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.

Keywords

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.

Internet Marketing Review | Tips For TripAdvisor, Yelp

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.”

Small Business Marketing | Social Media, SEO

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

Social Media Tips | Content Marketing

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 - AI | SEO, Real-Time Data

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

Fake Business Review | Internet Defamation Law

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.

Social Media Marketing | Social Media Tips

4 Ways to Boost Your Social Media Creativity Game
You don't have to be Tinder to light a fire under your customer base with word-of-mouth marketing tactics.

Leave it to a dating app to demonstrate the instant success a creative social media marketing approach can bring to a new business.

Tinder, the location-based dating service that facilitates matchups between interested parties, used a tactic best described as word-of-mouth advertising in a digital format to successfully launch its app.

In a recent podcast, Tinder co-founder and CEO Sean Rad revealed the company grew by 50 percent the day after texting 500 individuals a link to its app. That tactic and other word-of-mouth campaigns grew Tinder’s customer base from 20,000 to 500,000 users in less than a month.

To quickly reach and grow their own customer bases, entrepreneurs must embrace social media in all its forms. Social media’s free word-of-mouth quality can attract and engage potential customers at a stage in a company’s development when advertising budgets are often tight, and expenses carefully monitored.

When building a new business, attracting customers is imperative -- and social media is a leading path to gathering and retaining loyal consumers.

Influencer Marketing | Content Marketing

Repurposing Your Influencer Marketing Content for Maximum Value

You’ve heard it many times: reuse, reduce, recycle. Did you know that this piece of advice doesn’t just apply to aluminum cans and plastic water bottles?

You can repurpose your influencer marketing content to increase its value to your campaign. Think of it like a neighborhood recycling program: You’re preventing waste while putting resources back into the community — or, in this case, your company.

Repost on Social Media

Your influencers likely share content related to your brand on social media, but the buck doesn’t have to stop there. Just as you would toss your Dr. Pepper can into a recycling bin at work, you can repost content that your influencers have already shared with your audience.

In addition to supplying you with free content, reposting influencer content also ensures that your message reaches the broadest audience possible. Influencer campaigns often cost money, so make sure you get as much ROI as possible out of each piece of content.

Use Content For Advertisements

Many people recycle for altruistic reasons, but others expect to earn money for it. Scrap metal yards, for instance, will pay for aluminum cans and other metals. You can use this same philosophy to give your digital ads more meat.

According to an eMarketer report, one-fifth of respondents to a marketing study revealed that they had used influencer content in their digital ads. They might post a photograph of an influencer wearing a piece of clothing, for instance, to promote an apparel brand. Along with a well-worded pitch, this type of advertisement can easily move product.

Make sure you have permission to use the content commercially (which is usually part-and-parcel of influencer campaigns.) Additionally, target your advertisements to an audience that will recognize your influencer and therefore ascribe more meaning to the promotion. If consumers don’t know the influencer, they probably won’t feel swayed by his or her opinion.

Friday, May 5, 2017

SEO | SEO Tips | Website Redesign

10 SEO Mistakes to Avoid During a Website Redesign

Redesigning a website can be a huge project, with hundreds of technical, financial, creative, operational, and strategic decisions to think through. From planning out your goals to building your site from the ground up, it can take months of planning, designing, writing, and developing before you can show off your masterpiece to the world.

One key to making sure your launch goes off without a hitch is to ensure your website speaks the language of search engines—or SEO. How do you make sure that any SEO value you’ve built up with your old website is not only retained, but also enhanced in a new website? Here are 10 SEO mistakes to avoid when redesigning your website.

Mistake #1: Redesigning Without Goals

Before you start designing or mapping out content, you need to ask yourself: What are the primary goals and objectives for this new website?

If you plan to use your website to generate sales leads, your content and user experience need to align with your conversion paths, helping to nurture visitors into leads. This is a key element of inbound marketing programs. To find leads, you’ll want to generate awareness by increasing traffic. This means more blogging, premium content creation, social sharing, and reasons to keep people coming back. There is no one-size-fits-all website. So when discussing a redesign with your team, think through these core elements:

Goal of Redesign: What does success look like in 3-6 months?
Personas: Who are your ideal customers? Depending on your business, you may have several types of ideal prospects.
Buyer’s Journey: What are the core phases that a prospect experiences when making a decision to purchase a product like yours?
Key Elements: What are must-have features and components to help us accomplish our goals?

Mistake #2: Not Capturing Data

Now that you’ve made the decision to redesign your site, you should establish metrics based on the performance of your old website. These analytics benchmarks can be found in HubSpot or Google Analytics and will help you set goals for the new site, as well as overall business growth.

Some examples of the types of data include:
  • B2B publishers who monetize based on ad revenue will likely be more concerned with benchmarking time spent on site, overall visits, and average banner clickthrough rates.
  • A B2C company might only care about visitors to sales conversions of a certain product, focusing the entire user experience toward it right away.
  • Or, a service-based organization may be more concerned with lead generation for their sales team and spend more time educating and raising awareness outside of its brand.
From an SEO perspective, in order to retain link equity and any value you’ve built on your current domain, you’ll want to benchmark these metrics at a minimum:
  • Total traffic (from organic search, referrals, etc.)
  • Conversion rates (ideally, each step between traffic and customers)
  • Which pages are getting organic traffic (usually mapped to the best keywords)
  • Usage metrics (geography, bounce rate, time on site, etc.)
  • Inbound links (the sites that are linking back to you)

Saturday, April 22, 2017

SEO | Website Marketing | Influencer Marketing

SEO Truths In 2017 And Beyond

A lot has changed in the world of SEO since its beginnings. What hasn’t changed, however, is that many of its most fundamental concepts remain the same. By sticking to these basic SEO truths, you’ll reap the rewards for years to come.
The basics matter.
On-site optimization, a process that’s still absolutely vital for getting found in search engines, has unfortunately taken a backseat to the shiny things of present-day marketing. Influencer marketing and new paid media technologies have borrowed (and, in some cases, stolen altogether) precious resources from in-house marketing teams due to the speed, scalability and impact of these programs.