Slow uptake by B2B brands on Social media & SEO. It's time for change!

Today I am tasked with finding which B2B companies are making the most their online potential. Who is actively focusing on SEO, who has launched a social media campaign? I don't expect to find too many.

We have been to see a lot of B2B companies recently and found that the majority of them know that they should be involved in SEO and social media but, because they don't know where to start, many of them keep putting any activity off. Twitter and Facebook are perceived as being a teenage playground where no real business is done, and LinkedIn is just seen as a networking tool with no function in brand building or lead generation.

In our experience this is not true. The fastest growing demographic on Facebook is the over 35s; the average age on LinkedIn is 41 and 49% of users are the business decision maker. Twitter is a great networking and lead generation tool if used correctly as there are so many industry experts, journalists and thought leaders using it everyday.

With all of these sites it is about using them, familiarising yourself with how they work and then trying to fight through the noise to create you own little feed of relevant information where you can join or start a conversation. This video that I saw a few weeks ago is now high up the viral video rankings and clearly demonstrates that social media cannot be ignored any longer.

Bored of the same old Xmas do? Try this...

Awkward conversation, dirty jokes, cheap wine and getting too drunk in front of the boss. These are often things associated with the work Christmas party. If you can't face another evening of karaoke or a lame pub quiz then it may be time to forward this link to your boss: http://www.dinnerinthesky.com/dits_dinner/index.php

I spotted it on Delicious today when I was adding www.fwdmarketing.co.uk to my bookmarks. It looks like a bizarre and unforgettable experience, and definately one that would leave an impression. Imagine holding your next client meeting suspended over the Thames, or your Xmas do hanging next to St. Paul's! I think it would be fantastic.

Tweeting from the toilet!

Yesterday saw the Internet's 40th birthday. I am guessing that when the first message was sent across America no one ever considered that 40 years later messages would be sent across the world from a hand held device while sat on the toilet!

This latest research of social media users in the US as reported by eMarketer found just that. I am not sure about the hygene risks involved, or how many phones have been dropped down the loo, but what is more worrying is that people check into their social media while driving! I know it is good to keep in touch but surely there is a time and a place?!

Read the full article here: http://www.emarketer.com/Article.aspx?R=1007352

I'd like to know the wierd and wonderful places people have Tweeted from?

Digital Profits

As companies have been announcing their Q3 profits it seems that the Digital market is emerging from the credit crunch. Companies in this sector all over the world have been announcing record profits:

• Apple profits have jumped up by 47% on the back of increased iPhone and iMac sales
• Google profits have seen a rise of 27% even before they start rivaling Amazon's Kindle in the eBook market
• LG Dacom, a South Korean fixed-line carrier has posted a rise of 3.2%
• IBM have reported a 14% rise due to a focus on software and services rather than hardware

There are sectors that continue to struggle but with the Digital sector pushing forward this is sure to kick start an up turn in economic fortunes. It does also highlight the strength on online and digital media against the more traditional industries.

Congratulations Rio - Olympics 2016

I would like to congratulate Rio on their winning bid to host the 2016 Olympics. For Brazil to be the first South American country to ever host the competition says a lot about how far the country has progressed in the last decade. I spent 6 months last year traveling the world and Rio was definitely one of the highlights. It is a city that does not do things by halves and I can only imagine how long the celebrations will last following this result.

This video that is currently top of the viral video chart, is a beautifully crafted piece of work that shows the many different characteristics of the city. It is no wonder Rio was picked, as this video demonstrates the passion and belief that the city and its inhabitants share. It is a place that knows how to party and how to put on a show, and I am already looking forward to the opening ceremony.



This country has its problems, and Rio is not exempt from that. The favellas (slums) that are dotted around the city are at the heart of the issue with a great proportion of the city's crime rates and drug problems spilling out from there. Rio will have to tackle the favellas before the world descends on the city, but it will be interesting to see if the city chooses a long term solution through education, better housing and by creating jobs, or if they continue to try and hide them away through walling them off.

The city is going to have to change, but as long as they manage to keep the passion and the personality that is so strong now, the 2016 Olympics should be an unforgettable event.

Viral ads are getting harder to create

This BBC article about how ad agencies have had to change their campaigns over the last few years to encourage viral coverage is really interesting.

http://news.bbc.co.uk/1/hi/business/8280850.stm

From my online marketing point of view it is always hard to think up new ways of encouraging interaction with users, and I am only working on a very small scale. When you are trying to implement a national or even global campaign the push for innovation must be putting these agencies under great pressure.

As we are exposed to an ever increasing range of media our expectations grow, the ability to shock us gets harder and making something stick in our memory is near on impossible.

Cadbury's gorrilla and eyebrows campaigns have managed that, as have Compare the Market's meerkat. Any guesses which brand will manage it next?

Search engine optimisation (SEO). What is it and why should I spend money on it?

SEO is the practice of ensuring that the layout and content of a website work alongside your online marketing activities to earn a high ranking on search engines. The overall aim of SEO is to improve the quantity and quality of traffic to your website, resulting in an increase in brand awareness and/or commercial sales.
Search engine optimisation (SEO) is a phrase that any company or individual with a website should know all about. Companies of all sizes are spending money on it, often without really knowing where that money is going. An infinite budget will not guarantee you the top listing on Google; only by implementing some key techniques in-house or by employing a trusted SEO agency can you start to move up the rankings.


SEO essentials
It is important to know that there is no quick fix when it comes to SEO. Many aspects must be addressed to optimise online activities, including the following:

·         Site structure – well organised sites remove barriers for indexing

·         Relevant content – must include focused keywords

·         Link building – being listed on reputable websites and directories

·         Web 2.0 – includes Linkedin, YouTube, Twitter and blogs which build links and reinforce keywords

How to build Page Rank
Your ultimate goal is to convince the search engines that you have a valuable website full of up to date content, and that the content is relevant to the products or services you offer. This is partly achieved by focusing on a list of keywords that reflect the nature of your business, which should then be written into your site content throughout static pages, blog posts and image labeling. Any off-site online marketing activity such as the use of Web 2.0 websites Twitter and Facebook should be undertaken with these keywords in mind, as all online content relating to your website is counted by search engines when awarding a Page Rank.
Adding your site to web directories is important as search engines include these listings, along with keywords, when awarding a Page Rank. Some web directories, for example the Open Directory Project (www.dmoz.org) are also used by search engines as a basis for their database, providing the core data for many of the largest search engines and portals, most notably Google.
Does SEO apply in a B2B environment?
SEO has historically been a consumer-driven movement, with e-commerce and advertising driven businesses battling for first page listings in order to achieve high traffic levels and/or to attract users who will make a purchase instantly. The B2B online environment is different because you do not expect users, as potential clients to purchase a product or service on the spot. Your aim is to provide them with information that will convince them of your company’s reputation, and to build up your brand image. Despite differing priorities SEO remains important and relevant to B2B industries.
A greater understanding of the online environment can open up unique methods of communication in both B2B and B2C environments. Travelers, the US based insurer have created a YouTube sitewhich plays host to their unique television adverts. The aim was that these adverts would spread virally across the YouTube network. One video alone has attracted over 170,000 views which will have greatly aided their SEO efforts.
One example of a successful SEO campaign is ComparetheMarket.com. Their ComparetheMarket.com launched a SEO strategy that has driven their whole advertising campaign. The use of Aleksandr the meerkat has led to a series of television adverts, the creation of ComparetheMeerkat.com where you can actually compare meerkats, Aleksandr establishing his own Facebook fan base of over 500,000 users and even a petition to add the word ‘simples’ to the Oxford English Dictionary. It has given the brand a personality that consumers are able to relate to and interact with across many levels.


Choosing an SEO agency

It is important to enter into SEO for the right reasons. Understanding the basic processes behind SEO is essential in order to gain full advantage from this marketing tool and choose the agency most suited to you. The right agency should offer a bespoke service based on detailed analysis of current online activities, competitors and business environment.
Successful SEO strategies have already helped companies establish market leading websites by placing them at the forefront of emerging online trends. As technology continues to advance at a growing rate SEO can ensure your website has the strength to stand out.