Are you sometimes bewildered about where to turn to learn about marketing your business? What follows is a short story (I promise) about my own transition from a traditional marketer to an on-line marketer, that I hope will benefit you.
When I was a little girl (yes, it was many decades ago) my mother bought our family a complete set of Encyclopedia Britiannica books. It was a huge investment at that time and she had to forego other necessities to do it. She taught me how to use these books and I'm eternally grateful that she did. The books provided many happy hours of reading and became the foundation of my life-long love of learning. Unfortunately, I don't still have that set of books. Fortunately, I have found a new treasure to replace them - the Internet. And it's become my new BFF (best friend forever).
My absolute favourite use of the Internet is to make it be my institute of higher learning that I was unable to attend previously, for a variety of life-interruption reasons. Now, there is no excuse for not being able to learn whatever I choose to add to my existing knowledge and skills.
Marketing strategies and skills are one great example. There is more than enough information available for just a few keystrokes. Just "Google" whatever you want and it shall be delivered faster than the speed of light! Another technological marvel I love is my Kindle book reader. I can locate a Marketing book on the Internet that I want to read, and download it to my laptop or Kindle in under 60 seconds.
My latest Marketing book find is by David Meerman Scott, titled "The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly" (whew, that's one long title). I found it through reading Scott's blog and bought the e-book version it for my Kindle through Amazon. You can also order it in hard copy.
I highly recommend this book (I have no affiliation or connection with the author) to any business-to-business or business-to-consumer marketer interested in learning the new best practices for marketing on the Internet.
Meerman Scott's book is truly the only book you need to read about on-line marketing. It covers the theory as well as practical recommendations for social networking, blogs, news releases, podcasts, and videos. Of course, you can read other books on these topics. But, if you only have budget for one marketing book, this is the one to buy. Other books will only tell you the same things in a different wrapper.
I do feel obliged to warn you. On-line marketing is no easy fix for whatever ails your business' bottom line. It is the worst of all four-letter words - WORK! But, that being said, it goes a long way towards making up for being hard work, because it is affordable by even the smallest of small businesses. There can be a long learning curve if you are not computer savvy. And, even if you are computer and marketing savvy, the "new rules" of on-line marketing will take some getting used to. Especially so, if you have relied on traditional marketing methods up to now (such as print, broadcast, cold calling, and trade shows).
Meerman Scott's book shines a new light on these now polarized strategies. Traditional marketing is considered "push" marketing, where you push your message out to the general public, whether they want it or not (he calls it "interruption marketing"). He advocates a totally opposite approach - "pull" marketing where you pull specific target customers into your circle of influence by providing compelling content which meets THEIR needs (not yours).
If you are serious about becoming a successful on-line marketer, I recommend you read Meerman Scott's book and follow his advice. Unfortunately, the old rules of marketing are now about as relevant as my mother's beloved set of Encyclopedia Britannica. As Bob Dylan says, "The times, they are a changin'".
You are invited to comment on this blog post, or any of my other posts. Agree? Or disagree? - let's start a conversation!
Let’s assume you think you should have website for your business. After all, almost everyone else has one. So, what do they know that you don’t? Perhaps nothing, perhaps a little more. Maybe their website is working for them. Maybe, not so much.
Hopefully, I can save you time, money and newbie missteps. But to do so, I’m going to make you ask yourself the hard questions (you know, the ones you’ve been trying to avoid all this time). Sorry, but the fact is you can’t (or shouldn’t) move forward with a new website unless and until you do. Believe me, I know. Been there, done that!
I’ve developed this questionnaire to help you through the process of deciding whether or not a website will help you achieve your marketing objectives and goals. This questionnaire not only asks the questions, but provides some example answers, to help stimulate your thinking about your unique business situation.
Click here for the questionnaire and then print off a copy and do some brainstorming on paper (I recommend a pencil, with an eraser). By time you get done, you’ll have a better idea if an actual website is the best option. Or, could you get by with a simpler approach of just having a Social Networking page (or pages) for your business instead? I’m referring here to Facebook, Google +, Twitter, LinkedIn pages for your business (not personal pages) and/or a business channel on YouTube to host videos. That being said, many businesses choose to have all their marketing bases covered. They use their website as the “hub” for all their on-line marketing activities, and the social networking sites as added-value pages to drive traffic to their website, and vice-versa. But, I digress. And I fear I may have overwhelmed you with the big picture. So let’s get back to the basics and begin with a website.
If you want to go from “here” to “there”, it’s best to have an idea of where “there” is. After all, you don’t leave the house, get in your car, turn on the engine, and put the car in gear without having a destination in mind. Or, you’d just be driving aimlessly and never arrive anywhere of any significance. So, why would you decide to have a website, register a domain name, find a website hosting service provider, and put your website on the Internet, without having a plan for what you want to accomplish with it? Alas many, if not most, people do exactly that and wonder why their website’s not working for them.
If making a plan for your website sounds intimidating, try this easy-to-use questionnaire. You'll be so glad you tackled it, because you'll be better prepared to make a really important decision whether to onvest your hard-earned money.
You are invited to comment on this blog post, or to suggest any questions to be added to this assessment form. Agree? Or disagree?
1. What’s the most important thing I need to know? If you want to pare Internet marketing down to its core – it would be “keywords”. A keyword is a “word”, a “keyword phrase”, or a “long-tail keyword” which people type into a search engine such as Google, Yahoo or Bing, to find information on a topic, product or service. Also, social media networks, such as Facebook, Twitter and LinkedIn, use keywords as “finding filters”.
2. How do keywords improve search engine traffic? Search engines serve up reports to the user called Search Engine Results Reports (SERPs). SERPs are simply lists of links to websites which best match the words or terms originally typed into the search box. The most relevant matches appear at the top, and the least relevant at the bottom of the report (which can have literally millions of links listed). Therefore, if your web pages contain keywords which are good matches, links to your website will be included at or near the top of the SERPs report. The ideal target to shoot for is ranking on the first page of SERPs reports.
3. What’s the best strategy for keywords? Your goal should not be to increase generic on-line traffic but to increase traffic targeted to your specific topic, product or services. Back in the day, some “black hat” experts (the bad guys) added off-topic keywords to fool search engines into serving up their website links at the top of the SERPs. Search engines quickly caught on and penalized them, including banning websites which used such tactics. Now, websites which use keywords appropriately are rewarded by search engines with higher rankings because they improve Internet user experience.
4. What else do I need to know about keywords? It can be tricky to find the exact keywords which will bring the best results. The good news is that there are on-line tools to help you determine the popularity and competitiveness of certain keywords and to brainstorm alternatives. One of these free tools is the Google Keyword Tool.
5. How do I select the best keywords for my page? Keywords are so instrumental in Internet marketing that competition for the popular keywords is fierce. A single keyword such as “marketing” for example, would be extremely difficult to rank for. This is where keyword phrases and long-tail keywords come into play. A keyword phrase such as “Internet marketing” would be somewhat easier to rank for. Better yet, a long-tail keyword, such as “Internet Marketing Solutions for small business”, would be much easier to rank for because it is so specific. Long-tail keywords allow search engines to make better matches. The Google Keyword Tool provides useful data about the competitiveness of each potential keyword you enter and may suggest alternatives.
6. How many keywords (keyword phrases or long-tail keywords) do I need? At least three; and probably five is better. However, pick one keyword as your primary keyword and the other keywords as supporting keywords. Ask yourself how a potential customer might search for your topic, product or service in Google? Once you choose 3 to 5 keywords, you can try them out for size. If they don’t return the results you want, then choose others and test them.
7. Where should I use the keywords on my webpage or blog post? First and foremost use your primary keyword in your web page “title” and again in your top of the page heading or post title. If possible, repeat it again in the subheading which fleshes out your heading or post title. Repeat your primary keyword throughout the page content, along with the supporting keywords you have chosen. A word of caution here, make sure the keywords appear naturally in the text, otherwise search engines may penalize you for “keyword stuffing”. Write your content to appeal to visitors, not for search engines.
8. Can I use the same keywords on every page of my website? Best practices recommend limiting each of your web pages or blog posts to one topic, product or service. The more web pages your site has, the more opportunities you’ll have for each page to rank well for its primary keyword. Assuming each of your pages has different content swap out most, or all, of your keywords. The change in keywords will highlight the change in content and encourage the viewing of additional pages in your website.
It’s really just this simple: Use keywords, keyword phrases and/or long-tail keywords relevant to your business to ensure your website ranks well and gets found on the Internet by your target market.
Want more insights for increasing traffic to your website? Our whitepaper “How To Get Found on the Internet -12 Hot Tips” is now available as a FREE download to share with you the elements of good search engine optimization practices. This whitepaper has been designed to be useful whether you decide to “DIY” (do it yourself) or to “outsource” (hire someone else) to assess and implement SEO on your website.
You are invited to comment on this blog post, or any of our other posts. Agree? Or disagree? - let's start a conversation!
10 website "bugs" that you'll want to avoid:
- Insufficient Contact Info:
Many website owners don’t put ALL their contact information on their site. Believe it, or not; they leave off their surnames, don’t provide phone numbers, don’t include their email address (for fear of receiving spam – there ARE ways around this), or don’t include their physical location. The web is a world-wide medium and not everyone in the world knows who you are and where you are located. Don’t assume that only your family, friends and existing customers visit your website. Potential customers who land on your site want to get a sense of who you are and how to get in touch. If you make it difficult, they will go to another website that’s easier to use.
- Slow Loading Web Pages:
This can be caused by too many bells & whistles (Flash animations, overly large or high resolution images, music, animated objects, etc.). Most visitors will back out of a website in a hurry if your home page takes forever to load. You only have so long (less than 8 seconds) to capture their interest before they check out.
- Poor Quality Web Images:
Meaning “candid” shots not done professionally. You don’t have to hire a professional photographer, just be more aware of the factors such as lighting and composition. You can easily improve your outdoor images. Be sure the horizon line is straight horizon (not uphill or downhill). Don’t shoot into the sun causing over-exposure (images are washed out) or sun spots. Don’t cut off limbs of people or animals. Indoors - use fill-in flash or fill-in light on the subject to avoid under-exposure (images are too dark). Hold the camera steady to stay in focus.
- Lack of a Primary Objective:
Do you want your website to appeal to other businesses (business to business) or appeal direct to consumers (business to customers)? This is important because you will want to appeal to your most likely target market. The beauty of websites is that they are highly customizable and can be created to reflect your exact business model.
- Missing Unique Page Titles:
Make sure every page in your website has a unique page title. If you don’t assign an actual page title then what appears in everyone’s browser window will be the default word “title”. You’d be surprised at how many hundreds of thousands of web pages have this flaw. Search engines won’t find your website easily with this kind of oversight. For example, every web page in Great Carpentry’s website needs its own page title: Great Carpentry Ltd. - Home page, or Great Carpentry Ltd. - Contact Us, or Great Carpentry - Catalogue of Parts. Well you get the idea. While you are at it, add your geographic location also, e.g. Great Carpentry Ltd., Madison, WI - Home Page. Then you won’t get calls from beyond your immediate market area.
- Sorry, It’s Not All About You:
Make your website ALL ABOUT THEM (the visitors). They came to your website to solve a problem or to find something they need or want. It’s up to you to tell them how you can satisfy their needs or wants. If you don’t, they’ll go elsewhere to someone who does offer to help them. I’m not suggesting you can’t tell your visitors how great your product or service is, just be sure you are telling them how it will benefit them (not you) to do business together.
- Using Too High or Too Low Resolution Images:
The web is not the same as print media. Magazine quality images need at least a 300 dpi (or dots/inch) resolution. But this is much too high for the web. Use only 72 dpi images and “optimize” them before you add them to a web page. To optimize images, make sure that they are no larger than necessary. Say you want to place an image in a spot on your web page that is 300 pixels wide by 300 pixels high. Open your photo manipulation software (such as Photoshop) and first reduce the dots/inch resolution of the original image to 72 dpi. Then reduce the image size as close as possible to fit in the 300 x 300 pixel spot. Then save that optimized version of the image to insert into your web page. Don’t try to place the original image over the small spot and then try to downsize it to fit the spot. While technically that works, it will take just as long to load the page as if you used the larger version (because you did).
- Not Using “Alt” tags for your images:
There are several very good reasons to use “alt” tags (html code tags which permit alternate text descriptions of images). Many web visitors turn off “images” when browsing the web, if they have low speed Internet service. If you don’t provide an alternate text description, they will have no idea what’s missing from the page. For example, suppose you have used your beautiful company logo as an banner image at the top of each web page. If visitors have their images turned off, they won’t even know whose page they have landed on. If you use an “alt” tag which says “Joes Carpentry logo image”, then they will know what’s missing. Screen readers for the visually impaired also read out “alt” tag descriptions to help make sense of a web page. Another very good reason to use “alt” tags for each image is that it improves the ability of search engines, like Google, Yahoo or Bing, to determine what your web page is about.
- Dark or Busy Backgrounds with text overlays:
Too many websites use very dark (even black) backgrounds or highly textured backgrounds with content text overlays. While you may think these are highly “artsy”, they are for the most part, just plain hard to read and tiring for the eyes. The absolute best contrast for ease of reading is black text on a white background. You can bend these rules by using very dark coloured text on very lightly coloured backgrounds. If you want to dress up your web page, then use dark coloured backgrounds and/or highly textured patterns on the borders of the web page. But, put your content text into a separate box with a light or white background, as a best practice.
- Not Measuring Your Website Traffic:
Many website owners don’t realize they should measure the activity on their websites. They have no statistics to indicate the number of visitors, what search engines visitors are using, what geographical locations their visitor come from, or whether their visitors are using computers or mobile phones to view their sites? Google Analytics provides easy-to-use FREE tools (snippets of html code) to add to your website that give you reports on what’s working for you and what’s not. Wouldn’t that make your website work more effectively for you and improve your return on investment (ROI)?
As always, we invite your comments in the box below. Feel free to add to this list of common website errors or bug-a-boos. Maybe you don't agree with this list and have a reason?
WHO'S GETTING THE LION'S SHARE OF WEBSITE TRAFFIC?
Are you one of many website owners who have become disillusioned after your initial launch because incoming web traffic is not meeting your expectations? Are you concerned because you don’t know why, or worse yet, what to do about it?
Help is at hand. Getting found on the Internet can be improved by even the novice website owner through understanding and using Search Engine Optimization (SEO). SEO is a rather intimidating sounding title which simply means optimizing, or making a web page user- friendly, for search engines to find.
Search englnes are the gizmos on the Internet which direct visitors to the websites they are looking for. You’ve likely used them yourself, for example Google, Yahoo or Bing. Remember when you typed a word or question into a search box that you want more information about, or to find a product you want to buy on-line? You used a search engine.
For example, let’s say you want to find out how to do something. You might type in “How do I grow grapes in Manitoba?” Or, you want to purchase a product, so you might type in “buying grape vines”. The search engine used a set of complicated formulas to deliver you a list of results from that search engine which it has determines as the "best matches" to your request.
The SEO lists of results can be many thousands or even millions of links to websites all over the world. However, the so-called “best matches” are usually found on the first page of the list (i.e. top 10 best matches). Occasionally, a viewer has to go to the second page of SEO this list to find a more meaningful match.
So, now you know. The lion’s share of web traffic goes to the first page/top ten on the SEO list. To get more “organic” (directed by search engines) traffic to your website you need to “optimize” your webpages to be as search engine friendly as possible, so your website gets found instead of your competition’s.
The good news is that you can either learn to do SEO yourself or, at the very least, become aware of the effective elements of SEO.
Our whitepaper “How To Get Found on the Internet -12 Hot Tips” is now available as a FREE download to share with you the elements of good SEO practices. This whitepaper has been designed to be useful whether you decide to “DIY” (do it yourself) or to “outsource” (hire someone else) to assess and implement SEO on your website.
You are invited to comment on this blog post, or any of our other posts. Agree? Or disagree? - let's start a conversation!
In a previous blog post I recommend why and how to take advantage of three social networking services: Facebook, Twitter, and LinkedIn. I also mentioned that I would write subsequent posts on each of these "Big Three" social networking sites, and the video sharing network YouTube. This final installment of four is dedicated to getting you started with YouTube.
YouTube, the free video sharing website, is an especially useful tool for those in
the livestock business to advertise videos of animals for sale, or to showcase a herd
sire. You could even share a video of yourself giving a sales pitch for your business.
Videos are streamed to users from the YouTube website or, more importantly, can be viewed from blogs and your own business website. Not sure if your customers hang out on YouTube? The website http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/ lists the following data:
- YouTube exceeds 2 Billion views per day (Nearly double the prime time audience of all 3 major US broadcast networks combined).
- More videos uploaded to YouTube in 60 days, than all 3 major US broadcast networks created in 60 years.
- 24 hours of video are uploaded every minute.
- The average user spends 15 minutes per day on YouTube.
- 70% of the traffic comes from outside the U.S .
To open your (free) YouTube user account, you can visit the website at: http://www.youtube.com/. (To view sample horse videos, type the words, “One Hot Krymsum” in the YouTube search box and check out the videos you find there. To view sample cattle videos, type the words, “WLB 76Y” in the search box.) I think you will quickly appreciate what videos like this can do for your livestock sales program.
Similar to Facebook, once you have opened a YouTube personal user account, you can then set up a free YouTube “Channel” for your business and customize it to match the style of your website if you like. Check into the YouTube Guide at this link: http://support.google.com/youtube/bin/static.py?hl=en&page=guide.cs&guide=2403720&topic=2403637&answer=2403640.
The other significant advantage of having a YouTube account with uploaded videos, is that a snippet of computer code can easily be copied and pasted into any webpage or blog page, which creates a video viewing window. YouTube supplies this code and it is easy to insert. If you are not comfortable doing this, you can ask your webmaster to do it for you. Then, your video runs right there on your webpage and visitors don't leave your site. This can add a very dynamic feature to an otherwise static webpage. And, it can keep web visitors coming back to see if you have uploaded any new videos on your site. For a sample of how this works on a webpage, click here to see a sample linked video. (Scroll down to the link below the stallion's pedigree for the video of his dam.)
Launched in 2005, YouTube supports AVI, MOV and MPEG video formats from most digital cameras, camcorders and cell phones. Nowadays, everyone seems to have access to at least one of these gadgets. You can even upload a video directly into YouTube right from your computer’s web cam. So, as I mentioned above, you can easily create a video of yourself giving a sales pitch for your business.
You are invited to ask questions and/or to post a comment in the space provided below regarding your experience using YouTube for business or to point out other advantages and disadvantages not mentioned here.
In a previous blog post I recommend why and how to take advantage of three social networking services: Facebook, Twitter, and LinkedIn. I also mentioned that I would write subsequent posts on each of these "Big Three" social networking sites, and the video sharing network YouTube. This third installment of four is dedicated to getting you started with LinkedIn.
LinkedIn is a somewhat less known social network than Facebook. LinkedIn may be
considered more of a business to business (B2B) social network, whereas Facebook
(for business) is generally considered more of a business to consumer (B2C) social network.
LinkedIn is designed for business people and entrepreneurs to establish a professional profile (post your resume or CV) online, to stay in touch with former classmates, colleagues and friends, and to find experts, ideas and opportunities. Many members use this network to collaborate with other like-minded business contacts, and/or to find businesses who offer the products or services they need. Therefore LinkedIn provides a whole new pool of potential new business clients. Again, the good news is that LinkedIn accounts are FREE!
Wikipedia states, in part, “LinkedIn was founded in December 2002 and launched on May 5, 2003. As of June 2012, LinkedIn reports more than 175 million registered users in more than 200 countries and territories.
One purpose of the site is to allow registered users to maintain a list of contact details of people with whom they have some level of relationship, called Connections. Users can invite anyone (whether a site user or not) to become a connection. LinkedIn utilizes a "gated-access approach" (where contact with any professional requires either an existing relationship, or the intervention of a contact of theirs) is intended to build trust among the service's users This list of connections can then be used in a number of ways:
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A contact network is built up consisting of their direct connections, the connections of each of their connections (termed second-degree connections) and also the connections of second-degree connections (termed third-degree connections). This can be used to gain an introduction to someone a person wishes to know through a mutual contact.
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Users can upload their resume or design their own profile in order to showcase work and community experiences.
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It can then be used to find jobs, people and business opportunities recommended by someone in one's contact network.
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Employers can list jobs and search for potential candidates.
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Job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them.
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Users can post their own photos and view photos of others to aid in identification.
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Users can now follow different companies and can get notification about the new joining and offers available.
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Users can save (i.e. bookmark) jobs which they would like to apply for."
I can personally recommend HubSpot, a pioneer in inbound marketing strategies, which offers an impressive library of FREE reference materials including webinars, eBooks, blog articles and videos on the topic of how to best use LinkedIn for business/marketing.
You are invited to ask questions and/or to post a comment in the space provided below regarding your experience with using LinkedIn for business or to point out other advantages and disadvantages not mentioned here.
In a previous blog post I recommend why and how to take advantage of three social networking services: Facebook, Twitter, and LinkedIn. I also mentioned that I would write subsequent posts on each of these "Big Three" social networking sites, and the video sharing network YouTube. This second installment of four is dedicated to getting you started with Twitter.
So you know "sweet tweet" about Twitter? Well, according to Wikipedia, "Twitter is an online social networking service and microblogging service that enables its users to send and read text-based posts of up to 140 characters, known as "tweets".
Wikipedia states, in part, Twitter was created in March 2006 and launched that July. The service rapidly gained worldwide popularity, with over 500 million active users as of 2012, generating over 340 million tweets daily and handling over 1.6 billion web engine search queries per day. Since its launch, the Twitter website has become one of the top 10 most visited on the Internet, and has been described as "the SMS (Small Message Service) of the Internet. Unregistered users can read tweets, while registered users can post tweets through the website interface, SMS, or other mobile devices.
Wikipedia also indicates, "In a 2009, in a Time (magazine) essay, technology author, Steven Johnson described the basic mechanics of Twitter as 'remarkably simple': As a social network, Twitter revolves around the principle of followers. When you choose to follow another Twitter user, that user's tweets appear in reverse chronological order on your main Twitter page. If you follow 20 people, you'll see a mix of tweets scrolling down the page: breakfast-cereal updates, interesting new links, music recommendations, even musings on the future of education."
Originally, when a user opened a free Twitter account, the premise was to post tweets responding to the quintessential conversational opener "What are you doing?" on any subject you cared to promote, including your business. As of November, 2009, Twitter emphasized its news and information-network strategy by changing the question asked to users for status updates from "What are you doing?" to "What's happening?"
Undeniably, many users post frivolous tweets. Of much more serious conseqence, Twitter became the tool to communicate and promote social change during the "Arab Spring" of 2011. In terms of a business promotion tool, Twitter can provide quick and easy two-way communication between you and your target market.
I highly recommend reading 50 Ideas on Using Twitter for Business by Chris Brogan, to enlighten you about Twitter as a legitimate marketing strategy. Brogan's article states, “Step 1. Build an account and immediately start using "Twitter Search" to watch for your name, your competitor’s names, or words that relate to your products. (Listening always comes first.) “Twitter can provide almost instant feedback about your industry that you might miss otherwise. Hint: there are 49 more good ideas in Brogan's article. So pucker up and start "tweeting". What have you got to lose?
You are invited to ask questions and/or to post a comment in the space below regarding your experience with using Twitter for business or to point out other advantages and disadvantages not mentiond here.
In last week's blog post I recommend why and how to take advantage of three social networking services: Facebook, Twitter, and LinkedIn. I also mentioned that I would write subsequent posts on each of these "Big Three" social networking sites and the video sharing network YouTube. While I can lead you to water, I can't make you drink. However, if you are thirsty to learn and improve your business, the first of these four posts is dedicated to getting you started with Facebook.
Facebook offers tremendous opportunities for businesses to network with customers, Facebook is the great leveller, as it offers the same benefit to a "Fortune 500" megacorp or a "mom & pop" store; that is each may participate in this FREE marketing vehicle, if they are prepared to put in the effort to create a business page. But I think that small businesses (SMB's) can especially benefit from creating a Facebook page. It's one of the few opportunities they have to compete on the same playing field with "big brother". Setting up a Facebook business page is a pretty user-friendly process - as the almost 900 million Facebook users can attest to.
The most important concept to understand is that there are Facebook "personal" pages - which are all about you as a person; and there are Facebook "business" pages - which are all about any one of six categories:
- a local place or business (based on a physical location)
- a company, organization or institution
- a brand or product
- an artist, band or public figure
- entertainment
- a cause or community
You can have a both a personal page and a business page. However, in order to set up a business page, you must first have a Facebook personal page. You don't want to mix them up, as they have (or should have) different audiences. You can and should invite your personal contacts to "like" your business page, but your business clients should not be connected to your personal page. (Think inappropriate "party" photos or potentially embarrasing posts from well-meaning friends.)
If you don't as yet have a personal Facebook page, you'll need to create one, so click here and set one up. Never fear, it's "easy as pie". Once you have your personal Facebook page set up, scroll down to the bottom of your new page, and click on "Create A Page" for your new business page. You will be taken to a new site where you will be able to choose from any of the above six categories. You will want to click "company, organization or institution", select from the drop-down menues and/or follow the prompts to create your page. When you have your business page set up the way you want it, you should begin to invite your friends and contacts to "like" your page, (kinda like casting "votes" for your business). Once 30 people like your page, you'll get access to insights about your page's activity, such as statistics you can use to measure your return on investment.
Current marketing strategists, myself included, encourage SMB's to develop and nuture relationships with your existing and prospective clients. Having a Facebook business page provides you with an avenue to post "status updates" to provide company information, such as announcing new products/services, or upcoming events you are involved with. Your contacts can also post comments or feedback on your Facebook page. It's called customer engagement (two-way conversations) and really good for nurturing relationships.
Some SMB's worry about the potential for someone to post a negative comment on their Facebook page and how that might affect business. It can happen, but knowing about the person's concern and having a chance to address their issue in public is clearly preferable to not knowing about it and having the issue broadcasted to all who will listen and go unaddressed. Other potential customers will see that you are doing your best to solve their issue and will have more confidence and trust in your business.
So take my word for it, and create a business Facebook page. What have you go to lose? Almost 900 million users can't all be wrong. You need to be able connect with your market share of them.
I invite readers to ask questions and/or to post a comment in the space below regarding your experience with Facebook business pages, to point out other advantages or disadvantages not mentiond here.
I highly recommend that you increase your business marketing strategies by tapping into the "Big Three" social networking services: Facebook, Twitter, and LinkedIn. We will also touch on YouTube, the very popular video sharing Web site, that lets anyone upload short videos for private or public viewing. There are many others, of course, but arguably these are the “top four” web based services, which can help promote your business to your target market. Best of all, they’re FREE!
What exactly is a social networking service?
- Wikipedia (an on-line dictionary) defines social networking services as, “…an on line service, platform, or site that focuses on building and reflecting of social networks or social relations among people, who, for example, share interests and/or activities. A social network service essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Most social network services are web based and provide means for users to interact over the Internet, including e-mail and instant messaging.
- One popular use for this new technology is social networking between businesses. Companies have found that social networking sites are great ways to build their brand image. According to Jody Nimetz, author of Marketing Jive, “There are five major uses for businesses and social media: to create brand awareness, as an online reputation management tool, for recruiting, to learn about new technologies and competitors, and as a lead generation tool to intercept potential prospects. These companies are able to drive traffic to their own online sites while encouraging their consumers and clients to have discussions on how to improve or change products or services.”
But, isn’t Social Networking just a fad?
The website www.graphicsms.com/blog/877-social-networking-statistics-2010/ lists the following data: (Note: these are the published statistics for 2010)
- 47% of online adults use social networking sites and 73% of teens and young adults are a member of at least one social network.
- The global average time spent on social networking sites is now nearly five and a half hours per month.
- The active US-based social network audience grew roughly 29% from 115 million in February, 2009 to 149 million in February
Facebook: has more than 400+ million active users, with over 1.5 million business pages, with the average user spending more than 55 minutes per day on their site.
Twitter: has 24+ million unique visitors per month, with 50 million tweets per day, and 11 % or 33.8 million US online adults use this service.
LinkedIn: has 60+ million professional members worldwide, including all Fortune 500 companies.
And then, there’s YouTube:
The website http://www.website-monitoring.com/blog/2010/05/17/youtube-facts-and-figures-history-statistics/ lists the following data:
- YouTube exceeds 2 Billion views per day (Nearly double the prime time audience of all 3 major US broadcast networks combined).
- More videos uploaded to YouTube in 60 days, than all 3 major US broadcast networks created in 60 years.
- 24 hours of video are uploaded every minute.
- The average user spends 15 minutes per day on YouTube.
- 70% of the traffic comes from outside the US .
But, isn’t Social Networking a huge “time-suck?”
Yes, you will have to invest time and effort (but importantly – no money) to use these marketing tools effectively. Can you afford to ignore FRE on-line marketing tools when the user statistics are so staggering? Wouldn’t you rather be moving forward with these trends than standing by and wondering what all the “buzz” is about? Today’s business environment is highly competitive and to survive and thrive you need all the help you can get.
I will devote my next four blog posts to providing more depth about each of the "Big Three" Social Networks and YouTube, how they differ and how that will help you to use them to your advantage for your business. Until then, happy social networking!
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