Archive for 'web'
Social media bios are a small window into your company for potential clients. They can show your style, what you do, the promotions you are running or just be a fun read. A well written and thought out bio stands out from those that are lazy, audiences can tell if you treat your bio as an afterthought. The purpose is to get people to want to know more.
Know your voice:
Cohesion in a business is vital, there needs to be a clear message on what you are offering clients and how you are approaching them. It is very evident on social media when a business doesn’t know their voice, as content becomes disjointed and doesn’t show prospective clients who the business. Ensure the tone of your bio, post types and captions all lineup, whether that is professional, casual, humorous, etc. is up to you.
Link your accounts:
Most social media platforms have the option to link to a website in your bio, but it is also a good idea to link to your other social media accounts. As long as you are not overfilling your bio section, adding your other social media handles can help audiences to cross platforms, experiencing the different content you provide. This is also a good idea if you have separate social accounts for different elements of the business or support channels.
Content from your bio is searchable, giving you an opportunity to use keywords or phrases to direct traffic to your profile. Strong keywords relating to your industry or product/service offerings are good to strategically place in bios provided they make sense. Filling the space with words purely for searchable purposes may get you clicks but that doesn’t necessarily translate to new clients.
Although approximately 52% of the Australian population use social media, not everyone understands how online presence, both individual and work-related, reflects on a business. Your staff are representatives of your business meaning their online profiles can unintentionally affect your brand’s image and influence potential customers. While this isn’t always a bad thing, enforcing a social media policy and educating your staff on the importance of your business’ online presence can help to avoid mistakes and better prepare for issues that may arise.
For best results, don’t give full access to social media accounts to everyone, too many employees logging on and changing things can lead to misuse. Instead, define team member roles and accessibility when you first employ a social media strategy to help create workable boundaries. By delegating regular tasks to particular employees, like content posting or customer service, helps to create a routine that everyone can follow and accountability if there is an issue. This also establishes who is allowed to speak on behalf of the company.
Your employees’ online network can be a blessing and a curse to your business. To avoid reputational damage make sure your staff is aware that any inappropriate or harmful mentions of your business will be met with professional consequences. You should educate your staff on what constitutes unprofessional online conduct.
Instead, try encouraging your staff to highlight the positive aspects of work such as your office environment, special offers or workplace achievements. Make sure they tag your business whether it be on LinkedIn or Facebook.
Protecting your business from any kind of threat is a priority. When it comes to online security, however, many owners are not practising secure measures to properly protect their business. Small businesses are unfortunately too often the target of online scamming and should practice a number of strategies to ensure their online security.
Keep personal details secure:
Be mindful of how much personal information is accessible on your website and social media profiles. Back up your content and avoid using public computers or hotspots where possible. Ensure you are using password protection and that you choose your passwords carefully. An organisation-wide password policy can also go a long way in protecting businesses from online fraud.
It is common for small businesses to receive fake invoices which can easily be paid if not enough attention is being paid. Keep records of everything and check the credibility of people who are contacting you online expecting some kind of financial transaction. Take the time to educate your employees about the importance of not clicking on links in emails or messages, or opening attachments from people or organisations they don’t know.
Install appropriate anti-virus software:
Ensuring all technologies used for your business are protected from vicious spyware or malware is a necessary step when preventing online scamming from occurring. Do your research to find the best software for your business and your business needs. Be sure to read reviews before deciding on the software you will install.
Content should be produced with the intention of it going viral and being shared across a broad number of platforms. Although this sounds ambitious, it is a good practice to help ensure solid planning is being incorporated into creating content to make an impact on readers. With that in mind, do not be discouraged if your content isn’t reaching large volumes of people, as there is a lot of luck behind creating viral content. Here are some ways you can get the most out of your social media presence.
Careful thought needs to go into how you choose to display your content. The best way of composing your content will depend on a number of factors, such as your target audience, the seriousness of the content, and whether it is better presented using text, images or videos. Try using a mix of different ways when composing content such as lists, videos, infographics, photo essays, memes or written how to/opinion pieces.
Great and shareable content sparks discussion. The internet is flooded with information so to stand out and prevent being lost amongst the noise online, your content should generate a point of dialogue. Directing your audience to some kind of action or being intriguing enough to make people tell others about it is a good thing to keep in mind when creating and posting content. Incentives, such as giveaways, are another way to get your audience talking and sharing content. The cost to you is minimal, but the potential benefits are great.
Finding the right balance between publishing high-quality content and search engines indexing your website is key to a successful marketing strategy. Copy that is not optimised properly for SEO purposes can end up wasting valuable time, money and energy.
SEO (Search Engine Optimisation) is the term used for the methods and strategies used to ensure the visibility of websites on Search Engine Results Pages (SERPs). SEO optimised content has been written to rank well on SERPs, highlighted the key elements of the website and terms most often used. The use of correct URLs, title, ALT tags and sitemaps all affect SEO visibility.
Place primary keywords in the right places:
Keyword-rich phrases should be used in your headlines and throughout the body of your posts. Placing keywords in both the headline and body will help both search engines and readers searching for that particular topic or phrase. Be careful not to use too many keywords for the sole purpose of SEO as Google will penalise keyword stuffing which will, in turn, decrease your site’s ranking.
Include long-tail keywords:
Long-tail keywords are longer and more specific variations of your primary keywords. These are words that generally get less search traffic but will have a higher conversion value and better quality. For example, if your primary keyword is ‘photographer,’ a long tail keyword phrase could include ‘photographer for weddings’ and so on.
When used effectively, big data analytics can be used as a way to develop growth in your business. Large companies are not the only ones who can benefit from using big data, as small businesses can also use it to their advantage.
What is big data?
It refers to the collection of large volumes of data that can show information about business processes and trends. It encompasses a wide range of analytics and data-gathering strategies, giving the ability to capture and analyse data on a mass scale to inform business decisions.
Why use big data?
While many small business owners may think that using big data is unnecessary, the reality is that businesses of all sizes will generate useful data. Each sale, social media engagement and email click-through is a new source of data that can provide invaluable insight. Customer patterns and behaviours, movements in the broader market and other business trends can all be discovered through the use of big data analytics.
Data analysis can be provided from many sources. These include:
- Google analytics
- Social media
- New business enquiries
- In-store foot traffic
- Sale rates
- Customer retention rates
Due to the high amount of data that is available, ensure that correct processes are in place when analysing and processing the information. Putting data in the hands of those who can make use of the information in a way that will generate outcomes is also crucial to its success.
With the amount of information that is being shared online increasing more than ever, now is the time to think about social media security for your business.
While there is no doubt that social media can benefit businesses by creating a more engaged and connected world, it can also pose a threat by allowing cybercriminals and online hackers to access business and personal information.
Social media policy:
Creating strong governance practices are essential to managing potential social media security risks. A strong social media policy should outline how your business and employees use social media. This will not only protect you from security threats but also from potential legal and HR trouble.
Train your staff:
Human error is one of the most common social media security threats. Regular social media training will keep employees aware of the policy in place and ensure they adhere to all guidelines.
Invest in secure technology:
One of the most effective ways to protect your business online is by investing in secure technology that can guard against unauthorised access. You may choose to install software on your business computers and devices that can monitor your social media channels 24 hours a day and can automatically alert you of any security risks.
As the rise of social media has blurred the boundaries between what is and isn’t appropriate for the workplace, implementing a clear social media policy can help protect your business.
A good social media policy should outline areas such as expectations for appropriate employee conduct, define who is responsible for specific social media tasks and provide clear guidelines for handling areas of risk or concern.
Defends against legal trouble and risks:
Social media can be a complicated legal ground for things such as copyright and privacy issues. A strong social media policy that is implemented successfully can help to protect your business from legal troubles by outlining potential risks and how to avoid them.
Clear guidelines can allow employees to use social media to promote the business, acting as an employee advocacy tool. Your policy could outline best practices for sharing company content on social media, as well as leaving comments appropriately. It could also advise on when not to engage in certain situations, for example when discussing controversial subjects. A good policy should also warn staff about engaging with negative comments or posting confidential information about the business.
Websites are often a key tool in marketing a business towards a target audience. Websites should be designed to increase customer engagement and attract more sales. Whilst standing out from the competition is key, there are elements that visitors come to expect from a good site.
A successful website is improved and updated regularly, ensuring relevant content is being presented to the audience. Consistent posting creates a greater chance of boosting a websites SEO ranking and increasing legitimacy in a business’s industry. Publishing interesting and relevant articles also improves the chances of online users sharing content or website with their friends and followers. Regular updates also keep businesses aware of changes made and lets you remove content about products and services that are no longer offered.
Optimising a website to create customer conversions guides customers to contact a business. Feedback or reviews from customers who have experienced a business’s services often are a deciding factor in whether a potential customer will engage the services of a business. Businesses who demonstrate their quality online through honest reviews and conversation avenues appeal to a greater audience.
Email marketing is a highly effective digital marketing strategy which involves sending emails to prospective clients and existing customers. This form of marketing needs to be executed well for it to benefit your business. If done poorly, emails from your company can come across annoying and unprofessional.
A business’ email marketing strategy needs to be relevant and interesting for customers to open the email. Open rates are great indicators of the quality and reach of your emails. Click rates can also help by telling you how many people have opened your emails and followed through on the links.
The timing of when you send out emails is one of the keys to engagement. Emails sent out around 10:00 am or 2:00 pm on Tuesdays to Thursdays have the best open rate as a high volume of people are on their computers or devices during those times. The frequency of emails sent is also important to open and click rates. The open rate is highest when a company sends two emails per month, and too many will oversaturate the market and annoy clients.
The title or subject of a marketing email helps define someones decision to open it. Make sure the subject is short and sweet, telling audiences exactly what they can expect if they open it. Emails that have new information about the business or promotions are more likely to be opened than a general update from the company. When you have something valuable or new to say, people will have better engagement.