Saturday, June 17, 2017
What You Should Know About Influencer Marketing
Influencer marketing is no longer sitting at the kid’s table. It’s at the head of the table, and it’s ready to carve out its place in marketing.
As the founder of an influencer marketing firm that uses hard data to perfectly pair influencers and brands together, I’ve been a part of the influencer revolution that’s transforming the marketing scene.
I know that influencers large and small resonate with their select audiences. Their messages have weight, and their followers enjoy personalized engagement.
Influencer marketing has been edging out traditional marketing over the past few years, and brands that partner with today’s hottest influencers are making their mark and abandoning traditional tactics.
A Voice From the Crowd, Not for It
One of the biggest mistakes in influencer marketing is assuming you need to spend big money to get a celebrity.
If you want to leave your audience with an authentic impression, lesser-known influencers have more impact than celebrities. More than two-thirds of teens on YouTube identify with influencers more than Oscar winners. I’m not talking about a few hundred users, either. Almost three-quarters of online users make purchases based on information they get on social media.
With influencer marketing, you’ll be able to capitalize on the power of social media to deliver an authentic message to your audience. Here are three ways you can get started:
Find Your Audience First
Brands often think they have to seek out their influencers first, but nothing’s further from the truth. When you define your target audience first, you find all sorts of data points you can use to find the right influencer.
When we partnered with the people at Axe, they told us they wanted to connect with their audience of young men. So we used our data-first approach to identify influencers like Rudy
Mancuso and Anthony Padilla, who are known for their well-coiffed hair as much as they are for their wit and creativity. Our data told us that Rudy and Anthony were good influencer-matches for Axe, and the massive reach of their posts (which garnered a combined 2.4 million views) proved it.
After you figure out your core audience, you can find an influencer who will inspire conversation. You might even find there’s already an influencer in your audience. Influencers like that are perfect for your company because they’re already talking about your brand.
Business profile and review best practices from TripAdvisor and Yelp
TripAdvisor and Yelp are two of the most powerful local search and review sites online. According to consumer survey data from Burke, review sites drive more immediate actions (i.e., phone call, store visit, website visit, email) than social media or search.
This consumer behavior is because of review site content and because they’re often consulted lower in the funnel. That’s why it’s important for local marketers to take full advantage of these sites — for multiple reasons, including SEO purposes.
TripAdvisor just released a diner engagement study. Yelp also has data on what drives engagement and conversions on its site. Below I’ve distilled findings from the two sources.
Claim and complete profiles
TripAdvisor found that “Restaurants with hours of operation on their TripAdvisor listing see 36 percent more engagement than those without them.” And Yelp says that “Businesses who complete their profiles see, on average, 5x the customer leads each month.”
Add at least 10 photos
TripAdivsor explained that “restaurants with 11 – 20 photos see double the amount of diner interaction over others with no photos at all,” and those “with at least one Management Photo see 44 more engagement over those with no photos.”
Yelp data show that “a business with 1-5 reviews and at least 10 photos sees 200 percent more user views than a business with the same number of reviews and no photos.”
5 Ways To Improve Your Small Business Marketing
Marketing is important to every business’s survival. As a small business owner, you probably have a small business marketing strategy. But, marketing is always changing with new tactics.
As marketing evolves, shouldn’t your small business marketing strategies change, too? Learning how to improve marketing for your organization can only benefit your business’s bottom line.
How To Improve Marketing For Your Small Business
If your marketing strategies for small business never change, they can go stale. Your competitors will find better ways to market, and your customers will get tired of you. You must follow marketing trends to stay fresh with your customers.
While your basic marketing plan might work for your business, there are things you can do to improve. Find out how to improve marketing for your small business.
1. Learn From Competitors
When searching for ways to improve your marketing, look to your competitors. Find out what they are doing to attract customers. If you’re the only company in your industry still using cold calling techniques and with little return, it’s time to learn from the other players in the game. Their tactics might work for you, especially since you are trying to attract the same customers.
For example, if you see that your competitors regularly run ads on Facebook, you might consider doing the same. The regular Facebook ads might indicate that your competitors see success from running the ads. You might experience similar success with your ads and cause some of your competitors’ customers to come to you.
Sunday, May 28, 2017
6 Tips to Using Social Media for Content Marketing
When it comes to digital marketing, content plays a vital role and rules all other methods of online promotions.
Content marketing is the fastest growing specialty in digital marketing. Experts make use of various approaches to do it effectively. For any business, quality content provides a great way to engage effectively with customers and to get found on the search engines.
Google, the search engine behemoth, prefers high quality content that offers genuine and credible information to the audience. The quality of content is actually a decisive factor in ranking as well. The latest search algorithms are mighty enough to devalue low quality and plagiarized content.
The next big thing when it comes to content is promotion through social media, which is a separate strategy when compared to general web content marketing. As social media is one of the primary digital marketing platforms today, it is essential for the online marketers to master appropriate strategies to achieve business results.
Promoting Content Through Social Media
Paid promotion through social media is a highly effective way to get worthy promotional content into the hands of target customers. But, when you need more traffic and visibility for your content, it is essential to encourage the readers and your social media followers to share and re-post your content in their own social circles.
Luckily, we have many unique ways to improve blog post content and make them more sharable on social media. By practicing these techniques while developing content for your website, you will be well positioned to achieve good results in terms of increased number of shares, leads and closed business. If you want your content marketing efforts to be successful, try the following methods.
Artificial Intelligence Is Changing SEO: Get Ahead Or Fall Behind
The AI revolution is upon us, with no signs of slowing down anytime soon. It seemed like yesterday when things like automated social media posts, blog content, and chatbots were something laughable, not fully able to compete with human intelligence. However, these algorithms have accelerated almost to the point of reaching human logic, making marketers both excited and scared.
On one end, the idea of having our content and customer data be delivered to us in a way that’s way more efficient than ever before is incredibly enticing to content distributors. On the flip side, this is making content providers/writers nervous about whether their jobs are going to become obsolete. In spite of the ongoing debate, certain innovations are going to be here to stay, with SEO being one of the focus on the forefront.
As quick as AI has been shifting the world of marketing in general, SEO has been following suit in a big way. Not only are things like keywords, metrics, and targeted ads going to become increasingly automated, but the possibilities of real-time data aggregation solutions are going to change the game for good. And luckily for you, below we’ve listed a few key points on how this will happen.
Saturday, May 20, 2017
Jeweler Ordered To Pay $34,500 For Trashing Rival In Fake Yelp Review
A cheap shot at a rival business ended up costing a jeweler thousands.
A jury awarded a Massachusetts jeweler more than $34,500 in damages last month after an employee at a neighboring business posted a fake Yelp review that accused the store of theft and urged customers to stay away.
“He told the people we were thieves, that we were cold-blooded thieves. I’ve never been convicted of anything in my life,” Stephen Blumberg, who owns Stephen Leigh Jewelers in Quincy, told CBS Boston.
Blumberg filed a defamation lawsuit against Toodie’s Fine Jewelry and Adam Jacobs, the owner’s son, after Jacobs refused to take down the incendiary review in 2013, Blumberg’s attorney, Carl Goodman, told The Huffington Post Thursday.
“It was up for about six months,” Goodman said. “If you see some bad reviews, you tend to say, ‘I’ll just go somewhere else.’”
Blumberg’s investigation of the review led him to Jacobs, who was working full time at Toodie’s, Goodman said.