The AA Ltd.

My latest client, the AA (Automobile Association) Ltd. is one of the travel industry’s leading names. Working with the project management team down at their head office in Basingstoke, my main responsibility has been to oversee the migration of all travel-related content over to their new CMS (content management system).

The project itself – working with both a brand new content strategy and CMS – has proved both challenging and extremely rewarding . Working alongside the Travel Partnerships manager, there has also been the opportunity to develop a longer-term strategy – designed to ensure a stream of high quality, relevant and stimulating content. The main aim here is to drive brand development, build traffic and enrich the user experience. Check out the newly-launched design here.

My work at The AA Ltd. completes my second project for the Acromas Group Ltd, alongside another of the travel industry’s leading names, The Saga Group Ltd.

www.inscribewriting.co.uk

Google +1 – what can it do for you?

With the reach of the ‘Tweet’, ‘Share’ or even ‘Like’ now extending far beyond the boundaries of the social media realm, it was only a matter of time before other web giants would be looking to get in on the act. Leading the charge is internet behemoth Google, with their ‘+1’ initiative. 

What is Google +1?

In short, a button for web masters, site owners and web publishers to include in any content they post to the web. Much like Twitter’s ‘Tweet’ or Faceboook’s ‘Share’ option (and to a lesser extent ‘Like’), the button enables users with a Google account to share content across the web. Perhaps +1’s biggest selling-point (it’s free, by the way), is that it claims to affect search visibility which, taking into account Google’s propensity to constantly tinker with algorithms, can only be a bonus.

How does it work?

When signed into their Google account, users will see annotated search results based on friends or contacts who have tagged or +1’d the page. On a secondary level, each annotation may display the aggregate number of +1s allocated to the page concerned. In other words, it represents a cross between Faceboook’s Share/Like and Twitter’s ‘@’ functionality, but at search level and therefore on a much wider scale.

How will it affect rankings?

As the web grows and search algorithms constantly fluctuate, relevant content begins to play a far more important role in search results. As such content recommended by friends or associates who share similar tastes and interests signifies to Google to relevance of your page to an individual search or query. As Google themselves explain:

“This is just one of many signals Google may use to determine a page’s relevance and ranking, and we’re constantly tweaking and improving our algorithm to improve overall search quality. For +1′s, as with any new ranking signal, we’ll be starting carefully and learning how those signals affect search quality.” (source: Google.com).

What about search engine traffic?

Google claim that individual annotations displayed next to your site on the results page help to increase your site’s visibility organically, encouraging users to click on your link. Further than this, there is little evidence that +1 will affect traffic directly.

Are ads affected too?

Users have the opportunity to +1 ads directly from the search page, with annotations appearing directly beneath the URL. If the same ad appears on a friend or contact’s search page, they will see a message explaining that either said friend or x number of contacts have ‘+1’d’ the advert.  

Whether or not Google’s latest initiative takes hold or not remains to be seen. There are those already claiming +1 is a flash in the pan, comparing it to Google’s relatively unsuccessful social media portal Buzz. Either way, at this stage users have very little to lose as after all, on the ever changing battlefield of search rankings, every little helps.

www.inscribewriting.co.uk

5 Must Read eCommerce Tips

User testing sessions are a great way of getting to know your customer and, more importantly, gaining an insight into their browsing habits. Understanding what drives decisions during key aspects of the sales process is, quite literally, the holy grail of internet marketing.

In this post, we’ll take a brief look at some indispensible tips for getting the most out of your ecommerce strategy.

1. Delivery charges

Perhaps surprisingly, research has shown that this is one of the most important ‘make or break’ aspects of the sales process. A common mistake made by internet retailers is not informing customers of delivery costs during their journey, causing them to abort sale at the crucial checkout stage. Consider offering free delivery for orders over a certain amount to encourage last minute impulse purchases.

2. Navigation 

Get your navigation wrong, and you may as well not bother. eCommerce is all about the user experience, in other words how easily the customer is able to get from A to B. Easy to navigate menus are a key element in this process, with clear labelling and sub-category headings. Large ‘fly-out’ navigation menus are a great way of enhancing the user experience in this way.

Don’t forget to add a clear link back to your homepage too, usually ‘Home’ or something similar. This facilitates simple browsing and a more user-friendly experience.

3. Breadcrumb trails

Put it down to a human desire for logic, breadcrumb trails help to engage the user by making it clear what part of the site they are in, facilitating a satisfying browsing experience and well, just making your website more accessible. Think of it as a simple map that intuitively guides your user.

4. Filtered results

Perhaps more applicable to those offering a larger product range, filtered results help to refine usability further. Look at pretty much any major retail website and you’ll find this feature used extensively (price range, product ranges etc.)

5. Clean up your act

You may have heard of the term ‘white space’ in relation to page design. Presenting your visitor with an uncluttered clean page is essential nowadays. The last few years in web design has seen a drive towards both the minimal and high impact – large images, concise navigation and a clever use of space. It’s worth remembering that whether they’re shopping real world or digitally, consumers still shop very much in the visual sense.

If your sales have dipped recently or even struggled to ever get off the ground since launching your site, then there has never been a better time to consider these fundamental rules of eCommerce.

www.inscribewriting.co.uk

Effective Facebook marketing for SMEs

With over 500 million users, Facebook represents the single most connected platform on the internet. For internet marketers, this means it is also the most potentially valuable resource available anywhere, anytime. For those who play it smart, the opportunities are virtually limitless. The first step, of course, is to create a business page on the site itself – think of this as a ‘blog’ like summary of your main website.

As with any platform however, the rules of internet marketing still apply, the most important of which is to formulate a basic strategy with which to move forward. Jumping in with both feet may result in short term gains initially, however long term success can only be attributed to some form of battle plan. With this in mind, let’s take a look at some tips on getting it right, first time.

1. If the mountain won’t come to Muhammad…

People love nothing more than to engage on a social media level. By bringing the power of Facebook to your website, you can increase your exposure literally overnight. This can be achieved by something as simple as adding a ‘Like’ button to your homepage. This will allow you to display a feed from your company Facebook page. Et voila, the gap has been bridged.

2. Facebook advertising

A wonderfully inexpensive way to leverage targeted advertising, Facebook’s advertising represents fantastic value for money. There are virtually limitless options to target different groups, too. A far more targeted alternative to, say, Google Adwords.

3. Make it fun

Social media presents an opportunity to show your fun side. Try and think up fun and interesting posts that encourage users to engage with you. Pose an intriguing question, make an announcement or even ask advice – it’s all a way to get your ‘followers’ (to coin a term from Twitter) thinking whilst reinforcing your brand.

4. Video

Strategic use of video has long been a favourite of savvy internet marketers. No longer just an eye-catching medium for your audience however, it appears as though Facebook’s feed algorithm favours it too. Each time a non-fan watches one of your videos, a button is shown suggesting a ‘Like’ for your page. To achieve this however, the video needs to be uploaded as opposed to a simple link.

 5. Generate leads

Static FBML (Facebook Markup Language) app allows you to add custom content to your FB page. This is a great facility for generating leads as it enables you to create opt-ins such as free newsletters, podcasts and offers. These appear as tabs, each with a separate URL which, of course, will enable you to accurately measure results. Clever eh?

If you’re only just getting started with Facebook worry not – it’s still early days and the world is only just waking up to a new dawn of connectivity and online social interactivity. Of course this said, the earlier you build your strategy, the sooner you can start reaping the rewards!

www.inscribewriting.co.uk

Twitter and B2B marketing

This article isn’t aimed at those of you under the mistaken belief that social media – in this instance Twitter – exists simply for short-term gain.

Just as real-life business relationships require an investment of time and effort, the same ultimately applies to the digital medium. Whilst there are short-term results to be had, these should form the basis of a long-term commitment to engaging your audience.

Whether you’re focusing on lead-generation, industry insight or media exposure – this article highlights some key tips for leveraging two-way communication between you and your audience.

1. Be original

Try to avoid simply following the crowd, rehashing and retweeting (reposting) other people’s content for the sake of it. Sure, every now and then an unmissable piece of content pops up on the viral radar, however one of the best ways of engaging your readers is to have something to say yourself. At the very least it will lend your voice some credibility, and you’ll stand out from the crowd a little more. Just as you’re trying to achieve in your day-to-day business, establishing yourself as an authority in your chosen field is more likely to build and retain a loyal following than consistently plagiarising other people’s content.

Got a blog (you should have)? Post pertinent excerpts and link back to the relevant page. If you don’t currently run a blog, consider recycling relevant eNewsletter, press release or other content. If you’re stuck for content ideas, you can even use the platform as a mini-blog.

2. Retweeting content

Following on from the last point, if you’re going to share information from other sources – ensure it’s relevant to your business. A snippet of information that you found valuable in terms of your own B2B business will help to both establish your grasp of the subject and assist in building affiliations with contemporaries, customers and national organisations. Go one step further and add your own comment for that personal touch.

3. In the field

One of the most appealing (and useful) aspects of Twitter is its dynamic nature. Users can update followers wherever, whenever. Got a sales team in the field? Attending a trade show? There’s never been a better opportunity to post some original, ‘as it happens’ information that will – for a few hours at least – place you and your company on everyone’s radar, leveraging invaluable exposure.

Imagine this scenario: you’re at a trade show and have just lucked in with a casual 5 minute chat with a key player in the industry – what better time to tell everyone than right now?

4. Hashtags

Of course these days it’s not just about what you post, but how you post it. In the same way that keywords matter in terms of SEO for your company website, you should be aware of the relevant hashtags and keywords that your target audience use on a daily basis. Broad search times no longer apply.

Once you have identified the relevant terms, set up appropriate searches on Twitter to automatically collect tweets that mention them. Doing so will open up a whole world of possibilities providing access to competitors, industry expertise and new followers hungry for relevant content. In other words, your target audience!
Handy hint: Twitter clients such as Hootsuite and Tweetdeck make hashtag monitoring a relatively painless process.

5. Inject a little personality

Any good internet marketer appreciates that, business aside, their audience is first and foremost human. Consider then that your use of social media doesn’t have to be all business. Dropping in an amusing anecdote here and there – maybe even an irreverent musing on current affairs – is a great way of presenting yourself as a human being with genuine interests. Hey, it’s called social media for a reason.
 
However you choose to use Twitter, it’s important to remember why you are using it in the first place. Of course there are plenty of other ways social media can augment a great B2B strategy – so feel free to share your experiences right here.

www.inscribewriting.co.uk

Social Media Spotlight: Groupon

Hot on the heels of rising star Foursquare comes the latest contender eager for a share of the social media spotlight. Similar in nature to Foursquare’s promotion-driven focus on local business, Groupon refines the idea further.

The appeal of any platform that promises new ways to help local businesses connect with customers is undeniable. The success of Groupon will, as always, be decided by the fickle consumer and how quickly (or indeed whether) they adopt the platform. Consider this fact, however: in October last year technology website mashable.com reported that Foursquare was approaching its 4 millionth member – clearly the social media train shows no signs of slowing. In this article, we’ll take a brief look at what Groupon is about, and how it could help your business to succeed.

Reaching out to new customers

One of Foursquare’s key selling points to business users is that it offers promotion-driven incentives for users to visit businesses in their area. Whereas FS adopts a wider, socially interactive user experience similar to Facebook’s Places app, GO takes a purely business-centric angle. Focusing solely on offering promotions for local businesses, the website promises to ‘deliver customers to your door’ through offers fed to users via email, Facebook and Twitter.

More than a simple online promotion, the site hopes to engage users via ‘a witty, positive write-up that is seen by our tens of thousands of email subscribers and website visitors.’ The company go on to claim that ‘subscribers religiously read the entertaining descriptions of our featured businesses, delivering a promotion that is far more engaging than traditional advertising.’

How does it work?

Groupon offers are based on a certain number of takers for any given offer. If the required amount of customers sign up to the offer, then it becomes active. If this minimum is not reached, then the offer remains dormant however. This ‘no-win, no-fee’ basis, it appears, is designed to remove the element of risk for businesses investing in the platform’s online promotion scheme.

In addition to promising ‘huge exposure’ via featured offers, the company claim the ability to generate a significant ROI over a short period. Much of this premise appears to be based on word-of-mouth via current users, so it is somewhat difficult to quantify at this early stage.

Is there a catch?

Groupon claim that merchant feedback shows an average check size of 60% greater than the Groupon’s value, and that most takers are first-time customers. In addition, there are no long-term contracts and a ‘no-win, no-fee’ approach to billing. Whilst GO claim to ‘guarantee’ a certain amount of customers however, this is clearly negated by the fact that the promotion is free should this number not be reached. This appears a little contradictory, if not misleading.

As with any new social media innovation, the success of GO will ultimately be decided by how many users (potential customers) choose to adopt the platform. In truth, at present the website could perhaps use a little more focus/distinction between users and businesses, but there is no doubting its potential as an extremely useful tool in any internet marketers’ arsenal.

www.inscribewriting.co.uk

Get found with Google Places

As if the ever-changing world of search engine optimisation   (SEO) wasn’t difficult enough to keep track of, the world’s largest search engine – Google – recently announced key changes to the way local search results are displayed. Not to be confused with Facebook Places app, or the similar service from Foursquare, Google has called it’s new baby Place Search.

What does this mean for local businesses then? To start with, let’s turn to Google themselves for an explanation: “…a new kind of local search result that organises the world’s information around places. We’ve clustered search results around specific locations so you can more easily make comparisons and decide where to go.” (source http://googleblog.blogspot.com).

“A faster, easier way to find local information”

Instead of the traditional search box users are accustomed to, the new approach uses a combination of local and organic results to provide a more refined search experience. How? Ask Google and they’ll simply tell you they have developed “technology to better understand places”. Basically, this involves collecting websites that refer to physical locations in the ‘real world’ (over 50 million to be precise) and connecting them. Google claim this will make it easier to create a comprehensive picture of any given location, including a greater volume of links relevant to that particular place. They also claim this will save users on average two seconds per local search.

Adapt to survive

The word on the street is that, unfortunately, businesses are going to have to actively manage their local placing(s). That means it’s no longer a case of simply entering your business details via Google Maps and leaving them to do the rest; now users are required to actively participate in the process. In other words, you get out what you put in.

Thankfully though, this is a relatively simple process. Here are a few tips for making the most of your entry:

• Refine your listing by ensuring you’re listed in the correct categories. Add media such as images and video support your listing, and don’t forget to use custom fields.
• Use second-tier directories – there are plenty of sites offering universal listings across all major search engines and directories. The service is not free of course, but it will strengthen your brand immeasurably.
• Solicit reviews from past/present clients. Website testimonials are one thing, but reviews on your Google Places page and other key sites will boost your local ranking as well as adding credibility to your business.
• Use the Places Posting feature to update your entry with fresh content – a tried-and-tested SEO method.
• It’s worth checking out Google Tags as a supplementary tool to back up your efforts. This is free at the moment, but for a limited time only according to Google.

We briefly mentioned Facebook Places and Foursquare at the beginning of this article. Both of these applications are changing the way users interact with their immediate environment – bringing local searches to the forefront of social media in the process. Google Places is, clearly, a response to this (at least in part). Don’t leave it to chance – get on it and get seen.

www.inscribewriting.co.uk

Web usability – a brief introduction

The International Organisation for Standardisation (ISO) defines the term ‘usability’ as follows: “…the effectiveness, efficiency and satisfaction with which a specified set of users can achieve a specified set of tasks in a particular environment” (ISO Standard 9241). In layman’s terms, then, usability is really about creating a good user experience. In this article, we’ll take a look at how – in business terms - getting it right can make the difference between success and failure.

What does usability have to do with my website?

In the online business domain, you only have one chance to get it right. Making your website usable is the key to success – in other words, it’s less about what you’re selling, but more to do with how you’re selling it. If you ignore how users engage with your site, you can be sure they will ignore you.

Nowhere is this more apparent than with e-commerce. Leading usability consultancy Webcredible recently rated UK retailer John Lewis an exceptional 91% for web usability, an increase of 10% on last year.  Looking at the top UK high street retailers, the 2010 Online Usability Report (now in its fifth year) highlights greater understanding amongst retailers over the importance of the check-out process and associated charges. Providing as much information on charges as early as possible encourages users to complete the process. The research also highlighted areas for improvement, such as a failure to track viewed items, simplifying the shopping process. Believe it or not, a large number of those websites also failed to place a prominent ‘Proceed to checkout’ link on each page. (source:  http://www.webcredible.co.uk/about-us/pr/john-lewis.shtml).

Creating a great user experience will result in more sales, more credibility and increased brand value. No matter what business you’re in, creating a web presence represents a significant investment of both time and money. Incorporating usability into your web strategy is a sure-fire way of ensuring a healthy return on that investment.

Usability vs. increased marketing expenditure

 A recent case study by Coast Digital highlights how focusing on usability as opposed to advertising can yield a dramatic turnaround in results. A high-profile shoe retailer had decided to increase their online marketing efforts in an effort to boost sales. On the consultant’s recommendation, a usability review was commissioned to identify areas for improvement. By adding, amongst other improvements, a site/brand search and product finder tool, the company experienced an incredible 250% upturn in online sales.

Google Analytics

So what if you can’t afford the services of a digital consultancy? Google Analytics offers a surprisingly deep, user-friendly way to monitor user activity. Better still, it’s free to use. Sales and conversion tracking; user-defined benchmarks; e-commerce tracking; automated alerts and the ability to segment and monitor your traffic – it’s all there. Whether you’re new or an advanced user, GA offers as much or little information as the average user could possibly need.

Usability basics

Starting with a simple list of usability basics, take an hour out of your day to complete an objective review of your own site:

• What are you selling/promoting? Is the purpose of your site clear?
• Is your Unique Selling Proposition (USP) clear?
• Is your site easy to navigate – i.e. with concise top and secondary-level navigation?
• Does each page contain a clear call-to-action?
• Are all relevant links present and working?
• Payments – is the checkout process clear and, more importantly, working correctly?
• Frequently asked questions (FAQ)
• Privacy Statement

As part of the exercise, take the ‘user journey’ from beginning to end – you may be surprised at what you find. Never take your site for granted and keep in mind that a website is a living entity, subject to anomalies and malfunctions in much the same way that we are.

AIDA

Whether you’re writing a sales letter, creating web content or writing your latest company newsletter, try to keep in mind the defining principles of web marketing:

1. Attention - use bold headlines (ideally featuring a keyword) to grab the user’s attention
2. Interest - generate interest showing that you understand your audiences’ needs
3. Desire - your product or service is the solution. Make them want it.
4. Action - most importantly of all, provide clear instruction on what you want them to do next!

 As you can see, great usability is a fine balance of message vs. delivery. Whatever you’re selling – sell it right, and the rest will fall into place.

www.inscribewriting.co.uk

Social media spotlight: Foursquare

There’s a new contender in town, eagerly snapping at the heels of the big boys. Not that Facebook and Twitter have too much to worry about at this stage. Well, maybe Twitter a little bit. Last month technology website mashable.com reported that new social media platform Foursquare was approaching its 4 millionth member – certainly not a number to be sniffed at.

So, what is Foursquare? Well, according to their website, it’s a place to “Check-in, find your friends, unlock your city” or, more explicitly “Foursquare on your phone gives you and your friends new ways of exploring your city. Earn points and unlock badges for discovering new things”. Hmmm – sounds a little like Facebook’s Places App doesn’t it? Well, that’s because it is. Both function in more or less the exact same way – allowing users to update and comment on their geographical location at any one time.

Imitation, it seems, remains the sincerest form of flattery, much as Twitter built upon the foundations of Facebook’s status update feature. The release of version 2.0 for the iPhone will no doubt help Foursquare’s fan base grow, currently growing at an estimated 20,000 users per day (source: mashable.com) – a rate that is leaving competitors such as Gowalla eating their dust. Of course, this will also be aided by their partnership with Vodafone UK, announced earlier this year – a move that will see customers gain instant access to the feature via their new handset. A partnership with one of the UK’s largest mobile carriers will give the platform exposure to millions of potential new users. Not content it seems with a mere UK mobile market share, Foursquare’s General Manager Evan Cohen recently confirmed that the startup has reached out to “all major carriers and handset manufacturers in the U.S. and abroad,” and that they expect to “strike similar deals in the future.” (source: mashable.com).

Still, the platform has not been without its share of teething problems – with complaints ranging from geographical inaccuracy and system exploits to disclosure of personal information. The Foursquare team have however been quick to acknowledge and deal with any problems reasonably efficiently – no doubt very much aware that with so much choice available to the fickle user these days, brand loyalty counts for everything.

www.inscribewriting.co.uk

Small business marketing tips for Facebook

Much has been written on the subject of social media marketing. When we say much, we mean reams and reams. These days, everyone seems to have an opinion on how best to market your business using platforms such as Facebook and Twitter – the list of do’s and don’ts is literally endless.

Despite this apparent prevalence of opinion, there are certain hard and fast rules when it comes to the subject of social media. In this month’s article, we’ll look at some of the key pointers for the ever-popular Facebook.

Keep up with the times

Facebook presents a unique opportunity to connect with your audience – more so in fact than you could ever hope to achieve through your blog or website. If you’re in business for yourself, you’re more than likely to be keeping up-to-date with the latest trends and developments in your chosen field. You may even run regular webinars and talks, alongside consulting with clients and prospects on their business needs.

With this in mind – it makes sense to channel all this valuable content into an interactive playground like your Facebook page, where a captive audience eagerly awaits fresh new content to digest. From industry tips and insider knowledge to the latest trends, your FB page is a dynamic environment that promotes discussion and interactivity. By passing on the benefit of your knowledge for free you’ll also be raising your stock.

Keep ‘em coming back for more!

Social media brings with it a whole new level of customer interaction. Spark discussion; invite feedback; share experiences – the list is endless. Whether you choose to reward great ideas with discounts, or simply want to conduct a little market research, FB represents an invaluable platform from which to reach out. Keep your readership engaged by adopting a varied approach, and don’t be afraid to experiment. Judge how well you’re doing by the level of interaction occurring on the page itself.

Broaden your horizons

It’s no longer just about the wall. Facebook’s meteoric rise in popularity is matched only by the host of plugins and applications flooding the market on a weekly basis. From shopping tabs to hosted support pages, there is a veritable treasure trove of useful material you can use to heighten the customer experience. Oh, and more importantly, to drive traffic to your site! Check out ‘Get Satisfaction’ and ‘Fan Appz’ to get yourself started.

And now for something completely different…

Facebook is generally acknowledged as a place for light-hearted social interaction. Even if your company has a reasonably serious image, FB provides a valuable opportunity to liven things up a little by injecting humour into proceedings.

For those of you who want to keep it ‘strictly business’ – FB is still a useful tool for promoting your brand and breathing a little life into the business. Use the page to highlight significant events and milestones on the company calendar – supported by high quality corporate images to add a little variety and credibility.

However you choose to use Facebook, there is no doubting its value as a unique and dynamic marketing platform – don’t be afraid to experiment and, most importantly, listen to feedback. 

www.inscribewriting.co.uk