It is Friday and we have all had a long, exhausting work week. So, I thought I would share some funny videos because you deserve some smiles and laughter today. As you probably know Jimmy Fallon took over the Tonight Show on Monday night and he has some done some hilarious things this week. I thought I would share some of them with you. Happy Friday!
All the marketing blogs are discussing how important content marketing is, but many businesses are still not believers. Well, there is one brand that believes in content marketing and I think most businesses can trust what they have to say, Coca-cola. Looking at how the big brands handle content strategies and targeting is always a good way to gain some insights. Fannit created an infographic based on Coca-cola’s content marketing strategies. Below are four questions/strategies summarized from Coca-cola’s manager of digital communications and social media, Ashley Callahan.
I believe every business needs to examine the 4 questions below closely before they consider creating any form of content marketing – blog posts, videos, articles, infographics, etc. Then, after content creation your team should look at the piece created and ask the 4 questions again. Content marketing can work, but strategy and research are needed first.
Click to expand infographic.
Are you actually using the testimonials and reviews that you already have for your business?
For most of us in business, it is hard to get testimonials from our current and former clients. Some businesses just do not think about getting them and others just do not want to bother clients with it. So once we get them sometimes we don’t put much into the thought process of what to do with them. However, doing this just means that we have totally wasted a lot of time and energy getting valuable testimonials and reviews.
Most of us have visited a website where the testimonials are tucked away in some far corner of the website to rarely actually be found. We have also seen the reviews left on social media sites and review sites just sitting there dormant. The businesses have often not taken the time to reply to them or get additional feedback regarding the review. This is a mistake, especially if the review is high quality and beneficial to your brand. Reviews and testimonials are meant to help your brand. People trust what other people say, so great reviews typically influence others to buy from your brand, which helps grow your business.
We know all too well that many reviews are just blah, nothing more than a quick, generic, one-liner; nothing more than to say the person did a review. These often don’t need a response, but if there is a negative review be sure to respond and get feedback.
So the question is, why aren’t we actually utilizing the testimonials that we have currently?
If you want to maximize the benefit of your testimonials and reviews, you are going to have to up your game, to take them to the next level. Let’s take a look at some ways we can do this:
1. Don’t hide them! Feature them on your site in a prominent location.
When people visit your site, they are beginning to check out your product/service, or they may be returning to get more information about your product/service that they are already somewhat familiar with. So of course they will have to overcome many objections while they do the typical debate on whether to invest or not. People have to decide if they really need your product/services or not, if they like the price of your product, and most importantly, if they TRUST you. So in order to combat these objections, you have to be prepared to prove that your brand is worth their trust. This person may have never heard of your company before or may know very little about your brand.
So, what better way to earn this trust than to show them what your current and past clients have to say about you and your brand with reviews and testimonials. Don’t tuck them away on a single page of your website to only be stumbled upon by a few people.
After all, this is free trustworthy advertisement for your brand from the people who use or have used it. You should feature at least one on your homepage, pricing pages, product pages, etc. with each testimonial linking to your actual full testimonials page; this allows for maximum exposure. You could also have rotating testimonials so that people see multiple testimonials without having to leave the page that they are on.
Regardless of how you decide to feature them, the most important thing is that the great things people say about your brand are easily visible to anyone who visit your site.
2. Check this out! Place them around clear calls-to-action. (See what I did there)
All businesses should have clear calls-t0-action on their pages. It may be “DOWNLOAD”, “BUY”, or “CALL”; essentially you are directing people to act. This of course is very important to your brand because it is a conversion. When people are staring as this large button telling them what to do they are often still in the decision-making phase, trying to decide if they should trust your brand. You want them to see your testimonials so that they will trust you and conversion is possible. But do you want to distract them by asking them to leave the page in order to read testimonials? Of course not!
So why not feature a quick testimonial or review near the call-to-action? This feature could also be just a small portion of a larger testimonial from your testimonials page. By going ahead and placing a review near your call-to-action, you are making a bold statement to the potential client. You are putting it all out there by saying to them, “See, you can trust me….others did and look how pleased they are!”
3. LIKE this. Share your social media reviews and thank the client.
I have written before about ignoring clients on social media, especially negative comments, but many businesses also ignore positive comments. Wait, what?! People actually ignore POSITIVE comments?! Yes they sure do.
Do NOT ignore them. If you fail to acknowledge someone who has left a positive comment about your brand, you have just missed a major opportunity from not only a social media perspective but also from a review-gathering perspective as well. If someone takes the time to actually leave you a positive comment about your brand, be sure to thank them! For example, on Facebook, you can actually reply to their comment and say “Thank You” and use their name to tag them. This makes the reply more personable and shows the consumer that you care, making them feel special. You can also in turn share their comment post so that others can see just how great your product is. Again, this is helping to build trust and brand awareness. This works particularly well if the person left a long comment or even a photo. If you’re on Twitter, no wait, WHEN you are on Twitter, simply retweet the positive tweet or use the quote tweet feature and add a quick thanks at the beginning.
So, you may be thinking WHY should I partake in all of this? You are showing your positive comments to potential customers to build trust, but you are also showing your current and future clients that you care. You are also telling your current and future clients that you appreciate their business. You are engaging the client in a conversation, which is Social Media 101. Doing this is going to build brand awareness and help your social media presence. By social sharing, you’re providing fan exposure, and giving them a few minutes of glory, if you will.
4. Take one! Shoot video testimonials.
Everyone knows that there is just something about seeing someone’s face that is super convincing. Seeing their face allows you to see just how happy they really are with a product or with their brand experience overall. Hearing the enthusiasm in their voice and just how awesome their experience was is just something that you do not get from written word. You most definitely can, however, get all of this from a video testimonial!
I know what you are saying…video will take time and energy to do. You are absolutely correct. But it will be worth it after converting several potential clients into actual clients because they watched some of your video testimonials. This will take more effort than any of the other tactics mentioned above, but people love video so use this to your advantage.
Another great aspect of video testimonials is that you can utilize them in other areas of the web besides just your website. You can upload them to YouTube, they can be shared on your social media platforms and you can also include them in emails. To add to this tactic, you can have the clients that are featured in the videos share them with their audience as well. This allows you even more reach!
In conclusion, in order to maximize your overall marketing strategy, you have to up your game with the individual parts of your strategy. This includes your reviews and testimonials. Do not just rely on the testimonials to reach out and convince potential clients on their own. Don’t be afraid to get out there and think outside the box. See how much more convincing your testimonials can be by upping your game, taking your reviews to the next level.
So everyone knows that nowadays Twitter is all the rave in social media. There are literally millions of people using Twitter with more joining each day. According to Neil Patel, there are more than 190,000,000 visitors to Twitter each month. Did you know that there is more Twitter engagement on Saturdays and Sundays? According to the infographic, these are the best days for engagement and the best times are 9 AM, 12 PM, 3 PM, and 6 PM.
With all that noise on Twitter how do you connect and engage with people? Don’t worry! There are some great tips on increasing engagement in the infographic below from Quicksprout. Neil Patel explains, “How to Increase Your Twitter Engagement by 324%”!
Some Quick Facts about WHAT to tweet from the infographic:
- Engagement is 200% for Tweets with Images
- People are 21% more likely to respond to questions, so tweet questions!
- 86% Retweet rate for tweets that contain links
- Engagement is 17% higher for tweets
- 92% of engagement with brand tweets come from link clicks
Image Credit: Quicksprout
The first video asks a question about grammar in comments. Some people have wondered why this would even be a concern. Well, Google has made it clear that quality writing and good grammar are important factors. So if you have a blog post and 20 comments with bad grammar it is reasonable to wonder if that “content/text” could hurt the site/page. Watch below to see Matt Cutts answer this question.
The next video is fairly lengthy and Brian Harish asks about what types of things the webspam team at Google deals with. Matt breaks down what is examined by his team and he even tells you about different team roles and processes. All webmasters and marketers should really listen to the specifics Matt mentions and try to gain some insights; how can you look good in the future? Watch the video and see!
Once upon a time, in a digital land far, far, away, websites for business were an optional idea. Nowadays, however, they are considered a basic requirement when starting any new business. You cannot just HAVE a website to say you have one, and stop there. It is extremely important to note that now what matters is WHAT you have on your business website. You need great content that reaches out to your potential, current and past consumers. You want to engage in a conversation with them about your brand. This builds brand awareness and trust for your brand.
Just having a website setup for your business should not be the end point of your digital marketing efforts. You spent time and money in your website for it to be found in the search engines by potential consumers, but that isn’t enough. So let’s take a look at what else should be included in your digital marketing efforts.
Components of Effective Digital Marketing:
- Content Marketing
- Social Media
- Paid Search Marketing
- Email Marketing
- Video Marketing
So you ask yourself, why bother with these other forms of digital marketing? Isn’t just a having a website enough? Nope. First of all, embarking on these other forms of digital marketing will offer additional ways for your potential consumers to discover you. Who doesn’t want maximum exposure, right? Keep in mind that not every single one of your potential consumers are going to just go directly to your website. They may not even find you by traditionally searching in a search engine. By engaging in the other digital marketing efforts mentioned above you can reach your potential consumers where ever they are online, not just when they are particularly looking for you.
As an additional benefit, most of these efforts also help you with the search engines. Content marketing, including blogs and other forms of content, benefit your search engine optimization efforts, while paid search advertising can also help you when customers are searching for your brand or keywords relating to your brand. You can also utilize paid search advertising to retarget website visitors after they leave your website.
Social media can help you to be seen and found.
When the content from blogs and videos get attention from website visitors, such as social shares, that can signal to search engines that your site is relevant and helpful. This can help your search engine rankings. Without these signals your website would have to battle on its own with your competition, who are all also including extra efforts in their digital marketing strategies.
Basically, even if you have an amazing website that converts potential customers like crazy, it certainly cannot do as much on its own as an entire digital marketing strategy could.
The Role of Your Website in Your Digital Marketing Strategy
So, where does your website fit into all of this digital marketing you ask?
Well, for starters, it’s the foundation of the rest of your digital marketing efforts and eventually the destination for sales. Each of the aforementioned components should be driving traffic back to your website, where you have optimized it to convert visitors into customers.
Paid search ads including display ads, for example, should direct people back to your website. Your social media can include links to the blog articles you are posting. Your email mailing list grows from a contact form on your website and your email newsletters should also offer multiple links back to your site. Your website even offers videos a guaranteed home destination, regardless of where else you post and share them. Everyone gets pushed back to your site.
In other words, the focus on your digital marketing efforts should not be about making the sale immediately, but about driving people to your website. If your website is designed and optimized well, it should be primed to make the sale for you, which takes that burden off of your other digital marketing efforts.
Therefore, while it is important to do more with your digital marketing than just a basic website, you also want to make sure that you have optimized your website as much as possible for conversions. Since it is both the foundation and destination of your other online marketing efforts, it needs to perform as well as possible to convert customers.
Once you get your website launched, do not make the mistake of dusting off your hands and say that you are finished with that project. If you want to be truly successful online, you are going to have to do more digital marketing efforts than just a basic website.
Image credit: Shutterstock Maksim Kabakou