Archive for the ‘Search Engine Optimization’ Category

Caught In A Paradigm Shift – From Outbound Marketing to Inbound Marketing

Little did we know as pioneers in the Search Engine Optimization field in 1996, that The InterCon Group was present at the very beginning of a paradigm shift as to how marketing messages are delivered to the masses.  The shift from an outbound model to an inbound model was just beginning to take hold.

Since the Internet and search has become commonplace, (and now you can add social media), marketing has transitioned from an outbound traditional model to an inbound model.  Let me explain.

When thinking of making a purchasing decision, people today prefer to do their research via Googling  the keyword  of the product or service they are interested in, visiting social media sites to see what others are saying about it, reading blogs to get more information, or watching videos, etc. These are all examples of inbound marketing.  The question is, why do people prefer this method today?

Inbound marketing is a 2 way communication.  The consumer comes to you ready to make a purchase and you as a savvy marketer, provide value to them by educating them (and entertaining them) via your website or the mediums previously listed.

This is opposite of outbound marketing (1 way communication) where consumers are sought out via billboards, TV commercials, direct mail, phone soliciting, radio commercials, etc. wherever they are and whether or not they are in the purchasing mode.  You, as a marketer often provide no value and rarely educate your consumer this way.  In fact to a majority of people, you are intrusive and annoying.

Facts to support this:

  • 200 million Americans registered for the do not call list
  • 86% of people skip TV ads
  • 91% – of email users unsubscribe from an email they previously opted into.
  • 44% of direct mail is never opened.

More facts:

  • 67% of B2C companies have acquired a customer via Facebook.
  • The number of marketers who say Facebook is critical to their business increased 83% in the last 2 years.
  • 42% have acquired a customer via Twitter.
  • 57% have acquired a customer via a blog.

When you engage your target market with interesting and useful content and combine it with a strong presence, you will reap the benefits by obtaining new business.

Another advantage? Inbound marketing costs approximately 67% less per lead than traditional outbound marketing. 

 Today’s consumers are more educated and as a result, will never return to responding well to outbound marketing/advertising.

*All statistics are from ComScore.  (ComScore is a global leader in measuring the digital world and preferred source of digital business analytics).

 

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Twitter-Is your business getting the most out of this powerful Marketing tool?

The use of Twitter for any small business can be a very powerful Marketing tool. Twitter is a mechanism that can be used in conjunction with any marketing campaign; it can be used to drive business and quickly increase your customer base.  In order to use Twitter as a benefit to your business, there are several strategies that should be utilized.

I read a very good article which detailed 6 ideas for implementing Twitter effectively.  In the Article How Do I Best Use Twitter For My Small Business? by Ram Prayaga, I found the following list of ideas for growing your business through the use of Twitter to be very informative:

“1. Ace your Twitter introduction

Create a business account at Twitter and display clear information about your business, products and services. Place your business logo or company slogan if available. Tell all your clients, through email or your social media networks, to follow you at Twitter.

2. Socialize seriously and sincerely

Spend time following Twitter users and increasing your followers. Answer direct tweets. Re-tweet relevant messages from other users. Feel free to follow same-niche companies and even your competitors. Use Twinfluence or Klout to help you decide who the “influential” users to follow are. Tweetcloud even allows you to follow users that actually tweet about the same topics related to your business.

3. Listen, listen, and listen

Use Twitter’s search tool to find comments related to your business or your competitors. Save the search result to your “Saved Searches”, which you can click from hereon to get real-time results whenever you need. You can generate business leads, get updates on industry news, or keep track of your competitors’ activities this way. Use tools like TweetDeck, Trendistic or Monitter to get real-time updates on keyword trends at Twitter.

4. Tweet well, or don’t tweet at all

Keeping in mind that your messages affect the image of your business, be careful with what you tweet. Go for the casual or friendly tweet. Post useful links or articles related to your business. Re-tweets are ok, if they are quality material. Tweet about your business carefully, without coming across as too self-promotional. You can tweet news, free offers, sales discounts and coupons. Make sure you deliver on them. To make tweeting more efficient, you can use Ping.fm or TwitterFeed. Ping.fm allows you to easily send updates to Twitter and other social media sites. TwitterFeed creates automatic tweets every time your blog is updated.

5. Be open to customer feedback

Tweet questions or ideas that aim to solicit comments and opinions from your followers. A new addition to your restaurant menu can be discussed with users. Be prepared for gripes and complaints, or even rude tweets from irate users. Reply clearly and courteously. No matter how unpleasant, these revelations are healthy for your business because they can tell you what you are doing wrong, or what you need to improve.

6. Evaluate your Twitter experience

Keep track of your activities at Twitter. Record details like the number of users who used your promotional coupons, the number of questions that you answered or problems solved. For links to your website, track click-throughs and conversions originating from Twitter. Bit.ly not only shortens your links, it also tracks these links and gives you data on real-time traffic from your tweets.”

Contact The InterconGroup, Search Engine Marketers to assist you with the development and delivery of your Twitter campaign.  Let Our Social Media Experts work for you!

TICG

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