Your Marketing and Design Reading for The Weekend
If you are struggling to track mentions of your company and/or key terms and business trends, there are two tools that can make your life easier.
- Topsy is a search engine that provides real-time insight into online conversations, including the most recent and the most relevant results. Another advantage to using this tool for Twitter is that URLs are automatically expanded so you can see which tweets are linking back to your website and also view tweets about you that don't use your @handle.
- Netvibes is a free public relations news wire service that allows you to select from numerous pre-installed search widgets. Search results are arranged by source (e.g., Google, Yahoo!, etc.). You can organize each search topic into separate dashboard and you should set up a tab for each website URL so you'll know when someone is linking back to you.
Once you set up all of the searches you want to monitor, you just need to check frequently to know almost instantly when you have been mentioned online. Pretty easy, right?
This post cites interesting statistics from around the world to illustrate how different demographics use various social media and make the point that you should not assume a homogeneous audience when you market online.
- Optimize social media for mobile. A recent study by Daily Mail revealed that, next to browsing the web, checking social media sites is the most common activity users perform on their smartphones. Making actual phone calls was fifth on the list! Just as important to know is that 61% of customers who visit a site that is not mobile friendly are likely to visit a competitor's site.
- Understand which social networks are best for your target demographic. Don't waste valuable marketing dollars and hours on the wrong platform. For example, if you are a B2B company, you might want to use LinkedIn for the U.S. audience. A Hubspot study indicated that 65% of B2B respondents had acquired a customer through LinkedIn. Facebook and Twitter are more effective for B2C companies and 77% and 59% have acquired customers through these channels, respectively.
- Understand your audience's online activities and tailor your marketing strategy accordingly. When you know what activities are most popular with your audience when they are online, you can target your campaigns and make the most of your efforts.
- Offer online promotions and encourage user-generated content. People use social networks to research products, read reviews and look for promotional offers. When they do this, chances are they are already interested in your offering so make sure they find what they are looking for: testimonials, specifications and discounts or coupons.
On Search Engine Watch's blog, this post reminds us how important it is to A/B test and tries to take a basic understanding of the practice to the next level. Here are a few of the suggestions that I found most compelling.