As always, there is just so much going on in the world of social media – mostly I think because as a relatively new marketing and communications tool there is lots to learn and also because it is still very much evolving and new innovations are being implemented almost every day. Social media teaches more about complex psychology than perhaps any other marketing technique because it involves the full personality of each customer or potential customer.
So with that in mind, I’m going to kick off this week with social media!
- Top tips for more retweets on Twitter: a) Use only 71-100 characters to leave room for an @username and a comment when someone retweets. b) Tweet with links (they’re about 7% more likely to be retweeted) c) Use hashtags – 20% of all retweets have them d) Tweet between 12pm-2pm on a Friday for maximum retweet juice, e) Talk about something else…not yourself – only 1.5% of retweets contain a self reference.
- Social media fails of 2012: Hiring a fake PR person to “like” and “comment” on your social stuff. Leaving a negative hashtag unattended. DON’T be seen to be trying to take monetary advantage of a social or environmental disaster. E.g. having a “hurricane sale”.
- Creative ways restaurants are doing social media campaigns:
- During the holiday season, get a freebie if you bring in a new toy to donate to charity. Or, tweet a secret password to use for a “buy one, get one free” deal that day
- Tweet behind the scenes photos from the kitchen and fun had from front of house staff
- Quora (the questions site I spoke about in the blog before last) has just announced a integration with Linkedin to help share content. This is fantastic news because Linkedin is really the perfect market for sharing the content you write on Quora and will now allow you to seamlessly connect that content to your Linkedin followers.
- Great examples of Pinterest campaigns that WORK:
- Run a contest for a dream home/bedroom/wedding/holiday – all an entry requires is to be pinned with a particular hashtag and then comment on the contest board with a link to their page
- Run a photography contest (e.g. best healthy meal, weirdest place I found my phone after losing it…etc) – pin up all winners on a special board
- Create a landing page for the contest where you can collect email addresses and build your list
- Encourage involvement. For instance, get pinners to create a pin board to inspire your next campaign or event
- Remember that you can’t run sweepstakes…it’s against the new Pinterest rules
- Oh and while you’re running those campaigns…you’re probably going to want to measure everything right? Here’s some good tools for that:
- This one’s not about email campaigns but gmail or Google apps which many businesses are now beginning to use instead of Outlook and others. The new gmail app for iPhone now supports multiple accounts. I’m going to be adding this one ASAP!
- More businesses are taking up opportunities to “advertise by app building“. It can be an expensive exercise if not supported by marketing your app properly, but because of the cost of entry it can also be quite a lucrative way to market. Think about how you could create a game or utility app RELATED to your business (remember an app that just has your business details in it will do very little for you and its unlikely many people will download something that has no use for them personally)
- $20b has been spend on digital advertising in the past year – a 23% increase over last year. But what happens when you create a banner campaign and end up with a 0.3% clickthru rate – is all lost? Well no, remember that banner advertising is more about branding first and foremost. Then remember that the majority of users (over 80% according to one study), need to TRUST a brand before they interact with it, so budget for repeated placements and lastly, focus on PEAR (“Potential Eyeball and Retention Rate”) instead of just the clickthru rates.
- Remarketing – I spoke about the good and bad of remarketing in a previous blog. Here’s a good upcoming seminar being run by Google Analytics on it if you’re keen to stay up in the middle of the night to go to it! (it’s US time)
- Top mistakes you can avoid on your e-commerce site: a) lack of product description b) using descriptions from manufacturers c) No product reviews (70% of buyers look for them BEFORE making the decision to purchase) d) Not optimising product pages based on search demand e) not using unique titles for each product f) using unfriendly URLs (eg. shop.com/shop?2350i2ng0epgneg9t8 instead of shop.com/books/lord-of-the-rings)
- Some interesting online shopping behaviours of menthat are more prominent than women:
- Men have a low patience threshold (they hate being asked to register at check out, getting presented with technical error messages or being unable to find what they want with minimal effort)
- Men are less open to changes in the way things are done – so if you have a high male audience, look at what you’re competitors are doing and try not to stray too far from there
- Men hate a lack of transparency about costs, shipping, price and more (by the way this is also big for women too)
- Men care less about the delivery costs and more about the returns policy
- Men are more likely to filter down to a really narrow product
- Men are more likely ot pick up the phone to speak to someone in customer service
- Men are more likely to be concerned if a registration form asks them for unnecessary information like date of birth
- Men are quicker to make a purchase decision is the price and description meets their expectations
Search Engine Marketing (Pay Per Click)
- Some great stats on why well placed pay per click marketing can really work:
- Organic results account for just 14.8% of the above the fold pixels
- On average the top 3 spots take 41.1% of clicks on the page
- Sponsored ads on high commercial intent keywords take up 85% of above the fold pixels
- on average 19.6% of clicks of product related clicks fcomefrom the product listing ads on the right of the SERP
- on average, the top organic listing gets just 8.9% of clicks
- Oh you want some cool sites for free design bits and pieces?
- Vecteezy (for free vector art – if you don’t know what that is, its basically graphics that can be resized based on mathematical formulas so they never lose their resolutions regardless of how large you make them)
- Iconfinder (for free icons – great for one off icons but I wouldn’t recommend using if you have a heap of different icons you need on your site – also these are web based icons only so very low resolution)
- Google Webfonts (for helping you choose the right font for your site or even just a presentation, type in the text you want and it will preview it for you in a whole heap of different fonts)