Find the Missing Link in Your Social Media Strategy

By: Robbin Block, Blockbeta Marketing

An effective social media strategy depends on finding the right sites to reach your audience. Beyond the major social networks, which attract a large, generalized audience, there are plenty of niche sites which will help you build exposure and website traffic.

Benefits of Niche Sites

  • More targeted: Relevance trumps size
  • Buyers, not browsers: Leads to more qualified, convertible traffic
  • Big fish, smaller pond: Less clutter and noise, more chance to get noticed
  • More meaningful sharing and engagement

Be Where They Are

The point of using social media for business is to get in front of potential customers, which means you want to be where they are hanging out. Whether you choose major or niche sites, define your audience using the following and then match it to the sites that meet your criteria:

Geography: Neighborhood, city, regional, national, international.

Interest: Consider the site’s focus: i.e., design, games, business, etc. Drill down as much as possible to match your target audience.

Demographic: Easily identifiable stuff about participants, like age, income, education. For data about social sites, start your research at PEWInternet.org. For small sites, you may have to find out from the site itself. Look for advertising information in the footer (just for info, not to advertise).

Activity: What people do at the site, i.e., simply commenting vs. watching videos. Think about the kind of content that fits with what your business is about, i.e., if you have a visual business, Instagram and Pinterest may be a good fit.

Affinity: What participants have in common, i.e., people planning a wedding or those that like to invent things with Legos.

Many people participate in both major and niche sites, so select a balance of each. If you choose a major, join subgroups that match your audience, ie., a food related business in Seattle could join the Seattle Foodies group on Facebook.

Where to Find Niche Sites

The more sites seek to create interactivity and engagement, the more they’re likely to offer social opportunities to participate in. Start with the associations and groups your audience belongs to (ask them), then look for social opportunities in the following places:

  • Search Google like a customer looking for a product like yours and see what social sites come up.
  • Industry Associations
  • Online Publications
  • Social site directories
  • Check competitors’ sites for their social badges
  • Look at your own referral traffic data
  • Vendors sometimes have their own social networks too
  • Search Google for “niche social sites” + your area of interest
  • Go local (websites, blogs, publications, etc. in your geographic area)

Don’t Spread Yourself Too Thin

Once you’ve narrowed down your list of niche sites, finding the best match you can, prioritize them by highest amount of traffic. Then, start using them and track the referral traffic to your site, using something like Google Analytics to see if all that effort is paying off.

Learn more about social media marketing.

Robbin is presenting “Slay the Social Media Dragon” at this year’s Bizfair.

Your Fortune Is In The Follow Up

By: Debbie Page

We’ve all heard the phrase, “Your fortune is in the follow up,” which is then immediately followed by,

“Yeah but I don’t want to be sales-y.” Brace yourself friends, I need to tell you something straight and it might sting.

Get over yourself.

One of my great business colleagues says, “Sales is an act of love,” and if you are passionate about what you do and know that it provides great value to your ideal client then it is your obligation to follow up.

Research shows that 80% of sales are made after the 5th follow up. How many times do you follow up? Once? Twice? You are losing money if you do not have a documented and repeatable system to follow up 5 times or more, with people who have expressed interest in your products/services.

You also need to have more in your follow up than, “Are you ready to buy?” This is where the documented follow up system fits in.

Here are 5 steps to include in your sales follow up process:

  1. It’s totally appropriate to make your first follow up about checking in to see if the prospect has any questions or is ready to move ahead.
  2. The second time you follow up reference what they mention they need to attend to before they start working with you.
  3. The third time share something they might find valuable as it relates to their business, an article a blog post (written by you is fine or by someone else)  or a tool that you think they or their clients might find useful.
  4. The fourth time, send them a handwritten note with a $5 coffee card inside and a note that says, “I know you have been working hard, take a break today – coffee is on me.
  5. The fifth time call them. Yes, I said call them. No need to schedule an appointment. Just pick up the phone and give them a ring. “Hi Jack, Liz Lemon here. I was just thinking of you and ratings season and wanted to wish you the best. Let me know if there is anything I can do to help you get that Emmy this year.”

Any of this seem sales-y? Not at all.

Keeping yourself top of mind will keep you in line when your ideal customer is ready to invest with you.

Create a documented sales follow up system and plan that you and everyone on your team follows EVERY time a prospect enters into conversation with you. Having a documented plan that is executed can increase your revenue by 50% or more.

What would an additional 50% in revenue do for you and your business? 

Learn more marketing tips from Debbie at Biz Fair on September 30.

10 Things Savvy Online Marketers Do To Get Web Traffic

 By: Anita Campbell, SBA Guest Blogger

Today there are 1.2 billion websites — or one website for every seven people in the world! That’s a lot of competition. If you want to get traffic to your website, you’re going to have to take the right steps.

Take a look at the following 10 things savvy online marketers do to get web traffic.

Improve Website Speed

Sites that load painfully slow will cause visitors to bounce away. Slow loading sites can be penalized by search engines, too.  Tip:  Use one of the free testing tools to test your site’s speed.  Google offers one, but there are others including Webpage Test and Pingdom. Use test data and insights to identify improvements, and then talk with your website developer.

Attach a Blog to Your Website

Having a blog gives you a place to add content to your website — content that attracts traffic. According to Hubspot, businesses with blogs tend to get 3 to 4 times the traffic as those without. Tip: Keep blog content relevant — and informative — but not a sales pitch. Ask yourself, is this topic relevant to why a customer might choose to do business with a company like mine?

Use Proper Keywords

Keywords are search phrases that visitors use to find web pages when hunting in search engines.  Include relevant keywords in your pages and blog posts, used in a natural way, and over time you’ll be more likely to attract traffic from search engines.  Tip:  Choose keywords as specific as possible to your type of business, product, service or industry. That way you’ll attract visitors that are really interested in what you have to offer.

Share all Your Content on Social Media  

Share all of your blog content, whitepapers, videos and more on social media. Social media is no time to be overly modest. Tip: Don’t go overboard. For example, don’t share the same blog post ten times a day on Twitter — that’s spamming not sharing. And don’t forget to be a good social media citizen by commenting on and liking others’ updates and sharing their content.

Seek Guest Blogging Opportunities

Write original engaging and informative content. Then approach sites in your industry and request to publish it. This exposes your business to a new audience. Tip: Approach guest blog posts as an opportunity to provide information to readers, not as a free ad. You’ll have more credibility.

Publish an Email Newsletter

Regular newsletters can be a great way to drive traffic. Include blog post snippets in your newsletter along with links back to full content on your site. Tip: Put a “subscribe” box on just about every page of your website. Also, when your newsletter comes out each month, alert your social media followers to encourage them to subscribe.

Participate in Social Groups

Become an active member of groups on sites like LinkedIn and Facebook. Regularly comment  or answer questions. Tip: Know the rules before you post links back to your site or blog.  Some groups do not allow links.

Use a Call-To-Action on Posts

A call-to-action can be used at the end of blog posts to encourage people to click on other content in your site. The more relevant content a visitor sees, the more likely he or she will visit again. Tip: A blog post is a great way to promote longer form content such as ebooks and whitepapers.

Make Optimum Use of Headlines

Half the battle today in getting visitors is the headline. You have to grab a reader’s attention to get the click through.  Tip:  Don’t let the headline of your content be an afterthought. Titles of blog posts, videos and social updates are so important that I actually created my own title generator tool.

Pump up Your Local Listings

If you operate a business with a brick and mortar location, then being listed in local directories is crucial. Bing Places for Business, Google My Business, Apple Maps, yellow pages sites, and Facebook Places / local are just some of the places to make sure your business appears. Tip: Check to see if you’re listed using free checkers at places like AdviceLocal, Synup or Moz Local.

Finally, remember that getting web traffic is a marathon, not a sprint. Be in it for the long haul.