Category: Marketing & Advertising
How to Set Your Profile, Make Connections, and Start Expanding Your Business Exposure Through Twitter
July is Twitter Month for us at eVision Media so for those already using Twitter for their business stay tuned for more ‘how tos’ and tips on using Twitter for business!
For those of you who haven’t braved the Twitter social media waters quite yet, this article will provide compelling reasons why you should use Twitter for business and then dive into how to set up your profile and how to get started building your following on Twitter.
Why Use Twitter For Your Business?
Twitter is a major player in online social media. In January of this year Google purchased Twitter Fabric (A Twitter development arm for apps) for an undisclosed sum for good reason. With 328 million + active Twitter accounts it’s a big audience to exist within.
Your ability to reach your target audience is amplified by having Twitter as it allows your users to see the latest news on your business in real time and provides a window into your company by way of what you share and promote.
Almost 25% of verified Twitter users count themselves as journalists and often news hits Twitter before the other platforms have a chance to draft a report.
Whether you’re local or national or even international following journalists and making connections is a great way to have your own content shared with a large audience with the intention of course that some turn into paying customers.
It’s no surprise the current estimate is 93% of businesses use Twitter with over half using it daily.
Another big plus is how Twitter (and social media in general) has replaced traditional PR. Companies who use Twitter report a 20% improvement in customer relations!
How to Set Up Your Twitter Account
Let’s break down just how easy it is to set up a Twitter account. Then we’ll review how to use it.
Step one in setting up Twitter:
a. In order to access this in your new account
you’ll need to click on the top right next
to where you see the word Tweet.
b. This will open a menu.
c. Select the top part where you see the
username you entered when signing up.
d. This will take you to your Twitter profile
e. Now select Edit Profile as indicated on the
f. Now you can enter your bio (limited to 160
alpha numeric characters)
*When drafting your bio start with what
your business does or share what your
followers can expect from you and end with
something more personal about you.
Example 1: A certified fitness coach who’s
passion is health, wellness & eating Vegan
sharing tips and recipes to help you on
your health journey. Wife & Mom who loves
Example 2: (This is mine): I share tips on
Digital Marketing, Websites, Branding &
Social Media. An experienced & passionate
Web Developer, eBusiness Consultant, Wife,
Mother & Chocoholic
g. Update your professional profile photo
(image size: 400 X 400)
h. Update your header image (image size: 1500
i. Enter your location
j. Add in your website address
k. Choose your theme colours – ideally have
them match your business brand colours
l. Then click “Save changes”!
Now that you’ve got your profile it’s time to look for followers.
Finding Followers on Twitter
This part is both very easy and very hard. Let me explain!
It’s easy to secure followers from anyone looking to turn you into a customer. It’s much harder in the reverse order.
Some accounts have hundreds of thousands of followers but nearly all are other people looking for clients. It can be easy to get sucked into a sinkhole of marketers so be very wary of any suspicious accounts.
Instead look for people you know. Not just personally but brand personalities you trust. There is a very easy search function at the top right. Just type in a name and start checking.
You can also use Twitter’s Advanced search to narrow down your efforts further.
People with high numbers of ‘Following’ and low numbers of ‘Followers’ indicates they’re not securing good connections with their content so watch out. Even if they are following you, it only means they are watching to see if you follow back and as soon as you do, they will unfollow you. A practice I do not condone at all.
Any accounts with near even numbers of ‘Following’ and ‘Followers’ could simply be people in a niche who follow each other but aren’t reaching anyone outside that sphere. They’re okay to add but make sure that’s not ALL you add.
You can use Twitter’s email tool as well to farm your email for possible connections held within your emails records of people you’ve emailed with in the past.
If you’re still stuck: try writing down a list of brands like yours and add them. Following your competition not only shows you what’s popular in your industry, it also gets your name in front of their followers if you ever feel compelled to reply.
Another easy trick we covered recently during our Twitter month is using hashtags to find local businesses on Twitter.
Many of us deal locally so make sure to check out that post linked above.
Don’t worry about your Follower count too much and focus on quality over quantity.
Now it’s time to start tweeting! This is your 140 character opportunity to market yourself in your own voice.
Try some tweets out that link to your site’s pages but don’t overdo it. Focus on building out an identity that establishes trust in your followers.
Look for voices in your industry with trust where you can retweet and like their content.
When retweeting look for opportunities to tie their point back to your business. If they share X and you build awareness around X then retweet and add a link back to your relevant page whether it’s a static product page or a blog post. The goal is to reach both them and your users in a way that connects you to the trusted authority.
A great way to increase the viability of your tweeting is to add an image to your tweet. This is really easy and recently Twitter made it even easier with their addition of a GIF function. You can search for funny and/or relevant GIFs right within your Tweet. Just click below the text box where it says GIF.
The internet is known to be the game-changer of worldwide publicity, its advancement has paved the way for authors to easily market their books online. The internet offers vast audience and allows you and your book to be known to hundreds of thousands of people across the globe. Gone are the days when authors need to go to different avenues and pay to get their book known through print, television, and radio advertisements. Today, its online publicity with a positive view to it as “branding books online”, when all you need is a good internet speed plus a strategic approach to gain the online presence you’ve always wanted. However, to carry this out successfully, you also need to have a reliable online brand publicist or OBP. In looking for the right OBP, here are the blueprints that they should give to achieve the online solutions for your marketing troubles.
Last January 3, 1996, Bill Gates said that “Content is King” and it is through content that much of the real money will be made on the internet. Once again, Bill Gates was right and it still holds true to this day! To gain the attention of your target readers, you need to produce relevant contents that will interest them about you and your book, after all it should be that “what sets you apart from the rest?” Producing an enormous content with important details will be your venerable approach towards your online marketing success. It is through your quality write ups that you can communicate with the whole industry and keep your readers informed with your updates, thus, making them more inclined to check on your works. You must be flexible in writing your contents, don’t focus on the conventional sales writing, but empathize with your readers and let them know how you can fulfill their reading desires. Content is creativity, and you need to wake up the innate artist within you to get your book where it should be. After all, when a book is what they will buy, then content is what they need to read.
Social Media Presence
Content is king and distribution is the QUEEN! The best way to syndicate your content is through social media. Once you distribute your content like blogs, infographics, images, and other updates on social media, you’re providing an important connection to a far-flung audience. Social media is accessible, you can easily create an account plus its target is global connection, therefore, allowing you to attract a lot of readers. Remember that as an author, you need to consistently engage with your readers and one way to do this is by keeping them informed. Social media is a way to build this engagement, produce wonderful blogs and images to entice your prospect readers to take a look at your book. With your social media updates, you are also building your brand as an author and the brand of your book. Be known by keeping your potential readers informed! As they say you and your product should be sold as ONE.
Search Engine Visibility
For you to get your search engine visibility, you need to enter the mind of your prospect readers. From the time that you formulate your keywords to the moment you execute your online approach, you should be mindful of how your readers will search things. Your keywords should represent the genre of your book and your marketing strategy should allow you to reach out to a massive number of audience. Google is the most used search engine and with this, you should follow the rules of Google in ranking pages. Once you started your marketing strategy, you can track how your website is doing by using Analytics and Heatmaps.
Online solutions have always been available, all you need to do is to grab it and use it to your advantage. Branding books is not that easy, but nobody said it’s impossible, so start making your plans and start looking for the right OBP that can help you achieve the online presence that you’ve always targeted. Stop dreaming about it, start taking actions to turn it into reality!
7 SEO-Related Strategies You Can Do Now to Increase Website Conversions
It’s been said you can lead a horse to water, but you can’t make him drink. This is certainly true when it comes to online marketing as well.
While business owners are hungry to achieve 1st page Google rankings (and if they’re not, they should!), sometimes they are puzzled why greater traffic doesn’t lead to greater sales.
After reading this article, you’ll find out what SEO is, what it isn’t, and how to harness the power of SEO to drive more sales for your business.
What SEO Is
SEO stands for Search Engine Optimization, which is online efforts designed to help your website get higher up in search engine rankings.
Basically that means when your potential customers type keywords related to your business in search engines such as Google, your website comes up higher in the search results.
There are many approaches to SEO. Three common ways include:
1. Optimizing the main and blog article pages of your website
2. Link Building
3. Creating keyword-rich content
Google (and other search engines) loves websites that are highly relevant for a given keyword phrase. So the key is to create valuable content that is optimized for a popular keyword phrase.
Hiring an SEO firm knows how to capitalize on each of these areas and can help you to optimize your website, create new keyword-rich content and blog posts, and get ranked high in Google.
What SEO Isn’t
SEO does not guarantee you will get more sales or lead conversions. Its sole purpose is to get people to come to your website only.
However, driving traffic to your website with SEO is only half the battle.
It’s also important to make sure your website is designed in a way that converts those leads into sales.
When you have a website that has a solid conversion rate, it ensures the investment you make in SEO will result in a guaranteed boost in sales.
How Do You Improve Website Conversion?
This is where it really pays to hire a marketing firm to analyze your website.
While a website designer may design a gorgeous website, only a marketer knows techniques to keep your visitors engaged, give them product information, and incent them to take action.
Here are 7 ways to unleash the selling power of your website:
1. Capture lead information
Place an opt-in form prominently on every page of your website with a free offer so irresistible that visitors will be compelled to sign up.
This gives you the opportunity to send an email follow-up messages that builds rapport, provides value, and drives sales.
2. Make it simple
Present your options simply so a visitor can categorize themselves and select the right product/service that meets their needs.
Having 3 or 4 graphics boxes on the home page that show your products and who they are for helps visitors to take the next step.
3. Build trust fast
First impressions are critically important. Within a few seconds people are judging if they trust you, if your option is what they need, and if your solution will solve their problem.
You want to build credibility with testimonials, benefits-driven website copywriting, and professionally designed graphics.
Add contact information on your website so customers can ask questions and overcome their objections. A FAQ page or a customer service chat feature helps customers instantly get answers to their most pressing questions.
4. Build rapport
Not every visitor will buy right away. The potential customer might not need your product right away so you may have to prove value more before they feel comfortable in.
They might not trust you yet so offer multiple options that help potential customers stay connected to you. This can include social media, consistent newsletters, and/ or a blog.
5. Add incentives
Create an exit page that gives a special offer before they leave the site.
You could also add an upsell in the shopping cart that gives them a complementary product for just a few dollars more. Email them a special introductory discount thanking them for being a new customer.
6. Keep it focused
A confused mind says “no” so keep your home page simple. Think of it as a funnel so that when your visitors come to your website, think of how you can easily lead them through the choices to buy.
It’s best to remove any text, outgoing links, or information that distracts from the key actions you want a user to take.
7. Develop a cohesive strategy for each product
Create a flow chart of possible actions a prospect will take from the moment they land on your website until they buy.
Have a planned series of marketing communications and offers that work together to nurture that lead into a sale.
SEO and Website Conversion – The Winning Team to Sales Growth
If you are among those frustrated business owners who feels they are doing all the right things to drive traffic but not getting the results you are looking for, look at your website conversion.
Instead of blaming your SEO team, hire a marketing professional to review your website and turn those new leads into sales for your business.
Dr. Miinala Marketing has announced the availability of a free report that is designed to provide doctors information on the current status of their business reputation and online presence. The company explained that their new report will give doctors the foundation from which they can build on their online reputation and make their office websites more visible to drive more traffic and get more patients.
“We work to get our customers more clients and a higher overall revenue,” says a representative for the marketing company. “Our goal is always to see that you can be more easily found online by those who need your services.”
Dr. Miinala Marketing offers reports to help businesses determine if they need to step up their online interaction and marketing efforts. The company states that through the use of various social media like a Facebook business page, they can help doctor’s offices to increase their interaction with potential patients and keep those appointment books filled.
“You need patients in order to be a thriving practice,” says the representative for the company. “Unfortunately, if you aren’t interacting with people, aren’t being seen online, you’re probably missing out on a high number of patients that you could be treating.”
The company says that online as well as offline businesses need to have an online presence. They need to work on always improving their online reputation so that consumers can find them as well as any information that they need to make the decision to visit them. The representative for Dr. Miinala Marketing says that online reputation is particularly important for physicians as this group of professionals tend to have the most negative remarks from unsatisfied patients.
Dr. Miinala Marketing provides services for doctors who want to improve their online reputation, for example, through a LinkedIn business page and other marketing strategies. The company states that those who are not visible online are likely missing out on a wide number of local patients. Those interested can learn more about the free report and what it entails as well as information on the company and the additional services they provide by visiting them online.
When I was studying for my business degree and before eVision Media was formed, I was in need of an outlet to be around other like-minded women. Years previous I was a member of the local Valley Women’s Network so revisited their luncheons.
Even though funds were very tight at the time, it was important for me to have some human interaction – even if only once a month.
Little did I know, going to these meetings ended up being the catalyst for eVision Media’s birth.
During this time I connected with women entrepreneurs who where either eager to start a new business or take their business to the next level. Being the former webmaster for the Vancouver Sun and Province, it was a natural thing for them to ask me questions about branding and websites. I was more than happy to share my knowledge.
Eventually conversations evolved into them hiring me so they could get the help they wanted with their marketing presence.
The next thing I knew I was in business as a web developer!
That was over 12 years ago and I’m proud to say a handful of those women are still clients today.
I have to smile when I think about it because I really had no intention of starting my own business. I was going back to school with the idea of landing a CIO position somewhere.
Turns out my calling was much more important than that – helping business owners realize their dream.
The Many Benefits of Attending Local Live Events
Fast forward to present day, I still value the connections made when attending networking and other similar events.
Recently I was in Vernon attending the WOW-Woman of Worth Conference where I had an opportunity to get to know many incredible women I would never have met otherwise. (I was inspired to write these networking tips while there.)
I am also a member of the Business Professional Women’s Group and attend meetings in Langley and Abbotsford.
The connections found at events like these have been invaluable – not only professionally but also personally.
Social Media and Online Marketing is Not the Only Way to Generate New Business
Sometimes with Social Media and online marketing being so prevalent we forget about our own back yard and the opportunities available to us. All we have to do is simply step away from the computer and check them out.
My business was literally created by connecting with people locally.
And just because Social Media has taken over the online networking landscape, doesn’t mean there’s any less value in building your business at that grass-roots level.
Do you market your business in your hometown?
If hiding behind your computer has become the norm for you, I encourage you to explore local opportunities to get better known in your home town.
Here’s seven tips, ideas and suggestions on how you can take advantage of generating business through local efforts:
1. Network where your target market is hanging out. First be clear on WHO that target market is and then do some research on where they gather.
This is an easy one if you are a B2B business like eVision Media; there’s plenty of networking groups available tailored for that crowd.
But you might have to look at other shared interests. For instance, if your target market is very health conscious, join a popular yoga group and get to know those people who attend.
2. Volunteer at community groups. Volunteering in community groups are a great way to boost your visibility. Not only are they a great way to give back to your community but also an excellent way for you to showcase your skills and expertise.
Do a search for groups that could use your skillset. A great example is if you are a bookkeeper or accountant – volunteer to be the bookkeeper for the group.
3. Create your own Meet-up. Setting up local, more casual events on a subject you know would be of interest to your target market is a great way to build your brand visibility.
These types of gatherings can be very beneficial to the attendees where you can offer something of value to them and showcase your expertise at the same time.
4. Set up a trade show booth. Many trade shows have thousands of visitors. They are a great way to build your brand visibility and bring more awareness to your business offerings with the local crowd.
Set up a professional display and strike up conversations with those showing interest in what you are offering.
Be sure to have a way for them to get onto your mailing list by offering a draw or free giveaway. Just be sure they check off a box giving permission to receive your regular newsletters.
5. Join the local Chamber of Commerce. Even if your target market is not business owners, there are still plenty of great reasons for you to get to know other business owners in your area by joining your local chamber.
Not only can they be a great referral source for you, but they are still people who could be interested in what you have to offer at a personal level.
6. Nominate others for awards. We had the honour of being nominated for, and won the Abbotsford Chamber of Commerce Business Excellence award in 2016 in the home based business category.
I was also nominated for a WOW – Woman of Worth award in the Business & Prosperity category. The amount of free publicity and exposure we received for each of these awards was priceless.
I encourage you to nominate someone for similar awards. Not only is it very gratifying to make someone else’s day, you also gain a lot of exposure from being the person who nominated them. Another option is to be an award sponsor, again bringing you great satisfaction and business exposure.
7. Don’t forget your business card! While some may poo-poo this, I’m still a believer in the value of business cards.
Get professional cards designed and printed. Use them wisely – always ask the other person you’re talking with for their card first and reciprocation will ensue.
Your business card is a first touch-point that person will see your visual brand so ensure you give off the right first impression with a professionally designed one.
Aside from getting out there and getting involved in local community activities, you could also take advantage of various paid advertising opportunities. Newspaper advertorials, radio ad spots, sponsorships and even billboards can all be taken advantage of at a local level.
Don’t Forget About Your Website
No matter what kind of activities we are doing when trying to drum up new business, don’t forget the importance of your website.
With every potential customer you meet, assume they will be heading to your website to check out you and your services. They might even do it right there so ensure your website is mobile friendly and shares the right brand messaging that will compel them into action and hire or buy from you.
Always be seeking opportunities where you can build your business exposure and double bonus points when you can couple those opportunities with giving back!
More customers mean more business! And, who doesn’t want that? Every online retailer wants to increase his sales and grow his business. To increase your visibility among customers, you need them to visit your website and check out your product pages. But, it is difficult to achieve the goal amidst heavy competition. Also, text-based PPC ads do not fare well in this context because they are unable to showcase your products properly. So, what is the solution?
The answer is Google Shopping. Craig Nevill-Manning invented it to enable easy shopping experience and simple price comparison for buyers. How is Google Shopping different that the traditional text-ads that you use for your business? Well, when you create text-ads, you focus on the keywords and then determine the campaign and ad group. But, with Google Shopping, Google determines when to show your Product Listing Ads or PLAs. It will analyze your website, your feed and your bids among other things to display PLAs.
Why should you consider Google Shopping for your Business?
Online marketing is the future of every business. And, if you want to sell more, earn more and stay in the business for a long period of time, you need Google Shopping. If you are thinking about making a decision, take a look at an important snippet of information from Merkle. According to the company’s Q3 2016 Digital Marketing Report, Google Shopping (PLAs) spending increased 36% year-on-year on a 59% rise in clicks. On the other hand, Google text ad spending hiked 9% on 11% higher clicks.
• Create Brand Awareness
Out of sight is out of mind! When you want to conduct a long-term business, you need to capture the mind-share of your customers. And, with Google Shopping, you can do the same easily. When your product comes up in the relevant searches, it will capture the attention of users and make them aware of your brand.
• Grow Revenue
By placing your products in the right place, Google increase the visibility of your business. It shows your PLAs to the customers when they are looking for a similar product. It means it helps you to convert visitors into buyers and increases revenue.
• Rise in Traffic
As Google Shopping helps you to reach a large amount of people with PLAs, it results in more people landing on your product pages. It leads to more traffic on your website without undertaking any massive SEO expenditure.
How to use Google Shopping to your Advantage?
PLAs are now integrated in Shopping Campaigns and it makes things easier for online retailers. Here’s how you can use Google Shopping to increase your business:
• Set up Merchant Centre to begin with the process of creating successful shopping campaigns.
• Build a link between website and Merchant Centre so that all the products in your inventory can be linked to Adwords.
• Set up a connection between Merchant Centre and Adwords to build campaigns.
• Make sure that you use high-quality pictures and submit relevant SKUs for quick identification.
With proper understanding of campaigns, you can start advertising your products with Google Shopping. If done right, it will improve brand visibility and result in revenue growth. But, for most businessmen, it becomes difficult to manage the operations of business and take care of online marketing. If you think you need help, consider hiring a reputed internet marketing company. It will ensure that your online marketing budget is put to good use.
What is Branding and How it’s Different from a Logo and Marketing
When you think of brands you probably think of big names like Coca-Cola, Nike, and the big named products you see every day.
But what exactly is a brand? What does it mean? How is your brand communicated?
When talking with entrepreneurs, I get a sense there’s a lot of confusion on what exactly branding is. After reading this article, you’ll be well informed on some of the common terminologies you hear like brand positioning, why a brand is not just a logo and what to do if you suspect your brand needs a makeover.
A brand is more than just a logo, tagline, website or jingle. It’s the total experience of working with you.
Every touch-point a customer has with you shapes your brand. Whether favourable or not, the overall perception the public has about you and your business makes up your brand.
Your brand encompasses a visual look and feel through the use of colours, logos, imagery and typography. There is also verbal branding depicted through your core values, vision statement, jingle or tagline.
But your brand also includes the results of experiences with you, your team and your company in general through shopping, networking, customer service, your website, and social media channels.
The Difference Between Marketing and Branding
Many people think marketing and branding are the same thing but this is not the case. Here’s a story to help you understand the example:
– A guy walks into a party and sees a girl he likes. He walks over to her and says “I am a great dancer.”
That’s marketing. He’s sharing a message with the prospect I hopes to move her to action.
– A guy walks into a party and sees a girl he likes. He walks over to her and says “Hey, I’ll dance with you for the low price of one dollar.”
That’s sales. He is offering an opportunity for money to a prospect.
– A guy walks into a party and sees a girl he likes. The girl walks over to him and says “those girls tell me you are a great dancer.”
That’s branding. Through the girl’s experience, she formed a favourable brand impression that moved into action.
What Makes a Good Brand?
Many businesses try to appeal to a wide audience. But strong brands have a polarizing effect. They appeal to a smaller niche audience.
Today’s customers are craving more transparency and authenticity with their favourite brands. They want to know the REAL person behind the company.
Who are they?
What inspires them?
How did they get into business?
What matters to them?
What causes do they represent?
What do they do in their personal time?
Moreover, multimedia is shifting consumers to having more kinds of experiences with their brand. The use of interactive websites, Facebook live feeds, social media responses and live cams all help shape a brand.
In fact, millions (including me) are watching April the Giraffe on a live video cam (as of March 14, 2017) as she prepares to give birth to a baby calf. The Animal Adventure Park is exponentially increasing their brand reach and awareness just through this one tactic alone.
A business can be very organic and as times goes by, the original brand you started with may not fit anymore. This has happened to several of our clients where, after several years, they realize their original brand is no longer consistent with their current business model and the market they are serving.
Conducting a brand assessment allows you to evaluate the strength of your brand, understand its value with customers, and how to reposition the brand, if needed, to reflect any changes.
So it’s important to periodically do a check to see if your logo, website, bios, headshots, tagline, and other branding elements are still a fit. If you look back at McDonald’s, they have had numerous slogans over the years. You may remember “You deserve a break today” (1971), or “We do it all for you” (1975), or the current one “Lovin’ Beats Hatin'” (2015).
As consumers changed, they updated their image and brand messaging to stay fresh and relevant with their audience.
Does Your Brand Need a Makeover?
Often as a business grows, a rebrand is needed to upscale messaging to fit with the newer level of success. Or a business could be changing its focus when launching a new product/service or appealing to a new target audience.
How Christine Awram Successfully Created a Powerful Brand for Women
I recently attended The Tammy Moyer Woman of Worth Awards Gala event created by the Woman of Worth founder, Christine Awram.
I was honoured to have been nominated in the Business & Prosperity category by Dana Smithers of Empowered Women in Business. In addition, I was doubly honoured to find out I was one of the 5 finalists in that category!
Even though my name wasn’t called as the winner, I still felt and feel like a winner.
And the reason for that?
The entire experience Christine creates during and in between events such as this.
Her mantra is “all women are leaders and every woman is a Woman of Worth [WOW]” and it’s the platform on which she’s built a very successful brand.
To quote Christine:
“Twelve years ago it was just an idea, and now we’re impacting the global empowerment of women. WOW takes us a step closer to a world where ALL women collaborate and are powerful, prosperous, peaceful and on purpose. I began this adventure with a burning desire to make a difference.
There were many times I wavered and despaired, and if there was a mistake to be made I made it, but I kept the vision and kept moving forward. I’m humbled by what we’ve created together as a community. WOW is incredible.
My invitation to every woman: Celebrate your magnificence, turn up the volume, step up your leadership game, and GET WOWED.”
Over the years, Christine has created several one-day events and workshops specifically for women, and WOW, these events are incredibly empowering! (Pun intended.)
How does she do it?
It’s all in how she has positioned her business brand.
Business brand positioning is how a business owner come across to others and are perceived by their target market. Christine has found the perfect brand formula that has positioned herself as a champion for women.
Wonder how she did it? Here are six tips to replicate her crazy success:
1. Be Clear on Who You Are and What You’re About
When it comes to building a strong business brand, it’s imperative you understand how your personality makes up that brand.
Be clear on how you want to be positioned in front of your ideal target market. Then be consistent on how you come across to others in everything you do.
Christine does this beautifully with every encounter someone has with her. Whether it’s a social media post or approaching her in the foyer at an event, she’s consistently clear with her branding message, even when she is sick with pneumonia as was the case this weekend!
2. Be Clear on Who Makes Up Your Ideal Target Market
Before you can build a successful business brand, you need to be crystal clear on who you want to serve.
Without this insight, you are throwing spaghetti at a wall hoping something sticks enough to get a sale. Understanding what their needs and challenges are and how you can best serve them is fundamental in building a business brand.
Christine is well aware her target market is dynamic women who wish to be a part of a community of like-minded women for personal and professional growth. She provides and facilitates opportunities for collaborating, showcasing, networking, building community and having fun, all of which her target audience is looking for.
3. Be Passionate About Your Business
Have you ever attended a trade show where the person in his or her booth is just sitting behind a table, looking at their phone, completely disengaged from the passers-by?
When someone is not passionate about what they’re doing, they really shouldn’t be doing it. If you are feeling lackluster in your business, either find ways to get your joy back or see if perhaps there’s something else that will help you feel more on purpose.
Christine is extremely passionate about empowering women. Everything she does is with the intention of supporting women to help them achieve their goals and aspirations.
4. Use Social Media to Build a Community
Social media is a powerful way to build a community full of raving fans. This is one area that Christine has mastered. No matter how busy she is, she will take the time to respond to every single comment and post she’s been tagged in.
Every. Single. Time.
THIS is the way to build a strong community on social media. Make people feel special with positive reinforcement, recognition, and support… your brand will reap the many rewards as a result.
5. Get Help
It’s nearly impossible to create a successful business brand by yourself. It really does take a village! Just like I have a team of skilled people on my team who are experts in their own fields, Christine has also invited people into her circle.
Sometimes getting help is not in the form of paying an employee; Christine invites volunteers to help her out in exchange for free admission to her events. She also incorporates sponsorship initiatives to offset costs. Plus her network of collaborators help her find excellent guest speakers she would otherwise never have known about.
6. Have Fun
If you’re not having fun and enjoying yourself on a daily basis, then it’s time to re-evaluate what you’re doing.
Christine infuses her deep love of wine and chocolate in to all of her events and social media posts to showcase her fun-loving personality. Consequently, she’s building the brand perception that if you attend one of her events, you can be guaranteed there will be a lot of fun involved.
Everything you do as a business shapes your brand’s positioning. If you want to be branded a “thought-leader” in a specific area of expertise, use some of Christine’s successful tactics in your business marketing efforts.
Video marketing is now one of the most popular ways to promote products and services online. Not long ago, it was fairly cutting edge to use videos to market your business; now it’s practically mandatory. While the written word can still be compelling, with videos you can also add sound and graphics, as well as the ability to talk directly into the camera yourself. Of course, there are some videos that are better than others. What does it take to make videos that are distinct amidst all the others out there? Let’s see what it takes to make your videos memorable!
Make sure that you have functional equipment that works. Most laptops come with webcams. Video quality on these devices is typically very bad. You can get a higher resolution camera for a very low cost.
If you want to be videos, a flip cam is usually all that’s necessary. Now you need to find good video editing software that might already be on your laptop. Once you locate the software and you have the cameras, you need to be proficient with them before you start. It is always good to have updated equipment and software. If you try to do this with something archaic, you will look unprofessional to those that watch your videos. We hope you are enjoying reading about what may be new ideas for your marketing campaigns, so be sure to seriously consider the possibilities. But this just goes back to the concept of testing because even having an open mind to try something, if only once, is the smart thing to do. What we find amusing is the people who are simply too lazy to give an honest shot in their website video
. You will always need to carefully assess anything new, though, and that means you have to base your decisions on research, first.
There are so many stories about scams on the net, and maybe one big reason people get hurt is due to insufficient investigation about something they want to try. There really are a lot of people, we assume based on what we have read, who just blindly buy things they think will work great and maybe never even try them. That experience is very common with web marketers who are relatively new and with little experience. Always seek to validate anything you read, and that is they only path to protecting your self. This all goes along with the thought of an ounce of prevention, and it is an ounce well spent, possibly.
Before you shoot a video, do a little planning before you start. Script out the words you are going to say and practice them. Make sure you have all of your props handy.
It is possible to stop and start the video, but you will find it much faster and easier to do if everything is ready before you begin. This means doing your research. So if you have a “notes” box, you should know what links to put in it. You don’t want to be the Internet Marketer who is constantly updating the details of their own videos as they remember or learn more things. You should also not have to retract or correct anything. If you do you’re planning in advance, is keep you from having to go in these other directions.
Don’t forget that there is room for video online outside of the video sharing sites like YouTube and Vimeo. Certainly, you should upload all of your videos to these important sites, but don’t stop there. You should also place your videos on your website, using the code you get on YouTube or elsewhere. Put the video in your blog. You can even send it to your email contacts. Your objective is to have your video watched and shared as often as possible, and that means sending it to as many places as you can.
In conclusion, there are several ways that you can assess the quality of your video. All of the visitors that come to your video will, of course, have an opinion as to whether or not it was any good. This is also partly because videos can be complicated things. You need to prepare properly before you shoot the quality video. Now that you have learned these tips and strategies, you can learn even more. To improve the quality of the videos that you shoot over time, learn how to improve what you do through research starting today.
We have only provided an introduction along with several solid applications utilizing the principles of marketing video
We urge you to also think about how you look at your business and think about it, as well. Most of the time all of us bring about the conditions that are a reflection of how we think, and of course we are speaking of the context of business. Whether you are able to maintain a profitable business, reach high goals or somewhere in between is really up to you. Which one you are at this moment is not as important as what you choose to be tomorrow. Sometimes it seems that so much is just sitting right in front of our eyes, but it is the things we choose that either opens them or keeps them closed.
Here’s What You Need To Know To Get Your Money’s Worth.
Just imagine this: Your dental practice has become so popular that you’re asked to make the rounds on all the daytime talk shows where you get to show b-list celebrities how to whiten their teeth using baking soda, strawberries, and a charcoal briquette. Pretty awesome, right?
Ok… well you might not want to be a celebrity dentist but I’m sure getting more leads and more patients is probably pretty high on you list to grow your dental business.
Dentistry is a hugely competitive field no matter what state you’re in. Cities like Los Angeles have well over 10,000 listings of dentists just on Yelp. There’s a dental office on every block and in every strip mall in every major city. That’s a lot of competition to go up against and if you’re not equipped with the right marketing tools you’re going to end up with their scraps.
I know you’ve probably already tried to hire a marketing firm or SEO company to help grow your dental practice and they promised you big returns but couldn’t deliver. They made everything sound so confusing that you end up basically cutting them a check and had no clue what they were actually doing for you.
The madness is going to stop right here.
You need to make yourself knowledgeable on what dental internet marketing strategies ACTUALLY work to help grow your practice. Once you understand these dental marketing tactics you can ask your SEO company specifically how they are doing these tasks and make them show you reports on how they accomplished these goals. If they can’t, it’s probably time to kick them to the curb and look for someone new.
Here’s What your SEO Company SHOULD be doing for you:
Optimizing Your Website for SEO
Monitoring your Adwords Daily and Making Good Adjustments
Claiming and Managing Your Local Listings and Review Sites
Managing Your Dental Office’s Yelp and Actively Helping You Push to Get Good Reviews
Creating New and Engaging Content About Dentistry on Your Website
Promoting Your New Unique Content Though Article Share Sites and Social Media
Building Strong Backlinks with Reputable Sites to Your Website
Auditing Your Dental Office Manager and Making Sure They are On Task
Helping You Build a Good a Good Sales Funnel So Your Leads Turn Into Patients
Give You Easy to Understand Reporting and Statistics
Building Strong Backlinks
In order for your dental website to rank well on Google you will need to build a good reputation on the internet. How do you do this? You need to gain trust with Google by building strong backlinks from other dental related websites. When Google sees that a reputable dental related website or blog links to your website it basically says to itself, “Hey, this trustworthy site thinks that this dental website is worth mentioning. Let’s bump it up a few ranks.” With enough strong backlinks, over time your dental website will move up to the front page for the keywords you want to rank for.
Managing Your Yelp and Review Sites
You might really hate Yelp but the fact is it is the first thing most people will see about your dental practice. You can’t hide from Yelp because it’s the users who drive your listing even if you didn’t create one for yourself. A good dental internet marketing company will be constantly pushing you to get good reviews and helping you develop new strategies on how to get happy patients to leave reviews. There are also other review sites like Google My Business, Yellowpages, Superpages, Manta, and many others that they should also be managing for you.
When you do get a bad review (it’s inevitable, there’s always a person that leaves one) your dental marketing team should notify you of it and coach you on how to draft a helpful response. Many times a customer will increase their rating of you or if they don’t, other patrons will see that
Optimizing Your Website for SEO
Your dental website needs to be optimized for SEO in order to rank well on Google. There are many things Google looks for such as mobile responsiveness, meta tags and descriptions, webpage load times, proper HTML and CSS, etc. All of these issues need to be addressed in order to build a good foundation for your dental internet marketing. Your website needs to work well and convert well in order to maximize your investment.
Claiming and Managing Your Local Listings
If you want to draw patients from outside your city or just from your local competitors you have to start somewhere. Your dental internet marketing company should make sure you first dominate the city your office is in and then expand from there. A big part of this is making sure all of your Local Listings and Review sites are claimed and well reviewed. The more presence you have in your local areas the better you will show up on maps and Google searches. Eventually your website will start ranking for other surrounding cities and if your SEO team is doing their job you’ll be pulling in patients from all over the state.
Creating New and Engaging Dental Content
Google loves new, fresh, and engaging content. The more interesting and genuine your dental content is, the more Google values your website. Many dental marketing companies claim to write unique content for your website but actually just cut and paste articles from other places. Make sure your SEO company is actually researching and providing share worthy content that engages your visitors. Take some time to read the content your dental SEO company has been writing for you. If it’s junk to you then Google probably also thinks it’s junk and won’t care about it.
Promoting Your Unique Dental Articles
Just creating articles doesn’t work anymore. An old outdated SEO strategy was to create tons of meaningless content and stuff as many dental related keywords as possible (e.g. Dental Implants, Cheap Dental Implants, Low Cost Dental Implants, etc.) into an article in hopes Google’s robots pick it up and rank it well. This is bad blackhat practice. Google wants to see people talking about your article, linking it, referencing it, and discussing it. A good dental SEO company will focus less on creating mass amount of content and instead allocate resources into promoting the good engaging articles they have written for you.
Managing Your Dental Adwords
Many of you have probably already tried Adwords for your dental practice and haven’t seen a good return. Sometimes it feels like you’re just throwing money away every month. Adwords is very tough space because you’re constantly competing with hundreds of other dentists and companies with budgets that might just blow yours away. Some dental companies spend between $10,000 – $60,000+ a month just on Adwords. If you’re managing your own Adwords yourself it is very unlikely that you have the man hours to properly use its features to the fullest to get the most out of your budget. With keywords costing between $2.50 – $8.00 a click you need to be very careful and adapt new strategies quickly. The same concerns go along with having your website designer or IT profession who aren’t experts at Adwords managing it for you.
Here’s are some basic questions to ask your Adwords manager:
What is an Auction Insights report?
Answer: A report that shows how your campaign is performing vs. your competitors.
What Ad Extensions are you using?
Sitelink – Additional links in your ad
Callout – Additional descriptive text below your ad
Structured Snippits – Extensions that highlight specific aspects of your services
Call – Shows your phone number in your ad
Location – Shows a map with your ad
Review – Highlights third-party reviews on your ad
What top sites are our ads showing up for our Remarketing campaign?
What negative keywords are you using?
Answer: Your manager should be looking through your search terms and exluding keywords you do not want to show up for (e.g. Gold Teeth, Free Dental Implants, Dental Schools)
If they can’t answer these basic questions it’s safe to say you need to find someone else to manage your Adwords.
There are also some potential problems when a large SEO firm manages your dental Adwords. Since a large SEO company has so many clients, your account gets passed down to a junior Adwords manager who has very little experience which can possibly lead to you losing money on your campaign. They usually work on volume and offer cheap prices but rarely produce good results.
Auditing Your Office Manager and Tracking Their Performance
It’s fairly easy to come up with tailored strategies to help your dental business generate leads and convert them to patients but it’s another thing to implement them into office’s daily routine. A good dental marketing company will work closely with your office manager to make sure they are managing your staff correctly so everyone is executing the tasks needed to make your dental marketing successful.
There are certain things your office manager needs to on top of like making sure your staff is actively asking happy patients for reviews, calling back leads in a timely manner, or making sure to record important data like the location and conversion rates of your leads so your marketing campaigns can be adjusted to get the most return on them. Your dental marketing company should be auditing your office manager on a weekly basis and making sure that all tasks are being completed.
Building a Good Sales Funnel
You can spend thousands on SEO and Adwords and get hundreds of leads but if you don’t have a good sales funnel, you will end up losing them. A good dental internet marketing company will create a process to help convert those leads into patients. This is done by using a CRM (Customer Relationship Management) software that manages and analyze customer interactions through the sales funnel.
In plain English it means if someone fills out a form on your landing page asking you about a dental implant, you have a process that increases the likelihood that they convert from a lead into a patient even if they cancel appointments, don’t answer the phone, or ask to be called a few days later because they will be out of town. A good sales funnel will remind you team and force them to be persistent with these leads so they close and turn into paying patients. Every interaction is tracked so you will know where the leak in your funnel is.
Creating Easy to Understand Reports and Statistics
Many SEO companies give their dental clients complicated automatically generated reports to show how “good” their statistics are but many of the metrics simply don’t matter.
Statistics Important to Your Dental Marketing Campaign
Website Unique Visitors – The amount of New Visitors to your website
Adwords Clicks – The amount of clicks your Adwords campaign is getting
CTR (Click Through Rate) – How likely a lead will click your Adwords advertisement after seeing it.
Total Phone Calls – How many phone calls are being generated through your website and landing pages
Total Leads – How many leads your Dental Internet Marketing company is generating through SEO and Adwords
Lead to Appointments – The percentage of leads that turn into appointments
Appointments to Shows – The percentage of appointments that actually show up
No Shows – The percentage of leads that make appointments but never show up
Patients – The number of leads that turn into paying patients
Cost Per Patient – The amount of marketing dollars that need to be spent to get a lead and convert them into a paying patient.
With accurate and useful reporting and statistics you and your dental internet marketing team can make educated adjustments to your advertising campaigns to help you spend less money to get more patients.
Whether your goals are to become a world famous dentist to the stars or if you just want to increase your income enough to become profitable, you need to invest in dental internet marketing. Once you’ve found the right company to work with you’ll need to make yourself knowledgeable in what SEO and Adwords practices are most effective so you can audit them and make sure you’re getting your money’s worth. When you and your dental marketing team are working in complete harmony you can then begin to fine tune your campaigns and eventually expand the reach of your business and hopefully open up more practices to start the whole wonderful process all over again.