Category Archives: online marketing

The Social Media Explosion!

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How to Optimize your Facebook Page in 3 Simple Steps

Buzzwords' Facebook page

By Nicholas Beeson, Marketing Associate at Buzzwords Manchester

To get the most out of a Facebook page, you need to gain members. In order to do this, some basic SEO skills can be applied. Optimizing your Facebook page will enable it to be found on both Facebook and the World Wide Web!

Believe it or not, Facebook pages are indexed by search engines and can even be viewed by those without a Facebook account. Facebook pages also have the potential to rank highly!

Ranking well on Facebook’s internal search is even more important, as those searching for your brand or business on Facebook know what they want and will be able to find it with ease!

3 simple steps
To begin optimizing your page so it ranks well on both organic and internal searches, follow these 3 simple steps:

1. What are you about?

The “About” box is one of the most undervalued elements of a Facebook page. The “About” box provides you with a platform to add keywords that can tell customers and search engines what your page is about! The box also allows you to add clickable links that can direct customers back to your company’s website or any other related sites.

2. The category you place yourself in is vital

When deciding on the category in which to place your page, be careful. The category affects what you can add to your info, and how much you can add! When completing the info section, use lots of key words and add links to all of your related sites including your company website, blog, LinkedIn and Twitter.

3. Choose an appropriate URL and page name

When choosing the page name, make sure it is related to your organisation and easily visible to those searching for you. Once you have gained 25 ‘likes’, create a unique URL that is memorable and related to your brand!

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Manchester United show red card to Facebook advertising

By Nicholas Beeson, Marketing Associate at Buzzwords Manchester 

In the space of a year, Manchester United have acquired more than 14 million “likes” on Facebook. This is a fantastic display of Manchester United’s clout as a brand and it would be expected that the club would take full advantage of Facebook as a marketing platform.

Yet Manchester United have come out this week stating that they will not be advertising on their Facebook page.  The club launched the page last July which was regarded by many as quite late. Maybe this late entry into social media was because Manchester United didn’t know how to approach social media marketing as a football club?

With Manchester United’s Facebook page acquiring 14 million likes in under a year, it would seem to be an obvious move to advertise on their page. This hasn’t happened and the club have decided to opt out of Facebook advertising as they feel it will stop the growth of the fan base.

United’s Head of Marketing, Jonathan Rigby, has been quoted as saying,

“”We don’t sell off Facebook and are resisting until we are satisfied it will not mess up the growth of the Facebook page. Our big concern is that if we get it wrong then the fan base will stop growing.”

This fear that advertising may stunt the growth of Manchester United’s Facebook page is understandable, but what benefits could Facebook advertising bring to the club? Obviously Manchester United advertise, but unlike conventional advertising, Facebook ads can target and segment markets depending on the information on users’ profiles.

This segmentation could be used in countries where Manchester United are looking at the potential for growth, such as the US, India (where Facebook already has 40 million fans) and China. Facebook ads can provide all businesses (regardless of size) with the potential to target specific audiences – and it can be done efficiently and cost-effectively.

Manchester United also refuse to embrace other social media platforms, such as Twitter. The club have stated that they don’t feel there is a “role for Twitter”. With recent reports in the tabloids relating to Manchester United players and their use of Twitter, it is understandable why the club are cautious to have a Twitter platform.

Manchester United’s scepticism about the effectiveness of social media is hardly surprising. And it’s clear why they want to keep their Facebook page “for the fans”. It’s an admirable decision and, speaking as a United fan, I feel the Facebook page should be about the club – and not the profits.

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Marketing 101 – Websites

Written by Nicholas Beeson, Marketing Associate at Buzzwords Manchester

It is generally accepted that online marketing revolves around having a web presence. Accessibility, communication, credibility, understanding, appearance, availability – these are all vital to successful websites. To maximise their potential, they need to work in conjunction with other online and offline marketing strategies.

Usability and accessibility are key elements for a successful website. They enable a site to be accessed by the widest possible audience and provide consumers with information and functionality they’re comfortable with. Usability is all about how easy it is for a visitor to achieve their objectives when visiting the site.

A website that provides good usability can pay dividends. If a user can accomplish their goals efficiently and effectively, it can increase website traffic, repeat visits and increase sales. The term “accessibility” in relation to the Internet, refers to the process of designing a website that is equally accessible to everyone. An accessible site enables a larger cross-section of the target audience to visit the site, thus increasing visits and sales.

For any website to reach its full potential, consumers have to be able to find the site. The majority of consumers today use search engines to find new websites. 80 percent of Internet users find new websites by typing a query into one of the major search engines. This emphasises the importance of the Internet search engines. As a result, the practice of SEO (Search Engine Optimization) has been developed.

SEO is all about making a site attractive to search engine robots by presenting its code and content in such a way that its pages will achieve high rankings in response to keywords typed in to make an online search. Matt Cutts, the head of the quality team at Google was asked in an interview with wired.com “Does search engine optimization work?” – to which he replied:

It does to some degree. Think of it this way: When you put a CV forward, you want it to be as clean as possible. If the CV is sloppy, you’re not going to get an interview for the job. SEO is sort of like tweaking your CV”.

SEO is becoming ever more important, and will continue to do so as long as the Internet continues to grow. In an online study commissioned by Google, it was found SEO could increase brand recall, increase purchase intent and brand affinity.

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