Esther C Kane

Archive for social media

02 May 2012

business tips • internet marketing • small business • social media

Google Giving Your Business More Exposure!

Google has been working, since April 2010 on a Business Photos Program. Basically, the idea is to provide businesses with a local photographer that apparently has been approved by Google to take photos and/or virtual tours of the business. These photos/videos are then put on Google searches, Google Maps, Google Places and who knows where else?

The Google Small Business blog has a great story on it. Apparently it’s been successful enough that Google is now expanding it to other countries and they’re looking for more photographers to sign up to the program. Here’s a link to a photographer in the Atlanta, Georgia area just to give you an idea of the kind of photographers in the program.

It’s a really great idea – imagine looking for a restaurant and being able to take a virtual tour of that restaurant before you set foot in there? I can see this working well for Bed and Breakfasts, animal day care centers, boutiques and many other places. Very Cool.

Check out Google’s Business Photos program – it may just be the thing your business needs!

This work is licensed under a Creative Commons Attribution 3.0 Unported.

eckweb | No comments | Tags: google, google maps, photo marketing, small business marketing, virtual tours

13 Apr 2012

business tips • internet marketing • small business • social media

Retail Marketing Online

If your business is retail, this is the post for you. Mashable.com reviewed 10 startups that can help you to get your products “out there” on the Internet.

Now, it used to be that webmasters had to add retail websites and their products to directories but these days, it’s all about social media. Meaning that the shop owner has to actually interact with their customers. Yeah, I know, it’s more time consuming, but it’s more personal for the shopper. And for small retailers, that’s their ONE major advantage – they can make the shopping experience very personal. So check out these 10 online arenas! I’m sure you’ll find at least one that’s suited to your products.

1) Mulu.me

Launched in December 2011, Mulu is a social platform for sharing the things you love and making the world a better place at the same time. Mulu allows users to make product recommendations, ask for suggestions and earn money for themselves or a social cause they want to support.

Mulu CEO and founder Amaryllis Fox says, “Zooey Deschanel and HelloGiggles are using their Mulu to support 826 LA, a non-profit organization dedicated to supporting students ages 6 to 18 with their creative and expository writing skills, and to helping teachers inspire their students to write.”

2) Stippleit.com

Stipple leverages cloud services to power interactive commerce and content inside of web images. When people mouse-over a “Stippled” image, pins display useful information about the people, places, products and prices shown. The company’s patent pending technology syncs these commerce and content tags to images within its network.

“Brands lose tens of millions of dollars in revenue each month simply by not tagging their products in web photos,” says Rey Flemings, founder and CEO of Stipple. “Editorial images generate billions of pageviews, and if your product is in a photo, but people can’t find out what the product is, then your brand loses marketing value and revenue.”

3) Buyosphere.com

Founded by digital pioneer and author, Tara Hunt, Buyosphere is the Quora for fashion, interiors and retail.

Want to find “the best iPad cases for under $100 bucks?” Instead of searching through thousands of irrelevant images, Buyosphere allows you to ask the question to its community, and then your peers make recommendations (with direct product links). Even better, Buyosphere was built with brands in mind — the companies are encouraged to actively participate on the platform.

4) Stylmee.com

Launched in December 2011, Stylmee is the first iPad app that allows users in the fashion and interior design communities to create virtual 3D boutiques. Users are able to “design” their boutiques with custom flooring, fixtures, furnishing, accessories and apparel from their favorite retailers and brands. For every action, users earn points for their activities and can cash them in for retailer rewards.

The app combines online shopping and product sharing (via Twitter and Facebook integration) with social game mechanics in order to increase brand engagement. For brands and retailers, the application offers the ability to directly showcase the latest collections and obtain feedback and exposure through game mechanics. Products are viewed and judged worthy of placement within members’ personal boutiques.

5) Svpply.com

Considered Pinterest’s primary competitor, Svpply allows site members to keep track of the things they want to buy, and to browse a personal feed of products from across the web, curated and filtered by the people and stores they find interesting. Users with blogs can embed their Svpply activity via widgets and retailers can integrate an “add to Svpply” button on their ecommerce sites.

6) Lyst.com

Lyst is a social shopping and product bookmarking site specifically targeted to fashion. The site allows users to follow their favorite designers, boutiques, bloggers and stylists for updates in their personally made style feeds. “Lysting items is a form of self-expression,” says Chris Morton, CEO of Lyst in an interview with Business Of Fashion. “The act of publishing their lysts also enables users to build their reputation within the online fashion world.”

7) Nuji.com

A hybrid of Lyst and Svpply, Nuji allows users to save items they like from any online store using the platform’s web bookmarklet tool. Users can clip apparel from retail websites they like and purchase the items later. Plus, they can follow interesting users and earn rewards and discounts from retailers by tagging their favorite items.

Olioboard.com

For aspiring interior designers and overall design enthusiasts, Olioboard is an easy way to communicate complex artistic concepts visually. Use it as a brainstorming tool or simply to visually organizing thoughts.

Users are able to share, embed and email their creations to their blogs, as well as shop retailer products within the site. Olioboard plans to launch iPad and mobile apps mid-2012.

Olioboard was created by web design company Keele UX Inc. “Our main goal for Olioboard is to provide a design and decor-focused creative tool that essentially allows members to get inspired and ‘try it, before they buy it,’” says founder Sheilah MacSporran.

9) GetVega.com

GetVega is list-creating service based entirely on visual content. GetVega users access the platform for product comparisons and reviews, create lists of products, and write reviews. Users can also use it as a social (or private) bookmarking site. Currently, the site is generating an impressive amount of content, from visual cookbooks to theme bars in Paris to the best guitarists. Users even create the proverbial “bucket list.”

Once a public list is created, other users can contribute (see: the quest for the best chocolate) and rate the quality of a list and its contents. With a much broader audience than just fashion, GetVega offers retailers the chance to create context between their brands and their customers’ lifestyles.

10) Styloko.com

Styloko is the new kid on the block when it comes to product sharing and discovery. The site is hybrid of Pinterest, The Cools and what Google Boutiques wanted to be. Styloko is worth paying attention to because it caters to fashion, art and industry insiders – those with advanced knowledge of not so mainstream products.

The site allows users to add items they find to boards, upload images via the site’s mobile app, and set up specific sale alerts for the brands they follow.

eckweb | No comments | Tags: internet marketing, online marketing, retail marketing, social media

04 Apr 2012

internet marketing • small business • social media

Get More Customers The Smart Way

We all know there are two ways to look at any situation and take action…

1) One way involves looking at the short term

2) One way involves looking at the the long term

You know what I mean, there are basically two options on how to fix a problem. But I think we can all agree that for the majority of the time, doing it with the long term goals in mind, is the smarter solution. After all, the rewards are so much greater that way!

Going for the long term gains is the strategy of Social Media Marketing. What you write today may bring you customers for years to come. That is, if what you write is helpful and relevant to your readers.

In an October eMarketer report, Lauren Fisher, an analyst with the company, offered a few reasons why providing relevant content to your audience is a good strategy:

It builds trust. By providing information, you are helping potential customers mitigate risk. If the information checks out, you have given them reason to trust you.
It will propel your brand into a customer’s consideration set. As Brian Kardon, CMO of Eloqua, told eMarketer: “When you help prospects learn things and are generally helpful when they’re in a buying cycle, they’ll think about you first”

Writing your thoughts, ideas, insights, etc. via Facebook, Twitter, Google+, LinkedIn, (whatever!) is THE way to propel your brand and as Brian Kardon says, provide helpful information “…when they’re in a buying cycle…”

Building Trust IS a Long Term Goal

I remember about 4 years ago I got a call from someone living in Charlotte, NC. After a few phone conversations, he wanted to meet me to decide whether he should use Eckweb for his Internet marketing needs. Now, I live 4 hours away from Charlotte and my goal is to provide Internet marketing services for as low as possible – so that means that I need to keep my costs down as much as possible. Hence, I don’t go out and meet customers, it’s more a waste of time than it is profitable. That’s just the nature of this particular business.

But, this particular person insisted and said he would drive down to meet me. So, we did meet. He told me that he can’t do business with anyone who he doesn’t “shake hands with.” I remember telling him that he shouldn’t be on the Internet then. Cause the reality is, he’s going to eventually do ALOT of business with people whom he’ll never see. I told him he needed to learn to Trust and to build Trust online.

These days, that’s what every business owner needs to do. It doesn’t matter if you’re a small local mom and pop or a large international company. You build trust and a customer base one at a time. With each individual customer. It’s no different online.

So, go for the long term gains. Use your social media tools to let your customers know who you are, what you’re company is all about and how you plan to make their lives better.

It’s the smart way to get more customers!

This work is licensed under a Creative Commons Attribution 3.0 Unported.

eckweb | No comments | Tags: customers, internet marketing, social media

03 Apr 2012

internet marketing • small business • social media

Tips On Using Pinterest For Your Business

If you haven’t heard or used Pinterest yet, let me tell you it’s a bit addictive. And with having said that, I will admit that it’s the creative side of me that finds it so addictive. You see Pinterest is basically a bulletin board of all the things that people find to be cool. And yes, the stats report that the majority of users on Pinterest are women.

So, if your target audience is women, I strongly recommend that you get your business tuckus on that site! Here are some tips from Mashable on what to do.

1) Upload your own images at least some of the time. Yes, you can repin other images but the chances of going viral are greater if they are original.

2) Just like websites, name the image (the filename) using your keyword phrases. So, if you are a family attorney you can name your image family-lawyer-for-single-mothers.jpg (or something like that).

3) When you do repin images, do it from a variety of sources. Don’t just continuously use the same source.

4) After you’ve uploaded the image, go back in and create a link to your website or blog or Google Page or whatever.

5) The descriptions for your images can be as long as 500 characters so use as much of that 500 allowance as possible and don’t forget to use your keyword phrases.

6) Just by reviewing Pinterest yourself, you’ll be able to get an idea of what catches your eye, what seems of interest to you and then you can use that information to help you choose the types of images and information you’ll put on Pinterest yourself. It wouldn’t hurt to get several opinions from other folks either.

7) DO NOT ADVERTISE – just because your business is joining a social medium doesn’t mean it’s all about marketing your business. Remember those networking groups you go to (or used to go to)? The point wasn’t to Sell Yourself, the point was to get others to know you, to trust you and THEN they might do business with you. It’s no different here (except you don’t have to deal with cold scrambled eggs.)

Engage with other Pinterest users that are of interest to you. Comment on their boards, Like them, etc.

9) You want to give others the opportunity to Follow and Pin the images on your website as well (if it’s appropriate). So, ask your web designer to add the Follow and Pin It buttons from Pinterest on your site.

10) Be creative – that’s what Pinterest is all about.

11) Videos can be pinned on Pinterest as well as images.

12) Image sizes do matter on Pinterest. There’s no limit on vertical size but the limit on horitontal width is 554 pixels. But rule of thumb is to keep your images smaller rather than larger. Not so small that they can’t see the image but not so large that they have to scroll through. Again, look at the kinds of images that you’re attracted to and take the cue from there.

13) Have fun with this social medium. It’s a GREAT tool!

This work is licensed under a Creative Commons Attribution 3.0 Unported.

eckweb | No comments | Tags: business marketing, internet marketing, marketing, pinterest, social media

02 Apr 2012

internet marketing • small business • social media

Social Media = Connecting With Your Audience

Let’s face it, social media has taken over, I mean it’s everywhere. There isn’t a television show or movie or social gathering where the words Twitter, Facebook or Social Media are not mentioned. Even my 90 year old mother in law is checking out Meet Up groups in her area. It’s just everywhere.

But if you’re a small business owner, you may be wondering how can you possibly tackle this social media monster? I mean, you know it’s free (but it will take up your time), you know it can’t be THAT complicated (although there still is a learning curve). The best way to find out how you can use social media for your business is to see what other businesses are doing.

So, I was reading this article in Mashable about how 5 particular brands created and use their social media tools. It’s a great read and I encourage you to read it through a few times.

But, in case you’re in a hurry, here are some quotes that may get your creative juice flowing.

“…(Tory Burch) discovered early on that social networks were not best used as “a conduit to [the brand's] marketing messages,” but rather a place for “of the moment, off-the-cuff comments that are the most compelling … [and] for sharing personal experiences, whether that’s fishing with her three sons or building relationships….”

“It (social media campaign) gives real insight into not only the day-to-day workings at Donna Karan headquarters, but also into the PR business itself.”

” “It was the day-to-day that customers responded to most,” Jannuzzi discovered, and so he began thinking of the “Kate Spade woman” and how he would bring her — and her New York City agenda — to life. Soon, @katespadeny began checking in to the MoMA in the afternoon and at Mercury Lounge in the evening; on the weekends, “she” snapped Instagram photos of Central Park and the facade of the Plaza Hotel.”

“On Tumblr, Jannuzzi says the magazine has been most successful reblogging and liking others’ content, and replying with animated GIFs and images. “We don’t do it often, but that’s a common practice among the community so it makes sense,” he says. On Foursquare, where the brand enjoys “most popular fashion magazine” status thanks to its following of more than 100,000, Lucky adapts its monthly city guides into tips and checks into its staff’s favorite shopping destinations daily.”

“Traffic is nice, but conversation with the reader is nicer,” says Sullivan. “A glorified RSS feed is a waste of time.”

What’s The Common Thread Here?

1) All these companies have assigned an individual or group to the social media project.

2) All these companies talk about the day to day events at their jobs, their companies and sometimes their social lives.

3) All these companies try to connect with their followers. They’re not selling, they’re not converting, they’re just connecting.

4) All of these companies talk often via their social media and that means almost daily. Doing it daily is even better.

This work is licensed under a Creative Commons Attribution 3.0 Unported.

eckweb | No comments

30 Mar 2012

seo • small business • social media

Social Authority and Website Traffic

You knew it was just a matter of time before the search engines truly used Social Authority as part of their algorithm to rank websites. So, the days of ignoring social media are in the past. If you haven’t yet integrated Facebook, Twitter, LinkedIn and Google+ into your website marketing – you can’t wait any longer.

I just finished reading this great article – 3 Steps to Using Social Media to Improve Your SEO in Search Engine Journal. It’s a quick and easy read so I encourage you to do it. But basically, it emphasizes the need to get out there and make some noise (in social media that is).

The 3 main steps the article outlines are…

1) Increase Your Social Shares

This just means to increase your posts, tweets, etc. In other words, get out there and start talking. (Typing and texting actually). But the point is to engage in social media. Spring time is here, do you have specials to announce? Are there new employees or clients that you can boast about? Is there something new happening in your industry that may be of interest to your clients? Are you pondering a question that your clients may be interested in (and maybe help?). Anything that is related and may be of interest to your customers, is worth talking about. And if you can talk about it to someone in front of you, there’s no reason why you can’t talk about it on a social media platform.

2) Grow Your Audience To Build Authority

A great quote from the article, “In this digital age, it’s important to remember that everything you say and do contributes to the overall perception people have about you.” What you say online gives your readers a visual picture of who you are and what you stand for. It’s part of your branding.

I borrowed this graphic from the article but it explains how it’s all connected.

Portraying the image that want others to see (and hopefully it’s your true image) – you’ll attract others of authority who will want to listen to what you have to say. You’ll build a following. That’s the point.

3) Engage With Authority Users

I know, this is the clincher, the factoid that usually closes the deal. You actually have to USE social media. What I mean is you can’t just open a Twitter account, write one tweet and then walk away. Just like websites, social media is meant to be used and changed on a constant basis. When someone walks into your store, or you go to a networking group to meet others, do you say the same exact speech? Do you wear the same exact clothes? No. You’re not a robot. You’re human (hopefully) and your social media accounts should reflect that. So, that means ENGAGE! Talk with your readers. Listen to their comments and respond. As much as you can.

I remember years ago when I was doing the whole business networking thing between chambers of commerce and business groups, the one thing they all kept repeating was that what we did today will come back to us eventually. In other words, all the marketing and efforts we put out today may not yield in a new client or new business today but it will eventually. And they were all correct. It’s been 6 years or more since I’ve attended any of those types of groups and I’m still getting referrals and business from folks I met back then.

The same is true for social media. Just because you post a note on your Facebook Wall today, doesn’t mean your business is going to grow instantly by next month! So, be patient, be persistent and be social!!

This work is licensed under a Creative Commons Attribution 3.0 Unported.

eckweb | No comments | Tags: internet marketing, seo, social marketing, social media marketing, website marketing

11 Jan 2012

seo • small business • social media

How Does Google + Affect SEO?

Yesterday I received in my email box an article from a client. His company offers executive recruiting services and he’s very much on top of his company’s marketing campaign. Which is great! Anyway, he sent me an article about Google + and their new project.

Basically, Google is now adding information from your Google + account onto your search result pages. This will only work if you’re signed in to your Google account while you’re doing your searches. The article read, “The change is live now, though not everyone will see it until it fully launches over the next few days.” So, this morning I opened my computer and guess what I saw???

How Does This Google+ Thing Affect Your SEO Campaign?

The answer to this depends on who you speak to. I mean really, we can all try to predict what every political candidate will do based on what they say but the truth is, no one knows what they will actually do until they’re in office. So, no one really knows what’s going to happen to SEO with the implementation of Google+ integrated into their search results. But, it doesn’t mean you should do nothing. After all, not voting shouldn’t be an option.

Okay, so, to the what, how and why.

1) Google+ is a social network. It’s Google’s version of Facebook and Twitter. The idea of integrating Google+ into search results is twofold, in most opinions. For one thing, it’ll help Google to boost their Google+ program. Second, they are following the study by Nielson that 90% of people trust their friends when it comes to referrals or recommendations. So, it makes sense that if you’re searching for a tire shop and your friends have recommended a tire shop on their Google+ then guess what, that particular tire shop (or shops) will show up on your search results. (Of course, only if you’re signed in to your Google account).

2) So, I’ve been talking about search engine rankings for a few years now, saying how irrelevant they have become and that the only true measure of a successful Internet marketing campaign is the traffic and of course, the conversions through a website. But this new Google+ feature, pretty much ends any argument that rankings have any importance anymore. So, don’t focus on where you find yourself on a search result. It’s all about the traffic and the sales that come through from that traffic.

3) eConsultancy did a great article, basically an interview of several SEO superstars (we can call them that, can’t we?) You’ll see that there are varying views on the implications of Google’s new move on search results. What I concluded from it is that Google+ is important, but the effects are yet unknown.

4) I can’t help to think though that social networks like Facebook and Twitter are mostly used just for that, “social” and not really for business. Although certainly there is no reason for businesses to avoid them. They really have to embrace them these days. But, again, do I mix my friends with my business partners on my social networks? Not really. I would rather not. After all, my life is not all business. I mean, do I really want my business partners to know that I am a complete Gleek and that I love westerns and sci fi movies? (Well, now they know). So, what’s the answer? I really don’t know at this point.

What Should You Do With Google+ And Your Business

My personal recommendation, as someone who has been doing SEO for 12 years now (OMG, can’t believe it’s been that long) is the same as I’ve had for facebook and twitter. Integrate them, if you can, into your business marketing model. I don’t know if Google+ per say will be a huge effect because the bottom line is that by 2014 the majority of Internet users will be on mobile units. That means tablets and smart phones. So, how many of those are signed in to Google? That’s the real impact, I think. If 80% of your potential customers will be coming to your site via their smart phone and they’re not signed in to a Google account then Google+ means nothing to you. (Well, 20% is nothing to sneeze at either, but you know what I mean).

I think the real “take away” here is that social media is not going away, ever. If you own a business and you’re marketing on the Internet then you HAVE to integrate social media into your marketing campaign. The reality of this statement though is that you cannot really outsource social media. I mean you can, there are companies that will do it for you, but they don’t know your business like you do. You don’t want ghost writers writing about your company. So, take the time to do it yourself or have someone within the company do it. Or share the responsibility amongst several people in the company. It’s that important, it really is.

This work is licensed under a Creative Commons Attribution 3.0 Unported.

eckweb | No comments

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