Posts tagged Media

Internet Marketing Agency, fishbat, Discusses the 3 Best Social Media Platforms to Utilize for E-Commerce – Yahoo Finance

Internet Marketing Agency, fishbat, Discusses the 3 Best Social Media Platforms to Utilize for E-Commerce
Yahoo Finance
20, 2016 /PRNewswire-iReach/ — fishbat is a leading Internet marketing agency which combines proven digital marketing strategies that include search engine optimization (SEO), digital ads, and social media optimization (SMO) to help businesses

and more »

View full post on seo optimization – Google News

New EU copyright rules: basic fairness or punitive media subsidy?

Europe sees a fairer marketplace, Google sees a bonanza for lawyers.

The post New EU copyright rules: basic fairness or punitive media subsidy? appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

View full post on Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

AJSSEO Provides Search Engine and Social Media Optimization to Help Clients Boost Sales – Digital Journal

AJSSEO Provides Search Engine and Social Media Optimization to Help Clients Boost Sales
Digital Journal
Digital marketing company, AJS SEO provides its clients with search engine optimization (SEO), conversion rate optimization (CRO), local SEO and social media profile optimization services, helping them drive traffic to their website and increase sales.

View full post on seo optimization – Google News

Seven innovative social media marketing tools you should be using

Is your social media marketing campaign a little lackluster? Are you getting results, but not nearly to the scale you would prefer?

Many marketers face this problem, especially given the constantly evolving nature of social media.

What makes social platforms so unique is that they are impacted almost entirely not by the features they provide, but how people use them.

Twitter was developed to be a micro blogging platform, but users constantly find ways around the character restriction.

Facebook was meant for only communicating with people the user knows in real life, but the average user now has dozens of people they have never met on their feed.

Since social media is ultimately defined by how it is used at any given moment, it can be hard to customize a marketing campaign to properly meet its complexities. But that doesn’t mean it is impossible; with the right tools, it become infinitely easier to achieve.

Here are seven innovative social media marketing tools that you have to check out.

1. Yotpo Instagram Curation

Yotpo Instagram Curation

Yotpo has just launched a cool Instagram tool to play with. I don’t really think there’s an alternative. The tool lets you search Instagram using as many search terms as you want within one search results page.

You can interact with search results in two ways:

  • You can public any content to your pages (thus curating Instagram content into your brand and product reviews)
  • You can ask for permission to re-publish any Instagram update (Thus engaging with your (future) customers and niche influencers on Instagram)

Finally, you can display curated Instagram photos on your product pages using Yotpo widget that helps you convert more visitors into customers and building loyalty.

2. UpContent

UpContent

Content curation is a pretty steady part of social engagement at this point. But it is also one of the more time consuming, and that means your ability to take part in it, while still focusing on proper branding, is a little bit limited.

I like UpContent because it makes the process a million times easier and faster. They have some really great filters that customize your searches beyond the usual ‘most related’ and ‘most recently uploaded’. Plus it integrates with both Hootsuite and Buffer, both tools most of us have at this point.

3. Introduce

Introduce

When are you most active on Twitter? What have your favorite influencers been up to? What are the stats of the competition on the social network? Introduce answers all of that and more, with nothing but a Twitter handle and approximately ten seconds of analysis time.

Find out anything you need to know about someone’s Twitter habits, including your own. It makes customizing your strategy much easier, if you know what others are doing. This tool will make relationship building and lead generation on Twitter much easier!

4. Wiserbots

Wiserbots

Facebook has been opening their chatbot service up to brands on a mass scale, and a lot of people are taking advantage of it. Unfortunately, making automated chatbots can be a difficult process. We are talking about artificial intelligence, after all. If you don’t have the expertise to make an AI, or the money to hire someone to do it for you, what you need is a tool that makes it easier.

Wiserbots is that tool. It guides you through the process, automates much of it, and lets you make a smarter bot to boot.

5. Linkedin career app

Linkedin career app

There are actually several LinkedIn apps that you can choose from, and any one of them might be useful to you. But my personal favorite is LinkedIn Job Search.

Did you know that almost two-thirds of Fortune 500 CEOs prefer LinkedIn as their choice social network. This makes Linkedin a goldmine for finding a dream job in an interesting startup!

You can search out jobs in your professional network, get notified of new career opportunities and use your existing connections to be approved. If you want to find a better way to network on a B2B level, this is definitely how to do it.

You will get access to various tricks on how to improve your employability by completing your profile, adding achievements and requesting recommendations. Writing a solid Linkedin resume is actually huge. I’ve always envied people who can describe their career path with lots inspiration and creativity. I am not like this. I hate talking about myself.

Here are some tips on improving your Linkedin profile if you are on a job hunt and planning to use the app.

6. BundlePost

BundlePost

What if you could create tailor made posts, properly researched and hashtagged, for 3 – 5 days ahead of schedule, and do it all in 20 minutes max? Well, you would probably lose your mind, because scheduling posts is one of the most annoying and time consuming parts of social media marketing, right?

BundlePost allows you to do this, automating much of the process so you can do more, in less time, with better results. Leaving your time open to engaging in a meaningful way with your audience.

7. PhotoSync

PhotoSync

It may sound kind of funny, but out of everything that drives me crazy about social media marketing, it is moving images and videos from one place to another. Because Instagram only works on mobile, it throws off my entire process. I hate using the Hootsuite mobile app, which is how I was doing things before.

Now I just sync up all of my media through all of my accounts and devices using PhotoSync. It has made my days much less frustrating.

Do you have an innovative social media marketing tool you think belongs on this list? Have you used one of the tools above? Let us know in the comments.

View full post on Search Engine Watch

36 indispensably useful social media tools for your business

Social media management can become very time consuming, and that’s why we have compiled a list of some of the best tools to enhance your social efforts.

Whether you’re a small business or a large corporation, these tools can be useful for everyone trying to create a consistent social presence.

And many are free to use…

Social scheduling

Hootsuite

Hootsuite is among the most popular social media management platforms, offering an overview of all your social networks (Facebook, Twitter, Youtube, LinkedIn, Instagram), along with the option to create and schedule content, analyse performance, and monitor your favorite topics and hashtags.

It also features a Beta Campaign Builder, which makes social campaign creation even easier.

hootsuite-core-analytics-screenshot

Buffer

Buffer is another popular option for social media management, focusing on content creation and scheduling, with a user interface that makes the process easier and faster.

What’s more, its Business version offers powerful analytics for content scheduled through the platform, analysing  engagement,  reach, the clicks on each post, and also the performance of your profiles at set or custom periods of time.

My favourite feature is the quick ability to re-buffer content, to spot for example the most successful posts and load them again at your posting queue, after any necessary editing.

Buffer

Sendible

Sendible is a powerful social media management dashboard, blending content creation, scheduling and analysis of social accounts, also offering brand and reputation monitoring, along with Social CRM to turn followers into clients. 

MeetEdgar

Edgar allows you to organise and schedule your content in order to make sure that your social networks (Facebook, Twitter, and LinkedIn) never run out of content.

What makes it special is the ability to load content to your library depending on its category, set your preferred posting schedule and let Edgar handle the rest.

SocialOomph

SocialOomph allows you to schedule content on your social networks, monitor your social activity, track keywords, and find the right people to follow.

CoSchedule

WP_FeatureGraphics_WPCal

CoSchedule is another useful tool to help you create, organise, and schedule your social posts and what makes it even more effective is its integration with a WordPress blog, which can help you plan, create, schedule and promote your editorial content.

Sprout Social

Sprout Social is a complete social media management platform, allowing you to schedule, publish, and analyse your content.

Moreover, it is offering a useful social customer service directly through its platform, with the reports on engagement and trends providing useful insights on your social activity and the topics you want to follow.

Monitoring

TweetDeck

Tweetdeck

TweetDeck may remind you of Hootsuite’s interface, but it is focused on Twitter, offering a complete experience for scheduling content, monitoring activity, tracking mentions, hashtags, topics, etc.

It can be very effective in real-time tracking and it even allows you to manage multiple accounts.

Brand24

Brand24 have been used by many brands as an efficient way to track real-time information, whether it’s about social insights, competitors, trending topics, or mentions.

It even provides an influencer score to help you discover the right people, along with a sentiment analysis to filter each mention.

Klear

Klear (formerly known as Twtrland) allows you to monitor, report and analyze social users, finding the right people for each occasion by accessing 500 million profiles, 60,000 categories and 5 years of historical data. 

Brandwatch

Brandwatch offers social insights and monitoring of a brand’s social conversations, while there’s also the option to analyse trends, hashtags, people to find what’s relevant for your brand.

The coverage of more than 80 million online sources makes the platform very effective, with social listening, reputation management and competition monitoring making ROI easier.

Social Clout

Social Clout is another monitoring tool that allows you to track even in real-time conversations in Facebook, Twitter, Youtube, LinkedIn, or Instagram, while it also offers keyword research, analytics, sentiment analysis and competitive analysis.

Analytics

Facebook Insights

Facebook Insights is a reliable analytics platform for Facebook Pages, as it offers the main insights that are relevant for brand pages.

From the best times to post to a basic analysis of the audience, it can be a useful starting point for the analysis of the most successful posts, while “Pages to Watch” can also help you track your competitors.

Twitter Analytics

Twitter Analytics is simple but still effective to analyse the performance of your tweets, the impressions, the engagement, the followers, also featuring the top tweets, the monthly performance and the visits to the profile.

twitter anal

Buzzsumo

Buzzsumo is used by many brands as a powerful platform to analyse the content that performs better for any topic, or competitor, providing social data for any page.

This can be very helpful for a brand trying to understand the type of content that works well, from the topic, to the right social channels.

It is also useful for finding the key influencers for each case, while it can show the most shared posts for each topic, useful insights into what people talk about (and how a brand can jump in any of these topics).

BuzzSumo

LikeAlyzer

LikeAlyzer is another useful tool that helps you analyse your Facebook Page and the effectiveness of your content.

It helps you explore the best ways to handle the content of your Facebook Page by monitoring and comparing what could lead to further success.

FollowerWonk

FollowerWonk was created by Moz to analyse your Twitter profile, helping you discover, measure, optimise your efforts, while it may also be useful when you’re trying to discover the right influencers.

It’s an easy way to sort your followers by the number of tweets, following, followers, or even the social authority.

Crowdbooster

Crowdbooster helps you measure and optimise your social media efforts, providing real-time data, hashtag reports, analysis of your most popular posts on Facebook and Twitter, while it may also help you discover the most engaged fans and followers.

Audiense

Audisense (formerly known as SocialBro) offers a free tool for Twitter users (with up to 5000 social contacts -both followings and followers-) allowing you to analyse your followers, their region, their interests, segmenting them accordingly, and also helping you discover more relevant people to follow.

It also helps you select the best times to tweet. Although it might not be suitable for brands, it’s still a useful tool you might want to try out.

Monitoring Hashtags / Trending topics

Spredfast

Monitor online conversations, search for hashtags and find what’s relevant for your brand. There’s also an option for optimal scheduling time and management of multiple social accounts.

Hashtagify

Hashtagify

This is another popular option for discovering, analysing and amplifying your content through the search of the right hashtags, but also the right influencers.

Keyhole

Keyhole is a real-time hashtag tracker for Twitter, Instagram and Facebook, helping you discover the best opportunities for your brand to jump on a relevant trending topic.

Tweetbinder

This is another popular option for big brands, as it helps you analyse, curate, display, and search for hashtags, keywords, and mentions in Twitter and Instagram.

Creating visual content

There are many tools for visual content creation and here are only some of them, giving you an idea of all the different ways that you can create visual content to improve your social efforts.

Canva

Canva

Canva is probably among the most popular choices for the creation of visual content and it’s extremely useful when trying to create the right visual content for each social network.

From the customization of imagesize, to the numerous available templates, it’s a reliable solution for any type of image that you want to have ready as fast as possible, without compromising on its quality (and without being a graphic designer).

Pablo by Buffer

Buffer has built Pablo to help you create visual content while you’re using its scheduling platform, offering a simple and fast solution for your social posts.

It may not be as powerful as Canva, but it still has a large library of images and it helps you create appealing images for all the popular social networks.

Adobe Spark Post

Adobe wanted to create its own quick solution for visual content creation, and it created Spark Post, as an alternative to Canva. In fact, there’s a big similarity between the two.

Stencil

Stencil (formerly known as Share As Image) is another useful option for the quick creation of visual content, offering more than 700,000 backgrounds and 200,000 icons for you to create the perfect image for your social post.

The user interface is simple and effective and you may save your image as a template to speed up your next creations.

More options to consider

IFTTT

IFTTT

IFTTT is a powerful automation platform that can be useful in many different ways. It relies on the “cause and effect” and it helps you link one platform with another, to simplify your posting on social media.

For example, you can activate the option to automatically post all your Facebook posts to LinkedIn, which means that IFTTT will save you time from manually doing it on your own.

Moreover, you can activate the option to save all your Instagram posts to Google Drive, to create a backup of your posts.

There is a large database of available “recipes” and I suggest you try this out, as it can be very useful, though it’s always important to keep automation in moderation to make sure you don’t surrender too much control over your social posting.

AgoraPulse

AgoraPulse can be very useful for your the management of your Facebook and Twitter presence, offering customer relationship management software, applications, analytics reports, contests and more.

Socedo

Socedo is a very useful tool for the automation of the lead generation through social media. It works with Twitter and LinkedIn and it may help any business find the right leads and include them in its sales funnel.

SocialFlow

SocialFlow allows you to manage all your paid, owned and earned campaigns in a useful platform that also helps you discover the posts that would be relevant for your business.

It also offers keyword tracking and the right segmentation to increase the effectiveness of your campaigns.

Inkybee

Inkybee is very useful when you’re trying to discover the right influencers and celebrities that could benefit your brand’s social efforts.

Bit.ly

Bit.ly may be known as a link shortener, but it is also has a useful analytics platform to monitor the effectiveness of your posts.

As it can be integrated in all your editorial and social efforts, the analytics platform can become very useful.

Tailwind

Tailwind

Tailwind is a very useful tool for your Pinterest and Instagram marketing efforts.

It first started focusing on Pinterest, helping you discover content, schedule posts, monitor conversations, launch promotions and analyse its results, but it soon expanded to Instagram, making it even more appealing.

Tweepi

Tweepi is a tool focusing on Twitter, helping you discover the right influencers, interacting with them and keeping track of the engagement and the way the conversation goes.

Little Bird

Little Bird is another tool that helps you discover, target and engage with influencers on social media.

In summary

There are so many tools out there that we could add to this list, so here I’ve listed a mixture of the most popular tools, along with some lesser known ones that could be useful for you.

Feel free to bookmark/share/save this list for future reference and we’d love to hear your own suggestions for additions.

View full post on Search Engine Watch

Is Donald Trump’s earned media hurting his brand?

The 2016 US election features a presidential candidate like no other.

Donald Trump, the Republican nominee, has more than 30 million followers across all of the social channels he’s active on, and on Twitter, his most prolific channel, he has over 10 million, approximately two million more than his opponent, Hillary Clinton.

What’s more: he’s besting Clinton in engagement, generating double the number of retweets and three times the number of likes.

Trump’s willingness to speak his mind, online and offline, has arguably been both a blessing and a curse, but one thing is for certain: it has attracted a lot of attention.

How much? By some estimates, Trump has already generated more than $2 billion – yes billion with a b – in earned media.

But according to data gathered by local search and discovery app Foursquare, the attention Trump has garnered isn’t driving increased foot traffic to properties he owns or that bear his name. In fact, it might even be driving people away.

There’s no such thing as bad PR, or is there?

Foursquare, which counts some 50 million users, says that since the Republican presidential nominee launched his campaign in June 2015, Trump-branded hotels, casinos and golf courses in the United States have seen their market share of foot traffic decrease, and that the decrease has intensified since spring:

Before Trump announced his presidential bid, foot traffic to his properties was steady year-over-year — and maybe even saw a small uptick. After he entered the race, his branded properties failed to get their usual summertime traffic gains. In August 2015, the share of people coming to all Trump-branded properties was down 17% from the year before.

These losses stabilized to single digits for a number of months, but as Primary voting season hit full swing in March 2016, share losses grew again. Trump properties did not get their usual springtime bounce of travelers and locals. March share was down 17% once more.

Several properties, the Trump SoHo hotel in New York City, the Trump International Hotel & Tower Chicago and Trump Taj Mahal casino resort in Atlantic City, appeared to be the hardest hit properties, with market share of foot traffic down between 17 and 24% year-over-year.

It should be noted that the Trump Taj Mahal, which is closing at the end of August, bears his name but is not owned by Donald Trump.

Trump stats

While it’s difficult to conclusively establish cause and effect, Foursquare did observe that the decreases in Blue States “[run] deeper than the national average” and that visits from women to Trump-branded properties are down sharply.

Given the candidate’s high unfavorability ratings with Democrats and women, Foursquare’s segmented data hints at the possibility that at least some of the declines could be a result of the properties’ association with the Trump name.

trump stats2

Either way, Foursquare’s data, which has been normalized against Census data, seems to suggest that all the earned media Trump has gained through his presidential bid has not increased the share of foot traffic to Trump-branded properties.

So even if there’s no such thing as bad PR, bad PR apparently isn’t always good.

View full post on Search Engine Watch

Search Engine Optimization How To: Get Page One Of Google With Sky High Media, Colorado’s #1 SEO Agency – Benzinga


Adeo Group (blog)
Search Engine Optimization How To: Get Page One Of Google With Sky High Media, Colorado's #1 SEO Agency
Benzinga
A specialist in local and national SEO in Denver, Sky High Media has been voted the best SEO agency in Colorado. It is also now the #1 rated SEO on LinkedIn, out of a listing of the Top 100 professionals in the field. The search engine optimization
SEO TIPS YOU MUST FOLLOW IN 2016!Adeo Group (blog)

all 5 news articles »

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Social media: look before you leap

Social media puts your message in front of your audience instantly. With millions of active users and real time engagement, social is a great tool to distribute, engage and communicate.

But it comes at a cost.

If updates are misconstrued or perceived to be negative, you have very little control over the knock-on effects. There have already been some laughable social media fails which have gone viral for all the wrong reasons.

In this post we cover how you can mitigate this risk and ensure your audience get the most out of social media to make it work for you.

The common blunders

Every company’s social media account is in the public eye, it’s one of the first places people will go to investigate you as an individual and as a corporate brand, and first impressions here are everything. From your profile to your posts, new visitors will investigate your social media footprint.

These are some common mistakes on social media that are easily avoidable:

  • Hashtag fails: using the wrong hashtag can be a mistake, but jumping on trends without context will confuse or even offend other social media users.
  • Broken links: we’re all guilty of this one, but getting a 404 after clicking on a link on social media is incredibly annoying. Sometimes when scheduling a post, a space gets left out between the link and the text surrounding it which will break the link, so watch out.
  • Competitor content: this seem like a no brainer, but it happens all the time. Promoting competitors content positions them as thought leaders, not you – so go lightly on the retweets or shares.
  • Poor profile: sounds simple. Make your profile killer with a top quality image, header and description.

All of these negatives aside, social media is still a fantastic place for your company (and your team) to make connections and identify prospects.

Plan, process, professionalism

Social media works most effectively when there is a detailed process followed meticulously behind the scenes. The process should document responsibilities for scheduled content, responses to conversations and ensure that all content is proofread before it is shared.

Individuals understandably want control over their own accounts. By giving the right social media training and process your team can start to make social work for them. This also gives you the chance to effectively communicate the business’s social media expectations.

After all, if they’re tweeting or sharing from their personal accounts, they’re still representing your company.

Un-Automate

Don’t get me wrong I love automation, heck I’m a lazy millennial. To truly engage we need to step away from automation. This puts the power back in your hands to have conversations and build relationships with people that matter, automated trash will move away from that.

With automation you can schedule posts weeks or even months in advanced. This can be incredibly dangerous as content may not be appropriate or relevant then and could end up offending people. Some large organisations have seen the effects of this with Tesco tweeting about hitting the hay in the middle of the horsemeat scandal.

Even outside of social media automation fails happen daily, this email from Ryanair was put live after the referendum result which was clearly hoping for a different result!

RyanAirFail

Automation is incredibly handy, but scheduled messages need to be checked before they go live. A documented social media process will also prevent such mistakes happening to you.

Audience research

I may be the first person you’ve heard say this, but social media isn’t for everyone, and to keep all the plates spinning takes a lot of time and effort for any marketing team.

Focus your attention on the platforms that bring you the most reward and research how to be as effective as possible through these channels. This can be one or two key social networks to start with, and if you need to expand to other social networks you can.

Think about where your audience are most active, how easy the implementation will be and what sort of content and engagement you need. This will lead on to key digital metrics within social media to measure ongoing to prove success.

Social media is a great place for you and your team to spend time. With the right research, strategy and processes in place you will build the foundations of a clean social footprint and ultimately make the right first impression as well as deliver the results you’re looking for.

Have you had any interactions with companies you’ve been impressed by? I’d love to hear from you.

You can tweet Jason @jj_stockwell or connect with him on LinkedIn.

This article was originally published on the Modern blog and and is reprinted with permission.

View full post on Search Engine Watch

Long Island SEO Company, fishbat, Reveals 5 Ways to Optimize … – SYS-CON Media (press release)

Long Island SEO Company, fishbat, Reveals 5 Ways to Optimize …
SYS-CON Media (press release)
MIAMI, July 25, 2016 /PRNewswire-iReach/ — fishbat is a leading Internet marketing company which combines proven digital marketing strategies that include …

and more »

View full post on seo optimization – Google News

Long Island SEO Company, fishbat, Reveals 5 Ways to Optimize SEO Content for Your Website – SYS-CON Media (press release)

Long Island SEO Company, fishbat, Reveals 5 Ways to Optimize SEO Content for Your Website
SYS-CON Media (press release)
MIAMI, July 25, 2016 /PRNewswire-iReach/ — fishbat is a leading Internet marketing company which combines proven digital marketing strategies that include search engine optimization (SEO), digital ads, and social media optimization (SMO) to help …

and more »

View full post on seo optimization – Google News

The 10 greatest social media advertising tips for content marketers

Let’s start with the bad news first. It’s tougher than ever to get your content noticed.

Changes to Google’s search results pages have further obscured content organically, especially on competitive commercial searches. Meanwhile, paid search CPCs are at all-time highs in established markets.

Organic reach in social media? It’s pretty much dead. Half of all content gets zero shares, and less than 0.1 percent will be shared more than 1,000 times. And Facebook just announced that you’re even less likely to get your content in front of people who aren’t related to you. (Sorry.)

Additionally, the typical internet marketing conversion rate is less than 1 percent.

Social media advertising Butters meme

How content marketing doesn’t (usually) work

How does content marketing actually work? Many people believe content marketing is basically a three-step process:

  1. Create new content.
  2. Share your content on social networks (Facebook, Twitter, LinkedIn, etc.).
  3. People buy your stuff.

Nope. This almost never happens.

Social media advertising how content marketing doesn't work

Most content goes nowhere. The consumer purchase journey isn’t a straight line – and it takes time.

So is there a more reliable way to increase leads and sales with content?

Social media ads to the rescue!

Social media advertising bad time ski instructor meme

Now it’s time for the good news, guys! Social media ads provide the most scalable content promotion and are proven to turn visitors into leads and customers.

And the best part? You don’t need a huge ad budget.

A better, more realistic process for content marketing would look like this:

  1. Create: Produce content and share it on social media.
  2. Amplify: Selectively promote your top content on social media.
  3. Tag: Build your remarketing audience by tagging site visitors with a cookie.
  4. Filter: Apply behavioral and demographic filters on your audience.
  5. Remarket: Remarket to your audience with display ads, social ads, and Remarketing Lists for Search Ads (RLSA) to promote offers.
  6. Convert: Capture qualified leads or sale.
  7. Repeat.

You can use the following 10 Twitter and Facebook advertising hacks as a catalyst to get more eyeballs on your content, or as an accelerant to create an even larger traffic explosion.

1. Improve your Quality Score

Quality Score is a metric Google uses to rate the quality and relevance of your keywords and PPC ads – and influences your cost-per-click. Facebook calls their version a “Relevancy Score”:

Social media advertising Facebook Relevance Score

While Twitter calls theirs a “Quality Adjusted Bid”:

Social media advertising Twitter Quality Adjusted Bid

Whatever you call it, Quality Score is a crucial metric. You can increase your quality score for Twitter and Facebook by increasing your post engagement rates.

A high quality score is great because you’ll get a higher ad impression share for the same budget at a lower cost per engagement. On the flip side, a low Quality Score is terrible because you’ll have a low ad impression share and a high cost per engagement.

How do you increase engagement rates? Promote your best content – your unicorns (the top 1-3 percent that performs better than all your other content) vs. your donkeys (your bottom 97 percent).

To figure out if your content is a unicorn or donkey, you’ll have to test it out.

Social media advertising unicorns or donkeys

  • Post lots of stuff (organically) to Twitter and use Twitter Analytics to see which content gets the most engagement.
  • Post your top stuff from Twitter organically to LinkedIn and Facebook. Again, track which posts get the most traction.
  • Pay to promote the unicorns on Facebook and Twitter.

The key to paid social media ads is to be picky. Cast a narrow net and maximize those engagement rates.

2. Increase engagement with audience targeting

Social media advertising South Park meme

Targeting all of your fans isn’t precise. It’s lazy and you’ll waste a lot of money.

Your fans aren’t a homogenous blob. They all have different incomes, interests, values, and preferences.

For example, by targeting fans of Donald Trump, people with social media marketing job titles, NRA members, and the hashtag #NeverHillary (and excluding Democrats, fans of Hillary Clinton, and the hashtag #neverTrump), this tweet for an Inc. article I wrote got 10x higher engagement:

Social media advertising Trump tweet engagement

Keyword targeting and other audience targeting methods help turn average ads into unicorns.

3. Generate free clicks from paid ads

On Twitter, tweet engagements are the most popular type of ad campaign. Why? I have no idea. You have to pay for every user engagement (whether someone views your profile, expands your image, expands your tweet from the tweet stream, or clicks on a hashtag).

If you’re doing this, you need to stop. Now. It’s a giant waste of money and offers the worst ROI.

Instead, you should only pay for the thing that matters most to your business, whether that’s clicks to your website, app installs, followers, leads, or actual video views.

For example, when you run a Twitter followers campaign you only pay when someone follows you. But your tweet that’s promoting one of your unicorn pieces of content will also get a ton of impressions, retweets, replies, mentions, likes, and visits to your website. All for the low, low cost of $0.

4. Promote unicorn video ads!

Would you believe you can get thousands of video views at a cost of just $0.02 per view?

Social media advertising 2 cent video views

Shoppers who view videos are more likely to remember you, and buy from you. A couple quick tips for success:

  • Promote videos that have performed the best (i.e., driven the most engagement) on your website, YouTube, or elsewhere.
  • Make sure people can understand your video without hearing it – an amazing 85 percent of Facebook videos are watched without sound, according to Digiday.
  • Make it memorable, try to keep it short, and target the right audience.

Bonus: video ad campaigns increase relevancy score by 2 points!

5. Score huge wins with custom audiences

True story: A while back I wrote an article that asked: do Twitter Ads work? To promote the article on Twitter, I used their tailored audiences feature to target key influencers.

The very same day, Business Insider asked for permission to publish the story. So I promoted that version of the article to influencers using tailored audiences.

An hour later, a Fox News producer emailed me. Look where I found myself:

Social media advertising Larry Kim Fox News interview

The awesome power of custom audiences resulted in additional live interviews with major news outlets including the BBC, 250 high-value press pickups and links, massive brand exposure, 100,000 visits to the WordStream site, and a new business relationship with Facebook.

This is just one example of identity-based marketing using social media ads. Whether it’s Twitter’s tailored audiences or Facebook’s custom audiences, this opens a ton of new and exciting advertising use cases!

6. Promote your content on more social platforms

Medium, Hacker News, Reddit, Digg, and LinkedIn Pulse call all send you massive amounts of traffic. It’s important to post content here that is appropriate to the audience.

Post content on Medium or LinkedIn. New content is fine, but repurposing your content is a better strategy. This will give a whole new audience a chance to discover and consume your existing content.

Again, you can use social media ads as a catalyst or accelerant and get hundreds, thousands, or even millions of views you otherwise wouldn’t have. It might even open you up to syndication opportunities (I’ve had posts syndicated to New York Observer and Time Magazine).

You can also promote your existing content on sites like Hacker News, Reddit, or Digg. Getting upvotes can create valuable exposure that will send tons of traffic to your existing content.

For a minimal investment, you can get some serious exposure and traffic!

7. Optimize for engagement for insanely awesome SEO

RankBrain is an AI machine learning system, which Google is now using to better understand search queries, especially queries Google has never seen before (an estimated 15 percent of all queries).

I believe Google is looking at user engagement metrics (such as organic click-through rates, bounce rates, dwell time, and conversion rates) as a way, in part, to rank pages that have earned very few or no links and provide better answers to users’ questions.

Social media advertising RankBrain SEO

Even if user engagement metrics aren’t part of the core ranking algorithm, getting really high organic CTRs and conversion rates will have its own great rewards:

  • More clicks and conversions.
  • Better organic search rankings.
  • Even more clicks and conversions.

Social media advertising Facebook Experian case study data

Use social media ads to build brand recognition and double your organic search click-through and conversion rates!

8. Social media remarketing

Social media remarketing, on average, will boost engagement by 3x and increase conversion rates by 2x, all while cutting your costs by a third. So make the most of it!

Use social media remarketing to push your hard offers, such as sign-ups, consultations, and downloads.

9. Combine everything with super remarketing

Social media advertising super cereal South Park meme

Super remarketing is the awesome combination of remarketing, demographics, behaviors, and high engagement content. Here’s how and why it works.

  • Behavior and interest targeting: These are the people interested in your stuff.
  • Remarketing: These are the people who have recently checked our your stuff.
  • Demographic targeting: These are the people who can afford to buy your stuff.

Now you need to target your paid social ads to a narrow audience that meets all three criteria using your high engagement unicorns.

The result?

Social media advertising more money meme

10. Combine paid search & social ads

For our final, and most advanced tip of them all, you’re going to combine social ads with PPC search ads on Google using RLSA.

RLSA is incredibly powerful. You can target customized search ads only to people who have recently visited your site when they search on Google. It increases click-through and conversion rates by 3x and also reduces cost-per-click by a third.

But there’s one problem. By definition, RLSA doesn’t target people who are unfamiliar with your brand.

This is where social ads come in. Social ads will help more people become familiar with your brand.

Social ads are cheap way to start the process of biasing people towards you. Although they may not need what you sell now, later when the need arises, people will either do a branded search for your stuff, or do an unbranded search but click on you because they remember your memorable or inspirational content.

Social media advertising unicorns

If your content marketing efforts are struggling, then these ridiculously powerful Twitter and Facebook advertising hacks will turn your content donkeys into unicorns!

View full post on Search Engine Watch

Three things marketers can learn from Lokai on social media

If you think social media is a big deal now, you’ve seen nothing yet. Social media is poised to take over the world, or at least it’s heading in that direction.

By 2018, projections are that some 2.44 billion people will be using social media in one way, shape or form. That’ll be about one third of the world’s population.

Yes, indeed, whether you’re talking about Facebook or Twitter, LinkedIn or Instagram, social media user sizes are huge.

You? Not so much. You’re just one lone brand, personal or professional, in a vast sea of accounts, each and every one of which is trying desperately to stand out among a cacophony of content.

With the half-life of a tweet less than a half hour and complex, ever-changing algorithms on most major channels undermining reach and engagement, marketers who don’t have to work harder than ever to use social media effectively are few and far between.

Unless whatever it is they happen to be marketing has got it all going on like Lokai.

Even if you haven’t heard the name of this brand, chances are you’ve seen the product being worn on someone’s wrist.

lokai

It’s a simple, silicone bracelet that has been the latest rage and fashion accessory of famous athletes, celebrities and everyday people like me and you for the last few years.

And while this brand may not have to work as hard as others to succeed on social media, its popularity may have as much to do with how well it works the crowd – both online and in real life – as it does with how lucky it is to have such an outstanding product.

Here are three things any marketer, B2C or B2B, SMB or enterprise-level organization, can learn from Lokai’s activities on social media and be a standout themselves…

1. Tell a good story

People are curious and inquisitive, if not downright skeptical. There’s a backstory to every product or service that your audience doesn’t just want to hear, but needs to hear.

It’s this story that makes your brand more genuine, unique, credible and believable. Trust is something that is earned, not given.

No brand is born overnight. In Lokai’s case, it was the brainchild of young entrepreneur, Steven Izen, who while still a student at Cornell University, came up with the idea for the bracelet.

Inspired by his grandfather’s Alzheimer’s diagnosis, the black bead contains mud from the Dead Sea, the lowest point on Earth, to represent the sadness Steven felt at the time. The white bead carries water from the highest point on Earth, Mount Everest.

The name of the bracelet is a takeoff on the Hawaiian word, Lokai, which means unity and the combination of opposites, the hopefulness we feel when things aren’t going well and the humility we should exhibit when we’re on a roll.

Do you have a story to tell to your own audience? How would it begin? Where would it end?

 

2. Build a strong community

Modern marketer extraordinaire Seth Godin wrote about it in his 2004 book, Tribes. Speakers at a GaggleAMP  conference I recently attended at Bentley University preached about it. Popular rock bands have had them for years.

Whether you call it a tribe, a gaggle or a fan club, you need to build your own tightknit community of people who live, breathe and adore whatever it is you have to offer, people who like to talk amongst themselves about what makes your product or service so special, people who are unabashedly proud to show off whatever you have to offer to their own personal networks.

These are your very best customers, those who are going to gloat, advocate and evangelize on behalf of your brand.

Lokai has them in celebrities such as Justin Bieber, Ariana Grande, Cam Newton, Paul Wesley and Gigi Hadad – each of whom has been photographed wearing the cool, newfangled bracelets – in addition to literally countless others, who they celebrate and embrace on both their website here and on social media everywhere.

Who are your devotees and how do you reward them for their loyalty to your brand?

lokai instagram

3. Have a great cause

Many brands struggle to find any semblance of their own soul – if they even have one – never mind to actually use it to their advantage in their marketing campaigns.

Yet like sharing a good story, baring your soul for your audience to see can be especially good for business. Associating yourself with a cause worth supporting betrays the human, compassionate side of your business, the side that may appeal to your constituency as much as your products and services.

It shows you have a kind soul, if not a good heart, too. In Lokai’s case, 10% of bracelet sales’ net profits are “dedicated to giving back to the community through a variety of charitable alliances.”

Different, limited-edition colored bracelets associated with specific charities – such as Oceana, Make-A-Wish and The Alzheimer’s Association – are also rolled out from time to time, creating a strong sense of urgency around the buying process.

When all is said and done, cause-associated social media marketing can provide a big boost to sales, and certainly can serve as a win-win business model. What nonprofit organizations mean the most to you and your colleagues? How can you do well by doing good?

View full post on Search Engine Watch

How Content Marketing Delivers a Punch for Your SEO (Site Experience Optimization) – Alabama Media Group


Alabama Media Group
How Content Marketing Delivers a Punch for Your SEO (Site Experience Optimization)
Alabama Media Group
Recently, Google announced that its search rankings algorithm would be influenced heavily by relevant and useful content throughout the consumer's online search journey. This was a subtle move for Google, but one that was bound to happen sooner than …
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View full post on seo optimization – Google News

Why are we so bad at social media customer service?

While social media marketing campaigns have always grabbed the lion’s share of the headlines, customer service is the area where the real battles for market dominance are being waged.

Providing good customer service is not just about differentiation, it is business-critical.

So… why is everyone so awful at it?

There are a lot of reasons customer service isn’t up to scratch. It’s a new discipline. In many cases it’s grown organically. A majority of businesses still file social under the marketing banner, rather than as a service department, which means that there are conflicting interests vying for channel space.

This means that the market is under-serviced in many cases. According to 2015 data, the majority of businesses using social media are only able to respond to two-thirds (66%) of the social media interactions they receive.

This issue is actually compounded in businesses where social customer service is part of the wider customer service function.

Channel expertise is at a premium, meaning there is often a lack of structure between the people running the Twitter account and the people on the phone. What should be a beautiful, frictionless experience for a customer becomes a hell of multiple calls, and explaining issues over and over again.

It’s worth remembering that by the time someone is complaining about your business online, it is probably because your other channels have already failed them. You are starting with a customer who is mad as hell and isn’t going to take it anymore.

No amount of brand-building is going to counteract that. And just so we’re clear on the impact, 40% of US consumers have taken their business to a competitor brand based purely on superior customer service.

http://www.newvoicemedia.com/blog/the-multibillion-dollar-cost-of-poor-customer-service-infographic/

How do we start providing good service through social?

It would be remiss of me not to mention that I’ve recently finished writing an enormous social media customer service best practice guide on just this subject, which you can access through ClickZ Intelligence, but just like customer service, it would also be bad of me not to at least try to solve the issue in this post.

The most forward thinking organisations have begun to address these issues by creating posts that are designed to completely own customer experience. Rather than separating touchpoints by channel, a Chief Experience Officer or Chief Customer Officer is primarily charged with making sure that the customer has a good time, all of the time.

http://www.aspect.com/Documents/Papers/Aspect-NGCC-Forrester-WP.pdf

On the face of it this seems straightforward (It’s not), and there is definitely a school of thought that says it is as much about mindset and culture as it is systems and processes. The realisation that every department is on the same P&L is, perhaps surprisingly, not a common one in business.

Different channels, different metrics

I mentioned channel expertise earlier. The ability to understand how interactions occur on different platforms is key to successful implantation, because it will fundamentally affect how you measure success.

In the case of email or telephone, it was historically common practice to base reporting on ‘number of closed cases’. This obviously does not always motivate the service representative to supply customers with the best answer to an issue. Merely the quickest.

This is again compounded by social, where it is not a linear conversation. A phone call may take ten minutes to complete. A contact through Twitter may be answered immediately, but the customer may not respond for several hours. Time-to-resolution is not a fair or useful metric here.

Also, while it is strategically possible to remove customer satisfaction from channels, it is not as easy to separate it from departments. If your marketing team is providing customer service, then you can bet they’ll want that value reflected in their monthly reports.

The fact that at least a third of social media questions go unanswered is also an issue bought on by a failure to apply considered metrics to social customer service. Marketing has often been guilty in the past of ‘everything, everywhere’ approaches to social. We have to be on Snapchat and Pinterest and Twitter and YouTube and…

Hold your horses.

Success in any form of social media is dictated by the quality of service you can provide. Whether that’s an interesting Facebook page or a raft of multimedia omnichannel responses. If you cannot resource for these channels, then the most valuable thing a business can do is work out which channel is most used by their customer base, and concentrate on responding on that channel.

As businesses become more complex, so too does customer service. Monitoring tools are extremely advanced, but if they do not have a native language speaker setting up initial Boolean search terms, then they will miss a huge number of interactions (If you’d like to see this in action, try typing ‘SEO’ into search.twitter.com and see how many returns you get from Korea that have nothing to do with Search Marketing).

Although these systems are still developing, many use tracking and logging processes designed for traditional CRM. Where ‘traditional’ CRM provides a customer persona based on their interactions with a business by phone, email, through a website or in person. Social CRM data includes every interaction that customer makes with any business, so can be far more valuable if collected and utilised properly, but it requires a more comprehensive tracking and response process.

There is no simple way to provide great customer service through social, but it is achievable, and perhaps more importantly, it has clear commercial value. Forrester found that 45% of users will abandon an online purchase if they can’t quickly find answers to their questions.

The trick is to find out where that customer is online and be ready to provide that information.

View full post on Search Engine Watch

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