Social Media

Infographic: Fundamentals of Facebook Marketing

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Editor’s note: To celebrate the launch of our New Social Media Fundamentals Certification, we've created an infographic to summarize the basic steps of a comprehensive Facebook marketing strategy from advertising, to sharing content and managing a community, to understanding and leveraging Insights.

 

A sixth of the world's population logs into the same website every week to read news, catch up with friends and see the latest content from their favorite online and retail businesses. Let's face it: Facebook is beyond huge, and there are few better places for an online marketer to gain new customers and communicate with old ones.

When getting your feet wet in Facebook marketing, it can be hard to know where to start. But with some simple strategy under your belt, it's very easy to carve out a space for your business where you can attract leads and traffic to your website, field customer inquiries, and establish your team as trusted experts in a field.

To help you get started, we've created an infographic that has all the information you need to get started with Facebook marketing. Here's a breakdown of the main points:

  • Your business page is your 'face' on Facebook, and serves as an introduction for newcomers and fans alike. Follow your branding rules with a consistent visual layout, make sure that links are easily available to your products and resources. Moderate user interaction to ensure that your page is a safe and comfortable place for casual browsers.
  • Over time, your business page should become a community. Start by inviting friends, employees and current customers to like your page and engage with your content. Expand your reach with targeted advertisements which will expose your business to prospects and likely fans, and build relationships with similar business pages by liking and sharing their content.
  • Create your own content to keep your community interested and engaged, and post on a consistent schedule. Social media is becoming increasingly visual, so images and videos are most effective, while text-only posts should be avoided. Maintain an 80/20 balance between useful, entertaining posts, and promotional posts.
  • Facebook has one of the best paid targeted advertisement solutions on the web. First, determine what you want to promote, and who you want to reach. Facebook has versatile targeting features that account for interests, occupations, and highly detailed demographic data which you can easily leverage to get the most bang for your buck.

Without further ado, here is the graphic. Feel free to save this, and share with fellow online marketers who can use the information!

 

facebook marketing infographic

Want to master social media marketing? Get certified with OMI

 


Infographic: How Video Marketing Works

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video marketing

Editor's Note: Megan Arevalo is community director at Websitebuilder, and joins us today to share an original infographic that covers video marketing from A to Z.

 

As online marketing becomes more and more visual over time, video marketing has emerged as a favorite choice for businesses to share a message, promote a product, and entertain customers all at once. The effort has not gone to waste - our research shows that:

  • E-commerce stores which use video content have an 80% higher conversion rate than those which do not
  • 73% of customers are more likely to make a purchase when shown informational video content
  • A 1% budget increase on active video marketing is worth a monthly average of $13,000 for a company

Case studies prove that intelligent video content is a highly effective way to raise consumer interest, leading to higher profits. For instance: Home Depot's online outlet blinds.com experienced a 68% increase in orders and a 92% raise in overall profit after launching a video marketing strategy.

Sharing Video Content

As far as video platforms go, the Internet has come a long way. YouTube retains the top spot; advertising features on the site are versatile, and easily targeted to a segment of millions of users with detailed demographics information collected from Google activities.

However, while YouTube is still a starting point for many marketers, Facebook is gaining ground quickly, and a robust marketing strategy integrates both. Our research shows that:

  • By 2018, 90% of content shared by Facebook users will be video
  • At present, 59% of video shares occur on Facebook
  • 90% of online marketers use both Facebook and YouTube for video marketing

All of this data has a general thrust: video marketing is a strategy that is growing more potent with time, as Internet content becomes increasingly video-based, and case studies show that it is effective for businesses ranging wildly in size, market, and product type.

Infographic

We have collected all of this information and more in the infographic below to help you make informed decisions for an effective video marketing strategy. Feel free to save, and share with experts and novices alike!

video marketing infographic

 

Learn more with Video Marketing & YouTube 101

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

 

 


3 Ways Facebook Can Help Your Small Business

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Editor's Note: Josh R Jackson is a contributing editor at BestMarketingDegrees.org. To celebrate the launch of our new Facebook Fundamentals CertificationJosh joins us today to discuss how Facebook can help your small business.

 

In the 10 years since Facebook introduced business pages in 2007, the list of reasons to develop both a business page and Facebook marketing strategy has become long. Lead generation, word-of-mouth advertising, a surplus of marketing metrics, and dozens of different ways to stay in touch with clients and customers are just some of the many features that have transformed The Social Network into one of the most essential marketing tools freely available to a small business.

But why is it so essential? Why is it that we champion Facebook as a be-all, end-all of small business marketing strategy, and why will some people even tell you that a small business today can’t function without a Facebook presence?

While it may be an exaggeration to say a small business can't get by without Facebook, the zealot attitude has a lot to do with the fact that Facebook was the first social media platform to reach one billion users. But likely the biggest reason why marketers support the platform so much is because Facebook has structured itself like a glove around many of the most essential principles of good marketing and promotion. So in this post, we have outlined those essential marketing principles to show you how Facebook operates in a way that is most conducive to executing a small business marketing strategy. Let's get started!

Building Brand Awareness

From the planning phase to the pitch, small business owners know it’s important to come up with ways of showing that their brand satisfies consumer needs. This knowledge stems from an understanding of the essential marketing principle that businesses need to build brand awareness in order for potential customers to know they exist.

But almost every small business owner will tell you that it’s difficult to devise cheap and easy ways to amplify their small voices. This is especially true in today’s environment, where so many consumers have learned how to tune out, change the channel, or click out of big expensive ads, even when they communicate something relevant to the customer's needs.

On the other hand, from its early days Facebook has existed as a platform to help amplify the voices of small businesses when they need to telegraph “Hey! I’m here! I exist! And I can help!” Business Pages allow small business owners to blend with private users, and afford them the ability to build a presence without intruding too far into the private user’s experience. At the same time, Facebook provides small businesses with the tools they need to measure and shape their brand’s personality along the way. Historically speaking, there is no other service that could furnish small businesses with that many tools to build brand awareness for free, and this makes Facebook uniquely suited to executing a small business's marketing strategy.

Providing Customer Service

Small business owners also know how important it is to field customer questions and concerns. This knowledge stems from an understanding of the essential marketing principle that businesses need to provide great customer service, because the quality of customer service experiences shapes how customers perceive the value of a business’s marketing message.

At the same time, small business owners know that delivering quality customer service can be difficult to accomplish when they have a million other things to worry about, including inventory, product volume, overhead costs, or perhaps even a family. This is especially true in an online business setting, where communicating customer care across a screen is difficult, and the threat of bad reviews is powerful.

Since Review and Messenger features debuted for Business Pages, Facebook’s potential to function as a venue to conduct customer service has grown immensely. This means that small businesses can even conduct their customer service operations entirely over Facebook, without a formal website, especially if they posses team members with good online communication skills.

Given those skills, Facebook’s engagement features make it much easier than any other platform to get to know customers on a more human level, provide them with a venue for answering questions and troubleshooting problems, as well as make first contact with other companies. That makes Facebook an excellent customer service platform for making a great first impression.

Establishing Expertise

As many web users’ go-to social media platform, Facebook has become somewhat like Google: it is a trusted resource for information. Many users now trust they will be able to find a business’s hours of operation on Facebook, along with a phone number and basic information about what the business offers.

Today’s small business owners know that businesses who lack this basic information will often be skipped for the businesses who have it. This knowledge stems from an understanding of the essential marketing principle that businesses need to be known as experts in their trade, and that being an expert in the digital age means having an online presence with which to communicate that expertise.

As more businesses move online, the tendency for companies to function both as content publishers and providers of expert advice has intensified. This means that small businesses are often expected to contribute a steady stream of information from both public and private spheres of business. Video features like Facebook Live and Messenger Day have made it possible for small businesses to upload the social web’s most popular form of content (video) with seamless ease, opening the window for small business owners to offer tutorials, give brand advice, and reach people that otherwise might not normally enter their store.

Posting engaging content in such immediate formats allows small businesses to build a reputation as experts to a large audience of people who can interact and provide feedback remotely. Driving engagement like this is not something that was possible for small businesses in either our recent or distant past, making Facebook a strategic driver of innovation for the little guy.

Want to know how to devise a Facebook marketing strategy for small business? Take a class in Facebook Fundamentals today.

Want to master Facebook Marketing? Sign up for our new Facebook certification today!

 


3 Most Important Facebook Skills in 2017

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Editor's Note: Josh R Jackson is a contributing editor at BestMarketingDegrees.org. To celebrate the launch of our new Facebook Fundamentals CertificationJosh joins us today to discuss the top Facebook skills for online marketers to learn in 2017.

 

We're halfway through the year, and 2017 has already given marketers a treasure trove of new toys, many of them courtesy of the world’s largest social media platform: Facebook. Messenger Day, The Social Network’s answer to Snapchat, has already promised to take video and Messenger platforms to whole new levels of engagement, creating a bigger sense of culture, and producing a closer sense of community among Facebook video users.

Updates to Ad Breaks, Reactions to Messenger, and advanced ad measurement access for users of Facebook Business Manager have also expanded opportunities for small businesses to gain actionable insights about their audiences. All of this comes on top of the fact that paid advertising is getting more competitive and complicated than ever before.

When thinking about these new developments to the most popular social media platform in the world, it's crucial for small businesses to hone the skills that these tools demand. That’s why we’ve applied what we know about Facebook’s future to present you with the three most important Facebook skills to hone in 2017. Let's get started!

Creating a Sense of Community

Since Facebook began, the platform has been famous for its ability to bring people together. That it can foster a sense of community between like-minded (and sometimes different-minded) people is largely what makes it such a popular outlet for public expression. Since 2007, businesses have been able to create Business Pages to tap into this feature, and create a sense of community all their own.

The marketing potential of Facebook’s Business Pages has only grown over the years, and with the advent of each new feature - whether it be engagement ads, targeting tools, or ad placement technology - businesses tend to benefit when the social network opens new doors that encourage users to gather around common ideas and businesses to engage with their audiences.

A great example of community-creation in action is the new Reactions feature; those six emojis we use to tell users how their posts make us feel have helped businesses to gauge how different audiences receive their content on an emotional level. New posting options like these, and especially fan pages and video, have created new forums around which to animate discussion, encourage feedback from fans, and interact directly with potential clients and customers.

These new opportunities for social expression have made lead generation much easier, especially for those who can get in on the ground floor and harness the full power of the latest social technologies. Engagement metrics have also made lead generation more measurable, which brings us to #2 of the most important Facebook skills to hone in 2017.

Developing Actionable Insights

Facebook Insights take the pulse of a business’s social influence. They are the barometer of how far we reach outside our usual circle of friends and followers. But best of all, they offer bits of information that can act as advice about the next steps our business should take. For instance, if we post text-heavy, self-promotional content without supplementary videos or images, we might see our reach numbers decline. Why? Because text-heavy posts from businesses tend to get hidden, reported as spam, or unliked, and Facebook’s ever-changing social ranking algorithm can penalize pages that receive a high volume of negative reactions.

On the other hand, that same algorithm tends to reward higher rankings to posts that earn engagement in the form of likes, comments, and shares, a kind of positive reinforcement that suggests we should keep doing what we’re doing.

Additional insights about user demographics are telling us more and more about the kind of person we’re reaching. Our insights about these people - particularly about those who like our pages and engage with our content - help us to build a sense of who our customers and brand fans are. In fact, studies have shown that the act of liking a page tends to be an expression of both personality and identity among Facebook users.

The key this year is to take what we learn from insights like these and develop a marketing strategy that can help our business lead its best life by marketing to users who personally like us so much that they will amplify our story by word of mouth. Once we know who these users are and how to reach them, it helps to know how and when to boost the posts they’re engaging with to reach other like-minded people. This leads us to #3 of the most important Facebook skills to hone in 2017.

Engaging With Paid Advertising

Knowing how and when to pull the trigger on paid advertising is one of the most important Facebook skills an online marketer can acquire. This is because, while cultivating likes, comments, and shares organically is one of the best ways to guarantee leads through web traffic, a paid ad can make the difference between growing awareness about a brand and increasing that brand’s perceived relevance. While organic engagement might increase awareness within your close network, a paid advertisement often increases how relevant and important a brand is perceived to be by a wide variety of people, including the usual fans and followers.

Engaging with Facebook’s paid advertising features can range from an exercise as simple as choosing to boost a post that’s already doing well in your network, to an exercise as complicated as designing and uploading content to Facebook’s wider network of Carousel Ads and Sponsored Posts. Each of these options can lead to greater control over audience reach, more consistent web traffic through better targeted ads. This year, it’s important for small businesses to know when pulling the trigger on such promotions is a good idea, especially if offers and discounts are involved.

Some small businesses need to check to make sure they’re prepared for the level of attention they might receive after paying for a sponsored post, and they’ll want to ensure they have the infrastructure in place to adequately respond to all inquiries and provide great customer service - and that brings us full circle, through the most important aspects of community creation.

Want to know how you can best develop all these skills? Take a class in Facebook Fundamentals today.

Want to master Facebook Marketing? Sign up for our new Facebook certification today!

 


The Future of Facebook for Digital Marketers

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the future of facebook

Editor's Note: Josh R Jackson is a contributing editor at BestMarketingDegrees.org. To celebrate the launch of our new Facebook Fundamentals CertificationJosh joins us today to discuss the future of Facebook, and how digital marketers can begin to prepare for it.

 

Over the years, Facebook has set a trajectory to grow its user base, find new ways to monetize, and expand its investment reach to new tech markets like artificial intelligence and virtual reality. For digital marketers, this direction has ushered in constant connectivity across a broad range of user tools; specifically, ad networks, business pages, and platforms that permit access to Facebook’s social media data.

Generally speaking, it’s impossible to predict the future of Facebook with much accuracy. The Social Network’s ranking algorithms change regularly, and we never know when a new platform might disrupt its momentum. But we do know that Facebook marketers who push quality content over salesy promotion are achieving unprecedented levels of connectivity, which allows for more loyal engagement from friends, fans, and followers.

Our predictions for the future of Facebook is based on its own stated 10-year plan, and because we don’t expect that trajectory to change much in the near future, we’ve come up with three routes that digital marketers might go to enhance connectivity with their Facebook audiences. All three routes were chosen to make the prospect of interacting with audiences more attainable as time goes by. Let's dive in:

Mobile Video

Video is a main staple of Facebook’s marketing menu. Although private video calling has been available since 2011, Facebook’s public video viewing feature became especially popular in 2014 after News Feed started showing users data about people who were viewing the same videos as them.

Since then, the trend has largely moved towards mobile video, as the company develops Facebook Live and Messenger Day so users can easily share video on-the-go. These new tools are designed to provide more outlets for uploading the Internet’s most popular form of content (video) while at the same time encouraging a greater level of intimacy between users, their friends, and their followers.

While mobile video tools have been put to good use by private users, many businesses have not yet taken advantage of them or unleashed their full potential to unlock a deeper sense of connection with their audiences. But the versatility of these tools make it wise for small businesses and entrepreneurs to think about how they might open up the throttle, and rocket to relevance by taking advantage of Facebook mobile video.

Rules of Engagement

Facebook Policy has structured the social web to be as friendly as possible, but that doesn’t always mean Facebook hosts the friendliest platform on Earth. It’s impossible to know when an online troll might comment in poor taste, leave a slanderous review, or inundate your Business Page inbox with junk intended to harm or hack. It’s also difficult to know when your business might be over-promoting. This is why it’s important for businesses and entrepreneurs to develop rules for Facebook engagement. Nominating social media moderators to post quality content and monitor for quality control in messages, reviews, and comments is a great first step in this direction. But those moderators need to be on the same page.

One of the easiest codes of conduct to put into place is the 80/20 rule, which stipulates that we should post content from other sources 80% of the time and content from our own company 20% of the time. That way, we simultaneously draw new customers and avoid pushing old ones away. When we follow them, rules of engagement on Facebook work to establish businesses as principled and credible thought leaders. At a time when the future can seem uncertain and online behavior can seem overly driven by emotion, working to establish credibility and trust works doubletime to foster a deeper sense of connection between businesses and their customers.

Newsjacking the News Feed

Although little more risky than coming up with a code of conduct, newsjacking has become a popular way for businesses to get attention on days when the news won’t let us get a word in edgewise. Newsjacking occurs when a business uses its social presence to ride (not hijack) a news story, by delivering a timely message that is relevant both to the business’s purpose and the story at hand.

Great examples of newsjacking have occurred during live events such as the Super Bowl, the Oscars, or the Olympics, when brands try to inject some comic relief into a topic of conversation. While this tactic often works best for topics in pop culture and entertainment, it’s more difficult when it comes to politics, a topic that enters Facebook conversations more readily than it used to. While this isn't to say that brands cannot successfully involve themselves in a political moment, this is much harder to pull off than the average newsjack, and it can be much safer to stay out of politics altogether.

That being said, with all the political news on Facebook News Feeds, there is ample room for businesses to come out and make a statement. This is especially true in a day and age when businesses are expected to have a social conscience and break their own news. But when it comes to News Feed, the key to successful newsjacking is aiming to address the root reason why customers care about your business at the same time as you address a relevant news story.

If a business can accomplish this in all the right way, the future of Facebook could hold controversial ads that get attention at the same time as they connect to a businesses’ usual customer bases. Such a future might also mean reaching unprecedented levels of new customer loyalty.

Want to master Facebook Marketing? Sign up for our new Facebook certification today!

 


Digital Fundamentals: A Recipe for Success

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Editor's Note: Tracy Vides is a content strategist and OMI contributor. To celebrate the launch of our new Digital Fundamentals Certification, she joins us today to discuss how small and large businesses can benefit from studying fundamental digital marketing strategy.

 

The beauty of digital marketing is that it gives startups and smaller companies a chance to compete on a stage shared by larger enterprises; it levels the playing field by eliminating the need for a huge budget to reach a vast amount of consumers.

In the old days, a good deal of marketing boiled down to scale: companies threw out wide nets, hoping to gain as many leads as possible. This posed a serious obstacle for small businesses lacking the capital for such an expansive reach.

Now digital marketing has made it possible to pinpoint a target audience, research consumption habits and find the most effective strategy to broadcast your brand messaging and improve ROI without wasting copious amounts of money on experimental campaigns based on guesswork.

Let’s talk about fundamental digital marketing strategies, and key advantages that businesses of all sizes stand to gain from mastering them.

Create an effective SEO strategy

Search Engine Optimization (SEO) is a cornerstone of digital fundamentals. 93% of online experiences begin with a search engine. With a number like this, omitting SEO causes you to miss out on a lot of benefits. A well-planned strategy can do a lot to improve search rankings, increase web traffic, build leads, and ultimately make sales.

If you want to experience these types of results, it will require more than a one-day effort. SEO is built on five pillars:

  1. Strategy
  2. Conversion
  3. Content
  4. Optimization
  5. Authority and Trust

It might take weeks – or even months – to start seeing the results you want. Stay consistent with your efforts, and in time you will see the fruits of your labor.

Use social media to boost engagement

Currently, there are over 2 billion people using social media worldwide. Opting out of this bandwagon is simply not an option. Social media is an arena where brands have a prime opportunity to let their unique personas shine through while contributing value to the lives of their prospects.

The biggest advantage provided by social media is an opportunity to boost all your other marketing channels. For example, a good SEO strategy is based on producing quality content. One of the best ways to share that material is through social media outlets.

Additionally, it can play a huge role in learning what makes your target audience tick. Tools like Brandwatch give you the ability to monitor what users are talking about within your industry. Backed with actionable-metrics, you can properly gear your approach in a manner that will not only keep viewers engaged, but also maintain positive sentiments about your brand.

Social media marketing remains a mainstay of digital fundamentals. Understanding the ins and outs of how it can affect your business is crucial in building brand trust and exposure to your messaging.

Adapt to an increasingly mobile landscape

Back in 2014, mobile devices became more popular than desktop for digital media consumption.

More recently, global internet traffic in terms of pageviews on mobiles surpassed desktop traffic.

With this in mind, integrating your marketing strategy to fit the mobile landscape is vital. For instance, 71 percent of marketing emails are opened on a mobile device.

Mobile the go-to medium for people on the move. In turn, big e-commerce brands have made it easier than ever to make purchases via a smartphone. The benefits of optimizing for mobile are practically infinite. Here are several of them:

  • Mobile-friendly websites rank higher in search results.
  • Mobile advertising is more cost-effective than desktop advertising.
  • Mobile gives you a broader range of personalization options when marketing to prospects.

Altering your entire strategy towards mobile is an involved process. There are many things to take into consideration, like content format and consumption duration. But given how much it can improve a business, learning how to optimize accordingly is one of the best decisions you can make.

Make your operation efficient with marketing automation

Marketing automation is especially useful for startups and small businesses. Regardless of your goals, you should always strive to maximize efficiency. With automation, you can harness the power of technology to manage a significant portion of your marketing activities without depending on human control. This can do a lot to cut down on labor, and frees up more time to focus on big picture innovations.

According to Gartner Research, by 2020 customers will manage 85% of their brand relationships without talking to a human. Benefits of automated marketing include:

  • Targeted landing pages
  • Effective lead nurturing
  • Complete workflow management
  • Targeted and responsive email marketing
  • Increased productivity
  • Brand presence on multiple channels
  • Detailed customer profiles
  • Quicker and better customer support
  • In-depth tracking and measurement
  • Consistency

There is a whole lot more to gain from marketing automation than you might think. Do yourself a favor and study what it can do for your business. In the long-run, it can save (and earn you) incredible amounts of time and money.

Over to you

It’s no secret that the traditional marketing funnel is going obsolete in favor of digital. Brands everywhere are realizing how this shift in the landscape is putting a big emphasis on customer experience and targeted strategies. The underlying truth is that consumers are more connected than ever. Learning how you can accommodate this trend is crucial in building a brand for the future.

If you’re involved in a startup, small business, or even a large enterprise looking to build its knowledge of digital fundamentals, there’s no time like the present to learn. Get started today!

Want to master digital fundamentals? Get certified with OMI 

 


Fundamental Digital Marketing Techniques to Master in 2017

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Editor's Note: Teena Thach is Socedo’s social media and marketing specialist. To celebrate the launch of our new Digital Fundamentals Certification, she joins us today to discuss the most important digital marketing techniques to master in 2017.

 

You’re ready to get started in digital marketing – but how do you know where to begin? If you’ve done some research already, you know there are dozens of potential avenues to pursue, and you could fill a dictionary with terms you don’t fully understand. While it can be dizzying to navigate all the information you’ll run into, there’s a good place to start: master the key principles and techniques that will get you on the path to building your online presence and growing your client list.

In this article, we’ll spell out the basics of digital marketing strategy so you can get your feet in the water and start figuring out what will work best for you and your brand.

Strategy

What your digital marketing strategy will look like really depends on your goals. What do you hope your business will accomplish with an online campaign? How wide of a focus do you want to have? At this point, you should take account of simple factors like the size of your business, the scope of your campaign and your target audience.

When figuring out your target audience, you should construct a buyer persona – who are the people who likely want the product or service you are offering? Hubspot suggests collecting information such as location, age, income and job titles. This information is particularly important if you are targeting decision-makers, and those who can choose whether or not to buy into your offering. Analytic tools allow you to quickly sort your prospects based on the above factors, many of which can be gleaned from social media profiles. They can also build your social media audience – another key strategy – based on interests and keywords, thus increasing your traffic and growing your potential client list.

Once you’ve determined who you want to target, you will use multiple techniques to develop a strategy for capturing your audience wherever they are on the web. To accomplish this, digital marketing strategy has three main pillars: social media, your website, and email lists. Since almost everyone has a social media account, social media is a fantastic place to start building your online presence and connecting with your prospects.

Understanding the major social media platforms and knowing how to build a presence on them is a first step to communicating directly with the very audience you hope to attract. Knowing the style and personality of Twitter, Facebook, Pinterest, YouTube, LinkedIn, Instagram and Snapchat can help you decide what forum will work best for your brand. Blogging platforms or live streaming can also help you to drive traffic towards your site.

Anyone can build a social media presence, but the whole point for you as an online marketer is driving traffic to your website where you offer and advertise the products and services that you want your audience to see. Hosting content on your website in the form of helpful blog posts, webinars or whitepapers is a great way to engage your visitors. By maintaining a rich and living catalog of free content, you can vitalize your social media posts, and most importantly, build an email list.

Email lists form a very important part of every online marketer's toolkit. When visitors are interested in your content, an opt-in form can be used to offer them a free taste of what you have to offer. After collecting email addresses, marketing automation tools and list managers can be used to send targeted emails based on customer’s unique tastes and interests. This is a great and long-term supplement to social media.

Here are other strategic components you’ll also want to master to get started:

Aesthetics

A good website is nothing without good design, and the same goes for your social profiles and posts. In the same way that print or televised advertising must catch the eye, your digital marketing must be designed in a way that holds your prospects’ attention and clearly demonstrates your value proposition. Even seemingly simple choices like color are important decisions: 85% of buyers say color influenced their purchase, according to Revenizer. Using distracting fonts, generic stock photography or failing to visually differentiate your brand are big mistakes when designing your digital marketing campaign. Ensuring you communicate clearly with your web visitor as soon as they land on your site and hold their attention afterwards are key techniques for the best digital marketers.

 

Analytics & ROI

You need to know if your campaign is working, right? You need to know that you’re getting a return on any investment of time and money into your digital marketing campaign. Analytics helps you to figure that out, and make smart adjustments as you go along. While you might think of analytics as data that measures web traffic – (think Google Analytics) Hubspot points out that’s only the beginning. More important is the connection between your social media and email marketing efforts, and measurable results such as prospective leads and conversion to sale rates.

Having a good handle on your marketing analytics lets you see exactly which channels are most effective with which targets – is your Twitter campaign strategy effective, or are you getting more volume from direct email? Or are they effectively tying in together? You want to know not only how many people clicked through to your website, but which ones were converted into clients.

SEO & SEM

When people are researching products, they’ll type keywords into Google, Bing or other search engines. Search Engine Marketing lets you use those keyword searches to raise your website higher on the list of results people see, and target digital advertising in the right places. Consider that 89% of consumers use a search engine to look for information before investing in a service or product, and 70% of buying decisions begin with those queries. You want to make the most of this fact. Getting to know tools which help in this area can help you improve your company’s search engine optimization (SEO), and thereby improve your target audience reach.

Search Engine Watch says that search engines seek factors such as quality content, fast web performance, and user experiences. While optimizing your pages can mean incorporating the most-often-searched keywords relating to your service or product, it’s about more than “keyword stuffing.” It’s also about having user-friendly content answers to the questions or pains that your prospects are looking to solve.

Can enhancing your SEO take time and expense? Sure. But Ballantine estimates the ROI on SEO in 2014 was $21.93 for every dollar invested. That compares with $6.48 in revenue for television advertising, $8.29 in telemarketing or $10.06 in newspaper ads. The investment is a good bet.

While the realm of digital marketing is complex and goes beyond the principles outlined here, these techniques form the foundation of every good digital marketing strategy. No matter who you are, what you’re selling, or who you want to reach, the Internet is big, and everyone starts in the same place. Now that you have the basic principles for building a digital marketing strategy, why not get started today? You’ll discover the effort is well worth your time, energy and investment.

Want to master digital fundamentals? Get certified with OMI 

 


How to Write SEO Friendly Content

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Editor's Note: Sarah Robinson is a blogger and SEO enthusiast. She joins us today to explain how SEO friendly content improves your website performance, and how to optimize your content for search engine exposure.

 

Whether you’re writing a landing page for your website, or a blog post, it’s important that all of your content is SEO friendly. SEO friendly content has a tremendous impact on your ranking in search engines (i.e, Google), and the better you follow the conventions of SEO, the higher your content will rank on search engines.

The higher your website is ranked by search engines, the more visible it will be. This also leads to more website traffic and conversions. Your content is also more likely to provoke reader engagement and shares on social media if it is highly visible. Bottom line: you can write amazing content, but unless people see it, there’s no point.

Thankfully, producing SEO friendly content is not as difficult as it may seem. By following the steps outlined below, your content will be more interesting, grab attention and rank higher in search engines without excessive effort. Let’s dive in!

1. Research

Individuals and SEO companies should do at least some research before writing anything. Even if you are an expert on an issue, you should not forego this step. Not only does research provide you with the data you need to make a well-reasoned point, but it also helps you to find the key terms that your audience is looking for. By incorporating these terms into your content, you make it much more SEO friendly for casual browsers.

The research step is especially important for the heading (title) of your content. The heading is the first thing readers encounter, and it therefore determines whether they will click away, or stay on to read more. Your title should be well structured, to-the-point and relevant to common search terms.

A high quality heading will help search engines understand what is on your page, and it will assist in gauging relevancy when a user searches for certain keywords. A headline will also determine whether your newsletter subscribers want to open and read your content.

How do you create a title that engages? To start, it’s a given that you should take a dive into SEO keyword research to find the terms which readers are looking up. But keeping your headlines short and catchy is also important. List articles (‘listicles’) attract attention by outlining the structure of an article in the title, so readers know what to expect before reading.Just take a look at recent BuzzFeed headlines to get a feel for what attracts readers. Here are some examples taken from the website:

2. Unique and original content

It is important that the content you produce is unique and original. This doesn’t mean you have to be a pioneer in your industry and propose something completely new or revolutionary. But if you say the exact same thing as everyone else, in the exact same way, content that is otherwise SEO friendly can still fail. Everyone has a unique spin or view on an issue, and in good content, you must be prepared to offer yours.

While this advice may or may not seem obvious, the point is worth stressing. For SEO-optimized content, it’s vitally important to avoid plagiarism. Plagiarism, in this case, means copying large chunks of text from existing websites or even entire articles without the right permission or HTML attribution. Not only is it unethical to do this, but your website can get penalized for these methods by search engines, which will bring down your site’s ranking considerably.

This doesn’t mean you can’t use sources to back up your argument and make your content more credible. In fact, you should be using other sources - but rather than offering extensive and direct quotes from existing content, summarize, and cite the important facts while providing a link. Being lazy will sink you like a brick - Google knows, and you will never get away with it.

If you are working hard to keep your content original, but have to use quotations, there are many places you can go to find out whether search engines will get suspicious. Copyscape is a great way to quickly check if there are any copies of your website content on other sites, or whether original content will trigger red flags to search engines. When in doubt, check first!

3. Images

Firstly, yes you should absolutely include relevant images with your content. And secondly, they can and should be optimized both for readability, and SEO.

Images are important to your content because they visually establish the context of an article, and give readers’ eyes a rest. Have you ever gone on to a webpage and there was just all text on the page? Was it inviting and enjoyable to read? Probably not: no one likes impenetrable chunks of text, so it is important to break it up with images. Images also help to make your content more shareable on social websites; if you use interesting images, you can quickly attract attention.

Images, like the text in your content, will also impact your search engine rankings. You can add keywords to an image’s file name, and captions, tags and alternative text when relevant. It is also important that you check the size of your image, and compress or resize them when appropriate. Images need to be big enough so they aren’t blurry, but not so big that they slow down the loading time of your webpages.

4. Make the text interesting

Just because you have added lots of images to your content doesn’t mean you are done making it attractive! You can (and should) make the actual text more interesting to read by formatting it elegantly.

There are multiple ways to make content pleasurable for reading, and it’s important to implement these methods whenever possible, because Google has quality guidelines, and it checks to see if sites are following them.

By changing up the size and style of font as well as underlining the right words, or putting them in bold/italics, you can direct a reader’s eye to the most important things; content is more interesting to look at when all words aren’t the same.

HTML subheadings to organize your content are also important. Not only do they help to give your content structure and improve readability, but they also show search engines that your web-pages are detailed and useful.

All this being said, it’s easy to go overboard changing up the look of your text. If you change too much, too often, the results can appear unprofessional and distracting. Remember, you want to draw readers attention to the most important parts of your text. Focus, and retain a balance between the mundane and the stylized.

5. Content length

The right length for content depends on your genre, audience, and how much you have to say. Follow common sense in this regard: a blog post should be long enough to be informative (anywhere between 500 and 2000 words). But depending on the subject, you may need a lot more, or a lot less.

Word count does not factor into SEO as much as people sometimes think. 300 is a good minimum, but beyond that, it is more important that you post content consistently. Realistically, if you make content-writing difficult, it will be difficult to read, and you will probably find excuses not to do it. By sticking to a reasonable word limit,content writing becomes more enjoyable, which increases the likelihood that you will continue to produce content in the future, which will also raise the ranking of your website.

Summary

Making your content SEO friendly is crucial if you want it to be seen. You may have great content but if you haven’t properly optimized it, you won’t get readers or leads. There’s no wrong way to start, so if your content isn’t SEO optimized yet, pick something that stands out, and get your site to the top of Google!

Learn more with these related OMI classes:

Convert More Website Visitors into Customers: Best Practices for Usability and Analytics

Fundamentals of Social Media for SEO

Creating and Curating Content People Love

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

 


The 3 Most Important Content Marketing Techniques to Perfect in 2017

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Editor’s note: Josh R Jackson is a contributing editor at BestMarketingDegrees.org. To celebrate the launch of our New Content Marketing Certification, Josh joins us this month to discuss the most effective Content Marketing techniques for driving sales, engaging consumers and improving ROI.

 

Given the many web platforms that exist for content promotion, we tend to talk about the importance of content marketing technology as often as we talk about importance of content marketing itself. And that’s a lot of talking. Yet we rarely discuss the importance of content marketing techniques. So what is content marketing technique? Is it when you add a new font to your website for a little extra flourish? A new designer with a different style to your graphics team? Or is it more intangible, like an artist’s choice to use a special brush that flecks paint on a canvas in a certain way, one that simultaneously affects chaos and control?

The answer is a little bit of all the above.

Since content marketers are artists of information delivery, the techniques they employ package several different methods of communication into one principled message. We can define content marketing technique as a brand’s unique recipe for marketing their brand content, especially in a way that captures its essence and sets it up in front of an ideal audience. Such techniques can include whatever admixture of content formats, social media platforms, and distribution strategies best fit our respective companies. But like most forms of artistic expression, customized techniques are usually practiced with a standard set of tools.

That’s why we’ve taken this post to organize the standard set of tools (e.g., social media, video, blogs, websites, one-time publications, virtual and print periodicals, audio, mobile applications, educational online classes, in-person interaction, content platform posting, and traditional news content) according to the type of content marketing techniques they work with best. Along the way, we’ll also point out which techniques are likely the most important for content marketers to pick up in 2017. Without further ado, here they are:

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1. Ephemeral Messaging

The latest technique to enter the modern content marketer’s wheelhouse is ephemeral messaging. Snapchat is the most popular platform for ephemeral messagers today, although older platforms like Twitter and Facebook have attempted to enter the marketplace with applications like Periscope and Facebook Live, which have capitalized on popular demand for one-and-done messages that can “self-destruct” like snap pictures, texts, and videos. Such messages convey an uncensored level of authenticity to viewers, who tend to see them as privileged, intimate windows into an individual’s everyday life.

The broad rule for ephemeral messaging is that the less editing, refining, or secrecy, the greater the sense of authenticity. And the greater the sense of authenticity, the better the experience for the viewer, much like the case for reality television. When compared to print media, we can also see social media as a precursor to ephemeral messaging, just as in-person interaction like word-of-mouth advertising can be seen as a precursor to social messaging. If content marketers can access this connection to in-person interaction, and companies can effectively learn how to perfect the technique of ephemeral messaging—both as a way to reach people directly and practice the most effective form of marketing there is (i.e., word-of-mouth)—then we can expect ephemeral messaging to play a very important role for content marketers in 2017.

2. Short-form Content Promotion

The bread and butter of content marketers’ posting diet is short-form content. Its promotion is the most commonly practiced technique among content marketers today. From blogs, videos and social media news updates to one-time publications like white papers or eBooks, short-form content makes up the vast majority of posts on both the search web and social web. Short-form content posting generally requires less time and resources than long-form publishing, though slightly more time than sending a Snap video.

The rule for short-form content promotion is generally to provide fast, actionable news and advice on accomplishing a goal, whether that be finding a new job or career, buying a particular product, or fixing a car or washing machine. The more educational, entertaining, and quickly information can be delivered, the more actionable it is. And the more actionable the information is, the more social engagement and backlinks that short-form content tends to collect on content platforms like YouTube, Medium, and mainstream media outlets. Because the cultivation of social engagement and backlinks is the best way to elevate company websites and platform rankings on the all-important search web, perfecting the technique of short-form content promotion should remain the bread and butter of any content marketing strategy in 2017.

3. Long-form Content Publishing

Short-form content promotion goes hand-in-hand with building long-form content publications. For example, websites are built by stringing together a series of pages that usually contain short-form content like blogs, videos, infographics, podcasts, and links to social media pages. The cultivation of all this content under the roof of a single domain makes websites a long-form content publication, which as a general rule, requires greater time and resources to publish than short-form content. Other examples of long-form content publications include online classes for educational purposes, virtual or print periodicals that are contributed to regularly, as well as more traditional content such as industry ranking series, survey research, video testimonials, and books.

Another general rule of long-form content publications is that they tend to require a higher degree of technical know-how and editorial control to pull off, and are therefore more polished than short-form content promotions or ephemeral messaging because of their permanence. Due to the predominance of short-form content and regular updates to technological infrastructure over the past decade, however, the trend has been to avoid publishing content that professes permanence. Look no further than books published five years ago on the topic of content marketing for evidence of just how difficult it is to hit the moving target of technology. However, with the advent of big data and predictive analytics, it is becoming possible not only to hit a moving target with long-form content, but to predict where that target might be in days, weeks, or months. That’s why in 2017, it’s important to perfect the technique of research to pull off long-form content publishing, which could be vying for a innovative comeback in the near future.

Want to master content marketing? Get certified with OMI

 


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.