Should You Be Using Surveys?

Wednesday, May 16, 2012

Surveys get a bad rap. Mention a survey and people are transported back to days of terminally dull 8,000 question surveys administered by telemarketers who somehow always managed to call right in the middle of dinner. But surveys today can be as simple as checking boxes online. Does that mean it's a tool your company should be using?

Surveys are used for a variety of reasons; from product development to creating new services to learning how best to sell those shiny new products or services. Creating and administering surveys—to support or enhance other market research—can be a useful way to gather information that may help your business.

Below we've outlined a few things to keep in mind to get the most out of focus groups and surveys:

To get started, figure out whom to survey. By doing your homework beforehand, you’ll be able to pinpoint your target segments, whether that means new moms or recent retirees.

Once you know WHO to survey, you can figure out HOW. Focus groups can provide insight into attitudes or help solve a problem that’s in-depth enough that multiple choice questions would only scratch the surface. Surveys can gather information about a topic you already have a decent amount of information about. For instance, you’ve created a product and are working to focus marketing messaging around attributes of the product your target market values most. Insight gained from focus groups can also be used to help identify the questions to posit in your questionnaire surveys.

Make sure you choose a goal. Sure, a focus group can feel like an open ended endeavor, but choosing a goal for the outcome prior to the event will help guide the group to ensure you get the most out of your time together.

Forming questionnaires is an important part of the survey process. This is why conducting research beforehand (like a focus group!) is so crucial. You don’t want to end up with a bunch of “nice to know” questions that, while (you guessed it!) are nice to know, won’t actually help you accomplish much. Open ended questions can offer great insight but are also harder to quantify and analyze after the information is gathered. A combination of multiple choice type and open ended questions can often work best to give you a well-rounded view of your audience.

Done properly, focus groups and questionnaires can be very helpful when you start thinking about your marketing strategy. And, with online tools like SurveyMonkey and SurveyTool, creating and distributing a survey has never been easier. So what are you waiting for?

Is Google Plus Really a "Must" For Your Business?

Tuesday, March 06, 2012

When Google Plus entered the scene back in June, the newest player on the social media scene caused such a stir people began hailing it as "the Facebook Killer" before the service ever launched. Fast forward to 2012 and the social network has faded significantly. 90 million users sounds impressive, but not compared with Facebook and its 845 million users or Twitter's estimated 400 million or even Pinterest, the interloper soaring to make it the fastest site in history to land 10 million users.

Does that mean Google Plus is destined to go the way of Orkut? Can you skip it when planning your social media strategy? I'd wager you'll regret it. Adding another social media outlet that requires maintenance sounds like a bear, and maybe it is, but do you want to underestimate Google? I don't. Here's why.

Search marketing is a HUGE component of most internet marketing strategies. Companies spend millions to ensure their company ranks for search engines like Google, Bing, and Yahoo. Finding yourself in the coveted #1 search result causes tears of joy quickly followed by increased swagger when talking to the competition. Search matters.

Google is the world's largest search engine with 85% of global search traffic. It's generally accepted that Google dominates the search world, and that's not expected to change anytime soon.

Does anyone see a connection?

Perhaps a nice way to show this is to explain how Google itself views Google Plus. In a recent Information Week interview with Rikard Steiber, Google social and mobile global marketing director, the marketer referred to Google Plus not as a Facebook alternative, but as a progression of the social sphere into the things people are already using the internet for. The point, says Steiber, is not social interaction, but rather a push for relevancy in an increasingly crowded world.

That's an interesting distinction, and one worthy of our attention. As a concept, Google+ isn't a new Facebook. It's a new search marketing tool. But what does that mean?

A few things. First off, Steiber's relevancy. That's where those cute little +1s come in. The +1 is Google's way of letting you publicly approve something in search and share it on Google+. When someone else searches, they will be able to see how relevant or trustworthy results are by way of Google's +1s. Do your friends like this? Would they recommend it? Exactly. That's relevance.

Google Social Search. This is the one everyone's been talking about. Google's "Search Plus Your World" has begun to bring social search results into the realm of the public. Top spots that could have traditionally given users your company info may now be giving them their top social data, meaning getting involved with Google+ (Facebook and Twitter results don't factor in) is more important for brands who wish to hold on to search rank.

Google+ pages and how they rank. Google Plus pages optimized for the same keywords your website is optimized for are starting to show up in social search results at the top of results. Companies with Google Plus pages that they optimize for SEO purposes ARE RANKING HIGH ON GOOGLE SEARCH. And there is your bottom line. Can your business afford to give up search rankings?

Other reasons you should join in the fun...

Circles are easy! Imagining a world where you can easily disseminate different messaging to different segments of your social sphere is now simpler than ever!!

Less "noise" on Google Plus could work in your favor

It sounds counterintuitive, but less people using Google Plus right now could be good news for businesses; a message added today will stay higher on the page longer and require less refreshing, at least for the moment.

This is only the beginning. Really, with a powerhouse like Google behind it, the sky is very nearly the limit for the Google Plus world. Anything could happen, but you bet Google will do its best to encourage more usage of its service, not less.

Facebook Timeline is Coming For You! But What Does it All Mean?

Friday, February 03, 2012

I am sure by now we've all heard the big news: Facebook is rolling out its new Timeline feature - for all Facebook users - whether we like it or not. And from what we've seen from recent news articles and user polls, people definitely "do not like".

It was easy to see people were up in arms over the situation; what was harder to figure out was what about the Timeline had people so upset. Now, in the interest of full disclosure I should probably fess up here that several of us at Outlier had gone to some lengths to add the Timeline feature to our personal accounts. And, since we had done so, had fully enjoyed the new look and feel. In short, we do like. So why were people so unnerved?

Who gave the villagers those pitchforks?

After doing a little research, it seemed a lot of people liked the same things we Outliers did. Users' photos were now featured front and center, and information easily found by scrolling down through the timeline which ordered activity in a neat and tidy package--by month, and by year. The bad news was that it made this same information easier to find for everyone. Ghosts of youthful indiscretions past, long buried in users accounts, could now be easily accessed by a quick scroll down memory lane.

Some began frantically searching their accounts to find forgotten moments that were best left erased from memory. Others still simply deleted their accounts altogether rather than try to recoup their losses in a mad dash to "scrub" the accounts of dubious material.

Other concerns revolved around new features that allow people to "geotag" photos and comments (geotagging, a helpful tool for accessing all kinds of location-specific information, is an important tool for many location-based services) making it easier to pinpoint someone's exact location and path of activity. I can see why some might take issue, but weren't people already using this feature in other social media channels like Foursquare and Twitter?

I can't help but think that the biggest reason people are unhappy is because they're being told what they have to do. Nobody likes that. Maybe those of us who had already switched were less worried because we had chosen to adopt, rather than being dragged into the fray without our consent. In the end, the lesson for users seem familiar: be aware of your online privacy, take measures to protect yourself, and maybe stick with: "if I'd be embarrassed for my mom to see it, it doesn't belong on Facebook".

What does the new feature mean for businesses?

Good question. The new feature is not yet available for brand pages, but there has been plenty of talk about the next generation of business profiles (I know we would love to have a Timeline for the Outlier company page!) With a new similar Timeline feature, brands will need to consider new ways to engage audiences: more image space means more opportunities for graphics and promotions. A timeline could be a beneficial way to display content, enhancing or in some cases maybe even replacing a company blog. The point is, plenty of opportunities exist as long as brands are willing to change things up, do something different, continue to evolve, just as social media channels surely will continue doing, whether we like it... or don't.

Make Your Holidays Easier With Help From Outlier Solutions!

Monday, November 07, 2011

At Outlier we know you've got a long list to check off during the holiday season but not a lot of time to do it, which is why we're here to help make your holiday planning just a little bit easier this year .

Whether it's a custom-designed holiday card to tell customers you appreciate their business or a website that could use a holiday facelift, Outlier has the tools to make this holiday season your best year yet.

And don't forget--the holiday season is a great time to reflect on the past year as well as look forward to excitement in the coming months.

Here are just a few ways we can help liven up your holiday season, connect with customers, and ease your stress:

• Blogging and E-mail Blasts
• Custom Cards & Postcards
​
• Digital, Animated Holiday Cards
• Holiday Promotions
• Holiday Web Treatments
• Holiday Landing Pages
• Holiday Heater Graphics

This is the perfect time to reach out to customers and let them know how much you appreciate their business throughout the year.

Let customers know about the events of the past year. Talk to them about holiday activities and events you are participating in this year. And whatever you do, don't forget to let them in on all the great new products and services coming in 2012!!

Contact us today and let us know how we can add spice to your company's holiday punch!

Outlier Marketing Solutions: Public Relations and Press Releases

Wednesday, October 26, 2011

This is the final installment of our seven-part series focusing on Outlier's marketing services.

Public Relations is one of the most cost-effective and valuable services we offer at Outlier. Outlier can offer you our ability to identify a public relations opportunity, write a compelling article, and then use the power of the Internet and our own personal distribution list to circulate your publication.

Developing Good PR

• Have an article idea? We can wordsmith it.
• Need an article idea? Give us 15 minutes and we'll give you ideas.
• Want to get journal exposure, but don't have the budget for ad space? Outlier will work with you to craft a white paper showcasing your industry knowledge and expertise and then use our network to get the paper distributed and published.

Public Relations and the Internet

Distributing press releases and white papers to major search engines, news resources, and social media outlets ensures you receive immediate and broad exposure. Our public relations distribution services means Outlier reports on the activity and readership your article receives. We conduct keyword analysis and embed the keywords into your PR materials to ensure your article is returned in search results to drive more traffic to your web and ultimately generate more leads.

Outlier Marketing Solutions: Marketing Collateral, Print Design, Brochure Design

Wednesday, October 19, 2011

This is the sixth in our seven-part series focusing on Outlier's marketing solutions.

Marketing Collateral is a nutrition source for your brand. Outlier Solution's position as a devoted marketing firm and advertising agency can provide you with top of the industry:

• Print design
• PDF brochure design
• Direct mail advertising
• Graphic design for packaging
• Sales support materials
• Product advertisements
• Printed marketing collateral

With all marketing collateral, we will shop around to get the best quality and price available. We will design the literature, manage the project with the printer, show you all the proofs and keep you informed every step of the way.

Direct Mail Campaigns

From concept to delivery we can run your direct mail advertising campaign for you. The first step is getting the right format and message to grab the attention of your audience. Outlier Solutions will help clean the mailing list and handle the printing and delivery of the finished direct mail advertising piece to the post office. This is a great pre-trade show promotion tool to drive booth traffic.

Supporting the Sales Force

Whether you have a direct sales force or work with manufacturer representatives it is absolutely necessary to keep your team well stocked with brochures, product selection guides, and other forms of marketing collateral to help them advertise product features and benefits to potential customers. We specialize in training and communication and can show you easy ways to help your team sell more effectively.

Advertisements

Print or web, choose Outlier Solutions as your advertising agency and we will move you away from the crowd with an energetic and meaningful message.

Outlier Marketing Solutions: Search Engine Optimization (SEO) and Search Engine Marketing (SEM)

Wednesday, October 12, 2011

This is the fifth in our seven-part series focusing on Outlier's marketing services.

Search Engine Optimization (SEO) also known as Search Engine Marketing (SEM) is the process of creating a strategy that will enhance your listing on search engines such as GOOGLE, Yahoo!, and MSN. The algorithms used by the search engine firms are proprietary so it isn't possible to know exactly how a search engine will rank your site but there are many known influences. These include using rich content, having your site properly tagged, having the proper keywords, and links to and from your site.

The Strategy

• Conduct thorough keyword analysis
• Tag all pages, files, and images correctly
• Increase links to and from your site
• Advertise your site with Pay Per Click advertising
• Direct market your site with public relations and online news distribution

Keyword Analysis

Many firms have strong search engine ranking for trade names, and brands but more generic terms are difficult to secure. It is also tricky at times to nail down what the market calls your products.

For example: When Outlier Solutions started the search engine optimization project with Digital Control Systems in Portland, Oregon (manufacturer of temperature, speed and gas monitoring and control devices) they were referring to their line of HVAC products as CO₂ Sensors, but we found that customers more commonly searched for CO₂ Monitor and CO₂ Meter when looking for the HVAC products, and CO₂ Sensor when searching for laboratory products. So we re-categorized the site to make the differentiation clearer.

We will do the legwork for you as well to be sure you are targeting and reaching the correct audience.

Link Building Campaigns

The concept is the more sites that have links to your site and vice versa the better. This is for two reasons. First, it casts a wider net to attract visitors to your site. Second, it increases your "page rank" with search engines (especially with Google). We can help you increase your links with our marketing services and Public Relations packages.

Pay Per Click Advertising

Outlier Solutions is a big supporter of Pay Per Click Advertising because of the flexibility and accountability the programs offer, not to mention they are highly cost effective. There are multiple providers of this service and we have worked with all of them. Contact us for help with these campaigns if you have any questions.