There are hundreds, if not thousands, of social media websites that your customers may be using to connect with friends, family, and businesses. However, we find that most businesses usually only one or two social media websites to connect with their customers and promote their business.
Industry leaders know that content marketing and social media campaigns are crucial to success on the Internet. However, given that content marketing is a qualitative, rather than quantitative concept, how can you measure the success of something that, at first glance, can’t be measured?
That’s where this article comes in. Let’s take a closer look at the intricacies of deploying your content marketing and social media campaign, including how you can measure its contribution to your company’s bottom line.
Launch Your Content Marketing and Social Media Campaign
One of the most crucial aspects of launching your content marketing and social media campaign is to ensure that you don’t lose interest in the progress you’re making, particularly in the earlier months when you might not be seeing the results you’ve been expecting. Remember, content and social media marketing is a qualitative concept, not a quantitative one – you won’t be able to immediately measure ROI within the first months of use. Therefore, be sure to continue with your content marketing efforts even when you feel as though your readers aren’t paying attention to what you have to say. Believe us, they are!
Monitor Your Chatter
While you should have a dedicated team to monitor your content and social media marketing efforts, there’s no denying that you can’t monitor your efforts 24/7. That’s why it’s important to invest in resources that allow you to automate some of the process, including tools that monitor activity, engage with your readers and aggregate content. This will allow your social media team to keep on top of your progress without feeling overwhelmed by all there is to do.
Keep It Fresh
Ensure that your content marketing and social media campaigns remain fresh and relevant to your readers. Stale and uninteresting platforms will cost you valuable customers.
Measure Your Success
Finally, be sure to measure your success in terms that make sense to content marketing and social media. For example, rather than focusing on dollars, focus on client satisfaction and brand loyalty, and how your campaigns have contributed to these vital components of running a successful business.
Once your company has determined the most successful content marketing and social media campaign, you’ll need to put those great ideas into real-time action. As the old saying goes, it’s easier said than done. How can you transition your content marketing ideas to the Web? What platforms should you be using to increase your social media campaign’s ROI?
This article will explore the specific steps involved in developing your most successful content marketing and social media campaign:
Identify Your Best Platforms
In the world of social media, there are literally hundreds of platforms you can use for your content marketing campaign. With so many Web 2.0 sites jostling for your time and attention, how can you know which one is the right one for your company?
First, you’ll need to identify if your company wants to engage in content marketing on specific niche social media sites, or on general sites. Additionally, you’ll need to eliminate the Web 2.0 sites that won’t allow you to maximize your social media campaign. For example, LinkedIn Marketing is a great platform for individuals looking to connect in their respective industry, but it might not be a great tool for companies looking to market content to the average customer. No matter which social media platforms you identify and use, be sure that your company has a Facebook account, a Twitter profile and a blog, as these are the most popular – and consumer-trusted – social media platforms online today.
Develop Your Best Team Possible
Once you’ve identified which social media platforms you’ll be using for your content marketing, you’ll need to find talented professionals who can help your campaign come to life. Your readers want to feel as though they’re communicating with real representatives of your company – and that’s where your team comes into play. A dedicated content marketing team can post regular updates, respond to reader comments and garner the kind of client feedback that can help your company improve its products and services.
It just makes sense if you think about it, but a new survey published by Harris Interactive validates the fact that Search is how most people look for business information online. Almost 60% of respondents said that search engines were the first place they went to research local businesses. For those under 35 years of age, that number jumped to a whopping 83%. Only 8% said they go to the merchant’s site first, preferring instead to find the information from a neutral source.
When the question switched from desktops to mobile devices, the results changed a bit. The study showed that 17% “base their decision” on search engine results when researching local businesses and restaurants and another 15% rely on sites that publish customer reviews, such as Citysearch, Yahoo Local, Merchant Circle, or Yelp!. Similarly, only 8% use the actual merchant websites as qualitative.
So what does all this mean to you?
Let’s face it, in today’s competitive business world an entrepreneur can’t afford not to include content marketing as part of their marketing strategy. Unlike traditional marketing techniques (e.g. magazine ads, billboard ads, TV infomercials, telemarketing, etc.) content marketing has the potential to reach tens of thousands and even millions of potential consumers.
What is Content Marketing?
Content marketing is the technique of creating and distributing high-quality, relevant and valuable information to attract and engage a particular target audience; this is with the purpose of generating profitable customer action.
Rather than ‘selling’ your products or services, you’re actually delivering valuable information your consumer is searching for online. Content marketing helps your consumers become more educated about your products and services. As a result, the consumer rewards you with their business and their loyalty.
According to statistics taken by Roper Public Affairs, 80 percent of buyers prefer to get company information in the form of articles instead of traditional advertisements. Seventy percent say content marketing gives them a sense of closeness to a company. Sixty percent say content marketing helps them to make wiser buying decisions compared to traditional marketing mediums.
Who uses Content Marketing? Continue reading
Is Google+ the greatest thing since sliced bread? That’s actually a pretty strange standard by which to measure innovation these days. But depending on what Internet buzz you’re reading you could certainly come away thinking that Google+ is the greatest thing since… well… Facebook. If that’s what you’re leaning toward then you might also be wondering what’s in it for your businesses. Well the short answer is nothing! In fact it appears that Google is actually sending a warning to businesses: No profiles, or else! Or else what?
To date Google+ has been an invitation-only project solely open to individuals, not businesses. But that hasn’t stopped companies like Ford and Coca-Cola from jumping on board – perhaps for no other reason than to begin doing some recon. But there may be consequences to disregarding Google’s request that businesses refrain from getting in right now.
Some companies who’ve begun experimenting with the commercial use of Google+ have amassed small armies of followers, or “circles of friends” as it were, in the new social medium. But gathering some early intel appears to come with a price – one that these companies aren’t overly concerned about right now. Google has made it clear that none of the data from those rogue business profiles, i.e. business masquerading as humans, will be able to be transferred to the new business pages when they arrive sometime in the third quarter of 2011. Is that a big deal? Eh, maybe. Maybe not.
Even though it is impossible to predict whether or not Google’s +1 button will have a positive impact on SEO and search results, Google has dropped a few hints over the past few weeks. Have you noticed Google has placed special emphasis on content that’s being “Tweeted” on Twitter and “Liked” on Facebook? It doesn’t take a psychic to tell whether or not Google’s +1 button will have a major effect on SEO in the near future.
If you are still getting used to the features in Google+, you are certainly not alone. Everyone is in the same boat. Here are a few basic features to consider when using Google+:
Before the birth of social media, we called certain groups of friends a social clique. For instance, you have your 9 to 5 friends, your religious friends, political friends, entrepreneur friends, clients, family, and then you have those who you prefer to keep at arm’s length.
If you invited all of your friends and acquaintances to a dinner party, to announce details of your private life, certain individuals would take it out of context. That’s why you share certain things with one group of friends and keep it on a hush-hush with others.
When Facebook emerged, it seemed as if all friends and clients were grouped into one category. Everything posted on a wall was put out on display for a free-for-all critique session. For many, having a Facebook account is like a full-time job monitoring every single detail of one’s social life. Many Facebook users have learned that once private information gets out in the open to the wrong people, it can sabotage a good reputation.
Google+ is becoming a popular favorite among business owners because it gives you complete control over who is allowed to be a part of your social circle.