SpinWeb NZ

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Posts Tagged ‘marketing

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

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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
Advertisements

Written by spinwebnz

September 24, 2013 at 12:05 am

The 3 Types of Influencers

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influencers

Influencers are an important way to market your brand. You need to think of it very much in the same context as your paid media – make reasonable investments and expect positive returns. Use the technology and tools available to you to be efficient and stay focused on what your goals are.

The sources that people listen to can generally be referred to as “influencers.” In fact, that is the core of an entire business (one that I participated in quite deeply for a number of years). But I have long thought that there is a tendency, when considering the nature of influence and influencers, to look a bit too monolithically at the space. Sure, we can use the rule of thumb that one person in 10 tells the others what to buy. But there’s a great chance that those nine people think that guy is a blowhard.

But these people are not all the same, and it’s time to consider different types of influencers differently and address them uniquely. In my travels through this world, I have found three primary types of influencers: the counselor, the communicator, and the community builder. Here is who they are and how you should connect with them.

Read the full article here by  >

Written by spinwebnz

February 23, 2013 at 9:23 pm

Trying to make a Video your YOUTUBE strategy?

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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.

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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

88 Content Creation Ideas for Better Blog Posts, Images, Videos

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content-creation

Coming up with new ideas for engaging, high quality content on a regular basis isn’t easy.

Fresh content not only helps with your search engine optimization strategy; it shows your social following you are active and engaged in your industry and local community. It’s also a great opportunity to provide new and helpful information to current and potential customers.

Companies struggle to come up with new angles and ideas, though. Use this list to brainstorm new topics for your blog posts, social media posts, or videos.

Ideally, you’re planning your upcoming content using an editorial calendar and leaving space for coverage or current events. This helps ensure you have a steady flow of new content, with backup content to use when you’re just not feeling inspired.

Some of these ideas are interchangeable between categories (you might find a source in the video list that would work great to inspire a blog post) so I’ve tried not to duplicate between categories.

Without further ado, here are 88 ideas to inspire new content you can use to promote your business.

Inspiration for Blog Posts

  1. Local newspaper articles – recap and add your own opinion on local happenings.
  2. Questions posed via social – what are people telling you or your competitors they want to know?
  3. Comments on your previous blog posts.
  4. Quora.com – what conversations are happening around your product, service, or industry?
  5. Local radio talk shows – write about the topics being discussed in your community now; this doesn’t mean taking a political stand, but you can ask questions and get the conversation going on your platform.
  6. Answer questions asked by customers in-store in a blog post.
  7. Annual community events – write about how you plan to participate and where potential customers can meet you.
  8. Unique uses for your product or service – write about a way in which it’s been used that is different, fun, or innovative.
  9. Debunk a myth or misconception.
  10. Other information sources – compile a list of newsletters, videos, websites, etc., from your industry that your readers will find helpful and interesting (just not from your competitors).
  11. Recap and share national/global news about your suppliers or manufacturers.
  12. Industry news – use Google Alerts to deliver relevant headlines to your inbox and write a roundup post regularly.
  13. Solve a common problem – write about the problem(s) that your product or service fixes.
  14. Talk to your suppliers – do they have new products coming soon? Have they made improvements on existing ones? Stay ahead of the curve.
  15. Skim LinkedIn Groups in your niche for hot topics.
  16. Case studies – Share your customers’ successes.
  17. Profile a supplier/manufacturer.industry bigwig – Tell people more about the people and companies you do business with and why.
  18. Use the Google AdWords Keyword Tool to find terms and phrases related to those visitors are using to reach your site and create content around those.
  19. Revisit hot topics or popular industry figures from years ago and write a post around the idea, “Where Are They Now?”
  20. Research – Offer an overview of a recent study or whitepaper relevant to your business.
  21. Quotes – find and list quotes from big players in your industry; try QuoteGarden.comor BrainyQuote.com for research.
  22. Monitor companies mentions online and write a post thanking someone for positive coverage; link back to their content or embed it in your own.
  23. Write about how you’re making changes to improve your service.
  24. Tie your topic to a celebrity (i.e., “What Madonna Could Teach Us About Plumbing” or, “10 Things I Learned About Great Food from Kim Kardashian”).
  25. Share the best takeaways from an industry event you attended.
  26. Check out Digg or Reddit for the top news in your category of interest.
  27. Write a post about something you learned this week or month.
  28. Use your blog categories to inspire themed content for different days of the week, ensuring balanced coverage of your topics.
  29. Try networked curation with a service like BagTheWeb.com to see blog posts related to your topics.
  30. Compile old posts into tightly-knit groups and write summary posts linking readers to these older resources.
  31. Go to an article site like Constant Content and see what others are writing about relevant to your industry.
  32. Use a search engine to search your own most popular blog titles and see what other related ideas come up.
  33. Visit competitor websites – a surprising number of sites still use meta keywords, even though they have zero SEO benefit. Use their keywords to see what they may be targeting that you aren’t (yet). Simply right-click on their page and choose “View Source” for a quick and dirty look.
  34. Repurpose video content by either transcribing and embedding in a post, or starting a new conversation about the video in a post.
  35. Read competitor product/service reviews around the web, pick out complaints, and write a post about how your product or service solves that problem, without actually mentioning the competitor’s review.
  36. Summarize complex, longer blog posts into shorter, more digestible posts and link to the longer version for more information.
  37. Tell a fascinating story by relating the lesson or “moral” of your post to one from a famous fairy tale. Use the fairy tale’s storyline but adapt it so it’s relevant to your topic and audience.
  38. Ask for feedback on new features or services you are considering adding to your lineup – not only do you get a blog post out of it, but you’ll get some great input from the people who know your business best.

Inspiration for Images (for Social or Blog Posts):

  1. Charity events/fundraisers – your company can become recognized as a positive influence in your community by helping charitable organizations spread the word about their events, and you get great content in the form of images, to boot.
  2. Your participation in industry or trade events.
  3. World events around your product or service – see how Starbucks uses images from around the world to show how their coffee beans are grown and harvested. What areas does your company touch?
  4. Take pictures of contest winners visiting your physical store – mailing prizes is a missed photo opportunity.
  5. Snap or share pics of local sports teams, organizations or events your company sponsors.
  6. People using your product or service (have a short and sweet release on hand for these occasions).
  7. Make charts or graphs of common uses for your product or service – 45 percent of people use this to…
  8. Introduce your staff – who are the people behind the scenes making your company so awesome?
  9. Create your own charts or infographics using recently published statistics in your industry for data and credit the researchers.
  10. Screen capture Twitter conversations – if you see a hot conversation going on amongst influencers in your industry, screen capture it and use to start your own discussion.
  11. Use individual screenshots from your videos in other channels.
  12. Search Google Images or Flickr for keywords that draw traffic to your blog posts and see how others are creating images around these topics.
  13. Follow inspirational people in your industry and share their images – use their activity to inspire your own new content, as well.
  14. Turn your FAQs into images, one Q&A per branded image, and post on your social channels regularly.
  15. Use your analytics to see what people are searching for that leads them to your page and create images around those topics to draw more people in.
  16. Recycle one of your popular blog posts into a series of images.
  17. Top Stories on Facebook – signed in as your business, see which images posted by your competitors and industry influencers are getting the most engagement (you must be following them to see this).
  18. Search Yahoo Answers for unanswered questions relevant to your industry and create an image answering the question.
  19. Create images to illustrate laws or regulations in your industry.
  20. Celebrate longevity by posting pictures from your business in years past.
  21. Think of each image as the beginning of a series and gradually build out your coverage of the topic through photos or other images.
  22. Photoshop existing images (to which you own the rights) to create memes or add funny, helpful, or other unique content.
  23. Use Pinterest to see what types of images do well in your niche.
  24. Do a 30-Day Challenge in your business and post regular pictures of your staff and management’s progress.

Inspiration for Video Content (to use in social or embed in blog posts)

  1. YouTube – craft a video response to a popular video related to your industry or product.
  2. Review a book or video – record your own review of a popular industry book or video.
  3. What happening – Record a list of five or ten things happening locally or in your industry and add links to more information on each in editing.
  4. Use SurveyMonkey or Google Docs to survey your readers/customers and make a video sharing the responses.
  5. Find a guest – ask someone local to appear in your video and interview them.
  6. Revisit older, popular videos – expand on previous videos with news or updates around the topic.
  7. Make a time-lapse video of your product coming together, or a typical day in your offices.
  8. Focus on your customers – record a video with fun facts about your customers: this percentage are local, this percentage are business people, this percentage visit us at least twice a month, etc. Try SnagIt for screen capture software if you’re unfamiliar.
  9. Make a video prediction of something that could happen in your industry.
  10. Host a Google Hangout with a few of your suppliers, manufacturers, or other business contacts and discuss customer FAQs, then post to YouTube.
  11. Snoop around your competitors videos and use their video tags to inspire you.
  12. Make a funny video about how “not” to use your product – think of Rona’s “How to Do It Wrong” campaign.
  13. Publicly thank your customers for social comments – make a screencast of the best public comments you received via social accounts that week/month.
  14. Make a video response to a question posed in social.
  15. Try Mind Mapping – plug some popular video topics into MindMeister.com and see what related ideas pop up.
  16. Explain what a current piece of news means to your customers.
  17. Interview interesting customers – the one who travels the farthest to visit you, the oldest or youngest, your most frequent or loyal customers, etc.
  18. Check out TheAdFeed.com or AdsOfTheWorld.com to see which commercial videos are doing well and why.
  19. Create a video how-to or tutorial.
  20. Industry webinar Q&As – make videos answering questions that come up in industry-related webinars or conference calls you participate in.
  21. Crowdsource a customer question and make a screencast video discussing the responses – post the question to Google+ or Facebook and see what your other followers have to say.
  22. Make a “Quick Tips” or “5 Things You Might Not Know About X” video.
  23. Troll forums in your industry and see what types of questions people are asking, then making videos offering solutions.
  24. Host a local meetup, info session, or seminar and make a video of the highlights.
  25. Review or demo non-competitive yet related products that your customers may find helpful.
  26. Create holiday videos featuring staff and their well-wishes for customers. Use SocialBro.com to see what special events your customers in different locations may be interested in.

Some of these ideas are linked to happenings in your local area – even if they’re not directly related to your business, you are showing fans and followers you’re an active part of their community. Other sources will allow you to add your own perspective and tie the topic back into your own business.

post by Miranda Miller, July 30, 2012

Written by spinwebnz

December 22, 2012 at 7:34 pm

Winning awards for our clients

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SpinWeb congratulate Steve, Jeanette and the whole team at Motueka TOP 10 Holiday Park on winning the 2012 Best Web Profile award at their industry conference this year.
 
SpinWeb have been working together with Steve & Jeanette for 6 years and it is a treat to have such motivated and enthusiastic clients. Their attention to detail is what sets them apart and you only have to step into their Holiday Park to see the result of their hard work.
 
This dedication to their customers and business is a successful formula and they understand the value and importance of a great website. At SpinWeb we take an active role ensuring their content is fresh, up to date and that the overall experience is easy for their online visitors to book. We also ensure their online marketing and search engine optimisation is managed and monitored. SpinWeb’s sister company Spin360 regularly updates their photography and virtual tours which play a vital role in best representing their accommodation and facilities. Steve and Jeanette know that great images sell rooms and understand that the architecture and flow of their website means that they get maximum return on investment.
 
As a team SpinWeb and Motueka Top 10 continually strive to improve and stay on top of the technology, web trends, customer reviews, and the overall tourism and conference market. It’s an exciting time ahead for Motueka TOP 10 and we are proud be be an active partner in helping their business succeed. 

Written by spinwebnz

August 5, 2012 at 6:29 pm

The complete guide to Facebook domination in your business niche

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Facebook 'how to'

Lots of people have been asking me about Facebook, how to do this, why to do that, should I, could I, why would I… here’s an article I read today that sums it all up and gets to the point. These are the 1st 13 tips- check out the whole Slideshare PowerPoint presentation. It only takes a couple minutes to go through this and might steer you on a new course in your search for Facebook domination in your business niche.

………………………………………..

The Basics


1. Find the best name for your Facebook page… and don’t change it.

Before you jump head first into the shallow end of the Facebook pool, take 30 minutes and a few co-workers to brainstorm the correct name for your Facebook Fan page.

The answer might be obvious, but you can ensure the correct name for your page.

Oh, and don’t change it! Sure, you can, but for the sake of your fans, SEO value and your reputation, we would highly recommend against it.

Actually, forget what we said. You can’t change it, the name is forever.

2. Create a custom URL.

Facebook allows you to avoid the difficult to understand fan page URL string, by using a custom name.

Again, why that name is so important. “fanpage191280920909″ just does not sound as good as “travelnewzealand”.

3. Find someone who knows what FBML is.

All of those cool features on the Nike or Red Bull site are not typical add-ons, you are looking at custom FBML…or Facebook Markup Language…like HTML.

While FBML is not difficult for the average programmer, i is tough for your communications manager, social media associate or intern to grasp quickly.

4. Create a custom landing page.

Guess what runs the custom landing page? Yep, FBML.

While you can use FBML to create a rather dynamic landing page, you can also create a simple one in about ten minutes.

Basic image, plus some Photoshop work…add in a link…and post. One Facebook Welcome page.

5. Keep your welcome page short and sweet.

Don’t make the welcome page difficult on the user. Keep it basic.

Tell them why you are on Facebook and why it would be beneficial for them to follow you. Done.

6. Engage the visitor.

Okay, you got them to click the Like button, now what?

Why should they return to your page in the future? Do you post regular (and Lord help you, exclusive) content?

How about a daily deal? Seriously, these people have hundreds of other companies to Like, so why should they come back to your page?

 

Communications


7. Encourage interaction and communication.

It is called social media for a reason. So get social already.

Stimulate your fans with meaningful, interesting and valuable content… which leads to a meaningful, interesting and valuable conversation.

WARNING: If you don’t really want to talk to your consumer, find out what they really thing about you, possibly hear negative comments or bad words, Facebook is not the place for you.

Move along, nothing to see here…

8. Ask questions, surveys, quizzes = free research!

Facebook is a virtual pot of gold for consumer research. And all you have to do is start asking questions.

Scientific? Probably not.

Honest feedback from your audience? Yes.

Free? Heck, Yes!

9. Surprise your new friends.

Okay, this one could go in a couple sections, but it works here.

Again, you have consumers with an affinity to your social presence…surprise them!

Keep it fun.  And not just by running contests.

10. Be available, all of the time!

Social media is a 24/7 monster. Consumers are expecting a response in two hours, instead of two days.

Starting a successful social presence means a commitment to be available to your fans.

11. Don’t hide during a disaster, have an emergency communication plan.

Your Facebook page is an outlet for communication, even during a disaster.  Say, a volcano eruption.

Simply ignoring your previously active social channel is not a well received strategy.

Create a disaster plan and include your social outlets.

 

Marketing:

For the next 13 slides view the whole Troy Thompson presentation

 

Question of the Week:

How do you answer this question? Does each member of your staff believe and spread the same message? Let’s say you have 10 key clients in the room- answer this question:

Our company provides the best experience for people who want to ______ ?

It’s possible that you may have multiple attributes. Put this question to your staff and maybe your own customers. You might be surprised at the answers…

 

Does the following graphic help put Facebook into perspective?

Facebook Summarized In A Diagram

 

How does this impact or relate to what you’re trying to do in your business today?

Where does your future lie on this map?

 

Written by spinwebnz

November 1, 2010 at 10:38 am