Here are a few taglines.
See if you can identify which companies they’re from (click for answer).
You’re probably aware that Twitter is often overlooked, especially in comparison to Facebook’s advertising capabilities.
But here’s something you might not know: You can promote someone else’s tweet.
All of your positive mentions and implied endorsements from others on Twitter can be retargeted to relevant audiences on Twitter.
Think about the opportunities this allows- the ability to amplify what others are saying about you, putting positive endorsements in front of whoever you’d like. Definite jet fuel for your personal brand.
Here’s how to take advantage of this little known feature.
1: Get permission from the tweet’s author.
Before heading over to Twitter, figure out whose tweets you want to promote and get permission from them. This is the main reason this technique is not as widespread as it could be.
To promote someone else’s tweet, you need their written permission to show to your account manager at Twitter. If you don’t already have an account manager, you’ll need to start advertising on Twitter until you reach their spend requirements.
In this case, I want to promote one of Larry Kim’s tweets:
2. Define your promotion objectives.
Think about the different objectives in promoting a tweet:
- To gear up for a conference (what we’re doing in this example)
- To amplify someone’s good experience with your brand
- To reap the rewards of a high-profile endorsement
- The list goes on…
I want to promote Larry Kim’s tweet in preparation for Pubcon:
3: Begin setting up the campaign via your Twitter Ads account
To promote a tweet, head on over to your Twitter Ads account, found in the upper-right drop-down menu.
Click on “Create new campaign” and then “Tweet engagements” for the objective.
4: Name your campaign and set your start and end dates
Give the new campaign a name and set some start and end dates (or run it continuously if you have an evergreen piece that you want consistently promoted to new people).
5: Refine your targeting to reach the most influential audience
Here’s where you can really refine targeting. Start with the location (in this case, United States). Next, if you want to target a specific gender, language, device, platform, or carrier, you can do so here.
You’ll want to continue to narrow down your target. Scroll down to the “Additional Audience Features” and take a look at the options here.
For this example, I want to target the followers of some specific profiles, so I’ll choose the “Add followers” option. If you want to target multiple usernames, like I do, click the “Import multiple @usernames” button.
Throw in however many username’s followers you want to target and click “Verify @usernames” to make sure you typed them in correctly.
If everything looks good, go ahead and click “Add users”.
6: Set up your campaign budget
Let’s set up a budget now. This example is utilizing the “Dollar a Day” method here to reach a targeted, relevant audience inexpensively.
Set a higher daily budget if you have something you want more people to see, or if you notice that your campaign is doing well in one of your check-ins.
7: Select the tweet that you would like to promote
Now select the tweet you want to promote. If you gained permission properly at the beginning, you should see the Twitter handle here in the dropdown menu. Click on it, and you’ll see a list of all their tweets in the field below.
Select the tweet you want and play with the sidebar that shows you how your ad will look on different platforms. Here’s what ours looks like on an iPhone:
Once you’re happy with everything, scroll back up to the top and click the blue “Launch” button.
You’ve successfully promoted someone else’s tweet.
This technique grants you a great deal of power and access, so use it wisely and respectfully.
With permission, you’re able to promote and compose tweets on behalf of any handle. Because of this, you must have a solid relationship with these users before you are able to use this feature. Don’t just ask for or give permission yourself without first understanding this.
Since I used our “Dollar a Day” method here, The campaign gained almost 4,000 relevant impressions with a 2.21% engagement rate. That comes out to just over a $0.30 CPE and a total cost of about $25.
The key point to remember is that all of those impressions were relevant ones. They saw the ad because they followed the accounts that I targeted, which means they care about the same things I do.
Targeting relevant users provides cheap, meaningful impressions and engagements. It changes a user’s opinion from an “annoying ad” to something they’re happy to see.
You can use this technique across a wide variety of industries, with the proper access, of course. Take a music festival, for example:
Music festivals, much like professional conferences, have two categories of attendees: performers and audience members.
The performers will naturally begin to promote your festival for you on their social media channels because they want their fanbase to attend and support them. The more fans they bring to the festival, the better they look, and the more new fans they’ll attract.
Use this to your advantage.
Because you’re in a position of authority, most bands won’t have any issues granting you access to promote their tweets. It’s free promotion for them, and everyone benefits.
You can take a tweet from one of the bands and promote it to people that are similar to their followers, people interested in music festivals, people that tweeted specific keywords (band names, lyrics, etc.), or any of the various targeting features Twitter offers.
Apply this technique across the lineup of bands and you will increase your reach to relevant audiences exponentially.
Replace “band” in the above example with “presenter” and you’ll see how this applies if you’re a conference organizer wanting to boost your attendance.
This can even be used to further your personal brand by amplifying the positive mentions you receive from other thought leaders, as Larry Kim, Founder and CTO of Wordstream, points out:
“Generally, it’s better to have someone else say something nice about you rather than saying it yourself (since obviously, your own opinion about yourself is biased and comes across as rather self promotional). So I think this new feature is a rather Interesting loophole that lets you get around that whole bias and self promotion issue.”
Have you used this feature before? What have you used it for?
Want to read more by Dennis Yu? For more content follow him here:
If you’re a freelancer, charging by the hour is a good way to start. Time is an approximate measure of value and reduces risk to you on scope creep. Clients understand billable hours, as do project management systems.
Yet, tracking time can be painful. And time spent is not an approximation of value. A few quick tweaks to a $10,000 per month ad campaign can produce thousands of dollars of on-going monthly value.
Consider that some universities now offer social media courses that give certifications, like Pepperdine University, who offers a few programs: Social Media Professional Certification for $1500 and a Social Media Strategist for $2500. Takes about 30 course hours to complete- Not bad, since according to Glassdoor (a salary / employment data aggregate), the average social media pro makes around $50k / year.
And you know consultants who charge a lot less than you would, but they either take much longer or can’t even do what you do. The hourly model rewards people who take longer, punishing the good guys. So you certainly don’t want to compete on hourly rate, unless you are an offshoring company.
But wage slaves can sometimes get $997/hour (that’s my rate), but it requires you to do a lot of speaking and publishing to build up your reputation– a bigger investment well over 30 hours.
Related Article: Why are there SO MANY ad networks? HOW to start YOURS!
So how do you graduate from being an hourly wage slave to a business owner charging what you’re worth?
You need to charge percentage of spend or a flat monthly retainer. Percentage of spend usually means 5-15% of spend with a monthly minimum. 10% of $5,000 per month is $500, so decide how much effort a client is.
Could be great or could be a nightmare depending on the expectations and how much effort you need. By not doing hourly, you have to limit scope more carefully, of course– and that means you have to set strict package offerings like our Express Digital Plumbing Package.
You cannot graduate from hourly to retainer/spend pricing without this structure in place, lest you risk random outcomes and uneven client expectations.
Perhaps the biggest challenge of packaged offerings is getting the set-up bits done.
That means getting necessary access to the accounts, creating them (if necessary), and being super clear on GCT (goals, content, targeting).
The bigger players will have an on-boarding process handled by a separate team.
But if you’re small, then use a series of forms (Infusionsoft, Google Docs, others) to make sure the prerequisites are out of the way before starting.
Related Article: Your Idea of a Facebook Funnel is Backwards
If you’re really smart, you’ll put these online to qualify anyone who might be a client. Just make sure you have a process in place, as Mike Gingerich of Tabsite suggests:
“The shift to digital over the past few years has created a wave of opportunity for new entrepreneurs. The ‘online business’ model has exploded but, as many who jump in find out, it’s not simply a matter of posting your website on social media and watching clients roll in!
It’s important to have a plan and a process. Most people who take the entrepreneurial plunge have somewhat of a plan, but few have a process and this is the big gap! The onboarding and business processes you have help you qualify clients, give you a complete and clear plan to demonstrate your competence to prospective clients, and it gives you a clear checklist and scope from which you can evaluate your costs.
My advice… spend as much, if not more time, on the process than on the plan because the process ultimately guides the plan!”
Then no more free consulting calls, which wastes your time and reduces your effective rate. It’s not that all potential clients are freetards, but that you must set clear expectations of what you do and don’t do. Instead of having to repeat these bits endlessly, write it down, record a video, and you’ll never need to say it again.
Related Article: How to Save and Edit Facebook Live Videos
If you’re a solo consultant, it’s easier to get away with no process. With just a few long-term clients, you’re not going to need to acquire new business or explain what you do.
But maybe you want to be a business, not freelancer/consultant. And if you believe in packages, driven by checklists, then you’d naturally take the next step to have others follow your checklists, buoyed by training you create. That means you have to package up what you know into checklists for repeatable excellence.
So do you want to keep working in your business or on your business? Continue to be tortured by the E-Myth with dreams of a 4 Hour Workweek or actually be a Checklist Manifesto disciple?
Invest 30 minutes to systematize your expertise and watch this: eventualmillionaire.com/dennisyu/
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Our process of MAA (metrics, analysis, action) allows you to optimize campaigns in just 15 minutes per day. Keep practicing MAA and the performance of your Facebook, Google, Twitter, etc. campaigns will continually improve.
MAA is part of our 9 Triangles framework, which we believe is applicable to every business environment.
There is a great article from Dennis Yu going over this concept in detail here, if you want more information.
MAA is channel-independent, and we believe that everyone, especially those in online marketing, can benefit tremendously from using it.
We use this tactic with clients both in reports, as well as in simple email updates to keep everyone in the loop (most importantly the client).
We start by picking the most important metrics (usually those that are especially good or bad; e.g. a high CTR, a low CPA, etc.). Then, we form a theory about why these numbers are the way they are; we analyze them. This can just be a few sentences.
Maybe the most important step is the final one: action. I usually write “Next steps” and then a list of bullet points showing what I am going to do or asking the client to provide information.
This simple and fast communication style with frequent light touches helps us be efficient, effective, and keep everyone in the loop.
Here is an example of what MAA could look like in an email (analysis and action is gone over in the last paragraph):
What other techniques have you used to boost your project efficiency?
We’ve all heard excuses, and, most likely, have made some ourselves. How many of us have heard or used one of the following? I’ll let you pick the excuse that sounds best to you:
- I don’t have time / I have this thing coming up / I’m busy
- My computer / car / pen is broken
- I didn’t feel good
- I don’t know how / I’m afraid I’ll ______ / I got stuck
- I forgot
- My dog died
- I just didn’t feel like doing it
Yes, things come up. Life is full of uncertainty, and there are only so many hours in a day.
So, how do you squash excuses?
There’s no secret word or Jedi mind trick that fixes it. However, two things that will greatly help you squash your excuses include developing and sharing your big ‘Why’. In addition, having open communication; letting everyone know your status, and if a project / task needs to be delegated.
This article focuses on how to more effectively use communication to overcome excuses.
Jakob Hager, who co-founded TaskWunder, stresses the importance of having a framework in place for when communication fails.
“A business is a set of rules, of which communication is a major part. In an ideal world, we would only have to build rules that regulate how good communication works. However, I believe that a good (and scalable) business also builds rules for what happens when communication fails or misunderstandings happen. CID (Communication, Iteration Delegation) is a good general framework for building those rules.”
Mike Gingerich from TabSite offered the following advice on how to keep communication open by providing a comfortable environment.
“A central key in getting others to communicate effectively is to create an environment where they can feel comfortable, safe, and valued. Within that type of respectful environment, people are more open to communicating. A second key aspect is creating the expectation that communication is expected. This comes from laying out groundwork early on and demonstrating over time a commitment to following through on the communication expectations. Together this can help foster a creative environment where team members contribute and participate in a valuable way.”
We’re proponents of open, clear communication, outlined in our 9 Triangles, to keep us organized, and to help us plan every aspect of managing and running projects:
The very first triangle that makes up the strong foundation is Personal Efficiency. It’s made up of Do, Delegate, Delete (DDD), explained by this video:
It’s simple: Want to (D)o it? Take it on and do it immediately. If not, (D)elegate it to someone else. Once you’ve decided on which option to go with, (D)elete it. If you leave it lingering for later and don’t answer it immediately, there’s a good chance you’ll continue to procrastinate, and the project will languish as more emails come in and bury it.
The next triangle in the foundation is Leadership. It is composed of Communication, Iteration, and Delegation (CID):
This builds on your personal efficiency, instantly (C)ommunicating your status when asked, and providing (I)terations through updates while (D)elegating as needed to spread the workload.
Here are some responses to the frequent excuses you may encounter:
Notice how we’re able to apply the concepts from above, which heavily rely on the CID framework:
1. I don’t have time / I have this thing coming up / I’m busy.
Restructure your time to be more efficient and prioritize your tasks with DDD. If you’re still unable to fit it in, delegate it.
My computer / car / pen is broken.
Let everyone on the project know you’re experiencing equipment issues, how long you estimate it will take to fix it, and delegate accordingly if you’re not able to complete it in a timely manner.
I didn’t feel good.
This one is common. If you’re ill to a point that you’re unable to work until you feel better, let everyone know (communicate!) so they aren’t left in the dark thinking you went AWOL, and delegate your projects.
I don’t know how / I’m afraid I’ll ______ / I got stuck.
Fear and vanity often get in the way of one taking action. Unwilling to show ignorance, they will soldier on blindly hoping the problem will fix itself or go away. Don’t be a deer in headlights! Ask someone for help before the metaphorical car runs you over. Don’t be afraid of failure either, since you won’t ever learn without honest effort. CID helps greatly here, since any issues that come up can be quickly addressed.
This one often comes up as a reaction not from not following DDD, but finding yourself forgetting to follow up or check on a project. There are multiple tools to assist you in combating this. We’re a big fan of Boomerang for Gmail.
My _____ died.
If the project is due during the time of grievance, let everyone know and delegate it to someone who can complete it.
I just didn’t feel like doing it.
That’s fine. No one is holding a gun to your head to do something. Delegate it to someone who wants to take it, and reconsider taking on projects you don’t want to do.
If you are shaking your head and thinking, “It’s as simple as saying something!”, you’d be surprised that lack of effective communication is the most common reason why projects fail.
The excuses above can be simplified into “Have an issue? Let everyone know. If it affects your ability to complete it, assign it to someone else”.
One of our analysts, Michael Dediu-Whealey, had this quote that we should all keep in mind: “Excuses are a reflection of our priorities. Our priorities are a reflection of our values. Our values are a reflection of who we are.”
and it was Aristotle who said “We are what we repeatedly do, excellence then is not an act but a habit”. So what does the habit of making excuses say about you?
Next time, instead of reaching for an excuse, try preventing it by encouraging open communication, and utilizing your team.
How has lack of communication hurt your projects? How have you combated it?
Want to read more by Dennis Yu? For more content follow him here:
First off, let me start by saying this is just my own opinion. Despite that, however, I think most people will agree with me here. On the other hand, if you practice any of these marketing tactics, don’t immediately assume I’m bashing you. As with anything in this grand adventure known as life, there are exceptions to these.
“Something that really bothers me is when reputable sites do not filter out these awful ads. Recently, I found myself clicking on an advertisement featuring a list of marketing best practices. Instead of seeing an itemized list, the content was displayed in a carousel. On the page there was only one obvious ‘next’ button which actually turned out to be part of another ad. Not only does it make me angry with the ad, but it also makes me angry with the site it was sponsored on.”
With that said, let’s dive right in.
1. Force conversions down people’s throats.
I find this to be most prevalent with online IQ tests. As someone who’s constantly questioning his intelligence (and who has a relatively low budget), I semi-frequently find myself searching online for free IQ tests. Oh, by the way, don’t try it! They’re all lies! My scores have ranged from 108 to 140 on the ones that actually give free results.
But that’s just it. 97% percent of these so-called “free IQ tests” will NOT give you free results. Sure, they’ll let you take the IQ test– all 200 sections of it; but when you finally reach the end, BOOM! “See your results! Enter your card information below!”
Are you serious!? I just spent ninety minutes on this test, and you’re going to tell me I have to pay for my results!? Gee, I wish I would’ve known that before I wasted the last HOUR AND A HALF OF MY DAY!!! But I can’t be too mad; perhaps my IQ really isn’t all that high. After all, I was dumb enough to fall for this BS (more than once, I’m embarrassed to admit).
2. Use ads that take up the entire screen.
Seriously! Do it! Because that won’t put a bad taste for whatever you’re selling in anyone’s mouth!
Sorry, I’m choking on my own sarcasm.
Remember the late 90′s/early 00′s? Remember what every internet user back then seemed to endlessly complain about? If not, let me refresh your memory:
The screen-hogging abominations I’m referring to are the same thing. I can’t think of a single time where these kinds of ads have gotten me, or anyone I know, to convert. So, advertisers, just… don’t.
3. Spam the masses with geo-targeted, template-based ads.
I’m kind of a meme nerd. As such, one of my go-to websites to get my meme fix is trolino.com. But as much as I love their memes, I equally hate their ads. One reason for this is because of the blatant click bait-esque, spammy load of bogus ads they host– ads that say something like “This new law in Beaverton has lawyers in an uproar!”
Of course, it only says this when you’re in Beaverton. But travel south 1,000+ miles and suddenly that same law goes into effect in San Diego too! Wow! What a coincidence!
Unfortunately, I can’t find images of the specific ads I’m referring to but luckily their campaigns seem to have ended. However, they were replaced by something arguably worse, which leads to my next tip on annoying marketing.
4. Gross your audience out!
You see this? Here’s another one from trolino.
Do you know what this is? I sure don’t, but it disgusts me. I never want to see it again. I might just be weird on this one but *barf*. NEXT!
5. Require a credit/debit card BEFORE the “free trial’”.
This one is about as sleazy as it gets and don’t you dare try to tell me otherwise. 100% of the time (real statistic), companies that do this are relying on the forgetfulness of those who sign up in order to profit (*cough* Netflix *cough*).
Somewhere in the fine print of their T&C, there is ALWAYS something guaranteeing the potential customer-to-be will be charged if they don’t cancel by the end of the trial period (*cough* Amazon Prime *cough*). Hell, half the time when they cancel during the trial, they’ll still get charged and presented with a giant fiasco just to get their money back! Automatic credit card charges are Lucifer’s greatest form of entertainment.
What annoying / sleazy practices do you see everywhere, and wish would stop?
Landing pages are a critical but often ignored part of the bigger picture. You’ve spent time and money on the ads driving traffic to these pages, so you better make sure they’re set-up properly.
You must understand features versus benefits.
- Features – what you have to offer the customer.
- Benefits – why the customer should care about what you have to offer.
Let’s say you sell guitar strings.
What are the features of good guitar strings?
- Made with high quality, anti-rust metal.
- Unique clear coatings.
- Crisp and clear sound.
Now how about the benefits of these features? Remember: why should the customer care?
- The strings won’t damage your fretboard due to rust.
- The strings will last longer meaning you won’t have to buy new ones as often.
- The strings will make you and your guitar sound better.
Always center your landing pages around WHY people would want to use your service, instead of luring them into converting with coupon codes and special limited time offers.
If you offer me a coupon code that takes 10% off your guitar strings, but I don’t realize the benefit of your strings over anyone else’s, then I’m not going to buy yours. This is ESPECIALLY true if your strings are still more expensive than other strings even after the discount.
Bringing this back to digital marketing, your customers are going to want to make more money, fix their ad campaigns, increase their conversions, and so forth.
Now, this isn’t all to say that you have to be all about benefits and not features. If you’re saying that you can help clients convert better, you must actually understand such principles.
“Your internal voice doesn’t typically think in terms of features when you’re not problem aware. Instead, you might say something like ‘man, I wish I had more time’ or ‘I don’t know how to code’. Leading with the benefit makes it so your copy says something like ‘get more time back’ or ‘design beautiful landing pages, no code required’ and start a dialog with that person’s internal voice.
Listing features is important, but you’re speaking to the logical side of your visitors brain. It’s important you do this of course, but it’s much harder to keep someone engage if you haven’t hooked their emotional brain first.” – Tommy Walker, Marketer at Shopify Plus
Some examples of landing pages.
I found these just from clicking on ads in my Newsfeed.
Here’s a landing page for HubSpot’s CRM:
Why should I care about their CRM? Right there on the top: because it’ll help me take control of my sales process.
Next, one from Udemy. Pay special attention to the boxed area.
Why should I care about this course?
Because I’ll get a better job, make more money as a freelancer, and protect any network from hackers and loss of data.
One more for good measure:
Why should I care about when I work? It helps me schedule next week in minutes, saves me an average of 8 hours per week, and improves employee accountability by 25%.
Why, why, why.
Believe me, people aren’t buying because they love your message– they want solutions. So offer them something useful. People don’t buy shovels– they buy the promise of a dug hole.
What are effective ways you tell your potential customers why they should care?
LinkedIn bought SlideShare in 2012 for $119 million.
So if you want your LinkedIn profile to shine, you need to invest 5 minutes right now to set up your Professional Journey.
It’s a free tool made by LinkedIn and will take you less than 60 seconds to complete.
And it generates 4 sections (recommendations, education, experience, skills).
Each of these sections is interactive with multiple pages.
Step 1) Connect with your LinkedIn account:
This is called oAuth (open authentication), where you allow LinkedIn to pull in your information just like you’d do with authorizing Facebook or Apple for an app.
Just like their Resume Builder tool (go do that, too– it will take you 2 minutes literally), they suck in your information to make this super easy.
Step 2) Choose a theme:
There are only two themes right now.
Choose the first one (by default), since it has your headshot.
If you don’t have a professional headshot to use across all your social networks, make sure you do that, too.
Step 3) Click publish:
And you’re done.
You can see mine here.
If you’ve used the Resume Builder tool and Professional Journey tool, now you’ve got a traditional and interactive version of your resume.
In fact, your profiles on all the social network (which include about.me and wordpress.com) are extensions of your online presence.
“This is an important tool in building a strong resume because nowadays it is nothing special to have a resume. Everyone applying for jobs will have a resume with volunteer and work experience; so in order to stand out to a future employer, you have to present a resume that stands out and demonstrates a knowledge of how to format your work in a professional manner.”
You’d want to use the same headshot across all of them and fill these out as completely as possible.
There are paid services like Visual CV and BrandYourself, but I don’t recommend it.
These are in a category called “reputation management”, where people pay to clean up negative publicity.
A step beyond that are “content marketing” services and agencies like Influence and Co that help create content for you.
Save yourself thousands of dollars by doing your own personal branding first.
Want to read more by Dennis Yu? For more content follow him here:
Did you know that 75% of Facebook traffic occurs from mobile devices around the world? So wouldn’t you think that mobile ad managing is the same way? Probably not yet because Facebook just launched its Ads Manager app a few months ago – while the Facebook mobile app itself has been around for years.
I’ll show you how to navigate through the app and gain definite kudos from your clients or for yourself as you easily manage their/your account via mobile:
Upon entering the app and signing in, along with the usual facebook blue, there are help texts along the way:
Let’s create a campaign! I’ll use my friend Dennis Yu’s page for explanatory purposes.
You can either boost a post you’ve made already, reach people near your company’s business address (location targeting), or send people to your website.
Let’s send people to his website:
From here, it’s easy enough to tell that the next step is to choose a picture from his page, or you can take a picture with your smartphone’s camera.
Position the picture as desired:
Create your ad copy that will intrigue your audience, (next step) to click on the ad:
While creating your ad, The Facebook Ads Manager app also allows you to add a Call-to-Action Button. Choose the button that fits most with your ad:
To help you out, Facebook includes the following about Interests.
“Facebook can help you reach people by looking at their interests, activities, the pages they have liked and closely related topics. Consider words beyond those that describe your business or brand.”
For example, a flower shop might choose an interest like “weddings”.
For more examples, we put online marketing, and online advertising:
Be elaborate to get the most out of your targeting, but also certain that the people you target will desire to know more about your ad.
Is this ad directed towards both genders? Choose accordingly, along with the age group (You don’t want to be advertising alcoholic beverages to underage teenagers!):
You’re almost done! Now just choose your budget and schedule and you’ve made your first ad!
10 Tips to Online Marketing Success
David Chojnacki II
Confused about how to gain truly loyal customers through online marketing? You don’t want to feel like you’re underwater and alone. Here are 10 tips for you to implement today to help you stay afloat and increase your online presence and competitiveness.
1. Personal branding at the user level rolls up to content marketing at the company level.
The more you amplify yourself and your friendships, goals, and products, you will have the people you want to work with, beg for you to work with them! Both sides win, you look great and companies see you and what your goals are, and also you have a great resume for companies to look at and wonder “why not?” hire you.
Why start all over and try to get new customers to buy your products when you have people in your system who have already bought something from you?! People who already bought from you are your best customers. This is lateral targeting, or retargeting.
3. Don’t sell, teach: cold-calling vs inbound marketing.
Cold calling is practically begging people to like your page or buy a product from you. If your product is good and marketed effectively, you won’t need to pay for advertisement or customers. Inbound marketing is bringing customers in by your engaging content, and because of that, your customers/fans will stay.
4. Omni-channel marketing is simply combining your content and audiences to maximize what’s already working.
You want your advertising to be engaging your customer on whatever platform they are on. Omni-channel marketing is not just getting an audience to post to, but engaging them in your content, and then conversion which has them as a returning customer/fan.
5. Old time SEO is dead- focus on pleasing users, not tricking robots.
You’re not going to get anywhere paying for likes and customers, or just trying to get a huge fan base. It’s all about engagement in your company, not numbers. If you want real customers, you need to give them real content and not just buy them out. One satisfied returning customer is better than twenty likes on your page when they will never return.
6. Competitive brand analysis– spying on competitors is easy.
With Facebook, you can search for people who like your rival company, and what else they like; just from the search bar! This helps you understand why they possibly would like the other company rather than yours.
For a more in depth version of this concept, watch Dennis Yu’s Learn 2 Earn Presentation at the LDS Business College.
7. Get your plumbing in place- connect all your profiles to see where your traffic lives.
The definition of plumbing in this sense is that you want every different platform to be connected. You can connect to so many more people if you have the right tools and extensions, and your profiles and advertisements on more than one social media site.
8. HTTPS: if you don’t have it sitewide, you don’t know where folks are coming from.
When you have https everywhere on your site, your site is secure, and a bonus, your site will show up more often in search results. By doing so, you’ll know who is coming from where and how they got onto your site, allowing you to understand where most of your traffic is coming from. You get to capture your own site’s data with site wide https and ssl.
9. Workplace targeting on LinkedIn and Facebook is a PR director’s best friend.
You are in such control with targeting your ads to specific people and Facebook allows you to target companies and people who work there. You’ll get so much engagement from one ad if it is targeted to the right place, and the right people. If the company isn’t doing the right thing, the PR Director will have trouble holding the bad ads and comments about his/her company at bay. Workplace Target to those with the needs of your specific product/service.
10. Data wins arguments–Run simple tests instead of debating.
I can debate all day that more likes makes my company more successful than a great (PTAT) statistic with not even a quarter of as many likes. Why debate about it when you can just look at the data and see which gives my company more success.
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