Small Business On The Web
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Weekly Ad Roundup - The Underdogs

Weekly Ad Roundup - The Underdogs | Small Business On The Web | Scoop.it
This week's top ads brought to you by 5by include Domino's, Sling TV, Chanel 4, Jet.com, and Make-A-Wish Canada
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Kids Have Big Dreams - YouTube

"Turkish Airlines has taken a more emotional route, as seen in this beautifully shot spot via Lowe Istanbul, that really brings the airline back to its roots. The spot features four kids -- who aren't actors -- from what appears to be a smally, dusty village in Turkey that will probably never get an airline that flies into it."

craig daniels's insight:

I found this originally on Creativity-Online which is part of Adage and it struck me that more small businesses should be learning how to tug at the heart strings of their customers.


Not all small businesses can afford such an elaborate film as this one but creating short stories in 30 - 60 seconds is well within the grasp of even the smallest business.


Imagine a story that revolves around your products or services and create it... Let's Go!

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Digital advertising hits $43B, passing broadcast TV for the first time ever

Digital advertising hits $43B, passing broadcast TV for the first time ever | Small Business On The Web | Scoop.it

"This past year, digital advertising online and via mobile crossed the $40 billion mark for the first time ever, according to the Internet Advertising Bureau."

craig daniels's insight:

Even at this stage of the game many small businesses are doing little to set themselves apart on the Internet having only a basic web presence and not doing any advertising online.


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'You are more likely to summit Mount Everest than click on a banner ad'

'You are more likely to summit Mount Everest than click on a banner ad' | Small Business On The Web | Scoop.it
Native advertising is the only way forward if publishers want to monetise their content, says Buzzfeed's Jonathan Perelman
craig daniels's insight:

We might come up with a better phrase than "Native Advertising." Complimentary Advertising, Synergistic Advertising, Camouflaged Advertising or maybe Relationship Advertising all would better explain this type of advertising.


To praphrase Jonathan Perelman of Buzzfeed, “Your readers are more likely to climb Mount Everest than to click on a baner ad, it's time to change how you monetize your content pages.”

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Zatarain’s Chooses Vine for Latest Social Media Campaign

Zatarain’s Chooses Vine for Latest Social Media Campaign | Small Business On The Web | Scoop.it
Popeyes Louisiana Kitchen and Zatarain's are two brands rooted in the culture of New Orleans.
craig daniels's insight:

Budget Budget Budget... When the cash drawer is empty spending on advertising and social media can seem like a non-strater, but if you get creative with tools like Vine you just may find a key to success.

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Finding Greatness: Your Inner Weirdo Helps You Get Ahead

Finding Greatness: Your Inner Weirdo Helps You Get Ahead | Small Business On The Web | Scoop.it
Let that freak flag fly says an Ogilvy amp Mather exec and success is sure to follow.


"Don't let your people fall into a rut. Keep leading them along new paths, blazing new trails. Give them a sense of adventurous pioneering.""

craig daniels's insight:

The posts author John Manley calls on all of us to declare our minor. All of us have a part steeped in passion that we don't usually bring out when we are at work but, our passionate side or our weird side may be just what the innovation doctor ordered.


Our so called weirdness is rich with color, chock full of creative zeal and imbued with cutting edge uniqueness. Isn't it time to open the door and let our weirdness do some work in the light of day?


Take a ride on Manley's train of thought and read the the complete post.


As David Ogilvy once said: “We pursue knowledge the way a pig pursues truffles."

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Increase Your Engagement with Your Audience - Or Else

Increase Your Engagement with Your Audience - Or Else | Small Business On The Web | Scoop.it

 " At its core engagement boils down to one key idea. You have to remember that there is a human being on the other end of every tweet, status update, blog post, email or video."


"The easiest way to cater to self interest and one of the best ways to start a conversation is to ask a question.  But you have to keep in mind that people have limited attention spans online and the easier you make it for them to answer, the more likely you are to get a response."

craig daniels's insight:

What gets your attention when you visit a website? Do you stay on a website because it has nice design and colors or because it gives you info you can use right now?


The question: How do I engage my audience goes back before the Flintstones were chiseling breaking news onto a stone tablet. And most of us still struggle with creating engaging titles and content.


In this post SEJ presents a series of 6 tips on how to master the craft of being seen and engaged with.

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Oreo's "Dunk In The Dark" Strategy - Newsjacking Comes Of Age.

Oreo's "Dunk In The Dark" Strategy - Newsjacking Comes Of Age. | Small Business On The Web | Scoop.it
News organizations have always had to react to current events in real timeand increasingly brands are learning to operate in a similar way.


"there are several key themes that can be immediately leveraged from the “newsroom” approach that all brands can embrace now, to not only help engage audiences with breakthrough content, but more importantly, to ensure they remain an active and ongoing part of the cultural dialogue."

craig daniels's insight:

Newsjacking is a phrase that is being used less and less as marketers continue to try and clean up their image from one of unethical purveyors of junk to hero's of information distribution.


Real-Time-Marketing or Newsjacking, the name does not matter what matters is being tuned into what's going on right now, what happening in this moment. And once you tap into the "right now" you push out content into the world that ties into the moment.


The basic tenet is to hitch a ride on the breaking news story in hopes of benefiting your clients brand awareness and bottom line.


Newsjacking may be an art but expect to get your hands dirty because to do it well takes a lot of work.


Read more about the Newsjacking trend...

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Business Has Used Content Marketing For Over 100 Years To Tell Stories. Are You?

The opening video from Content Marketing World on "The Power of Story". The idea of this video is that content marketing has been around for hundreds of year...
craig daniels's insight:

What does John Deere, Jell-O, Michelin and P&G have in common? Each one of these companies have been deeply involved in Content Marketing for over 100 years. That's right, content marketing didn't just appear from nowhere over the last couple of years.


Content marketing is a time tested method of getting your message out to the largest audience possible. So jump on the train or your small business will be left behind, grab some great info blend it until the mashup is perfect and share it far and wide.


10 Reasons You Need A Content Marketing Straegy



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Is It True? Social Media is No Good for Reaching 97% of Your Audience

Is It True? Social Media is No Good for Reaching 97% of Your Audience | Small Business On The Web | Scoop.it
There is, of course, nothing wrong with reaching less that 3% of your audience – provided what you do with this 3% generates significantly more value per contact, that the type of value we are accustomed to generating when we are seeking to...
craig daniels's insight:

Lately we seem to be inundated with rather dark conclusions about the marketing value of Social Media and Search. Just a couple of weeks ago eBay UK released their report that had strong doubts about the value of Google's PCP ads and now Richard Stacy has posted his conclusions about the value of using social media in your marketing campaign.


Stacy is telling us that 97% of the audience won't see or act upon our social media marketing tactics. I'm sure to large companies this is not a revelation but to small business I suspect it is cold water in the lap, nothing to embrace with a smile.


I commented on the Ebay report by saying don't panic and that is the same advice that's now needed. The numbers may be shocking to many but that does not mean there is little or no value in social media marketing and Stacy offers some good advice on how to maximize your social media efforts.

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Do I Need a Content Marketing Strategy? Top 10 Reasons

Do I Need a Content Marketing Strategy? Top 10 Reasons | Small Business On The Web | Scoop.it
Top Ten reasons why your brands needs a content marketing strategy, including the need to feed your social media marketing efforts.


"10. Consumers Will Love You 

Great Content marketing is useful for the target audience, it aims to help, inform, inspire and entertain- Content marketing is never a sales pitch or highly disruptive."

craig daniels's insight:

When someone talks to you about the importance of a Content Marketing Strategy for your small business they are talking with a mouthful. Today there is a growing dependence on the online environment to produce leads and sales for your business and, having a robust Content Marketing Strategy can't be overstated.


And while it's important it does not have to be overwhelming if you remember to take it one step at a time. There is no need to do everything at once, instead break it down into tactics that emphasize your strengths first.


Ryan Northover has laid out 10 reasons why you need a CMS for your business.

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Is Newsjacking - A Fresh Approach to Promotion & Advertising?

Is Newsjacking - A Fresh Approach to Promotion & Advertising? | Small Business On The Web | Scoop.it
Ahh - the smell of business rebellion in the morning. There's a new kid in town and I fancy her and her wicked business ways. She's called newsjacking, and I believe it's something ...


"Is this the future of commercials — An expression in real-time that is based on the current state of the world? Are commercials becoming a way to express your feelings as a company surrounding a given event?"

craig daniels's insight:

Its in the news more and more and the talking-heads can't seem to talk about it enough. Have you heard about Newsjacking as a tool for your business?


Newsjacking is not something that just fell from the sky fully formed, no it's been around as long as advertising has existed. A great example of newsjacking is the annual sales department stores have surrounding national holidays but the current wave of newsjacking is different.


The New Newsjackers are poised to utilize guerrilla tactics to get their message across, it's as if they are sitting in front of a news feed and writing ad copy at the same time. Newsjacking takes the old academic saying " publish of perish" to a whole new level.


To be successful newsjackers need to be lightening quick and more than a little bit thick skinned as they will need to step on convention as well as a few toes. A top notch newsjacker can't be afraid of offending the sensibilities of some or many, the point is to have the ad seen and talked about.


A newsjacker is jonesing for the perfect storm between news and good taste... It's all in the eye of the beholder, right?

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Google keyword advertising is waste of money, says eBay report

Google keyword advertising is waste of money, says eBay report | Small Business On The Web | Scoop.it
Study by auction website says billions spent by advertisers on keywords to maximise Google ranking has little effect on sales. By Mark Sweney


""The results show that almost all of the forgone click traffic and attributed sales were immediately captured by natural search," the auction site found. Removal of these advertisements simply raised the prominence of the eBay natural search result."

craig daniels's insight:

Businesses ask about effectiveness of paying for keyword ads all the time. Having to spend money on keyword advertising seems to many as just a cost of doing business but, what if the value is much lower than you thought or were told.


The question becomes, If there is little value to spending money on keyword advertising would you still do it? I suspect many would and would do so out of fear that their competitors would get a leg up on them if they stopped advertising. This is not a good place for any small business to be, fear is not a sustainable business strategy.


How should a small business read this report from eBay?  I think with a couple of grains of salt and a deep breath.If your business is buying keyword ads make sure you have the best analysis you can afford so that you can see what's going on. If you are just thinking about getting into the game make sure you don't sign any long term contracts and take things in byte size chunks until the data starts rolling in.


The bottom line to a report like this is wait and see what else is coming and don't abandon your ad buying too quickly if at all. Don't panic and don't ignore it either, stay informed.

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Brand Simplicity vs. Our Innovation Complex

Brand Simplicity vs. Our Innovation Complex | Small Business On The Web | Scoop.it
An exclusive interview on brand innovation with Siegel+Gale's Global Director of Quantitative Insights, Rolf Wulfsberg, Ph.D.
craig daniels's insight:

Everything falls out of favor and everything becomes new again. With our hyper-connected business-consumer marketing feeding frenzy it's hard to know when something is in, when it's out and when it's poised to switch directions.  


And even this is new, though the speed of the it's in - it's out dimension certainly has changed.  Who knew?

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The best print ads of April 2014

The best print ads of April 2014 | Small Business On The Web | Scoop.it
Despite the rise of the web, print advertising remains an extremely powerful marketing tool. Fully aware of this, agencies are constantly pushing creative boundaries in order to reach their target audience. And the simplest ideas are often the best, as this roundup of our favourite print ads from this month shows...
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One Business Publicly Leaves Facebook; Facebook Doesn't Care

One Business Publicly Leaves Facebook; Facebook Doesn't Care | Small Business On The Web | Scoop.it
Eat24 publicly announced it was leaving Facebook over changes to the Newsfeed algorithm which controls the number of non-paid posts brands can share.
craig daniels's insight:

"The real casualties are small businesses, with zero advertising budget, and who were creating loads of great content for Facebook absolutely free."


Another great reason to put more energy into engaging your customers on Your Website.. Get Cracking

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Seth Godin Says Google Has Officially Jumped the Shark

Seth Godin Says Google Has Officially Jumped the Shark | Small Business On The Web | Scoop.it
Is the end of Google's lauded culture upon us? Seth Godin thinks so, and here's why.
craig daniels's insight:

Google's precieved misteps could open the door for the growth of other search engines and finally a more competitive landscape.

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What's The Secret Recipe for Viral Content Marketing Success?

What's The Secret Recipe for Viral Content Marketing Success? | Small Business On The Web | Scoop.it
We know that content marketing is one of the best ways to engage with audiences and potential customers online. But what happens when a business has tried content marketing and has seen few returns?


"What if you don’t have years; don’t have the time, energy, or budgets to create compelling content on a regular basis; or simply need to build an audience fast? The answer is this: you must create something viral; content that can spread in a way that creates massive attention. Content that will boost you above the writhing masses, and make others take notice."

craig daniels's insight:

What if you don't have years? The heck with that, what if you don't have any appreciable time at all. If your like most small businesses you need a steady stream of action and growth yesterday, the luxury of waiting for results doesn't exist for you.


Kelsey Libert lays out one of the best explanations of how content marketing may go viral, and how emotions may be the determining factor of viral success.


Libert deftly winds us through the maze of viral content marketing but beware this is not a walk through the park where you'll learn and understand everything in 5 minutes. Stick with it and you'll find lots of gems.


Step 1: Understanding the truth about your competition


Step 2: Engagement is good, but viral is better


Step 3: Understanding what it means to “go viral"


Step 4: Creating content with a viral coefficient above 1


Step 5: Decreasing viral cycle time


Step 6: The limitations of virality and the importance of audience.


Step 7: Considerations for fractal virality


Take this with you: Be Willing To Fail

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Don't Forget Personal Branding

Don't Forget Personal Branding | Small Business On The Web | Scoop.it
In my last blog I discussed how to conduct a personal S.W.O.T. analysis, an exercise businesses use to assess themselves and competitors to formulate strategies.


"Developing a personal brand is similar to product branding. The overall goal with branding is to differentiate yourself (the product) in the market so you can attain your objectives, be those landing your dream job or becoming a famous singer."

craig daniels's insight:

In your rush to get your products and service recognized as a distinct brand have you forgotten to brand yourself?  It's a question many small business owners deliberately shy away from.


Branding yourself can give you an edge over your competition. People love to tie personalities to products and services, it gives them a feeling of trust and one of familiarity.


List Quast has written a short piece on personal branding that lays out 6 steps, check it out.

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When It Comes To Marketing, You Are Not Your Customer

When It Comes To Marketing, You Are Not Your Customer | Small Business On The Web | Scoop.it
You might dress like your customer shop like your customer or even act like your customerbut youre always going to see things through the eyes of a ma...
craig daniels's insight:

I think every small business should make this their mantra. "When it comes to marketing, you are not your customer."


Every time you chat with your marketing agency repeat the mantra and ask them how do their ideas connect with the customer. What a revelation that would be both for the marketing firm and more importantly for the customer. 


We can't run our business because we like something, it's all about what the customer wants and likes and this apply to marketing. Some marketers won't agree, tell them to take a lap around the yard and chat with your customers before they present a new campaign.

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Small Business & Social Media: A Marriage Made In Heaven or Hell?

Small Business & Social Media: A Marriage Made In Heaven or Hell? | Small Business On The Web | Scoop.it
A new report from online business community Manta shows that, desperate to increase sales numbers in 2013, American small business owners are turning up on the social web in droves.


"First of all, small business owners are being sold on the strategy of social by ‘experts’ who are trying to get them to pay to set up accounts,” Rubin says, talking, of course, of firms not unlike his own who manage social media platforms for businesses. “But more importantly, their expectations are being set up in the wrong way.” Set up, it seems, for failure."


"First up, if an expert or strategist tries to sell you on the notion that setting up a Facebook page or Twitter handle (or even a LinkedIn company page) will open the floodgates to an Internet’s worth of sales leads, they’re selling you some bad medicine. “it’s not going to cut it,” Rubin says."



craig daniels's insight:

The big thing being left out of conversation is Time. Small Businesses are not being told that gaining traction with Social Media takes time and that patience is the key.


It's hard for a small business to hear that they need to spend money on building a presence on social media but that they need to be patient and wait for results. No one wants to hear that you can't measure ROI in months or quarters when you first start out.


If you are a small business ask lots of questions and talk with other businesses about their experience before you hand over the cash to fund your social media strategy.


And check out this article so you'll know who you are talking to on social media.



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Can I Get 55% More Traffic Than My Competitors? Answer: Yes You Can

Can I Get 55% More Traffic Than My Competitors? Answer: Yes You Can | Small Business On The Web | Scoop.it

"According to Hubspot.com, companies who create, optimize and promote their blogs get 55% more traffic and 70% more leads than those who don’t."


"After publishing your blog articles, you should systematically distribute your content through several channels. The exact channel(s) which you should use will depend on your target market. Knowing exactly who you’re trying to reach and where they are on the web will make the process much more efficient."

craig daniels's insight:

I pumped up the title of this post for just one reason, small businesses needs to blog so they can engage their customers on a deeper level. Connecting with users by using compelling content is one of the tools most often avoided by small business and that is a huge shame because it works.


Blogging not only places content on your website giving users and search engines cues that you are involved in your business but blogging also gives you content to share on all your social connections. When you blog you can share a piece of it on FB, Google+, Twitter and all your social properties.


So what are you waiting for? Get Blogging today.

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Businesses Take Note: Social Media Interest Dwindling Among Teens

Businesses Take Note: Social Media Interest Dwindling Among Teens | Small Business On The Web | Scoop.it
TechCrunch is a leading technology media property, dedicated to obsessively profiling startups, reviewing new Internet products, and breaking tech news.


"Over the past year, the number of teens who deem Facebook as the most important social media site has dropped from more than 30 percent to just over 20 percent"

craig daniels's insight:

It's hard to keep up with all the data pouring in on a daily basis and understanding it poses a whole other set of problems. But these recent numbers are easy to understand.


At least in the short run teens are losing interest in FB and other social media properties as well. Small businesses need to take note of this and adjust their long term marketing strategy accordingly.

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Headline Writing: What Tricks Do You Use?

Headline Writing: What Tricks Do You Use? | Small Business On The Web | Scoop.it

David Ogilvy started Ogilvy & Mather, one of the largest advertising agencies in the world." That very same David Ogi;vy said.


“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

craig daniels's insight:

In the above post Sean D'Souza lays out some powerful examples to explain the importance of Headline Writing. D'Souza is one of my favorite thinkers on the subject of headlines and I'm glad I came across this post and have the opportunity to share it.


I always suggest to clients that they fit their headlines into one of these 3 types.


  1. Ask A Question  ( What Do You Do?)
  2. Make It Controversial  ( Without A Doubt It's Wrong)
  3. Make A Statement ( A Is Better Than B)


You don't need to stuff your headlines with keywords or use any keywords if they don't fit. The object of a headline is to stop the reader in their tracks, to make them ask themselves a question. And sometimes the object is to shock the reader into wanting to read more. Shock does not mean offend directly but it could mean indirectly offend what they think is normal.


I also wrote a headline post you might find interesting titled A Blog Title Is Paramount To Success. it explores headlines more.

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Small Business Owners Avoid Online Marketing

Small Business Owners Avoid Online Marketing | Small Business On The Web | Scoop.it
As I travel around the web each day, I see a variety of ads. Many of them are banner ads reminding me of the effectiveness of cookie based t
craig daniels's insight:

It's true, I've found many small business owners are reluctant to even ask customers for an online recommendation at Yelp or Google+ to say nothing of asking for a written testimonial. Some of this is certainly generational but not all of it.


I think it's important that a small business is involved in the advertising and promotion campaigns, they are after all the experts in their own business and have a deep reservoir of product and services knowledge.


One of the reasons small business is reticent about online involvement is that they feel they don't know what's going on, so it's up to the agency or individual to guide them through what's going on. Once a comfort level is achieved they can take part in the planning and execution of the advertising campaign.


A confident ad agency or individual won't fear the idea of the small business being involved.

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