Category Archives: User Generated Content

Nicola Peaty

How to use Google+ to help market your business.

By Nicola Peaty

google+Google+ is another fast growing social media platform which marketers are using to help target and generate leads for their business. With impressive statistics on the increase, it’s no surprise why Google+ is becoming another important part of the marketing mix:

* Over 300 million active users
* 50% of users visit daily
* 42% use Google+ to interact with brands’ content
* 70% of top 100 brands are using Google+

SEO: As this platform is actually owned by Google, there are obvious benefits when using Google+ to enhance your Google listing. By posting content with relevant keywords, Google indexes the data which helps optimise your content and in turn increases your ranking. This is something which limited on both Twitter and Facebook. Therefore, use Google+ as another stream of optimised content as part of your overall SEO strategy.

Circles: Another key feature which Google+ boasts are the ‘circles’ which enable you to circles-bigsegment and organise your ‘content consumers’ by similar demographics. This plays so well for marketing opportunities and allows a business to target in different ways such as by prospects and evangelists or by geographics and interests. Circles should be built on the knowledge of what the users’ interests are, what content they are sharing and the relationship with your brand and business. Google will respond well to great interaction between your streamed content and the actions of your users with that content.

Content: You can share content by posting on your profile, emailing to your circles or via your Google+ communities. It is down to each individual business to ensure that quality, relevant information is streamed to targeted communities. This means not only creating your own content but also recommending other ‘quality’ content. This is also a good time to remember the 20%/80% rule of promotional/useful information, otherwise you’re likely to lose your users. With so many multimedia options available, there’s no excuse to compete creatively with your content and delivery by using YouTube, Hangouts, infographics, striking images, events, webinars, the list is endless. Your ‘+1ing’ should start to increase as users receive, like and share your content.

Interaction: The aim is to grab users’ attention, get them to open up to allow your content to stream to them and then start building engagement through two way communication. Join specific conversations by joining communities and using the Explore tab, which enable you to comment on key topics which relate to your business. Maintain regular interaction to help keep the engagement and build closer contacts. If and when creating your own content, don’t forget to use links which drive traffic back to your site, not just on the platform. Google+ has a great post click engagement and refers a high quality traffic with over 2 pages per visit.

Brand: As with all communication in the marketing mix, your brand personality should maintain the same values, tone and image throughout. Make sure your profile, sharing of information and content creation/delivery all have the same brand continuity so that users build a clear understanding of your business and position in the market. Have al ook around at different brand pages to get inspiration. Below are a couple of good examples:







toyota google-plus-page

Nicola Peaty

How to write content for your audience.

By Nicola Peaty

In the last few years, there has been so much content pushed out to customers, which as a contentmarketingresult, has created too much ‘noise’. You need to be able to cut through the noise and grab the attention of your customers with content that is of real value.

In order to do this successfully, you need to find out exactly what your audience wants to know. The only way to get this right, is to really know your customers. You can achieve this by building a customer profile/persona. A profile/persona will give you an understanding of their attributes, lifestyle, demographics, likes, dislikes, as well as the insight into any previous behaviour or interaction with your company/products. This will really help you truly understand their needs and how you can help them with useful content.

If you need any more help to find out their content needs, then just ask. A simple survey via email or telephone or even face to face can find out their issues, so you that can deliver the required information solutions or tips.

This will also ensure you don’t deliver any wasted content which is not applicable for your target market. For example, if you’re in the health food industry, there’s no point writing about muscle weight gain products, if your audience is mostly women looking to lose weight.

Also, by using the profile and really understanding your customers, will give you the insight into how you deliver your content. The correct use of language and tone is really important. You don’t want to patronise your customers with basic facts they may already know, at the same time, you shouldn’t baffle them with science. For example, a solicitors firm should not use too much legislative terminology for the average person who may not understand.

You must also use compelling language which engages your audience and make them want to find out more and in turn contact you. Just giving away free content isn’t going to increase leads, it needs to be persuasive. After all the amazing advice you have imparted, you must also convince your customer that a. they need your particular product(s) or service and b. that you are the preferred choice above competitors. If in doubt, this is where a good copy writer is worth their money. Someone who can understand your business, plus use the right words to convince your customers.

Like all good marketing, it is highly important to monitor and track your content. How is it being consumed, shared, viewed etc? Which topics and type of content are the most popular? Are top tips in a particular area viewed more than a deep insight into technical detailed content? Which subject matter helps to build your community, which you can then develop and interact with so as to make closer connections and continue to deliver more relevant and useful content?

And after all that targeting, delivering and sharing of content to customers, are you ultimately generating new leads and converting to new business? If done correctly, then hopefully as a result, you will have more sign ups, customer feedback/comments or enquiries which can be passed on to sales as potential customers.

See also our Top Tips on How to write content for a top Google listing go to:

Nicola Peaty

Is having a blog important for your business?

By Nicola Peaty

blogforyourbusinessSo you’ve got a great new website, which beautifully illustrates and communicates your business, products and services. You now have a choice whether to sit back and wait for the leads to find you or you can actively go out and generate some interest. Blogging is a great way to keep your site alive. By updating your site with fresh content, comment, tips, advice, case studies etc, you are proactively informing your target communities that a. you are on the ball with the latest thinking and b. you are the one to come to should they need specific information about your business area.

You can either commission blogs to be written for you or if you are the expert in your business sector, then you could write about what you know and share the latest developments and knowledge with your customers. If you can commit to a number of blogs a week or month and list the priority topics to cover, that will help keep you on schedule and your site fresh and up-to-date.

Below are some benefits of blogging for your business:

Brand expert:
Unlike some social media, a blog is a perfect way of controlling your messages going out to your market. By determining your content via blogs, you have the opportunity to position your brand how you want. You can also become the voice of authority, an industry expert in your particular area. You can offer really useful advice that gives customers added value and delights their expectation and experience with your brand. If your market is changing a lot, then you must keep up with the latest thinking, trends, technology and give original comment which adds your own spin. If the quality of your content is appreciated, then customers will learn to trust in your brand and share your blogs.

Traffic driver:
Search engines love new content. If they can see that content is being updated, especially using keywords specific to your business sector, then this will help in your search results. Make sure you are aware of your competition and if they are blogging, which subject topics are they covering. If they’re not blogging, then you have a great opportunity to push your brand above them and your website up the results page. Make sure you link your blog articles with all your social media channels and ask viewers to share, repost and retweet. Finally, link to credible sources where applicable and other social influencers who can help to boost and share your content. The end result should be that if done well, you successfully generate quality traffic that converts to genuine leads for your business.

Engage with customers:
Blog articles can help to engage with your customers via outbound messaging. As part of your communications strategy, blogging should be used as a cost-effective channel to reach out and target communities who are seeking specific information. By placing useful content on your website, your aim is to attract potential interest from prospective leads who can then seek out other information within your website. Interaction will help to deepen your relationship with customers by inviting comment and giving feedback to questions and queries. This is a valuable opportunity to build a connection with your customers on a personal level and make them feel engaged with your company and brand.

Useful related links: How to write content for your audience.

Nicola Peaty

User Generated Content…who knows best..?

By Nicola Peaty

Trip Advisor - user generated content driving purchasing behaviourMother? Experts? Peers? Well probably all three. Given the chance I’m sure they would all want to voice their opinions and maybe advice. My recent media spot in BA’s inflight magazine, Business Life, certainly endorses the value of peer opinion. In an interview with Steve Kaufer, President and CEO at Trip Advisor, he explains how his business model relies on the content from users together with cost per click advertising.
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