Tag: Marketing

Help your audience find your stuff

Carl Setzer
man holding mug in front of laptop

A few days ago I was scrolling through Instagram, as we’re want to do these days. On a rather popular site (for some pop-star) was a post featuring some product. Whoever crafted the post wrote the standard “link in bio”. Then the top comments were asking “where’s the link”? Interest piqued, I followed the link. The landing page showed links to a blog and plenty of pages, but where to find this specific link, this product was unclear at best. This caused me to cringe. People are interested in this item and they’re having to play “hide-and-seek”. You don’t want to do this with your fans!

I am reminded of a developer maxim (I believe it was said by Jeff Hawkins, creator of the Palm Pilot) about minimizing the number clicks you need to access information. I can’t remember the specifics of that quote, but the basic premise is the fewer the better. Each click builds frustration, which is worsened when the process isn’t clear. Also, having to guess where to click next is a key element of bad UX. I assume they shared the information in that post hoping to engage their audience and sell some stuff. Clearly, that wasn’t successful, or at least not as successful as it could be.

There are a number of ways that this could’ve been executed better. Now, I understand that Instagram gives you one link. One! And no links in the content are allowed. Plenty of folks have developed solutions, however. The easiest (to me) is linktree. Elegant in it’s simplicity, linktree simply collects your links and serves them up in a clean, clear list. This is a highly used tool: you see it in many profiles. Here’s mine for example.

Another, perhaps slightly more complex solution, is to create a landing page on your site with all the links you reference in your posts. I would itemize them in list, with the dates and post titles and also the images of the Instagram posts to make it very clear which link goes with each post.

Put a little thought into your anticipated user flow, into how you want them to find your information. How easily do you want to make it to buy your stuff? To interact with your latest “thing”? Providing clear calls-to-action, clear directions, and clear paths to finding what they want makes your user experience good and enjoyable. That helps good ol’ conversion, which ensures your project keeps moving. Great things, right?

What are the seven steps to successful SEO?

Carl Setzer
SEO Graphic
  • “What are the seven steps to successful SEO?”
    • Successful SEO has seven key steps, per MOZ’s “Beginner’s Guide To SEO“. These are valuable ways to help your website be discoverable by new users by ranking high in Search Engine Results Pages.
      • Crawl accessibility so engines can read your website
        • Enabling search engines to find and index my site
      • Compelling content that answers the searchers query
        • The site needs to answer questions in an interesting and engaging way.
      • Keyword optimized to attract searchers & engines
        • Be thoughtful with the composition of the website so that relevant keywords are featured in the articles
      • Great user experience including a fast load speed and compelling UX
        • The site needs to be streamlined so that it loads quickly, yet also has an interesting and engaging design
      • Share-worthy content that earns links, citations, and amplification
        • Content that engages your audience enough that they feel compelled to share it.
      • Title, URL, and description to draw high Click-Through Rates in the rankings
        • Thoughtfully considering article titles, the site’s URL, and description to make it compelling to someone, seeing it in a search, is very interested in clicking on the link and coming to the page.
      • Snippet/scheme markup to stand out in SERPs
        • Make the additional comments that show up on the Search Results Page engaging and encouraging the viewer to click over to the site.

What is SEO?

Carl Setzer
SEO Graphic

This quarter I studied SEO techniques, mainly working off of Moz’s “Beginner’s Guide To SEO”. Let’s take a look at some of my main takeaways. Today, let’s start with the basics: What Is SEO?

  • SEO is otherwise known as Search Engine Optimization. Essentially, this is a technique to strategize your website’s content to place better in the search results of Google and Bing. This requires deeply understanding your target demographics, what they are interested in, what sorts of things they search for, how they search, and the way they structure their searches. Also, you need to understand how search engines work. They crawl the internet, creating indexes of the content they find. Ultimately, SEO is about creating better organic search results, as opposed to pay-per-click (PPC) advertising campaigns. SEO has 20 times more traffic opportunities than PPC (via both mobile and desktop). SEO also pays off over a longer time.

Edit: corrected the link to Moz’s “Beginner’s Guide To SEO”. 

A Summary Of Google’s Webmaster Guidelines

Carl Setzer
Google Webmaster Tools

One of my assignments this week was to read through the Google Webmaster Guidelines and summarize their general recommendations.

  • Make sure your pages can get links from other pages. You will want to make sure you use crawlable links when you do that, which means using anchor tags (<a> with a href attribute).
  • Create a sitemap and ensure that it has links to all the important pages on the site. They also recommend having this as a “human-readable” list of links for those important pages.
  • Keep the number of links on a page to a “reasonable number”. They recommend “a few thousand at most”, which, to me, seems excessive.
  • Ensure that the hosting server supports the “If-Modified-Since” HTTP header, which is what informs the Googlebots when content has been changed since they last visited the page. It’s important as it saves bandwidth and, thus, networking overhead costs.
  • Use the robots.txt file well. It is important to ensure that the web crawler bots are not crawling non-important pages. Besides ensuring the robots.txt file has the right information, you also want to make sure that it is kept up-to-date. Doing these things ensures that your “crawling budget” is utilized well.
  • Another thing that you can do is manually submit your site to Google’s crawlers. This triggers them to head over to your site immediately, as opposed to waiting for it to be discovered crawling other sites.
  • Lastly, you should make sure that administrators of other relevant sites know about yours. Emailing an announcement, or posting such on social media is a great tool towards creating awareness of your site and garnering backlinks.

Facebook Annoyances

Carl Setzer

I’ve been managing Facebook and Instagram posts for a friend of mine for a while now (she’s a real estate agent just north of Seattle, Sarosh Altaf…check her out). And if you’ve spent any time with me, you’ll know that I’ve been doing that sort of thing for years, for a number of people and organizations.

So, this morning I post an article from a local newspaper about an art contest (Puget Sound Bird Fest poster art contest announced). Fun, great content to share and connect with the community. However, something with the way I posted the article made something with the Facebook algorithm think it was a job post. I didn’t catch that until we had a few applications come through. So, pulled down the post and sent apology messages to the applicants. A bit awkward, but nothing too horrible. What’s doubly puzzling, though, is that when I went and posted it a second time, from the publishing tools window, using the same language, hoping to see whether I missed something, or if it’s some weird “autocorrect” type of thing. But, nope, nothing. It posted the article on the way like I thought I had the first time. Weird.

Have any of you come across something like this with the spawn of Zuckerberg?

Great Design Example: Exquisite Poster

Carl Setzer

I’ve long admired Debbie Millman’s design chops. It was really awesome to see this poster she created for Print Magazine. Its elegance resides in simplicity and clarity. As a fan of Swiss Style as well as the Japanese minimalist ascetic, this really speaks to me.

What do you think?

 

Some thoughts on Bios

Carl Setzer

I was doing some research recently into the all important bio, that “about me” section of every website. I realize that there are some key things in every bio, and then some crucial differentiating elements.

Key things everyone should have in a bio:

  1. Who you are? You know, your name
  2. Company/Brand
  3. What do you do? Current function or role
  4. Values
  5. Your experience
  6. Some accomplishments
  7. A catch phrase is always great

Differentiating Features:

  • Should you write in the first or third person: this depends on your personal brand. Are you a huggy/feely type of person? I recommend a first person bio. One that provides human warmth and connection (using “I” and “me”). Now, if you’re highly professional, very analytical, very interested in keeping that professional boundary, then I recommend a third-person bio (ie: “Carl Setzer is…”, “he believes…”, that sort of thing).

So, like this one, many websites are written about you, so a bio might seem redundant. However, it’s not. It’s a quick overview and a great introduction. Also, a well done bio can be used on LinkedIn, Twitter, Facebook, etc.

I recommend you actually start your website efforts with your bio creation. It opens up so very much.

What have I left out? Let me know in the comments. 

Some Thoughts On The Tom Ferry Podcast

Carl Setzer

I listen to podcasts most every day, sometimes more than one. As I’m back working in real estate, the past few mornings I’ve listened Tom Ferry’s podcast. He’s a well regarded coach to high caliber agents.

Today’s edition was “Elevating Listing Videos to A Viral Art Form“. One of the touchpoints in this was a viral video created by the guests, Tim Smith (a real estate agent out of Orange County, California) and Chris Stacey (a film maker). The viral video, well, I should call it a film out of respect for the creators, was focused on one of Tim’s listings. This gorgeous, waterfront home is stunning, and well showcased in the video. But you’d never see it as a property home tour. It’s something unique.

I had to look up what a “Duffy” is (it’s a small boat…the video will define it better than I can). I’m afraid I’m ignorant of things super-wealthy.

Anyway, I found it clever and innovative. Not sure if this will change the nature of real estate videography, but it might. It certainly adds a new element that’s hard to predict.

So, give Mr. Ferry, Stacey and Smith your ears for roughly an hour. This discussion has value beyond real estate. It gives me some insight into where marketing as a whole could be heading. And I hope it does.

Watch “Marketing Strategies That Failed Spectacularly” on YouTube

Carl Setzer

Marketing is my current focus. I stumbled upon this list of terrible marketing notions. I think its great to study failures. It’s the second step to wisdom. Here’s what I mean. A wise person learns from his mistakes. The wiser person learns from other people’s mistakes. Now, the wisest person learns from others successes. I’m working on that, too.

Short Term Marketing Doesn’t F***ing Work

Carl Setzer

I just stumbled on Chris Chalmers (via this video, of all things). Chris was a DJ on a couple of local (Seattle) radio stations. Having helped many folks with their digital presence, I fully get what he’s talking about in this video. Short-term marketing, much less short-term thinking, doesn’t work. Not in the long run at least.

Marketing should be a well thought out and well planned element of your business. Strategic thought, analytics, and deliberate execution all play a part in building the long-term business.

I’ve seen too many folks expect a website, Twitter/Facebook/Instagram account to come in and rain money. 9 times out to 10 (99 times out of 100?) it’s not going to work. Regular focused posts, thoughtful interaction and the well timed/placed promotion are what gets you there. You should consider this to be a multi-year long initiative.