Full Media is an Internet Marketing & Website Design Agency.
We have offices located in Gainesville, GA, Chattanooga, TN,
Atlanta, GA and Greenville, SC.
www.fullmedia.com
www.facebook.com/fullmedia
www.fullmedia.com/blog
www.twitter.com/fullmedia
427 Oak St.
Gainesville, GA 30501
(770)534-2515
Who is Full Media?
We specialize in helping companies grow
through a more effective use of the Internet.
• Website Design
– In-house designers, developers & programmers
– Content Management System driven sites
– Focus on information architecture and usability
Who is Full Media?
Growing small and mid-sized organizations
through Internet marketing and website
development.
• Internet Marketing
– Search Engine Optimization (content creation, link-building,
technical analysis and updates)
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Online PR
Social Media Campaign Management
Paid Search Services (PPC)
Reputation Management
Analytic tracking and evaluation
Website Optimization Tips
The internet creates the ability to communicate
with potential customers around the world.
Several years ago, it was thought you just needed
a website. However, as technology and user
behavior continue to constantly evolve, there are
certain design trends that every business needs to
be paying attention to.
Simple Enhancements: Design
• Are there simple design changes that you can make to the website
to make it appeal to a broader base of users?
• Can visitors clearly see what you offer and the audience you wish to
attract?
• Is the design and content up to date and can visitors easily find what
they are looking for and what you want them to find?
• Is your site professional and does it convey that you are a trustworthy business?
Simple Enhancements: Look/Feel/Layout
• Make sure the design of the site gives off the
feeling you want the user to have.
• Make sure the look and feel accurately
describes your business and pictures are up to
date.
• If you have a storefront, make sure the site
layout and navigation matches that store front.
This is not only good from a user standpoint
but also from an SEO standpoint.
Simple Enhancements: Usability
Make it User Friendly!
• Using calls to action throughout the site is a great way to advertise
your most important pages and easily allow users to navigate to
them.
• Always make address, phone number and other important contact
information is prominent throughout the website.
• Provide a contact form for users to contact you and always be sure
to provide a timely response.
Content Management System
Makes changing and keeping your
site up to date easy!
• If your site is built on a CMS, this will allow you to change out all of
the content and keep the site fresh and up to date.
• It also keeps you from having to rely on a company to make the
changes you need made.
• It can also save money since you are not having to pay someone
else to make updates.
Simple Enhancements: Analytics
Google Analytics
•
It’s free and VERY powerful
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It gives you extensive reports on:
– Traffic sources
– Keywords
– Conversions
– Geographic information
– Page views
– Top pages visited
– Bounce Rates
– And much more!
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Friendly User Interface
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Excellent integration with Google Adwords
and Google Webmaster Tools
Simple Enhancements: Analytics
Google Analytics
How many visitors I had last
week/month/year?
How did my visitors get here?
Where did my visitors
come from?
Responsive Design
Making your website mobile device optimized
Social Media
Marketing is no longer about the stuff that
you make, but about the stories you tell.
-Seth Godin
Social Media is how people are choosing
to tell their stories and listen to yours.
Which platforms are right for my
business?
Usage Statistics
What is the right amount of activity?
Estimate how often you should post. Measure
the success of that schedule.
Do it again!
What Metrics Matter in Social Media?
Followers?
Pins?
Favorites?
Likes?
Comments?
Replies?
Retweets?
Shares?
Reviews?
+1’s?
Ratings?
It Depends…..
• Before you choose metrics of success for any
marketing campaign, it is essential to determine
what the objective of that campaign is!
• With social media, the objectives can vary:
–Increase traffic to a website
–Increase brand awareness and visibility
–Increase attendance at an event
–Promote a product or service
–Engage with current or past users of your
product or service
Metric of “Reach”
• “Reach” is used in marketing to define how many
individuals were exposed to an advertisement or post
• Organic Reach is how many people can be “reached”
for free on a social media platform by creating a post
from your page that appears naturally in the target
user’s news feed
• Paid Reach is how many people can be “reached”
through social media advertising and paying to
promote posts from your page that appear as
advertisements or sponsored links in the target user’s
news feed
Why Reach Matters
• In order to be successful at social media, people
need to see content you are creating and posting
• Organic Reach on Facebook has plummeted since
last year, driving users to Facebook (and other
social media) advertising
Metric of Frequency
• Frequency of a post is how often a user
receives an impression of your post
• Frequency needs to find a balance between
being a nuisance and being informative
• When focusing on creating brand awareness
and visibility, frequency can help you get in
front of the right audience
• How can we tell how often is too often? What
is a good frequency for us?
Metric of Conversion
• Conversions are desired actions completed by
a visitor to a website. Social media
conversions are measured on a website after a
visitor has been referred to the website from a
social media platform.
• What is a conversion on a website?
How to Calculate a Conversion
Conversion Rate =
Number of Conversions Completed
__________________________________
Number of people who visited the website
from a social media post
• Remember … conversions are not the end of
the “funnel” or buying cycle. Some
organizations also track their lead to close
ratio for a more holistic picture of success of
a campaign!
How can I measure all of this?
• Each platform has tools that allow
you to see all of these metrics
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Google Analytics
Google URL Builder
Facebook Insights
Twitter Analytics
LinkedIn Campaign Manager
Facebook Insights
• Facebook Insights
is also 100% free
and is included on
all “fan pages”
• Important metrics
including reach,
frequency and
engagements are
tracked in Insights
Facebook Contests
• Believe it or not, there are rules when it
comes to contests on Facebook. Violating
these rules can result in penalties and even
Facebook removing your page all together.
Facebook Contest Tips
• Use the paid contest feature through Facebook or a
third party app
- These ensure you play by the rules
- They also help you track entries and retain the information of
people who entered and keep track of photos if it was a photo
contest
• Never post the name of the winner. This is a violation
of Facebook contest rules
- You can announce that a winner has been chosen but make sure to
privately send them a message saying they won
Facebook Ads
• Facebook Ads provide a way to target users based on
information in their profile
– Be specific in your targeting but not too specific
– Can be used to promote anything from your services to a
specific event you are having
– Can be cost effective and you can set daily/weekly budgets
to ensure you do not spend anymore than planned
Facebook Tips
• Interact as much as possible with your
following!
People love attention and this encourages people to interact
with your page and the posts you make
• Don’t panic about a negative review or
comment!
We cant always ensure we will make everyone happy
but this is our chance to address the issue and make it
right for the customer. It is important that you respond
in some way to let others see you care.
Facebook Tips
• Always make your posts relevant to your
business and audience and open ended if you
are asking for feedback! If you get feedback,
make sure to acknowledge it
Google Places
• Since many agricultural business’s are trying to
get people to come visit, it is important to
ensure your Google Places listing is correct.
- Google requires you validate your listing via phone call or post card.
- It is always a safe bet to make sure Google has not automatically
generated a listing for you since these are not always correct. If
you discover a duplicate listing, contact Google to ensure you can
merge the two and not loose and following or rating the other
listing has.
- Make sure the hours of operation are correct since that is what
some people might be looking for.
Google Plus
• Google Plus is a platform that will help with rankings and
traffic through the search engines. It is almost like your
“profile” in Google so it is important to make sure the
information is accurate and complete.
• Google plus can also be used for review and to guide users to
other media such as photos and YouTube
Current Social Media Trends
• Facebook is on the decline while more visual
and “instant” platforms such as Instagram,
Twitter and Pinterest are on the rise,
especially with younger users.
Instagram
• “Take a picture or video, choose a filter to transform its look and feel, then
post to Instagram — it's that easy. You can even share to Facebook,
Twitter, Tumblr and more. It's a new way to see the world.”
Instagram Tips
• Make sure the picture or video you are posting has a clear
message
• Make sure to tag people or other businesses to cross
promote and gain followers
• Be sure to follow other users or similar business’s and be
sure to interact with them and respond to comments
• Instagram posts can be automatically posted to Facebook,
Twitter, and other social media outlets
• Be strategic about your posts.
• If you have a following on another platform, encourage
people to follow you on Instagram. It is likely they are on
both platforms.
Pinterest
• Almost 70% female user base
• A sharing platform where users can “pin” things they like
and create posts of their own
Pinterest Tips
• Great place for recipes, gift, and holiday ideas
• Ensure your profile has a link back to your
website or directions on how to order or
purchase what you are promoting
• Keep in mind who the audience is!
Hashtags #
• Hashtags are one of the newer trends in social media.
• Hashtags are meant to group ideas/topics together and to
help people discover other people and things within that
category. You can click on a hashtag and see other pictures
and posts that relate to that topic.
• Because of its widespread use, the word, hashtag, was added
to the Oxford English Dictionary in June 2014
#really???
Hashtag Tips
• Can be used for specific events to help users and attendees
to promote the event. Be sure to encourage people to tag
that event with a specific hashtag….for ex: #fallfestival
• Limit them to 1-3 words and keep it to a phrase people can
recognize.
• Don’t be too broad as you might match something
someone else has used or inadvertently pick up something
negative.
• It is good practice to use brand centric hashtags…for
example…#overunderclothing
• You can also use multiple hashtags to describe your brand…
#overunderclothing #americanmade #triedandtrue
In Closing
If leveraged and managed right, Social Media can be a key tool in
helping to grow and promote your business. The key to success is
keeping up with trends and being strategic about your social
media presence. It can be an ever-changing and confusing work
out there but there are many tools, companies, and experts that
can help!!
Questions?
Thanks for your time!!!
Please feel free to email me with any questions
or if you would like Full Media to look at how we
can help your business!!
GNorwood@fullmedia.com
www.fullmedia.com