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8 Essentials of a Successful Social Media Plan

social media planSocial media has become a vital piece of marketing for small businesses. But many lack a specific strategy for using social media and end up with a scatter-shot approach that lacks punch. This misses a major opportunity to engage with customers and prospects and manage the business’s online reputation.

“Without a social media strategy, how do you know what you’re trying to achieve, what you should be doing, what you should be measuring and what’s the ROI of your social media program,” says Neal Schaffer, a social media strategist and author of a new book called “Maximize Your Social.”

If your business intends to enter the social media world, it needs to have a consistent message. You’ll want to know what resources you’ll need and how they will be used. And you’ll also need to define tactics you will and won’t pursue. All of this should be written down so that it can be passed to others when employees leave.

Here are eight essentials that should be in your social media plan:

1)    A consistent brand message: It’s okay to be a little less formal in social media channels. But make sure that what you post in different places all speaks with a unified voice and message. In the planning process, be sure to designate who represents the voice of your company in social media.

2)    Meaningful content: What you share and talk about in social media is important. Creating content that is useful, informative and engaging will benefit your business over the long term.

3)    The right channel selections: Don’t try to be everywhere. That’s just not realistic and you don’t have the resources to be active in all channels. Pick a few that are most appropriate for your business. For example, most B2B businesses find LinkedIn to be a fruitful place. Businesses with highly visual products or services can do well on Pinterest. And if you’re adept at creating videos, YouTube should be on your list. And Facebook should probably be in everyone’s plan. Consider Twitter as well.

4)    Post strategically, not constantly: You don’t have to be constantly tweeting and posting to have impact. Well-timed and thoughtful content is what’s important. Research shows that a single daily post on Facebook can be more effective that multiple posts that split the response.

5)    Meaningful customer interaction: Customers increasingly use social media to convey their complaints, praise and questions about your business. This creates a golden communications opportunity that many businesses are blowing. “You need to have a listening and responding strategy in place,” says Schaffer. Listening means more than just keeping an eye out for complaints. Every engagement with a social media user is a great chance for real-time feedback on what your customers are thinking, liking, needing and buying.

6)    A way to be “follow-worthy”: As part of your plan, think about why customers would want to like or follow you. Look at your business from the perspective of an outside observer and ask yourself, “Is what we say and produce worthy of being followed? Is it something that will draw people back again? Would I follow us?”

7)    A way to shake things up:  It’s easy to fall into a same-old/same-old routine with social media. To shake things up, plan to introduce some new way of engaging customers on a regular basis. Try to leverage the “social” aspect of social media to create online events that get followers excited. Don’t think of it as a marketing “campaign” but rather as a series of experiments with your followers. Surveys, polls, quizzes, product giveaways and crowdsourcing (of photos, videos, etc.) are examples.

8)    Fan recruitment: Your plan should also include a strategy to enlist your most loyal fans and customers to help spread the word about your business. They can even act as a kind of “advisory board” for your business. Harnessing and rewarding these business “ambassadors” is a highly effective form of digital word of mouth.

Copyright © 2000-2013 BizBest® Media Corp.  All Rights Reserved.

4 Steps for Getting More Leads from Facebook

Fsales funnelacebook has proven to be a great source of new customers for millions small businesses. But many business owners are not using Facebook to its fullest lead generation potential. For one thing, Facebook has added new features that make it more useful for small firms.

First understand there are two basic ways to have a business presence on Facebook. There’s an “organic” presence. That’s your free Facebook page where you build your base of fans, post pictures, offers, articles, and more.

But there’s also paid advertising and having a paid presence can be a great supplement to. Facebook’s rich advertising platform lets you target specific audiences and take some of the guesswork out of social media marketing. Local businesses can benefit greatly from the ability to target messages only to potential customers in their own area. You can also target by age, gender, education level and occupation. Or reach people who have a specific interest in what you do.

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You can use traditional ads, or what Facebook calls “sponsored stories.” Sponsored stories let you extend your reach beyond the people who interact with your page. Your sponsored stories will show up more frequently in news feeds as well as advertisements on the side of the page. Using a combination of both ads and sponsored stories can help you get the most out of your Facebook effort.

Here are four steps to generating more leads from Facebook, suggested by the firm Optify which provides digital marketing software:

1. Improve your page: It’s not enough to just have a Facebook page. You need to make it informative, attractive and engaging. Pay special attention to your cover photo and profile picture – the two primary visual items on your page. Your profile picture might appear in many places, including search results, ads and sponsored stories. And because it’s small, it must be simple. If you use a business logo that’s complex, you might want to create a simplified Facebook version.

Your company description is critical. Only the first 125 characters will appear on the main page, so make them count. Optify recommends including your main web address and a short sentence describing your business.

Take advantage of the “Invite Email Contacts” feature that lets you send a note to any email list inviting them to “Like” your Facebook page.  Just make sure you’ve created a page that’s worth visiting.

2. Create Captivating Content: In order to generate leads, your Facebook page must be a steady source of helpful, shareable information. Try addressing customer “pain points.” What solutions can you offer that help people? The more you can do that, the more they are likely to share and like your content.

Keep posts short. Those in the 100-150 word range get about 60% more “likes” than longer ones. If you can convert your message into a photo or other image of some kind, so much the better. Facebook reports that photo albums and pictures generate 120%-180% more engagement.  And add new items to your page regularly. Daily is good; but at least weekly. This will ensure that your content – and your business name – consistently appears in news feeds.

3. Try Facebook Quizzes:  These are a quick and fun way to engage customers and learn something about them at the same time. Just keep these things in mind: It’s not a test, so don’t make it one. This will turn off customers. No more than 10 questions.  Tell people up front how this will benefit them, and how many questions there are. And offer an incentive. If your goal is market research, for example, offering a prize (i.e. a discount) for completing a quiz will boost participation.

4. Use Facebook Ad-Ons:  If your website and blog already have significant traffic you can increase your visibility to a larger audience by using one of the social plugin applications Facebook offers. These allow users to perform multiple actions with a single click. There’s also a registration form that lets users sign up for your website directly from Facebook, and something called “Facepile” that shows Facebook users who likes your business and puts mutual friends at the top of the list.

Copyright © 2000-2013 BizBest® Media Corp.  All Rights Reserved.

Why Business Owners are Adopting Digital Marketing

Internet marketingSmall business owners are a practical bunch. So when it comes to digital marketing – websites, search ads, digital banners, email, mobile ads, and others – they approach it with a decidedly practical bent. “Generating leads and sales is very important to us,” says Jack Groot, owner of JP’s Coffee & Espresso Bar in Holland, MI. “Without real traffic and ultimately profit, there is little or no value for us in digital marketing.”

Groot speaks for millions of small business owners who are leaning more and more into digital marketing, but only if they see real value in it. Larger organizations are accustomed to marketing digitally – they’ve been doing it for years. Many smaller firms, however, have stuck with traditional ways. But that’s changing, and picking up steam.

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Digital marketing has blossomed as digital marketing tools for small business have become more accessible and affordable. A major trend driving increased use of digital marketing by smaller businesses is the increased availability of customer data – from website visits, social media, electronic purchases, and many other sources. This information helps even the smallest businesses understand customers better, identify leads earlier and respond to customer needs by knowing what they’re looking for.

According to a new study conducted by Inc. Magazine and Vocus, a cloud software provider, the top six reasons small biz owners use digital marketing are to:

1)    Drive sales

2)    Increase brand awareness

3)    Reach new customer segments

4)    Drive customer engagement

5)    Identify usable customer insights

6)    Save money/improve productivity

Another attraction of digital marketing for small business is that you can move the needle without having to allocate lots of resources – especially personnel.  Meanwhile, more than half of the small and mid-sized businesses surveyed by Inc. say they now have at least one full-time employee working on their digital marketing efforts. Others use part-timers, outsourcing, or the business owners do it themselves.

Not surprisingly, the Inc. survey found that websites are the most commonly-used digital marketing tool among smaller businesses, with about 87 percent now using them. And while some still use “old” non-interactive websites, many others are incorporating digital marketing tools that incorporate social interaction to gain much greater traction.

Here’s a rundown of how many small businesses are using some of the different digital marketing tools:

  • Email marketing (66%)
  • Videos/photos (55%)
  • Blogs/white papers (53%)
  • Webinars (26%)
  • Paid search (23%)
  • Online store (23%)
  • Mobile apps (18%)
  • Mobile/SMS messages (4%)

Spending Levels on the Rise

Small business spending on digital marketing is also on the rise. According to the Inc. survey, some 23 percent of all small businesses now spend more than 75 percent of their marketing budgets on digital.

Among “larger” small businesses (those with $1 million or more in revenue), about 22 percent allocate less than 10 percent of their budget to digital. About 1-in-5 of these firms spends between 10 and 24 percent of their budget on digital. Another 13.5 percent of firms allocate 25-50 percent to digital, while about 14.5 percent devote 50-75 percent of their marketing spend to digital.

Groot’s businesses – including the Midwest Barista School in addition to the coffee and espresso bar – are now focused almost entirely on digital. And the reason is simple. According to Groot, digital methods – including his website, social media and blog – give him more bang for his buck for generating sales and leads, building awareness, keeping a high profile and driving profitability.

Defining Digital Success

Business owners are clear about what constitutes successful digital marketing in their eyes. Increased sales tops the list (named by 71%), with generating leads second (59%). Other success criteria include the following:

  • Higher search ranking (33%)
  • Publicity/social following (32%)
  • Employee recruitment (9%)
  • Event attendance (5%)
  • Retention rates (4%)

Business owners seem largely satisfied with the progress they’re making on the digital front. About 71 percent rate their current digital marketing efforts as successful at achieving their goals. For those with revenues over $1 million, the success rates are even higher, with about 80 percent rating their efforts a success.

What’s Ahead

Overall, small business owners overwhelmingly expect to increase their spending on digital marketing, with about 90 percent saying they are likely to do so in the next three years.

Copyright © 2000-2013 BizBest® Media Corp.  All Rights Reserved.

Which Social Media Work Best for Business

SSocial Media Marketingmall business owners are continuing to try social media as a marketing channel. But with so many options – and limited time and resources to use them – which ones are working best?

As with so many other things in business, the answer is: “It depends.” One thing is clear: Small businesses are moving headlong into online networking via social media, with 90% saying they’ve jumped in, according to a survey by the online small business community Manta. Among small businesses using social media, 78% report that at least 25% of their customers are now finding them via social channels.

And in a recent survey conducted by Vistage International (a peer advisory firm for business executives) and The Wall Street Journal, 60% of the 835 small business owners surveyed said they’ve had success growing their businesses with social media.

But the tools and platforms they use vary greatly, and “success” depends on the type of business they have and how they use the social media tools and platforms.

Biz Owners Find Success with LinkedIn

Surprisingly, 41% of the owners in this particular group named LinkedIn as the most effective for them – more than any other social media platform. I’ve written before about the importance of small businesses having a company page on LinkedIn, but a relatively small portion of businesses have done so, making this survey’s finding a bit of a stunner. The online video service YouTube was named most effective by 16% of the businesses, while Facebook was considered most beneficial by just 14%.

A mish-mash of other social media platforms (including Pinterest and Google+) account for the remainder of the “most effective” votes, with Twitter being named by just 3% of business owners as their top social media outlet for helping them grow. In part that’s because just 14% of business owners report using Twitter at all, and Twitter is just now getting around to promoting its services as a tool for business.

How do small businesses find the time?  Increasingly, some are getting employees involved, with about 40% now saying they have people dedicated to social media campaigns. The rest, presumably, are flying solo. Overall, the businesses involved aren’t spending that much time on it, with about half saying they spend 1-5 hours weekly, and a third spending almost no time at all. A few, however, spend upwards of 10 hours weekly.

Pinterest Works for Visual Businesses

As interest in visually display grows, businesses that have interesting photos of what they sell (such as a kitchen remodeler, wedding photographer or jeweler) are finding success with Pinterest, the online photo sharing site. Some now report 10 times as much website traffic coming from their Pinterest pages, compared to Facebook.

Professionals, such as attorneys, architects and consultants, are finding LinkedIn to be a top performer, while small retailers tend to get more traction with Facebook (see A 10 Step Facebook Cheat Sheet for Biz Owners).

How do business owners measure social media success? Being found by customers is the benefit most often named (35%). Referrals and the ability to find and engage with prospects (lead generation) also rank highly.

Clearly, most small businesses want to link social media activities to sales as directly as possible. Thus, having customers find them and buy something is valued most highly.  But don’t overlook customer retention and loyalty, which also play an important role in calculating the value of social networking.

Go Where Your Customers Are

In many respects, it comes down to this: If your customers and prospects are online and in social media (and they are), you must be too. “As 97% of consumers use the Internet to research products or services in their local area, and those searches regularly include company name, product or service, or business owner, it’s critical small businesses build awareness of themselves and their company online,” says Jed Williams, program director at the leading research and consulting firm BIA/Kelsey.

Take it from Joseph Buczek, president of Lighthouse Construction and Restoration, an Indiana-based remodeling and repair firm. “Over time, I’ve realized that it’s very important for me to maintain a consistent online presence for both my business and myself,” says Buczek. “More and more consumers – my prospective customers – are looking online for information about remodeling companies, so I need to be there when they are.”

Copyright © 2000-2012 BizBest® Media Corp.  All Rights Reserved.  Follow @140Main

13 Business Resolutions for 2013

2013Here they are, along with some of our best tips and strategies to help you pull each one off:

Resolution #1: Fix my website!

Here are 10 things that are probably wrong with your site, and how to fix them: 10 Things Wrong With Your Website

Resolution#2: Improve our customer service!

Here’s how: 8 Ways to Earn True Customer Love

Resolution#3: Be a better tweeter!

Here’s one way to do it: The Right Way to Retweet

Resolution#4: Boost my social influence!

These 16 tools can help: 16 Sweet Social Marketing Tools You Gotta Try

Resolution#5: Nurture our leads!

Become a lead nurturing pro: 9 Steps to Lead Nurturing Success

Resolution#6: Find a business mentor!

Here’s how & where: 8 Places to Find Your own Free Business Mentor

Resolution#7: Launch a new product or service!

And when you do, here’s how to market it! 14 Ways to Market a New Product or Service

Resolution#8: Try A/B testing!

Here’s what you need to know:  The Magic of Test-and-Learn Marketing

Resolution#9: Keep better books!

These basics will get you there: The 10 Bookkeeping Basics You Can’t Ignore

Resolution#10: Get serious with Facebook!

Can’t go wrong with this Facebook cheat sheet: A 10-Step Facebook Cheat Sheet for Biz Owners

Resolution#11: Network more!!

These tips will really help: 9 Ways to Make your Contacts Really Count

Resolution#12: Review our pricing!

There’s more to pricing then you think: What Every Business Should Know About Pricing

Resolution#13: Innovate more!

Here’s how to make it happen: 4 Rules for Fostering Innovation in Your Business

Copyright © 2000-2012 BizBest® Media Corp.  All Rights Reserved.  Follow @140Main

6 Social Media Changes That Will Rattle Business

LikeSocial media has already had a huge impact on businesses both large and small. But according to the latest projections from the research firm International Data Corp. (IDC), there’s a lot more change coming. IDC analysts expect the coming year to be pivotal for social media in business with (among other things) a new emphasis on using social to grow profits, not just gather followers.

New social-friendly devices and computer operating systems will spur growth of so-called “social business” – business conducted via social media. New types of “discovery” shopping will evolve from a combination of tablet usage and an emphasis on visual, rather than text-based messages.

Drawing from the latest IDC research and internal brainstorming sessions among IDC’s analysts, here are six key social business and social media changes that could have a major impact on how you do business in the year ahead (follow us @140Main or check BizBest’s Social Media section for future updates):

1. Social platforms become the new shop fronts

Until now, most businesses have used social media as an extension of their public relations or marketing efforts, focusing attention on such things as news and updates. But as more and more small companies expand sales and customer service efforts to multiple channels, social media will become a true social business platform. In essence, social media will spawn digital storefronts for everything from local businesses to multinational corporations.

2. Sales supersede “likes” and followers

As business owners and marketers in general continue gaining experience with Facebook and other social platforms, they will become more demanding about the return they get on their social media investments. With businesses questioning the actual value of “likes”, fans and followers, attention will shift to real results and outcomes of social media efforts. It will become increasingly important to measure and track results from social media, and apply the information to your own definition of success.

3. Visual social takes off

Online marketing efforts that include a visual component (images, video, info graphics, etc.) get better results than text-only. As this sinks in, social platforms (Facebook, Google+, Twitter, LinkedIn) will add new features and focus on visual networking.  The success of the image-sharing site Pinterest is just one example of how popular and effective visuals have become in the digital world. The increasing popularity of tablets such as iPads – which are great for visuals – help drive this change. The newspaper industry currently has a major joint effort underway to reinvent the standard circular into a whole new digital discovery experience for tablet (visit Wanderful.com for info).

4. Groupon’s last gasp

As Groupon continues to struggle and face competition from countless similar services, the Groupon approach will give way to new types of group purchasing conducted via social media communities and what’s being called “Social Local Mobile.” In SoLoMo, local businesses make offers directly to customers on their mobile devices.

5. Social business gets a boost from new devices and operating systems

Apple and Microsoft are both integrating social into the newest versions of their mobile and desktop operating systems. As a result, social media will become an easier experience for the user and more effective for businesses that understand and leverage the new social business environment. With the release of each new device and system, the social media experience becomes a more integral part of everyday life for customers and prospects.

6. Gap between “haves” and “have-nots” widens

Despite the massive growth of social media, business owners and executives remain polarized on the role social media should play in running a business. The pro-social camp will continue to explore social not just as something new and shiny, but also as the very foundation of their businesses. They will expand their efforts on multiple fronts. The social doubters, on the other hand, see Facebook’s 2012 stock offering debacle as confirmation that the value of social media remains in question. This will give the social media adopters a continued advantage, just as businesses that embraced the Internet early on gained an edge.

Copyright © 2000-2012 BizBest® Media Corp.  All Rights Reserved.  Follow @140Main

The Art of the Tweet Tease

TV and other news organizations are skilled at using “teasers” to entice interest in a particular story and get readers or viewers to click or tune in. It works!  So when you tweet for yourself, your business or your brand, you should aspire to do the same. The result will be a higher headcount of people who read, react to and retweet your content.

Sadly, too many tweets are simply trash.  In fact, research conducted at Carnegie Mellon University, MIT and Georgia Tech (cleverly named “Who Gives a Tweet?”) shows that Twitter users only consider 36% of the tweets they see to be worthwhile.  About 39% are thought to be marginal, while a quarter of all tweets are considered totally worthless.

Tackiest Types of Tweets

Most people consider mood or location updates to be the tackiest types of tweets. On the flip side, what people like best are tweets that share valuable, insight tips and information, including links to more extensive content posted elsewhere.  To leverage the appetite for the latter – and avoid tweet trouble at the same time – try taking the teaser tack.

Here’s what you need to know:

  1. A teaser is a carefully crafted sentence, phrase or headline that “hooks” readers into wanting more.Taking a little time to write these will pay off in bigger response.
  2. Be sure to provide a link to the location of the content that will satisfy the curiosity you’ve just piqued.
  3. The idea is to provide enough substance to attract attention, but not give away the news or the “punch line” in the tweet itself. As Twitter CEO Dick Costolo once told me, “A great tweet is a caption for something bigger.”

Teasers that pose a provocative question are one proven way to go.  @GuyKawasaki, who has 1.2 million Twitter followers, is a master at crafting teaser type tweets, including many that are questions. They are usually very short – barely half the allotted 140 characters – and usually include a link.

What to Watch Out For

Teasers are powerful when used right, but can also hurt you in the long term if used badly. A few tips:

  • Avoid over-promising in your teaser.  If the “payoff” for the person who takes your tease is unfulfilling, they are less likely to bite the next time.  By making sure the content at the other end of the tease is high quality, you’ll get the response you seek.
  • Also try to tweet about news that’s as fresh as possible (and hasn’t already been tweeted a billion times by everyone else); provide enough context around your tweet so people understand what it’s about; and don’t over-do the use of #hashtags.

Copyright © 2000-2012 BizBest® Media Corp.  All Rights Reserved.  Follow @140Main

The Right Way to Retweet

Let’s start with two key assumptions: 1) Twitter is a great way to build business so you should be using it, and; 2) Part of doing so is retweeting other people’s tweets that you think are worth sharing. But while most people simply use Twitter’s built-in RT function (one of the basic engagement options offered at the bottom of every tweet), it leaves much to be desired.

First off, the standard RT is static, which means you can’t modify it, include your own comment or tell your followers why you deemed this particular item retweet-worthy. You simply pass it along “as-is” and the other person’s photo or image appears in your tweet stream as if they’d tweeted directly to your followers (aside from the little green triangle and arrow in the upper right indicated it’s a RT).  What’s more, the person you retweeted might not even notice that you made the RT unless they regularly check the “Connect” tab on Twitter which lists RTs and other interactions. In short, this leaves much of the potential value of retweeting off the table.

A Better Way to Retweet

Fortunately there’s a better — if slightly more time-consuming way — to do RTs. It boils down to doing the process manually rather than relying on Twitter’s quick-and-easy RT icon.

It’s simple and works like this:

1. Copy the tweet you want to RT and paste it into your own “New Tweet” box.

2. Add to the very beginning: RT @________ (the person’s twitter handle) and then the remainder of their tweet. If it’s really short you can simply add your own (very) brief comment or “thank you” before (preferred) or after the original tweet text. The same process works even if you use an outside service to schedule your tweets. Some even have an edit tool that helps you do this quickly.

3. If it’s long, you may have to edit a bit, eliminating unnecessary words while taking great care not to alter the essence or meaning of the original tweet. You can also use an ellipse (…) to indicate gaps where words have been left out. When a retweet has been modified in this fashion, some people start it out with MT (for modified tweet) rather than RT

4. If there was a link in the original tweet, make sure it still works (sometimes they break in the copy-and-paste process)

5. Send your tweet.

NOTE:  One possible, but relatively minor downside comes fro Klout and Kred. These social influence scorekeepers include retweets as one small factor among many determining your outreach activity, so to the extent they don’t recognize your modified RTs as “official” Twitter RTs, you’d lost a little ground. But you can still do some RTs the regular way, and besides, the advantages you gain by retweeting this way would greatly outweigh this.

Copyright © 2000-2012 BizBest® Media Corp.  All Rights Reserved.  Follow @140Main

What You Should Know About Pheed

First off, no whining about yet another social media site – even if it is one that gives you a way to directly make money from it (assuming you have content or clout that people will pay for).

Here are the basics:  Pheed is a new social platform created by a group of tech and entertainment entrepreneurs in Los Angeles that “soft launched” (biz speak for “we’re not sure it’s fully baked and we have no money to promote it anyway) October 12, 2012.  It has many similarities to Twitter and other social sites (they use the same @YourName and channel “hashtag” conventions, along with “timelines”), and the game is to get subscribers, while posting your own Pheeds and subscribing to channels you like.

But there are some important differences as well.

While Pheed lets you post the usual text (albeit longer than Tweets), photos and videos, it spices things up with new stuff like voice notes, audio clips and even live broadcasting.  A few Hollywood celebs were first to jump in, in part because Pheed gives them (and you) the option of charging people a monthly subscription fee to view what you post. If you have the clout to pull that off, great.

You can also do live pay-per-view broadcast events or simply make your channels and Pheeds freely available to anyone.   You set the prices, and earn money directly, although Pheed takes a hefty half of any revenue.

Pheed makes it clean and easy to open a Pheed channel by signing up with an existing Facebook or Twitter account. Mine was up and running in minutes (posting is a cinch), although I have no clue where it could lead.  For now, the flavor of Pheed is decidedly about celebrities of one fashion or another. But that could change.

 

Copyright © 2000-2012 BizBest® Media Corp.  All Rights Reserved.  Follow @140Main

12 Digital Trends That Will Rock Small Business

The digital world is changing rapidly with profound implications for how small businesses are found online, in search, on mobile devices and in social media. Here’s my list of today’s 12 key digital trends with the greatest potential impact (for updates, follow us on Twitter @140Main or visit BizBest):

1. Shrinking Space for Search Results

As Google continues to claim more and more space for paid products on every search engine results page, there’s less available for your business to show up in free “organic” results.  Bottom line: Banking on SEO tactics to get found online will keep getter harder.

2. Social Search Soars

Search engines and yellow pages type directories aren’t the only places people look online for businesses. More customers are using social media to search for what they need locally (and elsewhere). If you lack a prominent social media presence, beware.

3. Articles as Ads: High Value Content is The New Ad “Creative”

Content (articles, photos, videos, menus, white papers, newsletters, etc.) is where most small businesses stumble. Having a website, blog and social media pages isn’t enough without good content to go along. The simple act of offering a helpful PDF download can produce big results. Content, in effect, becomes your new ad “creative.”

4. Mobile Devices Own the Day

As the power and sophistication of mobile devices grows, they’ve become the “central processing units” for their lives. People already spend an average of 2-5 hours daily on a mobile device. This raises the ante for making sure your business is visible on mobile. About 55% of the U.S. population owns a smart phone, and 78% of them don’t leave home without it.

5. “Day Parting” and “Conquesting” Become more Prevalent

“Day Parting” is the term for dividing up the day into distinct marketing periods for making specific offers to local customers. For example, a restaurant that makes offers just before lunch. Mobile ad services can help you do this. “Conquesting” is a term for attracting a customer already at one local business, over to another local business offering a synergistic product or service. For example, an ice cream shop suggesting (via mobile) to diners currently eating in nearby restaurants to stop by for dessert.

6. Facebook & Twitter Deliver More

Facebook is finally figuring out small business (and vice versa), offering new ways for you to acquire customers. Twitter, too. A term you’ll see more is “Native Placement,” which includes paid placements on Facebook and Twitter such as Sponsored Stories and Promoted Tweets.

7. Four-Screen World Rules

No single device or “screen” dominates. People move effortlessly between a PC, smart phone, tablet and TV.  According to Google research, 90% of consumers begin a task on one device and complete it on another. Content (such as an ad) viewed on one device can trigger behavior on another device. This means businesses can no longer construct campaigns specific to a single device.

8. Google Product Listing Ads Gain Prominence

Google Product Listings (free) and Product Listing Ads (PLAs) have been around for years but have been given a makeover and will gain momentum as businesses discover that PLAs can be far more effective than simple text ads.

9. Big Move Toward Video

Video will continue to explode. Already, 72 hours of video are uploaded to YouTube every minute. There are channels for every interest — over a million of them. Seek out channels that interest your customers and try advertising there.

10. Digital Ad Products get Simpler

Solution providers are starting to heed the call of business owners who say digital products are too complex. Google, for example, just introduced AdWords Express, a simplified version of AdWords. Details: google.com/adwords/express

11. NAP Alignment Gets More Critical

NAP — or Name, Address and Phone number — is the vital info that every local business must make available online and on mobile. But if your NAP details aren’t consistent in all places (including dozens of online directories) you risk confusing Google and slipping in search results.

12. Engaging Customers in “Social Storefronts” Gains Importance

Imagine a customer walks into your store and you turn your back. That’s essentially what’s been happening online when a small business has a Facebook business page but doesn’t actively engage with customers. The importance of building online relationships will grow even bigger.

Copyright © 2000-2012 BizBest® Media Corp.  All Rights Reserved.  Follow @140Main