Posts tagged Media
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 …
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 …
View full post on seo optimization – Google News
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.
How content marketing doesn’t (usually) work
How does content marketing actually work? Many people believe content marketing is basically a three-step process:
- Create new content.
- Share your content on social networks (Facebook, Twitter, LinkedIn, etc.).
- People buy your stuff.
Nope. This almost never happens.
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!
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:
- Create: Produce content and share it on social media.
- Amplify: Selectively promote your top content on social media.
- Tag: Build your remarketing audience by tagging site visitors with a cookie.
- Filter: Apply behavioral and demographic filters on your audience.
- Remarket: Remarket to your audience with display ads, social ads, and Remarketing Lists for Search Ads (RLSA) to promote offers.
- Convert: Capture qualified leads or sale.
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”:
While Twitter calls theirs a “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.
- 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
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:
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?
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:
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.
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.
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
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.
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.
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
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.
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?
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?
— livelokai (@livelokai) July 2, 2016
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 …
5 more super-common SEO mistakes content marketers make
5 Ecommerce SEO Trends That Have Emerged This Year
On-Page SEO in 2016: 6 Findings in Ahrefs's 2M Keyword Analysis
View full post on seo optimization – Google News
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.
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.
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