How LinkedIn Showcase Pages Can Increase Advocacy

How LinkedIn Showcase Pages Can Increase Advocacy

LinkedIn Showcase Pages are niche pages associated with a company page that highlight particular services or products with a unique voice. Showcase Pages are not temporary landing pages for specific events, but rather long-standing pages that aim at building relationships with a specific audience.

With 63% of marketers rating LinkedIn as the most effective B2B social media platform, Showcase Pages can be a fresh feature of any company’s social strategy. By segmenting and targeting audiences using Showcase Pages, B2B marketers can become more successful at reaching the right audiences and encourage increased employee advocacy.

To increase your engagement and conversion rates with Showcase Pages, segment your audience. Segmentation is believed to be the most valuable method for improving conversion rates by 96% of B2B marketers. If you segment your audience by service, product or different buyer type and create separate Showcase Pages for each group, you can message them much more efficiently. But plan carefully as you can only create 10 Showcase pages.Anatomy_of_Showcase_Page

Segmentation also allows you to communicate using targeted content to the appropriate people. The pages may even present a new way of thinking to help the 33% of B2B marketers who cite “targeted delivery of content” as their biggest challenge.

Content doesn’t always need to be targeted as long as it’s thought-provoking.Interesting content is one of the top three reasons people follow a brand on social media. By allowing individuals to follow a certain product or service, you’re delivering only relevant content, creating stronger interest and higher engagement. You’re showing them only what they want to see in order to create new followers and loyalty that you may have missed.

Your analytics and understanding of each buyer group will improve the more you interact with them through LinkedIn Showcase Pages. Within each page, you can analyze what content is performing strongest. From there, you can tailor your calls-to-action on each page and view conversion rates.

Showcase Pages can also increase employee advocacy rates. Leads developed through employee social marketing convert seven times more frequently than other leads. Your employee advocates keep participation high by following the specific Showcase Pages they are interested in. Giving specific topics and conversations provides employees with opportunities to promote social content, relevant to their followers and interests without having to sort through content on the main account. This will also save time spent on social marketing activities and increase visibility of your content.

Using LinkedIn to generate leads is found to be effective by 93% of marketers. By utilizing Showcase Pages, you are able to segment your audiences, allowing each page to have a tailored voice and content relevant to that target. You can showcase your specific services or products and analyze the results to find out if your conversion and engagement rates are increasing. Most importantly, your employees will find advocacy more in tune with their roles, responsibilities and interests.

Source: http://www.oktopost.com/

Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.

 

Why a Clear Brand Story is Crucial for Multiple Social Accounts & Optimal Employee Advocacy

Why a Clear Brand Story is Crucial for Multiple Social Accounts & Optimal Employee Advocacy

With the prominence of social media, many companies have more than just one account on the major networks. After all, with 85% of B2B buyers expecting companies to engage them via social, that level of involvement in the dynamic marketing vein is important. But without a focused approach, you’ll easily lose ground.

Multiple accounts can be unwieldy and hard to manage, but by making the extra effort to rein in all parts of your online presence—be it your company’s main account, product accounts and even employee accounts on Facebook, Twitter, LinkedIn, etc. —You’ll be prepared to send a cohesive message about your brand, and consequently, make a much stronger case about why your products and solutions are the best.

Here’s how to rein in those accounts and harness the power of a unified social media marketing front for your business.

1. Construct a Brand Story and a Flowchart

Before you can get to where you’re going, you need a map. In terms of your corporate social accounts, to unify everything around a common goal, you have to define that goal in the first place.

The best way to reach a goal in a cohesive manner is to use storytelling to your advantage. Today’s B2B marketing landscape depends on the narrative of a company to express core values to connect with customers. A great way to articulate those values is to refine what your company’s “brand story” is for as many products and services existing under the corporate umbrella. That can be consolidated into one or a few paragraphs, by answering the following questions:

  • What sets your company apart?
  • How would you describe your company’s “personality?”
  • And, in terms of the products or services themselves, how do they uniquely address your ideal customer’s pain points and thus, are the perfect particular solutions for them?Once you’ve nailed down the brand story, construct a flowchart that describes how your multiple corporate accounts are linked together to tell that story. A flowchart will help you and your marketing team understand how the “story” will flow organically through social posts. A natural hierarchy should be reflected in the flowchart: the brand’s identity should unfold first throughout posts in the main company social profiles, then through product and service accounts and finally individual employee accounts.

    Once the marketing department as a whole understands the layout of the unfolding story, you’ll have much more clarity on what your social content and lead engagements should look like at any given time. You might even, in concert with your team, create some sample posts from each type of social media account (main, product and employee) to clarify that roadmap even further.

    2. Solidify the Reorganization of your Social Media Presence

    Now, it’s time to evaluate the whole picture. This involves assessing how organized your company’s social presence is currently, and involving corporate leadership as you refine and push its limits for the better.

    Perhaps you don’t yet have an organized advocacy program, or your company’s advocacy efforts have been scattered, with the lion’s share of lead generation happening through the main corporate marketing outlets (such as the company’s Facebook Page or LinkedIn profile). In such cases, the first task is to tighten things up:

    • Get sales involved. Assuming the main company profiles are in good working order, ensure that other departments, like sales, are using their social media profiles in conjunction with the main ones. This sets the stage for powerful interactions with qualified leads and effective “social selling.” With 6% of salespeople using social selling outperforming their sales peers and exceeding quota 23% more often, the importance of sales’ involvement in a cohesive reorganization of the corporate social presence can’t be understated.
    • Make sure employee accounts are in order. If your employees have dormant social accounts, now is the time to do what you can to spark some activity. Start implementing a social advocacy program. Hold a company-wide employee advocacy meeting that is both educational and motivational, which can effectively help revitalize dormant profiles. When employees see they’re stakeholders in company growth, they’ll be inspired to share approved marketing collateral to their social connections—and perhaps even create social posts within marketing-approved guidelines.

    The next thing to do is get corporate leadership on board. While they may be leaving the nitty-gritty of marketing to the marketing department, especially when it comes to the relatively young and still experimental world of social media, you can point out to C-level leaders what social approaches are already producing good ROI.

    Once they’re sold on the value, they themselves will be re-energized to maintain regular social activity, as well as be more amenable to efforts to increase social reach (e.g. by approving new social media accounts for each product vertical, customer support and other corporate entities).

    3. Implement Reorganized Social Advocacy with a Flexible Approach

    With a clear roadmap and decision-making stakeholders on board, it’s time to start posting to all accounts in such a way that they all support each other and cleanly articulate the exact same central corporate messages—even if in different voices.

    However, remember that the newly-unified efforts should never be rigid. The new advocacy plan must remain open to adjustment. In the ever-changing world of social media marketing, you’ll want to encourage engagement across all profiles, whether the catalyst happens to be breaking industry news or conversing with a very interested prospect who has something to tell or ask the company.

    Here’s how you can keep your advocacy efforts flowing and producing a positive ROI:

    • Continue employee advocate education and offer incentives. It never hurts to inspire as many employees as possible to be active, and not just passive, advocates (i.e., robotically posting pre-approved messages and engaging with standardized responses). You might set up a leaderboard, give certain employees a speaking role in monthly marketing meetings or think of other ways to get employees more invested in the advocacy process.
    • Keep adjusting according to your analytics. With social media analytics, you’ll be able to see what social posts resonate with prospects engaging with any corporate profile. Then, you know what you should add more of to the pipeline.
    • Use advocacy momentum to explore further ROI optimization opportunities. When a company’s employees are united behind a common corporate identity—one that is publicly playing out on social media—it can form a great impression of a cohesive, inviting corporate culture that your prospects will want to do business with. Once you see that happening, you can ask the following questions to keep increasing engagement:
      • Do long or short social media responses work better?
      • Are prospects’ customer questions answered completely, and quickly?
      • What kind of “voice” most consistently draws prospects into your sales funnels?

    If your now-unified advocacy remains open to constant improvement, your entire marketing machine will only grow stronger over time.

    Multiple accounts can create confusion for a B2B marketing manager, but an optimized approach to advocacy means that the company functions as a healthy and thriving entity, attracting prospects as time goes on. Use the above strategies for reining in your company’s accounts, and you’ll prove that to be true.

    Source: http://www.oktopost.com/

    Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.

     

Some Common Social Advocacy Hurdles and How to Overcome Them

Social advocacy is becoming more integrated into marketing strategies. Companies are realizing the value of social advocacy programs, such as increased conversion rates and higher engagement levels. Content shared by employees receives eight times more engagement than content shared by brand channels. To have a successful advocacy program, you need your CEO and stakeholders to understand the value the program can bring, and you need all participants to be passionate about the brand and the content they are sharing.

However, companies are discovering barriers within their company to having a truly successful advocacy program. Some B2B marketers struggle with getting their executives, sales team, HR, and other employees onboard with becoming social advocates. Here are some reasons why certain departments are not using social media and tips for encouraging these employees to participate.

CEO’s and Other Top Executives

Only 28% of CEOs use social media, with 22% using LinkedIn and 10% using Twitter. True, they are too busy running the company to think about social media and usually place it under marketing’s duties; however, they should consider that 77% of buyers are more likely to buy from a company whose CEO uses social media. CEOs and executives are seen as powerful thought leaders. When they share content about the company, outsiders will take notice and view that content as more legitimate than if shared by non-exec profiles. With their executive role in the company, they can be seen as social leaders and an excellent example to follow for other employees.

Present social media stats and insights to the executives and show them how 10 minutes a day on social media can improve engagement levels for the company. You must define your specific goals for your social media strategy and present the benefits of the program.  Some executives might feel that social media is the domain of their kids using Snapchat, and they need examples of how it can work for the business. You may have to start by building their profile’s for them, enabling them to become comfortable with the platforms.

The Sales Team

A study by Jim Keenan’s “A Sales Guy” 21.7% of salespeople don’t want to make money! Well, at least they said that they are not are not using social media, with 19% citing they don’t see the value and 45% citing it’s because they don’t understand social selling. Salespeople underestimate what social media can do for them and may be used to traditional sales and marketing strategies. For example, they might not realize that many prospects are out on social media looking for helpful content and information prior to even talking to a company.

To bridge this gap, set up social media tutorials and presentations to make sure the sales team understands the importance of social media for sales and how to share content correctly to their target audiences. It can also help to work with smaller teams when implementing a social advocacy strategy, making sure each member really understands the importance and benefits of the program.

Typically, salespeople are competitive by nature, so showing them an advocacy leader board and the real benefits of social selling will spark their inner competitiveness. You need to show them how social selling can result in lead generation and conversions. The advantages of social selling speak for themselves, as 72.6% of salespeople using social selling as part of their sales process outperformed their sales peers and exceeded quota 23% more often.

Source: http://www.oktopost.com/

Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.

 

How Can Social Media Help Increase Event Conversions?

How Can Social Media Help Increase Event Conversions?

The most effective B2B content marketing tactics are in-person events (cited by 69% of marketers) and webinars (64%).  As a B2B marketer, simply getting people to attend your live or virtual event is not enough.  You’re asked to provide ROI for the events in order to validate the budget spent on events.  In order to increase event conversions, you need to use social media to nurture your attendees and follow up with them post-event.  Here are some tactics to use social media to increase conversions pre-,during, and post-event:

Pre-Event

Get creative using social media to gain new followers and get your followers excited about your event. By using tactics that discovers who is interested in your event and brand, start the conversation with individuals.

  • Use Facebook to create an event or to get attendees to post “they are attending” your event. This will generate more visibility to your event and get people excited.  70% of marketers use Facebook to gain new customers.
  • Create a special hashtag on Twitter to promote the event. You can connect with those attending the event to keep their interest and engagement level high.
  • Give an incentive to sign up for the event, such as a discount code or to be entered to win a prize at your booth during the event.
  • Take the conversation a step further and try to set up in-person meetings at the event or send them other pieces of collateral that you think they’d find interesting.

    During the Event

    During the event, take advantage of having their attention and focus on you, whether it be in-person at a large event, a smaller in-person private event, or even online. For 58% of US marketers a part of their real-time marketing engagement strategy includes using social media to engage their target audience during timely events.

    • Conduct surveys during the event. This will give you a reason to reach out after the event to provide the results.  You can enter them in for a prize as well for taking the time to answer your survey questions.
    • Ask for their Twitter handle and tweet live during the event. Use your hashtag and make sure you thank them for stopping by the booth or attending the webinar.  Personal touches can help create connections that will lead to conversions.
    • Add connections on LinkedIn and add a personal note with a thanks for meeting them at the event.
    • Host an online contest and make sure that attendees enter using social media. This gives an excuse to gather their social media pages and also will help you gain relevant followers.  You can announce the winner online as well.

    After the Event

    It’s important not to lose your connections after the event, but reach out with helpful content that will push them through the sales and marketing funnel.  On average, it takes prospects an 10 marketing touches from the time they enter the top of the funnel until the deal is closed, and they’re officially a new customer.

    • Send a personal message to those who attended your event, used the hashtag or connected with you/your company on the social networks. Send your survey results, a post-event blog article, or a related piece of collateral.  Interesting content is one of the top three reasons people follow a brand on social media.
    • Craft an email that features a related piece of collateral with links to your social sites. According to Forrester Research, top performing B2B marketers consider email marketing the #1 most-effective tactic for lead nurturing.
    • Post pictures from the event as well. A Tweet that includes an image has a staggering 581% increased engagement.

    More than half of event professionals say the biggest challenge in social media is using it effectively. By starting your social media event strategy before the event, you can nurture your prospects and increase conversions.  Keep the attendees engaged throughout the event and be sure you follow-up with content.

    Source: http://www.oktopost.com/

    Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.

     

Twitter has Decided to Remove Links and Images from 140 Character Limit — OMG!! How Will this Affect Your B2B Social Media Strategy?

Twitter has Decided to Remove Links and Images from 140 Character Limit — OMG!! How Will this Affect Your B2B Social Media Strategy?

This just in, according to Bloomberg, a Twitter employee familiar with the matter claims that within the next two weeks, Twitter will no longer count links and images in the 140 character limit.

The announcement is a direct continuation of Twitter CEO, Jack Dorsey’s, recent post that discussed the possibility of increasing the tweet limit to 10,000 characters. Both of which are part of the social network’s larger goal of increasing their stagnating growth.

Along with many other recent additions to enrich tweets, such as: polls, videos and GIFs. What we can understand from this news, is that Twitter users are simply looking for a way to share more text in their tweets.

While this decision might not seem groundbreaking, it shows that Twitter is increasingly looking to update and modify their platform. For us B2B marketers, it is key to stay up to date with any news and make sure we align ourB2B social media marketing strategies, and in particular our Twitter strategy with the social networks language.

On a more practical note, here are some ideas for how B2B marketers can make use of this update:

  1. Treat tweets like Facebook Ads and use the text to support a cleaner image.
  2. Use the added space for deeper call-to-actions in their tweets
  3. Create more engaging and graphical tweetsSource: http://www.oktopost.com/

    Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.

     

Why and How to Measure Specific Social Media Keyword ROI

Why and How to Measure Specific Social Media Keyword ROI

If your company has a few social accounts, populates them with invigorating content and engages with your followers on a regular basis, you might feel your strategy is set in stone and going well. You feel you know how to reach new prospects. You deploy successful social campaigns, and you track the analytics with great outcomes. Then comes a change that throws off your whole plan.

Facebook did it first. Then Twitter and Instagram followed. The social sites now aggregate and fill feeds based on algorithms instead of chronologically. This feature, while it might be attractive to users, can be potentially devastating to brands trying to reach customers organically. The posts your company has crafted with creativity and care have all but disappeared from feeds.

If a customer isn’t constantly engaging with your content, it will appear to the social sites that their priority is low for viewing what you share. When launching a new product or releasing new updates, social media used to be the best way to disperse the news. Now, those announcements could go unnoticed.

This is why social media keyword roi strategy is becoming more important. The idea behind social media keyword ROI is that your prospects will find you through a search. On social media this is done either by searching relevant accounts and hashtags or conducting a general search of the industry. But the only way you can harness the power of social media search marketing is to know which keywords your customers are using, and why they are performing those searching. This insight will lead to greater ROI and another way to measure the important return on your investments.

First Steps

The first step in implementing a search marketing plan is understanding the difference of each site and conducting research about certain social habits and needs of the communities. This can be achieved by:

  • Tracking popular and trending topics on Twitter and other social networks.
  • Determining search/query frequency.
  • Gauging market interest for products and services.
  • Identifying demand for keywords.
  • Understanding user intent.
  • Discovering relevant points of engagement.

From this information, you can derive the most valuable keywords. A common misconception about these keywords is their similarity to general Internet searches. In fact, the difference is quite significant. Consider how often people search for “YouTube” or “Facebook” on Google. Then consider how often people are searching those same terms on those exact sites. The drop in numbers is incredibly stark.

It’s also important to think about behavioral differences across the platforms. With unique properties and features, users interact on each site individually. As you identify these realities, also keep in mind that when a user is searching a single word, it’s likely she is actually seeking an answer or conversation. Your strategy should become about how you integrate your keyword marketing with your social content to merge these two ideas.

Twitter

The Twitter advantage is that the social site is essentially founded on the idea of keywords. The hashtag instantly qualifies a term or phrase and quantifies how the world is talking about it. While Twitter didn’t invent the symbol, they did originate and popularize the use of it to group all tweets about the same topic together.

Using hashtags is a highly effective way of gaining traction and visibility with customers. Tweets with hashtagsreceive 2X more engagement than those without. Every time you use a hashtag, you are joining a virtual conversation that anyone can monitor and join. Even better than the traditional hashtag is the trending one. Following—or better yet starting—a trend helps you see the level and need of customer engagement.

The hashtag practice is so successful, Twitter incorporated keywords into its business service. So for any company willing to pay for Promoted Tweets, that content is more likely to appear in users’ feeds who are already Tweeting about that topic. For example, if an executive Tweets about using his CRM platform on a daily basis, Tweets from companies promoting CRM platforms will now be integrated into his feed. This keyword targeting helps reach your ideal customer. Tracking the engagement of these specific Tweets should reveal clear ROI about a promoted campaign and help you think wisely about your keyword strategy.

Facebook

Facebook search has long been a place to quickly access a page you already like and want to visit. That all changed last year when the social site rolled out changes to its search function. Now search results will show relevant content from all 2 trillion Facebook posts in existence. That’s a lot of posts to sort through, so SEO becomes increasingly important to your approach to Facebook.

If that seems overwhelming and you want to abandon the Facebook element of your social plan, consider that nearly a billion people visit Facebook Pages every month, with 750 million of those views coming from mobile devices. And those are just the people seeking particular pages. Then consider the other views generated from suggested posts, paid content promotion and Facebook ads. With a platform as large as Facebook, not using it with SEO in mind would be missing out on a massive portion of potential prospects.

If you’ve worked with SEO in other areas of your marketing, transferring those principles to your social media activity should be seamless. Simply apply your knowledge about your customers, your products and services and what insights you learn from researching social search behavior to create posts that are more likely to appear in news feeds and appeal to a customers’ needs.

With this arsenal of tactics, you can analyze and interpret the ROI of using such a strategy in such specific places. If you notice one keyword getting more engagement and shares than others, propel that success forward by using it more and working with similar ideas. The potential is there if you know what to search for.

Source: http://www.oktopost.com/

Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.

 

How to Use Social Media Buyer Personas to Increase ROI

How to Use Social Media Buyer Personas to Increase ROI

Sometimes marketers take out all the personal elements of reaching new audiences. Customers become data points based on analytics. But to reach these customers effectively it’s important to remember they are individuals with unique combinations of needs and interests. Keeping this in mind can help you tailor your marketing efforts not to a statistical point of data, but to a real person. However, it is fair to assume that many of your customers have similar priorities, so you can sort them into groups for truly understanding what you should be marketing to them. This tactic is called using buyer personas and it’s an insightful way of considering who your customers are and what they want.

A survey conducted by ITSMA revealed 90% of B2B marketers gain a clearer understanding of their customers using buyer personas. However, just collecting such powerful information is a waste if it’s not used properly. By implementing knowledge of buyer motivations in your content, and particularly in your social media marketing, you’ll form very strong connections among your audience, leading to more customers and greater ROI.

Here, we’ll discuss how you can harness the power of buyer personas on social media, both on the micro-level of posts and throughout entire campaigns.

Using Social Media Buyer Personas to Create Social Posts

Every social media post is a chance to connect with a prospective buyer and convert them from a prospect to a lead. But if you’re hoping to garner engagement, such as comments, likes or Retweets, each post needs to contain a message that directly appeals to the reader.

According to CMI, 76% of B2B marketers noted they planned to increase content output in 2016. Inevitably, much of that content will find its way onto social media and miss the mark because it doesn’t incorporate a rich understanding of customers. A fully sketched-out social media buyer persona, built from customer interviews and intelligence gained from your sales team, gives you that understanding by revealing your prospects’ mindset and buying behavior. Some Important points to take into consideration when creating your social media buyer personas include:

  • How your buyers conduct business on a day-to-day basis
  • Your buyers’ general disposition towards new, unfamiliar brands
  • How your buyers prefer to gain new industry knowledge and make purchasing decisions

Armed with this information, you can create social posts that align closely with your social followers’ expectations. More specifically, here’s how you can use buyer persona insights to craft high-impact social posts:Buyer Persona

  • Speak to the way your followers do business. Do your buyers tend to work within a team or are they independent stakeholders? Do your customers act on their organizational goals quickly or do they use long, drawn-out processes that involve staff at every level?
    If your social content reflects prospects’ daily business lives, you’re more likely to gain their trust.
  • Take cues from industry influencers. Who do your prospects listen to? Look at some of the content your typical buyers consume (whether it consists of blog posts, whitepapers, podcasts or other high-value pieces), and take note of how well your current social messages align with those voices. You might even gain inspiration from influencer media to create similar, yet better-targeted content.
  • Speak to the benefits of your product. Your prospects are interested, first and foremost, on how your products make their lives easier. Focus a large portion of your social media output on why your product fulfills a need.
  • Address pain points directly. What’s frustrating your buyers? Whether it’s a minor inconvenience at the office or a major problem that’s interfering with business efficiency or profits, make sure you address pain points and link to content related to the solutions your products provide.
  • Think of posts your buyers are likely to share. Your social media buyer personas should address the substance of the conversations your buyers have with their industry peers. This insight is great fodder for social posts your buyers will gladly share within social outlets, which will only improve your company’s social market presence.

Reviewing how your buyers make decisions, how they feel about industry concerns and what’s driving their approach to changing their business processes for the better—all things that your social media buyer personas should reveal—can help inform substantial, trust-building content for your social media pipeline. That increase in trust yields more customers and greater ROI from your personas.

Using Social Media Buyer Personas to Guide Campaigns

Using your social media buyer personas to help guide individual social posts is simple and effective. But what about entire campaigns?

If your approach to marketing is not targeted, it will fall flat. Only 30% of B2B marketers report their content marketing efforts are effective. One of the best ways to ensure you’re implementing a targeted (and thus, more effective) approach is to use buyer insights to construct and refine overall campaigns.

When designing campaigns, keeping the following in mind can make sure you’ll persuade your audience to enter your sales funnel and convert, ultimately raising your ROI:

  •  Use buyer insights to construct an approach to thought leadership. Thought leadership is an important goal to achieve through content marketing; general interest in the subject is very high and continues to grow steadily. Make sure social and other content subtly builds on the type of ideas your buyers associate with a high degree of influence in their respective industries.
  • Introduce stimulating perspectives in active social media conversations. In social media, posts matter, but active engagements really matter, and they can make an impact in real time. Informed by your buyer insights, respond to questions on social platforms and get involved in discussions that will build buzz about your company’s industry savvy.
  • Create streams of content targeting different stakeholders. Depending on the complexity of your market segments, some of your customers’ purchasing decisions might be primarily made by C-level executives, middle managers or regional leaders. Develop content for the individuals pulling the trigger on the purchase, and make sure it’s persuasive both to them and other important stakeholders in the chain of command. Also, make sure that through social listening, you’ve identified the proper social channels on which to engage the point persons you’re targeting.
  • Make sure the campaign’s “story” makes sense. Different buyers require different approaches. Especially if your products serve a variety of industries your campaigns need to make sense to each type of buyer. For example, a SaaS software marketer might not have the same needs as a financial services company, so your campaigns will have to target each in a highly-personalized way.

 

Your social media buyer personas are a great source of material for constructing campaigns that will resonate deeply with prospects and turn them into leads. Remember that other resources, such as your CRM and your social media marketing platform, can yield even more buyer insights for sharpening your campaigns and extracting maximum ROI from content.

Channeling the knowledge you gain from buyer personas can be a true challenge. But by taking the details they reveal about how your buyers think and act, and using that data to sharpen both your social media content and entire campaigns, your company will engage more social followers as leads, and ultimately, as customers.

Source: http://www.oktopost.com/

Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.

 

CMO 2.0 – Making IT Decisions with a Marketing Brain

CMO 2.0 – Making IT Decisions with a Marketing Brain

The marketing technology landscape is growing. According to ChiefMartec.com’s 2016 report, the number of marketing technology platforms has doubled for the third straight year in a row to 3,874.

As marketing automation and social media management platforms become wide-spread in use and popularity, the responsibilities of a marketing manager are no longer just conveying a branding message. Now they have to be fast learners and adapters of technology. Suddenly, CMOs are making decisions usually left to an IT department.

As this transition to a future where every marketer also knows a great deal about technology, software and different tools continues, there will need to be a shift in thinking. A marketer—who usually has a business-oriented or creative brain—now needs to think like a CIO.

Marketing Technology Breakdown

A recent study revealed that not only are marketing managers making IT decisions, but 66% of professionals prefer it this way. The types of technology noted in this study include 83% of respondents using content management systems, 77% using an analytics platform and 62% using a customer relationship management tool.

With 19% of marketing managers also running the platform and channel integration, the line between marketing and IT is becoming less and less clear. However, as marketers are forced to make more technology decisions, there is more confusion about what makes a good IT decision and clear ROI. Marketers are not accustomed to making decisions that affect a network’s infrastructure or depend on the functionality of technology. They are used to only choosing tools based on how well they perform a marketing task and bring in more revenue.

marketing_technology_landscape_2016

The necessity for marketers to think like an IT professional isn’t going to be diminished. If anything, as technology becomes more complex and important to business operations, marketers will need to be well versed in how to make IT choices.

Collaborative Decisions

Marketers must keep the following things in mind to get better at making business IT decisions:

  • Compatibility: Adequate marketing technology must be compatible with a company’s network. If the company depends on remote VPN access and has many mobile workers, a MAP or any other technology must be mobile capable.
  • Ease of Use: The ability to train any employee on a technology and get them using it immediately is a crucial feature to deploy any tool across a company.
  • Support: If a marketer is truly unsure about the IT decisions they are making, a reliable feature to fall back on is support. If a marketing technology has an excellent support department, you can depend on a partnership with the provider to help you implement and make sense of it all.

These are just a few of the things IT professionals consider when choosing a new tool that marketers should also let guide them. However, better than just thinking like IT, is to work alongside them. More than half of all marketers call their working relationship with an IT department “collaborative.” Sharing insights and responsibilities only enhances a company’s investment in technology and its effect on overall success.

Source: http://www.oktopost.com/

Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.

 

Social Media SEO: How to Measure the ROI of Specific Social Media Keywords

Social Media SEO: How to Measure the ROI of Specific Social Media Keywords

If your company has multiple social accounts, populates them with invigorating content and engages with your followers on a regular basis, you might feel your strategy is set in stone and going well. You feel you know how to reach new prospects. You deploy successful social campaigns, and you track the analytics with great outcomes. Then comes a change that throws off your whole plan.

Facebook did it first. Then Twitter and Instagram followed. The social sites now aggregate and fill feeds based on algorithms instead of chronology. This feature, while it might be attractive to users, can be potentially devastating to brands trying to reach customers organically. The posts your company has crafted with creativity and care have all but disappeared from feeds.

If a customer isn’t constantly engaging with your content, it will appear to the social sites that their priority is low for viewing what you share. When launching a new product or releasing new updates, social media used to be the best way to disperse the news. Now, those announcements could go unnoticed.

This is why social strategy reliant on social media keywords is becoming more important. This is the idea that your prospects will find you through a search. On social media this is done either by searching relevant accounts and hashtags or conducting a general search of the industry. But the only way you can harness the power of social media search marketing is to know which keywords your customers are using, the needs of those searching. This insight will lead to greater ROI and another way to measure the important return on your investments.

First Steps

The first steps in implementing a search marketing plan, is understanding the difference of each site and conducting research about certain social habits and needs of the communities. This can be achieved by:

  • Tracking popular and trending topics on Twitter and other social networks.
  • Determining search/query frequency.
  • Gauging market interest for products and services.
  • Identifying demand for keywords.
  • Understanding user intent.
  • Discovering relevant points of engagement.

From this information, you can derive the most valuable social media keywords. A common misconception about these keywords is their similarity to general Internet searches. In fact, the difference is quite significant. Consider how often people search for “YouTube” or “Facebook” on Google. Then consider how often people are searching those same terms on those exact sites. The drop in numbers is incredibly stark.

It’s also important to think about behavioral differences across the platforms. With unique properties and features, users interact on each site individually. As you identify these realities, also keep in mind that when a user is searching a single word, it’s likely she is actually seeking an answer or conversation. Your strategy should become about how you integrate your keyword marketing with your social content to merge these two ideas.

Twitter

The Twitter advantage is that the social site is essentially founded on the idea of keywords. The hashtag instantly qualifies a term or phrase and quantifies how the world is talking about it. While Twitter didn’t invent the symbol, they did originate and popularize the use of it to group all tweets about the same topic together.twitter hashtag engagement

Using hashtags is a highly effective way of gaining traction and visibility with customers. Tweets with hashtags receive 2X more engagement than those without. Every time you use a hashtag, you are joining a virtual conversation that anyone can monitor and join. Even better than the traditional hashtag is the trending one. Following—or better yet starting—a trend helps you see the level and need of customer engagement.

The hashtag practice is so successful, Twitter incorporated keywords into its business service. So for any company willing to pay for Promoted Tweets, that content is more likely to appear in users’ feeds who is already tweeting about that topic. For example, if an executive Tweets about using his CRM platform on a daily basis, Tweets from companies promoting CRM platforms will now be integrated into his feed. This keyword targeting helps reach your ideal customer. Tracking the engagement of these specific Tweets should reveal clear ROI about a promoted campaign and help you think wisely about your keyword strategy.

Facebook

Facebook search has long been a place to quickly access a page you already like and want to visit. That all changed last year when the social site rolled out changes to its search function. Now search results will show relevant content from all 2 trillion Facebook posts in existence. That’s a lot of posts to sort through, so SEO becomes increasingly important to your approach to Facebook.

If that seems overwhelming and you want to abandon the Facebook element of your social plan, consider that nearly a billion people visit Facebook Pages every month, with 750 million of those views coming from mobile devices. And those are just the people seeking particular pages. Then consider the other views generated from suggested posts, paid content promotion and Facebook ads. With a platform as large as Facebook, not using it with SEO ideas would be missing out on a massive portion of potential prospects.

When tracking Facebook engagement, it’s all about the comments, likes and most importantly, shares. The more keywords you include in your posts, the more of these elements you are likely to experience, which makes measuring the ROI of your Facebook efforts easier.

If you’ve worked with SEO in other areas of your marketing, transferring those principles to your social media activity should be seamless. Simply apply your knowledge about your customers, your products and services and what insights you learn from researching social search behavior to create posts that are more likely to appear in news feeds and appeal to a customers’ needs.

With this arsenal of tactics, you can analyze and interpret the ROI of using such a strategy in such specific places. If you notice one keyword getting more engagement and shares than others, propel that success forward by using it more and working with similar ideas. The potential is there if you know what to search for.

Source: http://www.oktopost.com/

Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.

 

Social Media ROI Myths Your Clients Believe – And How to Convince Them Otherwise

With 85% of B2B buyers suggesting that businesses should present information via social networks, it’s a good time to be a marketing agency offering social media services. However, with that mounting pressure, many in-house marketing teams believe social media ROI myths, which are causing them to make costly mistakes, hurting conversions and revenue.

Alerting your clients to the falsehoods starts with dispelling these social media ROI myths for them well ahead of time. Here are some of the unrealistic — and just plain untrue – social media ROI myths your clients might believe, and how your agency can counsel them otherwise.

Myth #1 – Social ROI can’t be measured

Your client’s in-house marketing team might not believe that social media ROI can be calculated. In fact, that task has been cited as a top difficulty among B2B marketers.

Why is this the case? Implementing social tactics without asocial media strategy makes it impossible to define which metrics are most important. With such an unfocused approach, it’s hard to anticipate any impact on a company’s bottom line.

How to set the record straight: Let your clients know that social ROI can absolutely be measured, and that it directly yields eager leads — but only if social is done right. Show them how a highly engaging, goal-driven social campaign, especially with the help of a social media marketing platform, will ultimately bring them more, happy customers. And, let clients know the results can all be tracked with social media analytics reports that dive directly into the most meaningful KPIs for each brand and strategy.

Myth #2 – Social is more suited to the B2C realm than B2B

Those of your clients that do see the potential of social might think it’s all for B2C companies and not their B2B brands.Smart goals for social media marketing

Of course, when prominent examples of social media marketing come up, it’s often in mass-media consumer ads that are interwoven with pop culture. Social also continues to carry a laid-back and informal connotation, with networks like Facebook and Twitter perceived as more of hub for superficial online friendships than for serious discussion and business.

How to set the record straight: Smart social marketing, of course, yields enormous rewards in the B2B space, without sacrificing professionalism or brand identity. Show your clients that throughsocial selling and good engagement in social media communities, it’s possible to close the gap between the well-established effectiveness of social and the lead nurturing needed to win trust throughout long, complex B2B buying cycles. Being able to provide your clients with case studies of B2B brands using social media effectively can also help convince them.

Myth #3 – If you’re going to be social, you have to be everywhere

Finally, some of your clients might erroneously believe you have to have a hand in every social network available.

Some companies make the mistake of setting up profiles on every single popular network, with or without demonstrated popularity in their industry. This scattershot approach only drains ROI, as time can easily be wasted on a social presence that could be better invested in specific channels that target a self-selected audience ripe for engagement.

How to set the record straight: Show your clients exactly which social networks work in their industry. Facebook, Twitter, Google+, and especially LinkedIn are the four big ones in the B2B space, but your clients need to know the most effective channels for their brands. With a social listening tool that gives you a bird’s-eye view of brand mentions and industry discussions, it will be easier than ever to see where efforts should be spent the most.

Your clients might be falling for a lot of myths — and it’s your job to set them on the right path! By arming your clients with greater knowledge of the myths and realities of social media marketing, they’ll come to trust you as a true partner in maximizing their social ROI, and in taking their brand awareness and social lead generation goals to new heights.

Source: http://www.oktopost.com/

Kirkwood Direct is largest service provider that offers comprehensive and effective end-to-end direct marketing communications solutions to their clients. It offers various services like Data Management/ Data Acquisition, Commercial Printing, Mailing Services, E-marketing and many more. Call (978) 642-0300 or visit site.