Google loves its animals and now it has launched one of its newest changes to its Search Engine algorithms – The Hummingbird Update. I like the way Dan Sullivan of SearchEngineLand used the analogy of Google being like a car and Hummingbird being like a whole new engine, even though some of the other parts necessary to run your car have remained the same (which means Penguin still matters to some extent as well).
According to Amit Singhal, Senior Vice President at Google and head of their core ranking team, Google Hummingbird will affect about 90 percent of the search requests submitted to Google. The focal point of the change is more relevance to “conversational search,” meaning a better understanding of concepts, meaning and intent, instead of just focusing on individual keywords.
Let’s say you ask “where is the nearest flower shop” in a Google search. Instead of a term like “flower shop” being important, Google is trying to give you a better result by understanding what you mean by “nearest flower shop.”
So what does this mean to you and how can you leverage this important change in your marketing?
I’m sure you know already that paying attention to the questions your clients and prospects ask makes for great content for your blog and newsletter. Now these questions are even more powerful. So here are some great techniques that can help:
The whole idea behind Hummingbird is to provide the user with a better quality search result. So it is going to be pulling the user away for “sales” talk to useful information. That means you need to be providing rich, relevant educational information on your site and other important websites as well. This means you might need to hire a writing service and an SEO service to help create a larger amount of content and then to help you get it out to the right places.
In a sentence, Content Marketing needs to become an even bigger part of your overall marketing strategy. If you would like us to do a free audit of your website, to give you a few pointers, let us know. We’re happy to help.
Every Monday, I am usually checking the Google analytics of my clients and am impressed by those that use Facebook as to how much traffic I see coming to the corporate website via this Social Media Channel. Am I surprised? No. You might be asking why. If so, check out these interesting stats:
No of people who check Facebook EVERY day
128 million Americans
14 million Canadians
If you do the math that is approximately 40% of the population of each respective county that is visiting Facebook EVERY day!
That means if your target audience is ANYWHERE in North America, over the age of 13 with access to a computer, chances are they are pretty heavily represented on Facebook. Therefore ignoring this hub as part of your marketing might not be the best call.
So, why am I impressed to see the traffic coming to my client’s corporate websites? Because BEING on Facebook doesn’t help your business….but USING Facebook effectively can. Facebook just recently launched an updated version of their Facebook for Business Resource. It’s definitely worth checking out. Not only for how-to’s on the points listed below, but also for some great success stories that can help you creatively promote your page.
While I’m sure this list is far from exhaustive, here’s some savvy, simple and cost effective ways to start marketing your small business on Facebook:
Here are 14 Great Reasons Why
Interesting ideas, tips, important industry/company updates, conversation starters, promotions and contests are what bring your page alive and when coupled with the other points below, these are what will grow your followers and increase traffic to your website.
Calls to action can encourage your Facebook followers to LIKE your page, share your posts, visit your website, participate in a contest, try your product/service or subscribe to your newsletters/blogs/YouTube Channels/other social media channels, etc.
There are so many creative ways to do this that can dramatically increase your results. You also need to think differently about these ads. Unlike Google where people are searching for something specific, on Facebook they are typically there socializing. That means your ads need to stand out, entice and distract them from their conversations in order to take action.
Your posts only reach about 16% of your followers, but boosting exposure of these posts for as little as $5 can increase exposure dramatically, and can be directed not only to your followers, but also to your targeted audience on Facebook.
If you can offer a free eBook, special event or a free trial of your product or service, try using Facebook ads to drive traffic directly to your website instead of only to your Facebook page.
YOUR INVESTMENT TO GIVE FACEBOOK A TRY
Time to create a Facebook business page – 30 minutes
(granted this can take longer when you make it fancier and add more functionalities over time)
Cost to create a business page – FREE
Time to post on Facebook – 15 minutes per post
Cost to post on your Facebook page – Free
Min. Cost to boost a post – $5
Time to set up boosting a post – 5 minutes
Min. Cost to advertise per day – $5
Time to create an ad – 5 to 30 minutes
Time to monitor your Facebook effectiveness – 15 minutes at the most per day
It’s easy to come up with reasons as to WHY a tactic such as Facebook may not work for your business. Believe me, I hear reasons all the time, like:
“ I’m not a Facebook user”
“I’m marketing to businesses, not consumers”
My response remains the same. Don’t knock it until you give it a decent try. It will cost you little in time and money to do so, and the payoff could be well worth it!
Is branding really important? Cidnee will share some marketing insights on the importance differentiation makes to small business success.
Does direct mail still work effectively in today’s marketplace? It can, but Cidnee will share with you a few pointers you need to consider to make this small business marketing tactic one of your Strategies for Success.
Intuit is running a contest where they are granting small businesses $5000 to do something cool in their business – check it out for your own business here!
We have currently posted our wish as the grant would help us develop some software for small businesses that create strong marketing plans easily and affordably. Winners are decided by votes.
So if you could click on the link below and vote for us, we can help you and/or other small businesses like you even more than we currently are.
Thanks for your support!
According to Pew Internet & American Life Project back around 2008, only about ½ the North American population even used online devices and a mere 8% were deep users of the web. Today North American internet users have climbed to 79% (US Census Bureau) with a whopping 90% of these users claiming they use the web to help them make purchasing decisions (Fleishman Hillard 2012 Digital Influence Index).
So it’s no wonder that a website that acts like a static brochure of your company is now a dinosaur in the digital world. Here are some criteria to help see if you’re website is hip and happening or pathetic and passé?
Do you have user friendly navigation and quality content?
There is so much that can be said here and they say a picture can say a thousand words. This wonderful infographic is a must when deciding on effective web design.
Are you coming up on Google (at the very least locally) for key search terms?
To have a site that no one can find is devastating. While it’s great to have a nice looking site, if it’s not being found it’s useless from a marketing perspective. You need to focus on your Title Tags and Headers Tags and ensure they have the right keyword search terms (keyword research here is a MUST). You need these keywords in your content, you need new and fresh content with your keywords in them, you need links to your site from other credible sites, you need to make sure your pictures use the keywords in their alt tags, you need to be registered on Google Places, you need a sitemap, and this is just the beginning! If you want to see how you are doing, try many of the free website grading tools available online, then start making the necessary changes.
Do you have Google Analytics installed and do you monitor your traffic at least once a week?
To have a website and not know how it’s performing is like investing a ton of money into an ad campaign and not caring if it provides you with results.
The good news is that Google Analytics are still free and luckily most web developers can easily add the proper code to the pages on your site and even set up a report to arrive in your inbox once a week. I like to look at the following at least weekly and then deep dive twice a month in to other areas:
How many unique visitors am I getting? How long are they staying on the site? What is my bounce rate? Where is the traffic coming from, including referring sites, what are the most common search terms, and what pages are the most popular?
Do you have multiple forms of media (video, photos, audio)?
To assume that everybody is going to read the content on your site is a bit naïve in today’s market. I recall a leader in web trends saying that before long websites will become mostly video in format instead of text. Why not start preparing, by climbing on the YouTube express and even creating a few Infographics of your own. Not only do multiple mediums appeal to different tastes, but they can then be strategically used on other online sites like YouTube, Pinterest, Slideshare and more. This again gives you more online exposure as well as valuable links back to your site.
Do you treat your website as just the hub to your entire online presence?
John Jantsch the fearless leader of the Duct Tape Marketing Consultant Network of which I’m a part introduced me to this great concept of the hub and spoke model of your online presence. It’s important you claim your online real estate and then post various forms of content to these other sites, encouraging them to visit your website. According to Universal McCann’s Wave 6 study, company websites are losing ground to social media sites in terms of credibility and popularity. These other sites, are places people will be seeking valuable information and engaging with your brand (see below) coming then to your website to show them how you can help them solve a problem or achieve a desired result. Implementing the hub and spoke model increases you online presence tenfold if not substantially more!
Are you allowing prospects/customers to ENGAGE with you?
Websites used to be a one way street. You shared information with readers and that was it. Not in today’s world. Now people want the ability to communicate back. Your website should encourage conversations by including a place for people to comment, share ideas and become part of a community. You should promote downloads of quality information via eBooks, Subscriptions to your newsletter, Surveys or Forms that help visitors find answers to their problems. Finally you website should definitely include some calls to action.
Can you easily change the content on your site and are you?
Needless to say, if Google relies on content to help with their search engine results, you better be adding to and updating it on a weekly or (at a bare minimum) monthly basis. This means you need to be able to change your own content and not rely on an outside source.
Did you know that according to HubSpot, sites that blog at least 20 times per month generate 5 times more traffic than those that blog only a few times per month?
Content is king in today’s online marketing world – it’s time to claim your throne if you aren’t already.
Is your site mobile and tablet friendly?
Just like landlines are giving way to mobile phones, so are PC’s losing ground to tablets and smart phones. In fact Fleishman-Hillard found in their global 2012 Digital Influence Index that 2 of the 3 consumers they surveyed, use a mobile/smartphone to gain information on a brand, product or destination at least 3 – 4 days a week.
That makes it a no brainer that your site better pull up quickly and be easy to navigate on these devices.
To be clear, this doesn’t just mean your site comes up on a mobile device. It means that instead of a tiny, tiny, miniscule version of your site, there are nice big buttons that allow me to get what I need easily and even call you in one easy click of a button.
If you want to see an example of what your site should look like – go to Dudamobile.com and type in your URL.
That’s why today’s websites are now built with what is called a responsive theme that automatically adjusts the site to different sized devices.
If you want to get a quick idea how your site is fairing on some of the above elements, check out HubSpot’s free Marketing Grader. It’s a great quick snapshot of your current website’s performance.
So how do you feel you did?
Hip and Happening
Better than I thought
Retro and proud of it, or
Definitely time for a new site
One of the best ways I know to get something new done that really matters in your business is to give it the importance it deserves. There are few ways you can do this.
The first is to understand the role it plays in your business and/or life. You may have come across this grid before, but it’s always a good wake-up call.
Year End Tax Submissions
Long Term Planning
Learning & Empowerment
Many phone calls
Some Phone Calls
TV, Gaming – time wasters & escape activities
Normally we address what is urgent and not-important over what is important but not urgent. When we are trying to make changes to our marketing this typically falls into this “important, not urgent grid.” So the key is to first RECOGNIZE its IMPORTANCE and then obviously find a way to MAKE it URGENT which leads me to my second point.
Think about treating this new activity like you would an important client or prospect and schedule it in your Outlook (or Google, or whatever you use) calendar. If you had a meeting in your calendar with a client, or potential client, you wouldn’t cancel it to check emails or answer a call or to get paper for the printer. So start making appointments – real appointments that you keep and don’t allow distraction. Be careful though. Making one BIG appointment in the week (e.g. many, many hours) is dangerous for two very good reasons.
Reason 1: If you do have to cancel it (for something that falls in the urgent/important category) you have now lost an entire week’s worth of productivity.
Reason 2: Long hours for anything new might seem daunting, especially for a new habit, so it can make it unproductive and “un-fun.”
Look instead to breaking it down into multiple, manageable chunks over the week, then monthly and quarterly appointments as well.
Finally, the third way to ensure you will begin making headway on a new marketing activity is to stop trying to go it alone. Accountability also breeds urgency. Consider hiring a coach and/or announcing to your followers or friends your intended new path. You can also work with another like-minded peer and form an accountability partner model. This latter model is highly effective as long as the two partners involved state the ground rules ahead of time. In other words, look at how often the two of you want to communicate, what level of information you feel you should be sharing and what the consequences are if the deadlines are not reached and what the rewards are if they consistently are.
Here are few habits I intend to change to help me transform both myself and my marketing through more writing:
Feel free to hold me accountable.
So what new marketing habit do you want to integrate this quarter?
It seems like 2012 was the year of Social Media. Not only did we have even more new players, but there appeared to be more pressure than ever for businesses to get on the bandwagon of posting and tweeting to their market.
And just when it seemed the business owner managed to get his or her Twitter and Facebook accounts, Pinterest and even a ton more interest in Google+ showed up on their radar. Not to mention that Facebook, Twitter and LinkedIn all had facelifts meaning previous profiles needed a tune up.
Every time I spoke this year the #1 burning question remained the same – “How am I, the small business owner, supposed to keep up on all this stuff and how is it going to help me get more business?”
I would say that 2012 was more accurately the year of Social Media tools maturing in the small business marketplace, but 2013 is the beginning of an Online Renaissance. A time when business owners can finally find their voice and yell their message from the online rooftops.
Stop worrying about where you should be online and how long a post should be. That will overwhelm you rather than motivate. Instead, start thinking of what your passion, your company and you can bring to the table to help your target market.
You have the ability to become the “new” media. You have the ability to influence people in a positive way. You have the ability to make a difference. Isn’t that really why you got into your business to begin with?
So what is the key to successful Social Media in today’s environment? Create a strong strategy instead of focusing or worrying about the tactics. Leverage social media.
As less and less people are turning on their television sets, or reading a print magazine in lieu of electronic publications and the internet, the influence of traditional media is giving way to bloggers and what’s trending on Twitter. Start thinking strategically about what you want to post and not so much about which site that’s going to happen on.
How can you do this?
Chris Brogan and Julien Smith, authors of the New York Times bestseller Trust Agents, launched their new book in 2012 called “The Impact Equation.” They talk about the concept of pretending you own a TV Channel. To build your strategy for social media, they suggest you think about what types of programs you would air on your TV Channel. Let’s face it, they can’t all be the same or no one would watch, but if you have an overall theme, like “Golf” because you are appealing to golfers or the Oprah Winfrey Network because you are appealing to women, you can certainly think of all kinds of shows that might be interesting.
Maybe one program (or series of posts or categories) is “interesting people or clients”. Another might be a “How To” show. Yet another might be a Talk Show that shares conflicting opinions on a specific topic. How about the Daily or Weekly News?
The premise here is that if you focus on your passion and EVERYTHING you can bring to the table to share that passion, the followers and customers will follow. Remember people are smarter and savvier shoppers. They will buy from you because they like and trust what you are standing for and not because what you’re offering is the cheapest.
So find that voice, get excited about it and get it out there and share it. People are dying to tune in!
What type of TV channel would you launch?
by Megan Webb-Morgan
Link building is a powerful SEO tool; through various tactics you can boost your search engine rankings and niche authority. Along with standard online marketing practices, such as good web design and social engagement, you can increase your page rank and gain a much broader fan base.
When links to your website are found on authoritative or popular websites, Google associates their authority with your website, therefore enhancing your position. As an online marketing tactic, link building will bring you a constant stream of new visitors, better niche placement, and higher authority on the web.
Overall, your link building strategy can include both long-term and short-term tactics; using both will allow you to spread your links throughout the web in a strategic manner. And the more links you have pointing to your website, the higher your rankings will be.
Some methods of creating backlinks to your website take long-term effort but reap high rewards. However, short term methods can still be valuable in the link building process as a whole. It’s how you go about it that will make all the difference.
The most effective backlink strategies are long-term. Still, you’ll only need to take a few minutes each day or week in order to accomplish them effectively. The goal with these methods is to create a constant, authoritative presence on the web.
Search engines take into account the number of backlinks it finds and the authority of the pages where those links are found. Though getting valuable links takes constant effort, a vigilant attitude and a cohesive strategy for getting it done can help make your website an online success.
Megan Webb-Morgan is a web content writer for Resource Nation. She writes about small business, focusing on topics such as web design and online marketing.
I often say that if you want to understand Twitter think about that person in your life that is the communicator extraordinaire. For me that’s my Mom….she tweets she just doesn’t do it on a computer.
For a start, my Mom has taken on the role of communicator in our family for at least as long as I have been alive. Guaranteed, a week doesn’t go by where she hasn’t made contact with everyone in her inner circle – not just her children, but closest friends and relatives. (My father often wishes he had shares in their phone company). It would be a terrible mistake to not answer those calls. She would take it personally and then there is the guilt.
On Twitter – it’s also a good idea to communicate with those relevant in your life. It’s not as much about the # of followers as it is the quality of those followers. They should enjoy what you’re sharing and respond, but you don’t need to bring on the guilt – leave that to your mother.
My Mom shares often. When I say at LEAST once a week, the norm is often 2 -3 times a week. What does she share? She gives me updates on everyone in her circle, what they are up to and if she feels I don’t know this person, rather than omit the update, she simply goes into “history-mode.” With many of these individuals being over the age of 75 – the “background” can sometimes take a while.
Mom would be great on Twitter because it’s great to be posting what you deem to be valuable information at least 2 – 3 times a week (2 -3 times a day is even acceptable). It’s also great to share some of that background information from time to time.
Here’s something else important. For my Mom to be telling me all these updates, she has to GET these updates from her circle of contacts. The same goes on Twitter. It’s as much about listening (sometimes more so) as it is about posting.
In a nutshell, just like Twitter, Mom “follows” all the pertinent people in her life, so she can keep her “followers” up to date with the most valuable information.
Now I have a confession. Sorry Mom, but there are times when I’m not really interested in a certain update or history lesson. So I zone out for certain parts of the conversation and then zone back in when I’m interested. I can do the same thing on Twitter, by setting up my “listening post” to only notify me of topics I’m interested in.
So you see, Twitter has really existed in your world for a long, long time, just not necessarily in an online format. Maybe like me you can learn more about how to use it from your Mother than a 20 year old computer whiz!