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Posts Tagged ‘Column Layout’

Comments Off on What Does the Future Hold for Email and Social Marketing?

What Does the Future Hold for Email and Social Marketing?

2013 has arrived, and with it comes thoughts and ideas of how email and social marketing will evolve. While we can’t predict what will become the next big social media channel this year, we can give you some tips to help you stay ahead of the game.

Mobile Design – This may be the most important thing to consider for your email marketing this year. According to Litmus, 36% of emails are opened using a mobile device/tablet, and they predict it’ll be 50% by year’s end. Hence, mobile design is something you definitely want to take this into account when crafting your emails, and it’s not as hard as you may think. With a few minor tweaks, your email will render clearly for readers on a variety of devices or platforms, just follow these tips:

  • Keep the design slim – Around 500-600 pixels
  • Use call-to-action buttons
  • Use a simple, single column layout
  • Include links that’re large enough to “click” i.e., touch
  • Have a text-only email back up
  • Give your email the “touch screen” test (is it easy to navigate with your finger?)
  • Ensure your email renders/downloads properly on an iPhone

Social ROI – Remember the tag line from the movie, Field of Dreams? “If you build it, he will come.” It also applies to social media, as well as baseball fields. Once social media was built, people came in droves (hint: So get on it, if you’re not already!). And, social media no longer pertains to a certain age group or demographic; everyone’s on it. The key now, is to keep people continuously engaged with your business on social, and to do so, you simply need to keep at it! Here are a few engagement-inducing ideas:

  • Content is king – Share links, post videos and/or images (According to Facebook, posts that include a photo generate 120% more engagement).
  • Add value – Share useful information and tips, even if you’re sharing from other sources.
  • Interact and engage – Don’t just post and leave your page unattended – Answer questions, make comments, and ask questions.
  • Post on a regular basis – This could be multiple times a day, or several times a week depending on your customers and the content available.
  • For more social media engagement related posts, read: “Want Better Facebook Engagement? Stop What You’re Doing” and/or “What Motivates People to ‘Like’ or ‘Unlike’ Brands on Facebook“

You can actually track ROI on social media; you just need to set up some key tools. Facebook Insights is a great start for monitoring progress on your Facebook Page. Google Analytics (GA) will also track where people come from when they visit your website, plus it tracks activity on your social accounts. And, if you set up goals in GA, you can track conversions from social interactions. If you’re sharing links from your site, or sharing from another, using Bit.ly not only shortens long URLs, it also gives you tracking information about the people clicking on your links. Even if you aren’t tracking, don’t overlook the power of social engagement. SocialBakers has been tracking exactly this and find that more engagement on social creates more reach, more click throughs, and ultimately more conversion. So keep sharing great info, and it’ll pay off in the end!

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Comments Off on Facebook Replaces Profiles with Timelines; Implications for Small Businesses

Facebook Replaces Profiles with Timelines; Implications for Small Businesses

Excerpted from an article by Paul Chaney

Rationale for ‘Timelines’

Facebook says its motivation for the change is to provide users with a storyline of their life’s most significant moments — graduations, marriages, birth of children, a new job and other events worth celebrating. It represents a shift from a focus on transient, real-time events to a longer-term outlook, one that considers the growth and maturation of its original user-base: college students.

“Over time, your profile evolved to better reflect how you actually communicate with your friends. Now you can share photos of what you did last weekend, and updates about how you feel today. But since the focus is on the most recent things you posted, more important stuff slips off the page. The photos of your graduation get replaced by updates about what you had for breakfast,” wrote Facebook product manager Samuel Lessin, on The Facebook Blog.

Timelines for Fan Pages

Though Timelines are currently available only for individuals, Facebook’s development path has long been to take changes to Profiles and incorporate them into business Pages — “Fan pages” — as well. There is already speculation that Timeline will do this, too.

Mashable, the tech blog, cited an unnamed Facebook source in a September 27 post, who said, “Consistency in both functionality and appearance is really important to Facebook, so we hope to make Pages more consistent with the new Timeline in the future.”

Concerns Over Timeline

The shift to Timeline has been criticized by Facebook users — see the post in All Techie News — primarily over privacy concerns. Detractors allege that Facebook, to appeal to advertisers, is simply seeking to capture more user data.

From the standpoint of usability, thanks to its two-column layout, Timelines takes getting used to. Items appear more random than in the previous version and not just a little hodgepodge. Still, with the ability to feature items so they cross both columns, merchants could keep key content more centrally focused and reduce confusion.

The other concern is that, in an effort to take advantage of the new layout, merchants may immediately opt to use Profiles instead of Pages, which violates Facebook’s terms of use.

Companies that currently now use Profiles may find the visual attractiveness provided by Timelines too much of a temptation and refrain from switching to Pages altogether, even though Facebook provides a mechanism by which to do so.

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