Real Web Marketing Blog

Social Media: What Works, Not Just the Latest Shiny Object

by John Eberhard

Eric Qualman, in a recent article on Search Engine Watch, talks about how many companies will jump on the social media bandwagon just because everyone is talking about a certain site. He likens it to following the latest “shiny object.”

I try to keep up on the latest social media trends and websites. But I also temper this with the fact that I don’t really care about the latest shiny object or seeming cool. I want to use techniques, media, and websites that will actually get results for clients. And the bottom line is driving actual traffic to a website, and getting leads and sales.

Last week I talked about a bigger, more expansive social media marketing program. In this article I want to talk a little bit more about how to get results with some of these various media.

Regular Engagement

With Facebook, MySpace, Twitter and LinkedIn, the key is not just to start an account on these sites, but to be engaged with your account and with others there on a regular basis.

This means, first of all, to develop a decent number of “friends” on Facebook and MySpace, “followers” on Twitter, and “connections” on LinkedIn. Start with your actual friends or business connections, then start connecting with their friends.

Secondly, it means posting something on those accounts regularly, preferably daily or even more than once a day. Tell people what you are doing in relation to your business, such as “I just closed a new big account,” or, for me for instance “I just completed designing a new web site for a client,” and then including the link to the site. You can post things about your personal life too, and intersperse these with the business related stuff, such as “just got back from a great weekend at Big Bear Lake” or something like that.

After posting links to various web sites I had designed recently, a Facebook friend wrote me and wanted a meeting, then signed up for a web design project. The point is that if you have a good number of friends or connections, and you communicate about your activities (but not in a non-stop, obnoxious way) you will connect with people who need your services and you will get business.

My friend and client Stan Dubin was recently talking to me about Twitter, as he has had good success there with 3,000 followers. He said the key is to post things regularly, and to engage in actual conversations with people. He also advised people to start multiple accounts on there for the various activities you do, such as one for your business, one for being a musician (if you are), one for your hobby, etc. He has three accounts on Twitter.

I started posting more than once a day on Twitter for my website marketing activities, using various keywords in the posts such as “web design,” “pay per click advertising,” “social media marketing,” and so on, and immediately started getting 20-25 new followers per day. So when you post Twitter try to use keywords in your posts that you think people will search for.

Summary

So the moral of the story is to communicate regularly on these social media sites, engage in conversations, make friends, and don’t be afraid to communicate about your business (but not non-stop). Business will follow.

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A Full Social Media Marketing Program

by John Eberhard

Social media marketing is a challenge.. The trick is not to put up a presence on some of the sites (that’s easy), the trick is to figure out how to use that presence to market yourself and actually help your business. And the trick is also to not just spend a lot of time on these sites, but to make that time well spent.

The first thing to know about social media sites is that most of them are for the purpose of social contact with other people. In most cases, with some exceptions, they are not primarily for the purpose of marketing yourself or your business.

That doesn’t mean you can’t promote your business on social media. But you have to do it tactfully and you have to get a feel for each site and the general agreement level on how much it is OK to promote.

Let’s talk about some of the top social media sites:

Facebook and MySpace

Facebook and MySpace are similar in how to interact with them. The basics are:

1. Sign up lots of friends. I first located a lot of my personal friends and business associates, then starting proposing being friends to people who had 20 or more friends in common. I have built up over 1,500 friends on Facebook in this way.
2. Put up a corporate page for your business. Ask your friends to sign up as fans for the corporate page.
3. Post something regularly (daily) in your status bar, including promoting your business. But work these promotions in between personal notes too, posting pictures, doing quizzes, etc. If you are just pitching yourself and your business every day it will turn some people off and they’ll turn off your posts or disconnect you as a friend.

Twitter

Start an account on Twitter, start following people that you know and in your line of business. Then start building up lots of followers. You do this by posting things regularly (daily), especially about your work and what you’re doing. Observe how others use the site, especially those with lots of followers, and emulate their example.

LinkedIn

LinkedIn is a business directory, probably the biggest among many. So start an account on there and start making connections with people you know and business associates. Then search their connections and connect with more people. Then post things regularly on what is happening with your business. Here it is a business directory so you don’t have to intersperse it with comments about your girlfriend or the movie you just saw.

YouTube

YouTube is the biggest of many video sharing sites. So the first trick is get a video produced about your business, and then upload it to YouTube and other sharing sites. Your video can be simple, i.e. a slide show video. It is better to have a number of short videos than one long one. YouTube has a time limit of 10 minutes, so your video has to shorter than that. When you upload the video, make sure you add in keywords and your URL. Also make sure the end of your video shows your URL and phone number.

Squidoo and HubPages

Squiddo.com allows you to put up a “lens” which is basically a page, on pretty much any topic you want. You can enter anchor text into the text of your article, because guess what, Squidoo is “friendly” to using their site to market things.

When you create a Squidoo lens, it can contain an intro with picture, the main article, photos from Flickr.com, videos from YouTube, links to your web sites and blogs, a guestbook for people to leave comments, and a place to put your Delicious.com links. So you can put up a lot of content related to your main article.

HubPages.com is another site you can use to put up articles. Unfortunately, they are not quite so friendly to the guys from the marketing department, and they will  shut down pages for being overly promotional if they contain more than ONE link to your web site or sites. On HubPages you can put up your article (with one link), photos, links, an RSS feed, news, comments, and a poll. So you can add a rich palette of content to these pages as well.

Social Media Directories

There are many social media business directories, such as Plaxo, HotFrog, FriendFeed, Xanga, Vox, Mashable, iKarma and many more (over 40). The idea is to put up a listing for your company, with a picture, company description, service or product list, contact info, and links to your web sites and blogs. Also include links to your other social media accounts on Facebook, MySpace, Twitter, etc. And the idea is to put it up on every single directory you can find. On many of these sites you can post regular updates on your activities and you should do so.

Social Bookmarking Sites

There are two purposes of social bookmarking sites like Delicious, Digg and StumbleUpon. One is to create an account and put in bookmarks to all your favorite sites, making it easy to find your favorite stuff. Another is to bookmark your site and various pages on your site, your blog, your social media pages and so on, and each of those bookmarks will count as a link to those pages. This helps with search engine ranking and it can help people to find those pages as well.

Summary

1. Start accounts and corporate pages on Facebook and MySpace, then get lots of friends, then post regularly on your business, interspersed with personal posts.
2. Start accounts on Twitter and LinkedIn, then post things to them on a regular basis.
3. Get some videos of your business and post on YouTube and other video sharing sites.
4. Put up article pages on Squidoo and HubPages
5. Put up a listing on every social media business directory under the sun, moon and stars with links to as many of your social media pages as you can. Then post updates on your activities.
6. If you can put updates on all these sites daily, that is ideal

If you do all that and post updates to these accounts on a regular basis, it will have quite a positive impact for your business.

Blog: Under a Separate Domain or Under Your Main Website Domain?

I was recently having a discussion with fellow Internet marketer Andromeda Edison of Internet Image Management, on the subject of whether it is better to have a blog set up as a separate domain, or as a subdirectory within the domain of your main web site. Here's what she has to say:

"This depends and each situation I evaluate it newly.

"Some basic rules that I use to decide:

"1) If the keywords we are trying to get listed for are high competition then put the blog on the same domain as any link you an get to a blog post will help the overall site
"2) If you are working on a less competitive keyword you might want to do it separate (but if the competition is likely to increase with the popularity of the product or subject, you still want it on the same site)
"3) If you are working on reputation management for a name or brand then it should be on a separate domain.
"4) If you are going to use the blog only for "other" keywords than the one on the main website it can be separate though sometimes any PR you have on the main website will hep the other keywords - so this one can be a toss up.
"5) If you are working on a separate O/L or branding campaign for an individual in the organization it can be separate.

"I usually discuss this with the client and work out the long-term and short-term goals to help decide."

Online Email Services

by John Eberhard

This is an article about email marketing, and I’m writing this article even though I know I’m going to catch grief from someone saying I’m wrong and their service is better.

There are three main online email services, where you can do these things:

• Sign up and put a form on your site offering an email newsletter
• People sign up and they are dumped into a database that is stored online
• An email goes out to anyone who signs up asking them to confirm that they wanted to subscribe. This is called “double opt in.”
• You can now send an HTML email out to your subscribers any time, with the service providing nice looking templates for you to use. You can also create a template yourself using Dreamweaver or some similar program.
• People can then opt in and opt out without you having to manually add them or subtract them from a list
• As you build up your list, you don’t have any daily limits on sending out to your list, which you often do with sending out from your own desktop computer

The three major services are Constant Contact, iContact, and Aweber. All will do all the things above. All start in the $15-20 per month range.

One of the downsides of working with these services is that all three of them will allow you to upload an email list which you have used prior, but they will require that an email is sent out to your list asking the person if they still want to be on your list. If the people on your list don’t respond, you lose them as subscribers. They have to say “yes I want to be on the list.” I don’t have exact figures on this but of course you will lose a majority of people from any email list with such a process, because many people will not notice the confirmation email or be too busy to opt in again.

I’ve never really been in agreement with the “permission marketing” thing, where you have to really, really make sure you have permission to send someone email. I follow the Federal CAN-SPAM act and basically that’s all you have to do. I don’t advocate that marketers go into propitiation with their target public (“Are you sure it’s OK for me to send you something???”).

OK, now that I’ve possibly made a few people mad, I’m going to cover a few features that the Aweber system has that I think makes it the best choice for an online email system.

First of all, Aweber is an autoresponder system, which is not offered by iContact (Constant Contact does have it). This means that you can set it up so that as soon as the person signs up for your newsletter, they receive a fully customized email from you, saying thanks for subscribing or whatever you want. But then you can also set it up so that they receive a series of emails, based on a timer that started when they subscribed. In other words, they receive your first email right after they sign up, but then they receive your second email 3 days later, then another one 7 days after signing up, then another 10 days after signing up. You get the idea. You can set the interval between each email.

This series of autoresponders going out to the subscribers can be a very powerful tool. You can set up a series of emails that educate the person on your products or services and sell them. You can offer a free email course with 4 installments, once a week. There are lots of possibilities for using this tool, in order to sell your products or services. And once you set it up, it is like an automated salesman working for you.

Secondly, Aweber just added another tool that I think is very significant and puts them ahead of the others. They call it the “blog broadcast.” It works like this. Let’s say you have a blog and you post some new content to it once a week or more. But then you have to spend time converting that content into an HTML newsletter to send out to your list. I’ve been doing this every week for a year and it’s been a time consuming, tedious pain.

Not any more. With Aweber, you hook your email list up to your blog, and every time you post something to the blog, it will automatically send it to your entire email list. You can also configure the format of the email so that it looks like whatever you want. This puts it ahead of Feedburner and other services where it will send your blog post out to subscribers, but it is a very plain email. With Aweber you can format it to look just like your past HTML newsletters.

And by the way, I’m not an affiliate and don’t get a cut from Aweber if you sign up, not that there would be anything wrong with that if I did. I believe that each of these online email services is a powerful tool to improve the quality of your online marketing, and I have clients using them all. But I believe Aweber has just moved ahead of the pack.

Google's 6 Tips for Tough Times, and a Couple from Me

by John Eberhard

Google AdWords recently published an article entitled “Top Tactics for Tough Times.” Aside from giving them high marks for alliteration in their title with all those “T”s, the article has some good advice. Here’s what they say:

“We know you're probably keeping a close eye on your bottom line, and in this challenging economic climate, we're committed to helping you maximize your AdWords investment. To that end, we asked experts on the AdWords team to share their top recommendations for getting the most out of AdWords during an economic downturn.”

“1. Focus your ads on low prices and savings.
Consumers care about prices more than ever, especially on day-to-day purchases. When someone searches on a particular product, you know they're interested; by using your ad to tell them that you've got the highest quality and the best price, you're more likely to earn their click. Update your ad text to focus on low prices, good values, and timely promotions.”

“2. Use value-related keywords.
It's open season for bargain hunters. To reach these deal-conscious consumers, add appropriate price- and discount-related keywords. Try the AdWords Search-based Keyword Tool and Search Query Performance report to find any higher-performing keywords that people are actually searching on.”

“To attract more customers, value-related keywords have been added to the keyword list on the right.”
“3. Make sure your ad groups are targeted and relevant.
Ads perform best when their ad text reflects the ad group's keywords; this makes ads more relevant to their intended audience. Make sure that both the text and the keywords in each ad group focus on a specific topic or product. For instance, an ad group about "tennis sneakers" will generally perform better than a broader ad group about "sneakers."

Splitting up the general ad group on the left into two, more specific ad groups will likely enhance its performance.

“4. Don't waste money on irrelevant clicks.
The wrong keywords can attract people who are looking for products you don't offer. Use negative keywords to filter out traffic that's not related to your offering. The Search Query Performance report can help you identify potential negative keywords by showing which queries have triggered your ads.”

“A search for “peanut butter allergy” isn’t relevant to the sale of peanut butter, so allergy should be added as a negative keyword.”

“5. Make it easy for customers to buy.
Since people are spending more time comparing products and services online, make it easier for them to find what they're looking for and buy from your site. Use the best Destination URL to send visitors directly to the page about the product or service promoted in your ad.”

"6. Focus your money on your high-performers.
To get the most out of your campaigns, focus your time and resources on the keywords, ads, and ad groups that are driving the most value for your spend. To determine what's performing best for you, consider Google's free Conversion Tracking tool.

“The overall budget of $100 was split evenly between the two campaigns. Google’s conversion tracking tool showed that the Used Books campaign was converting at a higher rate, so budget was shifted towards that campaign, increasing the overall conversion rate in the account.”

My Tips

Now I’ll share the things I’ve noticed help the success of a pay per click campaign, which are now VITAL in this kind of market.

1. Offer: In this competitive market, it is vital to have a superior offer. This means that an offer of “fill out the form for more info” or “buy our product here for full price” are usually not going to cut it.

For a lead generation campaign, meaning you are getting leads that get turned over to salesmen to sell them a high ticket item, you have got to find something to offer people that will entice them to fill out your form. This could be a free newsletter, a free report or white paper, or an offer of some item for free if they buy your product or service. With an offer of some free item, it should have a somewhat high perceived value but low value compared to the cost of your product or service.

In the case where you are selling items directly online, try things like discounts, small items given away with the purchase and so on. And make sure your prices compare well with competition because it is too easy for people to check online.

2. Audio or Video: It definitely helps to have an audio clip or a video on your pay per click landing page, i.e. the page people land on when they click on your ad on Google.

3. Budget: Recently I went back and did research on our current and past pay per click advertising clients, where we set up and manage their accounts. We found that the clients who had a monthly Google budget of at least $1,000 were the most successful with their campaigns. Smaller budgets, by and large, were not very successful. So if you are contemplating a campaign on Google, if there is any way you can make the monthly budget over $1,000, do it.

In the current economic climate it is more important than ever to be as smart as possible and apply as many tricks as you can with a pay per click campaign.

Pay Per Click on MySpace

I just found out that MySpace has a new beta pay per click advertising program, similar to the one on Facebook. You can find out here:
https://advertise.myspace.com/login.html

This program allows you to use full width banner ads going across the top of the screen, and allows you to target your public using demographics such as gender, education, relationship status, parental status, geographical location, and interests.

Building Quality Links with Online PR

by John Eberhard

Having links to your web site from other sites is very important. In fact, it is the primary factor used by Google in deciding your site's ranking for any given keywords.

In other articles I have discussed submitting articles to "article directories," also called "content hubs." This is a great way to build quantity links to your web site, as your articles appear on the content hubs themselves and count as a link to you, plus your articles get downloaded and posted on other web sites and blogs.

Optimized press releases are a great way to build quality links to your web site. I recommend doing this in conjunction with submitting articles to article directories. That way, you're getting the quantity and quality links.

Online PR consists of writing optimized press releases, putting them out on a blog, and also submitting them to online PR or press release sites.

There are a fair number of web sites now that are public relations sites, where you can register, then submit press releases to them. These online PR sites serve several purposes:

a.Journalists can use them to find interesting news stories, which they will then print in other news outlets, including web sites, magazines, newspapers, radio and TV stations.

b.When you submit a press release to an online PR site, the content from these press releases can find its way onto Google News and other big news sites, where it then influences the search engine rankings for your web site.

Optimized Press Releases

An "optimized press release" is a press release which announces an event of some kind, or just announces that you deliver a product or service, and which contains your selected high priority keywords. These are the keywords that you would like your web site to rank highly for in the regular search engine results pages (SERPs).

By writing press releases that are optimized for the keywords you would like to rank for, and then submitting these to online PR sites, these releases will get listed in Google News, and will then move over into regular Google listings.

It is ideal to write an optimized press release and send it out on online PR sites once a week, and continue doing this over a several month period.

Pinging the RSS Search Engines

Next you want to ping (send a notification out to) the RSS search engines. This then gets your latest article or release listed in the RSS search engines. I use a site called www.pingomatic.com for this which sends out pings to 25 blog search engines and only takes a minute to use.

The key things to keep in mind with online PR and optimized press releases are:

1. Write a new release frequently. Weekly is best.

2. Use the keywords in the release that you want to be ranking highly for.

3. Submit the press release to at least one free online PR site. Select one that will get the content into Google News. I submit it to five.

4. Put the article up onto a page on your site or on a blog. A blog is better.

5. Ping the RSS search engines.

6. Repeat the process each week and keep it up for several months. This will really start to raise your rankings for the keywords you are targeting in your optimized press releases.

Google AdWords A-B Testing

by John Eberhard

One of the most useful features of Google AdWords is called the A-B test. This is a capability that you can use to set up two different ads, running simultaneously, for the same set of keywords. This allows you to test new ideas and watch the statistics for them.

Here's how this works. Let's say you have started up your pay per click advertising account with Google AdWords, selected a list of 30 keywords, written your text ad (which appears on Google when someone types in one of those keywords), and put up a landing page. Your landing page is a page on your web site for people to go to when they click on the ad, but as I have explained elsewhere, it should not be your home page.

So now from looking at the Google AdWords interface, you can see how many total people typed in one of your keywords (this is called "Impressions), how many people clicked on your ad and thus arrived at your web site, and what the clickthrough percentage is. The clickthrough percentage is the percentage of people who clicked on the ad compared to the total number of people who saw it (Impressions).

Usually your landing page will have a form on it for people to fill out, either to buy something or to request more information or request something you're offering. Once people fill out that form they come to another page which is usually called a "thank you" page. You can put code from Google onto that thank you page, so that it will then send data back to Google AdWords for every person who fills out the form. This is called the "conversion code."

If you set up your thank you page or pages with Google conversion code, now the Google interface will also show the number of conversions you got from each ad. This now gives you a very complete set of data to use for an A-B test. You'll be able to see:

Impressions
Clickthroughs
Clickthrough rate or percentage
Amount of money spent in a given time period
Number of conversions (people who filled out your form)
Conversion percentage
Cost per conversion

Now that you have your ad up there, you can now run another ad at the same time. Let's say your first ad was:

Trips to the Moon Cheap
Fulfill your lifelong dream to
Visit the moon. Bring the family.
www.lunartrips.com

Now you want to put up another ad and test it against the first ad. Your new ad is:

Affordable Moon Excursion
Bring the whole family to the moon
for spring break. Family packages.
www.lunartrips.com

You can set it up so that your new ad has people land on the same landing page, or you can create a new landing page for it. It depends on whether your new ad is a lot different from your first ad. You must make sure that your ad and your landing page are saying the same thing. So if you change the message a lot for your new ad, make a new landing page. For the example above, you could use the same landing page.

OK, now you've got two ads running. You can set the system so it will show the ad that gets the best response more frequently, or you can set it so it shows them the same amount of time, which I think is best.

Now you should leave those ads running together for anywhere from 4-7 days. After that period of time, you should have a good idea of what is happening and which ad is working better. When you look at the statistics, you should set it so you are looking at them just for the period of time since you set up the second ad. That way you'll be looking at statistics for both ads for the same period of time.

Now you want to compare the two ads, and look at such things as the clickthrough percentage rate, the conversion rate, and the cost per conversion. You will likely find that one of your ads is doing significantly better than the other one. If so, you may want to pause your more poorly performing ad and let the better one run and get all the traffic.

But let's say they are both doing roughly the same, and let's say the clickthrough rate was poor, say under 1.0%. In this case you might want to write another ad and run it now along with the other two. Sort of an "A-B-C" test so to speak. Or you can put up several ads. You can run as many as you want. But I would not generally run more than say 6 ads at once.

To give you some ideas of the possibilities of how you can test things, consider these scenarios:

Run text ad A with landing page 1
Run text ad B with landing page 1

So above you're running two different text ads, but they both go to the same landing page.

Run text ad A with landing page 1
Run text ad A with landing page 2

Now above you're running the same text ad, but going to two different landing pages. So in that case you are testing two landing pages against each other.

Run text ad A with landing page 1
Run text ad B with landing page 2

Now above you'd be running two different text ads, each of which goes to its own landing page.

I think this is a brilliant feature of Google AdWords. You can use this for a variety of purposes and scenarios, such as:

a.You have an ad running and it's doing poorly in terms of clickthroughs, so you want to test a new ad against the current one.
b.You have an ad that is doing well on clickthroughs, but the landing page is getting poor conversions. So you test the same ad but with a different landing page.
c.You have an ad and landing page that are both doing well, but you feel you can improve the statistics even more. So you put up a test ad and landing page for a week or so, and compare against your original ad and landing page.

Run intelligently, A-B tests can be used to improve any Google AdWords campaign.

Google's Conversion Code

by John Eberhard

Google AdWords offers a tool in their interface that is vital in properly managing a pay-per-click advertising campaign, called the “conversion code.” Here’s how it works.

First of all, most often when you have a Google AdWords campaign, the goal is lead generation. In other words, you are trying to get people to come to your site and then fill out a form asking for more information or to receive a free offer or something like that, so you can contact them and sell them your product or service.

So your text ad on Google AdWords will link through to a page on your site that has a form for people to fill out. They fill out the form, click submit, and then the information gets emailed to you, and the system then sends the person to a page that says “Thank you for filling out our form” or something like that, imaginatively called the “thank you page.”

So from inside the Google interface, you can set up the conversion code. This is a piece of HTML code that you can put on the thank you page. It is invisible to the viewer, but it sends a message back to Google that someone has filled out the form. And it only does this for someone who has come from a Google AdWords ad, because it tracks each one of those people with a cookie.

So now, with the conversion code, you can see in the Google interface, when you go to look at the statistics of your campaign, exactly where you’re getting people to fill out the form. This is called a conversion. Now there’s a wealth of information you can see which you couldn’t see without the conversion code:

1. You can see what percentage of people who are clicking on the text ad and coming to your site, are actually turning into conversions. This is called your conversion rate or conversion ratio. I’ve read that the national standard or industry standard for a conversion ratio is 3%, but this varies widely.

2. You can see the cost per conversion. This is the total amount of money you’re spending on a Google campaign, divided by the number of conversions. This is your cost per lead.

3. If you have multiple campaigns, each one geared to a different topic, or a different product or service that you offer, or geared to a separate group of keywords, you can now see which campaign or campaigns are converting. And you can see the conversion ratio and the cost per lead for each.

4. Google allows you to set up multiple text ads and have them running simultaneously on one campaign. This is often called an A-B test, which I described in one of my previous articles. With the conversion code you can see which ads are getting conversions, and what their conversion ratio and cost per lead is. This allows you to see which ad is really getting results, and often one of your ads will do much better than the rest.

5. You can see which keywords people are clicking through on, and also which keywords are resulting in conversions. This is helpful because you might want to increase the bids on those keywords to move your ads to the top.

6. Google shows your ads when people enter your keywords in the regular Google page, but they also show your ads on sites that choose to show Google ads, where the topic of the site is related to your keyword. This is called the “content network.” So if your keyword is “golf equipment,” your text ad could appear on sites that have chosen to display Google ads that are related to golf. You’ve probably seen this, where a site has a rectangular block over to the right, or on top or on the bottom of a page. It will say “Ads sponsored by Google” or something like that. So Google’s management interface shows you the results of the “content network” as separate from the “search network.” And with the conversion code, you can see how the content network is doing in terms of the conversion ratio and the cost per conversion.  

This is really important because oftentimes the content network will not get conversions at nearly the same rate as the regular search network. Sometimes it does, but often it doesn’t. So that means if you don’t have the conversion code up there, you won’t know that and you’ll be spending lots of money for no product. When I see the content network getting lots of clickthroughs but no conversions over a period of two or more weeks (it’s hard to judge this just from one week) I will usually turn the content network off completely or lower the bid level to much lower than the search network. That way I’m not wasting money there and my dollars go to more productive parts of the campaign.

All this helps and helps you to achieve a low cost per lead, which is one of the goals of a lead generation campaign.

So in summary, the conversion code is a vital tool for managing a Google AdWords campaign. When I start managing pay-per-click for a new client, this is one of the first things I will set up for that client if they don’t already have it.