Kevin Kemp – WSI Digital Marketing Consultant

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Build your customer database using proven Digital Marketing tactics like PPC and SEO.
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Archive for June, 2011

Tips for Using Social Media

Posted by kevinkemp On June - 14 - 2011

Social Media can sometimes be very intimidating for business owners. Concern over time, what content to publish, and ensuring you are managing it effectively overwhelms people and prevents them from joining in the increasing social media world. While it is an ever increasing important tool, some helpful tips are in order to get you started. Here are five tips I feel everyone should know.
1) Leverage what you know – don’t try to be an expert in other areas, use the vast knowledge you already have built. Tapping into your experiences will allow you to provide a vast array of information. You are constantly learning more about your industry, share it with those around you.
2) Be careful what you say about others – once you say it you can’t take it back. Avoid attacking competitors or suppliers to avoid blame or make yourself look better – focus on what you can provide.
3) Don’t try to be someone else – Don’t pretend to be a customer and provide feedback on yourself. IP addresses can be tracked and many organization leaders have been caught pretending to be customers. Not only is this damaging to the credibility of the organization, but once discovered you will have tainted any true positive reviews from actual customers.
4) Try to appease dissatisfied customers quickly – OK, you will not make everyone happy. However, if you are monitoring dissatisfied customers on-line you will quickly be able to address them. It may require an off-line discussion, but attempting to work through the situation will add credibility and avoid further negative press.
5) Find potential customers – A quick keyword search can help you find prospective customers who may not be aware of your company. By looking for people on-line who are asking questions, researching, or simply throwing out that they need help is an effective way to generate leads. Yes, maybe a lot will be duds but it is so cost effective that catching any new customers will be well worth the effort.
Social media is being viewed by some as an simple, effective marketing strategy. Using simple tips and getting involved is the first step to overcoming your fears and building the skills to grow your business.

Kids and the future of Digital Marketing

Posted by kevinkemp On June - 10 - 2011

I read an article that resonated with me as the father of 12 year old twins. It talked about how kids today are spending increasingly more time on multiple online channels. Reality is they are more computer savvy then previous generations and have a higher reliance on this medium to communicate, play games, and gather information. I don’t recall my children ever needing to go to the library for project information, let alone asking where the encyclopedia books are in the house! While children under 10 still engage most of their media time with television, many are spending more time on computers and mobile devices. From Ipod Touches, to Ipads, to Blackberry many of these devices are owned by children in the age range of 10-18. A study done by the Sesame Workshop showed that 87% of children between the ages of 13 to 17 will spend between 10-30 hours a week on a either a computer, mobile device, or video games, 54% of the total group are spending 30+ hours a week. According to another study completed by Consumer Reports’ in May 2011, 7.5 million children under the age of 13 are on Facebook, despite being younger than the social network’s minimum age limit.

Now, I am not advocating trying to market to this age group online, however it is important to know that the generation coming up is going to be even more tech savvy, have a significant reliance on social media and the internet, and will likely be even more dependent on it for making decisions on purchases, brand loyalty, and other consumer behavior activities. It is important to get in the Digital Marketing game if you plan to be able to compete in the next 10-20 years, this is not a fad! Well, I need to go text my kids and tell them to get ready to leave for school. Ah, the new world of communication!

How to manage your Social Media

Posted by kevinkemp On June - 7 - 2011

Social media is an important component to your marketing strategy, but should not be your only method of generating revenue. Therefore, it should not be dominating your time to the point where it detracts from other business activities. However, a study by Social Media Examiner reported that 71% of marketers who were using social media saw increase of traffic to their sites, while 51% saw it generating qualified leads to their business.

The first step is to set the goals and objectives for your social media strategy. By selecting one or two goals you are able to target your efforts as well as manage the tracking of your progress.

The next step is to determine which sites you want to participate in and then set up your RSS feeds. Using an RSS tool or Google Reader will allow you to consolidate information, making it easier to manage. Use a tool such as TweetDeck or Hootsuite to simplify searches and react via the tool itself. If a platform does not have a tool that can summarize information, then you will need to log into your account.

So how much time should you spend? By using the summary tools you can spend 3-5 minutes per social media, simply monitoring your feeds. If you are on Twitter, LinkedIn, and Facebook you can spend 2-3 minutes scanning activity on your account. Add it all up – 3 minutes on your Google/RSS Reader, 3 minutes per account you will be spending 12 to 20 minutes a day. Set a time in your calendar, maybe while you are having your first coffee and start your day reading the information. Before you know it, you will have a strong social media presence!

To learn more or get more advice email me at info@wsiwebspecialists.ca

Importance of On-page SEO

Posted by kevinkemp On June - 2 - 2011

On-page SEO is the base for building a strong Search Engine strategy. However, you cannot focus solely on the on-page strategy as it has a very clear ceiling to it. On-page optimization creates relevance, while strong link-building drives authority. Old methods of on-page optimization included strategies such as keyword loading, which often created difficult content and seemed unprofessional. The more current strategies have gotten away from that as Search Engines began to negatively score sites with such strategies.

Current strategies have moved to using a more diverse set of keywords to help you rank for a variety of long-tailed keywords. Ensuring that you look at various nuances, such as plural vs. singular, alternating the word order, synonyms and acronyms, and using keyword modifiers will help generate a long-tailed keyword strategy. The trick is to build an extensive list of potential keywords – talking to prospects, customers, and employees tend to provide an excellent starting point. After you have a list generated, you should then review the list and develop different variations. The next step is to analyze the volume and competitiveness of the words selected. You then simply select the highest volume with the lowest competition – thus creating the opportunity to outrank competitors.

Ensuring your pages are correctly set for SEO is only the first step for your optimization strategy. The next phase includes link-building strategies to take you to the next level.