Figuring out your brand and keeping it consistent has always been a challenge for small businesses. We the major influence of social media and all the digital platforms it’s become almost impossible. At Tech Day Camp – United Regional Chamber, Laura Willis from Willis Works Communications gave this great session on branding designed for small business in this digital era. Here is the slide deck Laura used:
Agile Marketing is pretty new and looks like it will take over how we market a lot like how social media has taken over how we communicate and build community around us. Agile Marketing comes to us from agile software development – the same principles apply, just to marketing development and implementation instead of software development. It gives us a great way to consistently and quickly monitor the effectiveness of our efforts and make adjustments.
Barrett Simms presented two sessions on agile development at Tech Day Camp – United Regional Chamber. Here are his slides from his Introduction to Agile Development.
This clip “What is SEO?” is from Tricia Whites’ What is SEO session at Tech Day Camp – United Regional Chamber. Search Engine Optimization has been a huge topic for a long time. With the drive towards content marketing and social media taking center stage, traditional SEO has started to take a back seat. The truth is that keywords integrated into your content and social media is crucial – every blog post, landing page and most of your social media should be optimized. Tricia takes us through what optimizing a page looks like.
Page Titles are one of the first things we look at for optimizing a page. The title of each page should be optimized for what it is in the tabs. For example your home page tabs should not say “home” this does nothing for search. For example if you are an attorney the tab could say “Boston Attorney OUI”. Every page can have its own unique title that is optimized with key words.
Page descriptions are done in the back end of your site. If you are using WordPress you can use the Youast plugin and it will give you a field to put in a page description. In the description use the keywords that you are optimizing the page and site for as well as describing the page. Limit this to 170 characters – about 2 sentences.
It’s the same with keywords – only use 10 to 15 words. Put the most important keywords first. Keywords should be slightly different for every page, because they should be describing that individual page.
If you start doing this on every page on your site, you are now telling the search engines what is on that page, what is important and what you want to be found for.
You can learn more from Tricia at Friends, Food, Family.
This clip “Linkedin Company Pages” is from Kaitlyn Pintarich’s Leveraging Linkedin to Grow Your Business session at Tech Day Camp – United Regional chamber. Linkedin is used by a lot of professionals – but mostly on a personal level. Kaitlyn covers the company pages because there is not as much information out on them.
Over the last couple of months Linkedin has increased the functionality of their company pages. This is a great tool to highlight your companys’ products or services. If you are a large company you can add a careers tab – it’s about $10,000 minimum. Since Linkedin charges to post jobs, if you are posting a lot of jobs it may make sense.
Make sure you add a banner image. You can add up to 3 banners and they will rotate on the page – and they are clickable. So you can add a landing page or call to action page by linking it to the specific banner. Use pictures – these pages are really image centric.
Put in a really good summary of your business that welcomes them to your page. It should tell people about your business and maybe contain a call to action. You can also post status updates on the page. If it wasn’t already enough to post them on your personal profile post them on your company page. This is a great place to advertise what is going on with your company. Remember that people can follow your company and this is a great place to add great content. Companies can buy premium pages for their employees, so if you have a sale team this is something that you may want to do.
If your employees are on Linkedin, encourage your employees to link to your company page. This gives your company some added advertising. Add your products or services. You can add a picture and a description there. You can provide an email link (up to 3 per product) so people can contact you about the products or services. People can recommend you and your products or service on the company page. You can also upload videos.
Remember, people do business with people. Linkedin is a social networking site, but you want to keep it relationship driven. Also never spam on Linkedin – or any social network. This will only tend to drive people away and destroy relationships. Social networks are about engagement and not about constantly pushing out your message.
You can find more from Kaitlyn at Berry Insurance.
This clip “How to Write a Great Tweet” is from Julie Campbell’s Twitter 101 session at Tech Day Camp – United Regional Chamber. Julie’s session was one of the best attended sessions there with lots of great questions and information. She shared 6 different things to keep in mind for your tweets.
How to write a great tweet –
- Keep it conversational and informal – Since a tweet can be informal, it’s OK to use short codes like you would when you are texting. Grammatical errors and misspelled words are not OK.
- Employ wit and humor – Wit and humor work really well. Julie likes to use the hashtag fail. She gives an example of missing a turn getting to Tech Day Camp and could have tweeted missing the turn and adding #fail. She also talked about the #firstworldproblems like the Wifi isn’t working. Obviously this wouldn’t be a 3rd world problem. Keep in mind you can’t be business all the time, you need to have some personality.
- Make it shareable – Tweets should be shareable. That being said, not all tweets are shareable, most tweets are. If you are sharing links you should add click here and a description on what the link is about. For example click here for the top 5 reasons to use twitter and the link.
- Content has to be worth reading, clicking and retweeting – This is pretty obvious.
- Ask questions – Questions are great. They typically create a lot of engagement. Maybe something like Red Sox or Yankees.
- Current Events – Keep up with current events, especially if it relates to your industry or area of expertise. It’s OK to comment on areas outside your area, like the Olympics or Television shows, they will help give you more personality on Twitter.
You can learn more from Julie Campbell at jcsocialmarketing.com
Facebook is a huge network for sharing information. Here is a video from Tammy Jacobsen’s presentation at Tech Day Camp – United Regional Valley “Facebook for the Business Professional”. If done well it can provide great value to your customers and potential customers. You can communicate with and interact with them to build relationships. Make sure you are posting frequently and linking posts back to your website.
Here are a bunch of awesome facebook Stats:
- 1 out of every 8 minutes online is spent on facebook
- 93% of US adult internet users are on facebook
- The average facebook user spends more than 11 hours/month on facebook
- 137.6 million unique visitors per month (In the USA alone)
- 54% of monthly users access it via a mobile device
- 25-34 year olds use facebook most
- Users are 53% female and 47% male
- Traffic is highest mid-week (1-3pm)
- Engagement is 18% higher on Thursdays and Fridays
- 83 million Fake facebook profiles
- 200 million photos are uploaded each day
- Average time spent on facebook is 20 per visit
- 58% of Fortune 500 companies have an active corporate facebook account. 62% have an active corporate twitter account
- 80% of US social network users prefer to connect with brands through facebook
- Retail is the top industry that has acquired customers through facebook
- 53% of shoppers who clicked through from a friends facebook page have made a purchase
- Consumers who follow a link to a retail site from facebook spent an average of $100.00
- B2C = 77%
- B2B = 43%
- Auto posting to facebook decreases likes and comments by 70%
- Over 425 million people use facebook mobily
Pinterest is one of the fastest growing social media platforms. Like all social platforms Pinterest is constantly evolving and changing. Here is a clip from Julia Campbell’s presentation at Tech Day Camp – United Regional Chamber that talks about what you should pin, and what are great pins.
People spend hours and hours on Pinterest, to make the best use of your time you need to focus on original intent and content. Julia doesn’t sell a product, but she does write a blog, so she pins her blog posts and links them back to her website to generate more traffic for her blog. If you have a product you should do the same thing – pin interesting pictures of your product or service and link it back to your website.
One of the most common questions Julia gets is what makes a great pin. Videos work really well, you can link to youtube, vimeo, etc. These can be videos of your products, testimonials and customers tend to work really well. Make sure to use a good image with text over it. There is a great discussion about videos in general – whether or not they need to be professionally done and whether or not you should be in the video. Julia doesn’t think it’s necessary for a professional video & you should be in it. The session on video marketing thinks the opposite. As a youtube partner I know that there is a middle road – if you are a business you need to look professional, but you don’t need a highly produced video. Just produce a lot with good production value (great picture, sound & story) and treat your youtube channel like any other social network. Here’s an example that we created http://www.youtube.com/thegymnasticminute
Other great pins are pictures with a text overlay. These tend to do really well. Julia uses Pic Monkey – it’s like photoshop for dummies and has great results. Text can be: learn more, a statistic or a quote, remember that less is more. Quozio is another great resource. Just type in your text and it make an image for you from the text. Noland Hoshino has great examples of this. Infographics are also great for Pinterest. Mashable is a great example for this. You can use Infogr.am to create this type of pin. They are not as nice as what a great graphic designer can make, but they are pretty good.
Last, use Pinterest to find ideas for your blog or other content for your website that are in your field. Remember that content is king.
Regardless of what type of computer or tablet you are using, the vast majority of us do use Microsoft Office. Here is a clip on the Format Painter in Microsoft Office from June Bertucci’s “Microsoft Office – Tips & Tricks” at Tech Day Camp United Regional Chamber. It’s something that I never used, mainly because I didn’t know about it. It should save me a ton of time in the future.
Say you work for a big company and there is already a beautiful document on your server and they ask you to add your name and bio. So you go in and add your information and it looks awful! It doesn’t match any of the formatting of the original document. The Format Painter fixes that for you.
What you would do, is go to the original beautiful document and highlight the area you like, click on the format painter, then highlight the area on the information you added and the format painter then adds all the formatting from the area you highlighted on the original document. This will work in all of their products, whether it’s Word, Excel or Outlook, it works!
You can find out more from June at Small Office Computer Support of Cape Cod.
This clip is from Michael T. Sanders “Increasing Your Social Media Presence” at Tech Day Camp – United Regional Chamber.
When you are building and growing your social media content, it’s important to be authentic and all of your engagement authentic. There are different ways to approach people and share your message. For example when you get a telemarketing call and they start reading a script, most peoples first thought is to just hang up. These calls are not personal, they are intrusive, and you don’t know who they are. They are just playing a numbers game an hoping that maybe 1 out of 200 will engage. Social Media is looking for the opposite effect and have maybe 150 or more out of 200 engage. You do this by producing content that you believe in and that people can relate to in your given are. Last year Brand Marketers spent over $600 million building content with this in mind.
You can use the big 4 social media platforms to build audience with authentic engagement. Linkedin has 175 million users that are a captive audience. Twitter has over 400 million tweets a day. Facebook has 1 billion users. Looking at last years Super Bowl no marketers marketed their facebook, they used hash tags instead. It’s much easier to advertise a hash tag that to get people to engage on facebook. Michael sees Youtube as the 4th big social media platform, but didn’t give any statistic for it.
Insight and engagement become extremely important as you grow your brand and start leveraging for larger audiences with these collaborative platforms. Determine what the demographics of your audience is and develop that platform that matches them best. For example if you are a musician facebook and youtube are a great place to be. The goals are to get people aware of your brand, like it, mindshare and become advocates for you.
Here’s the video:
Michael has actively contributed 15+ years to the fields of both Learning and Development and Strategic Marketing. He is currently thriving as the Managing Principal of Intellectual Impact focusing on online learning, 3D video, problem solving, social media marketing,and Lean initiatives. As a jack-of-all-trades, he has proven experience in the areas of management, LMS management/implementation, instructional design, multimedia, video production, courseware development and video integration.
Prior to Intellectual Impact, Michael was the Manager of Technical Training for Canon North America with the Imaging Systems Division. Throughout the years, Michael has served as a hands-on manager on large scale online initiatives for companies such as Computershare, State Street Financial, Deloitte, Monsanto, Solutia, and Brown Brothers Harriman. To achieve these initiatives, Mike has attained his Master of Science degree in Industrial Organizational Psychology from Springfield College and his Bachelors in Psychology from Stonehill College.
In his leisure time, Michael spends time writing music as well as creating abstract artwork. As an avid collector, Michael has assembled a large display of guitars, artwork and vintage memorabilia. As a technical hobby, he has been developing immersive interactive 3D programs for manufacturing, marketing and sales applications.
To support the goal of lifelong learning, Michael serves on the Board of Directors for the Greater Boston American Society of Training and Development as the Vice President of Marketing as well as on the board for the American Marketing Association Southeastern New England.
Thing #5 from Shea Baker’s “10 Things to Know Before Starting a Website” at Tech Day Camp – United Regional Chamber.
Shea defines content as every bit of text or copy that goes on your website. There is no magic button that creates content for your site – it all must come from you. So unless you’ve hired a full service PR or Marketing firm to create that content you are responsible for it. So before you meet with a developer, outline all the content that you plan to have on the site. Make sure all the content is typed – it needs to be in digital form with little formatting. Word processors and web editors format differently.
Next you need to create the sites architecture, your developer can normally help you with this. This is different than what a software developer talks about. Site architecture, or a site map, is about how many pages you have and how they are organized. It’s important to understand how your site should be laid out to help determine navigation and overall usability to the visitors to your site.
If you have it in your budget consider hiring a copywriter. As a small business owner you are normally do a million things, and a good copywriter will save you a lot of time. If you don’t know any good copywriters, normally your developer does.
Don’t forget about your meta data. Meta-tags are keywords, titles, descriptions and image alt tags. These are things that work behind the scene and are often overlooked. They were a hot topic a few years ago and are still important to the search optimization of your site. You need to do some research by searching the web and seeing what other people in your industry are doing. Start by doing a search for what you want to be found for. Open up a site and click on the view tab in your browser, click on source, and all the html code will come up. It looks pretty scary but the meta tag section is normally near the top. You can then see if what they are being found for is pertinent to you.
Finally proof everything. You really want to be professional and typos really stand out.
If you’d like to find out more on this topic, you can find Shea at:
Here is a clip from the presentation:
This is a clip from Tricia White’s great presentation on Google Analytics and Web Master Tools at Tech Day Camp – United Regional Chamber. Tricia talks about the ultimate goal of raising your rankings for google search and how these tools can help. She shows how you can analyze web traffic, where to start and the importance of adding good quality content to your web site. After you are adding great content she shows how to find the best keywords and phrases and how to compare what you are doing compared to your competitors.
Google also gives you the ability to track trends and take advantage of them. You can watch the clip below.
Here are the slides from Bob McCarthy’s presentation on email marketing at Tech Day Camp – Franklin – Spring 2013. A 30-year veteran of direct marketing, Bob is a past president of the New England Direct Marketing Association (NEDMA). He has also taught direct marketing courses at both Bentley College and Merrimack College.
If you would like to find out more about Bob, you can find him on the web at.mccarthyandking.com/
The surveys we’ve received raved about Julia Campbell’s presentation on “Pinterest for the Small Business and Nonprofits” at Tech Day Camp March 13, 2013. Here are the slides from the presentation. If you would like to find more information please visit Julia’s website at www.jcsocialmarketing.com
If you are like most people, getting used to a touch keyboard is really challenging after using a traditional keyboard all your life. Here is a clip from a Toolbox Marketing Breakfast with Dave Caulo teaching Tips and Tricks for the ipad. Basically in this short video Dave explains that there are 3 keyboards on the iPad – letters, numeric and symbols. Dave shows several shortcuts to easily move between the three.
Tricia White, past Executive Director of the Tri-Town Chamber of Commerce and food blogger (Friends Food Family), gave a great presentation on facebook for business at TDC 2012. Tricia is well known around New England for her great social media presentations and workshops.
Here is a clip from her presentation:
Leslie Poston co-authored Twitter for Dummies and is authoring Social Media Metrics for Dummies for Wiley Publishing, gave a great presentation on Social Media Metrics and how to tell if any of this stuff is working for you. Although Leslie really doesn’t like math much, she give several ways to effectively measure your social media performance fairly painlessly…
Here is a clip from her presentation:
While at Tech Day Camp in Norwell, Jeff gave a presentation on content creation. One of the points he made during his session was about content curation. That point was a bit off-base because of recent changes Google has made to their measurement and tracking mathematics. Essentially, Jeff advised folks to take a bit more content for curation than Google currently allows. Leslie Poston – an excellent writer, social media strategist and all-around charming and wonderful friend – pointed out that now sites can get punished if more than a couple sentences of their content is shared. This video is the aftermath of Leslie and Jeff’s discussion at Tech Day Camp.
Here is the video:
Jeff Cutler, a freelance/social media journalist with 21 years experience in traditional and new media, gave a great presentation on developing the right content for your social media marketing mix. Jeff is a guest blogger on several large blogs and currently runs 21 of his own – Jeff Culter.com.
Here is a clip from his 2012 presentation:
Trish Fontanilla (@trishofthetrade), is the community manager at Vsnap and an avid twitter user. Trish presented Twitter 101(ish) at Tech Day Camp 2012. As an avid twitter user Trish gave powerful examples how to use Twitter effectively, from how to choose your twitter name to growing followers.
Here is a clip from her presentation:
Tricia White, past Executive Director of the Tri-Town Chamber of Commerce and food blogger (Friends Food Family), gave a great presentation on email marketing at TDC 2012. She showed how email fits into your overall marketing plan, how to market effectively, and many dos and don’ts for great email marketing.
Here is a clip from her presentation:
Lew Sabbag, currently the VP of Social Media & Community for the American Marketing Association/Boston, presented a workshop on Google+. Google+ is relatively new and people are working hard to figure out how to make it work for their business. Lew did a great job taking the workshop attendees through the process of setting up a Google+ account and making it work for them.
Here is a clip from his 2012 presentation:
Diane Darling started Tech Day Camp off with the Keynote presentation on effective networking and how to get the most out of the day.
Here is her keynote presentation: