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Social Engagement Isn’t Everything: 5 Other Things to Focus On

When you talk to people about their Facebook pages, you’ll often hear people all talking about the same thing: Likes, likes and more likes. Yes, having likes is important. Yes, getting a high level of page engagement is important. But it’s far from the end all be all of Facebook. There are many factors that are more important than list engagement. Here are five of them.

 

Facebook Engagement Tips

 

#1 – Segmenting Your List

Segmenting Your ListsIf you’re saying the same thing to everyone, chances are your message isn’t going to hit home with a lot of your audience. Instead, learn to segment your lists.

First, you can segment by language and geography. If you’re targeting different parts of the world or have followers across different language groups, make sure you make full use of this feature.

You can also segment your friends into different lists and share specific content with specific people.

 

#2 – Being on the Right Social Network(s) Online Social Networking

People often default to one of the big two social networks: Facebook or Twitter. But these two networks aren’t necessarily the right networks to be on.

If you’re targeting artists, a much better social network to be on might be DeviantArt. If you’re targeting CEOs and high level executives, a much better network to be on might be LinkedIn. So on and so forth.

Make sure you pick the social network that your users are actually on. Often time’s small industries and niches will have their own smaller social networks. Make sure you get on those social networks, not just the big ones.

 

#3 – Keep an Eye on Your Virality

Viral MarketingYour virality stats tell you what percentage of your guests like your content enough to take an action that causes your story to be reposted on their wall. This includes liking your post, commenting on your post or sharing your post.

Whenever someone does one of those three actions, your story is replicated on their wall. Your virality stats show you how often that happens. The higher your virality, the more people are passing around your content.

Look for patterns in virality. Do certain days of the week tend to work better? Do certain kinds of topics? Do certain kinds of media – pictures, videos, etc – Tend to work better?

Get in the habit of looking at your stats and adjusting your posting habits to what your customers want.

 

#4 – Is Your Content Emotionally Share-Worthy? Create share worthy content

Most companies are pretty good at coming up with content that’s share worthy from an informational perspective. How to content, tips, instructional videos, walkthroughs, discounts and so on are pretty common on the social sphere.

What isn’t common and what could really set you apart is content that’s share worthy from an emotional perspective.

Does your content get people to laugh? Or get riled up? Or make people feel special? Does it surprise them? Does it make them feel like you care about them?

Good content isn’t just about sharing good information. It’s also about hitting emotional triggers and making your content emotionally share worthy.

 

#5 – A Good Administration System

Administration SystemFinally, you need a good system for administering your Facebook page. This involves a few different things.

First, automation. Do you have the right tools to make administering your page as easy as possible? Use tools that allow you to schedule posts so you can do your posts in batches.

Next, you need to have clear assignment of administrative duties. Who’s in charge of updating the page? Who’s in charge of responding to customer comments?

Ideally, you should have just one or two people managing a page. You don’t want conflicting voices or conflicting opinions on your page. Other people who want something posted should contact the primary administrator(s) to have things posted, rather than have admin access to do it themselves.

Finally, you should have a system for monitoring your social media. You should have alerts setup for common brand keywords. If a PR emergency ever arises, or if a customer starts to complain about your brand, you should know about it immediately and be able to respond quickly.

These five things are all more important than the amount of likes or the level of engagement you get on your page. Engagement isn’t everything – The way you manage your page can make a big, big difference.

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September 17th, 2012 by admin

How to Build an Effective Content Marketing Strategy

Using content marketing to promote your business requires focused, targeted text. Your online promotional material can show your readers that you are an industry leader when it comes to knowing and understanding your subject material. There are steps you can take to make the most out of a marketing strategy to create an effective promotional campaign. If you focus on growing your audience, your content can pay for itself with new clients and broad readership reach that could go beyond a local market.

Content Marketing Strategy

Basic Content Marketing Strategy

 

Offer Readers Expert Information
 

Find what angle of your industry you can excel in when it comes to disseminating information. If you make exercise equipment, for example, you may want to offer the latest in exercise research or tips for a basic workout program with trainers as blog contributors. The more you can speak as a voice of authority on specific content, the more people may be attracted to your content and marketing. 

 

Use High-Quality Content
 

Incorrect or inadequate content on your site can leave readers feeling that your company is not professional. Hire or outsource writers that can convey your information in a well-written format. This not only will give you a lift in terms of quality content, but also will free you and your staff to focus on the overall content strategy and related assignments for the writers.

 

Collaborate with Your Writers
 

Keep the feedback channels open with your writing team. Make sure you look at the content that is representing your business. Offer words of encouragement and any suggestions if you want to take the entries in a different direction. Clear, concise directions to the writers can make a big difference in a marketing project’s outcome.
 

More Content Marketing Tips

 

Offer Training for the Writers
 

If you want to accomplish effective marketing, your writers need to understand the difference in writing for the Web vs. other types of writing. You may want to lead in-house training with plenty of examples for the writers to see and learn appropriate style. You may even want to put together your own style manual, particularly if there are industry references specific to your business that could boost the authoritative nature of your site’s articles.

 

Emphasizing SEO and Keyword vs. Content Distinctions
 

As part of the training, you may want to spend some time discussing your SEO strategy along with keyword vs. content details. You may have specific metrics that are part of your SEO formula, which can help give the writers guidelines. And, while a keyword strategy is important, you may want to stress the value of detailed, accurate content on your site as you work with your writing team.

Create a Content Marketing Plan

 

Use a Content Calendar
 

A content calendar can keep you and your writing staff on track for different promotions through the year that can tie in with blog pieces. You may have sales at specific times of the year or an annual event such as a new-product launch. The calendar can keep everyone’s schedule in line with yours so that the writers can meet any increase in workload.

 

Review Site Traffic Statistics
 

Knowing more about your audience can help your staff refine your marketing to maximize reaching as many people as possible. You may discover that certain times of the day are best for posting to your site for local audience reaction. You also may dig deeper to see what types of mobile devices your readers prefer to use. This can help you customize your site and readability depending on the most popular devices. Combine this knowledge with traffic statistics, and you may soon have a powerful combination of information to create an effective target-market plan.

 

Putting Your Plan in Motion
 

An effective content marketing strategy includes several key components. You will want to build a strong writing team, offer training on key elements along with goals for content, and arrange for a calendar to keep track of promotions. As your audience grows, you can review site traffic and obtain any readership metrics to help further refine your strategy as the content builds an audience. Your promotions can take a life of their own with a smart plan in place as a guiding force.

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September 4th, 2012 by admin

Stress Less With Social Media: 5 Surprisingly Simple Tactics

You know social media is an important part of your marketing strategy. But it might seem that the only way to succeed is to spend hours on it every day – or pay somebody else to do that for you. Fortunately, that doesn't have to be the case. Here are five surprisingly simple things you can do to enhance your social media presence, while spending less time on it – for less effort and less stress.
 
The key is to start treating social media differently: Use it as a content tool, not a conversation tool. In other words, use it to distribute your expertise and knowledge to people who want it, rather than an informal channel for chat and conversation. I admit this is very different from the way most people use social media, but it allows you to stand out from the crowd and be seen as a leader in your social media circles.
 
So here are five things you can do to use social media in this way.
 
1. Consume lots of content.
 
You should already be on the path of constant learning and improvement in your business – just because you need to do it in a fast-paced world. So be sure you are consuming high-quality, relevant, appropriate content for your business. You can do this by subscribing to blogs and e-mail newsletters, setting up Google Alerts for important topic areas, watching videos and slide shows, listening to podcasts, and so on.
 
You do need to be selective, of course, so you don't suffer from information overload. But you do need to be constantly learning for your own business first, before you start sharing it with your social media circles.
 
2. Share content with your networks.
 
Some of the content you receive is worth sharing with your network. So share it!
 
You can do this by posting links to all the social media platforms: Twitter, Facebook, LinkedIn, Google+ and Pinterest. Simply post a short message with the title of the content (article, blog post, video, whatever) and a link to it for readers to find out more.
 
Don't worry that you're sending people to other people's Web sites. The goal here is not to increase traffic to your site; it's to demonstrate your expertise as a source of high-quality material. That builds your reputation, and the traffic will follow later.
 
3. Add value with your comments.
 
Whenever you comment on something – whether it's a blog post, Facebook picture, or tweet – make sure you're adding value to the conversation. You can make purely personal comments from time to time (on Facebook, in particular), but aim to make most of your comments useful and educational.
 
4. Publish more to your blog.
 
Every blog post you write doesn't have to be a well-consider 500-word article. It's appropriate – and in fact, very useful – to publish shorter blog posts that comment on other people's material.
 
For example, you could link to a relevant news story, embed a YouTube video, embed a Slideshare presentation, or share an infographic somebody else has created. In each case, add a paragraph or two explaining why you're sharing this, so your networks understand how it's relevant for them.
 
5. Auto-post to your social media networks.
 
Connect your blog to Twitter, Facebook and LinkedIn, so that every blog post gets posted automatically to those networks as well. Ask your webmaster how to do this, or use the free Twitterfeed service.
 
Auto-posting is a slightly controversial topic, with some experts recommending you never do it, because it doesn't allow for free-flowing conversations. But remember, our aim is to focus on content, not conversations!
 
How much of this can you do?
 
Some of the ideas above might sound a bit daunting. But if you try putting them into practice, you'll find them easy and quick – especially because you no longer have to spend hours every day on social media conversations!
 
References:
"THE TOP WAYS TO REDUCE STRESS" — Keith Hillman
 
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September 3rd, 2012 by jalaja