Kevin Kemp – WSI Digital Marketing Consultant

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Archive for November, 2011

Using Twitter for Business

Posted by kevinkemp On November - 29 - 2011

Twitter originally started as a simple tool for people to easily communicate with each other. By 2011 it has changed into a much larger, successful social media tool. Celebrities, companies, political leaders, and executives use it for many different reasons. Many of the people I meet with always ask how can a business use Twitter. There are many uses for Twitter, some of these include:
1) Market Research – engaging with followers allows companies to gather instant feedback. Ask questions, feedback will be provided by those that are following you.
2) Improving SEO – it is expected that your site evaluation will be impacted by your Social Media. Having many followers, heavy engagement, and using keywords with links to the site will help your SEO efforts.
3) Trend Analysis – Understanding local activity, trends, and what is going on in the market can all be gathered through your followers and by interacting with them.
4) Base Marketing – promoting activities such as trade shows, tweeting promotions, and allowing sales to gather leads will be a use for Twitter.
5) Business Development – Twitter can help you make contacts through your Followers. Asking your supporters, that would be the followers, if they know someone or can introduce you to someone. I constantly see this on other social networking sites such as Happylink and LinkedIn.
6) Customer Service – Answering simple, easy questions can be completed through Twitter
7) Lead Generation – By sharing your information – blogs, articles, seminars, etc. it will allow you to promote these through links back to the activity. By driving them back to a landing page, it will allow you to gather information through registrants.

There are so many uses for Twitter in business, but it starts with creating the strategy, goals, objectives, and laying out the plan. Once you are into the behaviour, you will be able to grow your business.

Is B2B engaging in Social Media

Posted by kevinkemp On November - 16 - 2011

The growth of social media for business is one of the hottest topics I deal with on a daily basis. Most business leaders question the value for a B2B business, but openly acknowledge the benefit for B2C businesses. A study by Accenture reflects this common discussion. Based on their research only 7% felt they were heavily engaged in social media. Their biggest concern with entering the new marketing world – fear of having to go through the learning curve.
The big opportunity lies in understanding the available tools to simplify the day to day management, but also having the right strategy laid out. No business would invest millions into a new building without making it part of the overall strategy. That is where businesses need to make the first change, start thinking strategic at the lower invested strategies as well. Once you have a laid out strategy, the social media role will become much clearer.

PPC is not only there to drive sales

Posted by kevinkemp On November - 10 - 2011

Many people are trying to determine if they should use pay-per-click programs on search engines or also in social media. PPC is the ability to bid on keywords and have immediate exposure on the first page. First you must decide what the objective is for the campaign. We tell clients there are generally three main reasons that you would want to do PPC: 1) immediate exposure and drive sales, 2) branding, or 3) consumer research. If you are looking at doing it for sales, then a return on investment analysis should be completed. If you are using it for a branding strategy, it can be to gain exposure of your brand. This is an investment in getting as many visitors to your site as possible, but having just the impressions is important. Lastly, you can even test consumer response. By offering different incentives, using different ads, changing bids to adjust position, etc. are ways to test the reaction of customers. It is a very cost effective way to conduct consumer research. The second decision is whether you will conduct your ads on search engines or social media. This really comes down to your product, demographic, and how targeted you would like it to be. The key to maximizing your PPC campaign – quality landing page, properly written ads, knowing the right media to use, and understanding the proper budget required. It can seem overwhelming, but some people will do the research, invest the time, and learn through trial and error. Others will bring in an expert to get the job completed. Either way, PPC is an effective way to market your brand.