Archive Page 2

6 Newsfeed Marketing Tactics

by Daniel Flamberg

The Facebook marketing challenge has evolved from accumulating to engaging fans. The new success objective is to efficiently and effectively beat the Edgerank algorithm to get the maximum number of posts onto fans walls and trigger the multiplier effect that places brand content in the NewsFeeds of your fans’ friends.

On average only 3-7% of fans see any given status updated posted to a brand page. In general, there’s only a 2 percent chance that a given post will get any kind of viral pass-along. Brand pages with a million fans or more generally see 1.1% of fans clicking or sharing content.
Effectively using the Facebook platform is the new black. NewsFeed marketing is to Facebook what SEO is to Google.

Becoming an effective NewsFeed marketer begins by paying close attention to the content, composition and cadence of posts and then tracking the number of likes, comments, shares and original fan posts you provoke. A consensus is emerging around the definition of engagement – the gross number of interactions (comments, likes and shares) divided by the total number of brand fans. This formula is becoming a new KPI for social media success.
Start by understanding the general patterns among your fan base. Keep in mind that most fans come to the branded Facebook page just once; to like you or to sign-up. After that initial action, all the actions takes place on their Wall where fans grant attention and access to the people or the content they care about.

Some of the general observations about usage patterns are emerging in research from companies selling Facebook publishing and metrics tools like Vitrue, Buddy Media, Hubspot, PageLever andEdgeRank Checker. They offer fragmentary ideas for testing rather than a comprehensive view or a proven prescription for action.

Consider these six emerging clues:
Photographs generate the most engagement, 54% more than text alone and 22% more than video. Photos are favorably weighted in the Edgerank algorithm. They are the high engagement vehicles for Facebook users accessing the network using mobile devices.
Early Birds Rule. Posts before noon get 65% more likes, comments and re-posts than those after noon. For mobile users after 7p is prime time. Think about where your fans are and what they might be doing that will compete for attention with your posts. The rates of Facebook use at work grew 300% in 2011. Identify peak usage times for your brand to insure that you maximize the potential eyeballs reading each update.

Best day of the week varies. Friday is the biggest day for re-posts and mobile comments. Saturday draws the most shares. Wednesday is the big engagement day for QSR and CPG brands.
Shorter is Better. Posts with 240 characters or less with a photo prompt the most engagement. The longer the post; the smaller the engagement rate. Posts with links drive likes and re-posts at much higher rates. Brand pages with more than 1 million fans are seeing CTRs of 0.14 for links.

Punctuation reduces engagement. Avoid frequent use of question marks and exclamation points. Word choice affects readership and interaction, though the vocabulary for impact varies widely by business category and user demographics. Directive language (e.g. please like this or please re-tweet) works for 20-35% of users and will drive 4X engagement.

Cadence Counts. The average Facebook post has a shelf life of 3.2 hours. After 180 minutes, the likes, shares and comments die off. Yet more than 2-3 posts per day is overkill for most brands. Increasingly brands are looking at the type of posts and categorizing them to discern optimal sequences that draw the most engagement. Ideally brands will develop content sequences (e.g. link, photo, coupon, survey question) that delight fans and drive maximum interaction.
Focus on Fans. Look at behavior, sensibility and the intensity of your fan relationships. The average Facebook fan is a fan of just two brand pages, joins 12 groups, hits the Like button 9 times and posts 25 comments, usually during 55 minutes of Facebook face time daily.

Develop an editorial calendar and individual posts with this in mind. Zero-in on your core fans; those with highest propensity to engage with your brand. Similarly, during the 3.2-hour shelf life of each post, the more you directly respond to fan comments, the more you influence the Edgerank algorithm in your favor. You have to carefully plan your content and then stay engaged and work it as fans consume it.

The implications of these six patterns is that compelling, interesting, share-worthy content posted at the right time, with an image, in the right sequence will both delight your fans and effectively game Facebook’s Edgerank formula. There is scant evidence to suggest that fan feedback per post drives additional reach. The burden is on brands to craft competitive content and engaging experiences.

How can email marketing help your b2b startup succeed?

Megan Feltes, Content Specialist, Emma Inc.
E-mail remains a powerful tool for b2b marketers. Best estimates indicate that e-mail marketing will enjoy $1.5 billion in sales in 2011. Clearly, email marketing remains a crucial tool for b2b marketers.
But how are b-to-b marketers using e-mail? As prospects are increasingly bombarded by e-mails, have marketers changed their tactics in order to break through? This report takes a look at these questions along with the key performance metrics, budgets, and industry trends. LEARN MORE
Timely, direct and effective communication is essential to the success of any startup. Email marketing fits the bill unlike any other marketing tool. The email channel has evolved beyond the typical e-newsletter. Now campaigns with videos, surveys and other rich media content give burgeoning companies the edge they need. It is also relatively inexpensive—something that is always important to a new company.
If you’re launching a new venture or just looking to make the most of the email channel, use these five tips to make the most of your email marketing efforts.

1. Devote time to your email marketing. Email allows you to create messages quickly, distribute them for pennies and see a possible return of $43 for every $1 dollar spent (that’s the industry average, according to the DMA.) I say possible because effective email marketing takes forethought. Be prepared to invest some time in planning and executing campaigns. Sit down and draw up a calendar to plot your first few months—and keep an eye on the stats. You can always adjust as needed. Then, plan for a more thorough review of your program after six months or so. Dig into the response numbers to see what’s working, what needs to be adjusted and what should be kicked to the curb.
2. Build an engaged audience. Since no business wants to be stuck with a big announcement and no one to tell, you’ll need to build a permission-based email list. You might think it would be easier to buy a list, but this can lead to complaints, poor delivery and even blacklisting—something a startup definitely wants to avoid. Create a strong signup form and link it to all your customer touch points (website, transactional emails, social media, sales counter, email signature, etc.). Tie your form to an automatic welcome email, and thank new subscribers right away. Studies have shown that these can net four times the average open rate and five times the normal click-through rate. Plus, you’ll immediately cement a new relationship.

3. Showcase your brand. Don’t skimp on design. Maintain consistency with your branding components, including logo, brand colors and font. You want recipients to recognize your brand at a glance. Keep things simple. Inboxes are crowded so your email needs to make an impact right away. Lead with an enticing subject line, followed by eye-catching brand graphics and well-edited copy.
4. Tell your story. As a startup, you likely have a lot to say, but have you put much thought into how to say it? Before you launch an email program, think about what information you want to get out there. More important, figure out what information your audience actually wants to receive. Take time to figure out the tone, voice and style that you want to use in your communications. Strategize ways to intentionally tell your brand’s story to the right people at the right time and place. Don’t abuse the inbox. Relevant, timely emails will perform much better than a hodgepodge of content sent haphazardly.

5. Don’t reinvent the wheel. Startups are notoriously strapped for time. Once you’ve developed your main story lines, figure out what content you’ve already got and reuse it. Email is a great way to share video, recycle blog posts and highlight product descriptions—all things that might have been created for other platforms. Conversely, consider posting email content to your social media sites to get more mileage. Plus, your casual social followers can read, click and become engaged email subscribers as well.

Top 5 Digital Marketing Tips for 2012

by: Jonathan Gardner

1. Own your voice, don’t share it. Share of voice may be the mantra of yore, but these days, we’re talking “word ownership” for online branding. In hyper-competitive categories such as consumer electronics and auto, brand, emotive, and topical keyword ownership are the name of the game. But you’d better get there first, especially with key terms such as “football” and “Valentine’s Day” sure to be hot tickets in the weeks to come. Act fast, and the keywords will do the work for you. Have a smart contextual plan at the core of your strategy, and you’ll help your brand gain ownership of voice around the Web.

2. Resolve to be relevant. It’s back to basics, and relevance reigns in 2012. Keep consumers and their desires, hopes, and aspirations central to your marketing and you’ll stay on top. More than ever, the people will be in the drivers’ seat. This is especially true of those fickle, supposedly mysterious groups like Millennials, about whom Matt Briton, CEO of social media agency Mr. Youth, says, brands must address five “need states”: utility, entertainment, information, rewards, and recognition. Another trend worth noting is that in 2011, we saw consumers becoming more spending-conscious as opposed to simply price-conscious. So now is the time to make the strongest possible case for the value of what you’re selling. Finally, tune in to what kind of content engages your audiences and create advertising that aligns with what they watch and read. Take advantage of technology that matches ad content to the context of the page, creating hyper-relevance to deliver ads people actually want to see.

3. Context is king, and content is queen. Steve Jobs said (and showed) that to create value in the 21st century, you need to connect creativity with technology. With all the focus on the amazing tech that enables our new era of advertising, it is easy to forget that what’s in the ads matters, too: You can roll out a remarkable initiative to find consumers, but how will you engage them? Time and again, the most successful in-text, toolbar, and display ads bring relevant content within the context of the page. This year, like the last, the best advertising will be dynamic and provide useful information, from weather reports and traffic updates, to recipes and sports scores.

4. The data is smarter. Are you? As industry guru Peter Horan has told us, “Counting clicks for branding is flawed. Marketers know TV works even though viewers can’t click on a commercial.” Beyond the click, the revolution in data will continue. Marketers can now look more closely at consumer behavior to get more mileage out of campaigns. With technology giving us a clearer view of reader engagement and retention, we see that all content is not created equal, and that despite the recent increase in content volume, quality is what drives results.

5. They’ve changed the channel. An incredible 98% of 18- to 24-year-olds use social media. While debates continue to rage about ROI and how to quantify “Likes,” we’ve seen brands find new ways to make their social media assets deliver more, by bringing social content to new ad formats that push Facebook pages and Twitter feeds to the consumer in a relevant context. We can all learn from how Best Buy connected consumers with its “Twelpforce,” Twitter-based help desk, and how Axe is using an innovative social toolbar to push its clever content to consumers around the Web.

Happy New Year, and I hope you resolve – as I do – to follow the rules of common sense for a 2012 that will take your marketing to the next level of success.

Web Video Marketing

By snovini

With the right web video marketing campaign you can skyrocket your sales and profits online.

Some online business owners opt to start a video marketing campaign as part of their overall internet marketing strategy and in most cases a video marketing campaign is only a small portion of their overall marketing strategy. However, there are some internet marketers who opt to rely exclusively on this type of marketing. The main purpose of doing this is to save funds while still achieving valuable sales and making extra profits.

I think that most home based online business owners should consider incorporating web video marketing campaigns because of the popularity of video sites such as YouTube. Being more proactive with video and combining affiliate marketing with other types of web marketing such as placing banner ads and conducting an email marketing campaign will pay dividends.

A web video marketing campaign can be set up for very little cost as the only outlay you may need to make is to buy a video camera of some sort. The standard video tools on your home computer are perfectly adequate to produce a marketing video. You can then upload and showcase your video on the many free online video sites like YouTube. It is important to understand how this type of marketing works.

In general the marketing video is made so it will inform and/or entertain to get the interest of the viewer. The viewer is then directed to a specific landing page.

One of the most testing elements of web video marketing is that the marketer is only compensated when they produces the desired result. This means the internet marketer is not paid unless the viewer buys something or clicks on an ad. Success may be defined as generating traffic to a website or blog, as well as a sale of some product, service or offer.

The most effective use of web video marketing is to actively seek out emails for further follow ups. This way the promotion of a home based online businesses or the sale of some offer is easy to do.

Video marketing is open to anyone and the knowledge and techniques are quite easily learned. If you are new to web video marketing then it would be worthwhile to seek out those who are adept at video marketing skills. This is important because the more viewers you send each month to a website, blog or offer the more money you’re likely to make.

Another aspect of web video marketing which can contribute to its success or failure is the content of your video. It is important to be appealing to your target audience and not to be too pushy with your offers.

It makes sense for any online marketer to learn as many web video marketing tips, techniques and secrets because if you attract a lot of viewers you will most likely make extra funds online.

Finally, I personally believe that web video marketing is one of the best internet marketing strategies for web entrepreneurs to boost their profits online.

4 Steps for Using Content to Build Your Personal Brand

By AMANDA MAKSYMIW

Personal branding was definitely a big trend in 2011, and I believe it will continue to be a focus for B2B and B2C companies alike — largely due to the perceived ease of creating a personal brand online. In addition to the career benefits it can bring, many companies appreciate their employees’ branding activitiesbecause they recognize the value elevated personal brands can bring to their organization as a whole.
If developing your online persona is something you have yet to master, read on for four helpful steps to get you started.

Step 1: Develop a persona and create profiles across the web 
A great tip for getting started is to find and own one primary trait that makes you unique. For example, for CMI’s Joe Pulizzi, it is the color orange. Orange is part of nearly everything Joe does, from his websites to his social media presence to his wardrobe. It is part of his signature brand. So if you can, think about something you can use to trademark yourself and incorporate that into each and every one of your online profiles.
Speaking of profiles, if you haven’t already developed yours on Twitter, Facebook, LinkedIn, Google+, and About.me, get started today. You may even consider setting up your own website or personal blog, as Ann Handley and Joe Chernov have done.

Step 2: Engage with influencers about your topic
As I have written about in the past, there are several types of influencers for every industry. When building your personal brand, the key point is that you should have a set of 10 to 20 influencers that you are targeting in order to extend the reach of your content and personal brand.
You can identify your influencers by doing some online research, or by asking your prospects and customers who they rely on for advice and information.
Once you have a list of influencers you are targeting, you can keep track of them using a spreadsheet, a customized CRM system, or even using lists on Twitter (thanks to Joe Chernov for this tip!). Then, start engaging with your influencers by commenting on their content and sharing it through your social media profiles.

Step 3: Create compelling content around a certain topic
For content marketers, this tip should be a no-brainer: Remember to focus on your target audience’s interests, issues, and needs in order to create interesting, engaging content that will be useful to them.
When starting out, it makes sense to focus on a narrow set of topics and develop yourself as the thought leader in that space. For example, Joe Pulizzi has had success doing so about content marketing, and Mike Stelzner has done this with social media.
When you have your topics nailed down, you are ready to start writing. An easy type of content to start with is blogging, but don’t rule out video, podcasts, eBooks, or articles — anything that will give you a forum for your insight and help you establish yourself as an expert that people can turn to for advice and information about your chosen topics.

Step 4: Share your content to increase the influence of your brand
Once you have created a body of content, be sure to share it in where those in need can find it. Naturally, this includes making sure to post it on your personal and company blogs (and Brody Dorland’s 12 easy but thorough steps to increase the reach of your blog posts can give you some ideas for getting started). But you should also be identifying opportunities to spread your influence outside of your immediate circle.
Options for this can include guest blogging on an influencer’s site, contributing guest articles to a popular publication (online or print) within your space, submitting yourself for speaking engagements, and attending meetings and events within your areas of interest/expertise. If you do attend events, don’t miss the opportunity to create additional content while you are on-site, as well. Filming videos, posting session recaps, and offering to interview other participants are great ways tomaximize your exposure at busy, crowded conferences and conventions, which can go a long way toward getting your brand persona into the industry limelight.

By John Walker

Video Marketing Tips to Rock Your Viewers
Find a nice place to record your videos, I have seen so many people trying to create Hollywood videos outside with all these special effects and they look really bad. Keep it simple use some of these video marketing tips.

Find a picturesque place in your house or office that is well lit and bright, nice clean background without a lot of distractions in the background.

If creating a video outside, keep away from noisy areas where you may have a lot of cars passing by and avoid making videos when its really windy. Never shoot a video with the lens facing the sun always have your camera lens facing away from the sun.
Avoid wearing pin stripped clothes such a shirts as they can look funny when you record them. They just don’t come out well as they look reflective when lit.

 
Video Marketing Tips For Pro Videos |The Two Thirds
When creating a video, don’t stand straight in the middle of the picture. Use the rule of thirds to prevent making a boring symmetry video. The rule of thirds basically is dividing your picture into thirds both horizontally and vertically with imaginary lines. This divides your camera screen into 9 separate boxes. Try keep your subject in the left and right imaginary columns. You will need to test this out with your video location to see what background would be good to include or maybe even exclude. A bit of variety to your video can make a big difference.

Another few great video marketing tips are to avoid having a huge gap from the top of the subjects head to the top of the camera screen. If there is too large a gap it can make the subject look very small compared to its location and it just looks really weird. The technical term for this is simply “dead space”. The one thing to remember is not to shoot too low and then miss the top of the subjects head, that looks weird too. Leave a gap of about 3-4 inches from the top of the subjects head to the top of the camera screen.

If you are making a video which is known as a “talking head” in video marketing terminology you will need to consider the thirds rule again. This time however we will want to have one third of the frame above the subjects eyes, another third then should be of the subjects face and shoulders and finally one third should be a frame of the persons mid section.

All of these video marketing tips however are useless if you break the one rule. The magic rule of not being yourself. This is where most videos fail. If you don’t act yourself it can be noticed straight away as you will seem uncomfortable. Be yourself and add some of the techniques above and you can create great videos if you use these video marketing tips correctly.

5 Ways to Keep Improving Your Email Marketing Campaign

…by: Eric Brantner

Customize your email template—Avoid using a generic template for your emails, because they look, well, generic. Email marketing plays an important role in branding, so doesn’t it make sense to create a custom template that incorporates your brand’s unique look? It’s the little details like this that make a big difference in branding.
Study your data—You should always be tracking everything related to your email marketing campaign—delivery rates, open rates, clickthroughs, etc. Pay close attention to this data, and more importantly, use this information to tweak your email campaign for improved performance.
Test everything—The best way to figure out what works and what doesn’t work is to test everything. Test out different subject lines, different link placements, and other variants to your emails. Then, you can clearly see which tweaks improve your results.
Ask for feedback from subscribers–Nobody is more qualified to tell you what they’d like to see in your emails than your actual email subscribers. Encourage them to provide feedback so you can deliver the types of messages they prefer.
Pay attention to other email marketing campaigns—I receive emails from probably a dozen different companies. It’s not because I particularly care what these companies are offering. I just want to study their campaigns and see what I can learn from them. I recommend you do the same.


HOME

Send a free intro60 Video Business Card sample to your eMail and see how it works

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 8 other followers

Archives

Blog Stats

  • 2,437 hits

Like us on Facebook