Web Savvy Marketers

Get These Pinterest Tips for Your Business and Get More Sales

Pinterest tipsPinterest is where people gather content. They’re window shopping for images and items they like. Facebook is where friends congregate. They visit to share their own photos and the cute cat videos they find.

Fortunately for all the cat lovers, you can find cats and lots of great stuff on Pinterest. It’s fun to shop around on Pinterest; you get great ideas, find inspiration and entertainment, and end up finding something you just have to have.

Marketing your product or service on Pinterest means putting your content in the virtual hands of window shoppers who are becoming buyers at a growing rate.

A Pinterest pin now generates an average of 78 cents in sales, a 25 percent increase from the end of 2012. What’s more, a pin continues to drive pageviews and sales for months after it’s pinned.

A pin has an average of more than 10 repins. Compare that to Twitter’s 1.4 percent rate of retweeting.

Pinterest also causes “reverse showrooming,” where people browse online before buying in the store.

Let’s get started with these Pinterest tips for your business because you don’t want to miss out on the potential for more sales.

1. Your Pins

Make it easy for visitors to pin from your website. Get a Pin It button if you don’t already have one.

Create a pin for all your blog posts. PicMonkey is a free and simple online image editing tool, complete with tutorials and editing ideas. Don’t forget to add your business name somewhere on the bottom of each image.

When you add an image to your media library on WordPress, the title you give it becomes the description of your pin. Make sure it includes words that describe the image and will help pinners when they search for related things.

If your pin is an item you’re selling, simply add the price with a dollar sign next to it and it will automatically display below the image when the pin is clicked on. With a dollar amount assigned to it, the pin also appears in the gift category.

Early morning and late evening are high-traffic pinning times, so pin yours then when possible.

2. Your Boards

Besides the pins you pin from your website, you should find interesting images to pin from outside sources. The next time you bookmark something on your computer, consider if it’s something you could include on one of your Pinterest boards.

You can repin from the boards of other pinners who gather content you’re interested in. Find and follow other pinners and boards to browse from.

You’re now a content curator, someone who collects, organizes, and displays information around a particular theme. Use this to showcase your brand’s uniqueness. Show the human side of your business with board themes that reflect who you are.

3. Your Audience

As you select content to pin, remember your audience. While a large segment is female, studies show that men are a growing segment of the Pinterest audience.

Think about the popular topics and try to make your pins work with what the audience wants. The category list will also give you insight into how your topics can be searched. You can find these by clicking on the upper left button that gives you a drop down menu of options.

Most importantly, remember to make it fun! Pinterest is a place for entertainment, so even if you’re sharing information, try to make the pin light-hearted.

4. Your Business

If you haven’t already joined Pinterest, join as a business account, or convert your page to a business.

Once you’ve done that, verify your website on your Pinterest page. With verification a checkmark will be displayed next to your URL in your profile. Use this WordPress plugin for your WordPress site for easy verification.

You can enjoy Pinterest analytics as part of being a verified account. Find the analytics by clicking on your profile name in the top right corner of your Pinterest page.

Optimize your website for conversion by adding a call-to-action button. Be sure to do this on the pages your pins are driving the most traffic, and particularly the pages that feature a product you’ve pinned.

Get pinning for your business today. You can start with the badge at the top of the page!

Want Your Website Found? Then Give Your Audience Control

audience wants controlThe internet search engine is the new yellow pages. This is where your audience is looking for you and wants to connect.

You need to adopt a content marketing strategy that gives you front page results.

Content marketing is the key to getting your website found. It’s giving away valuable and free information that your audience is looking for.

It’s the new USP, or unique selling proposition. Whether you decide to focus on price, product, placement, or promotion – the “four P’s” of marketing – the way to sell it is with content marketing.

How to Stand Out from the Crowd

Look around you. Are there any truly unique businesses? Which clothing retailer, grocery store, office supplier, tax preparer, or plumber is a stand-out, one-of-a-kind business?

The way to distinguish yourself from the competition requires more than identifying your message or your unique market position. You must market your message in a way that gets you found. Content marketing is your leverage point.

You have to sell your brand by creating continuous content. This continuous content serves the needs of your audience by giving your audience what they want to know.

Give Your Audience What They Want

Why is this so important? Because “the audience wants control,” as Kevin Spacey said at the Edinburgh Television Festival.

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What Netflix understood about “The House of Cards” is the principle of content marketing. Give your audience control and they will be more likely to find and choose you.

Your audience wants to choose what they read or watch, when they read it, where they read it, and how they read it.

Give people the power to make these decisions and “they’ll more likely pay for it rather than steal it.” By creating continuous content that is free and valuable to your audience, they are more likely to become your customer.

The big question is who. Who will they choose to buy from?

The who is determined by who they find when they search online. If your business has content that answers their questions, then your business will be in their search results.

Next Step: Get the Word Out

There is a new publicity engine in town. Social media is the free mouthpiece for your content. A solid social media presence will help spread your message.

“The audience has spoken. They want stories.” Spacey’s description of film and how to classify it is a great analogy for content marketing.

“They’re rooting for us to give them the right thing. And they will talk about it, binge on it, carry it with them on the bus, and to the hairdresser, force it on their friends, Tweet, blog, Facebook, make fan pages, silly GIFs, and God knows what else about it, ” Spacey said.

“All we have to do is give it to them.”

Get your website found and give your audience control with content marketing. If you need help, Web Savvy superheroes are here to the rescue.

+Post Ads Make Google the Smartest Fish in the Web Stream

Google+ social media streamGoogle’s new +Post Ads are making the Internet one giant social stream. With the introduction of Google+ social posts as paid advertising on selected websites, more people are going to join the conversation.

The social stream on Google+ is going to become a raging river.

But not in a bad way. It’s going to grow not only conversations. Growing Google+ is going to build relationships between the brand and consumer unlike any other social platform.

“Rather than to talk at them, we wanted to talk with them,” said Monica Peterson, Director of Social Media, Toyota USA.

As Peterson says, delivering “the right message, at the right time, to the right person” is key to growing your brand. With Google+ +Post Ads, consumers can talk within the advertising itself.

How cool is that?

Advertising on social media sites is like crashing a party. Hardly an effective method for promoting your product. But imagine having the opportunity to share your thoughts on a strategically placed social media post that’s placed outside the social media platform.

Clearly, Google imagined just that. They also thought up a way for advertisers to pay for Google+ advertising in the process. Pure genius.

As Mark Traphagen explains, Google+ +Post Ads will show up as live Google+ posts embedded where we would traditionally see static banner ads on a website, Users can comment on +Post Ads, +1 them, and share them with friends. Because the advertiser will get a notification of every person who engaged with the post, it’s like a landing page on a site where you can capture email addresses.

For a brand, this definitely changes what you’ll say to your audience. For the consumer, how the message is crafted will have everything to do with how you impact the conversation.

The way we interact on social media increasingly defines who we are. From one fish to another, I am excited to see how this all plays swims out.

Folks who haven’t set up a Google+ profile yet will be enticed to do so, and those who’ve merely created one so they could do a Hangout will begin doing more than sticking a toe into the water.

Google+ moves forward as the smartest way to interact on the web. It’s no wonder that Albert Einstein is the most talked about person there, compared to Rihanna on Facebook and Bieber on Twitter.

Google “who is the most talked about person on Google+” and see for yourself.

As Dustin W. Stout so aptly put it, “G+ = IQ². Enough said.”

Watch how Toyota reaches out with new Google+ Post Ads.

This work, “fish bowl,” is a derivative of “Creative Commons flickr photo” by Dean McCoy, used under CC BY 2.0.

Are You a Social Media Wallflower?

Get off the wallIf you’re worried about being a social media wallflower, anxious that your online social skills come up short, then it’s time to get off the wall.

Learn how to step into the spotlight of social media storytelling and deadhead your wallflower days forever.

The New World of Social Media Storytelling Wants You

You don’t have to be boring and unpopular. With storytelling and “emotional” sharing, you can unveil the soul and spirit of your business through social media.

The 5 Emotions That Get More Shares

There are five emotions that are most likely to motivate people to share:

1. Awe
2. Surprise
3. Amusement
4. Anxiety
5. Anger

Because positive emotions are more likely to be shared than negative, promoting awe, surprise, and amusement are safe bets in increasing social media shares and interaction. Using anxiety-producing or anger-inducing stories can also be effective when they are used to promote social togetherness.

Like telling a story, sharing to promote social community allows people to feel connected to others and to something outside themselves.

The more emotion your story inspires, the more likely people will notice you and let others in on your story.

Social Media is a Giant Graffiti Wall

Look at social media as one giant wall of graffiti. The best graffiti will be the ones that stir the most emotions and cause us to feel the most united in a common cause.

This is also part of what’s known at the “herd mentality.” When it’s obvious others are actively engaged in sharing something, others will follow suit. Let’s face it, our digital-age society relies on the collective opinions of others to make decisions.

The More They “Like” You, the More You Will be Liked

“Is something popular because it is actually good, or is it popular just because it is popular?” The mass-approval syndrome was measured in a study on a news website to investigate how positive votes or likes influenced the overall rating of a social share.

It turns out that by earning a positive vote initially, more positive votes would follow. A negative vote didn’t make a difference. If anything, an initial negative vote would prompt follow-up positive votes and end up measuring the same as the control group.

So marketing a message will be more successful if you can lead the pack with a positive vote by someone.

Leading the Pack With a Good Story

Telling your story and getting others to like and re-share not only involves sparking an emotional reaction. It also means communicating a message with traditional storytelling features.

Who’s the hero of the story? What is the plot? The setting? And don’t forget the inevitable and necessary story conflict. Apple computer’s “1984” video tells a story steeped in conflict, brazenly marketing its original thinking.

Who’s leading the pack in this story? Don’t be afraid of introducing conflict into your storyline to inspire emotion and social communion. Get off the wall and get noticed. Dig into your archives, your creative reserves, and your inner bard. There’s a story in there somewhere.

If You Hate Reverse Psychology Marketing, Then Don’t Read This

don't pet the catReverse psychology marketing won’t work for you, so you can just fuhgeddaboudit.

Do you get the feeling that you’re being bombarded with messages that are telling you to do one thing, but suggesting you do another?

Like a cat, who flounces her tail in typical cat-mode as she slinks away, as if to say, Don’t even bother trying to pet me, when you know she’s dying for a tummy rub.

This is reverse psychology marketing, when you desire something simply because it’s being touted as unavailable, unwelcome, or undesirable.

In an age where people are tired of having marketing spiels thrown in their faces, taking this back alley approach becomes more effective than traditional methods. The success of this strategy relies on having customers come to you, rather than you chasing after them.

Are You Special Enough?

Take Tom Sawyer, for example. He had his buddies begging to take over his fence painting job. The tedious task of whitewashing his aunt’s fence became appealing by doing two things. He appeared to enjoy it, and he acted as if it was a special privilege.

Cats have this down to a science. They behave as if they enjoy snubbing you, and when you finally chase them down, you’d think they bestowed you with the honor of petting royalty.

As Mark Twain wrote, Tom “had discovered a great law of human action, without knowing it —  namely, that in order to make a man or a boy covet a thing, it is only necessary to make the thing difficult to attain.”

This play into our innate desire to be included, to be in-the-know, leads people to drop their defenses and crave the suddenly indispensable object they never knew they desired. Reverse psychology hits home with the unsuspecting, resistant, and contrary individual – in other words, all of us at some time or another.

It’s All Over for Paper

One of the best reverse psychology marketing strategies is Domtar’s “Paper Because.” Office Guy #1 hands a thick paper report, “The Paperless Office,” to Office Guy #2, telling him it’s all over for paper. They quickly decide to make a copy, and another copy.

“Paper is dead,” after all, yet they remind you that “paper is sustainable, renewable, and recyclable.” Make me a copy too, while you’re at it.

Seth Godin’s Knock Knock book wasn’t free at one time, and the reverse psychology he employed to prompt sales and awareness of it before it became free came with the simple email, “Please don’t buy my new ebook.”

It’s hard not to love a guy who’s so straightforward and honest (and even encouraging you to donate to Red Cross while you’re checking out the free PDF file he’s so generously shared).

Don’t Push the Button!

The trick is not to appear manipulative. If your audience gets a whiff of this, then reverse reverse psychology will come into play, and they will do what you were asking them not to do, like not buy the book, or not push the button.

A cat can get away with this because she knows reverse reverse psychology means you don’t get to pet her highness. This is simply not an option.

Don’t pet the cat. I dare you to not pet the cat.

 

An Easy-to-Follow Roadmap to Writing a Blog

content marketingYou’re ready to answer your customer’s questions. You’ve compiled a Q&A list with your employees’ help. Now what?

There’s a simple path to follow when writing a blog for your business. With this roadmap, make your journey to writing a blog a pleasant trip.

4 Steps to Writing a Blog for Your Business

1. Answer their questions with a destination in mind.

Figure out what your customer wants to know and how you intend to address this particular question. What do you want to achieve with this blog post? Begin with the end as your objective.

It could be simple transparency, such as the expected cost of your product or service, or how your business compares to the competition, or the secret ingredients in your prized item, like the special sauce for McDonald’s Big Mac.

Remember, as a teacher, you are educating your audience to make an informed decision. By answering their questions, you are removing a barrier to buying from you.

2. Plot your potential headline and subheads.

This step is like loosely outlining or marking your route. Create some bullet points to consider so you can keep an eye on where you’re going.

For the headline, think of the lesson you are teaching your customer. What’s in it for them? Why should they bother reading any further?

For the subheads, think of the specific questions you are answering. Each critical waypoint along your route becomes a subtitle to break down the content into reader-friendly chunks.

The headline and subheads begin as “potential” because this is meant to be a flexible exercise. Your headline is a destination, but it has the remarkable adaptability of thematic variation. In other words, you can change your mind and tweak it. And tweak it again.

3. Create interesting content.

“Wherever you go, there you are.” Be mindful of your audience and what they want to learn. That destination you’ve got in your GPS? No one’s going to join you for the ride unless you keep it to the point.

As you’re writing, expand on the bullet points you made in your outline. Decide what part of the question you’re answering, and place it beneath the right subhead.

Ask yourself, “What’s the payoff for the reader?” Pay attention to this so your content will continue to appeal to your audience.

Throw in a little fun as you go if that works for your brand. Add images to increase the visual appeal of your post. Don’t be afraid to use your unique voice.

4. Review your work.

At the end of your journey, you’re far from done. Your writing should be carefully edited and polished for publication. Removing the road dust from your travels requires a thorough once over.

Do you need to add or remove information? Are there areas that need to be revised for clarity or better word choices? Do your headline and subheads still work?

Sometimes you need another reader to check your work, or you could come back to it later with fresh eyes. Your readers will lose interest, and you might lose credibility, if your work is sloppy.

How’s the blogging going so far? Has the road trip into content marketing been fun? If you get lost, give us a call to see if we can help.

Content Marketing 101: Be a Teacher

content marketing 101Good teachers spend time educating their students to be self-sufficient. They make sure students have the information they need to make educated decisions.

Imagine that. All you have to do to be a good teacher is give your customers what they need to make confident choices.

“The most important thing a website owner can do to optimize their website for search engines is to optimize their site for their customers,” Super Savvy Carolyn said about SEO and website success.

Combine this type of customer-focused thinking with a willingness to show your family jewels – the information they need, and you’ve got the formula for customer recognition.

Customer-Focused Thinking + Transparency/Authenticity = Empowering Your Customers

To give your customers what they need to know, start by answering their questions. This means getting all the employees who are involved in any customer relations to write down all the questions they’ve been asked.

Every question is a potential blog post, centered around your customer’s concerns and how best to satisfy their needs. Every blog post is a way to optimize your website for the user experience.

Search engines are trying to deliver the best search experience to users. So when you provide relevant content – by answering their questions – the search engines will be more likely to deliver up your website.

So why don’t more businesses blog?

Three common objections to blogging for your business come up.

1. You’re scared.

Scared to reveal what you know and might be asked to tell. Like pricing. Or reasons not to buy from you. Or who your competitors are.

2. It takes time.

To understand your prospective customer’s questions, you need dialog between teams. You need time to make it happen.

3. It costs – and the returns are slow.

Businesses would rather choose the old route of simply buying an ad rather than taking the plunge and be the teacher. They would rather be a bystander and let the competition be the turtle that wins the race.

Have you experienced these objections? How have you managed to overcome them? We discussed Reason #1 last week, using Marcus Sheridan and his inground fiberglass pools as an example to winning your customer’s trust through honest information.

As Seth Godin said, “If your project or organization depends on knowing things that other people don’t know (but could find out if they wanted to), your days are probably numbered.”

Stay tuned for more Content Marketing 101 and help with Reason #2, and get started blogging for your business.

Thanks to Katlene Niven for her adorable Flickr photo.

Content Marketing 101: Show ‘Em Your Family Jewels

content marketing 101When should you let your customers in on those secret gems you’ve been holding back? You know, the things they are always asking but you’ve kept under wraps.

It’s time to open the doors to your treasure trove and show ’em your family jewels. The content marketing game in the digital world is on, and it’s your turn to show your best moves by showing your true self.

The Good, the Bad, and the Ugly

What does this mean, anyway?

It’s simple. Marcus Sheridan of The Sales Lion said it best in his New York Times interview on how he turned his pool sales company around.

Answer your customer’s questions. Rather than talk about your business, *yawn* give them the answers to the questions they are most likely to search for on the Internet.

When he said give them what they want to know, he didn’t pick and choose. The number one question his fiberglass pool customers ask is, “How much does it cost?” So he told them.

In his TEDx talk, Sheridan addressed the used-car-salesman stigma, something no one wants. So give them what they do want – the truth!

What happens when you dare to tell the truth? Besides sharing the family jewels, you’re also letting the proverbial skeletons out of the closet. This is just crazy, right?

Yes, especially when you’re scared of chasing people away.

Here’s the thing. Your potential customers want the truth, and when they see that you are giving it to them, and are also willing to give away information for free, they will begin to trust you.

Sheridan made another brilliant and brave move. He answered the second most asked question. He told them what the problems are with his product.

Two things are bound to happen when you embrace the truth. Your customers will decide you are honest, and when they do a search for the problems inherent with your product, your website will show up.

How scary is that? Your business shows up as an authority on the subject,  you get more traffic, and you get the opportunity to share the benefits too. Remember the family jewels we were talking about?

It’s All Good

Truth and transparency will begin to change how your customers see you. Are you ready to be the business they choose simply because you are willing to be a teacher?

So how do you begin? How do you become a teacher who educates and not an information magpie who hoards?

In a digital world, it’s got to be accessible by the Internet, so that means creating content for your website. Content that teaches customers about your product or service. Content that answers their questions. Content that makes them tell their friends about you.

Stop by next week to see how to make Content Marketing 101 happen.

Steal Some Social Media Ideas Here

social media strategiesResults show that small businesses are experimenting with and investing in social media. Nearly 50% are increasing their expenditure, and 39% are already getting a return on their investment. This return will continue to go up as businesses “shift from the experimental stage to a results-focused phase.”

Not only do you need to set goals, but deciding on a social media strategy is important. Your strategy could involve more than one campaign, and getting there includes experimenting with ideas.

Take a Shot of Creative Adrenaline

The best way to fuel your creative fix is with some of the social media strategies currently being played out in the field. Get your game on with these social media tactics.

  • Cuteness Fusion with Four-Legged Critters

Facebook “Like Ads” show that the most successful ads were those with adorable animal images. The least engagement came from text-only ads, with logo-based ads being marginally better in response rate.

Ads with product images received the best long-term customer engagement. Incorporating product with appealing animal photos could be your newest approach to reaching your audience.

  • Buy a Banana (or Save Some Other Silly Fool)

When Henry Gribbohm lost $2,600 playing a carnival game for a dreadlock-and-beanie-topped stuffed banana, CollegeHumor developed a Facebook Like ploy to pay him back. At 26,000 Likes at $.10 a Like, Gribbohm’s bank account will be restored, along with his infamous reputation.

Give your brand some recognition with a similar campaign. There are bound to be enthusiastic souls who need saving and won’t mind having fun with it.

  • Stir Up Some High Velocity Winds

The Weather Channel stirred up some hashtag fun and games with #TornadoWeek. Interns sat working in front of a “wind tunnel” while broadcast live. Followers controlled the wind speed through tweet mentions of the hashtag, upping the wind velocity to 200 mph when they reached  1,000,000 mentions.

What other Tweet-powered hijinks can you think up?

  • Launch a Beauty Contest

Hawaiian Tropic’s Facebook page search for the woman who best epitomizes “beauty, confidence, style, enjoying the sun and keeping skin healthy” wins a trip to Hawaii and becomes a Hawaiian Tropic spokeswoman.

A focus on inner beauty and healthy skin reflects the need for skin protection and an awareness of the whole woman. Give your followers a way to applaud their strengths with a campaign to put their best face forward.

  • Broadcast Your Superpowers

Dominos Pizza is pounding the Internet pavement each night with a live broadcast of their pizza-making prowess from a store in Salt Lake City. Because their online ordering has been so successful, they felt it a natural move to take the whole pie to the World Wide Web.

People love behind-the-scenes, real-time viewing.  Social media gives us the opportunity to be more transparent and more authentic. So give them something to gawk at!

  • Play a (Safe) Prank

The idea of tricking someone for a laugh is only as good as it’s received. Trying for a repeat of Nathan Fielder’s, star of Nathan for You, tweet-a-gram might not be advisable, yet the humor is inescapable.

He asked his Twitter followers to text their parents “Got 2 grams for $40,” then claim it was meant for someone else, and screenshoot the responses. Needless to say, the replies were worthy of social media Oscars.

Rallying for entertainment with shenanigans that you know your audience will enjoy might be your ticket to a winning streak of fun and fame.

  • Offer a Feature Photo Challenge

Appeal to your consumer’s love of the local, like Mashable did in their Hometown Photo Challenge. Anything your audience will want to share and get some star treatment as a reward is an offer they’ll find hard to refuse.

While you’re at it, you can use more than one social platform to bring in the submissions. Mashable used Twitter and Instagram for photo uploads, as well as their website.

  • Grow a Mustache

When thirty guys decided to raise awareness for cancer research, they reinvented Movember, a movement to bring back the mustache in November.

They asked guys to grow a mustache and ask friends and family for donations. They gave them a variety of social tools to invite people, share the spirit of competition, and embrace the sense of brotherhood that was central to the movement.

Most importantly, growing a mustache for a cause is positive and proactive. Having fun while you spread your message makes it more contagious.

What will your next social media move be?

 

 

Is Author Rank Magic Waiting to Happen?

get active Google+It’s not for real…yet. Author Rank is being touted as the most significant up-and-coming SEO influence. Definitely sounds like magic, right?

Author Rank is Pixie Dust Today, a Flying Algorithm Tomorrow

When – not if – it comes into play, those who’ve been sprinkling their efforts in preparation for Author Rank will – at the very least – have established authority, according to SEO expert A.J. Kohn of The Blind Five Year Old.

Author Rank is Google’s push to rank the landslide of data in a way that will help you:

  • link to your great content
  • build a website with authority
  • get quality content into your SERPs
  • make relationships with other people in your field
  • share relevant content – your own and others

The strategic steps towards building a platform where authors will be ranked according to their content creation are already in place:

1.  Identity platform (Google+ profile)
2.  Social search (Search + Your World)
3.  Google verification method (Google authorship)

What flies next logically follows, especially when you take into account Google’s patent application and Google insider statements:

4.  Graded ranking in search results (Author Rank)

This verified author content will be given a grade that will influence its rank in Google search results. When Author Rank actually happens, that is.

In the meantime, taking the steps toward building authority is a prudent and practical move. Whereas Author Rank is still fanciful pixie dust, Google Authorship Markup isn’t hocus pocus; it’s real and you need it to stay relevant.

Here’s what else you can do to prepare for Author Rank and build authority.

  • Get active on Google+. Keep your participation on the upswing. It’s good right now for your Authorship Markup because Google is putting Google+ posts in SERPs of your circles. Think building your circles, posting original work, resharing, liking, commenting, replying, and hangouts.

  • Maintain your social profiles. This could give your overall ranking a boost, while giving you added exposure now.

  • Produce great content. Give your readers the information they want while publishing your best work. Now that your name and headshot are attached to your work through Google Authorship Markup, building your reputation is unavoidable.

Like Google Glasses, there’s a chance the technology won’t pull through to do what’s expected. But what if the fairy dust makes it fly and Author Rank is “the next Pinterest plus Amazon plus Facebook plus the iPhone put together,” as analyst Sarah Rotman Epps with Forrester Research suggests about the glasses.

What if someday we wear Google Glasses and our brains help rank content as it travels over the lens? What if we refuse to dabble in the magic?

What if all you had to do was be a wizard in your field and sign up?

 

 

 

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