Article Archive by Kristin Lesko

January 29 2013

Google+ Allows Businesses to Reach Outside of Their Circles

by Kristin Lesko

Google+ Circles allow businesses to group Google+ users into different Circles, so they can share certain things with particular groups. Once a G+ user has added a business’ page to their own Circle, they will start to see that business’ posts in their stream. Then that business will be able to add them back, group them into a Circle, and post comments on that G+ user’s page.

Recently, however, the rules of engagement in Google+ have changed. Businesses can now interact with G+ users who haven’t circled them on Google+ yet. What does this mean for companies? Well, from a marketing perspective, it means they can now cast a wider net to reach potential customers. For example, if a G+ user writes a post on their personal page raving about a local restaurant, that restaurant can then respond to that comment and it will show up live in the stream.

Conversely, if someone writes a negative comment about a business, that business has the opportunity to respond. While it opens the door for businesses to engage with potential or current customers — whether they like it or not – it also opens the door for spam. But if businesses use it wisely, it could help brands increase their following on Google+ — along with their customer base.

December 10 2012

How to Get Readers to Buy Into Your Blog

by Kristin Lesko

When you start a company blog, you might think that your No. 1 priority should be to get as much traffic as possible. Surely if you can get thousands of hits a day on your blog, this will increase your bottom line as well, right? Not necessarily. While traffic is essential to ensure your content is being seen, it does not guarantee that your product or service is going to be purchased. You need to convince readers to take the next step to buy, without overtly telling them to do so. Here’s how to get the greatest return on investment from your blog.

Step No. 1: “Sell” Without “Selling”
Although it may seem contradictory, the biggest mistake you can make as a company is creating a blog filled with posts that read more like sales pitches than useful articles. Instead, mention your products or services in blog posts only when relevant to the topic at hand. For example, if you are a blog writer for a paper company and are working on a post about do-it-yourself cards for every occasion, highlight types of paper stock you would recommend, which also happen to be products that you sell.

Step No. 2: Promote Other Content
After producing regular content on your blog for several months, your writers may find themselves covering similar topics more than once. Instead of spelling out the same point each time, direct your readers to the content where that point was already covered at length. If you work for a fitness company, for example, and you’re writing a post on “Five Ways to Workout Without the Gym,” link to a complementary post you published about the importance of a healthy diet. This allows you to establish your company as a thought leader and helps your reader become a brand loyalist, too.

Step No. 3: Include an Option to Subscribe
One of the biggest assets of a blog is getting to know who your customers — and potential customers — are and what they care about most. Offer them an option to opt-in to receive automatic emails to their inbox when a new blog is posted in a category they have expressed an interest in. You could also post free webinars on your blog, and require readers to subscribe to view them by filling out a contact form. The more you can learn about your customers, the better you can help serve their needs — and convince them to buy.

Step No. 4: Provide a Clear Call-to-Action
While including a call-to-action at the conclusion of every post might be perceived by your audience as overly “sales-y,” you should try to include a “next step” when it makes sense to do so. Encourage readers to leave a comment on the blog post they’re reading, share their opinions about the post on your company’s Facebook page, or add tips of their own by posting them on your company’s Google+ page. Blogs shouldn’t just be a one-way conversation, and if your content is interesting enough to make them want to engage, they are more likely to also take the next step and buy. Also, if your company’s blog lives outside of your company’s website, make sure to include a link to one from the other.

Interested in learning about how you can also turn social media followers into customers? Read our blog post, “Take Your Social Media Relationships to the Next Level.” (See what we did there? We’ve got Step No. 2 down pat.)

November 20 2012

How to Use LinkedIn for Business – MoreVisibility

by Kristin Lesko

Since its launch in 2003, LinkedIn has become an invaluable resource for those on the job hunt, from recent graduates to professionals of any age. However, if you think that this social media platform is nothing more than a job board, you’re missing out on the largest professional network on the Internet (a pretty big space to dominate, if you ask us). With 187 million members around the world, including executives from all 2012 Fortune 500 companies, and 2.6 million companies with Company Pages, LinkedIn is no longer riding on the social media bandwagon. It’s driving the car. Read on to find out how your company can capitalize on its momentum.

  • Create a Company Page. If you already have a personal profile on LinkedIn, you know how useful the platform can be for networking. When you create a Company Page, it not only allows you to connect with existing colleagues, but it also allows you to promote your business to potential customers. To best leverage your Company Page, write compelling, keyword optimized copy for the “Overview” and “Services” tabs, which are opportunities to “sell” your brand and its service lines to potential customers. And don’t forget to include a call-to-action, such as directing customers to your company website for more information.
  • Participate in Group Discussions. Through your personal profile, you can join Groups and participate in discussions. This is the perfect opportunity to get involved in conversations about your industry – and to direct other participants to your company’s white papers, blog posts or articles related to the topic at hand. This “thought leadership” will reinforce your brand’s credibility as an industry expert.
  • Respond to Questions in LinkedIn “Answers.” Another way that you can build credibility for your brand on LinkedIn is by answering questions posted by other LinkedIn users. For example, if someone is thinking about switching auto insurance companies, and you work for an auto insurance agency, it’s the perfect opportunity to jump in and let them know about the auto insurance rate comparison tool on your company’s homepage or to offer to email them a quote directly.
  • Drive traffic to your website. This past July, LinkedIn released its new design, which, not surprisingly, looks strikingly similar to that of Facebook and Google+. There is also a lot of overlap in regard to the available features, such as wall posts that users can “Like,” “Comment” on or “Share.” These posts allow you to address timely news and events, promote a product or service line you offer or ask an engaging question to your audience.

Already have a Company Page? Contact MoreVisbility to maximize your efforts and create a more effective page that speaks to your target audience.

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