There’s lots to know about marketing these days, as more and more people shop online and are connected through social media. This has to be one of the most challenging eras for businesses and marketers to know what to do, how much to spend, and where to put the effort – especially with a limited budget! So what’s a company to do?
Hire a smart consultant that at a minimum creates a strategy document that includes a spreadsheet of every month and the action (topics) taking place with every social media communication mediums that are relevant to your target audience and your business. (Blogs, email campaigns, YouTube, Facebook, LinkedIn, Pinterest, Tweets, etc.). It should coordinate with your trade shows, products announcements, email campaigns and other sales and marketing programs like the example shown below. All of those things should mesh together in one coordinated marketing effort that drives leads to the sales team and increases visibility to your website.
Your marketing resource should prepare a monthly analytics report on all of your social media results – including what isn’t working and how it could be improved.
Obviously there is much more that goes on in front and behind the scenes of social media marketing but you have to start somewhere, and start with a true marketing person who is also organized – not just knowledgable about blogs, tweeting and making Facebook pages. For all of the time, money and effort going into it, you need to see results.
Now Here’s 5 Important Items to Put on Your Mobile to-do List
Mobile laptops, iPads, smart phones, tablet computers, have overtaken the desktop as the primary point of contact with consumers. Everywhere you go people are checking their mobile devices for text messages, emails and accessing websites while they are in a “waiting mode.”
1. Use a flexible template. Marketing success depends on making sure your website, blogs and emails are using responsive design templates – designs that automatically adapt to the devices on which they are being viewed.
2. Consider the demographics of your customers; if they are younger they are more than likely on a mobile device, if they are older on a desktop computer. You need to better focus your marketing approach and not just send out a single message that applies to all social media channels, but specific messages that are formatted for each channel.
3. Create short content. In mobile marketing, the most important point is to make sure your “content” is king. Use fewer words to communicate the most important value of your product or service because when people are on mobile devices, they have shorter attention spans and time. To best engage customers, make sure your clickable items are seamless and smooth.
4. Repeat your message. It has been said that someone needs to see a product as many as three times before they actually take action and buy. What they’re shown doesn’t necessarily have to be the product itself. Brand awareness, complimentary products or comparable items can also be effective.
5. Test your messages. Test for things like spacing, image rendering, and multiple columns on a desktop computer may appear as only one column on mobile devices, with the columns being “stacked” – keep that in mind when determining which information is on the left, right and middle columns, (see above example). Finally, do what most don’t do – test your website, emails, and social media on different mobile devices, because you may be in for a shock at what you see!
There are many variables when it comes to Search Engine Optimization (SEO) for your website or blogs. You could hire someone to constantly be on top of the changing SEO algorithms and marketing your site – but if you don’t have the time, interest or money to get into the SEO to help get your site ranked higher in search engines and get found, then here are 3 basic SEO things you can do:
1. Make sure the title of each of your pages uses the keywords that people would use when searching for your products or services. The title tag tells both users and search engines what the topic of a particular page is.
2. Take the time to write the “Excerpt” of each page (sometimes called a Description or Summary), that includes the keywords of your products or services and the words people would use to find you – this is your “ad” that appears in the search engine descriptions to convince people to click on your site.
3. Encourage people to “Share” your page link to their Facebook, LinkedIn, Pinterest, etc. pages that is much more SEO powerful than them just “Liking” the page. Why? Because “Sharing” will send a notice and your URL link to everyone who is a friend or in the group of the person who is sharing it – sort of like network marketing.
FYI – Search engines on average scan a website every 18 days. If nothing on your website has changed since the last scan, your site has less value in searches because there isn’t any new information. Cool SEO Tool: Find out when the last time a search engine scanned your site.
Remember, there is much more that goes on behind the scenes of social media marketing but you have to start somewhere, and start with a true marketing person who listens to you, and is willing to understand your products and markets. For all of the time, money and effort going into it, you need to see results.