Disappointing Social Media Results? You – Not Facebook – Might Be the Culprit

Social media marketing is one of the fastest growing areas of advertising, along with mobile marketing (and the two are not mutually exclusive), and some companies have jumped into the social media waters with insufficient information or professional advice and found the results just a little tepid. If you’re using Facebook, Twitter, and similar sites and the response is less than you’d hoped, you may need to take a look at some of the cold, hard facts that often point back to the marketer. Keep in mind that developing a successful social media presence takes time – you have to acquire followers and get the word out – but if you’ve been in the water for awhile with few nibbles, you may need to reexamine what you might be doing wrong.

Needing to stay adaptive to the ever-evolving world of social media marketing is a must. The sheer amount of information that is out there on the web is overwhelming, and if you’re going to stand out in the crowd you have to stay on top of trends and remain relevant. That takes work, and it takes being aware of what’s happening in the social media world. Since most marketers don’t have the expertise for that, this is one area where an SEO firm experienced in social media marketing can be beneficial.

Here are some of the mistakes that many business owners who work social media on their own (or even with the aid of an internet marketing pro who may not have social media experience) make:

Boring content. Readers only have so much time, and there is a lot of competition for their attention, so if your content is blah or irrelevant, they’ll pass and move on to another marketer that’s more in tune with their needs and interests.
You only get one chance to make a good first impression – don’t blow it. You need to grab potential “friends” with the first few words or you’ve lost them. And you won’t get a lot of chances - those potential followers won’t be back. Not only that, they may let others know not to waste their time. The last thing you need is a thumbs-down. It’s worse than no likes at all.
Lack of visual appeal. Most online users are drawn to the overall appearance of what they see on the screen. If they don’t like what something looks like, they will move on. Appropriate graphics and well-planned use of attractive photos and images can reinforce a positive overall feel to your social media page. And don’t clutter – too many photos, charts, and images can be just as damaging as none.
Plug-ins that don’t work. If your main site lacks a Facebook or Twitter plug-in or it doesn’t work properly, you could be losing a vast source of potential consumers. One click to make it easy for your reader to share you with friends is vital.
Too many links to click through. “Click here” is the name of the game for most users, and while it can facilitate moving your reader through to an appropriate destintation, too many of them will cause a visitor to say, “Enough already” and abandon ship. Short and simple and as few clicks as possible to bring them to where you want them to land is the best policy.
Vague messages. Okay, they’ve arrived at your Facebook page, what do they do next? If you haven’t got a good, clear call to action, you may have plenty of readers and followers but no results. You can’t blame that on Facebook; you have to direct traffic and let your visitor know what to do next.

If you have questions about how social media can work for you – or if you’re disappointed in your marketing efforts so far and need a second opinion – give us a call. We’re no strangers to the world of social media marketing.

How Small Businesses Can Use Mobile Marketing

The realm of the internet is one of fast-paced change, and successful marketers need to keep up with emerging trends in order to make the best use of their online promotional efforts. One important change is the shift away from desktop and laptop users to those who connect online via mobile device such as smartphones and tablets which use mobile operating platforms. This is especially true with the younger segment of the population, but it’s a growing trend even among older users.

Many industry experts believe that mobile marketing is an monster poised to dominate the advertising world. Whether or not that develops remains to be seen, but the fact is that mobile internet access is a technology choice that’s most likely here to stay, and savvy business owners are using it to their advantage.

While larger companies are including well-developed mobile sites, the small business owner has opportunities in this realm as well. As a small business owner, there are things you can do to effectively marketing your brand and services online, reaching out specifically to mobile users. Here are six areas to consider:

Add Click-to-Call to Your Mobile Ads: Despite the tendency of most mobile users to communicate via text messaging and Facebook, many are still making actual voice calls to reach companies. Adding a “click-to-call” feature to your mobile ad can simplify things. We all enjoy things that make life easier for us, and having to click on an icon rather than dial a number certainly does. Your viewers will appreciate the convenience.
Don’t Ignore the Potential of Email Promos: Most people relate mobile communication with SMS (text messaging), but more and more mobile users are taking advantage of email apps to keep in touch. Email allows you the abililty to communicate more in-depth than a text message does.
Location-Based Services (LBS) Could Be A Boon for You: If your business is one that is highly dependent on location, such as a gas station, convenience store, or restaurant, adding LBS to your mobile site could be beneficial for you, especially if your business is located in a larger area. As an example, Foursquare allows you to promote your location and add mobile-only specials. This might be worth a look, and it would be a good way to determine whether you’re getting traffic via mobile promo.
Maps: Making it easy to find you can really be beneficial. The business that is the easiest to locate for a last-minute need on the drive home from work is the one that will get the business. That call for ”Can you pick up some wine for dinner?” when you’re pressed to get home means the closest liquor store is where the driver will stop. That’s where mobile map locations come in handy.
Mobile Rewards Programs: This is the high-tech equivalent of the old punch card and the current “swipe” loyalty card. It’s another way that you can measure the success of your mobile marketing efforts as well as encourage continued use of your mobile site.
Yes, Text Messaging/SMS Can Still Work For Small Businesses: Despite the bad rap that junk texts have gotten, there are still benefits to be gained from appropriately using SMS. It has more of a space limitation than email, but once you’ve got a subscriber list developed it’s a good way to communicate last-minute deals and promos to those who have already agreed to accept your messages.

Regardless of which of these mobile options you choose to incorporate – or a combination of them – it’s important that all of your mobile efforts be developed both in light of the specific limitations of mobile platforms as well as maximizing and well-targeting your exposure. That’s where a Search Engine Optimization professional who’s well acquainted with mobile marketing can be helpful.

Don’t Wait to See What Happens – Influence Outcomes with Social Media

I am here tell you that the “let’s wait and see what happens” attitude does not work for advertising in today’s information age. If you were a quarterback, would you simply throw the ball into the air and hope that someone on your team caught it? I realize that the passive approach to advertising is still out there, and that many marketers put out their efforts without a real clue as to who their target audiences are and what will reach them. Shotgun approaches with the hope that one or two shots will hit a target are not effective. And in the ever-growing information explosion we live in, marketing efforts need to be finely-tuned and deliberately developed to be cost- and outcome-effective.

One of the best ways to jump in there and get immediate feedback? Using social media. Unlike TV ads – which you may not get any feedback on for months – response to your social media posts can be almost instantaneous. And if a change in your approach is needed, it can be done that quickly as well. That kind of market sensitivity simply isn’t possible with traditional marketing methods such as TV and print.

It’s estimated that over a billion users are online offering their “likes” and “dislikes” constantly, sharing content with their friends and posting reviews. Now obviously your potential market is not that entire group, but I would venture to guess that a large portion of your customers (and potential customers) are part of this trend. When you establish an active social media presence on sites such as Twitter, Facebook, and others, you have the opportunity of real-time feedback from those who view your content. This gives you the opportunity to adapt your efforts to the interests, attitudes, and usage patterns of your viewers. Your marketing efforts will resemble an arrow more than a shotgun. And with the right strategy, those arrows can hit the target.

Are your marketing efforts working? With social media you no longer need to guess. Social media can be an effective component of a well-designed online marketing plan.

Mobile Marketing Can Work Well for Small Businesses, Too

Large businesses are jumping on the mobile marketing bandwagon these days, as use of mobile devices increases. With more and more mobile devices and wireless plans hitting the market, mobile usage can only increase, so that makes sense for these huge brands. Some experts are predicting that mobile marketing is the next big advertising giant. The good news is that even with current trends, mobile marketing can be a great asset to the overall promotional strategies for small businesses, too.

There are a number of avenues for a small business owner maintaining a mobile presence, but here are the top ones:

Maps. Don’t overlook the importance of being in the right place at the right time. Using Google Local Extensions, you can literally put yourself on the map, which gives you an advantage over your competitors who don’t. This is especially important if you’re in an industry that is highly location sensitive. With a mobile map presence, you’ll be easy to find for drivers looking for someone nearby who have what they need.
Click-to-Call: Yes, mobile users still make phone calls. When you combine online presence with a click-to-call function (which doesn’t require much effort), you’ve made it extremely easy to be reached.
SMS and E-mail. Just because these capabilities have been around for awhile doesn’t mean they are no longer useful as marketing channels. Both SMS and E-mail are a great way to get the news out on time-sensitive promotionsor discounts and when done well these efforts can be effective. Building a subscriber list isn’t too difficult, and it allows you to provide more personalized communication. One great use of these channels is for online booking and appointment reminders.
Mobile Rewards. These programs are the modern equivalent of the old punch cards, and work especially well in the restaurant industry, although they can work for other areas also. You have your choice of building your own or working with a company that specializes in single apps that serve multiple rewards programs.

Five Keys to Keeping Social Media Followers Interested

Your company has joined the social media movement and you’ve gained valuable followers. Congratulations! The first step has been taken, but the work hasn’t ended there. The below tips will help you keep your followers and continue to gain more.

Content Flow: When readers are kept engaged, they’re more likely to continue coming back. If you post on a regular basis, there will always be something new to read and share.
However, posting too often can cause problems. If someone is drowning in too many posts, they’re more likely to unfollow the stream. The fundamental lesson in this is to maintain a healthy balance. A consistent, balanced frequency will keep interest, while at the same time avoiding overload.
Keep it Interesting: Targeted blog posts, videos, or pictures will help capture the audience’s attention and insure continued readership. Without unique, thought-provoking or entertaining content, people lose reason to continue following a brand’s account.
Take Care: Although wit and edginess draw and keep attention, it still needs to stay in the audience’s comfort zone. While posting something inappropriate on a personal account is embarrassing, posting the same sort of thing on a professional account can lead to disaster. A simple exercise of common sense will avoid a loss of followers and keep a brand in good standing with their customers.
Keep the Conversation Going: Interaction with followers will maintain-long term interest because relationships are built. That back and forth will open the door to smoother problem resolution. That will lead to positive feedback in the long run. When people know you care about them, they’re more likely to spread the word and in turn strengthen the company as a whole.
Share and Share Alike: Everything you do will have an effect on future events. Social media is a big part of that idea. By sharing another’s relevant content through retweets or Facebook shares, you show that you understand the workings and ideals behind the forum in question. This willingness to share what other people have to say will also encourage followers to share what you have to say.

The world of social media marketing doesn’t have to be mystifying. We can help you succeed in your online marketing efforts. Give us a call today.

Tips For Successful SEO Copywriting

Effective SEO copywriting is a lot more than putting together some paragraphs incorporating the right search terms. Your old English classes taught many great basics for writing, like keeping the piece focused, and organizing your thoughts. Don’t overlook the all-important proofread, proofread, proofread. These are all valuable concepts to keep in mind when putting SEO friendly content together, but there’s still a little more to remember. These tips all help with writing for the web:

People First
Customers are people, too, and they’re the ones who will make the final purchasers. When content is excellent for SEO, you might get the initial hit. However, if it’s not readable, clients won’t stick around for more. In the end, people drive the success or failure of a post.

Link Intelligently
There’s no harm in linking back to previous blog posts in related pieces of writing. When it makes sense, a well-placed link can generate more traffic to past content. This sometimes-overlooked technique can provide easy and effective marketing. It’s smart to keep making use of what you’ve already done, and including access to it in new work is a very smart way to do that.

Forget “Keyword Density”
Repeating keywords not only makes for boring writing, but it can hurt content ranking in the long run. Search engines have caught on to this technique and have no qualms about penalizing the offenders. This takes us right back to the first tip: start writing with the audience in mind and then optimize for web.

Cite Your Sources
To hearken back to those English classes, citing sources is imperative when their material is used. With online writing, citation acts as both a safety net and a potential for expanded networking. Of course, it will protect against plagiarism, but sharing it with a link to the original post via social media can encourage the cited author to share the content because they’re mentioned. Of course, that means more publicity for all parties, and who doesn’t love that?

The Growing Importance of Content Marketing

According to a new study, over half of in-house marketing departments as well as independent agencies are planning content marketing. That’s in addition to the companies and agencies already using this approach, which leaves a very small minority with no plans to do so. Here’s what it looks like when companies were questioned, “Does your company/do your clients have a defined content marketing strategy?”

Online content marketing takes a variety of forms, with email being the current favorite, and social media posting coming in a close second. A vast majority of those companies currently using social media indicated an intention to increase their use of Facebook and Twitter posts for delivering content.

Budgeted amounts for online content marketing currently aren’t very big, but the trend is growing, and it’s predicted that budgets will grow along with these trends. Most brand marketers indicate they believe that content marketing is crucial to making an important connection with their customers on an emotional level, recognizing that brands are moving more and more into the publishing field. Users connect content with the brand, so it’s important that delivery of content be thought through and deliberate, because it is fast becoming the voice of the brand.

What Content Qualities Are Most Important?

Forbes has published an interesting article about some of the most important qualities of content marketing. B2B business purchase decisions are likened to a car purchase in the article. Both examples have customers who know what they want and are now looking for the best deal. At this point, they’re usually about 60 percent through the buying process. What kind of information can close the deal?

Good writing comes down to the principles of teaching and motivation. High quality content teaches the customer something new about their field for implementation into their business practice. It also offers motivation through showing why to change what they’re doing to keep up with the market. This, in turn, leads the potential customer back the supplier’s product.

If you’re interested in improving the quality of your online content, we can help. Call the search engine optimization specialists at Essential Services, Inc. today.

How to Turn Facebook Fans Into Customers

You’ve committed to maintaining an active presence on Facebook, but does it really matter in terms of your sales? HubSpot states that 93% of adult internet users interact on Facebook, but only 1% of them make frequent clicks to company web pages. Facebook ads or the forum’s layout are usually blamed. In reality, the brand itself is in charge.

Here are ten ways to improve the numbers.

Keep Going
Offer newsletters, blog subscriptions and download freebies to keep new fans keep coming back. Test different methods to see what works best.
Quality Posts
Content needs to remain short, eye catching and relevant. Most people will lose interest in dry, lengthy text.
Keep Material Fresh
When people find the same thing they saw on their last visit, they’re less likely to return. Update on a regular basis to avoid this problem.
Clear Course of Action
Offers and new promotions should be in a prominent place, with clear instructions. Keep Facebook’s guidelines about advertisement in mind, though.
Consistent Branding
By keeping branding logos in the same style as the web page, a company will add credibility to its marketing.
Minimize Clicks
When someone clicks on a link, they want to see where it leads right away, without going on a clicking spree. Companies are more likely to get more web site views by keeping the path there short.
Viewers Identity
Looking at fans’ likes, posts and demographic information can offer information on what kinds of content they’re most likely to respond to.
Abandon Preconceptions
Preconceived ideas can hold marketers back, but using Facebook tools can help them move forward. They can determine new demographics and marketing methods.
Utilize Plugins
“Like” buttons and boxes make it easy for customers to view updates, and comments make it easy to share content. Recommendations bring customers to different sites based on existing interests.
Broaden Metrics
By using a wider point of view on who customers are, companies can better utilize the tools offered by Facebook.

By dedicating the same effort to Facebook marketing as to other promotional efforts, brands will be able to increase their conversion rates. At Essential Services, Inc. we can help you with your mix of online efforts, or get you started if you haven’t gotten on board yet.

The Best B2B Content is Information Based

When it comes to internet marketing, content is the deciding factor in success. To work, content needs to show that a business knows their field inside and out, rather than only advertising a product.

Business to business (B2B) marketing is a little different than direct sales, because the decision-making process is rather lengthy. What’s most important is to show how knowledgeable a company is. Educational blog posts and articles will help your company remain at the top of the list when it’s time for a final decision.

Informational content is also a subtle way to bring products and services to the forefront. When potential clients know you understand the way the field works, the safer they will feel in building a relationship with you.

However, keeping fresh content can be challenging. There’s always the question of what to write and which topics are most important. Fortunately, resources are closer at hand than many realize. The following sources are valuable for inspirational ideas.

Industry publications
Business owners and website operators are always watching what their peers are saying. By doing this, they’re able to keep tabs on what’s going on in the field and adapting the information they obtain for their own purposes. Simply copying what someone else says is a bad idea, though. Adding your own unique thoughts and point of view will add fresh, engaging elements to the conversation.

Client Services
Customer service representatives are in constant contact with the clients. Because of this, they have valuable information on what ideas have been effective and which one’s haven’t. By extension, they can make suggestions on fixing problems. These ideas turn into topics on which to write about. Content which speaks to difficulties customers are having is sure to capture attention and will reassure them that solutions are being looked for.

More teams within the company
A business works on a broader basis than only one or two team. By talking to your coworkers across various disciplines within the company, fresh ideas are added to the mix.

Keep the information relevant to the industry, add insightful ideas, and content will do the job it needs to. At Essential Services we’re interested in helping you succeed with your online marketing efforts, and we know that quality content matters, especially in B2B.

Search Engine Optimization

SEO Friendly Web Design

Social Media Marketing

SEO Link Building

Categories

Recent Posts

Online Marketing Services