By now, if social media isn't a critical element in your online marketing strategy, it should be. Having a presence on sites like Facebook, Twitter and LinkedIn can add value to your product, to customer service and ultimately to your brand.
But simply having an account and broadcasting company news isn't enough. To attract and keep customers -- and to build a strong brand online -- business owners need to be active on social media. They have to provide valuable information and engage with their followers.
Here are four things businesses should be doing on social media in order to grow the brand online:
1. Engage with followers and provide customer service.
Your customers are engaging with your brand wherever they are -- including over social media. Don't miss this opportunity to listen to what they're saying to and about you, and to provide the best customer service.
Why is this so important? Responding to customer questions and resolving issues over social media shows everyone who's following you -- and potentially anyone who is online -- that your company cares about its customers, potential customers and goes the extra mile for people.
Tools like Hootsuite and Tweedeck can be handy for monitoring mentions of your brand over social media. As for when and who you respond to, set the tone early. If you reply often, people will expect it. If you don't reply a lot, people will see that as well and might stop engaging with you as often.
2. Crowdsource ideas.
Use social media as a marketing research tool. Just as people can reach out to you, follow you and stay connected with you, business owners can do the same with their customers. Social media is a two-way street.
Say, for instance, you're getting ready to launch a new product. You can ask your fans and followers what they think about specific details like which colors they prefer or what types of features they want. Not only can you get real, valuable market research at no cost, you're involving the consumer in decisions. Asking customers for their opinions can help show that they matter, and when they see their ideas become a reality, ideally you create brand and product champions.
3. Keep an eye on the competition.
Remember the old saying: Keep your friends close, keep your enemies closer.
When it comes to business, it's good to know what your competitors and other companies in your market niche are doing. By keeping an eye on their social media feeds, you can learn a lot about a company -- what it is doing differently, what it's good at and what it's bad it. Use this information to implement things in your strategy that you might be missing such as contests, giveaways or forms of content that their followers respond to most.
4. Establish yourself as an industry expert.
Nobody can know what you know unless you share your knowledge. By sharing information like tips, advice and answering questions about your industry, you can position yourself as a valuable resource.
Develop a content-sharing strategy where you respond to questions daily, provide unsolicited tips and share your perspective on industry news. Over sites like Twitter and reddit, also consider scheduling events such as question and answer sessions. Let your followers know that you'll be hosting the session, set the date and time, and determine the theme or topic you'd like to discuss. Then let your followers know that you'll try to answer everything they ask.
http://www.entrepreneur.com/article/226214
Utility Warehouse
Friday, 26 April 2013
Wednesday, 24 April 2013
Should Your Business Have a Podcast?
Your business probably has a website, Twitter account and Facebook page, but does it need a podcast? Consumers enjoy podcasts because it gives them alternative and more convenient ways to consume content, says Deborah Shane, a Florida-based branding expert and podcast host.
She says that more professionals are using podcasts as a marketing tool to establish expertise and distinguish themselves from the competition. Shane's Metropolis Radio business podcast has featured more than 350 guests and has been downloaded 245,000 times in the last four years. The 15 to 30 minute segments consist of interviews with expert guests on topics such as branding, social media, and entrepreneurship. "Podcasting has opened up more doors than just about any platform I've used," Shane says. By inviting experts as guests on her show, she's networking, building credibility, and making professional connections.
But podcasting is a time commitment. Shane suggests waiting a month before you start promoting your podcast. Use that time to create visual branding for your site, think about the content you'll provide, the show's format, how frequently you'll record the podcast and which guests you'll invite on the show, etc.
Shane recommends using BlogTalkRadio, which offers a free, turnkey solution to record your show and link it to iTunes, Facebook and Twitter. Once a show is scheduled through BlogTalkRadio, the host and their guest(s) call a special number and are patched through to a "studio" dashboard that the host controls on his or her computer where he or she can take calls live or interview through the switchboard.
The show is recorded live and archived as a podcast, where it's made available on iTunes and can be shared on social networks or blogs. Editing is not available with the free version, but premium paid levels (which range from $39-$249 a month) allow users to edit their shows.
Here are six things to consider before starting a podcast:
1. Choose your format. Shane uses a late night talk show format and discusses talking points with her guests beforehand, but allows the conversation to evolve on the show. Another popular format is giving a tutorial or lecture on a topic relevant to your business that many people have questions about.
2. Record a podcast at least once a week. You want to listeners to know when to expect new content. While "live listeners" (people listening to the show as it airs) are great, Shane says the goal is to increase the number of downloads your podcast receives once it's posted.
3. Find guests with energy. Your guest may be brilliant in their field, but you want someone who's interesting and with whom you can have a good conversation. Shane suggests reaching out to experts in your field who have written a book or have a lot of Twitter followers, so they can promote their appearance on your show. The appearance is mutually beneficial, as they are gaining credibility as an expert, and you're building an audience and area of expertise.
"Great guests are actively marketing on their own social media platforms. They have energy, articulate well and know how to tell their story," Shane says.
4. Practice. Do two or three practice shows to get the feel for podcasting. Shane recommends recording a few test shows and posting them on your site to become comfortable with the process before promoting the podcast. You can set the show as "test" or "private" when scheduling your podcast.
5. Promote your podcast consistently. Use your other social media platforms, blog, website, etc. to promote your podcast before, during, and after the show has been recorded. BlogTalkRadio allows you to post updates automatically to your Facebook and Twitter accounts.
6. Get ideas from the competition. Visit podcast.com or iTunes to see how other businesses are using podcasts to promote themselves.
http://www.entrepreneur.com/article/226298
She says that more professionals are using podcasts as a marketing tool to establish expertise and distinguish themselves from the competition. Shane's Metropolis Radio business podcast has featured more than 350 guests and has been downloaded 245,000 times in the last four years. The 15 to 30 minute segments consist of interviews with expert guests on topics such as branding, social media, and entrepreneurship. "Podcasting has opened up more doors than just about any platform I've used," Shane says. By inviting experts as guests on her show, she's networking, building credibility, and making professional connections.
But podcasting is a time commitment. Shane suggests waiting a month before you start promoting your podcast. Use that time to create visual branding for your site, think about the content you'll provide, the show's format, how frequently you'll record the podcast and which guests you'll invite on the show, etc.
Shane recommends using BlogTalkRadio, which offers a free, turnkey solution to record your show and link it to iTunes, Facebook and Twitter. Once a show is scheduled through BlogTalkRadio, the host and their guest(s) call a special number and are patched through to a "studio" dashboard that the host controls on his or her computer where he or she can take calls live or interview through the switchboard.
The show is recorded live and archived as a podcast, where it's made available on iTunes and can be shared on social networks or blogs. Editing is not available with the free version, but premium paid levels (which range from $39-$249 a month) allow users to edit their shows.
Here are six things to consider before starting a podcast:
1. Choose your format. Shane uses a late night talk show format and discusses talking points with her guests beforehand, but allows the conversation to evolve on the show. Another popular format is giving a tutorial or lecture on a topic relevant to your business that many people have questions about.
2. Record a podcast at least once a week. You want to listeners to know when to expect new content. While "live listeners" (people listening to the show as it airs) are great, Shane says the goal is to increase the number of downloads your podcast receives once it's posted.
3. Find guests with energy. Your guest may be brilliant in their field, but you want someone who's interesting and with whom you can have a good conversation. Shane suggests reaching out to experts in your field who have written a book or have a lot of Twitter followers, so they can promote their appearance on your show. The appearance is mutually beneficial, as they are gaining credibility as an expert, and you're building an audience and area of expertise.
"Great guests are actively marketing on their own social media platforms. They have energy, articulate well and know how to tell their story," Shane says.
4. Practice. Do two or three practice shows to get the feel for podcasting. Shane recommends recording a few test shows and posting them on your site to become comfortable with the process before promoting the podcast. You can set the show as "test" or "private" when scheduling your podcast.
5. Promote your podcast consistently. Use your other social media platforms, blog, website, etc. to promote your podcast before, during, and after the show has been recorded. BlogTalkRadio allows you to post updates automatically to your Facebook and Twitter accounts.
6. Get ideas from the competition. Visit podcast.com or iTunes to see how other businesses are using podcasts to promote themselves.
http://www.entrepreneur.com/article/226298
Tuesday, 23 April 2013
5 Online Marketing Strategies for a Tight Budget
In a world where attention is currency, it's becoming increasingly more difficult to attract the eyes and ears of your target market. Not only are you up against larger companies with nicely funded marketing departments, you're also competing with social media and a multitude of other distractions for the attention of your prospects.
But that doesn't mean your marketing efforts have to cost a ton of money or be overly dramatic in order to stand out from the crowd. Here are five creative and inexpensive ways to market your business in a digital world:
1. Get endorsed by a local celebrity.
Many business owners dream of having their product or service endorsed by a global celebrity. But instead of trying to get a superstar to support your business, try seeking out a local celebrity instead.
Who exactly are local celebrities? These are people your local paper is writing about -- perhaps an "unsung hero" such as a teacher or a resident who's doing something positive and newsworthy. Since they're in your neighborhood, these people should be relatively easy to locate and contact by phone or e-mail. Let them know you'd like to send them a gift, namely your product or service.
The only catch: you'd like to follow up with them in a few days to get their honest feedback. Their responses can make for useful blog or marketing content.
2. Create a LinkedIn group.
Not only is a LinkedIn group free to create, it can enable you to offer your professional network a vibrant, useful information resource all while driving traffic to your site and increasing sales. Just don't use the platform to hard sell anyone.
It can take time and effort to get one going, but the goal should be to help provide resources and start discussions on topics that can benefit your community. Groups should also be a place for your members to network with other professionals online.
3. Get published on niche blogs.
While it may be difficult to get on the front cover of a major magazine, you can create marketing opportunities by being featured in a popular niche blog. Identify three to five blogs that target your market then contact the creator and offer a few ideas of how you'd like to bring value to his or her readers. You can:
With more than 800 million unique visitors a month, YouTube can be a powerful platform for marketing a business online. To do so, go beyond simply posting random videos of your product or sharing your thoughts.
The marketing videos you create should include the following elements:
5. Write an e-book about the biggest issues in your industry.
No longer do you need a publishing company or thousands of dollars to get distribution for a book. Amazon, for instance, will let you upload a digital book for free, with a 33 percent take on every sale. The goal is not to make a profit from direct book sales but to use it as a lead generation tool, encouraging readers to opt into your website for further information.
Even time-strapped entrepreneurs who aren't great writers should consider this. You can search sites like E-lance or Odesk to hire an affordable ghostwriter who can help you convert your blog posts or audio recordings into book format.
When it comes to marketing your book, set the price between $1 and $5 -- which makes it affordable -- then use social media, video marketing and e-mail list marketing to promote it. To generate more leads, keep in mind that Amazon allows prospective buyers of your book to take a sneak peek of the first few pages. Be sure to embed links into these early pages so you can capture leads from people who were interested but didn't wind up buying your book.
http://www.entrepreneur.com/article/226146
But that doesn't mean your marketing efforts have to cost a ton of money or be overly dramatic in order to stand out from the crowd. Here are five creative and inexpensive ways to market your business in a digital world:
1. Get endorsed by a local celebrity.
Many business owners dream of having their product or service endorsed by a global celebrity. But instead of trying to get a superstar to support your business, try seeking out a local celebrity instead.
Who exactly are local celebrities? These are people your local paper is writing about -- perhaps an "unsung hero" such as a teacher or a resident who's doing something positive and newsworthy. Since they're in your neighborhood, these people should be relatively easy to locate and contact by phone or e-mail. Let them know you'd like to send them a gift, namely your product or service.
The only catch: you'd like to follow up with them in a few days to get their honest feedback. Their responses can make for useful blog or marketing content.
2. Create a LinkedIn group.
Not only is a LinkedIn group free to create, it can enable you to offer your professional network a vibrant, useful information resource all while driving traffic to your site and increasing sales. Just don't use the platform to hard sell anyone.
It can take time and effort to get one going, but the goal should be to help provide resources and start discussions on topics that can benefit your community. Groups should also be a place for your members to network with other professionals online.
3. Get published on niche blogs.
While it may be difficult to get on the front cover of a major magazine, you can create marketing opportunities by being featured in a popular niche blog. Identify three to five blogs that target your market then contact the creator and offer a few ideas of how you'd like to bring value to his or her readers. You can:
- Demonstrate good will by offering the niche blog owner a small amount of your product or service for free, which they can give away to their audience as a gift. This is different than a product review, which only offers information.
- Send ideas for blog posts you'd like to write and explain why they would be helpful for their readers.
- Ask if you can interview them for your site. This might entice the blog manager to promote your content since it highlights his or her business.
With more than 800 million unique visitors a month, YouTube can be a powerful platform for marketing a business online. To do so, go beyond simply posting random videos of your product or sharing your thoughts.
The marketing videos you create should include the following elements:
- A keyword-researched headline
- A clear editorial message (don't try to accomplish too much in one video)
- A call to action (tell the viewer to do something, such as subscribing to your channel)
5. Write an e-book about the biggest issues in your industry.
No longer do you need a publishing company or thousands of dollars to get distribution for a book. Amazon, for instance, will let you upload a digital book for free, with a 33 percent take on every sale. The goal is not to make a profit from direct book sales but to use it as a lead generation tool, encouraging readers to opt into your website for further information.
Even time-strapped entrepreneurs who aren't great writers should consider this. You can search sites like E-lance or Odesk to hire an affordable ghostwriter who can help you convert your blog posts or audio recordings into book format.
When it comes to marketing your book, set the price between $1 and $5 -- which makes it affordable -- then use social media, video marketing and e-mail list marketing to promote it. To generate more leads, keep in mind that Amazon allows prospective buyers of your book to take a sneak peek of the first few pages. Be sure to embed links into these early pages so you can capture leads from people who were interested but didn't wind up buying your book.
http://www.entrepreneur.com/article/226146
Monday, 22 April 2013
18 Tweetable Twitter Tips for Newbies
For those of us who’ve been using Twitter for a while, we sometimes forget that there are new adopters of the network every day. Trying to figure out Twitter back in the day was bad enough; can you imagine what it’s like these days?So here are 18 tweetable Twitter tips for newbies (check out that alliteration!). They include tips on how to get set up with, and use smartly, a social network I still love.
And I’ve also included a “tweet this” link for a Twitter-friendly version of each tip (hence the “tweetability”). So if you particularly like some, perhaps you wouldn’t mind sharing?
1. Use a real photo of yourself for your avatar. (I know, sounds like a d’uh moment, but you’d be surprised).
2. Make sure your avatar is “SFW” (safe for work… and yes, you’d be surprised again).
3. Use your real name, or some iteration thereof, as your Twitter handle. Leave your inner Hotlips Houlihan alone.
4. Try to keep your Twitter handle to as few characters as possible. This gives you more “real estate” to use when actually tweeting.
5. Fill out your 160-character bio. Creativity is fine, but don’t overdo it.
6. Use “Twitter speak” in your bio, such as other Twitter handles to refer to organizations and appropriate hashtags. These show as live links on Twitter.com, so have the advantage of “fleshing out” your bio, not to mention show you understand the lingo.
7. Include a link in your Twitter profile. If nothing else, use your LinkedIn profile; else your personal website or blog or, if a business account, to your company’s preferred URL. People like to know who they’re talking to (and might end up doing business with).
8. Don’t have an overly complicated Twitter background that makes your profile hard to view on the web. It’s distracting.
9. Use the “mom” rule of thumb when conversing on Twitter; if Mom wouldn’t like it, don’t say it.
10. Acknowledge and reply to @ mentions as soon as possible.
11. Attribute blog posts, news articles or other curated information to the original source using their Twitter handle.
12. Leave at least 10-12 character spaces in your tweets, so others can easily retweet you if they wish to.
13. Use “MT” to indicate you are retweeting another’s tweet, but with modifications of your own.
14. Use hashtags wisely; they can be a great way of broadening a conversation and audience, but irritating if overused.
15. Don’t use auto-DMs or “verification” programs to “welcome” new followers. The best way to welcome someone is to start talking to them on the public timeline.
16. Don’t constantly DM your followers asking them to share news, promotional events, etc. Use your asks sparingly, and they are more likely to be well-received.
17. Don’t automatically RT tweets, especially those of a “breaking news” nature, without first verifying the source and accuracy of content.
18. Don’t click on suspicious links in your DM stream, that urge you to see “what they’re saying about you,” etc. Instead, send your friend who supposedly sent that to you a message – on the public timeline, or another network, if you are connected there – to let them know their Twitter account has been hacked.
http://www.waxingunlyrical.com/2013/03/18/18-tweetable-twitter-tips-for-newbies/
Saturday, 20 April 2013
What You Can Learn From the Boston Bombing Social-Media Circus
After explosive devices detonated near the finish line of the Boston Marathon on Monday, killing three and injuring 180 people, social media sites including Twitter erupted -- but not always with trustworthy information. Several top news organizations came under fire for reporting information despite conflicting reports of what was unfolding. For business owners who often share or comment on breaking news over social media, it was easy to wind up sharing faulty information. And some brands ran afoul of consumer rage when their marketing efforts -- many running on automated programs -- were issued amid the chaos.
The confusion continued as the week went on. By Thursday, the FBI reprimanded users of sites like reddit for conducting their own digital manhunt for the Boston bombers. Similarly, local Boston police asked journalists on Friday to stop live-tweeting police actions and scanner traffic in order to preserve the safety of officers and the effectiveness of their manhunt.
Given the immediacy of how news is spread over social media, and the potential for sharing incorrect information, business owners should avoid sending scheduled marketing messages and commenting on moment-by-moment updates during sensitive breaking news events. For brands, a more effective use of social media could be to share links to positive and constructive services. In this case, examples might have included Google's Person Finder tool or EvidenceUpload.org, a way for people to send their photos and videos from the marathon directly to the FBI. -- PRDaily, ReadWrite, Daily Dot and Mashable
http://www.entrepreneur.com/article/226464
7 Tips For Building a 'Power Network' on LinkedIn
Image credit: Shutterstock
But building a power network on LinkedIn doesn't happen overnight. Here are seven tips for making the kinds of connections that can benefit your business the most:
1. Optimize your profile: One of the easiest ways is to update your profile picture. LinkedIn views this kind of update as "freshness" and it can help your ranking when others are searching for someone like you.
2. Tell people who you are, who you help and how you help them in your headline: A headline that communicates these points is often what grabs a person's attention when searching the site. I should be able to read your headline and know exactly what you offer and why I should get in touch with you. Be clear and compelling.
3. Fill out all current and past work experiences: You never know who's looking for you, possibly a co-worker from an old job, or maybe a classmate that's suddenly feeling nostalgic and wants to see who they can find online. By listing all of your places of employment -- including your educational institutions -- you can create a larger net for capturing searches. Plus, these connections could be second- or third-tier connections to people you've been trying to meet.
4. Join targeted groups: This can be one of the most effective ways to connect with like-minded professionals who are serious about using LinkedIn to form deeper business connections. Participating in these groups also enables you to share your knowledge and to learn from other members.
5. Create a targeted group: Not only can leading a group give you a certain level of credibility, it allows you to connect with people who are influential within your specific industry.
6. Send personal invites: These, in my opinion, always trump generic requests to connect. The invite is your first communication on LinkedIn, so make a good first impression by writing a personal request and asking how you can help the person, or whom you can introduce them to.
7. Get endorsements and recommendations: This can help enhance your profile, but there's a right way and a wrong way to do this. Don't send a mass or generic e-mail to clients or colleagues asking if they can endorse your skills or write a recommendation. First, identify people who have a great story to share about you and your skills. Contact those people directly, via phone or e-mail, and let them know you're personally reaching out to them because of (insert how you've helped them here) and would appreciate it if they'd be willing to write a quick recommendation for you, based on that story.
The same goes for endorsements, which are much easier to give since it's just a click of a button. It also helps if you mention you'll be endorsing their strongest skills as well.
http://www.entrepreneur.com/blog/224651
Thursday, 18 April 2013
Maximize Twitter to Monetize Your Brand
Twitter isn’t just about tweeting popular information or conversing with associates. It is about networking with as many individuals as you can.
But, therein lies the question: how do you expand the visibility of your brand? Excessive tweeting and even posting valuable information or helpful links isn’t necessarily going to improve awareness. There are certain tools and techniques that need to be applied to make the most of your online Twitter existence.
Improve your following
One of the most powerful tools on Twitter is the hashtag (#). Ensure you use hashtags to grab the attention of others on special days like #FF (Follow Friday). This is a tool that allows you to recommend other Twitter accounts and mentionable brands.
It’s a great opportunity to improve your number of followers, and is likely to get you some recommendations as well. Remember, Twitter is a network that works well if you work with others. Competing will only hinder your efforts. Just be sure to leave room when making a recommendation so those you recommended can thank you or re-tweet it later (perhaps including it in their favorites).
Spark a conversation
When commenting on valuable content that has been tweeted, posted, or otherwise written, be sure your comment is thorough and self-explanatory. What made it valuable to your specific area of expertise? Don’t just recommend it; explain why it is your recommendation. You are working toward word-of-mouth marketing by recommending those that will return the favor — this will improve your visibility and expertise.
When re-tweeting, expand your material by adding in valuable commentary that can be linked back to you. Re-tweets are often limited to simply saying “what they said,” but it doesn’t benefit you as much as it could. Additionally, keep in mind that short URL’s should be used for the sake of space, plus it allows you to comment on it or clarify its purpose (be sure that you do so).
Mention to generate attention
Twitter feeds can be littered with a largely unorganized mess of conversations, which is why the @mention should be used to help clarify a conversation. It can be used in another way as well. Have you recently added new followers? Investigate them — what is it that they do? Brand? Professional experience? Application? Find something to initiate a conversation with them by @mentioning them as a recommendation, showing appreciation for the follow, or otherwise begin developing a stronger network with them.
As a helpful hint, when acknowledging an article, mention the author as well (using their twitter account). This is far more likely to get the author’s attention than simply mentioning or linking to their article.
Twitter has an array of tools, all of which must be used to maximize your networking experience. Be sure you make the most of your opportunity by mentioning, recommending and sharing others so they will share you too.
Maria Elena Duron, CEO (chief engagement officer), buzz2bucks, a word-of-mouth marketing firm, is skilled at making networks “work” and harnessing powerful online and offline buzz, she facilitates online visibility services and word of mouth coaching and workshops — taking companies and professionals from buzz-worthy to bucks-worthy, buzz2bucks.com.
http://www.sitepronews.com/2013/04/05/maximize-twitter-to-monetize-your-brand/
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