In the past, marketing was often a very wooly experience – you sent out a million flyers and hoped 0.05% recipients responded. The web changed the ‘finger-in-the-air’ approach and marketing finally became transparent. Most of you will be aware of google analytics – the free tool that lets you monitor your visitors, what they look at – even where they’re from or how they found you.

Now, with social media playing a major part in the marketing mix, there are a few useful measurement tools to add to your toolkit.

Firstly – if you’re a tweeter – there’s Twitter Counter – statistics of user numbers, tweets and retweets, not only that but with the pro account you can track phrases and general sentiments. If your future lies in 140 characters then this could be useful.

Then there’s the big ‘FB’, Facebook. They’ve recently added a lot more to their ‘Page Insights‘ tool. This is the doorway to ‘likes’, page interactions even gender and age breakdown of your typical user. As Facebook starts to take business more seriously we can see this tool becoming even more in-depth.

Finally, a tool that has been around for a while but isn’t always fully utilised is e-shot measuring. If you send out eshots, consider using some of the online apps such as campaign monitor or mailchimp. These applications will show you some great insights into what your recipients like or dislike, how many opens, click-throughs or forwards you’ve generated.

And this is just a start, as the web and social media grows and budgets shrink it’s going to become imperative you know how effective your marketing is.

You know that niggling feeling, something at the back of your mind that just keeps nudging you… just when you’re sitting down to relax, at the end of another busy day. Something that you know you should have done, but just haven’t got the time, but it still needs doing. Want to know what it’s likely to be?

…

It’s updating your blog. A simple post to your blog/website that keeps it looking fresh, keeps it current and most of all makes it look like your company is still alive! It’s also a great way to help promote yourself on search engines (Google et al give your site a better rating if it’s kept up to date).

Thing is, it’s so difficult to do. You don’t know what to write, you haven’t got any ideas and so you just keep putting it off. How do I know? Because I am that Chief Procrastinator. I’d win medals for it  – it’s just so much easier to meet a client’s/colleague’s deadlines than to apply your own.

It’s hard for SME companies and individuals to change the way they work and adapt to a different style of marketing. It’s not like the days when marketing  was planned months in advance and case studies, brochures and adverts were all planned in the schedule. Now it’s tougher, it’s more instant and that takes a different mentality. You’ll be glad to know that we find it just as hard, that even as we preach to our clients about keeping websites up to date (even doing it for them sometimes!) there we are neglecting our own house.

However, last year we implemented a few pointers to try and make it a bit easier to adapt to the worldwide blogosphere and thought they may help you.

5 tips for blogging along like a good ‘un:

1. Don’t rely on just one person to blog – If  you don’t have a dedicated web editor on your payroll, you can’t expect someone to be responsible for all the content unless it’s in their job description. Plus it’s nice to have a number of contributors and views coming from your company. It adds to the personality. We actually have a bit of a rota here at wow to help people know when it’s their turn and so they can plan some ideas for articles.
2. War and Peace it ‘ain’t – OK so I can never write one word when 15 will do but the reality is that a blog post doesn’t have to be a novel. One simple paragraph that gives an insight into your company, or a snappy comment into a recent event or news article will do.
3. Plan it – You plan all your marketing in advance – blogging should be no different. Make a plan of content 3 months in advance for each week so that you’re not scrabbling around for ideas. If something more urgent comes up then use that and hold on the post for another week. The best thing about blogs and online content is their immediacy.
4. The magic number – Decide a realistic aim for the number of posts per week/month/year. Base this number on how often you think you’ll have something that readers would be interested in. For us, we generally think that’s once every 2 weeks, there are others that aim for every day, some once a month or every week. The aim is to keep your site up to date, to enable search engines to find you, however if it’s full rubbish, the readers won’t come back so it’s a pointless exercise.
5. Add value – Why do people want to read anything you write? There are plenty of ways to tell them about your new widget, bling or souped-up service, that’s not what a blog is about. It’s not simply a place for news releases. It’s stuff that can add value to a readers day. It’s an insight into your culture, your personality and your ideas. Leave the reader with something that helped them, or enriched their day – even if it’s just a little laugh during a hard work day.

So there it is… it’s not a definitive guide and I’m sure you have other tricks and tips – but it helps us. You’ll see from our blog role that we don’t always keep to it. (What do you think spurred this post?! Last time I blogged was January – 3 months shameful, I know). Paying customers always come first, but we’ll continue on with our quest to stay on top and tame that blog – good luck with yours.

With the advent of Twitter we’ve all become used to writing the most amount of content in the least amount of words. Adding a link to your Tweet or post on other social networking sites takes up valuable characters – enter URL shorteners such as tinyurl.com or bit.ly. Typing in the exact address tha tyou want people to visit and clicking a button generates a much shorter URL that you can add to your post – giving you more characters to play with.

A few URL shorteners have offered extra features: the ability to choose one or more keywords to your short link – making it more relevant; the ability to preview the page that a short link leads to, for example, giving higher security (stopping you from opening a spam link). However, a few months back Google launched their own URL shortener which we’ve been using and think beats others hands down:

Using goo.gl allows you to shorten your URL in much the same way as other sites. What goo.gl does over and above this, though, once logged in to your Google account, is to keep a list of each URL that you shorten comprehensively, allowing you to filter them by day, week, month and in total. More than that, though, they also provide a chronological graph of the clicks that your URL has received: you can see georgraphically who clicked, from which browser and from which operating system or platform.

What a great way to understand whether your URL is being clicked on by your target audience without having to trawl through your website analytics. Use a different goo.gl URL for each place that you list your link and, hey presto, you have measurable results!