YouTube Power

Video can be a very effective way to inform your customers and potential customers about your product.

I recently consulted with a very interesting company called iConfident in San Francisco’s Northbeach neighborhood.  They create web-based software, which enables dentists and dental professionals to collaborate and communicate with great ease on things like dental implant parts.

I was working with them as part of a new venture with Click To Play Media and I was extremely impressed to learn of the success of a video produced by Click To Play Media, which has helped iConfident increase referrals by 70%.  By adding the video to their “tell-a-colleague” form, they found that 70% more doctors and dentists were likely to send the referral along to their colleagues for a free trial as opposed to when there was no video.  That is a huge difference.

So why is video so effective?  Because the moving image is the closest thing to real life.  If a video is well done, it can tell a story in a much shorter amount of time than it would take someone to read a description and it is easier to digest, because it is inherently entertaining and interesting.  If you think about it, with moving pictures and audio, you have a much richer experience and it is far easier to grasp the gist of the story or idea.  Since it’s more like You, you respond to it more quickly than plain text.

Click To Play Media captured testimonials of professionals using the product in a way that makes it easy for doctors who haven’t heard about the product understand the benefits and how iConfident can increase efficiency and save them money.

If you’re interested in creating a video for your company or product, please visit Click to Play Media and tell Anna you were referred by Susby.

How to add Google Analytics to your website or blog

Remember, without measurement, there is no success. You have to measure and track whatever you are doing to know how much progress you are making.

Without a goal, there is no where to go, no finish line, no end, and without benchmarks you have no idea where you are, or where the starting line is. So, let’s see where we are in terms of traffic to our websites and blogs and then set some goals so that we can start our journey to accomplish them.

tracking visits to your website or blog with Google Analytics

Below is a step by step process for putting a Google Analytics tracking code on your site or blog. If you don’t have a website or blog, then this post is probably not for you, but it you are interested in learning more about how to track visits to your site or blog, for free and with less than 15 minutes of set up time, please follow the instructions below.

  1. If you don’t have a blog, set one up at http://www.blogger.com
    You may need to create a Google Account to do this.
  2. Once you have set up your blog. Create a few posts or entries about something you are interested in.
  3. View your blog and copy the URL (from the address bar) of your blog

    Copy your URL

  4. Open a new tab or window and go to http://analytics.google.com and press the blue “Access Analytics” button

    Access Google Analytics

  5. Once you are logged in, look for the “Add Website Profile” link

    Add a Website Profile link in Google Analytics

    2011-11-11 Update: If you don’t see the Add Website Profile link, look on the right hand side of the screen for “My Analytics Accounts: Select an account” and a drop down menu. Select “Create New Account” at the bottom of the drop down menu.

  6. Click the Sign Up >> button
  7. Paste your URL into the Add a Profile for a new domain field. It is important that you paste YOUR URL, i.e. only a website address or blog address that you have control of. You can NOT track a website or blog that you do not control. You may only track your own sites and blog.

    Add a profile for a new domain

  8. Click the Continue >> button
  9. Enter your Last Name and First Name and select your country, then click the Continue >> button
  10. Agree to the terms and conditions by checking the box and then click the Create New Account >> button
  11. Copy the script code on the following screen where you see “2. Paste this code onto your site.”

    Paste Analytics Code

  12. In blogger, go back to your blog and get to the dashboard, i.e. click new post or edit posts. In your website, you will be copying the script into each page, just before the closing </head> tag. If you have a website set up with a template, you may only need to do this once in a footer file. (If you are not using Blogger, skip to step 15.)
  13. In Blogger, click on the Design tab, and then
  14. Click on the Edit HTML link

    Design Tab on Blogger with Edit HTML Link

  15. Do a find [on a Windows machine, hold down the Ctrl + F keys at the same time, on a Mac hold down Command +F] for </head> in the HTML code page.  Add a line break before you paste so that it works well.

    Find the close head tag
    Analytics script pasted into blog

  16. Save the template and/or your work if you are not in blogger.
  17. Go back to Google Analytics, which you still have open in another window or tab, and click “Save and Finish”
  18. Alert triangle showing that the analytics are not running yet.You will see a yellow triangle with an exclamation point in it. IMPORTANT: It takes 24 hours for the tracking to start happening. If everything is working correctly, in an hour or two, you should see a clock symbol, meaning that Google is “waiting for data.” Check back in 24 hours to make sure the tracking is working and ask your friends to visit your site or blog so that you can see some activity. When everything is working correctly, you’ll see a green checkmark next to the site when you next log into Google Analytics.

If you have any questions about any of the above steps, please leave a comment. Happy tracking!

Search Engine Marketing Checklist

If you have a new website or even an old one that you haven’t looked at much in terms of how it performs on search engines, the following checklist will assist you in getting your website optimized for best performance in the free or organic listings on search engines and also what to look for and do if you are considering paid search.

Remember: If you are not on the first page of the search results, it is unlikely your listing will be clicked. People simply very seldom look further than the first page of search results.

Search Engine Marketing (SEO and SEM) Checklist

SEO

  1. Are your Title tags describing the content on each page of your site effectively?
  2. Do your Meta description and keyword tags accurately reflect the content on each page of your site?
  3. Do you have Alt tags on each image?
  4. Are you using real text for content (instead of graphics with text in them)?
  5. Are you including keywords and are the keywords relevant to the content on each page?
  6. Content: How good is it? If it’s not great, don’t expect a lot.
  7. Is your site and content shareable?
  8. Do you have an RSS feed set up?
  9. How many links are coming into your site?
  10. Can you think of people, site owners who would be willing to link to your site and content?
    Have you asked those people to link to you?
  11. Is your site link-worthy?
  12. Have you submitted your site to search engines?
  13. Have you started a blog and/or posted articles about your area of expertise or the product or service you are promoting with your site?
  14. Are you checking how you rank against competitors for particular keyword terms?
  15. Is your content fresh?
  16. Have you run your site through http://website.grader.com?

SEM (Paid Search)

  1. If you are unable to get a top page organic search result, have you considered paid search? Since Google has 84% market share, its AdWords Program is a good place to begin.
  2. Are you choosing your keyword terms effectively?
  3. Are you monitoring which ads are working better than others?
  4. Are you monitoring which keywords are your best performers?
  5. Do you have goals set up in your paid search tool? Is your site listed in as many places as possible?
  6. How focused is each page of your site around a particular keyword term?
  7. What are the top 5 keywords that people are finding you with on search engines?
  8. Do you have pages dedicated to those top 5 keywords?

Measure, Monitor, Monitise (MMM)

  1. Are you tracking your linkpopularity? http://www.linkpopularity.com is a good starting point.
  2. Have you started tracking and monitoring visits to your site with analytics tools?
  3. Do you have analytics on your site? Are you monitoring your statistics and making changes to the site according to what you notice from the statistics reports?

Google AdWords and Keyword Matching Tutorial

If you are just starting out with an advertising account on Google, (aka a Google AdWords account), this quick keyword matching options tutorial will help you get the most from your campaign and maximize your return on investment.

Key points to remember:

  1. Targeting your keywords saves you money and increases ROI
  2. Use exact matches as much as possible
  3. Use phrase matches
  4. Use broad matches sparingly
  5. Use negative matches so that you are only getting clicks from people who are really interested in your product or service

Keyword Matching Options from Google

Keyword Matching Options from Google

An Introduction to Social Networking Presentation in Oakland

Save the date:  September 25, 2009 11:30 a.m. – 1:00 p.m.

I am honored to have been invited and excited to be giving a presentation titled “An Introduction to Social Networking:  Tools to Grow Your Business, Twitter, Facebook, LinkedIn…what works for you?” The presentation is to women entrepreneurs as part of  a joint effort by Honorable Jane Brunner, Oakland City Council President and the East Bay Community Foundation.  It is one of many presentations in Councilperson Jane Brunner’s “Women In Business” Brownbag Lunch Series – Informative workshops targeted at women entrepreneurs.

It should be a great way to personally network with some cool women in business as well.  Please share this flyer with your friends and colleagues.

To attend, please RSVP by September 21, 2009 to Luis Aguilar via email at laguilar@eastbaycf.org or phone at (510) 208-0845.

Social Media Monitoring

In Tom Forenski’s “No Social Media Monitoring By Apple Or Wells Fargo Yet Still Successful” post today he argues that it may be best to ignore criticism instead of monitoring comments about your brand on the social media networks.

Forenski says “Whenever there is criticism of Apple in the mediasphere I rarely see an Apple response. By mediasphere I mean the entire media landscape from traditional media through to social media, Twitter, etc,” implying that since Apple is a very successful company, perhaps other companies should mimic Apple’s behavior and stop monitoring, thus negating the need for social media marketing consultants such as myself and/or companies employing community managers.

I wonder if this isn’t the same as the “tree falls down in the woods and no-one was there to hear it” scenario. Did the tree make a sound? Using that as the analogy, was your complaint heard?

The benefit companies are receiving by listening and responding is in the brand equity that is earned a result of good customer service. Apple may be succeeding without social media, and maybe it’s only those companies that are struggling that really need to dive deep into it, but I think you’re right in saying that since Apple has done such a good job building it’s community of followers already. Apple knows that the community will respond where necessary. Perhaps Apple doesn’t need to participate in social media spaces as much as other companies, because their fan base is already doing it for them.

Create a good product and your customers will market it for you, right? What then is the critical mass where you can then turn off the volume on negative feedback and/or complaints? It seems you may need to be as successful as Apple to be able to do that.

Social Ads

I just noticed this PG&E ad on Mashable and like the format. It’s interesting that they are showing ways that PG&E is using social media to reach out. Obviously it speaks to the audience of social media mashers on Mashable.com, but the ability to share the ad as I am doing here is a new trend. Heads up folks, this could be the future of social advertising.

I also love that the movies are slight, with the “Play with Sound” call to action on them. Way to ask people permission before bombarding them with your message! Also, thanks for thinking of the different ways I may like to learn more about your company with video, twitter or articles. Just like Hulu.com, giving your customers a choice means you respect them and they will appreciate that. Nice work PG&E!

Why Blog?

In his blog post for today, Seth Godin shares four videos about noice, social and decency and in the spirit of group genius, the power of the group and collective insight, Seth encourages his readers to vote for their favorite video. That’s a great way to get fans to watch all four videos, which are all worth the few minutes they take. My favorite since I just finished teaching my Internet Marketing Now: New Tools & Trends class for the summer at SFSU is the “Seth Godin and Tom Peters on Blogging” video embedded below.

Quoting from the video:

“Blogging is free. It doesn’t matter if anyone reads it. What matters is the humility that comes from writing it. What matters is the metacognition of thinking about what you’re going to say. How do you explain yourself […] How do you force yourself to describe in three paragraphs why you did something? How do you respond outloud?

If you’re good at it, some people are going to read it. If you are not good at it and you stick with it, you’ll get good at it. […] Force yourself to become part of the conversation, [because] that posture change, changes an enormous amount.” — Seth Godin

“No single thing in the last 15 years professionally has been more important to my life than blogging.” — Tom Peters, Best Selling Author, Management Visionary

And it is indeed free!

Friday Fun: A New Boyfriend and Twitter Interviews

What a great find!  I just learned of the joys of Jay Baer (@jaybaer)and I’ve decided he’s my new boyfriend for social media advice.  You can convince and convert me any day, Jay!  I love your blog.  Not only do you practice what you preach, but you share it too!  Thank you.

Since I’ve been a fan of Beth Kanter for several months now I was tickled to find this twitter interview with her that Jay is doing as part of his 20 Twitter Interview series.  My favorite question and answer from the Twitterview was:

13. @jaybaer: Social media is inextricably linked with inbound marketing. How important is search engine savvy for NPOs today?

  • @kanter: SEO is very important for nonprofit marketing plans – part of the rule of thirds (Web site, social media, SEO).

Good to hear we the web site and SEO still need to get attention in this wildly social time.

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