What is Google+

This post was last edited by Alex Cohen, on the September 28, 2011 @ 1:56 pm

This month the latest big social network opened its gates to the public. Google+ (not to be confused with Google+1) is Google’s attempt at diving into the social media space. With Facebook and Twitter taking people away from search engines, Google is joining the party with Google+.

So what is Google+ and how will it affect your business?

What is Google+?

Each Google+ profile is centred around the Stream, which is essentially the same thing as Facebook’s news feed – where all of your information and updates from your friends and colleagues are displayed and constantly updated. The Stream is joined by four core elements – Circles, Hangouts, Huddle and Sparks.

Circles
Circles makes it easy to sort your contacts into groups and easily share certain things with different people. So you can share your drunken photos with your friends and save an informative blog post for your professional contacts.

Hangouts
Google Hangouts is a place where you can chat via instant message or video chat with other people in the ‘Hangout’. Include more than 2 people in chats and invite who you want to different Hangouts. If you run a virtual company Hangouts can become your virtual boardroom (or virtual water cooler).

Huddle
Huddle lets you coordinate with friends, families and colleagues in real time. Rather than having individual 1-to-1 messages with different people it puts everything in one place. An easy way to organise a party, or your next conference.

Sparks
Sparks is a feature that lets you select certain areas, hobbies, or interests that you particularly like. Tell Sparks what sort of stuff you’re into and it’ll send you things that you might be interested in that you can then watch, read or share. For example, you could type ‘Films’ into the search box and see what comes up. If you like the results, then you can click the ‘Add Interest’ button to add Films to your list of important subjects.

The impact on your business

So that’s the premise of Google+…what’s the impact on your business?

• Another social network: It took Google+ just 16 days to get 10 million users. It’s the fastest growing social network ever. It’s still too early to say whether it will catch on to the masses yet and compete with established social networks like Facebook and Twitter but if it does and your customers are ‘hanging out’ there what can you do to communicate with them here?
• SEO: Everything Google does is about making its search engine better and getting people to love the brand so people use its search engine. The more links that are posted and the more results that are Google+1’d means real people are helping influence and sort search engine rankings.
• Content: The content you create now has another place to be shared. Being shared on Google+ should help with search engine rankings and the weight of back-links (just our prediction at this stage!)

To get started visit: https://plus.google.com/

Lead generation email marketing best practice guide for B2B businesses

This post was last edited by Alex Cohen, on the September 22, 2011 @ 1:51 pm

Our new free white paper: ‘Lead generation email marketing best practice guide for B2B businesses’ focuses on the  best practice ‘what’, ‘why’ and ‘how’ of lead generation B2B email marketing. It provides advice to help successfully implement strategies and make email marketing more effective and efficient by showing how to:

• Make sure your email is read and not deleted without being opened
• Ensure that the right people read your email
• Entice the reader into responding to your call to action

Click here for more information and to download the free white paper.

Top 5 marketing books to read in 2011

This post was last edited by Alex Cohen, on the September 12, 2011 @ 3:35 pm

In 2009 we wrote about 5 marketing books you must read. You can read the blog here, whilst all these books are still relevant many more have been published over the last two years.

So, in no particular order the top 5 marketing books we recommend you read in 2011 are:

1. Inbound Marketing (Brian Halligan and Dharmesh Shah): Great book giving you an overview of ‘inbound marketing tactics’ – search engines, social media, blogs and email marketing. Describes what each tactic is, why you should use it and how you can use it.
2. Launch: How to Quickly Propel Your Business Beyond the Competition (Michael A. Stelzner) – Reveals a strategy to market your business using great content, experts and restraining your sales and marketing messages. Learn the power of ‘educational marketing’ and how to build a business off the back of this.
3. Real time marketing and PR (David Meerman Scott): With media now in ‘real time’ and 24/7 what can you do to capitalise on this new trend? Press comments are no longer required for tomorrow’s newspaper, it’s about reacting within minutes, riding the wave of a story, coming up with unique ideas and having your content go viral. Discover why real time matters and how you can exploit it.
4. The Referral Engine (John Jantsch): This book explores a process for referrals summed up in the tagline: ‘teaching your business to market itself’. We all know word of mouth referrals are the best types of leads a business can get but don’t just wait for them come to you; this book outlines strategies to create a culture of referrals following a system know as: Know, Like, Trust, Try, Buy, Repeat, and Refer.
5. Built to sell (John Warrillow): Not strictly a marketing book however a recommended read for any small business owner. Learn why so many small businesses never grow and how you can create your business to grow, scale and eventually have enough value in it to be sold.

Tags: books

Google +1 – what is it and what do you need to know?

This post was last edited by Alex Cohen, on the August 10, 2011 @ 9:03 am

What is Google +1?

Google+1 is the latest big change to Google search, it’s similar to a Facebook Like button but instead of liking your friend’s updates it lets you like or recommend websites.

With the Facebook Like button, when a user Likes something via the button on a website or on Facebook itself, it shows up in their Facebook friends’ news feeds. Similarly, when a Google user clicks the +1 button on a web page or article, their connections will see their +1’s within their search results. This enables users to easily view recommendations from their connections where they’re most useful — in search results.

Currently users need a Google Account to view +1 recommendations and need to be signed in. Users also require a public Google profile…the first time you try and +1 something Google will ask you if this is ok.

What’s the point?

Ever been searching on Google and unsure what link to click? What coffee machine should you buy or what article is the most relevant? Surely it would be easier if you could see recommendations from your friends as to the best link to click? This is what Google +1 allows you to do – see personalised recommendations from your network when searching.

For a business owner, the more people that +1 your website, the more recommendations it will get and the more traffic it will get.

+1 on websites

Right now we’ve just discussed Google +1 in search engines; so when searching you can recommend search results. Another way to recommend websites is to click the +1 button on websites that have it (see our footer for an example of this).

To add the +1 button for your website use the code generator here.

Marketing takeaway and recommendations

Google’s mission is to become more social. Google +1 is just one of a number of tools it is currently rolling out to move into the social networking sphere. You are more likely to choose one restaurant over another one if you had been recommended it from a friend, Google +1 helps your business get these recommendations.

So add the +1 button to your website and then create remarkable content that people will want to recommend.

How to work with an outsourced marketing partner

This post was last edited by Alex Cohen, on the July 22, 2011 @ 3:50 pm

There is a mix of technical and communication disciplines that sit behind a well integrated marketing function. It’s highly specialised so it should surprise few that expertise is required to deliver them quickly and efficiently.

Many small and mid-sized businesses choose to outsource to a marketing partner. You simply cannot do it all and it’s unreasonable to expect someone whose primary role is not marketing to be able to acquire all the skills required. Get outside help when you need it. Combine best business practice with your instincts to find someone you can work with and trust.

Working with a marketing partner is a two way street and your attention and input is required. You may have to reveal confidential information to tell the whole story of your business. If you are uncomfortable with the prospect of ‘baring your business soul’ to new found marketing professionals, an NDA is a useful tool to ensure that your confidential business information stays just that way.

To ensure that you get the best value from marketing, you need to give your marketing partner the best opportunity to provide it. It’s useful to remember the following points:

• Once you are happy with your choice of marketing partner, let them help you and trust their advice
• Trust in your marketing partner’s knowledge. Don’t let internal differences between decision makers in your business come between you and good advice. Let the professional marketers guide you
• Take your own advice… When you are invited to provide expert advice, you expect your client to listen and act upon it. How many times have you said or thought of your own clients: “I am giving you sound professional advice. Why aren’t you following it?”
• Don’t be discouraged by a few bad results. Results often don’t meet expectations, especially for those that are commissioning marketing services for the first time; it’s a long game that delivers over time
• If results are good, ask them to deliver more. If results are bad ask them to change the approach or come up with new ideas. If it’s lots of excuses, deaf ears, or evasiveness, it’s time to change your marketing partner…

To explore outsourcing your marketing in more detail give us a call on 0118 321 7620.

QR Codes – what are they, how do you get one and how can you use it?

This post was last edited by Alex Cohen, on the June 15, 2011 @ 3:22 pm

Xander Marketing QR code

Despite being around for a few years and being big in Asia, QR codes are only just starting to come to the UK but already they are arousing curiosity and playing a big part in integrated marketing campaigns.

What are QR codes?

QR, short for Quick Response, codes are small, square 2D barcords that can be decoded at high speed. QR codes contain URLs of website addresses, email addresses, facebook pages and more. They can then be quickly scanned by mobile phones by using the phone’s camera along with a downloaded QR reader app.

When a code is scanned it takes people directly to that URL on their phone’s browser.

Why would my business want a QR code?

QR codes have a number of uses in marketing. As well as being the ‘new thing’, they are a great link between the offline and online world, capitalising on the ongoing increase in smart phones. You could use them on:

• Posters
• Brochures
• Business cards
• Badges at networking events
• Estate agent boards
• Direct mail campaigns
• Trade shows
• In store displays
• Contests
• Coupons
• And more

QR codes don’t just have to link to your website homepage, they could also be for:

• Email addresses
• Special offers
• Competitions
• Landing pages
• Your LinkedIn profile

How can you get a QR code?

Just search for ‘QR code generator’ on Google and there are a number of quick free websites that will generate one for you. Here’s one we use: http://qrcode.kaywa.com

To read QR codes just download a free QR reader app for your smartphone.

What next?

Think about what marketing you could use QR codes in and how they could integrate with your existing marketing. Why not develop a campaign around QR codes? We’re at a tipping point and QR codes are about to become the next big thing.

How to run a successful Groupon

This post was last edited by Alex Cohen, on the June 10, 2011 @ 9:19 am

Thinking of running a promotion on Groupon? If so, how are you going to cope with the flood of new customers your business gets, and how can you keep these customers after they’ve cashed in on your coupon?

Ensure you’re prepared

A successful Groupon could send 50, 100, 200, 300+ people to your business. Do you have enough stock or time to deal with all these new customers? You may need to negotiate a ‘cap’ with Groupon. If you can’t cope, don’t do it.

Treat Groupon customers the same you would new customers

In the days, weeks and months after your Groupon promotion you’re going to have a lot of new customers contacting you. Treat them how you would a normal customer. If you don’t have time to talk to everyone leave a voicemail encouraging someone to email you or fill in a web form.

I undertook two Groupons recently both for the same service. The first one had a pre-recorded voicemail asking me to send an email. I did that and within an hour had booked the service. The second one had a normal business voicemail and I left a message, I also sent them an email. Two weeks later I still hadn’t heard anything. Who am I going to go back to in the future?

Think customer retention

The whole point of using Groupon is to get new customers. Whilst you won’t make as much profit as usual on a Groupon (you may only break even, or even make a loss) it’s the long term value which is important to businesses. Have an offer in place if someone books or buys something else on the day.

For example: 50% off their next visit if they sign up on the day or a 25% off voucher to spend in the next 3 months. Set customer’s expectations up front so they can decide if they want this offer before they visit you.

Gather email addresses and phone numbers and market to these people in the future through newsletters, special promotion emails or follow up calls.

Don’t neglect current customers

You’re going to get busy with a lot of new customers. Make sure you don’t neglect current customers. Offer them the same service and support as you always have.

In summary

While daily deal sites like Groupon are great for driving customers it’s worth carefully planning in advance how you will cope and how you can leverage that coupon into a customer relationship. Plan ahead and you’ll be able to reap the rewards and still have a life outside your business!

Xander Strategy Launches

This post was last edited by Alex Cohen, on the June 2, 2011 @ 5:50 pm

We’re delighted to announce the launch of our sister business, Xander Strategy.

Focused solely on marketing strategies, Xander Strategy has a range of packages for businesses keen to get their marketing strategy right.

From the website: “Our unique insights and in depth understanding of your target market, competitors, positioning and USP ensures we can formulate a strategy which delivers more customers and more leads, builds brand awareness and most importantly delivers an ROI to your business.”

This builds on the strategic marketing work Xander Marketing currently undertakes, with Xander Marketing remaining as it is to execute businesses strategies.

We believe having a marketing strategy is essential to marketing success, without it it’s hard to get good results from marketing, therefore we felt it was worth devoting an entire business to this. Strategy packages include the 5 Step Marketing Strategy for SMEs and the Small Business Marketing Strategy for businesses of between 1 and 5 people.

Xander Marketing will continue as normal.

To find out more about Xander Strategy visit our website here: www.XanderStrategy.com

Refer Xander Marketing and we’ll give you an iPad 2

This post was last edited by Alex Cohen, on the May 31, 2011 @ 2:05 pm

Do you know a business that requires more customers, more leads or more website traffic? A business that is keen to do marketing but lacks the time, resource or know how to do so itself. Why not refer them to us and if they do some work with us we’ll buy you an iPad 2.

We’d be happy to offer anyone you refer a free one hour’s marketing consultation to discuss their current goals and challenges and offer some marketing ideas and as a thank you to you, if any business you refer to us books over £2,500 work with us we would like to send you a brand new iPad 2.

The kind of business and person we’re looking for is:

• Someone who is an owner, director or marketing manager of a business that believes in the value of marketing
• Someone who has a lack of time, resource or know how to implement marketing
• Someone who wants new marketing ideas and a fresh approach
• Someone who has a marketing budget

So if you know anyone who fits the bill, please either send us an email with their contact details or forward on our details (making sure they mention you when they get in touch).

5 steps to getting more sales and leads from your e-commerce website

This post was last edited by Alex Cohen, on the May 23, 2011 @ 2:45 pm

1. Create great product descriptions and use great photos

Create product pages that are unique and remarkable. Get the best quality images you can, and as many as you can. Provide as much information as possible – product specs, technical information. Go beyond manufacture descriptions. If you can get customer reviews use these and populate these for as many products as you can.

2. Use data feeds and marketplaces

If you’re selling known products e.g. a Sony Bravia TV (rather than a homemade craft product) use XML feeds to get your products listed in marketplaces like Google Shopping and Kelkoo. Listing your product on Google Shopping (which is free) usually means it displays high on search engines and also allows people to find it in Google Shopping, sending more traffic to your website.

Marketplaces like Amazon and Not on the High Street allow you to set up stores on these websites and list your products there, giving you more exposure, thus helping boost sales.

3. SEO everything you can

The great thing about e-commerce websites is every product page is a new page. The more pages a website has the more favourably search engines look upon them. It also gives you an opportunity to target different keywords on every single page. Some tips:

• Develop a uniform and clean URL structure – use product names in URLs rather than having letters and numbers
• Create unique product titles
• Write keyword rich copy for descriptions (see point 1)
• Use alt tags on all images
• Use heading tags – your product title should be an H1 tag
• Link to other pages on your website using anchor text (view Red Coat S21, rather than ‘click here’ for example)

4. Educate your customers

Educational marketing is more of a concept than a specific tactic. The outcome of educational marketing is to position your business as an expert in the field it’s trading in through educating the marketplace on your products and areas relating to your products.

So rather than just marketing your products, educational marketing focuses on sharing your expertise with a view to educating your customer and giving away free information which results in a customer building trust in your business, adds perceived value and generates new business. Educational marketing opens up a lot of new marketing channels too.

Currently the only way to get an email address from most e-commerce sites is when someone registers on it, usually when they are in the ordering process. By offering more opportunities to generate leads, for example through offering content in exchange for an email address you can open up a dialogue and ‘nurture’ leads until they are ready to buy something.

Educational marketing can include blogs, white papers, videos, guides and articles. The more you create the more trust you will gain in your business, the more you can promote your business off your website, and ultimately you will get more sales.

5. Leverage social media

To start; set up a Facebook page. Build a community on Facebook around your products or services. Talk about your products, but the wider issues too…if you sell shoes discuss how to find a size that fits you or the latest trends. For more tips on what to write on Facebook read this blog post.

Twitter should be utilised too. Tweeting about new products or promoting your educational material. Special offers and competitions can also be run on both these platforms.

Could you use YouTube? Demonstrations of your products, details on how it’s packed or maybe tips related to it?

If your products target the business community you should look to utilise LinkedIn to promote them.

Use meta tags on all URLs posted on social media and measure how much traffic is coming from different platforms.

Xander Marketing has worked with many e-commerce websites supporting them with generating more sales, more leads and more website traffic. For support on your e-commerce strategy contact Xander Marketing today.