Monday, September 4, 2017

Image Search | Marketing Strategy

How To Use Image Search To Enhance Marketing Strategy

Online search is a routine practice among consumers and marketers alike.  Need some information on a product? Just "Google it": A phrase that people say as easily as they use the word “Kleenex” as a generic term for a product.

Yet advances in search algorithms are creating nuanced search options, tailored to varyious digital media.  Among those nuances is image search, with contextual tactics becoming as valuable to digital marketers as real estate to a New York City realtor. 

The latest image search innovations from Pinterest, Google, and Amazon, are aimed at helping users find relevant information through contextual association. By picking information related to images interest to the users, a visual search becomes a discovery engine for products and services, encouraging conversions as a result.

The image search landscape

Pinterest, for exampled, introduced Lens, an app feature that allows users to aim a camera at an object, and find pins and pinboards related to it.  This is a significant catalyst for consumer sales, since many Pinterest users swap images of products.

Another app, from Amazon, added a similar feature for Prime customers, called Spark.  Users view a feed of product posts and photos shared by other Prime customers. 

Customers can respond by clicking on the shopping bag icon, or interacting with people by commenting or "smiling" on their posts. The feed allows customers to learn more about products through the images that customers comment on and share, much like a social media platform.

Meanwhile, Google introduced its own features to its Image Search engine. Query results now provide navigational highlights such as text that clarifies the action you can take, and badges that indicate what sites or links are associated with the image. These highlights can direct potential customers to associated materials and aid research behind a product or service image.

Marketing Strategy - Content Marketing, Social Media

7 Ways to Correct a Failing Marketing Strategy

No entrepreneur has a perfect first marketing campaign. Even if you’re experienced as a marketer or entrepreneur, you can’t really dial things in until you have data to inform your campaign.

So let’s say you have a marketing strategy that’s, for the most part, “failing.” You aren’t seeing the results you predicted, and from what you can tell, your return on investment (ROI) is either negligible or negative. I’m going to assume that this isn’t just a gut feeling or an early reaction, either -- you’ve looked up the hard numbers, and can objectively demonstrate that your marketing strategy isn’t working the way you’d hoped.

You don’t want to abandon your strategy altogether, so what can you do to correct it?

1. Give it more time.

First, I want to acknowledge that some strategies—like SEO—take a long time to start paying off. If you’re investing in your brand image, or if you’re relying on inbound channels of traffic to bring you more customers, don’t get discouraged after only a few weeks of effort.

On the other hand, some strategies -- like PPC advertising -- should start working immediately and improve over time as you make adjustments based on the data. If you’re working on a long-term strategy, consider giving your campaign more time to develop. Otherwise, try one of the approaches below.

2. Differentiate it.

The marketing world is a competitive one, especially in popular realms like content marketing and social media. There are thousands of brands competing for your target audience’s attention, so what makes your strategy unique? If you’re saying the same things that your competitors are saying, or if your design blends in as background noise, your campaign is going to falter. Correct this by saying something unique that only your brand could say. Sometimes, it’s the only way to cut through the noise.

Video Marketing | Small Business Strategy

Why Having A Video Marketing Strategy Is Critical To Your Business

When I wrote about the value of using video in marketing back in 2015, little did I know I'd look back on that post as the seeds of something that's snowballed into something much bigger.

At the time, I referenced stats that led me to pose a simple question: Why wouldn’t a company dive into the video marketing world? When nearly 90% of website visitors will hang out longer on sites with video than on those without, it was a prescient inquiry.

Fast-forward to mid-2017, and I’ve realized the question isn’t “Why wouldn’t you?"; it’s “Why aren’t you?”

I can hear the knee-jerk replies: "Video is too complicated." "It’s out of our budget." "It’s not relevant to our market."

With all due respect, such objections couldn't be further from the truth, especially when you consider innovative new options for video ad production and strategizing.

Social Media Marketing Strategy | Social Media Tips

Create Your Social Media Marketing Strategy in 4 Easy Steps

Social media, if used correctly can be a powerful tool for driving towards the achievement of business goals.

However, most business dive into social media marketing without a clear definitive plan and often end up wasting time and money.

To be successful on social media, you need a plan. Your plan will guide you through the ever changing world of social media towards achieving your business goals.

Most businesses, unfortunately, don’t know how or where to start.

In this post, we’ll show you how to create a social media marketing strategy in 4 easy steps.

Social Media | Social Media Marketing, Marketing Strategy

5 Ways To Future Proof Your Social Media Marketing Strategy

Before Facebook, there was Friendster, while before YouTube there was ShareYourWorld. And do you remember when the iPhone was first introduced and MySpace was all the rage? That was a mere 10 years ago.

In the span of a decade, our modern culture and lifestyle have changed unimaginably. Computers and laptops have already been replaced by smartphones as the prime device to access the internet and everything seems to revolve around social media platforms. And while change is positive such uncertainty can lead to lower market investments.

Knowing that SMM is a crucial part of online presence, most business owners and marketers alike are often torn on the matter. Do you put all your money on a horse that might not race tomorrow?

SEO - Search Engine Optimization | Internet Marketing

Ranking #1 is Pointless – Here’s Why Your SEO Goal is Leads, Not Rankings

Every SEO conversation starts with “rankings.”

Every SEO KPI starts with “#1.”

But here’s the thing.

Both of those are wrong.

Your only goal in SEO is new leads and sales. So in that sense, ranking #1 is pointless.

Ranking first feels nice, but if you’re focusing just on Rank 1, you’re ignoring a huge part of the customer acquisition process.

Generating leads – and consequently revenue – requires a different approach.

It forces you to re-think little details, like how you’re optimizing title tags. And it forces you to re-think big details, like how your team is organized.

The end result, though, is that you can often drive more leads and sales without ranking in the first position, for less money and time spent.

SEO - Content Marketing | SEO Tips, SEO Strategy

How To Optimize Your SEO Results Through Content Creation

It’s now become pretty common knowledge that one of the best ways to increase brand exposure is through content marketing. However, the best content in the world won’t help you generate leads unless the public is able to discover it in the first place.

This is where search engine optimization (SEO) comes in. By optimizing your content for search, you can ensure that more people will find – and potentially engage with – your organization.
Here are a few ways to raise your content’s SEO value.

1. Use Keywords Effectively

75% of Internet users never scroll past the first page of search results, which means you’ll need to get on that first page to capture people’s attention. One of the best ways to do this is by coming up with strong keywords that people looking for information about your niche would use when searching.

Chances are you’re already naturally including keywords in your content, since you’re providing information about a topic. However, there are often keywords you haven’t considered that can help you get higher in search rankings.

Try brainstorming what kinds of language potential customers might use to ask questions or describe problems associated with your product or service. Think about relevant topics to your industry, and then create a list of potential keywords for each topic. You can also use keyword research tools like the Google Adwords Keyword Tool to come up with your keyword lists. At that point, you can optimize your content for relevant keywords.

A good rule of thumb is to keep your focus on just one or two keywords per piece of content. This will help you keep the focus of your content narrow enough to make it easier to place keywords in strategic locations – like the first 65 characters of your headline – and avoid keyword stuffing.

2. Optimize Multiple Features

Along with the beginning of your headline, there are a few other strategic locations to place your keywords in order to help you best increase the SEO value of your content.

For instance, one of the easiest – but often overlooked – areas to optimize your content is in the URL. Having a clear, simple URL with a keyword or two will help search engines easily figure out what’s on the page, making it more likely that your content will appear higher up in search results.

You should also take into account your post length when putting up written content. Although Google tends to prioritize long articles over shorter ones, which means that you should have at least 300 words or so, overly long posts can turn off potential readers. This means articles should be somewhere around 700 words, and you should try to put keywords in about 1 – 2% of your text.

Finally, images are a great way to not only make your content aesthetically pleasing, but also boost your content’s SEO value. When you upload a photo, include keywords in the file name and fill out the alt text field with a brief description that includes a lot of those same keywords. Alt text is how search engines understand what an image is about, so filling it with keywords will help your content sit higher in the search rankings. Since 93% of online experiences begin with a search engine, this is extremely valuable to getting more eyes on your website.

SEO: Voice Search | Search Engine Marketing

How Voice Search Will Change The Future Of SEO

Voice search is undeniably growing at a rapid pace, and for good reason — it’s fast, convenient, allows you to search on the go, and it’s just cool. Even better, as the technology behind voice search services like Siri and Cortana improves, it’s becoming increasingly reliable. Because of this, smart marketers are developing ways to tailor their SEO strategies for voice search. As typed-out search terms become less popular, it’s going to get more and more important to start making those adjustments.

Here are some ways that the rise of voice search will shape the future of SEO, and some tips on how to prepare.

1. Use Of Natural Speech Patterns

Most people don’t type the way they speak, especially when it comes to searching for something online. Think about it, when you’re searching for something through typing, you tend to use shorthand (like typing in “weather Santa Cruz” if you’re looking for the forecast in Santa Cruz). When you speak, it’s more likely that you’ll use the complete question (“What’s the weather like in Santa Cruz tomorrow?”). Because of this, it’s growing more important for voice search and SEO to pick up on users’ natural speech patterns.

As the programming behind voice search gets more refined — in 2012 the word error rate was over 20%, but now it’s as low as 8% — it’s getting much better at picking up our speech quirks. This means that marketers interested in voice search SEO will need to reflect this in their strategies.

One great way to do this is using voice query research tools like Rank Tracker. This tool lets you type in keywords with wildcards to help you develop language that better reflects the natural speech patterns of voice search users.

You should also consider your online content in the context of voice search. To boost your search rankings, it’s important that you incorporate natural speech in your content. Consider using a more conversational tone to pick up on the nuances of everyday language.

Sunday, August 20, 2017

SEO | Internet Marketing | Marketing Strategy

Measuring What Matters for SEO

When measuring natural search performance, use the key performance indicators that matter to the bottom line. While each piece of data has its place in managing SEO, only visits and revenue truly identify how your natural search program is performing.

There is no shortage of data in search engine optimization: rankings, keyword data, indexation, error codes, and more. However, you can’t take rankings home and put them in the bank. Your corner grocer doesn’t take error code data as a payment method.

The King of KPIs

Ultimately, natural search revenue is the most important measurement — the king of SEO KPIs.

SEO’s role in the marketing mix is to pour visitors into the top of the funnel so that the site can convert them to customers. Ideally, those shoppers are far enough along in their own purchase decision to pull out their wallets and make a purchase. Ideally, the SEO program has optimized the right pages for search queries with purchase intent, in the right way, to lure the right prospects in to purchase.

And ideally the site experience is structured so that those shoppers are willing to purchase. But the site’s business, design, and technology also play a critical role in converting those visits to sales. Everything from the color of the checkout button to how quickly the pages load to pricing decisions to whether there are three or five steps in the checkout will impact conversion rates.

SEO | SEO Tips - Search Engine Marketing

SEO Tutorial: 12 Immutable Laws For Dominating Google's Search

What happens in an internet minute? One year ago. The answer would have been 2.4 million searches on Google performed per minute. Yes. Per minute. This year, 3.5 million per minute. Considering that there are 1,440 minutes in any given day, the sheer vastness of that number, along with the endless petabytes of data it represents, should shock and awe even the most scarcity-minded individual.

There is real abundance in the bits and bytes that are floating about in cyberspace. It's an obfuscated layer that can't been seen with the naked eye, but only conveyed by the powerful machines that are humming across the planet. However, this is only a sliver of what's to come. The internet's exponential rise and its digital tentacles have reached even the most remote destinations. 

Saturday, August 12, 2017

Influencer Marketing | B2B Marketing, Strategy

The Importance Of Influencer Marketing For B2B Marketers

Most B2B marketers would agree: Lack of a content marketing plan could be suicidal for any product or service. The surprise is that there are not that many marketers who actively cultivate a strong influencer relationship strategy to make the most of good content beyond their client’s personal channels.

A few weeks ago I wrote 5 Steps For Getting Started With Influencer Marketing. Now I want to talk about a recent marketing study which revealed among other things, possessing a good influencer relationship plan is the goal for at least 84% of all professional marketers this year.

So just what exactly is an influencer relationship strategy?

To put it simply, the influencer relationship is concerned primarily with growing and guiding the relationship with personalities who are perceived as having an impact, an influence, with a business’ purchasing client base. Such recognized influencers include members of the blogging community, industrial analysts, prominent consultants, even trade association leaders — the total list, of course, is next to endless.

Content Marketing | Strategy, Ideas - September 2017

5 Content Marketing Ideas for September 2017

What do bacon, spaceships, naval vessels, pop culture, and Christmas all have in common? They are all topics you can use to fuel your content marketing in September 2017.
Content marketing is the act of creating, publishing, and distributing content with the specific goal of attracting, engaging, and retaining customers.

The concept is simple. Your business builds an audience and that audience is a lot more likely to buy from you. Just ask companies like Beardbrand and Glossier, which both used content marketing to make their ecommerce operations successful.

The challenge for many businesses is coming up with ideas. What follows are five topics for your company’s content marketing in September 2017.

1. International Bacon Day: September 2, 2017

International Bacon Day is an unofficial holiday celebrated three times a year, in January, February, and on the first Monday in September.

Its origins are unclear, but in the United States it may have begun at the University of Colorado’s Boulder campus.
International Bacon Day is an opportunity for content marketers to interject a popular pork product into blog articles, podcasts, and videos. Remember to stay focused on your editorial mission statement, but otherwise go hog wild.
Here are five examples of bacon-related article titles and the businesses that might write them.
  • Health supplement store: “The Worst Advice You’ve Ever Heard about Bacon”
  • Kitchen supply store: “The 10 Best Bacon Recipes on Earth.”
  • Rare book retailer: “7 Classic Books You Didn’t Know Were About Bacon”
  • Men’s business attire store: “Making Bacon: Success Lessons from Cincinnati Pork Processing Empire”
  • Hardware store: “10 Reasons Hard Working Folks Eat Bacon”
If you need further inspiration — and a laugh — watch Rhett & Link’s 2012 video, “Rub Some Bacon on It.”

Digital Marketing | Branding - Brand Experience

The Role Of Digital Marketing In Brand Experience

In the world of brand experience, the technology that helps us to advance our narratives is evolving at breakneck speed. It seems like every week we hear about a new device or application that promises to revolutionize the industry and open new doors to engagement. For marketers, it’s a pretty wonderful time to be alive.

However, there are some who see this digital revolution as a threat to the more traditional face-to-face elements of the events industry. Nothing could be further from the truth. As always, the key to keeping up with the technological revolution is to fully embrace it, understand its potential and figure out how to properly integrate it into your larger strategy.

I really like the term “brand experience” for this reason. Strictly speaking, a brand experience is about designing a sensory experience that brings a person into a lasting and meaningful relationship with a brand. What’s nice about this definition is that it doesn’t say “how” or “when” that relationship happens. It’s purposefully open-ended because the only thing that matters is that the relationship happens in the first place. How and when you get there is entirely up to you.

Entrepreneurs - SEO | Marketing Strategy, Investment

Five Reasons Why Entrepreneurs Should Consider SEO As An Investment

Entrepreneurs who are new to online marketing strategies may have read somewhere that search engine optimization is dead. While most people may believe that the era of the SEO is long gone, Trond Lyngbo of Search Engine Land wrote a list of reasons a few years ago about why entrepreneurs should be optimistic with their investment in SEO.

Contrary to popular belief, the so-called "death" of SEO is just a rumor. According to Lyngbo, "The digital marketing strategy is not a cost but an investment." Rumors become irrelevant if entrepreneurs look at what top Google placement can do for business growth over the coming years.

With over a decade of experience and knowledge in the online marketing field, I agree with his reasoning on the importance of investing in SEO as an entrepreneur and how impactful the results can be. Therefore, I have five reasons for entrepreneurs to consider search engine optimization as a long-term investment instead of a cost:

It's cost-effective.

The No. 1 reason why I find SEO to be a smart investment for entrepreneurs is the cost effectiveness. Almost any business can hire a specialist to help grow their business by shifting around unnecessary expenses or cutting advertising mediums that aren't producing. With proper optimization, businesses can expect long-term results and benefits. Unfortunately, we should also consider how much we spend for the service. Forbes contributor Jayson DeMers recently wrote about the dangers of "cheap" SEO services. You can expect low-quality content, black hat techniques, and inexperienced optimizers usinga cheap SEO. Look for a reliable professional with a track record and a knowledge that surpasses textbook answers. Overall, your investment in a sound digital marketing strategy is crucial to your business growth and success.

It levels the competition.

I often encourage my clients to dream big because I know we can dominate their competition online. With the help of proper optimization, you can reach your target audience with efficiency. Rebecca Stickler, a content marketing specialist, wrote, "With a strong SEO strategy, your small business can compete with even the biggest business organizations.

SEO - SEO Tips, SEO Strategy | Search Engine Optimization

5 ways to balance technical & non-technical SEO

In SEO’s earlier days, technical SEO was largely about coding. For a fun throwback, check out this 2008 SEL article on search-friendly code by Jonathan Hochman, an internet marketer and computer sciences grad from Yale. Technical SEO was all about how to optimize (and often, manipulate) code, metadata and link profiles to achieve better results.

And you know what? That basic purpose of technical SEO hasn’t changed.

As black hat tactics and manipulation became less effective and more dangerous, they fell out of favor. This gave rise to the more creative, non-technical SEO tactics designed to show search engines the value and relevance of each piece of content.

Technical and non-technical should never be pitted against one another, as both are critical to the health of your site and the success of your campaigns. Technical SEO is the framework on which truly great content is built, ensuring that each piece is structured and optimized for search engine discoverability and human consumption.

Saturday, July 29, 2017

Social Media Marketing | Facebook, Twitter, Google Plus

A Marketer's Guide to Social Media Marketing 

Between Facebook, Twitter and Google+, your business can benefit from using social media to reach a wider audience of potential customers.

Your potential customers and clients are spending more time browsing the online ecosystem we know as social media. In fact, a recent study from marketing agency Mediakix estimated that the average person will spend more than five years of their life on social media. It trailed behind watching television, and totally beat out eating, grooming, socializing and laundry.

With traditional marketing mediums, such as print and broadcast in decline, businesses can no longer afford to ignore this platform. In this guide, we detail the most important aspects of social media, explain the latest terminology and help you understand the latest tools.

Social media cannot be an afterthought. It takes planning and forward thinking. It will take plenty of trial and error to discover the right way to attract an audience and then convert that audience into customers and clients with any degree of brand loyalty. The traditional rules of marketing don't always apply to social media, and different platforms require different strategies.

Tim Ferriss | Tools of Titans | Business Strategies

Video Marketing - Tips, Strategy, Social Media

How To Build A Successful Live Video Marketing Plan

The rise of live video over the last year or so has given content marketers a powerful new weapon to add to their armory. To add to venerable email marketing, blogging, social media and static video content, marketing professionals can now add a format that brings a whole new set of benefits. Live video is urgent, interactive and exclusive. It’s also demanding. And while it's effective by itself, it achieves its best results when used as part of an integrated marketing plan.

That plan should have four elements:

1. Audience Building

Hit the "live" button on Facebook, and your audience members will receive a notification telling them that someone they know is broadcasting. That’s even more powerful of an interruption than telemarketing -- it’s a call from someone they know. But only a small share of the audience will be free to participate at that moment, and the larger the number of people who receive that notification, the bigger the actual audience will be.

The first part of a live video marketing plan then is audience building: Line up followers so that when you’re ready to broadcast, you’ll have people watching and participating. There are all sorts of techniques for rapid audience building on social media, but one of the most effective is the strategy followed by YouTube magician Julius Dein. Dein partnered with other pages to share content, forging agreements with larger pages as his own audience grew. He went from zero to 6.5 million followers within a year. Make that growth part of your live video marketing strategy.

2. Brand Definition

What you say on your live video broadcasts will be important, but how you say it will be equally as important. The live video broadcasts created by Benefit Cosmetics are informal, friendly and tongue-in-cheek. The videos produced by Sephora are still casual but they’re more controlled and polite. It's more like a gathering of women who lunch. Both broadcasts closely match their company's brands.

SEO Tips | Data | Social Media Strategy

How to use SEO data in your social media strategy

Everyone understands that a good social media strategy is the holy grail for businesses; it molds the perception of a brand, carries the voice, creates the appeal, and as a result, increases revenue. There are a few fundamentals that can help enhance the strategy, but SEO, or search engine optimization, is hardly ever considered. Big mistake! Here’s why.
I’ll start by stating that social media and SEO are heavily tied to each other. SEO data can help improve your social efforts, and social media can help with the search rankings.

In fact, SEO data provides a bunch of information about your visibility and target audience: who they are, how they search for things, what keywords they’re using and what sites they’re surfing, not to mention the good old profiling data found in Google Analytics, SimilarWeb and SE Ranking.

Let’s dig in deeper.


As a growing brand and business investing a lot into social media appearance, you need to know what people are saying about your company or products. To find that out, you can use different monitoring tools such as Mention or Google Alerts. However, to set the alerts correctly, you need to understand which search terms are being used.

This is where SEO gets into the game. It’s important to determine the most frequent search queries related to your niche. This data helps interpret the social community’s most urgent concerns.

Often, the best insights come from discussions about your niche overall, but not a specific product. In other words, you need to search for the keywords you want to target in organic and paid search and use them to track social media awareness.

Social Media Marketing | Build Your Brand

How to Build a Social Media Marketing Plan for Your Brand

With billions of active users on social media, it’s still one of the best ways to reach a global audience and grow a loyal following in the process. Years ago, social media was much easier, as there were just a handful of networks to choose from — with Facebook, Twitter, and LinkedIn being the most popular ones. Now that mobile usage is on the rise and social networks like Snapchat, Instagram and Pinterest are gaining ground, it’s important to have a social media marketing plan in place to make sure you have all of your bases covered.

For most brands and businesses, their social media efforts start in the form of content creation. This is usually done through their website or blog, then adding social sharing buttons and making sure each new piece of content is then being shared to their social profile pages. While this is a viable solution, it’s still only scratching the surface.

To help with this process, today we are going to look at some of the most effective ways to start using social media marketing to not only send traffic back to your site but to also potentially go viral with your content. Implement these methods into your content creation and promotion efforts today, to see continue social media success tomorrow.

Thursday, July 13, 2017

Influencer Marketing | Marketing Strategy, Marketing Tips

12 Ways to Actually Get an ROI Using Influencer Marketing

Influencer marketing is all the rage in today’s day and age. Yet, it's no guarantee: You may have every intention of generating high-level results, but getting a return on investment (ROI), much less a solid one, using influencer marketing, is easier said than done.

Here’s the problem: Many people assume that getting an influencer to mention their product or service is the difficult part. They assume that once this happens, sales will follow. And this isn’t always the case.

Instead, to get a solid ROI using influencer marketing, you need a plan. Here are 12 things that plan absolutely needs to include:

1. Keep your budget in check.

Just as with any marketing strategy, "more money" doesn’t mean better results.
Instead, set a budget and work within it, to give you the groundwork necessary to achieve all your goals. For example, sponsored Instagram posts have an average cost of $300. How many of these can you afford each month? Is it a good idea to push your budget to the limit?

2. Track everything.

This goes back to what was mentioned above: You can’t assume that a mention is all it takes for the money to start flowing. You need to track everything from the actual influencer, to the time of the day, to the content. By doing this, you’ll gain a better understanding of what is and isn’t working.

3. Know your target market.

Who’s your target market? Answering this one question will give you a better idea of the type of influencers you need to connect with. Get this: 70 percent of teenage YouTube subscribers trust influencers more than traditional celebrities.

4. Give creative control.

It goes without saying that you want some control over how your message is conveyed. However, don’t be so “hands on” that the influencer finds it a challenge to communicate in his or her unique voice.

5. Consider every available platform.

Don’t get so caught up on Instagram (the king of influencer marketing) that you overlook other platforms that can also have a positive impact. For example, more than 50 percent of marketers believe that video content produces the highest return on investment. Could this lead you to turn your attention to YouTube?

Social Media Tips | Social Media Marketing

How to Drive Event Engagement Using Social Media Marketing

Summer has solidified its place as the season for hosting events, which makes it important to make sure you’re utilizing social media management to the fullest extent. Social media has changed not only how events are promoted, but also how attendees engage with the brands and influencers at play. Creating a conversation between the event and the attendees is a crucial step to guarantee utmost attendance, hype, and engagement.

There has been a surge of social media trends event curators have been embracing to increase engagement. Creating a unique hashtag for an event has become a staple for organizers to be able to interact with their audience when they share pictures and videos to various social media platforms. However, prompts such as this are only effective when the management is ceaseless, which is where many organizers fall short.

Staying active in regards to social media while the event is ongoing isn’t always easy, but it’s an incredibly important part in engaging attendees. Whatever method you decide to use during your event, creating interaction with your audience in real time can truly benefit the promotional goal. Here are 3 ways to use social media management to help propel engagement when hosting an event.

Social Media Marketing | Content Marketing

Your Social Media Marketing Is Only as Good as Your Content

It’s super easy to get caught up in the fanfare of social media and lose sight of what really matters. While pay-per-click ads, profile designs and strategies for amassing thousands of followers are certainly relevant, they aren’t everything. At the end of the day, your ability to profit from social media will only go as far as your content takes you.

Why Content Matters

Have you ever thought about what exists at the core of social networking? When you trim away those extra features—likes, games, profile bylines, advertisements, etc.—what are you left with? Essentially, you have individual users accessing a website in the hopes of communicating with one another. And what do you find at the heart of online communication? Content.

If social media is a marketplace, content is your currency. You can use it to buy likes, followers, website traffic, conversions and even brand loyalty.

Sunday, July 2, 2017

Brand Positioning | Gary Vee, Paige Hathaway

Influencer Marketing | Business Strategy

This Is The Future Of Influencer Marketing

It’s a good time to be in the influencer marketing business.

According to TapInfluence, 73% of marketers say that they have an allocated budget for influencer marketing. ION found that 71% of consumers are more likely to make a purchase based on a social media reference. And 70% of teenage YouTube subscribers trust influencer opinions over traditional celebrities.

For those who don’t know, influencers are individuals who have a significant impact or influence on a social media platform. Brands partner with these influencers to promote their product or service.

Many say we’re in an influencer bubble that’s about to explode. I don’t think that influencer ad spending will decrease, but I do think there are some changes coming that will change the business for years to come.

Digital Marketing | Digital Marketing Strategy

54 Statistics & Trends That Will Shape Digital Marketing Strategy

Over 50 stats, facts and trends about digital advertising, mobile marketing, social media, content marketing, email and SEO that will influence the way you craft your strategy in digital channels. Use these the next time you need to build a presentation and make your case.

Social Media Trends 2017 | Social Media Marketing

Social media marketing trends for 2017

With 2017 at the halfway mark, businesses face new challenges in terms of growth. Social media provides the best opportunities because it allows companies to connect and interact with audiences they want to reach. For greater #Business Development and growth, social media data provides the right information to reach these audiences and make sales.

Social media for business development

SmartBrief reported that businesses benefit when they use social intelligence. Understanding customers in the B2C market and understanding businesses in the B2B market make it easier to develop solutions to solve customer problems. No person or company looks for something to buy.

Social intelligence is about finding out about who potential customers are and then using that data to devise solutions. Many companies don't want to do that because it is hard work, and profits don't come immediately because there is no sale. When businesses show customers they understand them and understand their wants and needs, the conversions are higher when the time comes to make the sale. It also allows businesses to build credibility with their customers, especially online.

Best channels for social marketing

Marketing Profs reported that successful social media marketing focused on the top B2B and B2C channels and paid advertising channels. Based on recent research from Social Media Examiner, many marketers said they used Facebook for marketing their businesses. The survey covered 5,710 marketers from around the world.

Saturday, June 17, 2017

Influencer Marketing | Social Media Marketing Tips

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.