Back to Basics: Quality and Word-of-Mouth Advertising
As a business owner, you can benefit by harnessing the power of networking sites, but you must employ extremely subtle strategies. According to David Meerman Scott, marketing strategist and author, “The online community at social networking sites hates overt commercial messages.” (See The New Rules of Marketing and PR, p. 229.)
Before diving into the details of actively using social networking for marketing purposes, however, considerable time must be spent focusing on your business itself.
• First, you must make sure your have good quality products and excellent customer service, not just lip service, empty promises, and hype.
• Second, you must make sure your website is artistic, professional, and effective—meaning it contains well-written, substantive content that is presented in an aesthetically pleasing way.
Why? People talk.
There are over 200 million members on Facebook, while MySpace has about 100 million. Many of these are asking each other for product recommendations, directly or indirectly. If your product or service measures up, they will speak highly of you. If they go to your website and like what they see, the will bookmark you. Either way, you benefit.
A recent study shows that women are turning to social networking for fun, entertainment, and to connect with friends at a higher rate than ever before, and they are twice as likely to turn to blogs verses social networking to get product recommendations. (See Social Media Optimization.)
If your products or services don't cut the mustard, look out, because, according to Mike Grehan, online marketing guru, the algorithms that drive search engine results are changing to include, with much more added weight—
1.) product recommendations on social networking sites and blogs for your products or services, and
2.) bookmarks placed by unique visitors to your website.
Thus, the days of key word manipulation to get to the top of the list of search results are going by the wayside. Soon, it will be your good products and services that get you there, not just your good use of key words. (See Mike's Is There a Link Between Search and Social? article, pp. 12-13.)
Time Well Spent
Knowing this, you can see that your efforts to use social networking as an avenue to promote your brand and your business is crucial to long-term growth. The key to success is to experiment! Try placing videos on YouTube, inserting interesting articles into your Blog, creating profiles on MySpace, and establishing Groups on Facebook—and see what happens. You might find the next internet spokesperson star is sitting inside the walls of your own company!
You can track your hits easily by employing the technology at www.bit.ly, where you can enter web addresses (say, your YouTube video, for instance) and see how many people are stopping by to see it. Spending time to measure and analyze results is the only way to see if your efforts are paying off. It will take some time to find the right niche or angle for your business, so dedicate enough time and resources to see the effort through. Don't cut things off prematurely.
Also, it's important to update your material frequently, even daily. Since web users want the latest information available on the subject they are searching for, search engines in turn look for the freshest material online. By changing your content, you can insure optimal results in search engine rankings. (See Content Optimization.) This of course will require a committed and dedicated staff to manage, and the unflinching support of the organization behind them.
For more tips on optimizing your web presence and harnessing the power of social networking sites, contact the professionals at HIT Web Design.
Friday, July 24, 2009
Thursday, July 23, 2009
What Social Networks Should I Join?
Networking Sites Exploding in Popularity
People talk. If you have a product or service on the market, chances are people are talking about you, whether you want them to or not. It doesn't matter if you care to participate in the conversation or not—they still talk.
There are many places, or “social networking sites,” where people talk online. Some major ones include Facebook, Myspace, Twitter, Youtube, and LinkedIn. There are other specialized social networking sites, too, such as Squidoo, ChaCha, and Mechanical Zoo's Aardvark, where avenues to experts and hard-to-find information can be found.
To give you an idea of the potential marketing power of these networks, let's consider the growth of Facebook and Twitter. As of Feb. 2009, Compete.com ranked Facebook number one in visits and length of stay per visit, with MySpace second, and Twitter skyrocketing from number 22 to number three! (See Top 25 Networking Sites.) Facebook has added over 100 million (yes, million) users in less than a year.
Online marketing expert Erik Qualman put Facebook's growth in perspective by saying, “If Facebook were a country, it would overtake Indonesia as the fourth largest country in the world by September at this pace.” (See “15 Maxims for Marketers, p. 15.) That's a ton of customers just waiting to be engaged by your products or services.
Get Into the Social Scene
To maximize your social networking strategy, the first thing you need to do is delineate your own target market, and then determine if each social networking site's demographic makeup matches yours. Surprisingly, the biggest users of social networking sites are the Baby Boomers, that is, those in their mid 40s to 60s, not those in their 20s and 30s. In fact, the younger folks are slowing down when it comes to using social networking, perhaps due to information and technology overload. (See Gen X and Gen Y.)
Listed below are some important social networking sites that you can use (with creativity) to promote yourself, your products, or your services. Don't be afraid to experiment.
www.squidoo.com
Appeals to anyone seeking high-level expertise.
Mr. David Meerman Scott, marketing strategist and author, recommends using Squidoo to drive traffic to your site. (See The New Rules of Marketing and PR, pp. 236-37.) Squidoo allows you to create what is called a “lens,” which is basically a single page catalog of your expertise. Searchers can search for your expertise on Squidoo, and when they find your lens, you can direct them from there to your website.
www.facebook.com
Originally only for students, now open to anyone. Women seeking to reunite with old friends are a big part of the membership.
Mr. Scott also describes how to make good use of Facebook. (See The New Rules of Marketing and PR, pp. 231-35.) This strategy is threefold: 1.) use the “post a message” feature to let people know what you are doing (new product release, new book published, attending a tradeshow, etc.); 2. Create a Facebook Group to gather people together with a common interest (i.e., users of your product or service); and finally, 3.) Use Facebook's ability to make customized applications to access as wide a market as possible from the Facebook users.
www.myspace.com
Not just for teenagers anymore, entertainers and musicians, for instance, employ MySpace effectively to build a large fan base and stay in touch with enthusiasts.
Myspace profiles are a good way to connect with a lot of people. Mr. Scott warns, however, that “authenticity and transparency” are critical. (See The New Rules of Marketing and PR, pp. 229-31.) Ad agencies have been known to create false profiles for selfish benefit, only to see a huge backlash when their scheme is discovered. Mr. Scott suggests that one way around needless trickery is to emulate Volkswagen's idea of creating a fictional character that everyone knows is made up who can then humorously and shamelessly promote your product.
www.twitter.com
Appeals to young and middle-aged professionals alike.
Twitter is easy to use, and focuses on the ability to get quick answers to questions. While Baby Boomer individuals aged 45-54 are the largest segment of Twitter, the second highest segment is individuals aged 25-34, indicating that both aspiring young executives as well as seasoned business veterans benefit from, and consistently use, this social networking site. (See Social Media Optimization.)
www.yourwebsite.com
Remember, the quality of your website and its content is critical because the whole point of harnessing the power of social networking is to drive people to your site. When they come, you want them to stay! For more tips on making your website the best it can be, contact HIT Web Design.
People talk. If you have a product or service on the market, chances are people are talking about you, whether you want them to or not. It doesn't matter if you care to participate in the conversation or not—they still talk.
There are many places, or “social networking sites,” where people talk online. Some major ones include Facebook, Myspace, Twitter, Youtube, and LinkedIn. There are other specialized social networking sites, too, such as Squidoo, ChaCha, and Mechanical Zoo's Aardvark, where avenues to experts and hard-to-find information can be found.
To give you an idea of the potential marketing power of these networks, let's consider the growth of Facebook and Twitter. As of Feb. 2009, Compete.com ranked Facebook number one in visits and length of stay per visit, with MySpace second, and Twitter skyrocketing from number 22 to number three! (See Top 25 Networking Sites.) Facebook has added over 100 million (yes, million) users in less than a year.
Online marketing expert Erik Qualman put Facebook's growth in perspective by saying, “If Facebook were a country, it would overtake Indonesia as the fourth largest country in the world by September at this pace.” (See “15 Maxims for Marketers, p. 15.) That's a ton of customers just waiting to be engaged by your products or services.
Get Into the Social Scene
To maximize your social networking strategy, the first thing you need to do is delineate your own target market, and then determine if each social networking site's demographic makeup matches yours. Surprisingly, the biggest users of social networking sites are the Baby Boomers, that is, those in their mid 40s to 60s, not those in their 20s and 30s. In fact, the younger folks are slowing down when it comes to using social networking, perhaps due to information and technology overload. (See Gen X and Gen Y.)
Listed below are some important social networking sites that you can use (with creativity) to promote yourself, your products, or your services. Don't be afraid to experiment.
www.squidoo.com
Appeals to anyone seeking high-level expertise.
Mr. David Meerman Scott, marketing strategist and author, recommends using Squidoo to drive traffic to your site. (See The New Rules of Marketing and PR, pp. 236-37.) Squidoo allows you to create what is called a “lens,” which is basically a single page catalog of your expertise. Searchers can search for your expertise on Squidoo, and when they find your lens, you can direct them from there to your website.
www.facebook.com
Originally only for students, now open to anyone. Women seeking to reunite with old friends are a big part of the membership.
Mr. Scott also describes how to make good use of Facebook. (See The New Rules of Marketing and PR, pp. 231-35.) This strategy is threefold: 1.) use the “post a message” feature to let people know what you are doing (new product release, new book published, attending a tradeshow, etc.); 2. Create a Facebook Group to gather people together with a common interest (i.e., users of your product or service); and finally, 3.) Use Facebook's ability to make customized applications to access as wide a market as possible from the Facebook users.
www.myspace.com
Not just for teenagers anymore, entertainers and musicians, for instance, employ MySpace effectively to build a large fan base and stay in touch with enthusiasts.
Myspace profiles are a good way to connect with a lot of people. Mr. Scott warns, however, that “authenticity and transparency” are critical. (See The New Rules of Marketing and PR, pp. 229-31.) Ad agencies have been known to create false profiles for selfish benefit, only to see a huge backlash when their scheme is discovered. Mr. Scott suggests that one way around needless trickery is to emulate Volkswagen's idea of creating a fictional character that everyone knows is made up who can then humorously and shamelessly promote your product.
www.twitter.com
Appeals to young and middle-aged professionals alike.
Twitter is easy to use, and focuses on the ability to get quick answers to questions. While Baby Boomer individuals aged 45-54 are the largest segment of Twitter, the second highest segment is individuals aged 25-34, indicating that both aspiring young executives as well as seasoned business veterans benefit from, and consistently use, this social networking site. (See Social Media Optimization.)
www.yourwebsite.com
Remember, the quality of your website and its content is critical because the whole point of harnessing the power of social networking is to drive people to your site. When they come, you want them to stay! For more tips on making your website the best it can be, contact HIT Web Design.
Friday, June 12, 2009
Make Your Website Easy to Read
Too much content placed haphazardly throughout a web page will make it not only difficult to understand and read, but may even turn off a visitor before they have a chance to see what your site is about.
Heritage Internet Technologies has a few simple tips for you to keep in mind when creating your website.
Guide the Reader
Your site design should guide the reader to the important content. We read from the upper left of a page to the bottom right. Text should be used in a way we typically read, excessive text boxes should be avoided. Graphic elements should be used to direct the reader to the most important text on your page, your call to action.
Add Movement to Your Page
Another way to promote good page flow is through a simple animation. Using a simple animation like a Flash Element or Flash Banner can help direct a visitor to your site to important information or promotions. HIT Web Design has several options that can add that special touch to your site.
Keep it Simple
Have text that is concise and easy to read. If you have too much text on a page consider additional web pages, or Divided Files (Divided Files make it possible to hide text on a page until you select the appropriate tab). Do not overuse capitalized words or punctuation in ways it is not properly used, this can actually make your text harder to read. Use pictures and graphics that add to the concept you are trying to convey throughout your site.
By keeping the design simple and guiding the reader to the important content through proper placement of text, graphics, and simple animations, visitors to your site will find your site easier to use and pleasing to look at.
Heritage Internet Technologies has a few simple tips for you to keep in mind when creating your website.
Guide the Reader
Your site design should guide the reader to the important content. We read from the upper left of a page to the bottom right. Text should be used in a way we typically read, excessive text boxes should be avoided. Graphic elements should be used to direct the reader to the most important text on your page, your call to action.
Add Movement to Your Page
Another way to promote good page flow is through a simple animation. Using a simple animation like a Flash Element or Flash Banner can help direct a visitor to your site to important information or promotions. HIT Web Design has several options that can add that special touch to your site.
Keep it Simple
Have text that is concise and easy to read. If you have too much text on a page consider additional web pages, or Divided Files (Divided Files make it possible to hide text on a page until you select the appropriate tab). Do not overuse capitalized words or punctuation in ways it is not properly used, this can actually make your text harder to read. Use pictures and graphics that add to the concept you are trying to convey throughout your site.
By keeping the design simple and guiding the reader to the important content through proper placement of text, graphics, and simple animations, visitors to your site will find your site easier to use and pleasing to look at.
Thursday, June 11, 2009
Increasing Website Accessibility by Adding Links
Almost every website has a link of one kind or another. It could be a link from one page on the site to another (from a home page to a services page). It could be a link to another website. Links can help drive users to the right place. A “Click Here to Order Now” link can take a customer to your order page.
There are three things to consider when adding website links to your site: choose the right links, make sure the links works, and keep the number of links to a minimum.
1. Choose the Right Link: When deciding what links to put on your website, you should choose links that will be resourceful for your visitors. Choose to link to companies that you do business with or ones that complement your business. Having links that help your visitors is a great way to keep them coming back to your website. For example, if you own a landscaping business, you may want to link to a company that builds swimming pools. Don’t be afraid to email other businesses and ask if they will do a link swap.
2. Make Sure the Links Work: Clicking on a link that takes you to a wrong page or doesn't work at all can be very frustrating. Making sure you're imputing the correct link and that it works properly is important for customer satisfaction.
3. Keep the Number of Links to a Minimum: You do not want to overload your website with links. It can confuse the customer. Choose a few links that compliment your website and put them in a location that is easily seen by your visitors.
By following these three steps you can increase your website's accessibility to the public while providing a useful service to your visitors. HIT Web Design offers other ways to improve site accessibility, through site maps, web traffic directors, shopping cart modifications, and many other products.
There are three things to consider when adding website links to your site: choose the right links, make sure the links works, and keep the number of links to a minimum.
1. Choose the Right Link: When deciding what links to put on your website, you should choose links that will be resourceful for your visitors. Choose to link to companies that you do business with or ones that complement your business. Having links that help your visitors is a great way to keep them coming back to your website. For example, if you own a landscaping business, you may want to link to a company that builds swimming pools. Don’t be afraid to email other businesses and ask if they will do a link swap.
2. Make Sure the Links Work: Clicking on a link that takes you to a wrong page or doesn't work at all can be very frustrating. Making sure you're imputing the correct link and that it works properly is important for customer satisfaction.
3. Keep the Number of Links to a Minimum: You do not want to overload your website with links. It can confuse the customer. Choose a few links that compliment your website and put them in a location that is easily seen by your visitors.
By following these three steps you can increase your website's accessibility to the public while providing a useful service to your visitors. HIT Web Design offers other ways to improve site accessibility, through site maps, web traffic directors, shopping cart modifications, and many other products.
Wednesday, June 10, 2009
Website Integration
When creating a website everything needs to be aesthetically pleasing to the viewer. You want people to enjoy looking at your website. One way to do this is through website integration, creating a site that flows together in theme and is visually appealing.
Text is an extremely important aspect of your website. It lets your visitors know your business' contact information, hours of operation, history, sale and specials, and any other information you would like to let people know about. For this reason, choosing the right font is vitally important. You need to choose a font style, color, and size that are easy for your visitors to read. You will also want to choose a font that goes with the theme of your website.
Another important aspect of website integration is text placement. Having text scattered all over the page can cause confusion and is not visually appealing. The text should be limited—too much text can be overwhelming and distracting. It is also helpful to use short sentences and paragraphs.
The last aspect of website integration does not have to do with text, but with the colors chosen for your website. The colors give the overall feel to your website, and choosing colors that are too bright or that clash can be distracting. Colors should be aesthetically pleasing, but also suit your site. Bright and bold colors will be good for some businesses, while others will want to use calming blues and grays.
These three aspects of website integration will give your site the “Wow” factor everyone is looking for, and will increase the aesthetic enjoyment your visitors receive; promoting frequent visits. Other ways to add to the “Wow” factor to your website is by adding flash elements, rollover buttons, and music, just to name a few, all of which HIT Web Design is able to provide for you.
Text is an extremely important aspect of your website. It lets your visitors know your business' contact information, hours of operation, history, sale and specials, and any other information you would like to let people know about. For this reason, choosing the right font is vitally important. You need to choose a font style, color, and size that are easy for your visitors to read. You will also want to choose a font that goes with the theme of your website.
Another important aspect of website integration is text placement. Having text scattered all over the page can cause confusion and is not visually appealing. The text should be limited—too much text can be overwhelming and distracting. It is also helpful to use short sentences and paragraphs.
The last aspect of website integration does not have to do with text, but with the colors chosen for your website. The colors give the overall feel to your website, and choosing colors that are too bright or that clash can be distracting. Colors should be aesthetically pleasing, but also suit your site. Bright and bold colors will be good for some businesses, while others will want to use calming blues and grays.
These three aspects of website integration will give your site the “Wow” factor everyone is looking for, and will increase the aesthetic enjoyment your visitors receive; promoting frequent visits. Other ways to add to the “Wow” factor to your website is by adding flash elements, rollover buttons, and music, just to name a few, all of which HIT Web Design is able to provide for you.
Tuesday, June 9, 2009
RSS Feeds and Blogs
RSS Feed Drives Traffic to your Site
Want to drive people to your site in droves? Of course you do!
One of the best ways to increase web traffic and web ranking is by distributing news and updates about your business or products that are, in turn, picked up by other websites. If you do this on a regular basis, you can't help but drive people to your site as they see your news items and click to learn more, ultimately ending up on your site. This process is easy, and effective, and is made possible through use of the “RSS Feed” feature. Originally made popular by Netscape, your site popularity can benefit tremendously by integrating RSS Feed into your overall marketing strategy. Writing the code for RSS Feeds is a bit complicated, but at HIT Web Design, we take care of everything, so you don't have to worry.
Blogs Bring Business
Another strategy to bring people back again and again to your website is to incorporate a Blog. Blogs provide an opportunity to constantly update your site with new and fresh material, thus making your site relevant and useful. Blogs also introduce an element of interactivity to your site, and open dialog translates into open doors—more business, more connections, more knowledge, and more website visits. In a list of reasons to blog compiled recently, people gave blogging credit for new jobs, new opportunities to share important information, and the chance to connect with people they considered important. If you are still wondering what value a blog can bring to your website, consider that blog structure matches the “skim and scan” mentality of website visitors, thus providing an easy way for them to get the information they are looking for. If you need a little help with your blog, don't hesitate to consult your HIT Web Design professional for advice. (see HIT Enhancements.)
Informative Writing and Web Writing Skills
Informative Writing
When writing for your website, keep in mind that a new visitor arrives at your site looking for something!
“Of course they are!” you say. “So, what's your point?”
The point is, you want to make it EASY for them to find it!
In other words, visitors arrive at your site with a “skim and scan” or a “grab and go” mentality. If they can't find what they want within seconds, they will move on to someone else's site! Your job, therefore, is to design your home page to capture their attention and then draw them deeper into your site for more information.
Web Writing Skills
Take the time to re-read your own website with a critical eye. If you were a first-time visitor, would you be inclined to linger longer, or would you move on to other sites? The implication for you as you write, or re-write, is that to keep your visitor on your website, you must make your content clear, concise, and interesting. Your challenge is to convey everything your website or product has to offer with as few words as possible and in a simple, easy-to-read format.
Using bullet points, text boxes, and tables along with short text is a good strategy to follow.
Remember, also, that enthusiasm is infectious. Don't be afraid to let your passion show through and describe why you are excited about your product or website.
Finally, a professional writer can help you portray the essence of your site quickly so you can avoid the annoying side effects typical of web writers, such as writer's block, insomnia, over-caffeination, irrational irritability, snappy sarcasm, relentless worrying for no identifiable reason, and screen-strained, bloodshot eyes. (Learn more at HIT Enhancements.)
One last tip: when writing, avoid stereotypical references. It's just annoying.
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