Lead Generation
Build your customer database using proven Digital Marketing tactics like PPC and SEO.
Brand Credibility
Demonstrate your industry expertise to your customer using Social Media.
Customer Communication
Engage your customers with Email Marketing and increase your customer loyalty.

Archive for the ‘Marketing’ Category

We are often too focused on getting more traffic to our web site and forget about how we convert this traffic after we’ve attracted it.

Landing pages are a very important part of your online marketing, especially if you are using AdWords or other marketing that links back to your site. How many times have you clicked on a link for a particular product to be taken to a sites home page? All inbound links should be pointed to a great landing page that offers exactly what the user expects and gives them an easy path to purchase it or get in touch with you.

This short 2m23s video will give you some great tips on getting this right.

Getting away and relaxing

Posted by Alan Tomkins On September - 26 - 2012

This is a public service announcement – is the airport and flights business the only place where the consumer has no influence? That’s how it feels!

So here I am with Lorraine on a flight to Faro for 7 days R&R (rest and relaxation), however the simple act of getting on a plane has left us frazzled. In the 70′s and 80′s I was lucky enough to travel as part of my job and I really enjoyed it, but the airlines have managed to suck all the pleasure out of air travel and replaced it with stress, inconvenience and expense. Airlines and airports have lost sight of the customer and are completely internally focused on their own goals. I genuinely feel like an inconvenience that’s being tolerated just because I’m the source of their profits.

So the flight is from Edinburgh and the airline is Ryanair. Our good friend Alex drove us to the airport which was wonderful, but for the pleasure he had to pay the airport £1 just to drop us off. This rises to £5 if he has the audacity to hang around for more than 10 minutes.

We arrive with 2:15 hours to spare before take off in the hope of getting a leisurely bite to eat before takeoff (airline food is generally terrible). Ryanair didn’t open the checkin for 20 minutes after our arrival so there was a massive queue which we patiently waited in. Eventually the checkin opened and the queue started to move. Then a second checkin opened and we started to make decent progress for 10 minutes, then it shut again.

A lovely retired couple in front of us had not ticked the box to checkin 2 bags when they booked (lock them up and throw away the key, how dare they,) so after 7 or 8 minutes of the checkin person phoning a superior they were allowed to pay at the desk, with a surcharge of course, as they’d been “stupid” enough to miss a tick box. One couple were overweight by 1kg and had to open their luggage and put 1kg from their cases to their hand baggage, bonkers.

Now I consider myself very Internet literate but the online booking and checkin process makes me very nervous. I triple check every page before moving on. The process is now so complex as to be ridiculous. Book your flight and the opportunities for making an error are huge. Here we go: enter your dates and details correctly, reserve a seat, select your seat, extra legroom, priority boarding, do you have hold luggage, how heavy is it (more options), warnings about hand baggage, what you can and can’t take onboard, warnings about fluids, do you have travel insurance, are you sure you don’t want travel insurance, do you want to hire a car, do you want to book a hotel, passenger names, passport numbers, expiry dates, nationalities, and I’m sure I’ve missed some but hey. Get one thing wrong and it costs you big time. And when it was cheap this was an acceptable pain but its no longer cheap! £420 for 2 returns to Faro. In fact charging your card is the only thing they do with ease.

Our flight was due to go at 12:35 and by the time we’d checked in and got through security after pretty much emptying our hand baggage and stripping off, shoes, belt, cardigan, (what about some carpet to walk on please!) we had 35 minutes to get a look around the shops and get to the gate. Rather than a relaxing experience we were hassled about hand baggage sizes (there was a woman walking down the queue with a cardboard box checking hand baggage sizes), the weight of our hold baggage, the fact we were only allowed on item of hand baggage, the weight of our hand baggage, if we bought anything in duty free it must got into the bag; please just make us feel like a valued customer!

We are ushered through the gate to the plane but end up standing in the shelter on the runway while the previous passengers alight, it’s raining, very windy and cold, just madness.

So now we’re on the plane and Ryanair are playing the most a appalling music far too loud. Every 60 seconds we get an advertisement, phone cards, energy drinks, J2O. On every overhead locker there are advertisements. We’re offered scratch cards, WHAT!

We bought sandwiches from Boots as there wasn’t enough time for a sit down meal but at least we won’t suffer from legalised extortion on the plane.

At some point as consumers we are all going to decide that we’ve had enough of being treated like cash cows (paying cattle) and abandon flying where possible. Our only hope is to vote with our feet or pray a new player can come into the market and offer us a 1980′s experience. Oh yes, and can you please start your routes in Edinburgh?

I hope Portugal is sunny as we need a holiday just to get over the leaving experience.

Local Marketing Workshop for free at the Fife Business Show

Posted by Alan Tomkins On September - 6 - 2012

If your business is like mine then most of my clients are within a 30 mile radius and marketing to them without using interruption based techniques like cold calling is actually quite difficult.  There’s a fantastic opportunity further down this post.

Before the internet we would use flyers, local newspaper advertising, free local papers, sponsorship of local clubs or events, billboards, magazines and more.  The cost of these routes was always prohibitive for many local businesses, so we relied on word of mouth and referrals.

We are now in the internet age and marketing has become a lot more accessible for all businesses BUT the internet is worldwide so how do we target potential customers within 30 miles of our location?

I am running a 20 minute workshop at 10am at the Fife Business Show next Thursday the 13th September on just this subject.  If you come along you’ll get 10 actions you can take immediately, without any cost, to improve your local marketing, but don’t tell your competition!

I’ll be covering:

  1. Getting organised
  2. Keyword phrases
  3. Your web site
  4. Google
  5. Mobile
  6. Free advertising
  7. Using Social
  8. Communicating
  9. Listening and Monitoring
  10. Great content

This 20 minutes will make you thousands of pounds if you implement the actions I’ll be giving you for free, and if you want a chat afterwards I have a stand at the show and I’ll be there until 12:30.  You can see more about the show here http://www.kingdombusinessforum.co.uk/business-show

Book now at http://kbfbusinessshow.eventbrite.co.uk/ and use the promotional code GuestKBF to get in for just £5.

You are welcome to a copy of my presentation but I’ll also giving away a template I use for all my clients so you to get your internet marketing organised and ready to go. And there’s MORE FREE STUFF.   I’ll be offering everyone that attends my presentation a free comprehensive web site audit.  This is no cursory audit, this is a comprehensive report running to around 45 pages (with an easy to read summary).  See an example here of a report on the Apple site here.

There is a nominal charge of £10 to get into the show which covers refreshments, but as my guest you can use this link http://kbfbusinessshow.eventbrite.co.uk/ and the code GuestKBF and save £5 on your entry.  There will be lots of networking opportunities and I promise it’ll be a great use of just a couple of hours from your week.

GETTING THERE:

The location is Carnegie Conference Centre (http://www.carnegieconferencecentre.co.uk/), Halbeath Road (opposite ASDA), Dunfermline, Fife, KY11 8DY.  There will be a large banner outside so you can’t miss it.  There is also abundant free parking.

The show is being run by the Kingdom Business Forum who are a not for profit organisation so any profits from the show will go to charity.

Please click on this link here http://kbfbusinessshow.eventbrite.co.uk/ and if you use promotional code GuestKBF it will only cost you £5.00 which is only to cover the costs of teas and coffees / buns and pastries throughout the morning.

See you there,

Alan Tomkins

5 Golden Rules for Success with your QR Codes

Posted by Alan Tomkins On July - 24 - 2012
Go to the WSI mobile web site

This image takes to a QR code web page on a large screen or the home page to the WSI mobile site on a smaller device.

So let’s keep it simple and get right to the nub of the matter.

  1. Make sure the users can be read the code. If it’s a bill board make them very big. Test them before getting them printed and once they are printed. Test them on a computer screen. Test with as many Apps and devices as possible.
  2. Ensure the result of the scan is aligned with the expectation you’ve set.  Especially if it’s a web page as it’s going to be seen on a mobile device screen so DON’T take them to your standard web site.
  3. Know what you can use QR codes for and make their use appropriate to the user’s requirement. Here’s what you can do with a QR code:
    • Website URL
    • YouTube Video Link
    • GPS Coordinate / Google Maps Location
    • Twitter Profile / Status Update
    • Facebook Profile / Like
    • LinkedIn Profile / Share
    • FourSquare Venue
    • iTunes Link (music, album, artist, app, etc.)
    • Any Plain Text
    • Telephone Number
    • SMS Message to a number
    • Email Address
    • Email Message to an address
    • Contact Details (VCARD)
    • Calendar Event (VCALENDAR)
    • WiFi Login Information for Android device
    • Paypal Buy Now Link
  4. Deliver value. You are asking your user to make some effort so make sure you deliver some value. If you want to engage make sure there’s at least one call to action on the QR result page.
  5. Make it fun.  QR codes are all about instant gratification so try and make the experience fun.

If you’d like to know more about using QR codes for your business please get in touch at alan.tomkins@wsiwbm.co.uk or see more at http://www.wsiwebbasedmarketing.co.uk/qr-codes-for-business.htm

Full disclosure of online transaction fees

Posted by Alan Tomkins On June - 10 - 2012

Lorraine and I recently went on holiday for a week which was brilliant, but the down side of living in Scotland is that flights to long haul destinations are usually from an airport in England, in this case Manchester.

If you fly from Manchester I’d highly recommend the valet parking, it was just £13 more the off airport parking and you just dropped your car 2 minutes’ walk from departures and collected it from the same place, brilliant!  Sorry I digress.

We arrived early and the airport was very quiet which was a nice change, so we were left with some time on our hands.  After a delicious breakfast we did a bit of shopping.  As you may know I’m a bit of a petrol head and I decided I’d give the raffle for a car a try.  You know the ones you see at all the airports.

Well £40 later (or so I thought) I’d got 10 tickets for a car and another 10 for a holiday.  The draw for the holiday was done and I’ve not won but the draw for the car is in a few days, fingers crossed.

The point of this story is that it was not £40.  Firstly I was asked to pay 50p for the transaction which was fine as it was disclosed. However I just got my credit card bill and I found I’d been charged £3 for a cash transaction fee and 89p for cash interest.  I called Capital One to be told that spending money on gambling was considered a cash transaction even though I’d not received any cash. They talked to me like I should have known this, do you? I certainly didn’t but I do now.

So the £40 ticket is now £44.36, a 10% surcharge that I was not expecting.

I am extremely unimpressed at this charge and my feelings towards both “Best of the Best” and “Capital One” have taken a severe knocking.

Of course if I win the car all will be forgiven but it demonstrates the breach of trust and my disappointed at being penalised for making what I thought was a standard card transaction.

I am sure you’re all familiar with Google Maps and you’ve probably played with the Street View option as it’s truly spectacular (assuming you ignore the privacy issues). Now there’s a new service Google are launching and it’s called Business Photos.

Google Business Photos

Think “Street View” for your business.

Google have just put this new service offering on their site so you can see an example of a Business Photos application.  Like street View you can use the mouse to navigate and walk from room to room.  Check out an example here http://maps.google.co.uk/help/maps/businessphotos/

The service is only available from a limited number of photographers as they need to be trained by Google, purchase the equipment, and be authorised to load the images onto the Google servers.

The “walk through” of your business will be hosted on the Google servers in the same way you would embed a YouTube video so there’s no data transfer additional costs with your hosting company.

If you’re a shop, tea room, restaurant, pub, hotel, club, hairdresser, guest house, or any business that would like to show off its public areas then this is a very cost effective way to do this, with the added benefit of the search engine ranking, being linked to Street View, and getting a place mention on Google Maps.

From a local perspective the service was soft launched in Glasgow a few months ago and is now being rolled out to other Scottish towns with Edinburgh just going live now. Even if your outside Edinburgh it’s worth asking Derek (see below) for advice as there may be the odd exception.   If you want to get in early then you’ll need to talk to a Google authorised photographer and I would highly recommend Derek Fett of Fett Images. Derek has completed all the Google certifications and is currently creating these incredible images for businesses in Scotland. Derek is listed on the Google accredited photographers list here (at the end under Edinburgh)

I can almost hear you thinking… “that looks expensive” but you’d be wrong.  Costs start at £99 for a small area but top out at £300 for a larger area like a hotel or club.

So what are you waiting for, get in touch with Derek at info@fettimages.co.uk or call him on 07785 763571 or 0808 9000 572.

Alternative call or email me and I can discuss this with you before you speak to Derek.

In the old days, well just 15 years ago actually, if as a business you alienated a customer the damage was limited to their social and business circle. Now in 2012 one person can talk to millions and customer service has never been so important!

I just had two experiences, one good and one bad, so I thought I’d relay these to you as examples of how simple and fairly small actions can affect your business.

THE GOOD EXPERIENCE

virgin-holidaysLorraine and I have booked a holiday in May and while looking at overwhelming number of options we found a Virgin holiday that looked good.  A few years ago I have a bad experience flying with Virgin and was adamant we’d find something else but after searching for days, literally, I agreed to book this holiday.

In the booking confirmation Virgin gave us a lot of useful bits of information, one of which was all their resorts have a “Concierge” service.  I had previously emailed our hotel to ask about WiFi/internet access (yes I will be working but just for an hour a day) and had received no response, not good, so I emailed the concierge. Within 24 hours she had emailed me back and confirmed the answer to my question.  I asked a couple of more questions and true enough back came the answers.

This was just brilliant and has rally lifted my feelings towards Virgin to the point I’m telling you about this. It’s also meant I can look forward to my holiday knowing I’ll be able to get stuff done if I have to.

THE BAD EXPERIENCE

karcher-pressure-washer-leaking-severelyI’ve been using  Karcher products in my garage for many years, vacuums and pressure washers.  18 months ago my 10 year old Karcher pressure washer died so I replaced it with a new Karcher pressure washer.  All was well until several weeks ago the new unit started spraying water out from inside the casing and was clearly broken.  I stripped it down and it looked like the pump casing was cracked.  I went onto the internet and found that Karcher don’t seem to use social media at all, so I found an email address on their site. On the 26th March I took photos of the problem and sent an email off to enquiries@karcher.co.uk asking if it was repairable.

It’s now the 8th April and I’ve not even had a “thank you for your email” in return.

So here’s the result.  I’ve just ordered a Nilfisk C120 3-6 pressure washer, NOT a Karcher, to replace my 18 month old broken Karcher. So Karcher  WHY HAVE AN EMAIL ON YOUR SITE IF YOU IGNORE INCOMING EMAILS!

Now of course I’m telling you, and potentially hundreds of millions of other people about my experience.  This is the power of the internet and any business not delivering good customer service should seriously reconsider its business model. As the cliché goes:

IF YOU THINK CHANGE IS HARD YOU’RE GOING TO HATE EXTINCTION

As Karcher don’t have any real internet presence there’s a  strong chance they aren’t even monitoring online for their name. If they were they would be notified and would be able to connect with me to at least do some damage limitation.  Are you there Karcher?

 

Creating your LinkedIn Company Page

Posted by Alan Tomkins On January - 23 - 2012

linkedIn

It’s easy and free, and offers great search engine benefits, as well as LinkedIn’s own search engine. If you’ve not already got a LinkedIn company page then now’s the time…

Firstly you need to consider the keyword phrases your clients are using to find your business. This is something you should look at every 12 months as these change and you may be adding products and services you’ve not included on your site or on pages like LinkedIn.

I have a document I keep on my system that lays out my business areas and the key word phrases that are searched on to find my services.

You can research your keywords for free using the Google Keyword Tool.

Setting up your LinkedIn company page

  1. Log into LinkedIn with your own profile.
  2. Go to the “Companies” menu on LinkedIn. From there, select “Add Company”.
  3. Enter basic information about your company, like its description, number of employees, and industry it operates in. Use the keywords and phrases you’ve researched.
  4. Follow LinkedIn’s wizard for creating your company profile – you’ll be able to add a logo, locations, and a feed for your company blog.
  5. Once you’ve completed LinkedIn’s steps for getting setup, your company profile will be available to everyone so make sure it represents you well.

Your Company Page

In the tabs at the top of your company page you’ll see Overview, Careers, Services and Analytics

OVERVIEW – This is your company description and also allows you to add status updates. This could be a new product, an event, a new service, a new client, a new case study, the opportunities are endless.

CAREERS – Is an area to advertise jobs with your company. Why pay huge recruitment fees when LinkedIn can help.

SERVICES – In this area you should list all your companies offerings and remember to use your keywords here as well.

ANALYTICS – Gives you a simple graphical view of how many people are looking at your entry and the pages they are viewing.

More about your company page

  • In addition to showing off the basic information you provided, LinkedIn will pull in data about your company from around the site.
  • So, for example, all of your job listings will automatically show up on your profile, along with links to the profiles of all current employees, former employees, new hires, and recent promotions. LinkedIn also does analysis of your company and the connections that your employees have on the network. For example, it will automatically calculate your company’s median age, top schools, and other companies that they are well-connected to.
  • As you can imagine, all of this aggregate data about your company gives potential candidates (as well as anyone else interested in your company) a lot of information to dive into and help determine if it might be a good fit for them. And for you, once it’s setup, it all happens automatically as you and your employees use LinkedIn, though you can always make edits to your company’s basic profile information.
  • From an SEO perspective this company page has huge value so add as much information as you can, including images and back links to your site for products an dservices, Facebook, etc.

If you have a any good tips and tricks for getting the most out of LinkedIn I’d love to hear them.

The biggest SEO blogging mistakes to avoid

Posted by franciosmuscat On January - 12 - 2012

SEO (Search Engine Optimization) blogging is a method of writing relevant and unique blog posts to help you reach high rankings on the search engines for specific keywords and long tail keyword phrases. It is focused on keywords in your blog posts that requires the linking of these keywords in the anchor text that links (deep linking) to the most relevant page on your website.

SEO blogging is a very good strategy to build up rankings if you are interested in a content marketing strategy. If your blog is on the same domain as your website, every new blog post that you publish counts as another page on your domain, giving you more visibility than only having a website.

Even though SEO blogging is excellent, there’s a couple of mistakes that you should avoid when you start with your SEO blogging journey.

SEO blogging mistakes

Don’t focus on every topic: Your blog should be narrowly focused around a central topic. This will establish relevance and also attracts the readers that are interested in what you write. A blog focused on wedding ideas will attract readership and consistent traffic. A blog that talks about wedding ideas, business help, internet marketing and news about investments is unfocused and fails to attract great rankings.

Not using keywords: When writing a new blog post, select one primary keyword phrase that you will center your blog post around. Two very common mistakes are either not focusing on any keywords or trying to focus on multiple keywords.

Not using keywords in the title: Always try to use the primary keyword or phrase in your blog post title. The search engines gives high importance to the words in a blog post title . When you write your blog post title, remember that you want to attract readers and satisfy the search engines.

Not using keywords in your content: Try to use your main keyword phrase at least 2-3 times in the content of your blog post.

Not using links: Use the keywords you have selected in the anchor text of your links that points to the most relevant page on your website. Doing it this way is a very powerful SEO blogging strategy.

Posting duplicate content: Every blog post that you publish should be unique and original. Try to avoid re posting the same content on your blog as this is seen as duplicate content.  Even though you can get away with not being slapped by Google through the usage of canonical URL’s, you won’t rank for duplicate content.

Not posting interesting content: If you post interesting and original content on your blog, you will attract links from other bloggers and this can make your postings more powerful and helps your content to travel.

Francois is a certified Digital Marketing consultant living in South Africa. He is a professional speaker, trainer and consultant and enjoys training people in social media, anywhere in the world.

Firstly a very Happy New Year to you. I feel 2012 will be far better than 2011 no matter what the negative attitude of our press and politicians may be.

In the good times the best people in their industries are always busy. They generally get new business only by recommendation and unless you can connect with them through this route it’s very hard to become one of their clients. The benefit of dealing with a great business partner is huge, but you don’t realise this until you find the real deal.

In difficult times even the best companies often have some spare capacity so it’s an ideal time to approach people you would really like on your side.

The problem many of us have is that once we’ve committed to a supplier we often never have the means to make a comparative performance evaluation to check we’ve made the best decision for our business.

Most of us stay with the same business partners or suppliers because we feel we’re getting a good service, the price is fair, and our relationship is strong. Some stay because it’s just too hard to look for another partner and the one they have is OK.

What if we could run a detailed competitive analysis on the results of our partners work against our top 5 competitors? We could then evaluate their performance and ensure we are getting the best advice and work possible.

In most industries this is very hard to do but NOT in Internet Marketing. Online we can measure success and a competitive analysis of you against your top 5 most irritating competitors can include:

  • Web site performance: Accessibility, Marketing, Content, Technology.
  • Search: PPC campaign data, The keywords your competitors are using, Pages indexed on their site, Inbound links, Scores for PPC, Top 20 performing pages, Content quality and Links.
  • Social score: Blog posts, Twitter followers, Facebook likes, LinkedIn connections, YouTube subscribers and views.
  • Ranking scores: for Search, Social impact, and Content

This is a lot of data but when presented in graphs and charts as an executive overview it offers incredible insights and the ability to see you and your competitor’s strengths and weaknesses.

You can drill down into the data to understand fully the underlying reasons for the observations and start to use this to attack your competitors where their weaknesses have been exposed.

What if all this was available now for far less money than you are probably thinking. Take a deeper look and a comprehensive competitor analysis.  At worst it shows your internet marketing partners you’re keeping an eye on them, but it may expose the fact you’re not dealing with the best business partner possible.