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How Blogging, Social Media Help Your Marketing Strategy 

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Blogging gained popularity in the early 2000s and has remained important throughout the rise of social media marketing. Pairing a blog with your current social media marketing strategy might not be a brand-new idea, but it is still an important one and a good step for most business owners.  

When it comes to blogging, set yourself up for success by ensuring your blog has been optimized to keep your current clientele engaged as well as to expand your audience. Content is the first thing you should think about when creating your posts. Every post should have a purpose. Not all posts need to, or really should, directly advertise your services or products. Sometimes a post can merely share important information about your area of work in general. Other posts might speak to things that may not directly relate to your business but could increase your customer base. For example, a restaurant would benefit from a local marathon because of an increase in visitors. Other posts can simply serve the purpose of keeping your blog active, for example, highlighting local photography. Word counts for a blog post usually average between 500 to 1,000. Generally, blog posts appear less frequently than social media posts, with once a month or once a quarter being the industry average. 

Quality content is important no matter what platform you are working with, but it is especially important with blogging because the majority of your content will be text. Your best posts should always be highlighted on all your social media platforms. These posts should be about your product or services or have particularly useful information for your audience. Be careful to not sound too pushy or “sell-sell-sell” when you write. There is a fine line between talking about the benefits of your product/service and being annoying, which obviously would turn your audience off. Some good topics for these kinds of posts would be Frequently Asked Questions, an Interview with the Owner or an exposé on your top product.  

Linking inside your blog posts is also very important. Embedding links into your posts both promotes traffic inside and outside of your site as well as increasing your Search Engine Optimization (SEO). You can link to your other blog posts, your own website, or other social media accounts. It is also important to link outside of your own services. Do not be afraid of mentioning other business in your area, even if they are similar to yours. Having relationships with your community’s local businesses helps your social media accounts succeed. 

Of course, keywords are also important for SEO. Once you’ve figured out what your keywords are, be sure to feature them in the title of the post and at least once in the body of the text. However, you don’t want your post to be a confusing conglomerate of keywords. Overuse will make your content unreadable and uninteresting to the audience you’re trying to attract. One of the best ways to embed keywords in your blog post is to do it in a photograph. Include your keywords in the title of the photo before uploading it to your site. If you are given the option of writing a small caption for the photo, use the keywords again. 

All posts should be paired with an image because visual content is very important. Stock photos work for some posts, as long as they have relevance to your topic. However, posts about your services or products should include personalized photographs whenever possible. Action shots of you or your employees at work is always a good place to start. Photos provide not only visual appeal for your blog but are also vital when promoting your blog posts on other social media platforms. When attempting to post about your blog on Facebook, for example, it is much easier when there is already a photograph attached. 

The key points to keep in mind when blogging is that all posts should have purpose as well as links (both internal and external) and a photo. Keywords should be used with intention, and don’t be afraid to promote your posts on other platforms! QCBN 

 By Morgan Roddy  

Morgan Roddy is a Social Media Strategist and Blogger at Northern AZ Social. Roddy has an affinity not only for writing but also advertising and digital media. She began her marketing journey working for a small business in her hometown in California. While finishing her Creative Writing major, she enjoys working with Donna Werking and her team at Northern AZ Social in Prescott.  

 

 

 

 

Social Media Marketers are Promoting Video   

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One, one thousand… two, one thousand… three, one thousand: Time’s up. If you have not bonded with your audience in the first three seconds of social media viewing, you regrettably may have surrendered your immediate advantage to sway consumers’ hearts and minds. Local marketing experts recommend integrating video as your best play for attaining optimal impact on Facebook, Twitter, Snapchat, Instagram and other web platforms.   

“Video is the easiest and most consumable type of content on social media,” explained Donna Working, owner of Northern AZ Social. “A marketer has one to three seconds to capture the attention of a consumer. By stimulating a user with video, the odds are much greater to effectively deliver your message.”  

Statistics from sources such as SmallBiz Trends and Hubspot demonstrate the pervasiveness   and reach of internet video. According to the former, social video generates 1,200 percent more shares than text and images combined; companies employing video receive 41 percent more internet traffic from searches; and global consumer internet video traffic will represent 80 percent of all consumer web traffic by 2019.  

From a purchase perspective, Hubspot reports that 90 percent of viewers say product videos are helpful in the decision-making process; 80 percent of viewers recall a video ad they saw in the past 30 days; and 64 percent of viewers who have watched a video are more likely to buy a product online. 

The very nature of video ensures that it is “obtrusive, easy to consume and has the ability to quickly and effectively tell a story with sight, sound, motion and emotion,” according to Kurt Greves, Arizona regional manager for Cable ONE advertising, in collaboration with Vikki Heddens, the company’s regional sales coordinator.   

“In today’s world, most people don’t have the time to spend reading lengthy articles or tutorials,” Greves stated. “So, it’s more important than ever to convey a message or story as quickly as possible while successfully standing out amongst everyone else.”  

Social media video has become the tool of choice for brand awareness and calls to action for many marketers in the Quad Cities and around the globe.  

“Our video business has skyrocketed over the past three years,” Greves explained. “Similar to the majority of businesses across the country, we have changed our focus to remain relevant in an environment that has become primarily web-based. That shift has been to produce more short and long form videos for our clients for websites and social media.”  

Likewise, expanded video production is underway for the School of Business at Embry-Riddle Aeronautical University (ERAU). Interim Chair Thomas Drape portrays video on social media as “an extremely effective communication tool to reach a wide audience, yet in a more personal, story-telling manner. We are in the process of producing more short videos from students telling their stories and experiences from study abroad, internships, industry-consulting activities, a typical day on campus and other School of Business competitions and clubs.” 

Greves characterized video as one of the most effective forms of marketing in today’s fast-paced society, remarking that Facebook Live videos became an overnight success; Instagram increased its video length from 30 to 60 seconds; and both LinkedIn and Twitter now offer video.  

“The market is significant and growing,” Greves stated. “Clients in the Quad Cities are starting to realize, with the onslaught of broadband expansion, that video can run quite well [without buffering] and that they can tell their story in an impactful, comprehensive way.” 

Key is conveying a solid narrative that clicks with viewers. 

“When consumers feel emotion, they are more likely to remember the product, services or company,” Werking explained. “Video is still the number one choice of media on social media. It’s accepted on almost every type of social media platform. And on some platforms, like Facebook, video content can live forever.”  

Important also are the design and delivery of video, “especially the opening segment to capture the user’s attention and to richly communicate experience and story,” Drape advised.   

Werking relayed a success story from Prescott Frontier Days, which in 2017 decided to establish a stronger digital presence. “The theme was ‘Legends Live Among Us’ so we rolled out a video featuring old photos of rodeo legends. The video was a huge success with the audience on Facebook and was shared hundreds of times to extended audiences. The video was also repurposed for monthly e-blasts [email], ultimately aiding in increased ticket sales.” 

The good news is that “capturing quality video and placing it onto social media platforms has become an easier process today from even five years ago,” Werking said. “There are editing tools and apps you can use. Also, smart phone technology is at your fingertips. There are no longer excuses to avoid video content for your company.” 

Besides watching for software advancements, Werking also advises businesses to “be sure to keep the video short, preferably 30 seconds or less; some savvy marketers have found a way to deliver a message in under eight seconds. Remember when you are producing video to keep it witty, fun or interesting. But most importantly, it must be a reflection of your brand.”  

Specific goals for social media video are business-dependent, according to Greves, and include brand awareness, promotion of new products, job or volunteer recruitment, or showcasing an organization. He identified increased exposure, drawing traffic to a website, engagement, leads, sales and creating a base of followers as potential video outcomes. 

Greves clarified that “to be heard over the white noise on the internet, businesses need to create a strategy that makes sense and that will create return on investment. One of those tactics to take business growth to the next level is video. The world is moving quickly and so are consumers, so catching their attention in a minute or less is crucial.  

“With that said, it is difficult to predict the next big thing because social media is rapidly evolving, so only time will tell. I do think, however, that video is only going to continue to grow and that businesses interested in increased exposure for their product or service should consider video as their primary tool for success.”  

For the future, Drape predicts enhanced personalization and customization of videos based on individual preferences. Werking anticipates more apps to shoot and edit quality video.  

Video “includes the audio and visuals people need to learn, to retain information and to stay engaged,” Greves summarized. “With a better understanding of information, people are more willing to share with others so your audience reach is much larger. I don’t think it will replace other mediums, but if you had to choose only one, the smart, easy choice is video.” QCBN 

 By Sue Marceau, QCBN 

 

Tools, Tips for Inviting Customers into Your Business

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DigitalInvitation is the new persuasion in the quest for business success among marketers in a digital world. The alphabet soup of B2B, B2C and C2C targeting among businesses and consumers has transformed into person-to-person conversation via evolving technology platforms.

Successful businesses invest in their most valuable asset: themselves. Storytelling in the right time and space inspires readers to follow, engage, refer and/or buy. The marketer becomes the trusted friend and advisor to a nurtured fan base on the World Wide Web.

The catch is fishing the best waters while hooking elusive nibblers. Three local marketing experts – Cadu Medina of Craf2M, Tim Lewis of Iron Springs Design, and Donna Werking of Northern AZ Social – can help cast the net.

“Marketing has always been about storytelling,” said Medina. “We are human beings, right? Storytelling is what connects us. It’s the only reason we pay attention to anyone and what they say. Forget the people behind the computer, social media or any type of advertising and marketing. Sometimes we talk to them like they are gathered in a room with 25 people behind them. It’s a one-on-one conversation. In that moment, you are talking to a person. So, own that moment, because it is that important.”

Today’s marketers must follow customers’ attention and habits in an environment where entertainment looms large, buying choices are virtually infinite, quality and value are demanded, and the competition could be anyone in the world with a computer, camera and subscribers, Medina said.

“You can’t afford to ignore social media,” Werking asserted. “It’s an inexpensive way to create relationships” among 2.44 billion social media users predicted through 2018 and more than 40 million small businesses on Facebook in 2015.

Businesses may be missing referrals if they think their customers are not using social media, Werking cautions, enumerating the medium’s diverse benefits: driving traffic through posts; showcasing products; encouraging testimonials; enhancing relationships; and improving customer service.

“Content will always win, but the context of where it happens and when it happens is more important,” Medina said. “I control what I see, what I consume, when I want it, where I want it. Time is my most precious asset. So let’s stop wasting their time. We need to be there when [customers] are ready to talk to us and communicate with us.”

Loyal fans generating referrals are the result of a good social media strategy, Werking said. She encouraged taking time to craft content properly to retain the brand voice and retain a cohesive strategy across all platforms. Tactics include providing a website link; mentioning (tagging) other businesses; optimizing posts for mobile users; and utilizing hashtags (including on Facebook). She recommends promotions via social media once or twice a year and keeping current on trends and paid advertising.

Lewis identified domain names as business assets that should be protected, developed and maintained. His tips include ensuring a mobile-friendly site, tying the website to traditional media, and optimizing searches with new domain extensions (.dentist or .church, for example, instead of .com or .net).

In building a website, Lewis favors gathering great pictures and strong, clear messages, while  employing calls to action (buy now, call today, click here to register, make an appointment, contact us). Over time, he notes, updated products, specials and blogs should be added. The objective is to position oneself as an authority.

People “don’t buy your product,” Medina said. “They buy you. There is one unique thing about what you do and sell. That one thing is you. No two people can approach me and sell me a product or service the same way. If you are not bringing that into your business and your marketing, you are not optimizing your marketing.”

Werking shared trending 2016 social media tools, including Facebook Livestream (which was being used to cover the seminar); Periscope (Twitter Livestream); Fanpage Karma (competitor comparisons across multiple social channels); Likealyzer (Facebook page optimization); Klear (analytics on profiles and top interactions); and the 2015 Social Media Marketing Report (for which more than 3,700 marketers were surveyed for answers about social media trends and results).

Multiple free tools also are available to website developers, Lewis notes, including WordPress, Joomla and Drupal. More than 90 percent of websites today offer online store, newsletter and event management plugins through WordPress.

Google controls about 75 to 80 percent of SEO marketing, Lewis explains, with Bing and Yahoo carrying most of the remainder. Since more than 60 percent of searches are requested on mobile devices, it is important to have a responsive design that queries the device and displays accordingly.

Frequent changes to SEO must be monitored and adapted, Lewis advises, noting the April 2015 Google de-ranking of sites not mobile friendly. Mobile friendliness can be determined by searching “google mobile friendly page” to obtain a free report. Additional tools include Google Analytics and Google Adwords.

Start simply, the experts say, by picking one social media platform and seeing it through before trying something else. Keep it simple when baiting the hook and the fans will follow.

By Sue Marceau

Marketing Prescott Valley

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marketingThe call to action in Prescott Valley’s battle cry as “Leader of the Pack” originated with Mike Paredes, executive director of the Prescott Valley Economic Development Foundation (PVEDF).

Parades, an Arizona native who has been on the job in Prescott Valley for nearly two years, says that his job – and that of everyone in the meeting room – involves telling the story of Prescott Valley and all that the community offers.

PVEDF, he said, “is excited and well prepared for 2016 with an excellent plan, a proactive plan, a plan that will allow us to tell our story to the external markets outside Prescott Valley, Arizona and the U.S. It’s important for everyone in this room to tell the local story, how great it is to live here and work here and create a family here.”

One of five speakers at the first quarterly 2016 breakfast meeting of the Prescott Valley Chamber of Commerce, Paredes and colleagues saluted the town’s staff, leadership and business community for working together. The hosts reported that the meeting, a combined session of PVEDF and the Prescott Valley Chamber of Commerce, drew a record crowd.

Event sponsor and Arizona’s Hometown Radio Group Owner Sanford Cohen labeled the economy “about as confusing as it can be right now” with slow growth, significant unemployment, low interest rates, low inflation, high stock market, high government debt and uncertainty in China. He characterized the business climate as “decent” with “no recession, but no boom either” amidst another potential interest rate hike and the new federal administration.

Prescott Valley Mayor Harvey Skoog shared town achievements aligned with “keeping quality of life a vital component in community management.” Skoog credited town staff and a “great” police department with the results:

 

  • A town balance sheet with $16.5 million in reserves
  • Bond debt down to $56 million from $98 million several years ago
  • Census data reporting Prescott Valley as the largest municipality in Yavapai County
  • A local economy outpacing national
  • An outstanding finance department earning a government office excellence award for the 18th year in a row
  • Town operations functioning entirely on revenues
  • Municipal bills paid without borrowing money
  • Business growth including a Volkswagen dealership set to open Dec. 31; Ross Dress for Less built out and opening no later than March; Fain Signature Group constructing another building in front of Kohl’s, and a development agreement finalized with Dutch Brothers coffee
  • Sales tax revenue up nine percent so far this year
  • A public library serving 23,000 patrons a month
  • Home construction at 40 to 50 each month
  • Water utility clients totaling 19,419
  • A “safe community” ranking of seventh in the state

 

Marnie Uhl, president and CEO of the Prescott Valley Chamber of Commerce, praised teamwork and identified the Chamber’s successes last year. Uhl, who this month celebrates 10 years leading the Chamber, said that the community provided “the best Valley of Lights we have had in many years.” More than 900 cars passed through on four of the open nights, including 950 on Christmas Eve. Arizona Highways television covered that event and others in the area.

“It’s a gift that our community can do that together,” she said of the Valley of Lights, while also highlighting the importance of events such as a job fair hosted with Goodwill Industries and Yavapai College. She also touted regional collaboration with the Prescott Chamber, the Chino Valley Chamber, PVEDF, GPREP and other public private partnerships.

The Chamber’s efforts included direct mail to 1,018 new residents and 2,194 guests walking through the visitor center from “all over,” Uhl emphasized. “The West Coast. East Coast. Minnesota…That’s a lot for a community that is on the way to where everybody is going. I cannot say enough about our volunteers. They are making everyone feel welcome.”

The teamwork urged by Uhl and Paredes segued easily into comments from Richard Heath, executive director of the Greater Prescott Regional Economic Partnership (GPREP). Heath, who relocated from Wisconsin in June, noted that many people in the room had roles in the GPREP startup.

The primary focus of GPREP is marketing, Heath said, including attracting and bringing companies, growing businesses, spinning off new products, strengthening business activity, reinforcing what works, and addressing gaps in the existing business community. The marketing mix for 2016 includes printed materials, website updates, digital advertising, sponsorships, trade shows and special events.

Strengthening the town, from Skoog’s perspective, involves expanding Neighborhood Watch and other community safety services to become even better at protecting citizens. Additionally, he said, aging high traffic roads will be repaired.

Paredes’s focus on employment creation includes higher paying jobs, reaching out to businesses dissatisfied elsewhere, and tapping the international market in manufacturing. PVEDF’s tool kit for 2016 boasts a new promotional brochure, website enhancements and translation into Spanish and Mandarin, an email campaign to businesses across the country, and global trade missions within the western U.S. and overseas.

“With a higher cost of living, our neighbors to the west find it harder to do anything,” Parades said, describing monthly trips to multiple areas of California to target companies with 15 to 45 employees in light manufacturing, aerospace and construction. “This is our niche. I found that out really quickly. We need to be knocking on their doors once again and being proactive in that approach.”

A new focus on Business Retention and Expansion is underway by GPREP to ensure consistent visits to local businesses to uncover their needs. Since most jobs are created by existing businesses, the goal is to help them stay and expand, he said. Workforce training through Yavapai College, the Career and Technical Education Center and Mountain Institute Joint Technical Education District support this effort.

Paredes said he aims to make PVEDF “a catalyst to help local companies expand and increase the community’s economic vitality.” The “eyes and ears” role of site selection groups and other global partners “puts us in front of corporate decision-makers who need to hear the local story.”

By Sue Marceau