Hand-in-hand with all the tradition, family, and delicious food that the holidays have to offer, thrives a mad-dashing energy that underlies a season of distraction. Every business wants to capitalize on consumer attention and the readiness to seek out and give gifts. Sales abound! Signs flash! Heartstrings are pulled!
At the center of all of this frenzied marketing rests conversion optimization.
Regardless of the type of business you run, conversion optimization – getting users to take a desired action and tracking the causes for that action – remains essential. The holidays are an excellent time to create a game plan that increases your chances of obtaining a favorable result, leading your users through a funnel that delivers them to the other side of an action that benefits both them and your bottom line.
Countless SEO’s left shivering in the Antarctic wake of the last Penguin update are rejoicing as their sites have finally been freed from the ice.
Over a year after the last Penguin update, Google has confirmed that Penguin 3.0 launched Friday, October 17, 2014. Google completed the rollout on Monday, October 20th 2014.
Amidst the industry buzz, Google’s Pierre Far had this to say about the new rollout on his G+ account:
(1) This is a worldwide update, impacting all versions of Google.
(2) The current refresh impacts less than 1% of English queries but may impact other languages.
(3) The update is considered to be a “refresh,” fine-tuning existing elements of Penguin.
(4) This refresh will demote sites with bad link profiles and help previously hit sites that have since cleaned up their link profiles.
For those of you who have been affected by this update, the above information may feel like bread crumbs, when what you really want is a sandwich. In order to truly understand the ways in which this update affects your ranking, a look back at Penguin’s history is in order.
5WH stands for Who, What, Where, When, Why & How. It is a very simple, straight forward and effective method for developing a social media strategy. We’ve even created a downloadable social media strategy worksheet to help get you started.
“Tactics without strategy is the noise before the defeat”
~Sun Tzu from The Art of War
The first W stands for Who. There are two key “Who” questions a business must answer when creating a social media strategy. They are: Who Am I? & Who is My Audience?
Who Am I?
As a business made up of many different individuals it is important that you have a clearly defined vision, purpose, mission, values, brand voice, etc.
Think of your business as a person or a character. What type of personality does it have? Would your business use humor in it’s responses? What does your business care about? When you communicate online your business takes on a personality whether you like it or not. You want to make sure that the character of your business is meticulously thought out and crafted prior to jumping into social media.
Who is My Audience?
Identifying and understanding your audience is critical to success in business and in social media. Do you know who your customers are? What are their ages? Are they married? Are they homeowners? Do they work in specific occupations? You want to have as much demographic information on your audience as possible.
While having the demographics of your audience down is a good start, I would strongly encourage you to take it a step further and create an Ideal Customer Profile. An ideal customer profile is a fictitious customer that you create, give a name, assign demographic information to as well as lifestyle & media traits, etc. By creating this customer profile it allows everyone in your organization to be able to understand who their customer is and better relate and communicate with them. It will also be very valuable in other parts of your social media strategy.
Your customer is the lifeblood of your business. Without them, you would be nothing, right? So, it makes sense that you should do everything in your power to understand your customer inside and out, determine what they want and make sure you’re delivering it.
What is an “Ideal Customer Profile”?
An Ideal Customer Profile is a portrait of a fictitious customer that represents one of your most desired customers. To get started, think about your customer base and select a few of them that best match your target audience.. They could be someone who you love working with or maybe one of your most profitable customers.
If you wear a lot of hats (only the white ones, please) and one of them is social media marketing, there’s no denying that time management is an integral factor in your success.
Let’s be real, Facebook is all fun and games until it swallows up half your work day.
If you want to find your audience, interact, and create share-worthy content in half the time, you’re going to need the right tools. Luckily, there are a ton of them out there to help you identify potential followers, generate leads, create content, and schedule status updates.