Since we are ending the election season, I did use the presidential election as the main example throughout this article. However, the points made within and the tips are applicable to almost every if not every external factor that impacts consumer behavior.
Over the last several weeks, I’m experiencing drastic changes in social media performance, mostly in Facebook. Although I was prepared for some change in performance, honestly, the degree to which this happened on … Continue reading
Whether you have a marketing team or you’re a sole entrepreneur, by now you’ve heard the buzz around Instagram stories, the new rival to Snapchat. There are many blog articles out there that explain the pros and cons and the differences between the two. Yet, we are here to tell you why your business should be at the front and center of this newly released feature by Instagram.
Every industry is capable of performing well on a visually focused platform such as Instagram, many businesses make their presence on such a platform valuable to their consumers, which in turn becomes revenue generating.
Instagram is often used as a visual escape for most of its users. Users of this platform escape into other lives through the use of imagery. Whether the topic is travel, family, products, nature, children, etc – a user relishes in connecting and escaping with these curated images.
So where do you come in?
Businesses have such a great advantage online these days. In a world where consumers crave relatability, transparency, and human connection, you are encouraged to bring your brand directly to your target audience in a way that just wasn’t possible a decade ago.
This series of posts, coming over the next several weeks, will explore the what’s and how’s of measuring your effectiveness.
Define “Well Performing”
Despite what some believe, there is not a single definition of well performing. When you work with an integrated marketing team, one of the first exercises you’ll go through is defining your goals. Ultimately, the result is the same, to increase the bottom line. However, the next step removed from that will vary depending on your company, product line, target audience, buying cycle, and much more.
The volatility of the global marketplace; the economy, terrorism, political corruption, corporate scandals, scam artists, and more have left us feeling uncertain, unsafe and not knowing who to trust anymore. People only want to buy from companies that have credibility and can meet expectations. People they trust! Both character and competence are vital to trust and sustained success. The Better Business Bureau (BBB) tagline is appropriately, “Start With Trust”.
Does your website have credibility? Do your prospective clients trust you?
There are 2,000,000 search inquiries on Google every minute! When an interested prospect finds you online and clicks to your website, will they contact you? Trust and credibility are the key.
Here are the Stanford University Website Credibility Guidelines:
Make it easy to verify the accuracy of the information on your site. You can build web site credibility by providing third-party support (citations, references, source material) for information you present,
We’ve discussed in the past how we expect social signals to influence search results in the near future. In the middle of 2011 Bing integrated Facebook signals as part of its algorithm. Announced yesterday, Google is now counting Google+ as part of their metrics when the user (person searching) is logged in.
With this in mind, there are some very specific things you’ll want to consider as you begin implementing that well thought out marketing plan for 2012:
It’s All About Content
If this is the first article you’ve read about websites, SEO, or social media, one thing you’ll see over and over is that it’s all about content. You must produce content your audience is going to want and, more importantly, want to share.
This content can come in many forms. Many people think of traditional content on a website. Also a the top of mind is usually the … Continue reading
When companies think about Social Media Marketing the things that normally come to mind are viral marketing and how many people have liked, followed, subscribed, or otherwise engaged the company.
While these are all measurements companies will want to keep an eye on, if these are all a company looks at, there is a major benefit of Social Media being missed: Search Engine Optimization.
The Often Forgotten Piece of SEO
While anyone who has done some basic reading and learning on Search Engine Optimization understands the on-page factors of the art, many forget or don’t understand the off-page piece. When we look at off-page optimization, we look at those things not directly on the website that impact placement in search engine results (SERP’s). These factors can include things like linking domains, anchor text, domain authority, and more.
One of the newer pieces of SEO is what’s known as social signals. As we reported in April, social interactions (e.g., Facebook “Likes” and Google “+1’s”) are beginning to influence SERP’s. However, social has much more to offer SEO than these overt social signals.
How Social Impacts SEO
Direct Social Influence – As we just mentioned the Facebook Likes and Google +1’s are directly impacting SERP’s. This is becoming more important as Search Engines increase personalized results. As users continue increasing their social interaction, we will continue to see this increase in the influence of search results.
Social Shares – One of the signals Search Engines look at is how many times your content has been shared on social space (Twitter, Facebook, MySpace, Social Bookmarks, etc). Having a socially ready website and/or blog is the beginning (this means having sharing options like the AddThis toolbar built into your website). It also means you have to be letting users of Social Networks know your content is available, and you have to produce content they’ll want to share. Continue reading “Social Media Isn’t Just Social”