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Archive for the ‘Social Media News’ Category

Don’t let the “S” in SEO stand for Sucker

Posted by trinda On June - 11 - 2011

Chuck Bankoff WSI Franchisee explains how he helped his Attorney friend generate leads

A personal friend of mine…an attorney, told me that he contracted with a search engine optimization company, (let’s call them the “Mellow” Pages) because they claimed to specialize in search engine optimization for personal injury attorneys.

$6,000 later he was asking me why he was getting top rankings on the search results pages, but no additional business.

It didn’t take a forensic pathologist to unravel this mystery. After reviewing the keyword phrases that he contracted for verses the actual results, it was evident that he was simply the victim of a classic bait and switch.

Let me emphasize that my attorney friend…a VERY intelligent guy and a top attorney had absolutely no reason to suspect what would be painfully obvious to an Internet Marketing specialist.  He is a very competent attorney…not a digital marketing professional.

Here is how it went down.

He contracted for the following phrases:

  • Accident Attorney Irvine
  • Car Accident Lawyer Irvine
  • Car Accident Lawyers Irvine
  • Car Accident Attorney Irvine
  • Personal Injury Lawyer Irvine

Here are the keyword phrases that were actually optimized:

  • Accident Attorney Irvine California
  • Car Accident Lawyer Irvine California
  • Car Accident Lawyers Irvine California
  • Car Accident Attorney Irvine California
  • Personal Injury Lawyer Irvine California

Did you notice the difference? Simply by adding one more word (California) to an otherwise legitimate long tail keyword phrase, it turned a very competitive, highly searched on phrase into something easily achievable, but with no discernible ROI.

Let’s take a look at his actual results:

Notice that virtually each phrase with the word “California” at the end of it ranks higher than the same phrase without the State name. Why is that?

Well, by simply searching on both phrases in Google and comparing the amount of search results, I could quickly see that the phrase “car accident attorney irvine California” was approximately 370% less competitive than the version without the word “California” tagged onto the end.

Is that a good thing? Actually your SEO consultant should be looking for less competitive words; that is an essential ingredient to good keyword selection. However those less competitive phrases must also represent a fair amount of searches. At the end of the day I would rather show up for 20% of a thousand searches than zero percent of a Million searches.

If the research showed that by adding the State name at the end of all those phrases resulted in reduced, but significant traffic, then it would have been a sound strategy. In this case people who live in Irvine rarely search on a phrase like “car accident lawyer Irvine California”, however they do search on a phrase like “car accident lawyer Irvine”. The “Mellow” pages simply made it easy on themselves at the expense of their client.

Let’s put this into perspective; every successful business person is good at what they do. There is no reason for anyone to be good in an entirely different industry like digital marketing. I would never review my own contracts, or do my own accounting. Why would I expect a lawyer to be able to interpret the results of a search engine optimization campaign?

So how do you safeguard against unscrupulous Internet marketing practitioners?

The same way you would when referencing any company or individual; “Reputation Management”. My best advice is to simply search on: “reviews” + “the individual you are working with” to see what other folks have to say about their experience with that SEO specialist you are considering.

Remember, ethics and skills are mutually exclusive. My instincts tell me that the “Mellow” Pages should have been more trustworthy and accountable, but that was clearly not the case.

If  you want to learn more about adding WSI to your Business or becoming a WSI Franchisee please request information here:

How to Use Facebook for Business Results

Posted by trinda On June - 9 - 2011

Facebook is one of the very high traffic social media sites and I am always being asked how to incorporate it into a digital marketing strategy and effectively use it to drive business results. Firstly you need to decide on your social media marketing strategy and see if Facebook is a good fit for your target audience. But let’s assume you have decided to use Facebook; what are the next steps?

Marketing your business on Facebook is just like using any social media site you need to build a presence, then establish credibility and educate your potential customers.

Here are some steps to help you get the most from your Facebook marketing:

  1. It is best to keep your business profile separate from your personal page, so remember everything on your business page should be business related, you can have some fun with it but keep it professional.
  2. Make sure your pages look professional: get some help to reflect the same professional image as on your web site; use the same graphics and colors; maintain your brand image. Consider having a welcome page specifically for new visitors.
  3. Have a plan regarding what you are going to add, and what do you want the visitor to do once they find your page. Why should anyone return to your pages again? How will you react to negative comments?
  4. Create a reason for people to provide their contact details and to pass the page onto their friends, this sort of viral marketing is where Facebook excels.
  5. Remember to interact with others, you need to participate in the dialogue and be visible, keep adding fresh content, and answering questions.
  6. Provide polls or surveys to engage with your audience, ask others to share their ideas and tips.
  7. Keep everyone up to date with your latest offers and initiatives provide a good reason for them to interact with your business.
  8. Consider hiring a professional to create an app and provide it on your page. This can really make your page go viral since fans will share them with their friends, which is all adding to your visibility and credibility.

The main thing is that once you have decided to create a Facebook page for your business you need to be consistent with your efforts and contribute regularly to keep things moving. Why not share some of your ideas in the comments section here to help others utilize Facebook to attract new business.

If  you want to learn more about adding WSI to your Business or becoming a WSI Franchisee please request information here:

Advantages to Online Networking

Posted by trinda On June - 2 - 2011

Networking is a long term relationship building activity. We like to trust in the people we buy from. Traditionally networking is  done face-to-face.

Online, as with offline networking, there are many places that we can meet people. Social media groups such as Facebook, blogs and Twitter are great examples. Here you must understand the “rules of engagement”, but generally they are the same as offline; you must always be seen as professional, but authentic too.

Sometimes this is a difficult balance to achieve online, when everything is written down or recorded for playback. Digital marketing opens you up to public scrutiny. Forums, blogs and social sites have been the ruin of many a reputation online. It is important, therefore, to teach yourself and your staff the importance of acting responsibly online so as not to engage in any controversy.

After all, it’s the people who make a company, and it is also the people who can let it down. It is also important to monitor what is being said about your business online.

Although we would never suggest you stop meeting with people face-to-face, online networking does have its advantages and these are detailed below:

  • Time: travelling to and from an event can take up time in your day that could be used for working on or in your business.
  • Costs: networking groups often charge a fee. Online networking is generally free, and there are no travelling expenses to be incurred.
  • Fear: some people are a little nervous about meeting people for the first time, and online networking eliminates that completely.
  • Speed: you may be able to respond fairly quickly to a question online, because you are more likely to have all your resources at hand.

Professional Online Networking

LinkedIn is the professionals’ choice of social media, and is something that you should consider using in your business if you do not already do so. All the Fortune 500 Companies are there, and they are there for a reason. LinkedIn can be optimized for the search engines and is a great place to get introduced to people through their site. It is also a great place to pitch yourself as the expert that you are, by simply asking and answering questions. Furthermore, LinkedIn is a great place where you can showcase your testimonials; add videos, share files and more.

Connect and network with us on LinkedIn  now!

If  you want to learn more about adding WSI to your Business or becoming a WSI Franchisee please request information here:

Viral Marketing

Posted by trinda On May - 29 - 2011

In these tough economic times many business owners are looking for ways to reduce cost and improve productivity. The marketing budget is one that is looked at very carefully and although it is often targeted for reductions there may be ways of finding more cost effective ways to spread your message. Viral marketing relies on individuals to pass your message on for you, and once a campaign takes hold the word can spread very quickly indeed.

There is a potential drawback in that you are no longer in control of how the message is shared once the viral activity begins, but if you are aware of this, when you prepare your message you should not compromise your brand. Consider how the message may be perceived and make it easy to pass on for the best results.

The main things to consider when preparing your campaign are:

1. What will make your campaign interesting and original?

2. Who is your target audience and what are they interested in?

3. What can you offer that will incentivize them to pass your message along to others?

4. Try to make your message stand out and be thought provoking or funny.

5. Offer a compelling reason to have it passed on to others.

Each type of campaign has benefits and possible draw backs but think the ideas through and anticipate people’s reaction to the message.

Once the plan is in place you need to spread the word! Online video can be particularly effective, but also consider email newsletters; they are easily passed on. The reason most are not passed on is often because there is no incentive provided for the recipient to do so. Try creating a competition on Twitter or running a quiz with all correct entries qualifying to take part in a draw for a free iPad, or offer the draw for everyone that passes your message on, it is easy to track this sort of thing on Twitter.

The aim should be to have a catchy title to get everyone’s attention then make it easy and compelling to share, remember to measure your results, so that you can improve it next time. Viral marketing can be challenging to get off the ground, but once you get started, the resulting customer activity is well worth the effort.

If  you want to learn more about adding WSI to your Business or becoming a WSI Franchisee please request information here:

“Star of the Social Scene”

Posted by trinda On May - 26 - 2011

“Star of the Social Scene” – The Huddersfield Daily Examiner, Jan 2011

WSI was recently showcased in the Huddersfield Daily Examiner for a discussion about the endless amount of online opportunities in 2011. UK-based WSI Franchise owner and Digital Marketing Consultant Steve Harvey-Franklin was featured in the Examiner’s Business Profile in an article entitled “Star of the Social Scene.”

As a successful Internet marketing expert and regular speaker at business conferences, Steve encourages readers to explore various online tools that can significantly impact and boost business’ sales.

He advised business owners to avoid shying away from social media networking, especially in today’s challenging economy. Dismissing the common belief that social networking is ‘just for kids,’ Steve’s WSI Yorkshire business aims to help other business owners effectively leverage social technologies.

Here’s a short excerpt from the article:

Everyone is looking for exceptional value this year as the recession bites and people tighten their belts, but it doesn’t have to be all gloom and doom,” says Steve. “Any business can give itself a boost by simply getting online and embracing the technologies and opportunities that are out there. “It always amazes me how many companies do not realise the impact the web can have on their business, especially when it comes to using social media sites or blogging.  ”

Read the entire article here.

To read more about the ways WSI Consultants are transforming businesses around the world, visit http://WSIinTheNews

If  you want to learn more about adding WSI to your Business or becoming a WSI Franchisee please request information here:

Key Performance Indicators (KPI) are the metrics most indicative of how well your digital marketing campaign is performing. These are the big things that “move the needle”.

For example: if you have a high “Bounce Rate” (visitors come to your website and never go beyond the landing page) that is an indication that there is an issue with the relevance of your landing page to the visitor.

There is no one set of standard KPI’s for every business, it really depends on what your objectives are. For example, if you are in a service related industry, the amount of phone calls generated by your online efforts would be a primary KPI. Digging a little deeper, the length of each phone call would tell you even more. Short phone calls (under a minute) might mean that no one answered the phone and no message was left. Longer phone calls are a good indication of customer engagement.

“Time on Site” is often an indicator of how relevant and engaging your site is. “Pages Visited” may indicate if your sales funnel is set up properly. The impact of any particular KPI may not be readily obvious. It often takes some insight to look past the numbers to find their true meaning.

Key Performance Indicators are somewhat unique to each type of business, and their individual objectives, but here are a few that I consider relatively universal:

Some KPI Definitions

Visit – This is when someone visits one or more of your web pages with 30 min or less time in between page visits.

Visitor – A visitor is a person that visits your website. Visitors can be broken into 3 categories:

1. New Visitor – This is only measured once for visitors who have never been on your website before. It is different than a unique visit because a unique visit is measured over a specific period of time.

2. Repeat/Returning Visitor – This is a person who visits your website two or more times over a given period of time, this is only measured once over that given period of time.

3. Unique Visitor – A unique visitor is a person tat comes to your website for the first time during a specific window of time. Usually daily, weekly or monthly.

Conversion – Conversion is when a visitor or customer completes the action that you want them to take, for instance, making a purchase or filling out a web form.

Examples of Some Key Performance Indicators

General KPI

  • Average Time on Site – This is based on the assumption that if a person searches for a particular keyword or phrase, and they visit a page on your site, if it has relevance to what they were looking for, they will spend more time on that page than if they found information that was not very relevant to their search.
  • Page Views / Visit – This will tell you how many pages a visitor to your website views on each visit. Multiple page visits will affect this multiple times.
  • Page Views / Visitors – This is very similar to page views / visits except that it ignores the amount of visits that a specific visitor makes.
  • New Visitors / Visitors – Measures how many of your visitors are first time visitors; this is good for telling you how many new potential clients/customers are visiting your site.
  • Repeat Visitors / Visitors – Shows you how many of your visitors are returning, therefore showing you the site’s ability to attract visitors or customers back to your web site.

The Importance of KPI – Taking KPI to the Next Level

Developing the best KPI for your Internet marketing goals will allow you to measure how well your different strategies are working to positively affect your business objectives. They can give you a warning sign to let you know what is working and what isn’t working. Once you are able to determine the results from examining your KPI, you can make the important adjustments to fine tune your sites effectiveness.

KPI’s may require more analysis than meets the eye. You might want to enlist the services of a professional digital marketing specialist. Sometimes it’s just a matter of interpreting your current data, and other times actual experiments might need to be setup to measure cause and effect of incremental changes. Professional digital marketing consultants with the right tools can even do a Competitive Analysis on the KPIs of direct competitors in your industry.

For further information about the WSI Opportunity

Digital Marketing Success Story: Wall Street Insititute

Posted by trinda On May - 10 - 2011
The Wall Street Institute started its business of providing English lessons in a very small office in Bogota, Colombia. They quickly decided to have an active online presence, aiming to develop a website, a massive email-based campaign and a comprehensive digital marketing strategy.

A WSI Consultant based in Colombia developed the entire online campaign and the site for them.

After only 60 days of digital marketing efforts and activities, the Wall Street Institute received a phone call from a very large oil company which employed almost 20,000 people! Wall Street Institute met with the oil company and they were selected to teach English lessons to their large group of employees. With a client of that size and caliber, Wall Street Institute definitely started their business on the right foot.

Wall Street Institute personnel said that if they were planning to pursue an appointment with the management from this oil company before they had established an online presence, they never would have been given the chance to talk. Here, a strong digital marketing strategy undeniably made the difference between a failure and a success story.

Blog Marketing for a Job Search

Posted by trinda On May - 8 - 2011

Blog marketing isn’t just a powerful digital marketing method to build up your business and to increase your sales or business leads. Blogging can also work to develop your own personal reputation online. This can all be used to develop your personal strategy and brand to find a new job.

You can use blogs to voice your opinion on topics that you are interested and passionate about to establish an online network that is interested in your ideas.

Use blogging to develop your career in two ways

  1. You can blog about industry specific information and develop your own personal brand as the expert in your industry. This is very effective if you strategically seek and select the topics that aligns with your career plans. Some of your readers will search for you to do work with them as you develop your own audience.
  2. Resumé blogging. You can use your blog as an in-depth resumé that the top search engines can index. This makes it easy for the widest group of potential employers to find you. Your resume blog can be much more in-depth than your traditional 1-3 page paper resume. You can include postings on career stories, projects and even major accomplishments about you.

Your resumé blog can be a great way to publish your portfolio to the widest group of employers online. Your resumé blog can help you so that employers can find you instead of traditional job searching methods like searching through crowded job boards and job newspapers.

The focus should be about you

The focus should always be about you and what you have done or what you can do. As you blog about your past and current jobs, always stay away from discussing any confidential information. This will usually include information about customers, financials, technology and fellow employees to name but a few.

Disclosing personal and confidential information on your blog can hurt your career opportunities. Not only could you attract a bad reputation for making confidential information public, but potential employers will not want to risk hiring you.

By marketing “yourself” with blogging creates new opportunities with a wider audience than traditional marketing.

Social Media Will it Pay in your Business?

Posted by trinda On May - 5 - 2011

Not so long ago, social media seemed so different and new that it was treated as a fad or trend of sorts.

While that view does  still exist to some degree today, it’s become clear to many that social media is no longer the “new thing” in marketing.

The proper way to really view social media from a small-business owner’s point of view is as more of an evolution in marketing rather than a revolution. If you do not envolve with your customers needs then someone else will.

Traditional marketing methods such as print advertising, direct mail, and public relations are still relevant forms of marketing but social media is now more a part of everyday marketing and needs to be considered at the strategic level for your marketing spend. Social media and Internet marketing can offer your business ways to generate leads online much quicker and more cost effectively with the ability to measure the actual results.

So, rather than asking yourself if you should or should not use Facebook or Twitter , the question is: “How can Facebook and Twitter help you achieve your marketing objectives?”

So What is Social Media?

Well, that’s a good question. And the complete answer could fill pages without really deliveringthe clarity that a small-business owner might desire.

So here’s the simple definition for the purpose of this education. Social media is the use oftechnology to co-create, know, like, and trust. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.

Social media, and by that I’m lumping together blogs, social search, social networking, and bookmarking presents the marketer with a rich set of new tools to help in the effort to generate new business, retain existing business and become customer centric.

As a business owner or marketer if you are still questioning if social media is relevant today then please watch this great video below then ask yourself the question again:

embedded by Embedded Video

YouTube Direkt

Facebook Enters Groupon’s Arena with Deals

Posted by trinda On May - 2 - 2011

Today, Facebook is launching a deals program similar to those on sites like Groupon and Living Social, testing offers in five major cities across the U.S. These deals will include major discounts and exclusive offers for tickets, passes, and more. People can then share it by “liking” to potentially get greater discounts if friends buy into an offer. Although this program is still in a test stage, once released in all areas it will have great potential for automotive advertising on social media.

Facebook’s new deals program takes social sharing of deals to a new level. Groupon and LivingSocial offers come through email and do encourage people to share these socially for the deal to be activated or become free. Facebook’s program will start with the deal showing up in a “deals” section when people log on and also showing up in friend feeds when someone likes an offer.

When the new deals program comes out for everyone, auto dealers can take advantage of it to offer specials for people to buy into. Service specials provide the best offers to use for this, marketing your fixed operations to drive in people who might not be ready to buy a new vehicle. You can give a discount to drive people into your dealership and drive up your branding. For example, a $10 oil change would be an appealing offer.

People will “Like” the offer and then share it with their friends, ultimately reaching thousands of people around your area. The potential for your dealership to promote itself in social media greatly increases with this new deals program.

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