Tag Archives: Social Media Marketing

How to Use Twitter for Business

Twitter launched in 2006 as a social media platform, where users can “tweet” what’s on their mind in 140 characters or less. As it has gained popularity business has got on board and embraced Twitter as another social media marketing tool. This post will explain how to use Twitter for business marketing and explain some jargon to help you sort your tweets from your tweeps and your hashtags from your RT’s.

‘What is a Hashtag?’ and other Twitterisms explained.

Before we launch into how to use Twitter for your business marketing, it is important to get you up to speed on the unique lingo of Twitter. Like we examined in our Business Jargon 101 Post, Twitter has brought with it a while host of new terminology that we see as the first roadblock for new businesses wanting to embrace this channel as a marketing platform.

What better way to learn then via an infographic, this one via the GravityJonesProject

Some extra thoughts from us

Hashtags:

  • are topics that people use with a # in front;
  • this makes them trackable;
  • using Hashtags puts you in the conversation;
  • it helps people find you and know you are an authority or an interested party for that topic; and
  • can use tools like TagDef to browse for hash tags or use ‘Discover’ on Twitter.Com to follow Hashtags.

RT:

  • RT is to Retweet;
  • there is a button under each tweet that says ‘Retweet’;
  • it’s the equivalent to forwarding an email; and
  • it puts that tweet into your twitter feed, and is your way of saying you agree with or like it.

@:

  • use the ‘@’ to involve someone – it’s like tagging on Facebook;
  • put it at the start and only you and friends in common see the message in their feed; and
  • put it in the middle and it goes publicly on your feed

How to Use Twitter for Business Marketing

Successfully using Twitter for Business Marketing has three major components

1. Set Up Your Account

Set up your profile so that your business name is your username, (you may need to try different options to find a variant still available). Then decide if your display name is best suited to your own name (good for professional services) or again your brand name. Fill in the bio section considering if it is best about you as a person or your brand (tie back to what your website homepage focuses on). Then decide to link to Facebook – if you do, every tweet will automatically be replicated on your Facebook page. We see the downside to this is that if you RT, @ or use Hashtags, they don’t really make sense on your Facebook page.

2. Start Following People

If you are on Twitter.Com go to the ‘Discover’ menu and type in keywords that are relevant to your business. You may want to find similar businesses, complementary businesses, people that educate on business development or people with an interest in your offer type. Following people gives you access to content that you can then RT for your followers benefit and in many cases the people you follow, will follow you back, helping your grow your twitter community.

3. Start Tweeting

From research we have conducted (more on that below) we know that from a business point of view the most powerful tweets are those with content to click through to. 140 Characters used to talk about the weather, your day or what’s for dinner is not the best business use of Twitter. The number 1 thing you should be tweeting is your blog posts, new and old. Use your characters to summarise what the post is about, perhaps give a hashtag to the topic and add a shortened link. The next best things to tweet are images, then links to products or services on your website, always using your 140 characters to maximise the appeal to your target to take action and click! Alongside creating your own content, use Twitter to share the content you find that you feel will appeal to your target market.

I have recently been involved with a major market research project under the banner of MumsNow, where Wise Up Marketing Solutions together with Motivating Mum undertook a survey of over 1,000 Australian Mums (If you have read my blog posts Qualitative and Quantitative Data in Market Research, Turning Surveys Into Solutions, Market Research for Small Business, there are no prizes for guessing how much I enjoyed this venture).

As part of looking at Mums relationship with Twitter, we now know that about 48% of Mums are using Twitter for personal enjoyment, with close to 40% been engaged, active users, tweeting and retweeting regularly. We uncovered that 30% use Twitter to stay in touch with Brands they like and close to 20% enjoy Twitter for celebrity stalking. When it comes to Mums in Business, 25% use it to get tips and advice for business development. Keep this in mind as you plan your content if Mums are in your target market.

We have now released a series of reports on everything from Social Media Habits of Mums to the rise of the Mumpreneur, you will also find a Free 1 Page Report about Mums, now.

Managing your Twitter … along with every other Social Media Platform

In our last post How to Effectively Use Social Media for Business Marketing , we looked at the difference between a range of social media platforms. When you start playing in two and three arenas the time and ease to maintain each community individually can be overwhelming.

Thankfully, there are tools designed to help. I like to use HootSuite , which has a free and a paid access option. To date I have found the free to be sufficient for my needs. You can use it to monitor Facebook, Twitter, Google+, LinkedIn and more.

What I really like to use it for is managing Twitter. In the image to the left, I have added streams from Twitter to view my news feed, @ mentions and DMs, as well as monitoring any Hashtags I want to be a part of. Having this all in one handy location makes navigating Twitter far more efficient.

We hope that you feel empowered with your new Twitter vocabulary and these simple strategies. Find us on Twitter @wiseup_hoots and we look forward to being a fellow tweep and enjoying your tweets!

Until next week, T is for How to Use Twitter for Blogging and also Trying to Blog regularly!

Mary-Anne


How to Effectively Use Social Media for Business Marketing

Social Media has become a buzz word over the last 5 years, with the cries of social media marketing and social media for business following quick. So how does what first seemed like a platform for teenagers to be well…. teenagers, become an effective part of your Marketing strategy?

This post will clarify the key social media vehicles and outline some tips to effectively create a social media strategy for business marketing.

What is Social Media?

Our good friend Wikipedia uses the definition:

  “Social media includes web-based and mobile technologies used to turn communication into interactive dialogue between organizations, communities, and individuals.”

And we agree, that the heart of social media is interactive communication; as a business marketing tool, social media gives us the opportunity to have a two-way dialogue with our target consumer, to build trust, positive perceptions and loyalty.

As social media has spread and turned from a trend into a norm, the types of social media platforms has increased, which leads to more opportunity and to some degree, more confusion!

Which Social Media Tool for My Business?

I came across this picture a month or so ago, posted by iknowho on Facebook. I thought it was a quirky little reference tool, to help newcomers work out exactly what is what in the land of social media.

 

What I love most about this image is that it gives an idea of what some of the common social media platforms are best used for.

 

Our take on the key social media platforms are as follows:

 

Twitter – is about real-time updates, sharing what’s happening right now. It is popular for content sharing and pictures and links are very strong.

 

Facebook ­­ – similar to Twitter Facebook is about real-time updates, but it doesn’t limit you to a word count, making it a far stronger tool to use for promotional messages. Also with the ability for people to like or comment on a post and a stream of interaction to follow, Facebook is far easier to build relationships through. A “like” is a quick affirmation a target customer can give a business, communicating a positive feeling.

 

FourSquare – is ideal for location-based businesses, allowing customers to give the testimonial of “being there” and also reviewing and rating. A powerful (yet dangerous) way for target customers to gain awareness and create brand perceptions of businesses.

 

Instagram – an application on certain mobile operating systems allowing the user to take photos through a choice of filters. These can be shared with the public for further commenting. The photos are often re-shared on Facebook and Twitter. Instagram has now been purchased by Facebook, so we can expect to see and hear more about it.

 

YouTube –  a platform where users can share video. Powerful for businesses to use for product demonstration, customer education and to attempt to create viral content that is shared for free by interested users.

 

LinkedIn – A networking site that is far more corporate and pitched to a more mature demographic, a place to show credentials, has strong professional communities and forums that give the opportunity to build reputation.

 

Pinterest – this new kid on the block, has sky rocketed in subscription. It is about “pinning” or marking visuals that are of interest to you. For business it can be a way to showcase what you do and also a way to communicate your design, style and inspiration.

 

Google+ – a fusion of a few social media vehicles, Google+ is Google’s foot print in social media. The benefit of Google+ over say Facebook, is that it is indexed by Google favourably in search (think of it as in-built SEO). Business is still getting used to it, but it’s one to watch.

 

Social Media Marketing Strategy for Your Business

Another current love of mine are infographics. These graphically sum up a lot of information and I am finding they are being shared more on Facebook, Twitter and (hugely) on Pinterest. I am finding Lee Green on Twitter and Pinterest a great person to follow to get my infographic fix hand delivered.

I found this infographic very compelling to confirm why social media marketing is a strategy imperative for your business.

Engaging in the right social media platforms takes little financial investment, but does take significant investment in planning, implementation, monitoring and adjustment. Not every social media platform is appropriate to your business and needs to be entered into, but whichever social media platform you do choose to pursue should be covered consistently.

Here are a collection of articles we have found useful that can help you maximise the social media platform you decide is right for your business.

Facebook

Get More Interaction on Your Facebook Page

What Encourages Facebook Engagement?

Twitter

How to Use Twitter to Get Clients and Make Money

Your One Stop Guide to Using Twitter

Google+

How you can use Google+ to Impact Search

How Small Business can use Google

LinkedIn

How to Generate Leads using LinkedIn

Top 10 LinkedIn tips for Small Business

Pinterest

Pinterest: The Ultimate Tool for Curating Content

15 Tips for using Pinterest as a way to Build your Little Biz

 

We can be found on Facebook, Twitter, Google+, LinkedIn and Pinterest. What platforms are you using for your business? Which are you planning to add?

Until next week, S is for Social Media Marketing and also for staying on top of blogging!

Mary-Anne

www.wiseupmarketing.com.au

 


What is Pay per Click and Google AdWords advertising?

pay per click online advertisingPay Per click advertising is a strategy that’s not for everyone. Those who do use it and use it well enjoy increases in both traffic and sales, with complete control of cost. Google AdWords and Facebook Ads have become popular pay per click or online advertising programs with simple to use tools that make setting up a campaign very straightforward.

This post will outline what pay per click is, how much it costs and will look at how using Google AdWords can help you establish your own successful pay per click campaign.

What is Pay per Click?

Pay per click (PPC) is the online advertising vehicle where the advertiser pays for every time their ad is clicked. The advertisement will appear whenever it matches search requirements, known as impressions. When the advertisement is clicked by the searcher, the advertiser is charged – this is called the cost per click (CPC). The amount the advertiser is charged can work on a bidding system, so you might be charged different amounts each time, or a flat rate, depending on the company you go through. The conversion of impressions to clicks is known as your click through rate (CTR).

Research says that 20% of people will click on paid search results. Although that number doesn’t seem huge, depending on your category, getting onto the first few pages of organic search results can be a long process and if your category is highly competitive with big players, it can be extremely difficult. PPC gives you the chance to get on the first few pages of search results with a daily budget that you set.

We have had clients get on the first page spending just $14 a week and getting 82 click throughs. Another client spends $21 a week and gets 957 click throughs (2.68% CTR) operating in a very popular category but carefully selecting niche keywords.

How much does it cost?

PPC allows you to set a daily budget with each click through becoming a credit charged against that budget. Once the budget is exhausted, your ads will no longer appear. With PPC as stated above, you only pay when your ad is clicked. Your ad could appear 100,000 times and if it is only clicked once, you will only pay for the one click.(Although that would give you a dismal CTR and you would want to reassess your ads and your keywords to find out why you are not getting clicks).

The bidding system for PPC is based on an auction model, where keywords are bid on and the resulting rank in the paid search area is determined by the bid. Each keyword will have a different CPC as the popularity is different, therefore the bids will be different. E.g. Sydney flowers may be $1.50 for the top position where as Dubbo flowers may be $0.65.

If you operate in an extremely competitive category expect to spend more on your CPC. If you work in a less competitive category or drill down on keywords that match your product or service more specifically than other businesses, you may be able to secure a lower CPC.

Think of the bidding system like a silent auction. You can either state your maximum bid per keyword or make a general rule e.g. if I set a maximum CPC for any keyword to $0.80, the system will then use this information along with bids from all advertisers to determine who gets returned in the results and in what rank. The winner is charged the highest bid, not necessarily their maximum CPC. Just like on eBay; you might set your bid limit on that handbag for $200 but have the winning bid at $175.

Why Choose Google AdWords

google adwords toolsSometimes it seems the world is Google mad. Call it effective branding, but I generally use the word Google as though I learnt it on a flashcard as a toddler. I always find it interesting when in a movie or TV show they use Bing as their search engine; I see it as futile attempt to shift what already is second nature to many.

Like with all assumptions, sometimes you can’t help but stop and ask “really?” I was so pleased when I came across this Experian Report that stated Google accounts for 65% of all search activity. With the Bing group accounting for 29%, meaning all the hundreds of other search engines share in the reaming 6%. This left me feeling very validated about always wanting to “Google it” and for favouring Google AdWords for our own and our clients PPC campaigns over Bing Paid Search.

With Google accounting for 65% of all search enquiries, using Google AdWords gives you the opportunity to get in front of 65% of searchers. Google AdWords tools make it easy to set up a campaign with tested Keywords (read our post on Mastering Keyword and Keyword phrases for SEO), estimate the traffic it will bring and manage your bids and daily budget – allowing you to set your campaign and for it to self-manage.

We recommend checking on your campaign every few days to:

  • Review your keywords; which are getting the most clicks? Are there similar words or phrases you could add? Are there words with lots of impressions and no clicks? Should you pause them or check your ads to make sure they are maximising your keywords in the copy.
  • Review your ads; which are getting the most clicks? Can you create any news ads by mixing words from your two ads with the highest CTR?
  • Check your page rank; are you average past page 5? Do you need to increase your CPC bid to ensure a better page rank?

Running a Google AdWords campaign successfully requires constant monitoring and adjustment in response to the results you see. We loved this article by Melinda Samson on Copywritematters.com.au that takes the rules of online dating and applies them to your Google AdWords campagin.

My experience with Google AdWords and Facebook Ads

I was lucky enough to trial Google AdWords and Facebook Ads for free. I received a free $50 credit for Facebook Ads when I signed up for my website and Google AdWords has a $75 credit for all new accounts running (we have a Google AdWords package to help get you started).

I operate in a highly competitive category, dominated by big business; keywords I target include Small Business Advice and Marketing Consultants, each having bids up to $5. I found with my trial I needed a high daily budget, a high CPC bid and the results were average. On Facebook Ads however, I targeted interest groups and demographic information instead of keywords. I displayed my offer and not only got clicks, but got likes, resulting in a longer term relationship being established.

My advice is if you can find a niche avenue to explore, use Google AdWords. If you operate in broad categories, try Facebook Ads. If you are not sure which to try, go with Google AdWords, after all who can argue with $75 free advertising while you tread the water and test some results.

Until next week, P is for Pay Per Click and also Panic! It’s December 8 and I haven’t written my Christmas cards or started my Christmas shopping yet! Have you?

Mary-Anne

www.wiseupmarketing.com.au

Image 1 Source

Image 2 Source


How to Market a Small Business with a Small Budget

Starting a Small Business is an investment of time and money. As a small business owner, you invest large quantities of both and naturally you feel frustrated when the results don’t reflect what you’ve put in.

This post is a “How To”, giving you some ideas on making the most of your financial budget and time invested into your small business.

 

How to Advertise a Small Business

When you run a small business, you will find yourself inundated with advertising proposals. Every proposal that comes in promises you the earth and assures your investment will pay off in valuable sales or sales leads.

It can be hard to differentiate between the advertising requests you get. When it comes to weighing up a proposal, make sure you ask enough questions to assess if it’s right for you. At a minimum make sure you ask:

  1. How many people read the publication / browse the website?
  2. How are these figures compiled, are they externally audited? (i.e. are they real and trustworthy?)
  3. What is the age / gender / location breakdown? or
  4. Who is the age / gender / location target?

Compare the information you receive to your target market profile. Does the advertising fit your business? Does it closely target the consumers your product or service is aimed? Or does it cast a very wide net in which some of your consumers are present?

Estimating how many of your target market will view the advertisement helps you analyse the true value for money. You can work out the cost per view by dividing the cost by the estimated number of target consumers who will view the ad. For example; an investment of $1,000 to target 10,000 consumers costs us 10 cents per view, where as an investment of $100 that reaches 200 consumers costs us 50 cents per view.  Although the advertisement may reach a greater number of people, we are only interested in the cost per target consumer, as the rest is wastage for us.

How to drive PR for a Small Business

When you successfully drive PR for your small business, the benefits can far outweigh the time investment needed. With an increase of review websites, product and news blogs and traditional media branching into online spaces, there is more opportunity than ever before to get your product or service talked about.

Have a go at writing your own press release if you have the time or get it done professionally if you have the money. Send out your press release to every contact you can and don’t forget to hound your local paper – they need to be supporting small business in their area and that includes yours!

How to get the most out of your Website

We all pay attention to the colour scheme, the layout, the pages and the pictures, but often critical data such as the Title Tag and Meta Data which aren’t seen by browsers, but are read by search engines, are neglected.

Maximise the money you invest in your website by knowing how your target consumer searches, then ensure your content, title tag and meta data are all maximising these search strings, so your website screams at search engines “PICK ME! PICK ME!”

We run a Website Effectiveness Audit for $49.95 and this often diagnoses the key reasons why your website isn’t ranking in searches and bringing in the traffic you wanted it to. When your website is search optimised, it runs effectively and delivers you more profit against your initial investment.

How to get the most out of your Social Media

The biggest investment you will put into your Social Media is your time and when you start out that seems like something you have in volumes, but as your business grows, your time budget shrinks.

Limit the amount of time you spend on Social Media each day, as it can easily be a distraction from what your true business is. We recently read this great article on “Why Social Media is a Waste of  Time” and thought the tips for time maximisation here were fantastic.

Budget your Social Media time investment so it is split between:

  • Networking / Attracting New Consumers
  • Following Up on Enquiries
  • Sharing Valuable Content

There are great tools to help you manage content across multiple Social Media outlets at the one time, I personally love Hoot Suite to manage Facebook and my new Twitter  account simultaneously.

How to Ask for Help

Lastly, sometimes we need to admit we can’t do it all, whether it is because we are not qualified or we simply do not have enough time.

Paying an expert for a few hours of advice saves you time and money in the long run, rather than muddling through trying to learn and execute simultaneously. The more technical the problem, the more valuable the help will be.

Reach out to small businesses that can help your small business. There are a multitude of virtual assistant businesses that give you the support systems of working in a big business without the actual staff and spacing costs. Could someone else manage your Inbox? Could your Social Media content be executed on your behalf? Would you finally get that PR Campaign out if it could be printed and stuffed into envelopes for you?

Sometimes the best H word in Marketing is HELP!

Until next week H is for “How To” and for not being afraid to ask for help.

Mary-Anne

www.wiseupmarketing.com.au


Google+ for beginners (that’s us)

I am going to start by being completely honest; I don’t have a Google+ account.

Want another confession? I just looked at Google 101 for the first time to have some sort of visual in my head of what it all is. So how could I credibly dedicate my A-Z of Marketing post for G to Google+?

This post will bring to you a range of resources, which I have been collecting on Google+. So let’s work on this together and hopefully in a few weeks we can all start to add each other, or is that like or maybe follow? We’ll work that one out as we go along.

So let me hand over to some experts to get us all up to speed.

How to set up our Google+ Profile

For a step by step set up guide see this Social Media Examiner post www.socialmediaexaminer.com/how-to-get-started-with-google-plus-your-complete-guide/

A cheat sheet for the new lingo from All Google Plus http://allgoogleplus.co.uk/2011/07/05/google-plus-cheat-sheet/

Some video presentations from Hubspots Blog, in case you get tired of reading http://blog.hubspot.com/blog/tabid/6307/bid/22741/10-Awesome-Google-Presentations-to-View-Today.aspx

Making Google+ part of your Social Media Strategy

Here are some tools to connect Google+ with your other Social Media and online platforms:

And a tip for businesses from Google themselves http://www.youtube.com/watch?v=c4oafKRykUg&feature=youtu.be&noredirect=1

Why we should embrace Google+

Google+ promises better search, customisation and analytics than Facebook. This link in particular got me interested http://googlepluses.blogspot.com/2011/08/4-reasons-google-brand-pages-will-be.html

The ability to talk differently to different groups (circles) allows for targeted marketing (and also not promoting your business to your friends and family every day). Learn more about that here http://tek-bull.com/2011/07/five-reasons-why-you-should-join-google-plus.html

Mike Spinak from Naturography gives great insight into his experience with Google+ http://naturography.com/join-me-on-g-plus/

Well all this reading has got my interest peaked! I’ve just signed up! Why don’t you join me on Google+, Mary-Anne Amies https://plus.google.com/# and let’s talk about how we are going to make the most of this new social media platform!

Until next week G used to be just for Google, now it’s for Google+!

Mary-Anne

Wise Up Marketing


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