SMB Marketing Blog

The days when all you needed for online marketing was a nice website have long passed.  In order to be effectively represented online, you’ll need effective campaigns on several critical platforms.  The platforms vary depending on the type of business you are in, but for those of you still finding your footing; here is a short checklist of platforms you should consider.

Stable Content

• Website: Since its 2010, you should have professional website.  If you don’t have one, get on it.
• Bonus Points Wikipedia Entry: Businesses haven’t fully embraced Wikipedia but it is the authority for information reference.  Having a Wikipedia entry will become increasingly important for online credibility and exposure.

Regularly Updated Content

• Blog: A critical platform for establishing credibility with the online community and search engines.  If your organization doesn’t have a blog, you are missing out on establishing yourself as an online authority in your industry.
• Bonus Points Periodical Press Releases: Press Releases still have their place online, particularly when pushed out with a service like PRWeb.com.  It can do more than just a blog posting or website update as it pushes to many channels, allowing for more exposure and credibility.

Social Networking

• Twitter/Facebook Fan Page: Twitter and Facebook are the kings of social networking and an increasingly important platform to promote dialog between companies and the online community.
• Bonus Points LinkedIn/Foursquare: LinkedIn and Foursquare aren’t for everyone, but depending on the kind of business you do, these maybe valuable platforms to reach potential customers.

Video Media

• YouTube: YouTube continues to be a predominately an entertainment focused community, but its reach is undeniable.  If you have how-to videos, or a business presentation, they are good candidates for YouTube.
• Bonus Points Webinar: Webinars are a great way to interact with customers and the community.  Webinars add great value for any customer base.

Search Engine Marketing

• Google AdWords: This isn’t a must but for those of you who are just starting out, or struggling in competitive markets, pay-per-click campaigns with Google can get you that exposure when you need it.
• Bonus Points Pay-per-click on Facebook/LinkedIn/Yahoo/Bing: Although Google is the most recognized player; pretty much every major platform (Facebook, LinkedIn, Yahoo, Bing, etc) has a similar version of the pay-per-click program.  They may present a less competitive and more targeted environment to push marketing efforts.

Depending on your business and goals, the platforms mentioned may not be critical.  Also keep in mind that just because you are represented on these platforms doesn’t necessarily mean you are being represented well on each platform.  However, how to assess your effectiveness on the various online platforms is the topic for another post.

Do you have other platforms that are critical to your business’s online marketing strategy that you feel should be on this list?  Please share it with us in the comments.

We at ActiveConversion make use of various social media channels – with our presence in Twitter, Facebook, LinkedIn groups, Slideshare, YouTube, Digg, StumbleUpon, Flickr and many more. Keeping track of all these social media channels and updating them on a regular basis is difficult and time demanding, but if we use them smartly they work very well to our advantage. With the advent of Internet and as the web 2.0 matures, the online community is an ever growing powerhouse, and it is quintessential to engage with our audience.

Broadcasting

Traditionally websites were developed as a brochure, with static content, one way communication. But as Web 2.0 matured, websites became more than just a brochure. It was necessary for companies to adapt to this ever changing World Wide Web where two- way communications was more than a necessity for any B2B type company. This communication can be in any form; blogs, forums, and online community etc. Similarly, social media channels started as a means of personal use. Twitter & Facebook mainly started as people to connect with their family and friends to let them know where they were or what they were doing or simply share activities and photos. Now B2B companies can also use Facebook and Twitter, but it is important to know the difference between using these channels to broadcast your message versus using them to engage with your targeted audience.

I recently attended “The Art of Marketing” event and found a very close connection in all the speeches that had a common theme of “Engaging”. It is important to understand that our users or customers, and our audiences are the most powerful and the biggest advocate for our products. For B2B companies, the new way of creating customer relationship is by engaging and knowing who their audience is and what are they talking about. Here are some of the speakers who talked about engaging with the audience:

Mitch Joel, the author of “Six degrees of separation” said the Internet is almost going to be as important and pervasive as the electricity”. In the social media world where B2B marketers are trying to connect with as many people as they can and create a solid followers base, it is important to understand that it is the basis of who is following you more important than how many followers you have.

Engaging

Gary Vaynerchuck, author of “Crush It!” cleverly stated that “Internet is just a baby and it still has to grow up and unleash its power”. Whether you are in B2C or B2B, Twitter, Facebook’s and similar social media accounts are a must have. If you don’t have either of these, it is not too late to jump on the bandwagon. Facebook credits are soon going to be precious currency and if we don’t use Facebook, and there is a big chance that companies might miss out on large opportunities in the future.  Social Media should be used intelligently in a way that we not only broadcast our messages and offers but to engage and be involved with our audience. Having a conversation with our audience, providing opinion, resolving issues on the go and engaging with our audience is a key.

Sally Hogshead, the author of “Fascinate” said, “Create messages for our network’s network”. Don’t ignore the larger network which is linked to our immediate network. Social media lets you connect to this web of networks that you simply can’t ignore.

So go ahead and start engaging in conversations!

Both before and after the Global Petroleum Show, companies seriously interested in you will likely visit your website. Knowing who is interested in your product and services (and especially when), is something that you can use to increase your trade show return of investment substantially.

Finding The Needles in the Haystack
Research on trade shows have shown that serious buyers will gravitate to doing their research online and arrive at your website both before and after the trade show. But trade shows like the Global Petroleum Show can have two huge wins for exhibitors; Opt ins, and after show website visits.

Opt Ins
By virtue of the fact they are going to the GPS show, anyone visiting your booth is qualified in so far as they are in the energy industry. When one of them asks to be scanned for more information they are doing what is the holy grail of  marketing; they are “opting in”.

When someone asks for their badge to be scanned for more info, you can email nurture them  while always leading off with “you are receiving this because you visited our booth”. Then use a new breed of software to notify you as to who keeps coming back to your website, or visited the right pages on your website; it will tell you who to call, who you stand the best chance of building a relationship with.

The Bigger They Are, The Less They Call
Every exhibitor at the GPS hopes for booth visits from big, sought after accounts. But ironically the bigger the account, the less likely they are to call you after a trade show for fear of salespeople chasing them months on end. Regardless though, if these big accounts are interested in your company they will likely visit your website after the show to investigate your company further. Again, knowing who is visiting, who is interested in your company, who you should target over the weeks and months following the GPS show can be a significant competitive advantage.

eHow To Guide
Here’s a quick eHow To Guide from ActiveConversion that further explains what I’ve mentioned above. Good luck at the Global Petroleum Show 2010!

Your website’s online exposure is a key component of business life, just like getting healthy and into shape is a vital component of our own personal lives. However, most people never  ‘get into shape’. Many people buy gimmicky workout machines or slim fast drugs only to be tricked out of time and money. Many get confused, frustrated, or give up.

The Online Marketing Athlete
Online marketing is very similar to personal health and fitness, so don’t be tricked by thrills and gimmicks. Think of building and maintaining online exposure like training to become a competitive athlete. It takes planning, time, diligence, and the right combination of exercises.

Get Healthy
Most websites are not fit or robust enough for the internet search environment; many have problems they don’t even know about. Most websites aren’t very healthy, even if they look ‘good’. Fortunately, that means with the right ‘diet and exercise’ of a good online marketing solution, you’ll be ahead of the pack just by improving the health of your website.

Get Fit
Sometimes, just a clean bill of health isn’t enough. If you are in a very competitive environment or are playing in the big leagues, you’ll need to have an online marketing solution to match. You will need a highly regimented solution that is high impact and intensive.

Use a Trainer
Just spending more time or money on your website does not mean you are reaching your goals. The advice and on-going coaching from a good online marketing specialist is an essential guide for success. Lastly and most importantly, you don’t have to do it on your own. A good agency can do most of the heavily lifting to keep your online marketing in tip-top shape. And just like a trainer, it doesn’t require much of their time, and therefore it won’t cost you much.

Especially Important in SEO
This advice can be generalized to most streams of online marketing, but this is particularly important when assessing search engine optimization (SEO) efforts. The process of SEO is a credible and important part of any online marketing effort, however, be aware that SEO is becoming a growing buzz term associated with quick success schemes and effortless automated programs and software which search engines detest. Don’t be fooled.

Conclusion
Employing a physical fitness mentality and approach for online marketing will keep efforts focused, committed, and working in the right direction. It may be hard at the beginning but it won’t be long until you’ll see results. And even easier to keep that way!

Social media is becoming a popular avenue for businesses by creating a voice for their business and attracting prospective leads by distributing details, free offers and news about their product & services. For a long time, social media was looked upon as a personal communication channel, where you could provide your opinion about personal things. Since that time Social Media has greatly evolved into a channel for businesses that want to leverage social networks to share their respective experiences and how others can benefit from their offering.

Many have seen Social Media as a distribution channel, a value add asset for potential leads, and a means to offer promotions that will in turn entice people to follow them and be their customer.

Join Yves Matson, as he shares emerging best practices that effectively integrate Social Media into online marketing.

Webinar Title: How to use Social Media in B2B Marketing

To access the webinar recording, click on the link below:
http://www.foundpages.com/social-media-webinar.html

Topics included:

* Utilizing newsletters, blogging, case study publishing, and webinars for social media marketing
* Using Social Media as a distribution channel for blog, newsletter, or website content
* Case Study: How ActiveConversion uses Social Media Marketing for B2B marketing and how they measure ROI using marketing automation.

You likely must have heard about social media by now.  Social media is not a personal communication tool any more, you can use it for your business as well. You may have noticed that large number of websites have the three most famous; Twitter, Facebook and LinkedIn symbols on them so you can easily follow and broadcast websites that you like.  This has been quickly adopted by those in the ‘know’ because it makes it easy for your social networks to know about websites that you like.

In fact, you can now give the Facebook ‘thumbs up’ for websites, assuming the website has the Like button installed. On April 21, Mark Zuckerberg, founder of Facebook announced that there will be over 1 billion likes across the web in the just first 24 hours of the “Like” button. Over a million websites have added this feature to their websites and blogs in just 48 hours, and the number grows steadily each day.

So why should you care? You now have the ability to harness the power of other people’s virtual networks to bring visitors that might be interested in what you do – without spending a dime or pushing them to react! It also has instant credibility because it was passed by a friend or business associate. And don’t think it’s just about your small network of 100 friends, but also about those 100 people’s networks.

Besides the obvious referral your website might get, there are SEO factors at work in the background, making your website/blog come up more frequently on search engines, that will get search engine and ‘feed’ traffic as well.  You can get heard over the noise by letting your social network endorse your content. Google likes to rank content that is popular with real human beings, and this is an easy way to that.

For those that were still skeptical about social media for business, this should convince you and perhaps make you a believer. For an example of how the like it button works, go to FoundPages or ActiveConversion, to see how it has been implemented on these websites. And remember to click ‘Like’ if you like what you see!

Most marketers face the challenge of generating qualified leads. According to the report published by Marketing Sherpa, 66% of B2B marketers face those challenges.

To some businesses, generating leads is still a primitive concept where they still use traditional marketing techniques and tools. Trade shows, mailing lists are some of the few ways to generate those leads. Obviously, these leads are nowhere near being qualified.

With the advent of Web 2.0 there has been a surge in the availability of web tools and techniques to generate leads. Having a presentable and message oriented website is good for any business, but what is more important for that business is the ability to find out the users coming to their website and what services or products they are interested in. Google Analytics has definitely paved its way to marketers who can measure online visitors, and track against certain pre-determined stats. And for sure, you can make changes to your website based on the stats and trends captured, but that’s not enough for the marketing ROI.

Importance of lead nurturing to marketers:

For marketers, it is more important to know who these visitors are, and if they will become customer some day? Now the question comes, after you see who is visiting your site, are they ready to be passed on to your sales reps? Definitely not, but at most organizations this is a still common practice in B2B Marketing. Strategic lead nurturing is a process where we can identify which prospect is ready to be a client.

Principles of lead nurturing:

We at Active Conversion have developed a three-step principle for lead nurturing,

1. Develop trust through credibility – be a valued advisor and gain trust
2. Target each of your market segments – use relevant content
3. Nurture your prospects according to the stage they are in the cycle – create a need for your product or services

Download our eHow to Guide to learn more about Lead nurturing and how B2B marketers can reap the benefits of marketing automation.

Do all of these social media networks make you dizzy? Do you have the feeling that you are lost in a maze of blogs, Facebook, Twitter, LinkedIn, Google Buzz, Four Square etc? Posts are everywhere and sometimes they are repeating the same things. It may annoy your followers and friends and eventually you will get ignored. It doesn’t have to be this way when you know how to simplify and untangle the links that join social media networks together.

I’d like to show you one simple way to link the connections between your social media accounts so that you do less work and still spread your efforts to these social media channels.

1.    Blog – This is where you provide value to others by sharing your view point, expertise and experience.  Blogging is also a great way to get organic traffic from search engines and allows others to reference to your posts.

2.    Twitter – Twitter is the springboard and the broadcaster of your social media networks.  Connect your blog to your twitter accounts to make your blog automatically send messages to other social channels you have.

3.    LinkedIn – LinkedIn has partnered with Twitter. When you set your Twitter name in your LinkedIn account, your tweets will automatically update your LinkedIn status. You can also add your blog’s RSS feed to one of the link in your LinkedIn profile and add Blog Link app to your LinkedIn account to share your blog posts with your connections.

4.    Facebook – I don’t think I need to explain much about Facebook. For me, it’s primarily for my personal network of family, relatives and close friends. By connecting your Twitter announcements to Facebook, it can automatically add your twitter to your Facebook status.

5.    Google Buzz is the newcomer but not many people understand it yet. To make it work, you’ll want to create your own Google Profile. You then connect your Twitter account to your Google profile and Google Buzz to broadcast your status to your Buzz connection. The Buzz network usually consists of family and friends who use Gmail as their personal email platform. One feature of Google Buzz is that it allows you to share the items from your Google Reader and Blogger account through Buzz network.

Following are the tools that you can use to make the job of untangling your social media network easier:

HootSuite is a powerful tool to manage all your social media accounts. It can post messages to  multiple Twitter, Facebook, LinkedIn, Four Square accounts. It also can connect with your WordPress and RSS.

DISQUS Comments: When you install DISQUS Comments on your blog, it replaces your regular comment forms. Your visitors can then use one of the social media accounts they already have to post comments. It will authenticate their identity to ensure quality comments. It will prevent opening up the blog to spam.

WordPress to Twitter plugins: There are a number of plugins to allow you to connect and broadcast your blog to your Twitter account. Most of them will also allow you to connect to shorten URL app and properly layout your tweets.

Everyone is talking about how to leverage and harness the power of social media but it can appear quite overwhelming. By taking simple steps to ensure the proper linkage of the connections, you can do less AND reap the benefits of the social media networks.  Download our whitepaper on implementing a B2B Social Media Marketing plan for your business.

The 2010 mediaFresh awards hosted by Digital Alberta are dedicated to the recognition of those Alberta Digital Media Professionals and Post-Secondary students who have created outstanding project and programs between September 2008 and November 2009.

Category: Best Entrepreneur Award for creative/business/technology entries will be judged on

• 40% Marketing Strategy
• 30% Commercial viability
• 30% Uniqueness of technology

Winning entries will be featured in a full color catalogue that will be published and distributed following the awards ceremony. Each winner will receive a complimentary copy of the catalogue for their portfolio. Additional copies of the mediaFresh 2010 will be distributed to promote digital media production in Alberta and around the world.

Fred Yee, CEO of Foundpages/ActiveConversion, is one of the nominees. We think Fred and the product / services fit the ranking criteria very well.

I spoke with a prospect recently who was disappointed with the results they were receiving from the Google advertising they had set up and paying as much as $5 per click with little or no response.  Search advertisers make it very easy for business owners to set up a pay per click account but the costs of setting it incorrectly are not as apparent as they should be.

In today’s blog we look at the top 5 mistakes made when setting up pay per click advertising:

1. Not doing the right keyword research – Search advertisers provide research tools to find keywords to run your advertisements on, but often they suggest the highest searched keywords which have the highest competition.  Selecting these keywords also requires you to bid significantly higher for them in order to have your advertisement show up.  In most cases it is better to select keywords which have a reasonably high search volume, but lower competition, which will help to keep your bids down in the long run.
2. Not defining a daily budget – You can define a daily budget for your advertising where your advertisements stop showing after the budget is reached.  Not doing this may result in your monthly budget being reached within a week or two and your advertisements not showing for the remainder of the month.
3. Not targeting the right audience – You need to define the cities, states or countries that you want your advertising to be shown in. It doesn’t make sense for a local service provider to show advertising across the nation.  It is also important to set the time of day you want your advertisements to show (ex. Not in the middle of the night).
4. Not improving your website or landing page – If you do not get any business off your website currently, then driving more traffic using pay per click advertising does not always mean that will improve.  Your company website needs to be credible and look professional before someone will contact you from it.  Improve your landing page and add the right offers or calls to action to entice your visitor to make contact.
5. Not maintaining the advertisements regularly – There are a lot of moving parts in pay per click advertising that often get overlooked; It’s not easy enough to simply set something up and let it run.  You need to pay attention to things like: bids, keywords, ad copy, click through rate, bounce rate, quality score, etc.  It is worth the effort to run experiments and try different variations on ad copy and landing pages to see what produces the best result.

Search advertising is a very powerful medium to use when it is done right.  It can produce a good amount of business and easily pay for itself.  If you do not have the expertise or time to manage it, we recommend consulting with an expert who can help you to manage and achieve better results.

It is important to note that paid search advertisements are only clicked on by ~30% of search engine users; the large majority of search results are delivered through organic listings, so ensure you have a search engine optimization strategy as well.