While search marketers can easily track the number of conversions they’re getting through AdWords, it usually takes more time and effort to delve into the customer lifetime value (CLV) numbers, i.e., a prediction of the net profit attributed to the entire future relationship with a customer.
Digital Marketing Show Fresh Business Thinking Nick James, Producer of the Digital Marketing Show, believes now is the time for the UK's businesses to embrace digital marketing and, in doing so, reap the rewards.
Black Friday shoppers have certainly developed a fondness for online retail sites. A larger number of them plan on doing most of their shopping on an online site than at a brick-and-mortar store that day.
Glória Ribeiro's insight:
Um artigo que demonstra bem a evolução do e-commerce e a importância de estar online...
Regulators must rethink LinkedIn lockdown InvestmentNews (blog) If you are living in the 21st century as a business owner and a financial adviser, you spend time networking on LinkedIn. The social network has become the place for business.
Fortune 500 companies and global agencies face a serious digital marketing skills shortage, according to the State of Digital Marketing Talent report.
Overall, the study found that executives are unhappy with the skills of digital and social media team talent, and there is a large talent gap hurting sales, employee retention, and marketing ROI.
There is a large talent gap—a substantial difference between the digital marketing skills team members should possess, and the skills they currently have.
71% of large companies believe their digital team is strong in some specialities, but weak in others, with sizable gaps in every area studied. Only 8% of those surveyed believe their employees are strong in all areas of digital marketing.
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The popular social media giant Facebook has provided analytics via its popular Facebook Insights application for several years. In the past, the application has not had the ability to provide real-time analytics.
Law Union Explains Adoption of Digital Marketing Campaign THISDAY Live Law Union and Rock Insurance Plc, one of the non-life risks underwriting groups in the country, has explained why it adopted digital marketing campaign, saying it was to...
When I talk to physicians about dipping their toes into the social media waters, I advise starting with LinkedIn. Spend about 45 minutes or so and create a LinkedIn profile, which is essentially a digital translation of your CV. LinkedIn profiles get ranked highestamong the social media platforms, and can push down the influence of negative news stories or physician rating sites.
Howard Luks is a social media thought leader, and whose opinion I respect tremendously. He wrote an insightful piece explaining why LinkedIn may not be right for doctors:
As a physician on LinkedIn, not only do you have a virtual “please sell to me” sign on your forehead, most will perceive their presence on LinkedIn as a huge waste of time. Unless you are an aspiring entrepreneur, etc you will find that the connections you make on LinkedIn are weak at best. In addition, while your patients are looking you up online, for the most part they are not looking at your LinkedIn profile.
He goes on to suggest doctors spend their time on physician rating sites like Vitals or Healthgrades, Google+, or Yelp.
When it comes to establishing an online reputation, there are essentially two ways of doing it.
“claiming” a profile on an existing physician rating sitecreating your own online presence, either with a website or through a social media platform
While I generally recommend the second approach of proactively defining yourself with social media, the first option of utilizing existing sites is viable.
First, much of the information in Vitals or Healthgrades is inaccurate, and can lead to the so-called Google Maps problem, where Google may use the information on these sites.
Second, physicians can leverage the high search engine visibility that these sites generally garner.
The downside of this approach is that these sites are for-profit and generally don’t have physicians’ best interests at heart. Their physician profile pages are littered with ads, which can subtly imply a physician’s endorsement.
Also, consider the terms of service of one of these sites, which are heavily skewed against the doctor:
You acknowledge that your Physician-Provided Material may be used without restriction for any purpose whatsoever, commercial or otherwise, without any compensation or obligation to you.
Because of those reasons, I prefer doctors create social media profiles instead, where they have more control over how their online identity is controlled and presented.
Howard also recommends Google+ and Google Places for Business. However, there is more friction in taking this approach, namely the cumbersome way Google verifies your business address. If this can be overcome, this does indeed have the highest search engine impact, as seen below:
But any friction whatsoever prevents the majority of physicians from defining themselves online. From talking to doctors across the country, many are petrified of taking even minimal steps to be visible online.
Which brings us back to LinkedIn.
While it isn’t perfect for the reasons Howard mentioned, LinkedIn is a low-threat, low-resource, high-yield action.
I acknowledge that there are tradeoffs involved, and after considering those, continue to recommend it as a reasonable first step to establish a physician’s online reputation.
A pergunta pode parecer descabida, mas existem indícios que a tornam uma pergunta séria e actual: um número crescente de utilizadores mais antigos estão a abandonar a rede e o mesmo acontece aos adolescentes. A saturação aumenta nos que usam a rede social, enquanto na bolsa o facebook continua sob pressão.
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