The Social Media Marketing Tools
MANY PEOPLE RELATE to the software programs or websites they use to understand how social media relates to their business so we’ve listed the ones we include in our social media marketing courses.
A website is a critical component of your digital marketing strategy because you own it and no one else’s business is listed on your site – unless you want it to be. That means you can control the content, customise the offer and make your site as attractive as possible to potential clients. These days it is important to have lots of professional images, well crafted text designed to attract search engines, and great stories to interest your potential customers. It’s also important to be able to change it regularly and keep it up to date, just like you would a proposal, quote or brochure. For proposals you may use a program like Microsoft Word but an equivalent software program to manage your website is called a Content Management System and one of the best is WordPress.
WordPress Content Management System
You can get a professional website designer to install a theme (template) and install programs (plugins) to give your website functionality but once their work is done you should be able to make small modifications yourself. The more changes you make the better your changes of being detected and indexed by Google, Bing and Yahoo search engines. When the search engines do discover your website and make it available in their search results your website is considered relevant and so your website will appear in the free or “organic” area of the search results (not as an Ad that you need to pay for).
Organic Search Results
When you optimise your website contents to become more relevant Google will show your website on page 1of their search results. The process of optimising a website is really just using the correct relevant keywords and phrases that your customers are using to search for the services your business provides. Search engine optimisation is something you can do yourself based on your knowledge of the industry and experience in marketing your business.
Google Analytics is a system that Google created to help webmasters (and ordinary business owners) understand what is happening at their website. Just like newspapers of the past certain pages of your website are more valuable and attract more traffic than others. A well designed website will direct website visitors to carefully planned and crafted pages with a Call-To-Action (CTA) and Google Analytics will tell you if your website is performing as expected. Once you understand what is important you’ll start optimise your website visitors journey to achieve a better result.
Content Marketing and Business Blogging
Google revolutionised “Search” and made it easy for people to find what they are looking for and customers are looking for a solution which can include many different parts so they spend a lot of time researching online. If your website doesn’t help them, give them information or confirm that the information they have is correct they’ll move on to someone who is an “expert” in their field. You may be good at what you do and if your website content and blog reveals that in case studies, examples, white papers, customer journey stories etc then YOU will become the authority figure they are looking for – and you’ll most likely get the business. These stories also keep your website fresh and up-to-date which Google loves.
Video Marketing & Youtube
As an online marketer you need to engage with your potential clients and although words and blogs are important many people prefer to watch a video explanation, demonstration or presentation. Smart phones with powerful video capture capabilities and Youtube video hosting platform enables you to capture and publish video quickly and cheaply. A good video (or better) video gallery will help keep you front of mind and improve your standing as an authority in your area of expertise. It’s a social network too and viewers can make comments and rate you.
Everyone knows about it and uses it and they’re all connected to their friends so everyone knows what’s going on. Facebook is important because it’s a digital form of a recommendation service. If a friend or relative of yours has used someones products or services and has enjoyed the experience you’ll be more likely to consider that company as a potential supplier. The key with Facebook is to engage as much as possible with people who like your page or use your services – it’s a public show of affection that is contagious. The fun starts once you start to combine your client base or target demographic with Facebook paid advertising and custom audiences. Facebook also has a great analytics tool to show you what’s working.
This is a social network for business or work colleagues. Linkedin is often used as a digital resume and the endorsements and testimonials on LinkedIn are one of the best ways of demonstrating authentic praise or regard. Build a big enough network and you can also share stories from your blog and other articles and create an “engaging” discussion around it. Remember if you are not the type of person to do this find someone to have selected engagement on your behalf. Blog articles and posts can reach thousands of people and then be shared or commented on. You can link your profile to your company website to drive more traffic to it.
Twitter is like group SMS on steroids. It enables you to broadcast your thoughts in short messages (and links) but it also enables anyone to follow you and make comments on your comments. You can include hashtags and mentions in your messages and they help you get discovered or viewed. Most of all Twitter is all about what is happening right now and when you connect with more and more people and have their share (or retweet) your messages you can reach an explosive audience very quickly.
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