Weekend Wrap 2 – Penguin fears, meta tags, Twitter tips and more

There has been a lot going on this past week and with everyone waiting for the latest updates from Google we bring you a sneak preview from some of the most influential thought leaders in the industry, plus more about what Google wants from your link building efforts, how to create fantastic ‘explainer videos’ and why telling stories is now so important.

We welcome you to call in on a weekly basis and see the valuable goodies the week brings.

First up though – a picture taken during the week of the wild daffodils in our paddock that burst through every year – Spring is on it way!

 

Enjoy the posts below…

SEO / Search Engine Optimisation

Meta Description Magic: Think Less about SEO & More about Click-Throughs

Hilarious! Google overshoots meta-description length for their own results! Absolute wisdom on the frequently debated meta description tag and its importance to website results.

Google: Further Penguin Update “Jolts” To Come; Panda Is Smoother & Monthly

A lot of people are getting rather anxious as they anticipate  the impending Penguin Update!  Matt Cutts even went as far as to say that the next Penguin will have some jarring effects until Google gets it right…

Why Search, Social Media and Content are Vital For Your Company’s Success

Excellent overview showing how SEO, social media and content strategy are now critical to online success.  Jeff Bullas discusses the three core pillars of digital marketing with Technology Fast 550 expert Andy Jamieson and covers some of the reasons why an integrated strategy works… “Is your company stiff, static and slow or is it dynamic, social and real?”

The Unbearable Torture Of Linking

Is 2012 the time when the scales finally tipped the other way and Google officially became the enemy?  There is a lot of panic out there and this post assures if you provide Google with what they want –  quality website, quality content, engagement…

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Social Media Marketing Experts Or Amateurs?

Why should you care about social media?

The rapid rise in social media over the last few years has given business owners some pretty exciting tools to connect with their customers.  Social media presents huge opportunities for dialogue in a global market where discussion, sharing information and exchanging ideas contributes to building better and longer lasting relationships with customers.

Who can you trust?

It has also produced a whole new wave of ‘social media marketing experts’ (SMME) or ‘social media managers’ (SMM) willing to be the voice of your business and take control of your social media strategy.

Social media manager with gag

While some SMM’s will prove themselves adept in managing your business campaigns with social cohesion, it still remains intangible for them to become the ‘voice’ of your business.  There has been a lot of debate over this as business owners scream long and loud “You’re crazy if you think I have time to twitter all day”.

With changes in the Internet happening at the speed of light, finding a SMM today is an interesting proposition. There is no code to follow so you need to be sure when casting your eye around to fill this role that you ask the right questions to ensure you get the right answers.  It is essential you confirm they are fully up to date with the increasing speed of changes in the social media landscape…

Beware the amateurs and the damage they can do!

Take a look at how this ‘voice’ of the business went seriously wrong:

You may be willing to hand over the “voice” and reputation of your business to a SMM company who knows nothing about your business.  Within a matter of hours your business is  let loose in the hands of some rookie sitting somewhere in a room full of thirty or forty people in their early 20’s working on commission and claiming to be versed and trained in the art of social media – its bollocks!

Is it a good idea to outsource social media?

How they can even start to get a handle on how your business or any other business operates is beyond me when you are one of hundreds of companies being offered a monthly package with a ‘one size fits all plan.’   You don’t have to look far on any of the social media platforms to recognise some of the accounts they handle and what a dismal job they are doing.

It may seem like an easy option to hand over the tricky job of understanding and using social media to a SMM company.  However, at best you will be ignored, at worst you will effectively damage your online brand and reputation by looking inept!

So… back to square one then?

You can’t afford to ignore the mighty social media giants because you don’t understand how social media works or because you won’t invest the time to learn this stuff.
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Marketing With Twitter! It’s Not All About ROI

Twitter marketing is about giving and sharing information2012 will be the year for businesses of all sizes to seriously acknowledge social media.

Business owners now have an exceptionally powerful and proven marketing tool to add to their portfolio – Twitter!

As we all know Twitter is one of the largest social networks in the world and if you take the time to create and shape a strategy that integrates with your other marketing methods you will certainly reap the benefits.

To understand how marketing with Twitter brings business success can be a daunting prospect if you are not familiar with the nuances of Twitter and it definitely pays to get it right.

Unfortunately most companies are missing out on this opportunity simply because they have not taken the time to understand how Twitter can work for their business.

In his book  “The Tao of Twitter” Mark Schaefer says “I have studied, observed and written about hundreds of different success stories through Twitter and the social web and they all have one common formula running through them.  This is truly the path, the way, the Tao of Twitter.”  

He goes on to describe the business benefits of Twitter as being created through three elements  – one of these is “Authentic Helpfulness.”

In the case studies below I demonstrate how all of these connections have occurred through ‘authentic helpfulness’.

In all cases there was never a pitch for business and no sales page to convert leads.

The connections were made through the genuine desire to offer valuable information to educate and help other business owners understand how they too can reach out to find potential business and partnerships using social media.

As Schaefer says “Content is the new currency of the social web and sharing valuable information is the catalyst to forming new relationships and business partnerships”.
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A Stupidly Simple Secret To Power Up Your Inbound Marketing!

Got your attention?

Good!

There is ONE single factor in your inbound marketing efforts which, if you get it wrong you can forget about success for your website or business in the Internet world.

Inbound marketing strategies

A quick explanation first:

What is inbound marketing?

Inbound marketing is a phrase originally used by Hubspot (Love Hubspot!) to describe a range of integrated online strategies. Hubspot describes inbound marketing as “Any marketing tactic that relies on earning people’s interest instead of buying it”.

So forget about email blasts, forget about advertising, PPC, or cold-calling – these are all outbound marketing strategies.

Think instead about social media, blogs, search engine optimization (the natural or organic results, not the paid ads). These all generate visitors to your site from content you have posted online and these are people who are already interested in you through relationship building or because they are already looking for whatever you are selling.

That’s the quick definition done – now to the really important bit…

What is the crucial “win or lose” facet of your inbound marketing strategy?…

Drum roll please…

Your Titles!

Yes it’s that simple and here I am going to take you through a range of ways to gain high impact and great click-through for:

  • Your website and onsite content – eye food for scanners
  • Your Blogs – rise above the competition
  • Your Twitter efforts – get noticed, get visitors and get retweeted
  • SEO – the powerful Title Tag and why you must master this

 

What should you be aiming for in a title if you want to get the sort of results I am talking about?

Well, it would have to be compelling, interesting, wacky, different, thought provoking, unusual, irresistable, controversial, intriguing…

You get the idea!

Here we go…
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Social Networking Etiquette Hits Rock Bottom!

Picture this!

You are at a social gathering at a friend’s place – people are dressed for an occasion, large platters of delicate finger food are being passed around, a very nice groove is playing on the sound system and there are lots of interesting people to look at and meet.

Your hostess introduces you to a small group of people you have been itching to get to know all evening (just because they look interesting to you) and now, you have the opportunity to initiate conversation and find out more about them.

Social Media EtiquetteWhat would your conversation be about?

Well if it was me, I may begin by extending a compliment, or perhaps I would share something of interest that happened to me recently that I think might be entertaining, or I may mention how the hosts have a knack for throwing a really great party…

…or some other social banter.

And I would certainly ask them about themselves in an attempt to know more about these interesting people that caught my eye…

But I would never, never, never, thrust my business card at them, criticise them or make a comment that would offend or upset them, delve into their personal lives or ask a whole lot of boring questions that would certainly make them want to leave our conversation and move on somewhere else.

My intention here (remember I find these people interesting and want to get to know them) is to befriend them, have some light conversation and see if we have anything in common.

Isn’t that the way friendships start?

It may be news to you, but this is exactly the same way you want to approach anyone in your social networking circles.

After all, don’t you want to present yourself in your best possible light – friendly, warm, entertaining and gracious?

Attributes that will make others want to engage with you and together offer small insights as to the kind of people you are and see what each other has to offer? Remember, the objective here is to engage in conversation (not dominate) in the hope they will come back for more.

I am continually amazed by some of the conversations I see on the various social media platforms, particularly on Twitter.
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Lists on Twitter – Experienced Marketers Use This Small Trick To Get Big Results!

I am a lists person, I love making lists – some would say it was an obsession…

It’s  a common trait that a fellow Aries will instantly recognize.  So I can’t wait to share with you my new favourite list for 2012 – it’s Lists on Twitter – and it has become the crème de la crème of my social media tools.

There are so many reasons why I love this – it keeps all my favourite Twitter users in one place, gives me easy access, saves time, cuts out out all the noise on Twitter I don’t want and it gets me to where I want to be – instantly.

Using lists on Twitter to save time

Lists on Twitter is the most incredibly helpful tool in many ways and once you start using it – you will wonder how you ever got on without it.

As we all know Twitter is a microblogging service and it has become a social media phenomenon with more than 250 million users.

Twitter is changing the way we communicate!  It has rocketed into the mainstream and has vastly modernized the way customers view products and brands, so there is no need to reiterate here the power of this social media giant.

To get to know your way around Twitter and leverage it’s power for your business is not only smart, but to be quite honest – imperative! There is no doubt about it, Twitter is here to stay.  By implementing great Twitter techniques like Lists you can really start to recognize and measure Twitter’s impact and value.

Let’s talk about Twitter lists – you will see how easy this feature is to use.

Twitter gives you the capacity to create up to 20 lists and to follow as many lists as you want that others have created. As an example, you could put your friends in one list, your closest collaborators in another, your social media favourites in another, your gardening friends in one, your best bloggers in another and so on…

The Lists feature enables you to compile a list featuring all your favourite Twitter users. The really cool thing is once you have got your lists established it will provide you with a huge amount of information right at your fingertips for you to read and share.  Just by creating lists you have freed up the time you would have spent hunting around for valuable information from blogs and publications online.

It’s this easy:
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Tactical Twitter Techniques To Drive Engagement With Influencers

Who are the influencers in your industry niche?

How do you find them on Twitter?

How do you begin to engage with them on Twitter?

There are a number of techniques which can be highly effective in finding and beginning conversations with the influential Twitter users who you would like to build a relationship with.

Twitter for social media But first of all there is an extremely important point to be aware of…

Stop pitching!

Yes, if you want to be taken at all seriously in social media circles then you MUST stop the hard sell!

It is the first thing that will turn off the engagement tap for any users – not just influential ones. You have heard a thousand times that social media is where you build relationships, give value, join conversations… and I am telling you this is 100% the reality!

There has been a very powerful shift away from the pitch and it probably has a lot to do with consumers drowning in advertising messages, some overt and some covert. People hate being sold to and they particularly hate being sold to in a social or community space.

Next up – how is your online image?

Pay attention to how you look! What is your image like? Is it really cool to use the image of you with the wrestling mask on?… or your dog?… or an image you pinched off Google?…

Use a really good image! Not a posed photographer’s studio shot, but a warm, interesting human photo of you!

The most powerful short message about yourself is your bio!
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