Briefing: how to find your customers onlineSocial media, SEO, local search engine marketing
Hello from Crafted30+ Ipswich-based staff specialising in: E-commerce Design Development Search engine marketing Social media Copywriting Mobile sites & appswe drive sales & enquiries through engagementorwe find your customers so you don’t have to
Social media IS mediaMedia is mass communication. Social media isessentially tailored, targeted communication with‘opted-in’ or self-selected target audience.Where are your customers now?(trying to find you)Where will they be next week?(engaging with you, or with your competitors)
RelationshipsMitch Lieberman states that:“Social CRM is about bringing “me” [the social customer] intothe ecosystem…It is not about the technology, it is about the people, process andcultural shifts necessary to support and grow a business.”
So what are you talking about?Imagine if you could influence the conversation
Everybody’s talking aboutsomething... Trends TV Events News Business Economy Weather Sport
Relevant communicationWho are your customers?Where are they?What are they talking about?Every answer to these questions, or discussion you havearound these questions, will help define both your businessand marketing strategy.And your strategies will include digital media.
Why?The opportunity lies where ‘new media’ meets traditional.But we’ve been calling it ‘new media’ for 10 years.Social is customer recommendationsSocial is conversationSocial is relationship buildingSocial is free, trusted advertisingWe look at how social is built in to your wider marketing strategy,and into the consumer’s daily life.
How?WOM (word of mouth)You, your products or services are being talked aboutand recommended!Set-up keyword alerts for your company name (and competitors)and core services. Sit and watch. Use it as a research channel! Plan Set expectations Tweet in your tea break from your phone Or have set times: 15 minutes split out across the day
How?Say something (but not too much).Advise, comment, have an opinion, steal someone else’s!! (byagreeing with them), become a trusted source of informationor expert commentary.You don’t have to be a big brand to be trusted!You need to be relevant.If it is relevant, it will get talked about: recommended /favourited / forwarded / retweeted / curated / heard.
Creation vs curationProduce your own news and aggregate the news that is relevantto your business and your customers.Promote it as a source of convenient and essential information.Become a trusted / respected source of news and opinion.
It’s not all about TwitterLinkedIn CEO Jeff Weiner on the role of Google+‘LinkedIn is for professionals, Facebook for family and friends, and Twitter for broadcasting short thoughts and information.’LinkedIn is networking, not marketing.Activity tends to be peer-to-peer, rather than business-to-client orcustomer.Other channels can be multiple things to multiple audiences.
The way we wereIt’s all about search engine marketing, paid and natural.And conversion.And maybe a follow-up email.Done.‘traditional’ media
The way we should be nowNow, social influence during the search, research,purchase, post-purchase phase is more important thanever...
Remember the basicsThe digital landscape is ever-changing, the key is to not getdistracted by the latest shiny route-to-market, but integrate it withyour existing activity.‘Traditional’ approach: Traffic – keyword to landing page User experience – from calls-to-action to form usability Conversion, retention, conversation, conversion, retention...Understand the role that social plays within this process.Get them in the shop, sell to them (softly),ensure they come back...
Tactical campaignsPPC What areSocial mediaOnline advertisingEmail marketing your customersOffline mailshots(!)Blog postsEvents talking aboutTraditional PR ? Hmm?
The basics +Enhance all of the above by knowing your customers.Who are they?Where are they?What are they talking about?The answer still lies in social media, but search & social areincreasingly mobile. Learn from every channel.Crucially, once we’ve answered the above questions...
People haven’t changed the way theybehave fundamentally,they are just more technologicallyenabled.
Remember to not getexcited about theshiny thing. Simplyfocus on where yourcustomers are andhow to sell to them
MobileMake sure your website works on a mobile.Mobile searchMobile commerce70% of people use mobile in-store. (Google)
MobileMobile shouldn’t remove the opportunity to consultatively sell.There is less real estate to visually sell, so it is more important tofocus on how your customers might view your business, productsand services. highlight your products, emphasise your services enable the user to reserve & collect to find store locations to do whatever they expect to be able to doMobile is a new and complementary channel, not a replacement.
Social changeNew platforms = new behaviour?Social commerce is e-commerce through social networks.E-commerce is selling products or services online.Is social change happening? How is the economy affecting the way weshop? How are any and all social factors affecting the way that wefind, review and choose service providers?.
Social influenceSocial shopping and social influence are an integral part of our lives.(Note: I didn’t mention ‘online’ or ‘digital’ there).We seek out the opinions of our peers & trusted brands.Customer behaviour has not changed (much), but when we ask aquestion, or seek an opinion or recommendation, it is amplified.Google + social channels = relevance + trust
Where?Location, Location, Relevance. Google states that 20% of all searches have a local intent, that’s 2.8 billion searches per month globally Of mobile traffic, upwards of 50% of searches have local intent 23% of time spent accessing internet is on a mobile device More than 4 million business listings on Google have been claimed by business owners
Where we refer to ‘local’, these are listings not generated by Google’salgorithm but those associated with a map.
‘Place’ pages are integrated listings with mixed naturaland Local listings. These come from searches with a localintent ‘Accountants Colchester’
Google’s assumptive location results:better user experience when searching generic term
Location-aware mobiles lead to local listings.
List every business location, the more you list the better coverage youcan have – think creatively!Fill out everything: business hours, detailed description 10 photos (even if it’s your logo and the front of your building) Links to 5 YouTube videos you can also be listed in up to 5 categories including custom ones.
Competitors Check out your competitors’ listings If they haven’t filled out a section it doesn’t mean it’s unimportant, it’s an opportunity to steal a march on them.Logistics If you have too many locations to enter manually, then Google offers a whitelisting service. Quick tip: claim your listing with a Google account email on the same domain as your website e.g. email@example.com
Google likes links, its algorithm is weighted toward themas they infer relevanceLocal is relevant.Get your business listed on Hotfrog, Yell.com, BizWiki, Qype,Freeindex, Thomson Local, Yelp, Bview, UpMyStreet, Trusted Places,Scoot, Tipped, Infoserve, City Visitor, TouchLocal, UFindus and SmileLocal.Match up the business details: Quick Tip: There are services that’llAddress add these on-mass for you, but manual submission is always better.WebsitePhone number
You’ve done local via national listings sites, now go truly local:Your town:Chamber of commerce, business networking sites, professional bodies,business listings specific to your town / areaYour ‘friends’:What organisations does your business partner with or supportlocally? Local school, local charities.Your industry: Quick Tip: Scan your invoices for companies with websites who mightSuppliers’ websites as a link to you, often gems can be‘Distributor’ unearthed in the unlikeliest of places.
So, you’re sorted on Google Places & you have citations.Seek out customer reviews for your Places page or to complementcitations on Qype or Yelp.Respond to positive e-mails thanking them and asking them to post theirreview or comments on the above sites.Send e-mails a couple of weeks post-transaction asking for feedback. Quick Tip: Don’t fear negative reviews. Promote this to your best customers, negatives will quickly be drowned out.
Look at your competitors.One of them may be ticking a lot of the digital boxes and doing it well.Learn from it: where are they listed / mentioned. Is there sentimentattached?Crucially, wherever they are, it’s likely to be relevant to your business.Learn from this, do it better than them. Quick Tip: In Google search using:Intelligent search marketing is ‘competitor.com -site: competitor.com’‘informed search marketing’ This will return pages mentioning their website from around the web.
Do Something Local TodayAs with traditional search engine marketing, and social, get your basicsdone, then make local part of your everyday business profile. Contact suppliers to feature your details - explore common ground for wider search benefit Search out citations Follow-up good feedback Encourage reviews via your newsletter Mention local reviews to long-standing customers Quick Tip: Expect regular change in your rankings, they are dynamic and you won’t always be #1 even whenThe results are cumulative. you’re up there.
What next?By 2014, more people will be accessing the internet on their mobilephones than laptop / desktop computers*Leave here with questions: for the rest of your company.Don’t dismiss social media as something that you don’t understand.It is where your customers are, where they will be, and wherebusiness is getting done.And keep an eye on Google+ as it rolls out business pages... *Professor Manuel Castells – Digital Obama Architect
Image on slide 3http://www.flickr.com/photos/cheesy42/5945217559/Image on slide 18http://www.flickr.com/photos/renet/369761/sizes/z/in/photostream/Image on slide 27http://www.flickr.com/photos/anirudhkoul/4646989519/Images on slides 6 and 23 from The Commons via Flickr.