"In February, the team at Pivot released a revealing research report that documented the increasing gap between marketer and customers. I referred to this as the Great Divide or the “The Perception Gap,” the distance between what customers want in social media and what executives think they want. In collaboration with Barnickel Design, we’ve just released this infographic that visualizes the extent of the perception gap between social consumers and social businesses.
Following this report and in many interviews I’ve hosted over the years asking about customer engagement, I will often hear, “Well, customers don’t know what they want.” Other common responses refer to Steve Jobs as if everyone shares his talent for innovation, “Steve Jobs never asked.” Or the ever popular Henry Ford quote never fails to make an appearance, “If I would have asked customers what they wanted, they would have said faster horses..."
They may evoke memories of advertising practices based on old-fashioned stereotypes dating back to as early as the 1910s but brand personas are now actually more important than ever as business goes digital.
In the digital world, where traditional megaphone-style advertising is generally losing its effectiveness, creating an archetype of a prospective client is becoming critical for companies who wish to provide a relevant, bespoke and truly personalised user journey. Persona development is the necessary first step in the move towards a client-centric, inbound marketing approach.
A business or a brand has to speak directly to its target audience, addressing users’ issues, pains and challenges. This means delving deep into the fabric of your target audience and putting yourself in your persona’s shoes before you even begin to map out the customer journey.
Check out this infographic, created by Linchpin SEO – an excellent visual guide to persona creation."
"How does social media activity impact SEO? That's a common question these days as publishers try to make the most of search and social for audience development.
While the role of social media signals in Google and Bing’s ranking algorithms is still evolving there are already a number of ways that social media is having a clear influence.
Here are five ways that social media impacts SEO, or more specifically search engine visibility, rankings and traffic:
1. Annotations in the Search Results
Both Google and Bing use social data to annotate select listings on their search engine results pages.
2. Personalized Rankings
In addition to annotations the engines also personalize the order of their search results based on a number of factors including social connections and activity.
3. Secondary Links
When it comes to ranking factors links are still much more important than social shares. A link from a quality, trusted site has considerably greater weight than a like, tweet or +1.
4. Highlighting Authors
In some instances Google is now highlighting author information in its search results.
Beyond author markup in the search results, both Google and Bing are beginning to utilize the concept of AuthorRank in which trusted, popular authors may be given a boost in search and social media visibility".
SEO Copywriting is an art that requires a balance of your creative skills and technical skills. With this Infographic we have come-up with 13 facts and tips that can help people write an effective and appealing SEO Copy for their website and blog.
I define Social SEO as the ability social media has to help your SEO efforts by creating shareable, optimized, high quality content. Social Media and SEO need more things that tie them together.
"The fellas at SEOMoz conducted their own Social SEO study which said: While all three networks did have a positive correlation, the strength of the relationship was strongest for LinkedIn. So, while LinkedIn may be the least obvious choice for sharing activity, it is still incredibly important for marketers also interested in SEO performance".
"Your reputation for providing quality customer service matters. In fact, as our latest infographic illustrates, the importance of providing great customer service is two fold: you need it to maintain your existing customer base and you need it so your base will promote you to potential customers.
Your customers are talking about you on a variety of channels, such as social media, blogs and review sites. And your potential customers are listening: only 1% of respondents said that a company’s customer service reputation is not important when they consider whether or not to do business with them..."
Many people think that b2b lead generation is leagues away in terms of helpfulness with regards to social media. With this infographic that has given to use by Online MBA, there has been a recorded 66% percent of online users that are connected to at least one social media platform on the World Wide Web. The use of these websites have steadily increased over the past 10 years in either personal or business reasons.
" As we rang in the New Year here at Gigya, we took a look at our data from 2011 to take stock of the year and to measure how our technology has impacted our clients.
In short, 2011 was incredible. Our technology is now trusted by over 40 percent of the web’s top 100 properties (comScore) and reaches a billion users across nearly 500 enterprises. Gigya’s technology went live with some of the leading enterprises in the world including Pepsi, Microsoft, NBC Universal and Dell. We built our team to over 100 employees and launched new products like Gamification, Ratings & Reviews and our Social Identity Management Platform, all while offering the best enterprise-class client service around.
In the past 12 years, Google has released an aggressive amount of updates and algorithm changes. While there are many minor changes yearly, the search engine giant occasionally unleashes a major update that heavily affects SEO.
From The Article: "The rules of search have changed. In fact, they change on a daily basis. But never so dramatically has rank been uprooted since the explosion of social media. Social media sites, especially the power houses of Facebook, Twitter and LinkedIn, have become backlink central for affecting organic search results.
Social media’s influence on driving business via the web is expected to surpass search engine optimization (SEO) in 2013, according to eMarketer. Web marketers and PR professionals must pay attention to how social media affects search, and ultimately how it can change the rules of online visibility and (online) brand engagement.
How can you use social media to increase your SEO rank and ensure that the rank and ensuing traffic will convert to web business"?
"According to Sirius Decision, the adoption of Marketing Automation technology is expected to increase to 50% by 2015. However, my experience tells me that while more and more companies adopt marketing automation, they are not able to use the tool to its fullest potential because of a lack of expertise, methodology, or basic understanding of the tool. Many do not understand the potential it has when used correctly and settle for basic email marketing – missing out on the great opportunity of increasing conversion rates and Marketing ROI..."
Rather than debating which form is better for reaching consumers, marketers should focus on how they are integrating social within search, and vice versa.
From The Article: There are two reasons this is true:
1) Social Signals -- the signals from Google +, Facebook, Twitter and other social networks that Google considers in its algorithm -- are already being optimized for by sophisticated search marketers.
More broadly, the digital-advertising industry is poised to reach $39.5 billion in 2012, according to eMarketer, and will overtake TV advertising spend by 2016. That's too big a pot to be arguing over.
2) Integration as a Rule.
The search-marketing industry has changed. It's more integrated and more valuable precisely because social-advertising spend is augmenting clients' search-marketing campaigns.
Today's advanced search campaigns require creating efficiencies at every step of the process. That includes augmenting search campaigns with social-media cost-per-click campaigns segmented by geography and socio-economic factors. Augmentation should be search marketers' new focus, not some outdated debate".
"Twitter is a vital tool for brands that want to convey relationship with customers via social media. The summed up the data in this infographic illustrated the best days to tweet, engagement by time of day, length of tweet, hashtags, amplification and much more. It makes tweeting almost into a science.
"Social media marketing is the shiny new toy. Businesses were provided tools that they could use themselves to promote their business.
Coca Cola changed its marketing strategy from creative excellence to content excellence.
They had realized that social media was able to spread their content and ideas with velocity and the crowd could create and share more stories on social networks than they could ever hope to buy.
The democratization of marketing was now evident.
Here the 4 Myths of Social Media Marketing:
Myth #1. It’s Simple
There are many myths about social media marketing but the biggest one by far is that it is easy and can be done by an intern at lunch time.
Myth #2. It’s Free
Planning , creating content, optimizing for search, publishing to multiple platforms takes time. Time is money.
Enterprise class tools are not free. Participating on Facebook may cost nothing and tweeting is free but the content and eco-sytem to support a sustained social media marketing effort requires budget and commitment. Professional videos still cost money to produce and edit.
Myth #3. It’s Just Facebook
Many organisations think that because Facebook dominates the social media numbers game with nearly one billion users, that it is the only social media network to consider in a social media marketing strategy.
Facebook only allows less than 15% of your updates to appear in your Facebook followers timelines through its “Edge Rank” algorithms.
Myth #4. Social Media is the “Silver Bullet”
Social media is not your marketing saviour.
Remember to continue to optimize your online properties for search engines.
Being found on Google is still a “must do”. If you aren’t doing this then you need to reconsider some of your marketing budget priorities. Social media marketing advertising is still only $5 billion and search engine marketing spend is 10 times larger at $50 billiuon plus because it works".
Sharing your scoops to your social media accounts is a must to distribute your curated content. Not only will it drive traffic and leads through your content, but it will help show your expertise with your followers.
How to integrate my topics' content to my website?
Integrating your curated content to your website or blog will allow you to increase your website visitors’ engagement, boost SEO and acquire new visitors. By redirecting your social media traffic to your website, Scoop.it will also help you generate more qualified traffic and leads from your curation work.
Distributing your curated content through a newsletter is a great way to nurture and engage your email subscribers will developing your traffic and visibility.
Creating engaging newsletters with your curated content is really easy.