digital media

typing on laptop with text how to measure the value of your company's digital content

How To Measure the Value of Your Company’s Digital Content

By | Blogging, Branding, Content Marketing, digital media, Marketing Strategy, Website Content | No Comments

Your business should continually check in on what it is getting for the time, money, and resources that you’re investing. It’s crucial to acknowledge that everything on your website is probably the first (and, perhaps, only) impression a customer has of your company. Many industries rely on content to manage brand perceptions and create a solid brand value. Content is about as cost-effective as it gets for marketing, as studies have shown that content has a higher recall value for consumers than other forms of advertising. Read More

Increasing Online Presence is Good for Business

By | digital media, Online Marketing, Online Marketing Strategy | No Comments

At Turn The Page Online Marketing, we are passionate about helping improve your business by finding ways to increase your presence online. We are experts at finding what sets your business apart from the crowd finding the best way to highlight your unique qualities. Check out this infographic to discover how online location, prominence, and relevancy are essential to your business!

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Take charge of your online presence today. Call our freaky digital marketing team at (816) 527-8371 for more information about what we can do for your business.

The Digital Age – Gap

By | Business Growth, digital age, digital media, Online Marketing, Social Media | No Comments

A recent study by the Pew Research Institute showed that 92% of Americans use the internet for a search of some sort, 92% also use email and 65% use it for social networking. Daily search engine and email use is at 60%. The graph below provides very interesting insights into the progress of the digital age. Search and email usage have been in the 80-90% range for nearly a decade and social networking has grown to 65% from 15% in 4 years. This growth has not negatively impacted search engine or email use and the social network “rate of growth” has slowed a little.  Pew also released a different study showing that 35% of Americans now own a smartphone.  To explain: 83% of U.S. adults have a cell phone of some kind and 42% of them own a smartphone. That translates into 35% of all adults have a smart phone.

Online Marketing – a no-brainer for business?

Given all this information you would think every business leader, from a Fortune 500 CEO to the owner of corner shop would embrace every aspect of online marketing. Not true in our experience. There is a strange fear that exists for most. Similar to a child confronting something entirely new, attracted by the gaudy shine, reaching out delicately with fingers outstretched and body arched away. The child knows it wants the trinket, yet there is such a fear of the consequences of complete commitment that the object of desire is never fully embraced.

What drives the fear?

There are all sorts of theories about why this is happening:

  • The generation gap between the age of business leaders and those leading development of digital media.
  • The recession is keeping heads in the sand.
  • It is a completely new discipline that requires a new understanding.
  • It takes a lot of time and effort to do properly.

All of these probably have an impact. Our belief though is that the core reason runs deeper. Its more tied to a fear of change. Business has operated in very similar fashion for a generation. Broadcast and print advertising were the best options. Pushing out a message to potential customers. Even better the business controlled the message. Now things have changed. The customer controls the message.

How to close the gap

The bad news is it can be a significant gap, the good news is, it doesn’t all have to be done at once. The first step is understanding what Online Marketing really is and how to utilize it for your business. There is a wealth of information online if you have the time to research and verify the source you can educate yourself. Our Online Marketing Training programs provide up to date and comprehensive training modules centered around your business. Once you understand how online marketing works and how it can fit with your business; then choose your strategy. Implement your strategy with energy and long term commitment. Most importantly:

Start and complete the process of changing your company culture to embrace the new age. Develop an open and mutual communication with your customers. Openly engage and empower them. The unfortunate truth is if you are frightened of what your customers will say then you are doing something wrong. Worse they are probably already saying it somewhere online. The digital age is about open communication: if you are not in the conversation it is still happening. So join the conversation.

Twitter Etiquette

By | Branding, digital media, Social Media | No Comments

I am a big fan of Emily Post’s Etiquette. The book is a wonderful guide in how to live your life with grace. Although it is difficult to follow all of the rules (some people are better than others) I strive to take the basic principles and use them as best I can.

As an online marketer, I am always surprised when people forget their manners while on the internet.  I have read countless studies on why people’s behavior changes, but I really think that most are unaware that they are being naughty.

Twitter is just one of the places that I see room for improvement.  So here are a few tips to help you out.

Everyday Manners.  Twitter gives the average consumer lots of power.  The more followers they have, the more powerful they are.  But with that comes responsibility.  Just like in the off-line world, you should respect others, be considerate, and be honest.

If you are reposting a tweet, make sure to use RT and give the credit to the original author.  Helping them get their message out is your responsibility if you are going to use their words and/or ideas.  Just like you would want credit for your awesome post, give them theirs.

Use DM when you are mentioning a tweep and the content is not public information.

Greetings and Introductions.  Emily says the first essential  of good greeting manners is taking notice of people.

When you acquire a new follower, it is polite to introduce yourself and thank them for the follow. You can do that with an automatic response tweet, but a personalized mention is even better. I can probably do a whole post on the pros and cons of automatic response tweets, but let’s leave that for another post.

When you follow someone, send a DM or mention them and let them know why you are following them. They will find it flattering and who knows what kind of connection that could lead to.

Follow Friday (#FF) is a way to introduce a tweep to your connections.  Instead of just posting their twitter handle, let your followers know why they should follow them.

If your tweep mentions you  in a #FF, thank them for the mention.

If someone posts a positive experience about your business, it is important to acknowledge their experience with a reply, and it can encourage others to do the same.

Dealing with Rudeness.  People are more likely to comment on a product, brand or service when they’ve had a really bad experience or a really good experience.

If your business is mentioned in a negative post, it is wise to acknowledge their experience with a reply and invite them to talk off-line so you can correct the situation. When others see your response, it is more likely to defuse the negative attention.  It is important that you treat them as you would (or should) in the off-line world.

Online Etiquette Matters. Following basic rules of etiquette allows us to face “whatever the future may bring with strength of character and integrity.” And isn’t that what we want for ourselves and our business?