SpinWeb NZ

Making it easy for your clients to do business with you

Archive for the ‘Content Creation’ Category

What is content marketing and what does it do for your business

leave a comment »

content marketing
Good content will get you more searches, more followers, more customers. But what exactly is content marketing? It is a form of marketing where you communicate with prospects and customers using relevant, valuable, enticing content to attract and engage them.

Where? On your website, social media pages, emails, newsletters, articles, blogs, videos – anywhere you communicate with your prospects and clients.

Why? Because people don’t want to be sold to. Before they spend their money, they want to like you and your business, trust you, receive credible and useful material to help inform their purchasing decision.

How? By developing a content marketing strategy. Content marketing needs to be continuous and consistent, and it’s easier than you may think. Think of content you can publish that falls into categories such as:

  • news, trends, events, who’s who, who’s doing what – anything exciting happening in your industry (but be careful not to publish too many “this is what we’ve been up to” stories; unless it’s relevant to them, people generally don’t have the time to read these)
  • regulation changes, updates to legislation affecting your industry that customers need to know about (and need simplified or condensed for them)
  • stories about good sorts – good deeds, good samaritans, good customer service experiences – people love a good story
  • case studies – let people know of interesting or unique customer experiences that demonstrate real results
  • how-to guides – make things easier for people and they’ll refer back to you often
  • FAQs – offer the answers to frequently asked questions before they get asked; again it’s about making things easy to find and you’ll soon be seen as a credible expert in your field.

Here are a few bits of advice when it comes to content marketing.

As well as talking about your own industry or business sector, also publish content about businesses or industries that lie in the periphery to yours. What else are your clients interested in? Don’t be limited to just talking about your business or your specific industry. You’ll probably either run out of ideas or quickly become boring to your readers.
Don’t be too salesy. You want to attract, entice, engage. It’s okay to include promotions or special offers from time to time, but if all you’re doing is overtly selling, people will quickly tune out and unsubscribe.

Don’t fall into the trap of believing that “you shouldn’t give away too much free information”. There is already so much free information out there. Wouldn’t you rather have your prospects coming to you for it?

Not everything you publish has to be your own unique content. Share useful and interesting content you find, but always, always, always give credit to the source of the information. Not only does this reinforce your credibility, but it also shows your clients that you do your research, continue to learn from others, and are willing to share other sources of helpful content.

Make sure you consider your key SEO terms in your content.

Content marketing is a powerful way to attract and retain customers without selling.

And it is also a way of refreshing your content to improve your search engine rankings.

article by  Renata Mathewson
_______________________________________________________________________________________________

Summary- top 10 elements of content marketing 

See the full report and resource here
1- keyword research
2- the three pillars of online content marketing: content + social + search
3- test your content
4- copywriting (your story and call to action) and content marketing ( building trust and credibility)
5- don’t put all your eggs in platforms you don’t control like Facebook or Blogger
6- landing pages turn traffic into money
7- create compelling content that’s worth linking to
8- landing pages have only ONE goal or call to action
9- start making offers (call to action)
10- search engine rankings are king

Written by spinwebnz

September 24, 2013 at 12:05 am

Six myths about SEO hoteliers are still believing

leave a comment »

SEO- I get asked all the time ‘what is it’, ‘what good is it’, ‘how much does it cost’, ‘when will I see results’… these 3 articles say it well, and especially in the comments section- that’s where even more gems are lurking. Want to know what it is that gets you the business in search results? (This can apply to other industries too.)
hotel-search-keyboard
 April 9, 2013
NB: This is a viewpoint by Brandon Dennis, technical marketing manager at Buuteeq.
Last week I took an informal survey and asked a group of hoteliers we work with what the top SEO questions they often hear. Below is a summary of some of those items that came up during the course of the discussions which can pretty much be loosely described as six myths around SEO in the hotel sector:
Read more at http://www.tnooz.com/2013/04/09/news/six-myths-about-seo-hoteliers-are-still-believing/#hVU9E6MmtlJR3FDJ.99
_______________________________________
Another interesting article to expand on the subject:

Why I’m quitting SEO

Posted on April 2, 2013 by Martin Macdonald
http://martinmacdonald.net/i-quit-seo/
_______________________________________

TRACKING IMAGE SEARCH IN GOOGLE ANALYTICS

AJ KOHN – MARCH 27TH 2013

So here’s a quick way for you to track image search in Google Analytics to gain insight into how images are performing for your business.
http://www.blindfiveyearold.com/tracking-image-search-in-google-analytics
_______________________________________

Written by spinwebnz

April 16, 2013 at 1:05 am

Converting virtual tours into videos

leave a comment »

The question often gets asked, “Isn’t a virtual tour already a video?” No. A virtual tour is a still photograph. And how you see it rotate 360 degrees on your screen is possible with some pretty clever software and coding – you click/tap on the image and control its direction, speed and more. You can’t do that with video that you find on YouTube.

So, converting your virtual tour into video is not without limitations and it’s not as simple as it sounds. At Spin360 we’ve done extensive research into this and tested many ways to get this to work. The final product creates a somewhat jittery result. This is due to the way the software captures the motion. Creating a smooth high quality video experience is not possible. The only way to achieve this is to film the property using a video camera. However, if we think outside the box and approach it in a different way this ‘effect’ can be overlooked because of the voice-over and editing style I’m suggesting.

Think of the end goal for this video clip. You want to inspire the user to go to your website. This video content is destined for YOUTUBE, not your website. Your website is where all the information is, the images, the actual virtual tour and most important, the final conversion the booking engine (or your chosen conversion pathway)! The goal surely must be to peek people’s interest and engage the user to want to see more. If we treat these video clips as a call to action tool, then it will work better than just having a standard product video. There are millions of them and they are all the same – cost a fortune, slick sales pitch… bla bla bla…next… and the user clicks away to continue their search.

The reason for using your virtual tour content is to save money and re-purpose beautiful imagery already in hand, yes?

Then lets use it in a new way to create a better result. It’s not a sales pitch. Produce it like a tutorial. Educate and entertain. Show the viewer what they will expect to experience by going to the website for a full engaging experience. Tease them with the highlights, interact with the virtual tour on-screen, and leave them wanting more. The clip should finish with a slide with a link to your site and a promise they won’t be disappointed.

This is the best approach for re-purposing your virtual tour content and turning limitations into traffic to your website. Remember, YouTube is the second largest search engine and the largest search engine, Google, owns it. By having video content that is properly tagged, linked, and contains crafted description will put you in the game. Be found on YOUTUBE so you can connect with more of your potential customers!

DROPBOX- some clever tricks to know

leave a comment »

dropbox

From undeleting old versions to getting more space, a guided tour of the many powerful features tucked away in Dropbox’s invaluable file-syncing software

Dropbox isn’t the only cloud storage and syncing service, but it is one of the most popular. The ease with which it shares files across OSes and hardware makes it valuable to businesses with workers spread across a large geographic area – and for individuals who don’t want to be tied to a single device, as Windows PCs, Macs, Android phones, iOS devices and even BlackBerrys are supported.

Its easy-to-use exterior masks a sophisticated back-end that’s capable of some very clever tricks. Not bad for a service that is, in its basic form, completely free.

If you’re not already using Dropbox, it’s simple to get started. Sign up for a free account at the Dropbox website and you’ll immediately receive a generous 2GB of storage. When you install the software, a folder will be created on your computer will henceforth sync with Dropbox’s servers – and with the Dropbox folders on any other computers on which you install the software.

read the full article by Dave Stevenson  |  posted on http://www.bit.com.au Wednesday 29 August 2012

Written by spinwebnz

March 6, 2013 at 11:03 pm

Why a hotel needs to optimize its online reputation and, the positive impact of online reviews upon hotel performance.

with one comment

tripadvisor

Do you want more and better quality reviews? The fundamentals are:

Ask
The best way to obtain more reviews is to simply ask for them. The most effective ways to generate reviews is to arm employees with business cards that ask guests to “share your review”. This method generates more reviews than posters, table tents, stickers, buttons, and almost everything else that we tested combined.

The cards should be handed out judiciously, be careful to ensure that a single guest isn’t being bombarded by multiple employees with review requests. Adding a QR code to the card so that it is easier for mobile users to write a review.

Respond
Respond to all of the negative ones, a few of the positive ones, and none of the average ones.

Responding an “appropriate” percentage of the time can lift the quantity of incoming reviews by up to 35%- responding too often can have a noticeably less beneficial effect.

Why is this? If the host of the party (the hotel) is crowding out the conversation with a lot of jabber, it appears to turn people off from participating in the conversation, with the end result of guests writing fewer reviews.

Publish
As Professor Anderson demonstrated, reviews matter! In fact, they matter so much that guests will leave your website for TripAdvisor or an OTA if they can’t read objective reviews there. Will those guests return to your site to make a reservation? For a variety of reasons, some will and some won’t. This is one reason why it is so important to have third party reviews on your own website. The other is related to cost per acquisition.

Some hoteliers who already engage in this practice make the mistake of cherry picking only the best reviews for their site. It has more positive results when hotels enable an almost unfiltered stream of reviews -including the good, bad and ugly, to be published onsite for the following reasons:

  • Remember that bad reviews legitimize the good ones. Especially important when you consider that brands are among the least credible sources of information in consumers’ eyes.
  • Operationally, it requires much less manpower to enable an unfiltered stream of reviews vs. seeking out good ones to publish manually. An unfiltered stream also keeps the content fresh.
  • The knowledge that negative reviews could appear on its own website is a great motivator for improving an organization’s operations and guest satisfaction in general.
Read the full article here>

Written by spinwebnz

January 4, 2013 at 1:54 pm

Trying to make a Video your YOUTUBE strategy?

leave a comment »

youtube-yourself

Very simply, you can’t bore or confuse anyone into doing anything.

But you should be thinking of taking a different approach depending on intended audience and intended purpose. Knowing where the video sits in the sales cycle is critical – is it for attraction, conversion or consumption?

1. When you record the video you can record two separate introductions – you use the first version with Youtube and it has a call to action in the intro.

2. The introduction to the section version is just an introduction, doesn’t have a call to action in it, and you can load this on your website for your subscribers and members of your tribe who already like your content. You can either host this on Youtube and make the video unlisted (that way it won’t be found on YouTube), or you could host it somewhere like Amazon S3 and use Flowplayer. OR you could create a high def version and give your tribe the opportunity to download it.

IF you are using YouTube Videos as an attraction strategy you need to put the Call to Action somewhere near the front of the video. Because if you put it at the end of the video it will be missed by a good proportion of people who view the video.

The Call to Action should clearly tell the viewer what to do (e.g. go to your website, or click on the link to your website under the video) and also what’s in it for them (if you take this action you will get….a great free report…a series of great videos…a great interview on MP3….or whatever it is).

I repeat this is ONLY if you are using YouTube and other video attractors as a strategy to attract potential new subscribers/clients/customers.

If you are creating videos that are going to be viewed by your existing ‘tribe’ THEN in those situations you can leave the call to action to the end of the video.

 
For tons more information and strategies on building an audience that builds your business, take a look at the awesome creators at  COPYBLOGGER
This post is an adaptation on their advice and expertise.

Written by spinwebnz

January 1, 2013 at 5:08 pm

I love being part of people’s success and business growth.

leave a comment »

tropical resort- spin360

My passion is building successful websites. I understand that there are some people that are nervous about change in a world they are uncomfortable with.

Here’s an example- A place I like to shop didn’t have a website. I met the owner asked if he had consider it. He was unsure and didn’t see the value in it, yet he was willing to pay $2000 per week for newspaper adverting.
I took a punt- I purchased a domain for him, built him a website and presented him with it. It gave him the confidence to move forward. Three years on we have just upgraded his website to a system where they can manage content, photos, and specials. I taught them how to blog and how to use email to connect with their existing clients.

For a fraction of the cost of advertising, he has a permanent marketing tool, and the knowledge of how to communicate with a brand new audience. They appreciate now that it will always be a work in progress, and that’s the way you build long lasting relationships.

Written by spinwebnz

December 22, 2012 at 7:43 pm