YOU CAN HAVE ONLY SO MANY GOOD FRIENDS
THE SKY IS FALLING
Think about your goals and how they apply to you. Everyone’s short on time, especially if you’re an individual business. Think about which of these goals apply to you, and which you have time for.
Making reports is almost always painful, and a waste of time. Unless you’re solving a particular business problem, it’s just a generation of charts- and a production of charts by any particular style won’t mean anything because the problem you’ll be solving will be different each time.
If someone DOES want a report, or you need to make a report, ask yourself: “So what?” – What do you intend to do based on the report? Reporting without some kind of intended action (change your landing page, change your offer, post more frequently) is pointless.
Reporting analytics is a proxy for what you intend to do to optimize your results. If you don’t have any data, then what is there to optimize?
Here’s a fun example: If you’re the pilot of an airplane, what is the most important? Your velocity? Altitude? or your direction? If you say direction, sure- your plane needs to be pointed the right way, otherwise you’ll end up way off course. That one would be important mid-flight to make sure you’re going in the right direction, but what if you’re mid-flight and only at an altitude of 10 feet? At any point, any particular metric could seem out of whack.
If you say fuel- When you’re taking off and you have no fuel, that’s a problem. If you’re landing, and you have close to a full tank, that’s also a problem because you didn’t plan how much fuel you needed. If your altitude is 40,000 feet and you’re about to land in two minutes, you’re not going to make the runway.
Depending on where you are in the flight, there is a correct number to be at.
People ask us all the time “What’s the right CTR? Cost per fan?” – There is no solid answer. It depends on what vertical and situation you’re in. We wish there were particular numbers, but there’s over 300 metrics you can pull from Facebook (believe it! our database pulls all of the metrics available to us).
Have you ever looked inside of an airplanes cockpit? They’re full of dials, knobs, and gauges. If you’re a pilot, how do you know if any one of them are out of whack from all of these blinking lights and flickering numbers? This is the problem with analytics: Should they install even more gauges and alarms in the most sophisticated airplanes – maybe if there’s twice as many dials and knobs, then it will make everything safe, right? More is NOT better.
If you’re a small business and you do not have many fans (less than 500 ), and you’re spending less than $10.00 a day, analytics will probably not do very much because there’s not much traffic to analyze. This is also true in Google Analytics. If you do not have much data coming to your website like conversions, or if you are a new business, you can safely disregard analytics for now. Remember: without data, there is nothing to optimize, which means few decisions for you to make.
Did you know?
Meredith Olmstead from Social Stairway manages social for credit unions, and explained how the ban on advertising on Twitter has hurt their efforts in reaching their local communities:
I am a Social Media Marketing Consultant and my company, Social Stairway, specializes in building engagement and measuring success for small to mid-sized businesses via social media. Currently we are working with a medium sized Credit Union in the Southeast with 38,000+ members.
Our launch for them on social media has been a tremendous success so far this fall, but we have run into a road block with not being able to promote our account or tweets on Twitter. We REALLY want to advertise more there.
Our mission via Social Media is to reach out to members and the community and provide sound financial advice as well as help with questions regarding our services and personal budgeting and retirement planning.
Our Facebook community has grown to over 1,000 fans is less than two months, so clearly we are doing something right and we believe that it is essential for Credit Unions to be represented on Twitter. Without the ability to promote our tweets and account with the ads it makes it very difficult for us to reach our target audience.We have submitted 4 enquiries with Twitter regarding when our account will be reinstated and have received the same exact email (see above) 4 times with no explanation or idea as to WHEN we will be able to advertise again?
Here are some screenshots from their Twitter account:
Who would you rather see in your stream– a major credit card company or your local credit union?
Readers, what do you think? Twitter folks– you’re welcome to chime in or write a guest post in response.
In our next segment, let’s talk about how to determine the right audience size for your targeting and budget.
Over the last few years, the US has shifted heavily towards Apple’s iOS and Google’s Android models, leaving BlackBerry struggling.
However, BlackBerry has been able to become a highly popular device in Latin American and some Asian countries. Fan growth month / month is only 1%, while PTAT month / month is 2%. These slow numbers show that Blackberry has stopped advertising in the US.
From our data, we learned that US fans tend to purchase new smartphones frequently and are likely to switch to phones with the most advanced features. Countries like Brazil, Argentina, and Colombia show an influx of new smartphone users, many of which are buying BlackBerry phones.
We also found that:
Blackberry currently has a market share of 60.4% in Venezuela, 40.5% in Columbia, 10% in Mexico, and 13.3% in Peru. For the last few years Blackberry has always been on the lower end of smartphones, which makes sense why it would perform so well in emerging economies.
Blackberry’s presence in South America on Facebook is growing. Colombia has a 6% month / month fan growth rate and a 100% month / month growth in PTAT. Argentina has a 13% month / month fan growth rate and a 584% month / month growth in PTAT. Peru has a 2% month / month fan growth rate and a 28% month / month growth in PTAT.
This huge growth in PTAT suggests that Blackberry has heavily advertised in these countries, which was a smart move. The traffic is cheap and a sure way to increase awareness in these markets. Keep in mind these numbers don’t fully suggest a growing market share in these countries due the inflation of numbers via advertising.
India and Indonesia
Two other success stories are India and Indonesia. Blackberry has a 31% share of mobile phones in Indonesia. On Facebook it also has an 8% month / month growth rate and a 287% month / month growth in PTAT. India only has a 1.6% market share, but a 19% month / month fan growth rate and a 130% month / month growth in PTAT.
It is obvious that, in both markets, Blackberry has been advertising heavily to achieve the large increases in PTAT.
We looked at the posting cadence between all countries and found that the US posts 1 -2 times each day, compared to Latin American countries, whose pages typically post every 2 – 3 days. This frequency seems to work particularly well for Mexico, Venezuela, Colombia, and Argentina, who all have a higher PTAT than the US. This reflects the fact that Latin American fans are less tempted to purchase new smartphones to try new models and features, and more likely to stay loyal to the Blackberry brand.
When we looked at post types, we found that all audiences are engaging with similar content with only slight differences from country to country. Overall, photos are resonating best with fans, followed by videos, links, and status updates.
Mexico has the highest average PTAT at over 30k for video posts, followed by Venezuela at 7k (photos), and Colombia at 6k (videos). In every region, Blackberry’s most engaging posts have to do with new phones, features, and products. Like Apple, Blackberry is seen as a genuine brand complete with a die-hard user base, whereas competitors such as Windows Phone or the Android Phone are licensed based and can vary drastically in quality.
What’s Next For BlackBerry?
We’re unsure what’s going to happen, but if BlackBerry is able to privatize, it has a good shot at doing well internationally. Chances are they will never recapture their share of the US market, so they should continue to focus on Latin American and Asian countries.
Still, this brings up an important question – can engagement translate to business success? Also, what are Blackberry’s new fans worth? It is a debated subject, and hard to really say. The key is to make sure you are working with your other marketing channels to drive sales. Positive interactions may mean that the audience is receptive, but people don’t buy phones on Facebook.
Travis King manages Facebook marketing campaigns and works closely with companies such as Marketo and Digital Trends. His area of expertise includes B2B marketing and campaign management. He graduated from Portland State University with a degree in History. Outside of work, Travis plays in a band and enjoys cooking, biking, and gardening.
With Facebook’s announcement of Graph Search, marketers anxiously awaited to see how they could take advantage of the new real estate. Look at all that space!
Last fall, “Sponsored Results” started appearing in the search bar. Even though there isn’t much traffic, these ad units are surprisingly powerful. We’ve seen CTR in the 5-10% range, and CPCs of $0.05 – $0.10. Advertisers can use this ad unit to “brand bid” on competitors’ names, or what’s even more powerful is to target a set of users and bid on a wide range of popular keywords.
This is especially sneaky because we’re not really bidding on the keywords, we’re bidding on a set of users to search for anything.
See how Degree Tree and Oxford Seminars come up when I start to search for Coca-Cola?
So will these ads be effective with Graph Search? Let’s take a look at old vs. new:
At first glance, Graph Search is a much wider bar – wide enough for them to have replaced the Facebook logo with just the “f”!
The ad still looks pretty good, and it’s not in a “Sponsored” section like before, but they’ve added the “Sponsored Software” badge to let users know it’s an ad. Will this affect CTR? As Graph Search is released to more and more users, we’re expecting:
Search volumes to increase, since Graph Search one of the 3 pillars of Facebook, as mentioned by Zuck. Might search on Facebook be bigger and more effective than RHS (right-hand side ads)? We think so.
Graph Search expands search from a single term to social connectedness, geography, and actions. How will us marketers choose to serve ads within this framework?
We think sponsored stories are even more important, since graph search is based on a user’s context ¾ what their friends have done.
How do we get more results in graph search, paid or not? Get more social actions ¾ likes, comments, check-ins, offers claimed, and so forth. We’re way beyond the days of just growing fans.
Matt Prater spends his professional life managing Facebook marketing campaigns, training agency partners, and working closely with brands such as Nickelodeon, Nike, Viacom, and PBS. His area of expertise includes ad campaign management and project development. Earlier this year, Matt was a featured speaker at several social media workshops for agencies in Bogota, Colombia as a part of the BlitzMetrics Certified Partner program. He graduated from the University of Colorado, Boulder with degrees in Economics and Political Science. Outside of work, Matt is an avid tennis player and enjoys rock climbing, cycling, and travel.
With social media becoming the main channel of interaction, establishments such as the University of Louisville now offer courses in it. Also jumping on this trend, University of Florida offers a Masters in Social Media.
Hofstra University has worked with us to create a social media curriculum, using our Blitz University partnership program where we assist teaching social media and analytics to universities.
We sat down with Scott Sanders and Karen Freberg of University of Louisville, both professors of social media, to talk about how they teach social media in the classroom.
Scott: A professor of social media explores how information communication technologies shape and transform our relationships with our friends, our collaborators, and our communities, among other examples, in both the online and offline spheres. As scholars we try to further the collective understanding of how social media platforms shift the way that people interact with information.
How do they find, evaluate, prioritize, engage with, and filter the information they encounter? Most importantly, how are these activities altered when conducted online, within a social media construct, as opposed to in ‘real life?’ These are the types of questions that drive our research, as well as our pedagogical efforts in the classroom.
Karen: A professor of social media is a professional who specializes in the understanding and application of emerging technologies across disciplines. Whether it is involving social networking sites like Facebook to photo sharing communities like Instagram, a professor of social media continues to evolve their point of view across these various platforms.
They have a strong theoretical foundation of course in research and theory, but they are also able to apply their findings strategically across industries and disciplines who are also exploring these new tools.
When we started the search for our new social media position at UofL, we knew that this was going to be a start into building a new specialization within our department and university. Social media continues to be a growing area both in practice and in research, so we felt it was essential to bring in an expert in this field to help us build the social media program at UofL.
We are very excited to have a position dedicated to social media in our department. I was part of the search committee last year, and we are all very excited about having Scott on board to share both his experience and expertise in social media in research, teaching, and in service to the professional and academic community.
Scott: I think as academics we have an obligation to help our students dynamically bridge the gap between theory and practice. I try to do this by assigning a mix of texts in my courses that includes readings from the popular and business press, as well as work by public intellectuals who have done a lot to make the field of Communication central, accessible, and most importantly – relevant.
I think this juxtaposition helps students to understand that they can move ideas beyond the classroom and apply them in their working lives. As I plan my courses for the year, I’m also thinking about how I can help my students become more familiar with social media as practice by exposing them to guest speakers from industry.
Karen: It’s a constant struggle within academia since you have basically two sides: you have the theorists and then you have the practitioners. However, it is important to have a hybrid approach when you are in the classroom because this is what the workplace is showing us.
Students are not only asked to think critically to form their points of view, but they have to be creative and innovative with how they apply these principles to solve problems and address opportunities. We try to balance both perspectives in the classroom by having equal discussion on both parts – which is key especially in a social media class setting.
Scott: I am primarily interested in the communication behaviors and cognitive processes that influence how people assess the credibility of information in online environments. When I conduct research I often draw not only upon the literature in my own field (communication) but also on literature from a variety of fields including marketing, psychology, economics, and biology.
Furthermore, as Karen points out, there is a tendency for social scientists to work within research teams and more and more these are cross-disciplinary. The real strength of these teams is that each person can bring something to the table that isn’t duplicated in the other team members’ skill sets or knowledge. As a researcher I’ve worked with professionals that range from computer scientists to pediatric cancer nurses. Overall, it’s very rewarding and allows us to answer questions that alone we wouldn’t be equipped to tackle.
Karen: What is great about social media is the fact that it is not just happening in one field or another. Previously, public relations professionals or communication scholars only stuck to their field in terms of research, or if they did branch out, they would go to sociology, psychology, or sometimes even in marketing.
However, we are seeing a growth in transdisciplinary research groups – where groups of individuals are working together on research projects from various disciplines to look at a particular issue, opportunity, or problem. For example, I was part of a project where I had a systems engineer, a psychologist, a public health professional, and a weather and risk specialist.
We are all coming from various points of view – but we bring something to the table equally that helps elevate the brainstorming sessions and discussion on how to apply these findings to our respective disciplines. We can’t afford to just stay in our field for research and practice – we have to continue to be explorers and seek out new collaborations with other professions.
This will not only help evolve the ideas involving social media, but all natural and social sciences.
Scott: I don’t think there is any immediate concern about the obsolescence of social media. In general, communication technologies that have reached the level of acceptance of social media take an exceedingly long time to truly die.<span”> For example, it was just this June that India, one of the most populous countries on earth, ended its telegram service. In fact, some people have argued that technologies never really go extinct and always remain in use somewhere in the world.
I also don’t believe that cross-channel integration is going diminish the importance of social media. Although it’s important for brands to have a consistent message across media, people trust information from other social media users about products and services because they are not perceived as self-interested.
Building positive word- of- mouth will continue to be an important public relations strategy and social media currently provides one of the best platforms for this. For example, one of the (many) great things aboutPinterestis that users provide an implicit endorsement of the products that they pin. In turn, this can directly drive purchases when the pins link back to retail sites.
Karen: I think social media will continue to evolve, but it won’t be obsolete. I remember the day where I was told in my PhD program not to study social media because “it is a fad.” I think we are seeing technology continue to evolve, which is both exciting and challenging for researchers and practitioners. However, cross-channel integration will continue to be a trend to note and be aware of.
Scott: The value of social media goes far beyond directly driving purchases. First, online brand communities can foster identification with brands that not only may increase the likelihood of purchase but can also decrease the chances that a consumer will defect to a rival brand. Second, users learn from each other how to use products innovative ways. This increases the products value to the user.
In sum, a brand has to know what they’re trying to accomplish in order to accurately assess the ROI of social media.
The common trap people fall into when trying to measure ROI is the assumption that they’re selling eyeballs as they would with television or print advertising. While measuring “likes” or “followers” provides nice summary statistics, it fails to capture many of the ways that social media contributes value to brands.
Measures of engagement or knowing the size of the active user base are better as they can tell you whether you have a thriving community. However, at the end of the day nothing can replace having a human being observing what is happening in the community.
Karen: This is a discussion that always generates a lot of points of view, even among academics! There are of course various points of view on what are the main metrics to look at when it comes to social ROI (ex. sentiment, influence, conversations, engagement, reach, resonance, etc). One set of new media standards has been published that appears to be on the right track is from Katie Paine
One of the challenges we have to look at here too is what ROI means not only to social media, but how it is measured and evaluated across different social media platforms. Is a calculation of engagement on Twitter the same in weight at engagement on Instagram or Facebook? I am not sure –so I don’t think we have the magic equation for all of these yet – but at least we are having these discussions among researchers and practitioners.
Scott: First, a social media professor is always cognizant of the fact that social media is an area that remains subject to constant flux and rapid change. Consequently, good professors in this field engage in online life by participating in the communities that they’re teaching and writing about. Personally, I try to stay on top of new developments by reading company blogs (I find the engineering ones quite helpful), as well as the social media commentary offered by online news outlets such as TechCrunch or Wired.
Good professors also create assignments that directly engage their students with social media platforms by challenging students to use social media tools to communicate ideas clearly and effectively. I’m considering using Storify this year in class as it will stimulate students to collect information from various parts of web and use these pieces of content to construct a coherent and persuasive narrative.
Finally, success as a social media professor also has a lot do with helping people to approach these technologies as critical thinkers. Although the ‘millennials’ have been immersed in social media for much of their lives, this doesn’t mean they thoroughly understand it from a phenomenological standpoint. For example, I think there is a tendency for many people to view social media platforms as monolithic.
Here, a good professor is going to help the students identify specific channels of communication and the technological affordances and limitations that shape the user experience. To illustrate this idea, consider that Facebook is platform that provides a number of communication technologies ranging from threaded discussions to picture-sharing.
We can characterize these channels along a number of dimensions such as the degree of privacy they afford, the level of active participation they require, or how much they reduce uncertainty. It’s a single platform but it’s incredibly rich and nuanced. It’s my hope that my courses will help students open up to a whole new way to approach and understand the world of social media they experience every day.
Karen: In order to be successful as a social media professor, I think there are several qualities these individuals need to possess: being a life long learner, walking the walk when it comes to social media, having a balance between theory and practice, creativity, and hard work ethic.
Since social media is evolving, we have to constantly look at what is coming up in the pipeline in terms of new platforms, trends, and issues/opportunities for the profession. We have also an obligation to keep up to date with these trends on our students behalf as well. We can’t send the students into the workplace thinking that social media is just like email (which unfortunately, some professors think this is the case still).
Walking the walk means of course practicing what you preach to the students when it comes to social media. Having a blog, a strong presence on social media, and engaged in the emerging technology both in research and consulting are a few ways to do this. Presenting both research that has been done in social media but also discuss how these findings can be applied in the workplace is going to be a balancing act for professors to do, but it is necessary.
Social media professors have to be creative both in research and teaching. Coming up with ideas on questions that have not been addressed yet in the field or asking students to do some new assignments are just a couple of examples. Finally, hard work ethic is key for social media professors. Keeping up with trends, looking at new research, and working on projects takes time and dedication. In terms of examples, there are many professors who are actively engaged in practicing and researching in social media that I would suggest looking at for examples.
However, I highly recommend looking at what Dr. William Ward (Syracuse University), Kelli Matthews (University of Oregon), and Robert French (Auburn University) are doing when it comes to social media professors. These are three professors who are setting the bar for other social media professors to follow.
I am not sure how many official social media professor positions are out there right now in universities, but we are very fortunate at the University of Louisville to have Scott on board to serve in this role. We are very excited about growing our social media research and professional group at the university as well as in the academic and professional community.
W. Scott Sanders is an assistant professor in social media at the University of Louisville.
Karen Freberg is an assistant professor in strategic communications at the University of Louisville.
Most branding and reach is targeting the top of the funnel– TOFU.
And the PPC experts focus on the conversions at the bottom of the funnel.
But connecting brand power to conversion requires a strong Middle of Funnel– MOFU. B2B is the hardest area to drive meaningful engagement on Facebook– often a mix of silly cat photos and heavy whitepaper content.
Let’s talk to some bad ass MoFu’s to see how they drive engagement, leads, and opportunities in B2B.
First up, we have Preston Smith, Organic Marketing Manager at Infusionsoft, a small biz marketing automation company. How do you define the Middle of the Funnel and how does Facebook play into this?
“MOFU is that dark place your most valuable prospects go to die. But really, without going into too many details on the varying layers that are the middle of the funnel, MOFU is basically anyone that has taken a hard or soft opt-in that isn’t being worked by sales.
“Facebook plays into MoFu is many way but let me tell you about 2 ways we use it. First, a facebook like is a “soft opt-in”. When someone “likes” your facebook page they are giving you permission to show them content, just like they would in filling out an email opt-in. And just like email, people want to be given relevant content. The content you present should move people through the funnel.”
“The second way we use facebook in the MOFU, is by creating custom audiences in power editor based on segments of our MOFU email list. We can then advertise exclusively to those customer audiences in a way that moves them through the middle of the funnel to the sales team. The key is to build your customer audiences in a way that allows you to present relevant content to the relevant customer audience.”
Let’s drop in on David George, who was in charge of Customer Success at Heyo, a social apps company with 41,000 fans and hundreds that attend each of their live webinars. What’s your secret to bringing folks from awareness to web demo?
“One of the most important things for us was maintaining active email lists.
While email seems a little passé, it still reigns as one of the most effective mediums for businesses to communicate with potential customers.
We made sure to have a list that was always full of fresh leads. These leads came in through many different channels, so it was also important to track where the most “active” people came from, or those who were most likely to sign up for our software via the demo. We obtained these leads through people signing up for our Free Trial, but dropping off before completion; signing up to receive free e-books and case studies; live conferences/speaking engagements; and more.
If we ever sent messages to an older, less active list, it was important to first, A/B test the copy, but also include a follow-up email with a different subject line to the segment who didn’t open the first message.
If you have an older list, it’s important to note that as time goes on, less and less people will be interested.
Don’t take this personally – it is due to many things – change of occupation, change in finances, business went in a different direction, etc. In order to maintain an “active” email list and not be another spam troll, periodically send an email to your list encouraging them to unsubscribe if they don’t like the content. This way, your open rates and click-through rates will be much more accurate (and higher – which is always fun to see!).
Next, just send a friendly reminder about 30-60 minutes before the event to get the last stragglers that didn’t have their coffee that morning and forgot about the whole thing. Something that proved very effective for reminder emails was being super short, and super direct with the subject line. “We’re live, should we wait for you?” always gets some interesting responses 😉 “
Maria Pergolino runs Marketing at Aptus. How does she handle leads?
“You can’t accelerate leads through the funnel with early stage content like general best practices and top tips type blog posts. Instead, you need to map out your buyer personas by buying stage, and then pair it with the appropriate content. For example, buyers who are mid-funnel may be looking for analyst reports, buyers guides, and case studies. Less people will consume this content, but it will be those getting ready to purchase. “
Jason Miller rocks the title of Sr. Content Marketing Manager at LinkedIn. His strategy involves Custom audience targeting with mid-funnel content.
“Upload a list of names into Powereditor based on where they are in the buying cycle. Then drop in some MOFU content offerings then track, refine rinse and repeat. It’s all about the targeting in the phase :)”
Carra Manahan is the marketing programs specialist at Marketo, who believes MOFU is a very important part of the buying cycle.
“When you have leads that aren’t quite ready to buy, you want to make sure you’re giving them content that will help push them through the funnel and unfortunately TOFU content does not show buying intent. For instance, if someone looks at an infographic it doesn’t necessarily mean they want to purchase your product. We generally like to give them our middle stage content which we define as “tools that can help buyers find you when they’re looking for solutions”. Such content is comprised of buying guides, ROI calculators, analyst reports and other similar assets.”
Joe Chernov is the VP of Marketing at Kinvey, who feels that everyone defines MoFu differently. He defines it as ‘the lowest funnel stage over which marketing has complete control’
“People tend to think in terms of black and white. Top and bottom of the funnel thinking is reinforced by this tendency. Top is “fluffy, awareness-generating stuff” whereas bottom is “about the product”. The casualty of this thinking is the middle of the funnel, where a balance needs to be struck – it has to be just broad enough to not turn-off those who aren’t in a purchase cycle, but just specific enough to advance someone along their “buyer’s journey.” Nuance is difficult for people, myself included.”
Jeff Tomlin holds the title VP of Marketing at Vendasta, who’s still growing the strategy for MOFU
“When it comes to our MOFU work, I wish we were further along in our sophistication but we have been pretty successful in the past couple of months. Our mid funnel content is mostly case studies and sales training videos. This content has been getting a lot of attention because a lot of companies we are targeting are struggling with sales force transformation and transitioning from traditional to digital revenue streams. This content has been generating a lot of direct conversions for us. “
Jeffrey Eisenberg is an authority of Internet marketing strategy. His thoughts are that content that is produced without the intent of moving prospective customers through the buying process is simply wasted effort.
“Sales processes fail in MoFu when you fail to provide the relevant content that fuels persuasive momentum. Do you know what content provides enough fuel to make the sale?
If you’ve planned your content by identifying the questions your personas have at all stages of their buying process, then you’re half way there. The middle of the funnel is where you need to anticipate all the content that will support your buyer gaining the consensus – not just to make a purchase – but to change their company’s organism. Companies are like organisms in that they avoid change. They aren’t looking to simply replace what they are doing with a solution, your champion is trying to disrupt the corporate organism as little as possible.
In the MoFU, give up on the idea of a single decision maker, support everyone involved. Yes, the VP of Marketing has different questions at different companies, but at some companies you also need to provide your champion a way to answer the CFO’s questions, maybe the CEO’s, and likely his/her direct reports. When you have the right content, prepared for the right media, for the right buying modality – for all the people who will truly be involved in buying your product or service – then you’re truly headed in the right direction.”
Lisa Buyer supercharges internet marketing strategy with The Buyer Group. Author of the book “Social PR Secrets”, she believes that the power of public relations can be extremely influential in the middle of the funnel.
“It can make it or break it for business. MOFU is part of the relationship building process in marketing. As a brand you are either building trust, maintaining trust, growing trust or in some cases earning it back. Coming from a public relations angle, the stronger relationship you can build in the beginning the better.
If you are introduced to a brand via a friend or third party trusted source, the trust factor is higher. Brands delivering selfless content designed to educate, entertain or help the prospects make smarter decisions and become an educational type source will in the end create an army of brand advocates.
Examples include projects like The Social Media ProBook headed by Joe Chernov back in the day with Eloqua and JESS3. The Social Media ProBook is a 42-page free e-book collaboratively written by a cross-section of social marketers from brands and agencies, analysts, and social support professionals across both business-to-business and business-to-consumer industries.
This is an example of bringing together a group, creating a community, that lives outside a brand and uniting them into one collaborative and branded voice in an objective way. Using tools such as free ebooks and webinars in the MOFU creates a bonding effect and accelerates the process in building trusted relationships and fan engagement.
The Social Media ProBook won the “Killer Content” Award during the B2B Content2Conversion Conference by the DemandGen Report recognizing it for exceptional content marketing. Creating exceptional content, whether it is a feature story in a top tier publication that can be repurposed and lives forever as a trust logo on a company home page and links to the full story on a company’s online newsroom to a piece of published content such as The Social Media ProBook that went viral. “
Our MoFU strategy here at BlitzMetrics is simple: Ask the smartest people in the industry for their feedback and to publish articles featuring them– hence, this one! 🙂
Readers, What’s YOUR strategy for the middle of the funnel?