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Dark Social - The Marketer's Guide - Portent

Dark Social - The Marketer's Guide - Portent | The MarTech Digest | Scoop.it
Dark social – for those who aren’t up to speed – is social sharing that creates inbound website traffic from sources that web analytics tools like Google Analytics are not able to track. According to Simply Measured, inbound traffic typically comes from one of the following sources:

Native Mobile Apps
Email
SMS/Chat
CYDigital's insight:

Excellent primer.

 

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  #MarTech #DigitalMarketing

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10 Tips to Align Your Email Marketing and Social Media | Marketing Technology

10 Tips to Align Your Email Marketing and Social Media | Marketing Technology | The MarTech Digest | Scoop.it
10 Tips to Align Your Email Marketing and Social Media by Douglas Karr on Marketing Technology
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How CIOs can improve B2B social marketing - CIO

How CIOs can improve B2B social marketing - CIO | The MarTech Digest | Scoop.it
  • CIOs can amplify the conversation throughout the C-suite and provide specific examples of how quality social marketing programs benefit the business.
  • CIOs can assume leadership roles by communicating best practices to roll out and support social marketing initiatives, as well as how to measure progress. 
  • CIOs should ensure that social engagement platforms effectively link back to enterprise systems of record, to provide a comprehensive view of the accounts and contacts that enable contextual outreach.
  • CIOs should partner and collaborate with their marketing counterparts to ensure the right controls and policies are in place to effectively manage related efforts, and then make sure they're communicated throughout the company.
CYDigital's insight:

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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kris moturi's curator insight, July 27, 2016 9:50 PM

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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How to Integrate Email Marketing with a Social Media Strategy | Campaign Monitor

How to Integrate Email Marketing with a Social Media Strategy | Campaign Monitor | The MarTech Digest | Scoop.it
  • Get calendars in sync
  • Show off social profiles in your emails
  • Encourage people to sign up for your email lists via social
  • Upload your subscriber lists to social networks
  • Retarget ads on Facebook and Twitter to interested email subscribers
CYDigital's insight:

Amen to 4 and 5.

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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Rajesh Seshachalam's curator insight, May 11, 2016 1:31 PM

Test

Rajesh Seshachalam's curator insight, May 14, 2016 1:52 AM

Why Go Social and email together? 

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Social Proof Marketing Guide - AdEspresso

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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Connect with Your Audience - Your Agile Social Marketing Template for Success [Infographic] - Visual Contenting

Connect with Your Audience - Your Agile Social Marketing Template for Success [Infographic] - Visual Contenting | The MarTech Digest | Scoop.it

This scoop comes to you compliments of marketingIO.                                                          

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Social@Ogilvy: Where Are You on the Social Growth Curve?

Social@Ogilvy: Where Are You on the Social Growth Curve? | The MarTech Digest | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

CYDigital's insight:

An intelligent way to categorize social media efforts.

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How Email Engagement Compares to Social Engagement | Marketing Technology

How Email Engagement Compares to Social Engagement | Marketing Technology | The MarTech Digest | Scoop.it
How Email Engagement Compares to Social Engagement by Douglas Karr on Marketing Technology
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The 6 Rules for #DataDriven Social Marketers - Social Bakers

The 6 Rules for #DataDriven Social Marketers - Social Bakers | The MarTech Digest | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

CYDigital's insight:

Click through for details on each, if needed. Decent rules for the road.

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Modern Marketing Essentials Guide To Social Marketing (eBook) | Oracle Marketing Cloud

Modern Marketing Essentials Guide To Social Marketing (eBook) | Oracle Marketing Cloud | The MarTech Digest | Scoop.it
the Modern Marketing Essentials Guide to Social Marketing - a guide which speaks directly to the fact that in 2014 92% of marketers state that social media is important for their business, up from 86% the year before according to the 2014 Social Media Marketing Industry Report—conducted by Social Media Examiner.

To help marketers better navigate the sea of social change, we’ve put together this Essentials Guide based on 5 Pillars of Social Marketing:

Listening
Engagement
Marketing Communications
Social Advertising
Analytics


This scoop comes to you compliments of ineomarketing.com.                                           

CYDigital's insight:

Free, and behind a quick reg form

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Jan Karski's curator insight, April 19, 2015 3:46 PM

añada su visión ..

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The Definitive List of Social Media Marketing Tools - RazorSocial

The Definitive List of Social Media Marketing Tools - RazorSocial | The MarTech Digest | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

CYDigital's insight:

And if needed, a description when you click through. More precise than Brinker's Landscape or IDC's work.

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Kim Harris's curator insight, March 24, 2015 5:47 PM

Great social media marketing resources and well organized...

Firstpoint Marketing and Communications's curator insight, March 27, 2015 8:06 AM

Social media management has grown to become a major business. These are some of the tools used by the professionals. But you too can use them to manage your own accounts. They provide great sources of content and the ability to schedule posts on a variety of social media.

Jan Wallen's curator insight, April 2, 2015 9:25 AM

The category breakdown is very helpful

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A Blueprint for B2B marketing's Holy Grail: Targeted Conversations via DINs - Econsultancy

A Blueprint for B2B marketing's Holy Grail: Targeted Conversations via DINs - Econsultancy | The MarTech Digest | Scoop.it

Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

CYDigital's insight:

An excellent guide on the basics to running a highly focused effort that involves LinkedIn. The secret: an independent influencer. Don't forget to use webinars as a part of this effort.

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5 Reasons Why Social-Media Marketing Is Overrated - Huff Post

5 Reasons Why Social-Media Marketing Is Overrated - Huff Post | The MarTech Digest | Scoop.it

Digest...


Here are five reasons why social media marketing has become overrated.

1. The organic reach is pretty close to zero

Look at the two largest social media platforms, Facebook and Twitter. According to the Moz Blog, the average life span of a tweet is 18 minutes. Jeff Bullas, a leading social media expert, estimates the organic reach of Facebook is around 2.71 percent, or less.

 

2. Anyone can buy social media followers.

Most of us have probably gotten the tweets that promise thousands of Twitter followers for only $30. It's the same thing with Facebook and most of the other social media platforms. You can buy followers to inflate your numbers.

 

3. People are tired of being sold to on social media.

People log onto social media to see what their niece just did, catch up with friends, watch funny videos, and let friends know what's going on in their life. They realize they will get sold to on social media but there comes a point when it's too much.

 

4. Social media platforms are theirs, not yours.

New York Times best selling author Crystal Paine shared the story of a major setback to her business with Michael Hyatt in an article titled "Don't Build Your Social Media House on a Rented Platform."

She had built a huge social media following that she depended on for traffic and new leads. One Facebook algorithm change plummeted her organic reach to between 1 percent and 3 percent.

Someone following you on Facebook is Facebook's potential customer, not yours. Yes, they're following you, but Facebook has their name, email address, and controls what they see from you.

 

5. Email marketing still beats social media marketing any day of the week.

This is the main point that I hope you take away from this article. Email marketing is still the best way to reach your present and future customers. Social media provides a great, and mostly "free" way to reach people, but people still respond best to email.

 

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CYDigital's insight:

Social is the path of least resistance. Tackle the hard stuff first, then use Social, e.g., LinkedIn, SlideShare. And paid, not owned.

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Jeff Guzzo's curator insight, October 11, 2014 10:15 PM

The article 5 Reasons Why Social-Media Marketing Is Overrated is an article by Kimanzi Constable that lists and elaborates on five reasons that social media marketing is not as beneficial as it may seem. Basically, the article is explaining that social media marketing still can help businesses, but it should not be the most important part of a marketing strategy.

 

The first reason why social media marketing is considered not the best is that the “organic reach” is close to zero. The reach to consumers is limited for several factors, and “according to the Moz Blog, the average life span of a tweet is about 18 minutes.” (Constable). The next reason why social media marketing is overrated is because anyone can buy social media followers. Buying social media followers does not general human followers that would be able to interact with marketing tactics and advertisements, rather, computerized followers, or ‘fake’ accounts. Next, people are tired of being sold to on social media. People want to log on to see what their friends and families are up to, not see advertisements and marketing strategies. Number four in the list is that social media platforms are “theirs, not yours.” This point is explaining that the followers a business may have are not just their clients, but also the social media sites. The last and most important reason why social media marketing is overrated is that email marketing still beats social media marketing. Email marketing has a direct target, the virtual mailboxes of billions of people. It’s hard to miss the emails. But social media marketing tactics can go unseen if someone doesn’t log on at the right time, or they can be hidden through filters allowed by social media platforms.

 

Overall this was an interesting article that provided some great insight for businesses seeking social media marketing tactics. What I took from this is that social media marketing should still be used, but more time and funding should be focused on email marketing, as it is more successful.

 

-Jeff G.

Deanna Casey's curator insight, October 14, 2014 12:35 PM

This article is discussing how social media marketing is not the main aspect a company should rely on for their marketing needs. Social media marketing can become overrated if it is not being used properly for the companies needs. Number one, organic reach approach is becoming less successful because research is showing that Facebook posts and Tweets have a short life spam. Number two, buying followers or likes on sites and post is not the best strategy in bringing in a new market. Those paid likes are not measurable in how successful the social media site is for the company that is trying to gain more customers. Number three, people are not trying to be sold on their social media sites. The main reason anyone gets a Facebook, Twitter, Instagram, etc., is too keep up to date with their friends and family, not to read sales pitches. If someone is willing to like a companies page they do not want countless posts about their products and how to purchase them. Number four, this idea is interesting because the article is stating that you shouldn’t build your market on a social media site because the social media site is getting all of the business in the end. This means that all of the marketing shouldn’t be done on social media sites and companies should have other types of marketing. Facebook own the customers information when they join the social media platform. Number five, email marketing is more successful than social media marketing. This article states that email’s and email list create a life-long customer for the business. The main idea from this article is that any social media platform that is going to be used for a companies needs to be right for that specific needs and wants of the business.

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2014 State of B2B Social Marketing Benchmark Report [Infographic] - Infographic B2B | #TheMarketingTechAlert

2014 State of B2B Social Marketing Benchmark Report [Infographic] - Infographic B2B  | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

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Want to be great at marketing in 2014? - Smart Insights | #TheMarketingTechAlert

Want to be great at marketing in 2014? - Smart Insights | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Basic/ Digest...


-- >  Recognise that you need to have the customer’s attention before you can sell, they need to be more than just remotely interested.

-- >  Respecting the platforms with your content format, and respecting the consumer by creating quality brand interactions is important – simply tweeting vacuous comments or promotional material is not social media marketing.

-- >  Balance! We must all learn to balance the two-way, value-add storytelling element of social media, where we build community, with the necessary shameless promotion when we must promote and go for the sell.

-- >  Integration of digital comes via content in the most part, repurposed and reshaped appropriately for different channels and platforms.

-- >  Amplify with advertising, of course, I’m not saying that stuff’s dead or that SEO is redundant, or even above the line spend should be a crime – but in terms of priorities for the most of us – it’s time we market like it’s 2014 and on the terms of customers first .

 

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CYDigital's insight:

Social marketing needs to have a purpose to engage, not one way communication. Lots of shouting out there, going one way. Not a lot of quality engagements. Question: can you engage in quality communication with a very large audience?

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How To Get Your C-Suite To Say "Yes!" To Your Social Marketing Proposal - Forrester | #TheMarketingAutomationAlert

How To Get Your C-Suite To Say "Yes!" To Your Social Marketing Proposal - Forrester | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Excerpt...


Only a few of the marketers I interviewed received a green light from their CMOs to move forward with their social marketing proposals. How did they do it? They crafted a "winning" business case that included:

Real data. Our successful marketers included insights from sources such as listening platforms, marketing systems, and web analytics. Those that did not have data available turned to third-party research to fill the gaps. Without data, there is no platform to build the business case.

Key RaDaR objective(s). An effective business case identifies the key RaDaR objective that helps establish the purpose of your social program or initiative. It answers the questions: Are you trying to extend reach? Provide more depth on your brand and products? Develop relationships with your customers? All of the above?

A detailed strategy. A good business cases lists the social marketing tactics that will be implemented. A great business case provides a detailed action plan that will help achieve the stated RaDaR objectives. 

Key stakeholders. Stakeholders are the pillars that support the entire business case. They are critical to the outcome of the social marketing proposal. Successful marketers never underestimate the influence of key stakeholders and always involve them in the process of creating their business case 

Cost/benefits analysis. Effective business cases include a quantitative and/or qualitative analysis that determines the costs, benefits, and risks involved with implementing or not implementing the proposal. 

Impact to business outcomes. Every business case should clearly articulate the impact the proposed program will have on business outcomes. Will the proposed social marketing initiative help the company meet its revenue goals through increased leads? Will it help a cost-control goal through support-call deflection? Will it contribute to a rebranding strategy through positive brand sentiment?

 

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CYDigital's insight:

You have to put in place social media monitoring and measurements so that you don't have to go through this nonsense next year. Just be sure that you measure the categories that are important to the C-Suite.

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Three 'Light Bulb Moments' to Illuminate Social Marketing Success - Profs | #TheMarketingAutomationAlert

Three 'Light Bulb Moments' to Illuminate Social Marketing Success - Profs | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Digest...


1. You're Invited!

Different from almost any other marketing medium, social streams are sacred ground—even more so when on mobile—and should be respected as such. It should be top of mind for marketers that useless irrelevance will not be tolerated; unlike, block, mark as spam, and negative comments are a simple click away. However, it can be assumed that these consumers have a certain level of affinity or interest, and that they are open to a wide range of brand posts.

The light bulb moment: A thoughtful content strategy that balances these considerations is required. Mutual value is the rule, not the exception.

 

2. The Party Is Fleeting

Though you may gain access to the social stream, marketers need to realize that post effectiveness—especially on Facebook and Twitter—fades quickly. Usually within hours of posting, content has already peaked and begun to trend downward. Even the most viral of brand posts last only a few days.

The light bulb moment: Unlike banner ads or other traditional digital marketing approaches, posts don't grow in effectiveness over time; as a result, for every campaign marketers must have a multitiered posting strategy that emphasizes a consistent cadence with new content and posts.

 

3. Scaling the Dialog

It is a profound paradox that it's difficult to scale reach on the world's largest social networks—mostly because the networks need to control "organic" reach so they can charge for extended reach. To influence significant numbers of people via social streams, you need to aggregate large fan communities and then, in many cases, pay per post or share to increase your campaign scope to existing fans, friends of fans, and beyond. Successful social media advertising requires integrated strategies that consider how organic, earned, and paid media work with content and interactivity to drive outcomes. They are all inexorably intertwined and must be planned and executed accordingly.

The light bulb moment: To drive real business outcomes, native post types with links to your .com won't cut it. Marketers must consider full strategies that include targeted reach, rich media and interactivity, amplification and appropriate social/mobile conversion events. When you couple that with Nielsen's consumer trend data, the argument to create interactive campaigns in the social stream really becomes common sense.

 

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CYDigital's insight:

A very intelligent, thoughtful post that delves deep into the social stream of conversation. The last point is quite important, as it really points to the possible need to boost the social budget so as to include paid.

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Toltec Global Services's curator insight, October 31, 2014 2:12 AM

What is the best way to measure social media success? There are three key "lightbulb" moments that turn on when success is reached. 

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The Top 7 Online Marketing Trends That Will Dominate 2014 - Forbes| #TheMarketingAutomationAlert

The Top 7 Online Marketing Trends That Will Dominate 2014 - Forbes| #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
The Internet has drastically altered the way in which information is shared, and has had a profound impact on marketing.


With these trends in mind, let’s discuss my predictions for the top online marketing trends of 2014.

 

1.      Content Marketing Will be Bigger Than Ever

One of the main ways that companies are establishing authority and gaining trust with consumers is by consistently creating valuable content through a variety of channels. This typically involves relevant industry information that provides insight or entertainment to an audience. Doing so allows a company to steadily build rapport with its demographic and develop a loyal following. According to the Content Marketing Institute, the top B2B content marketing strategies are social media, articles on a business’s website, eNewsletters, case studies, videos and articles on other websites.

 

2.      Social Media Marketing Will Require More Diversity

Consequently, it has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of consumers. This diversification seems to prove fruitful for many companies because it often builds brand equity by making it easier for consumers to recognize a particular brand. For help figuring out which social media networks are right for your business, see my article “How to Determine Which Social Media Network Fits Your Business.”

 

3.      Image-Centric Content Will Rule

Successful blog posts that receive the most social shares also usually have a common characteristic: they pepper in some well-placed pictures to break content up and emphasize certain points. Another example is infographics, which combine images with a minimal amount of text to explain a topic and provide statistical information or data from research studies.

 

4.      Less Will be More

With many consumers feeling burned out by a constant barrage of information and advertisements that scream “look at me”, some of the most innovative marketers are going the opposite direction. The’re now making efforts to tone-down their campaign messages and not overwhelm consumers with hype.

 

5.      Mobile-Friendly Content Will Be Necessary

Due to the widespread (and quickly growing) use of smartphones and tablets, it’s necessary for companies to create content that’s accessible to mobile users. According to Forbes, “87% of connected devices sales by 2017 will be tablets and smartphones.”

 

6.      Ad Retargeting Will Grow in Effectiveness

This is a marketing strategy that has really caught on recently. In a nutshell, it works by utilizing browser cookies to track the websites that users visit. Once they leave a certain site, the products or services they viewed will be shown to them again in advertisements across different websites.

 

7.      SEO and Social Signals Will Become Even More Intertwined

Although social signals still don’t typically carry the same weight as traditional inbound links, it’s pretty undeniable that they play a role in organic search rankings these days. After all, they’re one of the three pillars of SEO. Since the goal of Google and other search engines is to provide users with the most relevant and highest quality content possible, it makes sense why they would factor in the number of social shares that a blog post, article or product page receives.

 

The more people that are sharing a piece of content, the higher quality it’s likely to be, and therefore its position should increase within the search engine results pages. It’s no coincidence that the top-ranking search results tends to have lots of social shares, while those ranked lower have fewer.

CYDigital's insight:

There's far more than these 7 trends, but I can understand the article given the generalist publication. But within the confines of the aforementioned, let me add:

1) Smaller chunks of content...

2) ...delivered in animated fashion...

3) ...repeatable and shareable.


And don't forget retargeting: one of the great unused B2B marketing tactics out there today.


  • See the article at from www.forbes.com
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Business and Marketing's curator insight, September 20, 2013 2:04 AM
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ItsMenaJo (GetGeekemarketing)'s curator insight, October 8, 2013 4:18 PM

Just thinking about content and images in particular... I think content will become more interactive. I'm seeing a couple of the top bloggers with embedded PDFs and quizzes on their websites. Really unique stuff that's totally engaging. Right now we need coders to create such content but I see this coming more into the mainstream, with providers making such functionality available and affordable to all.

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Leadtail Releases 2013 B2B Social Marketing Report | Blue Focus Marketing| #TheMarketingAutomationAlert

Leadtail Releases 2013 B2B Social Marketing Report | Blue Focus Marketing| #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
  B2B marketing firm Leadtail has recently released the B2B Social Marketing Report: Marketing Executives on Twitter. The aim of the survey was to


Some notable results:

  • 40% of all tweets from marketing executives originated from mobile devices, providing further evidence that mobile applications must be a part of every business’s social strategy.
  • Marketers were far more active on Vine than they were on Pinterst in the first quarter of 2013.
  • Marketers are more likely to share content from mainstream media sources (44% of posts) than they are to share industry-specific content (32% of posts).
  • Marketers tend to retweet content not because they enjoyed it—and not even because they’ve read it—but because they think their followers will enjoy it. This is a great anecdote for what should be a central tenet of all social marketing: provide value to your communities.
  • YouTube is the most-shared content source for marketers, while Mashable is the most frequently mentioned.

 

For all the information, I highly recommend taking a few minutes to read the whole Leadtail report.

CYDigital's insight:

It's a good report, but pales in comparison to the BaseOne Report.


  • See the article at from www.bluefocusmarketing.com  
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The Future Is Here: How Social Affects Lead Generation - Marketo | #TheMarketingAutomationAlert

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27 Proven Marketing Strategies to Double Your Traffic in Under 30 Days - Crawford and O'Brien | #TheMarketingAutomationAlert

27 Proven Marketing Strategies to Double Your Traffic in Under 30 Days - Crawford and O'Brien | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
Discover 27 Proven Marketing Strategies to Double Your Traffic in Under 30 Days. This infographic and free report will blow your mind. All these methods work.
CYDigital's insight:

It's not limited to only small marketing budgets!


h/t to http://infographicjournal.com/27-marketing-strategies-to-double-traffic/


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Helen Wilde's curator insight, September 19, 2013 8:58 PM

May be stating the obvious, but logical and a nicely collected group of simple, free, strategies.

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Four ways to automate your social marketing - Econsultancy

Four ways to automate your social marketing - Econsultancy | The MarTech Digest | Scoop.it
In today’s social orientated marketing landscape most business have taken the leap of faith into social marketing. If you are one of these business you know how time consuming and resource intensive social marketing can be.


Condensed...


1. Use smart scheduling for maximum engagement

Using a service like Swayy or Buffer will increase your productivity, allowing you to share more quality content each week which will result in more engagement and more fans and followers.

2. Spread the workload among your staff

Designate time slots to each individual and spread the workload among your entire team. The more your team gets involved with your social marketing the more likely they are to feel connected to your brand and be able to provide important insights on how you can improve your business.

3. Be aggressive with social buttons

Automate the growth of your social communities by placing social buttons linked to your social profiles within emails, newsletters, and other marketing material.

4. Open your blog up to guest bloggers

If you plan to publish two posts a week (the minimum in my opinion) then choose one of these slots and open it up to guest bloggers from your niche. Every niche has many bloggers and these bloggers are always looking for guest blogging opportunities.

CYDigital's insight:

Simple, basic advice. Social Marketing 101. Regarding #1: know which time segments are most effective through your analytics.

 

  • See the article at econsultancy.com
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Five Ways to Improve Your B2B Social Marketing Strategy ROI - MLT Creative

Five Ways to Improve Your B2B Social Marketing Strategy ROI - MLT Creative | The MarTech Digest | Scoop.it

Condensed...


I recommend rethinking your strategy to improve you ROI as you launch your digital strategy with effective social marketing:

  1. Content is critical.  I highly recommend you give up one of your web designer resources and hire a writer that knows how to research, interpret and publish information.  Have your content creator provide talking points and short blurbs about your product’s value proposition to your sales force to post and distribute to their prospects. 
  2. Focus your attention on prospects within the sales funnel not just to generate leads.  As most marketers know, the lower in the funnel that you can help your sales team engage their clients in social marketing activities, the easier it is to demonstrate your social marketing strategy to customer acquisition and retention. 
  3. Help your sales executives have a content rich, accomplishment facing LinkedIn profile.   Arm your sales executives by helping them market their expertise, credibility and savvy. 
  4. Guest blog.  Although most blog sites restrict companies from openly advertising their product, guest blogging can be a very effective way to drive your link strategy and position your company as an industry expert
  5. Re-architect your website.  Before you spend a fortune on redesigning the look and feel of your website, consider hiring a proven, highly referenced SEO expert to take your existing content and just restructure your site to maximize search engine optimization. Baseline your website before and after.


CYDigital's insight:

Surprisingly, SEO'ing your content is not included, nor is the inclusion of social media analytics. These are two steps that we would recommend from the beginning.


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