Welcome to the Fathom Blog
News & analysis on digital marketing & analytics
3 Good reasons to Keep Your Internet Videos Short-Short-Short!
Everyone feels they have something very valuable to say these days about their company or their product offerings or services, but it’s funny how the rest of the world might not be that interested in your 10-page case study or 20-minute video on teeth enameling, stock-car stereos or new baby diaper recycling system. Instead of giving up on spreading your message, especially when it comes to web video production, consider keeping your presentations short and sweet to communicate your value proposition in a way that will be remembered.
Recently, Mosaic Media posted a sweet, short article on WHY short Internet videos work better than longer ones. Here’s the scoop in CliffsNotes fashion:
- Over-saturated attention spans today are barraged with information. Make your web video short and to-the-point in order to increase the likelihood that it will be watched in its entirety….and remembered.
- No matter how much you have to say to your audience, there’s only so much one can digest at a time. IF you truly have ten minutes of material to present, consider breaking it up into five 2-minutes videos based on content. That way you have more video assets to share on the Web with the world anyways!
- Forced focusing and refining of your messaging will help you to make a more concise video. Face it – no matter how much trenchant material you have to share, if you know that you only have 2 minutes to share it, you’ll become very economical at removing the fluff and glitter from your delivery. What remains is likely to be the concentrated, pure essence that you want your viewers to walk away with anyways.
As with many pursuits and disciplines both creative and entrepreneurial, Less is often More. Edit early, and edit often.
Important Differences Between Facebook Profiles, Groups and Pages
For companies trying to launch a presence on Facebook for the first time, the differences between a personal profile, a page and a group can be pretty confusing. I’ve seen plenty of mistakes from newcomers: thinking that a personal profile is actually a page is a common error, as is starting a group when a page would have been better. Here’s a quick primer that highlights differences between the three.
A personal profile is what you create when you initially become a member of Facebook and set up your account. Facebook makes it clear in its rules that a personal profile must represent a real person . . . not a business or product. Personal profiles are what the vast majority of Facebook users set up to interact with friends on the site.
You’ve probably seen businesses that have made the mistake of creating a Facebook profile to advertise their company (ever gotten a friend request from a person named “Metroville UsedCars” or some other company name?). As I said, this is technically against Facebook’s terms of service, and these kinds of profiles that don’t represent a real person can end up getting deleted. Recently, Facebook has created an option for you to change a personal profile into a page if you’ve made this mistake.
You must have a personal Facebook profile before you can start a Facebook page or group. If you’re the owner or representative of a company, it’s a good idea to limit the “friends” you accept on your personal profile to people who you actually know. While Facebook pages and groups are meant to serve large numbers of people, your personal profile is meant to be a more private outlet that you probably won’t want to share with individuals who you don’t know.
A Facebook page is geared more toward marketing and promotion for brands, products, celebrities and public officials. It allows large numbers of people to “like” the page and be updated with information and news from the page administrator, as well as interact with other people who have liked the page.
When you are an administrator of a Facebook page, anything that you post on the page wall will be included in the news stream on the profiles of people who have “liked” your page. In other words, if you have 10,000 “likes” on your page, then every message you post on the page wall will be disseminated to 10,000 people (since it shows up in their news stream, though, not all of them will see it).
While Facebook groups serve a purpose, they don’t allow you as many innovative marketing options as pages do. Groups can be made completely private, and are meant more for closer-knit selections of members who are members of a common organization (think book clubs, employees of a common company, or social organizations, for example).
One advantage of Facebook groups is that they allow the administrator to send bulk email messages to every member of the group, which you can’t do as administrator of a Facebook page. In spite of this, however, Facebook pages still offer businesses the best options for online marketing.
Google +1: A Plus for Paid Search
Is Google ready to dive into the world of social search? Well, it looks like they’ve taken a giant step. Last week, Google announced their new +1 experiment. In essence, it’s the Google equivalent of the Facebook “Like” button. Logged in users who are opted into the beta can click a “+1″ button next to search results. This allows you to find and share relevant content with others in your Google network. Oh and for all you PPCers out there, never fear, + 1 is not just for organic listings, paid ads can be +1′ed as well!
What changes in traffic will I see?
Google’s aim here is to draw people to ads that friends and family have essentially recommended. It should be no surprise that users are increasingly paying more and more attention to reviews and opinions of peers (hence Facebook’s tremendous growth), so the concept seems sound. If you have useful ads pointed to incredibly relevant content the +1 experiment can only help!
What will happen to my click-through rate?
Hopefully it will go up! One really cool thing that stuck out to me is that organic +1’s will also show up in ads. So if someone visits your store and “+1’s” it organically, their +1 will show up in in paid ads. This could definitely bring a better sense of synergy to organic and paid listings. Advertiser’s who are doing everything run should only see increases!
Will this affect my quality score?
Google claims that no, this will not directly affect your quality score. Although, while they say that quality score is still determined by overall ad performance, +1 could possibly have an effect on your performance or that of your competitors. Therefore, it might be best to keep an eye out for any changes.
How can I tell if my ad is receiving +1s?
As of now, reporting is not available but once +1 is in full force, you will be able to monitor them through the dimensions tab in AdWords.
Can advertisers opt out of +1 feature?
In short, probably not. If +1 makes it past its trial phase this will be a default setting so ready or not, users will have access to +1 any advertiser they choose. However, in order to see +1s, you will need to be signed-in and searching in English.
Don’t be surprised if you don’t see +1s popping up on your ads right away. As of now, the experiment is a limited release. That said, if +1 ever makes it off the launch pad, it will be very interesting to see the impact of social input on the top search engine.
Comment: Feel free to share your thoughts.
Category: Google, Paid Search, Search Engines, Social Media
Ultra High-Speed Broadband is Coming to Columbus, Ohio
Well, not as soon as many of us had hoped. But it will undoubtedly be here in the near future.
In March of 2010, Google announced that it would be building an ultra-high speed network – capable of generating speeds more than 100 times faster than typical broadband connections – in one community in the U.S. They asked individuals and communities so submit responses explaining why this innovative experiment should happen in their hometowns.
On Wednesday, March 21, it was announced on Google’s official blog that Kansas City, Kansas was selected as the site for this groundbreaking project. Congratulations to the citizens and government in Kansas City!
So what does this mean for Columbus? Well, for starters, the response Google received from the greater Columbus area was impressive.
Ultra High-Speed Internet
This map shows the degree of community response to this initiative. The smaller, pink dots represent an organized government response. However, the larger, red dots represent a location generating more than 1,000 individual responses. The larger the dot, the more responses Google received from people excited about the possibilities of ultra high-speed Internet.
It is clear that the response for individuals in the greater Columbus area made an impact.
And that impact likely won’t go unnoticed by Google. As Construction on the infrastructure for this network begins, with service availability expected as early as 2012, Google has indicated that it is already scouting the next locations to receive this new technology.
What will ultra high-speed fiber network bring to Kansas City? 3D websites? Incredibly sophisticated applications? The ability to lick the screen and taste barbeque? Who knows, but it would probably be a good idea for Columbus to keep a close eye on what’s happening in KCK.
Online Marketing Drives Measurable Results for Manufacturing Companies
Earlier this week, Scot Lowry, CEO of Fathom Online Marketing, wrote an article for IndustryWeek entitled “Lean Sigma Marketing.” In it he discusses how valuable it can be for companies in the manufacturing industry to incorporate online marketing into their traditional marketing efforts.
He calls the process Lean Sigma Marketing, because just as the manufacturing sector combined Six Sigma and Lean Manufacturing to produce optimal results, he suggests that today’s traditional offline marketing can be enhanced by incorporating online marketing tactics. A combination of the two processes can drive more measurable results and help manufacturing companies bring in a continuous stream of qualified leads.
It can be easy for a manufacturing company new to the world of online marketing to get caught up in all the industry buzz and lose sight of the ultimate goal: To drive costs down and sales up. In order to stay on track, the article suggests that companies focus on the following:
- How and where customers buy
- What the cost of each lead is
- What the present sales/lead generation processes are, and how much they cost
- What customers are searching for and where they are searching
- How to stay in touch with customers and prospects on an ongoing basis
With this information identified, it becomes much easier to develop a strategy that will meet each company’s goals, bring qualified leads to the door and produce profitable sales.
In his article, Scot stresses that a combination of the best offline and online marketing efforts can result in leaner, more efficient and more results-driven marketing. Or, as he would call it, Lean Sigma Marketing.
Read his complete “Lean Sigma Marketing” piece in IndustryWeek to get additional information on how online marketing can benefit the manufacturing industry.
Comment: Feel free to share your thoughts.
Category: Fathom Company News, Manufacturing, Online Marketing, Online PR, SEO
Localize Your Content Strategy
Pizza places in Cleveland, Manhattan hote
ls, Nail salons near Atlanta. Local searches are growing in popularity. Search engines recognized this growing interest in localized searches and have made it even easier for searchers.
People no longer have to specify their location to get localized results. Search engine sites will automatically do it for the searcher, making search results more relevant. So, how can you compete in this local search world?
While there are a variety of important factors that contribute to your presence in local searches, keeping your content fresh and local-focused is a major component.
Localized Content for Localized Searches
Keeping your content fresh and updated will automatically make it stand out more to search engines. On an on-going basis you should be working to add new pages to your site and update your existing content. Whether that means creating a blog or just editing pages on a regular basis, the fresher your content is, the better chance you have of showing up in search results.
To target your content to users in specific cities, develop a content strategy that surrounds your geographical area. Use your content and link structure to tell search engines that your site is relevant to users in a specific geographical location.
Some new localized pages that you can add to your site include:
- Shipping rates
- Sales tax differences
- Store locations
- Content focused on different climates
- Directions to your locations
Focus your existing content on your geographical area by highlighting community events and linking out to local sites using specific cities and neighborhoods as your anchor text. Incorporate the names of cities and suburbs on your pages and be sure to have a page dedicated to your address, a local map and directions to your business.
The main goal of your localized content strategy should be to offer users real value by providing relevant and valuable information specific to your location. Not only will you increase your presence in localized search results, but by targeting your focus to local users, you may actually increase your conversions.
Image courtesy of WPromote.
Have any local strategies of your own? Feel free to share them in the comment section below.
Common Mistakes in E-Commerce Copywriting
Managing an e-commerce site is more than just making sure your shopping cart functions properly and all product photographs are easy to see. To get the most out of your site, you need to make sure the content supports your objectives and makes it easy for consumers to buy your products. The copy on your e-commerce site needs to accomplish two goals: establish trust and convince visitors that your product is right for them. In order to accomplish these goals, you’ll want to avoid these common e-commerce copywriting mistakes:
- No copy on product pages. Writing content on each of your product pages helps you express what your product does and build trust with consumers. Before people buy, they want to know that the product you’re offering meets their needs and content is a great way to communicate this.
- Inconsistent tone. Everything from the homepage copy to the product descriptions needs to follow the same writing style and tone of voice.
- Exaggeration. Never exaggerate your product’s capabilities in order to make it seem more desirable. Always use logical arguments when explaining the benefits of your product. Your credibility and reputation are at stake if you exaggerate the benefits of your products, and you’ll be left with many unhappy customers.
- Conventions are ignored. It can be tempting to get creative with the wording on buttons and links, but it’s best to stick with what works. Use the conventional “add to basket” and factual, descriptive anchor text to link to product pages. Although creative wording might not have a negative effect, it most likely won’t improve your conversions.
- Forget to localize. Some translations just don’t work as intended, so make sure that your copy is culturally sensitive. In addition, some cultures are more aggressive with their advertising, while others are less aggressive. The best way around this is to write copy that is compatible with all cultures.
At the end of the day, your copy could make or break your e-commerce efforts. You should always make sure that your copy is flawless and gives your audience all the information they need in order to make a purchase. With this, you’ll establish trust and be seen as a credible vendor on the Internet.
How do you gain trust on your e-commerce site? Let us know in the comments section below!
Category: Content Creation, E-commerce
Webbed Marketing Expands Healthcare Social Media Practice with New Hire and Training
Webbed Marketing, a social media marketing and search engine optimization company based in Columbus, Ohio, is increasing its focus on healthcare social media and SEO, with the addition of Joshua Platt, as a senior account manager, and training presentations for healthcare professionals.
Webbed Marketing COO Amy Marshall leads Webbed Marketing’s VisiOne services, which focus on social media strategy and research for healthcare organizations, and other complex systems. The goal of VisiOne is to identify, investigate and analyze social communication strategies for a business’s online presence.
Marshall will share her SEO and healthcare expertise at Strategic Health Care Communication’s “Top Search Engine Optimization Strategies for 2011” on Thursday, April 7. The live audio conference will address if your hospital, pharmaceutical company, medical supply company or other healthcare-related organization is getting the website traffic it deserves. The presentation will focus on if businesses are attracting the right audiences to key service line information for their company, which is a vital measure of the success of a site. Marshall will address the latest search engine strategies to drive important audiences to a website.
Webbed Marketing also expands its healthcare expertise with the addition of Platt, who will be joining the team as a senior account manager. With his extensive background in healthcare marketing, public relations and account management, Platt will be an ideal fit with the agency, especially with his experience serving healthcare clients and his passion for the industry.
“Webbed Marketing is a leader in online marketing,” Platt said. “The service offerings are a key component of interactive marketing. If customers cannot find a company, product of service provider, it may as well not exist. The growing size and importance of social media is an exciting development, and one I’m thrilled to have the opportunity to be involved with.”
Platt has more than 15 years of experience in journalism, marketing, public relations and business development, with a focus on the healthcare industry. Not only has he been a reporter and producer for local and national newspapers, magazines, TV, radio and web news outlets, but he was also a veteran of two Web start-ups, working for CBS New Media and NBC Internet. Most recently, Platt worked in corporate marketing, sales promotions and account management/new business development for two of central Ohio’s largest multimedia production firms where he worked with large healthcare related organizations.
“I pride myself on my ability to learn about clients’ business strategies, and to balance their needs against Webbed Marketing’s service offerings,” Platt said. “I have worked with a wide range of clients, including non-profit organizations, small businesses and large corporations across numerous sectors, including technology and healthcare. Now, I’m excited to combine my knowledge of video production with my growing knowledge of online marketing; the integration of video and SEO/SEM is of particular interest to me.”
Platt lives in Westerville, Ohio with his wife and two daughters. He is a member of the Board of Trustees for the Westerville Public Library and Westerville Library Foundation. In addition, he is a new, but enthusiastic, recreational cyclist, and will be riding in Pelotonia this year. He is attempting to complete his first “Century” (100-mile ride), while raising money to combat cancer.
For more information about Platt and Webbed Marketing visit http://www.webbedmarketing.com.
About Webbed Marketing
Webbed Marketing is a team of experts in the Internet marketing field. Their goal is to grow businesses through the application of Internet resources. The firm specializes in search engine optimization and marketing, as well as viral marketing services, word of mouth and buzz measurement and social media strategies. Visithttp://www.webbedmarketing.com for more information.
Self-Serve Remarketing with Google
What is remarketing?
Remarketing, also called “Retargeting,” as well as “Remessaging,” is an automated display media that allows advertisers to publish image or text ads on partner sites around the web to users who belong to selected audience lists. These lists are made up users of who have picked up a targetable cookie during the course of web browsing. When a user acquires a remarketing cookie ad servers are able to recognize them as special in the ad auction and display the appropriate ad. The length of time these kinds of cookies stay active (duration), and correspondingly the length of time a user sees your remarketing display ads, are all controllable by the advertiser. Impression frequency caps are also often employed to tailor the media run to fit an advertiser’s needs.
A slightly “creepy” media?
Remarketing is often described as advertising that “follows” users around the web. While it is hard to argue that it does seem slightly “stalker-ish,” it is important to point out that these ads are actually great relationship building tools (following people around in real life, however, is not). This technology allows advertisers to display ads targeted for very specific user groups – oftentimes offering them special discounts and messaging made specifically useful for them!
How Google makes this easy!
Remarketing is not a new concept. Cookie-based targeting has grown steadily over the past 6 or 7 years and more recently has become an incredibly versatile tool, especially for marketers with access to the major ad exchanges, which act like “giant cookie databases,” allowing advertisers to slice and dice who they want to “follow” around the web! Fortunately for the rest of us, Google has taken a different approach, and has made remarketing an incredibly simple tool to use by building it into adwords as a “self-serve” component.
Internet Video Will Get Your Marketing Campaign In-Shape!
Professional personal trainer Carl Juneau put the theory of video-as-a-conversion-tool to the test with a series of A/B or “split” test scenarios on his website (www.sixpackabsexercises.com). Juneau had heard that his competitor was getting more sales thanks to the use of video on his website, so Juneau decided to try it himself. He even included a control agent in each test that did NOT feature video as an option, just to be fair and impartial. What did he find? In each of the A/B test scenarios conducted on his website, viewers ‘clicked-through’ to the next step in the sales process at a higher frequency when a video option was involved. In one of the tests, the click-through rate was increased by 46%.
This makes sense, as Internet video marketing saves a viewer time compared to reading lengthy website content, is often more entertaining, involves more of the senses and is a more holistic learning tool. You can read about Juneau’s exercise in video marketing here in more detail, sponsored by Visual Website Optimizer.
We continue to tout the exceptional advantages of Internet video marketing as a way of advertising your company’s products & services on the Web. Afterall, Internet videos are inexpensive, appeal to all generations of viewers, and basically give your website ‘wings’ since the videos can be seen on YouTube and other video portals as well as on your website in strategically placed locations. We’d like you to think about Juneau’s findings….Internet video marketing is definitely not an exercise in futility!
Category: Internet Video Marketing
