Posts Tagged ‘twitter marketing’
Social media budgets often takes a backseat to search. After all, it’s easier to measure the ROI of search, so marketers see it as a safer bet.
First, it’s easier to tie SEO and PPC directly to sales than, say, tweets or Facebook likes. Second, search offers an element of intentional targeting: whereas social users log-on to socialize, search users are actively looking for something – and probably that much closer to a purchasing decisions.
But the social evolution of SEO has brought search and social closer together. Specifically, now that social signals impact rankings, marketers need to invest social as part of their SEO strategy.
After all, search engines look for these “social signals” because they want to show human beings the most relevant search results. And what better way to determine whether something is relevant to humans than by measuring how many other human beings have said that it’s relevant?
So now, you need more than just backlinks to rank. You also need tweets, likes, and other “votes” from social users to let search engines know that your brand is relevant.
Shareable Content 101
It’s one thing to place social buttons on all your pages. But if you want to get your content (e.g. product pages) tweeted, liked, and bookmarked, you need to understand what motivates user to do so. There are a number of reasons users share content, but they usually do so because it’s:
Depending on what vertical you’re in and what kind of products/services you sell, your content can probably be made to fill one of these roles.
Social media marketing has entered a new era. Brands are no longer content to simply experiment with a Facebook page and a Twitter account and “hope for the best.” With social media marketing budgets on the rise, marketers need their social campaigns to drive bottom-line sales, measurable brand benefit, and improved customer lifetime value.
The maturation of the social media space has created the need for simple, standardized measurement techniques that clearly show whether social campaigns are working to deliver real brand impact and actual sales. Unlike the online advertising industry, which has standardized on a few key metrics (CPC, CPA, and CPM), social media success measurement is still in its infancy and continues to suffer from a lack of common metrics standards.
Large brands are able to license powerful social media analytics software and hire agencies to help them measure social programs with accuracy. However, many smaller organizations are unsure of how to best measure their social marketing programs.
- What should we measure?
- How do we measure it?
- What does success look like?
- Out of the many numbers we could measure for social media, how do you determine which are the key metrics you should measure now and in the long term?
The answers to these questions are complex, but every company can get started with social media measurement by focusing on three simple metrics.
These metrics won’t tell you everything about the impact of your social media programs, but they will establish a low-cost, repeatable standard you can use to gauge success over time.
1. Total Online Community Size (sCRM)
Assuming your business has invested in a solid brand community presence on social media networks like Facebook, Twitter, YouTube, Flickr, and launched a few managed blogs, measuring the total active size of your social CRM program is the simplest key metric to regularly evaluate.
Absolute size isn’t as important as whether your program steadily growing over time. The sCRM metric offers insight into the value you’re creating for those communities, as well as size of the ‘captured audience’ that has granted you permission to receive regular messaging, deals, and content.
sCRM = #Facebook Fans + #Twitter Followers + #blog unique users + #YouTubeChannel subscribers + #all other registered managed community members
To do: Manually collect figures from key channels; calculate weekly or monthly; save figures in basic spreadsheet; produce sparkline graphs to depict trendline. Bonus points: calculate same numbers for top three competitors and compare monthly.
2. Monthly Referred Social Traffic to Site (sTraffic)
Many large brands use sophisticated social content sharing tools to exactly track social media link clicks, content pass-along, and other deeper metrics. However, you can start simple and focus on the total unique site traffic coming to your website from links shared through blogs, forums, and the key social networks. You can get this with a simple query through your Omniture, WebTrends, Google Analytics, or other website analytics tool.
sTraffic = monthly website Unique Users via Facebook, Twitter, YouTube, owned and 3rd party blogs, and forums
To do: Export absolute sTraffic # and % of total site traffic from your site analytics tool to a spreadsheet, then produce month-over-month sparkline graphs to depict trendlines.
Facebook is a more valuable source of traffic to top news sites than Twitter, according a Pew Research Center study released Monday.
The study looked at Nielsen data from the 25 news websites with the highest number of unique monthly visitors. About 35% to 40% of traffic to the sites came from links on other sites, as opposed to readers typing in a URL directly or clicking to another page on the same site.
Unsurprisingly, Google dominated this referral traffic. On average, the company’s search and news products accounted for about 30% of all clicks. But Facebook also referred a significant percentage of each site’s audience.
The Huffington Post was boosted the most by Facebook referrals, which accounted for 8% of its unique visitors. The New York Times derived 6% of its traffic from the social network.
“These percentages represent only a fraction of the traffic coming from Google,” says the study. “But they make Facebook an influential and probably growing force. As Nielsen’s numbers show, few domains affect audiences this much.”
For all its success at breaking news, Twitter did not have the same effect. The site with the highest percentage of traffic from Twitter, The Los Angeles Times, could only credit the micro-blogging platform with 3.53% of its traffic. Twitter referred a much smaller percentage of traffic to other sites in the study.
Facebook is not the first social network but it is the most popular one. There have been many other social networks before Facebook and while some of them were popular at some point in time, none could reach the popularity of Facebook. In addition to keeping in touch with your friends, Facebook can be (and is) used for business. You can use it to promote your products and services, to acquire new clients, or to get traffic to your site.
Like Twitter, Facebook is just one of the many ways to get some traffic to your site. Many marketers believe that it is just a matter of time for the traffic from Facebook, Twitter and the other major social networking sites to surpass the traffic their sites get from Google.
While this time might come, don’t take this as a promise that even if you do everything right, Facebook, Twitter, or any other similar site will do traffic miracles for you. For some people Facebook works like a charm, for others it doesn’t work at all. The same applies to Twitter. You can’t know in advance if Facebook and/or Twitter will crash your server with traffic. Just try both and see which one (if any) works for you.
Unlike Twitter, which is very simplistic, Facebook offers more possibilities. Yes, you might need more time in order to explore all the possibilities and take advantage of them but hopefully these efforts will have a great return in terms of traffic. Here are some tips that can help you turn Facebook into a traffic monster:
1 Your profile is your major weapon
As with Twitter and any other social network, if you don’t make your profile interesting, you will hardly become popular. Give enough background information for you and don’t forget to make your profile public because this way even people, who don’t know you, when they encounter your profile, they might become interested in you and become a supporter of yours.
2Include information about your site on your Wall and in the photo gallery
Facebook gives you the opportunity to write a lot about you and your endeavors, as well as to include pictures, so use all these opportunities to build interest in you and your products. It is even better to post videos and fill in the other tabs, so if you have something meaningful to put there, just do it.
3Build your network
As with other social networking sites, your network is your major capital. That is why you need to invite your friends, acquaintances, and partners and ask them to join as your supporter. You should also search for people with interests similar to yours. However, don’t be pushy and don’t spam because this is not the way to convince people to join your network.
No matter how interesting the stuff in your Facebook profile is, if you don’t publish new content regularly, the traffic to your Facebook profile (and respectively the Facebook traffic to your site) will slow down. If you can post daily, it is fine but even if you don’t post that regularly, try to do it as frequently as you can. If nothing else, updating your status regularly is more than nothing, so do it.
So, you have all those followers on Twitter and yet when you tweet a link to your latest blog post…..nothing much happens!
Why did so few of those hundreds (or thousands) of your followers click your link; after all, it’s a great post?
Your headline let you down!
People will ONLY click your links and read your content, if the headline or title is compelling enough. If just a small percentage of your followers are clicking on your links, it’s because the headline isn’t selling that link to your followers. It’s not compelling them enough, to make them want to click through to your site and find out more. Unless they do that, they will never know how great your posts are, which is why headlines are easily the most important element of your content.
Your headlines or titles are what open the door to your content. To succeed, your content has to be effective too, but nothing happens until people actually READ what you have written and your headline is what either encourages them to read the first line of your material – Or not. Get the headline wrong and you make it very hard for your content to get noticed.
6 headline secrets behind yesterday’s post
To show you what exactly what we mean, let’s use a post example which was extremely successful. It’s title was: Build a great client list with this 1 simple idea. Here are six of the secrets behind it.
The headline didn’t try and do everything. There was enough information in that headline to explain what the post was about and get the reader curious. To discover what the “1 simple idea” is, the reader has to click through. The more curious you can make someone, the more likely they are to take action; in this case click a link.
The headline was relevant to readers. It was a marketing related headline for friends on social networks connected because they are interested in marketing.
The headline made a compelling promise. Every headline makes a promise to the reader. The promise of that headline, is that if they click that link, I will give them some valuable information, which will help them with a huge problem; attracting better clients. The post content delivers on the promise, which is essential if you want people to come back! A great headline, which points to a post that fails to deliver on the headline’s promise, will cause people to feel cheated and stop them trusting your headlines and links in future.
The headline let people know it was easy. Part of the headline’s promise, is that they will learn this valuable information, quickly and easily. It’s just 1 simple idea. This requires little time investment from the reader, with the potential to learn some valuable business information.
If done correctly, you can use Facebook to promote your products & services, build awareness, research consumer opinion and much more! Here’s a few ways…
You can create a free page for your business or web site with Facebook Pages which gives your business a presence on Facebook. You can think of it as the equivalent of your Facebook personal profile, only for your business or web site.
You can add your business details and logo and you can also spice up your Facebook Page with a range of applications.
Facebook users who become fans of your Facebook Page can post on the wall, buy your products, learn about special events or promotions, join discussion boards and upload photos and video content to your Facebook Page.
You can also send message updates to all your Facebook Page fans at once, which you cannot do with your Personal Profile.
You want to keep the social aspect of Facebook in mind as you create your Facebook Page for your business, and try to present the social, human element of your business as much as possible on your Facebook Page.
To create your Facebook Page…
Log into your Facebook home page and search for Create A Facebook Page via the search bar at the top of each page.
You might also want to have a quick browse through existing Facebook Pages in your niche before you create your own page. You can find these pages here…
You’ll have various applications and options you can use once you’ve created your Facebook Page.
Here are some options you may want to consider…
The Notes Feature allows you to post notes in a similar way to blogging. You can add Notes to your personal profile or to your Facebook Pages.
Facebook users can subscribe to your Facebook Notes via RSS in the same way they would on any normal Blog. You can even import one external Blog into Facebook Notes via an RSS feed.
You can use the Facebook Events feature to create events pages for launches, openings or any other online or offline events you are hosting.
You can invite the fans of your Facebook Page to your events and they will be able to accept, decline or “maybe” your invitation. Your friends will also see a reminder of the event when they log in to their Facebook home page.
The most important aspect to social media is establishing a two-way conversation.
Consumers want more than content online — they want to make a human connection. This means it’s no longer enough to push information out to your audience. Today’s geo-located, email checking, text messaging, status updating, smartphone toting “social consumers” are ready to engage with their favorite businesses and nonprofits.
The question is: Are you ready to engage with them? It goes beyond providing a positive shopping experience, excellent customer service and content that informs, entertains and makes their lives better. Customers want to know you care about them as well as their business.
In other words, they want to make a connection. The challenge to grow a business goes beyond finding new prospects. It’s about how to engage them. As marketers and business people, everything we do — online and offline — comes down to making these meaningful connections with our customers.
While consumers generally are showing a desire to engage with businesses online, in a world where everyone is bombarded by marketing messages wherever they go, consumers become more discerning about which businesses deserve their time, attention and patronage. So how can you engage the busy social consumer and make that important human connection?
Make a Two-Way Connection
Everybody has an opinion. And most everybody likes to share their opinion with others, including businesses. Here are three ways to get an engaging conversation with your customers started:
• Post a survey, poll or open-ended question on Facebook asking customers to identify their biggest challenge or most pressing concern related to your business or cause in 2011. Report back to your audience on the results. If anything unexpected, insightful, trend-spotting or controversial bubbles up, use those ideas to spur other conversations.
• Send out a thought-provoking question related to your industry on Twitter. Make it something people care about — an interesting trend, results of study, a surprising report or something in the news. Link back to more info on your website, blog or Facebook page. Use a Twitter hashtag, which mark keywords or topics in tweets, to keep track of the conversation.
• Weave the results of your social conversations with customers into your content, across media channels. Good conversations seed good content, and vice versa. Write about things that people will want to talk about and share on their social networks.
Social consumers want to engage and interact with businesses in two-way conversation. Be sure that once you start a discussion, you’re present to monitor and participate in it. When a topic catches fire and gets people gabbing, jump in and fan the flames to keep the chatter going.
In a time of social media evolution and revolution, public relations professionals have a unique opportunity to reinvent themselves to ultimately deliver better results. The strategy: using social media-flavored PR to influence the search marketing ecosystem.
First, let’s look at today’s journalist, one of the PR professional’s primary targets. According to a recent survey by TEKGROUP International:
- More than 77 percent of journalists think it’s important to be able to access a company’s social media networks from its online newsroom.
- 45 percent of reporters say they use a corporate blog when researching a story.
- 25 percent of journalists visit a company’s Facebook Page (up 10 percent from a year ago).
- 40 percent are looking to receive news or updates via Twitter.
- Almost 99 percent of journalists expect a company to have an online newsroom, and 75 percent said they prefer it to be organized by news category.
- 95 percent want access to photos, company background, and product information within the online newsroom. Sixty-five percent want digital assets and 53 percent consider video and audio files useful.
Here are 10 ways a business can capitalize on the social PR opportunity right now.
1. Give Your Press Release, Posts & Tweets an SEO Makeover!
Like in website writing, press releases and all social media content should be optimized with keywords and links.
2. Think and Write Like a Reporter
The best results come when content is delivered in a journalistic style. Only include important information that is most relevant to the audience. Forget the fluff and keep it to the point.
3. Research and Optimize Like an SEO Pro
Keyword research is necessary when writing for PR and social media. Sometimes a quick way to find out what works best is to compare notes with the PPC campaign and apply those best performing keywords to the PR and social media efforts.
While there are plenty of resources online for leveraging Twitter, many focus somewhere between individual and consumer-oriented material.
B2B marketers have a different perspective. It’s difficult to relate to those types of Twitter resources when faced with more complex buying cycles and the demand for marketing initiatives emphasizing lead generation as the top priority.
We’ve seen skepticism in our clients’ eyes when it comes to Twitter. This can be overcome by demonstrating how Twitter can assist B2B organizations with their priority initiatives.
Instead of focusing on using Twitter only as a promotional mouthpiece, consider how this communication tool provides support for one of the primary sources of high quality leads for the B2B organization: organic search engine traffic.
Here are five ways we’ve seen and assisted B2B organizations in leveraging Twitter as a tool for the search engine marketing (SEM) initiatives.
The Foundation: Twitter Lists
Twitter lists should be one of the B2B search marketer’s most valuable tools. There are many ways we can aid a search engine optimization effort through the careful organization of Twitter lists.
Establish public and private lists to categorize your network by primary (and secondary) objectives. Private lists are great for grouping Twitter profiles in a manner you don’t want publicly accessible, such as a client list or prospecting list.
Among the many moving parts of a successful marketing plan, email newsletters are still a vital component. It remains the most direct, one-on-one place to engage customers. And email marketing’s integration with social media means greater opportunities — and challenges — when it comes to creating content that can ignite conversation and inspire sharing on social platforms like Twitter, Facebook and LinkedIn.
While planning out your e-newsletters for the remainder of the year, consider these four ways to make your content more sharable on social media.
1. Engage customers in content creation. You may think you know what’s most important to your customers, but you can glean a lot more about their needs if you ask them. Use surveys, polls, and crowd sourcing (asking questions on Facebook, Twitter, LinkedIn, and blogs) to find out what’s affecting your customers’ lives. Invite them to share their experiences related to your business and industry. You can feature the most compelling stories in your newsletter and across social channels. The individuals you feature are likely to share that content over their own social networks. Of course, remember to ask permission before sharing customer stories in any public forum.
2. Vary your newsletter content. Readers are most engaged by content that’s relevant to their lives. Help them see themselves being helped by your business in the stories you create. Formats that work for newsletters and social sharing include: