01522 262687 taryn@fcmmedia.co.uk

Birthday Bashes

So this week we’re all saying Happy Birthday to Twitter, now 10. A pretty big milestone in the life of a social media platform, but what exactly does it do for you? I get asked time and again, how can Twitter effectively be used as a business tool, isn’t it just about the Kardashian derrière or sharing pictures of your breakfast/lunch/coffee..? Well there are people utilising it solely for that purpose, but seriously, if you’re in business then you need Twitter. LinkedIn is without a doubt THE business platform, but Twitter is a close second. In fact Twitter is a better search engine for business than Google, IMHO. If I search on Google for a builder I’ll be presented with a lot of builders and websites to choose from (many of which will be awful.. but that’s an entirely different article), however, should I type into Twitter “I’m looking for a building in X area” I will get back not only suggestions of who I can use but really useful recommendations or warnings of who not to use – massively more helpful!  AND should there be some social media savvy builders out there who have set up a search stream for Builder in X then hopefully they’ll see my tweet and respond promptly offering their services.. Win Win. On top of that there are hundreds of Twitter Hours using either location or sector driven hashtags #lincolnhour, #smallbizhour etc. These are brilliant for engaging potential clients and having real time conversations.  All geared up to increasing your online personality and generating you new leads.. Twitter has come a long way...

What Is Facebook Flex Targeting?

When it comes to paid advertising, Facebook was already in someways leading the pack with it’s targeting software, and now they have firmly upped their game. Flex targeting has been running for a while on 3rd party software but is now available to all. So “what does this mean?” I hear you say.. Well to put it simply you now have the and/or opportunity when targeting. Previously Facebook would generate your audience based on criteria such as age, likes, location etc but now you can exclude users too. With Detailed Targeting you can drill down so much deeper. For instance as a financial adviser you could search for men in their 50’s, in your location, who play golf and exclude those who have already retired. It’s similar in some ways to having negative keywords in Adwords. So now when you come to plan your advertising campaign think of these points What is your main target demographic? What websites are they looking at? What’s their location? Does device make a difference to your search? What is unique about this campaign and those you are targeting? What don’t you want them to do? Facebook have made advertising more and more appealing, as a business you will have noticed that your posts generate little traffic without being boosted, however of course the aim is to drive people that want your service to your page or your website. Having “Likes” on your page is one thing but having interested, potential buyers on your site is far better. For more information or help please have a chat with...

Should You Worry About PPC Changes?

You may have heard that Google has now decided to remove the right hand ad column. What will this mean for your PPC campaign? For months I have been advising my clients that they needed their ads to appear top left, particularly for mobile users.  Therefore it comes as no shock to me that Google has made this decision. Google has initiated many changes including serving up information, specific ads and videos to the right of search results. Here you can see that the top 4 results are now paid ads and on the right is a definition of printing and images suggestions. The idea behind this as with all Google changes it to provide a better service for the user. There is no evidence as yet to show that cost per click (CPC) rates will change or that you’ll suddenly need a bigger budget.  What it does mean however is for those of you currently relying on SEO and organic traffic only, you will find you are falling lower and lower in search result display.  Where paid ad #4 is now, used to be organic #1. The advantages here are that you can further utilise the additional extensions which did not feature on the right had ads, such as calls to action, links to additional pages, phone numbers etc. Personally I think this is a good move and will help advertisers in the long run. It will require additional work to existing campaigns and tweaking of ads, but this really should be done as a matter of course and not as a knee jerk reaction! If you’d like further information please...

Where Is the Profit in Social Media?

The value of social media to your business is not easily expressed in dollars, euro, or pounds. Nevertheless, social media does contribute to the success of your business. If you want to know how, you can use KPIs, or key performance indicators.   It is hard to express the profit that social media brings to a business in dollars, euro or pounds. Businesses that use social media can nonetheless measure the value of their social online actions. Every action on social media has to contribute to the success of the business. When you think of success in term of profit, however, you tend to see only monetary value. Monetary value is not something that you gain immediately when you use social media in your business. The effect that social media has on the success of your business is best measured in KPIs, or key performance indicators. The following are important factors for measuring the performance of your social media activity. – Recommendations by clients/customers. – An increase in the number of fans/followers of your brand or business. – A higher position in search engine rankings. – More page views and a higher number of visitors to your main website. – More posts/mentions about your brand or business. – A decline in marketing costs. – An increase in turnover from existing and new customers. For social media marketers these factors are vital measuring points. For example, the buzz created by a large group of fans or followers is an important contribution to building up the reputation of your brand or business name. Every post on a social media network adds...

Choosing Content over SEO

When your main focus is your website’s SEO (search engine optimization), you are in danger of losing the clarity of your message to the audience. It is important to see the content from the perspective of potential clients. If you want to create leads, you will need to earn your audience’s trust, and that can only be done with content that has been written with the audience in mind.   The primary concern of most website owners is to achieve great rankings in search engine results. A lot of time and energy is being spent on getting web page content to fit with the magical formula that will benefit the site’s SEO (search engine optimization). All this effort in aid of increasing the conversion rate of the site, however, is having a negative impact on the clarity of the message. Instead of stuffing content with keywords targeted at search engines, web pages should engage their audience because that is how you build trust in the online world: by repeating consistent messages targeted to the specific needs of your audience. Without trust there will be no leads and no conversion. The purpose of the content is to engage the audience and to help them to make a decision. What you should be aiming at first is to get a point of contact, like a foot in the door. Once the conversation is going, you will need to deliver messages that match what your potential client is looking for. Do’s -Do write one web page at a time. That way you can focus on targeting the message to the specific page....

What Does a Search Engine Consider Good Content?

What Does a Search Engine Consider Good Content? Search engines rank website content for quality on certain basic variables. There are no special secrets or tricks to bring up this ranking without genuinely increasing the quality of the articles or blog posts you write. 1. Good Content is Focused Search engines prefer websites with a focus, whatever that focus may be. This is because more information on a single topic with diverse pieces relating to that topic is more likely to contain valuable and comprehensive information. In short, a magazine or collection of fifty blog posts about productivity is likely to be more helpful to a user than a single short article. More content on a single topic means that content has more weight. A focus does not have to be narrow to have a good effect on search engines. It is more important that it is cohesive and relevant, whatever its scope. 2. Good Content has Meat Meatiness can be measured by several factors, depending on the algorithm a search engine uses, but a good rule of thumb is to write a significant amount of content with keywords from the beginning through the end that indicate you kept your focus and a range of vocabulary that indicates you did not use filler or fluff alongside keywords instead of meat. This means selecting a topic for one article or blog post and following that old journalistic guideline: say what you’re going to talk about (introduction), say it (body), then tell what you said (summary and conclusion). This is where you plunk in your keyword or topic phrase. Throughout the...