The document discusses how brands focus too much on getting "likes" on social media rather than developing deeper relationships and love with consumers. It argues that brands should think about how to truly engage and connect with consumers through digital channels instead of just chasing metrics like likes and followers. Moving from likes to love requires brands to build real relationships with consumers over time through authentic engagement rather than just quick or superficial interactions.
Instabrand: The Rise of Visual Storytelling In A Content Marketing WorldChristian Adams
This is an eBook I wrote back in 2012 and a slide deck I put together in 2013 about Instagram. Cover photo is not displaying correctly because the original files was too large.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
You can spend your time and money on leased social communities like Facebook, Twitter, Linkedin, Instagram or Pinterest...and many companies are doing just that.
But, those communities do not offer a reliable way to communicate with your customers and fans WHEN and HOW you want to.
That's why smart companies are swinging the pendulum back to the "original" social media...back to owned social communities.
More control, more engagement, more reliability. That's the owned social community dynamic. Maybe it's time you looked into this option for your own social media program?
This Slideshare is based on a blog post from Jay Baer on the Convince & Convert blog. (convinceandconvert.com)
Instabrand: The Rise of Visual Storytelling In A Content Marketing WorldChristian Adams
This is an eBook I wrote back in 2012 and a slide deck I put together in 2013 about Instagram. Cover photo is not displaying correctly because the original files was too large.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
You can spend your time and money on leased social communities like Facebook, Twitter, Linkedin, Instagram or Pinterest...and many companies are doing just that.
But, those communities do not offer a reliable way to communicate with your customers and fans WHEN and HOW you want to.
That's why smart companies are swinging the pendulum back to the "original" social media...back to owned social communities.
More control, more engagement, more reliability. That's the owned social community dynamic. Maybe it's time you looked into this option for your own social media program?
This Slideshare is based on a blog post from Jay Baer on the Convince & Convert blog. (convinceandconvert.com)
Content is the currency for building social relationships that can boost earned media. If you want to ensure your brand gets in the media, then become the media. Presentation from PRSA International Conference on evolving digital PR through content marketing by Lee Odden, CEO of TopRank Online Marketing.
Find out what’s happening on social media and what it means for your business. The quarterly trend report from The Social Lights summarizes the major social media network updates and provides recommendations for how businesses can take advantage of the new opportunities.
Social Networks included in the Q1 Social Media Trends Report:
- Facebook
- Twitter
- Instagram
- Snapchat
Want to stay informed about changes in social media? Check out The Social Lights’ blog: thesocial-lights.com/subscribe
Online marketing and social media in particular have changed how the travel decision-making process takes place, forcing travel brands to adapt their marketing accordingly. Yet, not everyone adapts at the same rate, and there are still many who question the worthiness of efforts in this sphere.
Hanson Hosein: Storyteller Uprising Fall 2013Hanson Hosein
With the decline of traditional journalism, there’s an increased need for trusted information and content. This presents a huge opportunity to individuals, communities, companies and organizations. They can fill that void by telling their own multimedia stories and creating their own channels of distribution — thereby serving as trusted sources in their own right. That’s the “uprising” — people seizing control of communication by building ongoing credible connection through story and digital technology. Storyteller Uprising explains why this is now possible, and why you should harness the power of content in your own communication endeavors.
Presented by Hanson Hosein, Director, Communication Leadership graduate program at the University of Washington, Host Four Peaks TV, President, HRH Media Group (www.hrhmedia.com)
“A must-read for anyone trying to understand the changing world around us, especially anyone who’s got an idea, product or service to sell–which is anyone in any kind of business.” — Sree Sreenivasan, CNET (and Chief Digital Officer of Columbia University) “How to profit from the social media Storyteller Uprising“
“For anyone interested in media and how it’s being transformed by social media and the digital age, this is a must read. It will also give you unique perspective and things to think about, only possible from someone like Hanson Hosein who has such a fascinating background in traditional media, new media and also academia. It’s an easy read with important points on storytelling, how it’s changed due to technology but also how it’s stayed the same.” — Craig Kanalley, Senior Editor Huffington Post, “Great Read — Amazon.com review“
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessStefanos Karagos
[This is my Keynote for the MobiFest Conference 2015]
It's time to Stop the Buzz Wording!
There is not Mobile Marketing!
Marketing doesn't have Flavors,
Marketing has Objectives,
Marketing is all about Communication,
Marketing is all about Real Life!
I gave this presentation August 2012 at the Social Media Intelligence Summit in San Francisco. This presentation does not lay out your B2C social media strategy for you. Instead, it takes a bigger look at why you are using social media in the first place, and how it is serving your business goals. This presentation originally contained no written words. I added in the spoken portion as text so that it makes sense online.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
LinkedIn company pages: the untapped opportunity for SMBsScoop.it
Small and mid-size businesses (SMBs) massively use social media as a digital marketing tactic. But at Scoop.it we wanted to understand: how do they use social media? What are their key opportunities?
We surveyed more than 3,000 SMBs over several months - inside and outside the Scoop.it user base. We asked questions, collected behavioral data and discovered intriguingfindings which we plan to release in several parts.
The first lesson we learned is that LinkedIn Company Pages seem to be a major opportunity not yet leveraged by many SMBs. Though LinkedIn is THE business social network, SMBs still don't see their future on LinkedIn yet. They don't seem to have the time, the content or the analytics tools they need to take advantage of LinkedIn Company Pages as an important marketing opportunity.
Here are details on why and how to help them fix that.
Unless you're socially isolating under a rock and didn’t get the memo, it is no secret that the world of marketing, PR and advertising is changing at lightning speed, with a major paradigm shift in the way agencies function being visibly noticeable over the past 3 years.
Content is the currency for building social relationships that can boost earned media. If you want to ensure your brand gets in the media, then become the media. Presentation from PRSA International Conference on evolving digital PR through content marketing by Lee Odden, CEO of TopRank Online Marketing.
Find out what’s happening on social media and what it means for your business. The quarterly trend report from The Social Lights summarizes the major social media network updates and provides recommendations for how businesses can take advantage of the new opportunities.
Social Networks included in the Q1 Social Media Trends Report:
- Facebook
- Twitter
- Instagram
- Snapchat
Want to stay informed about changes in social media? Check out The Social Lights’ blog: thesocial-lights.com/subscribe
Online marketing and social media in particular have changed how the travel decision-making process takes place, forcing travel brands to adapt their marketing accordingly. Yet, not everyone adapts at the same rate, and there are still many who question the worthiness of efforts in this sphere.
Hanson Hosein: Storyteller Uprising Fall 2013Hanson Hosein
With the decline of traditional journalism, there’s an increased need for trusted information and content. This presents a huge opportunity to individuals, communities, companies and organizations. They can fill that void by telling their own multimedia stories and creating their own channels of distribution — thereby serving as trusted sources in their own right. That’s the “uprising” — people seizing control of communication by building ongoing credible connection through story and digital technology. Storyteller Uprising explains why this is now possible, and why you should harness the power of content in your own communication endeavors.
Presented by Hanson Hosein, Director, Communication Leadership graduate program at the University of Washington, Host Four Peaks TV, President, HRH Media Group (www.hrhmedia.com)
“A must-read for anyone trying to understand the changing world around us, especially anyone who’s got an idea, product or service to sell–which is anyone in any kind of business.” — Sree Sreenivasan, CNET (and Chief Digital Officer of Columbia University) “How to profit from the social media Storyteller Uprising“
“For anyone interested in media and how it’s being transformed by social media and the digital age, this is a must read. It will also give you unique perspective and things to think about, only possible from someone like Hanson Hosein who has such a fascinating background in traditional media, new media and also academia. It’s an easy read with important points on storytelling, how it’s changed due to technology but also how it’s stayed the same.” — Craig Kanalley, Senior Editor Huffington Post, “Great Read — Amazon.com review“
It’s a Mobile World - 9+1 Learnings to Build a Path to SuccessStefanos Karagos
[This is my Keynote for the MobiFest Conference 2015]
It's time to Stop the Buzz Wording!
There is not Mobile Marketing!
Marketing doesn't have Flavors,
Marketing has Objectives,
Marketing is all about Communication,
Marketing is all about Real Life!
I gave this presentation August 2012 at the Social Media Intelligence Summit in San Francisco. This presentation does not lay out your B2C social media strategy for you. Instead, it takes a bigger look at why you are using social media in the first place, and how it is serving your business goals. This presentation originally contained no written words. I added in the spoken portion as text so that it makes sense online.
Content marketing is all the rage. In a distracted world, where consumers are bombarded with advertising and overwhelmed by media and device choices, brands are searching for a new ways to connect—ideally over the long term. And many marketers are turning to content with varying degrees of success.
What does it mean for a brand to engage in content? What, exactly, is content anyway? What value is it to brands? Do brands have the right to compete against publishing companies? How do brands know whether or not their content is driving business results?
This whitepaper will touch on all of these topics. But, if there’s one thing to remember, one cardinal rule for brands to follow when starting a content marketing program it is this:
Content is often categorized as art or commodity, but for marketers, that misses the point. First and foremost, it needs to be thought of as a tool for driving discovery, engagement and trial. And, like all tools it has a purpose—to provide value to the consumer. On that score, content can always be optimized to provide ever more consumer value, which translates into ever more brand value.
Written by Craig J. Heimbuch—award-winning journalist and author, best-selling ghostwriter and Senior Content Strategist at Barefoot Proximity—this whitepaper provides a framework for brands looking to stand out by creating lasting, even lifelong relationships with consumers via content.
LinkedIn company pages: the untapped opportunity for SMBsScoop.it
Small and mid-size businesses (SMBs) massively use social media as a digital marketing tactic. But at Scoop.it we wanted to understand: how do they use social media? What are their key opportunities?
We surveyed more than 3,000 SMBs over several months - inside and outside the Scoop.it user base. We asked questions, collected behavioral data and discovered intriguingfindings which we plan to release in several parts.
The first lesson we learned is that LinkedIn Company Pages seem to be a major opportunity not yet leveraged by many SMBs. Though LinkedIn is THE business social network, SMBs still don't see their future on LinkedIn yet. They don't seem to have the time, the content or the analytics tools they need to take advantage of LinkedIn Company Pages as an important marketing opportunity.
Here are details on why and how to help them fix that.
Unless you're socially isolating under a rock and didn’t get the memo, it is no secret that the world of marketing, PR and advertising is changing at lightning speed, with a major paradigm shift in the way agencies function being visibly noticeable over the past 3 years.
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
Social selling is a powerful sales activity to engage buyers in the digital era. Social selling when done correct, is helpful and does not interruppt the contact. However social selling does require training to be really effective.
Connecting and Communicating in the New Media Landscape – all the tools you need to succeed in the world of Twitter, Facebook, Linked in and more.
Also visit: http://masstrafficleads.com
Presenstation made at the Bombay Management Association Seminar on How to use Social Media for Business. Grass root level understanding on using Social Media, Case Studies and suggestions on building Social Media Strategies
Follow our Linkedin Page: @marketing infographics
A beginners Guide to Social Media, why does a company need Social Media, tips and guidelines, key stats and demographics, Strategies and tactics for success, recommended tools, facebook, twitter, linkedin, pinterest
Welcome to The Beginner's Guide to Social Media!
"Social media" is a way for people to communicate and interact online. While it has been around since the dawn of the World Wide Web, in the last 10 years or so we've seen a surge in both the number and popularity of social media sites. It's called social media because users engage with (and around) it in a social context, which can include conversations, commentary, and other user-generated annotations and engagement interactions.
Source: http://moz.com/beginners-guide-to-social-media
Welcome to The Beginner's Guide to Social Media! Whether you're new to social media or just looking to close a few
knowledge gaps, we're glad you stopped by. By now, we've all heard how valuable—even essential—social media can be.
Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that social
media is a far more complex field than it first seems. Diving in without a sense for what it's like can be overwhelming, and
building a network that provides real value takes both savvy and hard work, but fear not—we're here to help! We hope you'll
find this to be one of the most comprehensive social media resources available, and that no matter what your skill level is,
there's plenty in here to help you improve your social presence. What are we waiting for? Let's dive in!
This Guide will take you thru the steps which will help you to sharpen your skills sets on enhancing your Social Media Marketing skills to explore business opportunities and increase your clients brand awareness thru strategic social media activites.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital Marketing Trends - Experts Insights on How
Brands fail to fall in Love
1. Masters of CX
Why Brands
are Stuck on
Like and Failing
at Love
By Mitch Joel
President, Twist Image
Published by Econsultancy in association with Offerpop
2. Why Brands are Stuck on Like / Mitch Joel
We live in strange
(and interesting)
times...
We applaud a cookie company for posting something
relevant and timely on Facebook while the rest of the world
was trying to figure out how a blackout happens at a major
sporting event.
From there, we watch this cookie manufacturer rack up over
35 million likes on Facebook, and we bow in reverence. A
new king arises. A new viral sensation.
How can we all capture this lightning in a bottle? How can
we turn this real-time marketing stunt into millions-upon-millions
of followers who are talking up our brands and
pushing sales growth to near double-digits?
3. You would think that brands would “get it” by
now. Sadly, most don’t. Social media (and
online social networks in particular) are the
best channels brands have ever had for truly
engaging in a powerful and profound direct
relationship with their consumers.
But instead of diving in deep, changing the
way that their marketing and communications
departments are organized, and how they
make those connections, brands persist in
chasing “vanity” metrics, as my friend and
Digital Marketing Evangelist at Google,
Avinash Kaushik, likes to call them).
The old television advertising metric of GRP
(for measuring audience) is now being
played with “likes,” “followers” and yes...
even shares. Don’t believe me? Facebook’s
sales reps will talk to you about reach and so
will the Twitter ad people. Their sales pitch
will compare audience sizes to that of the
traditional TV networks.
The social giants will talk up how their
platform combined with traditional media
programming can create a high level of
impact and awareness. Perhaps, if you work
really hard, you too can take a selfie that
millions upon millions of people will share and
talk about…until tomorrow…when the next
#IceBucketChallenge happens.
The question is: Why go for likes when you
can go for love?
Here’s a thought: just because someone
clicked on a link, it doesn’t mean that they
read it or engaged with it. And just because
someone shared or “liked” a piece of content,
it doesn’t mean that they did anything more
than click. Is a click the same as consuming?
What can brands do to move their mindsets
away from likes and clicks? They can think
deeply about falling in love. Falling in love
with their consumers and how they can now
interact with them.
Mitch Martin is a lawyer and the world is his
oyster. He’s recently married, working his way
up the corporate ladder, enjoys time with his
friends and family. Like most professionals
who travel for work, there is no better feeling
than hopping on an earlier flight and making
it home to surprise your loved ones… that
is unless your spouse is engaged in an illicit
threesome once you arrive. That’s just one of
the many ridiculous scenarios from the 2003
hit Hollywood comedy Old School, starring
Will Ferrell, Vince Vaughn and Luke Wilson.
It turns out that Mitch (Luke Wilson) was
deeply in love with his wife who - for the
most part - was ok “liking” a bunch of
random strangers. In the digital age of
instant gratification, consumer promiscuity
is rampant, and getting consumers to be
(somewhat) monogamous and in love with
your brand is no easy task.
It’s also a cultural thing for brands, at
this point. Advertising was created as a
mechanism to get attention through repetition
of impressions. It’s easy to fall back on this
dogma in our day to day advertising lives. To
use the traditional metrics and the traditional
yardsticks for success. Digital marketing
can help you do so much more. It can
move you from these one night stands to
something deeper and more meaningful with
consumers.
The question is:
Why go for likes
when you can
go for love?
4. Brand love
is eroding
A study of brand strength suggests
that consumers’ ties to brands
have weakened significantly. In the
cosmetics sector, for example, those
with positive brand scores dwindled
from 7 of the 19 studied brands in
2002 down to one by 2012.
// Source: Shultz, Block and
Viswanathan, Brand Preference being
Challenged, (2012) Medill School
of Journalism, Media, Integrated
Marketing Communications
ecly.co/1E51xpE
2002 2012
5. Hint #1:
Start off slow... and take it slow.
We live in a real-time, tweet a minute,
analytics-driven world. This means that
marketers want everything (more sales, more
brand awareness, more loyalty, more likes
and more) and we want it fast.
Historically, the brands that were first to adopt
any form of digital marketing (think back to
the nineties) did so with the strategic posture
of it being fast and quick to do. With that
came the notion that it was also cheaper to
do (much cheaper than a traditional TV, print
or radio buy). Remember when keywords on
Google were a cheap buy and plentiful? You
could link to a couple of quickly designed web
pages and the phone would ring.
A friend of mine owned a B2B software
company. He would buy keywords, develop
quick landing pages and didn’t need any
sales and marketing staff. Long before
Google acquired Android, he would call his
pay-per-click initiative the “Google Phone,”
because that’s what would happen all day:
the phone would ring off of the hook with
sales leads (all inbound), just because of
Google. It was cheap, fast and easy.
To this day, many CMOs embrace digital
marketing because they think it will be cheap
and cheerful. Are you going to tell me that
marketers don’t see email marketing as a
faster (and cheaper) solution to their direct
marketing of years past?
The best way to stop getting stuck on
likes and to start thinking about love is to
understand that the best digital marketing is
about being slow.
Yes, make fast decisions. Use technology
and its speed for glory, but optimal results
take time.
You can’t quickly start a channel on YouTube
and go viral… with every video. It takes
time to build your content, to get good at
storytelling in that format, to become a
part of the channel’s culture, to develop a
community and earn trust and respect.
You can’t just publish an Instagram feed,
and expect your followers to make that cash
register ring.
You can’t change your Facebook content
and media strategy and derive any true value
from it, unless you take the time to meet your
consumers there, authentically connect with
them, share something of value with them (or,
as my friend Jay Baer says, create YouTility
), build on that relationship and grow these
connections.
Digital marketing is not a key party. Moving
a brand from likes to love is about building
real relationships. It’s a new area on the
relationship spectrum for brands to have,
as well. It’s not the first impressions on the
first date and it’s not about consummating
the relationship. It’s about the massive
opportunity of that middle phase of
relationship building. It’s that middle phase
that digital marketing has opened up for
brands.
Yes, make fast decisions.
Use technology and its
speed for glory, but optimal
results take time.
6. Before he was a drone specialist, Chris
Anderson (author of The Long Tail and
Free and former editor of Wired Magazine)
would often regale audiences with the reality
that over half of all traffic to Wired’s digital
properties was to the archive. The older
content. The longer it had been there, the
more people who have linked to it, shared it,
tagged it, etc... the more valuable it became.
Contrast that to the current half-life of
everything that your brand has tweeted out
or posted on Facebook in the past month. Is
there any value in that archive?
There is some profound learning here. Some
marketers would lead you to believe that
content marketing is now all about how fast
you can post and jump on to the latest meme.
It turns out that taking
things slowly and allowing
them to build over time is
an incredibly powerful part
of the new machine.
Yes, but that’s not the entire story. It turns out
that taking things slowly and allowing them
to build over time is an incredibly powerful
part of the new machine. The more valuable
the catalog of content, the more trust gained
from consumers linking to it and, ultimately,
the more valuable (and upwardly mobile) the
brand.
Yes, the Wired editorial team still rush to post
the latest and greatest, but the true value of
that content is derived slowly and over time.
It turns out that love isn’t always found in the
never-ending fire hydrant of content known
as the newsfeed.
Hint #2:
Slow does not mean resting on
your laurels.
Long-term results and relationships take
time. You know the old adage, “there are no
shortcuts to success.” If you’re starting on
Facebook by pre-loading sanitized press
releases or posting standard stock photos on
Pinterest, you’re not adding value and you
are not speeding up the process. In fact, you
are probably slowing the brand down (in this
case, slow is bad).
This is where brands struggle. By not
becoming part of the culture and choosing
to just sell into it, success takes much longer
because, inevitably, the course must be
corrected and value built around the “right”
pieces of engagement.
7. What is
Real-time
Marketing? The term “real-time marketing” often
53+How marketers refers to rapid social responses
but also extends into the areas of
automatic/triggered marketing.
53%
The distinction will become
45+are using 23+real-time marketing
45%
29 increasingly important as more
functions move from human to
programmatic; instant response to
consumer behavior via website, email
29%
and display channel is becoming part
23%
of the marketer’s standard toolkit.
// Source: Real-Time Marketing
Report, Econsultancy (2014)
ecly.co/1uuIyVK
Real-time
Rapid, personal
Real-time,
None of these
marketing in
responses on
automated
digital channels
social networks,
responses on
e.g. web, email,
user comments,
social networks
display, search
etc.
8. Hint #3:
The right story based on right
insight. That’s what consumers
love…and become loyal to.
The growth of content marketing and native
advertising validates this. Suddenly, brands
are telling stories in a more personal, human
and connected way. It is very effective, but it
isn’t something that works from campaign to
campaign or quarter to quarter. How many
brands have asked the right question: “Are
we really and truly willing to put the time
in?” Paying for light attention is easy. Fan
acquisition strategies are everywhere to be
bought.
But the brands that are able to capitalize on
the paid strategies are the same ones who
are putting in the time doing something with
their content.
The blogger James Altucher once told me
that for every hour he spends creating
content, he spends three hours promoting
it and building community and audience
around it. This may seem simplistic to more
sophisticated marketers, but we still live in
a day and age where the vast majority of
brands are pumping out a stock photo with a
message akin to : “like this if you like poodles”
or similar drivel.
There’s a reason why Facebook throttles the
content that brands are able to display to their
followers. To counter that, successful brands
on Facebook (and other forms of social
media) are really diving in deep to think about
what they’re going to create in a world where
people on Facebook are more likely to flick
over anything not relevant to them. In short,
brands are learning how to find love by truly
becoming more personable and interesting.
Again, love takes time.
Brands want to know how much time it takes
to move from likes to love. How much time
does it take to create something valuable?
♡
In short, brands are
learning how to find love
by truly becoming
more personable
and interesting.
Again, love takes time.
9. How much time does it take to do YouTube right? How much time
should we spend on Twitter? How much time does it take to create
great content for Facebook?
The reframe that is needed is not in trying to answer the question by
looking at historical data from others, but in asking the question in a
more philosophical way.
At what price love? Don’t scoff at this. The majority of brands are
under-indexing on engagement scores, and it’s not because they
aren’t committing budget or creative to make a run at it. They are
failing because they’re not putting in the time to create content that
relies on the social insight (versus their creative idea) and they’re not
putting in the time to truly connect with the audience. The stuff that
builds trust… that leads to love.
Hint #4:
It’s not just about Facebook.
Today, all media has some social component to it. Building your
business to social scale is something that can be bought (whether
some like this or not is irrelevant). Building your business to social
scale and turning it into something truly valuable will only be about the
brand’s commitment to truly putting in the long, hard work and time
required to build substantive relationships. The true winners are the
ones who are putting in the serious time to move from like to love.
Let love rule.
// Mitch Joel
An example
from Nivea
In 2010 Nivea premiered their Black &
White deodorant brand. The process
was truly co-creative with customers,
involving them all the way through
launch.
“Problem” phase: consumers
identified hundreds of stain types,
inspiring the scientists.
“Idea” phase: Nivea’s team shared
their thoughts with partners and
consumers, co-creating the approach
“Evaluation” phase: as ideas
rolled out, they were evaluated and
enhanced by consumer participants.
Result: Black & White became the
leading product in its category in only
nine months.
The question should best be phrased like this:
“if we are going to be effective using social media,
are we committed to putting in the time and effort it
will require to get the results we expect?”
10. About the Masters of CX Published by Econsultancy in association with Offerpop
The Masters of CX series features true marketing thinkers
and industry heavyweights, covering the issues surrounding
your customer experience approach and strategy.
These unique reports will be published between October
and December 2014, along with two dedicated webinar
sessions where you can gain first-hand insight from the
authors on the key issues raised.
We’re delighted to be working with some of the most
influential authors within digital marketing.
Reports in the series include:
Winning Hearts in
Real-time
by Jay Baer
Influence the Influencers
- The Magic of Co-Created
Content
by Lee Odden
Beyond the Sale: Building
Customer Relationships
for Life
by Brian Clark
Empower your Employees
to Power your Customer
Experience
by Ted Rubin
Customer Loyalty
Lessons from Medieval
Times
by Mark Schaefer
Why Brands are Stuck on
Like and Failing at Love
by Mitch Joel
Find out more about the authors and reports at
hello.econsultancy.com/masters-of-cx and
join the discussion using #MastersofCX
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