Archive for the ‘Social Media’ Category

10 Pinterest Marketing Tactics for businesses in 2022

March 14th, 2022 by Heather Maloney

Pinterest – what is it, and how does it work?

Are you a planning a major life event? Or seeking some inspiration to redo your home?  If so, then you’re probably using Pinterest.

Pinterest marketing strategy and 10 pinterest marketing tactics

Pinterest users (aka ‘pinners’) generally create their own boards dedicated to a theme, and then pin images to that board.  Mostly their pins are images that they have found while browsing through other people’s public boards, collecting an ever growing set of ideas and inspiration over time.  You can make your boards private or public, and you can also upload images.

When you type something in the Pinterest search bar, you are presented with an array of aesthetic and inspirational content.  90% of Pinterest users, use the platform to constantly explore, discover new ideas and seek inspiration before making their next purchase.

Pinterest is a visual search engine, providing sophisticated technology which allows users to perform a visual search in order to find similar images to the one they are currently viewing.

Even if you don’t specifically carry out a visual search, Pinterest takes queues from what you have ‘pinned’ (i.e. added to your topic boards) to present similar images and categories to you, to keep you browsing.

Pinterest will also send you regular emails, recommending new boards and pins for you, which match your browsing history.

Who is using Pinterest?

As at February 2022, Pinterest had over 431 million users using the platform every month – this number is around 6% down from the previous year, but is still more than the total population of the USA.

The platform has a slight female skew with approximately 60% of users being female, however, male users have increased as a percentage of the total in the last year, and Gen Z users are also on the increase.

How to best use Pinterest for Marketing Purposes?

Pinterest provides a great opportunity for businesses with highly visual products and services. In fact, 55% of users are specifically on the platform to find photos of new products, underscoring the importance of creating and sharing decorative and artistic content on the platform.

A well-curated Pinterest presence for your business will give it exposure to many new potential customers. Pinterest claims to be the only social platform where ads are additive i.e. people find what they love and it enhances their lives rather than interrupting them.

Pinterest, like other social platforms, also gives you the opportunity to advertise to a highly targeted audience.

Pinterest Marketing involves using tactics that insert Pinterest into your overall social media marketing strategy to tap into new audiences and increases the brand awareness of your products and services.

Distribute your Content

The #1 way to distribute your content on Pinterest is through Pinterest boards. You can have countless boards organised by themes, ideas, plans, or types of inspiration to make it easy for your audience to find the content they’re interested in.

If you find content from other pinners aligning with your own, you can invite them to contribute to your board – making your board a “group board”. Conversely, you can also search for prominent pinners in your niche and try joining group boards relevant to your industry. Once your request to join is accepted, you can alternate between posting organic content and sponsored content (product pins or promoted pins).

Pinterest digital marketing

Educate your Customers

Pinterest’s value proposition lies in the fact that it has abundant tutorials, infographics, how-tos, and links to additional educational content.

It is a powerful way to educate and engage your customers, all the while making it easy for them to remember you and share your product images with others.

Drive traffic to your website

Unlike Instagram, Pinterest allows you link through to other websites, making it possible for you to share both written and visual content and direct users to your website. This has encouraged many brands to start using Pinterest to showcase their best or newest range of products, that lead a customer to visit the brand’s website to find out more about the product – potentially boosting online sales.

Advertise on Pinterest - online ads

Record stronger performance on the metrics that matter to you

Pinterest offers a 2.3x more efficient cost per conversion and a 2x higher return on ad spend (ROAS) for retail brands, compared to other social media platforms. This has made it an enticing proposition for brands in many industries.

10 Pinterest Marketing Tactics

Pinterest marketing can provide value for businesses of any size, in any industry. This universal approach to marketing is one reason Pinterest is such a valuable social media tool.

1. Create pins in most popular categories and sub-categories.

Pinterest organizes similar topics and interests by category. Its algorithm is designed to create specific categories based on popular topics that people are searching for on the platform. For example, if you were looking for some creative gift ideas for Valentine’s Day, you can search for pins in that category and even place an order from a local brand.

The Pinterest categories are broken down into sub-categories (also called Pinterest interests) as there are billions of pins currently on the platform. For example, the ‘home décor’ category has sub-categories like room décor, home accessories, living room, kitchen, bathroom and so on. Knowledge of what categories are popular on Pinterest will you a better idea of what boards will work for your business.

2. Use unique images and videos.

It’s clear that Pinterest is a visual platform. Images are the cornerstone of any pin you share and, as such, should be used to tell a good story and make people want to learn more. Your content should help promote your brand, while standing out from others on the platform. Giving people a reason to stay followed to you should lie at the heart of your Pinterest strategy.

  • 82% of users browse Pinterest on mobile. Use high-quality, vertical images that will stand out in people’s feeds. If you opt for a video, shoot your videos for a 2:3 aspect ratio to avoid ending up with poorly cropped images.
  • Create and share branded videos to promote your products. 75% of Pinterest users say they’re likely to watch branded videos about topics that interest them.
  • Share images and videos that showcase your products in action (like how-to videos) so viewers can more easily imagine themselves using them.
  • Consider including SEO-optimised headlines and pin descriptions in your pin that reinforce your visual message and encourage users to click through to your website.
  • Avoid using too much blank/white space in your images — images with 30% less blank space in the background are pinned most.
  • Create videos between 30-90 seconds long as this video length provides the highest performance.

3. Try different Pin Formats

Pinterest offers advertisers different formats, both organic and paid, to reach customers. Pins can either be regular organic or full-fledged Pinterest ads.

  • Static Pins. These pins only feature one image. It is recommended to include a compelling description up to 500 characters in these pins to help get your pin in front of the right audience.
  • Standard width video Pins. These pins are videos that are the same size as a regular Pin. The video length ranges from a minimum of 4 seconds to a maximum of 15 minutes. You can include a title up to 100 characters and a description up to 500 characters. It is worth noting some pinners watch video with the sound off, and so you should use text overlay or captions to help tell your story.
  • Carousel Pins. These pins feature multiple images for people to swipe through. You can have 2-5 images per carousel, with the same character requirements as standard width video pins.
  • Collections Pins. These pins appear as one main image (the hero creative) above three smaller images (secondary creative), in feeds on mobile devices. Every collection pin must have 1 hero creative, and secondary creatives ranging from a minimum of 3 to a maximum of 24, with same video length and character requirements as standard width video pins.

4. Feature your blog post

Pinterest allows you to post Articles Pins through which you can promote your blog post and direct Pinterest users to your website. These pins come with a larger title with your brand’s logo, a description, and a call-to-action at the bottom with a direct link to your original site.

5. Add hashtags to your content.

Hashtags are a great way to organically reach your target audience. They help users identify pins and boards about a specific topic they’re searching.

Like other social media platforms, when you click on a specific hashtag, you can view all content ever posted on the platform tagged with that specific hashtag.

6. Carefully plan your boards

Since 97% of Pinterest searches are unbranded, your Pinterest board can help your audience learn more about the topics they’re passionate about. Through your board, you must communicate a strong understanding of what your audience values and supports. Brands will reap significant dividends from skilfully mixing useful, engaging, and inspiring content boards with boards that are more promotional.

7. Use SEO for Pinterest

You need a comprehensive SEO strategy centred around keyword research to ensure that your pins end up in front of your audience. We assist our clients to find popular keywords related to your business and your pins, and incorporate these within pins.

Once you have decided upon the keywords you wish to target, they should be used consistently throughout your Pinterest profile, posts, pins, and boards, making your pins more likely to organically appear in users’ feeds and searches.

8. Share your content via email and social networks

Sharing your Pinterest images and videos to other social networks improves your chances of being seen and followed. You can claim or link your Pinterest account with your Instagram, Etsy, YouTube, Facebook, and Google accounts so your followers can easily learn about the other platforms you’re on and how they can view more of your content.

We also recommend that you include a few of your latest pins in your newsletter, encouraging your subscribers to check out your Pinterest account.

9. Follow, engage, and interact with other accounts.

When you follow and interact with other Pinterest users and their accounts, you are showing that you care. Its considered best practice to directly address questions and respond to all comments posted by your followers. Try using their names in your response to make it sound like its coming from a human; not a company that is only concerned about profits. These small gestures will increase your word-of-mouth and encourage others to follow you as well.

10. Analyse your results

A Pinterest marketing strategy is never complete without detailed analytics. If you have a Pinterest Business account, you can use Pinterest Analytics to track, measure, and analyse key Pinterest metrics and audience behavior and gauge what content performs best and what content is a little less engaging.

Pinterest Analytics also provides you with additional audience insights such as gender, location, devices, and interests.

Case Study: Gayafores Australia

Contactpoint recently assisted our client, Gayafores Australia – manufacturer of high quality, Spanish porcelain floor and wall tiles, to utilise Pinterest. Pinterest is a great platform for Gayafores, given that the brand is all about aesthetically beautiful, and high quality, porcelain tiles.  Gayafores tiles effortlessly interpret the latest home-design trends to create timelessly beautiful looks, using high-performance tiles.

Gayafores Pinterest digital marketing melbourne

Using the right categories and creative assets, we were able to deliver stellar performance on Pinterest.

Gayafores pinterest marketing case study

During the campaign, data from the interactions enabled us to determine what type of content was performing and alter focus to capitalise on the areas of highest engagement.

Looking to start on Pinterest?

Pinterest is a powerful marketing tool that allows you to organically improve your reach and brand awareness while creating long-lasting relationships with your customers.

Need help with Pinterest Marketing? Contact the Pinterest Marketing Experts at Contactpoint.

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5 Benefits of Using Linktree for Instagram

March 3rd, 2022 by Isaac Nelapana

social media marketing melbourne

Founded in 2016, Linktree is a “link in bio” service that can help you promote yourself and your brand online. It allows you to have one link in a social media platform bio that links through to all your content, in a mobile responsive way. This functionality is perfect for Instagram, which currently only allows you to link one website URL in your bio.

Aptly marketed as the “only link you’ll ever need”, it is a useful addition to your Instagram marketing, allowing you to connect audiences to your content with a single link. It serves as a window into your latest video, article, recipe, tour, store, website, social post – everywhere you are online.

Instagram marketing Melbourne

Contactpoint’s Linktree profile on Instagram

Benefits of using Linktree

1. Increased Click-Through Rate (CTR) — Giving your Instagram audience more links to select significantly increases the likelihood that they’ll click through. This will boost your organic traffic and number of pageviews of your website, which will inevitably boost your engagement / sales.

2. Cross-Platform Promotion — You can use your LinkTree page to cross-promote yourself by linking out to your other social pages. If you’re a podcast producer based in Melbourne, you can use Linktree to house links to your latest episodes on Google Podcasts, Apple, and Spotify. Or, if you’re a local restauranteur, its perhaps worthwhile to communicate to your customers that you are present on social media platforms like Facebook, Twitter and TikTok.

3. Expand your Target Audience — Having various links to choose from means that you can implement more targeted Instagram campaigns with different links targeted at different buyer audiences. For instance, a service provider would want to have clear, yet distinct links to their key services.  This will expand the target audience without having to tailor your social profile to just one of service.

4. More Affiliate Sales — Linktree also partnered with Amazon, allowing users to upload their Amazon store profile as an affiliate link. Using Linktree, you can choose to add one (or several) affiliate links to your custom landing page as well as your personal/branded links. Compiling all your links in the same place increases the chance that customers will look at them.

5. Easy to use and update — You can effortlessly create, update, and customise your Linktree profile from a central dashboard, using its simple drag-and-drop editor. It offers a wide range of custom colours, fonts, and images to make your Linktree pop.  As soon as you update your profile within LinkTree, it will be updated across all the places where you have used it for your profile.

Is Linktree free?

Linktree operates on a freemium as well as a premium model. The free version has limited functionality and doesn’t allow you to add much branding. However, you can add a profile picture and change the colour of the background to one of their pre-sets.

The paid version has 3 plans – Starter (A$8), Pro (A$14) and Premium (A$32) and offers users more customisation, marketing, and analytics tools.

Should I use Linktree?

Linktree is a perfect place for you to store links to your website, blogs, or videos – evergreen content that your followers are interested in. Think of it as a one-stop shop for your best resources and content.

However, if you’re running an Instagram promotion, Linktree might not be your best option. Instead, having a single link would be more appropriate, because then there would no doubt in what you’re asking your followers to do.

Create a Linktree on your Instagram Today

Need help with creating your first Linktree? Contact the Marketing Experts at Contactpoint.

If you need help marketing your business using Linktree, we can help!

Contact our office today on (03) 8525 2082 or send an email to info@contactpoint.com.au.

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Why You Should Consider YouTube as part of your Advertising Strategy in 2022?

January 18th, 2022 by Isaac Nelapana

For decades, marketers have found video to be a powerful form of storytelling.

Marketers are increasingly leaning towards YouTube advertising to ensure that their ads are both seen and heard, providing greater opportunity to impact brand perceptions, build purchase intent and ultimately drive action.  With over 2 billion logged-in visitors per month, YouTube has the highest viewability and audibility on the web.

Benefits of YouTube Advertising

Easy to reach engaged users. People are watching enough YouTube videos to keep them occupied through a flight to the sun and back – 3,000 times! Due to the availability of rich and diverse content on the platform, YouTube viewers tend to be more engaged.

Advertisers will be successful in their campaigns if they interact with highly targeted audiences in their ‘personal prime time’, or otherwise highly engaged moments where users tune into YouTube to stream the content that they are passionate about. This strategy will reap huge dividends as viewers claim to pay 3x more attention to ads that are relevant to them versus ads aimed at a generic audience.

Targeting Based on Users’ Search History. YouTube has some powerful targeting capabilities that make it a valuable platform across the customer journey. More than 55% of people search for a product on Google and then learn more by going to YouTube before they buy it.

What if you could target ads at people who recently searched for a certain product or service? Well, with some recent changes to the YouTube advertising landscape, now you can. If the content of a video ad closely resembles the keywords typed by a searcher, then the searcher is more likely to watch the whole ad and become a potential qualified lead for a business.

Smarter Data Attribution Models. Google’s Attribution Model learns from how users interact with your ads and convert. When used along with automated bidding strategies, it helps drive additional conversions at the same Cost Per Click (CPC) and Cost Per Acquisition (CPA).

How much does YouTube Advertising Cost?

Every organisation and product / service niche will be different.  Your spend will also be influenced by your ad targeting.  However, “average” spend on YouTube ads are $0.10 to $0.30 per view or action, with an average $10 daily budget. In other words, whenever someone views your ad, or engages with your video, you will be charged anywhere between $0.10 to $0.30 USD.

If you would like an estimate of the cost for your particular product / service, please don’t hesitate to get in touch.

What to Consider before Advertising on YouTube?

Advertising on YouTube is quite different from running a traditional pay-per-click ad (such as Google Ads) or paid social media campaign (such as a boosted post in Facebook). Some YouTube Advertising best practices are as follows:

Build for attention. Use an emerging story arc to hook viewers in the opening moments of an ad. Start fast and keep an upbeat pace with unexpected shifts in your story to capture and retain attention. Then direct consumers to take an action. In a time when attention is limited and audiences face an overload of information, showing the right creative can help you build long lasting brand awareness and recall. Digital ads with strong-performing design drive 6x ROI compared to digital ads with an average design performance.

Build for sound on. 95% of videos watched on YouTube are played with sound on. Leverage the power of audio elements such as music, dialogue, and sound effects to reinforce what’s happening on screen.

Build for mobile. Globally, more than 70% of watch time happens on mobile devices. Use tighter framing, faster pacing, brightness, and contrast to ensure that your ad is visible on a small screen.

Types of YouTube Ads

YouTube makes it easy for advertisers to create a video ad, and provides many different ad options. The following are the available ad formats:

Skippable In-stream Ads. These are in-stream video ads that allows users to choose to engage with the video. They play before, during, or after other videos, and come with an option to skip the ad after viewing the first five seconds. They appear on YouTube watch pages and across websites and apps running on Google video partners.

With Cost-Per-View (CPV) bidding, advertisers are charged when someone watches 30 seconds of an ad or to completion (whichever is lesser), or when they complete a desired action from the video, such as clicking through to visit the advertiser’s site or downloading their mobile app.

Skippable In-stream Ads can be used to achieve any of the following goals: sales, leads, website traffic, brand awareness and reach, and product and brand consideration.

YouTube Advertising Skippable instream ads

Non-skippable in-stream ads. Since most people (especially millennials) tend to skip ads, YouTube offers advertisers the ability to use non-skippable in-stream ads to drive awareness and reach their target audience. They range from 15-20 seconds and are great for capturing a viewer’s attention. Advertisers are charged based on the number of impressions an ad receives.

Marketers should note, however, that these ads are least liked by viewers. When viewers are forced to watch longer ads, they tend to get annoyed, and that can be damaging for brands. Besides, since these ads are more expensive than other YouTube ad formats, they are only used by businesses willing to spend more to generate brand or product awareness.

With either of these ad types, it is always recommended to capture the attention of potential customers in the first few seconds to leave a positive impression with the viewer. Having excellent video content for non-skippable ads is of the utmost importance.

In-feed Video ads. Previously called video discovery ads, these ads are visible in places of discovery, which includes the YouTube home feed, watch feed and search results. They reach audiences at important moments while they’re searching for or watching content on YouTube. Their key differentiating feature is that the ad never starts playing by itself, instead, it invites viewers to click on it using an attractive thumbnail image and some text. Advertisers are charged each time a viewer clicks on the thumbnail to watch the ad.

It is worth considering using this ad format given that watch time from content discovered on the YouTube homepage has grown 10X in the last three years. In fact, over 40% of global shoppers say that they’ve purchased products that they discovered on YouTube, making these ads an effective means of driving consideration and conversion.

In-video Overlay ads. These ads appear as a popup (text or image-based) across the bottom 20% of a video on the watch page. Unlike most popup ads, these ads are not intrusive and allow viewers to continue watching their videos. In fact, viewers can either press the “x” located at the top right corner of the ad, or click on the ad, which would most likely result in them being taken to a dedicated landing page, off YouTube, promoting an offer.

YouTube Video Advertising

You can also add an optional companion banner to supplement your overlay ad. This ad would appear above all the ‘related videos’, and even if you choose not to include a companion display ad, no other company’s ad will appear next to your overlay.

Bumper Ads. Six-second non-skippable video ads that drive reach, frequency, and brand awareness. They are designed for a mobile-first world and deliver the best reach, awareness, and brand recall at the lowest Cost Per Thousand Impressions (CPM) among in-stream video formats.

These ads are best placed to deliver short, memorable brand messages to viewers on-the-go who do not have the time to view longer ads. Since they’re only six seconds, they have the highest completion rates and serve to complement other YouTube Ad formats. Consumers who see three or more bumpers have 2.2x the ad recall of consumers who see just one.

Outstream Ads. Outstream ads are mobile-only ads that help you increase your brand awareness and reach at an efficient cost. They begin playing with the sound off and viewers must tap the ad to unmute the video. Aptly named “outstream”, they are only available outside YouTube – across a variety of mobile web and app placements. Advertisers are charged based on viewable cost-per-thousand-impressions (vCPM) i.e. when a viewer watches your ads for 2 seconds or more.

Masthead Ads. These ads appear at the top of the YouTube home page and home feed and are used to drive awareness for a new product launch, focus on high impact placement for greater visibility, or to reach a massive audience in a short period of time.

YouTube advertising masthead ads

Masthead ads come with minimum spend requirements and are only available on a reservation basis, so you are charged on a cost-per-thousand-impressions (CPM) basis. It is advisable to use the Masthead Preview Tool to draft and finalise the Masthead creative before submitting it to Google. The campaign must be booked, and creative assets need to be delivered for implementation at least three working days before the campaign start date.

 

For best results, you should consider linking your YouTube channel to your Google Ads account to access video ads’ organic view metrics, show ads to people who visit and interact with your channel, and get insights about how people interact with your channel after viewing your ads.

Need help with YouTube Advertising? Contact the YouTube Advertising Experts at Contactpoint.

If you needs help creating your first YouTube ad campaign, we can help!

Contact our office today on (03) 8525 2082 or send an email to info@contactpoint.com.au

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Social Reviews: Why they are Important and How to Respond

November 17th, 2021 by Isaac Nelapana

We all love when customers love our business, but what happens when a customer is unsatisfied enough to leave a negative review?

In this blog we discuss how you can leverage this opportunity to not only satisfy unhappy customers but also win the respect of potential customers.

Why responding to reviews is important?

85% of consumers now trust online reviews as much as they trust traditional recommendations. If you consider just people in the age group of 18 – 29, that number is 91%. Online reviews have become the main method of influence and social proof in 2021.

Let’s say that you’re looking to get pet insurance for your cat. You really love your cat. She’s been such an excellent buddy during the pandemic, minus the part where she interrupts the occasional Teams Meeting with your colleagues. But a blessing, nonetheless!

Since you don’t really want to spare any expense, you type “best pet insurance australia” on Google and hit search. Then, you see search ads from 3 companies – RSPCA, Kogan and Choosi.

Other attributes aside, you would probably be inclined to explore RSPCA solely based on the fact it has average rating of 4.5 across 1,384 reviews.
Why?
Humans are social creatures and generally feel that it’s important to conform to the norms of a social group – a phenomenon otherwise described as “social proofing” by leading social scientist Robert Cialdini in his book, Influence: The Psychology of Persuasion.

When making decisions, we often look around us to see what others are doing, before making our mind up.

If you think that reviews weren’t important, you might want to consider the following statistics:

  • A study by Northwestern Universitys Spiegel Research Centre discovered that the likelihood of someone purchasing a product with five reviews is 270% greater than a product with no reviews. Further, when reviews are shown for a lower-priced product, the conversion rate increases by 190%. This figure rises to 380% for higher-priced products.
  • Consumers read an average of 10 reviews before deciding to trust a local business. Interestingly, Facebook and Yelp are the two most-trusted review sources for local searches. Google comes in at a close third. Yelp seems to have the strictest rules and regulations, with the average review score on its platform being 3.65, much lower than Facebook (4.42) and Google (4.3).
  • Yelp may be the most reliable place to gauge reviews for customers. An extra rating star on Yelp translates into a 5% to 9% revenue growth, a statistic that only underscores the impact that a Yelp rating has on business’ bottom-line.
  • 57% of consumers will only consider a business if it has a star rating of 4 stars or more.

That’s some pretty persuasive figures when it comes to validating the importance of online reviews for your business.

But you shouldn’t stop at merely collecting reviews. 97% of consumers who read online reviews also read those businesses’ responses to their online reviews.

How a business responds to a negative review can influence the searcher as much as a positive review. Firstly, it displays a sense of authenticity to the reviews. Not all customers can be happy, and a negative review here and there can actually be a good thing for social proof as it can legitimise the other reviews in the mind of the reader.

However, it is vital that you have access to respond to negative reviews to handle the customer’s criticisms in a way that makes other potential customers comfortable that you handle conflict well.

8 Tips on how to respond to Negative Reviews

Understand your customer’s experience with your business before responding.
If someone mentions a problem with a product or service, investigate to see what may have gone wrong.

This is valuable business insight. It’s so easy to get lost in the day-to-day running of your business that you lose the customers perspective. Take the criticism with an open mind.

Be honest about mistakes made and steps you’ve taken (or will take) to remedy the situation. Further, consider that the customer might be venting their frustrations about something else.

Get a second opinion
To ensure that your response to a negative review is accurate, let an unbiased third party scrutinise it before you post it online.

Double-check your message for grammar and tone by sending the response to several colleagues to ensure that it “reads” well to a third party. Otherwise, you run the risk of your response being interpreted as overly defensive or aggressive, which would neither benefit you nor the customer.

Respond in a timely and personalised manner
Studies have shown that 87% of e-commerce sites don’t respond to the negative reviews, not even on their most popular products sold. This is not a sustainable strategy since businesses experience a 37% decline in customer advocacy simply by not responding to negative reviews.

When an airline responded to a customer’s tweet in five minutes or less, that customer was willing to pay almost $20 more for a ticket on that airline in future. According to Yelp’s Data Science team, Yelp users are 33% more likely to upgrade their review if you respond with a personalised message within a day.

Customers (especially unhappy ones) always appreciate a prompt response. Whenever you receive a negative review, make it your priority. Read the review carefully, put together a quick action plan and be sure to have replied within 24 to 48 hours. Further, document all your responses to negative reviews and construct a guidebook for your business that can serve as a reference point in the future.

Quick Tip – Add Google My Business to your phone so you can see reviews as they come in.

Acknowledge and Apologise
A negative review, either one that contains harsh language or a low-star rating, can feel like a personal attack. In these times, as difficult as it sounds, you must remember to stay professional and courteous. Accept that not every customer will be 100% satisfied. Objectively analyse the situation and avoid lashing out at the customer.

Then, proceed to thank the customer for the review. Even if negative, this customer took the time to provide feedback on your business. It is an opportunity to learn.

Aim to make the customer feel that you care deeply about your relationship with him since over 70% of buying decisions are based on how a customer feels they are being treated. It might still be the early days, but you have a realistic shot at retaining your customer by approaching them sincerely and promising to do better in the future.

“We’re sorry to hear you had an unpleasant experience with us this time, and value your feedback. But we’d love to make it up to you the next time around. Contact us at [CUSTOMER SERVICE EMAIL] to receive a special discount code for your next purchase!”

You can also opt for the following response:
“On behalf of everyone at [BUSINESS NAME], I apologise for your poor customer experience. We aim to provide the best service to all our customers, and as you can see from the other reviews, your negative experience was truly an exception. You have our word when we promise not to let this happen again. Our staff will commit to improving their delivery and give you the star service you deserve, should you choose us again. Please accept my heartfelt apologies in the meantime.”

Showing the customer your willingness to see things their way can make a huge difference in their perception of you. Such compassion and empathy for the customer acts as a great display of business ethics to potential customers, giving them a sneak peek into your business personality.

Additionally – and this is important – you have shown how you handle criticism to anyone else who might read that review. You are writing a response for that customer AND any potential future customer. You have managed to reinforce your commitment to customer satisfaction as well as outline the positives that most customers feel about your business, and this is a powerful brand message to convey.

Consider the type of reviewer
Despite every person having a unique situation, there are certain broad categories into which people fall. For instance, they may be First-time reviewers, Sharpshooters, or Serial Complainers. Understand these categories and be prepared with a tailored response for each category.

  • First-time reviewers. Assess whether the negative feedback is accurate. If it is, make internal changes to fix the problem. When applicable, explain how you will prevent this issue from occurring again in the future. Further, if you disagree with the reviewer’s statements, politely and professionally present your side of the story.
  • Sharpshooters. Sharpshooters are the ones who write brief, but often rushed or poorly worded reviews. Your response to these reviews must be concise, built on clear sentences instead of elaborate ones to reflect the reviewer’s communication style.
  • Serial Complainers. Serial complainers are seasoned reviewers with a track record of leaving lengthy negative reviews for every business, product, or service they use. They are incredibly hard to please and have unrealistically high standards of service, usually not in proportion to what they paid for. In this case, you must tread carefully given that the reviewer is experienced at making businesses like yours look bad online. Look at how other businesses have responded to serial complainers and avoid making the same mistakes they made.
  • Fake Reviewers. Fakers, or fake reviewers are the worst type of reviewers. A faker has never used your business or purchased your product. Despite this, they have a grudge and delight in leaving one-star reviews based on fictional complaints to harm your online reputation. They may be working on behalf of a competitor (or even be a competitor!). If you suspect a review is fake, check your customer records to determine if they have ever used your business. Once you’re sure that you’re dealing with a faker, proceed to flagging the review on Google Maps, or on business.google.com (Google My Business). If you haven’t received an email from Google stating that they’ve received your request, head over to Twitter and send a direct message to Google My Business.

Add a Touch of Specificity
Always address the reviewer’s primary concern. Doing so shows that you’re paying attention to their review — that you hear them and care enough to tailor your response to their unique situation.

“We’re usually known for our exceptional customer service, and we regret that we didn’t live up to those expectations here.”

Keep it Short and Sweet
Even when the negative review seems a bit unfair, resist the urge to defend every point and prove your case. It may sound counterintuitive, but long-winded responses only serve to legitimise the complaint, and further upset the customer.

Besides, a detailed, point-by-point rebuttal can sound defensive. Don’t ask follow-up questions. You want to avoid saying anything that could invite the customer into writing another negative response.

Move the Situation Offline
As much you want to resolve the issue, never try to fix everything from one empathetic online reply. Instead, aim to take the conversation offline. If this is the first time you are hearing of the complaint, invite the customer to email or call so that you can try to sort out the matter with them.

“If you are open to discussing this further, please call us at (03) 9999 1234 and ask to speak with Jamie, our General Manager. We’d greatly appreciate the opportunity to make things right and work toward earning back your business.”

In conclusion, remember that when you respond to a negative review, you are not just in communication with one unhappy customer.

The truth is you are communicating with a whole bunch of prospective customers who consider your response to past negative reviews before purchasing from you. Thus, a well-written negative review response can increase sales. So, it’s crucial to get your response right every time.

After all, a carefully considered response can turn a negative into a positive for your business.

If you’re a local business that needs help with creating a Google My Business listing, or responding to negative reviews online, we can help.

At Contactpoint, we offer SEO audits, consulting, and monthly local SEO services. We optimize Google My Business listings to help you get the most from this amazing free tool, including crafting perfect responses to negative (and positive) reviews.

Contact our office today on (03) 8525 2082 or send us an email at info@contactpoint.com.au and we’ll be happy to help.

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Not Everyone Loves Networking But LinkedIn is a Gold Mine for B2B

June 25th, 2019 by Dean Troth

Not every business owner loves networking. Nor are they all on LinkedIn. However, in this blog post, I argue that LinkedIn is a gold mine of opportunities particularly for B2B.

In B2B relationships are vital. The business owner getting out into the business community and meeting people is how we bring in leads and opportunities. Some see LinkedIn not as a networking opportunity but a waste of time, full of picture-perfect professionals with hyped up qualifications and over embellished achievements, trying to fast-forward their careers, rather than serious business people. Others feel that the only time they hear from anyone on LinkedIn is when they are being sold to. However, for business owners and those in business development, LinkedIn is full of new business opportunities, more than any other platform or forum, online or off.

Although there are obviously employees using LinkedIn as a tool to advance their careers, and sales people who don’t take the time to know you or add value, we have found it to be a very useful tool for business owners in building credibility as an expert, and generating genuine conversations that lead to meaningful relationships with people who want to do business i.e. your ideal client or customer.

People are built for relationships. People do business with people they know, like and trust. Sure, business is business, but business is never impersonal. If you look at your business revenue using a pie graph, chances are that a large proportion of your business has come from clients with whom you or someone in your team has a solid trusting relationship.

Networking is nothing new. In the past, networking happened mostly through ‘word of mouth’, conferences and at ‘real world’ industry networking events. You attended these events when you could. But how comfortable were you?

LinkedIn Outreach for growing your business

If you are like me, some events were fantastic business opportunities. You had lots of positive conversations, met a load of interesting people and collected a handful of business cards. You followed up three or four for a meeting over coffee, that led to new business opportunities. But these events were rare. At other events you didn’t meet anyone. You were late or tired, so stayed back, in the corner, and spoke to the three or four people you already knew well. You got home late. There was no real benefit to you or your business in being there. And thinking back you, realise that whether you made five new contacts that led to profitable business deals or none, it was pretty close to random.

LinkedIn removes the random
With over half a billion business people on the platform, and growing rapidly particularly in the last few years, LinkedIn is the world’s largest professional network by far. This means that most people you would like to do business with are spending time on LinkedIn.

We have seen that LinkedIn helps business owners have meaningful conversations, with people they haven’t met yet, like never before. Instead of walking up to a complete stranger and hoping there is some way you can connect and hoping there may be mutual benefit in knowing one another, in LinkedIn you can make sure you are approaching the right people, and know how you can add value to them, up front.

Should I accept a connection request?
I’ve had business owners ask me whether they should accept invitations from people they have ‘never met’. I like to think about the answer to the question this way: “If you were at a business networking event and someone you hadn’t met before tried to strike up a conversation with you and then offered you a business card, would you ignore them and walk away or would you engage in a conversation, accept their card, and spend a little bit of time to find out who they are and what they do?”

Of course, if you approach people via LinkedIn in a way that isn’t attempting to have a real conversation, then you will likely not get very far … just like at a physical networking event.

Imagine LinkedIn as your own, ongoing private networking event

Regardless of dates or times, or busy calendars and pre-commitments, 99% of people are always available to make it to your LinkedIn event! Depending on your personality type, you can choose the size of your event: to have 125, 25, 5 or 2 people in the room at once. The biggest difference is that you get to choose who is in the room and which companies are represented. They all receive a personal invitation from you. But it doesn’t take months to organize. It only takes minutes on each. You choose the time and date that’s convenient for you to engage, and the people you contact can respond when they are free as well.

Even better, you get to choose the topic of conversation and you get to research the people you’re speaking with and take your time to develop your ‘pitch’ or ‘spiel’ before they even say ‘Hello’ or swap business cards.

All the pressure is removed. You’re totally in control.

So where to start?
We recommend you start by having a company page and that you and everyone in your business is associated with, which has a professionally written LinkedIn profile. Your profile needs to contain far more than a basic outline of your CV. You should put more effort into crafting your headline, summary piece and seeking recommendations than you would ordinarily put into your resume.

Write for Your Ideal Client Persona
Like every good website, your LinkedIn profile should not be written from your standpoint. It should be written from the perspective of your ideal client or customer. But that raises an interesting question – who precisely is your ideal client or customer? In fact, if you sell a variety of products / services, there are possibly different ideal clients for each one. In such a case, pick the most important persona and focus on that for your profile (posts can be written for the other personas – more about that in a moment).

For starters, you need to have a clear picture in mind of the attributes of this person. What industry and location are they are in? What companies do they work for? What interests and level of experience do they have? We call this a client or customer ‘persona’. It’s a word picture (and often stock photo) that describes their personality type, their external influences and needs and also their motivators and emotional state.

Personas help you to be more targeted in everything you write or produce – not just your LinkedIn profile or articles and videos you share but also on your website, your email newsletters, or even your proposals and marketing materials. The digital marketing team at Contactpoint can certainly help your company define your target personas and compelling content to address their needs.

Next you need to identify what specifically you and your company can do for the persona, that sets you apart from your competitors. This type of language will also hopefully position you as unique and a thought leader against the many other individuals and companies in your field or sector.

Prepare to Connect
Armed with a clear picture of your target market, you should identify how you can add value to the prospect, before they have engaged your services; often that will be by providing useful information. You likely will already have information assets available to share with people you contact via LinkedIn, if not, we can assist you to brainstorm ideas and prepare such content.

We recommend that you think from your ideal client’s viewpoint. How they would like to be approached? What they might need in order to understand your organisation? What would help them in their day to day role? How you could collaborate together for mutual benefit?

Think about how a conversation may transpire; offline and online won’t be that different.

Connect
Now that you are prepared, LinkedIn provides tools to make it easy to find relevant people that fit within the persona you have described.

  1. Connect with each person, including a tailored note to ensure that the conversation gets off on the right foot.
  2. Continue the conversation using the information and value you had previously prepared.
  3. Be on the ready to arrange a meeting by phone or in person to discuss how you can work together.

LinkedIn Outreach: A New Business Case Study
At Contactpoint, we’ve recently been helping a client to develop his network and grow his digital transformation business. He has deep expertise and decades of experience in digital transformation, particularly in the big data and analytics space. We started by helping him to improve his professional profile on LinkedIn, including a professional headshot, and a headline that positions him as a thought leader.

Next, we worked with our client to identify his ideal individual lead with his ideal client account and the problems they may be looking to solve. His ideal leads were senior IT executives, usually the CIO or CTO, within mid-cap companies (annual revenues of $100M to $1B) across three different sectors in Australia looking to move their data and application servers to the cloud on their road to big data analytics and the use of AI. Then we began to target and build lists to outreach to, whereby we used many of the sophisticated targeting tools available on LinkedIn Premium, to identify and then reach out to appropriate individuals.

Finally, we assisted in the creation of thought leadership papers that could be shared via LinkedIn messages or email to start to generate some high-level conversations. Like many business owners and professionals, our client started the journey feeling somewhat uncomfortable reaching out to people they had never spoken to in real life. After all, what would you talk about? How would you get them to engage?

We took the time to tease out ideas and carefully craft several statements to use in personalised outreach. Our approach is always ‘softly softly’, one-on-one, personalised and professional. We always seek to add value up-front. For this client we’ve been using the ‘research approach’, whereby each conversation contributes to a higher purpose or understanding (the last thing you want to appear is too ‘salesy’).

Regardless of where you’re starting from, Contactpoint can help you build or refine your profile. We also have the skills, experience and expertise in-house to write (or edit) articles that position you as a thought leader in your sector or field. We can assist you to reach out and connect with dozens, if not hundreds, of decision makers working for your ideal clients or customers.

Most people don’t like doing business with strangers. LinkedIn means those on your ideal client or customer list don’t have to be strangers any longer. You can start a private conversation, share people you know or things you have in common, then add value to them or help in their role. Hopefully this means you’re not strangers when you speak over the phone or meet up for coffee.

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The What and Why of Inbound Marketing

June 26th, 2018 by Heather Maloney

Inbound marketing (aka ‘permission marketing’) refers to the strategy of attracting leads for your business via company-created digital content. That content addresses the needs which your products or services fulfil or problems which they solve, resulting in the right people (those trying to solve that problem or fulfil the identified desire) approaching your organization, and working their way through your material in order to self-select or qualify themselves as a potential customer.

So, inbound marketing is a strategy. You need to assess whether it is a strategy that is suitable for your particular business and marketplace.

Inbound Marketing Strategy

Why Inbound Marketing?

Because everyone hates being sold to … it’s that simple!

When was the last time you were on the end of a cold call, and you thought “oh yes, why not spend the next 15 minutes listening to this offer about why I should switch electricity companies?” And even if you have engaged in such a phone call lately – perhaps to the person from a very worthy charity, rather than the electricity provider – did you end up buying / donating or just wishing them a nice day?

If you are in sales, and you only have to talk to people who are already in the market for your products / services, your job is so much easier.

Inbound marketing the focus is on providing help or value, rather than making a sale. The sale will come as a natural result of providing value and solutions.

Inbound marketing also addresses the new buyer behaviour that we have seen evolve over the last decade; customers carrying out personal research and practically making the decision with regard to what they want to buy, before they ever talk to a vendor. Also, with the proliferation of paid TV, many more free to air channels, internet radio, and free video content, ensuring that a more traditional advertisement is seen or heard is a lot more difficult. This article provides many statistics showing how effective inbound marketing can be compared to outbound marketing.

Please note, I am not saying that traditional marketing no longer works … I heard a presentation from a career telemarketer just last week, explaining the benefits of lead generation via cold sales calls. You need to ensure that your choice of marketing strategy is right for your market and your ideal customers.

Fleshing out your Inbound Marketing Strategy

If you decide that an inbound marketing strategy is right for your organisation, then you need to:

  1. Plan the content you are going to create in order to solve your prospects questions and engage them in their journey of discovery, building trust in your organisation, and desire for your products and services.
  2. Determine which tools or platforms you will use to make your content accessible to prospects.
  3. Create the content!
  4. Disseminate the content and make it easy for people to find, and/or pay for traffic.
  5. Measure and analyse the results, improving the content over time.

Clearly implementing an inbound marketing strategy requires effort and coordination of a variety of activities. Utilising a team of resources will help you implement more quickly. Tools such as a content calendar will help you to plan out the creation and distribution of your content in a logical manner.

Which Tools should I use?

Inbound marketing = making your marketing material extremely accessible so that your prospects can easily find the answers to their questions or solve their problems (i.e. find your products or services) when they are actively looking. Your content must add value, and guide prospects for whom your products and services are a good fit, towards the point of purchase. Some people will be in a hurry and will purchase immediately that they find a solution, so being able to buy from any piece of your digital content is important. Other prospects will take their time, evaluate multiple options, test you out, and then finally purchase days, weeks or months down the track. For such buyers, your content needs to educate and build trust.

The following tools are useful in implementing an inbound marketing strategy:

  • Search engine optimisation (‘SEO’) – this activity is very important for ensuring that your digital content ranks above other organisations competing in the same space. Over time you want to “own the topic”, that is, be on the first page of results for every search on relevant words or phrases. SEO obviously needs content in order for search engines to point somewhere. The following types of content will deliver high ranks in the search engines the most quickly:
    • Blogs – either a blog on your own website, or blogs published on other popular websites, pointing back to your website.
    • Videos – most commonly distributed via YouTube, giving you access to people searching through this video search engine.
    • Reviews – usually in 3rd party platforms such as Google Reviews. However, they can also take the form of testimonials in your own website, including video reviews.
    • Website content – including online courses, guides, survey results, reports and research, white papers, diagnostic tools.
    • Press releases – often distributed via dedicated PR sites.
  • Pay-per-click advertisements (‘PPC’) – whilst this might sound like traditional outbound marketing, because you can configure your ads to only appear in response to searches for specific keywords or phrases by people located in a particular region, PPC ads can be very useful for bringing visitors to your website who are trying to solve a particular problem. PPC is very useful for bringing in immediate readers of your content while you are waiting for your organic ranks (SEO) to improve. Google Adwords and Bing are the main two platforms for PPC ads, because they are the most used tools for searching for answers to problems. PPC ads must be supported by dedicated content on your website, also called ‘landing pages’. People who click on your ad will arrive on your landing page. To get the best return on your investment in that click (you are paying per click), it is important that the content delivers on the ad, and then takes the visitor along their journey of [hopefully] deciding to buy from you.
  • Social media – people talk about topics on social media, as well as talking about their lives. Find where topics related to your products and services are being discussed, and then get involved in the conversation. Posting your own content in your social media accounts will also help people to find your content when they search for it in the social media platforms ? most social media platforms use hashtags (#) for helping people find content on a particular topic.
  • Social media advertisements – this is PPC within social media platforms. The difference is that for some of the social media platforms, you can configure your ads to only show for people who match very specific demographics.
  • Email and SMS marketing – once people have identified themselves as actively seeking to solve a problem or fulfil a desire, hopefully for your product, they may subscribe to receive future email and SMS messages from you. To inspire the visitor to opt-in for email / SMS there must be compelling value contained in your digital content. Often your blog content and other website content will be pushed to subscribers in a logical manner.
  • Marketing automation – tools that automatically send a choreographed series of content to subscribe to learn more about your products and services. The more sophisticated of these automation tools will start and stop the delivery of your content, based on the manner in which your prospect is interacting with your content.

One of the great advantages of digital marketing tools is that they enable you to measure the interactions of people with your content and identify where visitors are dropping off. This can help you to improve your content and marketing process over time, and therefore increase the rate of conversion of visitors to paying customers.

As part of our digital marketing services we would be delighted to help you determine whether an inbound marketing strategy is right for your organization, define and plan your strategy, create the required content, implement, and analyse the results.

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Social is now Normal Media

January 21st, 2014 by Heather Maloney

An article written by Brian Solis just over a year ago described social media being the new normal. I’ve been banging on about social media for a few years now, but in the last 6 months or so, I’ve noticed a change in Australia… people (media and the general public, young and old) now include social media in their conversations as a matter of fact, rather than as if it’s the latest cool thing, or as if to say “we’re on it too, but we don’t know how to use it”.

There are definitely areas, and segments, where social media proliferates more than others. We’re seeing it feature heavily in:

commerce – research for products and services, reviews, recommendations, complaints
promoting causes – both in the not for profit sector, and grass roots causes such as in response to tragedies
news – both personal updates about life, as well as discussion about historical events as they happen
events – promotion of events and then during events the audience / attendees engage in deeper involvement in live events, TV and radio programs using social media tools
education and innovation – information sharing and collaboration / discussion around specific topics
leisure / games – my mother who is 30+ years older than me recently relented and signed up for Facebook in order to participate in the online game, Candy Crush, with her sisters and she now shares more on Facebook than I do.

An interesting example has occurred recently in the estate where I live. The estate has a body corporate with a moderated online forum. The moderation takes days sometimes to allow posts on the forum to appear after submission… and if there’s any concern about the content of the posts (i.e. they don’t say the “right” types of things) then the posts may not make it, or be delayed for weeks. So residents have taken matters into their own hands, and setup a group on Facebook where they discuss issues. It’s of course not moderated, and therefore posts are instant and engagement is arguably deeper.

I know some of you are still sceptical about social media. No matter what your business is, you need to be thinking about where and how you can get engaged in the [not so] new place where the relevant conversation is happening. It has the added potential benefit of boosting your search engine optimisation.

We’ve recently added a relatively new Facebook feature to the Note Couture ecommerce website, which allows comments to be added by visitors alongside a product (in this case an illustration which you can add to personalise stationery) within the website. These comments will also simultaneously appear in their Facebook timeline, and are therefore not anonymous, giving them greater credibility. Of course, we’ve configured the Facebook Comments integration to include a thumbnail of the product into the Facebook timeline, which will encourage the commenter’s friends to click through and visit the website. To close the loop, Note Couture can moderate the comments that are added using this mechanism, to deal quickly with inappropriate content. You can see an example here: I love this illustration!

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Using email as part of your Inbound Marketing Strategy

August 28th, 2012 by Heather Maloney

Inbound Marketing is one of the newer marketing buzz words that I¡Çm sure you have heard about from time-time. But with the marketing landscape moving at ever increasing speeds, many business owners miss the definition of these new marketing strategies for their business.

Inbound marketing isn¡Çt complicated, however, and can be easily applied to your business.

At its essence, inbound marketing is about giving your customers the opportunity to engage with you; it is bringing them to you rather than you going to them. The term has come from the premise of ¡Èpermission marketing¡É that was made famous by marketing guru Seth Godin and ties in with the move away from telling clients what to do via fliers, print advertising and TV advertising (outbound marketing) and, instead, speaking with your customers, not at them, and allowing them to grant permission for you to market to them.

A good example of inbound marketing is rather than using the traditional marketing technique of direct mail to sell your services to unknown contacts, you develop a regular Blog on your website that discuss topics within your business services, highlighting your knowledge-base as a leader in your industry. Your Blog posts will give you more qualified leads from prospects wanting to contact you due to your expertise.

Much of inbound marketing is related to the use of Social Media, which goes beyond the platforms of Facebook and Twitter and includes such things as adding your details to online directories that allow for customer feedback, and the writing of BLOGs, articles and email marketing campaigns. Also consider e-books, videos, whitepapers and podcasts.

A quick test of your inbound marketing is to Google yourself and your business name. If you are using the technique well, then a number of links from different sites will appear in the search result, all leading back to your business website and contact details. For an example, see the image below.

How does email marketing work within your inbound marketing strategy?
Email marketing is a critical component within your business¡Ç inbound marketing strategy. As your target audience (after reading your articles, blogs and other social posts) opt in to hear more, your organisation has the opportunity to take each subscriber through a series of messages to help them solve a particular problem, or understand your organisation better. Alternatively, if the subscriber signed up to receive updates / news from you, these types of messages can provide valuable and practical examples of how your products / services can benefit the subscriber. An eNudge Email marketing message also gives you and your readers the opportunity to share your message in various platforms, e.g. Facebook, Twitter, LinkedIn, etc, allowing for new prospects to find you and learn about your industry knowledge.

Inbound marketing allows you to start building a customer relationship before a person has had any telephone or physical contact with you.

In addition, a good inbound marketing strategy will organically work on your Search Engine Optimisation!

To discuss how eNudge and our Message Series (systemizing a series of communications) can assist with your inbound marketing strategy, contact us via 1300 137 628 or info@eNudge.com.au.

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Online Technologies to consider for your business

May 30th, 2012 by Heather Maloney

The following online technologies have broad application across many industries, to help you increase awareness of your brand, products and services, strengthen relationships with existing customers, build community around your brand, position you as a thought leader in your industry or area of expertise, increase sales, and generate more leads.

Do a mental stocktake on how many of these technologies you are successfully employing:

  1. website – there are some businesses that still don’t have a website, or have a site that presents their organisation in a poor light, so I can’t leave that off the list. Your website may have more than one objective – make sure that it’s achieving your goal/s, whether that’s to generate leads, automate the distribution of valuable information, build your credibility, facilitate sales…
  2. email marketing – despite the scourge of spam, and how long this medium has been used, it’s still the greatest tool of many of our clients for generating sales and enquiry, increasing customer retention and providing better service. You should encourage visitors to your website to register for your regular emails, but also promote this through offline channels (think business cards, brochures, invoices…).
  3. SMS marketing – a well-executed SMS campaign can generate an immediate response. Of course, as per email marketing, you’re going to be obeying the Australian Spam Act to the letter, so an SMS won’t be a surprise to your customers.
  4. blog – pointing your readers to your website’s blog will drive traffic to your site (where hopefully they will explore more than your blog, or read related posts and add their comments), and allow them to interact with you and others on your chosen topic. It has the added advantage of being great for your rank in the search engines, especially if you choose your topic heading well and utilise social media and SEO friendly URLs.
  5. social media – dubbed “the personalisation of business”, the astute use of social media can help your organisation connect on deeper levels with your customers, understand your customers better, build a community around your brand, and establish you as a thought leader within your industry or area of expertise. And it doesn’t have to take up vast amounts of your precious time.
  6. pay per click online advertisements – for the right category, a well written online ad linking through to a strategically written landing page, can be very productive for generating sales and enquiries. Social media and the proliferation of rich information about the website visitor’s preferences and behaviours now provides the opportunity for very targeted ads.
  7. video – a powerful medium for connecting with a wider audience. Video allows you to convey your message much more richly than text and imagery.
  8. mobile applications – the use of mobile devices to browse the web and carry out web based activites has increased exponentially over the past few years. Every B2C website should strongly consider having at least a mobile-friendly version of its website. Apps provide a unique opportunity to deliver market leading tools, build loyalty, and increase customer retention.
  9. online surveys – don’t groan! These used a strategic points in the delivery of customer service, or customer enquiry, can allow you to deliver the right clients to your sales team, and gather rich information about your customer’s desires.
  10. QR codes – a smart phone readable bar code allowing you to quickly take a customer to your web page after they scan the code you’ve placed in your email, on your printed poster, on a billboard…

When employing these technologies, you should endeavour to link them together to gain cost-effectiveness, richer engagement and provide a consistent message across all fronts. They should also reflect your offline marketing.

If you would like to discuss the appropriateness of any of the above technologies for your business, and exactly how it could be used for your benefit, feel free to get in touch.

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Google Plus… what’s it all about?

July 6th, 2011 by Heather Maloney

I’m looking forward to trying out Google Plus when it becomes more broadly available than the current field test stage which is only open to a select few by invitation only.

You can take the tour from here: https://plus.google.com/up/start/?sw=1&type=st to learn about it.

I think that the concept of Circles really fixes a difficulty with other social sites – the ability to replicate online the different “circles of people” that you mix with in real life.

As soon as Google Plus is readily available, we’ll be exploring it to see how it can help our clients’ businesses, so stay tuned.

Here’s a great article which considers the differences between Twitter, Facebook and Google Plus, and what the advent of Google Plus may mean for social media.

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