Seriously. Open your own website on your smart phone. Right now.

Okay guys. Seriously.

Take out your smart phone and look at your website. Do it right now. Does it load nicely on your phone? Or are all the images cut off and the text wonky? Can you navigate the site easily with your phone? Or is it difficult to find the buttons?

Now. If it's difficult for you, then it's doubly, trebly difficult for your potential clients who have never been on the site before. And when folks have trouble viewing your website with their handheld devices, they bounce. They just leave and go on to the next option on the google search response page. Let's consider that when we think about the following stat: Over 50% of online buying decisions are initially researched using a handheld device. A bit chilling?

Now, think about this: Most buying decisions are made (including cars, etcetera) before the customer walks in the door. Before the customer speaks to a salesperson. Customers are researching your product or service *right now* and making their decisions. Probaby on their smart phone. Want them to choose your product or service?

Now, think about the fact that these stats are already almost a year old and think about the fact that smartphone usage is expected to be well over 70% of the population within the next year or so. Think about how many folks (even crusty old curmudgeons who hate cellphones) got smartphones in the last year. Consumer behaviour is changing drastically. This is a trend that is ongoing. If you don't get involved, at least in a modest way, it will start affecting your business.

Now. I can help. Contact me *this week* for a no nonsense appraisal of your website and quote and you can have my design services at half price - assuming I receive a depost before the end of the month. (August 31, 2014). And even if you've missed this deadline, my prices are very fair. Seriously. Contact me right now.

Are you ready for your close up? Hang on, we're all going video.

The video generation is here and it's all grown up. In its thirties already, it's buying houses and buying cars. It likes to go out for ramen and it likes to go out for latte. But most of all, online research is showing that it likes video. It likes video more than it likes even a little bit of text. It likes pretty pictures and pretty moving pictures. And if you want to get and keep its and the following generations' attention, you'd better understand video. How to shoot it, edit it, where to post it.

 Why? Social networking sites are responding to this research and you'll have to respond, too.

• Facebook is preferencing posts with high quality images and any kind of video
• Twitter is allowing photos and videos of certain sizes to be displayed in the stream, NOT just as a link in a tweet.
• Youtube is poised to be the biggest social network in the near future
• Pinterest, essentially pretty pictures, is in the top ten social networking sites, despite being a relative newcomer
• Vine (micro-movie site) and Tumblr (big on animated gifs) are extremely popular with the younger generation

But, I can hear you think, how the heck am I gonna keep up? I've only got so much time during the day! Well, it's not as hard as it might seem and there is a comfort level for all of us.

Many movies out there are simple slide shows. This might be a great place for you to start. However, if you want to go down the live video route, fear not. 

First you need a lot of raw footage. Video that you can cut and paste to make a nice movie. Remember, much of the world's video content is coming from handheld devices, these days. The video can be basic. Some users even prefer basic video over slick, professionally produced video. But, whatever your concept for your movie, get a lot of video. And don't worry about getting things right in one take. Think more about small, punchy segments and hit those on the head.

Once you have your video, you need to edit it into shape. There are many solutions that are currently absolutely free.

1. Trust Microsoft. Microsoft's Movie Maker
   This sofware can do everything you need including upload raw video into one project, add titles, edit and organize video, add music, add credits, and publish. Professionals mock this software but it will do the job you need it to do.
2. Online Movie Making Sites
   Upload your video, edit, add titles, add music and other sound effects, and publish all with drag and drop menus and gooey interfaces. Try Magisto or Animoto.
3. Open Source Video Editors
   As you get farther down the road of video editing, you might want to consider using an open source editor like VSDC. These take a long longer to learn - VSDC doesn't have manuals! But they are well worth it if you want to start adding more advanced features to your movies. Mac also has free video editing software.

Some editing tips:

• Keep your movies short - under two minutes. This might allow you to use your footage in multiple movies but, also, allows you to keep posting and posting more and more new content. The internet is hungry for content; so multiple posts beats a perfect post every time.
• Don't sweat the small stuff. As you go along the road, you will get better and better and more efficient. Trust in that process and breath. Get the video done and get it out the door.

Now. Where to post?

1. Youtube. This is the most popular video site for videos large and small. If you have a presence, here, make sure you complete your profile in full.
2. Your own Vlog on Blogger (or other blogging site).
3. Your own website (though leveraging blogging and social media sites is preferable)
4. Vine. Only for small, six second looping video. The Twitter of video and acquired by Twitter not long ago.

But on a last word? Once you post it, don't let it sit. Make sure the world knows about it. Blog about it, talk about it, post about it, tweet about it and you will start to win yourself a following. Which is what it's all about, right?

If you need any help with any of this, just click on one of my social media buttons above to contact me. I'd be happy to help. Course, next time, I'm gonna do a video....  :)

One Awesome Way to Lock-in Client Engagement

We love our clients. We really do. And, despite fierce competition, we want them to come back again and again and again. Are you selling coffee along with three other shops pretty much on the same block? Are you competing with four local dance clubs? Are you a dress-maker? Restaurant? Personal trainer? Real estate agent? How can you become your clients' and potenial clients' first go-to? How do you stay just a touch of a button away? The answer is simple:  Publish your own mobile app.

Now, don't run away because it sounds scary-techy. It's actually easy to develop an app. And, if you think that mobile ain't gonna be that important, have a look at this.

Once you have an app ready and are advertising it as part of a healthy marketing plan, clients will download and install your app. That app is on your client's phone. That app will encourage your client to come into your store for specials, help new clients find you, help clients contact you for customer service, keep clients informed about special events. The more engaged and immeresed your clients are in your solutions, products, and services, the more they will buy.

What can help keep clients looking at your app for information, or using your app? Loyalty Cards will definitely encourage them to drink that tenth cup of coffee. Are you a local club? Keep your clients informed with Event Listings or links to bands' playlists. Keep your clients always up to date about specials or promotions with direct access to your Twitter and/or facebook feeds. Offer Coupons incentives only available through your app! And you can actually sell your wares right off of your app with E-Commerce. Seriously.

If you are a little tech-savvy (enough to build your own drag and drop mass email for example), you can develop your own app fairly easily through drag and drop menus on free sites like my.como.com/. If you are daunted by the technology but savvy enough to understand just how important mobile apps can be to your business, hire someone like me to help you develop a small app ($500-750) or you can go big and spend around $3,000-5.000. It's up to you.

But if you get an app and market it well as part of your overall stategy, that app will pay for itself many times over. You will see an increase in repeat customers -- and you might get a few brand advocates out of it, too! People love convenience and connection.

Good luck out there!

God Turns On His Side - Another Google Update

Google may -- or may not -- have updated last night. And, now, us social media types are hopping about like bunnies on a hotplate trying to figure out what that means to you, our clients and, also, to us.

What? But wait. (I can hear you saying.) Aren't you guys experts? Isn't that why I pay for you in the first place?

Well, yes. But everytime google updates the nature of the game changes and with that, we all have to make changes, too.

What most folks don't realize about social media is these companies don't really care about making sure that everyone sees the latest picture of you,r adorable new kitten. These companies are in it for the money. How do they make money? Well, we've all seen those, sometimes innappropriate, ads in our Facebook feeds or sponsored messages on Twitter, or featured posts at the top of our search engine inquiries. The money in social media comes from businesses trying to connect with users.

But now, again, a little known fact (that's well known in social media circles): The second most trusted way to choose a prospective service or product is by testimonials from strangers on the internet. From strangers. (The first, of course, is recommendations from family and friends.) Consequently, all major social media platforms are moving toward the referral system services (a paradigm that is already very profitable in China). All social media platforms would like to be the Number 1 referral engine in the west. So, expect to see lots of changes both on Facebook, Google+, and google results pages with that in mind.

What's so important about Google? Two out of every three online searches originate at google. Google cannot be ignored because what they are doing affects the bulk of customer inquiry on the internet and will influence how the rest of the market will operate.

This current update (if, in fact there was one) looks like it is changing the nature of search engine results and will reboot the debate about whether SEO (search engine optimization) is dead . I, for one, will be watching the situation closely; so I can bring you the best advice to help your online success.

So, my point? Your online presence is in need of constant monitoring and tweaking to maximize your online success because the game is changing constantly and without warning. Never trick yourself into thinking that you're done or god might roll right on top of you.

5 Steps to a Killer Social Media Strategy

We all know that if we want to be effective, we need to know exactly what we want to do and how we plan to do it. Sound simple? Yes, it is. But most folks don't take stock and plan. Now, I am not saying that these folks aren't effective, I am saying that they aren't being as effective as they could be. Successful people plan. They plan out their day. They plan out their week. They plan out their short and long term goals. And they definitely plan out their Social Media Strategy.

How to develop a Social Media Strategy? Treat it like as the marketing project it is.

1) The 'Whats'
First, you need to know what you want to do. What are your goals with Social Media?

1. Are you looking to connect in a more personal way with your clients?
2. Are you setting up a general inbound marketing plan to attract more clients to you?
3. Are you wanting to establish better customer service online?
4. Are you wanting to up your brand exposure?

Not sure what you want? That's fine, too. Find a consultant who can offer some training and some insight into what is possible and what isn't (we offer a reasonable service, by the way and would be happy to give you a hand). This isn't too expensive, will save you a lot of time researching, and will help you hit on a strategy that will get you started.

2) Who is your client?
Take a good long time to think about who your client is and how that person, likely, uses the Internet. Is that person constantly online, tweeting her whole day? Or is that person logging on once a day to do some light surfing and check to see if more pictures have been posted of his grandchildren? It's very important to think about this because it will shape your strategies. The previous two types of clients, for example, will tell us whether to focus on Facebook or Twitter, whether to concentrate on certain types of posts or content, and even whether to use images or text primarily in our posts.

There is Big Data to help you figure out what your standard client is doing and how s/he responds to different media. You can research online or get some help but your demographic has a profile. Take advantage of that information.

3) Get your tools together. 

1.  Get some posting software.
   If you are planning to post yourself, you need a method by which you can post everything (or a lot of things) when it's convenient and space the posts out during the day. There are various pieces of software out there. I recommend Hootsuite because it's the deck I use. If you find the software confusing, get training. It's worth it because it will save you so much time in the future.
2. Set up tracking mechanisms. 
1. Google Analytics - this great tool allows you to put a widget on your website pages and track visitors to your site and their behaviour on your site. Analytics will also give you insight on demographics. It's a great tool for small business and it's free, right now.
2. Hootsuite and other tweet decks will report on your progress. Set up these reports.

4) Don't forget the power of email.
The opportunity to collect your potential client's email (along with permission to email them) is a critical component of all social media strategies right now. Make sure that you are gathering these email addresses and contacting them frequently (2-3 times a month for a brick and mortar business, 2-3 times a week for online sales). If you are not a writer, don't worry. A photo blog might be a great idea for you!

5) Learn from yourself.
As you work up your killer strategy, check your stats daily. First thing in the morning. If the stats are growing at the rates you set out in Step 1, great. If not, think about how to change what you're doing to up those stats and meet your goals. Consult with a Social Media consultant or just get down and dirty yourself and google it. It's really important, here, to be honest with yourself. Follow what the figures are telling you NOT what your years of marketing gut is saying. Numbers don't lie. Only spend time and money on what actually works.

Hope this helps! Good luck out there!

The One Big Mistake That's Killing Your Content

In my other life, I am a theatre artist: a freelance director. I direct between three and seven shows a year. Every show that gets out there is subject to criticism and, let me tell you, everybody's got an opinion. I've had people completely trash what was, arguably, my best work to date. And I have had that other imposter as well: unearned adoration.

So, I guess have grown quite a thick skin in the last twenty years and I have the ability to soldier on despite the possibility of heavy criticism on the other side. But most of us aren't lucky enough to have that background and we make the big mistake of worrying what other people will think of what we write or otherwise publish. Worrying about what others think will kill your content faster than the internet forgets a tweet storm.

But, you say, it's human nature to worry about what other people think of you. Doesn't it have to be good, I mean, really good? Doesn't it have to be perfect? I can't make one mistake! The white paper has got to be twenty pages long and meticulously edited; or the movie has to be done with a professional flare or it's no good; or the infographic needs to be chock-a-block with facts and figures....! Wait a second? How long is all this going to take?

While you are carefully putting together your amazing project, other people may have posted dozens of times with short, punchy movies, blogs, and graphics that catch the eye, make a point, and inform. Which is better, right now? I hate to say for all of you striving for perfection: short, clear messaged media is what is getting seen, read, reblogged-posted-tweeted.

Right, then. We need to learn how not to second guess ourselves. We need to learn how to press 'send' or 'publish' or 'post'. Read it once forward, once backward, do a spell check. Leave it a couple of hours and read it again or get your favourite proof-reader to take a look. Read it once forward, once backward, do a spell check. Accept that it will never be perfect. Press 'send'.

That idea is worth repeating: Accept that it will never be perfect. Press 'send'.

The way the interwebs are evolving, it's better to get that content out there consistently and reliably than to worry about any one of your posts being a magnum opus.

Good luck out there!

Jacqui Burke is a freelance social media marketer committed to helping small business build their profits through social media. Take a look at her website at www.jaybirdsocialmedia.com

In the Social Media Gold Rush, We Can Forget The One Thing That Will Guarantee Us Success

Social media marketing is rather like a gold rush, right now. People are coming from the four corners of the earth to try to win some gold. Small and large businesses, alike, are pulling out their pick axes. Some are definitely striking it rich but some are just digging in the dirt, and contradictory advice is coming from all sides.

But that's not necessarily the fault of your local social media expert, because the really fun part of the process is this: the major social media sites keep digging up that gold and moving it. Of course! I would, too, if I were them.Their goal is to make more profit through advertising. Our goal is to get the word out there without spending too, too much money. Hmmmmm....

Folks who enjoyed serious success early on have now found their gold has been moved. For example: SEO providers have been optimizing the heck out of websites over the last few years, carefully sprinkling keywords everywhere, streamlining the look and the feel of the site (many sites look exactly alike these days), and generally doing a great job. So why is Google throttling the traffic to these sites? Well, it's kind of like going into a casino and knowing how to count cards. Eventually, they kick you out.

The game is changing drastically it seems almost minute by minute. Even as a blog get posted, its advice is going stale (I guess including this one!). Business might feel pressured to jump and jump fast to adjust their marketing strategies and through it all forget one important thing.

What's that? Their Customer. The one person who can really tell a business what they should be doing.

In these crazy times, we need more and more to get back to the basics of marketing.

1. Who is our Customer?
2. What does s/he want?
3. What does s/he need?
4. How is s/he finding what s/he needs?
5. Where is s/he looking?

Answering these questions will give you a much clearer idea of how to use social media to market to your Customer. Your approach can be thoughtful. Your website can be designed to appeal to the very folks you are trying to attract.

For example, if you are a personal trainer offering exercise coaching and you determine that over 65% of your potential clients are women 45-55 years old, you might choose Pinterest as a marketing platform because Pinterest is most popular with women. You might soften the lines and the colours of your website. You might promote yourself in terms of the bikini body as opposed the six pack.

Or if you are a clothing manufacturer and you determine that your customers are mostly male, 18-24, you might consider Tumblr, a micro network that attracts teens and youth. You might update your site to be quirky and interesting to young people.

Your Social Media Director or Consultant should be talking, all the time, about your clients and what they're doing online, what sites they're visiting online. Because if your Customer is there, then that's where you want to be too. Avoid turning over too, too much dirt to find the gold. Follow your Customer.

Jacqui Burke is a Social Media Consultant based in Toronto, Canada. http://www.jaybirdsocialmedia.com

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