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Social Marketing – Telling Your Story

When you think social marketing, think storytelling

In the Mad Men era, marketing used to be advertising, but that’s not the case anymore. To succeed, you must tell a story that people want to hear. These stories connect with people on an emotional level and are true.

Note: Brands that attempt to tell a false story will get caught.

 – Top tip from Seth Godin, embellished by Optymise

We are human first, and despite having many years experience in search engine marketing or SEO we keep track of the basic fact that human’s want to connect,  they want to hear from you,  your business, your story, what makes you different.

Sharing your story gets people to know your business. Take the product you want to promote and turn it upside-down, look all around it, write your promotion then turn it into a story. Tell the HOW, tell the WHEN, tell the WHY…. then let people choose if its right for them.

Need help telling your story?

Contact us to see how we can help.

Website Stickiness

Many website owners will agree that getting the visitors to a website is easier than making them buy. Making a visitor stay on your website and listen to what you have to say makes all the difference between a user exiting your website or making an enquiry.

‘Sticky marketing’, as the name suggests, is the process of making a user stick to your website for longer and also inducing repeat visits. When a user stays longer on your website you have an increased chance of influencing his sales decision. Directing him to more services and products you offer, the benefits of buying from you and other efforts that you have put into your website to get a favorable response from the user only come into effect if the user is willing to visit more pages of your website.

So how exactly do you induce a sticky response? There are numerous ways of doing so, some of which include:

Regular website updates

Visitors can then find something new every time and will keep coming back, also allowing search engines to see you as an active website.

Increase your value-add

This does not necessarily mean adding more products and services, as logistically that may be too big an enterprise, but adding more support for your existing products. Something as simple as a currency converter can make the difference between a shopper exiting the shopping cart or closing the deal.

Collect and share interesting information

Technical and consumer articles and news supporting the products you sell is also a good marketing technique that adds depth to your services. These articles can not only attract traffic but also strengthen your authority on the subject and build trust.

Remember user details and preferences

Perhaps more useful for large e-commerce websites, it is an important way to build client relationships. Yahoo! stores color and display preferences for its email clients. Amazon stores personal details so that the same information does not have to be entered every time a user buys on the website. There are a lot of technical and ethical considerations to overcome before using cookies on your website and its use should be limited and judicious.

Special access areas

Providing areas where users can access resources such as newsletters, tools and other relevant information and promotional deals is a good way of inciting users to come back. It is also a good way of collecting e-mail IDs for future marketing campaigns, assuming they agree to be part of it while signing up.

All the above factors and tools will be meaningless unless the foundation of the website is strong. A strong foundation in turn, is built by:

  • Good quality content
  • Good quality interface
  • Fast downloading / response time

There are numerous other ways of ensuring a sticky visit. One way particularly specific to Search Engine Optimisation is the relevancy of ‘landing pages’. As each situation is unique, there is no reason why you cannot be creative and cook up your own ‘stickiness’ recipe. Food for thought!

Need help making your website ‘sticky’?

Contact us for help today.

Top 5 Social Media Trends

Social Media Marketing

Top Social Trends to Consider this Year

The social media landscape is constantly evolving and therefore, your social media marketing strategy cannot remain static. Instead, it’s important to reevaluate business goals, social media campaigns, platform results and revise your strategy at least once a year — if not quarterly.  Optymise is strongly focused on Quarterly review to align with trends in your business and market place.  It helps to keep your message current.

Being aware of trends in the social landscape can help you design better strategies, apply the most effective tactics and choose where to invest your staff as well as financial resources. Here are the top five social media trends every website owner needs to think abou :

1. Diversify

You’ve probably seen headlines about Facebook’s algorithm changes. If you currently operate a brand or business page, a study reported in Time found that only 6% of followers currently see your posts. Experts suggest that that number will continue to plummet, eventually reaching one percent.

This bid by Facebook is aimed at increasing advertising dollars. But it highlights a potential weakness in many business’ social strategies: over-dependence on any single platform puts you at the mercy of that platform’s whims. Whether it crashes or simply changes its rules, too much is at stake.

Tip : Consider new opportunities on alternative channels

2. Use Google+

If there’s one social network businesses should pay specific attention to, it’s Google+, which is already playing a more important role in Google’s organic ranking algorithm. We expect this trend will continue.

In the SEO industry, Google’s Matt Cutts confirmed in a recent video that Facebook and Twitter have no impact on SEO rankings as a result of crawling and accessibility issues. So its logical that if Google wants to use social posts for organic search rankings, it could easily mine Google+ data, where its crawler access is unhindered.

Google+ is also the best way to get access to Google Authorship, is trending as a role in SEO. Google Authorship helps the search engine identify your content, attribute it to the correct author and build a portfolio for each author that may include what many are calling “Author Rank” — algorithmic scoring based on author expertise and publishing history.

In most cases, an image of the author appears next to their content in search results, which also increases visibility and click-through rates.

Tip:  Build Google Authorship into your Brand Marketing

3. Integrate Social Media and SEO

Incase you think SEO is not important in your plan it is best to consult an expert to ensure the plan is cohesive. The online marketing industry is moving away from the idea that social media, SEO and content marketing happen in isolation. Social media marketing decisively impacts how content is seen and shared.

Think of online marketing in terms of 3 pillars (SEO, Content and Social Media) as a system that works together to increase visibility, build your brand and ultimately garner customers and sales.  Content creation and marketing have direct implications for your SEO performance – especially in light of Google’s latest updates.

4. Looking Good is Everything

An estimated 63 percent of social media comprises imagery. As such, visual platforms are playing an increasing role in social media for businesses. One study found that 29 percent of Pinterest users bought an item after posting or re-pinning it on the network.

Video content is also hotter than ever, with the addition of networks like Vine and Instagram featuring microvideos. Infographics are another effective promotion tool for businesses with both a bounty of data and absorbing stories to tell.

Not every platform will be right for you, however if you spend the time to find the visual angle to your business’ story and experimenting with different content formats can help revitalize your social media marketing strategy, this will help to keep your strategy focused.

5. Own your Brand

Social media channels should be managed according to a brand-oriented approach.

Tip: Building your brand on any platform impacts your SEO and improves sales over the long term.

  • Are the visuals of your social media accounts consistent with the rest of your visual branding?
  • Is your account name or any other copy branded?
  • Are you regularly filtering your status updates to ensure they’re on-message and consistent with the overall brand that you’re building?

Focusing on building your brand through your social interactions should be a key focus this year. Take the time to understand general trends and focus on core goals, but also take action to experiment with specific tactics that will grow and change as your business evolves.

We can help grow and engage your customers through Social Media Marketing.

Contact us to see how we can help.

Pay Per Click Advertising

What to Know

We know that understanding PPC (Pay per Click) services can be utterly confusing. With so many search engines to choose from, and so many options within each one: different billing schemes, different terminology, and different techniques for ranking in the top spot, the learning curve is quite substantial.

When it comes to most PPC campaigns you can be sure of one thing: your rankings are stable. When you go to bed, you know that when you wake up the next morning your placements will still be there. Google is not going away any time soon, so it is still very important to optimize and try to get those top placements regardless of whether or not you wish to pursue a PPC campaign. If you are ranking well on Google, in many cases it is still well worth it to pursue PPC placements as well to get that extra exposure.

With a PPC campaign it’s important to remember that it isn’t always as simple as paying top dollar to dominate the number one spot. Regular tweaking and maintenance is definitely required to ensure you’re not overspending on under-performing clicks (that’s where we help).

Benefits

Benefits of paid advertising such as Google AdWords include, but aren’t limited to:

Speed

PPC listings can be launched very quickly. Unlike organic SEO, there’s no need to wait for the search engines’ spiders to perform a deep crawl of your site.

Reach

PPC provides additional traffic to your site. It is particularly effective for highly competitive search phrases where it may be extremely difficult to get a top 10 organic listing. You can save your SEO effort for more fruitful targets and use PPC to get on that top results page.

ROI

PPC can be extensively tracked. Statistics like cost-per-conversion are valuable for comparing your return on investment against other marketing tactics. Furthermore, this data is reported to you accurately and quickly.

Experimentation

When researching potential search phrases, you will likely find some that are a good match for your website. But typically there are others that are intriguing but questionable. Do you want to risk optimizing your site for marginal terms, only to find that the conversion rates for these visitors are dismal and the resulting leads are unlikely to be customers?

As a side, PPC campaigns provide a low-risk test bed for keywords, enabling you to determine if a full site optimization campaign is worthwhile.

Need to establish a paid search campaign, or need help making your current one perform?

Contact us to see how we can help.

Search Friendly Blogs

Your favourite thing about having a blog may soon be this – they naturally attract search engine traffic. Blogs already have optimized site architecture. Most are set up with a clear navigation, where every page is set up to link back to the other main pages. They also have the inherent potential to be well-linked.

Here’s our top 5 tips for blog SEO:

1. Keywords

You have a choice. You can target a general high traffic keyword you have little chance of ranking well for and get barely any traffic. Or you can shoot for a keyword that gets a moderate level of targeted traffic resulting in more subscribers and sales. Whatever you call them, here’s the most important thing: They may not get you the most traffic, but they often bring the most profit.

More traffic equals more sales though? Not always. You may be surprised to learn that high traffic doesn’t always mean conversions. Many of the most profitable sites in the world get moderate traffic because their keywords result in genuine leads.

2. Keyword Placement

Your blog can be set up to repeat the keywords that you want to target just enough times to establish a theme – get your point across and create an optimised blog.

3. Timely Posting

You can get good results if you update your blog just once during one of three sweet spots in the day – typically early in the morning (or at least before noon).

4. Get ‘Votes’

Take opportunities to gain quality links back to your site where possible. This is often noted by the search engines as they follow the link to your site.

5. Be Frequent

The more you post, the better. Simple. Don’t go spamming of course, but make yourself known as a regular blogger so search engines, and users will come visit you more often.

You’ll be happy to know that you don’t have to slave over long blog posts several times a day, all day long to get similar results from your blog. A few small changes to your blog can draw more search engine traffic without turning off your blog visitors. Done properly, this gives your audience more of what they were searching for in the first place.

We can help with marketing your Blog for SEO.

Contact us today to see how what we can do.