Social Media Marketing

10 Ways to Amplify Content Promotion Strategies

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Generating content is the first step in engaging your audience, but your job isnt quite done once the content is out there. In order to get the most out of your content, you need to understand how to market what you have. Employing content promotion strategies can help boost your reach. Here are 10 ways you can expose your content to more prospects.

1. Ask For Contributions from Top Influencers

By publishing content, you automatically leverage the attention of your existing audience, but tapping into a bigger influencers larger base can open up your content to a wider crowd. How do you do this? Simply cite and link to top influencers when applicable. When you mention these influencers, you have a good chance of getting them to share the content, thereby exposing it to their audience.

Related Class: Finding Influencers to Amplify Social Reach

2. Give Those Influencers Meaningful Incentives

If you hope for an influencer to share your content, you must be prepared to give something in return. Give influencers an incentive, whether its a promotion or a product review, or any other form of mutual exchange. In turn, they are much more likely to help build your audience by sharing content on their platform.

3. Engage Niche Communities

It would be great to achieve mass appeal across a wide range of audiences, but that’s not how you should focus your attention. Instead, focus on the smaller segments that your content appeals to most. You might have content that specifically appeals to online marketers or the tech community; if thats the case, seek out places where these people tend to gravitate, and stay active in those communities.

4. Using the Skyscraper Technique

One way to create content with a built-in audience is to use the skyscraper technique. The idea behind this method is to find the best content thats already published by your competitors and build on it. Any content can be improved on with better design and more in-depth material. This isn’t the same as plagiarism, or spinning: borrowing ideas and making them better isn’t stealing. It’s how all writers, artists, thinkers and innovators thrive.

5. Create Hero Content

Rather than focusing on quantity of content, work on bigger and better content. Concentrate on producing resources that can be marketed and promoted, and spend the effort getting it out to the community.

Related Class: Creating and Curating Content People Love

6. Use Native Advertising

content_promotion_strategies_2

Native advertising is paid content that fits into the standard structure of a site. Native advertising usually performs better than something like a banner ad, as long as it doesnt come off as pushy, or clash with the tone of your site.

7. Use Broken Links to Your Advantage

When you write powerful content, find other sites that have linked to similar articles, and identify those with broken links. You can use extensions to identify sites with broken links or broken redirects. Then, contact the staff to suggest your article as a replacement for the broken link or redirect. It may sound counter-intuitive, but it works. If they agree, that backlink will help your SEO for that particular page, thus improving the visibility in Google’s organic results for that article.

8. Buy Niche Property

If you are already a large Internet business, buying niche property is a viable option for you. While obviously an expensive prospect, acquiring an existing site that focuses on your market is a great way to quickly expand your platform and get your content out to the right audience.

9. Give Incentives to Sharers

Contests and access to exclusive content are both great ways to increase your audience’s engagement. If you provide them something in exchange for sharing your content, you can gain considerable growth directly from that incentive.

10. Use Snip.ly

Snip.ly is a tool for creating banners on the bottom of your content that links to other articles and resources on your site. This is a great way to keep site visitors around longer, which helps garner clicks and improve usability metrics.

Content promotion strategies can significantly boost your audience reach, which means more clicks, leads and sales. While I’ve touched on a number of these methods, don’t get overwhelmed: dedicating yourself to just one or a few can have a big impact.

Nick Rojas is a self-taught, serial entrepreneur who’s enjoyed success working with and consulting for startups. Using his journalism training, Nick writes for publications such as Entrepreneur, TechCrunch, and Yahoo. He concentrates on teaching small and medium-sized enterprises how best to manage their social media marketing and define their branding objectives.

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Finding Influencers to Amplify Social ReachContent Marketing Strategy for Social MediaCreating and Curating Content People Love

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here!

 


The Best Growth Marketing Strategies for B2B Businesses

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Although B2B business has always been in the shadow of B2C, the field has demonstrated significant growth over the past year. The industry continues to mature and attract more prospects, as companies adopt effective strategies to increase profits and engage more clients.

Some reviewers cite companies like Alibaba and Amazon to support the claim that B2B companies are becoming more like B2C.  The B2B world seems to increasingly recognize the importance of customer experience and service, a domain it has historically neglected.

Apparently, this approach is paying off significantly. In the U.S., B2B e-commerce is already twice as large as B2C e-commerce. The same trend will likely expand to the international arena in the near future.

What specific strategies lie behind the success of modern B2B companies? Let’s find out.

Social Media Engagement

The role of social media for B2B companies continues to increase. Previously, this field has been dominated by B2C companies because it grants them access to an enormous client base. However, in recent years, social media has been increasingly used by companies that provide services to other companies, especially through Facebook ads. You have probably seen them in your news feeds; they invite you to connect with the business by visiting their site to request a quote or demo. There's definitely a strategy to marketing your B2B company with Facebook, so make sure you adequately understand the Facebook sales funnel.

Besides providing great opportunities to use digital advertising, social media networks are a good way to engage with your existing customer base and answer questions from potential customers. With social media, getting in touch with a company is convenient and low-commitment, providing prospects with an easy way to reach out and learn more.

The most effective social media profiles contain “contact us” buttons that encourage viewers to click them and visit the company website. Given that more than half of international B2B companies use social media, adding it to your B2B company’s online presence is a no-brainer.

LinkedIn Presence

The first international network for professionals has emerged as a great marketing tool for B2B companies. According to Jerome Knyszewski from Heavyshift Marketing, LinkedIn has generated 80 percent of B2B leads out of 100,000 posts, while the closest competitor Twitter raked in only 12.7 percent. Facebook is third with just 6 percent. Several years ago, LinkedIn was primarily used as a way of connecting with colleagues and business partners, but its function has evolved to include lead generation by connecting with businesses.

For example, experienced B2B owners say that a series of messages are sent to the representatives of companies as part of their marketing process. According to Martin Morgan, a senior marketer from Proessaywriting, this strategy works just like a standard lead generating and nurturing approach and is supposed to build relationships with potential partners.

For more information on engaging with potential contacts on LinkedIn, learn how to create a LinkedIn engagement strategy.

Use of Targeted Content

Targeted content marketing is another method of attracting customers that was initially applied mainly by B2C companies. Content is increasingly recognized as a primary factor in the decision to engage with a company because it helps to connect, entertain, educate, and improve brand image.

B2B businesses have recognized the importance of content for reaching new clients, and now use it to drive consideration and influence purchase decisions, in addition to building brand awareness. Examples of effective content include research reports, digital magazines, infographics, articles, and videos.

Email Marketing

More than 70 percent of marketers today consider email marketing to be a vital strategy because it allows for concise and clear communication. B2B companies have been using it for quite a while now. Many great email marketing strategies have been developed specifically for B2B, many of which you can learn about by following thought leaders, taking online classes, following leading blogs in the space, etc.

For example, in this Smart Insights article we learn that Dropbox emails its users to promote installation of its desktop/mobile app by  focusing on benefits of installing the product. Hubspot uses emails to inform its customers about upcoming webinars, and details specific benefits of joining an event to increase turnout.

Clearly, email marketing is a great method that can be used to connect with potential clients and show them the benefits of collaborating with a company. By leveraging your subscriber lists, client retention, up-selling opportunities and lead generation are benefits that can be gained at a relatively low cost. Be sure to understand the ins and outs of a comprehensive email marketing strategy.

Mobile Marketing

The mobile experience is a big deal nowadays. Successful B2B companies are increasingly launching  mobile-optimized websites because mobile traffic volume has widely exceeded desktop traffic. Mobile apps are often developed to accompany mobile sites and provide an even more enjoyable and fluid experience for users. According to Bizible, 83 percent of B2B marketers use mobile marketing tools like apps and websites to connect with clients, generate and nurture leads, and take advantage of cutting-edge technologies including voice recognition, QR scanners, and GPS systems.

Among the most surprising technologies in mobile B2B marketing is text messaging. SMS has been used by many companies, from cab services to electronic shops, to inform clients about upcoming deals and new offers. In addition to  advertising, companies often include personalized messages to gain customers’ attention, and build rapport. According to Bizible, SMS follow-up after a phone call increases conversion by up to 112 percent. Therefore, if you’re dialing your clients, you should definitely be texting them.

Personalization

Personalization strategies have proven to be effective in B2B and B2C companies. Just as it is important for a company to demonstrate its uniqueness through creative and effective branding, it is important to acknowledge the uniqueness of a customer. Personalization can be defined as a way of  “presenting information to a consumer that acknowledges whom he/she is and what his intentions are — to make his/her interaction more meaningful.” Personalization makes interaction with a company more positive and individualized, making it more memorable.

In B2B, personalization can be applied through various means, including website design, social media, loyalty programs, packaging, phone and chat, ad networks, landing pages, wish lists, opt-in and transaction emails. The end results of a robust personalization strategy include higher conversion rates, and client satisfaction.

Conclusion

B2B companies continue to demonstrate growth, and marketing strategies are a main reason for their success. The strategies described in this article are proven to work for many B2B companies, so don’t be afraid to start applying them today!

Tom Jager is professional blogger. He works at A-writer.  He has degree in Law and English literature. Tom has written numerous articles/online journals. You can reach him at G+ or Facebook.

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Mastering the Facebook Sales FunnelCreating a LinkedIn Engagement Strategy, Email Marketing Tactics

Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here.

 


7 Ways to Make More Affiliate Income on Your Blog

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Are you looking for ways to increase  your affiliate income as a blogger? Then you’ve come to right place!

This article will review some very powerful strategies for you to market affiliate products that go beyond splash pages and simple blog posts.  We’ll start by outlining a quick list of 7 ideas, then go into more detail for each one.

Let’s get started!

How to Increase Your Affiliate Income – Quick List

Here are several ways to get more money from affiliate programs on your blog:

  1. Use Detailed Tutorials 
  2. Employ Facebook Ads 
  3. Utilize Your Email Lists
  4. Use Graphics & Banners
  5. Link Back 
  6. Become an Expert
  7. Get Promotions and Endorsements

Today, promoting affiliate programs is one of the most effective ways to earn a passive income from your blogging platform. If you choose to work with affiliate programs that you trust and promote them properly, you will find that it is easy to create a stable source of income over the long-term.

Use Detailed Tutorials

One of the best ways to earn good money from affiliates is to promote an affiliate product or program as part of your detailed tutorials. This will work well when you have pieces of long form content in which you can embed affiliate links. As long as the affiliate programs you’re a part of offer products relevant to your niche, it’s often easy to find natural ways of recommending them as part of an informational guide.

This strategy will allow you to benefit from both the initial promotion and the long-term traffic you will get from your blog’s rankings on Google. It is also effective because you won’t have to shove the product/service down your readers’ throats. All you need to do is recommend the product as a good choice for a process reviewed in the tutorial.

Employ Facebook Ads

If the content or tutorial on your blog is particularly high quality, consider driving traffic to it using Facebook Ads. If the affiliate product has a high payout price (above $50), then you are almost certain to earn good money even after paying Facebook’s advertising fees. You should be sure that your page is already converting and bringing in enough traffic before burning cash on it, just to be safe.

Make sure to track and test to be sure that you have a good understanding of your conversion rates and the reasons behind them. This will serve invaluably as you choose a target audience for paid advertisements, whether on Facebook, or somewhere else.

In 2016, social networks are the best place to advertise for almost any purpose. Consider learning more about promoting your blog through social media, and leveraging Facebook's world-wide audience to earn leads.

Utilize Your Email Lists

If you don’t already have an email list, you absolutely need to get one! Email lists are a fantastic tool for affiliate marketers, helping you to keep track of prospects, and stay in touch with people who have already benefited from your platform.

But assuming that you already have email lists, you should definitely use them to advertise your affiliate products, especially in relevant niches.  This strategy brings positive results because it is ongoing and automatic. This is an especially easy method to use for pre-branded products; using this method, there is no need to build an image in a lengthy blog post. All you need to do is send your email out to hundreds or even thousands of subscribers who have a potential interest, and you’re certain to convert sales. To make the most of your campaigns, make sure you understand key tactics for composing an attractive and compelling email.

Use Graphics & Banners

Never forget that a picture is worth a thousand words. Many affiliate programs will provide you with images that you can use to promote a product or service. Including these with your blog posts or featuring them prominently on your website can be even more effective than simply using links. Combining graphics with any of the methods above will only make them twice as effective!

Of course, you need to use common design sense. Generic banners posted in inconspicuous places or plastered indiscriminately across a page can be ugly and unattractive at best, and turn customers off at worst. Make sure that you design your page effectively when using this method!

Link Back

Once you’ve created tutorials or blog posts like the ones described above, create link backs on areas of your website with high sustainability to keep the traffic flowing in.  Find other places on the internet to include your link that are likely to be around for a long time.

For instance, within a high-quality guest post on an authoritative blog, ensure that you write an article that will naturally allow you to mention a post on your own blog with affiliate links. The blog owner is likely to allow this so long as your article is valuable, and constitutes more than a sales pitch for your affiliate programs.

Writing effective content is an art, and before sending queries off to influencers, make sure you know how to create and curate content people love.

Become an Expert

You should become an expert when it comes to using the affiliate products you wish to promote. The best affiliates become successful because readers turn to them as authorities on products or services that they promote.

One of the best ways to ramp up your affiliate income is producing high quality content that displays your expertise. This not only gives your readers a good idea of the impact the product had on your life, but also gives them a reason to trust you, and keep coming to your blog for useful information

Get Promotions and Endorsements 

Finally, ensure you get great promotions and endorsements from high value blogs and websites. Nothing will increase your affiliate income like an endorsement or mention from sites that are already trusted authorities with interested audiences. Getting mentioned on popular websites aligns you to them, which means you will end up tapping into highly-recognizable brands. 

Concluding Thoughts

The above tips and tricks will go a long way in improving your chances of earning more affiliate income from your blog. Each of these strategies will require some work on your part, such as creating content, promoting, networking with others in the industry, and analyzing your results. But the results are worth it! Give any of these tips a try, and enjoy the additional income from your blogging efforts. 

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Fundamentals of Facebook Marketing, Creating and Curating Content People Love, Email Marketing Tactics

Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here here.

 


 


5 Alternative Marketing Strategies for Niches

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Find your niche

Find your niche

Creating marketing strategies for niches is a daunting task for any marketer. Niche businesses can only cater to a small audience and address very specific issues. Unlike commodities or retail, which cater to a broad audience, niche markets have a harder time getting people interested. Here are a few key strategies for getting your niche business off the ground.

Build a Community that Generates Content

Communities, whether online or offline, are built around the specific interests and traits of their members. These groups are bound by the things that set them apart. You’ll probably never see a group of people who get together to discuss a very generic topic like eating. Everyone eats. On the other hand, a community might spring up when several people who are interested in a specific aspect of eating come together, like people who enjoy cooking and meet to swap recipes, or those who enjoy exotic foods and want to share their experiences.

Your niche can be just the thing to plant the seeds of such a community. With readily available social media tools, all potential customers need is a small incentive: a rally point. From there on, your clients and potential clients can do a lot of the marketing work for you. But it’s absolutely vital that you create a solid, customer-centric culture. Your customers should be your top priority, and they should know your business is geared towards them, not selling as many products as you can.

That’s why you should encourage debates and even constructive criticism in your community. On the one hand, this is going to give you some valuable feedback and insights that will help to improve your business. On the other hand, you’re going to encourage a conversation that has the potential to raise brand awareness and promote customer loyalty. When each customer feels like their opinion is valued, they are more likely to promote your business and generate useful content.

You can also engage with influencers to help consolidate this community. Influencers already have a group of loyal followers with common interests. If the influencers you choose to engage with are a good fit for your brand, raising awareness will be a piece of cake.

Focus on Client Needs, Not Product Specifications

There are certain products that tend to sell themselves. Marketers often focus on highlighting all of their product’s assets to make it stand out, but neglect to tell customers how exactly this is going to help them. For certain products or services, this approach works just fine. All customers know why they should buy clothes; all they need to know is what makes one brand superior to another.

When it comes to marketing for niches, however, you can’t just focus on how good a product is (although that can be important, especially when you have competition). Many times  - especially when it comes to cutting edge technology and recent developments -  customers won’t understand what a product even does, and won’t have incentive to buy unless you specify its practical functions. If you find it difficult to promote a niche product or service, try to focus on your client’s needs and how the product is tailored to address those needs, instead of trying to constantly prove it’s better than the competition. Although potential customers  may not know what your product does or how it can help them, they certainly know what their problems are.

Highlight What Makes Your Niche Business Special

Many products that are now wildly popular had a very limited appeal in the beginning, and didn’t catch on at first. But they knew how to make the most out of their uniqueness, and they are now household brands: they offered something no other product did, and that’s what made them so popular.

When you operate in a niche market, there are two situations you can find yourself in when it comes to competition: either you are faced with a small number of powerful competitors , or you are the only company providing the specific products or services that you offer.

In both cases, there is always something that sets your company apart. In the first case, you are already providing a service few other companies are. From a marketing perspective, you should use that as an asset rather than a downside.

If you do have competitors, it’s worth  analyzing how they do business. Maybe your products are similar, but your brand’s personality can make the difference. Combine this with an in-depth analysis of your target audience to figure out how you could approach your customers differently, or diversify your client base.

If your niche tends to focus on senior professionals, for example, maybe it’s time to reach out to the growing millennial market, even if it may seem like that won’t work. When it comes to marketing strategies for niches, there is no beaten path: whatever makes a brand special - whether it’s reaching a new audience or just finding solutions to unique problems -  is worth investing in.

Marketing Strategies for Niches Are Like Stage Performances

Though it may not seem like it, marketing and entertainment have a lot in common: they both imply an audience, and they both imply a space in which to meet this audience. The context of this space determines who will come to a performance, what they expect to see, and what shape the performance should take.

When it comes to marketing, there are many different stages you can use to reach out to your audience. Social media platforms are fast becoming the go-to place where brands and customers interact. And while we tend to discuss these social media networks as a group, just by using them you’ll quickly come to realize that each has its own unique perks and disadvantages when it comes to crafting marketing strategies for niches.

For example, most Twitter users claim they use this platform to stay updated on current events, traffic and weather reports. But the site is less popular when it comes to entertainment. And even though it has far more users than Instagram, teens believe Instagram is the second most important social media platform, which proves Twitter has a more mature audience.

We shouldn’t forget offline marketing either. While the digital world has become one of the most popular marketing playgrounds, there is still very much we can gain from traditional marketing strategies. This is especially useful when it comes to physical products. An image and good copy can do a lot to promote your brand, but nothing compares to sampling the products in real life or getting a behind-the-scenes look at your business.

Concentrate Your Efforts

Obviously, it’s a good idea to test out new and untapped markets. The more people you can reach, the better your chances of converting leads and raising brand awareness. But ultimately, you cannot turn every potential lead into a loyal customer. You need to focus on the audiences that work best, lest you end up angering your current customers while chasing leads that won’t work out.

Testing out how your product is received in different markets can show that some audiences are just not a good match. You can try to adapt your products and your brand to match the preferences of these groups, but if after months of trying it’s still not working out, perhaps it’s time to cut your losses.

In order to encourage customer loyalty, your current customers need to feel like they are important for your business. If you are constantly rebranding in order to reach out to increasingly diverse groups of people, your loyal customers might feel like they are no longer respected.

Sometimes, the best way to create brand awareness and maximize revenues is simply to consolidate a consistent brand image. Especially when you are operating in a niche market, it’s important to maintain coherence when it comes to the tone and personality of your business.

Conclusion

Marketing strategies for niches must be extra careful when it comes to tailoring campaigns to the requirements of the business. The uniqueness of the products, services or field in which the business operates can be the greatest asset a marketer can depend on. If you’re having trouble developing a marketing strategy for your niche, try one of these tips today, and embrace the strengths of your brand while building it.

Dustin Ford became interested in technology at an early age. He read as much as he could and now he enjoys writing about gadgets, online trends, and apps for TechExploring. He wants to share his knowledge with others and help everyone who has technology-related questions.

Want to learn more about any of the topics discussed in this article? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here.

 


Effective Event Management with Social Media, an Infographic

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If you are an event manager, your favorite superheroes are probably not the cape-wearing, shield-wielding kind. Any successful event marketing professional knows that planning a successful event requires a great deal of organization and communication, not to mention heaps of positivity. You know that the success of your event depends to a very large extent on the way you use social media networks such as Facebook, LinkedIn and Twitter for marketing and reaching your targeted audience, which makes them the coolest and most powerful social superheroes the industry has ever seen. Check out this infographic from Maximillion which takes a close look at some of the coolest social superheroes of event management!

This article was originally published on www.maximillion.co.uk

Interested in digital classes on the topics discussed above? OMI recommends the below classes to get started:

Social Media Strategy for BusinessCreating and Curating Content People Love, 7 Elements of Highly Effective Facebook MarketingContent Marketing Strategy for Social MediaPinterest Promotions 101

Browse over 400 classes in the digital library at OMI. Ready to start learning? Sign up here.

 


What’s the Best Strategy When Making a Viral Video?

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While some people might get lucky when it comes to getting a video to go viral, most of the time when it comes to videos made by brands, there is a highly tactical strategy in place before the video ever gets made. Did you know for example that the average viral video is anywhere between 15 seconds and five minutes. 15 seconds you might ask? Well think about Vine and its highly popular six second loops.

The golden rule of course for making any video with the aim of getting it to go viral is to focus on extracting an emotional response from the video’s target audience. Whether your aim is to make them laugh through slapstick comedy antics, make them cry with a heartfelt sob story or make them angry by purposely portraying a controversial topic in all its grandeur, the bottom line is connecting your audience with a story they will want to watch.

Have a look at the below infographic for a snapshot of top tips to assist you when planning a viral video, or for a more in-depth read around the strategies behind them, see this guide produced by One Productions.

one-productions-top-tips-to-make-viral-videos-igWant to learn more about any of the topics discussed in this article? Browse over 400 classes in the digital library at OMI. Ready to start learning? Sign up here.

 


How to Use the New Twitter Dashboard For A/B Testing

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Business Brainstorming Colleagues Corporate Concept

A/B Testing Social Media

Among today’s top social media platforms, Twitter is unique. It has the defining characteristic of being limited in post length, along with a breakneck pace at which content is generated. This combination of short messages and fast consumption make it a perfect place to perform A/B testing that quickly produces actionable results.

While basic A/B testing has always been possible on Twitter, the new dashboard offers a huge boost in analytics and data capture. Given this new development, I’m going to show you how you can test a variety of factors with A/B testing on the Twitter platform.

What Can I Test on Twitter?

Let’s start by looking at your options for testing on Twitter. It’s easy to assume there’s not much to gain from posting short messages that disappear as quickly as they appeared, but this accelerated lifespan of posts gives us the opportunity to test a wide variety of factors:

  • Specific wording, keywords, and message lengths
  • Your overall tone (witty, sarcastic, positive, casual, etc.)
  • The number of hashtags and their relevance to the content
  • Comparing different images or videos when paired with tweets
  • The days and times you send out tweets

All of these are excellent things to test with some clever strategies and use of the Twitter dashboard. This will result in new ways for your to generate leads on Twitter.

Getting Started With A/B Testing on Twitter (Using The New Dashboard)

Typically, A/B testing is done when you’re making a website and testing design elements, but the same principle can be applied to Twitter as a means of better understanding your audience and their preferences on this social media platform.  

Here’s a step-by-step guide to testing on the Twitter platform that also incorporates the analytics features from the new dashboard.

Step One: Setup Your Twitter Dashboard 

Start by heading to dashboard.twitter.com to get started with these new tools. Once you arrive on the page, click the “Try Twitter Dashboard” button.
twitter-dashboard

Once you’ve done that, you’ll be taken to a page where you’re asked to describe your business. 

The next step in the process involves selecting the terms and keywords you want to monitor on Twitter as a whole. Here you could input anything related to your company or simply your company name in order to track any relevant mentions.

Once this is set up, you’ll be able to see all your mentions in one place without having to use a third-party app. This is great for tracking purposes and catching opportunities to engage with your audience.

twitter-dashboard-categories

Another great feature is the ability to schedule tweets within the dashboard, which further eliminates the need for third-party tools. We’ll cover the analytics portion later in this post, but for now, you should familiarize yourself with the dashboard as you prepare to start A/B testing.

Step Two: Construct Your Tweets

As with any good A/B test, you should focus on a specific factor, or a few specific factors, you’re looking to test. Keep everything else the same as a control so you can accurately observe the differences between the two tweets.

As an example, let’s say I’m promoting a new post on my blog about succeeding on today’s social media platforms. I want to test two different tweet lengths to see which one gets more engagement.

I’ll start by creating two tweets: one short, and one long:

twitter-short-tweet

twitter-long-tweet

Next, I’ll schedule each one at different days and times. I’ll choose different times to tweet so I can measure which one performs better and how the day/time affected that performance. This is a great first step, and it will provide a framework for what days and times work best for my audience.

It’s also worth noting that you can use a tool like Bitly to shorten the length of your URL. This is an excellent way to gain back more character counts in your tweets. Once we’ve finished sending out these tweets, it’s time to track their performance!

Step Three: Track Performance

When you enter the analytics portion of the Twitter dashboard, you may find yourself overwhelmed with all the new data. You can track a variety of factors ranging from 7 to 60-day intervals.

Here’s what you can see at a glance:

  • Tweet performance
  • Media tweets
  • Replies
  • Follower growth
  • Overall performance
  • Profile visits

Within the “tweets” tab you can see how specific tweets performed. This is where you’ll find the information you need to judge your A/B testing. While the main dashboard shows how many likes, retweets, and replies it received, you can look at the engagement totals with a single tweet by going into the analytics of the dashboard.

You can export the data to a CSV to see the breakdown by engagement type. You'll also be able to see what interests your audience members, broken down my industry. This will give you valuable insight into the types of topics that will resonate most with them.

The detail doesn’t stop there. You can go deeper by looking at the demographic tab, which breaks down the location, income, and gender of your followers. All of this can be used to inform your A/B testing and provide valuable feedback on each of your efforts.

Step Four: Expand Your Efforts, Never Stop Testing

With A/B testing, your job isn’t finished after one test, or even ten. Intermittent testing only serves to give you incomplete data. You need to create a consistent testing schedule that’s ongoing to continuously tweak and alter your approach.

Here are some steps to take as you move forward with your testing:

  • Repeat tests on different days/different times
  • Incorporate additional variables like promotions and CTA tweets
  • Move past Twitter and start testing on other networks

While Twitter is at the forefront of analytics with their new dashboard, that doesn't mean you can’t apply these same concepts to A/B testing on other platforms. Using this strategy will allow you to ensure that everything you post on social media resonates with your audience and increases engagement.

Remember, when you get your results, you should employ a method of observing and applying the data you’ve gathered. Here is a process inspired by the scientific method of testing:

  • Start with a question
  • Pose a hypothesis (changing the length of a tweet will alter its performance)
  • Test your hypothesis with an experiment, in this case an A/B test
  • Analyze the data you receive on each tweet and draw a conclusion
  • Showcase your results to others on your team and move forward with new testing

This simple approach will allow you to create a routine for testing that moves smoothly from test-to-test.

Final Thoughts

A/B testing is a common practice for marketers and a major step in the optimization process. With Twitter’s new dashboard, you can bring this type of testing to social media to improve your engagement and performance with each new tweet.

How do you utilize A/B testing on social media? What experiences have you had with the new Twitter dashboard? Let us know in the comments!

Want to learn more about any of the topics discussed in this article? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here.

 


How to Create a Successful Online Ad Campaign to Accomplish Brand Awareness

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Man creating brand awareness campaign Concept

Man creating brand awareness campaign

While technology has significantly changed how companies market their products and services over the years, the guiding principles behind successful advertising campaigns have remained constant.

Before you launch an advertising campaign, whatever the media and channels, you first must know be able to answer these questions:

  • What is the marketing budget?
  • How long will the ad campaign run?
  • What are your marketing goals?
  • Who is your audience?
  • How will you measure your marketing goals?

It also helps to know what your competitors are doing. More on that later.

First things first

Let's not put the shopping cart before the horse, so to speak. That is, one of your first tasks is to determine the campaign's overall goal. If your goal is to sell products or services, you will be creating a much more aggressive campaign than if your goal is to increase brand awareness.

You can find a great deal of information on digital advertising campaigns designed to drive conversions. Somewhat less prevalent are articles focusing on the creation of online advertising campaigns simply designed to create brand awareness. We're talking apples and oranges or, in this case, conversions and clicks.

The ultimate goal of an online brand awareness campaign typically is to drive traffic to your site. Once the visitor clicks through to your site, you have the opportunity to educate and engage via relevant, valuable content. But we're getting a bit ahead of ourselves here.

Your ad campaign will be impacted by the factors listed above, which means you may have to tweak your original goals along the way. For example, if your original goal was simply to create top-of-mind awareness for your brand, you might want to inundate the web with banner ads. You would place ads based more on reach and frequency than on targeting a specific audience. However, if your online marketing budget is limited, you probably would have to rethink such a broad-based approach.

Consistency is key

You may not be able to blanket the web with your banner and search ads, but you can (and should) be consistent in your creative efforts. In doing so, you will build visual recognition with your online audience. Over time, elements such as your color scheme, logo and fonts will instantly resonate with viewers.

The banner ads below are good examples of consistency in advertising. It just so happens the ads are promoting BP, which has had to dig its brand out of the PR hole created by the oil spill back in 2010. And with the release of the "Deepwater Horizon" movie, the BP brand may take a bashing again.

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A brand awareness campaign such as BP's hovers between the worlds of advertising and public relations. Because BP is already a known brand, the overarching goal may be brand awareness, with a campaign devoted specifically to altering the public's perception of the brand.

Note, too, the call to action (CTA) for each of the banner ads. It is not an "in-your-face" CTA like BUY NOW. Instead, the CTAs encourage the viewer to "Learn more" or "Read the Report." In the most simplified sense, brand awareness campaigns are soft sell vs. hard sell.

In fact, your brand awareness campaign could be the precursor to a straight sales campaign. This ties in perfectly with the consumer buying process:

AWARENESS --->  RESEARCH --->  EVALUATION --->  COMMITMENT

Just keep in mind that it most likely will take longer to see results from a brand awareness campaign. Patience and persistence will pay off in the long run.

If you want to learn more about brand strategy and awareness, OMI recommends How To Be The Most Talked About Brand. 

How to get the most bang for your buck

The Google Ad Network is a popular choice for setting up a digital advertising campaign. According to Google AdSense, the most successful banner ad sizes are:

  • 336x280 large rectangle
  • 300x250 medium rectangle
  • 728x90 leaderboard
  • 300x600 half page
  • 320x100 large mobile banner

Whether you're resizing an image within each ad or the ads themselves, this can eat up a lot of valuable time. That's when a tool like the Image Resizer comes in handy. Simply upload your image, plug in the desired width and height in pixels, and you've got yourself a resized image.

The tool also comes in handy when prepping ads and images for social media. That's right, don't overlook advertising on social media sites. These can be particularly effective for brand awareness campaigns. Admittedly, it all can be a quite overwhelming. Here's a helpful guide to ad sizes on social media.

With search engine marketing (SEM) campaigns, be careful in your keyword bidding. If you're running more than one campaign at a time, you don't want to bid against yourself. With Google AdWords, you can use the AdWords Editor to avoid duplicate keywords.

As mentioned above, it's important to know what your competition is up to online. This is especially true when it comes to keyword bidding. Your competitor may be bidding on your brand name, and you can return the favor.

If you want to learn more about Social Media and Branding, OMI recommends Brand Advocacy Strategies for Social Media.

Getting them to 'click' with your content

So someone clicked on your ad and ended up on your website; now what? Your first inclination might be to take the visitor to your home page. For best results, however, create a dedicated landing page. Even better, create (and test) several landing pages to see which ones perform best. If you don't have the bandwidth or budget to design multiple landing pages, use an online service such as Unbounce, which provides landing page templates (no HTML coding needed).

The content on the landing page should follow search engine optimization (SEO) best practices. It also should be tailored to complement the banner ad. That way, when the visitor arrives at your page, there is no disconnect. It's a seamless experience. We often think of site design and functionality when we're discussing user experience (UX), but content also can dramatically affect the online experience.

Are we there yet?

How do you know if your brand campaign is a success? Many marketers are leery of brand awareness campaigns because they can be more difficult to measure. But that's the beauty of digital advertising; it's easy to track your campaigns online.

In addition to monitoring your Google and other paid search campaigns, you can use Google Adwords Keyword Planner and Google Trends to track the volume of searches for your brand name.

Be sure to conduct social listening, as social networking sites offer keen insights into how consumers react to your brand (or not). Several social listening platforms, such as Hootsuite, offer both free and paid plans.

Assuming you've integrated an email component into your online campaign (as you should), you also could conduct a survey to gauge brand awareness.

Want to learn more about any of the topics discussed in this article? Visit the Online Marketing Institute  to browse over 400 classes in the digital and social media marketing space. Ready to start learning? Sign up here.

screen-shot-2016-10-06-at-10-46-02-am

Darcy Grabenstein is a freelance copywriter with more than 20 years experience in print and digital advertising. In the digital world, she has worked extensively with e-commerce and email campaigns. Connect with her on LinkedIn.

 


4 Ways to Find Marketing Qualified Leads on Twitter

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Hand holding a Social Media 3d Sphere sign on white background.

You already know that social media platforms like Twitter have the potential to build your client base – and your bottom line. But how do you know when you’re looking at a marketing qualified lead? When do you know there’s a good chance of generating interaction, winning a new customer and increasing your sales? A few telltale signs and characteristics will help you navigate the vast world of online discussion and find those qualified leads that you want.

  1. They’re talking

While Twitter has 313 million active users each month, not all of them are engaged. You’re looking for social media users who are active. In your research, ask some key questions about your potential leads to help you decide whether someone’s likely to take it to the next level: Is this person engaged in Twitter – in other words, do they tweet often and consistently? Do they often share content, and if so, what kind? How well do they respond to mentions?

Kissmetrics says targeting power users – those who are 86% more likely to send tweets and twice as likely to follow more than 20 brands – can help build your MQLs. Likewise, cultivating influencers – those who are generally trusted experts or celebrities who have a wide following – can be hugely influential because that one qualified lead can result in connections with hundreds or thousands of leads.

Keep in mind that 46% of consumers turn to social media when they’re thinking of making a purchase – they want to know what other people think. What’s more is people are 92% more likely to trust recommendations over brand content – even when those recommendations come from people they don’t know, AdWeek says.

That’s the power of social media discussion.

  1. They’re talking about you

We don’t necessarily mean you, but more specifically whether people are talking about what’s relevant to you and what your company offers. Are they discussing your product, similar products, or activities and interests relevant to your product? Your marketing qualified leads will display interests that are congruent with your company.

Entrepreneur magazine points to the example of Chicago-area baker Foiled, which in 2011 filled about 1,000 orders a month. Owner Mari Luangrath said she built her

customer base through “targeted listening,” or finding the conversations where her company naturally fit, starting with female followers of a public radio station in the Chicago area. Searching Twitter bios for job titles, interests and other factors can help you identify a core target audience. Tools like Socedo can help you automate that process by searching keywords and syncing with your marketing software.

  1. They fit your buyer persona

Understanding who is most likely to purchase your product or become a client is key to finding MQLs on Twitter. What is your buyer persona? It’s essential a characterization of who is likely to respond to your product or offering. What is the age, gender, geographic location you’d like to reach? What are their job titles and where do they work? What do they spend their money on, and what do they like to do in their spare time? What is important to them? How do they describe themselves in their social media bios?

Who might be the influencers your target persona engages with? What are the keywords you’d expect them to use in search engines and in posts?

  1. They’re responsive

TwitterSmallBiz says 85% of Twitter users feel more connected to brands they follow than ones they don’t. Follows demonstrate interest in your company or product, as do actions such as likes and retweets. They’re a clear message that you’ve captured a potential lead’s interest, and it’s time to follow up. Socedo has found that socially engaged leads convert into customers 22 percent faster than leads who aren’t engaged. Reach out and make a connection with a follow and a direct message, offering engaging content with a clear call-to-action tailored to their interests. When they click your link, you know you’ve got them. Wait a day before sending them an email so that you extend the amount of time your brand is in their minds.

Remember, it might take a couple of “touches” on social media before a marketing qualified lead engages – look for ways to provide the most valuable, targeted content to your leads and you’ll be most likely to win them over as repeat customers.

 

Screen Shot 2016-08-22 at 9.00.16 AMTeena Thach is Socedo’s social media and marketing specialist. Socedo is a demand generation system that empowers marketers to discover, engage with and qualify prospects through social media to generate revenue at scale.