What Social Sites Should YOU Be Using?

Most people know about mega-popular social sites such as Facebook, Twitter and LinkedIn. However, I get a lot of questions about other, underutilized sites that are on the tipping point of mass popularity—specifically, how these sites can be leveraged for marketing purposes.

Most people know about mega-popular social sites such as Facebook, Twitter and LinkedIn. However, I get a lot of questions about other, underutilized sites that are on the tipping point of mass popularity—specifically, how these sites can be leveraged for marketing purposes.

But before I go into that, I’d like to clarify the differences between various “social”-type sites:

Social bookmarking, news and tagging are sites like Digg, StumbleUpon, Reddit, Delicious and Pinterest. These websites allow users to “bookmark” things they like—content, images, videos, websites—and allow others in the community to see what’s been bookmarked and “follow,” if they wish. This is the epitome of viral marketing and community interaction. When groups of people are like-minded, it’s fun and easy to share feedback of things of common interest. For business purposes, it’s also a strong way to bond with your audience through content, news and images that are synergistic and leverage those interests for increased website traffic and more.

Social networking sites are communities like Facebook, Twitter, LinkedIn and Google Plus. It’s a way for groups of people to meet and stay in touch with each other, for personal and professional purposes. People can friend, follow or fan someone based on affiliation or interest. Another new site is Quora.com, which is a social question and answer site. Users can view by category and post questions or answers on virtually any business-related topic.

Social media refers to sites like Youtube, Flicker or Tumblr, where groups of users share media content such as video, audio or pictures (photos). There’s also new sites like Spotify.com, which are social music sharing sites, where users can listen to mp3 files themselves, as well as with friends, via Facebook.

The following are some social sites that you may want to include in your online marketing mix as well as some other tactical tidbits:

  • Pinterest.com is a social community where users “pin” (think of a bulletin board) things that they like. Quite simply, it’s a virtual pin board. Users can re-pin (which promotes viral marketing) or follow someone with the same interest. Pinterest is a fun site because it focuses on the visual element. You can leverage your keyword-rich content when you add your descriptive text to your “pin.” In addition, Pinterest asks for your URL, which will be a back-link to that webpage. This will encourage search engine marketing, branding and webpage traffic. Pinterest uses graphics, images (pics) and video pictures. And that’s what will grab community members’ attention, along with well-written descriptive text.

Important Tip! For marketing purposes, you can use Pinterest to promote your business or websites related to your business, such as landing pages, squeeze pages, product pages and more. What’s important to know is that if your website, or the webpages you’re thinking of pinning are flash (dynamic) webpages, you will be unable to “pin” it, as there’s no static images on a flash page for Pinterest to “grab” for posting.

So if you’re thinking about using testing Pinterest in your social marketing plan, make sure to pick websites or modify your own webpages to be graphic-, image- or video-rich. Also, like any marketing tactics you’re testing, make sure it’s in sync with your overall marketing plan and target audience.

If you’re target audience is an older crowd, then this may not be the best website, or channel, to reach them.

  • Quora.com is a great online resource community of questions and answers. If you want to reinforce yourself as an expert, you can search questions related to your area of expertise and post responses that are useful, valuable and actionable. If you have a legitimate question about any topic, you can post by category and view replies from others who may be versed in that field. Quora is a great way to create visibility for yourself. As well, it allows you to upload relevant back-links which encourage website traffic and linkbuilding.

Important Tip! It’s important to keep a steady presence on Quora. Stick to your areas of expertise (categories and topics). Make sure you have a keyword rich descriptive bio about yourself and include back-links to relevant websites. As with most all search, social and content marketing strategies—relevance and usefulness is key. All of these things help with credibility and branding. In addition, Quora’s pages are indexed by search engines and do appear in organic search engine results pages (SERPs). That, in and of itself, can expand your reach and visibility, which can lead to increased website traffic, which can then be parlayed into leads or sales.

  • Digg.com.com is one of my favorite content bookmarking sites. You can upload content “snippets” or news nuggets. The site will also pull in any images and well as back-links appearing on the same page as your content. Content can be given a “category,” so that the right readers will find it. The more popular your content (number of “digs”), the more people in the community it gets exposed to. Viral marketing and traffic generation (to the source website in the “digg”) are typical outcomes from this website. Reddit.com is a similar site, which allows users to upload a content excerpts (article, video, picture) and link to the full version. This is a great site to increase your market visibility and extend reach. It’s also a powerful platform to drive website traffic.

Important Tip! Use content that is “UVA”—useful, valuable and actionable, something newsworthy and/or interesting to your target reader. It’s very important to have a strong, eye-catching or persuasive headline that people in the community will want to read. There’s so much background noise on Digg that you want your content/headline to jump out at the reader. Also, include a back-link in the body copy you are uploading. This will help with branding, link-building and traffic generation. With Reddit, your content excerpt space is limited, so make sure to pick content that will not only resonate with the target audience, but also screams out to the reader to “click here” to read more. Then link to your full article, which should be posted on an inside page of your website.

  • Google+. Google Plus is Google’s attempt at social networking. It’s not as popular … yet … as behemoth Facebook (900 million users as of April 2012), but it’s got “teeth,” at around 90 million users. And because it’s Google, there’s some great search-friendly benefits built right in. For example, it’s indexed by Google, so your messages can get found faster. This helps with search engine visibility and website traffic.

Important Tip! For business purposes, you can share relevant information and personalize your “social” circles; thereby, targeting your message better for each group. It’s easy to share and rank (a combination of Digg and Facebook) content such as posts and messages. And there’s also a variety of sharing options like content, video, photos (similar to Pinterest, Flickr and YouTube).

With social marketing, it’s a matter of matching the content type to the most synergistic platform and audience. Social marketing may not be for every business. But I believe it’s certainly worth a strategic test. Just remember an old copywriting rule of thumb, which is “know your audience.” If you know who your target reader (prospect) is, then you can craft enticing messages and pick social platforms where those prospects are likely to congregate.

Most any social marketing site can be leveraged for marketing and business purposes. But make sure to keep your messages fun, entertaining, engaging and interactive. Because, after all, that’s what the “social” in “social marketing” is all about.

An ABC Introduction to Data Mining for Dollars: Slicing and Dicing Your In-House List for Profit (Part 1 of 2)

One of the best ways to build your online business is to build your list; that is, your “database” of potential subscribers, customers or prospects. This may not be as sexy as social marketing, as robust as mobile marketing or as challenging as search engine marketing … but it is a viable way to harness the power within your own “house file” to maximize your marketing ROI.

One of the best ways to build your online business is to build your list; that is, your “database” of potential subscribers, customers or prospects. This may not be as sexy as social marketing, as robust as mobile marketing or as challenging as search engine marketing … but it is a viable way to harness the power within your own “house file” to maximize your marketing ROI.

Today, I’ll show you how you can segment your database of names to boost sales, increase bonding and shorten conversion time. Data mining, list segmentation or strategic database marketing is basically the art of slicing and dicing your own in-house list of names for optimal performance. You do this to help increase the response of your promotional and conversion efforts.

You see, once you divide your list of names into smaller groups (known as segmentation), you can target your product offers and promotional messages to each of those groups. By customizing your marketing messages based on specific customer needs, you’ll be promoting products to people who are more likely to buy them. You increase your customers’ satisfaction rate as well as your potential conversion rates. And higher conversion rates mean more money for your company.

One data-mining model is the RFM method. It’s practiced by direct response marketers all over the world. “R” stands for Recency—how recently a customer has made a purchase. “F” stands for Frequency—how often the customer makes a purchase. And “M” stands for Monetary—how much the customer spends. Here’s how you can use the RFM method to help lift your sales.

Recency
Whether your house list is made up of people who signed up to receive your free e-zine or people who paid for a subscription, you can segment your database according to how long your subscribers have been with you. For instance, you can create categories such as: 0-6 months, 6-12 months, and 12-plus months. You would look at these groups as your hot subs (newest subscribers 0-3 months), warm subs (mid-point subscribers) and cool subs (those who have been subscribing to your e-zine the longest, 12-plus months).

Here’s one way you can put that data to use …

Let’s say some of your “cool subs” have lost their initial enthusiasm for your e-zine. You could cross-reference those names with their open rates. If most of these subscribers haven’t been opening your e-zine in six, nine or 12 months, you may consider sending them a special message asking to reengage them. These “inactive” subscribers are a great group on which to test new marketing approaches, new prices and new subject lines. Since this group is not responding to your current emails, why not use this as a platform to reengage AND test? Your “hot subs” are your newest, most enthusiastic subscribers. They are ripe to learn more about you, your products and your services. If you handle this group properly, you can cultivate them into cross-sell and up-sell customers.

For example, send your “hot subs” a special introductory series of emails (also known as auto responder series). This special series would encourage bonding and introduce readers to your e-zine’s contributors and overall philosophy. It could also tempt readers with specially priced offers. Sending an introductory series like this can not only increase the number of subscribers who convert to paying customers, it also increases their lifetime value (LTV)—the amount they spend with you over their lifetime as your customer. Hot Tip! Make sure to suppress the recipients of your auto responders from any promotional efforts until the series is complete to ensure more effective bonding.

If, instead of subscribers to a free e-zine, your house list is made up of people who paid for their subscription, the same segmentation process applies. You break your active subscribers into hot subs, warm subs and cool subs. You also break out “expires” (those who allowed their subscription to run out) and “cancels” (those who cancelled their subscription).

Cross-marketing to these lists is usually effective. The expires oftentimes simply forget to renew and need a reminder. And just because someone cancelled one subscription doesn’t mean they may not be ideal for another service or product that you provide. If they’re still willing to receive email messages from you, add these folks to your promotional lists. Once you’ve gotten these cancelled subscribes to open your messages, turning them into paying customers is just a matter of time. Most Internet marketers would have written these people off. So any revenue you get from them is ancillary.

Next time, I’ll go into Frequency and Monetary, the two other components of the RFM model. So stay tuned!

What’s In Store for Search via Didit’s Kevin Lee

At a great presentation I attended last week during the Direct Marketing Club of New York’s monthly luncheon, Kevin Lee, CEO and founder of search marketing agency Didit, demonstrated what paid search marketing campaigns gain from using “power segmentation” and direct marketing data.

At a great presentation I attended last week during the Direct Marketing Club of New York’s monthly luncheon, Kevin Lee, CEO and founder of search marketing agency Didit, demonstrated what paid search marketing campaigns gain from using “power segmentation” and direct marketing data.

Lee also discussed 2009-2010 search campaign priorities for marketers, especially since right now there are fewer searchers than in recent years in many industry segments due to the economy. The priorities he cited include the following:

  • cherry-pick the very best clicks;
  • eliminate the waste in your campaign — especially if you’ve had budget cuts; experiment wisely;
  • use retargeting if your campaign and site visits amount to greater than 40,000 visitors a month; and
  • test promotions, ad copy and landing pages regularly.

Search engines will most likely add tools to their interfaces over the next two years, Lee said, which will add complexity to search engine marketing. With this in mind, he said marketers should watch for several trends:

  • keyword-targeted contextual display advertising;
  • retargeted search display ads and text ad retargeting; and
  • keyword-targeted video and rich media.

One thing was clear from Lee’s speech: Search engine marketing will be evolving over the next few years, and the smart marketers will be the ones that keep abreast of these changes.

Are you doing anything differently with your search engine marketing programs right now? Plan to next year? Let us know by posting a comment here.