Saturday, July 30, 2011

A Comprehensive Internet Marketing Strategy Delivers Optimal Results

An online presence is a must for any business with a social media platform sitting firmly ensconced as the key  component of that presence. In addition to your business’s main website, you’ve got a Twitter account, FaceBook page, and a blog – but how often should you be updating them? While the frequency, immediacy, and function in your social media campaign vary somewhat between each online venue, certain concepts hold true across the board.

Quality over Quantity

However often you choose to update your social media outlets, the most important thing to keep is mind is quality. Make sure posts are interesting, relevant, and appropriate. Never post simply for posting’s sake. Your customers and potential customers have a limited amount of time to find, view, and process information. Post unnecessary or meaningless information and you will not only lose fans and followers, but you will see potential business and revenue migrate to your competition.

Different people have different opinions about how much is just right, but a good way to help monitor the effectiveness of your posts and posting frequency is to keep an eye on your analytics. Social media sites track statistics, such as traffic to your page or profile, number of followers or fans you have or have lost, and other metrics by which visitors interact with your posts. Using this information can help a business determine what’s working and what isn’t.

 Be Quick to Respond
When your analytics reveal a particular posting strategy isn’t working, be sure to quickly respond and adjust accordingly. It’s all too easy for a potential customer to disengage from your business’s social media if they feel bombarded or overwhelmed with updates.

If you’re still not sure where to start, the following are some general guidelines for determining how often to update:

Facebook
·        A good rule of thumb for updating an outlet, such as a FaceBook page, is about once a day but certainly no more than twice a day.
·        Post information that is helpful and provides a way to add convenience or value to your followers’ lives. Also include links to other places where you have added fresh content, which encourages them to quickly veer off to that information and, in the process, increase traffic to your website.
·        If you do update twice a day, space those updates apart like in the morning and evening in order to reach fans at different ends of the day.
·        Take the number of your fans and the type of your business into consideration. The pages of big businesses with a greater number of fans can tolerate more posts while smaller, more focused pages seem to get by on far fewer.

Twitter
While it’s generally acceptable to tweet multiple times a day, remember to only post relevant, meaningful information. Twitter’s immediacy makes it great for more time-sensitive information, such as daily specials or special promotions, and it is also an excellent way to connect with customers in real time.

Blogs
Here are some thoughts about blogging frequency:
·        The frequency of blog posts depends on what type of information you’re trying to convey. If your blog features product-related posts, such as how-to tips and suggestions on product use, then once a week or even once every other week is fine. If you use your blog to promote daily or weekly specials and promotions, more frequent updates are necessary.
·        Length is also an important consideration. Generally, the longer the post is, the longer the time between posts should be. Conversely, shorter blog entries can be posted more often.
·        Who are your readers? Knowing your audience and their needs goes a long way toward determining how often you can update your blog without overwhelming or alienating your customers.

 Your Experiences
What are your challenges with keeping up with your social media campaign? Do you need assistance? Want to find out how an Internet Marketing specialist can help you? Contact Flyline Search Marketing or leave your comments below.






                 

Wednesday, July 13, 2011

Melloy Dodge: Entering the World of Online Social Media

Recognizing that local customers in Albuquerque, Santa Fe, and around the local New Mexico area turn to social media and networking for their information and research when vehicle shopping, Melloy Dodge recently hired Flyline Search Marketing to initiate a comprehensive Internet Marketing strategy for their firm. The package to be deployed includes tools like, Google AdWords, Yahoo/Bing Sponsored Search, Call and Data Analytics, SEO-driven content, and a social media/networking presence, including a blogFacebook page and a new Twitter account.


Accelerated Presence and Customer Connections
Besides offering a way to maximize available marketing dollars through low-cost channels like YouTube, Twitter, and Facebook, social media helps a dealer get in front of their audience and make a more personable connection – something that has not always been possible with auto dealers.

Typically, dealer websites have been set up where prospective customers want to inquire about a car or service only to find they cannot quickly get the information they want but are instead are harassed with phone calls from pushy salesmen. For Melloy, their sales and service philosophy has never been about making the quick deal or pushing their customers around.

Instead, an auto dealer needs to avoid the following strategies if they expect to connect with customers and get to know their target audience better:
  • Don’t focus on advertising and sales angle; focus on being an information connector.
  • Don’t be reactive; instead, be connective.
  • Don’t rush the social media practice; it takes time and it will build into a viral campaign if you are patient.
  • Don’t forget to contribute; answer questions left by fans or visitors and include topics that they can respond to.

No Chop Shop Strategies
Melloy Dodge understands the importance of using a comprehensive strategy and offering content and valuable consumer information that their clients, prospective customers, and vendors are searching for that extends well beyond just trying to sell them a vehicle – it is about showing how Melloy Dodge is so much more in order to develop a long-term partnership where the customer and their family will return again and again for car purchases, trade-ins, and service.

All the social media strategies will include content driven to make the visitor’s life easier:
  • Car maintenance
  • Increasing and/or maintaining vehicle value
  • Safety advice
  • Promotions and specials on vehicles, parts, and services
  • Car purchases and trade-in strategies
  • Financing options
Each topic provides a way to illustrate Melloy Dodge’s knowledge, expertise, and credibility as a reputable and high-quality dealer.

Your Thoughts
What do you think an auto dealership can do to use social media more effectively? What would you like to see an auto dealer include in their social media content? Or, are you a dealership thinking of jumping on the social media bandwagon and have questions. Leave your comments below.

If your dealership is ready to get started with your own comprehensive Internet Marketing Strategy, we encourage you to contact our expert team here at Flyline Search Marketing. The program is affordable and effective. Learn more by calling 866-258-5511.