Posts Tagged ‘social media strategy’

Seattle SEO Tips – Calculating Your SEO Budget Using Anticipated ROI


If you’re planning on starting an SEO campaign, or hiring a Seattle SEO company to do it for you, then you need to know how much you can afford to spend on it. Your anticipated ROI (return on investment) is the easiest way to make that decision because it shows you how much you can expect to make in return. Unfortunately, you cannot estimate exactly how much you can earn, but you can find your anticipated ROI, which is how much you should make.

Finding your Average ROI

To find your anticipated ROI, you have to know a few things about your website.

  • How Much Traffic Do You Get Each Month?
  • How Many Sales Do You Make Each Month
  • How Much Does Each Sale Generate in Profit Revenue

These questions are a little more complex than they seem at first, especially because sales and value do vary depending on the item. For example, if you have 200 items varying between $1 and $200 each, then your value per sale can fluctuate a great deal. However, if you make 500 sales per month and earn $17,500 then your average value per sale is a median of $35. While this might vary per month, you can also do it per year. If you made $210,000 in sales in 2013, and roughly 6,000 sales, then your average sale value is still $35. For traffic, try using Google Analytics, or your analytics program of choice.
Profit Revenue is important because it suggests how much you actually make rather than perceived profit. If you’re only raising the price of your items 40% up from what you’re spending to make them then your profit off of $210,000 in sales is only $84,000.
Finally, you have to calculate your average conversion rate. If you have an average of 7,000 visitors per month and make 500 sales per month, then you have a 7.14 percent conversion rate.

How to Use Your Anticipated ROI

If you use the numbers listed above:
7,000 visitors = 500 sales = $17,500 = $35 per sale with a $14 profit off of each sale

Then you could estimate that if you drive 100,000 visitors to your website with a 7.14 percent conversion rate, then you could theoretically drive 7,139 sales. At the same profit margin rates listed above, that would make for $249,865 in generated sales or $9946 in actual profit. So, your SEO budget would have to be $9,900 or less in order to break even.

Because you want ‘ROI’, return on investment, rather than breaking even, your SEO budget should be around $5,000, which is where most good SEO campaign managers start their prices. Of course, you can scale up or down depending on your budget, your goals, and your ROI. Plus, if your sales generate around $100 in profit, you have to push far fewer sales in order to get a positive ROI.


One important thing to remember about SEO is that it can drive a great deal more traffic than estimated. You don’t always ‘get what you pay for’, because while 100,000 people might click on your website, the same could be said of 500,000 people. In addition, sometimes SEO depends on other factors, such as Google updates, competitors, and current ranking. If you want a real estimate of what your Seattle SEO manager can do with your budget, make sure that you talk to them first.


Put a Public Face on Your Social Media Strategy

Here at, we talk a lot about branding as part of a good social media strategy. At a very basic level, branding is about how we want a potential customer to feel, and what we want them to think, when they see our company out and about – in advertising, on Twitter, being interviewed…

Being interviewed? How can a ‘company’ get interviewed?

When it comes to branding there is one school of thought which believes that people are more likely to connect with a person, than with a faceless corporation. You will most likely agree with this theory, but it’s probable that you will also have ‘good’ feelings when you see a Coca-Cola advert. Of course, Coke have millions of dollars to spend on advertising and marketing, and their branding is all pervasive.

Small to medium companies with rather smaller budgets for getting their brand in front of people may benefit from having a spokesperson or public face of the company. This way, a company can go the usual branding route with online networking and information dissemination but also send their public face out to meetings, networking events, and conferences to relate to potential customers on a personal level. Having a spokesperson, who is represented as an expert in their field, also provides the opportunity for guest-posting, and being interviewed!, on other industry blogs and websites, which then creates link-backs to the company website, as well as positive feeling towards the spokesperson, and therefore the company.

There can be a downside to have a public face on a company, however. Firstly, what if they were to leave the company! Some fashion companies have avoided this by having anonymous public faces, such as @OscarPRGirl who ‘reports’ from inside Oscar De La Renta, and which could be authored by anyone. Secondly, the public face on a company should live according to the company’s ethos at all times when they are in public. As a representative of the brand, it would be hugely detrimental for them to be found acting in such a way as did not represent the brand. This is ultimately quite a responsibility.

What do you think? Do you have a public face for your company? How has it worked for you? Have you ever had any problems with this marketing route?

Why Social Media Makes Marketing Easier

What if you could reach five hundred local customers in just a couple of minutes? What if you could click just ONE button, and watch the product orders flood in? These are just a couple of promises made about why social media is going to be great for your business, and the kicker is – they’re true.

If you have 500 (or more!) followers on Twitter, then you can easily write and share a tweet in a couple of minutes. When you have engaged readers of your blog and website, you just have to hit ‘Publish Post’ to alert your community to the new, awesome, item you have, that will improve their lives no end.

Long-time readers of social media advice might notice that we left out a couple of steps. In order to get 500+ local, relevant followers on Twitter, someone has to put in a concerted effort to make your fan base aware of your online presence. The same with creating that blogging community, or finding Fans for your Facebook page. Social Media makes it so much easier to share news and information, but it’s no longer a case of ‘If you build it, they will come.’

Social Media Marketing needs to be fully integrated into all other avenues of marketing

This includes print and tv marketing, if you want to see your marketing campaign achieve its full potential. If you’re a big enough brand, then maybe people will make the effort to search for you on Facebook or Twitter, but smaller companies will need to make it as easy and as clear as possible to potential customers where they can be found on-line.

Integrating social media into a print or tv marketing campaign need be no more taxing than adding in your Twitter handle where you already have your address and telephone number onto your next batch of catalogues or flyers. Use traditional marketing to pull people in, and engage them on social media to keep them interested in and aware of your brand.

Have you successfully used traditional print marketing in conjunction with social media marketing? How did it go? 

Five Ways Companies Get Social Media Wrong

  1. Social Media is not the place for the hard sell

It is incredibly common for small businesses to merge Sales with Marketing and spend all their time on Social Media trying to push people to buy, buy, buy. Unfortunately, this hard-sell strategy doesn’t work.  Most social media users don’t scroll through their timelines wondering what they can buy that day – users are looking for entertainment and information.  Provide value and your potential customers will keep coming back to you.

Social media is about building relationships and growing trust. So when your followers are wondering where they want to shop, or who they want to have a business relationship with, your company name crops up first.

  1. Social media isn’t all about self-promotion

People will follow your company because they want to know what your business is doing and when your next event or what your next special offer is, but remember that party where you got stuck with the guy who wouldn’t stop telling you about his speedboat, and never asked any questions?

You may feel like that update that doesn’t have a link to your site or product is a wasted update, but imagine the valuable feedback you could receive from your followers by asking a couple of questions a day about your brand image, latest product, or most recent conference. Thank the responders by name, and you might just have a customer for life!

  1. You don’t have to be on all of the platforms

At we keep on top of all the social media platforms in order to best advise our clients, and from our research we can tell you this: some platforms are more appropriate than others for certain businesses. Rather than spread your limited budget over ten social media accounts, pick two or three which already appeal to your target demographic and focus your efforts there.

  1. Don’t try and keep up with the big brands

Just like in tip #3 – as a small to medium-sized business, you have limited resources for marketing or promotions. Huge brands can afford to host big-ticket giveaways to promote their new products or services, but giving away a heap of iPads might be outside of your budget.

Instead, think creatively and work out something relevant to your business – find something that your target market will appreciate and which showcases your company’s particular skills.

  1. Social media isn’t “free” or “additional”

Social media is not something that you can just tack onto regular marketing campaigns, or entrust completely to the new intern. Many companies that treat social media in this way are the first to complain that social media is useless. Social media should be fully incorporated with marketing strategies from the beginning, with an employee whose job description requires that they spend a certain amount of time actioning these strategies. With dedicated time, and money going towards social media strategies, the improvement in ROI should be immediately noticeable.

If you don’t have the manpower to administer your own social media marketing you may consider partnering with a company that specializes in social media strategy – like the team at  With a little time and patience, your business can attack the  social media vertical with success.

Have you noticed any of these pitfalls in your own social media strategy? Do you have any other social media mistakes to add to this list?

Is Your Business Truly Social?

This year, the Harvard Business Review analyzed the backgrounds of the CEOs and Directors of America’s largest companies and discovered that only 9 companies, 2% of the Fortune 500, are ‘highly digital’. It seems as though we all understand that social networking for companies is important, but when it comes to integrating social media into business practises, many companies just don’t go deep enough.

According to The Social Skinny, 65% of the world’s top companies have an active Twitter profile.

So how is it that only 9 of the top companies are rated as ‘highly digital’ by the Harvard Business Review? To qualify as ‘highly digital’ a company must generate a high percentage of revenues digitally; its leadership (both the CEO and the Board) must have deep digital experience; it must do business significantly enabled by digital channels; and must be recognized as transformational in its industry.

Many companies see social networking as an add-on to their marketing department. Something which they know they ought to have, but which they don’t necessarily accord a substantial amount of resources. It’s no surprise then, that many Board members of Fortune 500 companies don’t have a deep digital knowledge, even though this prevents them from becoming a truly social, and highly digital, company.

It’s also true that while many companies will have active Twitter profiles, they may not be using this channel to its best advantage. Without a thorough knowledge of social networking, many companies are just shouting their offers into the ether, with very little engagement or feedback from customers and associates.

So how can you create a truly social business?

You could take the time to read up on social media advances and techniques, and encourage your staff to do the same, then put that knowledge to use on your various platforms. Or you could bring in the professionals. Save your time and energy to focus on your products and services and let start building your social networking strategy.

Use Instagram to Promote your Brand

You probably heard about Facebook purchasing Instagram for a cool $1 billion back in April, and you probably already have a Facebook page for your business, because that’s where all the cool kids are at, right? So now that Instagram has accepted Facebook’s friend request, how can you use Instagram as a part of your social media strategy?

The best part about Instagram for businesses is that it can be seamlessly incorporated into your current social media campaigns. The app allows you to share your photos via Twitter, Facebook, Tumblr, Posterous and Foursquare simultaneously, so you can take one photo, render it beautiful/quirky/vintage with Instagram’s processing features and share it immediately with all your followers on each of these platforms, all from the comfort of your phone.

When it comes to the actual photo, it isn’t necessary to snap the pic through the Instagram app. It’s possible to use photos taken previously through the phone camera, or even upload photos from your computer to your phone and pass them through Instagram. If you’re running an advertising campaign and want to get some high-quality snaps out there on the platform, that’s the way to do it. However, Instagram users prefer real-time shots of actual events, so if you, or someone in your company, is present at the shooting of an ad, a behind-the-scenes sneak-peak might just make more of a splash than a photo which they’ll soon be seeing on billboards everywhere anyway. Major events are getting on board with this idea, even going so far as to employ teams of people to snap away behind-the-scenes, creating an instant avenue for users to talk about the attendees.

Creating user-generated content is easily done with Instagram too. Tiffany’s used the hashtag capability in a recent promotional campaign, asking users to tag photos ‘trueloveinpictures’ and then creating a microsite showcasing the photos; a site which generates droves of traffic, daily. Tiffany’s has created a relationship with Instagram users, while receiving free content and a whole heap of publicity. It’s a perfect example of the possibilities which Instagram provides for businesses.

Do you think that Instagram is a good way to promote your brand? How would you use it?

Social Media Marketing News – LinkedIn Announces New Features

Are you making the most of LinkedIn for your business? LinkedIn doesn’t think so! That’s why they’ve just announced two new upcoming features for company pages – ‘Targeted Updates’ and ‘Follower Statistics’.   At, we’re dedicated to keeping ourselves at the cutting edge of social media marketing, and using that knowledge to put your business in front of as many eyes as possible. Early figures from these updates suggest that targeting specific portions of your followers could improve audience engagement with your company by up to 66%. That’s traffic which you can’t afford to lose out on.

Targeted updates mean that you can put relevant information in front of the people who are really interested in it. Say you have a product which you market to small-to-medium businesses and one which works better for larger companies. Now you can choose which size company sees which LinkedIn update. You can also segment your updates according to industry, job function and geography. With this kind of targeting, you can afford to share more information more frequently via LinkedIn. Where you previously, perhaps, updated three times a day in order to catch people on their lunch breaks and other peak browsing times, now you’ll be able to update more often without appearing to be spamming.

Targeted updates works in tandem with follower statistics as you can check out engagement levels, update impressions and recent followers. You’ll be able to see within days whether your targeted updates are reaching people, and improving engagement. This then provides the means to create bespoke marketing strategies for each area of interest among your followers.

Want all of the benefits but can’t spare the time? Let do it for you. Social media strategies are our speciality, and we can’t wait to get to grips with this new way of increasing follower engagement!

Make the Most of Linkedin for Your Business

As a web design and web developmentsearch engine optimizationsearch engine marketing and social media marketing firm, we like to keep on top of the trends – and exploring trends on LinkedIn is no exception.  We stumbled across this article that boasts 10 LinkedIn Tips for Professionals, that says:

Despite the hype over Twitter and Facebook, Linkedin offers the greatest opportunity for professionals to make connections that lead to business.

We agreed with Ian Brody’s article, especially the following tips

1. Don’t make your profile look like your resumé.  Brody says that the number one temptation when setting up a LinkedIn profile is to fill in all those prior job slots, but that’s ineffective where LinkedIn is concerned.   The business connections that you’re looking for are going to want to see solution-oriented details.  Add the business name and title, leave out things like,  “managed four people who perform business-related tasks.”   Explain where you went above and beyond the basic job task, improved something, saved money, or where you were excelled and were just plain awesome.

2.  Find Connections – Know your Strategy.  LinkedIn is social, and there are a lot of professional networks on LinkedIn, where you can flex your knowledge and show off your skills – for example, you might find us in the group.  Of course, like any social network, it’s best to get a feel for the pulse of the community.  Listen, watch and learn; find out what other pros in your industry are doing and saying and be cautious at first about sharing dissent.  Like anywhere (or any social network) first impressions are lasting impressions.   And Ian Brody notes, “Create a connection strategy to build valuable discussion.”

3. Ian Brody suggests updating your status to remind people what you do, and what you’re currently working on.  If you connect with a lot of people, staying current with status messages can do anything from help you connect with someone who’s looking for YOUR expertise to keeping you up to date on news in your field, to helping you and your brand grow in ways that your clientele are looking for.

What do you think readers?  Have anything to add to Brody’s tips for LinkedIn?

If you’re curious about how to use LinkedIn for your business, contact to find a strategy that fits your social networking needs, as well as the social tools that simplify your social media integration.  We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.  If you need creative ideas, easy implementation, and a limited investment into your social media campaign, has experts available to assess your needs, provide excellent customer service and innovative marketing tactics before you’ve even signed a contract.

The State of LinkedIn

Have you ever wondered how LinkedIn actually affects your business?  Ever asked yourself why LinkedIn is important to your company’s potential?  At, we’ve been researching ways for businesses to use LinkedIn to build a better social media strategy.

The State of LinkedIn 2011

Having your business profile out there on the web WILL help increase your organic search results, so if you’re not optimizing sites like LinkedIn, you’re not fully optimizing your search engine potential.   LinkedIn also helps your business look more complete, and is an established tool for reputation management – especially through customer testimonials.

LinkedIn is also a powerful tool to analyze your company and its connections through your employee network. An article on Mashable notes that, “…it will automatically calculate your company’s median age, top schools, and other companies that they are well-connected to.”  This can be effective for recruiting job candidates, and networking in your industry.  Through LinkedIn you have the ability to post polls, and receive answers, letting your business know what your clients are interested in, and keeping you up to date on industry standards.

If you’re curious about how to use LinkedIn for your business, contact to find a strategy that fits your social networking needs, as well as the social tools that simplify your social media integration.  We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.  If you need creative ideas, easy implementation, and a limited investment into your social media campaign, has experts available to assess your needs, provide excellent customer service and innovative marketing tactics before you’ve even signed a contract.


Time Your Social Media Efforts for Maximum Effect

We found a cool infographic on the best times to send out social media posts.  We like to couple this with the Problogger strategy for blog postings when we’re considering the best way to send out social media messages.  This is a great infographic to keep in mind – especially if you’re using something like HootSuite to schedule your posts.  The original post says,

Included are stats for Facebook and Twitter on what days and times are best to maximize the audience size and the possibility that your content will be both found and shared.

science of social media

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, can help you build a Social Media Strategy that reflects your unique brand, draws and keeps visitors on your page.  We help implement exciting content and social tools that will make your business stand out.  From a one-time site analysis to full search engine optimization strategy and execution, can help your business grow.

© Copyright © 2012 Rory Martin Inc.