Snippets of Information to Help Your Search Engine Marketing

Posted on August 11, 2011 by Kristoffer Howes

One of the most important aspects of your search engine marketing campaign is awareness. You must be vigilant and constantly aware of changes in your competition, consumer search behaviors and search engine algorithms. Each of these factors can seriously influence your search engine results page placements, and in turn, your ongoing search engine marketing campaign. One recommended method of maintaining your awareness, is to closely monitor your search engine snippet.

For many years, search engine marketers and optimizers have discussed the value of a search engine snippet, and its role in monitoring changes in the search marketplace; and also a competitor’s SEM campaign. Aside from providing an excellent indication of how search engines perceive the content of your webpages, a snippet will also display words that the search engine is closely associating; with the consumer search query. Because an acquaintance of mine, who works for a pest control company, discussed this with me at length, I felt inspired to use “insect control“; as my search query example.

As you can see by reviewing the search engine snippets found on this Google search page, that the search engine is associating several other words (in bold) with my “insect control” query. More importantly, these keyword variations can be discovered throughout the snippet, and are consistently included in the Meta Title, Description and URL.

Based on the fact that there are very few pest control companies, who are aware that Google (for one) equates “insects“, “bug“, “control,” and “mosquito control” with the search term “insect control,” I would think that this example would be sufficient enough, to convince everyone of the importance of searching for your website; and carefully reviewing the search engine results pages. Be forewarned that if you disregard this practice, you will likely never discover the valuable “snippets” of search engine marketing and optimization information, found inside the content of a search engine snippet.

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Daymond John Business Tips Applied to Search Engine Marketing

Posted on August 7, 2011 by Kristoffer Howes

Daymond John provides a plethora of valuable experience, tips and advice to entrepreneurs on the Shark Tank, in his Power Journal and in his books. Make no mistake, his words of wisdom are not exclusive to the fashion industry, but instead can be effectively applied to any number of business endeavors. Referencing one of my earlier posts, which detailed my pick of the best advice and business tips from Daymond John, I will explain how I apply 10 of his business tips/advice; directly to search engine marketing.

  1. The best laid plans… “Take the time to do your homework.” Be certain to conduct the proper market research to determine your customers, competition and keywords. Use this valuable information to formulate an effective search engine marketing strategy, that is well-prepared for the marketing obstacles and SERP battles ahead.
  2. Never expect it to be easy… “Success only comes before work, in the dictionary.” By anticipating a difficult progression to the first page of search results, you can prepare yourself for campaign challenges.
  3. Earn it… “You have to work hard, in order to get the rewards, you see others earn.” Search engines do not sleep and it will (at times) seem like your competition doesn’t either. Warning: You cannot afford to take time off, without replacing soon after.
  4. Anything worth doing, is worth over-doing… “You need to work longer, fight harder and sacrifice more, than your competitors.” There will (likely) always be someone out there, working hard to get what you have. Whether is SERP position or website traffic, you can be sure that your competition wants it.
  5. Staying on your game… “While you are preparing for the game, your competitor is too.” If you want to be successful and stay that way, you must maintain a constant awareness of your Industry, including changes made in your competition’s strategy, consumers sentiment and search engine algorithms.
  6. Never be intimidated… “Keep your eyes on the prize.” There will be days when it seems that your competition has the upper hand, and is gaining momentum. Stay focused and confident.
  7. Nothing motivates like the success of others… “It is important to keep an eye on the competition, but don’t stress over what they have accomplished.” Think of it like this… If they can get to the first page of search results, you can do it… better and/or faster. Use their successes as a motivator.
  8. Be prepared to change it up… “… sooner or later you will have to make the difficult decision to change things up.” Search engines change their algorithm and consumers change their search behaviors. Accept that change is inevitable, and prepare yourself for difficult marketing decisions; in the future.
  9. Seeing the whole picture… “When you focus too intently on one aspect of a strategy, you hamper your ability to craft a well rounded plan.” The recipe for search engine marketing success, is made up of a number of quality ingredients. There are times during a campaign, especially when things are going well, that you may feel your immediate strategy is flawless. It is during this time, that your competition will capitalize on the points of your campaign, that are lacking the proper attention.
  10. Watch the Shark Tank Friday evenings on ABC… Daymond John, and a panel of successful entrepreneurs, make deals with contestants and offer valuable business, marketing and branding advice. If you want to be successful in your endeavors, I recommend watching and listening carefully.

It is paramount that you conduct the proper market research and collect the most relevant information, before embarking on your search engine marketing campaign. Know your client, know the competition, and know your customers. That information, in partnership with the 10 Daymond John business tips and advice I have detailed above, will help prepare you for the immediate SERP battles you face, and also provide you with the confidence you need to make strategic decisions; about the challenges and obstacles that lie ahead.

For more tips and advice, follow @TheSharkDaymond on Twitter.

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Social Media Strategies for Brand Building on Facebook

Posted on July 28, 2011 by Kristoffer Howes

Creating an engaging Facebook page, has become a recognized method of personalizing your business or brand, on the World Wide Web. As well, Facebook pages have also proven to be incredibly helpful, in building long-term relationships with new and existing clients, customers and consumers. However, for businesses to be truly successful using this marketing approach, their social media staff members must consistently provide content to the audience, that is remarkable and repeatedly inspires them to comment and/or share the content willingly; with their inner circle of friends. If successful, this approach will encourage others who receive the shared message, to pass the information along to their friends; using the power of word of mouse marketing.

Not surprisingly, business owners have no problem understanding that they must “consistently generate remarkable content;” for their Facebook audience. However, too many of them are unsure about how to captivate and continue to hold, their consumer audience’s wandering attention. Therefore, to generate meaningful content for a business’s Facebook page, that is likely to inspire consumers to share and “Like” your Facebook updates, social media managers should try implementing; these easy-to-follow Facebook marketing strategies:

  1. Update your Facebook page with links to your blog posts and articles, immediately after publishing them. Always include a synopsis or blurb to entice visitors to click and read more.
  2. Include Twitter in your Facebook menu. This feature is available as a standard setting, on your Facebook fan page.
  3. Create interesting polls or engaging Facebook contests or competitions, to engage your audience. Consider using the simple Facebook Question feature found above the “Write something” box, to encourage your audience members to interact; with your business and brand.
  4. Improve the comments format on your blog, by adding Facebook commenting. This will inspire conversation and meaningful feedback, from your friends and other members of the community.

In addition to these dependable Facebook strategies, the customer service principles that are demonstrated in your brick-and-mortar store, should be closely mirrored in your company’s efforts; on Facebook and the Internet. For example, businesses should make every effort to respond to all feedback and comments on their Facebook page, as efficiently and timely as possible. Why is this so important? In the end, the businesses and brands that focus their efforts on building a credible and trusting reputation, that is founded on mutual respect and earned through consistent and personalized interaction on Facebook, will continue to recognize long-term and measurable brand building and social media success; from their Facebook marketing efforts.

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The Social Media Goals and Rewards of Twitter Marketing

Posted on July 28, 2011 by Kristoffer Howes

Twitter’s approach to socializing on the Web, limits the number of entry characters in a message or post, to one hundred and forty (140). By sharply limiting the amount of information that a user can Tweet, it encourages participants to share only the most meaningful and relevant points of their conversation, and thus increases the over-all value; of the community’s content.

The individuals, businesses or organizations who have chosen monitor your updates, known as Tweets on Twitter, are called followers. This designation denotes a sense of admiration and loyalty. As such, building your brand on Twitter, fostering a long-term relationship with your social media audience, and encouraging a large following; will take enormous effort, dedication and commitment. Twitter followers expect businesses and brands to consistently provide rich, meaningful and relevant content, that engages and maintains their interest, earns their continued support and gives them something to talk about. Your Twitter audience expects that the information you present, will address common issues and provide credible solutions or advice, for an immediate problem they have; or a looming concern. Any unrelated and off-topic Tweets that inspire thought, or offer an element of entertainment for your audience, can create a friendly and relaxed environment; but should be used sparingly.

If your business intends to use Twitter to greet consumers on the Internet and compliment your brand building efforts, I recommend that you “share information that entices Twitter followers to ask questions; and/or follow the valuable links you have posted.”  For the most part, your Twitter followers will only find interest in events, updates and Tweets that are noteworthy or newsworthy, reflect their immediate goals; or arouse their interest. Nevertheless, if you are successful in using this approach to capture and engage your audience, you will inspire consumers to share, generate consumer awareness, create brand recognition and build customer loyalty.

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Businesses Want Answers to These Social Media Questions

Posted on July 28, 2011 by Kristoffer Howes

With so many entrepreneurs and SMBs, reporting disappointing and discouraging results from their social media efforts, I thought it might be a good time to outline the goals, methods and rewards of social media. Perhaps if more business owners understood their obligations and resposibilities to the social community when participating in social media, then there will be a much higher rate of success for them; in their future networking endeavors.

Below are three social media questions, that are very commonly asked by entrepreneurs, business owners and SMBs.

  1. What are the goals of social media? An effective social media strategy will raise consumer awareness, educate your target market and build your brand’s reputation.
  2. What methods should I apply, when using social media? Firmly establish your brand message, before you begin your social media marketing efforts. Then, contribute to the online community, by generating meaningful branded content; and by actively participating in the conversation.
  3. What rewards or benefits can I expect from social media? Even if you have a strange name like Ramadama Dingdong, social media marketing efforts can generate positive exposure for yourself, or for your business, products or service. As well, social media can provide your business with the information it needs to anticipate and react to changes in the marketplace, that could have a beneficial or adverse affect on consumer sentiment; and potentially help or harm your company’s reputation and revenues.

For most SMBs, firmly establishing a branding strategy prior to beginning a social media marketing campaign, will ensure that there is a consistent and cohesive brand building message; broadcast to consumers. Then, businesses must articulate that message to the audience, in a manner that they can closely relate to. If entrepreneurs and SMBs are successful, their business and brand will build meaningful relationships, with new and existing customers; that is based on trust and loyalty.

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Great Social Media Marketing Inspires Others to Share

Posted on July 28, 2011 by Kristoffer Howes

When somebody refers to something as remarkable, in the true sense of the word, it means that it is worthy of a remark. Unquestionably, this process involves participating in a welcome conversation. During this permissive social interaction, each participant is eager to share their positive experiences; with a captive audience of friends, followers, families, etc. Ideally, these consumers will effectively communicate their previous positive experience and endorsement, in a manner that their peers can closely relate to. In turn, this will inspire their receptive audience, to relay the positive message to others; initiating a perpetual cycle of word of mouth and word of mouse marketing.

You see, in the early days of television advertising, marketers purchased as much advertising exposure; as their outrageous budgets would allow. Then, they would bombard consumers with repetitive ads, hoping to instill an emotional attachment; that would be instinctively recalled at purchase time. The trouble is, nobody cares about resolving an issue, until there is a problem. For example, when the sudden need for reputation management arises, consumers go to out and purchase the same digital PR services; that they always do. Unless in the interim, a well-regarded peer offers positive remarks about another digital PR firm, who (in their experience) provides a “remarkable” alternative; and a much better solution.

Unlike the intrusive television ads, that routinely disrupt your nightly sitcoms, sporting events and made-for-TV movies (etc.); this form of marketing is permissive. In most instances, the social interaction takes place in a comfortable environment, and the desire for the conversation was either invited (a question) or implied (forum, chat, email, etc). As such, by creating remarkable content for website visitors and Internet consumers, and by using word of mouse marketing to communicate your message to consumers; the endorsement will be far better received by your audience.

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Creating a Brand Using Social Media for Brand Building

Posted on July 28, 2011 by Kristoffer Howes

For many aspiring entrepreneurs and small to medium business owners, introducing their company to consumers on the Internet, has proven to be disappointing and challenging. In most instances, their failed social media marketing attempts can be attributed to the lack of credible market research; and subsequent poor campaign planning.

To avoid the discouragement of repeated social media marketing failures, it is recommended that businesses focus their brand building and search engine marketing efforts, on satisfying these three principles of social media success:

  1. Establish your mission and message. You must determine the principles of your brand and define your mission. You must convey the morals, ethics and standards, that drive your brand. It is paramount that the communications being distributed in all forms of traditional and online media, reflect a consistent and cohesive brand message; to motivated consumers.
  2. Generate meaningful and relevant content for your audience. The brand building strategies applied in social media, are similar to those traditionally implimented in a political campaign. Like politicians, brands must reinforce the message. However on occaision, both may divert from their established content strategies, when current events are dictating the flow of conversation. Nevertheless, it is important to remain true to the principals of the company, in all conversation.
  3. Contribute to the community, by participating. Your social media audience can provide a wealth of information, about what your target consumers are interested in. Use this information to develop a successful content strategy.

It is in difficult economic times, that brand building efforts must become truly innovative. Your search, social media and Internet marketing strategies, must capture the attention of the Internet audience, while conveying a focused brand message to consumers; that is consistent, relevant and remarkable.

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Introduce Your Business and Brand to Internet Consumers

Posted on July 28, 2011 by Kristoffer Howes

One of the most important aspects of showcasing your business, product or service to new or existing customers, is to correctly identify the principles of your organization, that will encourage a positive and lasting connection; with eager and apprehensive consumers. In most cases, this valuable information can be discovered, within the contents of your business’s Mission Statement and Corporate Objectives. These words will appropriately describe your company’s values, and speak directly to your audience, about your commitment to them.

Although the company’s Mission Statement (and/or Corporate Objectives) may contain a handful of applicable terms that intimately describe your business’ strengths, you must focus your attention on three (3) words; that ideally describe your business principles. For example, you may choose: professional, dependable, and knowledgeable, as words you would like consumers to identify; with your company, products or service. If you can understanding the importance of determining the proper words when creating a brand, you will understand how important it is to exercise patience, when pondering and making your final selections. This is because, the words that receive your approval and long-term marketing commitment, will be combined to form the foundation of your organization’s brand building message; and aimed directly at an audience of targeted consumers.

Therefore, once you are completely satisfied with your careful selections, you must consistently place these (3) three descriptive words, in every aspect of your business’ search engine marketing and advertising campaign; both online and offline. Furthermore, all of your brand building efforts must relate a cohesive story to the captive consumer audience, that is founded on the three principles you have identified, and that instantly connects your company and brand; with your new or existing customers. Even if your business sells swamp ass powder to pro wrestlers and professional bodybuilders, this approach to brand building encourages consumer loyalty, and promotes a lasting relationship with your business, products and service.

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How To: Build and Maintain a Large Twitter Following

Posted on July 28, 2011 by Kristoffer Howes

The true power of social media resources like Twitter, comes from their ability to send timely, focused and permissive messages; to a captive audience of friends and followers. As such, it is incredibly important for businesses and organizations to build a large and loyal Twitter following, and to make a genuine effort to engage them; and continuously maintain their interest.

Although this approach may seem a little overwhelming for some entrepreneurs and business owners, by engaging active participants within their niche, they will quickly find others who share common interests; and the desire to share meaningful content and information. One method of accomplishing this, is to utilize powerful tools like Tweepi or Twellow, to find entertaining and informative Twitter personalities and lists to follow; within a particular industry. As well, when tweeting posts and updates, include relevant and descriptive # hashtags to deliver your Tweeted content to targeted # groups or lists; like #SocialMedia for example.

To maintain the interest of your information starved followers, consistently and regularly Tweet the posts of influential industry bloggers, and include all links to relevant blog posts, articles and any other related content. Be sure to attribute credit to them, by including their Twitter name, such as @TWMG. As well, you may want to consider retweeting your own great updates to add value for your followers, and to ensure that your rich content is not buried and forgotten; in Twitter’s endless archives.

The most important thing businesses need to remember about Facebook, Twitter and YouTube, is that social media is best used for socializing, not selling. In fact, the only thing that can be sold successfully using social media resources, is you and your brand. Repeatedly offering your services, or a single-minded conversation, will result in a speedy desertion; of hoards of unhappy followers.

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3 Must Do Things to Succeed at Your Search Engine Marketing

Posted on July 28, 2011 by Kristoffer Howes

Although the strategies employed by search engine marketing firms may change over time, I believe that the fundamentals of ethical search engine marketing, will stay constant and remain much the same; year after year. Just as the foundation supports a home or building, these principles provide the foundation for your present and future Internet marketing campaign. Through trial and triumph, these cornerstones of your SEM strategy, are intended to provide steadfastness; and dependability.

If you can commit to focusing on these three (3) fundamental principles of SEM (listed below), you will repeatedly and consistently enjoy favorable results and notable successes, in your search engine marketing efforts:

  1. You must consistently generate relevant content. Aside from being relevant, the content that you present to your audience (search engine or consumer), should also be remarkable. The goal of this approach, is to inspire website visitors to share your content with others, and in turn; encourage more website traffic.
  2. You must build credible inbound links. Use your remarkable content to encourage links from inspired consumers, and credible industry resources. In some instances, a well-written article can offer an enticing opportunity for other website owners, to showcase your content (and links) on their own webpages. In most cases, inbound links from your peers, should be considered very valuable.
  3. You must encourage website traffic. Aside from favorable search rankings, steady website traffic can be encouraged, by inspiring repeated endorsements from your friends and followers, to their social circles. Furthermore, by establishing yourself as personable and approachable, your audience will return for updates; time and again. More importantly while they are away, it keeps consumers talking favorably, about your business.

To summarize the three valuable points above, I have developed a (sort of) mantra for search engine marketing success: “Generate remarkable content that inspires people to share, and also promotes links to your website. This will improve your SERP positions, and encourage consistent website traffic.”

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