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CEO
Ty has a long history in Internet marketing, with a strong background in
search engine optimization, and interactive marketing. With a combined
20 years of teaching, he has spoken and trained at national & international
events on the topic of digital business, and enjoys chillaxin in his snuggie.
Define your Target Audience: Keep a target market persona visible within your
workspace. Detail your target markets demographics, psychographics, interests,
media consumption habits, social behaviors, and motivation for purchasing
your product/service. Your target audience profile should drive your content
marketing strategy.
Define your Content Marketing Objectives: Define what business objectives your
content marketing strategy aims to address. Create a content marketing mission
statement that describes your audience, what types of content will be delivered to
your audience, and why this content is valuable.
Measure Your Success, Analyze, and Adjust: Generate and analyze regular
analytics reports to evaluate the success of your content marketing strategies, and
make adjustments when necessary. (See: Measuring Your Digital Marketing Efforts
on Page 32)
# 90% of the information sent to the brain is visual, and visuals are processed
60,000x faster than text
# One minute of video communicates the equivalent of roughly 1.8 million words
# Videos are shared 12x more than links and text combined across all
social networks
# Instagram now boasts a 300 million active user base and 70 million photos
uploaded per day
# On average, Pinterest users follow more brands than Facebook or Twitter users
Determine desired impact of visual content. Your visual story needs to be relevant to
both your target audience and business objectives. Be sure to answer the questions Why
will my audience care about my brands visual content? What specific value will my visual
content provide my followers and potential customers? Remember that your visual
content should be direct, unique, interesting, and mobile friendly!
Keep Videos Short on Facebook. Videos that are organically uploaded to Facebook typically
generate a better reach than links to videos on external platforms like Youtube or Vimeo.
That being said, Facebook users typically desire to view snackable entertainment when
scrolling through their feeds, so keep videos on Facebook short. We recommend posting
videos that are 1 minute or less to Facebook, and uploading longer videos to Youtube a
channel that users browse with the goal and mindset of watching videos.
* Most Effective = Respondents who rated their organizations use of content marketing as 4 or 5
in terms of effectiveness (on a scale of 1 to 5, with 5 being Very Effective)
*Least Effective = Respondents who rated their organizations use of content marketing as 1 or 2
in terms of effectiveness (on a scale of 1 to 5, with 1 being Not At All Effective)
Source: Zerys
The decrease in organic reach and impressions that will result from this algorithm
change means that marketers will have to use Facebook for Business and setup paid
ad campaigns to achieve significant reach (and engagement) for promotional posts.
To effectively market themselves organically on Facebook, brands will now more
than ever have to focus on delivering valuable, shareable, and engaging content to
their audiences. Hootsuite also has some solid and specific Facebook/Social media
marketing tactics that will help you adapt to these changes!
Test multiple variations and combinations of images and copy for your ads. Evaluate
their individual performance, and the factor the findings of your analysis into creation
of content for future ads.
Keep it personal! Make the purpose of the ad transparent, and specific to a need in
your target audience. Ideally, you can articulate the value of your products/services
to your prospects in a transparent, yet clever and attention-grabbing manner. Include
your businesses value proposition and a direct call to action that will motivate them
to click on your ads.
Bid within the recommended PPC range for each social media platform and for each
campaign. Pricing will vary across social media channels, as will the frequency of
clicks your ads receive should you choose to launch a multichannel paid social media
advertising campaign factor this knowledge into your paid ad budget allocation
processes. Evaluate the success of bidding within recommended ranges upon the
start of your campaign, and then boost your most successful ads with a higher bid
where you see fit.
Optimize landing pages for your ads. Ensure that the pages where your ads lead
are relevant to both the ad content and target audience. Furthermore, ensure that
various purchase pathways and calls to actions are prevalent on ad landing pages to
provide prospects an easily navigable online experience.
Younrd
across its various social media profiles. Check out the next 3 pages to
see how TED Talks effectively diversifies content across its channels!
Bra
Twitter
Here we see TED Talks post a photo relevant
to a current controversial issue protestors
in action in response to the Ferguson/
Michael Brown incident. Instead of taking
a political stance on the issue (a major no-
no for brand marketing), TED provides its
followers with an article containing various
videos of speakers discussing smart ways to
think about racism. This tweet illustrates the
importance of delivering socially relevant
content in a timely manner for engaging
twitter followers.
LinkedIn
TED Talks posts a video about self-
improvement on LinkedIn. A smart move,
considering that a great deal of regular
LinkedIn users continuously strive to
improve themselves and their careers. Think
of LinkedIn as a prime place to market your
brands professional and authoritative
content that people in your industry will
benefit from. Additionally, be sure to market
your business on LinkedIn for recruitment
purposes ensuring that the culture, success,
and industry authority is prominently visible.
Youtube
TED Talks Youtube page, like Pinterest, is
a highly organized library of categorized
content providing users quick and
easy access to videos that will give them
inspiration on a desired category. If your
brand relies heavily on video content, be sure
to organize its youtube channel, and post
quality videos that deliver unique value and/
or branded enteratinment to your audience.
14% 14%
12%
11%
7%
Source: Adobe
Monitor trends and popular topics of conversation for your target market
Utilize your brands personality when creating content and proactively engaging
with social media users
Create web and mobile friendly purchase pathways that deliver information
relevant to prospects interests or browsing history
Utilize a Retargeting service like AdRoll to try and convert past web visitors
Segment your Email Marketing list to deliver custom emails to prospects that have
indicated specific interests (prior to doing so, ensure your website is conducive to
identifying different needs of individual prospects)
Follow trending hashtags and topics and (if possible) create unique, branded
content that is relevant deliver in a timely manner.
Dont be afraid to post edgy and novel creative content & responses just be sure
to remain politically correct and avoid topics such as politics or religion.
Sources: Mashable
If cost effective and beneficial to your brand, create an app that makes it
easy for brand loyal customers to make repeat visits and purchases.
Optimize your Google+ profile so that mobile users can locate and research
your business while on the go.
True lift (in mobile marketing) will be achieved by those who successfully
combine these insights with techniques like audience segmentation and
full funnel optimization. Also, stay up-to-date with the constantly evolving
mobile marketing best practices. The takeaway? Optimize and strategize
specifically for mobile!
Millennials demand the most time efficient and mobile friendly online experiences available
to use for shopping and researching make sure your brands mobile and web presences can
readily give prospects the information and rapid shopping experience they desire.
Millennials embrace the idea of philanthropy and take pride in shopping/interacting with
brands that publicly showcase their positive impact on the world. A recent study by Cone
Communications, found that millennials are hyperaware of, and have high expectations for,
corporate social responsibility efforts to make the world a better place -- for themselves and
broader society.
Millennials are heavy social media users, and often turn to social media as a method of
procrastination - make sure your social messaging and content strategy tailors to this
procrastination mind-state to earn the attention of the millennial market. Ensure your content
has social context and delivers concise, shareable value.
When making purchase decisions, Millennials will almost always consider reviews from
friends/family and online reviews monitor relevant review platforms (Google+, Yelp, etc. )
to control the quality of your online brand perception.
Nurture Your Leads! Personalize communications with leads - even those that arent sales
ready - to further qualify them move them along their purchase pathways and generate
valuable, mutually beneficial conversation. Define customer segments and interests, then
build follow up email templates for your sales teams to utilize when they reach out to leads
for further qualification.
Utilize Lead Scoring. Create a lead scoring model that fits your sales cycle and brand to ensure
your sales force is spending its time efficiently by pursuing qualified leads.
Optimize Online Forms. According to a Marketo study, short forms (5 fields or less) on
websites outperform longer forms by 34%. If applicable and relevant, establish progressive
profiling to assist in your lead qualification process.
Measure Marketing Automation Performance. Set up goals and define impactful and
insightful metrics to measure your automation goals!
Ty Ty Downing ty@sayitsocial.com
Comapny:
SayItSocial
Citations and Brand Mentions Link building is still critical, but Google is pretty
much fed up with black hat tactics and paid links. Receiving mentions/links from
legitimate citations and brands, however, will prove more valuable in 2015.
Ensure your website or blog contains link bait in order to generate mentions
and citations from external parties.
Social Signals 2014 proved to be the year of another failed Google initiative,
Google+ Authorship. Whats left? You guessed it, Twitter and Facebook. Although
you likely wont see a partnership with these guys (Thanks to Bing), expect Google
to factor in the content and engagement of your social platforms when indexing
authority and legitimacy for search rankings.
Directories Yes, once a dead factor, and a spammed-to-tarnation tactic, has returned. But
we are not talking about submitting your site to 100s of automated directories, we are talking
about high quality paid directories, including Yellow Pages , Best of The Web, and many others
that are legitimate and NOT usually free.
Local Maps & User-Generated Content sites Remember to manage your brands presence
on Yelp, Google+ Local, Bing Maps, Yahoo local Maps, and any other relevant user review
platforms. If you have not CLAIMED and taken ownership of your properties on these sites,
expect a decrease in search rankings in 2015.
Google 360 Virtual Tours If you have a brick and mortar business, you will want to invest in
this new product from Google. Think it doesnt help your local SEO, and CTR (Click-Through-
Rates)? Think again. You do want to dominate in 2015 right? Get one
Perhaps the most exciting component of SEM for 2015 will be the evolving AdWords Extension
technologies. These extensions empower businesses to create automatically updated
advertisements that use real time data to ensure that ad copy is more relevant than ever before.
Using real time data from information regarding weather, inventory, sale length, wait time, the
stock market, and more, this new technology promises to raise the bar of targeted ad accuracy.
Moreover, Google claims that utilizing ad extensions often leads to a 20% lift in click through
rates!
Wed like to leave you with 3 of Googles high level recommendations for success with SEM
for 2015.
Be sure to check out the Google Partners Connect Video for more insights about the future
of SEM.
Source: Google
Consumption metrics: Look at visitor behaviors to your website, social or digital content. Are they
reading your content? Are they lingering on your posts? What pages have high bounce rates and
what are possible causes for this?
ebsite or blog: Look at unique sessions, page views, and average time on your site using Google
W
Analytics or other site analytics you have.
igital Assets: Track the downloadable content on your website (eBooks, Whitepapers, etc.) to
D
gauge success and popularity!
ocial media: Utilize native or third party social media analytics to evaluate your performance,
S
and use tools like bit.ly links in social captions to measure click through action from social to your
website!
E
mail: Email marketing remains a powerful method of delivering content to your brand advocates
and prospective customers. MailChimp, HubSpot, Marketo, Eloqua, and Constant Contact
measure open rates, bounce rates, and clicks for your email campaigns.
M
obile: Separate desktop from mobile (and tablet) metrics, then measure both mobile traffic
and mobile content consumption while comparing to desktop in Google Analytics.
W
ebsite or blog: Measure the amount of unique visitors, repeat visitor count, time on site, pages
per visit, and the bounce rate of the content pages of your website or blog.
D
igital Ads: Because you are spending marketing dollars here, utilize digital ad analytics to
ensure your sending the right audience to the appropriate landing pages.
S
ocial media: Are you posting snackable, engaging content that both engages your existing and
helps increase your follower count?
E
mail: Keep an eye on the number of people who unsubscribe or opt out from your email content
when they do so such information will reveal what emails inspired people to unsubscribe.
S
ocial Sharing metrics: Is your digital content being amplified? Shared? By whom, and where or
how they are sharing it, mobile or desktop? Third party analytics providers such as Hootsuite,
SimplyMeasured, and SocialBro provide both free and paid analytics modules.
E
ngagement metrics: Does your content resonate with your followers? What kind of action
(if any) are followers taking after consuming your content? Are they sharing, commenting, and
regularly engaging around your new content?
The above list is merely a baseline of metrics to monitor, but each brand should define which channels
and measuring methodologies are most valuable. Dont get caught up in the buzz around Big Data-
just choose which metrics to monitor that align with your digital efforts, business objectives and
your resources.
Cheers,
Follow Us:
Contact Us:
1844 Sir Tyler Drive
Wilmington, NC 28405 USA
info@sayitsocial.com
910.550.0982
www.sayitsocial.com