One of the best ways to drive traffic to your site is by link-building. All over the world experts spend hours rifling through analytics for
likely linking targets, while writers take extra care to add in as many
blue words as possible in the hope of a little linklove reciprocation.
It’s often a major aspect of the job for anyone who works online, and
can be something of a labour of love.
Of course, there’s no solid, standard way of linking out. If only there
was a dedicated expert body who could help out.
Someone like Google maybe?
Go and look at your Facebook page. Go on, right now. And don’t pretend
you haven’t got one, we’ve been watching you and we know you spend six
hours a day playing Mafia Wars.
OK, so what do you notice about it?
about cleanliness? Facebook takes a lot of flak, but one thing it does
well is design.
Recently we’ve started to see the introduction of
customer landers, backgrounds and headers, but even these are worked
into the basic layout.
You can have a hundred boxes on Facebook and it
will remain a clean, clear masterclass in whitespace management.
the main reasons it managed to crush the crazed glittery-zwinky world of
MySpace is that it doesn’t ever make your eyeballs catch fire. Anyone
can use it easily.
Now let’s have a look at your website...
As audiences become increasingly sophisticated across all demographics,
the likelihood is that your customers will make more targeted and strategic
In the past emotional factors and visibility held sway when
it came to dictating customer habits. If a product was featured in a TV
ad, then customers would generally either call in or visit their local
store branch to purchase.
These days it’s far more likely they’ll get
online and hit the price comparison sites.
In order to retain your
audience, it’s important that you become visible in more
places. If you’re consistently appearing in all their searches then
there’s a far higher chance of conversion.
While Twitter has consistently struggled to make a monetisation strategy
stick, third party developers may have hit on a solution: haggling.
tweets and trending topics, Twitter has flirted with the idea that buzz can
be charged for, but not as directly as a new system devised by NYC
marketers Christian Behrendt and Leif Abraham.
Clearly, the pair
clearly saw no revenue in Twitter, so have instead directly targeted the tweet itself.
Over on Foursquare and Gowalla, badges are all the rage. Checked in to
your office bathroom more than five times? You’ve unlocked the dysentery
On other networks however, these tiny icons seems a little
superfluous. Logged in to Facebook 1000 times...so have all your
Still, this hasn’t deterred the founders of the roguishly named Twadges
from setting up a similar service for Twitter, awarding tweeters for
frequency, followers and obscure criteria such as ‘Joined Twitter before
As more companies introduce social media campaigns, there’s often
a real lack of understanding when deciding which numbers really matter, so the default action is often to watch everything.
On the one hand,
keeping track of every tweet, post and comment is good practice. However, when it
comes to actually interpreting the piles of data, meaningful analysis is sometimes sorely absent.
Ideally you should be able to
interpret the figures so that you can both hone your KPIs and make ongoing
strategic decisions. By analysing figures in meaningful ways
you’ll receive deeper, more useful insights.
consider a few ways you can sort figurative fact from fiction:
This week on Start Me Up we’re looking at Canadian company Lymbix, which deals in connotative software for email, and has been causing a media stir lately with their latest product
This connotative software helps measure the tone and impact of words used in emails and other communications.
We spoke to founder Matt Eldridge to find out more…
So, you’ve set up a Facebook page, you have a fully automated Twitter
account, and your LinkedIn profile is a shining example of professional
wonderment for all to behold.
You’ve formulated a strategy and set up
tools and processes, and you’re proudly showing off your amazing product
with a variety of exciting and innovative campaigns.
Not all social media campaigns will be successful, and the hardest part of any campaign is
actual engagement. Creating long-term relationships with customers,
creating brand evangelists for your business.
True interaction is the biggest stumbling block on the path to social
media success, but by instigating the right policy, it’s also one of the
easiest to overcome...
Imagine an advertising and marketing platform that reaches
billions around the world, and doesn’t cost you a penny.
Free to get
involved, free to share and promote content, with a massive locked-in
audience who will actively promote your content for you.
Unfortunately it doesn’t exist. Social media is many things but despite
several statements to the contrary, free is not one of them.
Low costs, global reach, easy implementation and tracking. The benefits of multichannel digital marketing are manifold, but there's
still a definite tendency by many companies to play on the safe side.
A large number of employers simply don't trust their staff to remain on
message when taking their first steps into multichannel, and with social
outreach at an all time high there certainly are examples that back up
that age-old adage: To err is human.