At the beginning of the year I did a review on Global IT trends for 2009, and in that review I highlighted the growth of social media in 2008, drawing support from Chris Crum’s article on “the year in social media: 2008“. I also echoed the Baseline Mag’s prediction on the expected growth of Social Networking in 2009:

…. Social Networking will continue to expand in customer relationships with brands and corporate team building efforts as ways to help the bottom line. Organizations are increasingly looking to next-generation social networking tools to conduct sophisticated business intelligence and analytics. In many cases, they are mining data and looking for trends and patterns, such as which salesperson has the relationships to pull off a deal or which customers seem to have the biggest influence with others online

It’s only been 4 months since my review, and already it’s pretty clear that social networking is on the rise. Sites like Twitter, Linked In, StumbleUpon, PerfSpot, and of course Facebook have grown even more popular, making major headlines around the globe (sometimes for all the wrong reasons)- not to mention newer social networking tools which have been popping up all over the web.

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Social Media as a brand building tool

Most people still see Social media as just a place to hang out and see what your friends are doing. They just don’t realize what a powerful marketing tool the world of social media offers their businesses.

Social media offer more than just an opportunity to stay in touch with friends and colleagues, they also provide a cost effective platform for product marketing and brand building, and indeed the popular social networking sites, in terms of marketing, offer an extremely large target-audience, often running into hundreds of millions.

Facebook for instance, has seen its membership rise from 175 million in March, to a little over 200 million in May, and it allows you “create a public profile that enables you share your business and products with these 200 million plus users.

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Legacy social media such as blogs, and newsletters also serve as handy marketing tools. Blogs have literally been in existence for over a decade, and still play a huge role in market development. They give you an opportunity to build relationships with customers, and those relationships, of course, can amount to much better sales.

Similarly, online forums- the original social networks- are still extremely relevant. They provide you a perfect opportunity to know exactly what your customers and prospects are thinking. The levels of interaction they provide can assist you in creating a proper direction for your online campaigns, and should be worth considering.

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Making Social Media Work For You

An integrated social media marketing strategy can help your business increase brand visibility, improve customer loyalty, and gain important insights about the markets you serve.

Social media marketing is the possibly the most effective way of generating traffic, and as such the importance of social media as a marketing channel should never be underestimated. It effectively compliments your other marketing strategies, and is highly sustainable.

How so?

“Social communities can be a great source of web traffic on top of any traffic you are already receiving from search engines. While you can’t easily increase your search engine traffic, social media traffic can be very easily controlled through strategic marketing.”

Social Media news sites let users post links to news articles, blog posts, videos, podcasts, and other web content. Then other site users can vote for that content, potentially sending it to the front page of the news site where millions of web goers are likely to see it and click through.

This is particular true for sites like Twitter, where users can access public timelines of other users, without neccessarily having to be friends with them (or follow them in case). Practically all the major news and web content providers are on twitter, including; Google, CNN, and BBC.

Social media channels will help your business grow by creating a community of supporters who (if nothing else) would recommend your products/services. It is common knowledge that word-of-mouth has and always will be crucial to marketing success.

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Are you using social media as a marketing strategy?

Leave a comment and let us know how effective is has been for your business. And hey, don’t forget to follow us on Twitter- http://www.twitter.com/dtechblog

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Whenever Search Engine Marketing is mentioned, terms which readily come to mind (apart from Google that is) include;  meta tags/page content optimization, Link Building, and Site Submission.

Most people tend to focus more on Link Building. Of course you can’t blame them- as it is a well known fact that Google’s ranking algorithm (Page Rank or PR as it is now widely known as) places a lot of value on the number of inbound links to a site.

The down side to this however is that in the pursuit of PR glory, SEO’s often neglect some other vital and equally important aspects of Search Marketing.

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What am I talking about?

Content, Content, Content!!!

This just CANNOT be overemphasized, and has been debated over and over again by many pundits, some playing down the significance of content vis-à-vis links and PR, but the truth remains that “Content Is Still King”.

“Some webmasters are strong proponents of non-content SEO strategies. These technical experts rely very heavily on meta-title and other HTML or code-based SEO strategies for sites that are less content oriented.”

“Purists on both sides of the argument will say their approach is far superior to the other.”

I don’t belong to either. I am an advocate for both, as I have even
seen a PR 3 site outrank a PR 6 site for relative keywords.

Don’t worry, this isn’t just another “Content Is King” article (so you can wipe that smirk off your face now). Urr Umm!! Where was I? Ah yes! Content;

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So what is it that makes content so special?

What most people often seem to forget is that “Search Engines” as their name implies, were originally designed to help people find what they are searching for on a world wide web containing large volumes of information.

Naturally, any, and indeed all kinds of services are actually meant to solve a problem

Google, Yahoo, AOL, Ask, and the rest exist for the sole purpose of solving the problem of narrowing what would have otherwise been a daunting task of searching through the millions, billions, and possibly trillions of pages which exist on the web.

To effectively do this, these Search Engines maintain huge, categorized databases of World Wide Websites, classified according to the information contained in the pages which make up each of these sites. The job of the site owner, then becomes the (not so) simple and straightfoward task of;

providing as much information as possible about their sites to the Search Engines

This normally begins with optimizing the meta (title, keyword, and description) tags of each web page, all the way through to submitting the site’s pages to the Search Engines for indexing. Then comes the undending process of searching for quality inbound links to build the highly coveted PR, which most webmasters embark on- completey forgetting about their site’s content.

Needless to say this is a completely bad move, as Search Engines, like humans, are highly attracted to “Fresh Content”

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So How do you keep you site content “Fresh”?

The general idea is to keep the Search Engines updated with changes made to your website as much as possible. Most Search Engines allow you submit your site’s content for free, though it sometimes takes forever to have them indexed.

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Your Secret Weapon

Your Site Map, like a physical map, provides information about your website’s content. According to Wikipedia;

“A site map (or sitemap) is a representation of the architecture of a web site. It can be either a document in any form used as a planning tool for web design, or a web page that lists the pages on a web site, typically organized in hierarchical fashion. This helps visitors and search engine bots find pages on the site”.

There are mainly two kinds of SiteMaps, an XHTML Site Map meant for human visitors, and an XML Site Map for Search Engine robots. Most Search Engines, like Google for instance allow you submit an XML Site Map for your website.

Your Site Map, however, isn’t just a tool for providing information about your site, but is also a “Secret Weapon” for keeping your site’s content fresh.

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How So?

A standard XML Site Map has the following format;

<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
   <url>
      <loc>http://www.example.com/</loc>
      <lastmod>2005-01-01</lastmod>
      <changefreq>monthly</changefreq>
      <priority>0.8</priority>
   </url>
</urlset>

The <urlset> tag encapsulates the file and references the current protocol standard.

The <url>is the parent tag for each URL entry. The remaining tags are children of this tag.

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The other tags basically provide additional information about each individual <url> entry.

The <loc> tag represents the URL of the page. This URL must begin with the protocol (such as http) and end with a trailing slash, if your web server requires it. This value must be less than 2,048 characters.

The <lastmod> represents the date of last modification of the file. This date should be in W3C Datetime format. This format allows you to omit the time portion, if desired, and use YYYY-MM-DD.

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Using a SiteMap, updating the information Google (for instance) has about your website is completely seamless. You simply change the value of the <lastmod> tag whenever a particular page has been modified, and resubmit your SiteMap with Google’s Webmaster Tools. This tells Googlebot that the page was modified on
<lastmod>this date</lastmod>

You would notice that content submitted in this manner are re-indexed
much faster than the regular manual submissions.

This techinque is particularly useful for Site’s such as blogs whose content are updated regularly, as well as sites which broadcast RSS feeds. Google’s Webmaster Tools provides additional options, such as submitting an RSS SiteMap for your Website.

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It has been said time and (time) again that the Sales Copy is a major decider in the outcome of a business’ marketing campaign. The same goes for your website. At a time where millions and billions of websites popup on a daily basis, the terms website, sales copy, marketing and business have never been more synonymous.

Incase you don’t know what a sales copy is and you own a business (which I seriously doubt)- it is  that piece of text you find in advertisements, promotional brochures or other public relations outlets. Copywriting, which is the art of writing a sales copy has never been more crucial to a business. Tom Chandler writes;

“Good copywriting and marketing have never been
more important. Or more confusing.“

Probably the reason why most businesses hire professional Copywriters to draft these sales copies for them. So;

Who and What is a Copywriter?

Whenever you hear a radio commercial, or read words in the advertising section of a magazine, a copywriter is responsible. A copywriter creates the text for advertisements, promotional brochures or other public relations outlets. Advertising agencies routinely refer to a written script as copy, thus the name copywriter applies to those who create the scripts.

But what makes a Good Sales copy?

Several answers to this question may exist, but the most important (arguably) of them all would be Readability!! Readability here not just in the sense of the word, but also in terms of attractiveness. The sales copy must, as a matter of necessity, be able to capture and captivate the readers.

A few things you may want to note when writing your sales copy ;

• Keep it Attractive- can’t help but reiterate, your sales copy should, as a matter of importance, be engaging. It must possess qualities that captivate, if not thrill the reader. This holds true for the opening paragraph through to the last.

• Keep It Short- despite what most people may think, length matters. Not everyone enjoys reading (as a matter of fact most people don’t), as such it would be wise to make your sales copy as “straight-to-the-point” as possible.
  
  
• Formatting and Placement- also very important. It is worth noting that 6 out of 10 average readers would only read the first one or two paragraphs and scan through the rest of your sales copy. It is therefore extremely important to pay attention to placement- endeavor to have the most important aspects of your draft as close to the beginning of the copy as possible. It is also a good idea to use bold fonts, and quotation marks where necessary, so as to emphasize an important word, sentence or paragraph. Coloured text are “pleasing” to the eyes, and are encouraged.  Be careful however, that your copy doesn’t end up looking like the face of a clown.

• Keep It Original- try to be as original as possible. Think twice before deciding to “borrow” content from someone else’s copy without their permission. Copy writing requires an enormous amount of talent and creativity, needless to say are intellectual property. Apart from just losing credibility in the eyes of your reader, you can quickly find yourself in an unwanted legal tussle. If you must borrow, you should endeavor to give the author some acknowledgment.

• Mind your language- last, but by no means least, it is advisable to watch your language. In the beginning, it may seem like a good idea to use your copy to show your grammatical proficiency, but you may end up having achieved nothing in the end, if your sales copy is more confusing than it is explanatory. It is thus advisable to use “common”, everyday terms which would have “real” meaning to the reader.

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Finally, as a parting gift, bear in mind that;

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“Marketing is not just about advertising – it’s also about
education and building customer relationships.”

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“Marketing is fundamental to the growth and development of any business, regardless of its size, nature, financial strength, location, or anything else for that matter”
(it’s fast becoming a cliche, but it’s true nonetheless.)

Though the fundamental principles of marketing remain the same, the approach to marketing has and always will be the underlying factor that sets apart the successful business from the unsuccessful ones. True, most businesses understand the need for marketing, and many allocate the required amount of resources to the propagation of their products and services through many channels- some effective, others not as effective, and some, well …….

Internet Marketing for one, has become extremely popular, with Search Engine Optimization (SEO) often topping the agenda in most Internet Marketing campaigns- the rationale behind it being to get into the Golden “top 10” search results of a Search Engine’s SERP. E-mail Marketing is also high on the agenda, I mean, you simply;

1) Prepare your HTML Email template
2) Compile a comprehensive list of Email Addresses you wish to mail to
3) Create your Email or E-Newsletter (Obviously)
4) Feed the Email or E-Newsletter into a Mass Email Software

AND ………… BLAST OFF!!!

Yep! That’s just about it. Or is it?

Whilst it may be easy to go according to structured, laid down marketing principles and methodologies, it is also extremely easy to lose track of the obvious;

Your entire Marketing Campaign was originally targeted at
“Individuals”, not the Search Engines.

Meaning- these individuals form the core of your target audience, and whilst it may be prudent to pursue the fine art of SEO and all the other E-Marketing techniques, it is however important to Remember Who You Really are Dealing With.

Links, optimized tags, PPC campaigns and the like may bring the much needed traffic to your website, and even place you in the top 10 results of Google’s SERP, but just as Google’s Matt Cutts said “last year” (it’s fun saying that);

“SEOs are starting to embrace the fact that they are marketers. It’s a broader spectrum. You have to think about how you build buzz, how do you get loyal customers, how do you optimize your ROI. All those different things and that can include how do I make good videos, do I have a book, things like that.“

“…. the smart SEOs are not just necessarily looking at the rankings. They are looking at conversion, they are looking at their server log. It’s great if you’re ranking for a phrase but unless that leads to sales that doesn’t help you very much.“

Similarly, with regards to E-mail Marketing, sending an email or calling someone up might be more convenient, but it’s also less personal — and therefore less effective. Words alone cannot always communicate what you want, your facial expression and body language often contribute to help your cause and help you reach your marketing goal.

There is also the issue of practicability- what assurance do you have that your E-mails won’t just end up in a Spam folder, and even if they do make it to the “Inbox”, what are the chances of them getting read, especially if they are unsolicited?

This is particularly true for most African countries, where most businesses don’t even have email addresses, and 90% of those who do, either do not monitor their mail boxes, leading to them being closed after a while, or deliberately post invalid addresses. It is extremely common to get E-mail bounce rates of up to 85% in E-mail campaigns (and that’s no lie)- all resulting from invalid E-mail addresses.

As such, you cannot and should not play down the role of physical marketing, and you should also pay serious attention to localized forms of advertising/marketing such as the radio, Television, NewsPapers, etc. Localization is also a very important aspect of marketing and branding.

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From regular webmasters to SEO professionals, If you do any form of online marketing, then you must have thought about this at some point- Text Ads or Banners?

Many schools of thought believe the latter is more effective, seemingly because “colours and moving images are more appealing to the eye than regular text”. I must admit, i was a part of that school …. well, until today.

A Recent study conducted by iPerceptions Inc. (TSX.V:IPE), a leading provider of web-focused Voice of Customer analytics, has shown that users are more likely to click on text ad’s, as opposed to banners, and …. YES! even video ads.

iPerceptions collected user-generated feedback from over 14,000 visitors to leading media sites during the month of August 2008 to paint a detailed picture of consumer advertising preferences based on their likelihood to click on different types of online ads.

Here are the results-

• 25% of respondents more likely to click on simple text ads

• 20% for right banner ads

• 12% for top banner ads

• 11% for video ads

I already see a number of open mouths. Yup! I felt exactly the same when I stumbled on the results myself.

There have also been a number of other surveys which came up with similar results. Not the exact same figures of course, but close.

Well there you have it. In the end, the facts speak for themselves. So all you marketers out there who have focused most of your time and money on banners are video ads, neglecting the good old text need to have a re-think.

But that is not to say- totally ignore video ad’s though, because just as Chris Crum of Small Business Newz puts it;

“there is no question that they are a better branding tool”

It’s just a question of whichever suites you better then. Are you looking out for just a couple more clicks, or perhaps your in it for the sake of your overall brand? Whatever you decide, you should bear one thing in mind though- Once again, I’m tempted to quote Chris Crum on this one;

“Clicks are great, but they’re not everything. A brand is invaluable.”

Brands stick around. Brands survive. Brands are remembered. “

You couldn’t have possibly said it better Chris. Couldn’t agree with you more on that.

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