Social Business Archives

Maximize Your Twitter Marketing Efforts

December 5, 2012/by Corey Padveen

How can you go about maximizing your twitter marketing efforts to get the most out of the social network?

Twitter is a phenomenal resource for any kind of business. The real-time conversational aspect that it brings gives it a certain unique feel and a environment apt for engagement, but what are some Twitter marketing techniques businesses should adopt in order to get the most out of it? Below are some of the top Twitter marketing strategies businesses can employ in order to capitalize on all that Twitter has to offer to businesses.

1. Be Authentic

Don’t automate your posts – no one wants to hear what a machine has to say as it randomly generates messages using your pre-loaded content. People follow you to hear what you have to say, so tell them! If you decided to take the stage, and hundreds or even thousands of people came to hear you speak, would you simply play a recording a leave? Probably not. And if you did that, di you think they would stay? Also unlikely. So share what’s on your mind and engage with an audience that is eager to hear what you have to say.

2. Engage!

People like to converse and be heard. As a brand, it is your responsibility to listen to the customer and engage with them wherever possible. Nowhere is it more possible than on Twitter! As we noted above, Twitter is an avenue build for real-time conversation. So when someone is engaging with your brand, it is always in your best interest to address their comment, be it positive or negative.

3. Avoid Self-Promotion

Sure, the end goal is to convert these leads into clients, but endless self-promotion is nauseating, and the only thing you’ll succeed in doing is alienating your brand. We noted this in an earlier blog post and we are sticking by it. Social media is not for self-promotion, but for brand promotion thriugh engagement. When people are loyal to your brand, they will convert into customers.

4. Create a Relevant Database

It might be nice to see that you have thousands of followers and are following thousands of others, but this might not mean you have an account full of quality. If the goal is sales, then you will want to have as many targeted followers as possible, and the same goes for those you are following.

Can you think of any other best practices when it comes to Twitter marketing? Tell us in the comments below or on Twitter!

Mobile Shopping is on the Rise

December 1, 2012/by Corey Padveen

Mobile shopping is increasing quickly, and you should have social media strategies in place to keep up!

By 2015, the number of mobile shoppers is expected to hit 111 million. That is a pretty significant base of potential clients. So, it is time to ask yourself, do you have any social media strategies in place when it comes to mobile marketing and capitalizing on the consumers that are getting their shopping done on their mobile device?

There are already 110 million smartphones in the United States, and 75% of them plan to do some form of online shopping this holiday season. In fact, only 12% of people plan on doing most of their holiday shopping in a brick and mortar store, while 42% plan on doing most of their holiday shopping online. And, for the first time, 1% of US-based consumers plan on doing the majority of their holiday shopping on their mobile device. So, we reiterate the question we asked above: do you have any mobile social media strategies in place for this holiday season?

Now, those number may seem daunting to the average business without a mobile (or, in some cases, online) strategy in place. Don’t worry – there are certain industries where this holds quite a bit more weight. Below is a list of the industries where mobile marketing stands to generate the highest return:

Books/subscriptions – 37%
Tickets (shows, movies, concerts, etc.) – 31%
Clothing/accessories/DVD/music – 26%

Don’t run the risk of getting left behind. Last year, retailers increased their spending on mobile marketing significantly (from $55,000 in 2011 to $207,000 in 2012) and the number of retailers who do not focus any effort on mobile marketing has been slashed in half.

So don’t get caught up in the notion that mobile marketing and social media is not as important as it seems. It is a phenomenon on the rise and it only stands to get bigger. Take advantage of a mobile strategy this season and see how it works for you.

Information for this breakdown taken from an infographic available on Mashable.

10 Reasons to Use Social Media

November 24, 2012/by Corey Padveen

What reasons can you think of to justify your use of social media?

An effective social media program takes time, an investment and ongoing devotion of resources in order for it to be successful. When launching a social media program, it is often easy for a business to look at what will be involved and reconsider the launch. DON’T! Social media is a crucial element to any business’s success, and here are ten reasons why that is true.

1. Garner Exposure

Thus far in the progress of both mankind and marketing, there is only one place that allows you to market to a billion people with the click of a button (theoretically). Social media networks are one place where hundreds of millions of people gather on a regular basis for the sole purpose of seeing your content. (OK, maybe not all of them are there to see yours specifically, but you understand what we mean.)

2. Generate New Leads

The beauty of these hundreds of millions of users is that each and every one is, in theory, a potential customer! Take advantage of this untapped reservoir of potential clients and use social media to generate new leads that can be nurtured and eventually converted into clients.

3. Build an Online Community

Brand advocates are gold in any business. The best way to turn a lead or customer into a brand advocate, you ask? Give your brand a personality by building an online community of people who love interacting with your brand. This online community will extend far beyond the number of ‘Likes’ of followers you have, and that’s great for business.

4. Target Niche Audiences

People everywhere know from experience how hard acquiring a phone number might be in a social setting, but on a social network, it’s just handed to you along with so much more! This gives you the perfect opportunity to target specific audiences with different campaigns in a much different way than what had previously been done – and for a far lower cost of management!

5. Integrate CRM

Social media provides a perfect environment in which to nurture leads through engagement. Integrating your CRM with your social media will allow you to streamline all of your efforts when it comes to converting leads.

6. Monitor Your Activity

One of the beautiful aspects of social media is the ease with which one can monitor one’s activity. Insights and analytics are available for almost every aspect of your social programs. Analyzing these help you maximize your efforts and minimizes redundancies so your social media programs are optimized for maximum success.

7. Effective Marketing

People are willing to share much more with strangers than they might be with your brand, and social media is a great way to monitor the success or failure of a marketing or advertising campaign. Did you think your edgy politically-themed campaign was going to strike a chord with your audience? Well, they might think differently, and monitoring sentiment and reception on social media allows you to know exactly what your audience is thinking and how to target them appropriately.

8. Increase Your Reach

Extend beyond your immediate networks and explore new audiences which, in turn, will expand your business into new territory.

9. Search Engine Optimization (SEO)

We noted in a post earlier this month that social signals as a result of social media efforts play quite a role in search rankings. So take advantage of what social media has to offer when it comes to getting found.

10. SELL!

It goes without saying, but the goal of every business is sales (of whatever it is you are offering). Businesses that are highly active on social media note in overwhelming number an increase in sales as a result of their efforts on social networks, so don’t let your skepticism get in the way of increased sales.

What other reasons can you think of that support launching a social media campaign? Tell us in the comments below or on Twitter!

Top 10 Industries Spending on SEO

November 10, 2012/by Corey Padveen

In which industry should your agency be focusing its efforts to find new SEO clients?

A recent article by Larry Kim on SEOmoz detailed some of his findings after conducting research on a billion dollars of paid advertising spend. The article is packed full of tons of great information on AdWords spend and the future of AdWords spending on Google, and he concluded with a breakdown of the top 10 industries spending money on paid advertising. This is a powerful list if you’re looking for the right industry in which to find your next SEO client, so have a look at the industry, some key players, and the average cost per click below.

Finance ($3.09) — State Farm, Geico, Quicken Loans, Capital One, Bank of America
Travel ($0.29) — Expedia, Hotels.com, Booking.com, Priceline.com, Kayak
Shopping ($0.25) — Amazon, eBay, JC Penney, Walmart, Sears
Jobs & Education ($1.80) — University of Phoenix, Monster.com, ITT-Tech, Devry, Kaplan
Internet & Telecom ($1.11) — AT&T, Sprint, T-mobile, Verizon, Comcast
Computers & Electronics ($1.39) — Bestbuy, Apple, HP, Microsoft, Newegg.com
Business & Industrial ($1.67) — Yellowpages, Staples, uline, Vistaprint, Office Depot
Home & Garden ($0.76) — Lowes, Home Depot, Servicemagic, Kohls, Pottery Barn
Autos & Vehicles ($0.97) — Edmunds, KBB, Autotrader, Ford, cars.com
Beauty & Fitness ($1.11) — QVC, Walgreens, Sephora, Underarmor, Maybelline

The Importance of Social Media in SEO

November 5, 2012/by Corey Padveen

How much weight is given to your social media efforts when it comes to improving SEO?

This has been a major point of debate in the world of online marketing. What value do search engines give to social signals, and how will your social media efforts affect your search rankings? Social media has been around for a few years, social media for business a little less, but search has dominated the web since (or close to) its inception. When social media began to pick up steam for companies a coupled of years ago, the focus when it came to improving search rankings was link building. However, right around the 2011 new year, Matt Cutts revealed that social signals do play somewhat of a role in search rankings. How much? Well, we’re not exactly sure, but whatever it is it should not be ignored.

So, how exactly do social signals factor into your search rankings to help you get found? There is no one answer to this question, as we do not have all the insight into how search engines rank these signals, but it would be sage to assume a few factors that play a role. Facebook Likes, Google+ circles and Twitter followers are one aspect, but the real driving force when it comes to social is your content being seen. Facebook ranks atop the social networks most closely watched by Google for increased rankings. And if your content is floating around Facebook with links, you are in a great position. Searchmetrics posted an article a few months ago that detailed some correlative data between search rankings and social signals. One of the graphs they put together can be found below:

Time and time again we stress that content is king, and this statistical analysis shows it. When your content is shared or retweeted (particularly if it contains links to your website) you stand to benefit greatly when it comes to search. Of course, there is still the issue of keywords and backlinks outside of social media, and top brands stand to benefit the most from this, but if you choose your keywords properly and get your content circulating on social media, you could end up seeing some incredible results with your search rankings skyrocketing.

Community review sites like Yelp! are also a major factor when it comes to search rankings. The number of reviews and the positivity of those reviews is something that search engines take into significant consideration. So in addition to getting your brand on social networks like Facebook and Twitter to increase your social rankings, get fans to post on review sites. This will help increase search rankings in the best way possible: happy customers touting your brand!

So, what should you be watching for when it comes to social signals in determining your ranking on search engines? Google is still working on their ever-evolving algorithms to optimize social signals in their search results, but within a few years, we can expect social signals to be the most dominant factor when it comes to Google rankings. While links are still the dominant factor, social is well on its way to surpassing it, and should certainly not be ignored by any company looking to get found.

Have you taken all the steps necessary to maximizing your social media efforts so as to increase your rankings potential on search engines? Tell us about your strategies below or on Twitter!

Who Should Run Social Media Strategies?

October 23, 2012/by Corey Padveen

Who is the right person to put in charge of your social media strategies?

Every since social media made its way into every day business, the issue of who is best suited to be put in charge of social media strategies has been a hot issue of debate. There are schools of thought that believe that young, socially-versed graduates should be heading up the department, while others believe that seasoned marketing veterans with a good understanding of social are best suited for the position. So, who is right?

The answer lies in your audience. Who are you trying to target? Are you looking to be an authoritative, educational voice in your industry, or are you trying to target a younger generation of consumers? Once you establish your audience, who you should have in charge of your social media strategies will be clear.

In the case of a B2B service, or even some B2C companies, you might find that a marketing veteran with a strong understanding of social media and all that it encompasses is the better choice. The most important element to a successful social media program is a proper strategy, and someone with the knowledge of putting together marketing programs and executing them properly is crucial if your social media program stands to be successful. But in the case of a business with a younger demographic, someone with an understanding of the market is vital. Tastes vary among demographics, and a social media program stand no chance of success if the wrong person is putting together the plan.

Who do you have in charge of your social media program? Tell us in the comments below or on Twitter!

What Are Small Businesses Spending on Social Media? [INFOGRAPHIC]

October 19, 2012/by Corey Padveen

Where are small businesses investing in social media?

It’s not secret that social media has made its way into every aspect of the business world – from big to small. So how much are small businesses spending on social media? Have a look at this infographic and find out.

What Social Media Networks Are Right for Your Business?

October 14, 2012/by Corey Padveen

Which social media network offers you the best bang for your buck (or, rather, the best buck for your business)?

There were a couple of fun facts that came out of the 2012 Social Media Marketing Industry Report that showed that 85% of companies with a dedicated social media platform saw a spike in exposure in their respective markets, and that 58% of companies using social media regularly saw an increase in sales. That said, marketing in the wrong niche might result in missed opportunities. While there are plenty of social networks out there, not every one is apt for a particular type of business, and vice versa. So which social network is right for your business or industry? Here are a couple of insights that might help you figure it out.

Facebook

As one of the most popular sites on the web and the largest social network, it is easy for companies or brands to get lost in the mix. Those that stand out most are the ones that offer engaging, insightful content and try to stay away from too much self promotion. Constantly pushing sales on Facebook might lead people to ignore, or even dislike your brand, and that’s the exact opposite of what you’re trying to get out of your social media efforts. So if brand loyalty is what you’re after, then Facebook is great place to focus your efforts.

Twitter

Again, the concept of self-promotion is one any business should try and avoid when it comes to Twitter. But that is not to say that you shouldn’t be offering your services on the social network. Twitter is the optimal space for engagement, as it is a real-time conversation tool and allows brands and potential (or existing) customers to open up a dialogue. It is there that you can nurture your leads and eventually, turn those leads into conversions. There are also plenty of industry influencers in the Twitter, and as we noted in an earlier blog post, these influencers tend to be posting themselves, so it is a perfect place to engage with them as well. That might be a little harder when it comes to a network like Facebook.

Google+

Google+ might not be a giant compared to Twitter and Facebook, but it certainly should not be ignored. Especially when it comes to marketing efforts. There are certain backdoor search ranking benefits to Google+ that few are taking advantage of. Considering it has Google on its side, it makes sense that there would be that added search element that other networks aren’t necessarily as apt for.

LinkedIn

This is where self-promotion takes on a bigger role. Not in the boastful, obnoxious sense, but in the sense that this business social network allows businesses and individuals to establish themselves as experts, chime in on industry- and expertise-relevant conversation and get yourself out there as the best in the business. There will still always be the process of lead cultivation before they become customers, but at least here you won’t surprise anyone with a sales pitch now and then.

YouTube

People love videos. Search engines love videos. But at the end of the day, it is all about content. Having dozens of videos, be they entertaining, informative or sales-related might be nice to see, but if people aren’t watching them, a YouTube page might not be the best thing for you. So make sure video marketing is relevant to your business or industry before jumping into it.

Pinterest

Pinterest is all about images. And we mean all about images. So unless you’re business or industry is a visual one, Pinterest might not be the best place for you to be focusing your efforts. But if images are your thing, then you certainly cannot be ignoring Pinterest!

Foursquare

If you’re not local, then mobile and geo-targeted marketing isn’t for you. But if you are, working with a social network like Foursquare to target potential customers around your business is essential. Mobile marketing is on the rise, and if done correctly, it can be an incredibly successful social media strategy for your business.

Which social network is best for your business? Tell us in the comments below or on Twitter!

What social media network is best for your business? [INFOGRAPHIC]

October 10, 2012/by Corey Padveen

Ever wonder where your target demographic is chatting on social media? This infographic lays out the age distribution of user on different social media networks:

Top 5 Reasons to Have Social Media Strategies

October 5, 2012/by Corey Padveen

What are some of the best reasons to have social media strategies in place to grow your brand or business online?

There are plenty of reasons one can point to that would justify using social media strategies to help grow a brand or business online. Believe it or not, increasing sales is not the only reason why a collection of social media strategies might help a business. Of course, this is the end goal for any tactic in business, including a social media program, but what are some other reasons why social media strategies might benefit a company? Be low are the top 5 reasons why the implementation of social media strategies is important for any business.

1. What is going on with your competition?

Social media listening and monitoring offers certain benefits to increasing a competitive advantage that other strategies might not. With social media, the goings-on of your competition is made much more public than ever before, and this is an important edge when building your brand or business in a competitive market. Listen to what is being said by your competition and develop strategies that put you ahead in the market.

2. Establish your brand as an industry leader.

Using certain tactics in social media, such as involving yourself in the conversation and establishing yourself as an expert, will help you grow your brand faster than ever before. Lead generation and conversion is always easiest when you are the industry leader, and there is no better place to cement yourself as such than on social networks.

3. Engage not only with customers, but with competitors.

For any business, large or small, there will always be something to learn, and there will always be new avenues to explore. Social media offers an opportunity to connect with other leaders in your industry to both learn from them and grow with their help. Is that to say that your competitors will be rushing to increase your market share? No. But connecting with influencers will help you grow faster, and there is no better place yo showcase that than on social media.

4. Know more about your market.

When is the best time for you to be offering promotions? In which demographic do you stand to grow the most? These questions can all be answered using effective social media strategies for listening and engaging in markets you would have otherwise overlooked.

5. Convert leads into customers.

And of course, the most important goal is to increase your business and your revenue. Social media networks offer an untapped and vast, international pool of potential clients. With thoughtful social media strategies in place, you can benefit from these untapped markets in ways that had previously not been possible.

What other reasons do you think are important for employing social media strategies? Tell us in the comments section below or on Twitter!