PRISM
ime is the most perishable commodity of all. How we use it is a measure of our success. If we analyse our day, week, or year, how much time is productive? Of course we can’t be working all the time, but some resources can be working all the time. Two of most underused and abused resources are our websites and e-mail communications. Social media is also having a greater influence on how the world sees us and our companies. Opinions vary as to the advantages of allowing employees to surf the net and update their Facebook during the day, but social networking can be a useful business tool. It is another way of getting your message to market. Pages on Facebook and LinkedIn with videos on YouTube can spread your marketing reach. Fespa has fully embraced social networking and has specific goals for its activities in the medium. You can be certain that Prism, the Fespa UK association, will follow suit.
Linking your website to these social networks will also increase its visibility on the internet, which brings us back to making best use of e- mails and your website.
Get analytical
Google Analytics is an essential tool for tracking activities on your website, analysing the flow of visitors through a site and identifying elements of the site that could be changed to keep visitors interested and attract new visitors. Of course you want to get as many visitors to your site as possible, so giving it credibility by having links to other sites is useful. For example, members of Prism, the Fespa UK association, have a two way link to
www.prismuk.org, which links to
www.fespa.com and on to thousands of sites worldwide.
Visit us at
www.spdi-online.com January/February 2011 l SCREEN PROCESS AND DIGITAL IMAGING 25
Time is money T
Optimising a site for search engines is increasingly complex as engines are constantly evolving their techniques to link search requests to sites. The search term 'screen printer' brings up 52,300,000 results. Where is your website in this list?
A specialist in search engine optimisation (SEO) can advise on how to achieve a higher listing for your site. This will ensure that particular products or services get on the first page, ideally at number one. They will also be able to tell you how your competitors are managing. Other options include advertising with ad words, pay per click and sponsored links. This can be expensive but is worth checking out. Finally we come to sending out promotional e-mails that won't be deleted as spam. The process should start with clean information relating to individuals whose details you know are correct and whose permission you have to contact them. The data protection act
That's how the saying goes. Prism is here to help you spend it wisely, particularly when it comes to time spent on-line
provides severe penalties for consistent misuse of contact details.
Again, Google Analytics can tell what happens to your mails when you send them, including which mails bounce, which get through, which are opened and which links in the mailer are used. Another key feature is that if the contact does not want further mails they will be unsubscribed from the list. These systems are useful to monitor the effectiveness of a mail out. Whether you like it or not, social networking and a solid internet presence is a vital element in marketing, which is why Prism supports its membership on issues of e-commerce.
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www.prismuk.org
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