We all know by now how important it is for a business or brand to engage with its audience through social media sites like Twitter, Facebook and Google+. Social media is an easy, affordable way to build a rapport with your target market and to establish a meaningful, two-way conversation with them. But before haphazardly joining the latest, trendiest social media sites, you need to make sure that the people you are trying to reach will be there. Otherwise, there really is no point in wasting your time and resources building up profiles on sites that no one uses. So, before you start setting up those profiles, make sure you are where you need to be. Following are a few easy ways to figure out which social media sites are right for you.

Real World Interactions

If you operate a brick-and-mortar business—that is, one that has a physical location offline—you should prominently advertise your social media accounts. You could put up a large banner in a heavy trafficked area of your store, letting your customers know where they can find you online. You should also train your staff to start informal conversations about social media with your customers, informing them about any discounts/special offers they can find on your social media profiles. This is also a good opportunity to ask them which sites they frequent and which ones they think will be a good fit for your business. If your staff keeps detailed notes on any feedback they got, you will start to see a clearer picture of which sites, besides the ubiquitous Facebook, your customers frequent.

Surveys

The easiest thing to do when you need answers is to simply ask. So, if you want to know where your customers go online, creating a short survey is an extremely simple and effective way to find out the information you seek. Keep it short and sweet if you want anyone to actually respond. Just ask your customers what social networks they actively use and which ones they would suggest a business like yours participates in. You can also solicit customer feedback through your print or online newsletter, by including an insert in the monthly bills you send out or by adding a few questions to your online contact form. If you present your questions honestly and sincerely, explaining that you are still learning how to navigate the social media world and could really use their input, you will greatly increase your response rate.

Online Sleuthing

Checking your website analytics is the most accurate way to find out which social media sites your audience is using. By looking at the “Referring Sites” area of your analytics program, you will see which social networks are sending you the most traffic. This is very useful, for if you see that the lion’s share of your traffic is coming from a site that you aren’t using, then you will have found out where your audience is and where you should be. Another online method for determining where your target market spends its time is through your customer mailing list. Most social media sites, including Facebook and Twitter, have a “Find Friends” tool wherein you put in your contacts’ email addresses to see if they are using the site. While it may seem a bit creepy or stalkerish to track your customers this way, it’s purely for research so you can learn which social media sites are the most popular among your existing clientele.

As you can see, it needn’t be complicated or expensive to find out where your customers and prospects spend their time online. Once you’ve determined which sites are the most popular among your demographic, then you will be able to fully harness the power of social media.

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One of the most important tenets of SEO is link building. Volumes have been written about the importance of establishing a good backlink profile—not only will it demonstrate your value and relevance to your audience, it will enable you to rank higher in the search engines so more people will be able to find you. It can be challenging at times to come up with new ideas for creating these links. Following are a few “outside of the box” ideas that can help you gain the brand recognition and high rankings you want.

Provide Value

The best way to entice people to link to you is by providing something tangible that will make their lives easier. For example, if you have the knowledge and the capabilities, you could try creating a free tool or software program that will help other website owners manage their sites easier and outrank their competition. You could also develop a Firefox or Chrome plugin. These plugins are very popular and, if done correctly, can be very useful. Before diving in and developing a new tool, program or plugin, make sure you carefully research what is already out there so you don’t simply copy something that’s already been done. Remember—you are trying to assert your brand’s value and relevance, so take the time to do your homework and create something that is unique and useful.

Get Out There

Sometimes you need to venture outside of the online world in order to take advantage of some good linking opportunities. Joining a business group will enable you to get “face time” with others who belong to the same niche as you and is a great way to create awareness of your brand. If you covet the difficult-to-earn .edu link, you should consider contacting local colleges in your area to see if you can book a speaking gig. Whether you decide to do a presentation on an industry topic for a specific class or if you choose to hold a seminar for the Career Center, you will probably get at least a few links back to your site from the college’s different departmental websites.

Be Proactive

Effective link building requires constant effort and upkeep and if you want to be successful with it; you can’t just sit back and wait. Instead, you need to always be thinking of ways that you can improve your link juice. One thing you should do is set up a Google Alert to track any time one of your branded keywords is mentioned. Check out every site that mentions you to see if they are linking to you properly and if they’re not, contact the webmasters right away so you can get the link juice that’s rightfully yours. You may also want to consider purchasing an existing blog; this way, you don’t have to build up everything from scratch and you can link this back to the main page of your website. Although you will still need to update this blog regularly, you won’t have to take the time to build up an entirely new one.

The important thing to remember when it comes to link building is to not discount anything. Flexibility and creativity are key to successful link building; “juice” can be in the most unexpected places, so keep your options open!

Here are some more easy tips to make sure you will always be able to Find Your Search on your site!

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Creating and posting compelling, high-quality content on a regular basis is a basic tenet of SEO. Equally important is the need for brands to find a way to connect with their audience on a deep level, where there is an open dialogue and exchange of ideas. While these two ideas are great in theory, many companies lack the time resources to continually produce content and engage in social media as often as they would like. If you find yourself struggling to keep up with the demands of content production and engaging with your customers, you should consider crowdsourcing. Simply put, crowdsourcing is soliciting your audience for user-generated content (UGC). What’s so great about UGC is that it’s generally trusted a lot more because it’s from “the people” and isn’t blatant corporate speak. Crowdsourcing your content is also an extremely easy way to engage with your audience and to bridge the gap between marketing message and consumer. UGC will not only provide more content to the search engines, it also serves as a vehicle for your fans to sing your praises and facilitates awareness of your brand within the marketplace. Below are some ideas to kick off your crowdsourcing campaign:

Interviews

Asking questions is always a great way to get the ball rolling with crowdsourcing. If you’re planning on interviewing leaders in your niche for your next blog post, ask those in your community who they want to hear from and what questions you should ask. What’s so great about this tactic is that shows your audience that you truly care about their opinion and you’ll be provided with creative, unique content just by asking a few questions! By interviewing the bold-faced names in your field, you will also be creating a positive association between your company and these thought leaders.

Contests

Most everyone loves winning something, so tap into your audience’s competitive streak with a contest. Content comes in all forms—text, video, images, etc.—so be creative when devising your contest. Consider carefully what type of content you would like and then build your contest around it. For instance, maybe your site is light on videos and you don’t have the time, staff or equipment to make any, crowdsourcing this type of content through a giveaway just makes sense. Not only will you end up with a video without having to do it yourself, you’ll be demonstrating to your audience that you care about their opinion and that you’re interested in engaging in an open dialogue with them. And that is priceless!

Comments

Blog comments can be a goldmine of material that can provide valuable fodder for subsequent posts. Besides being a vehicle for feeding information to the search engines so you can increase your ranks, your company blog is also a way for your brand to establish a voice and a personality. Some businesses are afraid to write anything that will ruffle people’s feathers, but this is exactly what you should be doing. Don’t be afraid to support an unpopular opinion or stance—let everyone know exactly what you think. People have extremely short attention spans online, so always be thinking of topics you can write on that will garner strong reactions—good and bad. Make it clear that you are eager to hear what others have to say and take the time to respond to all legitimate (non-spammy) comments. By continuing the conversation, once again, you’ll demonstrate your brand’s commitment to engaging in an open dialogue with its audience. You may even find inspiration within the comments to write another blog post that will be even better than the original! Another good idea is to reward those who comment frequently with a special blog post, praising them for their valuable contributions.

These are just a few suggestions for crowdsourcing UGC; with a little imagination and ingenuity, you’ll soon be spotting opportunities everywhere to engage your audience and solicit content from them. Just be vigilant against spam and make sure you’re able to retain control over what’s published. So, the next time you’re stumped for something to write about, tap into a very valuable resource—your audience—and reap the considerable benefits!

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There’s no debating the fact that social media has become an extremely effective and affordable way for businesses to increase brand awareness and communicate with clients meaningfully. But, engaging in social media also carries with it some risks that your company needs to be aware of and prepared for before you start participating. Read on for some tips on how to minimize some of the risks that are inherent with social media.

Be Completely Honest

When it comes to engaging in social media, transparency is, without a doubt, the most important quality to have. The very nature of social media necessitates an open, reciprocal relationship with your audience so it’s crucial to always be up front about the messages you are sending and from where they originate. Specifically, if you are soliciting bloggers for product endorsements or reviews, you need to make it blatantly clear that these recommendations have been solicited. By not doing so, you could be penalized by the Federal Trade Commission (FTC) and risk destroying your company’s reputation. Also, don’t even think about having your employees pose as proponents of your brand and post phony praise or reviews. Again, the FTC could get involved and fine you big-time for not disclosing the fact that those singing your praises are affiliated with your company. While the ethics of these kinds of tactics are up for debate, engaging in them in social media will always be a bad idea.

Be Smart

Because of social media’s casual environment, it’s easy to forget that laws regarding “traditional” still apply online. There have been incidences where a company will solicit user-generated content for a contest or promotion they are running and will suffer the consequences when users post something defamatory or untrue or violated someone’s copyrights. So, before soliciting anything from your users, make sure you set clear guidelines and enforce them religiously. The same goes for any contests or sweepstakes you decide to promote online. Double check with the platform you are using, such as Facebook, for the official sweepstakes laws that are usually found in all 50 states. Remember, the rules may vary across different communities, so always take the time to make sure you are protecting yourself by knowing your legal responsibilities.

Keep Cool and in Control

It’s pretty much a given that if you decide to participate in social media, at one point in time or another, a problem is going to occur. How you respond to these issues as they arise can be the difference between a happy resolution and a court case. In social media, just about everything plays out on a public stage and, whether you know it or not, everyone is watching. So, while it could be very easy to lose your temper and respond angrily or remove a post altogether, you have to take a step back and calmly and clearly come up with a solution that will not cast you in a bad light. You also need to maintain control over your brand and not let the voice of the people derail your campaign. Yes, the point of social media is to engage in a meaningful, open relationship with your audience, but you have to find a good balance between getting consumers engaged and involved and letting them dominate and hijack your message.

When diving into the relatively new world of social media marketing, keep in mind that while it’s a completely new environment, the old rules still apply. Yes, social media may seem more laid-back and unregulated than any other marketing method, but don’t be lulled into a false sense of security. Bottom line—stay alert, always know the laws and be vigilant.

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No matter how hard you work to avoid it, at one time or another, you are going to anger or disappoint one of your clients. You can have all the systems and procedures in the world in place, but someone is bound to slip through the cracks. While it’s never pleasant being on the receiving end of criticism, it’s something that happens to everyone. What will distinguish you from your competitors is how you respond. In today’s ultra-connected environment, it’s very easy for anyone to take his or her complaints to a public forum, which presents you with an excellent opportunity to convert an outspoken critic to a passionate advocate. Even better, you will be doing so in front of a huge audience who, believe it or not, are hanging on your every word! Read on to learn how to quickly turn a negative situation into a public display of how great you are!

Respond Quickly and Genuinely Care

The number one most important thing to remember when it comes to showing your customers they’re valuable to you is to engage in meaningful, two-way exchanges with them. This means, no canned, formal corporate response that just reeks of marketing. Instead, you must approach the situation with genuine concern and a listening ear. Don’t launch into defensive mode and start making excuses. Give the injured party the chance to vent and fully explain why he or she is upset. Even though your first impulse may be to take the conversation to a more private venue, avoid doing so, for keeping the dialogue out in the open, you are showing everyone that your company values transparency.

It should go without saying but bears emphasizing: respond immediately to any criticism you find. Nowadays, just about everyone is one or two clicks away from responding to a comment, text or email, so there is no excuse for failing to address a concern. And your customers know this. So, the longer you wait to respond, the angrier they get and are more apt they are to complain to their various social networks. Then, before you know it, negative sentiment about your business is spreading like wildfire! Don’t risk it—respond to feedback right away; don’t delay addressing your critics because you want to prepare an “official” statement first.

No Matter What, Offer to Make it Better

Because this encounter is happening under the watchful eye of countless spectators, the move you make at this point in the situation is critical. If, after careful listening and research into the incident, you find that you actually weren’t in the wrong, you still have to do whatever you need to satisfy the unhappy customer, even if they don’t deserve it. Remember, all of your customers are carefully observing how you will respond, so this is your big chance to portray yourself in a positive light. At this point, it’s no longer about that one disgruntled customer; they were simply the catalyst that has presented you with a prime opportunity to show everyone why you are the best.

Go the Extra Mile

Even if you think the situation has been resolved satisfactorily, always go back and check in with your critic and make sure she or he is placated. Reiterate how much you value their business and that you are committed to ensuring their continued satisfaction. While this may not seem like a big deal, too many businesses fail to take this critical step that demonstrates their long-term investment in their clients’ satisfaction. Pacifying critics isn’t about continually putting out fires and should be approached as an investment in the future of your business, an investment that requires continual effort and an ongoing dialogue.

The next time you have someone criticizing you online, approach it as a way to showcase what makes your brand different from the others. Always keep the “big picture” in mind when dealing with irate customers and go above and beyond to establish an unimpeachable reputation. At times it won’t be easy, but, in the long run, you will be glad did!

To learn more about responding to negativity online, check out FindYourSearch.com’s article at Hubpages.

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Over at Search Engine Journal, there’s an interesting article comparing optimizing AdWords accounts with creating effective landing pages. It breaks down the main elements of successful landing pages and how it equates to the copy in an AdWords text ad. Crafting an ad that will generate a high clickthrough rate (CTR) by emulating good landing page techniques is simple and effective if you keep in mind the following guidelines:

Create an Irresistible Headline

If crafting an attention-getting, informative headline is important to a landing page, it is absolutely crucial in a text ad. Since people prefer and trust organic listings over sponsored results, the headline becomes THE most important element in a text ad. You have a few seconds, if that, to spark someone’s interest and it’s your headline that needs to do it. First and foremost, the headline needs to be relevant to the products or services you’re advertising. Secondly, it needs to be catchy and draw in users. This is where it gets a little tricky. In order to stand out from the crowd, some people try to get too creative and “cutesy” with their headlines and end up confusing their audience as to what, exactly, they’re offering. The challenge lies in establishing, without a doubt, what it is you’re offering while doing so in way that gets attention.

Distinguish Yourself and Provide Social Proof

Given the limited real estate available in the next two lines of an AdWords ad, many people try to stuff in as much information as possible. While this may seem to be a logical tactic, when comparing it to the landing page example, “less is more”. Brevity and specificity is often advised when it comes to creating a highly converting landing page and the same applies with your text ad. Instead of cramming in as much information as possible, focus in on an aspect of your product that makes it unique. Perhaps you are seen as the definitive source in your niche or offer extremely competitive prices. Whatever it is that makes you special is what you need to highlight in your ad. Once you’ve done that, use the last line to provide social proof of why someone should choose you over your competitors. Good landing pages employ this technique to convince users to take the next step and you can do this for your text ad. In your last line of text before the URL, put in a testimonial, talk about how great your customers are or how widely your product is used.

Use Your URL as a Call to Action

The last line of a text ad is reserved for the URL, which is the call to action in this ad format. On landing pages, in addition to text, there are other ways to make the call to action stand out. With a text ad, naturally, you only have text to use, but there IS a way to employ a call to action in your URL. Given its inflexible nature, most people aren’t utilizing this line of their text ads effectively and just put in their URL and leave it at that. Instead, you should try and incorporate the action you want the viewer to take at the end of your URL. Instead of focusing on the domain name, highlight what you’re promoting, whether it’s a free trial, signup or discount. Simply format your URL like so: domain.com/(whatever you’re promoting). With this simple, quick step you will get a leg up on your competition and give the user that one last nudge needed to take action.

If you approach creating your text ad like a scientific formula, using landing page optimization as your guide, the process will be much more simple and methodical than if you were to just “wing it”. Remember, the job of your text ad is to quickly grab someone’s attention and make them want to learn more, so always keep this goal in the forefront of your mind and keep experimenting to discover what works for you.

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Most people who arrive at your website do so via your homepage, so it’s vitally important that you optimize it to ensure retention and conversions. Your homepage essentially functions as your receptionist, welcoming visitors and directing them to where they want to go. While it may be your first instinct to include a ton of information about your company and the products and services you offer, this is not the best strategy and may drive people away. Instead, keep the following tactics in mind to create a homepage that makes a good first impression:

Cater to the Visitor

When someone arrives at your site for the first time, you only have a few seconds to get his or her attention and to make a favorable impression. Your homepage needs to immediately address the potential customer’s concerns:

1. What’s in it for me?
2. Why this company?
3. What do I do next?

Remember, your homepage is a help desk and if these three questions aren’t answered right away, the visitor will abandon your site for greener pastures.

Keep it Simple

Because you only have a few seconds to grab a visitor’s attention, your homepage must be focused and concise. This isn’t the place for paragraphs upon paragraphs touting your company and how great it is; an “about us” page would be a much better location for this information. The homepage is NOT about you—it’s about helping visitors determine quickly and easily that they are in the right place and what they need to do next. So, refrain from flooding your homepage with extraneous materials and information that will only distract and confuse the user. Focus on your most important products, services and deals and make sure your call to action is unambiguous.

Go Easy on the Keywords

While keywords are an essential building block of SEO, don’t overuse them on your homepage. Repeating keyword phrases over and over will bore readers and cause them to flee. If you can use keywords organically where it makes sense and enhances user experience, then, by all means, use them where appropriate.

Lead Visitors to Other Areas of Your Site

A good homepage will entice visitors to venture into other areas of your site. You can accomplish this by highlighting new products and services, special offers or blogs and videos. Remember, your homepage should ideally function as a virtual help desk that informs visitors as to what you are all about and where they can go to learn more about what interests them.

These are but just a few guidelines for crafting an effective, highly convertible website. But, the most effective thing you can do is to put yourself in your customer’s shoes and look at your homepage with fresh eyes. Disengage yourself, study your page and make sure it answers those three important questions. If it doesn’t, make sure it does so you won’t lose the majority of visitors who come to your site looking for answers.

Landing page optimization is a whole other story. To learn more about how to create landing pages that sell, read FindYourSearch.com’s blog on the topic.

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On the average, about 90% of people who click on “like” will most likely never visit that page again. Think about the potential that is lost there. How do you feel about placing your Facebook page out there, and to only have people visit your page once? When your page is “liked”, you have a window of opportunity to engage that individual, and have him or her visit your page more often. Start your relationship off the right way when someone comes to your page, and get him or her to come back for more.

Here are a few simple steps and reminders to keep your “Liker” interested in your Facebook page:

• Acknowledge that you may not know him or her, but that you appreciate that he or she “liked” your page. People like to be appreciated and thanked.

• Remember that your page is probably not the only one they “like” and take ownership of the relationship. Offer conversation that will interest them so they will remember you and return to your page more often.

• Give your “liker” a reason to stay connected to you, and engage them with a well-developed plan with goals and an objective. People love to be entertained and having a well-thought out plan of what your business does, and will do next, could help you keep people on your Facebook page.

• Educate yourself on Facebook and how it works. People in general love to communicate with those they have just added as a friend or “liked”. Hiding behind a logo is not going to gain you repeating visitors to your page.

• Facebook users may not want everyone to know they “liked” your page, so thank them in private, and do not post your business information on their wall. They may want to share your page with others, but let them do that on their own.

• Treat people as individuals, not like robots, or just a number. Talk to them in real words and do not use jargon they will not understand.

• Engage your “liker” on his or her own terms. Talk about what they want to hear, even if it takes you a little off your own agenda.

Remember that each Facebook user is different, and he or she wants to be recognized and engaged on his or her own level. Your Facebook page can break or make your success. When someone comments on your posts, talk to them in their own terms, and even add a personal touch like adding their name in your response. People want to feel like they matter and that his or her voices and opinions are being heard.

Think about your own Facebook experiences and remember how you felt when you “liked” something and got no feedback from that business or individual. Facebook is a very social place to be, so learning what makes it tick is vital to the success in your own Facebook page. The object of creating your business’ Facebook page is to gain potential customers, friends and advertisement. Obviously, you want to be well known and recognized, so start engaging the people who “like” your page, and gain the acknowledgement that you seek.

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QR (quick response) codes are cropping up everywhere nowadays. Even if you aren’t familiar with them by name, you are sure to have seen them. They are the black-and-white square icons that are appearing on everything from magazine advertisements to for sale signs. Although these two-dimensional barcodes may seem like the latest fad that will eventually end up fading away, QR codes are poised to enter the mainstream and become as ubiquitous as the smartphone. If you are a business owner, there is no reason why you shouldn’t be using this burgeoning technology; keep reading for answers to commonly asked questions about these ingenious barcodes.

What, Exactly, are QR Codes and Why Should I Use Them?

Simply put, QR codes are flat, black-and-white matrix barcodes that are embedded with thousands of alphanumeric characters that, when scanned with a smartphone, activates content through a variety of different forms, including directing the user to a website, email or IM. The primary purpose of QR codes is to allow people to interact with digital content while they’re out and about in the real world. With the proliferation of smartphones and people wanting to be able to access information anytime and anywhere, these codes facilitate the process by allowing users to access information that piques their interest instantaneously instead of having to make a mental note to look it up later.

Ok, I’m Sold… Now, How Do I Get Started?

Now that you’ve realized the tremendous potential QR codes possess to capture a whole new segment of mobile-savvy users, it’s time to generate one of your very own. Fear not, for the process is extremely simple. Once you’ve decided upon a good offer and content strategy that scanning your code will activate (more on that later), then all you need to do is to find any number of the free coding sites that exist, including Kaywa and Kerem Erkan, and create a code that links to a Web page, text, phone number or SMS. Some sites will even allow you to personalize your code by adding color. Now, once the code is made, you need to make sure that you provide an explanation for consumers on how to use the QR code and recommend free code readers and direct them where to go to download one. Even though this technology is growing in popularity, it is still unfamiliar to a lot of people so it’s essential that you spell out exactly the steps they need to take in order to use the codes.

How Do I Use Them Effectively?

You understand what QR codes are and that it’s very easy to make one, so now comes the challenging part. It’s time to put a lot of thought and effort into crafting what kind of information your code will activate. QR codes in and of themselves will not be a “magic bullet” that will drive traffic your way and guarantee conversions. Yes, they’re an inventive way to get people to interact with your brand, but if you don’t have compelling content to go along with it, you will not see any results. To be successful with your QR code campaign, keep the following in mind:

1. If your code is redirecting to your website, make sure it’s the mobile version. Almost all of the time, QR codes are being scanned by a smartphone, so it just makes sense that the site consumers are led to is one specifically designed for mobile. By doing so, you will be enhancing the customer experience, which will lead to return visits, which is what you’re after.

2. Make sure your promotion is worth the user’s efforts of downloading a QR reader and scanning your code. If, after going through these steps, you aren’t offering something of significant value, you are going to alienate and anger the very people you are trying to convert. Remember the mantra “content is king”? Well, it’s true and in order to flourish with the QR code technology, take the time to create something really special for your users.

3. Lastly, where you place your QR codes is very significant. For one thing, you need to make sure that there is good cell phone reception in the location you choose. For example, if you thinking about placing your code in a subway station, rural area or office building, you need to first test whether or not anyone will be able to get reception. Since the main point of QR codes is to merge the online and offline worlds, get creative when it comes to placement and choose areas where people have time to kill, such as bus stops or in line. The opportunities truly are endless and you are only limited by your imagination.

QR codes are becoming one of the easiest, cheapest ways to advertise your business and reach out to the offline world while they are out and about. Each day, more and more brands are embracing this technology and now is the time for businesses to add it as an essential part of their marketing strategy.

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When it comes to crafting the perfect copy for your website, you need to write for both the search engine spiders and actual human beings. While it may seem to be a daunting task to target these two very different audiences, it need not be rocket science. It’s easier than you may think to create copy that makes your site rank high in search results and attract and convert visitors. Read on for some tips on accomplishing this feat.

Headlines

Creating compelling headlines is a critical step in ensuring that your site catches the attention of both the search engine spiders and real people. Headlines help computer and human alike to scan the content of your site and determine if the content is work indexing or reading. It’s imperative to create a headline that contains some of your valuable keywords to signal to the search engines that it’s relevant, but you don’t want to cram too many of them in the title as to make it unreadable. Aside from getting you penalized for engaging in keyword stuffing, doing so will put off your visitors who will quickly move on from a site they perceive to be “spammy”. Your headline is your first chance to grab attention and to draw in your audience to read more, so don’t squander this opportunity by using it merely as a vehicle to spew keywords.

Speak Your Audience’s Language

Now that you’ve taken the time to write headlines that are persuasive and irresistible, now is the time to dive into the “meat and potatoes” of your content. To write good, quality content, it isn’t enough to write an informative article that’s free of spelling and grammatical errors. While it IS important to avoid making these sorts of errors, you need to be conscious of the tone your writing takes and the point of view you’re portraying. Remember, when someone is taking the time to read content, they’re trying to decipher what is in it for them; that is, they need to quickly be able to determine why they should purchase a particular product or service. So, when you write, put yourself in your customers’ shoes and create copy that is geared towards what they need and want. Don’t turn off potential customers by using your name too much and talking at them—focus on them and draw them in by using language that draws them in and gets their attention quickly. This can be done by using the active, not passive, voice and by writing in a highly scannable style so that the most important elements of what you’re saying are easily recognizable and don’t get lost in overly-dense text. While you will also want to be inserting keywords into your copy, it needs to be done so in a natural way that flows organically and doesn’t sound like blatant advertising.

Optimize Non-Content Wording

Don’t forget to format the wording in the other areas of your site that aren’t straight copy, such as alt text for images, video and audio content. Some people cannot see images or video, so it’s important to provide appropriate, keyword-rich text that will let them know what it pertains to. Although it may seem like an inconsequential detail, the way in which you word these elements can have a dramatic effect on whether or not people stay on your site. Similarly, in your hyperlinks and calls to action, you need to be as specific as possible instead of simply putting “click here” or “more information”. This is yet another opportunity for you to insert keywords into your site while providing your viewers with as much useful information as possible.

As you can see from reading the above tips, it really isn’t too difficult to format your copy for both computers and humans. All it takes is some keyword research and putting yourself in the position of your customer so you can create content that you feel is convincing and compelling. Just use some common sense and put some effort into it and you will find that it is easy to “kill two birds with one stone” with your writing!

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With more and more people using smartphones, a whole new world of opportunity has opened up to the business owner. This technology offers endless ways for companies to connect with customers and potential clients in new ways that avoids appearing too “sales-y” or aggressive. Geosocial applications such as Foursquare, Gowalla, Loopt and Facebook Places access a person’s physical geographic location and entice them to check-in to their establishments through social engagement and a game element. While on the surface, the emerging geosocial trend appears to be just another way for businesses to make retail sales by offering deals and discounts, there are many other reasons why this new trend is so significant.

Provides Context for Businesses

Location-based technology allows companies to see what they’re customers are doing before and after they check-in to their place of business or buy their product. Geosocial is an extremely inexpensive way for businesses to track the behavior and habits of their clientele and to gain invaluable insight into how to make the buying experience more relevant.

Fosters Engagement and Competition

Most geosocial applications contain a game-like structure that is very appealing and addictive for users. Foursquare, for example, awards badges for check-ins and declares the person with the most check-ins to a specific location the “mayor”. By fostering a competitive, playful environment, these applications are encouraging participation without hitting their customers over the heads with an aggressive pitch.

Encourages Social Behavior and Spontaneity

When someone checks in to a venue, they can see if any of their friends are nearby and, if they are, they will be more likely to make a spur-of-the-moment purchase, such as a meal or a drink with their buddy. The true beauty of geosocial is that it allows people to more easily connect with their friends and promotes impromptu get-togethers. Someone may not have been planning to go to a particular store or restaurant; but, after seeing that someone they know is there, they might decide to go and make a purchase they otherwise wouldn’t have made.

There are a host of other functions that geosocial offers, including enabling people to find and patronize green businesses, traveling more efficiently, become involved in political organizations and events and contributing to causes. Yes, it’s true that right now, an extremely small segment of the population is actively engaging in the geosocial trend and it’s by no means been adopted by the mainstream. But, as the implications of this trend move beyond from being just merely about commerce and more about how the very nature of marketing will seismically shift, expect to see geosocial move into the forefront.

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The importance of continually putting forth fresh content is a given; in virtually all SEO-related articles, the author will drive home the point that “content is king”. While you are well aware of its merits, you may be having problem with coming up with new content and are at a loss of how to consistently create content that interests and engages your audience. There are ways to mine content from existing sources and to structure it in a way to boost your SEO. Keep reading to learn how!

Address and Answer Frequently Asked Questions

Creating an FAQ section on your site is a great way to introduce new content and connect with your customers. By addressing, head on, concerns and questions, you are demonstrating a willingness to interact with your users and a sincere desire to reach out and help them understand your products and/or services clearly. The added bonus is you will be able to add new content in an organic, non-spammy way. You can even set up a form on your website, soliciting questions and basing blog posts around the answers. Make this type of blog a recurring occurrence and write a weekly (or monthly, depending upon your particular niche) Q&A “roundup” where you address the most common questions in one post. No matter how you decide to structure your Q&A or FAQ section, always link your answers to the appropriate pages on your site.

Provide a Written Transcription of Videos and Podcasts

This suggestion is pretty straightforward—send off any videos and/or podcasts you may have recorded and get them transcribed. This is an extremely effortless way to provide new content. Some people either cannot digest information in videos and podcasts or simply prefer their information in text format. So, even though it may seem to be a useless task, transcribing your non-text content into text has many functions and, once again, will allow you to put forth desirable fresh content. Before posting the transcriptions, edit them for readability; what sounds perfectly fine spoken may be incomprehensible in a text format. As with your FAQ section, make sure you link your transcriptions to the corresponding pages on your site.

Get Personal

There are a multitude of options under this heading, including writing about the funniest thing that ever happened to you at work, the best thing that ever happened to your industry or even sounding off on something that drives you crazy. You may find these unorthodox methods of creating new content to be the ones that are the most effective and easiest to write. By portraying a human, relatable side of your business to customers, you will be able to better foster loyalty and fans in your products and brand.

While it can be difficult to constantly come up with new and exciting ways to add relevant content to your website, its rewards are worth the effort. Just remember to keep an open mind and always be on the lookout for sources of new material—you never know when inspiration will strike!

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Google is currently testing a new platform, Google Offers, in an attempt to enter into the location based services arena. Mashable was the first outlet to report the news, having obtained a confidential fact sheet outlining how the service will work. As has been widely noted, Groupon turned down Google’s $6 billion buyout offer and some see this new program as a way for Google to get revenge.

Judging by the leaked document, Google Offers appears as though it will be structured pretty much identically to Groupon, with emails sent to users offering a local deal of the day. The fact sheet also lists a 5-step process businesses can use to create the deal, market it and serve it to the consumer, with Google offering up a writing team to help craft the offer and track its results. It then goes on to state that businesses will not have to pay a cent until customers purchase the deal.

Some see this latest offering of Google’s as a Groupon killer. Although Groupon has been very successful so far, now that Google is getting into the local scene, with their name-brand recognition and considerable resources, i.e., Google Checkout, Google Analytics, and Google ad networks, they have the potential to dominate this market niche. But, Google isn’t infallible and still hasn’t been able to conquer the social media segment of the Internet, so it remains to be seen how successful they will be with executing their latest plan. However, added competition in the deal-a-day market can only be good for the consumer, offering up more choice and incentive for businesses to create bigger and better deals.

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2010 was the year that mobile became a major force, with 81 million smartphones sold worldwide. Coupled with the release of tablet devices, such as the iPad, hand-held devices are gaining momentum, replacing the quaint-seeming desktop computer. As a result of this fundamental change in which people are connecting to the Internet, performing searches and purchasing items, trends and innovations have been developed to serve this growing market, with many more on the horizon.

One of the main areas constantly being refined is ease of search with a mobile device. Instead of relying solely on a traditional Google search, geo-location technology is making it possible for people to perform searches without having to type in a query at all. Last year, Google devised a “near me now” option for its mobile and Android platforms, wherein phone users could browse locations near to them thanks to their device’s GPS. Google also came up with a program, Google Goggles, where someone merely needs to take a photo of an item they see when they’re out and about to initiate a search.

Barcode software, such as RedLaser, has allowed consumers to comparison shop simply by scanning a product they see in a store to quickly and easily find the best deal. This type of device is gaining popularity as more and more applications are being developed to facilitate today’s consumer’s need for finding the lowest prices as conveniently as possible. Quick response (QR) codes are also becoming more relevant. These are two-dimensional barcodes that can be printed on just about any surface and are scannable by code readers on smartphones. Once scanned, these codes will lead the consumer to a website filled with information about the company or brand, along with any coupons they are offering.

This is the year it’s entirely possible that your cell phone will replace your wallet. Mobile commerce applications are being developed that will enable you to pay for items on your phone instead of reaching for your credit card! Many different programs are in the works to make this scenario a reality, with many of them expected to utilize near field communication (NFC) technology, which will enable users to swipe their smartphones to pay for something. Since NFC devices only allow data transmission over a range of less than 8 inches, there is little risk of security breach.

These are but just a few of the many exciting developments that are sure to take place this year concerning mobile devices. As more people steadily move away from old-school desktop computing in favor of mobile devices that allow them to be on the go while still being “plugged in”, the sky’s the limit on what we will be able to do with our phones and tablets!

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It’s no secret social media is an essential component to any business’s marketing strategy, but it takes more than just slapping up a Facebook and Twitter profile and calling it a day. If you are serious about using social media to make your business successful (which, let’s face it, you need to be doing), you must devote the appropriate time and energy to get the most out of it. Below are a few ways to use the many social media platforms now available to boost your brand and drive traffic.

Monitor and Improve Customer Service

One of the main reasons for engaging in social media is to connect with your customers and keep current with their concerns and issues. Social media is a great way to gain instant feedback on how your service is faring and if you see any problems and/or complaints, you must act quickly to resolve the issue. Information spreads like wildfire online and if you fail to acknowledge and rectify customer dissatisfaction, you will be in a world of hurt.

Increase Awareness of Your Social Media Presence

Your social media campaign will not do a thing for your business if no one is aware it exists. Instead of simply slapping a widget somewhere on your site, you need to be actively promoting your social media accounts in a visual way. Put your detailed Facebook information on the bottom of your receipts or entice customers into visiting your page by offering fans-only promotions and deals. For your social media efforts to be effective, make sure you are broadcasting your social media account information across all of your marketing materials.

Consider Podcasting

2010 was the year in which podcasts exploded in popularity with the fall of traditional radio stations. There are podcasts for virtually any subject you can think of and this medium presents plenty of opportunities for you to promote your business, whether it’s through a podcast of your own, advertising on one or being a guest on someone else’s.

Give Location Based Programs a Try

Local search is currently all the rage and participating in sites such as Groupon, Foursquare and Facebook Places will enable you to boost sales and increase traffic and awareness of your business. Care must be taken, however, to create a promotion customers will really respond to or you could be doing yourself more damage than good.

With each passing day, new social sites pop up, and it would do you well to keep abreast of each one and make the effort to leverage each one to your advantage. Make 2011 the year you correctly use social media to take your business to the next level!

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Yext, the local advertising provider, is the latest company to introduce a product designed for local businesses to highlight their listings on premium local search engine sites with a customized message. Yext Tags will allow a business to promote anything they want customers to know about with up to 50 characters.

At first glance, Yext seems to be copying Google Tags, but there are some significant differences between the two platforms. Most significantly, Yext has formed an alliance with over a dozen of the major local search platforms, including Yahoo!, Yelp, Superpages and CitySearch, among many others, so when a business signs up for Yext Tags, their message will appear on many different local websites instead of just one. Yext CEO Howard Lerman hopes his new program will remedy the fragmentation of the current local search landscape with its single point of entry structure. After signing up for the service, Yext will scan the business’s listing in each of the sites that participate in the program to make sure the information is up-to-date and correct.

Another area in which Yext Tags differ from Google Tags is in the price — Google charges $25 a month and Yext is charging $99 a month. Even though the price tag may initially appear to be steep, Yext Tags allows the small business owner the ease of broadcasting their promotion across many different sites through one service instead of having to sign up for a tag through each individual site. If the business needs to change or update its information, the update will take place simultaneously across all of the participating sites.

So, if you are a small business owner and do not want to deal with keyword picking and bidding, Yext Tags is worth looking into and implementing into your online marketing strategy.

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The Web is constantly evolving, with new trends emerging and old ways of doing things falling by the wayside. As 2011 draws near, the landscape of ecommerce needs to adjust to accommodate consumers’ changing demands and to fulfill their needs. As consumer needs shift, a few trends are emerging that are worth taking note of.

One of the most remarkable changes is instead staying loyal to a certain brand; shoppers are now primarily focused on getting the best deal. In a recent survey it has been shown that shopping from diverse brands has increased by 10% since the third quarter of 2008, with shopping from different retailers increasing 12%. Because of this switch in priority, the popularity of comparison shopping engines (CSEs) has gained a 30% increase in users since 2008. Online shoppers are now taking their time to comparison shop and free shipping has become a huge factor when it comes to deciding where to spend their money.

The way consumers shop online is also expected to change. Video and visual searches are the next big thing, offering customers a new way to search that is better suited for online shopping. Statistics have shown when a site contains video, as well as text, visitors are 64% more likely to make a purchase and will stay on the site longer. Adding video will also provide SEO benefits, increasing a website’s exposure across a multitude of platforms, including YouTube, Facebook and Vimeo. Google and Bing are currently working on visual search technology and it will greatly influence how people shop online.

It is imperative for online retailers to keep up-to-date on the latest developments in search technology and customer priorities to thrive in the ultra-competitive ecommerce environment. If you aren’t changing with the times, you will be left behind.

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Google has been putting a lot of focus on local search lately. From its recent upgrades of Places to its near-purchase of Groupon, Google has clearly been stepping up its local offerings. Just yesterday, Google’s senior vice president of advertising was quoted in the Wall Street Journal as saying local advertising is her “biggest focus.”

Local search was once seen as something only small-time businesses needed to worry about. After all, Old Navy (for example) has stores all over the U.S., so why should they need to localize? As Web search matures, however, it is becoming clear that a huge percentage of people do online research even when they plan to make their purchases offline -- 70%-90% depending on the industry, according to Search Engine Land. Many of those searches are narrowed by the location of the person searching, so big businesses need their local branches to stand out if they want the sales. In addition, searchers can be looking into information and reviews about their local branches of a company as much as the products themselves. Businesses are taking note, even the larger national brands, as evidenced by the increase in ad revenue in local markets.

What all this means to you is that no matter what your industry or how large or small your company may be, the local search bandwagon is one you don’t want to miss. You need to claim your Google Places listing and optimize for your local area if you hope to gain sales from the people searching in your niche.

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LinkedIn is the most popular networking site in the business world, and it has recently released a new feature set for businesses. Company pages now have a new Products and Services tab where they can display recommendations, a banner, and even a video. This is great news for businesses on LinkedIn, as it gives them a wonderful opportunity to showcase their products and services to potential clients, employees, or for B2B relations.

The new recommendations feature is the most exciting to me because it is so prominently featured throughout the page. The number of recommendations appears next to individual products and services, with profile images clearly visible. They also show up along the right-hand column in a network-aware display. Few things present a company more strongly than a prominent list of recommendations, which is exactly what LinkedIn now allows. Not only that, but since it’s network aware it will give preference to recommendations made by users in their networks, showing them social proof by people they know and (presumably) trust more than strangers.

Secondly, being able to add images and even a video to your business listing will make business pages much more engaging. The attractiveness of the page will certainly influence a visitor’s overall feeling about the company, even if only slightly, so it is a good step for LinkedIn. Unfortunately, images must be made to specific size requirements to prevent unsightly stretching. LinkedIn could fix this by adding padding to small or disproportionate images instead of stretching them, so with luck they will tweak this in the future, as all these services are still in Beta at the time of this writing.

Finally, being able to list and expound on the products and services offered is clearly a major improvement for LinkedIn. Each service shows five lines of content on the main page and links to a full page description of the service. You can add a bullet list of features and even a set of contacts for that particular service which links directly to their profiles.

LinkedIn is clearly making some nice improvements for businesses serious about generating leads through its service. If you optimize the page, you may even find your search results for your brand including your LinkedIn profile.

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According to the Wall Street Journal, new comScore data shows 24% of all online display ads showing up on Facebook. WSJ is quick to point out that the display ad spending data tells a different story, however, showing less than 10% of spending in the US going to Facebook.

Many marketers are still hesitant to put a price on Facebook ad value, since it is still uncertain how effective ads are when displayed on social networking sites. In addition, the common goal of Facebook ads, generating “Likes”, is not as easy to quantify as the more traditional goal of instigating purchase decisions directly.

Facebook realizes the challenges it faces. It’s ads are not as expensive as many other sites. It’s also not unusual to see Facebook advertising its own ads on its site, hoping no doubt to impress their availability. Despite the challenges, however, Facebook appears confident its share will continue to grow. For one thing, the extreme targeting of Facebook users based on their likes and status updates is a huge draw to advertisers. Since Facebook refuses to sell or disclose its customers’ data, that means advertisers must go through Facebook directly to utilize the vast store of data possessed by the social media giant.

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