Google Panda: Hurting SEO and Search Results for Increased Ad Revenues?

Posted on October 18, 2011 by Stephen Dow

By Stephen Dow – NetSpeak Solutions 2011 – NOT the Year for Internet Marketing, SEO Professionals and Their Clients Internet marketing and SEO professionals have been through a tough year working with clients to optimize their Google search engine results. … Continue reading →

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Tablet Market in for a Shakeup

Posted on September 26, 2011 by Stephen Dow

by Stephen Dow – NetSpeak Solutions Based on a Forrester Marketing Research report by Sarah Rottman Epps (Sept 29th, 2011), Apple currently has the largest share of the Tablet market (with 28.7 million iPads sold worldwide). However, some swift changes … Continue reading →

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Google+ is Now Open to Everyone; Should We Care?

Posted on September 20, 2011 by Stephen Dow

by Stephen Dow – NetSpeak Solutions

Well, the Google+ project has been in a trial period for about 90 days now, and during this period they’ve made 91 different additions (per their most recent blog). As an initial Google+ “invitee” this has been dizzying – to say the least.

For example, on this day, Google stated in its blog that, “we’re releasing nine more features that get us that much closer”.

Closer to “what” is still the main question to me.

Why? Well, after playing around with their copy-cat social network (that really is “at war” with Facebook), I see no clear reason why I should leave my Facebook page and focus on Google+. Their network is still not well structured (IMHO), and offers little I consider to be of business value. So, until they come up with some business apps and vanity URL’s that really indicate they’re serious about their “captive blogging network”, I’ll just continue to toy with their “toy’.

We do realize that Google+ is still very small and just starting out. However, they still have such an immense way to go before proving that they’re actually doing something to benefit large and small businesses.

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Some Basics Regarding Internet Marketing

Posted on August 29, 2011 by Stephen Dow

By: Stephen Dow NetSpeak Solutions

Internet marketing refers to the strategies and tactics involved (both on and and off page) with optimizing the visibility (branding), traffic, sales conversion for websites, blogs and social media. For websites, the first part of an Internet marketing effort involves identifying and optimizing the important keyword phrases for ranking on the major search engines (such as Google and Yahoo!, and Bing). This is called SEO (search engine optimization). By implementing proper SEO, you need to target keywords, optimize page content and properly name site pages for best rankings on the first page of the organic (unpaid) results. This is key because the top 1-3 rankings generate the most traffic, help you brand your company, and achieve optimum sales. This is because up to 87% of all clicks from search engine results pages come from the natural results (e.g., not the paid ads – located above and to the side of main results pages). The remaining amount come from pay-per-click (PPC) search engine ads, display ads, and referrals from other sites/social media and even video (if you use it – and you should).

Another marketing method used by inbound Internet marketing companies to help any website gain traffic and conversions include company blogs, followed by social media sites. Blogs are far more effective, yet social media sites should not be ignored. Recent marketing surveys show there’s not much indicating that social media networks (like Facebook) are actually generating sales – except for large international brands. However, as time passes, this marketing channel may become more valuable (as well as Google +).

Keep in mind that the primary reason for getting involved with ether a blog or social media sites is to build a community around your site, and to actively enable engagement with your clients (and potential clients). Another aspect is to be able to inform and “get the word out” regarding what’s happening with your business or organization. This includes news, new products and/or special offers (etc). By doing this, you’ll not only be getting information out to both users and your potential user base, you’ll also be growing your audience in a more personal fashion. But this will only work if the demographics of your product, and your audience fit. Also, going from a more personal and informative approach can make the sales cycle increase from social media channels. But if building more clients and building trust matters (which it should), then it’s worth it!

RSS feeds are also a great real-time tool for building and engaging your audience. Used on many blogs (like this one) as well as on websites (and more and more on smartphones), RSS and SMS feeds are a great way to provide instant focused information to people who want it (so please subscribe to our blog – if you like this article!). The potential in this area is vast – especially in the video pod-casting area.

Finally, there’s “opt-in” e-mail marketing (not standard spam e-mails). This technique can be quite valuable to those who’ve opted in (because they like your brand). However, its reach may be a limiting factor though (since anyone can instead subscribe to your RSS feed and read company info through many browsers or through RSS readers built ino e-mail programs).

Well that’s all for now, but this is just a taste of some of the marketing topics to come.

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Facebook Has a Low Satisfaction Rating, But Can Google+ Fill the Void?

Posted on August 24, 2011 by Stephen Dow

By: Stephen Dow, NetSpeak Solutions

According to the 2011 American Customer Satisfaction Index (ACSI) E-Business Report, Facebook’s customer-satisfaction rating isn’t anything to be happy about. In fact, among its social peers, FB was at the bottom of the the category called, “keeping customers happy”; with a 66 out of 100 score (only a 3 percent gain over last year’s score of 64). According to NetApplication NetNews, only airlines, subscription TV and newspapers were looked upon less favorably…. Ouch!

If you’re unfamiliar with it, the ACSI E-Business Report enables businesses to track customer satisfaction in social media, portals and search engines, and online news. The highest social media ranking for consumer satisfaction was only 70. Interestingly, in their category, Wikipedia and YouTube scored 78 and 74 respectively in the latest report.

So what does this mean for you and your business? Consumer dissatisfaction with e-businesses often comes from user concerns about privacy protection and security. According to NetNews, they also appreciate when businesses such as these understand the difference between social networking and social selling. Consumers don’t like hearing a sales pitch when they’re not expecting it.

So what does this mean for inbound channel marketing? Caution! It’s important to keep these and other consumer concerns in mind while developing and executing any marketing strategy that involves social media – now more than ever.

When email first emerged and evolved into a marketing tool, it had similar concerns surrounding it. For example, spam, phishing, viruses and formatting issues dogged its use from the start. Initially, it was also widely used as a “push” marketing tactic, whereas now it’s best used as a “pull” tactic (“in-tune” with today’s inbound marketing strategies and tactics).

Also, as email evolved to include better protection, standards, and usage practices, so too will social media-related platforms – but business owners need to set the tone regarding the proper mixture of social media networking and social selling.

Although Facebook remains the dominant player in social media today, the ACSI study surely indicates a need to be worried about their position. Right now, they’re lucky that users have few alternatives for social interaction. However, since Google + is at war with Facebook now (and Google sure intends to give them a challenge). Assuming they don’t make the same mistakes themselves, they may have at least some success. But there networking approach must be ground-breaking for them to win.

Not surprisingly, Google routinely scores at the top of the ACSI report in the search engine and portals category (with a 2011 rating of 83 in customer satisfaction). Thus, more poor showings by Facebook will only serve to give Google more hope in their war with Facebook. Yet, since both are in it to make money, it should be interesting to see how Google approaches monetizing their new “social toy”.

For example, in a very short amount of time, Google + has amassed a reported 12 million users (me being one of them). During this trial phase, some big names in the Internet Marketing and SEO industry think Google + has a chance to surpass Facebook. However, my dealings inside their social network leave many questions in my mind. Their past failed attempts into the social media world (namely Buzz and Wave) may help them or hurt them in this project. It’s just too early I feel?

There are some things I can say I do like (oops) about Google + so far. For one, there really are NO friend or networking requests required (unlike Facebook, LinkedIn, and other social media sites). People can actually see you, read about you, and add you to their “circle” and label you as anything from someone they’re “following”, on up to a “friend”. You can also add them to your “circle” in the same way. furthermore, opting out of a “circle” or “hangout’ is a “kinder and gentler process” than the direct refusal approach on FB.

All this may eliminate a lot of social anxiety and consumer unhappiness with social media. But Google + is still young, has a confusing interface, and it sure is not yet clear where it’s headed. It’s also not clear whether Google + can solve the primary business-related issues that large social networks like Facebook experience as they grow. I guess only time will tell.

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Target Broad-Based Audience Channels for Optimum Conversions

Posted on August 2, 2011 by Stephen Dow

By: Stephen Dow, NetSpeak Solutions

Business marketing goals for inbound channel marketing should be diverse. Yet, many now pin so much of their time and effort on the social media channels. This may be good for some, but not for others.

Social media channels are very diverse and still maturing. Not all the market segments within them are alike (even “if” you have targeted well). Some people do buy on social media channels. Yet, there is conflicting information on this – based on the size of the company and the strength of the brand.

Some will ask their friends “personally” for advice. Some will ask “friends for advice on social media sites. Some will go to other sites for reviews, and some will use search for advice and information. Some will use what they consider “published wisdom” on products or services from a site like “Consumer Reports”. Some combine all of these approaches.

The takeaway here is that it’s impossible to pin all your success on one channel, no matter how much “hype” it’s getting at the moment. Your target audience/visitor may be spending a lot of time on social media sites, but this doesn’t prove they will purchase solely from your social media site(s) as a result. In fact, a recent SearchM Group study showed that people are more likely to use search and other methods of research (rather than social) before purchasing – especially considering how many different activities people can now engage in. In fact, social media was used only 1% of the time by purchasers!

Thus, like all marketing channels, social media can be effective in some situations, while not in others. Think about it for a moment, isn’t it rare that a single channel can stand alone to reach, bring-in, engage, and convert customers without support from other digital marketing efforts? Of course it’s rare. It always has been! Even some forms of traditional marketing still have merit! Thus, you need to think broadly in order to bring in the most targeted traffic. You also must offer multiple purchasing locations and “let things happen”. Then you need to analyze your purchasing funnels.

Even if social media is at the heart of your marketing strategy, you’ll still need to address how to best get your audience/visitors to your social site(s), and how you can continue to interact with them in the best context after they’ve left your “social world”. Because business websites and blogs are still key touch points in the purchasing process!

It’s simply critical in inbound marketing to always consider every potential digital opportunity; meaning all possible touch points and conversion points where your audience/visitors will come into contact with your brand. Think of it like a “wheel and hub” – the hub being your website (e-commerce sites for most B2C products).

The smart play is always a multi-channel marketing plan that incorporates social media as one channel for at least some of your target/audience. Just don’t assume it’s the answer to all of your marketing needs. Who wants a broken spoke on a hub?

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Google Vs. Facebook; The Looming Social Media War

Posted on August 2, 2011 by Stephen Dow

By: Stephen Dow, NetSpeak Solutions

A full-scale “war” between Facebook and Google is now looming – maybe even “in-play”, and it’s bound to get nastier. Most certainly there will be changes to the “social media playing field”. However, will any resulting changes be valuable? Also, what will change, how much, and when will they impact the majority of us?

To start off with, I currently regard social media as a dysfunctional marketing channel. Considering all of the various types of social sites out there, probably the best “bang-for-the-buck” is video marketing (using your own video on-site, along with YouTube and Vimeo sharing). However, most small businesses don’t do well on social media sites like Facebook, and big companies currently treat this channel as a “toy” to play with (especially companies with strong brands). Yet, for small to medium-sized businesses (with whom we mainly work for) social media marketing provides limited traffic and conversions – especially for the amount of effort and money that must be invested to do it right. Meanwhile, these companies are struggling with a recession.

Do you remember the 90/9/1 rule for how people interact on blogs (and also FB style social media networks)? Well with this in mind, it sure hurts to be small; especially when you know that only about 1% of the people who are aware of your social media site (e.g., the “likes” you have on Facebook page for example) will actively participate on your site – by either commenting or taking advantage of any special offers provided.

We do hear stories from some big companies who apparently report success with social media, but what about smaller companies? Without solid data suggesting this channel holds great potential for them, it makes me suspicious about the entire channel. To date, our web analytics reports don’t indicate that FB model social media sites hold much promise for smaller B2B clients. With that being said, I recently found some startling research that concerns me even more. Let me share it with you.

In an excerpt of a recent report called, “The Role of Search and Social Media in the Purchase Pathway”, conducted by GroupM Search, they state,”…the leading companies of the social ecosystem, Facebook, Twitter and YouTube, appear to have a minimal role in the purchase pathway at present. Less than 1% of all converters engage with either brand-controlled social media from these properties or promoted/sponsored social ads in the 90 days prior to purchase. This is not to suggest that this form of social media does not have its place or potential as either a reach vehicle or engagement driver, but rather to acknowledge that in comparison, 16% of purchasers engage with category blogs.”

Whoa… That’s quite a finding!

With this ‘bomb” dropped, one has to wonder how any Google/Facebook “social media war” could be helpful to any company or to our economy? It surely appears dubious to me that any new “Google social entity” could ever bring something better to the table? Facebook, Twitter and Linkedin sure haven’t in regards to direct SALES, but for latter two, that’s not what they’re really all about anyway!

Google may be warring with Facebook because they don’t want to risk “not playing”. They also may be forcing the issue (since they have the money), and/or they have a grander plan (like tying their credit card purchasing feature into a store-front?). Still, there simply may not be any real staying power for selling from any type of social sales network? Yes, Google and Facebook may WANT to be the best in “social sales networking”, but so what? Surely, it appears not to be what CUSTOMERS WANT at the moment…

Based on the GroupM Search study, I believe more and more that “FB style social media” is quite limited as a sales channel for a majority of companies. Heck, the business model of Facebook is really nothing more than a glorified “sign-up captive blogging site”. Facebook’s only “brilliant strokes” were in their timing for signing-up so many users to basic accounts so quickly, then introducing “pages” (another stolen idea). Now they have a massive base with BIG ad revenue potential, but is it real potential? Regardless, the fact that they have “pages”, along with their massive closed ad network, probably are probably the biggest aspects to what is happening now – both companies are chasing the potential for advertising revenue.

So what happens after the war? Well, I believe social media will still exist. However, I also feel that neither company will end up “winning or losing” using a “Facebook social model”. Why? Well, the nature of social media networking has always been about discussing issues amongst friends. With this in mind, people hate having ads and “pages” shoved at them when all they really want to do is communicate with their friends! You need to “pull” not “push”! Doh….

Also, some people will likely leave FB for Google +, but how many, how fast, and does this even matter?
Frankly, I don’t think so. If Google and Facebook aren’t planning to add store-fronts, then this war is being waged based on misguided research and/or vision and the only likely outcome is parity.

So I say, “Hey Google and Facebook! Why don’t you two giants learn to play better together? Social media is likely not a viable marketing channel for all – and it sure would help the U.S. economy more if you could work on something really beneficial! Then, the rest of us could get back to helping OUR clients sell more goods and services through legitimate marketing channels.”

Your comments on this topic are surely welcome!

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