Category Archives: Digital Marketing Strategy

Want Great Content? Do What You’re Already Doing

One of the biggest concerns I hear when it comes to content is “But we don’t know what to put out there.”

I get it. When you’re involved in the day to day tasks of running your business, it’s tough to think of creating content.

Fortunately, it’s likely you already have good things going on that you can re-purpose, re-use or recycle to make great content. OR, alternatively, you can add something simple to your daily routine that turns into regular content.

But first, allow me to give you a little inspiration.

You might have heard of a little TV hit called Glee, a weekly show about misfit high school students finding their place in the world through music. Maybe you’re a “Gleek” or maybe you think the show is the silliest thing this side of Fonzie jumping the shark, but there’s no denying that this show set a new precedent in cross-channel content marketing.

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In fact, ratings aside (which were great the first few seasons), this show set records with singles, albums and even live tours. For instance:

  • The first ever single released by the cast, “Don’t Stop Believin’” received platinum status with over one million sold
  • The cast overtook Elvis Presley as the fastest act ever to have 20 top 40 hits in just 57 weeks (Elvis was 88)
  • By 2011, just two years after the show aired, they had over 36 million digital single sales worldwide
  • By 2011, they had 11 million album sales worldwide
  • The show has several reality spinoffs, DVD and Blu-Ray releases, an iPad app and karaoke games for Wii
  • In 2011, a live tour kicked off…and of course, it wasn’t just a live tour. A concert film based on the tour was released shortly after the tour ended
  • The show has hundreds of thousands of fans worldwide who now create content about the show, often uploading tributes, songs and other manifestations of their fandom to YouTube, Facebook and Twitter
  • And how’s this for power? The casts’ cover of Rihanna’s “Take a Bow” actually increased sales of Rihanna’s original single by 189%

Glee also inspired the mega-hits of Nashville and Empire, country and hip-hop nighttime soap operas, respectively. These shows also release albums and merchandise based on the music written and performed for the show. Nashville, now in its third season, has released TEN albums, the first of which reached number one on US charts.

Now, I’m not saying you need to release an album for your business (though that could be fun!).

What I am saying is that it’s likely that you’re already doing things for your business that could easily translate to content you can use to market yourself (and maybe even generate more revenue). Glee didn’t create “extra” music to give to the masses…they already had it within the premise of the show; they just figured out new ways to distribute it.

Here are a few ideas to create content from the regular things you do for your business:

  1. Do you release a newsletter? Each news item could be re-used as a mini blog post, told as a quick 60 second update to an iPhone video recorder, or recorded as part of a podcast series.
  2. Do you often answer the same questions for customers over and over? Create an infographic with great visual answers, start a helpful podcast that discusses and educates people on your industry, or start a “Pro Tips” section on your website.
  3. Do you have a dynamic and engaging individual in your company who loves working for you? Give this individual freedom and creative space to create short videos, take photos and post to your Social channels for you, about you!
  4. Does your company have a rich history, complete with old photos or videos left sitting in a box or lonely hard drive? Scan photos and release them regularly to your Facebook page or Instagram account with the hashtag #tbt to give customers a glimpse of all the great things that make you, YOU. It’s especially fun if you work in a technical field and you can show how far you’ve come!
  5. Does your company have a process you do every day? Document this process every day or week with a photo, then show the collage one month, six months or a year later!
  6. Do you have a customer or two that just LOVES what you do? Invite this individual to create content for you, either by showing off how your product or service works, or giving a testimonial.
  7. Do you have a series of pdfs or articles about a certain subject in your industry? Combine and edit this information as a free digital whitepaper that prospects can download in exchange for an email address.
  8. Do you have a core group of very loyal customers who buy your product regularly? Consider creating a membership club where these customers get “insider access” to special prices, exclusive products, and of course, short videos, articles or podcast episodes that talk about how you created something special for them.
  9. Do you have a salesperson or leader within your company who is especially knowledgeable about your products, trends in the industry, or common problems? Record a weekly podcast where this individual discusses a topic for 15-20 minutes. Upload to Soundcloud, Stitcher or iTunes at the same time every week and invite customers and prospects to listen and share.
  10. Does your company work with the same vendors time and time again? Profile your vendors on video or on your blog, ask them to explain why they love your working relationship, and post to your respective Social channels.

I’m sure there are many more regular things that you’re already doing in your business that can be converted to content. Don’t overthink! When it comes to content, there’s no need to re-invent the wheel. Nashville has now released two albums of songs by a particular cast member…after those songs already appeared on another album.

It just goes to show you, sometimes content is just about showcasing something you’ve already done in a new and interesting way. So what are YOU already doing?

How to Avoid Social Media Slip-ups

Okay, let’s talk about your social media plan.

If you have one in place, great. If you are still asking yourself what a social media plan is, that’s okay too. You’re in the right place.

Chances are, if your business has a social media presence, you’ve had to deal with some strange comments, unsatisfied customers or even downright nasty reviews. And the more successful your business is, the more likely you are to experience these encounters. Social media mistakes will inevitably happen, but you can avoid them harming your business by following the steps below:Social media symbols

PREVENTION

  • Have a Plan: Always have a plan that outlines what to do in the event of a crisis. Are you suddenly getting bad reviews because of a defective product? Has one of your employees delivered less-than-exceptional customer service? Make sure you have a plan on how to deal with comments, @ mentions, reviews or if your business page goes viral in a bad way.
  • Bring in the Experts: Do you have someone dedicated to watching your accounts? You should. Not only will you have an extra set of eyes monitoring your social media presence, but a trained PR person will be able to react to just about any situation that comes up. You should have someone dedicated to at least several hours a week — maybe more depending on the size of your business and the size of your social media following — to managing posts and interacting with the users on your pages.

WHEN SOMETHING HAPPENS

  • Act Quickly: Do not let complaints or issues on social media sit without response. At a minimum, respond within 24 hours – but within a few hours is ideal. In today’s fast-paced world, the people reading your business page and watching your social media accounts are watching around the clock. They expect answers to questions as soon as they ask. Can you keep up? Because you’re expected to. If you let a negative comment or review sit for long enough, it will turn into an even bigger problem. Do what you can to nip it in the bud early and move the conversation offline.
  • Start a (Public) Conversation: Your customers and potential customers will be watching you to see how you react to the issue and they will judge your company’s morals and standards based on your reaction. The good thing about social media is that if you handle these types of issues promptly and professionally, lots of people will see it. The bad thing about social media is, well, if you handle it poorly, lots of people will see it.
  • Don’t Delete: Never delete comments, tweets or reviews. When you delete comments or try to “cover up” what your customers or potential customers are saying, you will start to lose your reputation and the trust that people have placed in you or your products. Instead, use the opportunity to be real with your audience while reacting and responding appropriately.
  • With that Being Said…There are some fires that you shouldn’t even bother putting out. Offensive language and all-out attacks must be handled on a case-by-case basis. If you are dealing with someone online who you just cannot get through to, ask them to contact your business or organization so that you can handle the matter privately. If someone is attacking others or using foul language or refusing to work with you towards a solution, it’s okay to pull the plug and walk away.

AFTER THE FACT

  • Apologize and Move On: If you truly made a mistake, own up to it. We are no longer dealing with the days of putting out a press release to cover up a mistake. Our social media world does not allow it. Admit you made a mistake, apologize for what you did, and tell your customers what you are doing to fix it and what you will do in the future to make sure it doesn’t happen again. Coming clean and moving on will make your brand stronger and your customers will trust you more in the long run.

At the end of the day, your business needs to understand the power of social media and how professionally-run social media pages can make a world of difference. If you have a solid plan on how to handle negative remarks, comments or reviews, your business will benefit greatly from it in case of an emergency.

ARE YOU MAXIMIZING YOUR WEBSITE FOR LEAD GENERATION?

Lead-GenerationBusinesses are focused on using their websites as a source of new customers. In fact, nearly 50% of B2B buyers indicate that the most likely way they find sales information is to go directly to a supplier website. As a result, companies are investing in site optimization to ensure they have user-focused content designed specifically to convert visitors into inbound sales leads.

Powerful content may include benefits of what you offer, case studies of your products and services, customer testimonials and lots of answers to the key question of ‘Why you?’

So, how well is your site performing in lead generation? Assume that a potential customer has explored the entirety of your website content. You have them excited about starting a sales dialogue with you. How do you translate that excitement into action? Below are several simple guidelines to maximize your inbound lead opportunities on your website.

  • Effective lead capturing requires a proactive mindset – Provide focused attention on the conversion goal right on your home page. Don’t force your visitors to initiate contact.
  • Provide more than your ‘Contact Us’ page – Many websites don’t have effective paths for customer prospects to start the dialogue. By default, it’s often the ‘Contact Us’ page. In many instances, the ‘Contact Us’ page is largely reactive and inadequate as a customer acquisition path. To increase more inbound leads, consider adding more navigation links to your ‘Contact Us’ page as well as strategically place ‘call-to-action’ options on sales-focused content pages.
  • Give visitors a reason to contact you –If the only inbound leads you are getting from your website are from the ‘Contact Us’ page, you might want to consider offering more call-to-action paths. Examples of lead generation call-to-actions include scheduling a sales demo, joining a webinar, getting a quote and signing up for a special offer.
  • Don’t rely solely on form submissions – Adding call-to-action (CTA) options such as call tracking or live chat can be very effective in generating incremental leads. In fact, many consider it a competitive advantage for visitors to have multiple contact options to consider when converting interest into lead generation.
  • Respond promptly – Once customer interest has been sparked, it’s up to you to respond and satisfy the initial itch. If you don’t, then a competitor eventually will.

Your inbound website leads are like gold, and there are simple measures to consider assuring you’re maximizing lead engagement on your website. First of all, make sure you’re utilizing every possible CTA option in maximizing lead generation opportunities on your website. Secondly, make sure you’re enabling your sales team to capitalize on the inbound leads you’re generating. Be proactive with your website so it delivers the results you’re looking for.  Maximize your lead opportunities!

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Understanding Paid Search

One of the appealing aspects of online marketing, particularly paid channels, is the wealth of data that is available. The promise of all of this data is the ability to know exactly what is and is not working. At first glance, this should be pretty straightforward: do the additional sales exceed to cost of the advertising. But for anyone that has managed an online marketing campaign there is a lot more going on and in the immense tables of numbers is the promise of improved results.

header-dartboard-sm-288Take a sporting event as an example: the number that matters is the final score. It measures success or failure and is very easy to understand. But it leaves out the details that are essential to a coach or manager to help the team improve for the next game. It doesn’t credit which players or strategies performed well and which ones did not.

The same is true of online advertising: the return on investment is the number that matters. But understanding how to improve this comes down to understanding all of the elements that lead up to that and knowing which adjustments can emphasize strengths. It takes ongoing commitment to understand what works, try new things and get to a point of having a team that consistently wins.

This is where a solid paid search partner like TKG comes in: of course we do all the research, scouting and planning to make your campaign a success. But we also excel at evaluating your performance and figuring out where to make adjustments to continue to improve your returns.

Does our PPC expertise sound like something that you could benefit from? Learn more at TKG.com or get in touch.

5 Times More Reasons To Use Video for Your Business

In case you missed it, the Super Bowl was, ahem, pretty big this year. Arguably bigger? The fbcommercials. Love or hate football, this prime-time TV real estate often boasts some of the best and funniest ads of the year.

And if you’d like, you can easily catch all the ads on YouTube, taking the time to re-watch your favorites, or see the ones you missed while grabbing extra chip dip in the kitchen.

But here’s the exciting part (and the part your business may want to pay attention to): while YouTube absolutely smashed Facebook on overall commercial views, Facebook cleaned YouTube’s clock on overall shares.

FIVE TIMES as many shares, in fact.

As of the Monday after the Super Bowl, YouTube amassed a total of 234 million views on Super Bowl ads. Facebook couldn’t keep up with that number, mostly because not all the videos were uploaded directly to Facebook, and also because Facebook’s search still isn’t nearly as robust as YouTube’s (and people rarely go to Facebook to specifically search for video…at least, not yet).

When it came to overall shares of videos, however, Facebook accounted for nearly 70% of all shares for Super Bowl ads this year, even without many of the commercials being “native” (or uploaded directly) to the platform.

So what does this mean for your business?

  1. Video content is still king, and we know from our own client analytics that video always performs well with audiences, usually far outpacing photos.
  2. Facebook is placing higher and higher importance on native video on the platform. It’s great to host a video on YouTube (and you should continue to do so, since this plays well with SEO), but we already know the Facebook algorithm doesn’t play as nicely with outside links as well as it does to content posted directly to the platform.
  3. Views are nice, shares are great, and the further your video content spreads, the better.
  4. Video doesn’t have to be crazy high production to resonate with your audience. Most newer cell phones have fantastic cameras, so if you have 90 seconds and an iPhone, you can start connecting with your audience regularly with video.

The biggest lesson? Having a diverse distribution plan for your content is key to taking full advantage to how your audience finds you and interacts with you. Facebook is great, but it’s not the sole answer to an overall content strategy. Having multiple channels, and knowing how to leverage each one will contribute to your brand message and business goals.

“Oh I Forgot I Had a Website”

Oh I Forgot I Had a Website ImageWhile it’s not likely that you actually would ever forget that your business has an online presence, but that might be what the content and look of your site tell your visitors.

We all get busy running our businesses and making sure we are selling products. Fortunately, we at TKG are thinking about your website and we care a lot!

We took a look and, trust us, we were equally excited about the big news you announced proudly on your homepage in 2009! Unfortunately, it’s now 2015 so it is not quite as exciting.

That brings us to the photos you have of your team proudly displayed in your About Us or Meet the Group section. Everyone looks great, but unfortunately half of them are now gone as that photo is circa 2005. Or even worse (better?), you now have 30 employees, rather than the 10 shown in the photo.

So all joking aside, what kind of message does this outdated kind of info and look convey to visitors?

  • Do these guys update anything?
  • Are they almost out of business?
  • Is this really a company I want to do business with?

Other recent TKGenius blog posts have talked about the importance of things such as technology, keeping up with browser compatibility and responsive design. What your site says (or doesn’t) can be as important as the technologies used. It’s why we don’t take a one size fits all approach with our clients at TKG. We evaluate what you have, take the time to understand your goals and strategize to make the right recommendations to move your business forward.

So remember that website you have? Go take a look. Are you proud of what it says about your company? Would you want to do business with your company? Is it time for a few updates, a facelift or maybe even a complete overhaul?

We’re here for you. Get connected!

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Real Time Responsive Design Test

Responsive Design – it’s not just a buzzword. We’ve written quite a few blog posts on the subject here at TKG. We’ve stressed the importance of providing a powerful, functional web experience whether the user is sitting in front of their PC or in the back of a taxi cab miles away from home.

Chances are if you are already working with an online marketing firm, you know whether or not your website is, in fact, responsive. But for the small business owner who doesn’t have a bevy of web experts at their disposal, this can be a tricky question.

Enter the Mobile Web Transmogrification Portal! The what? Transmog is a simple tool that generates a real-time working preview of your website as it would appear on various mobile devices. Preview options include the iPhone 4S, iPhone 5, iPad 2 and Samsung Galaxy S3.  Simply plug your URL into the tool and choose the display choice. You can toggle through the different display types and click through to any page on your website. The display updates real time so you can see whether your entire site is responsive or if your homepage is the only piece that is user-friendly.

TransMogScreenCap

We’ve captured a few examples of what a nice, responsive website looks like on the iPad and Galaxy using this tool. Give it a try! If you aren’t pleased with what you see on the display, you know where to find us!

TransMog Responsive Test - iPad TransMog Responsive Test - Galaxy

Do What Works but Don’t Stop Wanting More

As an account manager of several web marketing clients, my goal is for them (and us) to be successful in growing their businesses. And we do that by aligning our strategy with their company goals, becoming partners who work together in this mutual aim.

Most of my customers want to sell more widgets or get more sales leads, and so we get them more website traffic so they can do just that. Who doesn’t like more customers, right?

If your company website leads or sales are growing, especially by having a content and search engine optimization (SEO) strategy, then continue to work your plan. That’s good business sense.

But let’s not stop at just continuing to do what works. There’s always more. It’s time to try new things.

stock-footage-new-ideas-hand-drawn-lettering-with-a-simple-stylized-bulb-symbol-whiteboard-animation-on-whiteWhen it comes to making money, one of my favorite things to do is to try new ideas. It’s fun to test them out and see if you can get a return on investment. Online marketing is no different: Find something that works and expand it. Then, find something else that works and expand it, too. Repeat the process.

Let’s assume you have an SEO and content strategy working for your business. Have you tested some paid digital advertising, yet? What about social media marketing; is that right for your business? And by social media marketing, I mean true strategy that drives results – not just playing on Facebook. How about email marketing to current customers – might you get them to spend more with your company with repeat orders?

There are so many avenues to explore when it comes to growing your business. If you haven’t gone down very far down those roads, there are likely goldmines to uncover.

5 Online Marketing Tips for 2015

It’s never a bad idea to revisit your online marketing strategies and SEO efforts. Here are five quick tips to help with your online marketing initiatives in 2015.

  1. Building Stronger Content
    Need ideas for new web content? Review the submissions coming in from the comments field on your website’s Contact Us page. Additionally, review search terms users enter into your site search box. There is a report for this in Google Analytics and many content management systems also capture this data. Outside of the website, you can also ask your sales team for call transcripts from valid prospects. These are all great sources of information to better understand what is important to your customers.
  1. Find the Answers You Need
    Are you stumped on a technical or SEO-related question about your website? Visit the Google Search Help Forum to get answers directly from a community of knowledgeable Google users.
  1. Structured Data Checkup
    Does structured data make sense for your website? Probably. Rich snippets can be added to specific elements on a website to help search engines further understand information. There are snippets available for almost all types of websites so more than likely there are several that are applicable for your business. For example, there are snippets available to identify items such as navigation breadcrumbs, recipe images, product reviews, job posting locations, and the physical address of a business. Learn more at www.schema.org.
  1. Long Tail Search Term Content
    google-autocompletegoogle-searches-related Need even more landing page copy ideas? Pay attention to the auto-suggest results that show up when typing a popular industry search query into Google then write content to address the long tail results. At the bottom of Google search results pages, there are also helpful ideas in a section called Searches related to. Bing displays related searches in the right column of the results page.
  1. Keep Similar Keywords
    Stumped on which similarly popular keyword to incorporate into a page? Use both. Embrace synonyms, related phrases, and long tail phrases across title tags, meta descriptions, image alt tags, URLs, page copy, etc to define an overall theme for a page rather than fixating on a single keyword. The days of finding that one magical keyword then plugging it into every single meta field are over. If it feels like you’re stuffing keywords; you probably are.

Have any other helpful digital marketing tips? Feel free to share in the comments.

Responsive Design

Over the years, the ways in which we view the internet have changed dramatically. I still remember the days when my family dialed up the internet on our old Compaq, and now users have the option to access the internet virtually on their TVs, PCs, tablets, smartphones, netbooks or even their refrigerators. The point is, users are accessing your site on a range of different devices, and you want to be seen everywhere you can.

If your company is willing to invest the time, money and resources it takes to create a digital playground where customers can go to discover your products and services, it’s worth adapting that investment to display correctly on all relevant devices.

According to a recent study by the research firm IDC, there were over 1 billion smartphones sold worldwide in 2013, and according to Gartner, over 195 million tablets were sold the same year. With that many mobile internet users in world, it is important that your website is equipped to adapt to those users’ mobile screens.

So what’s the takeaway? To stay current and relevant in the digital space, it is important to consider responsively designed websites. Responsive sites are quickly becoming the industry’s standard because of their ability to adapt to changing technologies, and bonus: they have all sorts of residual business benefits.

Have additional thoughts about responsive design? We’d love to hear them!

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