Sometime back I wrote about the need to update the website regularly. Click here to read it.
Search engines like new content. That’s what web robots like to do crawl through new content to index these.
What about a major website upgrade? Even better because a new look will mean that your regular viewers would see that there is something new and worth looking at.
With the rise of WordPress and the many benefits it gives the user, it made a lot of sense to use this format. Not only is this format easy to update when required, i.e., great CMS, but it is also one that Google and other search engines like.
Once you set up a website, the job is not done. It's really just starting. A website should be looked at as a work in progress. Updates and new content should be continuous affair.
Robot.txt used on most websites that request search engines to return after a certain period will work for a while. But, if the site has not had any new content in revisits by web robots, you can pretty much bet your last dollar, the frequency of returns will decrease. It wouldn’t surprise me if they stop altogether, but maybe I’m being too harsh.
In that post I specially extolled the great ease of the CMS. And, I put it to you dear reader, if for any reason, this is the number one justification for the use of the WordPress platform.
I invite you to visit our website, and give us your comments.
Until the next post.
Here are some more thoughts on the subject of social media. I came across a recent article in AdWeek, which discussed how some B2B brands are making strides in social media.
The main thrust of the article is that while some business-to-business brands were doing well using social media, they are just playing catch up with their business-to-consumer cousins. The author mentioned American Express Open, General Electric, Philips and a few others as ahead of the pack.
On the positive side, the article also said that the gap between B2C and B2B use of social media may well close soon.
So far, I’ve only set up one Facebook page for one client. The project didn’t get too far as he sold the company shortly after this was set up.
But, I’m still out there preaching about the value one can get from social media.
Again, referring to the Social Media seminar I recently attended, a few presenters were from the B2B sphere. One speaker who sold software to business used Twitter, Facebook, Slideshare, LinkedIn, YouTube and Google+. He did different campaigns and set up different communications in each social medium, but he was out there.
And, he had the runs to prove it. Mind you the guy’s company spending many thousands of dollars in the effort. But, according to him he was getting good return on the investment for those dollars.
Some other points he made are:
Again, more on Social Media in my next post.
When I first set up a website in 1997, to find our website was easy. Ok, it was slow to download (remember dial-up), even if the site was light on pics and didn’t have much content or only had a few pages.
Approaching clients and prospective customers asking if they wanted a website, I got some awkward looks. Yes, though already several years into Web 1.0, websites were still a relatively new phenomenon. Printed brochures and print ad were still the go.
Flash forward to today, and a client or prospective client will ask for a website at about the same time he would for business cards, when he sets up a new business. Brochures come later. While print ads are still in use, their popularity has definitely declined.
So, I mention social media to a client and I get the same puzzled look I did in 1997 when I asked about a website.
But, then does social media apply to the B2B sphere? Short answer: yes. Let’s face it, social media is not exclusive to B2C. It is becoming more prevalent and I’m sure that most of us in B2B have one or more accounts in one of its many forms.
Really? Yes, do you have a Facebook account? Do you use LinkedIn? How about YouTube, Google+, Twitter, etc.? Do you follow anyone’s podcast, blog, vlog or what not?
You get the picture.
So, there’s no denying, that social media is here. And, here to stay. And, grow more in importance.
Just as we now have smart phones, tablets and other electronic equipment that we now use more and more to access the worldwide web, we are being caught more and more into the grip of social media.
I’ve mentioned Web 2.0 before. Well, this is just another manifestation of the growth and expansion of Web 2.0. More and more interactivity, inter-connection, community and so on are growing with the use of the web.
So, as marketers and marketing communications practitioners, we cannot overlook social media. We should not only us it (in one or more of its many forms), we should embrace.
I know it’s a challenge, but hey, nothing worthwhile really came easy, right?
More thoughts on this in my next post.
It's a subject close to my heart: social media. I recently suggested social media to client. The conversation quickly turned to Facebook and how the client didn’t particularly like it. I must admit that I agreed with most of his thoughts. So do I think forget Facebook for your marketing communications efforts. No, I don’t.
Allow me to explain.
First of all, let’s not forget that Facebook is the number one social media platform there is today. Over a billion users and counting. The platform has been used by small and big marketers alike. And, judging from thepopularity, the regular updates from corporations/organisations that use the platform, this is in no way slowing.
But, then you might say hey what does a B2B organisation like us have to do with Facebook? Or social media for that matter?
First of all, let’s look at why social media exists.
I suppose it’s because man is a social animal would be a simple way of putting it. People like to interact, exchange information, ideas, share stuff and so on. With the growth and expansion of Web 2.0 , this interaction has been greatly facilitated. It was, I suppose, inevitable with interactivity being the norm, that this sort of activity would grow.
Web 1.0 was more about static and I might add boring web pages. With interactivity and growth of different web platforms, interactivity was given a freer rein. And, grew it did.
Remember that Facebook for it ubiquity is not the only social media platform. There’s LinkedIn, Twitter, Google+, Pinterest to name a few. The latter two are still relatively new and growing. Of course, they’re not all the same but they serve different uses. And, will help a marketer in different ways.
The important thing to remember is social media helps to get your customers (current and/or prospective) engaged, involved and interested in what you have to offer.
In a recent Social Media seminar I attended, the thinking was to push content (stuff that users/viewers would find interesting and of use) and leave the promotion almost as an after-thought. In fact the speaker was positing a 95% to 5% ratio.
In other words, more useful stuff and less of sales pitches would keep your users/viewers interested in coming back for more. If it were the other way around, I suggest that you would lose your users.
Yes, to build up a following (or, better yet a community) is not easy. There’s a lot of work involved and I intend to put up some suggestions in coming posts.
Keep tuned in as more thoughts on this to come.
Did you know that even Wikipedia has an entry for new year’s resolution. I found that amazing. BTW, happy new year to you dear reader.
At the start of a new year, it is only human to make plans to do something different. And, usually, this will involve some lifestyle change. You know what I mean, e.g., lose weight, spend more time with the kids, give up smoking, that sort of stuff.
I didn’t realise that there was a religious history to making the resolution. Well, if you look up the Wikipedia listing, you will find the reference to different religions and how they look to beginning anew.
What was very interesting is the note at the end, that 88% of those surveyed (in a University of Bristol study) failed in meeting their resolutions. This is despite those surveyed being confident to meet their set goals.
Well, let’s put that aside and look at some goal setting in the area of marketing communication.
My colleagues at Pulse Solutions set out some new year’s resolution for your website. They are shown in the visual, but allow me to repeat these for easier reading:
-Enable CMS and get in control of your site
-Shed site weight to improve loading time
-Deploy a Mobile-enabled version
-Improve security and encrypt confidential data
-Balanced social strategy with FB, G+ and Twitter
-Freshen up content to get better Google ranks
-Build a formal web marketing plan.
That’s a pretty comprehensive list one can seriously look at and use as a guide for their website improvement plans for 2013.
I specially like the shed site weight, though I would personally think more in terms of personal body weight.
CMS accessibility is a good one. We are moving our clients to the WP platform for many reasons. Easier CMS is just one of them. I will cover this topic more in another post.
Another thing that we are pushing at JG Marketing is the setup of a Mobile-enabled version of the client’s website. Study of web access statistics for a number of clients has shown the increase in mobile access both for smart phones and tablets. It’s the way the web is going.
We are also pushing use of social media and have done a few Facebook pages for our clients.
If you want help with any of the above points, why not contact us at JG Marketing. We can make it happen for you a lot more easily.
Have a great 2013!
Mark Luyten (right) receiving award from Darren Deigan and Deborah Hutton making announcement
Re-positioning involves changing the identity of a product, relative to the identity of competing products.Here's link to an earlier post on positioning.
De-positioning involves attempting to change the identity of competing products, relative to the identity of your own product.
Although there are different definitions of brand positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition).
Positioning is also defined as the way by which the marketers create an impression in the customers mind.
Positioning is a concept in marketing which was first introduced by Jack Trout ( "Industrial Marketing" Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind." (McGraw-Hill 1981)
I stress this concept, as I have noted that some marketing practitioners fail to grasp the meaning and its application in the marketplace. How? The constant search for more sales, a short-term objective, takes the place of the long term marketing objective of building a brand, establishing a position in the market place.