Recently I was speaking to a colleague about her trip down to Mexico. Eventually our conversation came around to the plethora of street vendors that you inevitably run into in any tourist district when something she said hit me as profound and honestly smart marketing at the simplest level: “Everywhere I walked people would yell ‘Hey there, you honeymooners!’ and even once ‘Hey, you, the Broncos fans!’”
Lesson: Know your audience. Pay attention and look for clues.
These street vendors weren’t relying on simply standing around waiting for someone to come to them. They were seeking their potential customers out, but more importantly they were paying attention to clues about their potential customers.
It’s marketing 101, however all too often I see businesses forget this step. They get wrapped up in getting out their message and forget that if you want to get someone’s attention and appeal to them, first you have to know something about them!
In my colleague’s case their clues were fairly simple to ascertain. Her and her companion are in their mid-twenties, holding hands, grinning at each other constantly and sporting shiny new rings. Honeymooners wasn’t really a stretch of a guess in their case. As for the broncos fans bit, her husband had just purchased a Broncos poncho and was still holding it in his hand. But the vendors didn’t stop looking for clues there. One was smart enough to take in their dress, recent purchases and what the vendor had seen them looking at in one of the other kiosks to draw their attention to specific wares that he had for sale. By paying attention and applying what he learned (saw) he made the sale.
Putting Theory to Work:
Here are a two quick online marketing and social media tips for putting this theory to work.
• Pay attention to your Google Analytics. What pages on your website are your visitors hitting more often and spending the most time on? This can help you pinpoint what you have to offer that potential clients are the most interested in and also what areas of your business you may need additional efforts to effectively promote.
• Pay attention to your fans & followers interests. Most people’s social media accounts are brimming with information that will clue you in about them. For example, take your Twitter followers: What are they tweeting on? Who are they following? Same goes for Facebook, only here your fans give you their information on a platter. Browse their information page.
A Social media Success Story:
Recently I discussed this strategy with a plastic surgeon client of mine. After taking some time to view his fans’ profiles we found an interesting trend, over half of his fans were also fans of Grey’s Anatomy. Since offering discounts on his services wasn’t really feasible or significant enough to drive interest, we took to using a Grey’s Anatomy DVD giveaways of the latest season to encourage fans to recommend his page to friends and engage in conversations on his fan page. The results? He saw an almost 60 percent increase in on page activity and almost tripled his fan base. The best part is he continued to experience significant page activity after the giveaway by engaging fans in topics that were in the show, giving his opinion, asking for their's and sprinkling in a little self promoting information along the way.
28 June 2010
24 June 2010
0 LinkedIn Becomes More Interactive
With 70 million users, LinkedIn has been lacking in its interactive sharing capacities, at least for a social networking site it has. While it has always been fairly easy for you to let your connections know what you are working on, it hasn’t been very easy to truly share information. The good news? LinkedIn has realized that and is rolling out several features to not only make sharing easier, but to increase the ease and usability.
LinkedIn has taken a few pages right out of the Facebook and Twitter’s books with some of the new interactive features for everything from its Group Forums to the look of profiles. LinkedIn will be rolling out the updated features live throughout this week.
Conversation Editing Capabilities – Have you ever been typing a response in a group discussion and after posting it you notice you’ve made a typo? This can be extremely embarrassing, but it won’t be as big of an issue anymore. You will now be able to preview, edit and delete your conversations.
Group Activity Tracking – Now you have the ability to view all of your activity history for all of your specific groups.
The “Like” and “Pass” buttons – It’s back! In the Groups area you will be able to “like” a discussion. Not only that, you can “Pass” on a discussion. Facebook, why haven’t you given us this button yet?
Follow – The new follow button makes it simple for you to follow discussions and people. Like what a certain person had to say? Click “Follow” below their picture to keep up to date on their contributions across groups that you share.
Top Influencers – If you are interested in learning who the industry leaders are for specific groups, you won’t have to wonder anymore. The new Top Influencer’s feature shows you which professionals are the most active in that Group.
Privacy of Updates - LinkedIn has rolled out another feature to help you target your communications. You can now specify who can see your updates. You can let everyone, only your connections, or only specific people or groups see specify updates.
Re-Sharing - This is similar to the retweet feature on Twitter. Now you can conveniently share content someone else posted.
Tiny Urls - In the land of 140 characters the shortened url is king. LinkedIn is now making shortened lnkd.in urls available to accommodate the 140 quota.
Profile Picture – Social networking is all about the sense of community, so why should a professional networking site be any different? If you’re anything like me you’re a visual person. Names don’t stick, but faces do. LinkedIn has made it easy for all the visual people by adding the professionals picture to their LinkedIn activity creating more of a community and shedding the hundreds of faceless name links.
Jobs Tab – If you’re not in the market for a new job then the endless stream of job posts that appear in the discussion areas of your Groups can easily become very annoying. LinkedIn has created a jobs specific tab within its Group area to separate it from the actual discussion. The best part? LinkedIn also included a handy Jobs tab on the discussion tool bar to flag any ill placed postings.
These changes all bring LinkedIn into a new level of social community to further foster interaction and conversation. Way to go LinkedIn.
What is your favorite new LinkedIn feature?
LinkedIn has taken a few pages right out of the Facebook and Twitter’s books with some of the new interactive features for everything from its Group Forums to the look of profiles. LinkedIn will be rolling out the updated features live throughout this week.
Conversation Editing Capabilities – Have you ever been typing a response in a group discussion and after posting it you notice you’ve made a typo? This can be extremely embarrassing, but it won’t be as big of an issue anymore. You will now be able to preview, edit and delete your conversations.
Group Activity Tracking – Now you have the ability to view all of your activity history for all of your specific groups.
Follow – The new follow button makes it simple for you to follow discussions and people. Like what a certain person had to say? Click “Follow” below their picture to keep up to date on their contributions across groups that you share.
Top Influencers – If you are interested in learning who the industry leaders are for specific groups, you won’t have to wonder anymore. The new Top Influencer’s feature shows you which professionals are the most active in that Group.
Privacy of Updates - LinkedIn has rolled out another feature to help you target your communications. You can now specify who can see your updates. You can let everyone, only your connections, or only specific people or groups see specify updates.
Re-Sharing - This is similar to the retweet feature on Twitter. Now you can conveniently share content someone else posted.
Tiny Urls - In the land of 140 characters the shortened url is king. LinkedIn is now making shortened lnkd.in urls available to accommodate the 140 quota.
Profile Picture – Social networking is all about the sense of community, so why should a professional networking site be any different? If you’re anything like me you’re a visual person. Names don’t stick, but faces do. LinkedIn has made it easy for all the visual people by adding the professionals picture to their LinkedIn activity creating more of a community and shedding the hundreds of faceless name links.
Jobs Tab – If you’re not in the market for a new job then the endless stream of job posts that appear in the discussion areas of your Groups can easily become very annoying. LinkedIn has created a jobs specific tab within its Group area to separate it from the actual discussion. The best part? LinkedIn also included a handy Jobs tab on the discussion tool bar to flag any ill placed postings.
These changes all bring LinkedIn into a new level of social community to further foster interaction and conversation. Way to go LinkedIn.
What is your favorite new LinkedIn feature?
22 June 2010
0 Ok Go's End Love Viral Spread
Ok Go is no new comer to using the power of social media to promote its music. The pop band creates original and slightly quirky videos in time to the tunes of their songs. Remember the treadmill dance scene from the Here It Goes Again video (believe me it’s not as easy as they make it look) that won them a YouTube Video Award for Most Creative Video in 2006, not to mention a Grammy. Now the band that showed us how to get over 1 million views in less then a week is at it again – only this time their stepping out with Facebook.
Ok Go has launched a contest through Facebook to promote their newest video for End Love. In the My ‘Friends’ Are Cooler Than Your ‘Friends” End Love Contest fans are encouraged to share the band’s new video to their little heart’s desire. The fan that uploads the video to their profile and receives the most comments on the video receives a custom engraved iPad for Ok Go, completely stocked with the band’s music and videos.Publish Post
The band that originally gained immense popularity with its viral videos gets extra props for delving into its existing fan base and using virtual word-of-mouth to increase its audience and promote the newest song. They have built an identity centered on viral promotion and their fan base is predominantly the social media savvy. Not only is this newest endeavor good viral marketing, but it is also an excellent branding choice.
Ok Go has launched a contest through Facebook to promote their newest video for End Love. In the My ‘Friends’ Are Cooler Than Your ‘Friends” End Love Contest fans are encouraged to share the band’s new video to their little heart’s desire. The fan that uploads the video to their profile and receives the most comments on the video receives a custom engraved iPad for Ok Go, completely stocked with the band’s music and videos.Publish Post
The band that originally gained immense popularity with its viral videos gets extra props for delving into its existing fan base and using virtual word-of-mouth to increase its audience and promote the newest song. They have built an identity centered on viral promotion and their fan base is predominantly the social media savvy. Not only is this newest endeavor good viral marketing, but it is also an excellent branding choice.
17 June 2010
0 A New Website Face Lift
Hollywood celebrities aren’t the only ones who should consider a face lift to stay competitive. Your business or organization should too! We live in an age where technology rules. Your public - be it investor, customer, potential employee, blogger, media, or competitor –can find a wealth of information on your organization in minutes thanks to the internet and our good buddies at Google. More often than not your own website will be one of those information stops on the internet highway. Do you really want the virtual face of your business to be circa 2002?
This is an exact conversation that I had with a legal client recently. While my work day is spent online, I realize not everyone’s is, least of all my client’s. And really 2002 wasn’t that long ago, so you may wonder, how could their website be that out of date? But if we take a trip in the way back machine you’ll learn that in 2002 the average screen size was 800x600, today the average monitor displays 1280x1084 or greater! The average screen displayed 65,536 different colors, today’s monitors display over 16 million. Those are huge differences!
Now consider that the majority of websites were designed in tables and any form of dynamic flash element was still relatively new. Not to mention the world had yet to even hear of MySpace, Facebook, YouTube or even the Motorola Razr. Considering this how can one of the top birth injury legal firms in the U.S. realistically expect to stand out and catch a web user’s attention with a website from 2002? They can’t.
While the niche website was bringing in a significant number of new visitors a month, between 900-1,300, it wasn’t keeping them. By early 2010 the website was averaging a bounce rate of roughly 70% with users visiting an average of 1.67 pages and staying on the site for approximately 58 seconds. Incoming web leads were almost nonexistent. It was apparent that something about the site wasn’t appealing to them. It was easy to figure out what was most likely the cause – the design. The website was designed sometime in 2002 and gave the initial impression of an amateur parenting advice site run by an internet newbie in 2002, not a leading New York City law firm in 2010.
The Before Design
Last month we rolled out the new website. The client was adamant about avoiding flash. They didn’t want it to look too “lawyery”, but sharp, clean and professional. I’m very happy with the results of the new design, as is my client, but most importantly so do users. Over the last three weeks we seen a significant increase in the time users are spending on the website and how many are pages they are visiting. (I’ll post again when I have more concrete stats.)
The New Design
Notes on a Few Features to Check Out
1. The header image - This image consistently changes as you click to other pages of the website. If you return to the site another time (or hit refresh) the image you see may not be what you saw the first time.
2. The internal page images - By far one of my favorite elements of the website. The designer incorporated Web 2.0 technology to bring the images out to the user, if they want to take a closer look, in a very professional presentation. (Pictured below, but for the full effect you have to see the live thing here)
Take a closer look at the after design for Trief & Olk’s Erb’s Palsy Info site.
This is an exact conversation that I had with a legal client recently. While my work day is spent online, I realize not everyone’s is, least of all my client’s. And really 2002 wasn’t that long ago, so you may wonder, how could their website be that out of date? But if we take a trip in the way back machine you’ll learn that in 2002 the average screen size was 800x600, today the average monitor displays 1280x1084 or greater! The average screen displayed 65,536 different colors, today’s monitors display over 16 million. Those are huge differences!
Now consider that the majority of websites were designed in tables and any form of dynamic flash element was still relatively new. Not to mention the world had yet to even hear of MySpace, Facebook, YouTube or even the Motorola Razr. Considering this how can one of the top birth injury legal firms in the U.S. realistically expect to stand out and catch a web user’s attention with a website from 2002? They can’t.
While the niche website was bringing in a significant number of new visitors a month, between 900-1,300, it wasn’t keeping them. By early 2010 the website was averaging a bounce rate of roughly 70% with users visiting an average of 1.67 pages and staying on the site for approximately 58 seconds. Incoming web leads were almost nonexistent. It was apparent that something about the site wasn’t appealing to them. It was easy to figure out what was most likely the cause – the design. The website was designed sometime in 2002 and gave the initial impression of an amateur parenting advice site run by an internet newbie in 2002, not a leading New York City law firm in 2010.
The Before Design
Last month we rolled out the new website. The client was adamant about avoiding flash. They didn’t want it to look too “lawyery”, but sharp, clean and professional. I’m very happy with the results of the new design, as is my client, but most importantly so do users. Over the last three weeks we seen a significant increase in the time users are spending on the website and how many are pages they are visiting. (I’ll post again when I have more concrete stats.)
The New Design
Notes on a Few Features to Check Out
1. The header image - This image consistently changes as you click to other pages of the website. If you return to the site another time (or hit refresh) the image you see may not be what you saw the first time.
2. The internal page images - By far one of my favorite elements of the website. The designer incorporated Web 2.0 technology to bring the images out to the user, if they want to take a closer look, in a very professional presentation. (Pictured below, but for the full effect you have to see the live thing here)
Take a closer look at the after design for Trief & Olk’s Erb’s Palsy Info site.
24 May 2010
1 Collective Buying Power – Does it Pay to Play Together?
First there was Groupon, then came Buywithme, Qponus, LivingSocial, and Coupme ferrying in the online collective buyers dream. In a tough economy, consumers love a deal. These sites provide an opportunity for consumers looking to save a buck to connect with local businesses looking to make one. Does it really pay to play the together game? In one word, definitely!
In our technology driven world it is increasingly important for businesses, whether big or small, to participate in internet marketing. With the limited marketing budgets that many small businesses operate on, collective buying sites provide an opportunity to reach out to new consumers. While Groupon is predominantly the heavy hitter that has grown in leaps and bounds with over 2.5 million users nationwide, each of these websites allow people to save money.
How it Works
Each day the sites feature a new local special that typically ranges from a 40-90% discount. Subscribers receive a daily email alerting them to the special the site is offering. If a consumer is interested they can click on the “Buy” button. The service will then send the consumer their deal or load it into the consumers account, depending on the service.
In addition, most of these services offer incentives to users to spread the word about a deal. For example, many sites provide a special referral url to the deal. With Groupon if someone a user refers then buys the deal, the user will get a $10 credit toward their next deal. LivingSocial will give the user their deal for free if at least 3 people they refer also buy the deal.
How Businesses Can Benefit
The biggest benefit to businesses is that your business uses their email marketing system to reach new consumers. Businesses are able to reach a significant number of consumers in their specific area that they may never have reached otherwise. So not only do you get the word out about your business, but it also provides a significant source of new customers. On average businesses report see a significant spike in incoming business following being featured on an online collective buying site.
Business owners offer the deep discounts and depend on volume as a return on the investment. To insure that the business makes money off of the deal, the site sets a minimum number of discounts that have to be bought before the deal is active. If not enough users purchase the deal they pay nothing and the business’s deal is essential off. However after meeting the minimum number of deals bought the deal becomes active. These sites generally do not require a payment from the business. The site will keep a portion of the total purchases and pay the business the remaining income from the deal. It's a win-win for retailers and consumers.
What do you think about collective buying power and would you use it for your business?
In our technology driven world it is increasingly important for businesses, whether big or small, to participate in internet marketing. With the limited marketing budgets that many small businesses operate on, collective buying sites provide an opportunity to reach out to new consumers. While Groupon is predominantly the heavy hitter that has grown in leaps and bounds with over 2.5 million users nationwide, each of these websites allow people to save money.
How it Works
Each day the sites feature a new local special that typically ranges from a 40-90% discount. Subscribers receive a daily email alerting them to the special the site is offering. If a consumer is interested they can click on the “Buy” button. The service will then send the consumer their deal or load it into the consumers account, depending on the service.
In addition, most of these services offer incentives to users to spread the word about a deal. For example, many sites provide a special referral url to the deal. With Groupon if someone a user refers then buys the deal, the user will get a $10 credit toward their next deal. LivingSocial will give the user their deal for free if at least 3 people they refer also buy the deal.
How Businesses Can Benefit
The biggest benefit to businesses is that your business uses their email marketing system to reach new consumers. Businesses are able to reach a significant number of consumers in their specific area that they may never have reached otherwise. So not only do you get the word out about your business, but it also provides a significant source of new customers. On average businesses report see a significant spike in incoming business following being featured on an online collective buying site.
Business owners offer the deep discounts and depend on volume as a return on the investment. To insure that the business makes money off of the deal, the site sets a minimum number of discounts that have to be bought before the deal is active. If not enough users purchase the deal they pay nothing and the business’s deal is essential off. However after meeting the minimum number of deals bought the deal becomes active. These sites generally do not require a payment from the business. The site will keep a portion of the total purchases and pay the business the remaining income from the deal. It's a win-win for retailers and consumers.
What do you think about collective buying power and would you use it for your business?
18 May 2010
0 Why Your Business Needs to be on Facebook
I’ve said it time and time again. Social media isn’t just a fad, as the #1 activity web users engage in online it’s here to stay! In March 2010, Facebook officially became the most visited website in the United States beating out Google. Yet, I’m constantly surprised how many business owners and executives are hesitating to join the conversation. Let’s take a quick look at why you should care about Facebook:
“Kids” aren’t the only ones on Facebook, so are your consumers, employees, and other stakeholders
Consider the facts:
- On average Facebook has 400 million monthly visitors, 125 million of which are monthly US visitors.
- Only roughly 26% of users being 24 or under.
- 35-49 year olds are the fasting growing demographic
With these stats it’s reasonable to believe that some of these users are your business’s existing stakeholders. On top of that, think of all the potential stakeholders your business has yet to reach!
Word-of-Mouth isn’t only verbal, it’s viral
People are consistently spending more and more time online. Half of Facebook’s active users log on every day. In addition, the average user spends 55 minutes a day on Facebook, according to a statistics reported by Social Media Energy.
Not only are we connecting with our day-to-day friends and acquaintances anymore, we’re able to connect with anyone we’ve ever known on a daily basis regardless of distant and time. The average Facebook user has 130 friends. When a user comments on your business, service, product, etc. it reaches all of their friends.
Consider this:
- 78% of consumers report trusting peer recommendations
- NHL.com reported an 80% increase in visits referred from Facebook after Facebook released the “LIKE” button
- IMDB.com has seen its users create over 350,000 links and references on Facebook
Can your business really afford to keep silent?
10 May 2010
0 Google's Sponsored Local Listings – Is it right for You?
Sponsored local listings are nothing new. Citysearch and Yellow Pages have been offering them for years. But now search engine companies are jumping on the bandwagon. Recently Google announced it was expanding its “enhanced local listings” feature adding to Houston and San Jose, CA, its initial two trial markets. The enhanced listings are now available in Chicago, San Diego, Seattle, Boulder and San Francisco.
What is it?
Google's sponsored listings are essentially an opportunity to call attention to your business's local listing by tagging it. The cost for a sponsored listing is a flat monthly fee of $25. The business can choose from one of seven types of “tags” that are drawn from content in the Google Place listing. Throughout the month the business can change up the tag as many times as they want. Businesses can choose from:
• website
• photos
• videos
• coupons
• directions
• menu
• reservations
Here are a few examples of what a sponsored listing would look like.
Is it Right for You?
With over 20 percent of Google’s online searches being done for local services, I think the new enhanced listings could be very beneficial to businesses, especially if you’re in a very competitive industry or market. Before jumping in head first and buying the tags, I recommend strategically thinking about what you want to accomplish and what sets you apart from the competition.
Do you want to drive more traffic to your website? Does your website not show up on the first page of the organic listings? Then use the website “tag”. But it’s important to make sure your website is presenting the best face possible for your business. If your website is significantly dated or lacks in substance, you may be doing yourself more harm than good by calling attention to it. However, if you have an informative, aesthetically appealing website I highly recommend highlighting it.
Do you have custom video footage of your services or compelling client testimonials? Do you have a great deal running right now? Do you notice that you spend a significant amount of time giving clients directions to your office? You may want to consider using one of the other tags instead. Google tracks the number of clicks your tag receives so you’re able to track the effectiveness of the tag you use through the Google Place dashboard. You can easily switch up the tag you use from month to month to see which is most effectively meeting your goals.
What is it?
Google's sponsored listings are essentially an opportunity to call attention to your business's local listing by tagging it. The cost for a sponsored listing is a flat monthly fee of $25. The business can choose from one of seven types of “tags” that are drawn from content in the Google Place listing. Throughout the month the business can change up the tag as many times as they want. Businesses can choose from:
• website
• photos
• videos
• coupons
• directions
• menu
• reservations
Here are a few examples of what a sponsored listing would look like.
Is it Right for You?
With over 20 percent of Google’s online searches being done for local services, I think the new enhanced listings could be very beneficial to businesses, especially if you’re in a very competitive industry or market. Before jumping in head first and buying the tags, I recommend strategically thinking about what you want to accomplish and what sets you apart from the competition.
Do you want to drive more traffic to your website? Does your website not show up on the first page of the organic listings? Then use the website “tag”. But it’s important to make sure your website is presenting the best face possible for your business. If your website is significantly dated or lacks in substance, you may be doing yourself more harm than good by calling attention to it. However, if you have an informative, aesthetically appealing website I highly recommend highlighting it.
Do you have custom video footage of your services or compelling client testimonials? Do you have a great deal running right now? Do you notice that you spend a significant amount of time giving clients directions to your office? You may want to consider using one of the other tags instead. Google tracks the number of clicks your tag receives so you’re able to track the effectiveness of the tag you use through the Google Place dashboard. You can easily switch up the tag you use from month to month to see which is most effectively meeting your goals.
