I’m tired of Google search. It’s had a nice run. But I just can’t rationalize betting my marketing budget on a technology that uses yesterday’s math and a formula that is so easily gamed. Why would I trust that when the best form of marketing (i.e. word-of-mouth) has been digitized via social media?
So, if you're marketing partner is going to perpetuate the lie that “organic search through link backs” provides the truest measure of page relevance then just go ahead and buy your links from the 10 or 12 places that are spamming search today and get it over with. But sooner or later your prospects and customers are going to cut through that and look for a community of web users who share their preferences and how many users “like” a product or service will be the trusted result for their search query not its page ranking. I for one am not going to compromise the future integrity of my brand for the sake of today’s search engine ranking. Bring on the “like” results. They are the most genuine ones.
It’s not just my opinion. When looking for new customers, 91% of small businesses surveyed by Constant Contact this fall cite the value and importance of word of mouth. Add to that the discovery that businesses have increased their use of social media tools and plan to focus more on those efforts in 2011 and you begin to get some measure of how many people are realigning their strategies.Nearly two-thirds (63%) of small businesses cite Facebook as an important tool for marketing, up from 50 percent earlier this year.
In addition the survey indicates that small businesses now see Facebook as equally important as face-to-face interactions; 62% cited face-to-face interactions as important. And you can’t get anything close to face-to-face interactions through traditional search but you can through social media.
Ah yes, interactions. Remember that word. When likes become the new links of search you’ll need to create content that inspires interactions. Interactions are responses to quality posts demonstrated by a user offering a thumbs-up, leaving a comment, and retweeting or sharing the post or posts with their friends. My proposed formula is the C x I = R (content times interactions equals relevance). And Relevance is something we can all Like.
Find me www.twitter.com/timbigfish or visit Bigfish as www.facebook.com/gobigfishgo
Mobile: Everything All the Time
I'm not a numbers guy but there are some numbers that shouldn't be ignored. Like these: Nielsen reports that 150 million smartphones will be in use by mid-2011. Somewhere in those numbers you'll find your prospects, your customers, your patients and/or your members. But, will they find you?
The smartphone is not a toy. In this age of over-programmed-living, devices like the iPhone, Blackberry, and Android have become a vital tool for connecting with work and friends - especially among women. Nielsen reports that women have accepted the smartphone at a faster rate than men. They're using the phone to move appointments, get driving directions, and check email (the guy's favorite). But, they're also using it to download in-store coupons and make social posts. Actually the Nielsen survey reports that 9 out of 10 women use their smartphone to stay connected via social media posts. Not just connected with friends but with their preferred brands.
Ah, their preferred brands. That's subject to change. Smartphone toting consumers -- whether they're members of your association, volunteers in your sorority, patients at your clinic, shoppers in your boutique or any other form of prospective member, customer or patient -- will redefine your relationship with them using a new variable: convenience.
The Nielsen survey found that 83% of smartphone users never leave home without them. My own informal polling at meetings and presentations finds that number to be 100%. Not laptops. Smartphones.
Am I suggesting that you build a smartphone app tonight? No. It's possible that a mobile app should be part of your strategy but until then create a mobile website with the on-the-go elements of your brand. By the way, our stats show that nearly 97%of attempts to load websites via a smartphone "bounce" or fail because the site doesn't support mobile browsing. That means frustrated prospects and customers who may try another option. STOP MISSING the CONNECTIONS available through the convenience of a smartphone. Mobile is no longer an option. It is everything.
Bigfish builds mobile websites and we recently launched our own. Visit it on your iPhone, Blackberry, Android or other smartphone.
You and I can connect on www.twitter.com/timbigfish or www.facebook.com/timcnicholson. Work it in while your waiting on that Peppermint Latte this holiday season :-)
The smartphone is not a toy. In this age of over-programmed-living, devices like the iPhone, Blackberry, and Android have become a vital tool for connecting with work and friends - especially among women. Nielsen reports that women have accepted the smartphone at a faster rate than men. They're using the phone to move appointments, get driving directions, and check email (the guy's favorite). But, they're also using it to download in-store coupons and make social posts. Actually the Nielsen survey reports that 9 out of 10 women use their smartphone to stay connected via social media posts. Not just connected with friends but with their preferred brands.
Ah, their preferred brands. That's subject to change. Smartphone toting consumers -- whether they're members of your association, volunteers in your sorority, patients at your clinic, shoppers in your boutique or any other form of prospective member, customer or patient -- will redefine your relationship with them using a new variable: convenience.
The Nielsen survey found that 83% of smartphone users never leave home without them. My own informal polling at meetings and presentations finds that number to be 100%. Not laptops. Smartphones.
How do you overlook a customer touch-point that is available nearly 100% of theThe women in our survey said that they use their smartphone to make important brand connections (not just voice calls) in the moments between work meetings, PTA, carpool, volunteer work, the kid's piano practice and so on. They use it because it's convenient. And, they are inclined to browse their smartphone until they find an option (i.e. any product or service) that connects with their on-the-go lifestyle.
time?
Am I suggesting that you build a smartphone app tonight? No. It's possible that a mobile app should be part of your strategy but until then create a mobile website with the on-the-go elements of your brand. By the way, our stats show that nearly 97%of attempts to load websites via a smartphone "bounce" or fail because the site doesn't support mobile browsing. That means frustrated prospects and customers who may try another option. STOP MISSING the CONNECTIONS available through the convenience of a smartphone. Mobile is no longer an option. It is everything.
Bigfish builds mobile websites and we recently launched our own. Visit it on your iPhone, Blackberry, Android or other smartphone.
You and I can connect on www.twitter.com/timbigfish or www.facebook.com/timcnicholson. Work it in while your waiting on that Peppermint Latte this holiday season :-)
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