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Solicitation is officially dead for the modern marketer! In this new world where we strive and work hard towards being relevant, it is hard to put ourselves in… (digital marketing lovers.. this one's for you!
Senior marketers may have their heads around digital marketing, but unless they invest in better training for junior staff and stronger metrics, they won’t get the most out of these new channels, an analyst claims.
Whereas the FDA might not call the final guidance it handed down an experiment into the debate about whether regulations slaughter or spark innovation, the way it unfolds has precedent-setting potential.
Personalization — the Holy Grail of Digital Marketing PharmExec.com (blog) Last month I wrote about Direct to Persona Marketing™, an approach to fighting the mass market scattergun approach enshrined in traditional DTC.
Gunther Schumacher, Worldwide President & COO of OgilvyOne Worldwide, spoke at the IBM BusinessConnect software summit about how data and technology are still t (Marketing in a Digital World by @ogilvy on @slideshare #guntherschumacher #ibm
To attract and engage social-media fans and followers — and ideally convert them into customers — you’ll need to carefully map out a clear, effective social-media strategy. Here are some questions you should ask when building your company’s social-marketing plan:
1. What should my company aim to achieve with social media?
That depends on the type of business you’re in. You may want to use social media to gain exposure for your brand, to directly interact with your customers or to promote specific products and services.
“The first and most important step in creating your plan is to clearly identify your goals,” says Lee Odden, chief executive of TopRank Online Marketing, a Minnesota-based, a digital marketing agency, and author of Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing (Wiley, 2012). ”Next, understand your customers’ goals, and then figure out how your social-media strategy will connect both.”
Odden suggests that you first define how your social-media outreach marketing will provide value to your customers. Specifically, think about how you can use social media to solve your customers’ problems.
2. Who should set up and maintain my company’s social media accounts?
If you’re a small company with few employees, consider delegating the task to a staff member who has a good track record of implementing effective social-media campaigns. If you have a larger company, a qualified employee in the marketing department might be a good fit for the task. Businesses with larger budgets but not enough experience with social-media marketing could benefit from hiring a social-media marketing consultant or firm, says Odden.
3. Should my company have a presence on all of the popular social-media networks?
As a starting point, Odden advises that small businesses begin with a blog and a presence on just one social network, at least for the first few months. Which network? Find out what by surveying your customers about which platforms they use the most.
The more your company grows — as well as your digital marketing budget — the more social networks you can experiment with.
4. What are the best social networks for small businesses?
Whether your company is large or small, you can’t go wrong with a Twitter account, Odden says. It’s a platform that is easy to learn and use, and you can’t beat the 140-character limit.
Odden also says Google+ is essential to be on, if only to boost your site’s search engine optimization (SEO). If your company is mainly a B2B firm, you’ll want to be on LinkedIn and Slideshare to reach influencers within your industry. For B2C companies, being on Facebook and Pinterest can be smart.
5. How often should I post new content on my social networks?
Porterfield advises posting on all of your social networks two to five times a day. Your followers visit social-media sites at different times of the day. “One post a day simply isn’t enough because most of your fans won’t see it simply due to timing,” she says.
To reach more of your followers more often, stagger your posts consistently throughout the day.
6. What types of content should I post on which social platforms?
Certain types of content generally work better on certain social-media platforms, according to Odden. For example, Facebook, Pinterest, Google+ and Instagram are inherently visual, so striking, memorable images of your products, company events and perhaps behind-the-scenes snapshots of employees at work can be effective choices for those particular platforms. But text-only status updates on Facebook without an accompanying link also trend well, especially when asking questions.
On Twitter, aim for a good balance of tweeting about your company and retweeting others’ content, including that of your business partners and industry influencers, according to Odden. LinkedIn is popular for sharing company news, productivity tips and thought leadership articles.
Odden recommends curating a diverse mix of content types (standout photos, short videos, useful links, helpful tips, thoughtful question, etc.) across your social-media platforms to keep things interesting and fresh. When you do, your followers will come back for more.
7. Should I use social media to provide customer service?
Social media is fast becoming the most common way for current and potential customers to interact with businesses. You can use Facebook, Twitter, Google+ and other platforms to instantly (and publicly, mind you) field and respond to customer questions, order status inquiries, and, yes, even complaints.
8. How can I convert social-media followers into customers?
Porterfield says there aren’t any surefire tricks to earn fans’ and followers’ dollars, though some tactics seem to work better than others. For instance, Facebook ads can be an easy, inexpensive way to grow your fan base, increase engagement and collect sales leads. It’s up to you to convert those sales leads.
Porterfield also suggests implementing a cross-platform contest that integrates several social channels, like Twitter, YouTube, Facebook and Pinterest. Sweepstakes that offer rewards that resonate with your target market can be effective in attracting potential customers. To drive consumers to your online store, for example, you might send a tweet that describes a contest on your Facebook Page with a link to the rules and entry form found within your online store.
9. How can I measure the success of my social-media marketing efforts?
It’s important to continually track your social-media marketing metrics in order to gauge which tactics and types of posts work and which don’t.
Some social platforms offer their own metrics. Facebook, for instance, gives Page administrators access to Page Insights data for free. These tell you how many people are interacting with your posts. You can use the data to better plan future posts and decide on the most effective ways to connect with your fans and followers. LinkedIn provides similar analytics for company pages.
Use Google Analytics to see how effective your social-media campaigns are at driving traffic to your main website or online store. If you see Twitter, Facebook, Pinterest or other social platforms you’re active on listed as top referrers to your site, your social-media efforts are not for naught.
10. What is the biggest mistake to avoid?
Ironically, the answer here is not having a social-media plan. So, have one and stick to it. “Social media is constantly changing, so you need to be ready to change and adapt all the time as well,” Porterfield says. Constantly evaluate and refine your social strategy. Doing this on a monthly basis can help you identify which tactics are working and which ones to ditch.
Most Of What You Write Won’t Be Read (Well… Almost)I’d recommend you read the post, but statistically speaking half of you won’t give a s*** about reading pas… (Check out "(Write Epic Shit) Most Of What You Write Won’t Be Read (Well… ...
Excerpt from article on TechCrunch: "Flipboard is inching into Pinterest’s territory today with the launch of a new “shopping” category which allows e-commerce brands turn their online stores into flippable, shoppable catalogs, complete with pricing info and big, red “buy” buttons for the items they sell. Meanwhile, everyday users are also now able to build catalogs of their own, using the updated “flip.it” button for web browsers. The company has several new launch partners for its new catalogs, including eBay, Banana Republic, Fab, Birchbox, and ModCloth, as well existing partners like Etsy and Levi’s.
These brands worked with Flipboard’s team who have turned their websites into custom catalogs, where the formatting has been modified to be cleaner and more minimalistic – basically, more like it would appear if it were a print catalog as opposed to a cluttered e-commerce website.
In addition, these catalogs can contain a mixture of products and editorial, or brands can choose to organize their product lines into separate, smaller magazines.
The new top-level “Shopping” category in Flipboard will include magazines from celebratory curators like fashion designer Cynthia Rowley, singer Sara Evans, chef Daniel Boulud and actress Alyssa Milano, who have built magazines containing their favorite products.
To cater to the needs of the former, the company also updated its Flipboard bookmarklet today to allow users to capture product category and price when clipping items from the web. The tool will scrape the text from the web page, or when it’s not able to do so, users can select the category manually or type in the price themselves..."
Metta helps turning stories into short movies out of pictures, videos, text and sounds that are already published on the web. Polls and quizzes can also be embedded anywhere inside a video presentation to get controlled responses from viewers.
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.