Where to Start with Social Media Marketing?

What is Social Media Marketing? Where should we start? Are we sick of hearing about it but actually none the wiser?

I have been enlightened by a webinar from Richard Duffy from Duct tape Marketing; “Leveraging Social Media to generate business”. My own perception of what it is and how we should use it has been cemented.

John Jantsch of Duct Tape Marketing put it very succinctly when he described marketing itself as… “Getting People to Know, Like and Trust”.

I found his definition of marketing refreshing having come across many definitions of marketing throughout my University studies. It’s clear, simple, to the point and most importantly it makes immediate sense and can be more readily put in to practice than some of the more theory dense and frankly somewhat confusing descriptions.

He builds upon this definition and describes Social Media Marketing as a tool to support the accomplishment of these goals through the use of technology.

Social Media Marketing is ultimately about building your companies web presence, driving traffic to the company website which is seen to be the central hub of all your Social Media activity and supporting the your overall company message, building your brand, image and reputation.

The challenge for all of us is not to get overwhelmed. One step at a time is the advice being given. Get your website right and from there maybe start a blog, or open a twitter account. The key is not to do it all at once.

To fully utilise the world of Social Media as a marketing tool we need to research the market place, see what our competitors and customers are doing and how they are using it and try to get a better picture of what might be expected of us and how our presence might be of use to our target audience.

Objectives need to be set. What are we hoping to gain from Social Media Marketing? We all have different intentions and we to ensure that these underpin our Social Media activity.

We need to listen, interact and learn. We will then be more greatly informed and can feel more confident in the content we supply through the various channels.

Content was a key focus of the webinar, and the most crucial points where highlighted as being the following:

It Should be Useful
Address a Painpoint in your Target Market (A specific problem)
Speak your Target Markets Language
And it Should be Approachable; Accessible and Friendly!

I find it useful to draw a parallel with word of mouth communications, the value of which is potentially underestimated by all. Social Media Marketing is a way of harnessing word of mouth; a tool to utilise social interactions and influence the way your organisation is ultimately perceived.

Although some people may be sick of hearing about Social Media Marketing I think it is only the beginning of the phenomenon and that we are only touching the tip of the iceberg; we have so much more to learn and explore to fully utilise it as a marketing tool.

Tips for SME Website Content

1. Pick one idea for an article and stick to it. Don’t meander onto other topics, save that content for additional articles.

2. Simplify as much as possible. Try to boil down content into its most simple form.

3. Avoid using jargon or theoretical terms. Remember that if people are bored then they will stop reading.

4. Provide ways for the reader to interact, either by replying directly or contributing to a public discussion.

5. Set a timetable for providing content and stick to it. Visitors to your website will then know what to expect from you.

Content from: The small Business Blog, Stefan Töpfer
www.sme-blog.com

Other tips for writing website content...
Use...

Shorter sentences, words and paragraphs

One idea per paragraph

Concise text - half the word count (or less) than writing for print
the inverted pyramid style, putting the most important point or the conclusion first

Simple words

Objective language to build credibility, rather than exaggerated claims or overly promotional words like "great", "tremendous" etc.

Bulleted lists

Highlighted text (bold or color, also hyperlinked text) for scannability

Meaningful headlines and subheads, avoiding cute or clever lines

To find out more visit:
http://www.entheosweb.com/content_writing/tips.asp

Digital Marketing isn’t just for the Big Players

Digital marketing offers huge potential for SMEs looking to increase their range and communicate with the audience who matters most to them. With the consumers now beginning to look beyond the recession, it is an ideal time for SME business owner to consider the options available to them.

There is such a great variety of online tools available that SMEs can choose the one suited to their needs to increase their impact on and within their chosen market.

It doesn’t have to be costly, which is a common misconception, but more about selecting the right campaign and tool, identifying clear objectives and deciphering how you can measure and acquire a true ROI.

Digital marketing is more accountable and measurable than its traditional counterpart and as a result, the return is more easily recognised. It is ideally used to complement existing marketing activities, supporting the strength of campaigns and fortifying a stance, position or message.

The key is to ensure that all activity is tailored to the company’s exact requirements: whether it’s a campaign based around key search terms on Google, an affiliate campaign promoting the business on relevant websites, or a campaign around a social network like Facebook.

Audiences can be more readily targeted with the use of digital marketing which is ideal for SMEs. They can reach out directly to interested consumers, in the long term reducing cost and improving efficiency of their marketing activities.

Digital marketing is also an ideal way for SMEs to create two way communications and interactions with their target market and existing customers. The humanisation of businesses has never been easier or of borne as much significance to the sales cycle and CRM.

The challenge for most SMEs looking to enter the world of digital marketing and utilise the available tools is where to start.

I would suggest with your website and from there it is up to the individual.
Google Adwords could be explored in order drive the optimum amount of traffic to your website.
The world of Social Media is continuously growing and SMEs would be hasty not to at least explore the many well established sites that now exist.

Digital media is rapidly becoming a vital element of the marketing communications mix.

With so much advice and support available SMEs should take advantage of what has been tried and tested by the bigger players in the market, delve into, test and find their place within the digital marketing revolution.

The Value Of Super Fast Fibre Broadband for SMEs

Fibre broadband is not just about speed though it is the selling point which has been fundamentally highlighted.
It offers considerable benefits in terms of reliability, scalability and longevity. Fibre is inherently less susceptible to damp or interference, making it more reliable with less risk of business downtime.

Any company that wants to make the most of the new technological services that are available such as cloud computing, HD videoconferencing, voice over internet protocol (VoIP) technology, realtime backup or just sending and receiving large files, will want the fastest connection possible to make sure their business runs smoothly.
If not, its existing infrastructure could be in danger of slowing down and struggling to cope.

Enthusiasm for these services is widespread. Research carried out by Easynet Connect showed that over half of UK SMEs plan to switch their core applications to cloud computing systems in the next year, compared with the 22 per cent that had planned to in 2008. As the dedication to these bandwidth-hungry applications grows, so too will the need to think seriously about investing in fibre.

The beauty of fibre is that it can also be upgraded at a later stage. Even though today people may think of 100Mbps as fast, future requirements may well demand even faster connections which could be provided over the same fibre connection. One day we could even be talking about connections in gigabits as standard, rather than megabits.

Fibre not only meets business needs today, but can provide a truly future-proof service which can easily match the increasing need for business bandwidth.

According to research carried out by US consultants Booz & Co., European countries are lagging behind on fibre based broadband networks. They pronounce that next generation broadband networks promise much faster transfer of information, services, and benefits throughout a national economy, promoting overall growth, productivity, and prosperity. Without investment in fibre broadband networks businesses will only be able to reap meagre benefits from the advances being made in today’s information society.

According to OECD estimates, by 2011 broadband communication will generate one-third of the productivity gains made by highly developed nations.
Not only do we need to consider our own investment in fibre broadband but we need to encourage and support investment by the providers within the UK and Ireland and any government support that may be employed as it evidently bears influence on the prosperity of our economy in the long term.

Who knew sitting down could be so demanding on our bodies!

Tips and exercises to help you avoid the desk bound injuries…

More and more of us who work in offices or even from home are remaining slouched over our desks for almost a solid 8 hours, some even neglecting to get up and move around during their lunch break. There just aren’t enough hours in the working day is a common complaint, excuse and explanation for why we are choosing to work through our lunch breaks.

Neglecting to move and consider our posture during the day could seemingly be causing untold damage our bodies and minds.

It is the responsibility of business owners, managers and H.R departments if they exist to ensure that the health and safety of employees is considered at all times. This goes beyond the immediate day to day potential health and safety hazards and should also bear in mind the mental well being of employees.

Employers who invest in appropriate ergonomic office furniture can go a long way towards safeguarding their employees' health and wellbeing.
When employees are given the right tools to work with, physically and mentally, they will be happier, less stressed and will do a faster, better job.

Frequent short breaks away from your desk and computer will re-stimulate brain and body, keeping you healthy and fitter for work.
Employers should be proactive in encouraging such practices within the work place as evidently there are benefits to be reaped by all.

Louisa Garnier – Yoga Instructor to London professionals including City workers who spend long hours chained to their desks suggests the following exercises.

Rock forwards and back along the sole of your feet. Then circle around the edge of each foot trying to make clear contact with the floor.

Allow your torso to lie over your thighs for a few breaths, then on an exhalation draw in the lower belly and gently roll up to sit. Repeat 5 times

Sit tall allowing the head to float upwards, take a deep inhalation and grow even taller, then as you exhale keeps tall as you spiral round to one side. You can use the arms to support you but try to make the twist happen from the abdomen upwards whilst keeping the shoulders and head relaxed. Each exhalation can allow you to go deeper without force. Hold for at least 5 breaths. Repeat on the other side

Extend the arms over the back of the chair and hold onto the sides. On an inhalation extend the side ribs upwards and lift the chest towards the ceiling, as you exhale squeeze the elbows towards each other behind you and continue to lift the sides of the body up. Hold for 5 breaths.

Regularly squeeze your hands into fists and then release to extend out as much as possible, followed by rotating your wrists in each direction.

Inhale as you lift arms over head, keep shoulders relaxed as you extend side ribs up. Interlace the fingers and straighten arms. Keep reaching for the ceiling as you inhale deeply, and then bend to the right as you exhale. Inhale to centre and repeat to the other side. Repeat 3 times to each side.

Top tips for movement in the workplace:

•Why not have a meeting standing up or walking round the park/block instead of sitting still?

•If you get up to get a glass of water or a cup of tea use the opportunity to take 5 minutes to stretch your legs and rest your eyes by looking out the window

•Always take the stairs and run up them - not the lift if you are only going a few floors!

•Do small exercises like twirling your ankles to keep the blood flowing whilst you are sitting down

•Take a stretching break every couple of hours (see yoga tips above)

•If you need to go to a kitchen and there's one on another floor - use the furthest one away to get some extra time in on your pins .

Marketing shouldn't be a Luxury; it's not just about New Sales

A topic very true to my own heart having recently acquired the post as Marketing Coordinator for IIS and with a well established fascination and interest in all things marketing, I truly appreciate and advocate SMEs investing in marketing continuously and recognise it as a way they can turn the downturn into new business opportunities.

Bill Gates famously said that, if he was down to his last dollar, he would spend it on marketing. But, with the UK still stuck in a deep economic crisis, many companies are setting aside strategies for growth altogether and are intent solely on survival.

Global consultancy McKinsey & Co found companies that remained or emerged in the top quartile of their sample overspent their less successful peers by almost 10 per cent during recessions, while other studies have found that companies that increase their marketing spend in a recession recover three times faster when economic conditions normalise.

Marketing is not solely concerned with supporting sales objectives, it's about building and maintaining relationships and ensuring that your company and brand message remains consistent.

According to CIM there are six key reasons why committing to a marketing plan pays off in a downturn.
1.The alternative of heavy discounting could damage your company or brand reputation

2.Customers don’t stop buying, they just contemplate their purchases more than they might have and just need a little extra reassurance

3.Communication is vital, “out of sight” is potentially “out of mind”

4.Innovation is key; in order to survive shifting circumstances businesses need to adapt

5.Empathy is valued; incentivise and create loyalty schemes that demonstrate your understanding or your customers positions

6.Why not utilise the internet and the many free services and social networking platforms that are continually seeing rapid growth in their membership; gain insight, interact and promote your business on a large scale

Though it is claimed we are coming out of the recession, this advice stands whatever the weather. For the time being make the most of the quietness, retain your position and potentially gain competitive advantage!

Keeping Business Software Simple; Connect the pieces with SAP Business One!

Software doesn’t need to be complex. It’s been created to make your life simple, enhance and optimise your business functions and ultimately make your Business Better.

There definitely appears to be a growing understanding and recognition that SME’s require and should utilise ERP systems.

What is evident is that the employees within these companies, across the various diverse functions that exist, don’t want to know where the information is coming from or how it’s created. They just want to be able to access it, understand it, trust it and act on it - quickly and efficiently.

Integrated solutions offer freedom from old ways of working. An insightful post by Nick Thompson, Director of DCSL Software on the SME Web site outlined a few of the potential benefits.

“If their customer information/appointment system/sales records are now consolidated and stored centrally somewhere, they could consider employing people based on skills, rather than location or family commitments.

They could reduce office space. They could synchronise information more easily, avoiding duplication and the risk of different versions of content being out of date.

Retailers could blend in-store and online systems to produce live stock and sales information.

Secure, role-differentiated information access could be extended to different groups of employees – and even to customers, so that they can serve themselves when they want a status update on their account or transaction (just as online banking or courier customers can do already today).

In a browser-based, intelligent, information-ready environment like this, much more can happen too. Rules and workflow can be brought into play, so that automatic notifications are triggered, warning users that an action is overdue, a bill hasn’t been paid, or an appointment has been missed.”

Refine, streamline and make your business more efficient; SAP B1 has been designed specifically to meet the needs of SMEs operating in today's dynamic and turbulent environments. The new version, SAP B1 8.8 continues to surpass expectations as it's cultivated. It’s refined, simplified further and even faster!

To find out more visit www.beabetterbusiness.com

SME’s the centre of attention

Small businesses have been cited as the backbone of the Irish economy, and the government are seemingly making every concerted effort to at least be seen to take an interest in their vitality and future prosperity.

Though we are seemingly out of the recession small businesses continue to struggle to survival the credit squeeze.

Four businesses went bust every day in April of this year according to a InsolvencyJournal.ie; a website run by Dublin insolvency firm, Kavanagh Fennell. Though there are more positive outlooks and turnarounds on the horizon figures are still similar to those recorded for the past two years.

The government is now urging banks to start lending to firms having come under criticism from Labour Party's Eamon Gilmore; though the sentiment is widely felt.

A survey from Isme, which represents small and medium sized enterprises, showed over half of their members were refused credit in the last three months.

The government has now signed off on a €12 billion plan with AIB and Bank of Ireland within which they have pledged to make €6 billion available by the end of 2011.

Minister for Enterprise, Batt O’Keeffe is now set to seek cabinat approval for a State backed loan guarantee scheme for small businesses before the summer recess of the Dail next month.
It’s aimed at getting credit flowing for small businesses who have been rejected by the main banks.

“I am particularly anxious that viable businesses in new high-growth sectors and markets have access to proper credit facilities so that they can generate jobs and compete on a level playing field with firms in other countries that have access to similar loan guarantee schemes,” the Minister said.

It’s about time the government made an effort to support what is seen as the backbone of the Irish economy. The Irish banking system got us in to a lot of difficulty, the government took on the worst of their loans and it’s now indisputably time they played their part in turning the economy around!

Small firms “reluctance to recruit” may also be tackled once they are given the finances to keep their businesses afloat.

As it was justly put by Eamon Gilmore, "Having got the commitment from the taxpayer, the Government should now in no uncertain terms be telling the banks that they have to lend to small and medium-sized businesses - that's why they got the money."