Posts Tagged Social media

Tools for Building a Successful Online Marketing Campaign

Online marketing is quite a broad term used to describe the act of marketing a business or web-site online. It encompasses all online marketing activities such as Search Engine Optimisation, Pay Per Click, Email Advertising, Google Advertising, Banner Advertising and of course Social Media Advertising.

If you’ve ever met someone and discussed online marketing with someone who works in the online marketing industry, you were probably amazed at how much knowledge this person had of the Internet and its usage. Every Internet marketing expert I know loves to recite the latest statistics on the growth of social media marketing, browser usage and pretty much anything other useful online statistics. Most people I know look at online marketing as some sort of god like skill that only the elite and very web savvy fellows can possess. Much of this can be blamed on the self hype created by a lot of these new wave “marketing experts” who think only they possess this knowledge. The reality is that anyone can do this job and a lot of the tools they use to gather key statistical knowledge about your business is at your fingertips and generally for FREE!

Researching your target market is the key to a successful marketing campaign, whether online or off. But what information should you be looking for and where can you find it?

  1. Keyword Tools
    It sounds like the most obvious place to start, yet the majority of people I encounter every day don’t know that they can get statistics on the number of times a search for their product or service was searched for on a monthly basis. Not only do they not know they could get access to this information, they certainly didn’t know it was free!Keyword Tools are the best place to start when planning any online marketing campaign.

    Keyword tools allow you to quickly establish the amount of interest there is in your product or service by showing how often a keyphrase was searched for on a monthly basis across the major search engines. Most go one step further and create a list of other suggested relevant keyphrases that that people are using for when searching for the products or services you offer. A good keyword tool will also you to drill down to see statistics relating to searches in your locality as opposed to just globally.

    Google Keyword Tool is probably the best free Keyword Tool available on the web today.
    https://adwords.google.com/select/KeywordToolExternal

  2. Google Ad Planner
    It’s not surprising that since Google make the majority of their revenue from Advertising that they would offer another great free service to help you establish how best to market your business online, step up Google Ad Planner.

    Google bought Doubleclick back in 2007 for $3.1 billion. Since then they’ve rolled out the Google Ad Planner to its network of advertisers. What’s great about Google Ad Planner is that you can research and select some of the web’s top properties that you would like to advertise your business on. It allows you to view statistical data such as the number of visits per month, search terms used to find the website and the demographics of users (where possible) of most of the webs largest online properties. You can pretty much see statistical usage information on any website that have advertising opportunities open to the public.

    If you want your advertisement to appear on some of the webs most popular websites, this is where your research should start.
    www.google.com/adplanner/

  3. Facebook
    There are over 1.5 million people in Ireland with a Facebook account, that’s simply a market too big to ignore. Facebook offer an advertising system similar to Google Adwords that allows advertisers to target specific users based on a number of different criteria such as sex, age, location, interests etc.

    A lot of web marketing experts use the Facebook “Create an Advert” system to get an idea of the demographics of those using Facebook. It’s quite a nifty little tool that updates immediately on screen as you select different criteria. Of course, you don’t have to complete the advert to access this extremely valuable information. Another great tool that is absolutely free!

    www.facebook.com/ads/create/

  4. Google Trends
    This is probably the least effective of all tools mentioned, but it’s definitely worthy of being in the list. Google Trends allows you to compare the world’s most popular topics. One really good feature in Google Trends is the ability to see the rise or fall of certain search terms used to find your product or service.

    For example, you could try a search for “online marketing, SEO“. The results will show you how people searching for the term “online marketing” has stayed pretty stagnant over the last 6 years, while searches for “SEO” have grown substantially. With this knowledge I can see what terms are best to focus now.

    Another cool feature to Google Trends is to see which terms are most popular in different countries.

    www.google.com/trends

  5. Google Adwords
    I always suggest Google Adwords as a tool to anyone who plans on marketing their business online. I’ve left it until very last because it’s the only one of the tools I have suggested that is not free. However, although it’s not free, it can be a hugely beneficial tool for gaining insights into the habits of those people you are targeting can be.

    Even running a small Google Adwords campaign on a budget of just €50 will give you invlauable information that you simply wouldn’t be able to gather in any other way. Google Adwords is instant, your advert is live within minutes and you can quickly analyse the performance of your advert on so many levels.

    Setting up and running a Google Adwords campaign is simple, but running an effective one is actually quite difficult. You should spend time learning about Google Adwords and how it works to fine tune your campaign.

    www.google.com/adwords

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Web design search volume in decline


As the recession hit, most web design companies were busier than they had ever been before. There seemed to be a sudden rush of businesses trying to get online. In the majority of cases it was a knee-jerk reaction to prop up their falling incomes. During the latter half of 2009, this sudden rush seemed to have abated. There are many stories flying around that some of the major web design companies in Ireland are hanging on by the skin of their teeth and offering well below cost websites in order to generate some sort of cash flow.

Although they say that 99% of all statistics are made up, it’s still worth looking at some… :)

Google Trends is a great tool for researching keyphrase search popularity over a number of years of traffic on Google. So I used this tool to run a few searches on terms relating to web design to see if it could paint any sort of picture of what the state of the web design is in.

Web Design Search Stats - Google Trends

As you can see from above graph, the search term “web design” has been on a massive decline since the recording of the statistics began. Interestingly, if you take a close look at the latter quarter of 2009, you can also see a steady decline in searches for “web design”.

December is generally a slow time for new business in web design terms, so there are no surprises when you see the massive dips in searches across all years. Also quite interesting, is the steady performance of the term “website design”. In fact, there’s possibly a slight growth in searches for this term throughout 2009.

Does this mean that the web design industry has finally entered the recession with everyone else?

Only time will tell I guess…

Looking at the other side of our business; online marketing, it appears to be performing quite well. There is an obvious increase in searches for “SEO” – everyone seems to know what it is now or at least know someone that fancies themselves as one. There is a decline in searches for “Internet Marketing” though, maybe a phrase that has been lost to the popularity of “SEO”.

Although it’s hard to see from this graph, there has been a surge in searches for “Social Media Marketing“, which started showing up on the radar in 2007. No surprises there, since it’s the latest and greatest buzz word on the planet!

Online Marketing Search Trends

We’ll never get a true picture of the web design or online marketing industry from statistics like this. For example, the searches for “SEO” are being diluted by people trying to figure out how to market their own websites rather than actually looking for those services. None-the-less it’s interesting reading for anyone in or trying to get into this industry.

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Facebook gets tough on promotions and competitions

Facebook announced changes to their Facebook Promotion Guidelines last week, which are likely to affect a lot of businesses currently using Facebook to promote their brand. If you’re planning on running a Facebook promotional campaign in the near future – make sure you read the new guidelines thoroughly.

The new rules state that you ;

  • Cannot run a competition without prior consent from Facebook
  • Cannot run a competition where entry is based on becoming a fan of the business’s Facebook page
  • Cannot run a competition where entry is based on posting a message on Facebook. whether status update or comment
  • Cannot notify winners of the competition through a Facebook message, chat or posts
  • Cannot request that people sign up for a Facebook account in order to enter a competition
  • Must include the following note (or similar):
    “This promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook. You understand that you are providing your information to [recipient(s) of information] and not to Facebook. The information you provide will only be used for [disclose any way that you plan to use the user’s information].”

This is just a taste of what the new guidelines include, you can see the full set of guidelines here http://www.facebook.com/promotions_guidelines.php.

From the list above, you can quite clearly see that running a small competition on Facebook isn’t as simple as it used to be. How many businesses that will adhere to these new rules is yet to be seen, but I’m quite sure a lot will have second thoughts about a campaign. In fact most of the business pages I know of, would quite regularly be in breach of these guidelines. It’s hard to see any of these companies adhering to these guidelines, they’d probably just stop using Facebook for running these competitions entirely.

Looking into the guidelines in detail, it looks as though the Facebook are really only trying to protect themselves rather than stiffle the huge surge in businesses using Facebook to promote their brand. I can only imagine what kind of emails they are getting from Facebook fans who wrongly assume that Facebook themselves are in some way related to the running of these competitions and promotions.

It will be interesting to see how many businesses adhere correctly to these new rules and more interestingly, what will happen those that don’t.

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Social Media Marketing – Have you started yet?

106922Social Media Marketing is the latest buzzword to enter our “already overflowing with buzzword” brains. It seems that every business you come across nowadays have at least a blog, Twitter account or even a Facebook Fan Page.

In fact, a recent study of online retailers showed that 86% of respondents in the US already have a Facebook Fan page, with 13% more planning to have one within a year or two. 55% of businesses already have a blog and 25% more plan to have one within a year or two.

What’s worrying however, is that most businesses don’t seem to have a clear plan of what they should be doing with their new found fame.I’ve voiced my opinion on blogs in the past, but Facebook Fan Pages and Twitter accounts are another days work altogether.

Social Media Marketing is very much in it’s infancy. To date, there really are no statistics avaiable on how successufl any of these mediums can or could be to your business.  There are some signs that it can work really well for some, but this by no means works across the board.

The biggest problem I see businesses facing, is the time it takes to engage in such activities. The society we live in today, is driven by instant gratification. If we don’t see a quick return, we give up and try something else. We always seem to think the grass is greener on the other side. Most social media marketing campaigns are simply not that straight forward.

There’s no doubting Twitter is a powerful medium, combine that with a Facebook fan page and you have one hell of an application to get your message out. BUT! If you haven’t done all the hard work of building up your network and planning your strategy, in most cases your campaign will fall flat on its face.

There are many examples of how to run a successful social media marketing campaign, but they are not “one type fits all” scenarios. You need to spend time planning your campaign. The worst thing you could do is put your campaign on the long finger. The sooner you get started, the sooner it will become part of your daily working life (maybe even more) – one thing is for sure…. Social Media Marketing is here to stay.

If you haven’t already started work on your Social Media Marketing plan, why not talk to us at 2bscene and see where we can help you get up and running! info@2bscene.ie (or telephone : +353-1-2190223)

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Winner of the FREE Online Marketing Campaign Competition Selected

With great difficulty, 2bscene finally decided on a winner for our first free online marketing campaign competition on Friday last. The process was as much a learning curve for us aswell as an opportunity to let people know how much they could benefit from an online marketing campaign for their website. It was our chance to see how powerful Twitter actually is. And Twitter proved to be one hell of a tool for promoting the competition – we were inundated with entrants to the competition within minutes.

We would have been happy with a handful of people being interested in this competition – it would have given us more time to create reports for all entrants. Unfortunately for the entrants we just got too many entrants to give everyone feedback on their website which we would have loved to have done. So for those that didn’t receive a report on their website, keep in touch with us, because we hope to do this again soon and next time we’ll be a little more prepared!

So what next?

Well I’m hoping to do a case study on the whole process (upon agreement with the winner of course). We already have a clear plan in our heads of what needs to be done, but we need to meet with the Winner first and detail our ideas and see how far they will go. After that, all the hardwork will begin. The process will take at least 6 months to come to fruition – so we will try to keep you posted of the progress on this blog along the way.

For now though, Congratulations to Roseleen McNally! We’re really looking forward to working with you and making a success of your website!!

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