Hey folks! Welcome to your one-minute tip! Today I wanted to be inspired by the Port of San Francisco, which is where I am. You can see the beautiful Bay Bridge behind me to talk to you about really easy updates that you can make to your website to get better customer satisfaction.
1. Make it easy to contact you:
So the very first thing is to add your phone number or a large Contact Us button to the very top of your website on every single page so customers don’t have to hunt and search to contact you.
For an intermediate step, you can also add a live chat on your website which you can sync to your smartphone to connect with your website visitors in real time.
2. Post your hours of operation:
Especially important for brick and mortar businesses, add your hours of operation either to the very top of your website or at least to your contact page. A lot of people are searching for your hours of operation and you don’t want to leave them frustrated.
3. Help people find you with a map
For those of you with a local business or store front, be sure to add a Google map so people can get directions and find out exactly where your business is located.
That’s your One Minute Tip. Thanks for watching. And if you found this valuable, please consider sharing with your network and don’t forget to subscribe to my YouTube channel and never miss a tip. Thank you.
Recently, Instagram added search to its desktop experience. This update is not just great for finding the best cat and puppy photos, it’s AMAZING for helping you market your business on Instagram. The following three strategies take advantage of the new update and will generate new and engaged followers of your business which could lead to new leads and sales.
1. Like and Comment on Keyword Hashtags
Hashtags are widely used on Instagram so users can easily find similar or themed content. Consider keywords that relate to your business or that represent the target demographic of your product or service. Once you start searching, Instagram will show you how many posts have been tagged with a specific keyword and this can help you narrow down which keywords are more popular than others. Now it’s time for favouriting and commenting. I recommend a minimum of 100 outgoing favourites and 25 comments per day in order to achieve maximum effectiveness with engagement. Don’t over think your comments, keep it simple, for example “Great photo!” or “Love this!” and consider adding some emoji! Remember that this activity needs to be daily as Instagram users are always posting new photos (over 70M per day).
2. Like and Comment on Posts in a Specific Geographic Location
This feature is undoubtedly the most beneficial for businesses. Now you can easily see photos in a specific geographic location. Simply type in the City name and the search box will suggest that location. Interacting with customers in your area will be the most effective way to generate leads and sales. Try to engage with local posts in a fun and friendly way and don’t hesitate to add a local flare to your comments. You should start to build relationships with local Instagram’ers and this in turn will help you gain a loyal following.
3. Research Competitors and Industry Influencers
With the new update it’s now even easier to research competitors and industry influencers. In order to stay on top of your industry, you need to know whats working and not working for your competitors. Some things to consider would be which of their photos are receiving the most engagement and why? Are videos performing better than photos? Considering how many people are following them, are they receiving a high, medium or low level of engagement? Are there any promotions going on that you could match or beat? These questions will help you focus your strategy on Instagram and start leading the pack. Another way to get inspiration and for ideas on how great businesses use the platform, try researching some relevant industry influencers. These brands have larger marketing budgets for Instagram and can show you the most effective way to engage with your unique audience.
Today’s question comes from Tim Lu, who writes on our Facebook page,
“How do you grow your Twitter followers beyond 20,000?”.
I’ve got some great tips for you, Tim- so if you are wondering how to do that yourself, keep reading.
The first thing that you want to do is use the automated tool “Tweet Adder.”
Tweet Adder is a paid service that goes out and favourites tweets of folks in your target demographic—and thereby drives engagement. It’s actually a very effective tool, which I highly recommend.
Another thing to do is making sure that you are engaging with and acknowledging your existing followers so they don’t drop off and you get exposure to their networks.
Retweeting them, giving them shout-outs, thanking them for following you and including them in the #FF or Follow Friday hashtag are great ways to promote and engage your existing audience.
Also making sure that the tweets you are sending out are relevant to your audience is a great way to increase your followers. By focusing on the value you provide, ensuring that people are interested in what you’re tweeting and are actually sharing that—that will get you exposure across lots of other networks beyond the one that you currently have.
And the last tip is to do a little bit of research around the hashtags of your target followers.
What hashtags are trending?
What are popular in particular geographical areas and within specific industries?
If you can jump on the bandwagon of tweets that are trending, you can certainly again get more exposure to a larger demographic than you may have already. And you can get more followers that way.
If you found this valuable, please consider sharing with your network.
Today’s question comes from Michelle Bell, who writes, “How can I integrate all my social media platforms and measure performance based on engagement?” If you’re wondering that too, then keep reading for the answer.
Michelle, it’s a fantastic question. Measurement is absolutely critical to improving your engagement and your performance on social media. So how do you do that?
Gathering Social Media Statistics
We use a software called Sprout Social, which integrates a lot of the different social platforms and generates lots of valuable information around what the most popular types of content that we’re posting, who are the most active people in our network, and much more. It’s a fantastic tool & highly recommended. It is paid service, but well worth it!
Measuring your influence:
Another tool you can use is Klout. Klout will actually measure your influence by grabbing information from all your social profiles and then again measuring what types of content are getting the most engagement and how your influence is progressing, either up or down depending on your engagement with your community.
How about that website?
And then a very overlooked tactic, but one I always recommend, is to make sure that you’re measuring your traffic back to your website to see what kind of social properties are driving traffic to your site and what those folks are doing once they get to your site.
If you’ve ever been the recipient of a bad online review of your business, you may find yourself frustrated by the apparent lack of control we as entrepreneurs have over things being said about our business – especially if they’re not true.
What proactive steps can you take to protect your business, and how do you best handle a peer review gone wrong?
1. Adapt your mindset.
The worst thing you can do is tell yourself this article isn’t relevant to your business and click away.
We need to adapt in order to survive and thrive, and today’s consumers have more power than they’ve ever had to affect our success. 70%of Canadians online trust consumer reviews. (BDC, 2013)
Negative sentiment can go viral, quickly – as exemplified by the Applebee’s social media nightmare – and can be very difficult to manage.
Understanding the change in buyer behaviour and accepting that it’s not going away, frees you up to take in the following information to help protect your business.
2. Get informed:
Increasingly Canadian consumers such as you and I, rely on the web to make our purchasing decisions.
1. Canadians spend on average 2.5 hours a day online; on social media, watching videos, & researching products and services. ComScore, 2014
2. Nine out of 10 consumers claim to use their smartphone for pre-shopping activities BDC 2013
3. 70% of Canadians online trust consumer reviews. (BDC, 2013)
None of this is particularly surprising.
The widespread adoption of web connected smartphones is not a new phenomenon.
In fact many older and wiser of us lament the pervasive nature of these devices and their impact on social connection – and more practically – our ability to walk down the street without literally running into people distracted by their smartphones.
Beyond being a mildly irritating obstacle to efficient walking, this change in how we as a culture interact has widespread implications for today’s business owner.
The constantly connected state of today’s consumer – specifically – your customers – means your customers shape your brand’s reputation.
Customers and the public at large (reasonable and otherwise) can seriously impact your ability to acquire new customers and maintain your reputation.
3. Know that negative sentiment goes far beyond review sites:
You may have heard of “reputation management” in the context of managing reviews of your business, or even been approached by a less than integrity based business offering you positive reviews of your business, for a price.
But beyond the formal review channels, people can leave negative sentiments on your Facebook page, in response to a post on social media…and almost anywhere else on the web.
4. Start listening:
Google your business name to see what comes up. You may be surprised at the places it’s listed and what people are saying about your company.
If you are surprised, it’s a sign to implement some practices internally to start monitoring your company’s reputation.
You can either manually conduct a search regularly or implement an automated solution to alert you immediately of any new conversations about your business.
Business owner responses allow you to build relationships with customers, but they’re also public. When replying to your customers, keep the following guidelines in mind:
Be nice and don’t get personal. This isn’t just a guideline–it’s also a good idea as a business owner. It’s difficult to win an argument with a frustrated customer, and you want to avoid burning bridges. Keep your responses useful, readable, and courteous. In addition, responses should comply with our local content policy.
Keep it short and sweet. Users are looking for useful and genuine responses, but they can easily be overwhelmed by a long response.
Thank your reviewers. Respond to happy reviewers when you have new or relevant information to share. You don’t need to thank every reviewer publicly, since each response reaches lots of customers, not just one.
Be a friend, not a salesperson. Your reviewers are already customers, so there’s no need to offer incentives or advertisements. Tell reviewers something new about your business, or share something they might not know from their first visit.
6. Go above & beyond:
The tone and speed of your response to a bad review is where you can really make or break your reputation.
In this CTV news clip, I was asked to comment on what appears to be a fraudulent sale of goods by a household brand.
This would never have become a news story if the response to the customer’s complaint on their facebook page hadn’t been a canned response to call their 1 800 number – where the customer didn’t get a response.
In the case studies above, with Winners & Applebees, both responses to the negative sentiment were woefully inadequate and appeared completely disingenuous.
Because customer sentiment can so powerfully and permanently affect your reputation, if you are in the wrong (like I believe Winners was ) you need to go above and beyond-
1.Get the customer’s information
2. Make an effort to get in touch with them right away.
3. Work to resolve the issue to their satisfaction
4. Once you get agreement on a solution, ask if the customer will then update their post with details on how you came through for them.
5. Going forward – work with your social media manager to create a policy for addressing unhappy customers in a way that shows you actually care.
7. Be proactive
By actively soliciting positive reviews- and incentivising your customers to do so, you can combat any negative and unfair reviews with a steady stream of positive reviews.
Copy and paste this templated email and send out to all your happy customers; ( just replace the links with your Facebook & Google Plus page links before you send )
Today we are going to answer Jeff’s question, who writes, “What are three tips for finding the right customers on social media?”
That’s a great question. And if you are wondering that yourself, keep reading for the answer.
Identify your ideal customers:
If you know who your right customers are, you’re two steps ahead of many of your competitors.
The next step is to typify them in an archetype or in a demographic.
So for example, maybe your customers are typically affluent women in their thirties and forties.
Now you have concrete data you can use to research what social networks that particular demographic uses the most.
In this case of our example, that would be Pinterest. Doing a little bit of market research in the beginning will help you create the bare bones of a social media strategy and save you a lot of hassle and time making mistakes through trial and error.
Identify target location:
The second thing to do to find your ideal customers on social media, is narrowing your target down to a geographic area. Again, this provides you with a concrete benchmark, from which you can conduct more market research.
Specifically, there are hashtags that are used for each specific geographic area. Do a little bit of research and find out which are the most popular ones for both your geographic location, as well as the interests of your demographic so you can capitalize on their interests by getting involved in conversations about trending topics and more.
Pay for it:
Another thing you can do to get in front of your ideal networks is advertise.
The social media networks we participate in have amazing data collected on all of us. Thus, they’ve got very specific demographic information available for you to advertise and get in front of an audience that maybe isn’t part of your existing community.
The last thing that you can do is solicit referrals and recommendations on all your social media properties by having people endorse you. Endorsements not only provide new customers with a level of trust that you’re a reputable business, but this activity also provides exposure to your recommender’s network, who are much more likely to buy from you than a total stranger.
Having a strong LinkedIn network is very beneficial to your professional career. It can help you land a job, learn new things and make new connections that you never thought would be possible. Although many professionals have a LinkedIn profile, many are still not taking full advantage of the social network. The following are three proven ways to grow and enrich your network on LinkedIn:
1. Go to Events & Take People for Coffee (Add people in the moment)
The most fundamental way to grow your LinkedIn network is also the most old school, but going to events gives you a chance to meet unique individuals with many different backgrounds. Instead of bombing out random add requests on LinkedIn, make real human connections first, before adding anyone. Once you’ve made the initial interaction, consider taking the new connection for coffee. Even if the individual doesn’t work in your field, bring a list of random questions as there is still likely something to be learned or another networking opportunity may present itself. An under-utilized strategy for events and coffee meetings is bringing out your smart phone and adding people with the LinkedIn app on the spot. That way you won’t forget, or have to remember cards or emails.
2. Engage with Your Network (comment, like, share, endorse or recommend)
Similar to all other social networks, you cannot expect anyone to engage with you if you aren’t engaging first. More active members of your network will likely share original composition posts which are great for commenting on with your thoughts, or sharing the post with your network. These posts will allow you to get your profile out to more people, in a shorter amount of time. Less active networks will share trending articles, memes, videos or inspirational messages and liking or commenting on these types of posts will show your support for the author but it can also open up the opportunity for other LinkedIn members to see your profile and connect. If you’ve worked directly with a connection for some time, consider endorsing one or a few of their skills and if you’d really like to show your support, write a personal recommendation. These are all ways to ensure your profile stays active and relevant.
3. Share Original Content
Once you feel comfortable with the size and engagement of your network, it’s time to start
sharing original content. The best way to share your ideas is with LinkedIn’s publisher feature. Don’t focus on the length so much as the content on the page. Write about topics you have first hand experience in and do your best to provide real world value that can be applied by anyone who has the drive. Adapt your content overtime as you may notice that some topics tend to be more popular than others. Interviewing a colleague or friend is a great place to start if you can’t come up with any unique ideas to write about. If you already have some writing experience, you can use these posts to showcase your knowledge, expertise or unique skills, all of which will show well to your network.
In a world where “who knows you” is often more important than “who you know” growing and enriching your LinkedIn network can take you a long way professionally. With a few simple steps, you’ll see your network grow exponentially and over time the engagement will increase and the possibilities for the future will be endless.
“There’ll always be serendipity involved in discovery.”
– Jeff Bezos
Although the entry barrier to online businesses such as e-commerce is lower than for their offline equivalents, making a success of your enterprise is far from guaranteed.
Fortunately, there are countless web tools that you can use to help you get your business where you want it to be. Not all of these tools come cheap though, which can be off-putting for a fledgling project unsure of how much they can afford to spend on something that might prove unnecessary.
Thanks to the people behind our favourite search engine however, one of the most powerful tools available to help you optimize your marketing strategy is completely free.
Google Analytics is available to everyone, easy to set up, and gives you insights into where your traffic is coming from and what they are doing once they arrive, helping you to study the following data and make the tweaks that will improve your conversion rates.
Google Analytics allows you to see where your traffic is coming from, including those being sent there by way of referrals. This category tells you which websites are directing traffic back to your website, how much they are sending, and what it’s doing when it’s there.
If you’re paying for any online advertising as part of your marketing strategy, perhaps from the big yellow book company or other directory sites, this data can help you decide if this is money well spent or not.
If after analyzing your referral traffic you feel the amount is too low, or that the bounce rate is too high, you may want to consider dropping some of the referral services you are currently not getting value for money from and concentrating on the ones that you are.
Getting the most out of social media is a key part of any good marketing strategy, and Google Analytics can help you see how well your own efforts are faring.
By looking at the statistics in the Social tab, you will find exactly which of the various platforms you’re posting on are performing well, and which aren’t.
Are you getting more traffic from Twitter than from Facebook? Does your traffic from Instagram stick around longer than those who came from Pinterest? Do those coming from Google+ or LinkedIn look at more pages? Who makes the most comments? Who bounces?
And now that you know, what are you going to do with the information? Will you concentrate more on those who already perform well, or try to bring the others up to speed too?
The choice is yours, but at least now you have the data to help you decide.
Content with your content?
If you’re regularly paying for or writing your own blog posts, producing videos, creating infographics, or any other type of content as part of your marketing strategy, it needs to be hitting its intended mark if you’re to be successful.
Another way of using Google Analytics to help optimize your marketing strategy is to learn what type of content really resonates with your visitors and what leaves them unimpressed.
By measuring what content people like, by noting how long they’re spending on the different types and how often people bounce from them, you can get an idea of what topics people are interested in, whether videos are adding value to your marketing strategy, or if the time spent creating infographics is worth it.
As a free tool, Google Analytics provides priceless insights into the behaviour of your web traffic, helping you to optimize your marketing strategy by understanding where your audience is coming from, how effective your social media is, and what type of content you should concentrate on going forward.
The societal shift towards instant gratification in our media has completely altered the way we think about producing and digesting the written word, with online blogs in particular being a major force in the changing habits of both writers and readers.
When people say they want to read an epic blog post, they’re no longer talking about the length. As sad as it might sound to those with dreams of grandeur, unless you are a specially talented wordsmith or raconteur, the 2000 word wall of text you wrote for your digital marketing blog is unlikely to engage many people.
People want quick fixes of pleasure to get them through the gruelling fifteen minute bus commute to work, lists of easily digestible facts that go well with a coffee, and bite-sized nuggets of information they can devour with their fries on their lunch break.
If you’re regularly producing content for your digital marketing blog but finding the amount of either traffic or interaction is lower than you’d hoped, it might be time to rethink what you thought you knew about your desired audience.
Plan for the scan
The first thing to understand when producing content for your digital marketing blog is that even those who read it probably don’t really read it. When digesting web content, people scan, and the way your blog posts are formatted will be a bigger factor in people reading and interacting with them than even the content itself.
Because your digital marketing blog may live or die by the format, it has to be clear. We all know the importance of a good headline, but subheadings are just as vital in breaking up your topics into easier to swallow chunks, and even helping the reader to decide if they can skip to the next paragraph.
Using keywords in the subheadings is a very good idea too. Not only does it help with SEO, but it will also reinforce the relevance of the article to your reader’s interest if they have found it through an organic search.
To boldly go
To help the reader of your digital marketing blog pick out the information they are looking for, making bold the key points will cause them to jump out from the page.
Using this technique benefits yourself as much as it does your audience. While you may like to think they care about every line in your posts as much as you do, and want to spend time taking everything in, they probably don’t.
So while guiding them to the parts they want to see and showing them what to skip over by making bold the important points might sound counterintuitive for those wanting all of their content to be read, your reader is actually more likely to read more of your other digital marketing blog posts if you’re making it easier for them to find and digest the information.
Words and pictures
Whether images or video, using multimedia in your blog posts is vital to stimulating your reader into taking the action you want them to take.
As well as providing a break from the words, and being another effective way of breaking up the wall of text, images and video can get across messages in a way plain text never can.
The important thing to remember is to keyword your multimedia, usually by renaming the file before uploading, to give your digital marketing blog another chance to be found on Google.
People are increasingly going straight to Image searches to find what they are looking for, but your multimedia will not show in the results if it still has a generic, alphanumeric title.
Because most people scan articles on the internet rather than reading them, making your digital marketing blog easier to digest by breaking up the wall of text with key worded multimedia, subheadings, and with the important points made bold is vital in allowing your audience to find you, and in keeping them coming back.
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