In many (perhaps most) big companies, we are past the point of debating why we should do social media and more often wondering how we can do social media well.
That’s the good news.
The bad news is that many organizations are making it much more about the media than it is about the social, using traditional incentives and rote communications crumbs cast off from dusty email newsletters.
Smart companies recognize that social media is about a lot more than a Facebook page and that understanding how to BE social is the key to success , more so than worrying how to DO social.
The companies committed to baking sociability into all corners of the operation (what we often call “social business design” these days) will find social media providing three big, non-obvious impacts in the coming years:
Whether you’re an experienced marketer or just getting started, chances are that you’ve probably heard the phrase “Content is King” more than a few times. And for good reason, engaging content plays a vital role in driving site traffic, creating buzz online and improving search engine rankings.
However, I would add that people aren’t just looking for content, they’re looking for value.
This became more evident to me recently. As a soon-to-be father, I was tasked by my wife to research car seats brands and safety for our son. I can’t tell you how many web sites over the past couple of weeks I’ve found that were just completely useless and were written like a sales page or ad that went on and on about the product.
Just like watching your favorite TV show that abruptly goes to an unwanted commercial break, I would quickly hit the back button and exit these pages.
On the other hand, I visited a relatively few that had personal stories from consumers including research and insights on how to make a good buying decision. Guess which ones I forwarded on to my preggo wife and key purchase decision maker? You guessed it.
This got me thinking, on a marketing level. “Is our content inviting to look at, memorable or fun to read?” If not, then we are missing out on a key opportunity to provide real value to our audience. And chances are they found what they wanted elsewhere.
A few weeks ago my boss, Todd Lebo, and I were invited to speak at the Florida Magazine Association Conference and Expo in Orlando. Even though the audience was primarily publishers, they asked us to speak on SEO marketing and how to leverage content for maximum results.
It was evident early on in the presentation that those in attendance weren’t experienced marketers, but they did understand how search marketing could help them bridge the gap between content they already had and an audience eager for value.
Highlighted below are just 6 of the many tactics we discussed for increasing site traffic and improving the value in your content: Read more…
At the keynote speech Wednesday morning, Salesforce.com chairman and CEO, Marc Benioff, announced there were 45,000 registered attendees at this San Francisco event.
Here’s an overview of what I’ve seen and done over the first couple of days at Dreamforce … Read more…
Internal challenges are among the hardest to overcome when trying to improve your email marketing. You can know everything about improving results, but if your leaders are unwilling to commit the resources, or have a fundamental misunderstanding about email, then you have some convincing to do.
One of the most common misunderstandings I have heard at our Email Marketing Workshops is that some companies “do not believe in” suppressing parts of their list. The leaders essentially force the marketers to batch and blast, thinking it is always better to have more eyeballs on a message than fewer.
This, however, is a huge misconception. Email marketing is not advertising. If you send a message that is irrelevant to a large portion of your list, then you are encouraging recipients to click “spam” and ignore you in the future. Practiced consistently, this can be toxic to your database. Read more…
Comments Off on PPC Marketing: A look at analytic and monitoring tools
Here at MarketingSherpa we are always looking to bring you actionable tactics and interesting insights based on surveys of your marketing peers. You can pre-order our latest research — the 2012 Search Engine Marketing Benchmark Report – PPC Edition. Better yet, you can even download the executive summary from the report at no cost.
In the executive summary you’ll find six charts outlining the key findings from our research, but one of the perks of working here at Sherpa is I get the chance to take an early look at entire report (and the rest of the 125 charts.)
During this sneak preview I found a couple of charts that highlight an area where many marketers can improve their pay-per-click efforts. Read more…
“Leaders establish the vision for the future and set the strategy for getting there; they cause change. They motivate and inspire others to go in the right direction and they, along with everyone else, sacrifice to get there.”
– John Kotter, professor, Harvard Business School
Are you a true marketing leader?
Does your marketing department have a well thought-out strategy with clear marching orders? Hopefully that question is a gimme, but here’s a harder one…
Have you set the strategy for your social media marketing?
And for good reason. Social media marketing is a huge paradigm shift for most marketers. It is a change from the command-and-control days when marketers owned the airwaves and printing presses because they had the power of the purse.
Social media has democratized the means of communication. Now, every customer is also a publisher. And the best you can hope to do, as overused as this saying may be, is to join the conversation.
Social media strategy planning tool
Of course, that doesn’t mean that creating an effective social media strategy is impossible. And anything you invest resources in, even if you’re just incurring a soft cost like your own time, should have a plan of action designed to achieve a goal.
If you don’t know where you’re trying to get and what you need to do to get there, then why even bother? Read more…
Location, location, location. No, I’m not talking about real estate, I’m talking about event marketing.
The location of conferences, summits, conventions and user groups is critical to their success. People don’t just go to events to network and learn how to do their jobs better, they want to go to a city they would really want to visit on vacation, like Orlando, or Denver, or Washington, D.C.
Or at least that’s how it used to be. Now, everything has changed. Event attendees are no longer looking for flashy cities, they’re looking for budget-friendly destinations. Reasonable flights. Inexpensive hotel rooms. Goodbye New York City, professionals want to head to cities like St. Louis and Nashville for their industry events.
Here’s the thing. I don’t know which of the above statements is true. We were debating this very challenge, perhaps a similar challenge you’ve faced when planning your own events, in our latest event team meeting.
Share your opinion for a chance to win a $1,695 marketing summit ticket
So, we thought we’d start with a little unscientific, qualitative research. Simply put, which city or cities would be most appealing to you for a future marketing event? Let us know from the list below for your chance to win a ticket to a future MarketingSherpa Summit, such as B2B Summit in San Francisco or Boston, Email Summit in Las Vegas, or, well, you tell us….
(and if there are any cities we’re missing, feel free to let us know in the comments section below)
***UPDATE***
Congratulations to Carol Reid, Owner/Marketing Consultant, Carol Reid Marketing, winner of a free ticket to a MECLABS summit. She has chosen the upcoming B2B Summit in San Francisco.
Social networks used to be the wild west of online marketing. Pioneers launched first, asked questions later, and staked claims on MySpace and Second Life.
Today, most marketers set clear goals and plan before hitting the trail. Your goals will often dictate which networks and tactics to try. Knowing which networks have turned into ghost towns and which are the next Dodge City can also help.
It’s a pretty safe bet that everyone understands the importance of search engine optimization for global search. But local SEO (search engine optimization) and SEM (search engine marketing) is something of a different story. Did you know Google estimates 20 percent of all searches now have a local intent? Have you taken any steps to address this shift in search behavior? If not, you are not alone.
Forty-three percent of organizations consider local search a critical or important factor for achieving search marketing objectives. Individuals and businesses are increasingly looking to local listings for shopping, restaurants, services, vendors and more. For these reasons (among others), appearing in local search results, which are listed at the top of the SERPs, can help a business stand apart from its competition.
What really stands out to me is that more than one quarter of the marketers we surveyed described local search as “not important” for search marketing objectives. That’s not even asking where local search fits into overall marketing objectives, just within SEM. To my mind, that is a large percentage of marketers overlooking a potentially lucrative area of search. Read more…
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
