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Online Marketing Guys

Welcome to Online Marketing Guys. This is the show for small businesses looking for information about online marketing. From your website, SEO, content marketing and social media, our team will talk about the best practices and strategies that will help your business grow a robust online presence, and get found!
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Now displaying: Category: online marketing
Jun 28, 2017

Not all websites are created equal.  But to be effective, business websites should all have certain things.  This week co-hosts Bob Turner and Liz Jostes take a look at those essentials that every business site needs on this episode of Online Marketing Guys.

To be effective, websites have to be more than just online brochures. You have to view them as marketing tools and when designed properly, they can help you connect with potential customers.

But that means they need to include certain items or functionality to make them easy to use by your visitors.

Here's a quick list of some of the items we think all business sites need:

  • The basics: A home, about, Products or Services and Contact pages
  • Information about your business
  • Contextual information about your business on your services pages
  • Links between your other pages where appropriate.
  • Photos and videos
  • Phone and email displayed prominently in the upper right-hand corner
  • Social media icons that are actually linked to your social pages
  • Differentiator language - Why are you different and why choose you?
  • Call-to-actions
  • A blog.
Jun 20, 2017

Some websites just seem to have a better feel: A better flow or are more attractive than others.  That's because they are designed using concepts derived from brain science.

Our brains want things a certain way, and, from a marketing point of view, if we present information in those ways, then a website will be more pleasing and more effective to visitors.  It also has a higher probability of converting sales.

The science behind web design involves four areas of the brain: The Frontal Lobe, the Temproal Lobe, The Occipital Lobe and the Amygdala.  Co-hosts Bob Turner and Dino Pelle tell you how each of these areas gets involved when we visit a website.

 

Jun 13, 2017

Are you up on what's working in social media?  do you know how other marketers are using it?

The 9th Annual Social Media Marketing Industry Report was released in May. Co-hosts Bob Turner and Christina Kettman go over the numbers and reveal the trends on this episode of Online Marketing Guys.

Ninety-two percent of marketers reported that social media has become an important part of their marketing.  But 91% admit they have confusion over how to use it effectively.  This is the state of social.  marketers recognize its importance but aren't sure how to use it.

The one constant in social media is change, and as it continues to evolve, keeping up on the current trends will be necessary if it is to be effective.

 

Jun 7, 2017

User Generated Content (UGC) is content that is generated by your customers and posted online.  It could include photos, video or text.  But the fact that it was posted by customers showing them having fun lends credibility to your brand.

Ideally the UGC will contain a hashtag that the business pushes.  It's the hashtag that allows a company to track how successful the campaign is.

Co-hosts Bob Turner and Ronda van Buren talk about this growing form of marketing.

Businesses are becoming more and more savvy in how they are moving customers toward posting UGC.  Zoos, amusement parks or other entertainment venues have cut outs on the premises where people can stick their heads and upper bodies through and take a photo.  The cut out, of course, has the name of the business.

Other locations are actually creating "selfie spots"with some type of branded signage where customers go to take a beautiful photo.  Some post signs asking customers to use a particular hashtag.   

If you want your customers to post UGC, be creative.  Ask them to use a hashtag and promise them something for doing it.  

May 31, 2017

Have you been noticing more and more video when you're online?  That's because video has taken off!  It is not only a great way to connect with your customers, it's use is also strategic!

Hosts Bob Turner and Liz Jostes tell you why.

Let's consider Facebook.  Right now, the social site's algorithm rewards video with more reach than any other kind of content.  Live video receives more reach than a pre-recorded, which is still really good.

Video on YouTube is also valuable.  After all, the video site is the No. 2 search engine on the internet.  If you search optimize your descriptions and tag your videos correctly, chances are, they'll get found.

If you're not using video, maybe you should.

Nov 1, 2016

Have you ever encouraged a potential customer to look for you on the internet, only to hear back that they found a negative review or news story about your company?  It happens more than you might think.

Negative reviews can take place without your knowledge.  Once they are posted, you need to take action to overcomer them.

Reputation management is the practice of shaping public perception about a person or organization by influencing online information or content about them. It involves content, SEO and social media.

It isn't possible to take down reviews or news stories about your business.  Instead, create new content that replaces and pushes the offending content down in the search rankings.

Co-hosts Bob Turner and Dino Pelle talk with Digital Marketing Director Allison Chaney about reputation management practices on this week's episode of Online Marketing Guys.

Oct 19, 2016

Knowing what to post online can be one of the biggest challenges for small businesses.  When you’re not sure, that’s when you might stray and end up posting about things that have nothing to do with your business.  That won't attract customers.

Co-hosts Bob Turner and Dino Pelle talk about being relevant on this week's episode of Online Marketing Guys.

Your content needs to be intentional. Plan out topics that are relevant to what you do.  Provide helpful information that potential customers are looking for and can use.  Then, you become a resource to customers and they will think of you when it's time to buy.

 

Aug 15, 2016

It's our 50th episode!  To celebrate, co-hosts Bob Turner and Jason Goff take a look at what the future of online marketing might look like down the road.  It's all part of this episode of Online Marketing Guys.

Bob and Jason take a look at the coming shift in social media toward narrowcasting and personal communication.  They also discuss how SEO will evolve to match how we access the internet for information.  As content continues to grow on the web, how will it be valued, and what form will it take?

Marketers will have to aim their messages more narrowly if they hope to have any connection with future consumers.

Aug 8, 2016

Can social media help you and your business website get found online?

That's the question that co-hosts Bob Turner and Jason Goff tackle on this week's episode of Online Marketing Guys.

By having a search optimized bio on your social profiles, you, as an individual can be found.  Most social sites have search functions, and optimizing your profile will make sure you come up during relevant searches.

When it comes to your website, social media is a great way to move traffic to your site.  Certain sites are also indexed by search engines. Google, for example, indexes Google+, LinkedIn and Slideshare. So make sure you business has active company pages on those sites and Google will reward your website with a ranking bump.

 

 

Aug 1, 2016

Social media sites are owned and controlled by companies.  They have no responsibility to be open platforms for free speech.  They can, in fact, censor posts and do so regularly.

Co-hosts Bob Turner and Jason Goff discuss social media censorship on this episode of Online Marketing Guys.

Most social sites have rules about the type of content that can be posted.  Typically, these rules prohibit posts that are hurtful, threatening or hateful.  However, the application of these rules is not always uniform.  This can be seen with the example of ISIS.  

We've known since 2014 that this group uses social media to promote their ideology and recruit members.  There is, perhaps, no larger purveyor of hatful speech and deeds than ISIS.  How is this group able to continue its activities on social channels, then?

Businesses need to be aware that the potential downsides of social media.  If one of the social sites you are posting to deems your content inappropriate, you could be banned. 

Jul 25, 2016

There is a practice inside of marketing that talks about making your customers the heroes of your content marketing stories.  That way, they feel emotion and loyalty toward you.  It played out recently when the Cleveland Cavaliers marketed to their fan base as they played for a NBA Title.

Co-hosts Bob Turner and Jason Goff talk about the ingenious marketing behind the Cavs championship on this episode of Online Marketing Guys.  The team not only won a title, but through their marketing that made the fans the heroes, won the loyalty of their followers for a generation to come.

Jul 11, 2016

With all the social media sites out there, how can small businesses keep up?  Trying to can be overwhelming for organizations with small teams.  

Well, the good news is, you don’t have to try, that is, as long as you know who your target market is.  Co-hosts Bob Turner and Jason Goff discuss this topic on this week's podcast episode of Online Marketing Guys.

A crucial step for any business is to identify their target market: Who is going to buy your product or service? Who makes the buying decisions? Does your offer really solve a problem they have? If so, how does it do that? These answers will help you position your product or service so it resonates with your target.

From that determination, everything else flows. Once you know who your target market is, you can make sound, logical decisions about how and where to market to them. This applies to your choice of social media channel, as well.

Jul 3, 2016

Instagram is adding business profiles to its service.  Businesses will soon be able to add a business account to this app and be able to have insights into how their posts are performing.  Stay tuned, more on Instagram coming soon.

This is a special 4th of July episode of Online Marketing Guys.

 

Jun 26, 2016

Video, video everywhere.  At least, it seemed that way last week when an amazing thing happened that demonstrated the maturity of social media.  House Democrats decided to have a sit-in on the House floor.  They were protesting the Republican majority’s in-activity on passing additional gun legislation after the shootings at the Orlando nightclub.

What’s interesting about this is the fact that traditional media could not report the event.  Unless the House is gavelled into session, cameras and reporters aren’t allowed to report on anything happening from inside the House chamber.

So, to get the word out, they took to social media.  They used the hashtag #NoBillNoBreak and by late Wednesday afternoon, that hashtag was trending high.  Not only were Democrats on the House floor using it, but so did other political activists to show their support.  So did Republicans to show their disapproval.  So did reporters to show their frustration at not being able to cover the event.  

And traditional media had to use social media posts to report on the sit-in.  In fact, some news organizations used Periscope video on the air to show viewers what was happening inside the House chamber!

Developments at Twitter

*We all know the value of the number “140” when it comes to Twitter (the number is almost synonymous with the network), now Search Engine Journal dot com tells us that Twitter has made their videos 140-seconds in length.

*Twitter add video capability in 2015.  

*Up until now, you could only upload 30-second videos
*According to Twitter, the longer time has resulted in video tweets

increasing by more than 50% since earlier this year!

*How will this affect Vine?  Don’t forget, Twitter owns Vine.  So there will be some changes there, too.  The old 6-second videos will now be used as a “trailer” that’ll invite you to “Watch More.”  The more will be longer, 140-second videos.  You can do that by clicking a button in the lower right hand corner.

Facebook Is Paying Millions to News Outlets and Celebrities to Create Live Video

Twitter is not the only network upping their video game...

It’s been known for some time that Facebook is paying media companies and celebrities cash in return for using its Facebook Live video feature, but what hasn’t been known is exactly how much it is paying them. According to a document recently obtained by the Wall Street Journal, the social networking giant has signed as many as 140 contracts worth a total of $50 million.

*Two media outlets are getting paid more than $3 million to create live video—BuzzFeed and the New York Times, and CNN is not far behind, with a reported payment of $2.5 million.

*BuzzFeed confirmed—in a roundabout way—that it was one of the partners being paid by Facebook. A story about paying video creators quoted an anonymous source as saying that the social network was paying media partners “around $250,000 for 20 posts per month over a three-month period”

*Videos from celebrities or public figures accounted for more than 60% of the top 200 most-viewed live videos, while media companies made up just 15%.

*At a Fortune Magazine conference earlier this month, Facebook vice-president Nicola Mendelsohn said that if she had to predict what the site would look like five years from now, “it would be video, video, video.”

Speaking of Facebook . . .

Facebook Live grows up with two-person broadcasts and waiting rooms for viewers

*At VidCon Facebook pre-announced three new big product updates for Facebook Live. The platform will soon let you do two-person remote broadcasts, pre-schedule your streams and create a virtual waiting room for viewers and broadcast with Masquerade’s face masks.

(Some of you will remember, way back in March of this year, Facebook purchased the popular face-swapping app for an undisclosed amount of money)

*The first upcoming update is the ability to stream a broadcast with two people in different locations — sort of like a remote interview.

This is a BIG DEAL!
*The company is also introducing waiting rooms, letting users hang out and wait for a broadcast to start. Content creators can pre-schedule the time they are going live, ALSO A BIG DEAL!  which will allow 
Facebook to send users a notification before the stream starts so they can be waiting when you go live.

*Facebook can get users excited and assemble them before the actual live-steam starts, so broadcasters have a full audience the second they go live.

*Lastly, and on a more fun note, Facebook is adding the ability for users of the Masquerade app to go live on Facebook directly from the app. (So, watch out, Snapchat!)

YouTube now lets you livestream right from its mobile app

*This was another Big Announcement that came from from VidCon

*This capability will be available to only select users first, but it is expected to become available to more people later on.

*It’s built-into the YouTube mobile app

*Just tap on the big red button, and, whammo!

*Subscribers will be notified when you’re live

*You can specify if you want the lifestream to be viewable to the public or not

*This is available now on iOS and Android

*Live video is not new for YouTube.  They aired the Royal Wedding in 

2011, Felix Baumgartner’s leap from space in 2012, and this year’s Coachella was viewed by more than 21 million people...live on Youtube.

Here’s a couple of other things . . .

*Tumblr has announced some live integrations with YouTube using 4 different apps, so you’ll be able to integrate live video with your Tumblr blog. Crazy stuff - live video is everywhere!

And Instagram is adding new topic-based video channels to the "explore" section of the app. The channels, which will be labeled as "picked for you," will surface based on topics you may be interested in.

 
Jun 20, 2016

Last week, Microsoft purchased LinkedIn for $26.2 billion!  This is big news in the online marketing and social media space!  What does it mean for the business site?  What does it mean for the software giant?

Co-hosts Bob Turner and Jason Goff take a look at the purchase and share their insights as to what it all means and how things might shake out on this week's episode of Online Marketing Guys!

AND...The Cleveland Cavaliers win the NBA Championship!  Go Cavs!

Jun 3, 2016

Are you looking for Facebook strategies to help you reach more of your target audience?

Facebook has changed the rules for businesses on their site a number of times over the years. Yet, we keep coming back, despite how difficult they make it for us to reach our fans.

The most recent change reduced the reach of a company’s post to just 1%. How are businesses supposed to use the platform to market themselves?

Co-hosts Bob Turner and Jason Goff talk about strategies to reach more Facebook users on this week’s podcast episode of Online Marketing Guys. 

Jun 2, 2016

Having a strategy to follow when working your social media marketing makes the practice easier. Ons strategy you can use is thinking about your social media as if it were a news room.

On this week's podcast episode of Online Marketing Guys, co-hosts Bob Turner and Jason Goff discuss the similarities between a news operation and your social media marketing.

May 29, 2016

Have you tried to share a photo or video on Twitter and witnesses your character count get reduced?  We all have.  It's pretty frustrating but those days are coming to an end.

Last week, the micro-blogging site announced that it will be making changes to its 140-character-limit.  Bob Turner and Jason Goff discuss it on this week's podcast episode of Online Marketing Guys.

In an attempt to reinvigorate a social site that has been under fire, Twitter decided to make some changes.  It used to be that adding a photo, video or a poll to a tweet reduced the numbers of characters you could use for actual message.  Now, the social site has to decided to remove those reductions.

Users can now share images and videos and still have the full 140-characters in tact.  Polls will no longer reduce the character count either, nor will another user's handle.

While some die-hard Twitter users may see these changes as blasphemy, Both Bob and Jason agree that the move actually shores-up the 140-character-limit, ensuring that users now get the max number of characters for their messages.

Good job Twitter!

Online Marketing Guys is a production of Social Flair Marketing and JasonGoff.com.

May 23, 2016

Ever wonder what you're going to post about?  We've all had those days where you know you need top sot and have no idea what to post about.

Co-hosts Bob Turner and Jason Goff present four content sources that are common to most businesses and are foundational to your content marketing plan.  Find out what these sources are by listening to this week's podcast episode of Online Marketing Guys.

May 15, 2016

Podcasting is the fastest growing form of media today.  Why the explosion in the last few years?  Technology has finally caught up with it!

Co-hosts Bob Turner and Jason Goff talk podcasting on this episode of Online Marketing Guys.

Today, every smartphone has a podcasting app installed, making it easy to find and listen to the content you want.  The wide-spread availability of wi-fi and 4-G networks also make it much easier to download episodes or live-stream them.

In addition, podcasts are an on-demand medium, meaning listeners choose the content they want, and listen to it when they want.  It is not content that interrupts entertainment, such as TV and radio ads.

Finally, podcasting is set to take off.  New cars produced from 2015 forward will all have bluetooth connectivity, making podcasting listening in cars easier than ever!

Online Marketing Guys is a production of Social Flair Marketing and JasonGoff.com.

May 8, 2016

Too often, it seems like small businesses create their LinkedIn company pages and then forget about them.  But if you want to be found by other business people, and you need to enhance your Google search rankings, then you should reconsider LinkedIn.

Co-hosts Bob Turner and Jason Goff take a look at the business site.  It is one of the oldest social networks, having been founded in 2003.  From humble beginnings that year, the business site has grown to employ over 9,000 and has 433 million users.  Of those, 125 million are in the United States.  Here some other LinkedIn stats:

  1. 5 mil users write content and post it on LI pulse
  2. 33% of Americans use LI during work hours
  3. 79% of Wash. DC insiders use LI
  4. Only 295 of Social media users use LI
  5. 2 new LI members join per second
  6. Over 4 mil company pages

Being on LinkedIn can help your business by:

  1. Creating Awareness
  2. Enhancing Your Reputation
  3. Driving Website Traffic
  4. SEO
  5. Finding a Helpful Audience
May 2, 2016

This week, co-hosts Bob Turner and Jason Goff talk about content.  Creating content has some obvious benefits for your business. If you're not sure how to start, listen to this podcast.  If you're already creating content, then Jason and Bob can help make it better.

In this podcast episode, the Online Marketing Guys deliver six tips that can help your content efforts.

  1. Have a Plan
  2. Make it Helpful and Entertaining
  3. Choose a Platform
  4. Be Consistent
  5. Be Concise
  6. Use Your Content to Capture Emails

 

 

Apr 25, 2016

Social Media Marketing World is becoming the annual conference to attend for marketers from around the world.  The event is held in San Diego, California every spring.  This year, the 4th annual meeting saw over 3000 attendees from 55 different countries.

There were several big topics.  During his closing keynote address, Mark Schaefer talked about the content shock that is happening on the internet today.  It is expected to grow by 500 percent by 2020, which presents a real problem for marketers: How do businesses get noticed will all the stuff out there?

To get noticed, Schaefer suggested creating great content and being more human.

Live streaming video was again a major topic at the conference.  Last year, it was Meerkat and Periscope.  This year, Meerkat has faded from view, Periscope is still around, and Facebook Live is coming on strong.  This trend only appears to be growing as 73% of marketers who were recently surveyed report that they plan to increase the amount of video in their marketing strategies this year.

Facebook ads was also another hot topic at the conference.  The social site picked up 505 more advertisers in the last twelve months.  In fact, Andrea Vahl's Facebook Ads session was standing room only.  Her presentations was slotted during the last session time on the last day of the conference, a time when most people leave these events early.  It speaks to Andrea's popularity and that of her topic.

The mobile app Snapchat has also come on big this year.  Once thought to be just a knock-off way for kids to share photos, this service is delivering some big numbers.  consider this: in May 2015, the average number of video views was 2 billion per day.  This year, in February, that number grew to 6 billion per day!  That much video content being viewed has to be attractive to marketers looking to reach this young demographic.

 

 

 

 

Apr 18, 2016

The 4th Annual Social Media Marketing World is happening this week in beautiful San Diego, California.  The three-day event draws online marketers and social media managers from around the world.  This year, some 3000 attendees are expected.

Social Media Examiner sponsors this event.  On this week's episode of Online Marketing Guys, Marketing Manager Jennifer Ballard gives us a preview.    

The conference has grown every year since it first started in 2013.  At that time, 1200 people attended the event held at San Diego's larges hotel, the Hyatt Regency. 

In 2016, the event has moved to the San Diego Convention Center, the same venue where the massive Comic Con convention is held.

Social Media Marketing World offers educational sessions on not just social media marketing, but other areas of online marketing such as blogging, podcasting, video, measuring and analytics.

The event started Sunday afternoon with eight workshops.  The official kick-off, though, was Sunday night.  That event was held on the U.S.S. Midway, a decommissioned aircraft carrier that first went into service in 1943.

Co-hosts Bob Turner and Jason Goff will have more on SocialMedia Marketing World next week.  Online Marketing Guys is a production of Social Flair and JasonGoff.com.

Apr 10, 2016

If you are producing video to help market your business, then you don’t want anything in that video program to distract from the message. That’s why it’s important to make sure your technical elements are done correctly.

Thus, the production value of your video needs to be as good as it can be. Many times, you only have one opportunity to catch the attention of consumers. If they notice your glitches more than your marketing messages, then your efforts have been wasted and your company’s reputation might be tarnished. 

Not long ago, producing a video with high production values meant hiring a professional video production crew that understood the technical aspects. However, the digital world has changed all of that. Today, you can have a quality video product with just a modest investment.

Paying attention to the following technical aspects will help you create quality work.

 

  1. Lighting – Viewers must be able to see the person or item on the screen. If your video is too dark and it is hard to make out, then don’t use it. Find an alternative. If your video has just one person on screen talking to the camera, then make sure that person is lit well. Light kits are available for as little as $100.00.

    You can also light a subject with natural light. Here’s a tip: Find an office or a conference room with a window. Place your subject facing the window. Then position the camera so it’s back is toward the window. Then use the natural daylight to light your subject.

    Conversely, “hot” video or video that is over lit is not acceptable, either. If you see a lot of white in your frame replacing your background or foreground detail, find a way to reduce the light.
  2. Stability – While shaky camera movements work well for dramatic purposes in film and TV, I’m not a fan of seeing them in marketing videos. They are very distracting!

    Consider investing in a tripod. You can find them at most electronics stores and they are not expensive. If you are using a smartphone to record video, there are adapters available that you can use with the tripod, as well.
  3. Level Your Image – To avoid distracting viewers, your video needs to be level. That means making sure your camera is set up in a way so that it is not tilting to one side or the other. Most tripods have a bubble level built into them. Use it!

    If you’re not using a tripod, then line the right edge of your frame up with a vertical line in the room such as a corner or bookshelf. Find something to help you level the image. Otherwise, the tilt will distract viewers.

    While tilting the camera worked for Batman in the 1960s, it won’t work for your marketing video!
  4. Sound – Audio quality is very important. You want to make sure that your on-camera subject is heard clearly. The last thing you want to have happen is a viewer wondering, “What did that person just say?”

    Audio recorded from a computer or smartphone microphone tends to sound hollow because they are not of good quality and are designed to pick up sound from all around a room.

    Instead, consider investing in a mic that is designed to pick up audio from just one direction. You can find lavaliere and handheld mics of decent quality for under $60.00.
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