 21% higher conversion rate according to Business 2 Community.
Video is a powerful tool for telling your story and is a compelling way to engage your audience and speak from a variety of viewpoints. With video you can show your product and tell why it is different: build your brand.
If you aren’t engaging your target audience then go no further.
The measuring stick of Social Media is no longer volume but quality. Are your followers advocates, users of your services, influencers? If not, it’s time to re-think your Social Media goals, content and program.
Is your Social Media program in the hands of those who understand?
There’s more to social media than understanding the social tools themselves. Does your Social Media manager understand your business, your brand, your unique expertise, your audience and what makes you a valuable resource?
Does your Social Media content educate, inform, aspire or elicit a response from your target audience?
Be careful posting content for content sake. It might lead your audience to think that is how your company approaches client work. Thoughtful postings take just that. Thought. What unique solutions have you recently come up with to solve a common problem? What issues does your industry face that you can shed some light on? Have you recently noticed exemplary work in your industry?
What is the production quality of your Social Media content?
Pictures, graphics, videos. Simple, concise, thoughtful. It takes time and effort to create content that informs, educates, aspires, or elicits a response. Social Media is not the solution to under-funded or no marketing budgets. Devote more time, attention and marketing dollars to your Social Media program if you want a Social Media program that works.
What is most important — Social Media Savvy, Marketing Savvy, or Technical Savvy?
It takes an equal amount of each to make your mark. And a mark is exactly what we’re trying to make. Excellence isn’t an afterthought. Social Media is one tool in an ever-growing arsenal of strategies to engage your target audience. It takes the same time, energy, creativity and resources as it does to be good at anything.
Video is a powerful tool for telling your story, and is a compelling way to engage your audience and speak from a variety of viewpoints. With video, you can show your product and tell why it is different, in effect, building your brand.
Today there are many choices for shooting a video, from webcam to mobile devices such as iPhone or Android to bringing on a professional quality videography crew. Each has its advantages, from cost to turn-around time to quality. The video production choice should be made with the video goals in mind.
It’s important to note that a video used for a marketing purpose requires some pre- and post-production planning and often, expense.
Read on to view three examples of different levels of production values in marketing videos, ranging from a home-spun webcam video blog to a high-quality, professionally produced marketing video. Read the rest of this entry »
You’ve just settled into loving the look of your Twitter page when along comes yet another “upgrade” to the interface. This is typical of the social-platform world; it is ever changing and evolving to meet the hungry demands of everyone with something to share.
Facebook recently got a big overhaul with the introduction of the “timeline” layout, allowing us to put in a big juicy image right smack on our landing profile pages, adding a custom look and feel which helps to express a little bit more of what our companies are all about.
The next to jump on this bumpy bandwagon ride is Twitter, which has just introduced the ability to add a background image to your landing feed page.
This chunk of prime real estate which once just housed a bigger version of your avatar and descriptive text, can now be filled with any 520px by 260px image your heart desires! Ah, but don’t get too carried away, there is an art to it … the background image is just that; it sits behind your avatar, Twitter handle, description and other profile info all of which is a default and unchangeable #FFFFFF (or white for those who do not speak geek).
So, the trick here is to have the right balance to set the tone for your Twitter page, and yet not be so overwhelmingly enthralling that the viewer is unable to read the pertinent info that is printed on top of it … ah, zen.
Itching to get your Twitter profile background implemented? Give us a call and we can make it happen.
I’m excited that today is the first day of class for my Saint Mary’s College of California PR class that I teach each year! We study real life publicity and marketing experiences. The goal of my class is for each student to understand that they can have a career in Public Relations or they can learn how to use PR to enhance their careers. Or both!
Now I’ll talk to my students for a moment… Public Relations basic job is to make a reporter’s job easier, this is a mantra you will hear though-out the semester in this course. However to make a reporters job easier you have to make information accessible. The most commonly used tool to gain information is the internet. Blogs and other forms of social media (LinkedIn, Twitter, Facebook, etc.) have become key to reaching your target audience and starting a conversation.
In this course you will be required to check this blog on a regular basis. It is updated often with topics pertaining to public relations, advertising and marketing. Social media has become exponentially important in the world of PR and it is a tool that is constantly changing and the more you use it the more knowledgeable you become.
One of the assignments is to read one of two excellent books about social media. Here they are…
Then, onto some really effective, hands-on strategies with “New Rules of Marketing and PR,” by David Meerman Scott. This is a book that I predicted a year ago would not seem dated in the near future, as so many business books do. And I was right! A year later, it’s still just as relevant as it was when it came out. And it’s one of the most sensible online marketing books I’ve ever read.
Your website is the first place that prospects and current customers go to check out your product or service. It’s important that the user experience be a positive one, from the first visit to the 50th. Take a look at your website’s overall design and analytics to determine what may need a refresh. Are the primary images on your site a little tired? Do they still reflect your core brand? Is your search optimization (SEO) drawing in good prospects who stick around, or do you need to tweak your meta information – keywords, descriptions and page titles? All of the above can help to optimize the effectiveness of your website.
Here are three recent examples of how we worked with clients to “freshen up” their websites for better branding, user interface and security.
Sometimes simple tweaks to a web page layout can have a big impact. An annual review of Clare Computer’s analytics revealed that events had become an important way of driving traffic. Consequently, more emphasis was placed on promoting events on the homepage by replacing the twitter feed with an events feed.
A completely new website for Food Addicts in Recovery Anonymous included improving the user experience by making it far easier to get to information about meetings and resources with a single click. On the administrative (backend) side, a new content management system (CMS) was added for easy updates by staff and volunteers. Security was a top priority to ensure that member information was never compromised. With this, the CMS and an online store underwent a ground-up reassessment to ensure back-end security.
Don’t underestimate the power of updating messaging and images to refresh your site. On this website for network security company eSoft, we worked within its existing site infrastructure to add a series of edgy, hard-hitting header banners. This messaging and graphic design reflects the new marketing direction the company is taking. This economical solution is helping to carry the existing website until a planned new site is up and running.
This year, the Super Bowl is fighting back. According to Eric Kass in his post “For Second Year, Super Bowl Has Social Media Command Center” there will be over 100 Social Media volunteers working in New Orleans to answer questions and disseminate important information about the event and its locale, according to the New Orleans Times-Picayune. So the NFL and the Super Bowl, along with the New Orleans Tourism Marketing Corporation are going to be ready for the social onslaught.
As we’ve talked about in the past, for social media to really go viral, there has to be a personal, heartfelt connection. When that happens, the numbers go through the roof. Let’s see if the 49ers and the Ravens can get that kind of personal excitement going on!
A marketing tool to help you become better known and increase awareness of your business is public speaking. However, landing speaking engagements takes some work. Here are five ways to help you get booked as a speaker.
1) Define Your Speaking Topics
Define your expertise with a catchy or compelling headline that will clearly distinguish you from the competition. Placemaking Group’s CEO, Dennis Erokan speaks to audiences on the topic of “Get Famous,” as well as “Get Famous with Social Media.”
Staying in touch with trends that can support or negatively impact your marketing success is key. Here’s a compilation of marketing communication trends – some newer than others – to consider as we head into 2013.
Mobile Devices Own the Day: As the power and sophistication of mobile devices grows, they’ve become the “central processing units” for our lives. Make sure your business is visible on mobile. About 55% of the U.S. population owns a smart phone, and 78% of them don’t leave home without it. Source: Social Media Today
The Daily Deal is Dead: Consumers are losing interest and merchants are sour on offering such large discounts. Many are moving into offering special packages but at full price and in niche markets such as extreme adventure travel. Source: San Francisco Business Times