Social Media

5 Ways to Boost Your Video Marketing Strategy for Millennials

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Editor's Note: Joydeep Bhattacharya is a digital marketing evangelist who writes for SEO Sandwitch. Today he joins us to discuss good video strategy for attracting a millennial audience.

 

An extensive knowledge of all things digital make millennials a complicated segment of consumers to attract. So why do marketers put up with them? Maybe because millennials also have the greatest buying power of any generation, which automatically gives them the biggest consumer voice. Marketers are therefore willing to overcome a multitude of quantitative and qualitative challenges to fulfill their requirements, starting with a rapid pace of technological advancement.

Changing Face of Video Marketing Strategy

Out with the old, in with the new – that’s the mantra video marketing professionals should bear in mind if they wish to stay relevant and sell their products online to millennial consumers, who value originality, sincerity, and creativity above all else. Marketers should focus on finding an original voice for video marketing, one that captures the attention of a culture that gives precedence to personal expression.

At the same time, they should be also mindful of brand consistency and utilize performance marketing data to optimize their content. This is more complex than it sounds, and there is no single, overarching solution. But don’t let the messiness scare you away: by following generally good practices and mixing in your own ideas, it’s not hard to create video content that millennials will appreciate and respond to.

Below you will find five points for devising a competent video marketing strategy targeted to millennial customers -

1. Build Your Strategy on Video Marketing, Not the Other Way Around

In the millennial age, videos no longer play a merely supporting role in your marketing campaign: they have grown to become their own unique marketing strategy. A millennial audience will often begin by consuming video content before entering your sales funnel, and they respond to a style that emphasizes personal expression and reflects consumer sensibilities. For this purpose, the fundamentals of video communication are vital components in your new marketing strategy. Communicating effectively through videos will drive emotional engagement across various disciplines, from customer relationship management to product marketing and cross-platform paid advertising. Learn how a good video is constructed on a fundamental level, and use that knowledge to drive content across your marketing efforts.

2. Take Time to Analyze Your Target Audience

Some marketers think it’s important to deploy an especially complicated and well-researched video strategy when catering to millennials. This can give marketers a feeling of paralysis as they reflect on possible inadequacies in their finances, logistics and brand. It is true that best practice for video marketing geared towards millennials requires some fine-tuning, particularly in terms of identifying the right audience groups. However, that does not mean companies have to sit down and completely rethink their brand to accomplish this.

Narrowing the broader domain of ‘millennials’ into manageable segments is a much easier task thanks to digital marketing tools that largely automate the work. Insight into the best millennial-targeted video marketing strategy comes from testing, analysis, and scale. This is vital to your marketing strategy, since the millennial generation has a hard time trusting too many people too fast.

Instead of attempting to impress your target audience with a traditional advertisement-focused video marketing campaign, your video strategy should be different: it should be extremely visual, experiential, personal, and easy to comprehend.

3. Have the Right Video Marketing Support

Video marketing professionals should have provisions in place to counter the consumer shift in digital platforms. This means arranging for video support that complements your existing production plan:

  • Understand your budget. A large budget will allow you to create impressive 360-degree videos which are sure to draw audience’s attention. Even if you’ve got a smaller budget, you can still create amazing video marketing content in VR.
  • Kajabi is a great platform for people to create and sell content, courses etc. For video makers, this is a great way to make money from their work; for you, it’s a great resource for supplementing your video library.
  • ClickMeeting is a leading webinar solution that enables you to easily generate instructional campaigns.

In every case, you should not rely on any single solution to generate great video content. Creativity and thoughtfulness is essential to set your brand apart from competitors, which means that experimentation is a must.

4. Crowdsourcing, and other creative strategies

When settling on a long-term production strategy for your video content, there are three possibilities:

  1. You can rely on an internal video-marketing team
  2. You can outsource these responsibilities to freelancers
  3. You can crowdsource your content

While the end goal is always to become as self-reliant as possible, don’t forget the importance of creativity in reaching out to millennials. Before settling on a style, be willing to try things out. Find different approaches, and see what works best. By reaching out to freelancers from popular sites like Freelancer and Upwork, you can find diverse talents. Crowdsourcing platforms like veed.me will also give you instant access to new and exciting ideas.

When you find something that works well, you can stick with it and build from there, but don’t confine yourself in the beginning. Strict boundaries will only put a limit on your versatility.

5. Consider Utilizing Artificial Intelligence

The video marketing landscape has greatly changed in the last decade, and Artificial Intelligence (AI) is partly responsible for that. Believe it or not, AI can be used to generate creative ideas for video content. Understandably, some people find the idea of machines driving creative output bizarre and borderline offensive. But when properly utilized, AI will drive and augment human expression rather than supplant it. Don’t think in terms of creative cannibalization, but rather in terms of extended capability.

Martech Advisor has done a good story on how AI can empower video campaigners. New tools like Magisto can speed up the video production process by an exponential factor, helping you to set a good pace and dramatically decrease costs. While it may seem like a novel idea, it’s one more creative solution to consider in order to further differentiate your brand and appeal to a market driven by an appetite for innovation.

Conclusion

In an Internet-driven world, millennial audiences have become extremely fragmented, and video marketers must contend with new challenges if they wish to tap into the millennial market. That being said, the sheer potential of a properly executed video marketing strategy, combined with the purchase/social media power of millennials makes for a blockbuster formula.

The points mentioned above will help you in exploring and defining your video marketing strategy for a new generation of millennial buyers. The risk is small, and the upsides are massive, so find a point that seems helpful and get started today!

Learn more with these related OMI classes:

Marketing to Millennials

Video & Multi-Screen Strategies

How to Create a Content Segmentation Plan

Visit the Online Marketing Institute to browse over 400 classes in the digital and social media marketing space.

 


8 Tools for Managing Your Online Presence

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In order to be a digital marketing success, you must understand how to build your online presence. Why does that matter?

Without a good presence, it’s difficult to prepare your prospects for a sales pitch. After putting hours of hard work into building an online business, you want to make a great impression, and convert your leads into customers. But there's no need to go it alone: this list of tools will help increase your online presence, and boost success in your marketing efforts. Let’s get started!

1. Cyfe

Cyfe is an all-in-one dashboard for social media, analytics, marketing, sales, support, infrastructure, and a whole lot more. You can use this app to monitor all of your business data in one convenient location. Features include the ability to monitor individual departments and multiple websites, pre-built widgets, custom data sources, real-time reporting, historical data, data exports and interface customization. Users can set up dashboards from scratch using pre-built and custom widgets. To gain a better sense of how it works, check out this example of a Cyfe-powered web analytics dashboard. This tool will help you not to waste time and energy tracking data, so you can worry about the more important aspects of your business.

2. Brand24

If you want to know what people are saying about your brand, this tool is just what you need. Brand24 will immediately notify you of any online mentions so you can reach out to sales prospects, brand champions and disgruntled customers right away. Learn what people are really saying about your brand and use this information to improve on anything that isn’t working well, so you can improve your bottom line. Brand24 is also a great way to find publicity opportunities, and learn what your competitors are up to.

3. Wisestamp

Wisestamp generates professional email signatures that can help to grow your business. More than 650,000 professionals are using Wisestamp, and there are hundreds of signature templates to choose from. Whatever your field of work, there are enough templates, apps, and designs to find what you need to stand out and represent your business well. This tool can increase your reach across social networks, boost generated leads through the “Schedule A Meeting” app, and draw in more email replies simply by adding a photo: and this is all for free. The PRO version has even more functionality to generate clicks and website visitors

4. ClickMeeting

Webinars are a great way to generate interest for your business, and this tool enables you to create them quickly and easily. Using ClickMeeting, you can customize your webinars, analyze and follow up with attendees, and track the success of every event. These webinars can dramatically increase traffic to your site and boost sales. In conjunction with ClickMeeting, you can use your social media accounts as channels to keep traffic coming to your website, generate leads, and get your business more sales. While you have to pay for indefinite access, there’s also a considerable free trial period without any contracts. You have nothing to lose, and a whole lot to gain, so get started today and get those webinars out there to the world!

5. Brandwatch

Brandwatch is another tool that will give you insight into what your customers are saying about your brand, and what they want from your business. This information is invaluable for building a direct marketing strategy that will speak to your audience and raise conversions. Brandwatch gives you instant access to customer conversations as they occur, so you are always up-to-date on the latest trends. You will also be able to identify threats as they arise, learn how to deal with them, and react smartly to anything that might impact your business. While the service is not cheap (starting at $500), it easily pays for itself depending on the size of your business, and if you aren’t sure, a free demo can help to assess whether it's right for you.

6. Kissmetrics

This tool allows you to segment your audience so you can target visitors by how they got to your site. Using Kissmetrics, you can set triggers to engage with customers based on their actions, and choose the behavior that visitors should display before you bother showing them your campaign. This process helps to identify and target viable prospects while weeding out those who just aren’t interested. Kissmetrics is easy to use, and provides five design templates to jumpstart your optimization. You can visit the site to request a demo and see for yourself how automated segmentation can help your business.

7. OptinMonster

If you want to convert website visitors into email subscribers, you need to start using this tool: OptinMonster allows you to create and A/B test awesome lead capture forms without having to bother with a developer, and the lead generation software will bring big results quickly. Features include the OptinMonster Builder, multiple form types, exit Intent technology, A/B split testing, page level targeting, and built-in analytics just to name a few. This tool works with all major email marketing services, as well as CMS and eCommerce platforms. Everything you need to grow an email list can be found right here, and it will only take you a few minutes to build high converting forms instead of several hours.

8. Mention

Use Mention to monitor your online presence from any location. You will enjoy real-time monitoring of brand mentions from social media and around the web. Track all of the important outlets including social media, blogs, forums, and more, so you can really focus on your brand and learn about your competitors. This tool will help you to attract new customers, build awareness, and improve your overall online reputation while allowing you to engage your audience and react to mentions right away. This tool will help you to handle a crisis when it arises, create reports, study your competition, and a whole lot more. Mention has iPhone and Android apps, and prices start at $29 a month.

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Social Media Marketing Best Practices for SMBsEmail Newsletter Foundations: A Roadmap for SuccessCrisis Management with Social Media

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!

 


8 Ways to Turn a Negative Online Review into a Loyal Client

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In the age of social media, things can turn ugly fast. Small incidents turn into crises, which can become a public relations nightmare spreading bad press about your business to your current users/clients, and even to those who have never even heard of you. Dealing with these situations requires a level head, and a good crisis management plan. But part of avoiding full-blown crisis is responding to individual complaints effectively, whenever they arise.

It’s never fun to find a negative online review about your company. Whether the review is an honest account of a client’s experience, or the result of a partnership gone sour, it can be very discouraging. However, a negative review can also be a great opportunity to create a loyal client.

Remember that leaving a negative review takes effort. The easiest way for a client to handle an issue is to terminate their relationship with your business and go their merry way. The fact that they have taken the time to write and post a review indicates that they would probably like some response from you. Any feedback, positive or negative from a client is an opportunity for your business to grow and improve.

Here are 8 ways to turn a negative online review into a loyal client.

1. Listen

The first way to turn a bad online review into a positive experience is listening to the client’s complaint or story. This means putting ego and defensiveness aside. Read between the lines. For example, if they mention that their account representative didn’t respond in a timely manner, the real issue is that they felt your team wasn’t reliable, or a resource they could turn to in a crisis.

For B2B firms, most phone calls and emails are returned the same day or within 24 hours during the work week. However, when there is a crisis for a client or an urgent request, those need to be prioritized. We’ve all encountered a crisis at work, and we remember the folks who helped and the folks who didn’t. By really listening to the issue that has caused the negative review, you are taking a first step towards resolving the problem and addressing the client’s real concern.

2. Research

Your gut reaction and management’s directive may be responding to a negative review immediately. While quick response time is a priority, you should never act in haste. Research what happened with the client. Talk to the people involved and get the facts. Whether the client is right or wrong isn’t the priority; you want to assess the situation reasonably, and determine the underlying factors.

The priority during your research should be to determine what happened and how to resolve the issue or complaint. If you discover that your team honestly did everything to accommodate the client, then it may be a case where an explanation is needed. Many negative online reviews are caused by misunderstandings or miscommunication. Assemble all the facts, including dates, times, and the people involved so you can draft a coherent, thoughtful reply.

3. Apologize

A great response to a negative online review should start with an apology. It doesn’t have to be an apology about what transpired, but it should take the client's experience seriously - clients are human beings with feelings. If you don’t validate a client’s feelings in any way, they are unlikely to be receptive.

For example, you can start your response with, “We are sorry to hear that you had a negative experience with our customer service team.” Apologizing in this case is not accepting blame for the situation, but shows that you understand their experience was a negative one. Conversely, if you discover in your research that your team was at fault, it’s best to accept blame immediately. This kind of apology could be, “We are sorry that we inadvertently overcharged you for services last month. We accept responsibility for that and are working to reverse the charges immediately.” Whether the issue causing the review is your firm’s fault or not, always begin by acknowledging the negative experience, and apologizing for it.

4. Empathize

The best way to address a negative review is to show empathy. Put yourself in your client’s shoes. We’ve all been frustrated when we can’t access an online account, or forget a password, or experience a product failure. Relate to your client’s frustration and show that you understand their experience.

The main challenge that businesses face here is the temptation to patronize, or express dry sympathy. Saying things like, “I’m sure that is frustrating” or “You must be so frustrated” or “It’s not a big deal” can be insulting. The latter statement is condescending, and the first two are examples of sympathy instead of empathy. The difference between these two states is subtle, but very important: to sympathize with someone is to express regret at their situation. To empathize with them is to show that you relate with their experiences, and know what it's like to be them.

State your empathy in a genuine manner. Really mean what you are saying. Something along the lines of, “We understand how frustrating it can be to have login problems during a meeting with the boss.” In the majority of negative reviews, people just want to be heard and understood. Show that your business listens by empathizing with their situation.

5. Resolve

Don’t bother responding to a review if you don’t have a resolution. Always, always offer a resolution to your reviewer. If you need more information from them to provide a resolution, offer a contact name and number so they can get in touch. Let the negative reviewer know what you need to resolve their issue and how you plan to do it.

In many cases, you may not be able to ferret out enough information during the research phase to resolve the issue. In these situations, the resolution is to give the name and email/phone number of a particular problem solver and ask the reviewer to get in touch at their convenience. A great way to address this is by saying, “We apologize for the error you mentioned in your review. We’d like to work with you to resolve this issue. Please connect with Jeremy by calling 555-5555 at your convenience. Jeremy is aware of your feedback and is ready to help you find a resolution.”

In my experience, half the time the negative reviewer will follow up and work towards a resolution. The other half, the simple act of reaching out resolves the issue by itself. The best part is that responding with a resolution shows other clients and potential clients that your business is responsive, and works to resolve issues issues when they arise.

6. Respond

It’s important that you not only respond to the negative review online, but respond to any questions or requests the client may have afterwards. If they get in touch, make every effort to respond quickly. Everyone who interfaces with that particular client should be aware of the situation so they can work together to repair the relationship. Taking this type of approach often makes clients grateful, which in turn creates loyalty. They know that even when the going gets tough, you’ll work with them. Just like friendships, when things are great, everyone is your “friend,” but when you have an argument, misunderstanding, or make a mistake, the people you really trust work with you towards a resolution.

7. Correct

Once the review has been responded to and the client’s issue has been resolved, you aren’t done. It’s time to correct the issue. Does the internal team need additional training? Is there a bug with your software that needs to be resolved? Do you need a new approach for managing clients? Taking steps to correct the problem and prevent the same issue in the future is essential.

When the issue is corrected, whether it takes days, weeks, or months, it’s important to acknowledge the fix and communicate it to your client base if appropriate. If you followed all the tips above and were able to reverse the negative experience for the client, taking the additional step to incorporate their feedback and fix the issue for all clients shows that you take feedback seriously. Clients become loyal when they know you are listening, and take their input seriously.

8. Follow-up

Following up with the negative reviewer is the final step, regardless of how the situation was resolved. If your team was able to address the issue for the client and has continued working with the client, it’s important to follow-up after time has passed. This can be a quick check-in to see whether they are happy, whether they have any feedback on the process, or if they see anywhere else your firm can improve. This lets them know their feedback is valued.

On the opposite end of the spectrum, if the client never responded and ended their relationship with your firm, it’s still important to follow-up in a non-invasive manner. Don’t be pushy, but do send some form of follow-up whether it be an email, a letter, or voicemail. These are delicate communications and should indicate that while you are sorry to lose their business, you found their feedback to be valuable and are always working to improve your products and services. They may not respond, but making an effort to repair the relationship is always worthwhile.

jeremy

Jeremy Durant is Business Principal at Bop Design, a B2B web design and digital marketing firm. Jeremy works closely with businesses in need of a website, marketing and branding strategy, helping them to their unique value proposition and ideal customer profile. Jeremy received his BA from Merrimack College and his MBA from California State University, San Marcos. His writing has been featured in EContent Magazine, PublishThis, Marketing Agency Insider, Visibility Magazine, and Spin Sucks.

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Crisis Management with Social Media, Twitter PR and Crisis Management

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.

 


The Importance of Immediacy in Your Social Media Nurturing

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Most salespeople know that 35-50% of sales go to the vendor that responds first.

Marketing and sales teams that take this idea to heart have great processes for getting  MQLs (Marketing Qualified Lead) to the sales rep as fast as possible so they can start smiling and dialing. Unfortunately, many organizations struggle to convert this important lesson over to the nurturing stage of the sales cycle, particularly on social media, where potential leads often go hours or days without a response.

While immediacy is a central aspect of every channel you use for lead nurturing, social media may be the most important. Not only are your customers used to instant communication over these networks, they are also increasingly wary of any messages that don’t fit into the conversations they’re having and the immediate need they’re feeling.

Improving social media monitoring and automating lead nurturing will help your organization improve the immediacy of your social media messages and ultimately increase responses and sales.

What is Immediacy?

First, what is immediacy? While it does involve an immediate response time, speed is not the only factor. The term originated with non-verbal communication before social media or marketing automation were ever invented.

In the 1960s, Professor of Psychology Albert Mehrabian defined immediacy as the “degree of directness and intensity of interaction between communicator and referent in a communicator’s linguistic message.”

Probably a little too dense for our needs. From a sales and marketing perspective, immediacy involves a few different factors:

  • Context
  • Time
  • Personal Connection

In his recent talk at INBOUND 2016, Gustavo Reis discussed how he uses the idea of immediacy to grow the social engagement with his online math course. Using these principles, he created a following of 60K+ on Facebook in less than a year and 5K+ on Instagram in less than 2 months.

Incorporating Immediacy into Your Social Lead Nurturing

So why is immediacy so important and well suited for social lead nurturing?

According to Marketing Donut, 63% of people requesting information on your company today will not purchase for at least three months, and 20% will take more than 12 months to buy. Engaging and nurturing these leads for up to a year is impossible without deep insights into their needs and a scalable way to reach out consistently.

Here are a few steps for incorporating immediacy into your social lead nurturing, to improve the directness and level of engagement you receive from your audience.

Identifying Touchpoints

If you’re only using website data such as website visits and form submissions for your lead scoring and segmentation, you’re missing out on a large part of the picture. Not to mention, most prospects won't engage directly with your business enough to keep a meaningful conversation going.

Monitoring social media provides you with even more data:

  • What leads are interested in
  • Keywords
  • Influencers they follow
  • Events they’re attending
  • Who they’re engaging with
  • Content they like

This allows you to identify a much larger set of touchpoints. The more information behind your lead nurturing, the timelier your messages can be and the more you can tailor them to the context of your lead’s conversation.

Segmenting by Context and Relationships

As your business scales, you can’t expect to send each of your leads a personalized tweet, DM or email based on their unique actions. You can use marketing automation and personalization to send them one of a hundred or more carefully tailored messages.

In a recent webinar, we discussed how Socedo saw unsubscribes decrease by 50% when we included context in our emails. The more segmented you can make your leads, the more context and personalization you can add to each message you send them.

Context and personalization don’t just involve the content of your social messages and emails. Segmenting your leads by the person they had initial contact with – and then ensuring all future communications come from that same person – can greatly increase the immediacy of your messages. When we started sending emails from employees leads had already engaged with, we saw 76% higher open rates. When we sent from a different person, our open rates decreased by 24%.

Real-Time Marketing

Once you have set up social media monitoring to identify touchpoints and segmented your audience based on those insights, you can send them relevant content in real-time. Here are some examples of real-time nurturing that focus on immediacy:

  • “I saw you just tweeted about this event, did you know we’ll be there? Here’s a webinar about it.”
  • “You just shared an article on conversion rate optimization. Check out this whitepaper that dives deeper into the subject.”
  • Like a tweet 24 hours after following someone on Twitter.

Socedo uses these examples in our own social lead nurturing. Through the last example, we’ve gained 30% higher follow-back rates (you can learn more about this tactic and others in our webinar, “10 Lead Nurturing Hacks for Faster Conversions”).

Thanks to the increased opportunities for context, timeliness and personalization, socially engaged leads move 25% faster through the lead pipeline and convert at a 22% higher selling price. Using the principles of immediacy, combined with social media and marketing automation tools, you can create a lead nurturing system that is much more engaging while still remaining scalable for your business.

How does your company nurture leads through social media? Do you use any of the concepts of immediacy? Share your experiences in the comments below!

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.

Want to learn more about any of the subjects mentioned above? Here are some relevant classes: Social Media Strategy for BusinessSocial PRFundamentals of Social Media for SEO

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.

 


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.

 


9 Ways to Save Time on Your Social Media Efforts

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SOcia

Social Media Network

Social media has become a crucial part of any online business. Social media provides a number of benefits, including  additional exposure  for your content. This can lead to increased brand awareness, and potentially position you as a thought leader if you are putting out great and useful content.

But social media isn’t only about brand engagement, it can also be an additional avenue for customer service. Customers these days assume a social channel is an opportunity to reach out, interact, and get help. Having an active social media presence can help you get closer to your customers, and potentially serve them better.

All the benefits aside, it does take a lot of time to manage social media networks.  Here are nine ways to make sure managing your social media doesn’t turn into a full time task.

# 1 – Understand how each social network  works

Before you start creating profiles everywhere, spend some time learning about each social media network. Find out which kind of content they are more likely to host, how the conversations happen there, and which formats are the most popular.

Want to dig deeper into understanding how each social network works? OMI suggests 5 Fundamentals of Integrating Social Media Into All Digital Efforts, check it out here

# 2 – Understand your target audience

You need to know where your target audience hangs out, which social networks they prefer, and what they chat about. It's important to try to find a trend in the kind of content they share most often. Use these findings to guide your post creation.

# 3 – Learn your competitors

Find out which social media networks your competitors have joined, and what kind of content  they provide.

To ensure that you won’t be following the wrong role model, read the comments shared on your competitor's content to learn how your audience reacts to them, and how often their posts get shared. Use these findings to guide your post creation.

# 4 – Read and watch what experts are saying

Read and watch what other digital marketing experts are saying about social media and it’s use and evolution. They are highly specialized professionals. Follow their social channels so you can stay up to date and adapt quickly.

# 5 – Ask for help

If you can’t do it all, ask for help. Help may come in the form of another  person to support you or you can enlist some of the best tools or apps, such as:

  • Hootsuite: Hootsuite will let you create, schedule, and publish your social media posts much faster and more efficiently. Hootsuite will also provide you with analytics reports and courses to improve your social media skills.
  • Buffer: Another content automation tool. Try both, and see which you prefer.  
  • Smart Paper Help: An online writing service specialized in writing any kind of text. Their team of professional writers can also help you to edit and proofread your content.  
  • Sprout Social: If you have a social media team in place, get them organized with several collaboration and sharing features that will allow them to work as a group in a much more efficient fashion. 

Want to learn more time saving tips for executing high performance social media marketing programs? OMI suggest Social Media Marketing Best Practices for SMB's, check it out here.

# 6 – Create a content vault

You probably spend a lot of time looking for images, resources, videos, and other materials to round out your content.  

To avoid burnout, create a content vault, a kind of library where you will keep all materials that you will need to create your posts so you can easily access them and don’t waste time browsing around.

# 7 – Brush up your skills

Pay attention to each part of the creation process, and check if anything needs improvement. It might be your writing, it might be the way you do research online, it might be how you choose and prepare the visual resources.

As soon as you identify what is slowing you down, either find a way to outsource that part, or find the time to practice.

# 8 - Plan your posts in advance

Create a month by month spreadsheet, and list every post you will create, the topic to be covered, where it will be published, the visual resources that will go with it, when you will publish, and which goal you are trying to achieve.

This upfront work will make the process much faster down the road.

# 9 – Use monitoring tools

Last but not least, you should consider adopting tools and services so you have a better view of how your content is performing. Some good options are Google Alerts to get daily or weekly updates of your chosen keywords. Or you can use Topsy or Social Mention to provide you with real-time information about your social media accounts.

The bottom line

There  are a number of  ways to save time on your social media efforts. Some of them will cost you some money, but most of them won’t be noticed by your budget.

Good luck!

Interested in getting certified in Social Media? Check out OMI's certification in Social Media Marketing, here.

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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.

About the author:
Rick Riddle is a marketing consultant and an up-and-coming blogger whose articles aim to help people with digital marketing, blogging, entrepreneurship, and career. Feel free to follow Rick on twitter and LinkedIn.

 


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.