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Category Archives: Content Marketing

LinkedIn is a great platform to market your business.

LinkedIn is a great platform to market your business.

 

LinkedIn offers a very attractive target group, with a high income and twice the average buying power.

In addition, LinkedIn users are open for business: “A full 50 percent of B2B buyers use LinkedIn when making purchasing decisions. With 76 percent preferring to use recommendations from their professional networks, the site is essentially ‘built for social selling’.” – Hootsuite

So make sure your company gets found on LinkedIn.

On top of it go the extra mile to proactively get your business out there:

 

Publish VAC = Value Added Content

Share your content expertise by creating relevant posts. Be careful about actually publishing on LinkedIn Pulse, always keep your content on your own platform and link to it.

 

Cross-Pollinate: Connect with other social media

LinkedIn is well integrated with other social media. Simply ensure all the boxes are ticked to cross-publish your content to / from other social networks.

 

Engage with Groups

You can only join 50 groups, so choose wisely. Participate actively in LinkedIn Groups by posting relevant content and commenting. Create a company branded group for exposure of your business.

 

Use your professional headline as a status update

LinkedIn calls the text under your name on your profile your professional headline. It is by default displayed with your LinkedIn Profile Card. In addition, every time you update your headline, your entire network gets notified. So utilise this space to announce company updates or offer special deals, give-aways and links to more info.

 

Cold Message

Use LinkedIn’s advanced search to find prospects. Keep in mind it’s about making meaningful connections so set a strict filter to get good results. Remember the search terms, so you can find these potential customers again in future. Draft the invitation message carefully: Be clear what the mutual benefit is of connecting.

 

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LinkedIn - Connect to Opportunity

LinkedIn – Connect to Opportunity

 

LinkedIn is the de facto tool for professional networking.

So basically think of LinkedIn as a networking do:

 

Make an Impression

Just like you’d dress to impress at a networking event, ensure your web presence looks neat: Optimise your branding for the LinkedIn image sizes. Adapt your corporate copy for the LinkedIn professional business tone.

 

Introduce Yourself

Complete Your Personal Profile.

This is your online resume, so make sure there are no gaps. The more you complete it, the better the chances for your profile to pop up in search results.

 

Present Your Business

Fill in Your Company Page.

Viewers of your LinkedIn profile can click on the companies you work/ed for. Filling out your company profile ensures they can find the information they’re looking for. They can also follow your company page to receive updates.

 

Pitch Your Products

Create a Showcase Page.

Feature a special product or service and put it in the spotlight. You can post updates and get followers just like on your company page. You can also monitor your showcase page’s analytics and learn which product or what content proves more successful.

 

Connect

Just like you would exchange business cards at a networking event, connect with potential prospects on LinkedIn. Send them an invitation which is relevant, so they accept. Start by connecting to people in your existing network such as your school alumni or work colleagues.

 

Follow Up

LinkedIn recently improved the messaging experience to have professional conversations without having to change to another page. Now it’s even easier to break the ice. Just make sure you write your message compelling enough, so it actually gets read.

 

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Good Practice Tip: To avoid being regarded as spam, ensure you include a Memory Jogger in your digital newsletter.

Good Practice Tip: To avoid being regarded as spam, ensure you include a Memory Jogger in your digital newsletter.

 

Every day we get bombarded with emails.

Nowadays it’s so easy to sign up to promotional emails: When we want that clever recipe or free ebook we probably end up with some sort of subscription.

How to tell which newsletter is worth cluttering your inbox?

 

Avoid churn by reassuring your subscribers.

Good Practice Tip: Add a memory jogger

Ensure you offer a link which answers the question: Why am I receiving this email?

If you leave this question unanswered you could lose potential prospects.

Or worse: Newsletter emails can land in the spam folder. So it’s important your subscribers identify you as not junk mail.

 

Google translates 'Eier abschrecken' in a funny way. ;)

Google translates ‘Eier abschrecken’ in a funny way. 😉

 

Lol, it’s funny when automated translation doesn’t get an idiom.

 

Eier abschrecken is the process of rapidly cooling down boiled eggs with cold water so they are easier to peel (which apparently is a myth anyway).

 

There is actually a close translation in English:
To shock the eggs, which means to plunge into ice water in order to halt the cooking.

 

So always remember to deter your eggs after you boiled them. 🙂

Deter? Don’t deter me! Not me, man. Deter, what does that even mean, deter? Why would you deter me? What has this world come to, when you get deterred at any given chance. And for what? Is it even worth it? All the deterring? That’s just, who’d want to deter all the time. Just, take a break. And, just not me. Yeah? Just don’t deter me.

Deter? Don’t deter me! :-S

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Build your own website!

Build your own website!

 

You’ve decided that you need a website, but what kind of online solution is best for you?

A straight forward way to determine what web presence works best for you is your budget. Essentially you can get everything, from 0 budget to crazy budget.

As I’m a fan of Marketing on a 0 Budget, here an overview of free platforms.

 

Free websites

 

Free basic sites – no authentic but customised url:

Webs, good examples: http://creativecommunications.webs.com /  http://ranzanitext.webs.com

Wix, good examples: www.wix.leaps.co.zawww.kidz.no

Weebly, good examples: http://deliciouskitchen.weebly.com /  www.aniwell.org.za

 

Open source solution – own coding possible:

WordPress, good examples: https://trulyjuly.wordpress.com /  http://fortune.com

Joomla, good examples: https://gsas.harvard.eduwww.linux.com

Drupal, good examples: www.olympic.org/rio-2016www.louvre.fr

 

Social media platforms – easy but limited:

Some would argue that with all the various social media presences available, who needs a website?

The answer is simple: Whatever activity you do out there on the internet you want to lead your potential prospects ‘home’, to a consistent site where all the necessary information is in one place.

Remember that you don’t own your social media presence. If you are deemed to have breached rules, it can be deleted without any warning. A website however, you own and are in charge of.

Still, you might want to try easy no budget solutions first, such as these:

Google Sites, good examples: https://sites.google.com/site/thephotowebwww.petitsgateaux.gr

Tumblr, good examples: https://ratshaming.tumblr.com /  http://webcomicname.com

Blogger, good examples: https://youtube-creators.googleblog.com /  http://accrispin.blogspot.com

 

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“His debugging skills are exceptional.”

 

Ever published a post and only afterwards thought of a real cool intro snippet? Or posted a headline you thought was a fun pun on words until you realised you didn’t mean that kind of fun?

 

Luckily, in the digital world, all you got to do is update your site and nobody will even know you made that faux pas, right?

 

Wrong!

 

Your site was probably cached and even though you updated the original version the cached version remains the same.

 

It might eventually get updated, but if it’s urgent to erase the previous version, you need to debug:

 

 

How to debug your web page url

 

When you share a link on social media, it reads the meta tags and combines them into a nice post mainly consisting of title, description, image.

 

To force update this content you need to manually ask the social media site to fetch the new information and replace the old version.

 

Simply enter the link and hit the button:

Facebook Debugger: http://developers.facebook.com/tools/debug

Google Data Testing Tool: www.google.com/webmasters/tools/richsnippets

Twitter Cards Validator: https://cards-dev.twitter.com/validator

 

Social Debug gives you a nice overview of how your posts will fare across the main social media sites.

 

Iframely gives you more insight into the code of the meta tags.

 

 

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Making your website accessible and inclusive for everyone should be a standard requirement.

Making your website accessible and inclusive for everyone should be a standard requirement.

 

Just in case: If you do need to know why, please read: Benefits of providing information on the internet for blind people.

 

Web accessibility refers to the inclusive practice of removing barriers that prevent interaction with, or access to websites, by people with disabilities. When sites are correctly designed, developed and edited, all users have equal access to information and functionality.

 

We all know what wealth of information the internet is offering: From price comparisons and product reviews, to virtual maps and how-to instructions, to online research and e-learning – the possibilities are endless.

All that is needed is access.

And that does not just mean the access to internet, but also an accessible internet.

Both of which South Africa is currently lacking. While there is an effort to close the digital gap, awareness about web accessibility is low.

And it’s so easy!

With ready-made themes, freely available tutorials and simple to use meta data editors, all we got to do is comply with the W3C Web Accessibility guidelines which were launched back in 1997.

While this is currently only based on good will in South Africa, many countries around the world have adopted legislation to ensure the internet is inclusive. In fact, there are numerous cases where companies have been successfully sued because their website was not accessible.

In 2000, an Australian blind man won a court case against the Sydney Organizing Committee of the Olympic Games (SOCOG). This was the first successful case under Disability Discrimination Act 1992 because SOCOG had failed to make their official website, Sydney Olympic Games, adequately accessible to blind users.

In 2008 the United Nations Convention on the Rights of Persons with Disabilities came into effect. Article 9 commits signatories to provide for full accessibility to roads, buildings, and information, which includes website design.

Just recently, on 2 December 2016, the European Parliament published the first EU-wide rules to make public sector websites and apps more accessible. This is expected to be followed by a European Accessibility Act.

Time for South Africa to follow suit? 😮

 

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